Writing for the Web - Archdiocese Version - Jan 2013

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Presented by: Patrick Bieser, President

Writing

V3h

for the

Web

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

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

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

Part 1 – Learning from

the Best

150 Million Visitors / Month9.6% Conversion Rate150 Million Visitors / Month9.6% Conversion Rate

Learning from the Best

Learning from the Best

Learning from the Best

Learning from the Best

Amazon’s Focus on Usability1. Exhaustive and Useful Information2. One Page for Information3. Clean and Simple Layout4. Simple Conversion

Learning from the Best

Part 2 – Scanning

Web users scan. They don’t read!

Scan

Scanning

232 users. Three websites

Source: Jakob Nielsen Alertbox, April 17, 2006www.useit.com/alertbox/reading_pattern.html

Scanning

Scanning

Why Scan?• Goal oriented• Content gatherers• In a hurry• ADHD

Scanning

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

Part 3 – Writing for Users

Offline vs. Online Content

Writing for Users

Writing for Users

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

Voice and Style

Writing for Users

Five Web Sites• Task Time• Errors• Memory• Time to Draw the Site Map• Subjective Satisfaction

Writing for Users

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

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

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

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

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

Conversion Rate Increase of 189% Writing for Users

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

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

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

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

Which Test Won? Writing for Users

Version B Writing for Users

Which Test Won? Writing for Users

Version B Writing for Users

Which Test Won? Writing for Users

Version A Writing for Users

Part 4 – Writing for

Search Engines

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

Writing for Search Engines

Title TagTitle Tag

Meta Description

Meta Description

Writing for Search Engines

TitleTitle

Meta Description

Meta Description

Writing for Search Engines

TitleTitle

Meta Description

Meta Description

Writing for Search Engines

Spider Simulator Writing for Search Engines

Writing for Search Engines

Writing for Search Engines

Wrap Up

A Few Clients

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

• 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

Connect with us.

STRATEGIC WEB SOLUTIONS

northwoodsoft.comLearnAtNorthwoods.com

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