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Customer Review

11 of 11 people found the following review helpful
5.0 out of 5 stars Gerry is on target., January 17, 2002
This review is from: Content Critical: Gaining Competitive Advantage Through High-Quality Web Content (Paperback)
This book is a must read for those planning, creating or managing websites.
The sub-title of the book captures what it is about, Gaining competitive advantage through high-quality web content.
Gerry McGovern, through his internet newsletter, New Thinking, has been on a consistent crusade to get all of us to recognize the working content of a web site is words (effective messages) and that website visitors are readers. The book examines this reality in considerable detail and contains many helpful suggestions for improving the effectiveness of website investments
The writers make the point that a website is essentially a publication, and needs to be managed in the same sense. The site publisher needs an involved editor, and should use skilled writers----and should not leave content to the nearly obsolete "webmaster"
The authors make the point that in many cases the words in a web site are not written with needs of the reader in mind and fail to get the desired response. Their message as too "the seven things readers want from your web site" is a real gem. These are:
1. Readers want to be able to find things.
2. Readers want your advice.
3. Readers want up-to-date, quality content
4. Readers want relevant and straightforward content.
5. Readers want to do things
6. Readers want to interact
7. Readers want Privacy.
Two passages from the book are effective summaries of its main message,
"Remember that the reader is king of the Web, and that everything about your website needs to be done with the reader in mind, is the key to online success.
If you know your readers, know how they behave in our information-literate society, and know the seven things they want from your website, you'll be well on your way to success. Remember the best word that sums up the online reader is - impatient".
"Few investments in website design are as critical - and as difficult - as planning, testing and implementing a navigation systems that's simple, intuitive and comprehensive enough to serve readers. ..........Readers like a variety of ways to navigate through a website. Make sure you include a wide enough range of navigation options to account for different readers' habits and tastes".
The book is filled with clear thinking, practical advice and suggestions. It is an absorbing read, worth your time and money.
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