10 Best Web Content Practices

When nonprofit organizations build websites they spend loads of time and money on the design, the functionality and bells and whistles that are cool and fun to work on. But, in reality, as important as those things are, they aren’t what tend to make great nonprofit websites. It’s about the content and how it’s written—and sadly it’s usually the piece of a website that gets the least amount of attention. Remember, content is still king.

Here’s a list of 10 best practices you can follow when working on your site content.

1) Get To The Point: When a user visits your website you have about 5 seconds to grab their attention before they click off. A good site gives users the information that they need quickly and efficiently. This does not mean adhering to a defined word or character length for every piece of content, but rather ensuring that you say what you need in the shortest, clearest way possible. A good rule of thumb is to write out your content as a first draft without thinking about length, then come back to it a day later and cut it down by half. Repeat process. You’ll find it’s not hard after spending a little time away from it to cut down unnecessary text and still convey the relevant information.

2) Make Webpage Scannable: In addition to keeping things short, make them easily scannable. Using headings and lists so that the main points of information you are trying to convey can be read by quickly scanning the page.

3) Use Landing Pages Strategically: Landing pages should give an overview of each web section. Integrate any relevant and current “take action” items such as “sign the petition to stop Big Oil from drilling in the Arctic Refuge.” Provide links to resources, fact sheets, and important articles so users can easily click to read more.

4) Search Engine Optimization: Integrate keyword-rich content into your website that your target audiences want to read.

5) Use Compelling Images And Headlines: Images can help draw your readers in and help connect them to your organizations mission and initiatives. Try to attach at least one compelling image to each page. Also try and use headlines, par"you" or "your" where possible.

6) Be Consistent: Use the same terminology and nomenclature throughout your site. For example, use “Donate” or “Contribute” but not both (Donate is probably preferable in that instance).

7) Develop A Style Guide: Decide on style choices, e.g. how to write abbreviations, when to use caps, formatting dates, etc. Compile the style guide into one document and distribute it to all staff who will be updating the website.

8) Be Objective: Try to avoid hyperbole and use of buzzwords.

9) Use the Active Tense: Users will engage more readily with content written in the active tense. Eg “It was decided” is less engaging, and inspires less confidence, than '”We decided.”

10) Find Your Voice And Know Your Audiences: While it’s important to determine the kind of voice you want your website content to project it’s also critical that you tailor each web section to your target audience. Writing for “Hill staffers” will have a much wonkier tone then writing for college activists which will have more of a casual tone.

What are your best web content tips?

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Comments

[Gayle Thorsen]

Great list, Allyson. If anyone wants even more information, I just posted a new free 20-page eBook--Best Practices: Nonprofit Web Site Design--a few days ago. http://impactmax.wordpress.com Web sites are a big investment for nonprofits, I'm totally with you when you say how important it is for them to keep the content high quality.

[John Haydon]

Allyson,

Great overview of web content best practices. Folks might also want to visit http://copyblogger.com.

Thanks!

John

[Alanna]

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Alanna

http://www.craigslisthelper.info

[Maryan Pelland]

Great list with potential to improve web sites in any industry. "Update often" is my favorite tip but we need to make sure we update with vlaue-added quality, not just a quote of the day or a clever photo.

mkp
http://ontext.com

[Emma Taylor]

Just wanted to say thanks for the great tips! We're planning to a website redesign right now, and if all the resources I've found where this well written, my life would be infinitely easier.

Thanks!

[RetroWarehouse]

Allyson,

Good article!! I like that you list "Get To The Point" as the #1 practice. I would also suggest that the page be printable. I all-too-often land on a page that I want to have in my printed archives for future reference, only to find that I end up with no article and lots of navigation.

Thanks for sharing your 10 Best...

[Elena]

This is a really helpful list, and nonprofit orgs should definitely take your advice to heart. My own personal addition to this, as an Internet Strategist, a writer, and an avid online reader: Think very seriously about your site's goals and make editorial decisions about which content may or may not belong on the site. Then strategize about the most thoughtful way to organize the content. There is nothing more confusing than sifting through a repository of old information that doesn't seem to relate to any current objectives. If you must use your website as a clearinghouse, make sure your archives are organized by content categories and dates. That's my 2cents!

[Blair Golson]

Great tips. We're about to re-write our website, so i'm keep this list on my top shelf ; - )

-blair

[Steff]

An excellent post, as always! My additional piece of advice is that if you're at all nervous about writing your website content, hire a professional copywriter to write it for you. Many copywriters specialize in non-profit copywriting, and some of us even offer discounts for non-profits :). We understand the marketing needs of your content and how to leverage search engine traffic for all its worth.

I've seen too many websites where - in order to save money - the company has attempted to teach themselves content writing, SEO, or simply posted PLR articles, not realizing they're actually hurting their organization. It's a wacky internet world out there, you want to give your organization the best footing possible - that's what the professionals are for.

http://small-business-copywriter.com

[Mary]

The points you've made make a lot of sense when you already have a website up. For anyone who is just starting out, there is some good info here on how to get a domain and get a site started http://www.fundraisingip.com/fundraising/create-a-website/

[Martin Smith]

Allyson:
Thanks for posting this list. For those of us still battling in the charity trenches, this is fantastic.
Having external voice to share with kitchen sinkers about managing the web is invaluable.

(I refer to my program directors as kitchen sinkers in that they would like every word posted on the web as they write it. Otherwise, the world won't understand them.)

[param]

neat write up. They complement my post on the similar topic nicely. I missed some points in my post which i found here. Thx for enriching my knowledge. My post can be read at http://www.wisitech.com/blog/?p=31

[Ken Muise]

Great post! Also remember that in many organizations the lingo is not well known throughout the web. Ensure you are also using different variations of keywords while at the same time staying consistent in your message.

I personally don't think there is anything wrong with mixing "contribute", "donate" or "help" throughout a site. That way if someone does use a different variation through the SE world it will be sure to hit!

Again, awesome post!

Ken

[Frank]

Very nice article Allyson...I am building a website for my new non-profit and these are the things that came to my mind.

Frank
www.donatetoafrica.org