Keep it Short & Simple: Writing for the Web Lindsey Patten Synthesis Communications

About Me Graduated from the University of Windsor for Communications and Humber College in the Fundraising and Volunteer Management Program Owner of Synthesis Communications, a company that helps nonprofits improve their communication tools Runs a blog, Notes for Nonprofits, that offers communications and marketing advice to nonprofits

Graduated from the University of Windsor for Communications and Humber College in the Fundraising and Volunteer Management Program

Owner of Synthesis Communications, a company that helps nonprofits improve their communication tools

Runs a blog, Notes for Nonprofits, that offers communications and marketing advice to nonprofits

Presentation Objectives Old websites versus new Biggest mistakes in web writing First steps Four key components of great web writing Tips for every page of your site Formatting for the web The Web Composition Triangle Do’s and Don’ts

Old websites versus new

Biggest mistakes in web writing

First steps

Four key components of great web writing

Tips for every page of your site

Formatting for the web

The Web Composition Triangle

Do’s and Don’ts

No Cookie Cutter Writing! Every website and organization is different!

No Cookie Cutter Writing!

Every website and organization is different!

Old Websites Versus New Old Website Brochure Purely Informational Basic pages include Our Programs, About Us, etc.

Old Website

Brochure

Purely Informational

Basic pages include Our Programs, About Us, etc.

Old Websites Versus New New Website Engaging Interactive Still Informational

New Website

Engaging

Interactive

Still Informational

Web Statistics So why is it important to be engaging? Because on the web: 79% of users only scan the page Whereas 16% read word by word And on the average web page, users: Read at most 28% of the text, however 20% is more likely

So why is it important to be engaging?

Because on the web:

79% of users only scan the page

Whereas 16% read word by word

And on the average web page, users:

Read at most 28% of the text, however 20% is more likely

What Are The Biggest Mistakes in Web Writing? Copying a brochure/fact sheet to the web Hiding bad content with good design Boring copy No clear message No voice Overdone Mission/Vision statements

Copying a brochure/fact sheet to the web

Hiding bad content with good design

Boring copy

No clear message

No voice

Overdone Mission/Vision statements

First Steps How Do You Know Your Content Needs to Be Redone?

How Do You Know Your Content Needs to Be Redone?

Google Analytics

Survey

First Steps Put that pen down! First….

Put that pen down!

First….

First Steps What Are Your Goals?

What Are Your Goals?

What Are Your Goals? Receiving more donations Getting volunteers Getting a petition signed Raising awareness

Receiving more donations

Getting volunteers

Getting a petition signed

Raising awareness

First Steps Who is Your Audience?

Who is Your Audience?

Who Is Your Audience?

Who Is Your Audience?

First Steps What Are You Trying to Achieve? Only 43% of nonprofit sites studied answered this question on their homepage.

What Are You Trying to Achieve?

Only 43% of nonprofit sites studied answered this question on their homepage.

First Steps What Are You Doing With the Money? Only 4% of nonprofit sites studied answered this question on their homepage.

What Are You Doing With the Money?

Only 4% of nonprofit sites studied answered this question on their homepage.

Improving Web Writing Engage Inform Call to Action Donor-Centric

Engage

Inform

Call to Action

Donor-Centric

Engage Your content must be engaging. You need to involve your reader, encourage them to learn more and help them become connected with the organization. So How Do We Engage?

Your content must be engaging. You need to involve your reader, encourage them to learn more and help them become connected with the organization.

So How Do We Engage?

Engage Passion Client Stories Real Experiences Human Touch Remember, people give to people, not to organizations or websites.

Passion

Client Stories

Real Experiences

Human Touch

Remember, people give to people, not to organizations or websites.

Inform People visit a website for information. As an organization you want to provide the best information possible so the user is fully versed in what your organization is about. Good information sparks their interest and involvement. What’s The Best Way To Inform?

People visit a website for information. As an organization you want to provide the best information possible so the user is fully versed in what your organization is about. Good information sparks their interest and involvement.

What’s The Best Way To Inform?

Inform Clear and Concise No Jargon Highlight Successes Fresh and Interesting

Clear and Concise

No Jargon

Highlight Successes

Fresh and Interesting

Call to Action Your call to action is extremely important. This is what you want your audience to do whether it’s sign a petition, become a volunteer or make a donation. Your web content needs to be guided towards this end and your call to action should be strong and interesting. What Makes A Good Call to Action?

Your call to action is extremely important.

This is what you want your audience to do whether it’s sign a petition, become a volunteer or make a donation. Your web content needs to be guided towards this end and your call to action should be strong and interesting.

What Makes A Good Call to Action?

Call to Action Compelling Active Voice Clear and Concise Meaningful

Compelling

Active Voice

Clear and Concise

Meaningful

Donor-Centric Your website isn’t all about you. In order to be fully engaged, your donors/prospects need more than your program information. They need to understand what their role is in your organization. How do you make your website donor-centric?

