By Jonathan Lehrer
Presented to the North Suburban Library System
Feb. 13, 2004
Try to create an online experience that mirrors the friendly,
engaging feeling that patrons get when they visit your library
building.
Recognize that Internet users want information very fast. They
have no patience. If they can find it easier on Amazon.com, that’s
where they’ll be.
Although library taxing districts and governance must follow
geographic boundaries, the Internet knows no boundaries. Online
users will go wherever they get the best online experience.
I. What can we learn from Amazon?
A. Patron book reviews (Amazon-style)
B. Recommended titles based on user’s borrowing history
C. Graphic images of materials
D. Text search
E. Order online, get materials delivered to your house
F. A growing number of Internet browsers have the mouse in one
hand, and their credit car in another
II. What can we learn from the Barnes and Noble store?
A. Attractive
B. Open long hours
C. Social
D. Food
E. Nice displays
F. Helpful staff
G. Place to hang out
III. Home page (lobby)
A. Attractive, welcoming, friendly
B. Easy access to information
C. Consider photo(s) of friendly people using the library (get
signed photo release forms)
D. Upcoming events and some "what’s new" items should be on
home page
IV. Navigation
A. Navigation buttons should mirror the in-person library
experience (adult, children, circulation desk, information,
resources, etc.)
B. Navigation should be consistent throughout the site,
including home page
C. Consider drop-down (mouseover) buttons that reveal all links
from a single page (try to keep all pages within two clicks of all
other pages)
D. Prominent links to site map (site contents), help, contact
us, hours and locations
E. Every page should have a link to the home page
V. Links
A. The library’s mission is to provide resources – links are
helpful to patrons. But links should open in new browser windows
so that the library site stays open in the background.
B. Check links often to make sure they still work. Xenu's Link
Sleuth is a good link checker, and it’s free:
http://home.snafu.de/tilman/xenulink.html.
C. Be advised that links lead to other links, which could lead
to unpredictable destinations.
VI. Newsletters
A. Nearly all of the libraries whose sites were reviewed have
attractive, informative newsletters. They are designed as print
documents, available via the Web in PDF format.
B. PDF is a hassle for Web visitors
1. You must know how to get, install and use Acrobat
2. Large PDF files are slow to download
3. Letter-format PDF documents are not easy to read onscreen
C. Information contained in the print newsletter should be
posted to the Web site in standard Web format, to match the
formatting of the rest of the site
VII. E-Newsletters
A. DO NOT send attachments, such as PDF files
B. Make the content compelling, not self-serving.
C. Use very short articles, with links to longer articles on
your Web site.
D. Promote upcoming events
E. Include opt-out links in the e-mail (required by anti-spam
filters)
F. Promote the newsletter heavily in the library and on the Web
site (answer the question "what’s in it for me?")
G. User-friendly e-newsletter resource: www.constantcontact.com
H. More tips: http://www.webauditgroup.com/advice/newsletter.shtml
I. Sample newsletters: http://www.lehrercommunications.com/e-news.htm
VIII. Interact with Patrons
A. Register online
B. Make donations (Friends of the Library) online, including
secure credit card payment
C. Suggest resources for the library to buy
D. Ask the librarian a question
E. Online book discussion group
IX. Evaluate
A. Establish an ongoing program to get feedback on your Web
site
B. Seek input from regular patrons, infrequent library users
and employees
C. Develop customized comment cards or use this tool: http://www.lehrercommunications.com/7points.htm
D. Ask people to visit your Web site while you are standing at
the computer with them – observe how they use the site
