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Digital Communications: What is your homepage for?

In my day job I manage social media accounts and homepages for large organisations. I tend not to blog about that much, but I’ve recently been trying to quantify my approach, to nail down exactly what it is I bring to an organisation. What follows over the next few blogs is, in effect, my personal statement of intent – this is the philosophy I will champion if your organisation hires me to look at your online communications. There are two predominant approaches to the homepage of a big organisation that isn’t primarily a business – by this I mean perhaps a Government Department, an NGO or a Charity, Foundation or pressure group. The first is to treat the page as, in effect, the front page of a brochure. The primary focus will be on unchanging static links to content describing what the organisation is and does. These pages will favour large, splash graphics and simple mission statement sentences, with changing content pushed further down page, relegated to second tier importance. The second is to make the front page a dynamic shop window for a regularly updated collection of compelling content which allows the work of the organisation, and the voices of the people who work for and with it, to speak for itself. It should be a collection of stories about your organisation, it’s work and its people, which will communicate who you are and what you do far more compellingly than a few paragraphs of bland corporate permatext. I’m not saying you should do away with the ‘About us’ and ‘Who we are and what we do’ pages, that would be madness, if only...