The spread of the Internet gave businesses, educational organisations, charities and other institutions a public presence online. The original article argued that the quality of that presence affected how the institution itself was understood.
The organisation behind the message
The author discussed a change in emphasis from the content of an institutional message to the identity of the organisation delivering it. A website did more than display isolated statements: its presentation suggested who the institution was and how it related to its audience.
That made the choice of information, its tone and its organisation part of a wider communication task. A visitor formed an impression from the whole experience, not just a logo or a single promotional sentence.
Plan for the site's future
The source encouraged the institution and the website's creator to think about how the project would grow. A site that begins with a few pages may need a clearer structure as its information and audience expand.
The underlying principle was that people create products and services for other people. Making the origin and purpose of the information understandable could give a website a more recognisable identity.
Helping people find information
The article then described search engines, portals and online communities as routes to information. A visitor entered a subject or keyword and reached sites associated with it.
Although a portal could cover many subjects, each site's particular focus helped determine the audience it attracted. A clear topic and a recognisable address made it easier for users to understand what they had found.
Communication and participation
Email was presented as an important tool for exchanging information. The source noted that some communities offered mailboxes as part of the experience, helping attract and retain participants.
Those product examples belong to their period, but the communication question is broader: can a visitor understand how to obtain information, what the institution offers and how to take the next appropriate step?
Presentation has consequences
The conclusion argued that care and consistency could benefit an organisation's image, while a neglected online presence could undermine it. A well-presented page therefore needed useful information and a structure suited to its audience.
English edition of the original archive article by Marcelo.