Effective web content: Rethinking your About page

About Us pageI’m working with three clients on small-business websites and we’re getting hung up on the About pages.

So I went off and did some research on About pages (specifically for small-business websites). I found several types, each with their own benefits and limitations, and thought the information worth sharing:

  1. The “all facts” page. There’s nothing wrong with an About page that is, essentially, your resume. Facts make prospective clients and partners feel comfortable; facts (about where you went to school, where you worked, your skills, your past projects, a bit about why you do what you do) provide ways to connect your world with their worlds. The danger of an “all facts” page is its dryness. An about page that’s too close to a resume risks making your business look like something you’re doing while hunting for a “real job.” If you use an “all facts” format, try pruning the information to emphasize information that relates specifically to your business.
  2. The “too much information” page. I’m seeing a lot of About pages that make me feel as though I’m trapped at a cocktail party with an enthusiastic nut case. When people go on at length about how passionate, ethical, environmentally aware, and socially conscious they are, I get nervous. In part, it’s because they could be lying through their teeth. I’d rather look at their portfolio and their client list and their testimonials and see that these passions and commitments are evidenced in their work and in the clients and partners they choose to work with. The “too much information” page is often characterized by a regrettable photo of the business owner doing something recreational rather than professional — or, worse, a studio portrait that looks more like a brooding, self-involved artist than a business person.
  3. The “connections and keywords” page. This is a version of the “all facts” page that emphasizes not projects and experience but the business owners’  connections to clients, partners, educational programs, and professional organizations. It reflects the influence of LinkedIn, which uses a format that identifies you by these connections. This is a great framework to which you can add a bit of personality. Again, as with the facts page, you’d do well to give greater emphasis to those connections that have something to do with your business.
  4. The “short and sweet” page. These can be some of the best About pages. Given that most people will spend only a second or two looking at an About page, keeping it short (three sentences, max) vastly increases the chances that a prospective customer will actually read what you have to say about your business. If you say something that is genuine and moderately engaging, you’ll have achieved a huge win. Of course, there are a few About pages that try so hard to be cryptic, provocative, and clever with their brevity that they leave visitors scratching their heads.
  5. The “story” page. Storytelling was all the rage in online communication two or three years ago. I’m finding that, like many online communications fads, storytelling is rapidly losing its patina. That’s because so many people have abused it. They’re abusing it by telling stories that are inappropriate, boring, or pure fantasy. If you are determined to use the About page for your business website to tell your story, make sure there is a real story to tell. It should have information about who did what, when, where, and why. And make sure the story is about the business at least as much as it is about you. Most importantly, focus on what you’ve done, not on what you intend to do. You want to sound like a solid business person, not a dreamer.

Here’s are some observations by marketing communications experts on effective About pages and why business owners have such difficulty writing them:

What About…Me?

So…what type of “About” page did I use for WriterWay?

#3, the “connections and keywords” page.

Most of my business comes through referrals. I find that nearly every prospect who contacts me makes a reference to some client or organization they saw mentioned in the top third of my About page. We then go on to discuss that common connection.

People never mention any of the weirder stuff I have near the end of my About page, so my guess is that they aren’t reading it — I’ve got too much stuff on the page. (See “short and sweet,” above.)

Dancing with your audience — thoughts on social media

Social media in 2015 has moved beyond story telling to become an interactive public performance with a variety of audiences.

Last night I spoke about social media to the folks in the PR Certificate Program at the University of Washington. This is the 7th year I’ve done a presentation for them, and it never fails to astonish me how much the field of social media changes from year to year.

(This year’s presentation: Dancing with your Audience – UW – 2015)

The options for social media have become so complex, the tools for managing a social media program so sophisticated, and the demands on communicators so great, that it’s difficult to cover it all.

picture of dancers

From talking with the students, many of whom are already working the field, I came away with the impression that organizations are overwhelmed. While companies realize that it’s now essential to have a social media plan and a social media program, they are vastly underestimating the resources required to execute even a basic social media program. (They are also overestimating what social media programs can accomplish, often regarding them as a magic solution to problems rooted in inadequate branding or poor customer service — but that’s another story.)

