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Writing Right for the Web... 3 ways to kill the ability to scan your web pages

By Bob on May 31, 2012 3:41 PM | No Comments | No TrackBacks
Web Writing: Too easy to find examples of pages that kill the ability to scan your site

Last week in Atlanta we had a great two day web writing conference, hosted by my friends at Academic Impressions. The people attending came from as far away as Hawaii, Saskatchewan, Cairo, and Qatar. Not to mention Boston, San Francisco, Atlanta itself and many places in between.

Great conversations, discussions, and critiques. Special thanks to the folks who volunteered their website pages for a public review. 

Looking back over the slides this week, one simple element stands out in my mind: the importance of the factors that can destroy a visitor's ability to easily scan a web page, whether in a large screen or a mobile environment. The ability to scan a page quickly in no more than 5 seconds is essential, so let's quickly review three elements that keep that from happening. 

Any one of these will kill the ability to scan a page:

If you want to engage people more easily on your site, review your website and find examples like this and eliminate them as soon as possible. Getting rid of large text blocks is easy. Controlling text contrast should also be easy. 

Ending "flip tech" is more of a challenge but well worth the effort if you'd like people to actually read your online publications. Make yours look like these examples we used last week from Johns Hopkins University, Alfred University, and Biola University. You don't need to be a big university with a big budget to get this one right.

Content Strategy: an important reminder

The best content strategy on the planet will not work if people can't scan and read your content.

That's all for now. 

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Web management question... centralize or decentralize content creation?

By Bob on April 5, 2012 11:08 AM | No Comments | No TrackBacks

Web content creation... centralize or decentralize?

Last month I was working with a university to review their web management policies and practices and recommend changes consistent with their resources, both human and fiscal. A key question was whether or not to move back to a more centralized content system for content creation and publishing. 

Searching for background information at the start of the project, I visited several university sites to see what was available online. The answer: not much. A strong exception turned up at Sacred Heart University in Connecticut, where there is a very clear website presentation of their "Web Content Management" policies and practices.

Last year we did a Customer Carewords survey for Sacred Heart to find out how well people (current and future students, alumni, and faculty and staff) using the website liked the experience. The response was unusually positive for the accuracy and completeness of the content and the clarity of the language used to present it.

Learning from Nancy Boudreau at Sacred Heart University

I asked Nancy Boudreau, director of web content management at Sacred Heart, to share her thoughts about the strengths and weaknesses of centralized vs. decentralized content management in the four questions below. 

A very big "thank you" to Nancy for taking the time to do this.

Q. When universities first started to adopt Content Management Systems (CMS), one goal was to move to decentralized content publishing. Today, there is more talk about the value of centralized content creation. Have you been following that discussion? What's your own experience been?

Yes, I've been following the centralized vs. decentralized discussions with much interest. 

We went from centralized to decentralized about 7 years ago with some success. We had just redesigned the website and implemented a new content management system. With limited web staffing and resources, it seemed like a good time to give it a try. It definitely has its pros - no bottleneck to get things posted, ability to make minor edits on your own quickly. It also had its cons - pages published with typos, grammatical errors, duplicate information, content just copied and pasted from print materials without being "webified'.

Q. What lessons have you learned from your first effort to decentralize content creation?

With our last CMS rollout, we assigned a web liaison for each department allowing them to publish edits/additions to their web pages. We provided group training on the CMS, gave everyone a user guide, provided refresher courses and one-on-one training as necessary. We also provide telephone and email support. In addition, we hosted some "writing right for the web" webinars.

With our upcoming redesign and new CMS implementation, we're seeking a more balanced approached. While we will continue to train departments on the CMS to make their own basic edits and offer web writing instruction, we need to have some sort of review process and systems in place to remind web editors to review and edit their content at regular intervals. How are we going to do this? Well, we're still working out the details but our CMS will be able to help automate some of that process.

Q. What's the major obstacle to an effective decentralized publishing system?

The pendulum is swinging back in the direction of centralized content editing but not because universities don't have a CMS or that the CMS isn't being used to its fullest potential. 

The biggest obstacle to decentralized publishing is ensuring the quality of content. Web content isn't just about updating some event dates, adding course descriptions or editing program pages. It's about marketing your university's academics and culture and creating a unified brand and message. It requires writing engaging, search engine optimized content, and that takes time and practice. And thanks to people like you, the message is getting out that a website isn't just about pretty pictures and typography - it's about THE CONTENT.

