30 seconds -- that's average amount of time users spend on a Web site home page, according to a recent Neilson statistic. Not much time is it?

Content is king
People come to a Web site for the content, but only spend an average of 45 to 60 seconds on an interior page. And, the average time spent before abandoning the site is less than two minutes!

That's because users are very focused on their goals - - they only want to read what they need, so it is critical to "engage" the user as quickly as possible. It's also important to remember that they can enter a Web site at any page. It's important to keep this in mind when planning and writing Web site content.

Users scan and select
In most encounters with a Web site, users must first navigate to the page they need. They do this by scanning and selecting; seldom by reading more than a few words. In addition:

• Users are impatient and critical -- they don't like to scroll through masses of text
• Typically they are trying to find a specific piece of information

Web content planning
So what does this mean for planning and writing effective Web site content? It means that you need to develop a web communications strategy before you start designing and writing the Web site, not after!

Key questions to answer
Following are the key questions that I recommend you answer at the beginning of the Web site project:

• What are the key objectives of the Web site?
• Who are the primary target audiences?
• What are the key messages you want to communicate?
• What are your top competitive advantages?
• What is the personality and tone of the Web site?
• What do you want target audiences to think and feel when they visit the site?
• What do you want them to do?
• What is the single, compelling idea that you want the Web site to reinforce from a brand, identity, and messaging perspective?

After you've developed a web communications strategy, then you can write customer-focused Web site copy that engages readers and is easy to scan.

Please contact me to help you develop an effective Web site content strategy.

Are you seeking a new job or career, but finding it difficult to assess and communicate your experience, skills and accomplishments to potential employers? If so, this interactive, hands-on workshop that I am developing with a colleague of mine is for you!

In this engaging one-day workshop, titled "Assess Your Career: Market Yourself Like a Pro", you will assess your skills and experience and develop tools to help you market yourself more effectively to employers; much like a product or service.

The workshop is scheduled for 8:30 a.m. - 4:30 p.m. on May 14, 2009 at Normandale Community College in Bloomington.

First, you will conduct a SWOT Analysis - a key tool used to develop a strategic marketing plan - to identify your strengths, weaknesses, opportunities and threats.

Using this SWOT Analysis, you'll develop a:

• A personalized "mission statement"
• A mini-marketing plan to determine your career objectives and strategies and tactics to achieve those objectives
• A resume that communicates your career objectives, strengths, and key accomplishments

To register for the course online visit here

About the instructors
Barbara K. Mednick, president of BKM Consulting, Inc., is a strategic marketing communications/PR consultant, copywriter and trainer. She has more than 25 years of experience marketing a wide range of organizations, businesses, products and services; including marketing her own business. Prior to launching her business in 1999, she held senior account management positions at several top Twin Cities' PR and marketing agencies. Barbara also conducts workshops on communications topics for colleges, businesses and organizations. She holds a B.A. in Journalism from UW-Eau Claire, a Mini-MBA Certificate from the University of St. Thomas, a Master Trainer Certificate from AnokaRamsey Community College, and a Group Facilitation Methods Certificate from the Institute of Cultural Affairs.

Julie Allen, president and lead consultant of Catalyst for Sustainable Change is a dynamic and effective 'change agent' whose mission is to act as a catalyst to help individuals, teams, and organizations achieve high performance and extraordinary results. She not only ignites their passion - she helps them build the skills needed to respond effectively to challenges and opportunities. With more than 25 years of experience in organizational assessment, strategic initiatives, development and change management, she serves a diverse portfolio of clients, including health care and nonprofit organizations, professional service firms, manufacturing companies and educational institutions with 50 to 2,000 employees. She also works with entrepreneurs and Fortune 500 companies. She offers these services: consultation, facilitation, planning, curriculum development, training, public speaking, and leadership coaching.