Nonretail websites can deliver more than just pictures and text. When used to create customer communities, they can \n\ndrive revenue. Yet many corporate sites haven't organized their content to encourage customers to explore it, share their \n\nopinions or converse with each other about the products and services they use.\n\nMore on CIO.com\nThe Unspoken Problem with Enterprise Online Communities\n\nHow Shutterfly Tapped Into Its Online Customer Community\n\nScripps Networks redesigned its HGTV.com site to incorporate community features. Key to the effort: a more effective content \n\nmanagement system that ensures visitors can find specific pages they're looking for and related information, says Jen Goforth, \n\nScripps's SVP of operations. The company has also added 2,000 pages to HGTV.com since December, providing more space for \n\nadvertisers (the site's primary revenue source) and a wider range of topics around which to place their ads.\n\nMedia companies are leading the development of online communities, says Oliver Young, a Forrester analyst. However, Young says, most business websites aren't equipped to handle \n\nthe extra content posted by visitors that a community-focused website would bring. Most companies, he says, will have to \n\nrethink their content-related processes to prepare for the influx \nof information.\n\nScripps moved ahead with its online community efforts after its digital team researched site metrics and found that the areas \n\non HGTV.com where users interacted with the content and each other had the highest traffic.\nFor example, HGTV.com's "Rate My Space" site, where visitors can post and comment on each other's interior designs, was so \n\npopular that Scripps created a TV show based on it.\n\nAs part of the redesign, HGTV.com set up new sections, such "Share My Craft," where users comment on each others' designs and \n\ncan talk about whatever piques their interest. Before the upgrade, HGTV.com gave users decorating tips and other advice based \n\non its cable shows, but visitors couldn't share their opinions.\n\nTo make the site more interactive, Sarah Cottay, VP of software engineering, and her team had to make changes on the back end. \n\nOne area that got a makeover was the site search. In the past, finding a specific topic on \nHGTV.com meant digging through \n\nmany articles. The data wasn't classified in a taxonomy so that, for example, information on living rooms was in a living room \n\nsection. Cottay's team had to tag each page with keywords in order to serve up relevant content next to articles that readers \n\nfind themselves. They also added a sitewide comment capability.\n\nNow users can find the exact green living room that they saw on TV and also be able to see other green living rooms on the \n\nsame page of the site. Topic-oriented pages are also important for advertisers, who are looking for the best spot for their \n\nads, says Goforth.\n\nFocusing on how visitors use your content is important, advises Cottay. "Make sure your classification is specific enough that \n\nit can drive what you want, but flexible enough that it could grow as you understand more about your content," she says.\nIn February, two months after the relaunch of HGTV.com, Cottay says visitor metrics are showing that users are spending more \n\ntime on the site. "Rate My Space" page views are up 75 percent since February 2008, making it one of the most active areas of the site.