TopTenWebTricksForYourSchool

A Blackbaud Production!

Top Ten Website Best Practices Every School

Should Employ

Jaime Lassman, Director of Technology Integration and Curriculum – The Lexington School

Kelley Jarrett, Market Manager – Guide Creative


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 to mobilize your audience...”

- Raheel Gauba “Design for Good: 4 (More) Nonprofit Design Principles” Netwits Think Tank, 10

Resonate with your Audiences


Resonate with your Audiences

Focus 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 Audiences Speak 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 Audiences Meet users where they are

•  In less than three years mobile will be the #1 way your audience will access your website … Are you ready?


Have a Focused Homepage

“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.”

“The Role of Design in The Kingdome of Content, www.smashingmagazine.com - Jason Gross


Have a Focused Homepage Prioritize Content

•  Wireframes are key for visual hierarchy

•  Remember YOUR goals

•  Remember your AUDIENCE’S goals


Have a Focused Homepage Pass the 3-second test

•  Is your homepage scannable, understandable, intuitive in 3 seconds?


“Design your website around your school’s actions and purpose. Make the mission statement clear as day.”

- Blake McCreary “Non-Profit Web Design.”


Share Your Mission Tell your story clearly & succinctly and make it actionable

•  Most prospectives check out your website before they engage

•  60% of all donors view an organization’s website before donating - tell them why they should give…


Share Your Mission Show your story … visually

•  Infographics, typography, links, video, imagery, photography

•  The style should fit your voice and brand

•  Prospective families want to be “wowed”!


Use Compelling Imagery

“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.”

“The Role of Design in The Kingdome of Content, www.smashingmagazine.com

- Jason Gross


Use Compelling Imagery Engage with eye contact … Make a personal connection

Show real stories of impact to gain credibility


Use Compelling Imagery Match Imagery with your brand, mood and voice - Does quality, composition and candor of your imagery jive with your user

experience?


Ensure Ease in Navigation “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.”

“10 Principles of Effective Web Design”, www.smashingmagazine.com

- Vitaly Friedman


Ensure Ease in Navigation Navigation 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?


Include Clear, Bold Calls-to-Action

“Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…”

“Five Copywriting Errors That Can Ruin a Company’s Website,”

- Brad Shorr


Remove all obstacles to action from anywhere “Apply Now” should take them directly to application.



Calls to action should be clear and compelling Don’t Say: “Click Here” Instead Say: Visit Us Apply Donate Learn More



Showcase Your Stewardship

“Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had…”

“What Is Stewardship for a Non-Profit?” www.eHow.com

- Cynthia Gomez


Showcase Your Stewardship


Showcase Your Stewardship 60% 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”


Keep Content Fresh “…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.”

“Good Non Profit Website Design Principles #5 of 5,” blog.pathmakermarketing.com May 21, 2009

- Randall Mains


Keep Content Fresh Always have something new to offer to your students, parents, alumni - Utilize automatic feeds - Add dates to content posted to the homepage


Keep Content Fresh Gather user-generated content


Be Social “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 …”

“101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.

- Melanie Mathos & Chad Norman


Be Social Social media is a valuable tool in contributing to site traffic and brand exposure - Make it easy to connect,

interact and contribute


Be Social Showcase 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

Provide a Personal Touch Through Multimedia

- Randall Mains


Provide a Personal Touch Through Multimedia Allow users to consume information in multiple ways - Users want to consume information in various media channels

and formats.


Provide a Personal Touch Through Multimedia


Ten Best Practices 1.  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 Interactive


Questions?

Test Your Own Site!

www.guidecreative.com/topten

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