Web Content Blog

Thursday, June 21, 2018

Don't Click Here!

Don't use

By Diane Austin

If you want your audience to find, read, and understand your web content, you need to present it in a way that makes it easy for them. That means using the right words and putting them in the right context. People come to your website to get information or to accomplish a task. They don’t come for a scavenger hunt or to read a novel.

With that in mind, here are the top 3 phrases you should eliminate from your web content. 

  1. Click here – When you need information and you’re trying to get things done, the last thing you want is a mystery link. You’re on the trail of some information. You’re scanning headings and links. When you encounter a “click here” link, you can’t be sure where it will land. “Click here” has what’s called a low information scent, and it’s useless for visitors with visual impairments who rely on screen readers.

    Instead, use link text that indicates what the link is for.

     Don’t say:  For more information on the admissions process, click here.

     Say: Admissions

    Smashing Magazine was telling people in 2012 to never use “click here” links. If you are still doing it, you’re way behind the times.
     
  2. Read More or Learn More – This type of link has the same problem as “click here.” The link itself doesn’t indicate what the reader will read more about. If the user has read everything that precedes the “read more” link, then they might know what to find. But if the visitor only scanned the content, they may be lost.

    Instead, use link text that indicates what the visitor will read or learn more about.

     Don’t say: Read More 

     Say: Visit our blog archives to get more web content tips.

    Also, see this Nielsen Norman Group article for more "Learn More" alternatives.
     
  3. Helpful links – This is the least helpful title for a group of links. All of your links should be helpful. Isn’t that why you have them? This is a mystery title that, ironically, doesn’t help your audience.

    Instead, think about what really ties your links together and label them accordingly. You may discover that they don’t belong together at all. If that’s the case, try rearranging all your links into more meaningful categories or labeling them by audience.

    Gerry McGovern recently published an article on the topic of “Quick Links,” a category heading that suffers the same problem as “Helpful Links.”
     

Sometimes these phrases are difficult to work around. If you’re struggling, contact the Web Content team, and we’ll help you figure out solutions that better serve your content and your audience.


Meet the Author:

Diane Austin
dyaustin@liberty.edu
SEO Specialist – LU Web Content Team

Posted at 2:24 PM | Permalink

Tuesday, May 8, 2018

4 ConfabEDU Takeaways We Can't Implement Alone

Confab HigherEd 2017 Lanyards

By Jason Pope

The speakers! The networking! The cake!

There’s so much to love about the Confab Higher Ed content strategy conference we attended. But among my favorite things are the takeaways – those actionable tidbits that we can bring back and implement for the good of Liberty, our web users, and our websites.

But we can’t implement every takeaway alone; not even with the help of our awesome Web Content Team. We need you – the content contributors, the subject matter experts, the Web Manager users – to work with us.

Here are four conference session takeaways we can’t implement alone.

Takeaway #1: Tell stories that align with your institution’s core values.

From "Make it fresh: Steering clear of the same old story" by Ravi Jain.

Ravi said that being in higher ed is like being in Groundhog Day, and he’s right. We post a lot of cyclical content – course information, faculty bios, announcements, and commencement schedules – just in time to go back to the beginning and start all over again. It can feel quite monotonous. But focusing on telling stories that reinforce who we are and what we believe at Liberty can breathe new life into our content.

How you can help: Be on the lookout for faculty, staff, and students in your department with a story to tell. Then, let us know!

Chances are, we’ve never heard of that student who landed an awesome internship or the faculty member who used her break to change the world. Share these stories with us so we can help share that message with the world via news articles, testimonials, or the We The Champions initiative.

Takeaway #2: Write small and write like a human.

From "Content in the age of personalization" by Matt McFadden.

With all the advanced web technology that can deliver personalized content and experiences, Matt went back to this core content principle as one of his closing “Four Big Things.” Keeping written content short, focused, and in a natural voice is foundational to connecting with your audience.

How you can help: Reduce content, eliminate ROT, and write with plain language BEFORE uploading anything onto your webpages.

The Web Content Team can’t review every change before it’s published, so we need you, our Web Manager users, to help implement good content practices. We offer free tips on general web writing, user-focused writing, and improved voice and tone on our website. We’re also happy to meet with you for additional training and brainstorming. Help us catch long-form narrative and academic jargon early in the content process!

Takeaway #3: Create a documented content strategy with goals.

From "Solo content strategy: Lessons for lone rangers and tiny teams" by Malaika Carpenter.

A content strategy is basically a plan for how content can help meet your goals. But before the plan can be written, you have to know what your department’s goals are and document them.

How you can help: Share with us your department’s specific goals so we can create a plan for how to achieve them with content.

