1. CREATING COMPELLING
WEBSITE CONTENT
Scleroderma Foundation
Leadership Conference – July 8, 2011
Christina Relacion
Communications Manager
crelacion@scleroderma.org

2. HOUSEKEEPING ITEMS
Slides are available on SlideShare, visit
www.slideshare.net/crelacion
You can also email me at
crelacion@scleroderma.org
Or, Tweet me @CRelacion

3. WORKSHOP OBJECTIVES
In this session, you will learn:
The goals of your website’s content
Six tips for creating compelling and
dynamic content
What you can do right away to improve
your page

5. KNOW YOUR AUDIENCE
Understand
who your
audience is.
Your website
has more than
one target
audience.
What is the
motivation of
your audience?

7. 6 TIPS FOR
COMPELLING CONTENT

8. 1 - DEFINE YOUR MESSAGE
What are you trying to say?
Take your time
Thoughtfully, carefully craft your message
Keep your messaging simple
Keep your
Define your Take your
message
message time
simple

9. 2 - LESS IS MORE
Keep your copy short.
White space helps visitors prioritize your
message.
Use bullet points or numbers, if possible.
Bold headings and sub-headings.
Use links, where possible.

10. 3 - WRITE CATCHY COPY
Create “sticky” copy
that keeps your
reader interested
Write visually.
Choose your words
carefully. (Say
“daffodil” instead of
“flower”)
Good content entices
a reader to stay on
your site longer

11. 4 - SHOW SOMETHING
Don’t underestimate the power of an
image
Instead of words, use photo or video
Dynamic content is so easy to create with
today’s cell phones and devices

12. 5 - DON’T REINVENT THE WHEEL
Look at
other
websites for
inspiration
Link to
useful
resources
and articles

14. 6 - CHECK YOUR WORK
Errors make your organization look sloppy
and careless
Proofread your site’s spelling and grammar
Check facts (i.e. phone numbers, names,
dates and addresses)
Tip: Purchase an “Associated Press Stylebook.”
($19.95; www.apstylebook.com)

15. PART 3 – TAKE ACTION
NOW

16. WHAT CAN I DO NOW?
Post your newsletter online or a monthly
update from your president
Link to your Facebook or Twitter pages
Add short videos or picture slideshows
from events
Add a “Member Spotlight” section to
highlight stories of patients in your area
Other ideas?

17. KEY TAKEAWAYS
Create goals for your website
Know your audience’s motivation
Take time to craft your message
Visit other websites for inspiration
Use photo and video when possible

18. ADDITIONAL RESOURCES
Mashable www.mashable.com
TechSoup www.techsoup.com
Nonprofit Marketing Guide
www.nonprofitmarketingguide.com

19. Q&A
Questions?