Checklist for your church's website content (photo from freefoto.com)

Checklist for your church's website content (photo from freefoto.com)

Today’s post is by our guest blogger and favorite website expert, Tom Young, CEO of Intuitive Websites. Tom will be the expert presenter at the July 29th online workshop, “4 Essential Steps to Create Compelling Church Websites”.

One of the greatest challenges to Internet marketing success is website content. Content is the most important part of your website, as users ultimately come to your site to read content.

Who Will Write the Content?

You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source. Content creation is an on going project and you have to keep your content updated.

How does one learn how to write web copy?

Use clear headers, bullet points, small paragraphs and clear, direct graphics. Cut your content in half and still communicate the same message. If your domain does not easily convey what your website is about, your headline and tag lines become critical.

The Principle Law of Website Content: 10 out of 10 Rule

All 10 people asked will be able to understand exactly what you do within 10 seconds of coming to the site. The value your nonprofit or faith-based organization provides should jump off the homepage. Your taglines and bullet points should be clear and direct on the home page.

Avoid Market-Speak to Drive Conversions

Brochure copy should be avoided. Cut to the real benefits. Users want to read about what they can expect and receive, not about your organization. Users convert when they read the content, so make sure it is the content they are looking for.

Develop a Content Theme

Homepage content should be centered around three or four central themes that are key to your organization. Users will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3) How can you help me? If they think you can help, they will convert.

Your Social Networking tools should be noted on your website and linked accordingly. Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about.

Bad Content is Ignored

Most users do not read poorly presented or poorly written content. Learn how to write effective content and increase your conversions. Recommended reading: Killer Web Content by Jerry McGover, Letting Go of the Words by Janice Reddish and Don’t Make Me Think by Steve Krug.

Action Plan:

Assign someone to direct content and train that person
Get inside the head of users and ask the 10 out of 10 question
Write content for conversions and strategy
Write content for SEO
Update your site weekly or more often

To see all the available podcasts and much more, visit IntuitiveWebsites.com and register for Tom’s upcoming 90 minute online workshop – especially created for churches and nonprofits, at ProfessionalMojo.com