WEB DESIGN TIPS
Website Text: Copywriting for the Web
The way we access information on websites is very different to the way we read printed information:
Reading on a screen is very different to reading printed documents.
Websites don't have to be read in a 'linear' fashion - we look for the information we want and follow the thread from page to page, often from one site to another. We seldom read a web page from top to bottom.
This means that:
We usually 'scan' web pages rather than read them.
We often 'jump' from one point to another, from one heading to the next or follow hyperlinks. We often go backwards and forwards (research has shown that the 'back button' is the most-used web-browser feature!)
Therefore, when writing for the web, it is best to use:
- a 'direct style' (no creative writing)
- small paragraphs
- lots of headings (with keywords if possible)
- bullet-point lists
Websites Images: Web Graphics
Website graphics are usually not vital from the information point of view, but they often play a major role in the 'design' and give a 'feel' of a web page.
Choosing the 'right' images for a website can be time-consuming but is usually rewarding. However, the choice of graphics we use on a web page needs technical considerations: using large images, or too many images can make a web page very slow to load (or even impossible to open on some older systems). It's no use having stunning images on a web page if no one gets to see them because the page takes too long to load! For this reason, it is essential to 'optmise' all images used on a web page: this means resizing all images (in pixels) and bringing the file-size down to the limit - stopping just before the image quality starts to degrade.
Search Engines
Websites don't automatically get 'found' by Google
Success with the Search engines relies on more than the accurate encoding of the web pages information. Some years ago, filling in keywords in a “Meta Tag” was all that was needed. But not any more!
When designing a website, it is essential to bear in mind the main criteria (there are around 150!) Search Engines robots use to decide whether to index a website, what 'page rank' to give it and identify the keywords found in the site.
What Google will reward
The rules (algorythms) used by Search Engines such as Google are kept secret and regularly updated. These can only be deduced from the SEO (Search Engines Optimisation) experts' analysis. As a rule of thumbs (SEO) experts recommend:
quality contents - with keywords consistently found on a webpage (not just stated in a “meta-tag”)
easily accessible contents (ie good structure and navigation)
useful hyperlinks (both internal and external to relevant 'quality' websites)
Google does penalise 'black-hat-tricks' such as links from 'link-farms' / 'web-rings' (which are of no value) as well as deceitful techniques such as duplicated contents - eg 2 Domain Names with the same website content! (Note this is different to one Domain Name 'redirecting' onto another Domain Name)
The main idea is: we all appreciate websites which give useful information, that are clear and easy to navigate, with useful hyperlinks and which provide quality answers to our questions. In essence, this is what Google tries to reward!
Choosing a Domain Name
Although there are no set rules, good Domain Names are often short, memorable, 'snappy' and unusual - eg 'Google'.
Whenever possible, it is good to include a keyword but this is not essential: many successful websites don't have a keyword in their Domain Name (eg: Amazon, Google and many more).
When operating in/from the UK, it is usually best to choose the '.co.uk' TLD (Top Level Domain). In addition, '.co.uk' Domain Names are usually cheaper (often about half the price of a '.com' TLD) to buy and to renew.
Woodham Web Writer can help you
When you are ready to start work on your website, our 'Website Starter Pack' will give you full guidance on how to write and organise your website information to give your website the best chances to be successful!
