Carewords Research Results

Do you want to create customer-focused content that resonates with key audiences and stakeholders?

Carewords are words our clients care about; words that our clients are looking for when they come to our Web sites.

How are they different from search terms available through tools like Google Analytics or Smater Stats?

Research indicates that people use truncated, robotic language in search. What they use as a search term may not actually be the content they are looking for.

These words are a guide to how UCCE offices can better use the limited space available on your Web pages, prioritize placement, and craft content that matters.

How we did it

With the assistance of Bob Johnson Consulting, a team of key Division personnel surveyed our county-based clientele in April 2008 to determine their web needs and preferences.

While the survey data is not fresh - the findings still provide important insight into what our clients are looking for. UCCE county offices provided contact information for 8200 clients and sent them invitations to participate in the survey. Our clients responded enthusiastically, and at the end of the survey period we had achieved a 12% response rate.

This was a survey of clients who use county-based UCCE websites as an entry point. This survey did not measure content-specific sites such as the Sudden Oak Death Mortality Task Force site, workgroup sites, or statewide program sites such as IPM. The survey results do not imply programmatic priority.

Get the results

Bob Johnson's full presentation of the Carewords Results Data is available, as is a snap shot of the findings.

Love spreadsheets? To obtain the raw data please contact Cynthia Kintigh