Is Your Website a Museum or Work of Art?

Travis McAshanDevelopment
Nov 2010

In a nutshell… the very best websites are NOT works of art; they are the museum in which the art (your content) looks great.

“What’s all this talk about museum metaphors and websites”‘ you say? I’ll save you the suspense and tell you, the very BEST websites are NOT works of art at all. They are in fact the museum or the communication medium, that allows the art, your product or service or brand to be displayed. While some may sum up my entire philosophy as “content is king”, I’d like to dispense a bit more insight if you’ll indulge. So ensues the SEVEN basic rules of a great museum (a.k.a. your website).

Principle #1: They make the ART the focus

While some museum buildings do feature outstanding architecture, the vast majority of patrons are there to see the stuff inside. In the same way, a person should come to your website and say, “Wow, this is a great company”, not “Wow, this is a really neat website.” And they should leave your website saying, “Man, I really want to buy that product or service”, not “I wonder who made their website”.

Principle #2: They use LIGHTING to enhance visibility and set the mood

I studied architecture in college, and one of my favorite upper level projects was to design a museum for downtown Houston. I became enthralled with the beautifully elegant lighting used at the great museums. I believe the equivalent of “lighting” to a website are the colors, mood and tone of the site. Does your website create an environment that is warm and friendly, dark and sleek, cold and provocative, or bright and airy. If the look and feel of the site doesn’t match the tone of the content, people will simply be turned off and leave.

Principle #3: They allow empty SPACE between works of art

One thing that becomes quickly obvious with the great museums is the amount of white space around a work of art. Typically, the more white space (blank space), the more important the work of art. As with great art, your website should use white space appropriately to create separation, emphasis and balance of information. Every business has a different balance of white space, but as a rule, you should not have more than 5-7 distinct areas of information on one page. Additionally, giving white space around important elements like your logo, navigation and calls to action actually creates more emphasis and draws attraction.

Principle #4: They show ART people WANT to see

All great art museum directors realize that people are not going to show up if they don’t want to see the art. This means they need to make sure to display the art that people like and want to visit. With your website, you need to make sure to ask yourself the THREE MAGIC QUESTIONS: Who are my site visitors? what are they looking for? and how do I make it easier for them to find it? If you can successfully answer these questions, you’re site will be a success!

Principle #5: They introduce NEW art pieces regularly

Another common technique to keep their collection relevant is to introduce new works of art on a regular basis. Just like all areas of life, it’s important to keep things fresh. This also applies to your website. If you have not updated your website in over a year, shame on you. If you expect to keep up with the younger, more spry whipper-snappers in your industry and hold on to your market share, you’d better realize the power of the web for information gathering, brand recognition and most importantly, lead generation. This is no longer the year 2000, when having a decent looking website would get you kudos from your professional friends.

Principle #6: The GIFT SHOP sells a piece of the experience

Every museum in the world, at least all the ones that I have been to (including the Vatican), has had a gift shop. I’m sure it’s because they truly want you to remember your experience with a t-shirt or a snow globe. Again, your website should sell a piece of the experience of working with you or buying your product. The site should strategically capture their attention before they leave, and get them to transact. It can be a major transaction like making a phone call or filling out a quote request or a minor transaction like signing up for your newsletter or downloading a white paper. Whatever you do, don’t let them leave without some type of souvenir.

Principle #7: They create a PLEASING overall EXPERIENCE

I’ve been to quite a few museums, and while they all looked different, they shared a number of traits. First, they were easy to find and access without undue searching. Second, they allowed me to do what I came to do and didn’t make the process cumbersome. Third, they enhanced my overall experience, becoming part of why I liked the art I was going to view. The same principle applies to having a great website. Your website should be easy to find if people are looking, it should allow people to get what they want, and it should be attractive and enhance the positive perception of your product/service and your overall brand.

Summing It Up

Overall, internet marketers could learn a thing or two about creating a great website experience from museums, perhaps even vice-versa. Regardless, my NUMBER ONE purpose of using this metaphor is make you remember that the customer is NOT coming to your website for the website, they are coming to your website for the product or service. But while they’re around, you might has well make it a pleasing experience. And who knows, maybe they’ll even stop by your gift shop on the way out!

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