Barack Obama is the first web savvy president. As he seeks re-election, he is using his online presence and social media to engage US voters and drive traffic to his site. Here are six lessons you can learn from his website.
1 – Look and feel – The visual appeal of the home page sets a positive tone. For me, his home page is a like a firm handshake. It communicates personality, emotion and a sense of determination. And it also makes me feel welcome.
2 – Messaging — Clear messaging is the heart of any website. Obama’s concern for people and their well-being is one of his key messages. You read it in his program. And you feel it when everyday Americans tell their personal stories.
3 – Storytelling – Storytelling is a great way to inform and persuade. My favorite is about Margaret, an elderly African American woman, who tells why voting is so important to her. There is even a page where people can add their own stories.
4 – Visual hierarchy – A visual hierarchy guides a reader through the page and makes sure the most important things get seen first. Each page is designed so readers can quickly find and comprehend information. No hesitation – just a smooth ride.
5 – Visuals – Good visuals can tell a story or reinforce a message. Here’s a visual that addresses unemployment. Looking at the visual, you can quickly grasp the idea that the economy is improving.
6 – Navigation – A good navigation makes it easy find what you are looking for. The main navigation has three choices: Get the facts, Get the latest or Get Involved. Click any of these and again you have three choices. While there is a lot of information, everything is clearly organized. You never feel lost.
If you are looking to improve your web skills, study this website carefully. Its storytelling, copywriting, information architecture and interaction design are second to none. Don’t wait too long, this site will most likely be removed after the election.
Like this post? Share it. Written by Don Seidenberg.