Issue 141

Where priorities divide

Few corporate websites strike a happy balance between structure and content. Regional biases play a big part in which side of the scale they come down on, says David Bowen.

Best practice from NDS, Alcatel-Lucent, Climate Counts, and Starbucks

• NDS: Segregating major users
  Popular sections are inaccessible directly from large parts of the site.
• Alcatel-Lucent: Filtering fall out
  Less-than rigorous tagging leads to too few search results.
• Climate Counts: Shading opinion
  An independent guide influences brand and company reputations.
• Starbucks: Diluting impact
  Low-level promotion is at odds with an attempt to attract customer involvement.