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One of the Web’s shortcomings as a publishing medium is its lack of a formal editorial process. Anyone can publish anything without external checking. This is excellent for freedom of speech and for universal access to the medium, but it is very limiting in terms of quality control. A quick search on AltaVista for a simple typing error such as ‘univeristy’ comes up with over 80,000 pages containing the error—and the vast majority of these pages are official institutional pages. Many sites also have sloppy HTML coding, with broken images, links that don’t work, browser incompatibilities and other errors and omissions that demonstrate a poor approach to quality control on the part of the web team—often caused by lack of resources. A web site should reflect favourably on your organisation, deliver a message and present a positive image. Few things undermine customer confidence more effectively than sloppy workmanship. Establishing and maintaining the technical quality of a web site involves at least five steps:
• Validating the HTML
• Testing the page
• Proof-reading the content
• Testing the instructions
• Testing the back end.
Accessibility in web design provides a high degree of usability for people with disabilities. Mostly based on general design principles, with some specific extra facilities, accessible design ensures that you do not deliver a restricted or exclusionary message—and therefore image. Full accessibility design guidelines are provided by the W3C, the standards body for the Web (http://www.w3.org/WAI).
While the focus of this section is largely on design for blind users who access the web page via a screen-reader, if you make pages accessible in the ways suggested you will improve clarity for all users. The BBC has developed a script called Betsie, which will convert pages to plain HTML.
There can be a fine line between enabling and excluding technology. All it takes is some careless HTML, the addition of a few unsupported images and some multimedia frills, and entire web sites can disappear from view for substantial numbers of users. Complying with HTML standards, designing for universal access and applying plain English guidelines should be the foundation of any well-designed, content-driven web site, and not just a philanthropic afterthought.
Your audience will determine which promotional strategy is most effective, but there is a group of actions that can be applied to almost all web sites, whether or not they have a substantial marketing budget. Even if your service is not actively competing with similar sites, you are still competing with the rest of the Web for your audiences time and attention. Being easily found is as much about customer service as it is about competitiveness—the more easily you can be found, the better the service to those who know about you, the better the impression on those who do not.
‘The Internet is like a big city full of blindfolded people. No one will know your site is there unless you tell them.’
In order to have a really attractive and fast working web site you will surely need a reliable web hosting company. Most web sites have commercial goals and it your web site is down because of technical problems you will lose money.
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