Our team creates strategies to help Liberty meet its overall goals, and we can do the same for your department’s individual goals. But first, we need to hear from you on what those are. Requests to “create an FAQ page,” “add more buttons,” or “add a welcome letter from the dean” can never be successful without an established goal and a plan to achieve it. Let’s get strategic!

Takeaway #4: Understand executive priorities at every level and map out how the web will support them.

From "Paving the way for web governance" by Georgy Cohen.

Knowing your department’s goals is one thing; understanding what your layers of leadership are prioritizing is quite another. True understanding takes communication and relationships. And only then will it become clear how the web can support those priorities.

How you can help: Be a bridge builder. Use your knowledge and relationships to help us understand your leadership’s priorities.

No one knows your department better than you do. No one understands your leadership’s priorities quite like you do. In order for us to support them, we need to understand them. Start by inviting the Web Content Team into the conversation, no matter how complicated. Let us work with you to understand, plan, and support. We can do it, but we need you!

Posted at 12:20 PM | Permalink

Tuesday, January 23, 2018

How to Be a Content Strategy Rock Star

Confab HigherEd 2017

By Debra Torres

My inbox was full, and I was having a hard time staying on task.

What was wrong with me?

My mind kept floating to topics like content strategy, multimedia storytelling, and accessibility. I had pages and pages of highlighted notes on my computer and a head that was completely stuffed with knowledge.

Was it the aftereffects of another online webinar? No, I had just returned from the Confab Higher Ed conference! 

Confab, a web content strategy conference, focuses on the techniques that can make content more usable.

Where I Learned All the Things

At Confab, I joined hundreds of colleagues who also work on higher education sites nationally and globally. I found that I had so much in common with them that they quickly became “my people.”

Strategizing and learning from one another were some of the best parts of the conference. And I also gleaned from the experts in the field of Web Content Strategy.

At Confab, I attended workshops and sessions covering exciting topics like:

  • Content Strategy Tools and Templates with Meghan Casey 
  • Stakeholders and Subject Matter Experts with Amanda Costello
  • Meaningful Messaging and Multimedia Content with Ravi Jain
  • Accessibility with Robin Smail
  • Journey Mapping with Marli Mesibov

It was a lot to take in, and now I'm taking what I've learned, sharing it with others, and applying it to Liberty’s websites.

So, What’s in It for You?

You might feel like your web pages look pretty good just the way they are. But with the web, there’s always room for improvement because things are always changing. And keeping up a compelling higher education website is crucial when you consider the number of prospective students who are using it.

Did you know that today nearly 80 percent of high school juniors and seniors consider a college by visiting its website?

And it's highly likely that they are using their phones to do it. (This is why Liberty is making the important switch to responsive design.)

Here’s what Kristina Halvorson, founder of Confab and co-author of the book “Content Strategy for the Web,” says about college sites:

“Your website is really the hub of digital communication. When people need substantive info about a course, your professors, whatever, they go to your website.”  

So, you get it, I’m sure. Your website is pretty important. This is why you’re a Web Manager user/editor/publisher at Liberty University. You’ve taken on the charge of developing an effective website for your department’s users. And it’s our team’s job to give you all the training, tools, and guidance you need to do it.

Over the next couple of months on the Web Content blog, be on the lookout for current content strategy issues that just may bring in quotes and teachings from the experts at Confab.

Go Be a Rock Star, Today!

Strategizing how to best create and display your content isn’t hard, but it does take thought, research, and some effort. Today, I leave you with this tip:

Always put your users first.

It’s so tempting to add content to your pages that makes sense to you. But you have to keep in mind the high school junior/senior or current student who is looking at the page. Most likely, they have a completely different perspective. And in most cases, they probably know nothing about your content. What they want are some quick answers written plainly in a way that they can understand.

It’s when you clearly answer your user’s questions and help them easily take an action, that you help to meet your department’s goals.

And when web goals are met at Liberty, this helps the student body continue to grow and develop in a positive way.

All good things for a content strategy rock star – like you!


Meet the Author:

Debra Torres

datorres1@liberty.edu

Web Content Specialist — LU Web Content Team


 

Posted at 3:31 PM | Permalink

Wednesday, November 1, 2017

Moving Forward With Responsive

The Web Content team has been working hard to transition your webpages to responsive layouts. To date, we have over 60 unique departments completed and more pages going responsive everyday. Simply put, “responsive” webpages are those that automatically adjust to the screen they are being viewed on. Elements like buttons and text rearrange from a full desktop experience to a small phone or tablet screen. Because of the automatic response taking place on your webpages, it is important to keep a few things in mind when you work with your content.

 

Templates

The days of using tables to organize your content are over. There are now 4 templates available that make it much easier to organize your content. By choosing one of these options, you can add your text and images to your page in a variety of ways and rest assured that it will properly rearrange itself on smaller screens.

