A more typical, but attractive look adorns WhenGuide.com with a big and bold title in the header and a brown, black and white color scheme. The header also contains an animated banner ad which could probably present its message even without animation which I would assume tends to be better appreciated by typical users (or at least me).
The menu just below the header seems to be linking to first four categories of content which seems a little odd or shall I say incomplete. I would suggest an alternative approach to that. Completely remove the said menu and possibly put a search box instead of it. Then put a drop down menu for categories next to the home link in the menu above the header.

Besides an ad, the sidebar features a search box (which is probably better off somewhere on top such as in a place suggested above) and a neat listing of whole 30 of recent guides, a survival guide video and a category listing. The category listing is however displayed in half of the sidebar width making the sidebar look inconsistent. It's as if something else was meant to be put right next to it on the other half, but wasn't and probably doesn't have to be. It's probably best to make the category listing display in full sidebar width, that is, the same way recent guides are.

Most article teasers in the main content area contain an image, which is always a good thing, but in this case the images are of inconsistent sizes and their positioning tends to be ruined by the ads, such as in the second teaser currently on homepage where it seems the ad has pushed the image down and even some text overlaps it. Displaying ads, especially of this size (300px wide squares), within teasers is probably quite a bad idea and really tends to send the wrong signal in terms of making the reader feel a little bombarded by ads, especially when they actually impair the experience.

There are usually two square ads per article displayed in various positions and sometimes pushing the "share and enjoy" buttons on the side. That's arguably excessive especially given the size of the ads (plus the presence of a third ad at the very top of the sidebar) and their styling which lacks distinction while not being completely blended in either. They stick out, but in my experience they stick out in a not very graceful way. Aside from that, the article title could use a bigger margin or padding between it and the content as well as a larger white space around the images to make it all flow better.

All in all the design/theme is basically solid, but there are significant rough edges which need to be dealt with.

Design Rating: 7/10

Focus:

Right off the bat the name "When Guide" sounds a bit odd and really necessitates context to make sense. In absence of an about page this context is mostly provided by the actual article titles all of which have something to do with "when". This makes it clear enough and also causes a perception of consistency to a particular theme, even though actual topics of these when guides cover a quite broad range.

About page may still be a good idea, but its inclusion here isn't terribly missed. The only thing that could possibly cause a bit of confusion is the menu below the header in that the user would probably expect this to be a main menu (therefore listing all major sections of the site), when in fact it's just first four categories the rest of which are listed in the sidebar.

Focus Rating: 9/10

Content:

There are some quite interesting articles or guides among over 100 that are available, but not all of them are actually guides. Some of them simply answer a question that begins with when and some just describe the situations in which such a question is usually asked without actually answering it such as one about "When will I die?" question. Still, clearly, not all questions can be answered for everyone albeit a guide to a process of answering them for ourselves can be provided which is arguably what's missing in that particular article.

It can hardly be denied however that there's some useful stuff in these articles and that it will probably answer many questions as the site continues to grow. I would imagine it can get quite a bit of direct search engine traffic from people directly asking particular "when" questions and some of these articles provide an efficient answer.

Content Rating: 9/10