Universities are not generally known as hotbeds of modesty, but you’d never guess that by looking at university sustainability websites.

One of the most common flaws is a lack of focus on what the university is doing, and how its institutional values and educational commitments influence its approach to sustainability. Instead, many sites speak in generalities about what sustainability is (I’ve lost count of the number of sites that quote the U.N. definition on their home page or in another prominent position), why it’s important, and what people can do about it.

The problem is, there are countless resources online for that kind of information, and generalities on why it matters don’t engage people in sustainability initiatives. When key audiences come to a university site they want to know what actions the university is taking, how those actions relate to the university’s mission and community responsibilities, and how people on campus can participate. That’s why, as I said in a previous post, the best sites put school policies, goals, and strategy front and center.

If you’re going to define sustainability, do it in terms of what it means to Whatever U. Describe why efforts in each sustainability area are important in Whatever U’s context (cold winters, water shortages, etc.). Tailor tips to campus goals and your specific audiences (there’s little point in telling students who live in dorm rooms how much carbon they can cut by weatherizing their home). And cite your achievements—they tell people that your sustainability message is more than talk.

Think that substantive, credible content goes unnoticed? Just check out this article opener: “Should anyone question Stanford’s commitment to sustainability, point them to the ‘Sustainable Stanford’ website. Then watch their jaw drop.”

The article, the cover feature in the current issue of Sustainability: The Journal of Record, goes on to repeat Stanford’s sustainability messages—verbatim in some cases—and quotes liberally from key facts and figures on the site.

Strong website content serves two purposes: it gives the sustainability program a high degree of control over information, and it provides a deep resource for writers. And strong information architecture makes that content easy to find: the Stanford site presents information in ways external audiences expect rather than according to internal categories.

Needless to say, we’re extremely proud of our client for getting such great PR, and happier still that the website we developed for them last year is serving them so well. Kudos, too, to the creative team at 1185 Design, which partnered with us for design and development.

We could spend all day disproving the notion that nobody reads anymore, but it is true that in our multitasking, information-overload world, it’s harder to attract and hold a business audience than it once was. Here are a few tips to grab attention in an attention-deficit age:

Break the mold. Examine how similar organizations communicate, and do something different. Find an unusual angle. Be warmer or more analytical, more casual or more sophisticated—whatever everyone else is not. And ditch the jargon—buzzwords are a way to fit in, not to stand out.

Strike an emotional chord. Focus on what moves, excites, inspires, or alarms. What will get the strongest gut response? Not sure? Think about how you’d talk about it with an attractive stranger at a party.

Just say it. Bland, heavily qualified statements may head off controversy, but they also induce narcolepsy. Say what you mean, clearly and assertively, and support it. People will take notice. And if they take exception? That’s an opportunity for dialogue.

Be relevant. If your content isn’t of interest to your audience, you’ll lose them. Provide information readers want and you’ll keep them with you.

Use snappy display copy. If the most eye-catching copy on the page is dull, why would anyone read the small print? Strong display copy grabs readers; treating it as an afterthought is a mistake.

Underlying these strategies is a key principle: be compelling. And “compelling” means compelling to your audience, not necessarily to you or your organization. Cater to your readers’ interests and you’ll get their attention. First published in the March 2008 issue of Words That Work.