Here are my suggestions for web design and HTML authoring. The focus is on clarity of message and speed of delivery. Of course, you can always get a more formal description of HTML netiquette and style from the W3 Consortium.
Below you will find My Top Ten Tips for web development and Some Super Sites to use as role models.
Know
Why You Want a Web Page"Because everyone has one" isn't good enough. What do you want your web page to do for you and your organization? Who is the target audience? How will they use your web site (and will they want to)? For a fuller discussion, see To Web or Not To Web: Strategies for Virtual Success.
The
Plan Before the HTMLRemember when your 7th grade teacher made you do an outline for that term paper? (All you really wanted to do was copy an article out of the encyclopedia, right?) A good site plan will help you do a number of things before you commit the time and resources to build it, such as:
A good site plan can even make writing the HTML easier.
Some web developers like to use flow charts for planning. (You can even use your charts as an online site map.) Other developers create their site on paper or word processor before beginning web development. Of course, you can always go back to those outlining skills you developed in the 7th grade.
Make
It Functional, Make It FunI read somewhere that web surfers go to a site for one of two reasons: To save time or to waste time. The best web sites do both. They combine a functional design that informs/sells/trains/refers with an interesting design that is attractive and entertaining. This two-sided approach will attract and keep your viewers at the site, and probably bring them back again later.
Beyond the basics of presentation design, there are a number of strategies a site can use. Many sites offer a "Hot Links" page. Special offers, contests and free downloads are another approach. (Free stuff is always popular.) Some organizations allow their employees web space to pursue their own extracurricular interests. (Maybe a bit risky, but it can broaden your official site's audience.) A few sites are brave and/or crazy enough to make the company information secondary (e.g., Nike Inc.)
Deal
with Downloading TimeIntelliQuest reports that 83 million adults in the US use the WWW. The vast majority of these connect via modem/phone line at a max speed of 56K. Unless your target audience is corporate, and in the larger companies that have T1 connections, you will need to control your web site's download requirements. A viewer usually will not wait longer than 10-15 seconds for a web page to download.
This doesn't mean you can't have a fully developed web site. But you will have to consider your audience's needs as you develop your site. Downloading time can be controlled (somewhat) by limiting file size, use of graphics, plug-ins (like video and audio) and java scripting. A site with multiple, but shorter, pages is much faster to view than a single, longer web page.
High
Tech Isn't Always Good TechMany new web developers get caught up in the cutting edge of the WWW. Their site's main message is lost in a chaos of frames, animated titles, scrolling marquees, background images, online clocks, midi clips, counters, etc. These are all very cool things, but they usually aren't what the viewer is there to see. Simpler may be better.
Java and CGI scripts are very useful, but not every browser, or version of a browser, can use them. Video and sound can be very effective in your web presentation. But they require the viewer to have, or to be willing to download, the appropriate plug-in. Frames and animation can also be used well, but they will slow the loading time. In short, have a good reason to use any of these extras.
Let
Them Know You're ThereThere are basically three ways for people to find out about your web site: search engines, links from other sites, and word of mouth. Registering your site with a search engine (e.g., Yahoo, Infoseek, Lycos, etc.) is easy. You can register with the search engines individually or use a service like Submit It! The key to using search engines to promote your site is "metatags", coded information that describes your site and lists key words. "Metatags" are not seen by the web viewer, but included in your document source code to be read by the search engine.
You can set up a link exchange individually with other sites. However, you may want to participate in a banner exchange program or a "WWW Ring". A "WWW Ring" is a group of sites all addressing the same topic, with each site referring viewers to another member of the Ring.
Of course, letting people know about your site can be done more directly. Include your web address, or URL, on business cards and other correspondence. Refer customers and clients to your web site for information easily given on line. Make sure your employees know about the web site.
Table
It!HTML is a fairly inflexible tool. Add to this the variety of browsers, all with their own limitations, and your page may look very different to different viewers. Using tables effectively is one strategy to even things out for your audience. One of the main advantages of the top-end web authoring tools (e.g., Cold Fusion) is the intricate tables they automatically set up. But most sites only need simple tables that you, or a simple HTML editing tool, can easily create. Once you get the hang of it, setting up a table becomes easier than trying to get the "align=" to work right.
Where
Image Is Everything, Size MattersYes, I'm talking about the size of your graphic files. Images, whether line art or photographs, need to be as small as possible to keep download times to a minimum. GIF files (line art) should be no bigger than 15K; JPG files (photos) should be smaller than 30K. Anything bigger will seriously slow down your loading time. Background images are usually not worth the extra download time. Looping animation will also make viewers wait. And remember, a lot of little images is just as bad as one really big graphic.
Write
Right, Right?A recent study by Nielsen and Morkes found that 79% of web viewers scan web pages. Only 16% read word-by-word. So, unless you are using your web page as a detailed training or descriptive tool, keep content brief and scannable. By using headings and sub-headings, highlights and other color coding, lists and a simple, direct writing style, viewers should be able to read through your page quickly. Using links within a multi-page site lets you keep your content brief but engaging. Plus, surfers like to link!
Find
a Good Web HostYour web site has to "live" somewhere. You can set up your own server if you or your systems administrator has the know-how and resources. Server software is readily available. The main problems with being your own host are security, space and adequate equipment to handle the web traffic coming to your site.
It may be easier to use a web hosting service. ISP's usually provide web space with internet accounts. You may be able to set up a domain for these accounts. Other companies specialize in developing and hosting web sites. The headaches are theirs, but you'll pay for the service.
Regardless of whether you work through a web host or host your site yourself, you should watch for certain things:
For more resources for running your own server, see ZDNet's discussion of servers. For more detailed information on ISP's, read the Guide to Choosing an ISP by Internet Magazine.
