Americans for the Arts

Danielle Williams

Welcome to the “How to Build a Winning Website” blog salon – the first blog salon written entirely by Americans for the Arts staff!

I’m Danielle Williams, the Website & New Media Manager at Americans for the Arts.

You may not know this, but Americans for the Arts has quite a few websites. Aside from our “main website” (AmericansfortheArts.org), we also manage:

• ArtsActionFund.org
• ArtsMarketing.org
• pARTnershipMovement.org
• AnimatingDemocracy.org
• ARTSblog
• Arts Index
• Annual Convention

This week we’re talking about AmericansForTheArts.org – which re-launched “in beta” this past December.

Danielle Williams

So, you’ve figured out that you need a new website, eh?

Whether you came to that conclusion on your own, or with the help of our quiz, you've now realized that it’s time to give your website a little TLC.

But, where do you start? Do you call a vendor immediately? Do you start on a new design? Do you just delete everything you dislike as fast as you can, in the hopes that no one notices?

And what if you have yet to find the all-important funding in your budget for the aforementioned TLC?

Well, I have good news: the first few things you should do when you’re ready to overhaul your website are absolutely free. They take some time, but they’re important and they’re free

1. Take a look at your stats.

Hopefully you already have Google Analytics set up on your website. (If you don’t, get on that ASAP! There are great tutorials online, and once you install the tracking code, you can view reports within 24 hours.)

Caitlin Holland

As Bill Gates famously said in 1996 at the dawn of the internet revolution, “content is where I expect much of the real money will be made on the internet, just as it was in broadcasting.”

Almost two decades later, his predication rings true. Winning websites have quality content that is compelling enough to grab and hold readers’ attention.

As the Communications & Content Manager for Americans for the Arts, my role is to do just that – I identify, create, and distribute valuable messaging and stories from each of our programs to attract, acquire, and engage Americans for the Arts’ constituents.

Content improvement is a constant job – as soon as you make it through one section of the website, it’s time to tackle the next. Unfortunately, there is no magic formula for creating quality website content - or the sometimes-more-difficult process of working with others to create quality web content - but here are some tips and general rules that worked well for our staff.

Joshua Jenkins

Who doesn't love a good list?

I’m Joshua Jenkins, Americans for the Arts’ Website Coordinator, here to drop some hints and tips on website improvement. I started at Americans for the Arts in the summer of 2013, and played a large role in the final push toward the website launch in December.

In a perfect world, you’d snap your fingers and a shiny, new website would appear live on the internet. However, as you've read already and will continue to read during this blog salon, there are a lot of important resources you need on-hand when redesigning your website.

Sometimes, a complete website redesign may not be in your organization’s budget, or you may have recently redesigned your website and can’t commit to a full design update just yet. Good news: these circumstances don’t have to stifle your ability to improve your users’ experiences while visiting your organization’s website.

Take a look at these simple, effective best practices that you can implement to offer your users the best experience – whether you’re fixing the site you have, or just starting the redesign process.

Kimberly Hedges

Most projects start with the need to address a deficit, and redesigning a website is no exception.

Your current website may not be serving your visitor's needs, the content might read like a brochure or look dated, the layout of the site may make it hard to find the best content you have to offer, or maybe the design looks like it was built back when we still used DOS. (Well, maybe not that bad, but you know the feeling.) There is just no denying that your website could be doing more.

When addressing a known deficit, you would think that getting buy-in and support for your project to address that deficit would be a breeze. (Everyone agrees on the problem, so everyone should agree on the solution, right?)

However, big deficits come with big needs.

Danielle Williams

Now that you’ve decided that you need a new website, figured out your audiences, and garnered support from your leadership and staff, you should be ready to select a team of professionals to help you with the website overhaul process. There are very few organizations who can completely handle a web redesign in-house, so it’s important to have great partners who can help you through this project.

At Americans for the Arts, our Marketing, Communications and Technology Department includes a Vice President, a 5-person Marketing and Communications team, a 3-person Web team, and a 5-person Database and internal IT team. Though our entire 70-person staff played part in this project (as we detail later in this blog salon!), our Web team and VP were primary, working with our external vendors and with a good deal of content help from Marketing and Communications.