The document provides tips for creating a successful agency website. It emphasizes that a website has 3 seconds to make a first impression and very little space, so it should clearly answer questions about what problem the agency addresses and how. Photos and stories should be used to tell the program story while maintaining client confidentiality. The website also needs to be visually simple, adapt to new technologies, and keep information current and error-free. It encourages reviewing other effective agency websites and assessing one's own site based on these criteria.

1. IMPROVING YOUR
AGENCY WEBSITE
National Network for Social Work Management Annual Institute
April 26, 2012 - San Diego, CA
Eriko Kennedy, MSW, PhD
Researcher and Consultant
@KangarooGrl
ekennedy5@comcast.net

2. Overview
How to create a successful website:
• Clarify your website’s purpose
• Address your audience’s key questions
• Be simple and clear
• Be mindful of technology

3. YOUR WEBSITE IS YOUR IMAGE
(your BRAND)
• Primary information source about the agency.
• Imparts impressions of agency reliability,
management, level of experience, and success.
• Provides clues to your culture and your fund-
raising capabilities, volunteer utilization,
community involvement.
• Highlights what management considers
important.

4. YOU HAVE VERY LITTLE TIME
3 seconds- to make a first impression
2.6 seconds - scanning
6.48 seconds - logo
6.44 seconds - main navigation menu
5.94 seconds - site’s main photo/image
5.25 seconds - bottom of website
Sheng and Dahal (2012) Missouri S&T Laboratory for Information Technology Evaluation
http://news.mst.edu/2012002?eye-tracking_studies_show_firs.html

5. YOU HAVE VERY LITTLE SPACE
 Introduce your agency in a couple minutes.
 Immediately answer client, donor, volunteer, community
questions about who you are, what you do, how you do
it, where, and when.

6. Websites are not static
 Websites must change in response to technology
and audience.
Comp • Text • Docu • Text
Cell Smart
uter • Docu phone
ments
phone
• Links next?
screen ments • Links • Visuals
• For clues, keep track of a few key websites over
the years…

7. Last year http://www.projecthope.org/

8. This year http://www.projecthope.org/

9. This year…

10. So, for a successful website…

11. 1. CLEARLY ANSWER QUESTIONS
• What problem do you address and what does
your agency do to resolve the problem?
• Respond to your target audience(s)
(clients, donors, volunteers, policy makers).
Who, what/how, where, when, and (why)?
• Use plain language…not technical jargon.

12. http://www.housingworks.org/ Great donor reach….and images…

13. 2. VISUAL SIMPLICITY
TEXT KEEP IT
1. Simple and crisp
2. Action-oriented
LS
SIMPLE!
 Colors Colors Colors Colors Font and type legiblity
CONTENT SHOULD HAVE A PURPOSE>CONTENT SHOULD HAVE A
PURPOSE
Link here for more information
Address, contact info at bottom of every page
a) Consistency form follows function. Visual design and
function.
A. EDITING<EDITING< EDIT.

14. 3. TELL YOUR PROGRAM STORY
 Every picture tells a story.
 Carefully select images/photos that tell your
program story and success.
 Your program story is not about the staff.
 Crop and focus on one or two individuals.

15. It’s possible to tell your story while
keeping client confidentiality…

16. 4. ADAPT TO TECHNOLOGY
 Easy navigation
Top half of the fold
Simple tab organization
 Be quick Don’t need fancy videos. One click donations!
It’s taking too long to load. My gizmo couldn’t read it.
What’s the point?
Why did they think that was important?!!
Why did I waste my time watching that?!
I want to donate already… ls this site safe?
 Check website in various formats – Smartphone, iPads...

17. 5. BE CURRENT & CORRECT
• No outdated information.
• No grammatical/spelling/information errors.
• Have a consistent style (fund raising or fundraising).
• Allow for folks to contact webmaster if there’s a
problem on the website.

18. BE KIND
 Nothing is perfect
 Websites are always a group process
 There are limitations in each technology
 Websites are iterative – revise and revamp
 Always ask for feedback

19. WHAT’S YOUR IMPRESSION?
Look up agencies in your field…what are they doing right?
What can you learn?
 http://www.salvationarmyusa.org/usn/www_usn_2.nsf
 http://www.worldwildlife.org/home-full.html
 http://www.dccentralkitchen.org/mission/
 http://
 http://www.layc-dc.org/

20. Your agency website - review
• What is the problem your agency resolves, and
why is it important?
• Respond to target audience questions: who,
what/how, where, when?
• Visual and navigational clarity.
• Tell your program story.
• Adapt to new technology.
• Keep current and be correct.