Online mediums such as websites, e-newsletters, electronic direct mail and social media sites are high-impact, low-cost tools that not-for-profit (NFP) organisations can use to communicate with current and potential members, donors and stakeholders.
Writing content that will be read on an electronic device is vastly different to writing content for print mediums such as magazines, reports, brochures and flyers. This is because the culture of reading content online is different. Readers of print materials generally dedicate more time to reading content and are more open to reading content on various topics as opposed to searching for something specific. In contrast, readers of online materials tend to actively seek the content they require and scan text as opposed to reading every word. Therefore writers of online content need to tailor it to suit solution-driven web readers.
Below are some tips to help your NFP organisation increase the readability and effectiveness of its online content.
1. Use the inverted pyramid
Organise your content so that it resembles an inverted pyramid, with the most important content at the beginning and the extra details or nice-to-know information, including quotes and case studies, lower down the page.
This will ensure that readers on the hunt for a quick answer will be fulfilled immediately and those who have the time or require more detailed information on the topic will read on.
If you need inspiration on how to organise your content into an inverted pyramid simply read any newspaper article. You will see that the first paragraph is simply an extension of the heading and sums up exactly what has happened, often in 20 words or less. The following paragraphs will provide background on the issue and will often include quotes from a relevant spokesperson.
2. Write tightly
People don’t read online content, they scan it. Your organisation should write succinctly to ensure your readers remain engaged and your message is communicated effectively. This can be done by:
- Having succinct content
- Using an active voice, such as ‘Click here to download our membership registration form’ as opposed to a passive voice, such as ‘Our membership registration form can be downloaded by clicking here!’
- Using simple vocabulary
- Having short sentences
- Communicating one idea per paragraph.
3. Make use of subheadings and lists
Lists and subheadings break content up, making it more accessible to the reader. Subheadings highlight the main topics covered so readers can skip to the section containing the most relevant content to them. Subheadings also summarise the article for easy reference and recollection.
Similarly, organising content into a list makes the content easier to read and remember. It’s important to keep the number of listed items no more than ten to retain reader engagement.
4. Use keywords for search engine optimisation
Using relevant keywords or phrases in your content will increase the likelihood of your article or webpage appearing at the top of search engine results. However, readers will be put off by organisations that are obviously inserting keywords into their text to increase search engine optimisation (SEO). Keywords and phrases should fit naturally in content and shouldn’t be overused (more than twice in one paragraph is generally too much).
5. Include hyperlinks
Hyperlinks enable your organisation to direct your readers to other important information or pages. This removes an extra step in the process for readers, which means they will be more likely to access additional information and other parts of your website.
6. Enable comments
Online mediums have functions that aren’t available via print mediums. These functions should be used to optimise the reader’s experience and maximize the effectiveness of your organisation’s communication.
Online readers want to actively engage with content and your organisation. This can be enabled by comment and feedback functions, which break down the barrier between your organisation and your audience and enables a two-way conversation.
7. Ensure you proofread content
Regardless of what medium your organisation is using to communicate its message, it will be completely undermined if it contains spelling, grammatical and factual errors. Formatting errors and weblinks that don’t work also undermine online content.
It’s important to proofread your content, ensuring it’s displayed properly on the webpage and check all links are working.