Organizations that are doing a good basic job of communication (branding, publications, website, etc.) are well positioned to undertake social media work. But if they don’t allocate the resources required to listen as well as talk, they’re headed for big trouble. Companies that fail to monitor and follow up not just on comments but on mentions are both losing opportunities and risking possible disaster. It used to be enough to moderate and answer comments on blogs. Today follow up involves tracking your company, your products, your field, your partners, and your competitors on Twitter, Facebook, LinkedIn, Instagram, Tumblr, Ello, Google+ and on and on and on.

It’s hard to imagine an effective social media program being administered by fewer than two full-time employees; large organizations that work directly with the public need correspondingly large teams.

I urged the students, some of whom are tasked with designing and managing social media programs, to ruthlessly focus their efforts on key audiences, suitable platforms, easy-to-use tools (including video), and significant messages.

And to think: seven years ago it was all about blogging and keywords.

Take it from whence it comes

I invite you to take a look at the blogs you follow, or at your Facebook timeline, and note who’s contributing genuine, new, first-hand information to the world and who’s just trying to get people to join an angry mob.

iStock_000002081921MediumI’ve been mulling over writing a post that analyzes the rhetorical devices used by online trolls to transform civilized discussions into conflagrations but have decided it makes more sense to talk about a tool that will keep everyone’s blood pressure under control. And that’s evaluating information based on the source from whence it comes.

I noticed a few weeks ago, after reading an extremely well-researched indictment of some bad behavior in a professional community to which I belong, that the discussions of first-hand information tend to stay relatively civilized.

When people report on what they’ve witnessed, first hand, or what they’ve discovered through systematic research, the comments tend to be similarly first hand. Even if the comment is “I completely disagree with you” or “Well, that wasn’t what happened when I lit a cigarette and leaned over a sparking engine.” Whether the tone is supportive or dismissive, it still comes across as genuine and informative.

It’s when people post long rants on blogs, on Facebook, or in community discussions about what they think about someone they’ve never met who did something at an event they didn’t attend to someone who is a friend of a friend — that’s when the comments tend to heat up. And I think that’s in large part because when we read that sort of post or comment we are seized by a subliminal sense that this person has no idea what they are talking about. It’s like sensing wide open spaces where pictures, sounds, and reality ought to be. And then, of course, there’s your own urge, which I’m sure is a deep-rooted instinct, to leap in and fill that wide open space with your own comments. Which may, sadly, be just as vaporous as the original post.

I’ve decided to start a one-person campaign to comment, positively and supportively, on posts that are based on first-hand experience. I plan to do this even in instances where I don’t think that the generalizations the person is making based on their one or two data points are justified. My rationale for giving support? They’re bringing themselves to the discussion, and that’s a good thing.

And, for my own sanity, I’m going to ignore posts that say “I heard that he said that she said that the-person-she’s-not-going-to-name did blah, blah, rant, rant, and rantforth.” In fact, if I see a series of these from one person, I’m going to quietly mute that person. That’s because, whatever their intentions, they aren’t adding much to the conversation. They’re just amplifying it and adding some unpleasant noise while they’re about it.

Note that the two exceptions my the plan are people (such as journalists) who have done actual reporting on the situation (“I called the business owner, and she told me X, Y, Z”) and people who did research on it (“I counted the number of reports of a particular occurrence during the past three years, and here are the numbers I came up with.”) They may have interviewed the wrong person, to your view, or they may have counted the wrong things, but they are adding actual information to the discussion. Information that any commenter can cite in their reply. “You should have calculated the mean rather than the median” is so much more helpful than “You and your cowardly cabal are obviously the scum of the earth.”

I invite you to take a look at the blogs you follow, or at your Facebook timeline, and note who’s contributing genuine, new, first-hand information to the world and who’s just trying to get people to join an angry mob.

What’s next for Seattle’s tech community?

The agenda for GeekWire Summit (2014) includes panels and presentations with Chris Anderson (no relation) the former editor of WIRED magazine and now CEO of 3D Robotics; Walt Mossberg and Kara Swisher of Re/code; Elissa Fink, CMO of Tableau; John Legere, CEO of T-Mobile; and the U.S. governments top technology official, Steven VanRoekel.

