Linda Kolker   Best Practices for Web Content
AGENDA 9:00-9:15                     Orientation & Introduction 9:15-9:45                     Part 1 – Foundations 9:45...
Web user research on                      Non-profit websitesLinda Kolker   Best Practices for Web Content                ...
What donors look for Causes that share their ideals and values. How the organization proposes to helpLinda Kolker   Best...
What’s most important to donors               Mission               Goals               Objectives               Work     ...
What kills donations on sites                    Majority of problems are content-related                                 ...
What kills donations on sites                                            ?                                        Donate  ...
Credibility                     Engagement                   Ability to deliverLinda Kolker   Best Practices for Web Conte...
Best Practices for Website Content                                       Part 1Linda Kolker   Best Practices for Web Conte...
Laying the foundation:          BEFORE you create content Define goals Know audiences Who you are What sets you apart ...
Know your website goals                    Specific                    Measurable                 Examples of specific and...
Know your audiences Audience segments Age Gender Income Lifestyle Opinions & ValuesLinda Kolker   Best Practices for...
Practice: audience profileFor ONE audience: Age _____ Income ________ Gender ________ Lifestyle ______________________...
Know who you are       A statement that sets you apart from competitorsLinda Kolker   Best Practices for Web Content      ...
Examples of taglinesLinda Kolker   Best Practices for Web Content                                                15
Practice: laying the foundation               How well does your site               Reflect your goals?               Refl...
Best Practices for Website Content                                       Part 2Linda Kolker   Best Practices for Web Conte...
Overview    Brief, specific content written from the perspective of      your readers’ interests, desires and background....
Site visitor behaviorLinda Kolker   Best Practices for Web Content                                                19
Site visitor behavior                                                20%                   Users read about 20% of textLin...
Site visitor behavior     What’s here?     How can I find what I’m looking for?     Short articles     Skim highlightsLind...
Site visitor behavior          Ruthless about abandoning sitesLinda Kolker   Best Practices for Web Content               ...
Skimming  content   How people scan a   website page                                                23Linda Kolker   Best ...
Inverted pyramidLinda Kolker   Best Practices for Web Content   24
Use subheads                        Tell the story on their own                        Capture essence of paragraphLinda...
26
Make paragraphs short                         6 lines MAXIMUM                         3-4 where possibleLinda Kolker   Bes...
Make paragraphs short                         6 lines MAXIMUM                         3-4 where possible                 M...
Make paragraphs short                         6 lines MAXIMUM                         3-4 where possible                 M...
Use boldface and italics        NEVER underline text unless it’s a LINKLinda Kolker   Best Practices for Web Content      ...
Linda Kolker   Best Practices for Web Content                                                31
Linda Kolker   Best Practices for Web Content                                                32
Credibility                        Grammar                        Spelling                        PunctuationLinda Kolk...
Pair up and review sitesFirst, take a couple of minutes to review your partner’s siteHome page: What does this organizati...
Best Practices for Website Content                                       Part 3Linda Kolker   Best Practices for Web Conte...
Help people find you                   Optimize your content for                   Google organic search (SEO) resultsLind...
Linda Kolker   Best Practices for Web Content                                                37
What’s good for copy                         is good for SEOLinda Kolker   Best Practices for Web Content                 ...
SEO for content•     Identify keywords (search terms)•     Make a list of 5-6•     Select one or two per page for optimiza...
40
What’s a keyword?                    41
Select keywords                         Know your audience          What words are they likely to use?Linda Kolker   Best ...
Identify keywords One of your audiences?  ____________________________ Two or three phrases they might search for?   ___...
Research competition for keywords                                44
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 Fro...
Top-down contentLinda Kolker   Best Practices for Web Content   46
Use keywords in page titles               “Selecting the first 2 words for your               page titles is probably the ...
48
49
Where to add Page Title to a web page you’re creating                                                        50
Headings (levels & tags)
Where to format headingsLinda Kolker   Best Practices for Web Content                                                     52
53
Image captions & <alt> tags                              54
Caption textLinda Kolker   Best Practices for Web Content                                                55
Copy text from page on your website, paste into texteditor (Word, Notepad, etc.)SAVE this document!• Revise the page title...
Review Lay the foundation: audiences, goals, your identity,    competitive differences Make content easy to find on your...
Resources Letting Go of the Words—Writing Web Content That Works by Janice  (Ginny) Redish Herschell Gordon Lewis on the...
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Web Content Best Practices for Nonprofits

