Regaining lost ground

Learning how to harness the power of the internet is something that most pro-life organizations have yet to learn.

A 17-year-old girl discovers she is pregnant. She is no longer dating her boyfriend and feels scared and alone. Rather than turn to her parents for advice and support, she logs onto Google and searches for 'unplanned pregnancy'. The websites she finds will heavily influence whether or not she continues with her pregnancy.

What is the outcome of her searching? At the time of writing, not one of the websites presented will encourage her to keep her unborn child. In fact, seven of the first ten results are links to abortion providers or websites supported by pro-choice organisations (eg, Marie Stopes International). Similar results are produced for searches on 'abortion help' and 'abortion information'.

Pro-choice organisations are vitally aware of the importance of the internet in a pregnant woman's decision making process. For example, Marie Stopes International opened their online 'abortion information chat service' after feedback showed that "when it comes to seeking out information on sexual health services, women have nominated the internet as their second preferred avenue for information after their GP." (1)

As it stands today, the pro-choice movement is winning the abortion war. By moving with the times and harnessing the power of the internet, these organisations are ensuring their message is heard.

Regaining Lost Ground: Investing Online

For pro-life organisations, a dramatic shift in campaigning priorities is required. It is no longer enough to simply publish a template-driven website, created by an untrained operator, and then direct all attention to ‘taking action on the streets’. Funds need to be invested online, which one could say is now the 'frontline' in this war against abortion.

First impressions count: Design is important

Firstly, the website. To be taken seriously, the site should have an appealing design and provide informative content that is easy to navigate. It is recommended that a professional designer be engaged for the initial development. A professional, custom website can be acquired for as little as $1000-$2000 (depending on the number of pages required). It will likely be the most 'influential' campaigning investment the organisation ever makes.

Be Visible in Google: Implement Basic SEO Techniques

Secondly, if the website is to have any chance of being effective, it must rank highly in the major search engines - namely, Google, Yahoo! and nineMSN. Of these, Google is by far the most important with 88% of the search market in Australia. (2)

 

Notes
(1) What women want when faced with an unplanned pregnancy, Marie Stopes International/WebSurvey, Nov 2006
(2) Source: HitWise June 2008 Search Engine Update