WebIt’s been a few years since I’ve attended the GeekWire Summit in Seattle. I’m going this year as a journalist covering the event. I’m attending in part because I’m sensing some changes in Seattle’s technology community and I want to know more. It seems as though more of the tech folks I know are working for large, established companies. There’s also a renewed focus on hardware (wearable gadgets and drones). And you can’t help but notice increased competition from technology hubs in cities where the cost of housing is significantly lower.

So, I’m going to GeekWire to see which of my assumptions get validated — and which get altered by new information.

The full-day, single-track agenda includes panels and presentations with Chris Anderson (no relation) the former editor of WIRED magazine and now CEO of 3D Robotics; Walt Mossberg and Kara Swisher of Re/code; Elissa Fink, CMO of Tableau; John Legere, CEO of T-Mobile; and the U.S. governments top technology official, Steven VanRoekel.

GeekWire Summit, 8 a.m. – 6 p.m. Oct. 2, at the Westin Seattle. Tickets: $399.; group pricing available.

 

Before you fall in love with your business card

Before you fall in love with your business card — is it readable by an OCR scanner? High-drama design can often result in low impact.

business cardsBefore you commit to a mad, passionate affair with your business card’s design, ask yourself: Is this readable by an OCR scanner?

OCR (optical character recognition) software now comes bundled with most home-office scanners. It’s no longer something for the sales person who goes to trade shows and comes back with 500 business cards. It’s for just about anyone who’s tired of the piles of business cards cluttering their desks.

I just popped a dozen business cards into my ScanSnap S1500M and was astonished at the results. They scanned in seconds, and in Cardiris software half of the cards transferred most of their data into the correct fields for a vCard that could be exported with one click into my Contacts application.

The other half of the cards yielded up no data at all. Zip. Nada. They might as well have been blank.

Why?

Because they had white type on a dark (or highly patterned) “artsy” background. (Note: It’s not just the Cardiris software; people report this with other common business-card scanning applications.)

The Dark Side of Design

So, do you want to be the graphic designer, building contractor, or editor whose email address and phone number are now in my database? Or do you want to be the one whose unreadable card I just dropped into my recycle bin?

In the world of business communications, high drama can easily result in low impact.

 

Stories. They’re what people remember

Stories are powerful. Stories are what people remember. So why don’t more organizations harness the power of their stories?

Father and daughter story
There’s a story here.

How quickly the news — of Robin Williams’ death, of the police brutality in Ferguson — turns into stories.

Give us a one-sentence headline, and almost immediately we find ourselves appending a story. A story about the state police official who stepped in to march with the protestors. A story about Williams stopping by a young comedian’s dressing room to give an astonishing private performance.

As Jonathan Gottschall explains, stories are powerful. Stories are what people remember.

Yet let marketing and development professionals sit down to their desks in a corporate setting, and what happens when they start to write? Well, they churn out dull grey platitudes and pompous marketing cliches. They purr over features, benefits, and selling points.

They write:

“HealthFix’s new consulting nurse service has won the best ratings in the region! Just one call puts you in touch with a degreed medical professional who can help you get the after-hours care you need. That’s peace of mind.” [add stock photo of beaming nurse with headset]

instead of:

“Jim Wilson’s story: ‘My wife was late getting home from work, I was trying to remember if we had guests coming, and then there was a scream from the kids playing soccer in the back yard. Had my daughter broken her ankle or was it just a sprain? I called the HealthFix consulting nurse service and within two minutes we knew just what to do.'” [add actual photo of Jim and his daughter]

What’s stopping you from reaching out to the people your organization serves and asking to use their stories?

Get in touch if you’d like to find out more about what it takes to put stories — your own stories — to work for your organization.

What’s next in website design? Scroll down to see

Suddenly, they’re everywhere. Websites with big, bold home pages. Big headlines. Big, colorful backgrounds that evoke posters. No sidebars, ever. Want more information? Start scrolling, scrolling, scrolling.

Suddenly, they’re everywhere.

Websites with big, bold home pages. Big headlines. Big, colorful backgrounds that evoke posters. No sidebars, ever. Want more information? Start scrolling, scrolling, scrolling.

Take a look at Nordic Rubyscrolling website. And Grovemade.

