Avoid these content missteps

One common mistake that many content editors make is the failure to recognize what their Web site is about.  In other words, it’s not about you! Your Web site is not about your products/services, self-promotion or even your association.  Rather it is about your member’s/constituent’s problems and how your solutions can solve those problems while also providing value.  If you don’t recognize this axiom it will be tough to create content that impactful and engaging. Here are five content missteps you need to avoid.

1.       Don’t feature images of association executives or volunteers on your Web site (particularly not on the home page) unless the person is readily recognizable or is somehow associated with your organization’s brand. Also avoid too many “in my opinion” editorials or articles. Many members tend to view either of these as self-indulgent on part of the individuals involved rather than a source of helpful information.

2.       Don’t clutter up the home page or inside landing pages of your site with too many different messages.  You only have a few seconds to engage visitors. If your site is overloaded with content you risk confusing them about what to read or click on first.  Just because your association has a lot to say it doesn’t mean visitors want to listen to all of it. Keep content focused on a few key messages.

3.       Avoid flashy content that provides form over substance. Savvy visitors will quickly decide your site has nothing of value to offer them.

4.       Don’t treat your site visitors all alike.  Target your content to each of the distinct visitor segments you are trying to serve.

5.       Test content with target audiences before you post it. This is particularly true if you are trying to motivate visitors to take actions of some sort (i.e. make a purchase, sign up for committee service or support an advocacy campaign). Content testing will help you understand what site visitors respond to and increase the chances of constituent engagement.   

Comments

[David M. Patt, CAE]

Good suggestion about too much content. Lots of web sites cram so much stuff on the home page that it's not possible to focus on anything or determine what's important. As a result, viewers just skip all of it.

The home page can have lots of links but it should be uncluttered and visually inviting.