Creating a Winning Web Presence

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Creating a Winning Web Presence

• A presentation for the Nonprofit Network of
  Central Oregon
• a service of TACS (Technical Assistance for
  Community Services)
• by Kurt Deutscher of NetRaising Web Development
  Services
• Sponsored by the Oregon Community Foundation

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what we promised you

• Reach your audience, hold their attention and
  get them to come back
• Avoid home page pitfalls
• Understand website statistics and improve site
  navigation
• Create a plan for updating content efficiently
• Market your website

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what that evolved into

• marketing to your web audience
• developing your web audience
• navigation for your web audience
• designing for your web audience
• writing for your web audience

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marketing to your audience

• whos your audience?
• whats their lifestyle?
• whats their learning style?
• what engages them emotionally?
• who is your authority on this group?

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whos your audience?

• are they multi-lingual and/or multi-cultural?
• how young are they?
• what is their native / natural environment?
• draw a picture of them. . .

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whats their lifestyle?

• what do they eat?
• how do they play?
• what colors do they paint themselves?
• how do they invest their time?

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what is their learning style?

• learn by reading
• learn by discussing
• learn by doing
• learn by example
• learn by scanning
• learn by story telling

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what engages them?

• do they find meaning in people?
• do they find meaning in things?
• do they find meaning spiritually?
• do they find meaning in taking action?
• do they find meaning within their family?
• do they find meaning in information?

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who is your authority?

• who is your authority on your audience?
• who can teach you about your audience?
• who lives, eats, sleeps and works with your
  audience?
• who do you call for advice and guidance about
  relating to this audience?
• have you talked with them lately?

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developing your web audience

• points of entry
• engagement
• positive encouragement
• advocacy

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points of entry

• is your web address printed on every piece of
  paper in your organization?
• is your web address included in every electronic
  communication from your organization?
• is your web address mentioned or included in
  every radio / tv / newspaper report about your
  organization?
• is your web address painted on your windows,
  floors, walls and outdoor signage?
• can your clients, board, employees and personal
  friends recite it from memory?

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audience engagement

• entertain
• inform
• show them pictures
• send them personal invitations
• let them participate
• comments, chat, discussions, micro publishing
• thank them

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100 reasons to visit your website

• what are they?

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positive encouragement

• special appeals
• contests
• photos
• newsletter / blog
• added new features
• targeted content

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audience advocacy

• guided advocacy - set your visitor up for success
• tell-a-friend / email this to a friend /
  e-invitations
• how to take appropriate / meaningful action
• 10 things you can do right now to protect your
  environment
• how to throw a home / office fundraising party
• how to promote us in your workplace campaign

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how to be discovered

• be memorable
• weave your own web
• judge each page by its title
• identify yourself correctly
• register with search engines that offer FREE
  registration, especially a new or updated domain
  name

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be memorable

• opb.org
• hsco.org
• nwtr.org
• onda.org
• tacs.org
• bbbsco.org
• airlife.org
• envirocenter.org
• networkwomen.org
• bendparksandrec.org

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weave your own web

• invite others to link to your website
• links to your site should read like a map of
  your organizations relationships in the
  community
• Q the number one reason people dont link to
  your website?
• A they werent asked

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judge each page by its title

• use descriptive page titles whats
  on this page
• TACS page for todays presentation
• Training and consulting resources for nonprofit
  organizations

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a search-engine-friendly approach

• use your .orgs name and descriptive title
• NetRaisings page for todays presentation
• . NetRaising NetRaising presents in Bend
  Oregon .

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actual search results
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identify yourself correctly

• use a text (non graphic) sentence or short
  paragraph near the top of your home page OR a
  short meta tag to tell us who you are
• this may be what shows up in search engine
  results
• include your organizations name

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meta tag example

• Central Oregon"
• Society of Central Oregon in Bend, Oregon is
  dedicated to creating a community responsible for
  animals through pet adoptions and animal
  education programs."
• central oregon, bend humane society, animal
  shelters in bend oregon, Humane Society of
  Central Oregon, animal shelters in Oregon, animal
  welfare societies, animal welfare, pet adoptions,
  animal education programs, animal education
  outreach classes, dog licenses, dog pound, Bend,
  Sisters, Redmond, central Oregon, United States,
  usa"
• revisit after 14 days"

