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SI TE NAVIGATION
SI TE NAVIGATION
engagement and returning customers. So instead of presenting
content only as part of a specific
website, consider presenting it as
part of the entire Web as well.
Figure 1. 25 percent content, 75 percent overhead. This content page is
primarily concerned with marketing the
site and its advertisers instead of making
good on the expectations of people arriving from across the Web.
To accentuate this shift in perspective, it may be useful to
think in terms of “content experiences” instead of “content pages.”
Content experiences know
their place within people’s goals.
They are part of someone’s
broader Web searching, surfing,
sharing, or browsing behavior,
and chances are, they’re not the
only part. As a result, content
experiences make it their primary objective to meet the expectations of people as they go about
using the Web.
Content experiences devote
the bulk of their screen real
estate to fulfilling the promise
that search engines, links, and
communications between people
have made. While it’s tempting
to write off these promises since
an individual website has little
control over them, the reality is,
they are happening regardless
and need to be addressed. In
other words, embrace don’t fight.
Consider the example in
Figure 2. Here the majority of
the Web page is devoted to the
content that attracted people
there in the first place. Contrast
this with the example in Figure
1. Which does a better job of
Figure 2. This site not only devotes the
bulk of the page to the content that brought
people there in the first place, but also features the most popular pages on the site
and a bit of context (site header).
July + August 2008
Figure 3. Content experiences deliver on
their promise (content), provide meaningful
calls to action (related), and orient people
with just the right amount of context.