Review Your Site's Usability
Try to look at your congregation's website with fresh eyes, and ask yourself the following questions.
- Is it obvious who you are?
Is your mission statement clearly visible on your home page? Don't bury this basic information on an "About" page—be sure your home page answers the most obvious question about you. Also review this basic checklist to make sure your site has all the essentials covered.
- Do you have an explicit welcome to newcomers?
Website usability studies show that "fluff" text tends to deter visitors (web users don't read—they scan to see if they can find what they're looking for, so you've got three seconds at most to convince someone to stay on your page). Don't waste valuable space with long text about how happy you are to welcome everyone, but do have some menu item or callout that specifically calls to newcomers and lets folks know where to start.
- Does your navigation offer clear pathways to additional information?
Analytics may help you consider the words you use in your navigation, to be sure you're using language that's natural to the people coming to your site—and to make sure that the things people are looking for most often are closer to the top of your navigation tree.
Navigation is not the place to educate or inspire—it's the place to be completely obvious, transparently clear, and almost stultifyingly boring. Once people find what they're looking for, your content can take care of the education and inspiration.
Optimal Workshop has some tools (which are free for small samples) that might help you do some card-sorting and tree-testing to come up with and then test a navigation.
- Do you avoid "insider" language?
We might know that Unitarian Universalist (UU) churches are well-known for their social action, so perhaps we can guess what a menu item like "Serving" means, but consider what your choice of words might mean to a person with no context.
- Do you follow basic accessibility rules?
Read some basics of web accessibility and be sure to test the readability of your color scheme.
- What are the things your visitors are most likely to want to do?
Find out how to visit? Review the "Sunday School" class schedule? Read sermons? Is it obvious how to accomplish those things?
Analytics can help you know and prioritize the tasks that most people are coming to your site to accomplish, and usability testing can help answer the question about how easy it is to do so.
For more information contact web @ uua.org.
This work is made possible by the generosity of individual donors and congregations. Please consider making a donation today.
Last updated on Wednesday, March 14, 2012.
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