The following guide provides a basic outline of the copy (text) required for a generic online engagement site. This covers the basics but is not fixed and it is possible to deviate from it depending on the requirements of your exercise.
Blogs and webchats will differ and often require substantially less ‘orientation’ copy. The bulk of the copy on blogs will be made up of dynamic content generated by authors and users. Nevertheless, the following guidance will provide a useful reference.
Types of content
There are three types of copy (or text) on an online forum:
Static content that stays the same throughout the consultation (for example, a welcome message). Changes to this type of copy are usually only made at the close of the exercise to make it clear that the site is no longer live, what the next steps will be or where to go for further information;
Dynamic content is content which is expected to, or could, change over the course of the exercise (such as forum summaries, topics, news updates);
User generated is content generated by the users of the site.
Quantity of content
Much of the content required by a forum is commonsense and will already be familiar from conventional consultation or website literature. However, some areas may require extra copy, a cut-down version of what is conventionally produced, or writing in a style more appropriate to the online medium (i.e. succinct and punchy).
The internet is good for audio and visual content, and weaker on text. Copy works best online when it is presented in a compact and highlighted manner; this makes the content more engaging and more likely to be read.
It is best to keep the word count per page to less than 1000 words, use paragraphs of no more than 4 sentences and make good (but reasonable) use of formatting (for example, sub-headings and bullet-points).
Where it is important to provide detailed, in-depth information (for example, the consultation document) this can be provided as a file download (Word or PDF). Alternatively, links can be used to refer participants to other websites holding the information, for example the corporate departmental website.
Core pages
The online forums being used for the Digital Dialogues initiative used a standard five points of top-level navigation. This means that there were five generalised pages of content off of which other pages (sub-navigation) were found. These ran in the following order:
Home the homepage, the entry point for login, the central orientation point for participants and interested observers;
Forum the page through which the deliberation topics are introduced and accessed (also the first page the participant should be directed to following initial log-in);
About where the exercise is explained and any important context is provided. In this section users should also be provided with consultation codes and other submission route details where required;
Resources this might also be called ‘background information’ or similar. This page is the access point to information participants can use to inform their deliberation;
Feedback this page is conventionally used to gather input from the participants about the specific exercise or site.
Homepage
The homepage is the welcome and orientation point for the website. There are a number of elements important to a homepage – for example, links highlighting key areas of content within the site and login fields.
The copy that is used on the homepage should be succinct and contain the following key elements:
- Name of the forum;
- Summary of the consultation aim in a sentence;
- A note about success criteria for the exercise, start and end dates of the forum consultation;
- Welcome message (ideally from a senior figure/representative). To be replaced by a closing ‘thank you’/next steps message at the close.
Forum/Blog
The first page of the forum is the orientation and entry point for the topic spaces. This copy should be short and to the point. It should also contain links to information on the discussion rules, moderation policy and how to make a post.
Topics
The forum will be sub-divided into a number of topic spaces. Each topic page corresponds to a priority area, question or theme for deliberation. Each of these pages should begin with a short summary of the focus and, if possible, break the broad priority area down into smaller questions.
The idea behind the copy on each of these pages is to ease the participant into deliberation and clearly set out the aspects of each priority area which are crucial to the direction of the exercise.
It is also useful to start each deliberation with a post from a representative of the department or the team running the exercise, or a key opinion leader or practitioner in the field, to stimulate discussion. This should be prepared in advance. An alternative use: using academics, journalists, experts or opinion leaders to start the discussion.
About
The ‘About’ page takes the brief detail about the nature of the exercise from the homepage and expands on it. The copy here should cover:
- Who (those consulting, being consulted and supporting);
- What (the purpose and the method);
- Why (the context and the next steps);
- When (reiterate the parameters of the consultation);
- How (the exercise and its online element will develop during and after).
- It is recommended to provide information about consultation codes, contact details and other submission routes on these pages.
Resources
A ‘Resources’ section can be approached in three ways:
- Provide links to websites, and lists for further reading which can be followed by participants to inform their deliberation;
- Provide key facts and figures, and background reading in downloadable files (i.e. PDF or Word);
- Provide key facts and figures and background reading as printable webpages.
The decision on how much material to provide will be determined by who the participants are and on what aspects of policy they are deliberating. (For example, is your consultation base being asked to consider an area in which they have direct experience from a different perspective, or are they being consulted on a subject that divides opinion?)
It is important to provide balanced background material that covers all points of view. A comprehensive (but not exhaustive) glossary should also be provided. In certain cases the resources page may be removed where the information is available on a corporate or ‘parent’ website.
Links to this information should be provided elsewhere on the forum site, for example, the forum itself.
Feedback
During Digital Dialogues the feedback section was used to conduct pre- and post-consultation surveys of participants in order to gather feedback on awareness, knowledge, attitudes and literacy.
Other uses of the section can include providing interim responses, details of past consultations and details on how participants can encourage others to get involved.
Footer
The footer is the navigation menu found at the bottom of a webpage. This usually houses links to all the standard, technical information about the site. This can include site credits, accessibility policy, policy on data protection and contact details.
