Case Study: Mayo Medical Laboratories

Last summer, CWS worked with Mayo Medical Laboratories to redevelop the structure of MayoMedicalLaboratories.com, and we have continued to support the expansion of its offerings. We put a lot of effort into the architecture of this site's codebase, and recent statistics have shown that these efforts are paying off.

Overall traffic to the site has doubled, but even more interesting is a six-fold increase in traffic specifically referred by search engines over an eight-month period. More recently, we've worked to develop a system for public access to the catalog of medical tests offered by MML, and this tool is already drawing nearly half of the site's traffic.

Here are a few of the strategies employed to achieve these measurable results:

• Good separation of content and style. Most people know that a Web page is driven by some underlying code that's not usually displayed. But what's not always understood is that not all code serves the same function. Of course the actual text you see on a page is included, but a good portion of the code that's loaded into your Web browser is about style -- the way a page looks. When a search engine looks at the page, it doesn't care about style; content is king. In modern Web design, it's possible to almost completely separate style code from written content, but this practice isn't always followed well. When it is, the results can be dramatic. In addition to giving search engines a clearer picture of content, code separation can significantly reduce the time required to load pages and make changes far easier to implement. It also opens the possibility of repurposing content for alternative devices, like mobile or print versions, without duplicating the content.
• Appropriate use of structure. The third type of code that makes up a Web page represents its structure. Many types of structure can end up yielding the same visual result. Looking at a building from the outside, you might not know if its studs were made of wood, steel, or Styrofoam. But that doesn't make all three building materials equally sound. The same is true of Web pages; the underlying structure can have a big impact on accessibility and maintainability. It's also particularly helpful for allowing search engines to assign context to words. For example, human beings rely on visual cues like text size and color to identify headings and other important words on a page. Search engines (not to mention visually impaired human beings) can't do this, so they rely on the document's structure to determine what's important.
• Internationalization. When websites aim to attract a global audience, it's important to correctly encode and structure multilingual content. This improves performance with international search engines and also ensures that pages display consistently across a diverse range of platforms and browsers.

CWS believes in producing Web sites and applications that are focused on meeting business objectives and producing measurable results. Contact us for a risk-free assessment.

The Value of Clear Writing

Many people think of design in purely visual terms. This kind of thinking can influence everything from the kind of car we buy to the food we eat. We're attracted by things that look good, and style is, in fact, an important component of good design. But it's not the whole picture.

A great-looking car with critical safety issues would not be well designed. Nor would an innovative packaging system that didn't keep food fresh. Good design not only means that something looks good, but that it performs well, that it's efficient and that it's reliable.

I have an ice cream scoop that fits this description perfectly. Designed by Michael Graves, it's heavy and solid, making perfectly round scoops even when the dessert is solidly frozen, and its polished surface never sticks. It's also ergonomic and durable -- a simple product that does its job well. Nothing complicated.

When it comes to the Web, one aspect of good design that's often overlooked is writing. And yet the content of your site is what will ultimately make it succeed or fail as a business tool. Visual presentation is important -- to establish credibility, as an expression of your brand, and to give appropriate structure to your content -- but the content itself is fundamental.

Unfortunately, many people write website content as an afterthought. It doesn't have to be complicated -- indeed, it shouldn't be, as people read more slowly on screen than on paper -- but it ought to be thoughtfully considered as a core component of design.

In general, writing for the Web should be:

• Clear and brief. People who use the Web a lot get in the habit of moving quickly and don't like to read lengthy texts (with a few exceptions). Help them learn what they need to know with minimal effort.
• Correct. English isn't everyone's field of expertise, but we all know someone who's good at it. Have your content proofread, because errors will both undermine your credibility as a professional and lengthen the time required to understand the material.
• Well organized. Judicious use of headings, bold text and lists makes it easier for both humans and search engines to capture the essential points on a page.
• User-centric. Address the questions that your visitors are asking, rather than just telling them what you want them to hear. Use the kind of language they use, not industry jargon (unless your audience is likely to be using such niche terms when searching).

When you undertake a website project, consider the total package. Don't hire anyone who is just an artist, a programmer, or a businessperson. It takes attention to detail in every area to make a product that's truly well designed, whether the end result is as simple as an ice cream scoop or as complex as a building.

