TIPS & TOOLS - Seven Habits of Highly Effective Websites

Highly effective websites don't happen by accident. They take hard work and persistent attention. But with an ongoing, diligent emphasis on several priorities, any website can be turned into a highly effective communications tool for any organization.

Highly effective websites should be:

1. Strategic - designed to accomplish clearly stated goals in tangible ways rather than passive presentation of information. The website strategy is reviewed and updated twice a year.

2. Interactive – solicit involvement and input from the visitor rather than only “publishing” information in one direction; provide means for visitors to contribute to the site, manage and customize information on the site for their interests.

3. Usable (intuitive) – employ structure and navigation that is easy to use and understand; pages load quickly; rich media is used in ways that serve the site’s goals, not for glitz.

4. Dynamic - Constantly changing – "new" information is truly new; updates are updated; product information is accurate and complete; personnel, services, descriptions of process reflect current realities; the look at feel of the site changes in some way at least every 18 months (Would you continue using the same print brochure for years on end?) (also mention “dynamic” in terms of database-driven)

5. Manageable – even the most simple of websites can benefit from the use of a content management system that enables the site’s owners to directly maintain the site, especially information that changes on a regular basis, simply by using a web browser.

6. Excellent – no typos; copy is well written, in a consistent style and voice; graphic design of the site’s interface is professional and connects with the primary audiences; server is reliable and secure and the site is always available; quality of links and content is maintained; programming techniques and underlying technologies are world-class, flexible, stable.

7. Versatile – “aware” that every site has an international audience; responsive to changes in the unique marketplace of each site; site can be quickly adapted with changes in content structure, removal or addition of information