Two approaches to one business. Which is more effective? Try squinting.
Never everyone! Demographics: age, gender, socioeconomic status, level of education. Psychographics: attitudes, beliefs, lifestyles, opinions. Geographic segmentation: zip code, county, state. Job segmentation: farmers, managers, small business people. Specialty segmentation: 45- to 55-year-old females with arthritis who own Toyota Camrys. Focus on the group or groups that are the best fit for your website. Older audience: big enough text! Good contrast, black on white!
Are you a subject matter expert?
Readability is important. We don’t pay attention on the web. Comprehension starts being compromised when content exceeds 7th grade reading level (average American reading level).
Inverted or reverse pyramid. Say what’s important at the top! Remember the F for fast. Upper left-hand corner is your most valuable real estate.
• Writing for the web
• Effective images
2. What don’t people do on the web?
• They scan instead.
• F for fast.
3. What does it mean for us?
• Provide content that can be scanned.
• Avoid: “walls of text.”
• Think: “at a glance.”
• White space
4. What do people do on the web?
In order of popularity
• Get news
• Buy products online
• Use social media
5. Who is it for?
• Know your audience.
6. What do you offer?
Information and news
Education and instructions
Products and services
7. Why your site and not another?
• Simple: 5th to 8th grade reading level
9. Writing style
• Clear: avoid jargon!
“The exploitation of
may be seen as the
“We're reaching out to leverage our ability to offer solutions.
This low-hanging fruit is a game-changer, a no-brainer and a winwin situation. Let's touch base and take it to the next level!”
10. Prioritize your information
11. “Happy talk must die.”
• Don’t focus on how great you are with vague
terms (“the best”) and self-congratulatory
• Specify what makes you great!
– Facts and stats
– Real-world problems you solved
12. Consequence of
• Do they tell a story?
• Avoid clutter!
• Images needs to be
compelling, distinctive, unusual, beautiful or
14. Images should be compelling
Photo by Kyle Spradley
15. In contrast
16. Images can be unusual
Photo by Steven Depolo. Photo Illustration by Aaron Duke
17. Or beautiful
Photo by Kyle Spradley
18. In conclusion
Respond to your audience
Understand your own message
Affirm people’s trust
Write for the web
Use the strongest photos you can—or none at
all if you only have weak ones
19. Thank you!
Work web: cafnr.missouri.edu
Personal web: genevievehoward.com