We often associate a user-centric or an audience-centric approach online in terms of design, navigation, and the usability of online tools. User-centric content adopts the same approach as user-centric design, stressing the needs of the end-user first and foremost. That may sound obvious to many of us, but how many times have you visited an organization’s web site only to find content on their homepage that is all about them and not about you. We often have to wade through historical, mandate or funding information before we can finally find something of value to us. That is not to say that organizational information is not important, but it is just not the most important content on your site. Here’s why?

Think about why you have a web site in the first place. If you want to engage your constituencies, then your content needs to reflect their needs, call out to what they are interested in, and offer opportunities to take action, volunteer, donate, and most importantly create value so they will return to your space online. Content plays an essential role in creating value and engagement online.

Writing for the web is very different from writing for print:

  • 79% of users scan the page instead of reading word-for-word
  • Reading from computer screens is 25% slower than from paper
  • Web content should have 50% of the word count of its paper equivalent

People go online to find information that will be useful to them. The more specific the information is, the more useful it will be. This is especially true if you want people to act upon the information – to donate or volunteer, for example. So provide them with all the information they need to act then and there. Try to ensure that they will know what your site and each page will do for them; people will scroll down your pages if they believe there is something of interest for them on the page.

Make it personal. There’s a “personal” aspect to web-based content that doesn’t apply to printed material. People see your content on the same screen where they see their own work, so they tend to feel that content is even more personal and directed just at them.

Write conversationally. To make it more personal, your tone and writing style should be more casual, more conversational. Not only is this friendlier, but it’s also easier to read as it is best suited for the online medium.

Writing to be read online

Part of web page design is the consistent use of text, where it is placed, and so on; this improves readability. With that in mind, here are a few tips regarding headings, lists, captions and hyperlinks.

  • Headings: Your page heading should indicate why this page is important to your audience.
  • Lists: Be concise. Use lists rather than prose when your text lends itself to such a treatment. Use numbered lists when ranking items in order of importance and unnumbered lists when you are not indicating the importance of each item. Limit your list to no more than nine entries.
  • Captions: Uniquely identify the content of the image and caption illustrations only when the illustration is not self-explanatory.
  • Hyperlinks: Don’t use a hypertext link if the information can be succinctly presented on the current page. Use a description of the information to be found in the link, or perhaps the link address. Links are useful within the context of the narrative; used excessively they can visually and substantively disrupt the narrative.

 

In this column we have often referred to the idea of giving your end users what they want. This is the heart of an end-user-centric content approach. If you don’t know what your end-users want then ask them, not just once but whenever the opportunity presents itself. Use surveys, polls, commenting tools and review your web traffic statistics so you can consistently see how your end users are interacting with your content. Moving from good web content to great user-centric content begins with listening and responding to your audience.

Pattie LaCroix has provided strategic leadership in crafting integrated communications and fundraising strategies to nonprofits for more than a decade. As CEO of Catapult Media she is passionate about the power of storytelling in engaging your audience and building support for your work. You can reach Pattie at www.catapultmedia.ca.