Want to improve the writing on your library’s website? Check out Five Copywriting Errors That Can Ruin A Company’s Website by Smashing Magazine.

here are their five copywriting errors:

1. Writing inwardly
2. Burying the lead
3. Mediocre meta material
4. Saying too much
5. Weak or no Calls to Action

Good stuff – go read it, then work on improving those copywriting skills!

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Last week, I focused on three questions every webpage should answer. The questions were:

1. What can I do here?
2. What should I do next?
3. Why should I care?

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One more question every webpage should answer – #3: “Why should I care?”

This one comes from my library’s Executive Director, Gina Millsap. Another way to ask this question is “Why would I want to do that?” or “What’s in it for me?”

This is where your PR, marketing and promotion skills come into play. Why? Because you need to sell your content to your customers.

Selling? I hate selling – I’m a librarian, for peet’s sake!

Yep – I get that. But just putting information about something up on a website doesn’t mean people will attend that event, read that blog post, or check out that book. Sometimes we need to go a bit further, and work on convincing our customers to take those next actions I talked about in my last post.

The goal on a website is to move people from point A to point B – from reading a book review to actually checking out the book, for example. This isn’t selling as in “smarmy used-car salesman” selling … but it IS a form of selling, and a good organization learns to do this – on posters, in person, and even on our websites.

Answering “why” can be as simple as a brief explanation on why something is useful. For example – why should I apply for a library card? Because you get to read all your favorite books, and check out movies … for free! And you have already paid for it anyway (via taxes).

Look around your website, and see if you are answering the “why should I care” question. If not – rework your content so this question is answered up-front and often.

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A couple days ago, we looked at the 1st question every webpage should answer: What can I do here? Today, let’s look at the 2nd question I think every webpage needs to answer: What do I do next?

This question is #2 for a reason. Question #1, What can I do here?, is pretty important – that’s the main focus of the page, after all. But once your webpage visitor has done that thing – read that article or filled in that form – they need to know what they can do next? Good webpages direct those next actions.

Here are some examples:

• When you have finished reading this blog post, you’ll get a list of related blog posts at the end of the article. Those suggestions (created via a WordPress widget) are next actions.
• In my library’s catalog (catalog.tscpl.org), if you do a search and don’t find anything, you get an Ask a Librarian chat button (assuming we’re open). “Need help? Click the Ask Us button to chat” is a next action.
• Amazon is the King of Next Actions – each page is full of the “main event” – buying the book. But there are other, alternative next actions there, too – like adding more books to your order.

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Ever visited a webpage, then looked around, wondering “what can I do here?”

If you have … that web designer failed!

I think every webpage should answer the question “what can I do here?” either visually, or by spelling it out:

• Visually: design in such a way that the stuff you can do on a page, like clicking a button, filling in a text box, or even just reading or watching content, is extremely noticeable. Amazon does this by using complimentary colors that “pop” out on the page. They often use blue as a header or sidebar color, but the buttons they really want you to see (ie, the “buy now” button) are orange – a complimentary color.
• Spelling it out: Use words, colors, graphics, etc to “spell it out” for people – tell or show website visitors what to do on the page. For example, we try to do this at my library’s website. The main page directs people to “Get a Library Card,” “Donate Now,” “Find Stuff,” “Ask a Librarian,” or Subscribe to our blog posts. People know what to do on our site, because we direct them.

On your library’s website, do people know “What can I do here” when they visit the main page? How about the catalog page, the “you didn’t find anything” page, or on your blog? At the comment box? On your Facebook Page even?

Think about it … and make sure to answer the question “What can I do here?”

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Are your library blog posts getting read? If not, here are some possibilities as to why:

Bad content. Simply put, your content might not be all that good to begin with. Maybe it’s stuff you’re interested in, but your patrons don’t share that interest. How to fix it – Why not find out what your patrons are interested in, then write about that?

Poorly written content. Maybe the topic is on-target, but your writing stinks. If your writing is hard to read, guess what? Your patrons probably won’t read it. How to fix it – Why not work on improving your writing skills? Go consult some of those “How to Write” books in your library’s collection. Let the good writers on staff write your blog posts. Use modern web-writing standards.

Your website looks bad. If your website site looks icky, people will assume the content is icky too. How to fix it – update that website. Use a modern CMS like Drupal or WordPress, and use a nice-looking visual template design (or find a talented graphic designer that understands how to design for the web). Make it look as professional as the rest of your library.

Your content is hidden. Is your content hidden under multiple links? Not pulled out in an obvious way so people can find it? If so, that could be the problem. Why? Because your customers aren’t going to hunt for it. How to fix it – pull that content out. Put obvious links on your library’s main page that lead to your great content. Make sure your site is easy to use.

You’re not promoting your content. Maybe your writing is good, the site looks inviting, and your content is easy enough to find – but you’re simply not telling your patrons about it. Instead, you’re playing that passive “oh, I hope How to fix it – promote your blog posts. Instead of making a nice mystery book display in the library, write some short, pithy book reviews. Post those. Then drop the link onto your library’s Facebook Wall, and ask for responses. Ask people to Like it, for their thoughts … which helps spread the joy of your writing into other people’s walls, potentially lead to other comments, etc. Then rinse and repeat.

What would you add?

pic by vial3tt3r

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Just thinking about writing for the web. My writing developed this way: I went to school, and learned to write academic papers and speeches. Ok, I also took some poetry and creative writing type classes. And a couple of journalism classes so I learned the inverted pyramid thing.

