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TOP TEN WEBSITE BEST PRACTICES EVERY SCHOOL SHOULD EMPLOY

Kelley Jarrett, Market Manager – Guide Creative

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@kelar

#bbdesign

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WHERE ARE YOU TODAY?

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TEN BEST PRACTICES

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“Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool to mobilize your audience...”

- Raheel Gauba “Design for Good: 4 (More) Nonprofit Design Principles” Netwits Think Tank, 10

RESONATE WITH YOUR AUDIENCE

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Focus on your audience needs- Who are your audience groups and who is most

important?- What do they care about – need, goals and

aspirations?- How do they interact with you on and off your

website?

RESONATE WITH YOUR AUDIENCES

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Speak the right language- Discuss, decide and use your key

messages consistently- Listen for feedback on what’s

working and what’s not through social media, blogs and surveys

- Know that writing is an art…AND a science

- Avoid jargon, too little or too much content

- Test!

RESONATE WITH YOUR AUDIENCES

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Meet users where they are- In less than three years mobile will be the #1 way your audience will access

your website … Are you ready?

RESONATE WITH YOUR AUDIENCES

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“The Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it.”

“The Role of Design in The Kingdome of Content, www.smashingmagazine.com

HAVE A FOCUSED HOMEPAGE

- Jason Gross

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Prioritize Content- Wireframes are key for visual hierarchy- Remember YOUR goals- Remember your AUDIENCE’S goals

HAVE A FOCUSED HOMEPAGE

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Pass the 3-second test- Is your homepage scannable, understandable, intuitive

in 3 seconds?

HAVE A FOCUSED HOMEPAGE

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“Design your website around your school’s actions and purpose. Make the mission statement clear as day.”

- Blake McCreary

“Non-Profit Web Design.”

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Tell your story clearly & succinctly and make it actionable - Most prospectives check out

your website as a first step to engagement

- 60% of all donors check out an organization’s website before donating - tell them why they should give…quickly before they change their mind

SHARE YOUR MISSION

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Show your story … visually- Infographics, typography, links,

video, imagery, photography- The style should fit your voice

and brand- Prospective families want to be

“wowed”!

SHARE YOUR MISSION

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“Regardless of what your content actually says, the design around it controls what the users see first and how their eyes move across the sections of the page.”

“The Role of Design in The Kingdome of Content, www.smashingmagazine.com

USE COMPELLING AND ENGAGING IMAGERY

- Jason Gross

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Engage with eye contact … Make a personal connection

Show real stories of impact to gain credibility

USE COMPELLING IMAGERY

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USE COMPELLING IMAGERY

Match Imagery with your brand, mood and voice- Does quality, composition and candor of your imagery jive

with your user experience?

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“User-centric design has become a standard approach for successful and web design. After all, if users can’t use a feature, it might as well not exist.”

“10 Principles of Effective Web Design”, www.smashingmagazine.com

ENSURE EASE IN NAVIGATION

- Vitaly Friedman

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Navigation Systems should be intuitive and precise- Provide multiple interaction paths- Ensure context for users who come in through search or

links- Does it take two-click or less for key tasks?

ENSURE EASE IN NAVIGATION

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“Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…”

“Five Copywriting Errors That Can Ruin a Company’s Website,”

INCLUDE CLEAR, BOLD CALLS-TO-ACTION

- Brad Shorr

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INCLUDE CLEAR, BOLD CALLS TO ACTION

Remove all obstacles to action from anywhere

“Apply Now” should take them directly to application.

Calls to action should be clear and compelling

Never say “click here”

Say for example “visit us“

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“Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had…”

“What Is Stewardship for a Non-Profit?” www.eHow.com

SHOW STEWARDSHIP

- Cynthia Gomez

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SHOWCASE YOUR STEWARDSHIP

60% of donors visit a nonprofit’s website before making a gift. - Show the impact (eg. stats, infographics)- Be transparent (eg. share your annual report)- Say “Thank you”

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“…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.”

“Good Non Profit Website Design Principles #5 of 5,” blog.pathmakermarketing.com May 21, 2009

KEEP CONTENT FRESH

- Randall Mains

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KEEP YOUR CONTENT FRESH

Always have something new to offer to your students, parents, alumni- Utilize automatic feeds- Add dates to content

posted to the homepage

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KEEP YOUR CONTENT FRESH

Gather user-generated content

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“Integrating the social experience into your organization’s web site will help promote the channel, engage supporters, and provide a constant source of dynamic content …”

“101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.

BE SOCIAL

- Melanie Mathos & Chad Norman

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BE SOCIAL

Social media and viral sharing are highly valuable tools in contributing to web site traffic and brand exposure- Make it easy to connect,

interact and contribute

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BE SOCIAL

Showcase all social activities everywhere- Encourage viral sharing- Integrate social activities everywhere

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“Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way. 

Randall Mains, Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com

PROVIDE A PERSONAL TOUCH THROUGH MULTIMEDIA

- Randall Mains

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PROVIDE A PERSONAL TOUCH THROUGH INTERACTIVE MEDIA

Allow users to consume information in multiple ways- Your audiences’ preferences for consuming content varies, just

as their browsing and navigation styles do. Users want to consume information in various media channels and formats.

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TEN BEST PRACTICES

1. Resonate with Your Audiences

2. Have a Focused Homepage

3. Share Your Mission

4. Use Compelling Imagery

5. Ensure Ease in Navigation

6. Include Clear, Bold Calls to Action

7. Showcase Your Stewardship

8. Keep Your Content Fresh

9. Be Social

10. Provide a Personal Touch Through Interactive

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QUESTIONS?

Kelley.jarrett@guidecreative.com

@keljar

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@kelar

#bbdesign