Lecture 2. Effective management of the web site
The average attention span of a person is 8 seconds and of a gold fish is 9 seconds. 55% of visitors spend fewer than 15 seconds on your website. In producing a web site remember that it is competing with millions of other web pages and has only several seconds to grab once attention. How to win this competition?

Develop high qualitative content

There are usually two types of information that people are looking for - entertainment or something useful. People are searching for fun and feelings or for something that can make them money or supply necessary current information. That is a common mistake of organisations – creating a web site focused on themselves. Forget the sections “About us”, “Our history”, “Photos”. Replace them with information about the services that can be useful to your audience, practical advice and fascinating facts. 

People are attracted to these topics in the media: Scandals; Sex; Sensations; Money; Threats; Humour; Death. Try to link those topics with your projects, key messages and communication objectives to add emotions to your stories.

Another way is to create useful content including topics like news, opinion, advocacy, advice and education.   

Explore different ways of using digital technologies

Cultural and creative organisations now use digital technologies to receive donations, sell their art work or tickets to them, conduct educational events or performances, establish collaboration with other institutions through mobile apps, blogs, social media, web sites, virtual reality, live streaming etc. Just keep an eye on trends and the best practice among major players.  

Work on headlines and language

80% of people will read your headlines. But only 20% of those people will read the rest of your content!

Use the rule of four u’s in creating the headlines:

  • Your headline should be unique.
  • Your headline should be ultra-specific.
  • Your headline should convey a sense of urgency.
  • Your headline should be personally useful.

Use short paragraphs and short text in general. Avoid jargon.

Pay attention to the design and pictures

Content needs to be separated into sections and illustrated with photos or graphics to make it easy for readers to navigate across your web site. Ensure that your web site is compatible with mobile devices. Test your web site with a check list to see how user friendly you are (for example do you have a permanent search button, can a person search find pertinent content in 3 clicks).  The key principles of  usability and a good web site design are accessibility, simplicity, navigability, and consistency.

Use social media and SEO to promote your content

Engage your web site audience with social media. Check if users can share or like the content on your web site. You can also consider a newsletter to promote your web site content.

Search Engine Optimisation will help your web site to be easily found through Google or other search platforms. Use key words in your texts and work with partners to interlink your articles.

Evaluate your results

You can use Google analytics to check which pages on your web site are the most visited. Which language they speak and how long they stay on your web site. 

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