A common fault with many websites is that their are produced for the benefit of the site owner and not their target audience(s). This is true of all kinds of sites – voluntary organistions, public bodies, small business even large multinationals.
How many sites have you been on that proudly proclaim their Mission Statements, but you struggle to find a contact name?
People are not as patient as they used to be and this is especially true on the web. If they can’t spot what they are looking for or the site doesn’t grab their attention in a few seconds they are likely to go elsewhere. If they do stick around (maybe they think your site is the only place they can look for something) then they will become frustrated with your organsation if they can’t drill down quickly to the information they need.
There’s nothing wrong with having the Corporate bits, but generally it won’t be what people will be coming to your site for. The key is deciding what people will be looking for on your website and making it easy to find – don’t be tempted to hide the good stuff in the hope visitors will look at everything else you want to show them whilst they search out that nugget of information, because they won’t.
The very first thing is to decide who your audience is. That may seem obvious at first but give it a bit of thought and you may find it is not that simple.
For example I produced a site for Park Home site (www.beckheadpark.co.uk). A Park Home used to be a static caravan, but are now more like fully fitted bungalows. When planning the site we came up with a list of different users of the website that included:
- existing Park Home dwellers looking for a new site
- people who knew about Park Homes and were looking for a new Home
- people who knew little or nothing about Park Home living and wanted to know more
- first time buyers
- existing residents of the site
Obivously from there we then came up with they different sets of information that each audience type would be looking for. It was a relatively straightforward task from there to produce the neccessary content and try to organise it so that it was easy to find on the site.
Over the next couple of weeks I intend to follow this up by looking a bit more indepth at some of the different audiences you might cater for with a school’s website.