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Enhancing Web Content for Target Audiences: Strategies and Best Practices

This course conducted by Dr. Lisa Gualtieri at Tufts University School of Medicine (July 18-23, 2010) focuses on redesigning web content to effectively support target audiences. Key topics include user personas, new web strategies, and content layout. Emphasis is placed on readability, the use of appropriate tags, and the importance of memorable messaging. Participants will learn to analyze existing strategies, employ competitive analysis, and harness analytics for improved content accessibility and engagement. Discover how to create valuable, user-friendly web experiences.

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Enhancing Web Content for Target Audiences: Strategies and Best Practices

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  1. Content Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 18-23, 2010

  2. Where we are Design Goals Personas Content Existing web strategy New web strategy SWOT Competitive analysis Technology Evaluation

  3. Why do you want to consider other approaches?

  4. Textual content • Content needs to be designed for the target audience • Support their needs • Support their information-seeking behavior • Content needs to be laid out appropriately • The name and tagline give a message and need to be memorable • Content should tagged with date, author, and keywords as appropriate • Content needs to be readable without confusing language, jargon, or abbreviations (or a glossary) • Content in a site and supplemental sites, newsletters, and other materials needs to be consistent as appropriate • It should be clear what is expert- or user-generated • Social media requires new skills • Language, localization, translation, and culture: growing issues • What do analytics indicate? • How easy is it to locate content on the site on in a search engine? • Everything is content: labels, menus, etc.

  5. How people read online

  6. Does anyone in N. America read books? • Researchers followed people around for a few days and recorded their media use, finding that: • 99% of the video people watch is on TV; 1% on computers • Average consumption is 309 minutes of live TV per day • Plus 23 min. of watching DVD/videotape and 15 minutes of DVR • 2 minutes of watching video on the computer • 49 minutes of Web browsing per day and 37 minutes of email use • And then there’s mobile access…. Nielsen, http://www.researchexcellence.com/news/032609_vcm.php

  7. How people use content on the web • Web users • Skim and scan • Read news, blog posts, short descriptions • Don’t read more because they are often engaged in a task or browsing • Why don’t web users look for the best choice • In a hurry so seek efficiency • Minimal penalty to guessing wrong • Why the “back” button is used • Why load time matters • Trying can be more fun that carefully weighing all options and introduces serendipitous experiences

  8. What makes writing for the Web work? • Good web writing • Is like a conversation • Answers people’s questions • Lets people get what they want and leave

  9. When is change good or necessary? 3/09 & 7/10

  10. “Search engines rule the Web” • http://news.bbc.co.uk/2/hi/technology/7417496.stm

  11. http://www.useit.com/alertbox/9703b.html • Not much has changed…

  12. http://www.useit.com/alertbox/percent-text-read.html

  13. http://www.useit.com/alertbox/print-vs-online-content.html

  14. Divide and conquer… Divide web content by • time or sequence • task • people • type of information • questions people ask Decide how much to put on one web page by considering • how much people want in one visit • how connected the information is • how long the web page is • the download time • whether people will want to print • how much they will want to print

  15. Personas revisited

  16. Order and describe information

  17. Document length

  18. Taglines

  19. Content sharing made easy

  20. Review: textual content • Content needs to be designed for the target audience • Support their needs • Support their information-seeking behavior • Content needs to be laid out appropriately • The name and tagline give a message and need to be memorable • Content should tagged with date, author, and keywords as appropriate • Content needs to be readable without confusing language, jargon, or abbreviations (or a glossary) • Content in a site and supplemental sites, newsletters, and other materials needs to be consistent as appropriate • It should be clear what is expert- or user-generated • Social media requires new skills • Language, localization, translation, and culture: growing issues • What do analytics indicate? • How easy is it to locate content on the site on in a search engine? • Everything is content: labels, menus, etc.

  21. Visual content • Imagery can be very powerful • It needs to be appropriate and convey the right message

  22. Audit • How to conduct an audit of your website content: • Start at your home page • Identify the major sections of your site • For each page record the information in a spreadsheet following every link • Doing a Content Inventory (Or, A Mind-Numbingly Detailed Odyssey Through Your Web Site), http://www.adaptivepath.com/ideas/essays/archives/000040.php

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