writing for the web - archdiocese version - jan 2013
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Writing for the Web - Church and School VersionTRANSCRIPT
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northwoodsoft.comLearnAtNorthwoods.com
Presented by: Patrick Bieser, President
Writing
V3h
for the
Web
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Summary of Today’s Presentation• About Northwoods• Part 1: Learning From the Best• Part 2: Scanning• Part 3: Writing for Users• Part 4: Writing for Search Engines
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IDENTIFY Audience Profile SEOAnalyticsAsset InventoryUsability TestingHeatmap StudyCompetitive Analysis
EDUCATEContent StrategyFeaturesApplicationsDesign StrategyIA & Site Map WireframesComposites
PRODUCEContentDigital AssetsCMSFront End DevelopmentBack End DevelopmentMobileHosting
MEASUREAnalyticsA/B TestingSEOUsability TestingLanding Pages
MARKETeNewsletterBlogsRSS FeedsSocial MediaAdvertisingSEMCampaigns
Planning Your Website Redesign
Writing for the Web
Social Media – Doing it Right
Northwoods Digital Strategy Framework
RetainGrow
Research Engage Inform ConvertRetainGrow
Responsive Web Design Strategies
Emerging Trends in Web DesignSuccessful Online Catalogs
WorkshopsSEO Best PracticesGoogle Analytics
Titan CMSReturn of the Microsite
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Websites Try To….• Generate Traffic• Engage Visitors• Convert– Awareness– Affinity– Capture• Signup for a Newsletter / Alert
– Acquire• Appointment• Join Our Parish / School
– Evangelist / Thought Leadership
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Part 1 – Learning from
the Best
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150 Million Visitors / Month9.6% Conversion Rate150 Million Visitors / Month9.6% Conversion Rate
Learning from the Best
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Learning from the Best
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Learning from the Best
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Learning from the Best
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Amazon’s Focus on Usability1. Exhaustive and Useful Information2. One Page for Information3. Clean and Simple Layout4. Simple Conversion
Learning from the Best
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Part 2 – Scanning
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Web users scan. They don’t read!
Scan
Scanning
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232 users. Three websites
Source: Jakob Nielsen Alertbox, April 17, 2006www.useit.com/alertbox/reading_pattern.html
Scanning
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Scanning
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Why Scan?• Goal oriented• Content gatherers• In a hurry• ADHD
Scanning
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Marketing vs. Selling• The purpose of marketing– Grab eyeballs– Create an impression– Build brand awareness– Drive traffic
• The purpose of a website– Offer intuitive and useful information,
without annoying or confusing your visitor, so they will reach a goal page and convert.
What to Write
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Part 3 – Writing for Users
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Offline vs. Online Content
Writing for Users
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Writing for Users
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Visual Organization
Visual Organization
Bulleted Lists
Bulleted Lists
Headers that are
meaningful
Headers that are
meaningful
Bold TextBold Text
White SpaceWhite Space
Short Paragraphs
Short Paragraphs
Writing for Users
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Voice and Style
Writing for Users
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Five Web Sites• Task Time• Errors• Memory• Time to Draw the Site Map• Subjective Satisfaction
Writing for Users
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Typical Promotional TextNebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Scanability Score: 0 (Assumed)*Source: NNGroup.com
Writing for Users
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Objective LanguageNebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Scanability Score: 27%*Source: NNGroup.com
Writing for Users
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More Scanable LayoutNebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:
• Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446).
Scanability Score: 47%*Source: NNGroup.com
Writing for Users
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Made More ConciseIn 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.
Scanability Score: 58%*Source: NNGroup.com
Writing for Users
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All of the AboveIn 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park• Scotts Bluff National Monument• Arbor Lodge State Historical Park & Museum• Carhenge• Stuhr Museum of the Prairie Pioneer• Buffalo Bill Ranch State Historical Park
Scanability Score: 124%*Source: NNGroup.com
Writing for Users
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Conversion Rate Increase of 189% Writing for Users
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Use Specific LanguageExample 1
Original: “…we provide reliable services…”
Optimized: “All our solutions are backed by Service Level Guarantees with cash rebates for under-performance: 1) 99.99% uptime guarantee 2) guaranteed response time 3) guaranteed time to repair”
Example 2Original: “Fully managed dedicated services by the hosting experts…. Backed by proven accreditations”
Optimized: “We are the only data center to hold ISO27001, SunTone, RedHat and DSD certifications”
Writing for Users
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Writing LinksLinks• Worst: To see the service committee resources click here.• OK: The service committee has many excellent resources on their website. • Best: Find many excellent resources on the service committee’s website.
Writing for Users
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Scanability Tips• Never Center or Right Justify Text• Bold Selectively • Never Underline unless it’s a link• Always remember to Lead with Keywords • -as in-• Keywords should Lead• Be Consistent with Layouts, Fonts, Colors, etc.• Attend to Details on Alignment and Spacing
Writing for Users
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Fly TrappingFly Trapping
Navigation Embedded in TextNavigation Embedded in Text
Google LOVES Links
Google LOVES Links
Don’t Over FlytrapDon’t Over Flytrap
Writing for Users
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Which Test Won? Writing for Users
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Version B Writing for Users
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Which Test Won? Writing for Users
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Version B Writing for Users
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Which Test Won? Writing for Users
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Version A Writing for Users
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Part 4 – Writing for
Search Engines
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What Search Engines Care About• Search Engine Spiders Care About– Title Tags– Meta Descriptions– H1, H2, H3, etc.– Page Content Keywords– Content Position – Links
• Search Engine Spiders Don’t Care About:– Sizzle, Emotion, Credibility, Brand or Flash
Writing for Search Engines
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Writing for Search Engines
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Title TagTitle Tag
Meta Description
Meta Description
Writing for Search Engines
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TitleTitle
Meta Description
Meta Description
Writing for Search Engines
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TitleTitle
Meta Description
Meta Description
Writing for Search Engines
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Spider Simulator Writing for Search Engines
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Writing for Search Engines
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Writing for Search Engines
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Wrap Up
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A Few Clients
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About Northwoods
WEBSITE DESIGNSOFTWARE
DEVELOPMENT SOLUTIONS LEARNING
Since 1997
WebsitesMobileIntranetsExtranets
Awards
Web Apps Mobile Apps Custom Backend
Integration
Digital Strategy Verticals CMS
Our team Our clients Community
Strategic Web Solutions
Inc. 500 Fastest Growing CompaniesMMAC Future 50Best Place to WorkLargest Software Engineering FirmTop 25 Software Companies
Enterprise Content Management Data Management & Display Document Management & Display Enterprise Security Uncannily Easy to Use
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• Writing for the Web• Planning Your Website Redesign• Social Media – Doing it Right• SEO Analysis – Getting Started• Google Analytics – An Introduction• Emerging Trends in Web Design
LearnAtNorthwoods.comnorthwoodsoft.com
• The ABCs of SEO• Enhanced SEO in 10 Minutes• Better Non-Profit Websites• Responsive Web Design Strategies• Titan CMS Overview• Intranet Best Practices
• Successful Online Product Catalogs
Learn More at Northwoods
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