Youth and the web - not an unlikely pair. Innumerable articles and research studies have tackled the task of dissecting this relationship to find out how it works. However, what most seekers have found is how the two interact - "I use the web to check my email, to talk to my friends on ICQ, to do my homework." These inquests have failed to determine what perfects the relationship. What drives youth (in droves) to the web? Or more importantly, what drives youth directly to 'your' site?

At NRG Solutions, we've asked the question and found the answer. Gone are the days of simple 'web presence'. 'If you build it, they will come' is a good line from a movie but a poor web strategy.

A few recent pointers straight from our NRGen Community...

Web Content
"When I log onto a site, I often do it because I hope to get the inside scoop. I'll return if the site does this in a format that is easy 'to get'."
Young people are demanding content that speaks directly to them.
A site must contain a strong element of originality - new approaches to standard content streams or customization options. All of this must be done in a 'non-showy' way. In short - avoid the clutter.
Give that which is most valuable to your user upfront. For solid, updated content check out www.chillybeach.com and www.theonion.com.

Navigation
"I want to get in, I want to see where I've been, I want to see where I'm going and, finally, I want to get back out again."
Not an unreasonable request. Picture links were highlighted as especially helpful and attractive. Furthermore, consistency in the system was DEMANDED!! www.Adcritic.com - has received much praise for its terrific content as well as a much-appreciated and clear navigation system.
Interactivity
"Give me cool things to do on a site. If I can design, build or create something, then I feel like I own it." The power of a feeling of 'belonging' cannot be overrated. Give them something to do while they're visiting. Games, contests, surveys and contemporary downloads are a great means of scoring repeat visitors. For instance, the popular www.launch.com allows users to rate music.

Graphics and Colour Scheme
"I want to see something - give the organization a face and an identity."
Undoubtedly, far more youth watch TV than read the newspaper. Aside from the greater social fears related to this fact - web developers should cash in. Give people something to look at, not simply to read. Don't turn eyes away in disgust - underrating the principles of aesthetic appeal is a certain death wish.
Hint: www.upperclass.com has been noted as one of the ugliest sites ever. Alternatively, everyone loves www.google.com for its clean-cut, simple yet engaging colours.

Update
"Four words...real-time and regular."
Keep those knees up! Move it - move it - move it. The mantra is 'completely current' - youth don't want to know what happened yesterday, they want to know the current state of the union as of "now." Focus should always be on a wide variety of updated information and interactivity.

Humour
Laugh it up! Youth use the net primarily for entertainment purposes - to chat and gossip, to buy 'absolute necessities,' and to find out about cool things. Making your site humorous (perhaps even dipping on the other side of the line of decency) is a sure fire way to create some traction with this market. The viral world is much more easily within your grasp once you throw a few downloads out that are worthy of passing on to a friend.

Just remember, once you establish yourself as a purveyor of 'pass-ons' you'll be expected to do so repeatedly. Set up a schedule for new content.

The Killer URL
As a final note, never forget that your URL is the gateway into the website. Without a well branded website URL, you have to fight that much harder to create stickiness to your site. Youth have a lot to remember - don't make your website an added item on the task list.