Tag Archives: website

Focus on content as much as design!

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When it comes to a successful web site for a nonprofit, an NGO, a government agency, a school or other mission-based, cause-based initiative, content is king. When I say successful, I’m talking about a web site where the people that organization is targeting come to that site, and those people find what they are looking for: through experiencing the site, people have an understanding how this program can serve them or their community, know if the program is successful, can sign up to volunteer and can easily make a financial donation.

I’ve seen beautifully-designed web sites that meet all accessibility and usability standards that never say what the organization really does, what programs they offer, why I should care, if they involve volunteers, etc. The organization invested in design, but not content.

Lizzie Bruce has a wonderful blog, “Why Do You Need a Content Designer? The Words Just Appear, Right?” that says so much of what I’ve been trying to stay for years. It’s comforting to know I’m not alone in trumpeting the need for focusing on content in developing a web site (or any other outreach tool, for that matter).

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If you have benefited from this blog or other parts of my web site and would like to support the time that went into researching information, developing material, preparing articles, updating pages, etc. (I receive no funding for this work), here is how you can help.

Taking control of your web site when you aren’t the web master

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Most web masters at mission-based organizations – at nonprofits, non-governmental organizations (NGOs), government agencies and schools – want to do the best job possible in creating and managing the initiative’s web site.

Unfortunately, there are situations where staff at mission-based organizations are intimidated by the people that manage their web site, to the point of being afraid to ask questions, even to ask for a change in the site. All a web master has to say is, “That can’t be done” or “that’s too expensive” or “I won’t be able to do that” and many of these staff members will not pursue an issue further. After all, the web master is the expert, right?

It is unfortunate that there are so many web masters that take advantage of their expertise and will use it to claim certain things cannot be done on a web site when, in fact, they can be done. Perhaps they don’t see it as a priority and don’t want to do it. Perhaps they don’t know how and don’t want to admit it. Whatever the reason, it holds a lot of organizations back from doing all that they should with their web sites, like making them designed for their particular audiences, or making them accessible for people with disabilities.

Here are things staff at mission-based organizations can do to set a tone with IT staff regarding who has input into web-related decisions, including design:

1. Ask your web master what company hosts your organization’s web site, how your domain name is registered, and for all passwords. Your web site should be hosted by a reputable company in the business of hosting web sites, not the web master’s side business or through a company he or she has a “special deal” with. You can look up your domain name registration here and make sure it’s registered in such a way that your organization owns it, not your web master, and that it matches what your web master tells you. You need all of the passwords associated with the web site in case the web master leaves.

2. Ask your web master what the 10 most visited pages are on your web site are. This is a very easy question to get answers for, and there should be no reason for your web master to hesitate to provide this information. 

As you review the data he or she provides, ask yourself, the web master, and other staff member these questions:

  • Is there a page on your web site that is more popular than the home page? Why is that?
  • Are these the 10 pages you want to be the most visited on your web site? If not, what should you do to increase the number of visitors to the pages you most want users to visit?

Don’t just think about increasing visitors to certain pages. Sure, you could get more people visiting your donate to us page if you made it your home page, but would it increase the number of donations your nonprofit gets? No. Think about what you want to happen as a result of people visiting your web site, what you want users to do as a result of navigating around your web site, and remember that different people will have different wants regarding your web site. Have your web master in on these conversations, so he or she can understand your organization’s communications priorities, which program staff should set, not the web master.

3. Invite volunteers to your conference room and have them navigate your web site with their own laptops and smart phones. Have the web master there to observe. Ask the volunteers to find information on how to volunteer, and quiz them on what they found. Ask them what donations pay for at your organization, based on what they found on your web site. Ask them what difference your nonprofit makes, based on what they found on your web site.

Take notes on their answers and then have a followup meeting with communications staff, including the web master. Talk about what you learned from this feedback, and either develop a plan on how to adjust your web site so that it does what you want it to do, or ask your web master to develop such and then present it to staff.

4. Six months after the changes have been made to your web site, do steps one and two again. Are the top 10 pages visited on your web site the pages you want most visitors to see? Are volunteers able to more easily find information about how to volunteer, what donations pay for, what difference your nonprofit makes, etc.?

5. When you want a feature on your web site, find an example of it on another web site, particularly at a company or agency about the size of your organization. Have this ready to show the web master, to prevent the “that can’t be done” argument.

6. Tell your web master which staff members need to be able to make simple text changes without his or her support. Whomever is in charge of communications at your organization should have this ability. Maybe you want a small group of reliable volunteers with some web design experience who can step in to do such when the web master is not available. And then have your web master show exactly how those staff members should make those changes via whatever content management system he or she prefers. Maybe there is a WordPress interface. Maybe there is another type of interface (I use BlueGriffon). The point is that you should never have to wait for the web master to make time to merely add a paragraph or two to a page, or to correct a typo.

These six simple things will let you take back control over your organization’s web site, and help you have the documentation you need for when your web master moves on – and your web master WILL move on!

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If you have benefited from this blog or other parts of my web site and would like to support the time that went into researching information, developing material, preparing articles, updating pages, etc. (I receive no funding for this work), here is how you can help.

If I can’t find what I’m looking for on your web site, who else can’t?

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I saw an online article about an initiative in Afghanistan and I immediately wanted to donate money to it. So I followed the directions in the article, went to the web site, and looked all over for the promised “donate” link.

It wasn’t there. I even used the “find” tool. Nada.