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Web Content Best Practices for Nonprofits

  1. 1. Linda Kolker Best Practices for Web Content
  2. 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. 3. Web user research on Non-profit websitesLinda Kolker Best Practices for Web Content 3
  4. 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. 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. 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. 7. What kills donations on sites ? Donate 17% Nowhere to click to donate!!!Linda Kolker Best Practices for Web Content 7
  8. 8. Credibility Engagement Ability to deliverLinda Kolker Best Practices for Web Content 8
  9. 9. Best Practices for Website Content Part 1Linda Kolker Best Practices for Web Content 9
  10. 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. 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. 12. Know your audiences Audience segments Age Gender Income Lifestyle Opinions & ValuesLinda Kolker Best Practices for Web Content 12
  13. 13. Practice: audience profileFor ONE audience: Age _____ Income ________ Gender ________ Lifestyle ____________________________ Opinions & Values______________________________Linda Kolker Best Practices for Web Content 13
  14. 14. Know who you are A statement that sets you apart from competitorsLinda Kolker Best Practices for Web Content 14
  15. 15. Examples of taglinesLinda Kolker Best Practices for Web Content 15
  16. 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. 17. Best Practices for Website Content Part 2Linda Kolker Best Practices for Web Content 17
  18. 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. 19. Site visitor behaviorLinda Kolker Best Practices for Web Content 19
  20. 20. Site visitor behavior 20% Users read about 20% of textLinda Kolker Best Practices for Web Content 20
  21. 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. 22. Site visitor behavior Ruthless about abandoning sitesLinda Kolker Best Practices for Web Content 22
  23. 23. Skimming content How people scan a website page 23Linda Kolker Best Practices for Web Content
  24. 24. Inverted pyramidLinda Kolker Best Practices for Web Content 24
  25. 25. Use subheads  Tell the story on their own  Capture essence of paragraphLinda Kolker Best Practices for Web Content 25
  26. 26. 26
  27. 27. Make paragraphs short 6 lines MAXIMUM 3-4 where possibleLinda Kolker Best Practices for Web Content 27
  28. 28. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences shortLinda Kolker Best Practices for Web Content 28
  29. 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. 30. Use boldface and italics NEVER underline text unless it’s a LINKLinda Kolker Best Practices for Web Content 30
  31. 31. Linda Kolker Best Practices for Web Content 31
  32. 32. Linda Kolker Best Practices for Web Content 32
  33. 33. Credibility Grammar Spelling PunctuationLinda Kolker Best Practices for Web Content 33
  34. 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. 35. Best Practices for Website Content Part 3Linda Kolker Best Practices for Web Content 35
  36. 36. Help people find you Optimize your content for Google organic search (SEO) resultsLinda Kolker Best Practices for Web Content 36
  37. 37. Linda Kolker Best Practices for Web Content 37
  38. 38. What’s good for copy is good for SEOLinda Kolker Best Practices for Web Content 38
  39. 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. 40
  41. 41. What’s a keyword? 41
  42. 42. Select keywords Know your audience What words are they likely to use?Linda Kolker Best Practices for Web Content 42
  43. 43. Identify keywords One of your audiences? ____________________________ Two or three phrases they might search for? ____________________________ ____________________________ ____________________________Linda Kolker Best Practices for Web Content 43
  44. 44. Research competition for keywords 44
  45. 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. 46. Top-down contentLinda Kolker Best Practices for Web Content 46
  47. 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. 48
  49. 49. 49
  50. 50. Where to add Page Title to a web page you’re creating 50
  51. 51. Headings (levels & tags)
  52. 52. Where to format headingsLinda Kolker Best Practices for Web Content 52
  53. 53. 53
  54. 54. Image captions & <alt> tags 54
  55. 55. Caption textLinda Kolker Best Practices for Web Content 55
  56. 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. 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. 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

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