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Planning for
Homepage Content
Georgy Cohen
@radiofreegeorgy
2

http://www.flickr.com/photos/cecphotography/5964949045/
http://xkcd.com/773/
#meetcontent

Homepage
strategy

Website
strategy

3

http://www.flickr.com/photos/cecphotography/5964949045/
#meetcontent

Homepage
strategy

Website
strategy

4

http://www.flickr.com/photos/cecphotography/5964949045/
#meetcontent

Website
strategy
Homepage
strategy

5

http://www.flickr.com/photos/cecphotography/5964949045/
6
http://www.flickr.com/photos/crespoluigi/3096196873/
http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

Years ago people might have
thought about getting to the
homepage and then figuring out
where to go on the site. Now they
will use search or external links to
get closer to the place they really
want to get to.
Gerry McGovern
hhttp://giraffeforum.com/wordpress/2010/04/18/the-decline-of-the-homepage/

7
8
http://www.flickr.com/photos/spcummings/512748852/
http://www.flickr.com/photos/cecphotography/5964949045/
9
http://www.flickr.com/photos/ell-r-brown/8357548579/
http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

The old mantra that every page
needs to be a homepage has
never been more true.

Bob Cohn
Editor, Atlantic Digital
http://www.niemanlab.org/2012/08/coming-in-the-side-door-the-value-of-homepages-is-shifting-from-traffic-driver-to-brand/

10
#meetcontent

What we’ll talk about...

•
•

Executing a website strategy,
not a homepage strategy

•

Managing a strategic homepage

•

11

Giving your homepage purpose

Considering carousels
http://www.flickr.com/photos/mukluk/174688752/

Giving your homepage purpose
12

http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
http://xkcd.com/773/
13

http://www.flickr.com/photos/cecphotography/5964949045/
http://www.flickr.com/photos/rbh/6624537417/
#meetcontent

Defend your homepage
•

•

Determine which content
efforts best support
that purpose

•

14

Decide on the purpose
of your homepage

Define how best to
measure the effectiveness
of those efforts
15

http://www.flickr.com/photos/cecphotography/5964949045/
http://www.flickr.com/photos/jking89/3475933791/
16

http://www.flickr.com/photos/cecphotography/5964949045/
http://xkcd.com/773/
#meetcontent

17

http://www.flickr.com/photos/cecphotography/5964949045/
18

http://www.flickr.com/photos/cecphotography/5964949045/
Us

19

http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

The homepage is the single best
way for editors to convey the
sensibilities and values of their
websites... The homepage is, as
the marketing team would put it,
the ultimate brand statement.

Bob Cohn
Editor, Atlantic Digital
http://www.foliomag.com/2012/misconceptions-about-homepage#.UTaBC3w4XcO

20
The challenge is to
balance brand
experience and user
experience.
“

#meetcontent

We want our .edu visitors to find
what they are looking for but we
also want to subtly get in their way
with useful and compelling content
that is outside the scope of what
they came in to see.

Susan T. Evans
Senior Strategist, mStoner
http://susantevans.wordpress.com/2012/03/03/ill-see-you-and-raise-you/

22
23

http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

When you
think about
it, this is
what all
higher
education
homepages
are trying to
accomplish.

Matt Klawitter
Northwestern University

http://mattklawitter.com/2012/03/01/the-ultimate-ultra-simple-real-authentic-university-website-homepage-wireframe-concept/

24

http://www.flickr.com/photos/cecphotography/5964949045/
25

http://www.flickr.com/photos/cecphotography/5964949045/
stockmonkeys.com
26

http://www.flickr.com/photos/cecphotography/5964949045/
stockmonkeys.com
27

http://www.flickr.com/photos/cecphotography/5964949045/
stockmonkeys.com
28

http://www.flickr.com/photos/cecphotography/5964949045/
29

http://www.flickr.com/photos/cecphotography/5964949045/
30

http://www.flickr.com/photos/cecphotography/5964949045/
31

http://www.flickr.com/photos/cecphotography/5964949045/
32

http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

Too many marketers and
communicators are destroying
whatever credibility their
homepages have left with
customers by filling them with
useless graphics and
meaningless words.

