Write good, helpful, meaningful content for humans to read, not robots.
Fortunately, machines and humans like the same things: headers with keywords, original content, links, etc. Respect necessary syntax and code standards & your site will be found, liked, shared and retweeted.
Questions for Audience:
How many developers? Web designers? Graphic artists? Copywriters? How many have created content? How many work with content? How many never work with content? Or primarily work around content? How many have had problems with content? Common problems?
Content Mining requires discovery. How do you get the information you need starting with your client? Then how do you develop it for your website audience?
Businesses sell products and services to customers. Non-profits appeal to donors for support. Bloggers write on topics of interest to their audience.
Help Client Think and Communicate Clearly. So they can move their audience to act.
Small House Movement
Defense: Giraffes are dangerous. And she’s hunting legally.
Simple statement. No new information here, but when we show family portrait, it has greater emotional impact.
Director visualizes the script and guides the actors and technical crew in the fulfillment of that vision. Much like a website designer.
Let’s take a look at the anatomy of a Website Story.
Target offer to audience. (one hand, one heart). What you are, what you do, what you say.
Only you, you’re the only thing I’ll see forever In my eyes in my words and in everything I do Nothing else but you ever
What benefits are you marketing?
Group exercise with Lisa Rinna.
What is the offer, audience, message and call to action?
What is the offer, audience, message and call to action.
(It’s not so simple.)
No one cares about you or how much you know. Refrain from showing off your knowledge. What you want to say, may not be what your audience wants to know.
From the Operational Excellence Program Office. Nothing but a checklist of buzz words.
(Job is to increase revenues and cut costs at UC Berkeley.)
Owner creates lifetime memories, more than one-time events, but shows nothing but static table arrangements and place settings.
Website content cont’d: you with excellent service at affordable prices. Whether your function is a social event, wedding or corporate event, we can create a memorable occasion that reflects your style and taste, making your event truly unique. Our idea of a party is for our client to sit back, relax and enjoy the party.
Distinguish yourself from the competition.
Focus? What do we do. Would you believe we offer editorial services?
Now that we've looked as some not so good content -- in my opinion -- let's take a look at some better stuff.
Tena Incontinence Pads. Menopause can bring on bladder weakness. At first I was skeptical as the maxi pads hadn’t worked and these were even smaller, but actually the do work and I feel much more confident.
From Follow Your Nose Pet Shop, Evanston
Who is Frankie Kerr? Australian model who rose to prominence in 2007 as a Victoria’s Secret Angel.
One year newer. 15,000 miles less.
Do not call your authority and credibility into question by making false claims.
Keep it real?
If it bleeds, it leads. Sensationalism sells.
Keep it Real? Sensational grabs attention.
Mutant squid suffered genetic mutations from Fukushimi Dai-Ichi Nuclear Power Plant Disaster. Triggered uncontrollable growth or “radioactive giantism.” Went viral before Scopes put the kibosh on it.
In addition to being informative and entertaining, I’m going to carry on a conversation with you.
Isn’t it remarkable that the winner of the International French Scrabble competition doesn’t speak French?
Talking at me
Engaging me in conversation
Single, clear message focuses attention and directs users to act.
Follow-up questions after workshop portion:
Did you enjoy the exercise? Did anything surprise you? What was the easiest part about it? What was the hardest part? Did you learn anything new about working as a team? Did you learn anything that will change the way you work?
Writing Web Content for Humans
Writing Web Content
The Web is for People, Not Computers
Good Content is Good SEO
• Keywords. The words & phrases people use to
look up your stuff online
• Original Content. Refresh your website with
Links. Link to other sites
with relevant information.
Keep It Real. Don’t cram
too many keywords.
What is Content?
Workshop Set-Up 10
Show & Tell 10
About 2 hours
What is a Website?
• A location connected to the Internet that maintains one or
more pages on the World Wide Web.
• A Communications Platform
• Targets offer to audience
• Motivates audience to take action:
• Gain knowledge & information
• Buy or Donate
• Enroll or subscribe
• Follow, Like or Share
Live a Movie, A Website is Visual
• Use Words & Images to tell a story
Better Living through Simplicity
Use Words and Images
Trophy Hunter Defends Herself Against Critics in
Wake of Cecil Killing.
