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Morgan StrenckInternet Principal
Web Design Best Practices for Canadian Organizations
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Where are you today?
TEN BEST PRACTICES
“Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool that you have employed to mobilize your audience...”
- Raheel Gauba
“Design for Good: 4 (More) Nonprofit Design Principles” Netwits Think Tank, 10
Resonate with your audiencesFocus on your audience needs
– Who are your audience groups and who is most important?
– What do they care about – need, goals and aspirations?– How do they interact with you on and off your website?
Resonate with your audiencesSpeak the right language
– Discuss, decide and use your key messages consistently
– Listen for feedback on what’s working and what’s not through social media, blogs and surveys
– Know that writing is an art…AND a science
– Avoid jargon, too little or too much content
– Test!
Resonate with your audiencesMeet users where they are
– In less than three years mobile will be the #1 way your audience will access your website … Are you ready?
“The Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it.”
- Jason Gross
“The Role of Design in The Kingdome of Content, www.smashingmagazine.com
Have a Focused HomePagePrioritize Content
– Wireframes are key for visual hierarchy– Remember YOUR goals– Remember your AUDIENCE’S goals
Have a Focused HomePagePass the 3-second test
– Is your homepage scannable, understandable, intuitivein 3 seconds?
“Design your website around your non-profit’s actions and purpose. Make the mission statement clear as day.”
- Blake McCreary
“Non-Profit Web Design.”
Share Your MissionTell your story clearly & succinctly and make it
actionable – 60% of all donors check out an organization’s website
before donating – tell them why they should give…quickly before they change their mind
Share Your MissionShow your story … visually
– Does your visual signal – infographics, typography, links, video, imagery, photography – Have a consistent?
“Regardless of what your content actually says, the design around it controls what the users see first and how their eyes move across the sections of the page.”
- Jason Gross
“The Role of Design in The Kingdome of Content, www.smashingmagazine.com
Use Compelling ImageryEngage with eye contact … Make a personal connection
Use Compelling ImageryShow real stories of impact to gain credibility
Use Compelling ImageryMatch Imagery with your brand, mood and voice
- Does quality, composition and candor of your imagery jive with your user experience?
“User-centric design has become a standard approach for successful and web design. After all, if users can’t use a feature, it might as well not exist.”
- Vitaly Friedman
“10 Principles of Effective Web Design”, www.smashingmagazine.com
Ensure ease in NavigationNavigation Systems should be intuitive and precise
- Provide multiple interaction paths- Ensure context for users who come in through search or
links- Does it take two-click or less for key tasks?
“Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…”
- Brad Shorr
“Five Copywriting Errors That Can Ruin a Company’s Website,”
Include clear, bold calls to action
Remove all obstacles to action from anywhere- Provide a tangible to an intangible (eg. Please give $10
today Please give 10 meals to your community today)
Include clear, bold calls to action
Calls to action should be clear and compelling- Never say “click here”- Say for example “become a habitat volunteer today”
Include clear, bold calls to action
Calls to action are strengthened by
- Testimonials:It worked;
- Credibility statements:It’s reliable;
- Warranty or guarantee:It’s risk-free;
- High value:It’s worth having;
- Urgency:
It’s now or never;- Conversational:
get in touch;
“Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had.”
- Cynthia Gomez
“What Is Stewardship for a Non-Profit?” www.eHow.com
Showcase Your Stewardship60% of donors visit a nonprofit’s website before making a gift.
- Show the impact (eg. stats, infographics)- Be transparent (eg. share your annual report)- Say “Thank you”
“…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.”
- Randall Mains
“Good Non Profit Website Design Principles #5 of 5,” blog.pathmakermarketing.com May 21, 2009
Keep Your Content FreshAlways have something new to offer to your audience
- Utilize automatic feeds- Add dates to content posted to the homepage- Gather user-generated content
“Integrating the social experience into your organization’s web site will help promote the channel, engage supporters, and provide a constant source of dynamic content …”
- Melanie Mathos & Chad Norman
“101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.
Be SocialSocial media and viral sharing are highly valuable tools in contributing to web site traffic and brand exposure
- Make it easy to connect, interact and contribute
Be SocialShowcase all social activities everywhere
- Encourage viral sharing- Integrate social activities everywhere
“Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way.
- Randall Mains
Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com July 12, 2009
Provide a personal touch through Multimedia
Allow users to consume information in multiple ways- Your audiences’ preferences for consuming content varies, just
as their browsing and navigation styles do. Users want to consume information in various media channels and formats.
Ten Best Practices1. Resonate with Your Audiences
2. Have a Focused Homepage
3. Share Your Mission
4. Use Compelling Imagery
5. Ensure Ease in Navigation
6. Include Clear, Bold Calls to Action
7. Showcase Your Stewardship
8. Keep Your Content Fresh
9. Be Social
10. Provide a Personal Touch Through Multimedia
CANADIAN EXAMPLES
“WE NEEDED A FRESH LOOK AT OUR EXISTING DESIGN”
Example: The IWK Health Centre Foundation
“WE WANT TO APPEAL TO A HIP, YOUNGER AUDIENCE”
Example: Columbia Bible College
“OUR WEBSITE DOES NOT REFLECT OUR SLEEK NEW BRAND”
Example: CAMH Foundation
