However, once the site is online, responsibility for maintaining the technical aspects and presentation of information often is deposited on the Webmaster s desk. Even if the site has a staff that attends to online sections, it is difficult to know if the information serves the interests of the agency, its programs and its customers. Webmasters can employ several methods to check whether a Web site is fulfilling its mission. Reviewing logs and output of other software programs can indicate where customers access information. Surveys conducted by outside organizations using focus groups of users and employees are useful measurements, but they require budgeting and oversight.
Feedback can be invaluable.
Customers who detail a complaint are providing pure gold and can provide guidance Webmasters may not have considered. Although I started this column railing against all the matters that devour a Webmaster s time, it seems contradictory to be asking Webmasters to consider setting aside time for listening to customers. But gathering information from users may be the most helpful way to improve your Web site. Webmasters need to listen to users passively and actively. Passive listening includes reviewing statistics, reports about comments from customers or listings of most requested information.