Gerry McGovern
hhttp://giraffeforum.com/wordpress/2010/04/18/the-decline-of-the-homepage/

33
#meetcontent

Common .edu complications
•

Overusing of news and event listings

•

Linking to resources without context

•

Large left-right scrolling feature blocks

•

Hover menus, fly-outs, and mega menus

•

Missing high-value trigger words (“apply,
give, visit, contact”)

•

Vague, marketing-driven labels instead of
action-oriented labels

Source: Matt Klawitter
34

http://mattklawitter.com/2012/04/13/your-edu-website-is-too-complicated/
35

http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

When you choose well, the campus
community, parents, legislators,
and other ancillary audiences will
also be influenced by this content.
Your homepage can offer points of
pride for many audiences without
muddying the focus on
prospectives and donors.
Susan T. Evans
Senior Strategist, mStoner
http://susantevans.wordpress.com/2012/03/03/ill-see-you-and-raise-you/

36
http://www.flickr.com/photos/degelia/6894587439/

Site strategy, not homepage strategy
37

http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
http://xkcd.com/773/
38

http://fourchapters.com/2010/03/word-time-potemkin-village/
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
http://www.flickr.com/photos/newtown_grafitti/5636437722/
39

http://fourchapters.com/2010/03/word-time-potemkin-village/
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
Your homepage may be
your most popular
page, but just a fraction
of your overall traffic.
#meetcontent

But if my link isn’t on
the homepage, how will
people find my site?

41

http://fourchapters.com/2010/03/word-time-potemkin-village/
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
42
http://www.flickr.com/photos/jason044/42151414/
http://fourchapters.com/2010/03/word-time-potemkin-village/
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
http://www.flickr.com/photos/newtown_grafitti/5636437722/
Your homepage
shouldn’t suffer
for the sins of
your website.
#meetcontent

Whole-site strategy
•
•

Message architecture

•

Information architecture

•

Style guide

•

Search engine optimization

•

44

Communications and brand strategy

Site search functionality
But we’ve always
had a link on the
homepage. You can’t
take it away!

45

http://fourchapters.com/2010/03/word-time-potemkin-village/
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
True visibility
is actually site-wide
findability.
Managing a strategic homepage
47

http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ucdaviscoe/6303100423/
http://xkcd.com/773/
#meetcontent

Managing a strategic homepage

•
•

Define and share criteria

•

48

Compile the stats

Clarify ownership and governance
http://www.flickr.com/photos/pschadler/4932737690/

#meetcontent

Define and share criteria
•

Goals and key messages
•

What content supports these?
•

•

News, events, photos, video, social media,
media hits, branding pieces, links...?

Balance
•
•

•

Schools/colleges
Brand messages

Schedule
•

Frequecy? Rationale?

Compile the stats
49
#meetcontent

Compile the stats
•

Editorial history
•
•

Run dates/takedown date

•

Source

•

Audience

•

Representation

•

50

Subject

Brand messages/themes
#meetcontent

Define and share criteria
•

Goals and key messages
•

What content supports these?
•

•

News, events, photos, video, social media,
media hits, branding pieces, links...?

Balance
•
•

•

Schools/colleges
Brand messages

Schedule
•

Frequecy? Rationale?

Define and share criteria
51
#meetcontent

Define and share criteria
•

Goals and key messages
•

What content supports these?
•

•

News, events, photos, video, social media,
media hits, branding pieces, links...?

