Anatomy of a Winning Website
by Monika Carter, Webmistress
TMC Designs (award program closed)
1 December 2000
Have you ever created a website and were proud of the end result? Have you then decided to apply for awards but unfortunately with a disappointing outcome? If so, you have probably wondered about what it was that kept your creation from earning the desired accolades. You probably started to ask yourself what separates your site from those that sport several top rated awards. At one time or another we all walked in those shoes.
So, why is that? Why are some websites with seemingly similar design and content more successful than others? What IS it that makes an award winning website?
Tough question!
You can randomly pick 10 people from the award community, broach the subject and you will most likely receive 10 different answers. As the owner of a successful award program, I too have been asked this very same question on numerous occasions and the answer has never been easy. Since award programs are created by individuals with their own set of likes and dislikes, it is hard to generalize. What one person might regard as Gold or Platinum Award material another wouldn't even consider for their Merit Award.
So, what's the advice? What guidelines shall we follow if we aim to pocket as many high level awards as possible? Isn't there some kind of golden rule that if adhered to can increase the chances of our website receiving the recognition we think it deserves?
Perhaps.
In the last few years I gained some experience in both website design and evaluation, and I will share the benefit of same here. In my opinion there are a few key elements that if given the required attention make all the difference when it comes to receiving awards ...
The Message
No matter what is your reason for making a web site — be it establishing a business presence online, providing research information on your favorite animal or displaying your cherished photos from your last vacation — it is mainly your message that will determine the value of your content.
In today's fast paced world information is key. Even if you just want to display your watercolor artwork, added information about the colors and techniques you used, your motivation for that particular subject, etc., makes all the difference. Make it interesting even for those who never before held a paintbrush or visited an art gallery.
Let's imagine we are building a site about Ancient Egypt. First we decide on what we want to display. Will it be Egyptian art, translations of ancient hieroglyphs or the legend of the mother-goddess Isis and her brother and husband Osiris? Whatever we decide, we will research the subject in depth and provide the information in an interesting and entertaining way so even those who have never had any previous interest in the topic should be fascinated.
Let's say, we decided to discuss the facts and legends surrounding the Great Pyramid in Giza. First we need to gather as much information about the subject as possible, including illustrations and/or photographs, and we have to organize it all into different sections. Then we need a "summary" or "welcome" page that will advise our visitors what they will find on our website, how to navigate, etc.
Next we need a section devoted completely to the information we compiled. This section should be broken down in turn into several subsections, just like a textbook. Lastly we need a credits and resources section where we can provide information about the origins of our research material and possible links to other websites with similar or other relevant and useful content.
The Look
So, how would we decide what kind of look would work best with our Egyptian site? Before we even think about graphics we need to break the content down into separate pages. We should aim to keep these relatively short, as pages that scroll endlessly are widely considered unprofessional. If our information cannot fit on a page of an acceptable length we should break it down further and create appropriate sub navigation.
Now it's time to decide on a layout. We know how many pages our site has and we know how the navigation will work because we drew up a diagram, so all we have to do is decide on the trimmings.
First impressions do count — no matter what some people say to the contrary — and it is just as important with websites. No matter what design you choose to use if it relates to or complements your content you will be more likely to achieve the best results.
What type of design is the best? It really does not matter that much if you use vector graphics, intricate Photo Shop creations or just a set of cleverly arranged colored tables to surround your content with. The key here is to be unique but pleasant, innovative but user-friendly. Be original with your layout but do not go overboard with unnecessary eye candies. The design should enhance but not overpower the content.
The most disappointing websites I have ever visited were those that had great content, but were full of animated graphics and Java applets and a different midi on each page that took forever to load. That simple rule applies here too: Sometimes less is more!
The Ease
Now that we have our content organized into neatly designed and visually enhanced pages we can turn our attention towards the accessibility. So, providing a simple and easy way to get around our site will be our next step.
The navigation should be self-evident and have a seamless flow to it. Nobody likes to race around the screen with the cursor to find that hidden "next" button. Make it easy to get around your site. Even if you have the most awesome rollover navigation buttons on the top of every page a simple text navigation bar on the bottom will show everyone that you just went that extra step further.
Define the dimensions of your graphics with <width> and <height> tags. There is nothing worse than a page where the text keeps moving around till all the graphics have loaded. It is also appreciated if you use <alt> tags for at least the link graphics giving additional information where that click will take the visitor.
If you use frames don't forget to insert <target="_blank"> or <target="_blank"> into the <a> tag of your outside links. Trapping surfers in your frames is a no-no. On the other hand, unless you have a very good reason for it, do not open your internal links in a new browser window. If you have a well worked out navigation system that should not be necessary.
What Else?
There are a few other items that can contribute to the success of a website when they are submitted for awards. Let's go through them one by one.
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