This document discusses four keys to writing well on the web: keep it simple, keep it updated, keep it interesting, and keep it authoritative. It provides examples of websites that exemplify these principles and urges readers to focus on a few communication goals and be the authority in their area. The document also previews that the next session will cover website strategy, measurement, and managing stakeholders.

1. Getting Word out on the WebSession I

2. Get the word out on the webSession I – four keys to writing well on the web.Session II – manage your site (and the boss!) with strategySession III – promoting your site

3. Challenges on this campus• Hosting• Common tools, the haves and have-nots• Use what you have well, use it up, max it out, ask for more

4. Four keys to success on the web• Keep it simple. (duh!)• Keep it updated. (mold free)• Keep it interesting. (calls to action for readers and fuel for search engines)• Keep it authoritative. (if your website fell in the forest…)

5. Click here

6. Instead…Highlight relevant text and use it as a link instead.Search engines like this better.So do users. It’s a link. Of course I will click there.

7. Keep it simpleWhat does this mean?

8. Simple examplesLong sentence from a website: OIED facilitates collaboration on diversity initiatives throughout the UO campus and the external community, providing diversity training, programming, funding, and support, and serves as a hub for information, resources and expertise regarding equity and diversity issues with the goal of enhancing institutional fairness and equality, eradicating discrimination, and celebrating the strengths of a multicultural community. Keeping it simple: http://generalcounsel.uoregon.eduhttp://ria.uoregon.eduhttp://newpartnership.uoregon.edu

9. Keep it updatedFIGHT THE MOLDBE AUTHORITATIVE WITH YOUR SITEUpdate at night, on the weekend, minutes after something happens, culture change: did I lock the door? Did I update the site? YOU ARE THE PLACE TO GO

10. Who’s the biggest stickler on campus for outdated web content?

12. Presidential siteshttp://newpartnership.uoregon.eduhttp://president.uoregon.edu

13. For readers and search engines:A lot alike: less is most often moreTwo samples: http://research.uoregon.edu (64 links)http://president.uoregon.edu (21 links)http://international.uoregon.edu (really?)Keep it updated for the engines and the readerPage title, footerCopy: 200-300 words with some links

14. Keep it interesting. Why have a website? Why? Why? Why?Brochure sites, news sites, storytelling sites. What’s yours? What are these samples? Conversion rate? Call to action?

15. If your website fell in the forest, who would hear it?

16. Be the authorityListen to users, hype you website, be the go-to spot for Business Affairs, Giving, etcIf you keep it simple, updated and interesting, Then you will be the authority.

17. Who’s your audience?What’s the best tone for that audience? What are your communication goals?What do you need to be the authority on?

18. Review• Nobody’s perfect. • Do a few things well. • Use it up, max it out, ask for more. NEXT TIME: strategy, measurement, manage the boss while making this a reality