The document provides tips for creating compelling website content. It discusses defining your message and keeping it simple, writing catchy yet visually engaging copy, showing images or videos instead of just words, not reinventing the wheel by looking to other sites for inspiration, and carefully checking your work for errors. The document encourages taking immediate action such as posting newsletters, linking to social media, adding short videos or photos from events, and highlighting patient stories. The overall message is to set goals for your website, understand your audience, craft your message carefully, and use various media and resources to engage visitors.

1. CREATING COMPELLING
WEBSITE CONTENT
Scleroderma Foundation
Leadership Conference – July 8, 2011
Christina Relacion
Communications Manager
crelacion@scleroderma.org

2. HOUSEKEEPING ITEMS
Slides are available on SlideShare, visit
www.slideshare.net/crelacion
You can also email me at
crelacion@scleroderma.org
Or, Tweet me @CRelacion

3. WORKSHOP OBJECTIVES
In this session, you will learn:
The goals of your website’s content
Six tips for creating compelling and
dynamic content
What you can do right away to improve
your page

5. KNOW YOUR AUDIENCE
Understand
who your
audience is.
Your website
has more than
one target
audience.
What is the
motivation of
your audience?

7. 6 TIPS FOR
COMPELLING CONTENT

8. 1 - DEFINE YOUR MESSAGE
What are you trying to say?
Take your time
Thoughtfully, carefully craft your message
Keep your messaging simple
Keep your
Define your Take your
message
message time
simple

9. 2 - LESS IS MORE
Keep your copy short.
White space helps visitors prioritize your
message.
Use bullet points or numbers, if possible.
Bold headings and sub-headings.
Use links, where possible.

10. 3 - WRITE CATCHY COPY
Create “sticky” copy
that keeps your
reader interested
Write visually.
Choose your words
carefully. (Say
“daffodil” instead of
“flower”)
Good content entices
a reader to stay on
your site longer

11. 4 - SHOW SOMETHING
Don’t underestimate the power of an
image
Instead of words, use photo or video
Dynamic content is so easy to create with
today’s cell phones and devices

12. 5 - DON’T REINVENT THE WHEEL
Look at
other
websites for
inspiration
Link to
useful
resources
and articles

14. 6 - CHECK YOUR WORK
Errors make your organization look sloppy
and careless
Proofread your site’s spelling and grammar
Check facts (i.e. phone numbers, names,
dates and addresses)
Tip: Purchase an “Associated Press Stylebook.”
($19.95; www.apstylebook.com)

15. PART 3 – TAKE ACTION
NOW

16. WHAT CAN I DO NOW?
Post your newsletter online or a monthly
update from your president
Link to your Facebook or Twitter pages
Add short videos or picture slideshows
from events
Add a “Member Spotlight” section to
highlight stories of patients in your area
Other ideas?

17. KEY TAKEAWAYS
Create goals for your website
Know your audience’s motivation
Take time to craft your message
Visit other websites for inspiration
Use photo and video when possible

18. ADDITIONAL RESOURCES
Mashable www.mashable.com
TechSoup www.techsoup.com
Nonprofit Marketing Guide
www.nonprofitmarketingguide.com

19. Q&A
Questions?