Improve your web writing skills

Download Improve your web writing skills

Post on 13-May-2015

1.170 views

Category:

Technology

2 download

DESCRIPTION

www.charitycomms.org.uk/events

TRANSCRIPT

  • 1.Editorial Skills for CharitiesWorkshop26 January 2012www.charitycomms.org.uk

2. Improve your web writing skillsEditorial skills for charities workshop Content Anna McLoughlin :2 www.inkspiller.co.uk www.inkspiller.co.uk 3. Hello. Im Anna McLoughlin @AnnaInkspiller on Twitter3 www.inkspiller.co.uk 4. What will we cover? What people want from your website How to make web content easy to read and use Who youre writing for How to write in a meaningful way for them How to move them to take actionYou will leave with: A web copywriting blueprint for your website A web content framework for effective web writing4 www.inkspiller.co.uk 5. People want contentThey want to read as little as possible and no more Image from: www.trafficcoleman.com5 www.inkspiller.co.uk 6. They dont read more because. They are busy They want answers Its not relevant They want to do something They want to grab and go!6 www.inkspiller.co.uk 7. Good web writing is a conversationThink of your web content as a focussed conversation, started by a busy person- Ginny Redish Letting Go of the Words7 www.inkspiller.co.uk 8. Your side of the conversationGood web writing answers peoples questions:- How do I donate ?- Where do I find out about getting some support?- May I volunteer for you?- Can you tell me more about what you do?8 www.inkspiller.co.uk 9. Good web writing lets them grab & go9 www.inkspiller.co.uk 10. Where to start?Writing is a lot easier if you have something tosay - Sholem Asch10 www.inkspiller.co.uk 11. Blueprint The Web Copywriting Blueprint is a set of golden questionsIt never fails to help work out what to say and how to say itTake this away and brainstorm the questions with colleaguesFind your Blueprint at:http://tinyurl.com/6rmne6z11 www.inkspiller.co.uk 12. The Blueprint covers Stage 1: What you want to achieve Stage 2: Talk to the right people Stage 3: Talk about the right things, in the right way Stage 4: For the right result12 www.inkspiller.co.uk 13. Stage 1: What you want to achieveWhat does your website do for you at the moment? e.g. Help raise funds, raise awareness, provide support.What would you like people to do on your site? e.g. Donate13 www.inkspiller.co.uk 14. Stage 2: Its all about the audience14 www.inkspiller.co.uk 15. Stage 2: Talking to the right peopleWho are your audience?Are they male or female?How old are they?What kind of work do they do?What is their expertise and experience?What other sites do they visit?What are their hobbies?What are their values?What motivates them?15 www.inkspiller.co.uk 16. Gather informationRead emails; what are they asking?Talk to marketingTalk to Customer ServiceConduct a surveyWatch and listen in physical locationsInterview peopleDo usability testing16 www.inkspiller.co.uk 17. Use information to create personas Persona developed at Be Good, Be Social. Photo credit: juliebee.co.uk17www.inkspiller.co.uk 18. Put a face and name to your persona Personas of people seeking aid information Source: www.aidinfolabs.org18www.inkspiller.co.uk 19. Stage 2: What do they want?When gathering information, pay attention to the wordsyour audience use:Why are they coming to you?What are their questions?What are their problems?What key tasks do they have in mind?19 www.inkspiller.co.uk 20. How easy are your key tasks? In a study of 60 non-profit sites, the Nielsen Norman Group found: Givingmoney on charity websites is 7% harder thanspending money on e-commerce sites. The top priorityfor non-profits is to write clearer content. - Jakob Nielsen, 2011 It took 7% more time to complete a donation than in a separateecommerce study20 www.inkspiller.co.uk 21. Research findings Nielsen asked people to complete key tasks: Key TaskResult Choosing which charity to donate to Poor: Not enough information to determine value or trustworthiness Making a first time donation7% worse than best practice Making a repeat donationAverage rating of 5.7 out of 7 Non-monetary contributionsRated poor VolunteeringRated good: straightforward information provided21 www.inkspiller.co.uk 22. Communicate value The top priority is transparency about what a charity does,the impact and why its important: Non-profits must clearly communicate their valueproposition if they want to attract volunteers andonline donations. - Jakob Nielsen, 2011 Report available to buy at:http://www.nngroup.com/reports/donations/22 www.inkspiller.co.uk 23. Taglines It should be clear what your charity does at first glanceA strong tagline is priceless, e.g. A Dog is for Life.For inspiration, browse the Non Profit Tagline Databasereport at: http://gettingattention.org/23 www.inkspiller.co.uk 24. What do you do?24 www.inkspiller.co.uk 25. Can you help me?25 www.inkspiller.co.uk 26. Emotional connections Do they have a personal connection to your charity? How are they likely to be feeling?Anxious? Frustrated?Skeptical? Web content for people who are angry, frustrated, anxious or stressed has to be particularly clear and simple -Ginny Reddish26www.inkspiller.co.uk 27. Sensitive