Does your website have a lot of information but communicate almost
nothing? How could that be, you ask?
Websites with large blocks of text, few (if any) subheadings and no bullet points might as well be blank pages. While the information might actually be interesting and useful, website visitors won't read it! That's because people scan web pages; they don't read everything, as they might in a book. They scan the page looking to quickly find the specific information they are seeking or to find something that piques their interest enough to read a couple of paragraphs. Large blocks of small text, unbroken by subheadings or bullet points become invisible; they have nothing to grab the attention of scanning eyes.
The single most common flaw that we see in campaign websites is content that is not written to be easily consumed on a website. Fortunately, this is also an easy flaw to fix if you understand how people read on the web.
5 Steps to Website Copy that Packs a Punch
® Limit the number of words on a single page. People tend to resist endless scrolling, so they are unlikely to get to the information past one or two screens. Instead, consider a tiered approach when you have a lot of information on a given topic. Write a short (75-150 word) introduction, using bullet points and judicious use of bold type to draw attention to compelling aspects of the information. Let visitors click through to a more detailed page once you have their interest. This is an especially useful technique for covering campaign issues. Have the main "Issues" page include a heading and 50-75 word introduction for several (say, 3-7) issues, with each linked to an entire page devoted to that issue.
® Consider using your email newsletter for publishing additional content. Keep your website copy edited to the most important information so that it is not overwhelming to visitors. More in depth information can be great content for your newsletter, which you can then archive on your website. You do have an email newsletter, right?
® Use bullet points. Go through your content - are there sections that can be converted to bullet points? Yes, there probably are and this will make it much more likely that website visitors will absorb the message you want to convey. For example, when describing a candidate's experience and education, use bullet points instead of paragraphs.
® Use a bold font to draw attention to key words and phrases. This helps website visitors focus on the information that you consider most important or compelling.
® Remember the purpose of your website and maintain a disciplined approach to including only content that supports the purpose:
o Define the candidate
o Contrast the candidate with the opponent
o Create preference for the candidate
o Make it easy and obvious for website visitors to take the desired actions: donate, volunteer, tell their friends, etc.
If you are running for office in 2011 or 2012, you are likely planning your campaign communications. One of your first tasks is to build a website that will act as your online headquarters. So, it is critical that your website convey a polished, professional image that inspires confidence in your candidacy. At Red State New Media, in addition to building websites, email campaigns and comprehensive online communication programs, we will help you mold your content to be as effective as possible in online media.