Your website isn’t all about you.

In order to be fully engaged, your donors/prospects need more than your program information. They need to understand what their role is in your organization.

How do you make your website donor-centric?

Donor-Centric Provide concrete examples about where their donations go Language: You versus we Showcase the rewards from donating/volunteering, etc Say thank you

Provide concrete examples about where their donations go

Language: You versus we

Showcase the rewards from donating/volunteering, etc

Say thank you

Tips-Home Page Share news Share purpose Say what you are doing with the money Tell people where you want them to go

Share news

Share purpose

Say what you are doing with the money

Tell people where you want them to go

Tips-Programs Don’t mention every detail about your programs List the top three points Each program should be on a separate page List statistics separately Take a heart approach Include client stories

Don’t mention every detail about your programs

List the top three points

Each program should be on a separate page

List statistics separately

Take a heart approach

Include client stories

Tips-About Us Don’t share a long history Staff and Board Info, make it unique Explain what you are doing with the money Clear and concise mission and vision statements

Don’t share a long history

Staff and Board Info, make it unique

Explain what you are doing with the money

Clear and concise mission and vision statements

Tips-Donate Note what they are donating to Why should they donate Engaging Not passive Easy to read

Note what they are donating to

Why should they donate

Engaging

Not passive

Easy to read

Choosing the Right Words Heart Give Care Choice Dedication Donor Success Ability Issue Identity Campaign Access Donate Crisis Event Help Client Growth Future Fundraise Diversity Interactive Role Opportunity Message Learn Knowledge Plan Power People Community News Step Society Skills Program Problem Tools Connection Support Volunteer Understanding Difference Membership Pledge Hope Gift Courage Accomplish Support Information You Prospect Dream Goal Good Achievement Join People Personal Proud Possible Respect Share Sponsor Spirit Story Time Tribute Youth Voice Wish Believe Love Journey Commitment Together

Heart

Formatting Create great headlines Use bullet points Avoid long paragraphs Have lots of white space Bold important info Pull quotes out of text and display Use sub-headings Use links

Create great headlines

Use bullet points

Avoid long paragraphs

Have lots of white space

Bold important info

Pull quotes out of text and display

Use sub-headings

Use links

The Web Composition Triangle

Search Engine Optimization What Is Search Engine Optimization?

Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a website from search engines. Uses keywords and links to drive traffic to your site.

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a website from search engines.

Uses keywords and links to drive traffic to your site.

Search Engine Optimization Why Do We Need It?

Search Engine Optimization Keywords help your audience find you when they search It’s important to use keywords not only on the main page but on every page

Keywords help your audience find you when they search

It’s important to use keywords not only on the main page but on every page

Search Engine Optimization How Do You Use It?

Search Engine Optimization Know your audience Brainstorm possible keywords Do a Google search for your issue/field Check out your competitors Update frequently

Know your audience

Brainstorm possible keywords

Do a Google search for your issue/field

Check out your competitors

Update frequently

Content Management What is Content Management?

Content Management Content management allows for dynamic content to be added in similar fashion to using a word processor or blogging software to quickly and easily add content.

Content Management Why Do We Need It?

Content Management Content becomes stale Content is outdated People want to learn new things about your organization Fresh content means means fresh updates by search engines to enhance visibility

Content becomes stale

Content is outdated

People want to learn new things about your organization

Fresh content means means fresh updates by search engines to enhance visibility

Navigation What is Navigation?

Navigation Navigation is how one travels through your website. Good navigation allows a visitor to receive the content they are looking for as quickly as possible.

Navigation How Does Good Navigation Improve Content?

Navigation Makes your content more streamlined and accessible Allows audience to determine quickly and easily what information they are interested in Provides a direction for your audience to travel

Makes your content more streamlined and accessible

Allows audience to determine quickly and easily what information they are interested in

Provides a direction for your audience to travel

Tips for Sitting Down and Getting Started Gather your content Assemble your statistics and ensure they are right Have a brainstorming session Write out your goals, message and voice Assign one person to write the content

Gather your content

Assemble your statistics and ensure they are right

Have a brainstorming session

Write out your goals, message and voice

Assign one person to write the content

Do’s and Don’ts Do tell the truth Do be passionate and engaging Do know your limitations Do have a good editor Don’t tell the whole story Don’t be passive Don’t get frustrated DO DON’T

Do tell the truth

Do be passionate and engaging

Do know your limitations

Do have a good editor

Don’t tell the whole story

Don’t be passive

Don’t get frustrated

Thank You Thank You! http://notesfornonprofits.blogspot.com www.synthesiscommunications.net www.twitter.com/lindseypatten

Thank You!

http://notesfornonprofits.blogspot.com

www.synthesiscommunications.net

www.twitter.com/lindseypatten