Where’s the Beef?

Here is an issue I have been seeing a lot of lately, three equal columns with no obvious beef. It really is there, but it doesn’t stand out to you. You have to look for it. When is say “Beef”, I mean the main content or purpose of the page.

To often, in an effort to squeeze in more menu items, or ads, the left and right columns of three column websites get a little fat. Given a little time, and a slip in good judgment, the main content literally gets squeezed down. Two bad things happen when this occurs. First the obvious, the emphasis on the main content or panel devalues because more time is spent looking at the alternate columns. The second, less obvious, is the fact you are creating vertical scroll when the content gets squeezed horizontally. Vertical scroll forces the visitor to use the scroll bar, which they don’t always do, and it may also push some important content below the fold like a “Buy it Now” button.

Note to self. Keep your menu columns to a minimal width, and let your main content be the main attraction.