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10 Things Everyone Needs to Have on Their Website (and Where Everything Should Go)


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In 2010, we’ve passed the tipping point where every political & issue advocacy campaign realizes that they cannot operate effectively without a website. However, in so many cases, the result is a poorly executed website — created for the sake of having a website. Come and learn the ten things that your campaign’s website needs to have, so that your website is an integral means towards achieving your end-goal. Whether it’s raising money, passing legislation, changing public opinion or being elected, you need the ten things that we will discuss to be successful.

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10 Things Everyone Needs to Have on Their Website (and Where Everything Should Go)

  1. 1. 10 things everyone needs to have on their website   Session Hashtag: #10things _______________________________
  2. 2. Agenda     <ul><ul><li>Panelist Intro  </li></ul></ul><ul><ul><li>Presentation  </li></ul></ul><ul><ul><li>Q/A </li></ul></ul>#10things __________________________________________________
  3. 3. Panelists <ul><ul><li>Nicole Aro, DNC (@nekaro) </li></ul></ul><ul><ul><li>Henri Makembe, Blue State Digital (@henrim) </li></ul></ul><ul><ul><li>Alex Kelner, Blue State Digital (@kellnaaah) </li></ul></ul><ul><ul><li>Katie Harbath, NRSC (@katieharbath) </li></ul></ul><ul><ul><li>Michael Turk, CRAFT | Media Digital (@MichaelTurk) </li></ul></ul>#10things __________________________________________________
  4. 4. 1 - Well organized information architecture hosted on stable, scalable, user-friendly platform  #10things __________________________________________________ <ul><li>Your content is only as good as the platform. </li></ul><ul><ul><li>If your site goes down, makes it hard to maintain, or difficult for users to find information, the best ideas in the world won't save you. </li></ul></ul><ul><ul><li>Your platform should grow to accommodate the campaign. </li></ul></ul>
  5. 5. 2 - Clear mission, narrative and branding #10things __________________________________________________ Visitors to your site will typically spend only a few seconds to a few minutes on your site. What are you telling them?   How easy is it to find meaningful content? If they leave, and never return, what should they take away?
  6. 6. 3 - Integration with offline message & organizational goals #10things __________________________________________________ <ul><ul><li>Clear and consistent message and mission across media - “About” section should reflect a field organizer’s description of your organization. </li></ul></ul><ul><ul><li>Cross-media engagement: build, document, celebrate </li></ul></ul><ul><ul><ul><li>Online to offline </li></ul></ul></ul><ul><ul><ul><ul><li>Event calendar </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hosting opportunities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Share your (volunteer) experience   </li></ul></ul></ul></ul><ul><ul><ul><li>Offline to online </li></ul></ul></ul><ul><ul><ul><ul><li>Email & text signups on sign-in sheets </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hashtags, live-blogging </li></ul></ul></ul></ul>
  7. 7. 4 - Prominent email signup/capture #10things __________________________________________________ <ul><li>Email signups = Building online organization. </li></ul><ul><li>Online organization = Offline organization </li></ul><ul><ul><li>Email signup  must always be visible, obvious, and easy </li></ul></ul><ul><ul><li>Use analytics to determine most successful placement and strategies </li></ul></ul><ul><ul><li>Use  splash pages, petitions, etc. at high traffic moments </li></ul></ul><ul><ul><li>Be creative ! </li></ul></ul><ul><ul><ul><li>For example, use FBML on your Facebook page to direct new fans to sign up for email </li></ul></ul></ul><ul><ul><li>Use offline activity to build your online list </li></ul></ul>
  8. 8. 5 - An optimized donation page #10things __________________________________________________ <ul><ul><li>We don't always know which pages will convert best . Test, test and test again. </li></ul></ul><ul><ul><li>Each audience is different. What results in the highest/most donations won't be the same for each website. </li></ul></ul><ul><ul><li>Use Google Site Optimizer. Part of analytics and fairly easy to use. </li></ul></ul>V.
  9. 9. 6 - Dynamic/frequently-updated written/visual/video content #10things __________________________________________________ <ul><ul><li>Why would anyone come back to your site if it's the same every time? </li></ul></ul><ul><ul><li>Think about your audience. What do they want to read/watch/look at? </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Don't blog for the sake of blogging. Have something to say - dynamic content doesn't have to be a blog. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Sometimes being fast/current is better than being perfect. </li></ul></ul>
  10. 10. 7 -    Interactivity components #10things <ul><ul><li>Website needs to be two way communication and visitors always given a way to interact with you.  </li></ul></ul>__________________________________________________
  11. 11. 7 -    Interactivity components #10things <ul><ul><li>Varying levels of interaction people will want to take. </li></ul></ul><ul><ul><ul><li>Level 1: Sharing content via email & social networks </li></ul></ul></ul><ul><ul><ul><li>Level 2: Sharing thoughts on particular topics </li></ul></ul></ul><ul><ul><ul><li>Level 3: supporters interacting with each other. </li></ul></ul></ul>__________________________________________________
  12. 12. 7 -    Interactivity components #10things <ul><ul><li>Examples: Facebook share/Retweet buttons, email sign up, Google moderator to ask people for their questions </li></ul></ul><ul><ul><li>Engagement & interaction leads to emotional investment </li></ul></ul>__________________________________________________
  13. 13. 8 -    Action opportunities with proper daisy chains #10things <ul><ul><li>When you ask someone to take action on your site it is only the first of many steps. Each ask should be followed by another ask. </li></ul></ul><ul><ul><li>Example: After e-mail sign-up, Thank you page should include ask for a financial contribution. </li></ul></ul><ul><ul><li>Example: Ask visitor to share content with their friends, then ask them for their email then ask for money </li></ul></ul><ul><ul><li>CAUTION: Don’t bombard people with every ask at once, but doing it in a certain order will help them feel like a part of the campaign not just an ATM machine. </li></ul></ul>__________________________________________________
  14. 14. 9 - Basic SEO __________________________________________________ #10things <ul><ul><li>Fill out <title> & meta tags (i.e. description and keywords) </li></ul></ul><ul><ul><li>CONTENT: 1) Use keywords. 2) Use H1 & H2 Tags.  3) Use ALT tags for images.  4) Speed matters.  </li></ul></ul><ul><ul><ul><li>CAUTION: Don't overdo keywords </li></ul></ul></ul><ul><ul><li>  Link to other pages on your the site </li></ul></ul><ul><ul><li>Use SEO-friendly URLs (i.e.  is better than </li></ul></ul>
  15. 15. 9 - Basic SEO __________________________________________________ #10things <ul><ul><li>Submit sitemap to search engine </li></ul></ul><ul><ul><li>404 Page </li></ul></ul><ul><ul><li>Use free tools to help you optimize (Google Webmaster tools,  Hubspot Website Grader, Seobook's FF Extension)  </li></ul></ul>
  16. 16. 10 - Data tracking/monitoring (analytics, reporting, etc.) #10things __________________________________________________ <ul><ul><li>Use Google Analytics </li></ul></ul><ul><ul><li>Know who your visitors are, where they come from, why they came  and where they went </li></ul></ul><ul><ul><li>Track the performance of your Ad campaigns & Set up funnels to track the performance of your daisy chains </li></ul></ul><ul><ul><li>Make changes to the site based on Analytics  </li></ul></ul><ul><ul><li>Compare  your stats to competitors </li></ul></ul><ul><ul><li>Google Insights & HeatMaps </li></ul></ul>
  17. 17. Questions? ____________________________