Conventions for Building Websites

Smart and capable advocates always have important resources and viewpoints to share with the larger world. With the Internet, their potential reach can be greater than ever, but online advocacy is more complicated than simply posting your existing resources on a website.

Advocates who take their messages online must be prepared to recognize the conventions and limitations of the web or risk a site that is, at best, not reaching its fullest potential audience and, at worst, an overlooked (and therefore ineffective) drain on time and energy. Recognizing that, fairly or unfairly, the conventions of the Internet can make all the difference in whether a message is conveyed will help any site receive the care and attention your work deserves.

Some tips are near-universal and should always be considered in your planning:

1. Match your tone to your target audience.
2. Structure your content for skimming and easy updates.
3. Keep your language clear, simple, and consistent.
4. Tailor the technology level of your pages to the needs and desires of your target audience.

You can read our basic website tips for advocates.

Your website doesn't have to be award-winning to be effective, but some mistakes can distract visitors from your work and may even deter their return. Consult our resource sheet on common mistakes on new websites.