Q. I loved the idea of 2-hour website boot camps described on your website. How have those worked?

As far as our website boot camps, yes they have been very successful. We get departments to focus on their processes, procedures and top user tasks. Then we look at their web pages to see if those process and tasks are represented in the most user friendly way. There are a lot of "ah ha" moments as we look through sites and rearrange or edit content to make it more user friendly. 

The downside to these boot camps is they do take lot of time so they're not always practical. We do a lot of pre-work before we meet with the department, such as reviewing the current site as well as similar sites for best practices so that we arrive at the meeting with some actionable items. During the 2 hour boot camp, we make edits on the spot and create an action plan for content that is more involved and needs to be developed. By the end of the meeting, everyone leaves feeling like they've accomplished something. 

That's all for now. 

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Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" selections at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html

New "Writing Right for the Web" Conference in May

My second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well. 

People are coming from as far away as Hawaii and Egypt.

Check the conference details and register to join us in May.

Web content editor... position open at Radford University

By Bob on March 2, 2012 10:28 AM | No Comments | No TrackBacks
Web Content Editor... do you have a position like this on your campus?

Web content editor positions continue to spread throughout higher education, but many schools have not yet been able to add one. At others, the position is not yet higher in the employment hierarchy. Online higher education marketing will benefit as these positions develop in responsibility and seniority. 

This latest posting from Radford University in Virginia illustrates the wide range of talent that is often included in searches like this. In reality, the final choice of an applicant will give priority to some of these skills more than others. But in the initial posting, it isn't unusual to dream.

If you'd like to apply for the position (full title: Web Content Editor and New Media Specialist) start at the "jobs.radford" website and click on the red link for administrative and professional positions.

Alas, the position listing does not include a salary range but only the vague and unsatisfactory "commensurate with experience" phrase. From what you'll read here, you'll likely agree that this is not an entry level position.

Job Experience

"Work closely with content creators, functional area representatives, and other clients to identify web communications opportunities and develop appropriate strategies to reach targeted audiences. Develop and produce web content, including editorial content and graphic design elements that may be used on the Radford.edu website or on social media outlets. Work with clients to ensure online communication channels are engaging, current, interactive and consistent. Write, proofread, and edit text for websites. Provide training and guidance for web content authors. Ensure that all documents and images meet established content standards; work with developers to assess and meet any technical challenges in displaying content. Design and maintain site information architecture, navigational structure, user interface, visual design and graphics."

Required Qualifications

"The successful candidate must possess experience writing/editing web content or equivalent; experience with graphic or web design, proficiency with web development tools and technology; experience/skill in handling large-scale projects; understanding of the broad skill areas that support Web site development such as editorial, art, technical, QA, and integration; strong organizational skills and attention to detail; excellent verbal and written communication skills; ability to work well in a high-performance team environment under deadline pressure; and experience with the Adobe Creative Suite, particularly Adobe Photoshop."

Preferred Qualifications

Experience developing and maintaining web content for complex websites in a higher education environment is preferred.

Experience working in or designing for a content management system is preferred.

Experience working in social media is preferred.

Basic HTML tagging experience is preferred.

Proficiency with Adobe InDesign, Photoshop and Illustrator preferred.

Knowledge of search engine optimization principles preferred.

Education/Experience

"A master's degree in Journalism, English, Communications, marketing or related field or Bachelor's degree with strong editorial skills with some combination of equivalent relevant experience is required."

New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well.

People are registered from Hawaii to Long Island. Join us from wherever you are in the world.


That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" emails at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html

Writing Right for the Web... content isn't king if you can't read it

By Bob on February 22, 2012 11:33 AM | No Comments | No TrackBacks
Writing Right for the Web... content needs contrast for easy reading

Video content in Boston University's online Annual Report 2012 is very strong. That's why I picked it for the February 17 Link of the Week.. 25 short, engaging videos are used to illustrate the 5 main topics included in the publication.

But nothing is perfect, is it? In the Link of the Week report I noted a weak point: "low contrast between text and background in some of the primary sections makes reading a bit of a challenge."

Design for "readability, not just looking pretty"

For Ann Mary Quarandillo, marketing communications manager and editor of Evergreen Magazine at The Evergreen State College, that was an understatement. Her opinion after visiting the site is well worth repeating:

  • "These videos and the overall idea of the site are very effective. However, as you say, text IS still important. So why is the font on this website so eminently unreadable? I had to give up after a couple of pages, because it was so frustrating not being able to read the thin and faint titles and captions, or even the navigation bar at the top. Not the first time I've seen this recently, and it's very frustrating. Part of web 'design' should be readability, not just looking pretty!"
What we have here is an instance of creative design taking precedence over ease of reading. Everything else aside, there just isn't enough contrast between the color of the text and the color of the background for easy reading. 

