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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 Evaluations Linda Kolker Best Practices for Web Content 2
  3. 3. Web user research on Non-profit websites Linda 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 help Linda Kolker Best Practices for Web Content 4
  5. 5. What’s most important to donors Mission Goals Objectives Work Presence in reader’s own community Linda 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 deliver Linda Kolker Best Practices for Web Content 8
  9. 9. Best Practices for Website Content Part 1 Linda 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 competitors Linda 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 & Values Linda Kolker Best Practices for Web Content 12
  13. 13. Practice: audience profile For 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 competitors Linda Kolker Best Practices for Web Content 14
  15. 15. Examples of taglines Linda 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 2 Linda 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 behavior Linda Kolker Best Practices for Web Content 19
  20. 20. Site visitor behavior 20% Users read about 20% of text Linda 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 highlights Linda Kolker Best Practices for Web Content 21
  22. 22. Site visitor behavior Ruthless about abandoning sites Linda Kolker Best Practices for Web Content 22
  23. 23. Skimming content How people scan a website page 23 Linda Kolker Best Practices for Web Content
  24. 24. Inverted pyramid Linda Kolker Best Practices for Web Content 24
  25. 25. Use subheads  Tell the story on their own  Capture essence of paragraph Linda Kolker Best Practices for Web Content 25
  26. 26. 26
  27. 27. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Linda Kolker Best Practices for Web Content 27
  28. 28. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences short Linda Kolker Best Practices for Web Content 28
  29. 29. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences short Use bullets & numbers Linda Kolker Best Practices for Web Content 29
  30. 30. Use boldface and italics NEVER underline text unless it’s a LINK Linda 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 Punctuation Linda Kolker Best Practices for Web Content 33
  34. 34. Pair up and review sites First, take a couple of minutes to review your partner’s site Home 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 3 Linda Kolker Best Practices for Web Content 35
  36. 36. Help people find you Optimize your content for Google organic search (SEO) results Linda 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 SEO Linda 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 optimization Linda 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 page Linda Kolker Best Practices for Web Content 45
  46. 46. Top-down content Linda 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
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  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 headings Linda Kolker Best Practices for Web Content 52
  53. 53. 53
  54. 54. Image captions & <alt> tags 54
  55. 55. Caption text Linda Kolker Best Practices for Web Content 55
  56. 56. Copy text from page on your website, paste into text editor (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 page Linda 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 content Linda 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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