Overview | Download Speed | Web Page graphics | Search Engine Optimization | Scanning and Skimming
Text Copy | Navigation | Frames | Scripts
Text Copy:
When writing text copy for the body of the web page (body text) the web designer must be ever mindful of the two major considerations mentioned above, i.e.: that it must be search engine friendly and also easily scannable and skimmable for the visitor. Keywords and key phrases have to appear within the copy that is most advantageous for the purposes of web search result rankings. Sometimes this requires re-phrasing and rearrangement of some paragraphs to fit the keyword density and presentation order of key phrases for optimum effect. Certain rules against spamming have to be followed in order for your web pages to be indexed by the search engines. There are distinct requirements with respect to each individual search engine and these are usually published on their respective web sites. It is wise to visit them from time to time to keep up with the changes.
Web page copy should be concise and avoid repetition of the same words as much as possible. Also, try to present your most salient features within the first viewable screen without the need for scrolling. White space, or unoccupied space, makes for easier reading. When coupled with the use of different text sizes and text definition for emphasis (such as Bold Text or Italics), your message will be all the more apparent to a visitor skimming through your site. Avoid using different font styles for different portions of the body text, and avoid text sizes smaller than the absolute size of 2. These make the copy hard to follow.
Whereas a serif type font such as Times Roman is favoured for use on paper copy, a sans-serif type font such as Arial is generally accepted as easier to read on the monitor screen, especially for the smaller text sizes. Other than that, the usual format for good copy applies.
Navigation:
The function of navigation is to use linkages to connect the pages of your web site into a coherent entity. For an information web site, the navigation scheme should provide the shortest route to specific information without going through many layers. For a commercial web site, navigation should serves a dual purpose: 1) to pre-qualify the visitor as being in search of a specific product or for general interest in a category of products; 2) to lay out simple and logical options for the visitor to reach his/her destination page as quickly as possible. Navigation sets out a path that takes the visitor on a journey from the initial landing page through the pages they find most relevant to their needs to the destination page you have designated. For a commercial web site, this will be the closing page where you expect a sale to be consummated. At the very least, it should create a click-through experience that is sufficiently memorable for him/her to bookmark your page for future reference.
The most popular navigation architecture is the use of a menu bar. This should be placed in a prominent location on the web page and the linkages shown thereon should be self-explanatory. Sometimes graphics such as symbols are used to indicate the linkages, and sometimes scriptwork is used to present a drop-down or expanding menu. I personally prefer descriptive text links for clarity, quick loading, and SEO purposes. A search engine cannot analyze images or follow links within scripts, in which case an additional or alternative solution has to be employed. To me, that is a duplication of effort.
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