Library Web Design - Overall Style
Tips on Creating a Top-Notch Library Website... Big or Small

Every day, seven million new items are published on the web, an electronic network that already contains an estimated 550 billion documents. With this competition in mind, how do you keep your staff, patrons, Friends, and Trustees happy with your library's website? Well, there are no definite answers. Many times success is dependent upon your constraints of time, quality, and resources granted by your budget. No matter what your constraints might be, the tips below will help you create a professional website.

Style Tip #1: Planning

What does planning have to do with style? Isn't style color and design? No. Style is actually a driven vision. It is seeing the finished product first, then manipulating the resources at hand, such as color and design, to fit in with that vision. Many times, library websites are constructed in opposition to this: the technology person has some "really cool" Javascript effects he'd like to use; the Children's Librarian wants photos, photos, PHOTOS; the Trustees want their bios and photo spreads featured prominently; and the Director doesn't care about the whole exasperating mess because she's got a Book Sale to organize. The site ends up being a crazy quilt of ideas, usually to the detriment of the primary users - not your Trustees, Children's Librarian or technology person, but your patrons.

When developing or redesigning a website, it's best to determine the following:

• How does this website fit in with the mission of my library? - How will the website compliment our other services?
• What is the mission of the website? -Why are we bothering with this anyway?
• Who is the primary audience for the website? - Besides our "regulars," do we serve any patrons with special needs that could be accomodated by information on our site?
• What do you want your patrons to think of your library after they've used the website? - What sort of professional image do you want them coming away with? Is this the same image you'd wish to convey if they used your services on site?

When your library staff have reached a concensus, and have established these guiding principles (which are the hardest part to creating a website!), you can use these to channel the content, design, and, most importantly, your measurement of success. Guiding principles will be the things that protect against the bludgeoning of bad ideas that your staff, Friends, or Trustees may inflict upon you. They give that focus needed to provide direction in how you manage any constraints you might have.

Style Tip #2: Content 1st, Technology 2nd

A myth of the web is that it was devised as a form of entertainment. Actually, the web was created as a communications medium. People use the web to publish and find content; the primary online activity is reading. The web intertwines people who have content with people who want content.

One mistake designers make is to let technology rather than content drive their website. The newest coding, scripts, and animated images take over, obliterating text. Obliterating being the correct verb: the more gadgets, blinking objects, and emoticons you put on your site, the less integrity is retained by your information. Remember, your website is an outreach tool of your library, and should retain the same amount of integrity. Would a new patron trust the information given by a gum-chewing Reference Librarian who was wearing hotpants, glittering alien antennae, and a green feather boa?

In their book, Content Critical: Gaining Competitive Advantage through High-Quality Web Content, McGovern and Norton identify seven things people want from a website that can be applied the library environment:

1. Readers want to be able to find things
   Unlike reading from a book, most readers of internet information are in a hurry. The average patron will wait no more than 10 seconds for a page to download. Keep pages simple and easy-to-read. The first thing people want to do is READ when they download a page.
   Make sure to create navigation that properly classifies and categorizes your services, preferably in the same fashion as you would if you were creating a new space plan for your library. If your website is larger, containing over 20 pages of content, include a search function.
2. Readers want your advice
   Rather than searching through a site for new content, readers prefer that new or important information be on the homepage. They want to know what new items are at the library; they want to know about your little known services; and they want your advice on what research resources to use. As stated above, readers are in a hurry. Your homepage is your area for headlines, and like a magazine, your content relies on those eye-catching headlines for reader interest.
3. Readers want up-to-date, quality content
   One of the worst things a website can have is out-of-date content, yet many do: bookmobile schedules from last fall, contact information of staff who retired six months ago, or Christmas clip art still on a page and it's now March. Out-of-date content creates skepticism in your patrons. That skepticism affects your library's reputation. Promptly remove and archive all time-sensitive content.
4. Readers want relevant and straightforward content
   There are two approaches to writing web content: entity-focussed and user-focussed. Entity-focussed uses buzz words, acronyms and flowery jargon to describe the institution in an impressive self-important manner. Posting lengthy resumes of staff is an example.
   User-focussed provides direct and relevant information needed by the patron in order to take advantage of services and gain a working knowledge of the library. Simplified postings of policies and procedures are good ways of keeping your patrons informed of your library's services. Make sure to keep your patrons and mission in mind when writing content. Don't publish content just because you have it; only publish content that enhances your services and meets patron needs.
5. Readers want to do things
   When a patron finds information online, they usually wish to act upon it immediately. When possible, have online services which compliment your content, such as online library card applications or online reference services.
6. Readers want to interact
   When readers "do things" with your website, they want follow-up. Confidence in your services is brought about by implicit expectations. Do not offer services that your library staff cannot promptly follow-up on; patrons expect some sort of confirmation within 12 hours of an electronically submitted request, even if it is to say "we're working on your Reference question." In addition, many times patrons bookmark a form rather than navigating through your website. To prevent misunderstandings about services, make sure to display the groundrules for your service on the same page as the form. And, if possible, repeat them in your confirmation email.
7. Readers want privacy
   People are wary of giving away personal information, even to respected organizations. Do not ask for personal information online unless it is needed for completing a service. Create a privacy policy and include a link to this on every online form or subscription opportunity that your library's website posts. Three things to include in a privacy policy are:
   what types of contact information and/or reference questions files are kept on file by the library, why your library needs this information, and how the patron can view and delete any information that has been collected on them.

