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As time passes and your goals and objectives evolve, so should your website copy. If you’ve been following our series on spring cleaning your website, including putting together a clean team and purging dead links (click here to see all the articles in the series), you’ll be in the perfect place to start focusing on the words and structure that you use to communicate with your audience.

This week I’m writing about how you can clean up your website for spring (click here to see all spring cleaning stories), and one of the most important tasks you can do is sweep out the dust bunnies. In digital terms, that means find and remove your dead links.

At home, the flower beds are clean, the trees are pruned and the windows are sparklingly clear. I, probably like most of you, have been doing spring cleaning, and working my way down a list of home maintenance and improvement tasks. It’s satisfying to check those items off and look at the polished result.

I’m asked many times by clients what kind of social media they should invest in. It’s a tough question to answer, largely because it depends on what kind of social media makes sense to the people who you’re trying to reach. That’s why the best idea is to ask them directly. Put together a survey,

One of the things I like best about exploring Twitter (I’m @talance) is watching it evolve and change so quickly as people use it and discover new uses. But it’s still easy to feel left out and confused, which is why I think it’s a good exercise to look back at the very first messages

Crawlability: n. a measure of the ease with which a website may be scanned by a search engine robot. This is one bit of jargon worth learning. It has a big impact on a site’s search engine rankings. Three things you can do to improve your site’s crawlability: Add a hierarchical sitemap Use descriptive URLs

The Chronicle of Philanthropy has a great article about what prevents people from giving online (Confusing Web Sites Discourage Donors From Online Giving). What does it come down to? Bad design. Nielsen Norman Group, which conducted the research and wrote it into this report. A summary of the biggest problems, which I can testify are

Set up a questionnaire survey to find out what your audience thinks is most important. Take their comments into consideration for your needs assessment process.

Many people will take the time to set a simple auto-response to go out when someone writes them an e-mail. It’s usually something like “I will be out of the office until Tuesday, 4/14. If necessary, I can be reached at …” Talk about a missed opportunity! Why not get a little fancy with this

Number crunching is the kind of art you don’t appreciate fully until you have to do it. As we were analyzing the data from the social media report, one of the biggest challenges we had was finding the right kind of chart to represent the trends we were seeing. A big help would have been