Writing for the web I


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  • Intros, describe your office and your job
  • Get idea of what people do with their sites.
  • Short sentences, 7-21-7 rule. Time, date, place.Bullet points. Basic narrative.
  • Guarantee you right now we could poke around and in five minutes find 15 outdated sites, right now
  • Updated. Setting a good example.
  • Writing for the web I

    1. 1. Getting Word out on the WebSession I<br />
    2. 2. Get the word out on the web<br />Session I – four keys to writing well on the web.<br />Session II – manage your site (and the boss!) with strategy<br />Session III – promoting your site<br />
    3. 3. Challenges on this campus<br />• Hosting<br />• Common tools, the haves and have-nots<br />• Use what you have well, use it up, max it out, ask for more<br />
    4. 4. Four keys to success on the web<br />• Keep it simple. (duh!)<br />• Keep it updated. (mold free)<br />• Keep it interesting. (calls to action for readers and fuel for search engines)<br />• Keep it authoritative. (if your website fell in the forest…)<br />
    5. 5. Click here<br />
    6. 6. Instead…<br />Highlight relevant text and use it as a link instead.<br />Search engines like this better.<br />So do users. It’s a link. Of course I will click there.<br />
    7. 7. Keep it simple<br />What does this mean?<br />
    8. 8. Simple examples<br />Long 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. <br />Keeping it simple: <br />http://generalcounsel.uoregon.edu<br />http://ria.uoregon.edu<br />http://newpartnership.uoregon.edu<br />
    9. 9. Keep it updated<br />FIGHT THE MOLD<br />BE AUTHORITATIVE WITH YOUR SITE<br />Update at night, on the weekend, minutes after something happens, culture change: did I lock the door? Did I update the site? <br />YOU ARE THE PLACE TO GO<br />
    10. 10. Who’s the biggest stickler on campus for outdated web content?<br />
    11. 11.
    12. 12. Presidential sites<br />http://newpartnership.uoregon.edu<br />http://president.uoregon.edu<br />
    13. 13. For readers and search engines:<br />A lot alike: less is most often more<br />Two samples: <br />http://research.uoregon.edu (64 links)<br />http://president.uoregon.edu (21 links)<br />http://international.uoregon.edu (really?)<br />Keep it updated for the engines and the reader<br />Page title, footer<br />Copy: 200-300 words with some links<br />
    14. 14. Keep it interesting. <br />Why have a website? Why? Why? Why?<br />Brochure sites, news sites, storytelling sites. What’s yours? What are these samples? <br />Conversion rate? Call to action?<br />
    15. 15. If your website fell in the forest, who would hear it?<br />
    16. 16. Be the authority<br />Listen to users, hype you website, be the go-to spot for Business Affairs, Giving, etc<br />If you keep it simple, updated and interesting, <br />Then you will be the authority. <br />
    17. 17. Who’s your audience?<br />What’s the best tone for that audience? <br />What are your communication goals?<br />What do you need to be the authority on?<br />
    18. 18. Review<br />• Nobody’s perfect. <br />• Do a few things well. <br />• Use it up, max it out, ask for more. <br />NEXT TIME: strategy, measurement, manage the boss while making this a reality<br />