Avoid Web Site Stagnation
How to upgrade
Peckham would benefit by having the site’s current content redesigned and recoded by a professional who could update it using today’s standards and techniques. That update would include making sure that the site works on both Mac and PC platforms and in varied browsers; that it uses language and coding to optimize its visibility with search engines; and that donors, clients and other key visitors can find what they’re looking for via more user-friendly navigation design.
Lastly, given the nature of its work, Peckham might have a terrific opportunity to shift the site’s language and design away from “what we are/what we do” toward “what supporting our organization can do for you.” By using more audience-centric navigation, copy and visuals, Peckham can allow its donors and other visitors to experience the organization more intimately, rather than as outsiders looking in.
Sarah Durham is founder and principal of New York City-based communica-
tions firm Big Duck. Contact: firstname.lastname@example.org.