Website tips and tricks | Making the most of your website | North West Networking Group | 31 Jan 2017

www.reasondigital.com@reasondigital
Website tips and tricks

Image heading
We’re Reason Digital – a social enterprise that uses digital to make a
diﬀerence. This is why we only work on projects that do social good.
Make digital, do good.
We’re Reason Digital – a social enterprise that uses digital to make a
diﬀerence. This is why we only work on projects that do social good.

Some of our clients

@techforgoodlive

Judgments on web
site credibility are
75% based on a
website’s overall
aesthetics

86% of young people
go online to ﬁnd help
with their personal
problems…
…rather than asking
friends or family

How can we increase the monthly number of
hits our website gets?
The wrong objective
Raise awareness of our cause
A better objective

EarnedOwned Paid

Owned

Paid

Earned

Chose the right format to
deliver the information

FindableDiscoverable

The Example Charity launches national
‘passion for life’ campaign in bid to ﬁght  
mild depression in the UK
22nd October 2015

How to ﬁnd your passion before it’s  
too late
22nd October 2015

USEFULINTERESTING

Goal, event and ecommerce tracking

Dashboards

Tag manager

www.reasondigital.com@reasondigital#charitywritecomms
A/B and multivariate testing

Every second of delay
in loading speed can
lose users and SERP.

Search
console

Service user
Newly diagnosed
Friends and family
Trustee
Board
Media
Long term supporter
Commissioner
Funder
Potential monthly donor
Corporate supporter
Fundraiser

I want access to your service
I just want some information
I want to be kept up to date
I need to understand your achievements
I’m thinking of donating
I want to run a marathon
I want to buy a Christmas card

Typical content…
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dapibus, tellus ac
cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit
amet risus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cum sociis
natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras
justo odio, dapibus ac facilisis in, egestas eget quam. Cum sociis natoque penatibus
et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit
amet, consectetur adipiscing elit. Cum sociis natoque penatibus et magnis dis
parturient montes, nascetur ridiculus mus. Cras justo odio, dapibus ac facilisis in,
egestas eget quam. Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus.
Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Morbi leo risus, porta ac consectetur ac,
vestibulum at eros. Nulla vitae elit libero, a pharetra augue. Etiam porta sem
malesuada magna mollis euismod. Aenean eu leo quam. Pellentesque ornare sem
lacinia quam venenatis vestibulum. Integer posuere erat a ante venenatis dapibus
posuere velit aliquet. Praesent commodo cursus magna, vel scelerisque nisl
consectetur et. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi leo
risus, porta ac consectetur ac, vestibulum at eros. Nulla vitae elit libero, a pharetra
augue. Etiam porta sem malesuada magna mollis euismod. Aenean eu leo quam.
Pellentesque ornare sem lacinia quam venenatis vestibulum. Integer posuere erat a
ante venenatis dapibus posuere velit aliquet.
Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus
mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio
sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum
nibh, ut fermentum massa justo sit amet risus.
et magnis dis parturient montes, nascetur ridiculus mus.
The key message
Structure

Get to the point
et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit
amet, consectetur adipiscing elit. Cum sociis natoque penatibus et magnis dis
parturient montes, nascetur ridiculus mus. Cras justo odio, dapibus ac facilisis in,
egestas eget quam. Cum sociis natoque penatibus et magnis dis parturient montes,
consectetur et. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi leo
risus, porta ac consectetur ac, vestibulum at eros. Nulla vitae elit libero, a pharetra
augue. Etiam porta sem malesuada magna mollis euismod. Aenean eu leo quam.
Pellentesque ornare sem lacinia quam venenatis vestibulum. Integer posuere erat a
mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio
sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum
The key message
Structure

One paragraph per idea
Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus. Duis mollis, est non commodo luctus, nisi erat
porttitor ligula, eget lacinia odio sem nec elit.
Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum
amet risus. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
mus. Cras justo odio, dapibus ac facilisis in, egestas eget quam.
justo odio, dapibus ac facilisis in, egestas eget quam.
mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus mus.
Cras justo odio, dapibus ac facilisis in, egestas eget quam. Cum sociis natoque
Structure

Use descriptive headings
Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum
mus. Cras justo odio, dapibus ac facilisis in, egestas eget quam.
justo odio, dapibus ac facilisis in, egestas eget quam.
A Heading
Another Heading
Yet Another Heading
Structure

Boil it down
A Heading
Another Heading
A Sub Heading
Structure

Link to an action
A Heading
Another Heading
A Sub Heading
Change a life today, get involved —>
Structure

Add visual interest
A Heading
Another Heading
A Sub Heading
Structure
“I just couldn’t believe something like this was happening to
us. It was then I knew - nothing would be the same again.”

