Visit http://www.techsoup.org for donated tech for nonprofits and libraries! Have you been putting off making needed changes to your website copy? Not sure what will make the most impact? Need some detailed feedback? Of course, you know that your website forms an essential part of your organization's marketing. It needs to deliver compelling content that your readers eagerly engage with. The words and pictures have to jump off the screen and meet your readers where they are. But actually cranking out that copy can sometimes be a challenge. This webinar offers plenty of tips and techniques to make sure your content is web reader-friendly, while it stresses your community impact.

1. Copywriting for the Web:
Today’s Best Practices
May 18, 2017

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Presenters
Assisting with chat: Ale Bezdikian, TechSoup
Becky Wiegand
Webinar Program Manager
TechSoup
Dalya Massachi
Founder
Writing for Community Success

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The Need Is Global – And So Are We
TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social
change agents around the world to gain effective access to the resources they need to design and
implement solutions for a more equitable planet.
Countries Served TechSoup Partner Location NetSquared Local Group
Where are you on the map?

7. Copywriting for the Web:
TODAY’S BEST PRACTICES
Presenter: Dalya F. Massachi
7

8. POLL QUESTION
How long have you been writing
copy for the web?
• 0-6 months
• A few years
• More than 5 years
8

9. POLL QUESTION
Are you involved in:
• Decision-making about your website’s copy
• Implementing web copy changes
• Both
• Neither
9

10. POLL QUESTION
When was the last time you
made updates to your web copy?
• This week
• Last 1-2 months
• 3 or more months ago
10

11. INTRO
Key
strategies
techniques Person-to-
person
emotions
My Background
 Social sector writer, editor, speaker,
trainer, coach: 20+ years
 Authored countless proposals,
articles, websites,
award-winning book
 Trained/coached thousands

12. INTRO Key
strategies
techniques Person-to-
person
emotions
 Edited/contributed to 8 books
 2000-2004: Founding Director,
My Background

13. Outline
•
 Why is web copywriting so important?
 3 keys to planning
 Today’s web users
 Usability & accessibility
 Intro to Search Engine Optimization (SEO)
 Site reviews
 Q&A
13

14. Content’s Importance
Explains:
1. What your org is about
2. Who the website is for
3. Why they should care/get involved with you
INTRO Key
strategies
techniques Person-to-
person
emotions
14

15. PLANNING KEY #1:
Focus on Your Brand
 What your org/company stands for
 What you want to be known for
 Your identity/personality
15

16. Your Uniqueness
So powerful that it gets noticed and gets people
talking about you
 Under-served clients/customers, location, etc.
 Innovative way to address stubborn problem
 Fill a gap in your community
 Outstanding credentials or experience
16

17. TYPE IN:
When someone hears about your org, what’s
one UNIQUE fact or feeling you want them to
associate with you?
Storiestechniques Person-to-
person
emotionsintro
17

18. PLANNING KEY #2:
Identify Your Specific Users
& Their Distinct Needs
 Newbies
 Experienced folks
 Donors
 Clients/Members
 Volunteers
 Media
 Colleagues
 Researchers
18

19. Web readers
 Short attention spans (2-3 sec)
 Read slower than on paper
 Need to know content is relevant to them before
they read it
 Scan: Usually the first 2 paragraphs, headlines,
bold characters, end
 Will share your content if it’s good
19

20. Put the viewer in the spotlight
 Show how you can help them
be part of the solution
 Encourage their trust
 Keep them connected to you
 Steer them to relevant resources/info
 Inspire them with success
20

21. Can they trust you?
 Who’s already on board? (endorsements)
 Mentions in the press
 Excellence ratings: CharityNavigator, BBB,
greatnonprofits.org
 Transparent about everything

22. Data You Need to Gather
• Their values
• Their problems
• Their goals
• What they already know/believe
(including any misconceptions)
Stories
22

23. PLANNING KEY #3:
Emphasize Benefits More
Than Features
Feature: Component or characteristic of what you offer:
product/service
Benefit: How the features improve the lives of your clients
and community: satisfy their needs and desires
23

24. Storiestechniques Person-to-
person
emotions
Benefits Answer These Questions
 What does your work mean for the
clients/community?
 For each feature you offer, ask, “So
What?” “Who cares?” How does that
offering result in something better for
the clients and community?
 “What’s in it for me AND US?”
24

25. Stories
techniques
Person-to-
person
emotionsintroExample: Homeless Shelter
 FEATURES: You offer homeless families a soup
kitchen, warm beds, restrooms, child care, long-term
job and housing services
 BENEFITS: (your impact)
 Higher level of nutrition and stability
 Higher level of employment
 Fewer families living in cars or on streets
 Less desperation, often leading to crime, drug
abuse, etc.
 The sense of being a community that cares for
everyone

26. Storiestechniques Person-to-
person
emotionsintro
Example: Slow Food USA
Slow Food USA reconnects Americans with the
people, traditions, plants, animals, fertile soils, and
waters that produce our food. We seek to inspire a
transformation in food policy, production practices, and
market forces.
So what?
…so that together, we can ensure equity, sustainability
and pleasure in the food we eat.

