It’s happened twice now: I’ve gone to MBS for a presentation and someone’s come up to me and said something like, “Hey, you’re the blog guy!” — referring to the list of MBS bloggers that I maintain and that they’re one of the people on that list.

That specific quote is from Ronjon, who I met last week at an alumni event. A couple of weeks before that, I met Cynthia at a talk given by two of our professors. [Thanks for saying hello, both of you.]

It’s fun when this happens and it’s always great to meet current MBS students (who I met a lot of at the recent alumni event, by the way). Maybe one of these days I’ll organize an MBS bloggers meet-up. Then again, if we keep bumping into each other at all these events, I might not have to.

Remember: If you know anyone who was or is at MBS — whether student, staff, or faculty — please let me know so I can add them to the list. Thanks.

It appears that Australian Internet users will be unable to opt-out of the Australian Government’s Internet content filtering scheme. The scheme was launched last year and will use ISP-level filtering to block access to content deemed “illegal” (nice and vague, huh?) by the Australian Government.

We were promised that we’d be able to opt-out of these filters but, according to an Internode network engineer, you can only opt-out from the “additional material” part of the blacklist and not the main, “illegal material” part.

You can read all about this here:

• Ars Technica’s Jacqui Cheng’s writes ‘Net filters “required” for all Australians, no opt-out‘
• Computerworld’s Darren Pauli writes ‘No opt-out of filtered Internet‘

My previous blog post was about the importance of a website’s About Us section. And, though I didn’t mention it explicitly there, I should say that the whole point of an About Us section is to build trust — which, as we know, is all-important on the Internet — because, the more your site visitors know about you and your company, the more they will tend to trust you.

However, the broader point of that blog post was to say that the language used on websites — in both text and hyperlinks — plays a major role in getting information across to site visitors. Of course, that isn’t the whole story. There are two other elements of a website that are equally important:

• The site’s design — which is the way in which elements are laid out on the page, the colours and images that are used, and so on.
• The site’s information architecture (IA) — which is the way the site’s content is logically structured.

Information Architecture

I won’t talk about site design here, but I do want to address the importance of a good IA. First off, a good IA is one that is “logical”, not to someone as knowledgeable about the company as you, but to someone who knows nothing about the company. It’s important to remember this otherwise IAs tend to get very convoluted very quickly.

Also, a good IA isn’t all that useful if you don’t complement it with a good site navigation system. This can be in the form of a left or right navigation bar; a top navigation bar; a nested, multi-level, or drop-down menu system; or a combination of all or any of these. As long as it’s easy to use and your hyperlink text is simple and clear, you should be okay.

Three Basic Pathways

Within your IA, however, it is my opinion that you need to provide three basic pathways to help site visitors find the information they’re looking for.

First, you need deep links on the site home page that point to the most important or most frequently used site content. Often this feature is implemented via a ‘quick links’ box placed in an eye-catching location (such as in the right column, just under the top navigation bar).

In some cases, the links in this box may be dynamically generated (by the Content Management System) based on actual site usage in which case this is called a ‘popular links’ box. Sometimes webmasters will include both ‘quick links’ and ‘popular links’ boxes on their site’s home page.

If you want to help your visitors out even more, you’ll include a ‘relevant links’ box in your sub-pages as well. This list can be set manually (on a page-by-page basis) or may be generated dynamically based on content meta data (e.g. other articles on this topic or by this author).

Second, you should have cross links (i.e. links to other parts of the site) on the ‘About Us’ section’s landing page to help users figure out where to go to next in order to find the information they want. These should link to information about the company itself (i.e. general ‘About Us’ information) and to pages that talk about what the company does. As a small example, look at my ‘About Me’ page for this blog and notice all the links within the text.

Third, you need a comprehensive ‘Site Map’ page to help clear any IA confusions that visitors might have. That is, should visitors be unclear about where in your website a particular piece of information will be found, this page should clear things up for them. And the bigger your site is, the more important this page becomes.

A Godsend and a Cop Out: Site Search

There is one more thing that you need to do to help your site visitors find the information the want: your site needs to have a great search engine. This is both good and bad. It’s good because, if you implement it well, it’s a really useful tool. It’s also bad because it lets webmasters get away with a poorly thought-out IA. That is, even if your IA is crap, people might still be able to run, say, a Google search on your site to quickly get to the information they’re looking for.

Regardless, to do site search properly you need two things: well-structured HTML pages — ones that have good titles, text, and meta data (i.e. keywords, summaries, tags, etc.) — and access to a good search engine (or you need to implement SEO practices so Google does all the indexing for you instead).

And There’s More…

There is, of course, much more you can do to make your website go from good to great. For example, it’s important to have an FAQ page, a ‘Contact Us’ page, a featured news/article/story/page section (often on the home page), a good footer, useful breadcrumbs, good images and graphics, and so on. But I won’t be talking about all that here.

