The Web is FlatHow to Match the Structure of Your Site with How Users Navigate

Eric HodgsonJuly 23, 2007

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Critical Web Principles

• Web sites are built for visitors—plain and simple

• A Web site must serve a purpose.

Critical Web Principles

Key Takeaway from Today:

Audience understanding beats Web knowledge when

it comes to content

Two-Way Communication

“The Web is a selfish place. People don't have time. They scan pages looking for something specific. Most people have absolutely no interest in links such as "What We Do" and "Who We Are". They only care about what you can do for them.”

Gerry McGovern

Key Web Audiences

• An institutional Web site is built to serve:– Prospective students– Prospective parents– Alumni– Friends & donors– Current students– Faculty & staff– Media & community

What do they do online?

Their Needs, Your Actions

• Their goal is to find information

• Your goal is to move the relationship forward

• Messaging – top level influence• Releases – relevance from many sources• Actions – most common purpose• Personality – key selling points

Content Categories

Determine Focus

• Every page has a unique purpose

• Every page should drive visitors to the next step

• Every page should move the relationship forward

Third Impression

• Go beyond first visit…why do they come back?

• What stage of the relationship are they in when they come to your page?

• Not all things to all people

New Role of ‘Author’

Common Model of Site Development

• Central design/development• Central content migration• Site launch• Author contribution

New Model of Site Development

• Site goals and role identification• Central design/development• Author content migration• Site launch• Site maintenance

“Your job is not to put content up on your Web site. Your job is to help your customers complete common tasks quickly and easily. That’s how you measure success.”

Gerry McGovern

Five Key Author Characteristics

• Web literate• Computer comfort• Audience understanding• Writing skills• Go-getter

Author Role in Site Development

• Content Analysis• Needs/Actions Review• Information Architecture• Content Editing/Migration• Site Maintenance

Content Analysis

• Unedited• Edited• New content• Deleted

• Categorization• Reuse• Actions

Content Reuse

• Encourage cross referencing of related content

• Establish taxonomy and tagging• Participate in social networks

10 Minute Usability Test

• 10-20 participants of each audience• Two or three times per year

• Basic Site Usage• List of Tasks• Watch them complete 3-5 tasks• Ask them how it went

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Thank You!

Eric HodgsonWeb ConsultantEstrada

319.396.5013eric.hodgson@estradacms.com

?Let’s take some questions