Q: We get complaints that people can't find what they are looking for on our Web site. What should we do?

A: It sounds as though your information architecture (the organization of content on your site) and your design may not be as effective as they could be in directing Web users to the content and functionality they want. We can evaluate your site and recommend modifications. We can also survey your users and/or do usability testing on your site to determine exactly what users are having trouble with and how those problems could be alleviated. Then, we can help you implement helpful changes.

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Q: We're redesigning our Web site, and I am tasked with managing the project. What should I know to make the project successful?

A: Here's our short list of things to think about:

• setting clear goals, responsibilities, and accountabilities early in the project
• setting success metrics early and performing periodic assessments throughout the project and after launch
• centralizing project communications
• keeping senior staff in the loop
• building usability into the project plan
• planning for the review, editing, writing, and posting of content (not addressing content early enough is one of the most common causes of Web site project delays)

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Q: It's been recommended that we get a content management system for our Web site. What are the benefits of content management?

A: A content management system (CMS) allows you greater control over the presentation of content, the maintenance of links, the timing of publication and deletion of content, and user access to content. One of the main benefits of content management is that it makes it easy for nontechnical staff members to post content to your Web site, which helps avoid production bottlenecks. Another benefit of content management systems is workflow features that help you control quality by ensuring that every piece of content is edited before being published. Finally, content management systems separate content from presentation, so it's easy to change designs and styles without having to manually edit existing pages.

CMSs vary in terms of features, programming languages, and price points. We have worked with many CMS products and programming languages and can help you evaluate which CMS may be right for your organization. We can also connect you with technical vendors and train your staff to adopt the new work processes necessary to make the most of CMS.

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Q: We've heard how important it is do Web usability testing. Isn't that expensive and time-consuming? Is it really worthwhile?

A: Usability doesn't have to be very time-consuming or expensive, and the return on your investment is easily calculable in both time and money saved. Incorporating usability in a project from the start can speed a project along and save you from finding critical problems late in the project, when it is more expensive (or too late) to fix them. Ask us about what usability activities would help meet your goals. There are many different types of usability you can employ—and any usability at all is better than none.

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Q: We're considering transitioning our print newsletter to an electronic format. What are some things we should consider to make the project successful?

A: Here are some things to think about when changing a print newsletter to an e-newsletter:

• tailoring the content to the new format
• eliminating internal competition (not sending out competing communications)
• timing (choosing the best distribution schedule)
• branding (leveraging the brand equity of the old newsletter in the new format)
• marketing (promoting the new newsletter)

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Q: What mistakes do you commonly see on Web sites these days?

A: The most typical mistakes are—

• confusing or less-than-obvious navigation
• poorly organized content (illogical site structure)
• overly busy design
• poorly written or poorly presented content
• distracting animation
• too many ads and ad-like features
• lack of visual differentiation between different types of pages

Other problems we see frequently include naming conventions that don't make sense to users, not providing quick access to the most important content, and failure to support the most common tasks users come to a site to do.

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Q: What are some trends in Web communications that we should be aware of?

A: Let's talk about sophisticated uses that are catching on, rather than trends. These include—

• using the Web site as a communications hub that supports an integrated communications and marketing strategy
• integrating e-newsletters with Web sites
• offering XML or RSS feeds to push content to users dynamically
• targeting content to specific user audiences through the use of metatags
• integrating public Web sites with intranets and collaborative tools (discussion platforms, shared workspaces, document repositories, and project management applications)
• getting more serious about Section 508 and Web standards compliance
• offering Web features and content that are accessible by handheld devices
• realizing that "cleaner" is better when it comes to Web design
• making ads look like ads and content look like content
• offering Webcasts and other useful video

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Q: Our Web site looks dated. Can you help bring us into the 21st century?

A: Nothing undermines your organizational brand more than a Web site that looks obsolete. We can analyze your current design in light of your branding and messaging and make recommendations that a designer (your own, or one of our design partners) can implement.

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Q: When are your Washington Nationals going to the World Series?

A: Next question, please.