The structure of the World of Warcraft site on the surface level is not all that groundbreaking or complex. At first glance, a user will notice a simple three column design that makes the user think navigation will be on one side, content most likely in the middle, and varying other links on the right. And at the surface level, that is in fact what the site does. However Blizzards web team has done some amazing things with the structure of the page, allowing the user to actively control what content he or she wants to see. Every news post in the center column is collapsible, allowing many articles to remain on the main page without having to scroll miles down.

At the same time this gives Blizzard the opportunity to tell the user what it feels is more important for them to see, quite a powerful rhetorical tool. Just because the user has the option to open or close individual stories does not mean they will. Having some collapsed and others displayed open by default guides the user into what they should notice initially, according to the development teams.

As an example, at the time of writing, a user scrolling down will notice that the Wrath of the Lich King beta invite opt-in is currently still open by default, helping a reader note that even though it was posted almost a month ago, it should stay relevant.

Robin Williams states that "using the principle of proximity to organize the information ... we can communicate immediately who, what, when, and where," (Williams, 23) all of which are clearly visible on the World of Warcraft main page. By correctly organizing the page, the first thing a viewer sees is the "who" as the World of Warcraft community, visible through the logo at the top of the page.

"What" becomes information about the game and the community around it, "when" is presented directly below every title of each post so the user has a sense of time. Finally, "where" is noted as almost being within the game world itself, as the background stretches out images directly taken from the game. Through proximity it almost seems as if a user is reading this page within the game world.