to childrens feelings27 www.inkspiller.co.uk 28. Stage 3: Golden questionsWhats the problem were trying to solve?Why hasnt this been solved before?What is different now weve come along? How do we know?28 www.inkspiller.co.uk 29. Stage 3: Talking in the right way Avoid the we we effect; dont talk about yourself, talk about your cause Dont make yourself the reason to give, e.g. Help empower them rather than Help us change this Show why what youre doing is important or relevant to your audience Demonstrate outcomes, e.g. 20 homeless people now have jobs rather than we trained 20 homeless people.29 www.inkspiller.co.uk 30. Stage 4: Strong calls to action30 www.inkspiller.co.uk 31. What weve covered so far Now you should have a clearer idea:Who you are talking toWhat they need from youHow to talk about your charity in a meaningful way forthemWhat you want to achieve31 www.inkspiller.co.uk 32. Finding your voice Remember its a conversation:So, who are you?What are your values?32 www.inkspiller.co.uk 33. Tone of voice exercise Try contrasting values:Professional, not academic.Confident, not arrogant.Clever, not cutesy.Savvy, not hipster.Expert, not preachy. Exercise from Kristina Halvorsons Content Strategy for the Web33 www.inkspiller.co.uk 34. This, not this Less LikeMore Like Contact us Get in touch! Our content offers many unexpected benefitsMore than good web writing. Way more. Our writers have a myriad of creative skills and Our writers arent just well-trained. Theyre substantial technical expertiseseriously talented. We have an enthusiasm and passion for contentEveryone here loves content. A lot. that shows in all we do. Adapted from Kristina Halvorsons Content Strategy for the Web34www.inkspiller.co.uk 35. Create a word bankCreated at wordle.net35 www.inkspiller.co.uk 36. Use the word bank to write36 www.inkspiller.co.uk 37. A simple content framework Give your content the best possible chance of being readFind your content framework at:http://tinyurl.com/6sj4w2p37 www.inkspiller.co.uk 38. How people scan web pagesPeople read in a rough F shape38 Eye tracking research from useit.com www.inkspiller.co.uk 39. Help them read your contentUsing the Inverted Pyramid style will help people read and use yourcontent Image from http://www.internetmarketinginc.com/39 www.inkspiller.co.uk 40. Headlines are critical Focus on whats important to your audienceCareLogger: 32.2% increase in sign-ups just by changing the headlineSource: Abtests.com40 www.inkspiller.co.uk 41. Be clear and concise41 www.inkspiller.co.uk 42. Explain the offer42 www.inkspiller.co.uk 43. Appeal to emotions43 www.inkspiller.co.uk 44. Arouse curiosity44 www.inkspiller.co.uk 45. Use subheadings, lists & linksBefore AfterGet Seen, Get Heard with MTV and Want to Play a Stadium & Help End Poverty?Oxjam! - It all starts at Oxjam & on MTV thisWanna be the next Kaiser Chiefs, Kasabian, Hot October!Chip? Want stardom, to play to adoring fans andthe chance to make a difference? Now you canFilm yourself playing at an Oxjam event this(but you better move quick).October and you could win the chance to playalongside the UKs biggest bands at a majorFilm yourself playing an Oxjam event in fundraiser next year.October and you could be one of four new actsplaying alongside Britains biggest bands at aWhat next: Oxjam Timelinemajor fundraising gig next year. Its a realchance to change lives, including your own! Now: Register at MTV Flux and OxjamOct: Go, play and film your gigOctober is going to be jampacked with music Oct: Upload your video to MTV Fluxmadness.Dec: Top videos play on MTVJan: Viewers pick the finalistsSee the Oxjam TimelineApr: Winners get to play at Help Make PovertyHistory45 www.inkspiller.co.uk 46. Testimonials and stories WikiJob: Adding testimonials increased sales by 34% Source: abtests.com46 www.inkspiller.co.uk 47. Use storiesPeople want to help people47 www.inkspiller.co.uk 48. Calls to action Make calls to action about the audience, not you.e.g. Fight for good not We need your donation.Campaign Monitor:26.6% more people responded to Give us your best ideas! Source: abtests.com48 www.inkspiller.co.uk 49. On the average Web page, users have time to read at most 28%of the words during an average visit; 20% is more likely. - Jakob NielsenReduce your word count by halfCan you reduce it in half again?People will get more information with less content49 www.inkspiller.co.uk 50. 50 www.inkspiller.co.uk 51. Perfecting your copyUse the checklist on the FrameworkLet it sit overnightIf it bothers you; cut itRead aloudGet someone else to read itDont rely on spell check aloneRead from the bottom of the document to the top51 www.inkspiller.co.uk 52. To concludeGood web writing is like a conversationUnderstand who you are talking to and their questionsProvide what they want to know in a way thats relevantEstablish a tone of voiceStructure your copy so they can grab and goWrite in an inverted pyramid styleEdit ruthlessly Take-away tools: Blueprint: http://tinyurl.com/6rmne6z Web Content Framework: http://tinyurl.com/6sj4w2p52 www.inkspiller.co.uk 53. Thanks for your timeFeel free to ask questions: Anna McLoughlin anna@inkspiller.co.ukTwitter: @AnnaInkspiller53 www.inkspiller.co.uk