Alcoholism and drug addiction affects the whole
Movie Website Role
Producer Owner Idea, $$, Hires
Screen Writer Content Dev. Script
Director Site Designer Visualizes
Actors Graphic Dsgnr Enacting
Crew Developer Technical
• Offer (eternal Love)
• Audience (younger siblings
of rival gang leaders.)
• Message (“Tonight, tonight
there’s only you tonight.”)
• Call to Action (symbolic
Product Features vs Benefits
Features Benefits Real Benefits
Absorbent Keeps you Dry Remain Active
Leg Cuffs Prevents Leakage Remain Comfortable
Refastenable Better Fit Maintain Dignity
• Young bed-wetters
• Youngish pregnant women
• Middle age
• Seniors +
• Restricted (wheelchair)
• Irritable bowel
• Spinal Cord Injury
• Light leakage
• Total loss of control
Website Story 2
• Call to Action
Website Story 3
• Call to Action
What is Good Content?
• Not boring. If it puts
you to sleep, it will put
others to sleep.
• Not BLAH BLAH BLAH.
Get to the point quickly.
Concise, precise and
• Not about you. No one
• The vision of the Operational Excellence
Office is to play a vital role in our campus’
financial sustainability by cultivating
innovation to produce new revenue
opportunities and by supporting continuous
improvements to drive ongoing efficiencies.
Original & Specific
• FIRM PROFILE
• Our firm provides outstanding
service to our clients because of our
dedication to the three underlying
principles of professionalism,
responsiveness and quality.
• Professionalism. Our firm is one of
the leading firms in the area. By
combining our expertise, experience
and the energy of our staff, each
client receives close personal and
WHAT DO I DO?
• You shouldn’t have to choose, but so often
you do: professional or personality. Girl Friday
is about having it all. It’s about kicking off
your shoes and settling in. It’s about
incredible expertise and a dogged
commitment to perfection. But we care too
much to ever let it be boring.
• 'Dealing with menopause was
bad enough but when I found
I was suddenly wetting myself
without warning it was a
• After 35 years of marriage, I
even started sleeping in the
spare bed! Finally, I went to
• “Puppy,” was the first word out of
Ramie’s mouth. Ramie and her
husband, Tyler, both animal lovers
from a young age, started caring for
North Shore Pets in 1997, and
opened their shop in 2002.
• Pfizer. We apply science to discover therapies that
significantly improve and extend people’s lives.
Informs, Entertains, (Soft) Promotes
• Mad for Madison
• The Chocolaterian Café
• Yes, there’s chocolate. Of course,
there’s chocolate: cakes & bars,
fondue and tarts. And for the
heathens: lemon squares and
macaroons, cookies and toffee. But
for those who know they shouldn’t
live on dessert alone: quiches &
paninis, soups & galettes.
Keeps it Real
• Tell the truth. “If you
read it one the internet,
it must be true.”
• Strive for accuracy.
Claims & Superlatives.
Or Maybe Not?
“Please tell me
she’s not for real.
Please tell me
she’s photo shopped.”
Beached 160’ Giant Squid in Northern California.
Talks with Me, Not at Me
• Avoid the third person, when possible.
Use “you” rather than “he” or “she”
• Use the active voice. “The dog bit the boy.”
• Lead with questions. “Isn’t it remarkable?”
• Include call to action. “Buy, subscribe, etc.”
Belmont Village of Glenview, Illinois is situated in the heart of a
beautiful residential area. Our community is convenient to Old
Orchard, the botanical gardens and many places of worship.
There are also major medical centers and hospitals in close to
the facility, including the new Glenview Senior Center. Equally
significant as Belmont’s handy location is the fact that it was
built to provide a higher standard of care for assisted living.
Focuses Attention (Thematically)
• Hungry? Order food now. (Groupon)
• Unlimited instant streaming of videos.
• Request an appointment. (Evanston Hospital)
• Help us save lives. (American Cancer Society)
• Choose the card that works best for you.
(Bank of America)
• Visit Macy’s.
Focuses Attention (Visually)
Reduce visual clutter
• Use heads, subheads
• Use bullet-points and short paragraphs
• Use white space
• Avoid too many fonts, colors, sizes & styles
• Use images with similar color saturation