How website design options affect content prominence: a literature-derived framework applied to SME websites

The literature offers a fragmented view of design options with thepotential to affect the prominence of selected content (e.g., privacyinformation) on organizational websites. This article contributesto knowledge by consolidating the design options into a singleframework. It argues that future research should consider howthe design options in combination, not just individually, can affectcontent prominence. The article summarizes the types of qualitativeand quantitative studies needed to apply and extend the framework.It presents an example qualitative study showing how theframework can be applied to, and extended by, examining the prominence of ecologically sustainable practices (i.e., green content)on small and medium enterprise websites. The example studyemphasizes the value of the framework by illustrating how contentprominence may vary depending on interrelationships betweendesign options. The article finally offers suggestions on how practitioners and developers can use the framework when making website design decisions.