Web Content Best Practices for Nonprofits
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Web Content Best Practices for Nonprofits Presentation Transcript

  • 1. Linda Kolker Best Practices for Web Content
  • 2. AGENDA 9:00-9:15 Orientation & Introduction 9:15-9:45 Part 1 – Foundations 9:45-10:30 Part 2 – Content Format 10:30-10:40 BREAK 10:45-11:45 Part 3 – Content SEO for Google 11:45-noon EvaluationsLinda Kolker Best Practices for Web Content 2
  • 3. Web user research on Non-profit websitesLinda Kolker Best Practices for Web Content 3
  • 4. What donors look for Causes that share their ideals and values. How the organization proposes to helpLinda Kolker Best Practices for Web Content 4
  • 5. What’s most important to donors Mission Goals Objectives Work Presence in reader’s own communityLinda Kolker Best Practices for Web Content 5
  • 6. What kills donations on sites Majority of problems are content-related Content problems 53% Navigation, transactions, etc. 47%Linda Kolker Best Practices for Web Content 6
  • 7. What kills donations on sites ? Donate 17% Nowhere to click to donate!!!Linda Kolker Best Practices for Web Content 7
  • 8. Credibility Engagement Ability to deliverLinda Kolker Best Practices for Web Content 8
  • 9. Best Practices for Website Content Part 1Linda Kolker Best Practices for Web Content 9
  • 10. Laying the foundation: BEFORE you create content Define goals Know audiences Who you are What sets you apart from competitorsLinda Kolker Best Practices for Web Content 10
  • 11. Know your website goals Specific Measurable Examples of specific and measurable goals: • Increase donations from small donors by 10% • _____________________________________ • _____________________________________Linda Kolker Best Practices for Web Content 11
  • 12. Know your audiences Audience segments Age Gender Income Lifestyle Opinions & ValuesLinda Kolker Best Practices for Web Content 12
  • 13. Practice: audience profileFor ONE audience: Age _____ Income ________ Gender ________ Lifestyle ____________________________ Opinions & Values______________________________Linda Kolker Best Practices for Web Content 13
  • 14. Know who you are A statement that sets you apart from competitorsLinda Kolker Best Practices for Web Content 14
  • 15. Examples of taglinesLinda Kolker Best Practices for Web Content 15
  • 16. Practice: laying the foundation How well does your site Reflect your goals? Reflect your audience(s)? Scale of 1-5 (5=best rating) Is your tagline at top of home page? Every page?Linda Kolker Best Practices for Web Content 16
  • 17. Best Practices for Website Content Part 2Linda Kolker Best Practices for Web Content 17
  • 18. Overview  Brief, specific content written from the perspective of your readers’ interests, desires and background.  Content that is formatted to make it easy to find what they’re looking for on the page.  Headlines, subheads and content that are oriented to their interests and goals.Linda Kolker Best Practices for Web Content 18
  • 19. Site visitor behaviorLinda Kolker Best Practices for Web Content 19
  • 20. Site visitor behavior 20% Users read about 20% of textLinda Kolker Best Practices for Web Content 20
  • 21. Site visitor behavior What’s here? How can I find what I’m looking for? Short articles Skim highlightsLinda Kolker Best Practices for Web Content 21
  • 22. Site visitor behavior Ruthless about abandoning sitesLinda Kolker Best Practices for Web Content 22
  • 23. Skimming content How people scan a website page 23Linda Kolker Best Practices for Web Content
  • 24. Inverted pyramidLinda Kolker Best Practices for Web Content 24
  • 25. Use subheads  Tell the story on their own  Capture essence of paragraphLinda Kolker Best Practices for Web Content 25
  • 26. 26
  • 27. Make paragraphs short 6 lines MAXIMUM 3-4 where possibleLinda Kolker Best Practices for Web Content 27
  • 28. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences shortLinda Kolker Best Practices for Web Content 28
  • 29. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences short Use bullets & numbersLinda Kolker Best Practices for Web Content 29
  • 30. Use boldface and italics NEVER underline text unless it’s a LINKLinda Kolker Best Practices for Web Content 30
  • 31. Linda Kolker Best Practices for Web Content 31
  • 32. Linda Kolker Best Practices for Web Content 32
  • 33. Credibility Grammar Spelling PunctuationLinda Kolker Best Practices for Web Content 33
  • 34. Pair up and review sitesFirst, take a couple of minutes to review your partner’s siteHome page: What does this organization do? What’s special about it? Is that clear at a glance?Review lower-level pages: Can you scan and know what the page is about? Is the most important information at the top? What could be shortened, and how would you do it?Linda Kolker Best Practices for Web Content 34
  • 35. Best Practices for Website Content Part 3Linda Kolker Best Practices for Web Content 35
  • 36. Help people find you Optimize your content for Google organic search (SEO) resultsLinda Kolker Best Practices for Web Content 36
  • 37. Linda Kolker Best Practices for Web Content 37
  • 38. What’s good for copy is good for SEOLinda Kolker Best Practices for Web Content 38
  • 39. SEO for content• Identify keywords (search terms)• Make a list of 5-6• Select one or two per page for optimizationLinda Kolker Best Practices for Web Content 39
  • 40. 40
  • 41. What’s a keyword? 41
  • 42. Select keywords Know your audience What words are they likely to use?Linda Kolker Best Practices for Web Content 42
  • 43. Identify keywords One of your audiences? ____________________________ Two or three phrases they might search for? ____________________________ ____________________________ ____________________________Linda Kolker Best Practices for Web Content 43
  • 44. Research competition for keywords 44
  • 45. Using your keywords Make a list Narrow down to 5-6 Assign 1-2 keywords to each page Use no more than 1-2 per page Front-load in page titles and heads Top-load keywords – at top of pageLinda Kolker Best Practices for Web Content 45
  • 46. Top-down contentLinda Kolker Best Practices for Web Content 46
  • 47. Use keywords in page titles “Selecting the first 2 words for your page titles is probably the highest- impact ROI-boosting decision you make in a Web project.”Linda Kolker Best Practices for Web Content 47
  • 48. 48
  • 49. 49
  • 50. Where to add Page Title to a web page you’re creating 50
  • 51. Headings (levels & tags)
  • 52. Where to format headingsLinda Kolker Best Practices for Web Content 52
  • 53. 53
  • 54. Image captions & <alt> tags 54
  • 55. Caption textLinda Kolker Best Practices for Web Content 55
  • 56. Copy text from page on your website, paste into texteditor (Word, Notepad, etc.)SAVE this document!• Revise the page title, main headline (Most important words at beginning of each)• Shorten a paragraph• Underline something you could link to another pageLinda Kolker Best Practices for Web Content 56
  • 57. Review Lay the foundation: audiences, goals, your identity, competitive differences Make content easy to find on your site and read on the page Make it easier for people to find you via Google: optimize site contentLinda Kolker Best Practices for Web Content 57
  • 58. Resources Letting Go of the Words—Writing Web Content That Works by Janice (Ginny) Redish Herschell Gordon Lewis on the Art of Writing Copy by Herschell Gordon Lewis Don’t Make Me Think, by Steve Krug Almost anything by Jakob Nielsen. Books. Web site = useit.com Usability.gov Linda Kolker Best Practices for Web Content 58