Example: Studies show that the first three things the viewers’ eyes focus on … for about 80% of those who visit a website … is NOT an image graphic at all. The first three focal points are COPY. (AKA content, in this environment.)

Headlines, mostly. Subheads.

And, as on paper, captions are most read.

People do NOT read web pages the way they do magazine ads.

Copywriters (content creators) have to shift gears dramatically from paper to Web. And critiques of Web can’t rely on paper sensibilities.

Visit http://www.useit.com/alertbox for stats on this and other web usability issues. Steve Krug’s book “Don’t Make Me Think” has lots of good info, and advice on how any organization can do very inexpensive usability testing.

That said, the “affirmation” idea is sound, though many landing on the home page are looking for good old information.

I’d take “affirmation” much more into account on the landing pages where we drive donors with our email, eh?