One of the mistakes web designers often make, especially those that come from a print background, is assuming visitors are coming to a site only through the homepage. It makes sense with a brochure or booklet: you first read the cover and then flip through the pages. You really only need the title on the cover.

But this makes no sense on a website. People are going to be visiting your site from any page they find. For instance, if they’re looking for your organization’s mailing address, they’re going to search for “Your Org mailing address” and probably be taken directly to your contact page.

The biggest mistake you can make is to skip branding on internal pages. Make sure that your logo, address and other important information is just as visible from internal pages as they are from the homepage.

The Chronicle of Philanthropy has a great article about what prevents people from giving online (Confusing Web Sites Discourage Donors From Online Giving). What does it come down to? Bad design.

Nielsen Norman Group, which conducted the research and wrote it into this report. A summary of the biggest problems, which I can testify are the same problems we fix too:

• Poor presentation of the charity’s mission
• No information on how contributions are spent
• Poor page design and unclear content makes it hard to find how to donate

Most of those issues are text related, so make your changes right now.

Many people start a web project by deciding they need a website. OK, good start, but that’s not where the project should end. Unfortunately, often it does, without any real thought given to what the website should do, what it should be used for and who should use it.

So the next step in starting a web project is to ask some questions, and who better to ask than the people who currently visit your website? Set up a questionnaire survey to find out what your audience thinks is most important. Take their comments into consideration for your needs assessment process (which I talked about here).

What those survey questions will be largely depend on your own organization’s directives. But a question like this might help you get started. I find Likkert-type questions to be the most useful in gauging opinion.

Please rate the value of each of these features, with 1 being extremely important and 4 being extremely unimportant.

- Ability to log on to access premium material
- A blog
- Video clips that demonstrate how we work

Make sure to leave a comments space so people can add features they think might be valuable. This is also a good time to evaluate some of your current processes, like asking people how long it took them to receive feedback or how easy it is to make a donation or pay for an item.

There are plenty of free survey tools out there you can use to collect responses, and just include a link to your survey online. But also send your survey out to your mailing list and include a line about it at the foot of outgoing e-mails or inserts in your paper newsletter.

Remember to not only use this exercise as building a route to a website that better serves your audiences, but add another survey in six months to make sure you’re meeting your users’ needs.

[The following is reprinted from the technology issue of Torah at the Center, and educational publication from Union for Reform Judaism. Read the whole technology issue by clicking here.]

By Monique Cuvelier, Usability Consultant and CEO, Talance.com, Burlington, MA

The last thing you want a student to do in an online course is to think. That sounds wildly counterintuitive, considering most instructors want students to have thinking caps strapped tightly on and cranked to maximum when they sit down to learn. However, if students are thinking too hard about what to do with online course software, they’re not going to be engaged in the course materials – and that’s the reason you want them there in the first place.

The benefits of e-learning programs are clear. They’re convenient, bring students together who live in different places and can be adapted to address the various needs of students. But many organizations focus too closely on the benefits and not enough on usability, the ease in which students can navigate a course and accomplish learning goals.

The trouble is that creating good usability should look natural and easy, but it’s incredibly hard. What seems the natural way to work in an online arena is not natural; it takes planning and design. In the six years that I’ve been making online learning environments more intuitive for students and teachers at my company Talance.com, I’ve seen students drop out of courses, give up on their favorite topics and turn their ire to their hapless instructors all because they were confused and frustrated by the technology.

Below are a few rules you can think about when evaluating online courseware or creating a simple online learning environment from scratch.

Familiar Workflows

Students should move naturally from one task to the next. Tasks should guide the students to the right information at the right time. For instance, you may want the student to work through the course this way: log in, read any pertinent announcements, review reading material, discuss a project in the bulletin boards, submit a writing assignment. In this case, make sure the announcement appears on the course homepage and that instructions for the writing assignment are at the end of the reading material. Include enough shortcuts that students can navigate easily from one task to the next.