But other than that, it was pretty much formal academic-type papers. I also learned highly useful stuff … like how to graph out a sentence to discover proper sentence structure. Yikes.

I learned to write in a way that required citations and quotations, which I refined in grad school (I even used one of my class papers as my first official published article). Then the web hit, and I had to learn to write in a new way.

So now, I work hard at writing like I speak. I try to “write it like I say it.” For some people, actually reading what they just wrote out loud can help develop that voice.

Why work at this? Because that type of writing is conversational, social writing. And that’s the type of writing we want on the web – especially in places we are looking for conversations (think blogs or social media spaces).

We are now writing out our conversations, and asking our patrons to respond. To continue the conversation.

How are you learning to write for the web? Have any resources to share?

pic by vial3tt3rs

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We’re in the midst of a website redesign for our library. As we start looking at content, links, buttons, headings, etc – stuff like that – you know what we’re thinking?

We’re thinking this: does this link/content/heading/etc answer these questions for our customers?

• What can I do here?
• What can I do next?
• Why should I care?

Answering these are really hard! Think about it for a sec – take a pretty normal link, like the library web designer’s favorite – “Library Databases.” Answering that “what can I do here” question certainly gets into how you label that section of your website (’cause we all know that “Library Databases” means nothing). Perhaps something like “Find articles” or “do some research” might work better?

Or think about a blog post – answering the “what can I do next” question can be as easy as linking to a set of related articles, topics, or even related books at the end of the post. I do this on my blog – when you’re reading it on the actual website, when you finish reading the article, you’ll see a list of related blog posts I wrote. What’s this get you? Website visitors staying on your site for longer amounts of time. More clicks. Hopefully, more conversions – more people clicking “attend this event” or checking out a book, etc.

“Why should I care” is a favorite one of our library director, and it’s probably the hardest of the three questions to answer. One way to do this is in the content itself. So your first couple of questions get the customer to your content … and then your content itself will need to answer that “why should I care” thing.

The answer could be any number of things, ranging from “because you can borrow it for free” to “because you’re a small business owner, and these resources will help you be profitable.” See where I’m going with this? Another way to say “why should I care” is to ask “what’s in it for me” or “why is this interesting?” Give them that reason.

Give your customers a reason to stay on your site by having great content AND by actually telling them why they might want to stay. Do that, and my guess is that … they actually WILL stay on your site – your digital banch – longer, doing more things.

Could be a good thing!

pic by Marco Bellucci

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Some people have told me they ask for volunteers to do blog posts or write content for their website. You know what happens there, right? Asking for volunteers works great … until the volunteer “gets busy” with their “real job.”

When people volunteer, they tend to think of the thing they volunteered to do as “extra work.” If it gets in the way of their real job, they’ll stop doing the volunteer work.

It’s not necessarily that they don’t want to do the web work. It’s simply this – the library hasn’t prioritized the web work (also insert Twitter/Facebook/YouTube/etc here).

No one asks for volunteers to work the reference desk, right? How about driving the bookmobile – does it only operate when a volunteer can get around to it?

I don’t think so. It should be the same with web work. Want it to happen? Don’t ask for volunteers. Assign job duties, then expect it to happen, just like working the desk or driving the bookmobile.

pic by LShave

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I was recently asked how my library posts so frequently on our blogs. It’s a morphing process – here’s where we are now, and where we’re [probably] going.

Right now, here’s what we’re doing. Our digital branch is a huge priority for our library. We’re one big building and 17 bookmobile stops, and we have to reach a whole county. So we have prioritized reaching out digitally. In fact, our executive director often says “no one can opt out of the digital branch.” It’s that important to us.

How does everyone participate? Some blog, some take pictures or create/post videos. Some of us watch/add content to our outposts like Facebook or Twitter. Others answer texts/IMs/email reference questions.

For blog posting – right now, our guideline is two posts a week per blog/section of the site. Do we always make this? Nope – some areas do, some not so much. It’s a work in progress.

It also factors into our annual job performance reviews (more on this in a bit).

How will this be changing? Right now, we’re in the midst of a pretty major website redesign. We learned lots from our current design and the current way we operate on the back end, and are ready to put some improvements in place.

One improvement will be how we handle web content – here’s our thinking right now. We’ll probably align our blogs more closely with our physical library’s neighborhoods – we’re taking stuff out of Dewey Decimal order and putting them into content areas (i.e., all health-related books go in the Health neighborhood, etc).

Each of those neighborhoods has a team and a team leader … and each has a blog, too. So the blog is that team’s responsibility. We’ll figure out a posting schedule for them, and jointly create some goals/strategy for growing their little section of the digital branch (that’s a part of my job).

We’ll also probably figure out a way to more formally reward those teams for the digital branch work they do. Right now, it’s easy to say “no one can opt out” and “it’s part of our job performance” – but there’s no good, formal way to make that happen.

We’ll need to figure out a better way to say stuff like “yes, Joe wrote  24 posts this year, answered 200 text reference questions, and livestreamed an author event.” And have that somehow count for better scores on an annual review (alright – still need to talk to HR and other managers about this – it’s been mentioned that we need to improve in this area, just not exactly how yet).

The goal isn’t to punish people who don’t do the work (cause most of us already do it) – instead, the goal is to better recognize this great work.

And last – remember, I work in a pretty healthy organization. If our library decides to do something … we do it. If someone’s assigned to do something, that thing happens. Isn’t that how all libraries are [David quickly ducks]?

pic by pallotron

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