The document outlines a 5-step process for non-profit organizations to develop strong in-house web writing capabilities rather than relying on outside copywriters. It recommends organizations 1) develop an internal digital writing style, 2) write top-level pages in that style, 3) create samples of common page types, 4) train all content creators in web writing, and 5) coach creators as they write. This approach empowers staff, builds skills, saves money, and ensures high-quality written content over the long term.

1. Making sure your website
stays well written
(in 5 easy, affordable steps)
Susie Wright

2. Non-profit organisations are
realising that good web writing is
not the same as good print writing.
That’s great news.
Copyright: Susie Wright, 2016

3. But…
Too many organisations are now
bringing in specialist copywriters to
rework all their site content
(particularly when they redevelop
their sites).
Copyright: Susie Wright, 2016

4. Sounds great?
• It is – for the copywriters
• But it isn’t the best long-term
solution for the organisation…
• Or the best use of their limited
funds.
Copyright: Susie Wright, 2016

5. Copyright: Susie Wright, 2016

6. Surely there has to be a better
approach..?
There is.
Copyright: Susie Wright, 2016

7. You can do it yourselves internally.
And this way, your well-written
website will last…
Copyright: Susie Wright, 2016

8. With this approach there are only
advantages:
• Involving & empowering your staff
• Making use of internal knowledge
• Developing in-house skills and confidence
• Saving money
• Leaving you able to maintain a really high
standard of written site content - over time.
Copyright: Susie Wright, 2016

9. This is how it’s done –
in 5 easy steps.
Copyright: Susie Wright, 2016

10. 1. Develop a clear in-house
digital writing style
• You can develop this by running a workshop
with your organisation’s key content creators.
• This way, the ideas come from people who
really know the organisation.
• Your colleagues are more likely to adopt the
style because they’ve helped shape it.
Copyright: Susie Wright, 2016

11. 2. Write the top-level pages in
your house style
• This is where you start to flesh out what your
new style is really like.
• Your top-level pages – which tend to have less
written content – are a good place to start.
Copyright: Susie Wright, 2016

12. 3. Create sample content for your
most common page types
• For example, news stories, event posts,
standard content pages etc.
• An annotated example of each type of page
becomes a reference point for your
colleagues.
Copyright: Susie Wright, 2016

13. 4. Train all your content creators
to write for the web
• Running a workshop, you can help your
colleagues understand the key elements of
web writing.
• This will increase skill levels & confidence right
across your organisation.
• And it will give the organisation a consistent
approach to web writing.
Copyright: Susie Wright, 2016

14. 5. Coach your content creators as
they start writing
• Get your content creators to write the pages
for ‘their’ sections of the site.
• Take a look at what they’ve written, comment
on it & explain how they could make it even
stronger.
Copyright: Susie Wright, 2016

15. 1. Develop a clear in-house digital writing style
2. Write the top-level pages in your house style
3. Create sample content for your most
common page types
4. Train all your content creators to write for
the web
5. Coach your content creators as they start
writing.
It’s a winning formula – and it works.
Copyright: Susie Wright, 2016
To recap…

16. Want to know more?
Talk to me…
• In person (part of Volunteer Team
ECF2016)
• By email: susie@s-t-m.org.uk
Copyright: Susie Wright, 2016