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Strategies for writing customer focused web content

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Strategies for writing customer focused web content

  1. 1. A workshop presented by Carol Barnum, Ph.D. Director, User Research
  2. 2. Me About me • Director, User Research • Professor Emeritus, Southern Polytechnic • Author, 6 books, 50+ articles • Trainer, content strategy, UX, technical & professional writing, global strategies
  3. 3. For the next 2 hours . . .
  4. 4. • Learn strategies for writing customer-focused content • Use these strategies with current content • Apply strategies to create content that is: – User friendly – Efficient – Goal-oriented – Useful, usable, desirable Our goals
  5. 5. • Focus on your user • Engage in conversation with your user • Design structure for conversation • Transform content to conversation Our agenda – first hour
  6. 6. Who is your user?
  7. 7. City of Atlanta Innovation Delivery Team
  8. 8. • It starts with your site visitor • Users want to grab and go • Many sites are "virtual file cabinets" "Rummage around because we assume you are looking for documents" Content = Conversation
  9. 9. Harvard Business School marketing professor Theodore Levitt
  10. 10. • Understand conversations your visitors want to have • Engage in the conversation to keep them interested • Meet their goal . . . and yours To create great web content . . .
  11. 11. Your site visitor = the other side of the conversation Your site = you one side of the conversation What’s the conversation?
  12. 12. City of Atlanta Innovation Delivery Team What’s the problem with this form?
  13. 13. I am writing this content so that ____________ (who?) can ________________ (what?). Start with your purpose
  14. 14. • Experience, expertise • Key phrases/quotes • Emotions • Values • Technology • Social and cultural environment, language • Demographics Things to think about "who"
  15. 15. What’s the conversation?
  16. 16. Follow these guidelines – Create consistent patterns – Align elements on a grid – Keep active space in your content – Beware of false bottoms – Don’t let headings float – Don’t center text Think of space as a design element
  17. 17. • Think about your user’s questions • Answer your user’s questions • Break text into short sections • Use clear headings • Start with your key message • Write short sentences and paragraphs • Use lists and tables • Write meaningful links Apply these writing strategies
  18. 18. • Part 1 – 30 minutes – writing teams form – Business and Residents tabs – Checklist of strategies to redesign content • Part 2 – 30 minutes – teams present results – Share strategies for redesign – Review commonalities Our agenda – Workshop
  19. 19. Two books tell you more The key resource for this workshop! When you’re ready to test the content
  20. 20. • Contact carolbarnum@uxfirm.com • Visit our website www.uxfirm.com For more conversation. . .

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