More Related Content
Similar to Web Content Best Practices for Nonprofits (20)
More from LindaKolker (6)
Web Content Best Practices for Nonprofits
- 1. Linda Kolker Best Practices for Web Content
- 2. AGENDA 9:00-9:15 Orientation & Introduction 9:15-9:45 Part 1 Foundations 9:45-10:30 Part 2 Content Format 10:30-10:40 BREAK 10:45-11:45 Part 3 Content SEO for Google 11:45-noon Evaluations Linda Kolker Best Practices for Web Content 2
- 3. Web user research on Non-profit websites Linda Kolker Best Practices for Web Content 3
- 4. What donors look for Causes that share their ideals and values. How the organization proposes to help Linda Kolker Best Practices for Web Content 4
- 5. Whats most important to donors Mission Goals Objectives Work Presence in readers own community Linda Kolker Best Practices for Web Content 5
- 6. What kills donations on sites Majority of problems are content-related Content problems 53% Navigation, transactions, etc. 47% Linda Kolker Best Practices for Web Content 6
- 7. What kills donations on sites ? Donate 17% Nowhere to click to donate!!! Linda Kolker Best Practices for Web Content 7
- 8. Credibility Engagement Ability to deliver Linda Kolker Best Practices for Web Content 8
- 9. Best Practices for Website Content Part 1 Linda Kolker Best Practices for Web Content 9
- 10. Laying the foundation: BEFORE you create content Define goals Know audiences Who you are What sets you apart from competitors Linda Kolker Best Practices for Web Content 10
- 11. Know your website goals Specific Measurable Examples of specific and measurable goals: Increase donations from small donors by 10% _____________________________________ _____________________________________ Linda Kolker Best Practices for Web Content 11
- 12. Know your audiences Audience segments Age Gender Income Lifestyle Opinions & Values Linda Kolker Best Practices for Web Content 12
- 13. Practice: audience profile For ONE audience: Age _____ Income ________ Gender ________ Lifestyle ____________________________ Opinions & Values______________________________ Linda Kolker Best Practices for Web Content 13
- 14. Know who you are A statement that sets you apart from competitors Linda Kolker Best Practices for Web Content 14
- 15. Examples of taglines Linda Kolker Best Practices for Web Content 15
- 16. Practice: laying the foundation How well does your site Reflect your goals? Reflect your audience(s)? Scale of 1-5 (5=best rating) Is your tagline at top of home page? Every page? Linda Kolker Best Practices for Web Content 16
- 17. Best Practices for Website Content Part 2 Linda Kolker Best Practices for Web Content 17
- 18. Overview Brief, specific content written from the perspective of your readers interests, desires and background. Content that is formatted to make it easy to find what theyre looking for on the page. Headlines, subheads and content that are oriented to their interests and goals. Linda Kolker Best Practices for Web Content 18
- 19. Site visitor behavior Linda Kolker Best Practices for Web Content 19
- 20. Site visitor behavior 20% Users read about 20% of text Linda Kolker Best Practices for Web Content 20
- 21. Site visitor behavior Whats here? How can I find what Im looking for? Short articles Skim highlights Linda Kolker Best Practices for Web Content 21
- 22. Site visitor behavior Ruthless about abandoning sites Linda Kolker Best Practices for Web Content 22
- 23. Skimming content How people scan a website page 23 Linda Kolker Best Practices for Web Content
- 24. Inverted pyramid Linda Kolker Best Practices for Web Content 24
- 25. Use subheads Tell the story on their own Capture essence of paragraph Linda Kolker Best Practices for Web Content 25
- 26. 26
- 27. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Linda Kolker Best Practices for Web Content 27
- 28. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences short Linda Kolker Best Practices for Web Content 28
- 29. Make paragraphs short 6 lines MAXIMUM 3-4 where possible Make sentences short Use bullets & numbers Linda Kolker Best Practices for Web Content 29
- 30. Use boldface and italics NEVER underline text unless its a LINK Linda Kolker Best Practices for Web Content 30
- 31. Linda Kolker Best Practices for Web Content 31
- 32. Linda Kolker Best Practices for Web Content 32
- 33. Credibility Grammar Spelling Punctuation Linda Kolker Best Practices for Web Content 33
- 34. Pair up and review sites First, take a couple of minutes to review your partners site Home page: What does this organization do? Whats special about it? Is that clear at a glance? Review lower-level pages: Can you scan and know what the page is about? Is the most important information at the top? What could be shortened, and how would you do it? Linda Kolker Best Practices for Web Content 34
- 35. Best Practices for Website Content Part 3 Linda Kolker Best Practices for Web Content 35
- 36. Help people find you Optimize your content for Google organic search (SEO) results Linda Kolker Best Practices for Web Content 36
- 37. Linda Kolker Best Practices for Web Content 37
- 38. Whats good for copy is good for SEO Linda Kolker Best Practices for Web Content 38
- 39. SEO for content Identify keywords (search terms) Make a list of 5-6 Select one or two per page for optimization Linda Kolker Best Practices for Web Content 39
- 40. 40
- 41. Whats a keyword? 41
- 42. Select keywords Know your audience What words are they likely to use? Linda Kolker Best Practices for Web Content 42
- 43. Identify keywords One of your audiences? ____________________________ Two or three phrases they might search for? ____________________________ ____________________________ ____________________________ Linda Kolker Best Practices for Web Content 43
- 44. Research competition for keywords 44
- 45. Using your keywords Make a list Narrow down to 5-6 Assign 1-2 keywords to each page Use no more than 1-2 per page Front-load in page titles and heads Top-load keywords at top of page Linda Kolker Best Practices for Web Content 45
- 46. Top-down content Linda Kolker Best Practices for Web Content 46
- 47. Use keywords in page titles Selecting the first 2 words for your page titles is probably the highest- impact ROI-boosting decision you make in a Web project. Linda Kolker Best Practices for Web Content 47
- 48. 48
- 49. 49
- 50. Where to add Page Title to a web page youre creating 50
- 51. Headings (levels & tags)
- 52. Where to format headings Linda Kolker Best Practices for Web Content 52
- 53. 53
- 54. Image captions & <alt> tags 54
- 55. Caption text Linda Kolker Best Practices for Web Content 55
- 56. Copy text from page on your website, paste into text editor (Word, Notepad, etc.) SAVE this document! Revise the page title, main headline (Most important words at beginning of each) Shorten a paragraph Underline something you could link to another page Linda Kolker Best Practices for Web Content 56
- 57. Review Lay the foundation: audiences, goals, your identity, competitive differences Make content easy to find on your site and read on the page Make it easier for people to find you via Google: optimize site content Linda Kolker Best Practices for Web Content 57
- 58. Resources Letting Go of the WordsWriting Web Content That Works by Janice (Ginny) Redish Herschell Gordon Lewis on the Art of Writing Copy by Herschell Gordon Lewis Dont Make Me Think, by Steve Krug Almost anything by Jakob Nielsen. Books. Web site = useit.com Usability.gov Linda Kolker Best Practices for Web Content 58