It's Fun; But Get Serious

by Jeff Clark, Webmaster
Internet Brothers (award program closed)
14 August 1999

Print Version

Before I get into this discussion, I'd like to thank Don Chisholm not only for inviting me to participate in this forum about web awards, but for the marvelous work he has done over the years on behalf of those of us who review sites and present recognition, as well as those seeking a fair and honest evaluation of their work. Don is definitely one of the silent, humble soldiers who make the Internet better for everyone.

Client Side

So you want to win some web awards. Let's start with your motivation. How come? Because it's cool? Because it may provide positive reinforcement? Because your best friend got one and you want one too? Well, forget all that. Instead, do it because it makes you a better webmaster, because it adds value to your site and therefore the web in general, and because it offers constructive criticism — not reinforcement of bad principles.

If you're a business site, forget it entirely. Don't waste your valuable time applying for web awards, they won't do a thing for your business. Unless perhaps you're a design outfit, web design awards are meaningless to your commerce. Focus your attention instead on marketing and promotion, improving your products and services, and adding benefit to your customers.

But if you are a web hobbyist like me, or a not for profit operation, then go for it. You will meet some terrific folks, experience great joy, suffer minor disappointment, and continuously improve. To get started, ask yourself these questions:

First let me say, I'm not going to detail here the do's and don'ts of web site building. You can find that any number of places. Rather I am going to focus on making you a better applicant; one more likely to succeed. If all you're interested in is trophies, this article probably isn't for you, but read on. I might change your mind.

Mass Submission is Easy, but Meaningless

Mass award submission services are nice, if you want trophies. You will probably get several; but that's all you'll get. You won't get a good, honest review and critique. So study the award you are applying for. Read all of the criteria, the requirements, the guidelines. You may decide some awards just aren't for you, or that you need to get better first.

Don't stop at the award pages. Look at the webmaster's entire site. Get to know the individual. Find out their first name. Take a peek at their tracking statistics to see how popular their site is. If they only get three hits a day, it isn't likely they will be sending traffic from their winners pages to your site. Communicate with them by email or guest book for some time before you even apply for the award. Participate in their forums and message boards. Let them get to know a bit about you before they look at your site.

By getting acquainted with the reviewer personally before asking for a critique, you learn what they expect. When you apply, tell them how your site can benefit others, including the reviewer. Be conversational, be confident but not conceited, but most of all, don't submit an application like this one I received recently: "Could you give me your award?"

This application enjoyed a lot better success: "The web site contains a complete scientific report about the investigation of the so-called air shafts inside the Great Pyramid of Cheops, and all related additional information. It includes a set of 4 extremely detailed CAD drawings, 27 explanatory graphics and 61 original photos."

Check Your Ego at the Door

You know your site is the best you can do with the capabilities you currently possess. You also know that everyone gets continuously better, including you. If you're like me, you improve with the help of others, rarely by yourself. So look for award sites that actually do reviews and critiques, not the ones that just mail you a trophy. However, be prepared to accept their criticism, if done in a constructive manner.

We look at our own sites every day, so we miss the little flaws and imperfections. What may seem intuitive to us, may be totally confusing to another, and maybe to everyone who visits our sites. You need to find that out, if true. Distance yourself from your passion and prejudice for your work, and instead try to put yourself in the reviewer's head. If they are sincere, as most are, they offer advice to help, not to hinder. That leads me to:

I Make Mistakes, Don't You?

I know it's hard to believe, but award site webmasters are just human too. We have lives away from our keyboard. We have jobs and families, trials and tribulations, good days and bad days. If you honestly believe a reviewer made a mistake with the presentation to your site, don't be afraid to debate it with them. I will tell you from my own perspective, though, I won't tolerate rudeness or whining. You can simply forget about a future upgrade if that's the tact you choose.

Instead, undertake a dialog that improves each viewpoint. Perhaps you've done something so highly technical the reviewer missed it; help them understand. Maybe they need to change some browser settings or use a different browser. I keep four on my computer, most webmasters do, so discuss it with them — politely.

Not All Awards Fit

Don may disagree with me because of the nature of his own awards, but go for quality not quantity. Be aware that not all awards are for you. No matter how prestigious the award, if it's for Star Trek sites, and yours is about cooking, don't bother applying, even if you have the best cooking site in the world. My own award is presented for Helpware; for assisting others. Some of the world's best designed sites don't understand why their gratuitous self-promotion does nothing for me. Do the research up front, but don't tailor your site just to suit an award. That's counterproductive.

This is another reason why I'm not a fan of the mass-submitters, and will never join one. The applicants would never see what my award is for or about. I look at my server logs like any good webmaster should. I can see the trails people take through my site. When you apply for my award, I can tell if you went straight to the application page without reading the purpose, guidelines, or criteria. Why would you do that, unless you're just after a trophy? You won't get mine probably, and it's your loss, because I offer a lot more than just that trophy. It's the same with all quality awards, so do your homework.

Gratitude, Humility, Dignity, and Respect

I cannot emphasize this enough. No matter what the award presenter's decision, thank them for it. They took time out of their valuable schedule (meaning they weren't working on their own site, or playing with their kids) to look at your work. Oft times, that may mean an hour or more if you have a complex site. The least you can do is thank them for that time, whether you think them right or wrong.

The award programs that have been around for a few years have looked at thousands of pages. Generally, they know what they are talking about. Respect the conclusions, take advantage of the advice, and honor them by linking back to their site, whether they request it or not. Keep a channel of communication open. Strive for continuous improvement and demonstrate it on your upgrade application.

One of the most remarkable responses returned from an applicant who only received my third tier award was this: "What I didn't realize is that my perspective about awards would change; and that I would develop a deeper appreciation and respect for awards given out by those who have attentively reviewed my site. You taught me this. Thank you for your help, your award, and your site review which will benefit every visitor!"

Coming soon: Server Side Article