Stephen Nold

Running Before You Can Walk
January 2, 2008

As I research the implementation of new technologies, one common occurrence I have noticed over and over again is that people like to run before they can walk.  New technologies and innovations debut and people snap them up and use them before they can properly understand what they are about.  It might just be our instant-gratification culture (remember the long lines for the iPhone?), but we still must learn to walk before we can run.

Recently, it seems that many tradeshows and associations are trying to implement Web 2.0 technology into their websites, but failing and wondering why.  People like to think that if they have the shiniest toys and tools on their website, then their audience will come no matter what.  They will not.  The problem for many tradeshow websites is that the show organizers and webmasters look for the latest technological tools rather than attending to the visistor experience.

There are a few basic concepts for having a successful website that properly compliments its parent tradeshow, instead of being an embarrassment.  Here are a few quick questions to see if the basics are being covered.

Does the website explicitly explain who we are, what we do, how we do it, and how to contact us?

A website must clearly and concisely explain to your audience who you, or your organization, are and what you can do for them.  If your audience cannot easily find this information, then you have lost potential customers.

Can each page offer this information in a clear, easy-to-read, uncluttered presentation?

Many good tradeshow websites will have pages dedicated to basic information such as contact and registration info, as well as pages specific to exhibitors and attendees.  Each page should have its own subject and be easily found from the main page of the website.

Is the most important/essential information on each page “above the fold” so viewers don’t have to scroll down to find it?

The top of each page should be a summary of the information that page contains.  Many pages have a table of contents or bullet points at the top, with inter-page links that take you to the topic of interest further down.

A useful caveat is that a website must never make its reader work to find information.  Rather, the information must be neatly organized and easily accessible to even the least experienced internet user.

Will the layout of the website provide an intuitive infrastructure through which the viewer can easily navigate?

Most successful websites will have a header on each page containing its name and logo, as well as a link back to the front page in the event that a visitor gets lost in a maze of links.  It is easy to get lost while navigating a website and clicking away – having a header is like having a beacon showing the way back home so that a reader never gets lost.

In addition to the header, many websites have a navigation toolbar, with links to the “basic” information pages such as “Contact Information”, “Tradeshow Information”, “Exhibitor Services”, and “Attendee Services”, among others.  A navigation toolbar allows a user to only be a click away from the most basic, and vital, information.

The main propose of a website is to effectively communicate information.  If a website is not user friendly or is hard to navigate, it is time to assess what it says about the organization, because chances are, it will not be clear or good.  Having a clean, professional website is like having a well organized and uncluttered booth.  An invitation to potential customers is delivered through a clear message.  As always, this message should strive to make to the best impression, even in a digital medium.

Posted by Stephen Nold on January 2, 2008 | Comments (0)