Free-Flowing Communication

Students should have open channels of communication with you (the teacher) and other learners, whether the course is synchronous or asynchronous. Add options for navigation. Icons on the homepage that take you to different sections of the course are OK – as long as you’re on the homepage. Use tabs at the top of the screen to create quick access to frequently used sections of the course, because they can be seen from any page. Course participants should find it easy to send course e-mail, and they should know at a glance if they have new messages. They should know where to find help, through an FAQ or an e-mail form where they can submit technical support issues.

Flexible Enough to Foster Creativity

Multiple-choice questions may be fine in some circumstances but are too rigid on their own to address all learning styles and encourage creativity in an online course. Present several ways for students to learn and interact, such as real-time chat rooms with whiteboards, and essay-type questions in tests. Allow students to upload Microsoft Word documents, which let them work in their familiar computer environments rather than typing responses into text forms.

Hebrew-Language Support

Think about how your software handles Hebrew, if you require it for your class. Support for Hebrew is often not included in the first release of software packages. Can you render characters in Unicode or graphically? Discussion boards in particular may have difficulty rendering Hebrew characters, especially along with English. Can you allow students to attach Word documents that are formatted for Hebrew?

Just the Essentials

One hazard of working with an online course is there is no page limit. Avoid information glut by presenting students with just the information they need. Create places for secondary information elsewhere in the course for those who want to learn more.

Following these principles is only the first step to creating a more usable online course. Make better usability an ongoing effort by constantly noting problems students have, asking for feedback and making adjustments. Eventually, you’ll find the more you think about how students learn in an online environment, the less your students will have to.

Usability is one of my favorite subjects, because it’s so often ignored yet it’s so utterly necessary to the success of any online project. If someone doesn’t understand how to use your website, what use is it? Your web projects have got to be easy, easy, easy for visitors to use.

You should be thinking about user-friendly design from day one, but you should also be continually refining what you’ve got. There are numerous online tools out there you can use to help you evaluate the usability success of your web projects, but here are five I recommend for learning more about how people use your site. You can also check out previous postings on usability.

1. SUS – A quick and dirty usability scale (Word doc). One of the best ways of finding out how people feel about your web project is to simply ask them. This template from the Usability.gov website is a great place to start when thinking about questions. You can either distribute this document or turn to a tool like SurveyMonkey or Zoomerang to ask for feedback on your site.
2. Color Contrast Analyzer Juicy Studio. Many more people than you probably think have trouble picking up all colors, maybe as many as one in 10. Make sure your design has high contrast colors – no black on blue or yellow on white. Try a tool like Color Contrast Analyzer Color Analysis to choose the right colors for your web site.
3. AnyBrowser.com. We all become used to looking at websites on our own computer screens, but they’re not all set at the same resolution. It’s a good idea to test your site on various browser sizes so you can see how it shows up for others. This site helps you do it easily.
4. BrowserCam. This tool lets you see what your site looks like if you’re viewing it from a Mac, PC, Blackberry or any number of other operating systems or browsers like IE or Firefox. Extremely useful to view your site through this before you launch.
5. StomperNet Scrutinizer. Organizations with big bucks have the money to spend on eye tracking programs, where they actually record where people look on a webpage and are able to figure out what people are seeing or aren’t seeing. StomperScrutinizer is the poor man’s alternative, which is a browser that tracks the mouse and forces the eye to look at the location of the mouse.

The sorry truth about your carefully crafted website copy is that people aren’t really reading it. People scan web pages very quickly, and they only pick up bits of information from a few key places, namely top left.

For you, it means you should think like a resume writer when you go to put words on your site:

• Use bullet points. Like the ones here. Isn’t it easier to scan?
• Use bold to set off paragraphs and sentences. Again, it snags your eye as you scan downward.
• Use information-carrying words at the beginning of paragraphs

Overall, emphasize quality over quantity. As beautiful as the writing is, most people simply don’t read it.

It’s a good probability that at least one in 20 people can’t see everything on your website. That’s because a higher number of people than you probably expected are color blind in some way. Some statistics I’ve seen say that as many as 18 percent of people have some kind of visual limitation.

