Most NGOs (Non-Governmental Organizations) don't understand these
important aspects of a successful website. Even many governmental
organizations (GOs) could improve their sites by following these tips.
1. Everything should be viewed and evaluated with the eyes of the visitor:
"What's in for me" as the main benchmark for a successful website. That is
pertaining to the copy and to the content what ever directed to members or
non-members: "You will here find ...." is a better and more inviting
statement at the home page, than: "We are the main organisation of ......"
2. Most visitors on the Internet are searching for information, so please
provide them with that.
3. Concentrate content on themes, because that will give you an easier way
to the attractive top search positions at the main search engines and to
be included in some directories, (Google, MSN, Ask Jeeves, Yahoo, Open
Directory, AltaVista etc.). Site-Build-It is probably the best approach to
fulfil that requirement.
4. Make navigation easy and transparent on all pages.
5. Have a search facility, best on all pages. www.FreeFind.com offers a
free and useful service. I use it on a number of websites, for example
about photos: www.azfotos.com . In addition to the search facility for the
visitor it gives you a record of what people have actually been searching
for. In that way you can prioritise the stuff available for people on your
website when you revise your pages. Google is also offering a search box,
but only with the pages they have indexed, and you cannot get any record
of the searches.
6. Try to organise the content of your website quite "flat", meaning the
visitor does not have to dig too deep into your website to find what
he/she is searching after. Most visitors will at best not go further deep
than to the 3rd level. This is the same with "spidering" bots of search
engines.
7. Have your contact information visible on your home page (first page),
including address, phone, fax, email, may be even postal giro, bank
account etc. - All to make it more easy for people to find the kind of
information they need about your organisation. Avoid to write the email
address, use a script to hide it from email harvesters and spammers.
8. Make it easy for visitors to find information on people, their phone
numbers and email address and keep them updated. Do the same for
departments of the organisation.
9. Keep each resource in only one place and make many links to them around
on other pages..
10. Make it visible when you have provided new material at the website.
11. Make your website SIMPLE and quick loading. Avoid heavy graphics,
flash movies etc. They will not help your visitors, but only help them
click away. If you use graphics, you have to optimise them for the
smallest amount of file size. GifBot,
http://www.netmechanic.com/GIFBot/optimize-graphic.htm , can do it free
and online. Else use one of the picture editing programmes available with
the function like 'publish picture on the web'.
12. Keep your web copy short e.g. use a new paragraph for every 4th line.
Make bullet points. files.
13. Manage to have at least your entrance page with a simple domain name,
like www.iucn.org or www.ensi.org or www.nature.org
14. It is not enough to have a good virtual address by having an intuitive
domain name on the internet. You also have to be registered properly in
search engines and directories. The best way is to have other important
sites to link to your site. In some months your site will be picked up by
the spiders of search engines. For the directories it is best to do it
manually, start with dmoz.org and yahoo.com
15. Make it easy for people to link to you. Provide them with a variety of
text links, banners and logos and with simple instructions concerning the
html code.
16. Encourage visitors to bookmark your site.
17. Exchange links with other relevant organisations. Include your
important key words in your link text you ask them to use.
Implement these 17 tips and in half a year you will have many more
visitors and they will be much more happy to come back to your
organization's website.
Soren Breiting has worked with a number of national and international
websites for NGOs and NOs. Find more tools and tips at
http://www.ALLeMarketingtips.com . Soren is also the editor of the ezine
Stock Photo News http://www.StockPhotoNews.com - The first Modern eZine
combining Stock Photography and Marketing.
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