— Web Writing for your non profit
Rules to follow to create powerful content

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Our Web writers always find the perfect words

No need to publish an entire book or re-edit the bible. On the Web, your content has to be short and to the point.

Being a great writer is something; writing great web content for your non profit to stand out and maximize your SEO is something else. Rules for the web have changed and you have to consider them to increase your chances of being found. Today, the vast majority of visitors just scan your web page for the content that interests them. Here are some rules to follow for Web Writing for your non profit.

Define objectives for your non profit;
Answer your target audience's expectations;
Use simple and easy to understand vocabulary for your non profit;
Create SEO-friendly content for your non profit;
Put the crucial information at the begining of your content;
Try not to create walls of texts;
Personalize your content to your audience.

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A Web writer isn't just someone who writes well. Web Writing for your non profit is now viewed in terms of “content creation.” What is more, reading has become multi-sensory, involving text, but also images, sound and interaction between the website for your non profit and its user. Users want an optimal experience and a site that meets their specific needs

The goal of Web Writing is to improve your website's SEO efficiency for your non profit, attract readers and extend the time they spend on your site by optimizing the experience, so that visitors become customers. This requires good knowledge of the users.

SEO writing for your non profit.

First and foremost, Web Writing for your non profit aims to index your site in search engines, using SEO (search engine optimization). You want visibility for your non profit just as much as users want to find you! Analyses are therefore conducted on several levels, which are all interrelated:

Social: level of education, psychoaffective proximity linked to the target reader's needs
Space and time: target reader's geolocalization, current events
Semantics: relevant, quality content for your non profit
Lexical: definition and appropriate use of the keywords and semantic field linked to the topic for your non profit

A good Web writer will create quality content for your non profit that is significant to the target audience (making it more popular in search engines) and structure it based on the keywords and semantic field while making sure that the text flows naturally and is enjoyable to read

Reading behaviour

Three types of people will visit your website: those who will leave after 10 seconds, those who will spend two or three minutes and those who will browse for 10 to 20 minutes. It's impossible to make every visitor spend 20 minutes on your site, but if the information is well-organized, the text is spaced out and the message is simple, it will certainly reduce the number of readers who leave right away.

A neurosensory analysis has shown that people visually scan Web content in an F-shaped pattern, as seen below:

Source: Jakob Nielsen's Alertbox: F-Shaped Pattern For Reading Web Content ( www.nngroup.com/articles/f-shaped-pattern-reading-web-content/)

There is therefore a hierarchy to apply to a website's textual content for your non profit, to help users find the information they want and then continue reading. That is the Web writer's main objective for your non profit.

An effective structure

Web content for your non profit has to be very precisely structured if you want to extend the time users spend on a website for your non profit. This is done by applying the inverted pyramid model:

The title is short, is directly aimed at the target audience and is written with referencing in mind for your non profit
The lead summarizes the text, but in a way that grabs the reader and makes them want to read more
The first paragraph answers the 5 Ws (who, what, when, where, why) and already provides the reader with the important information
The second paragraph answers “How much?” and “Why?” if necessary
The following paragraphs cover the subject in greater detail, providing additional information for more tenacious readers

If you're able to hook readers with the title and lead, they will extend their stay, greatly increasing the likelihood that they will become a customer for your non profit!

Web Writing for your non profit also take responsive design into account, to make it easy to browse the content on various platforms (computer, tablet, smartphone).

Interaction: a participative experience for your non profit

To optimize the user experience for your non profit, it is also important to invite them to participate. Certain key elements can be inserted, such as:

Call to actions (CTA) buttons: “Subscribe,” “Contact us,” “Call,” “Buy,” “Add to cart,” etc
Sharing icons for social media (Facebook, Instagram, Pinterest, Twitter, etc.)
A comment section
Video to go along with the text
Hyperlinks to additional external resources (partners)
And more

All of these elements facilitate, humanize and dynamize the user experience for your non profit. They call on the senses, arouse emotion and direct the user's actions. What is good for users is also good for you.

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