Tables do not respond well when adjusting to smaller screens. The columns of content in a table often push together so tightly to fit the table on the screen that the content in it becomes illegible.

Tip: When using multiple columns, the right column will display under the left column on a mobile device. Keep this in mind when adding your content.

 

Images

In order to get the most out of your images, you will need to follow a few tips. First, make sure your image is properly sized for your page before you upload it to file manager. This will not only help in page load times, but it will also ensure your images are ready to go responsive. You never want to edit your image’s dimensions in image properties. Moving forward with responsive layouts, you will also want to make sure there are no dimensions displayed in the image properties of your image. This ensures your image will automatically respond/scale for the screen it is being viewed on.

 

 

Keep It Short and Use Plain Language

Have you ever tried to find something on the web in a pinch and ended up having to scroll through way too many pages? This experience is usually attributed to poor copy on a website. Instead of having the most pertinent information at the top of the page in an easy to read format, pages like this often unintentionally hide the important information users are looking for in a huge block of text. In my personal opinion, this is one of the most important (and overlooked) aspects of designing for the web. Readability, knowing your audience, and the length of text are just a few of the many concepts to keep in mind when writing for the web. Poor text on a page is only magnified when viewed on a mobile device via a responsive layout.

 

 

Always Remember Mobile Users

All of the tips I have mentioned in this blog post center around one central idea: remember mobile users. As you add images and text to your pages, always remember to try the “mobile” and “tablet” views when using the preview tool. Is your content displaying correctly? Are users having to unnecessarily scroll on their phone forever to get to the content they are searching for? Can they quickly get the information they were looking for when they come to your page?

These are all great questions and ones that need to be kept in mind when creating/editing content for your newly responsive webpages.  

 

Your sites haven’t been transitioned yet?

 

 

Posted at 9:45 AM | Permalink

Tuesday, September 12, 2017

If You're Reading This, You're a Publisher

By Rhea Crider

The moment you create content for a webpage, send an email, show up in a search engine, or use social media--you are a publisher.You become an influence in what people think about your department and the university.

Though only a handful of us work on the Web Content Team, we consider every Web Manager user we train as an extension of our team, working with us to create better content.

To demand the best from your content before you publish, here are 5 things to keep in mind:

Who? When?

If you knew nothing about your own topic, would reading the content you write help you, or leave you confused?

Few things are worse than being left with more questions than answers. When writing, be sure to leave your reader feeling they have the answers.

  • Who is this for?
  • What is it?
  • Where is it?
  • When will it happen?
  • Why is this important?


This gives readers the confidence to make a decision. Try having someone with fresh eyes read your copy and write down any question that’s nagging at them.
 

Action!

Put the verb at the beginning of important and action-based sentences.

Here’s an example from the recently-created Strategic and Personal Communication home page:

Learn how to study the marketplace and relate to audiences, craft and deliver effective messages that will ignite action with your target markets, and create relationships with people and companies with a B.S. in Communication.

 

TL;DR

TL;DR is a popular web acronym meaning Too Long; Didn’t Read.

Is all of your content necessary, or can it be cut down? Full descriptions, extra text, and lengthy titles are all too common in academic web content. Web users are searching for information. They do not want to do a text search to find a simple answer.

Make your text easily digestible. Split up paragraphs so they are easier to scan, use headers, and use bullets. Include important information, descriptions, or photographs to draw the reader’s eye. Long text without any breaks is often skipped over by web users.

Limit your bolded words and NEVER USE ALL CAPS because it comes across as aggressive.

In order to make your most important information stand out, slim the rest of your information down.
 

Jargon

Academic content is often guilty of using jargon. Jargon is speech or writing full of long, unfamiliar, or roundabout words or phrases.

Readers are new to this content. High school juniors and seniors, for example, are left trying to understand terms that they would only learn after they were enrolled at LU. Keep your content clear of jargon.

 

 

Ownership

You are responsible for maintaining your content. If you include calendar dates, be prepared to remove an event as soon as it has passed. Few things are more off-putting to users than outdated information. Readers will wonder why they bother to check the content at all when it is clear that the publisher never does.

If you include an external link, you are responsible for ensuring the content it links to is relevant and useful. When pages contain many links, it also requires constant upkeep. Each link must be checked to ensure that it sends the reader to useful information.

 

 

References

1Halvorson, K. (2010). Content strategy for the web. New Riders Publishing.

Wormley, R. (2016). 12 best practices for writing website copy that actually converts. Startup Marketing Blog. Available at http://www.100daysofgrowth.com/blog/how-to-write-website-copy-that-converts/

Posted at 9:23 AM | Permalink


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