Commandment 1: Know thy audience. Who’s most likely to look you up? Friends, advocates, opponents, information-seekers? Figure it out and talk to them. Design separate pages for specialized users if needed. No dry resumes or warmed-over Annual Report summaries, please. DO let your org’s personality show. But DON’T imitate the Web site designer who blogs on her home page about an anxiety disorder that keeps her from working for days at a time. (Great way to win new clients, huh?) Think elevator speech. Wrap facts in an enticing overview.
First in a series; for the series so far, click here.