Snap to Focus

There are a lot of big elements competing for visitors’ attention on the homepage — the name of the organization, the main navigation device, the photographs, the logo, the “Night for Sight 2006” banner, etc.

“So that tag line becomes the least important thing on the page when actually, in many ways, it’s the most important element because it’s the only thing on the homepage that tells you what, specifically, they do,” Durham says, adding that SEE needs to sort out its hierarchy and decide which are the most important things it wants to communicate.