This case study describes a content analysis employed to investigate how ethnic museum websites visually construct ethnic identity and represent cultural heritage. In focusing on websites, this study faced the challenge of capturing digital data and conducting analysis in a form of communication characterized by dynamism, multimedia, and multimodality. In order to undertake this project, both qualitative and quantitative content analyses were used. The study looked at 43 websites of museums located in the United States. This case specially demonstrates the advantages and problems of combining qualitative and quantitative methods in the visual analysis of websites.