The point I wanted to make here is that your site’s IA (and the information pathways within it) is as important as the language you use on the site itself. Hmmm…maybe I should review the five telco sites again, but this time focusing on their IAs. Maybe later :)

Jakob Nielsen’s 29 September Alertbox newsletter talks about the importance of the About Us section on a company’s website. In my opinion, this is the first section you should look at when establishing (or, as is often the case for me, re-establishing) a company’s online presence.

Nielsen points out that, unfortunately, not everyone gets this section right:

Task success for finding out what the company or organization does actually dropped, from 90% to 81%. In place of a frank summary of the business, marketese and blah-blah text ruled the day on many sites.

And it’s not just “blah-blah text” that’s bad, often there’s no text at all: just a big list of links that leaves you wondering where you should go next.

Some Australian Examples

Since Nielsen’s research was US-based, I thought I’d do a quick check of some Australian websites to see how they measured up in this area. Since I wasn’t going to do a scientific study like Nielsen’s I figured I’d pick an industry and take a subjective (though knowledgeable) look at the the sites of the largest players.

I picked the telecommunications industry and looked at the ‘About Us’ landing pages of the five big telcos in Australia:

Optus has the worst page of the lot: ‘About Optus’ has no text, no explanation, and the none of the links in the main content area actually tell you anything about the company or where you could possibly go next to find the information you’re looking for.
Vodafone’s ‘About Vodafone Australia‘ page does have some text…but it doesn’t tell you anything either. You have to go to ‘Company Information’ > ‘Company Overview’ and then decipher the marketese to figure out what it is that Vodafone does (and even then you’re not quite sure).
3 has a pretty bad page too: all you can tell from the ‘About 3‘ page is that “It’s good to be 3″ and that this company seems to be Australia’s first 3G network — though, even then, you have to click on the ‘Find out more about 3′ link to be sure. At least they have a clearly-worded ‘Find out more…’ link that tells you where to go next for more information.
Virgin, meanwhile, has gone to the other extreme: its ‘Company Info‘ page is chock full of words which is somewhat intimidating at first sight. Fortunately, the writing on this page is short, crisp, and clear. Strangely, the top three links in the left navigation bar (’Company Info’, ‘About Us’, and ‘Our Story’) all point to this same page.
Telstra has a great page. Its ‘About Telstra‘ page quickly tells you what the company is about, what it does, and what it wants to do. To complement that, the left navigation bar has clearly-worded links which makes it really straightforward to dig deeper for more information. And I love the “No one else can do what Telstra does.” tagline :)

I guess Nielsen has a point, huh? :)

Seriously, though, have the web strategists (or webmasters or online marketing people) at Optus, Vodafone, and 3 not read something as basic as, say, Steve Krug’s ‘Don’t Make Me Think‘? I guess not.

Every few weeks I get e-mailed a couple of questions from someone applying for admission to the Melbourne Business School (MBS) MBA program (or at least someone’s who is researching the MBS MBA). I always reply to these e-mails though, depending on my workload at the time, it sometimes takes me a few days to do so.

Less frequently, I get e-mails from people — usually international students — who have already been admitted to the program and are now preparing to move to Melbourne. These new MBS students almost always ask me about life at MBS, in Melbourne, and, more generally, in Australia.

I, in turn, recommend the following three resources to them as good places to do preliminary research before asking me more specific questions:

1. University of Melbourne Website

The ‘International Students’ section of the University of Melbourne’s Future Students website is a great place to start your online research. You can learn about everything from how to apply for your student visa all the way down to what your first year here will be like. The ‘Preparing for Study’ page is particularly useful.

2. UMPA’s 360 Degree Guide

Every year, the University of Melbourne Postgraduate Association (UMPA) publishes its excellent 360 Degree Guide: The All-Round Guide for Graduates at the University of Melbourne. This tells you pretty much everything you need to know about university life (though, as you would expect, it focuses more on Melbourne Uni than on MBS) and postgraduate student life in Melbourne. It is an invaluable resource for new postgrads.

The best part about this is that all postgrads are entitled to a free copy of the 360 Degree Guide. If you haven’t been mailed one along with your admissions pack, you can pick up the latest edition from the Student Services office at MBS or from the UMPA office itself. Alternatively, you can download it in PDF format from the UMPA website.

3. MBS Student Blogs

Finally, for the most in-depth information about life at MBS (and not just life at Melbourne Uni) you should read the blogs written by current MBS students. I maintain a list of those blogs — along with a list of MBS alumni, staff, and faculty blogs — on my ‘MBS Bloggers’ page.

Unfortunately, MBS hasn’t formalized the student blogging process like, say, LBS, Darden, Berkeley, Ivey, Wharton, MIT, Sauder, Rutgers, and Cornell have…but I’m hoping they do so in the near future.

Any Others?

Have I missed any other useful resource? If so, let me know in the comments. Thanks.