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Website Best Practices 5/20/2013
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10 Website Best Practices for 2013
Rich Dietz Nonprofit R+D
[email protected]
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN www.NonprofitRD.com/gplus
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Our Speaker
Rich Dietz Founder at Nonprofit R+D
Rich has spent over 13 years building and testing websites and working with online technologies. He specializes in working with small- to medium-sized businesses and nonprofit organizations so has a deep understanding of how best to work with limited budgets, time and staff.
You can find Rich at
http://www.NonprofitRD.com
or tweeting @nonprofitrd
Or connect on LinkedIN www.NonprofitRD.com/IN
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Agenda
• Introduction
• Website Structure / Elements
• Website Content
• Next Steps
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INTRODUCTION
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Text Heavy Slides… oh no!
I promise I do not just read the slides • Boring!
Why text heavy slides • You don’t have to take notes – the info is there for you later • You can focus on the “ah-ha” moments • They will still make sense 6 months from now
I am a teacher, not really a presenter
• Want you to learn and take action
Download at www.NonprofitRD.com/libertyhill
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Best Practices?
• A “best practice” = what works in your org
• Testing is the key, – Much easier to do online
– If it works, do more.
– If not, try something else.
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What you talkin’ about Willis?
CRM, CMS
ROI, API, SEO
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
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Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
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Online Hierarchy of Needs
Need a strong Foundation
Avoid Shiny Objects
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Direct Response Website
We are not talking about “brochure websites” • 5-10 pages, static, boring, does not lead to action
We are focusing on a “Direct Response Website” • We want folks to take an action – Call, buy, signup, etc.
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WEBSITE STRUCTURE / ELEMENTS
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1. Get Control of Your Website
• You need the ability to: – Change the content
– Make quick updates
– Add/remove content
– Stay current
• Use a CMS (Content Management System) – Example: Wordpress
– Makes updates easy and very powerful
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1. Get Control of Your Website
www.wordpress.org
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2. Most Wanted Response (MWR)
• What do you want folks to do when they reach your site? – Who visits your site – What are they looking for – What do you need them to do
• Too many choices = No action – Jam Study
• Make those actions easy to find
– Above the fold – Big buttons or easy to find pathways – On homepage AND every page
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2. Most Wanted Response (MWR)
www.littlereddoor.org / www.rynomoving.com
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3. Capture Email
• #1 way to communicate and drive traffic…still – Email >> Landing Page
• Opt-in box – Incentive to sign up
– 10 Things to Look for in a Plumber
• Easiest way to connect and follow-up – 7 touches – marketing principle
– Follow up can be very effective
– News, deals, more help
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3. Capture Email
www.nonprofitrd.com
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4. Simple, Clear Navigation & Design
• Navigation – Must be user focused and not by department
– Focus on the most important things you need your users to KNOW or DO (MWR)
• Design – Goolge/Facebook vs. crazy clutter sites
– Avoid clutter
– Don’t make your prospect think…
• Custom graphics
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4. Simple, Clear Navigation & Design
www.iesabroad.org / www.37signals.com
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5. Social Media Sharing Buttons
• Allow folks to spread the word – Let them share in the ways they want to share (options)
• Social signals are key with Google now
• Simple “Tell a Friend” Button – Add a strong call to action for them to do it
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5. Social Media Sharing Buttons
www.hcz.org / www.heritagephc.com
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6. 3rd Party Endorsements
• Let folks know its OK – They are not the only ones – The organization is “trusted”
• Testimonials / Reviews – Clients, customers, partners, celebrities, etc. – Yelp, Google, etc. – Be a part of the community
• Validation and “Trust” – BBB, Associations, Accreditations, etc. – Great in the footer and on purchase pages
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6. 3rd Party Endorsements
www.ewedding.com / accentdeckdesign.com
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7. Obvious Contact Information
• “Contact Us” in the navigation – Provide multiple ways to contact you
– Phone, email, form, etc.
• Contact information on every page – Footer is a great place for this
– Include your phone number
– Google likes to see this too
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7. Obvious Contact Information
www.livestrong.org / sarahlongnecker.com
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CONTENT
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8. What you do and WHY
• Two-second test – Strong headline, what you do – Services / Product offered
• The WHY can be even more important – Xerox study – just needed a “why”
• 60% 93% using only “because”
– Simon Sinek – TED Talk • Why is compelling and gets people to take action • Apple – Think Differently
We challenge status quo.. Just happen to make great computers…wanna buy one?
(http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html)
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8. What you do and WHY
www.one.org/us - www.ithemes.com
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9. Tell Stories!
• Stories create an emotional connection – Longer testimonials work
– Individual stories are best
– People can relate to people
– Easier to show the “Why” with stories
• Inspire with passion
• Use stories throughout your content – email, website, social media, etc.
sethgodin.com
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9. Tell Stories!
http://www.acupunctureandacupuncturistaustin.com
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10. Images and Video
• Best way to tell a story – Much easier to create the emotional connection
– People only reading 20-28% of your site • http://www.nngroup.com/articles/how-little-do-users-read/
– Use video to tell YOUR why
• Easier to rank (SEO) – Forrester Research – 50x easier to get a page 1 ranking with video
• Most likely to be shared – More likely to “go viral”
– 5-10x more shared over text
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10. Images and Video
cej-oregon.org / www.jwlandscapedesign.com
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Next Steps
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Website Audit
• Get honest feedback of your website now – Friends, family members, regular customers, etc.
– UserTesting.com
– This will be your pre-test / starting point
• Ideas for audit – Ask them to purchase / complete form request
– Ask them to sign up for your email list
– Ask them to describe what you do
– Ask them what they think you would like them to do on the site
– Ask them to find ___________
• After you implement some of these changes do a post-test
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What to do next?
1. Do your pre-test website audit.
2. Implement some of the ideas presented today
3. Do your post-test audit and track results
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Website Best Practices 1. Get Control of Your Site
2. Most Wanted Response
3. Capture Email
4. Simple, Clear Navigation & Design
5. Social Media Sharing Buttons
6. 3rd Party Endorsements
7. Obvious Contact Information
8. What You Do and WHY
9. Tell Stories!
10. Images & Videos
11. Website Audit
Learn more in our other webinars: - Search Engine Optimization - Easy Ways to Grow Your Email List
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Sign Up Online
Get updates about our upcoming webinars and more.
NonprofitRD.com Webinars:
Search Engine Optimization
Easy Ways to Grow Your Email List
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Download the slides: www.nonprofitrd.com/libertyhill
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN www.NonprofitRD.com/gplus Rich Dietz
[email protected]