Walking a Mile in Someone Else's Shoes

One of the values we try to live by at CWS is user-centric design. That is, we believe that websites and Web-based applications are most effective when they're designed to make the tasks performed by end users as easy as possible. This may sound obvious, but in reality it's much easier said than done.

People tend to assume that others basically think like themselves, and it's very difficult to overcome that feeling. In the same way that a filmmaker might have a hard time watching a movie without analyzing the lighting and camera angles that the rest of us take for granted, the different groups of people using a site will come with different sets of assumptions.

This can be a trap both for the people who create websites and those who own the content. Programmers can think of a site in terms of infrastructure, or let technology drive design in place of experience. Business owners or other stakeholders may be more concerned about what they want to say than what the end user wants to know. Thinking about a site solely from our own perspective can handicap a great idea.

This principle applies both to design in general, content writing (the most overlooked component of good design) and to search engine optimization. There may be a big difference between the search terms that a business owner thinks are applicable to his website and those that his customers actually use. It doesn't do any good if a site performs well for searches on "mechanical contractor" but consumers are only looking for "heating repair." In the same way, a site that gives a passionate description of product benefits but never answers questions about price may drive away people who are doing research to build a shortlist of potential vendors.

There are many formal processes and tools to help you put yourself in a user's shoes (personas and use cases, for example), and we can help you walk through these, but the best way to start is simply talking to the people who will use the site or application being designed. Find out what people love and hate about the tools they use now.

Customer loyalty comes from giving people what they want. As Zig Ziglar has famously said, "You will get all you want in life if you help enough other people get what they want."

Launch: Mayo Clinical Trial Services and Event Registration

In January, CWS completed two new projects with Mayo Collaborative Services. The first is a design refresh of the Clinical Trial Services website, for which we have provided support since 2005. This realignment brought the site framework into the same family as other MCSI websites, with new graphics that emphasize cutting-edge service offerings without compromising the site's content-first approach.

We also deployed a new Web-based registration and management system for the many educational events offered by Mayo Medical Laboratories. This system has been in development for several months and is built on top of the evaluation system that was launched nearly a year ago. It provides an all-electronic workflow for participants and staff, covering the event registration process from end to end. The automation of a large number of processes is providing an enormous gain in efficiency to MML staff and an improved experience to registrants.

Both projects have been enjoyable and challenging. Additional projects in support of MCSI Web initiatives are ongoing.

CWS specializes in developing applications that directly address business problems. If we can help to improve your efficiency or redevelop a process that's causing frustration, we encourage you to contact us.

Here's Your Chance... Ask CWS

We receive emails all the time asking about various topics. Should I register a .com domain with a hyphen in it or should I go with a .net one? What is more important for SEO... on-page optimization or my PageRank? How many projects do you work on at a time? The list could go on and on.

In fact, we receive so many questions it was one of our reasons for joining the Post Bulletin's Ask An Expert program. We enjoy answering questions and educating users about the Internet and it's one of the ways we "give back" to the local community.

So, we've decided to promote this topic as part of our blog. Do you have a burning question about one of our designs? Are you wondering what we think about your website design? Here is your chance to ask... anything goes! We'll do our best to answer your question(s) and post them here on a regular basis.

Have a question for us?
Got a question about design, business, marketing, etc? We would be honored to provide some insight into how we'd tackle the issue. Send an email to support [at] cws dot net with the subject "Ask CWS".

Site Launch: autodatapubs.com

Autodata Publications has recently launched their new redesigned website and hosted by Corporate Web Services, Inc.

The new site offers an array of products and information for the professional auto technician who is looking for technical data for a large assortment of domestic, and imported vehicles.

The site also includes product photos, distributor contact information, and even a newsletter to keep you up to date on new product releases.

It was a pleasure working with Autodata, and we hope they enjoy their redesigned home on the web.

New Branding for Mayo Civic Center

CWS is pleased to announce a new identity system for Mayo Civic Center. In conjunction with an updated website framework (which will be released in the next few weeks), we were asked to develop a new logo and other collateral that, while maintaining a connection with the previous identity, would establish a new look for this first-rate facility.