Style Tip #3: Writing for the Web

For the most part, web-writing is vastly different from regular prose. Those reading text on a screen are not reading word-for-word, but scanning for pertinent information, as if reading from a Reference book. When writing content for your library's website, it is best to keep this in mind and strive to write content in short segments of texts written in a clear, concise style.

In the Web Style Guide, authors Lynch and Horton give the following tips for writing for the web, which can be applied to the library website:

• Be frugal. Make sure that the text you present is worth something to the reader. Avoid empty chatter like welcome text or instructions on how to use the site.
  The Internet has been around long enough now that most patrons are familiar with how to use it. In case of technological problems or questions, provide a "Feedback" link at the bottom of your page for those patrons with pressing needs.
• Stick to the point.... Steer clear of clever headings and catchy but meaningless phrases that users must think about and explore further to understand.
  Many times the reason that websites need FAQ's is that content is vague, or hidden on pages that are not relevant to the issue at hand. Steer clear of library-specific jargon and unclarified acronyms. Make sure that all pages are patron-specific, and have navigation that is cleanly organized. The more a patron must hunt through your site for information, the less likely they are to continue using it.
• Cultivate a voice.... a unique voice may help distinguish your pages, but beware of going "over the top." When it comes to attitude, there is a fine line between engaging and annoying.
  This does not mean to relagate web content to a conversational style, but rather to avoid condescending language in your presentation of complex information. Also avoid using ALL CAPS, exclamation points, and emoticons, unless these are part of the overall graphic design.
• Think globally. Remember that you are designing documents for the World Wide Web and that your audience may not understand conventions specific to your little corner of the world.
  Avoid these common mistakes in presenting material:
  • Sarcasm
  • Regional puns or metaphors
  • Political, religious, ethnic or other types of potentially offensive jokes
  • Sexist language

Style Tip #4: Remember Your Library...

Your library's website is not a separate entity from your library. It is a portion of your building annexed to being online. As such, care should be taken to integrate as much of your library's identity as possible into your web presence.

Things to include:

• Library's full name and location
• Contact information and hours
• Policies
• Library's logo
• Picture of the library
• Holidays & Scheduled Closures

The benchmark of a professional site is simple, easy-to-read pages that are designed in a consistent manner. As the patron "walks through" your "virtual library," there should never a question of whether they have "left the building." The library's name, feedback link, and a navigation menu should be on every page. For websites larger than 20 pages, include a Site Index and/or a search function.

Your library's website is the place to tie all your marketing efforts together. Colors, logos, mottos and any other marketing that your library does needs to be replicated online. (And, vice versa, any marketing you do online should be done on site.) When considering colors, try to create a color scheme for your website that includes the color of your library cards. If that color is something bright, use it as an accent.

On all your publications, mention your website. Include a link to your policies on your book bag designs, for patrons concerned about overdue fines or the availability of checkout extensions. Make your website the default home page on your Internet access stations. Include it on the signage on the front of your library's door, for those who might need after-hours assistance. Include it on ads running on Community Cable. There are all sorts of opportunities for you to drive patrons to your "virtual library." Never be afraid to experiment!