Like printed documents, pieces of writing published on the web are more effective when the writer is aware of the goals of the project and how to reach the audience. An organized, logical and appealing website is the reason a reader remembers the company, product or opinion a document relates. The Goodwill Grand Rapids website is aware of its goals through the information displayed on the site, but some work must be done to make those goals clear and professional. The homepage of the Goodwill website clearly defines the groups of people the organization is trying to reach: those donating to Goodwill, those shopping at Goodwill and those looking to hire individuals from Goodwill. As the reader further explores these and other sections of the website, it is hard to find a distinct voice and consistent audience in the writing. To remedy this, the site needs to determine whether each section is talking to a different audience or there is one large, diverse audience being spoken to. Perhaps, the sections could be reorganized to reflect the different purposes and audiences if the writer decides to use this technique. By doing this, the writer can also integrate the orphaned topics at the bottom of the topics list like Contact Us, Where We Are and Job Openings. When everything is in a useful hierarchy and the topics are organized logically, the audience will see the site as cleaner and more logical. Organization is very important when creating an effective website, not only in the design but in the writing as well. Useful introductions to the sections of the site and logically organized pages aides the reader as he or she navigates the information on the page and the website as a whole. The main topics of the Goodwill website have one introductions and this can be confusing to the average reader. These would be a welcomed addition and helpful in understanding the purpose of these sections. They could set the tone and lay out the objectives of the following information. Also, unifying the sections would add appeal. The topic Programs and Services does not fit with the consistency of the other four parts and can be confusing at first glance. One thing that the Goodwill website does well is portray an image of a friendly, charitable organization. This is prevalent throughout the entire website from the smiling faces of the images to the friendly tone in the writing. Since it is a non-profit organization, this is a great way to portray the information on the site. A friendly yet professional tone is important when looking at these pages because this is what Goodwill stands for, no matter who they are catering to. By employing organization and consistency, the site will gain the aspect of professionalism that it is lacking. A non-profit organization can present itself as competent and professional and yet remain helpful and gracious by balancing these two techniques with careful and thoughtful writing. |
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