1. Unifying theme
This website does have an overall unifying theme and that is Mormonism and strengthening individuals faith in it, but it is really confusing in the way it is set up, so everything feels detached and a little bit unrelated.
2. Inclusion of everyone
Lds.net is mostly friendly to a Mormon viewer. A non-member visiting might feel like an outsider just because of content. If they want to draw non-members in too, they might want to create a more inviting atmosphere. Currently there is a lot of content that only members would relate to and understand.
3. Enticing opportunity for open discussion
You can contribute by clicking the "contribute" button, but the placement of this button feels random and disorganized, and so I don't really have a desire to click it and am slightly confused already. I don't see why someone would want to click that button when the main page of the website is so confusing and disorganized. It gives the impression that contributing would be confusing and not worth the viewers time.
4. Easy to understand
Like mentioned above, the website is very confusing and disorganized. I would not want to revisit that website after my first impression of it.
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