1. Introduction
An effective website, should show key elements such as appearance, quality content
and easy navigation to make it successful
(http://www.spritzweb.com/resources/good-website-characteristics.html) Of course,
these are not the only factors that make a great website and many people have
different opinions on what attracts them to a website. Greenpeace is an
“independent global campaigning organisation that acts to change attitudes and
behaviour to protect and conserve the environment and promote world peace”
(Greenpeace n.d). Their main objectives according to the constitution are to protect,
preserve and enhance the natural environment, promote nuclear disbarment and
peace and establish and maintain a public fund for the specific purpose of supporting
the environmental objectives.The main issues that Greenpeace covers are Ocean,
Forest, Reef, Artcic, Whales, Food and Climate. Greenpeace will be evaluated on its
effectiveness to communicate the main purpose and the organisations main
objectives.
First Impressions
First Impressions are always important. If the website does not look professional and if it does
not function in an efficient and effective way as well as being attractive, potential clients may
be lost. (MCIL)
The layout is easy and simple to use with links that categorize information making to it easy for users
to find what they are looking for.
First impressions are important in everyday situations and are just as important when
it comes to website design. A website with a good use of colour, effective images,
clear easy to read font and simplicity on a page are factors to providing a good first
impression of the website http://www.bnbwebsites.com/website-first-impression.htm
and should make the reader want to stay on the page. ‘’Greenpeace’ does this very
well and covers each factor successfully. The home page is appealing, with excellent
use of images as soon as you enter the website. It displays clear font and a lot of
information, whilst at the same time keeping the layout simple and easy to read. The
title isn’t big nor bold, but with the title of the website being in the URL, this makes it
easy to find again and to know what website you are one. The menu tab is green, for
green peace, and the next part really draws attention. Pages should be easily
readable and clear to understand, feel like you want more.
http://www.mcil.co.uk/review/7-first-impression.htm The website defaults to
Australasia to give the reader relevant information that may be more important to
take action with.
The use of a green navigation bar is effective due to the name of the website, along
with the title of the website being displayed.
The most effective part of the home page is the first part of information that is shown
to the reader is the image with a title of an issue that green peace is associated with.
There are 3 images, each with 3 different titles/issues that are very effective and
makes you feel like you need to read more as they have links on them with ‘more
info’ or ‘take action’.

2. For example
The ‘take action’ and ‘more info’ links are very effective to ensure readers continue to
look through their website. With bold titles and the use of an interesting fact, it
captivates readers to bring them further into the website.
From firs impression, the main purpose of ‘Greenpeace’ is to raise awareness of
current global issues, in particular, around Australasia. They 4 categories in the
‘latest updates’ section on the home page, containing news, climate, forest and
oceans. Under these categories are links to the latest information and issues that are
happening. There is also an option to sign up to receive these updates. They also
have a link to ‘Take action’ for different issues. (I have added red boxes around
these 3 important elements of the home page).

3. An example issue that was posted recently under the updates
http://www.greenpeace.org.au/blog/6-infographics-that-will-make-you-
shudder/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+
GreenpeaceAustraliaPacific+%28Greenpeace+Australia+Pacific+Blog%29
The updates include feature stories among with lot of the updates are posted in the
‘Green peach Australia pacific’ blog which the website also offers a link to the actual
blog. The link for this blog is at the bottom of the page, which includes a great use of
images to support these articles.
Greenpeace offers quite a lot of information on the home page, which is effective as
the users have it available to them and to make them interested to read more.
Overall, the initial layout of the homepage is effective. It’s simple, easy to use and
has a great use of using the images to raise awareness of the major issues.
Navigation
An easy navigation system is crucial to a websites success and the users experience
http://www.webpagemistakes.ca/website-navigation/ http://www.mcil.co.uk/review/7-

4. navigation.htm . The navigation on Greenpeace is great, as the navigation bar stays
at the top of the page no matter what page you are on. The ease of being able to go
back to the home page is effective and eliminates the reader having to back track the
pages, you can also jump to different pages without having to go back to the home
page/menu. The performance of the navigation is very quick, and the pages
download fast. The use of the internal search bar is very effective as the reader can
search for a topic or issue without having to browse through diferent pages to find
what they want, it helps the reader ensure they find what they want effectively. The
links are easily accessible and include links down the side of the page. The contact
us option is very effective also, although you have to scroll to the bottom of the page
which is quite standard in most websites, once you are on it brings you to a link with
a contact us form, where you can leave feedback, or request a reply about a topic in
particular. The website is very easy to navigate, and is simple which is good for not
so computer savvy users.
As a user hovers the mouse over a subject heading, numerous sub headings are revealed
Content
Very important organisation that pushes the government to be aware of the global
issues affecting us today. This is shown throughout a number of their videos across
the website that include public demonstrations to attempt to get something done and
for the government to take action.
Content is crucial as it engages readers, attracts their attention and gives them
interest in the website http://www.wordtracker.com/academy/web-content-important.
All content should be of high quality, use appropriate graphics where necessary and
be kept up to date http://www.mcil.co.uk/review/7-content.htm The purpose of
Greenpeace is clear in the content of the website and

5. They have used blog articles, news updates, pictures and videos to display their
content throughout the website. Each different topic has its own section of
information
The website contains information on what ‘they’ and what ‘you’, the reader, can do to
help. With options such as volunteering, donating, sharing the website via social
media to raise awareness of the website.
Under each topic they use the same layout of the sliding pictures with important titles
on to show information on the main issues of that particular topic.
Ocean, Forest, Reef, Arctic, Whales, Food and Climate are the topic issues, with
main information relating to ocean, forest and climate each with information
underneath that.
For example, under the ‘Ocean’ tab, there is a link to ‘Stop Trashing Australia’. The
article is about the waste products that are not being recycled and litering the earth
and oceans killing Australian wildlife. Greenpeace also create videos to promote
their message which they use to support their content throughout the website. Below
is a campaign advertisement they included for ‘Stop thrashing australia’ about
marine plastic pollution.
https://www.youtube.com/watch?v=Q7Uxaw6YoRw
The what you can do tab is very effective as it has options to fundraise, volunteer,
donate, support them by signing up to updates and attending greenpeace events .
The content is very consistent with displaying the main issues/importance at the top
of the page in a large tab. For instance in this one, there is a Youtube video
demonstrating what Greenpeace does, wants to achieve and getting the audience to
join with them.
There is also a tab for photos and videos, which includes all their campaign videos
they have made for various issues, such as the one above. The subjects of the
videos vary from climate change to saving the sharks.

6. Overall, the content of the website is displayed differently using a range of
techniques to keep the reader interested.
Attractors
Greenpeace does not advertise any competitions, prizes or freebies but instead
emphasises on the fact that ‘you’ can do something to help the organisation. With
options to fundraise, volunteer, donate, and support them by signing up to updates
and attending Greenpeace events. Users also have the option to sign up to
Greenpeace to keep updated on the latest news without having to check in on the
website. They also have external links available to their social media sites such as
Facebook, Twitter, YouTube and Google+. There is a direct link to ‘Like and Share’
the Greenpeace page via Facebook. With all these options available for the reader to
feel like they can be part of the organisation to make a difference no matter how little
all small their contribution. They also have external links to other pages for example,
there are links on the side of the page with 4 particular issues, save the arctic has its
own website www.savethearctic.org.au which is another Greenpeace website just
solely devoted to the arctic issue. It includes a lot of information about this cause and
the option to sign a petition. The user could feel a sense of achievement and feel as
though they are making a difference just by doing this. Due to the nature of the
website, competitions etc. are not what Greenpeace is about.