Add visual interest
A Heading
Another Heading
A Sub Heading
Dapibus ac facilisis in,
egestas eget quam
Structure
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce dapibus, tellus ac cursus
commodo, tortor mauris condimentum nibh, ut
fermentum massa justo sit amet risus. Lorem
ipsum dolor sit amet, consectetur adipiscing
elit.

www.reasondigital.com
A Heading
Another Heading
A Sub Heading
Dapibus ac facilisis in,
egestas eget quam
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce d
cursus commodo, tortor mauris condimentum nibh, ut fermentu
amet risus. Lorem ipsum dolor sit amet, consectetur adipiscing e
natoque penatibus et magnis dis parturient montes, nascetur ri
justo odio, dapibus ac facilisis in, egestas eget quam. Cum sociis
et magnis dis parturient montes, nascetur ridiculus mus. Lorem
amet, consectetur adipiscing elit. Cum sociis natoque penatibus
parturient montes, nascetur ridiculus mus. Cras justo odio, dapi
egestas eget quam. Cum sociis natoque penatibus et magnis di
Praesent commodo cursus magna, vel scelerisque nisl consectet
dolor sit amet, consectetur adipiscing elit. Morbi leo risus, porta
vestibulum at eros. Nulla vitae elit libero, a pharetra augue. Etia
malesuada magna mollis euismod. Aenean eu leo quam. Pellen
lacinia quam venenatis vestibulum. Integer posuere erat a ante
posuere velit aliquet. Praesent commodo cursus magna, vel sce
consectetur et. Lorem ipsum dolor sit amet, consectetur adipisc
risus, porta ac consectetur ac, vestibulum at eros. Nulla vitae elit
augue. Etiam porta sem malesuada magna mollis euismod. Aen
Pellentesque ornare sem lacinia quam venenatis vestibulum. Int
ante venenatis dapibus posuere velit aliquet.
mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligu
sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor m
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce d
cursus commodo, tortor mauris condimentum nibh, ut fermentu
amet risus. Lorem ipsum dolor sit amet, consectetur adipiscing e
natoque penatibus et magnis dis parturient montes, nascetur ri
justo odio, dapibus ac facilisis in, egestas eget quam. Cum sociis
Before and after:
Structure
commodo, tortor mauris condimentum nibh, ut
fermentum massa justo sit amet risus. Lorem
ipsum dolor sit amet, consectetur adipiscing
elit.

@reasondigital
On mobile:
Structure
Cum sociis natoque penatibus et
magnis dis parturient montes,
nascetur ridiculus mus. Duis mollis, est
non commodo luctus, nisi erat
porttitor ligula, eget lacinia odio sem
nec elit.
commodo, tortor mauris condimentum nibh,
ut fermentum massa justo sit amet risus.
adipiscing elit.
A Heading
Another Heading
Dapibus ac
facilisis in,
egestas eget
quam

72% UK population 
own a smartphone

Use responsive design  
not a separate  
mobile website or app

Always have a next step…

OwnedEarned Call to Action
Click website to
read more about
this issue ->
Sign up to our
newsletter to
get the latest
digital insights ->
Contact us to
see how we can
help you ->
Call to Action

Attract ConvertConvince

Calls to action

SIGN UP SIGN UP
ADVANCED TIP: BUTTON SHAPES

ADVANCED TIP: EYE CONTACT

THE REAL SECRET…

Capture

2 minutes in the
life of a web
reader...
Example

http://examplefoundation.org.uk/examples-affect-1-in-3

Google
Relevance
+
Trust
=
Rank

...with your audience’s words.
Write for relevance

...with a web page
!
Write for relevance

Google
“Make pages primarily
for users not for  
search engines”
Google Quality Guidelines

$4 million for a 30 second advert slot

Other people’s channels
100.000
followers
100.000
followers

Make it easy to share

Measure everything… but not EVERYTHING
Make sure you’re sorted for mobile
Treat content like the king it is
What are your real objectives? Can you deliver
your service online
Try things, constantly work on your web
presence to stay relevant
There always has to be a next step…
use emotion to convert and engage your
audience
But create it for your users needs, wants and
behaviours

Thanks
REBECCA RAE
Head of Strategy & Insight
rebecca.rae@reasondigital.com
@reasondigital
@techforgoodLive

Website tips and tricks | Making the most of your website | North West Networking Group | 31 Jan 2017

Website tips and tricks | Making the most of your website | North West Networking Group | 31 Jan 2017

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