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How to get success with an Institutional Website, NGO or GO?

By Soren Breiting, ALLeMarketingTips.com


This is a short instruction in what aspects to take into account when setting up an institutional website, whether it is a website of an NGO or a GO, or a private enterprise. You can also use it to improve your existing website.

1. Everything should be viewed and evaluated with the eyes of the visitor: "What´s in for me" as the main benchmark for a successful website. That is pertaining to the copy and to the content: "You will here find ...." is a better and more inviting statement at the home page, than: "We are the main organisation of ......"


2. Most visitors on the Internet are searching for information, so please provide them with that.


3. Concentrate content on themes, because that will make you a better way to the attractive top search positions at the main search engines and to be included in some directories, (Google, MSN, Yahoo, AltaVista, Open Directory etc.). Site-Build-It is the best approach to fulfill that requirement (http://contact.sitesell.com/webmaster/)


4. Make navigation easy and transparent on all pages.


5. Have a search facility, best on all pages. FreeFind.com offers a free and useful service. I use it on my private webpage about stock photos: www.azfotos.com . In addition to the search facility for the visitor it gives you a record of what people have actually been searching for, and in that way you can prioritise the kind of stuff people would like to find on your website when you revise your website.


6. Try to organise the content of your website quite "flat", meaning the visitor does not have to dig too deep into your website to find what he/she is searching after. Most visitors will at best not go further deep than to the 3rd level. This is the same with "spidering" search engines.


7. Have your contact information visible on your home page (first page), including address, phone, fax, email, may be even postal giro, bank account etc. - All to makes it more easy for people quickly to find the kind of information they need about your organisation.


8. Make it easy for visitors to find information on people, their phone numbers and email address. The same is the case for sub-departments of the organisation.


9. Keep each resource in only one place and make many links to them around on other pages.
Keep your website updated.


10. Make it visible when you have provided new material at the website. ChangeDetect will do it automatically, see www.stockphotos-online.com The mentioned www.FreeFind.com also gives the possibility for visitors to search for the latest updates.


11. Make your website SIMPLE and quick loading. Avoid heavy graphics, flash movies etc. They will not help your visitors, but only help them click away. If you use graphics, you have to optimise them for the smallest amount of file size. WebGarage.com can do that for you. Else use ImageReady from Adobe.


12. Keep your web copy short e.g. use a new paragraph for every 4th line. Make bullet points. Make longer reports available also as simple text pages ready for print outs, or as compressed Adobe pdf files.


13. Offer an electronic newsletter (ezine). This is a MUST. Make a clear privacy statement of how you will handle the email addresses you collect (don´t sell them, etc.). Offer an incentive for people if they sign up. www.yourmailinglistprovider.com offers a free service for a newsletter. Just remember to make back ups of the email addresses in case the server goes down. Treat you email list as pure gold and don´t misuse the subscribers. Give them helpful information, and don´t try to "sell" your message too much. Collect email addresses every time you bring many people together with an interests in what your organisation have to offer. Register your newsletter with the most important directories of newsletters, e.g. www.listz.com


14. Make your website interactive, by giving visitors easy access to send you emails (remember to answer quickly), use guest book and bulletin board, and publish some of the best contributions after the writer´s permission.


15. Manage to have at least your entrance page with a simple domain name, like www.iucn.org or www.ensi.org or www.conservation.com. If you have a big organisation as your host, then buy one or more good domain names and get e.g. free hosting to these with easy click through to the main website. www.directnic.com is offering free hosting for domains registered by themself, and they are among the cheapest. See how I have used this service as an entry to my website, by looking at www.muuuv.com Look at the bottom of the page to see how many entrance website domains I use.


16. It is not enough to have a good virtual address by having an intuitive domain name on the internet. You also have to be registered properly in search engines and directories. First I will underline the importance of the right META Tags before you try to submit, see below.


17. To have a good registration in search engines, you need to put some efforts in having the right key words in your titles and headlines, and in your meta tags. These are instructions for the "spiders" of the spidering search engines, invisible for the normal surfer. You can take a good homepage, and look after "source" in the pull down menu "Show" at the top in your browser. In the socalled "HEAD" section at the top of the web page in source format, where you will see all the html code, you should be able to find the META TAGS content="keywords" and content="description".

The short advise is to use your main keywords related to the content of your specific webpage in the headlines of your text (both at top and at botton) and here and there in the text. Include them in link texts if possible. And them include the most important in the title for the whole page and in the meta tags for content and keywords. When you have prepared and uploaded a page you can have your meta tags checked free at www.ScrubTheWeb.com This is a great help. In most search engines it is the description of the meta tags which is shown after a seach, so keep it inviting, too.


18. Submit your website and main pages to the biggest search engines. Free services are available, e.g. www.ScrubTheWeb.com, but manually submission is often the best. Submit to AltaVista manually. Resubmit every 3rd month to keep the registration.


19. Develop good descriptive and compelling descriptions for your whole website and submit it also to the main directories, like Yahoo. Follow all instructions before in the preparation. Clap your hands when you get a proper postion in Yahoo etc.!

20. Exchange links with other organisations. Include your important key word in your link text.


21. Make it easy for people to link to you. Provide them with a variety of banners and logos and with simple instructions concerning the html code.


22. Trade communication about your organisation, and not least your ezine with other organisations with ezines.


23. Provide interesting short articles with links back to you website and offer them to other ezines for free. Keep them focussed and easy to put into practise. End with a few lines of the author and the website of the organisation.


24. Try to follow the main changes at the Internet by reading a few newsletters. Don´t be afraid of using time on the commercially focussed newsletters as they are often reacting quickly to important changes in people´s behaviour on the Internet and on new trends and ideas.


This article is wirtten by Soren Breiting,
ALLeMarketingtips.com . Soren is also the editor of the ezine Stock Photo News (www.StockPhotoNews.com) - The first Modern eZine combining Stock Photography and Marketing.


You are welcome to bring this article for FREE in your newsletter or post it at your website as long as you keep everything intact, including the information about the author and all links.


Soren Breiting

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