10 Website Best Practices for 2013€¦ · Website Best Practices 5/20/2013 3 Website Best...

Website Best Practices 5/20/2013

www.NonprofitRD.com 1

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

Website Best Practices www.NonprofitRD.com 2

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




Agenda

• Introduction

• Website Structure / Elements

• Website Content

• Next Steps


INTRODUCTION




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


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.




What you talkin’ about Willis?

CRM, CMS

ROI, API, SEO

wysiwyg

Open-Source

Fundraising Platform

Blah, Blah, Blah


Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs




Online Hierarchy of Needs

Need a strong Foundation

Avoid Shiny Objects


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.




WEBSITE STRUCTURE / ELEMENTS


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




1. Get Control of Your Website

www.wordpress.org


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




2. Most Wanted Response (MWR)

www.littlereddoor.org / www.rynomoving.com


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




3. Capture Email

www.nonprofitrd.com


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





www.iesabroad.org / www.37signals.com


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





www.hcz.org / www.heritagephc.com


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





www.ewedding.com / accentdeckdesign.com


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





www.livestrong.org / sarahlongnecker.com


CONTENT




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)


8. What you do and WHY

www.one.org/us - www.ithemes.com




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


9. Tell Stories!

http://www.acupunctureandacupuncturistaustin.com




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


10. Images and Video

cej-oregon.org / www.jwlandscapedesign.com




Next Steps


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




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


Website Best Practices 1. Get Control of Your Site

2. Most Wanted Response

3. Capture Email





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




Sign Up Online

Get updates about our upcoming webinars and more.

NonprofitRD.com Webinars:

Search Engine Optimization

Easy Ways to Grow Your Email List


Download the slides: www.nonprofitrd.com/libertyhill

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN www.NonprofitRD.com/gplus Rich Dietz

[email protected]

10 Website Best Practices for 2013€¦ · Website Best Practices 5/20/2013 3 Website Best...

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