Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.
Here’s a quick before and after from the recently redesigned District of Columbia Public Library website. Even without clicking the images to see them full size it is clear that the second one is easier to read.
This page coldly presents library policy.
This revised page is conversational and answers real questions.
There’s no point putting information on the web, even if you think it is interesting or useful, if it isn’t easy to find, read & process.
By the way, I’m fully aware that the most convenient thing on this Get A Card page would be an actual form with which to apply for a card online. It is on the way. Hurrah for iterative changes and continual improvement.