With a bit of artistic flair, the bold colors and dynamic forms of the new trademark express the breadth of activity that takes place at the Civic Center. The facility's 120,000 square feet of space host a steady stream of concerts, sporting events, tradeshows, banquets, and other unique events. Mayo Civic Center is the major hub of activity for southern Minnesota.

Because it has the potential to be used in so many different contexts and applications, we developed a logo with several different variations in format and color. The typeface and forms were also designed to work well with the existing signage and architectural elements of the facility.

CWS is proud of the Rochester community, and it is always a pleasure to work on projects that support and promote our city. Be sure to check out Mayo Civic Center when you're planning an event or a night out on the town!

Launch: Venture Computer Systems

CWS is pleased to announce the launch of a new website for Venture Computer Systems, southeast Minnesota's premier source for IT solutions and support. Venture has been a trusted partner of CWS and many other regional businesses for a number of years.

Venture decided that it was time to make a better online presentation of their business case: all the reasons it makes sense to rely on a highly qualified staff of experts. The website was also given a more contemporary design and a structure that's easy to maintain.

Venture Computer Systems has an impressively broad range of products to meet your technology needs, so be sure to see what they have to offer. You may be surprised at the variety of high-quality goods and services that are available right here in Rochester!

Launch: Rochester Public Library

On February 1, the Rochester Public Library unveiled a new website developed in partnership with CWS. This redesign addressed a number of objectives for the Library's complex web offerings.

The website was rebuilt from the ground up to better meet accessibility guidelines and Web standards. It greatly simplifies access to common tasks and features, and highlights some useful tools that you may not have previously noticed.

Finally, the website is now far easier for Library staff to manage and maintain using Adobe's Contribute Publishing System. Hats off to them for updating and restructuring an enormous body of content during this process.

Response so far has been very positive. Here's what the Post-Bulletin's Digital Mike had to say:

I like it. All the stuff you looked for before seems to be there, and now it seems easier to maneuver and find information compared with the old site.

Rochester has a truly impressive library for a city its size, so be sure to check it out (no pun intended)! If you never visited the old site, you can find a copy by stepping into The Wayback Machine.

CVB Wins Award for CD Produced by CWS

One of our clients - the Rochester Convention & Visitors Bureau - recently received a Travel Marketing Award of Merit from Explore Minnesota Tourism at their annual conference. The award was given to the RCVB for a series of multimedia CD presentations which are produced by CWS and customized for conventions, sporting events, and other bids. Each custom disc typically features a personal introduction by Rochester Mayor Ardell Brede, often with a bit of offbeat humor and highlights of all that Rochester has to offer.

Travel Marketing Awards are given annually to note creative, successful tourism marketing programs by Minnesota communities. The RCVB entered the multimedia disc as an example of an electronic marketing tool that goes "above and beyond" typical sales presentations.

The CD gives meeting planners a sense of connection with the Rochester community, especially with the guided tour from Mayor Brede. Custom discs have been produced for 13 amateur sports organizations and meeting planners, in addition to a general purpose disc that is used for other presentations. In many cases, the CDs are also left with events attendees to boost participation and with travel writers requesting information.

These multimedia CDs have generated six confirmed pieces of new business for the city of Rochester, representing 13,450 visitors, 16,850 hotel rooms and an economic impact of more than $3.8 million. Two additional bids are still under consideration.

CWS is proud to work with the CVB and other organizations to promote the great city of Rochester!

Snap Previews- Flashy vs. Functional?

You may have noticed a new feature that we've implemented on a very limited basis. The free service is called "Snap Previews" and it allows you to create dynamic links with a pop-up preview of the link. Seting up the feature on your website is a snap (no pun intended), only requiring the addition of a few lines of code.

As designers, we're torn whether this feature is a good idea. On one hand, it's kind of flashy and cool. On the other hand, the large preview window can be a distraction, clunky to use and not very functional. If you're a designer, you understand striving for a balance between functional and cool.

We first displayed Snap Previews earlier this month and have used it very sparingly ever since. In retrospect, this must mean that we've subconciously concluded that the "coolness" factor didn't outweigh the loss in functionality. Either that... or we've been too lazy to add the extra line of code. :)

The flashy vs. functional debate of "Snap Preview" has me torn. To add to my confusion, I continue to see other popular blogs heavily using Snap Preview on nearly all links. So, the question must be asked... is this feature just flashy or is it really functional?