Volume 3, Number 7

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eye on > delivering an effective Web site

by Teresa Wheeler, Senior Web Developer, see see eye

The time when merely having a company Web site was cutting edge has long since passed. Nowadays, credible companies are expected to have a distinctive Web presence, and Web sites have come to be seen almost as a physical representation of a company, much like hanging a shingle or handing out a business card.

Is your site working for you or against you?
A well-executed, well-maintained Web site helps stakeholders get what they need from your company. A good site saves money and improves customer service because visitors can easily find frequently needed information themselves, freeing up employees to give personal attention to those whose requests require more than a quick response.

On the other hand, a poorly executed or often-neglected site could make your company look worse than having no site at all.

As graphic communications professionals, see see eye is aware that we probably cast a bit more of a critical eye than most when it comes to how companies' Web sites look. But more importantly, as individual Web users most of us have had experiences with sites that have incorrect contact information, conflicting statements, a confusing layout or that just plain don't work. To borrow an often-used phrase from the Web development community, "Content is king," and if a site isn't carefully thought out and conscientiously updated, it can act as a roadblock between visitors and the information they need.

You need a system that works for you and with you
A good content management system, or CMS, can make it much easier to keep a site updated and ensure that it has a consistent look and feel. A good system enables the keepers of the content to add it themselves, in a timely manner, without writing code and without special software. Many simply work via a user's Web browser and are as easy to use as e-mail or word-processing programs.

A good system also enables different levels of access. An administrator, for example, could make design or technical changes, while a contributor could perhaps only submit content for administrator approval. This would allow inexperienced contributors to participate without running the risk of inadvertently introducing errors to the site.

In addition, a good system allows for enough design customization to reflect a company's personality and brand. It won't matter how well a system works if your company is shoehorned into a look and feel that is more indicative of the limitations of the CMS product than your company's identity.

To find the best answer, you'll have to do a little homework
Options run the gamut from free, do-it-yourself open-source solutions requiring extensive coding knowledge, to robust products from full-service providers costing in the tens of thousands. The most expensive isn't always the best, nor will the system with the lowest up-front cost necessarily be the least expensive in the long run.

There are some helpful resources available to aid and inform decision-making and implementation. Among them is the book Content Management Systems by Dave Addey et al., aimed at providing professionals with a higher-level guide to CMS. The Australian government's Information Management Ofiice (AGIMO) offers an excellent checklist for help with the process of learning about and selecting a CMS. And CMSWatch, a site with extensive coverage of content management issues, offers a wealth of information as well as links to CMS topics elsewhere on the Web. CMS Watch also publishes and sells reports that provide independent analysis and advice on CMS tools and best practices.

Don't leave it all up to the IT guy (or gal)
Though implementation of a content management system does have technical considerations, particularly if your company chooses the do-it-yourself route, it's important that stakeholders in addition to those in the IT department weigh in on decisions related to the system. In most companies, Marketing, Public Relations, Corporate Communications and Investor Relations all have a stake in the corporate Web site and should provide input about needs and features of a CMS. Decision-makers should also get feedback from the employees who will use the system most, ideally allowing them to try it out and provide feedback as part of the selection process.

CMS will change your life
Well, perhaps that statement is a bit dramatic, but a good content management system will give your company the power to create and manage content far more easily and efficiently than with traditional methods. It is not, however, without its pitfalls and limitations. We hope the points we've covered here have started you thinking, and that the resources we've suggested will help you find a solution that works for your company's Web site.

Site Manager^SM by see see eye is a Web site content management system (CMS) that allows you to update your site using any browser, from anywhere in the world. Whether you need to add new content, remove pages, upload images or change formatting, Site Manager is a robust tool that lets you do it quickly and easily, minimizing the chance of mistakes.

For more information, download our information sheet or contact Lawson Cox.

About Us

see see eye is an award-winning graphic design firm that helps Fortune 1000 companies and other organizations build stakeholder confidence. The firm uses strategic creative design and effective message development to produce annual reports, branded collateral programs, Web sites and other communications targeted to investors, customers, employees and community members. Additional information can be found at the company's Web site, www.seeseeeye.com.