When the Internet first became the hot topic of conversation, the measure of a successful Web site was a cool design and layout. No one paid much attention to the site’s content because we were so enamored with the delivery method.
However, in the late ‘90s when the oohing and ahhing slowed, site visitors began to ask for more. They wanted it all, an appealing design and logical navigation coupled with solid, valuable content. They wanted content that would provide them the information they were seeking. If they didn't find it, “click,” they were gone! They became more sophisticated (and maybe a tad more cynical). They began to ignore our savvy marketing hype, bypassed our dazzlingly energetic banner ads, and sometimes even turned-off our nifty Flash intro. They were looking for solid, helpful information. And they wanted it FAST.
What Do They Want?
So, Rule #1 for writing effective Web content is to make sure your messaging focuses on how your customer will benefit from the services you offer, or find the information they are seeking on your Web site. Your writing should be about what you do well and how it can help them. In other words, your writing perspective should be through your customer’s eyes as you plan your site’s content and page order.
Keep your customer’s priorities in perspective—with everything from page hierarchy and link placement to navigational architecture. Asking yourself, “What does my customer want here?” will help you create an effective and informative Web site.
Your potential customers (which for schools are parents, teachers, community members, vendors, and potential new hires) want to know what's in it for them. Though it sounds a bit selfish, your customers care about themselves, their needs, and their problems (not yours). They only want to know if you can help them. So tell them!
Think Objectives!
While keeping cardinal rule #1 (customer perspective) foremost in mind, you can now focus on each Web page's objective. What message does this page need to deliver? How does its message strengthen your overall strategy for your Web site? Does it contribute to your site's objective?
What? You have no site objective?
Sure you do. You may just need to put it into words. What is your site’s purpose? It may be as simple as, “I want my Web site to tell parents what a great school their child attends,” or “I want potential teachers to see what we have to offer and apply for our open positions,” or maybe you want to "provide information that will promote a cause I believe in." Great. Wasn't that simple? Now, keeping your overall site objective in mind, make sure each Web page contributes toward that objective for a cohesive, purposeful site.
Think Differentiators!
Now ask yourself, “What is it I want to tell my site visitors about ________.” (You fill in the blank here. It may be your services and advantages or your company culture). Let’s say, for example, it’s your products. Are you less expensive? More expensive but of higher quality? Is your service personalized? Are you a one-stop shop? Do you provide a unique service that they can’t get at the next nearest school (public or private)? Do you have a great student success reputation? Do you celebrate small class sizes and low student/teacher ratios? Are your teachers all highly qualified? Are you located in an attractive locale with enviable climate? Do you offer classes geared to a specific area of interest? Whatever it is, make proclaiming your “differentiators” an integral part of your Web site strategy. These differentiators will help set you apart from the rest of the pack.
Are you hoping to improve your customer service by providing 24/7 information about tardy policies, registration, office hours, holidays, athletic fees, or a map to your school? If so, that decision will have an effect on the pages you’ll want to include in your site layout.
Or, let’s say that you are an education organization whose members love you. Super! So, add a page for member or customer testimonials and let them share their heart-felt kudos with the world. Satisfied customers (including parents, organization members, or currently employed teachers) are usually quite willing to have you put their name in print (with permission, of course) and you'll be building credibility with prospective site visitors at the same time.
Is your school or organization unique in any way? If you’ve got it, flaunt it through your differentiators and reflect those on your Web site in both the content and the photos and graphics.
Make a Wish List
Now you’ve decided on your overall objective and you recognize your differentiators. Next comes the fun part. Make a list of what you hope to accomplish with your Web site. With this wish list in hand you are ready to decide what types of pages and content will accomplish your goals. If you take this step before you begin the writing process, you will also find that your site will have better navigational logic and what the experts call “site usability.” And yes, write it down before you begin to create those pages and save yourself some headaches later on.
Remember, your site visitors want to know what you can do for them or how they can get the information they are seeking from you. So tell them. Every page on your Web site should entice your visitors into reading your message. Whether you’re selling a service, providing helpful information, or educating the masses, it’s easy to see that “Content Is King” when it comes to an effective Web site.
(However, if School Webmasters is creating your Web site for you, we'll help you follow the above strategies and we'll write your content for you—incorporating the essentials of good content writing. We'll also make recommendations based on our school and educational organization Web site experience.)