Around 90 percent of the people I tell this fact to are shocked – the rest know it because they’re used to not seeing everything on a website. But what if they’re missing something terribly important, like a news alert or a call for contributions or all your website navigation?

I love the Colorblind Web Page Filter because it makes it easy to see what your website might look like through a color-deficient eyes, those that can’t see red/green or blue/yellow.

For some help choosing the right high-contrast colors for your site, try the Color Laboratory. It’s handy because it “allows you to select colors and see how they appear next to one another, and in various foreground/background combinations. It also allows you to see those colors as they might appear to color-blind users.”

Makes the incredibly important job of picking the right colors easier.

One surprising fact about our own research into how people use websites is that they use the “contact us” page a lot. They glean a lot of information from it. They go there to see where you’re located, to find directions, to meet the people who work for your organization.

What a pity that so many websites hide their contact information, especially if it’s the kind of organization with a real-world address that people might actually be visiting.

So before you do another thing today, go to your own website and challenge yourself to find your contact information. Ask yourself:

1. Is it on every page?
2. Are directions easy to find?
3. If it’s in the footer, does it make sense to move it up to the top of the page?
4. Does it include your mailing address or just a link to your e-mail address?

If the answer to any of these is no, you know what to do next.

There could be a million reasons people aren’t using your site – maybe it’s summer vacation time, maybe there’s something going on in the news that’s diverting their attention, maybe you don’t even have a site yet – but I think there are three main barriers that keep people from visiting a site.

Here are those top three reasons and what you can do to remedy them.

The Problem: You don’t know your site visitors.

Which is to say, you either haven’t found your target audience, or if you have, you haven’t reflected that on your website.

The Solution: Find your target audience/market.

This Target Market Worksheet (in PDF format) from Entrepreneur is a valuable exercise for any nonprofit.

The Problem: You don’t understand your site visitors.

A big part of making sure people are using your site is understanding what they do when they get there. If you pay attention with some analytics tools, you can learn a lot about where people are going or not going when they hit your web address.

The Solution: Get hold of some analytics tools and start using them.

Some of my favorites:

ClickTale

Clicky

Crazy Egg

The Problem: Your site visitors don’t know or understand you.

Sometimes it’s as simple as they can’t find your website. Or maybe when they get to your site, they can’t figure out what to do there.

The Solution: Start promoting your website (a topic I visit often in this blog), and start to apply some usability techniques.

Learn more at this webinar.

[Update: make sure you check out this other post on more killer church websites and the specifics that make them great. Also check out our easy solution for church/synagogue websites.]

During yesterday’s e-seminar Help! No One’s Using Our site (which we’re offering again, because some people who couldn’t make it asked for an encore performance), the topic of killer church websites came up.

I like to recommend church websites to nonprofits or for-profits, because some of these sites are masters of community building. Think about it: the Christian church was built on and survives on reaching large numbers of people, many of them new, and creating a community around them. They see the web as a ministry tool, and some of them have done wonderful jobs with their websites. A great lesson for any site looking to create community.

Here’s a list of my four favorites. Seen any others that you love? Tell me about them in the comments.

Mars Hill Church
http://marshillchurch.org/
A model of clean navigation. I especially love the “I am new here” button on the top left. What a great way to draw new people in – so much more engaging than “About Us.”

Revolution Church
http://www.kcrevolution.org/
If they sold websites in Urban Outfitters, they’d be stocking Revolution Church. Just beautiful, and excellent use of social media.

Fellowship Church
http://www.fellowshipchurch.com/
An enormous church that addresses a big congregation well. Very easy to see where the closest sermons are. And they’ve done a great job with new ways to address pastor Ed Young.

Saddleback Church
http://saddleback.com/
You’ve heard about this, because it’s where Barak Obama gave a speech. But it’s a nice website that gives a lot of information in an engaging way. I like the FAQ-style menu on the homepage.