I don't know Paul Boag, but he is my hero. Apparently others think so too, judging by almost all of the 358 comments posted in response to his widely read article in Smashing magazine earlier this year, "10 Harsh Truths About Corporate Websites." So fair warning: I will be referring back to this piece repeatedly to add my observations (and validate my opinions).
Boag was referring to company sites, but nearly all his criticisms can apply to news outlets as well. One struck me in particular, as it's long been a pet peeve of mine: "6. Your Website Is Not All About You."
The narcissism is abundant in daily newspapers, which report ad nauseam about the disruption of their industry. Call it the Al Franken school news judgment: Whatever happens to Me is obviously of paramount important to the rest of the universe. The reader comments posted on these stories, by the way, are either negative or indifferent.
It is the ultimate cautionary tale for companies and individuals as they become their own media outlets in the post-newspaper era. Always approach your information as a reader or a consumer, and preferably both. Don't get caught up in the same myopic and self-indulgent world view that is killing much of mainstream media.
That means seeking out criticism and actually listening to it, rather than talking to a bunch of like-minded people or, if your workplace is like most corporate settings, people who are afraid to voice dissenting opinions. This is not to say you need to spend a lot of time and money on "focus groups" whose members are often less than candid about their likes and dislikes because they want to look smart or worldly.
An old boss of mine had a simple rule about writing headlines: Would you, as a reader, click on the one you just wrote? Simple, but humblingly effective.
Just talk to people who might visit your site, especially those who have never seen it before and don't know what you're trying to do. You'll be amazed at what you'll learn.
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