Most Web sites brag about products, services, or programs. Better sites offer proof in the form of success stories or case studies. They may also toss in analytical white papers. These real-world resources give site visitors a reason for feeling confident in whatever is being sold.

But, as Jakob Nielsen points out in “Writing Style for Print vs. Web,” Web users and print readers behave differently. Web users want content they can act upon, immediately. What does that mean for a Web content developer who wants visitors to read a narrative documenting the organization’s success?

A little strategy is required. The greatest benefit of a case study or white paper Is having it circulated and discussed among decision makers. That means it needs to be mailed or downloaded and printed. Nobody wants to read it online.

Web managers often use “teaser” copy to persuade visitors to access long pieces. They identify the customer who is profiled (recognizable marquee names are best), state their pressing problem, and then present the elegant, economical, innovative, or otherwise superior solution. Finally, they supply an offer or link for full details.

Requiring a minimal registration process to access a full story generates a supply of prospects for marketing or sales follow-up. Registration also helps you understand and document your site visitor demographics, which is essential for advertising-supported sites.

For an example of a site that gets it right, look at the popular and comprehensive TechTarget (PDF). It is a network of technology information sites that offers enough valuable and instantly available content to make individual sites worth visiting. The site-family advantage allows one registration to open doors to dozens of Web sites. For example, SearchDataCenter.com offers abundant tips with simple clicks, but protects white papers and other valuable resources behind a registration screen that elicits information for follow-up.

Posted in Audience research and strategic planning, Design