Why are we frustrated with our museum websites?

Websites are often our primary access point—the place where we lay out our stall to the world and try to present our best side. Yet, it’s also one of the first things heritage professionals tend to apologise for. Why is it that so few of us are satisfied with our websites, even when they’re brand new?

This is Heritage Thinking Differently logging on.

The Nature of the Beast

Some museums and heritage sites have excellent websites. Many don’t. But even among the better ones, there’s a kind of “site envy” that creeps in. Those who do it well often have high standards and begin picking apart their freshly launched sites almost immediately.

The reality is that few of us will ever feel our expectations have been fully met. That’s not always because our websites are poorly designed—although some certainly are. Often, it’s because museum and heritage websites are complex beasts. They’re expected to do a lot, for a wide range of audiences.

Your site might need to promote your programme, provide directions, sell tickets, tell stories, showcase your shop, manage online bookings, and outline your learning offer—all at once. The latter, particularly if you cater for multiple age groups and schools, brings its own level of intricacy. Few websites can deliver all of this seamlessly. So, when they don’t, we feel let down.

To make matters worse, we often compare our sites to those which are doing far less. Commercial sites, for example, may only need to present a product or service and offer a simple route to purchase or contact. Our needs are broader. And once we’ve drawn someone to our website, we want them to stay—to explore everything we have to offer, to become a follower, even an advocate.

That’s the challenge we set our web designers: create a multifunctional site that serves multiple audiences, is easy to use, beautifully presented, and emotionally engaging—one that builds brand loyalty and drives action. Simple, right?

The Biggest Barrier? Often, It’s Us

A major barrier to success is often internal—particularly for smaller, volunteer-run museums or sites with very specialist interests. In these cases, it’s common for the website to be shaped around what we want to say, rather than what visitors need to know.

Many sites include page after page of dense information on niche topics that few visitors are searching for. Even when someone does read it, the content rarely leads them to take action. A website isn’t the place to store every interesting fact you’ve uncovered or to publish a digital fanzine for the enthusiast. That’s not its purpose.

If your site isn’t designed to serve the audience—and only the audience—it’s unlikely to be effective. It’s not about your needs, no matter how much you’d like to share the full history of your organisation. That content might have value, but there are other ways to share it—perhaps via blogs, social media, talks, or printed publications. Your website’s job is to serve your user.

Start with the Basics

Do you know which page your users visit most? Often, it’s the “Visit Us” or “Getting Here” section. And yet, this vital page is frequently an afterthought.

Your visitors may be travelling by car, train, bus, bicycle or on foot. They may be local or arriving from far away. Good directions can make or break the visit before it starts. Do your travel instructions help someone who doesn’t know the area? If they arrive by train, which platform will they likely use, and what will they see as they leave the station? Which exit should they choose?

Too often, directions are written by someone who assumes the reader already knows the area. Some websites simply list a postcode, as if to say, “If you’re keen enough to visit, you’ll work it out.” That’s not a good user experience.

Navigation Before Decoration

Spend as much time on navigation as you do on appearance. If users can’t find what they’re looking for, they won’t stay long enough to appreciate your colour scheme or font choices.

This is another area where comparisons with slick commercial websites can be misleading. Our audiences are broader and more diverse, and accessibility matters more than ever. If you have to choose between visual flair and functional access, usability must come first.

This includes considering how your site works for disabled users or those with neurodivergent needs. How does your website function with a screen reader? Are your fonts and layouts accessible and easy to read? Are you using plain English? The better you understand your users, the more likely you are to meet their needs—and the more inclusive your site will be.

Whose Opinion Matters?

Your own frustration with your site may be genuine—but it may also be based on personal preferences rather than user needs. Web designers will typically build what you ask for, so it’s crucial that your brief is based on audience insight, not internal bias.

Many heritage websites fall short—but often not for the reasons we assume. It’s not just about looks or even functionality. It’s about mindset. The most effective websites are grounded in empathy, not ego.

If we can shift our perspective—from what we want to say, to what our users need to know—we can build better, more useful, and ultimately more satisfying websites.

Paul Baker