Web Planning

Click here? Really? NO

circle with a slash through 'click here' words
Never say "click here." Highlight relevant text instead and make it a link.


Of course, this eliminates redundancy and saves words. It's also a prime example showing people what they'll get by clicking a link instead of telling people to click on something.

How to live Tweet well

Live Tweeting an event, especially one that's live streamed, is a great way to engage an audience in a conversation. It's also a time commitment, so you want to be sure to do it well and to find a way to measure your success.

A single paragraph can save your site

Just like the young childless couple who buys a four-bedroom house in the right school district, you have to think of the future when you’re planning or replanning your site.

That doesn’t mean you blow your budget on custom css and programming, the digital equivalent of marble floors and gold-plated faucets.

Think of it more like preparing for the elements with insulation that’ll keep you warm in the winter and cool in the summer.

Make your web work strategic

We're all pushed for time. That means we have to ensure that what we do matters. When it comes to the web how do you do that? You communicate strategically.

The difference between communicating and communicating strategically comes down to four things:

  • Goals.
  • Objectives.
  • Strategies.
  • Tactics.

The presentation embedded in Flash below uses the UO's Celebrating Champions effort as an example of how to plot your strategy.

Happy Birthday, UO homepage

On Oct. 19, what we still call the "new University of Oregon homepage" turns one year old. Rather blow out giant candles, we want to toot our horn a bit and talk about where the university's headed with its top web properties. Here's a quick presentation recapping year one and looking ahead.

Click the "more" button in the bottom right of the player to view it full screen. Also note the slideshow is not viewable on iPhones or iPads.

A matter of strategy, audience

This cartoon has hit my inbox 20 or 30 times since it came out last summer from xkcd. It’s taken me several months to think up a constructive response.

Before you start drawing diagrams about what shouldn’t be on your homepage, be it for an entire university, a department, school, college or program, you need to identify the very people you’re trying to reach.

Write well: follow the TurboTax example

In the 21st Century, the only sure things in life are death, taxes and writing for the web.

OK, so that’s probably a little strong. Might throw email in there, too. But what can doing your taxes teach you about writing for the web?

A lot, if you use something like TurboTax. If you’re not familiar with the product, it is a web-based application that walks you step by step through your taxes. The program asks questions and collects data in bite-sized pieces, essentially allowing many of us to click through our taxes in a weekend morning.

Planning and wireframes

Wire what? Wireframes are basic graphic representations of your content.

In Session II of Getting Word Out on the Web we’ll talk about how to plan your site with a mission paragraph and a wireframe.

Hammer this out first. Then do the graphic design. All too often, web planning efforts focus on graphic design without thinking of strategic missions of their site, who the site will serve and, most importantly, what the site needs to do.

A championship day for all

The University of Oregon received unprecedented national exposure during the lead-up to the BCS National Championship in early 2011. To help focus that attention on the UO’s accomplishments in the classroom, the university launched an integrated communications effort known as Celebrating Champions. This communication program relied heavily on multimedia and social media content and focused on:

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