Contrast level is critical. If people have to struggle to read your content, most people won't do it. Black on white is safest. If you vary that, aim for as similar a contrast level as possible. "Don't make them squint" is still a maxim to remember. 

Create "killer web content"... that people can read

To borrow a phrase from my partner Gerry McGovern, you can write "killer web content" for your website. But if you make it difficult to read, that content will not be king of anything.

New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well.

Check the conference details and register to join us in May.

That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" emails at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html





Web content... 2 challenges for "Writing Right for the Web"

By Bob on November 30, 2011 10:08 AM | No Comments | No TrackBacks
Content challenges for both traditional and mobile websites

Just finished updating the second "Writing Right for the Web" webinar next week, focusing on social media and mobile content. That had me back reading the questions sent along a few weeks ago by people already signed up for the sessions. Two of those were content related; the answers apply to both traditional and mobile websites.

If you missed the earlier post on these questions, here is the question people answered:
  • "What is your most pressing challenge or area of concern when writing for and presenting content on" a traditional website and for social media and mobile sites?
Two of the challenges reported were related to content:
  • "Understanding how best to develop content pertinent to all audiences and optimize for search."
  • "Translating messaging from offline publications and communications to a style that is optimal for online readers."
And here are some notes on how to best deal with these related issues. Which ones will be of most help on various campuses will vary, based in part on local talent and understanding of what works online, politics, and available staff time.

Developing the best content
  • Start by asking each audience to identify the top tasks that are most important to them. Then let the answers to that search be your guide to priority content placement on first and second level web pages. That means surrendering considerable control of your website to your key audiences. Not many are yet willing to do that.
  • How to find out what your audiences want from your website? Hire Customer Carewords research or read a guide from the U.S. Government and do it yourself. 
  • The most important point: do this research before your next major website revision begins. Don't rely on usability tests after you have the initial design in place. Usability testing and top task research are not the same thing. Start with the right information in hand. Planning a mobile site? Identify top tasks before you do anything else. Those are the links that people should see first when your mobile home page opens.
  • Beware of marketers. It pains me to write this, but I have to agree with my Carewords partner from Sweden, Fredrik Wacka, that the marketing impulse can hinder and even destroy the effectiveness of your website. Very few people come to a higher education website (or most any website) to read marketing content. Too often that content takes precedence over top task content and creates a barrier to top task completion. When that happens, people will leave your site. 
  • The imperative to reduce marketing content is more important on your mobile site, where you have even less time to connect with your audience. Best way to boost your brand at your website: make top task completion easy.
Translating from offline publications
  • Resist the impulse to slap content on your website as a PDF or "flip tech" copy of your printed publications. The more important the content, the more important it is to take the time to prepare a "web friendly" version that people might actually read online. That's true for admissions view books, alumni magazines, transfer guides, academic program brochures and just about anything else I can think of.
  • Next, make sure the web content conforms to usability tested guidelines for content presentation.
    • Use subhead that people can immediately scan when a page opens. Long, dense blocks of text are deadly.
    • No paragraph longer than 5 lines. 
    • Use short sentences. If you find yourself using a semi-colon your sentence is likely getting too long.
    • Use short words used by normal human beings as often as possible. Yes, if you're writing about research in a discipline for others trained in the discipline you can take liberties.
    • Don't be afraid of the "you" word. The web is an informal place. Get bureaucratic writing filled with imperatives that "students must do" out of the content. Check this "Admission Requirements" page at St. Edward's University where you find "you" or "your" used 12 times. Also note the short paragraphs and white space between them.
Alertbox reports on web writing

Jakob Nielsen has 15+ years of experience testing how people use websites. Take advantage of this by subscribing (for free) to his of Alertbox newsletters. Be sure to read the series on web writing. Send these to everyone on campus you think might pay attention to them.

Writing Right for the Web next week... solving more challenges

Join us on December 6 & December 8 for "Writing Right for the Web"
  • Review what we'll cover for traditional websites as well as the social media and mobile worlds in the Academic Impressions webinar outline.
  • Register and invite everyone who might be interested.
That's all for now.



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