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English articles, Top Tasks

Online content that marries the customer task to the business goal

What’s the value of a homepage in an era where Google is the customer’s homepage? From their search engine, customers arrive on the page where (they hope) they can find what they were looking for, where they can do what they came for.

And that page sits where? Could be anywhere in the site, anywhere in its structure.

That page then is the website’s homepage. In most cases, the customer will only see this page. In most cases, that customer will not even go to other options, nor use the navigation. 99% of the website is useless to that customer at that moment.

But that one page has to be very useful, very powerful. It may be one page, or an entry page to a whole set, the product page in e-commerce, the selection page for getting project funding. Whatever, it has to be powerful. Because there and at that very moment, the organization needs to reach its business goals.

That page is the core page. Every page is a home page. “Every page is a core page”, as Are Halland of Netlife Research in Oslo calls it.

Are developed the Core Model as a design model for online content. “The core” says Are “is the optimal information unit that fulfils a defined user task and at least one business goal at the same time.”

The best information unit for the customer’s task makes sense indeed only if that best information unit fulfils a business goal as well. Focus helps tremendously. Focus on that task and goal. Focus by content editors whose main mission is optimizing that core page. The editors stay in close contact with the internal experts who contribute their information. The editors keep a close eye on the metrics and performance of the pages and tasks. They tweak and review every core page every three months.

This puts an end to the distributed publishing nightmare.

The Core Model is about task-driven ànd business goal-driven website building. Content over technology.

Netlife Research presentation on using the Core Model in the Norwegian Cancer Society case

About Toon Lowette

Customer is not king on the internet, he is dictator. Online services are successful if they allow the customer to do what he came for efficiently and without confusion. Toon Lowette is online publishing consultant in the Customer Carewords network of Gerry McGovern. Task management is the central issue. We teach websites to manage the task, not the content, not the technology. We teach websites to become relentlessly customer centric.

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