Essentials of Web Site Design for any Nonprofit

In spite of my article last month challenging the typical reasons why a nonprofit wants to redesign their web site, we were asked to quote on a web site graphical redesign for a major national nonprofit organization just last week. If you, too, are considering a new "look and feel" then you can learn from our proposal.

First, of course, the new design has to capture the spirit of your organization. Showing images of the people or animals you serve might be more compelling than abstract images or pictures of the tools you use in your work. The child's hopeful eyes that look at you from every page of the Christian Children's Fund site capture your heart and convey her wish that you'll sponsor her.

A good web design includes far more than a compelling image. Here are a few guidelines to consider:

1.  Your site should convey information and capture data. The graphics should help that process. Don't let the graphics interfere by taking up too much of the top part of the web page. Keep your images in the background, or to the top inch or two of the page;

2.  Use web-safe colors, which, like true-type fonts do for printing, look the same in every browser. Also avoid colors and combinations that hurt the eyes;
Think of accessibility for the handicapped. Every image should have a caption so that the information is still conveyed to the web user who can't see the photo. If an image is used as a link to another page, have a text link there too;

3.  While only about 10% of web users are legally handicapped, many more suffer from diminished eyesight and less flexible hands. Make your type large and easy to read. Stay away from poor contrast, reverse type and hard-to-complete forms;

4.  Don't get too clever with the design. Text links should be blue and underlined, and turn purple if that page has been viewed before. Avoid mouseovers or other navigational elements that don't work in lots of browsers;

5.  Make it load fast. A web site is a convenience store, not a gourmet restaurant. If the food takes an hour to prepare, no one will ever know how good it tastes.

How much will all of this cost? More than $5,000, but probably less than $15,000. If you want help redesigning your web site, contact me and let's talk.

October 2003

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