2. Get the word out on the web Session I – four keys to writing well on the web. Session II – manage your site (and the boss!) with strategy Session III – promoting your site
3. Challenges on this campus • Hosting • Common tools, the haves and have-nots • Use what you have well, use it up, max it out, ask for more
4. Four keys to success on the web • Keep it simple. (duh!) • Keep it updated. (mold free) • Keep it interesting. (calls to action for readers and fuel for search engines) • Keep it authoritative. (if your website fell in the forest…)
6. Instead… Highlight relevant text and use it as a link instead. Search engines like this better. So do users. It’s a link. Of course I will click there.
8. Simple examples Long sentence from a website: OIED facilitates collaboration on diversity initiatives throughout the UO campus and the external community, providing diversity training, programming, funding, and support, and serves as a hub for information, resources and expertise regarding equity and diversity issues with the goal of enhancing institutional fairness and equality, eradicating discrimination, and celebrating the strengths of a multicultural community. Keeping it simple: http://generalcounsel.uoregon.edu http://ria.uoregon.edu http://newpartnership.uoregon.edu
9. Keep it updated FIGHT THE MOLD BE AUTHORITATIVE WITH YOUR SITE Update at night, on the weekend, minutes after something happens, culture change: did I lock the door? Did I update the site? YOU ARE THE PLACE TO GO
13. For readers and search engines: A lot alike: less is most often more Two samples: http://research.uoregon.edu (64 links) http://president.uoregon.edu (21 links) http://international.uoregon.edu (really?) Keep it updated for the engines and the reader Page title, footer Copy: 200-300 words with some links
14. Keep it interesting. Why have a website? Why? Why? Why? Brochure sites, news sites, storytelling sites. What’s yours? What are these samples? Conversion rate? Call to action?
16. Be the authority Listen to users, hype you website, be the go-to spot for Business Affairs, Giving, etc If you keep it simple, updated and interesting, Then you will be the authority.
17. Who’s your audience? What’s the best tone for that audience? What are your communication goals? What do you need to be the authority on?
18. Review • Nobody’s perfect. • Do a few things well. • Use it up, max it out, ask for more. NEXT TIME: strategy, measurement, manage the boss while making this a reality
Notas del editor
Intros, describe your office and your job
Get idea of what people do with their sites.
Short sentences, 7-21-7 rule. Time, date, place.Bullet points. Basic narrative.
Guarantee you right now we could poke around and in five minutes find 15 outdated sites, right now