Test your web site to see if anyone coming onto the site can find what they might be looking for. This is a great test to be undertaken by new volunteers. You could get a group of volunteers to use their smartphones or laptops (you should have a mix of devices and browsers being used) to go to the home page and try to find:

  • your information on exactly what services or activities your organization provides. They should rate how easy it is to find and how easy it is to understand.
  • your organization’s physical address.
  • your hours of operation (if applicable).
  • the “donate” link, and if they do, to click on it and see if they find all the info they want to donate to your organization. They should rate how easy it was to find the information on how to donate and how easy it is to donate (you do allow for online donations, right?!?).
  • information on what a donation pays for. They should rate how easy it is to find this information (if they ever do).
  • the “volunteer” link, and if they do, to click on it and see if they find all the info they want to donate to your organization. They should rate how easy it was to find information on how to volunteer and on what volunteers do at your organization, on how easy it is to use your online application process (if you have such), etc.

Here’s another test: ask them what they think, based on looking at your web site, your organization’s attitude is regarding volunteers. They could rate, on a scale, what messages your web site information regarding volunteer engagement says:

  • We involve volunteers because we don’t have to pay them; they are cheaper than paying people.
  • We involve volunteers to do the work staff doesn’t want to do.
  • We offer a variety of opportunities for volunteers, in terms of the amount of time they have to commit, the nature of the service they will provide, where they will provide service (onsite, online, in the office, in the field, etc.).
  • We value our volunteers.

You also want to hear if the web site works well on desktops or laptops and smartphones.

You could have volunteers do this from their home, over a week, and have an online survey for them to fill out, or you could have volunteers come into your conference room for an hour, bringing their devices, serve them some cookies or pizza and have them do the testing and feedback together, in-person.

On a related note, someone from your organization should also see how easy it is to find your organization online at all. Go to Google and Bing (yes, do it on both), and search for:

  • the exact name of your organization. Is your organization’s web site the first in the search results? Does it come up at all on the first page of results? If it doesn’t come up at all, or doesn’t come up early, it’s probably because you don’t have the exact name of your organization on several pages, if not every page, of your web site. Make sure you have this full name on “about us” on your Facebook page as well.
  • the acronym of your organization and the name of your city. Is your organization’s web site the first in the search? Does it come up at all? If it doesn’t come up at all, or doesn’t come up early, it’s probably because you don’t have the acronym and the name of the city where you are on every page of your web site.  I’m stunned at how many nonprofit web sites I find that never say what city (or state) they are in nor what cities they work in.
  • the word volunteer and the name of your city, and, perhaps, a word related to your organization’s mission (children, arts, homeless, dance, teens, women, etc.). Does your organization come up at all in the results? If it doesn’t, or doesn’t come up early, it’s because you don’t have the word volunteer and the name on your city on various pages on your web site.

Also try to find your organization on Twitter, if your organization has a Twitter account. Use a variety of names and acronyms that people use for your organization in your searches. Can you find your organization’s account? If not, then it’s probably because of how you describe your account on Twitter. Your account description also should have the full name of your organization and your acronym – do NOT use your mission statement instead! If you use your mission statement instead of your organization’s name, then it probably won’t be found by people looking specifically for your organization on Twitter.

If you have room in your Twitter description, you can also put in keywords to help people find you. What keywords? It depends on what your organization does, or the target audience for your Twitter account. For instance, in my own, personal account, I use these keywords, because I want people that are interested in these subjects to be able to find me when they do a search for such:      , , ,  

In your Twitter description, if you have room, you might want to put the hashtag for your area, if you want people in that area to find you. For instance, if I wanted to target people in Portland, Oregon specifically, I would put in #PDX in my Twitter profile (instead, I put it in tweets that target people in Portland specifically). If I wanted people in Oregon who wanted to volunteer to find me easily on Twitter, I would put #volunteer and #Oregon in my profile (again, instead of doing that, I put those keywords in tweets that relate to that subject specifically).

You can apply these recommendations for Twitter to your YouTube channel as well, to increase the numbers of people viewing your organization’s videos (if you have such).

Altogether, these are things your nonprofit, charity, NGO, school, government agency or other community initiative can do in ONE day to immediately improve your Search Engine Optimization (SEO).

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No excuses for not having the word “volunteer” on your home page!

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graphic by Jayne Cravens representing volunteersKudos to the Girl Scouts of Kentuckiana for having the words volunteer and volunteers on the home page of its web site, thereby showing immedately the value of volunteers in their efforts. The vast majority of programming that Girl Scouts receive in the USA is delivered by volunteers — unpaid staff — rather than paid staff from a council office or the national office, and Girl Scouts of Kentuckiana shows that it not only recognizes this, but that it welcomes volunteers – by putting those words permanently on its home page.

I wonder why so many Girl Scout council offices do not have those words on their web site. You might find those words on a pull down menu – maybe. But often on these and other web sites for nonprofit organizations or non-governmental organizations (NGOs), I do not see, immediately, that new volunteers are welcomed – and I would see that if it was obvious from glancing at the web site for just a few seconds how someone could get started as a volunteer.

Here is much more advice on the REQUIRED volunteer information on your web site. If your organization or department involves volunteers, or wants to, there are certain things your organization or department must have on its web site – no excuses! To not have this information says that your organization or department takes volunteers for granted, does not value volunteers beyond money saved in salaries, or is not really ready to involve volunteers.