writing for the web
DESCRIPTION
My presentation for the My Charity Connects conference which details how organizations can improve their web writing by keeping it short and simple.TRANSCRIPT
Keep it Short & Simple: Writing for the WebLindsey Patten
Synthesis Communications
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About Me
• Graduated from the University of Windsor for Communications and Humber College in the Fundraising and Volunteer Management Program
• Owner of Synthesis Communications, a company that helps nonprofits improve their communication tools
• Runs a blog, Notes for Nonprofits, that offers communications and marketing advice to nonprofits
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Presentation Objectives
• Old websites versus new
• Biggest mistakes in web writing
• First steps
• Four key components of great web writing
• Tips for every page of your site
• Formatting for the web
• The Web Composition Triangle
• Do’s and Don’ts
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No Cookie Cutter Writing!
Every website and organization is
different!
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Old Websites Versus New
Old Website• Brochure
• Purely Informational
• Basic pages include Our Programs, About Us, etc.
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Old Websites Versus New
New Website• Engaging
• Interactive
• Still Informational
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Web Statistics
So why is it important to be engaging?
Because on the web:
• 79% of users only scan the page
• Whereas 16% read word by word
And on the average web page, users:
• Read at most 28% of the text, however 20% is more likely
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What Are The Biggest Mistakes in Web Writing?
• Copying a brochure/fact sheet to the web
• Hiding bad content with good design
• Boring copy
• No clear message
• No voice
• Overdone Mission/Vision statements
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First Steps
How Do You Know Your Content Needs to Be Redone?
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Google Analytics
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Survey
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First Steps
Put that pen down!
First….
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First Steps
What Are Your Goals?
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What Are Your Goals?
• Receiving more donations
• Getting volunteers
• Getting a petition signed
• Raising awareness
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First Steps
Who is Your Audience?
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Who Is Your Audience?
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Who Is Your Audience?
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First Steps
What Are You Trying to Achieve?
Only 43% of nonprofit sites studied answered this question on their homepage.
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First Steps
What Are You Doing With the Money?
Only 4% of nonprofit sites studied answered this question on their homepage.
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Improving Web Writing
• Engage
• Inform
• Call to Action
• Donor-Centric
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Engage
Your content must be engaging. You need to involve your reader, encourage them to learn more and help them become connected with the organization.
So How Do We Engage?
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Engage
• Passion
• Client Stories
• Real Experiences
• Human Touch
Remember, people give to people, not to organizations or websites.
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Inform
People visit a website for information. As an organization you want to provide the best information possible so the user is fully versed in what your organization is about. Good information sparks their interest and involvement.
What’s The Best Way To Inform?
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Inform
• Clear and Concise
• No Jargon
• Highlight Successes
• Fresh and Interesting
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Call to Action
Your call to action is extremely important.
This is what you want your audience to do whether it’s sign a petition, become a volunteer or make a donation. Your web content needs to be guided towards this end and your call to action should be strong and interesting.
What Makes A Good Call to Action?
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Call to Action
• Compelling
• Active Voice
• Clear and Concise
• Meaningful
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Donor-Centric
Your website isn’t all about you.
In order to be fully engaged, your donors/prospects need more than your program information. They need to understand what their role is in your organization.
How do you make your website donor-centric?
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Donor-Centric
• Provide concrete examples about where their donations go
• Language: You versus we
• Showcase the rewards from donating/volunteering, etc
• Say thank you
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Tips-Home Page
• Share news
• Share purpose
• Say what you are doing with the money
• Tell people where you want them to go
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Tips-Programs
• Don’t mention every detail about your programs
• List the top three points
• Each program should be on a separate page
• List statistics separately
• Take a heart approach
• Include client stories
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Tips-About Us
• Don’t share a long history
• Staff and Board Info, make it unique
• Explain what you are doing with the money
• Clear and concise mission and vision statements
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Tips-Donate
• Note what they are donating to
• Why should they donate
• Engaging
• Not passive
• Easy to read
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Choosing the Right Words
Heart
Give
Care
Choice
Dedication
Donor
SuccessAbility
Issue
Identity
Campaign
Access
Donate
CrisisEvent
Help
Client Growth
Future
Fundraise
Diversity
Interactive
RoleOpportunity
Message
Learn
Knowledge
Plan PowerPeopleCommunity
News
Step
Society
SkillsProgram
ProblemTools
Connection
Support
VolunteerUnderstanding
Difference
Membership
Pledge
Hope Gift
Courage
Accomplish
Support
Information
You
Prospect
DreamGoal
Good
Achievement
Join
People
Personal
Proud
Possible
Respect Share
Sponsor Spirit
Story
Time
Tribute
Youth Voice
Wish
Believe
Love
Journey
Commitment
Together
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Formatting
• Create great headlines
• Use bullet points
• Avoid long paragraphs
• Have lots of white space
• Bold important info
• Pull quotes out of text and display
• Use sub-headings
• Use links
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The Web Composition Triangle
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Search Engine Optimization
What Is Search Engine Optimization?
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Search Engine Optimization
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a website from search engines.
• Uses keywords and links to drive traffic to your site.
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Search Engine Optimization
Why Do We Need It?
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Search Engine Optimization
• Keywords help your audience find you when they search
• It’s important to use keywords not only on the main page but on every page
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Search Engine Optimization
How Do You Use It?
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Search Engine Optimization
• Know your audience
• Brainstorm possible keywords
• Do a Google search for your issue/field
• Check out your competitors
• Update frequently
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Content Management
What is Content Management?
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Content Management
Content management allows for dynamic content to be added in similar fashion to using a word processor or blogging software to quickly and easily add content.
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Content Management
Why Do We Need It?
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Content Management
• Content becomes stale
• Content is outdated
• People want to learn new things about your organization
• Fresh content means means fresh updates by search engines to enhance visibility
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Navigation
What is Navigation?
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Navigation
Navigation is how one travels through your website.
Good navigation allows a visitor to receive the content they are looking for as quickly as possible.
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Navigation
How Does Good Navigation Improve Content?
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Navigation
• Makes your content more streamlined and accessible
• Allows audience to determine quickly and easily what information they are interested in
• Provides a direction for your audience to travel
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Tips for Sitting Down and Getting Started
• Gather your content
• Assemble your statistics and ensure they are right
• Have a brainstorming session
• Write out your goals, message and voice
• Assign one person to write the content
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Do’s and Don’ts
• Do tell the truth
• Do be passionate and engaging
• Do know your limitations
• Do have a good editor
• Don’t tell the whole story
• Don’t be passive
• Don’t get frustrated
DO DON’T
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Thank You
Thank You!
http://notesfornonprofits.blogspot.com
www.synthesiscommunications.net
www.twitter.com/lindseypatten