New work up: JohnCorvino.com

http://www.johncorvino.com/

I met John Corvino in person several months ago, and after learning his partner worked in the same company as I did (albeit in the Detroit branch), we stayed in touch, and he asked me to take a look at working on his website. John is a prominent speaker/writer/lecturer on moral issues surrounding gay rights (hence the moniker "The Gay Moralist"). In fact, he debated Maggie Gallagher, president of the National Organization for Marriage, just last week.

For his site, he wanted to not only give it a clean, vibrant visual makeover, but also make it easy to update and provide an automated way to sign up for an email newsletter. I've found that virtually all clients at this point want the ability to update their sites themselves, and it can be tricky to build a site with a content management system that does not require any coding knowledge on the part of the person doing the updates.

For this execution, I did a slight restructure of the information architecture, and then used WordPress (which I also used for my 2k50 site) for the implementation. I wrote a visual theme for it from scratch and used the "Pages" and "Categories" features to organize the content. I also figured out a few other cool things -- I managed to sync up an RSS feed of the columns John writes for 365gay.com so they appear on his site automatically (and in the proper category). I also used a combination of WordPress plugins and Feedburner to build a free, automated email newsletter for him -- all within the same admin interface as updating site content.

I am finding that WordPress has a lot of benefits (although there are some unfortunate issues that require workarounds), and will probably continue using the service for similar clients in the future.

Check out John's site at http://www.johncorvino.com/.

Marketing-speak is killing me

A lot of my work involves looking at other websites to see what's going on in terms of structure, interactivity, etc. And one thing that I keep noticing is just how often websites are plagued by utterly-meaningless, corporate marketing-speak. Here's one example from a financial institution's home page:

What does that mean? I will give the copy writer a little benefit-of-the-doubt -- they at least understand that a major issue people have with financial institutions is trust, and being valued. The problem is that this says absolutely nothing about how they plan to establish that trust or "commitment." There is no action to take here. There is no proof of their claim. It would be like having a slogan that says "We are good" and leaving it at that without an explanation of why. Note that they don't even tell you what they do here -- the only thing that establishes any sense of financials is that the two guys in the generic stock photo are in suits. But they could be lawyers, politicians, who knows. And yet this is the largest piece of real estate on their website's home page. Who would be convinced of anything here?

I'll contrast this with a better example from a similar company:

This is a little better. I could still do without yet another generic stock photo, but I know that research shows people do respond to photos of other people, and at least the photo does roughly connote either retirement or saving for your child. But where this site gets it right is that it is establishing a bunch of things with its headline and copy very quickly. It tells you what the company does, how that can help you, how they accomplish that (including a product name), what it will mean for you, and then invites you to action. It's not just saying "we care about you." It's saying "we understand what your problem is and we are offering you this solution." Much more effective.

It's the old "show, don't tell" adage. It's a lesson too frequently forgotten.

Prioritizing Content

The field of "information architecture" is essentially about organizing. Where do things go? What's the hierarchy? You can't answer questions like this without first figuring out your content and prioritizing it.

This is extremely challenging for a lot of clients. It's like asking them to pick a favorite child. How can you say that product A is more important than product B? Or that one type of information is more important than another?

The reality, however, is that prioritizing is not optional. Even if you somehow designed a website where literally every single piece of information was given equal weight, you'd still have the bias of the order in which that is presented. Something neutral like "alphabetical" now gives weight to A-named things. Abandoning any particular order and randomizing every time you load a page now completely leaves the user helpless as they have no way to find anything as there is no structure anymore. You have to make a choice in terms of priority.

The good thing is that you don't have to make these decisions in a vaccuum. There are two key methods to determining priority: user goals and business goals. Fairly basic site statistics can tell you what your users are doing (more advanced analysis could of course give you additional insights). If 20% buy products, but 60% go to the help forums, you could probably surmise that the majority of your site visitors are existing owners of your product who come back to look for assistance (it also may suggest that your product has some problems!).

But hold on one second. If you followed that priority path, you would be greatly diminishing the prominence of shopping for your products. This may match user behavior but is probably not a great match for your business goals -- no doubt your top priority is selling your product. And this is where that delicate balance of both comes into play.

The key to managing both sides of the equation is understanding that users looking for particular things tend to exhibit different behaviors. Most people will probably expect that the main area of your home page will be promotional in nature. If they are coming in with the intent to get help with your product, they will probably start by looking in your menus, footer, or other contextual link areas searching for key words like "support," "help," or "FAQ." You can cater to them by making such a link highly visible and easy to spot, without sacrificing your promotional space for products.

Conversely, someone who is in a "shopping" mindset may skip your menus altogether and interact directly with your main content area. Further prioritizing here (showing the most popular products, for example, or the best new discount) gets that user to the content they're looking for right away.

This is all rather high level, I'll admit, and prioritization decisions are often much more difficult than this. Take, for example, a website with a homepage that has three clearly defined areas for promotions. If these three areas are different in size and location, you can probably give a clear order to their visibility. Let's say you have a large banner, a medium-sized tile area, and a small text link, going from "most visibility" to "least." Now let's say you have three new promotions coming up simultaneously. Your first instinct for each may be to give them all top priority. They are all important, right? Can't we just make three large banners? You could... but then your website would start becoming a monster with no organizational structure. It's never a good idea to re-structure a website based around a single one-time occurrence, unless it's something truly huge (like, you're going out of business, for example). You confuse return visitors and disrupt the visual "brand" your site establishes.

It becomes so much easier to solve design problems when you get comfortable with the idea that not everything is going to be equally important, and that the way to give visibility to content may differ based on the type of content you are presenting. Smart prioritization not only makes your website easier to navigate, it can increase user satisfaction and supports your business goals by steering people to the content they want while also giving them an easy path to turn from visitor into customer.