This isn’t news to designers. But it may be news to lots of folks in Marketing and Communications who are working with the current industry standard template — a top nav; a photo slideshow; three “boxes” filled with teaser information linking to pages deeper in the site; and secondary pages with complex sidebars.

What’s driving the change

Blame the trend toward scrolling sites on mobile devices and tablets (and their touch screens). By late 2013, 28 percent of website visits were from mobile devices (phones and tablets) and that percentage was growing at a phenomenal rate. For businesses whose visitors are in demographics that rely on phones and tablets, the percentage is likely far larger. For the mobile visitor, clicking little text links on a touchscreen is painful; scrolling, a breeze

What’s gained, what’s lost

My experience with mobile-friendly websites that rely on scrolling is that the process of getting information from them is less hierarchical and more immersive. I get a sense of the personality of the organization. If I need to click to get to a secondary page, the link is a large, bold button.

That said, I miss the hierarchy. Without a detailed site map or drop-down navigation, it’s easy to feel that you’re lost and overwhelmed.

Perhaps that’s why some of the most appealing scrolling sites are ones that represent simple, discreet events (such as a conference).

Looking ahead

Thinking about migrating your organization to a scrolling website design? These 12 scrolling sites featured on  awards.com provide plenty of inspiration. Be sure to check out the Unfold site — it’s a continuous loop!

 

 

Writing: Finding my tone

Support me (or one of the other 250 Write-a-thon participants) as we “write it forward” to make it possible for other writers to attend Clarion West.

I started writing this post six years ago; amusingly, it’s just as true today as it was then. Including the part about the person asking me if I’d written the book. I’ll be spending the next six weeks rewriting a novella as part of the Clarion West Write-a-thon. Please stop by the Write-a-thon website to support me (or one of the other 250 writers) as we “write it forward” to make it possible for other writers to attend Clarion West.

BooksYesterday someone asked me “So, did you write your book?”

The answer is yes…and no.

In the past 20 years, I’ve written one novella and several short stories. I’ve also started several book projects.

For many aspiring fiction writers, the problem is story, or plot, or simply putting words on the blank page or screen.

For me, the problem is tone. Each of my fiction projects has a different tone, but (until after I studied at Viable Paradise last fall) none of them seemed to be my tone. I’ve seen this in the work of other writers who achieve a distinctive tone when working in a particular sub-genre but somehow “gray out” into blandness when they tackle a different type of story. I think that I’m only just now finding my sub-genre.

Meanwhile, people telling me to “write what people will want to buy” isn’t helpful.

It makes me think of a New Yorker “About Town” piece from many years back about novelist Larry McMurtry. His mother once attended a public reading he was giving and rose from audience to ask McMurtry why he wrote such “depressing” stories. His reply:

“I’m writing for me, Mom, not for you.”

Amen.

Ignite Seattle — 15 talks and one wedding

Karen Anderson ignite talkThe videos of the May 22 Ignite Seattle talks are up on YouTube — 15 5-minute talks (including mine) and one 5-minute wedding.

I’ve created a page about my talk on “What You’ll Wish You’d Known Before You Joined that Nonprofit Board” with the YouTube video and information about longer versions of the talk that I have developed for conferences and trainings.

The talk has been getting tremendous buzz on Facebook.

For those of you unfamiliar with Ignite: It began in Seattle in 2006 with an evening of 5-minute talks at a community theater space. The motto is “enlighten us, but keep it quick.” Topics range from urban bee-keeping to finding the right school for your kid to songwriting. There’s a definite “how-to” theme.

The gatekeepers are careful to discourage anyone from making a thinly disguised sales pitch for their business or organization.

There are now Ignite events all over the world. I spoke at an early Ignite Seattle (2007) on “Ten Tips for Survival in the High-Tech Workplace” and realized about a year ago that I wanted to share some of my more recent experiences with nonprofit boards.

Misogyny and messaging: Where it’s coming from

Can you imagine a user manual for a product that tells you “If something goes wrong and you try to tell us about it, we won’t believe you. We’ll tell you ‘That’s ridiculous!’?” That’s the message we’re giving young women about their relationships with men.