27. TYPE IN:
What is your “So what”? (it might be different for
different reader segments)
What is the ultimate outcome/result/benefit
your community gets from your program?
Storiestechniques Person-to-
person
emotionsintro
27

28. REMEMBER…
Whenever you talk about your
programs, also list the benefits
28

29. INCREASE YOUR
USABILITY &
ACCESSIBILITY
29

30. Go from “WE” to “YOU”
EXAMPLE
Original: We want to bring native plants back to our
community. But we need your help!
Suggested revision: You can help improve our city’s
environment! Plant and save native plants. They
bring many benefits to our community and help
avoid eco-trouble down the line.
30

31. EXAMPLE: IMAGINE…
“Imagine what it would be like to walk at a pace you
really enjoy because you don't have to count steps or
worry about what's in front of you. To have the freedom
to think your thoughts, or carry on an engrossing
conversation as you walk with a friend.
And now, just imagine the joy of companionship, of
feeling the comfort of having a trusted canine by your
side—a beautiful animal that wins the admiration even of
complete strangers. What a conversational icebreaker—
what a friend-maker!”
(www.guidedogs.com)
31

32. On this heat map: red and yellow
show where users spent the most
time
 So put your most critical info in
the upper left-hand corner and at
the left column
 1st 2 words of a sentence or
paragraph: most seen
32

33. LEAD WITH MOST IMPORTANT
INFO: FIRST 56 WORDS
 Inverted pyramid: Conclusion first, then
supporting facts, then further details
 Summarize the main point:
who, what, when, where, why
(the big benefits to gain, or problems solved)
 Tell what the page is about and why they should
read it (2-4 lines)
33

34. “CHUNK” YOUR INFO
• Use easy-to-understand categories
 Use subheads as if they are the only things your
reader sees
 Got a list of 3 or more items? Number or bullet it
 Can you find a juicy pull-quote to feature?
34

35. FOCUS ON YOUR HEADLINES
 Use a few words to tell the essence of the story
 Should include keywords for SEO
 Use present tense if possible
 Often all people see on their mobile; must be
accurate, predictable out of context
 Should say: “Stop! This message concerns you!”
 Speak directly to your intended readers’ concerns
 Tie to main graphic
35

36. MORE ON KEYWORDS
 Use 2-3 times: short page. More for longer
ones
 Call them out with bold, italics, links, etc.
• Place them naturally and strategically (not
awkwardly)
• Use at least once prominently near top of page
• Should be for the different users (e.g., newbies
vs. experts)
• Good for keyword research: Google or
wordtracker.com
36

37.  Conversational: use the second person (“you” and
“your”)
 Can include sentence fragments, begin with a
conjunction (and, but, so)
 Sound like a savvy best friend: smart without
being intimidating
 Easy to understand (clear instead of clever)
IDEAL “SOUND” ONLINE
37

38. Your personal point of view adds juice to your
reader’s experience. Let it shine through:
Transcribe what you would say to a respected
friend
Act the host giving a tour of the best parts of your
“home”
YOUR WRITER’S VOICE
(ESP. BLOGS)

39. Use Links Strategically
 Send the reader to important background or related
material
 Explain unusual or technical terms
 Emphasize important info (repeat in strategic spots
to follow reader’s train of thought)
39

40. Use Links Strategically
Include a brief description (a few words) of what
reader will find there:
 Vague link: “More info” or “Click here”
 Informative link: Learn more about the latest
report on climate change
 Informative link: “List of foods high in calcium”
40

41. Issue Calls To Action
 Include all the details they need
 Easy ways to interact with you
 Special offer or deadline
 Reminder of the benefits they will enjoy if
they act now
 Encourage comments: “Use the comments
section below to share your experiences!”
41

42. Storiestechniques Person-to-
person
emotionsOther SEO Tips
42
Write a page description (160 characters): “snippet”
displayed by search engines
Higher search engine rankings:
• Useful (people stay once they arrive)
• Fulfilling (get what they expected)
• Shared, bookmarked
• Engage readers
• Linked to related sites
Regularly update text and earn new links

43. Editing
“The beautiful part of writing is that you
don't have to get it right the first time,
unlike, say, a brain surgeon."
—Robert Cormier
43

44. Cultivate Conciseness:
Less is More
 KISSS: Keep It Short, Simple & Scannable
 Tell how to act right away — and why
 Sentences: 10-14 words
 It’s all about the soundbites (tweet-worthy)
 1-3 screens
 Search engines like 250-300 words min.
(users spend about 4 seconds for every extra 100 words)
44

45. edit Wrap-upWeb copy
Proofread!
• Check and Re-check your
content for grammar,
punctuation, spelling, and
other slip-ups
• Always read your piece out
loud (even if it’s only to
yourself); most people hear
words as they read them and
your words should roll off the
tongue
45

46. show Appeal
letters
Grant
proposals
openings endingsstories
Complement With Graphics
 Not just a cherry on top
(integrated)
 Photos: action shots of clients, stakeholders
accomplishing/benefiting from your mission (pple)
 Captions (“micro-copy”): summarize, ID left to right,
contain keywords, present tense vivid verbs
46

47. START A “SWIPE” FILE
 Bookmark what you like, but also jot down
notes about why you like them
 Use it to feed your internal idea factory
 You can also collect poor content and use it as
reminder of what to avoid
DOWNLOAD YOUR STARTER!
47

48. Change.org
48

49. Nature.org
49

50. Kiva.org
50

51. Dosomething.org
51

52. 52
Let’s review some
submissions!

53. 53
1. What’s great?
2. What could be improved?
3. How does it make you feel?

54. 54
SPECIAL
DISCOUNT FOR
FIRST 5 SIGNUPS:
$47 Website
Reviews
• I’ll review your site for only $47 (regularly $87)
• Reserve NOW even if you plan to implement
what you learned today

55. Free newsletter: writing inspiration, tips, event listings,
& much more: WritingToMakeADifference.com
Email me: DM@WritingToMakeADifference.com
55

56. TYPE IN:
What’s your biggest takeaway from today?
Storiestechniques Person-to-
person
emotionsintro
56

57. Questions?

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