Balance
•
•

•

Schools/colleges
Brand messages

Schedule
•

52

Frequency? Rationale?
The less of a mystery
around the homepage,
the less room for
argument.
http://www.flickr.com/photos/pup/517203756/

Clarify ownership and governance

54

http://www.flickr.com/photos/cecphotography/5964949045/
#meetcontent

55

http://www.flickr.com/photos/cecphotography/5964949045/
#meetcontent

56
http://www.flickr.com/photos/cecphotography/5964949045/
http://www.spreadshirt.com/committee-1-2c-t-shirts-C3376A8752978
“

#meetcontent

Homepage and web site redesigns
need, more than anything, vision,
leadership, and strategy. A
committee of disparate interested
parties can’t really provide that... [A
committee serves] simply as a
mechanism to distribute blame
when people become unhappy.
Kerri Hicks
Manager of Web Communications, University of Rhode Island
http://allthecandyintheworld.com/wp/?p=107

57
#meetcontent

Clarify ownership and governance

•

Process
•
•

Roles

•

58

Schedule/frequency

Workflow (editorial and production)
“

The homepage is the single best
way for editors to convey the
sensibilities and values of their
websites... The homepage is, as
the marketing team would put it,
the ultimate brand statement.

Bob Cohn
Editor, Atlantic Digital
http://www.foliomag.com/2012/misconceptions-about-homepage#.UTaBC3w4XcO

Homepage carousels
59

http://www.flickr.com/photos/stuttermonkey/7044483/
60

http://www.flickr.com/photos/cecphotography/5964949045/
61

http://www.flickr.com/photos/cecphotography/5964949045/
62

http://www.flickr.com/photos/cecphotography/5964949045/
63

http://www.flickr.com/photos/cecphotography/5964949045/
64

http://www.flickr.com/photos/cecphotography/5964949045/
“

#meetcontent

Carousels are organizational
crutches... It’s far harder to have an
honest content strategy
conversation and determine what
truly deserves to be on the
homepage.
Brad Frost
http://bradfrostweb.com/blog/post/carousels/

65
66

http://www.flickr.com/photos/cecphotography/5964949045/
#meetcontent

67

http://www.flickr.com/photos/cecphotography/5964949045/
http://weedygarden.net/2013/01/carousel-stats/
#meetcontent

Erik’s carousel tracking
•

Number of times the feature
is switched by users

•

Total feature clicks

•

Total clicks per position
“I added tracking to to the main feature
on ND.edu as well as four other Notre
Dame sites with carousels, three of
which
are
static,
and
one
that
automatically slides the features.”

68
“

#meetcontent

Approximately 1% of visitors click
on a feature. There was a total of
28,928 clicks on features for this
time period. The feature was
manually “switched/rotated” a total
of 315,665 times. Of these clicks,
84% were on stories in position 1
with the rest split fairly evenly
between the other four (~4% each).
Erik Runyon
Notre Dame
http://weedygarden.net/2013/01/carousel-stats/

69
#meetcontent

Erik’s carousel best practices

•

Include attention-grabbing,
compelling content

•

Include three (no more than four) features

•

Pay attention to subject matter

Source: Erik Runyon

ttp://weedygarden.net/2013/01/carousel-stats/

70
#meetcontent

Brad’s carousel best practices
•

Establish some commonality
among carousel elements

•

Don’t make users load more
content than necessary

•

Check how carousel works on mobile

•

Make navigation clear and obvious

•

Track, compile and share usage data

•

A/B testing

Source: Brad Frost
71

http://bradfrostweb.com/blog/post/carousels/
usability.gov’s carousel
best practices

#meetcontent

•
•

3-4 features, max

•

Align content with users’ top site tasks

•

Suggest more content to users

•

Cycle items at random

•

72

Manual advance > Automatic advance

Make navigation intuitive
within carousel frame

http://www.usability.gov/get-involved/blog/2013/04/image-carousels.html

and

included
Effective trumps shiny.
Always.
#meetcontent

74

http://www.flickr.com/photos/cecphotography/5964949045/
http://shouldiuseacarousel.com/
#meetcontent

In conclusion...
•

•

Give your homepage purpose. Defend and
support it with process and measurement

•

Balance user experience and branding

•

Put your audience first

•

75

Don’t pay attention to your homepage at the
expense of the rest of your website

Don’t be deluded by fancy functionality
meetcontent.com
@meetcontent

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