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text example
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navigation for your audience

• accessibility
• site-based search engine
• using java-scripts successfully
• dont forget the way home

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accessible navigation

• mystery meat navigation - custom and / or hidden
  icons / links
• platform and / or browser-specific navigation
• accessibility standards - www.w3.org
• avoid dead ends - visit your own site regularly,
  especially after revisions
• can a visitor find it in 3 to 5 clicks?
• use common terms search ! query local tables

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www.w3.org

• WORLD WIDE WEB CONSORTUMS - QUICK TIPS TO MAKE
  ACCESSIBLE WEB SITES
• Images animations Use the alt attribute to
  describe the function of each visual.
• Image maps. Use the client-side map and text
  for hotspots.
• Multimedia. Provide captioning and
  transcripts of audio, and descriptions of video.
• Hypertext links. Use text that makes sense
  when read out of context. For example, avoid
  "click here."
• Page organization. Use headings, lists, and
  consistent structure. Use CSS for layout and
  style where possible.
• Graphs charts. Summarize or use the
  longdesc attribute.
• Scripts, applets, plug-ins. Provide
  alternative content in case active features are
  inaccessible or unsupported.
• Frames. Use the noframes element and
  meaningful titles.
• Tables. Make line-by-line reading sensible.
  Summarize.
• Check your work. Validate. Use tools,
  checklist, and guidelines at http//www.w3.org/TR/
  WCAG
• (c) W3C (MIT, INRIA, Keio) 2001/01

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site-based search engine
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search placement top-right
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java-script navigation
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when java-script doesnt work
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newer java-scripts have a plan B
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breadcrumbs

• home services networks NNCO Creating a
  Winning Web Site

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what page are we viewing?

• general purpose grant page

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what page are we most likely viewing?
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whats missing from this home page?
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wheres the navigation?
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same page redeveloped to add navigation
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designing for your audience

• create a virtual environment where your audience
  will immediately feel comfortable
• anticipate special needs
• comply with national branding / funders /
  accessibility requirements
• strike a balance between design and functionality
• know your neighborhood

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define your purpose

• why a website?
• what will it need to accomplish?
• measurable outcomes?
• who needs ownership of this project?
• who is the audience?

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go window shopping for ideas

• spend some time viewing websites as if you were
  going to be responsible for creating one
• write down web addresses
• draw a sample web page
• draw a sample home page

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writing for the web

• write the book first, then design the cover /
  layout
• write something, then edit it down to its
  essence, then edit it down once more
• less is more
• make it scan-able
• the right picture is worth 1,000 words
• provide an in-depth option

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develop an exit strategy

• maintain a current record of all passwords used
  for the administration of your site and test them
  frequently
• establish a website maintenance program and fund
  it
• establish an exit strategy for your main web
  person know what happens when they are about to
  leave it will happen
• nurture your relationship with your web staff,
  volunteers, and consultants
• know how to restore your full site from a backup
  before it crashes

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resources

• http//www.w3.org/WAI
• http//www.netraising.com
• http//www.tacs.org
• http//www.webpagesthatsuck.com
• http//webmonkey.wired.com/webmonkey/
• http//www.google.com
• http//www.ephilanthropy.org
• http//www.techsoup.org/
• http//www.nten.org/
• http//www.nosi.net/
• http//www.openoffice.org/
• http//www.gimp.org/
• http//www.pmachine.com
• http//www.mozilla.org/products/firefox/

• Web Accessibility Initiative
• NetRaising
• TACS
• Good Design Advice
• How-to Articles
• Everything Else
• Online Ethics
• Tech for Nonprofits
• Tech for Nonprofits
• Open Source for Nonprofits
• Free Pro. Office Software
• Free Photo Editor
• Free CMS
• Free Internet Browser

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thank you for participating

• Kurt Deutscher, NetRaising Web Development
  Services
• Carol Cheney, TACS Statewide Resource Coordinator
• Oregon Community Foundation
• Bend Community Center
• Members of the Nonprofit Network of Central
  Oregon