Kivi's Nonprofit Communications Blog

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Does this belong on our website? What should go on our home page? How can I make our website more user-friendly? How can we grab our website visitors’ attention and keep it?

My answers to these very common questions from nonprofits usually include some form of this response: It’s all about the answers your website visitors are seeking and the actions they want to take on your site. If you focus on making your site about answers and actions, you’ll successfully address the concerns behind these questions. (Learn more about online writing during this Thursday’s webinar.)

Answer Your Visitors’ Questions

People use the Web to find answers to their questions. What questions would someone have when they come to your website? That will all depend on what it is you do, but let’s look at a few examples.

If you run a local humane society, people will have questions about adopting pets.

If you run a Meals on Wheels program, people will have questions about receiving meals and delivering meals as a volunteer.

If you run a “Save the Squirrels” group, people will have questions about why the squirrels need saving and what they can do to help you save them.

Figure out the top three questions people have related to your group’s work and make the answers prominent on your website — on your home page and in your site navigation. Immediately upon visiting your site, visitors should either see the answers or see where to click to get them.

Make It Easy for Your Visitors to Act

In addition to finding answers to their questions, website visitors also want to take actions online, and they expect those actions to be easy and time-saving over doing it in person or over the phone.

Let’s look at the same three organizations and review the actions visitors would like to take on their websites.

If you run a humane society, it would be great for visitors to see which pets are currently available for adoption and to fill in adoption forms online (or at least print them out and start them on paper).

If you run a Meals on Wheels program, visitors will want to apply for meal delivery and complete forms to volunteer online.

If you run a “Save the Squirrels” group, visitors will want to advocate for the squirrels in some way, such as by signing a petition or sending an email to an elected official.

And, of course, every nonprofit should let visitors sign-up for an email newsletter and donate online.

Learn More

Want more online writing tips? Don’t miss this Thursday’s webinar: Online Writing: Dos and Don’ts of Writing for the Web and Email, Thursday, August 14, 2008 at 2:00 p.m. Eastern.

When you write your web content, you are writing first for real people and second for search engine spiders. For your website to be as successful as possible, you need to keep both in mind.

Prominent keywords are important for both audiences. They help real people skim your page, so they can decide if they are in the right place or not and they help the search engines figure out what your page is about.

So where do you put them? Here are nine good places to use keywords.

1. In your page title. This is what appears at the top of the browser window when someone visits your website. It appears in the page code in between the title tags in the head section.

2. In your page description. Visitors don’t see this, but the search engines do. This is the two lines of text that appear below the main title in search engine results. It appears in the page code between the description tags in the head section.

3. In your page URL. Using your keywords in your page URL (what goes after the www.) can also be helpful with search engines. That’s why lots of blogs, including this one, use post titles in their URLs.

4. In your headings and subheadings. Make it easy for your readers to very quickly see what your page is about by using lots of headings and subheadings.

5. In your first sentence and your first paragraph. Make sure your important keywords appear here — the earlier, the better.

6. In your last paragraph. Use your keywords at the end of your content too.

7. Elsewhere in your body copy. When keywords fall naturally throughout your article, consider bolding them. Don’t go overboard with it or it will be a distraction. But if it makes the article easier to skim, bold those keywords.

8. In your link text. Instead of linking to words like “click here,” use your keywords in your link anchor text.

9. In your ALT tags on images. The search engines can’t read images (yet). With every image, include a bit of text called the ALT tag and use your keywords in that text.

Don’t worry about the keyword tags in the head section. Though it would seem like the obvious place to put keywords, it’s too obvious, and the search engines don’t pay much attention to that tag any longer.

Learn more about writing for the web during the August 14, 2008 webinar, Online Writing: Dos and Don’ts of Writing for the Web and Email.

This week’s Nonprofit Marketing Guide webinar is Online Writing: Dos and Don’ts of Writing for the Web and Email (Thursday, 4/24/08, 3 pm ET, $35). I’ll be talking about these three tips and many more.

Answer readers’ questions. Yahoo! and Google are the most popular sites on the web because people are searching for answers to the questions they have. The ubiquitous “FAQ” page is so popular on websites because it directly answers those questions. There’s an important lesson here: Your website content should be focused on the needs and interests of your site visitors. Write your content with your audience in mind at all times.

Write in chunks. Your website is made up of pages and those pages are made up of paragraphs. Each page and each paragraph should be about one specific thing. Organize your text into small, manageable blocks (chunks) of information. Read more of my tips on chunking specifically. Chunking also makes your site easier to skim, which is how most people actually read online.

Cut everything back. Online writing must be much shorter and tighter than what you’d traditionally write for publication on paper. The general rule of thumb is to cut your print text in half when putting it online. Shoot for headlines that are 4-8 words and sentences that are no more than 20 words. Limit paragraphs to six sentences and articles to 500 words. Of course, these are just guidelines, but they’ll help you get closer to where you need to be.

Learn more during this week’s webinar.