Can you imagine a user manual for a product that tells you:

  • If something goes wrong and you try to tell us about it, we won’t believe you. We’ll tell you “That’s ridiculous!”
  • If something goes wrong, you tell us about it, and we believe you, we’ll immediately stop listening to you and start telling you why it’s all your fault.
  • If something goes wrong and we find out about it, we will punish you.

And yet that’s the user manual that many parents, teachers, and adult authorities give young women when it comes to handling their relationships with men.

The user manual we give to young men isn’t much better:

  • If something goes wrong and you tell us about it, we’ll laugh at you.
  • If something goes wrong and we find out about it, we’ll tell you to “man up.”
  • If something goes really wrong, however, don’t worry about it because we understand that it’s always someone else’s fault and they should buy you a brand new product. You’re entitled!

(NOTE: I’m a tough, pragmatic person. I read the user manual for girls early on, and realized that I was pretty much on my own to develop some good judgment and defenses. My long-term relationships have been with kind, principled men; my encounters with jerks have been few. But, on those very few occasions that I encountered a stalker or an attacker and turned to people for help, I was pretty much handed the ol’ user manual and put on hold. I won’t go into detail about any of these experiences because, as the user manual explains, there are still plenty of people who’ll believe it’s my fault that anything bad ever happened to me.)

parents and teen, misogyny and messagingAs a communications person, I’m puzzled as to why more people aren’t asking where young men and women have come by the attitudes that I’m hearing bemoaned in the aftermath of the Santa Barbara murders. There’s a lot of muttering about “society” and “the media” but I’m not buying it. Sure, the ideas from my “user manuals” are pervasive in the media. But, sadly, I find that most parents, teachers, and workplace advisors are the most egregious proponents of user manual philosophy.

I hear a girl mutter that she doesn’t want to go out with a boy because she thinks he’s creepy. Her parents reprimand her and argue that  “Oh, he’s a very nice boy.” and “Oh, he’s Mrs. Johnson’s nephew.” — in effect, telling her that her perceptions are all wrong. I hope that somewhere a mom or dad is asking “Why do you think he’s creepy?” and listening to the answer — listening, instead of leaping in and barking “Well, then you need to stay away from people like that!” and “I don’t want you hanging around at that mall!”

Parents I’ve talked with about these frustrating situations insist that they’re reduced to barking because their kids won’t listen to them. Listen to them? Often their kids aren’t even talking to them. I have a good idea why that’s the case.

Again, putting on my communications hat, I hear parents arguing with their teenage daughters in a way that completely undermines the parents’ credibility. Their “arguments” wouldn’t hold up for a second in a business environment, so why should a wary teenager be convinced by vague, self-serving statements like:

“I just don’t like that boy.”

“I think his family seems a little…odd.”

“I just think you could do better.”

In business communications, people are impressed by facts. Teenagers are, as well. I’ve noticed that an adult is likely to get a glimmer of recognition, or plant a seed, with observations like:

“I’m concerned about the way he treats his dog. It was limping.”

“I’ve noticed that he’s usually late.”

“I heard what he said about your friend Susan. She was upset and embarrassed.”

Even if the reaction is vehement denial, the picture remains.

Another reason to use frank, clear language with teenagers (and younger children): It gives them a vocabulary to talk with you about what’s going on in their lives.

In 1981 I heard sex educator Dr. Mary Calderone address a large audience of pre-school teachers, social workers, and police on the topic of sexual abuse of very young children. Teacher after teacher stood up with stories about children who begged the teacher not to let “Uncle Bill” drive them home from day care, or who attempted adult sexual behavior with their puzzled peers. What, the teachers asked, could they do for these children? How could they start a conversation with parents or social workers about…you know…sex.

Calderone said that the first step was to be clear and concrete in the language they used with children and adults.

“Call a spade and spade, and a penis and penis,” were her exact words. She pointed out that it was unlikely that children would be able to tell an adult what was being done to them if the adult got upset and punished them for using the words to describe their experiences.

There was a general nodding of heads in agreement. But as the discussion continued, not a single teacher in the room could bring herself to say the word “penis.” And my guess is that, at the end of the day, one of them once again turned a frightened child over to “Uncle Bill.”

The child got the message that no one wanted to hear about his or her frightening experience, and “Uncle Bill” got the message that he could just keep on molesting children.

Let’s rewrite the user manuals, folks.