Website Owner's Manual
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website owner’s manual website owner’s manual Paul Boag MANNING I iii I For online information and ordering of this and other Manning books, please visit www.manning.com. The publisher offers discounts on this book when ordered in quantity. For more information, please contact Special Sales Department Manning Publications Co. Sound View Court 3B fax: (609) 877-8256 Greenwich, CT 06830 Email: [email protected] ©2010 by Manning Publications Co. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by means electronic, mechanical, photocopying, or otherwise, without prior written permission of the publisher. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in the book, and Manning Publications was aware of a trade- mark claim, the designations have been printed in initial caps or all caps. Recognizing the importance of preserving what has been written, it is Manning’s policy to have the books we publish printed on acid-free paper, and we exert our best efforts to that end. Recognizing also our responsi- bility to conserve the resources of our planet, Manning books are printed on paper that is at least 15 percent recycled and processed without the use of elemental chlorine. Manning Publications Co. Development Editor: Sebastian Stirling Sound View Court 3B Copyeditor: Tiffany Taylor Greenwich, CT 06830 Designer: Leslie Haimes Illustrator: Eamon Dougherty ISBN: 978-1-933988-45-0 © 2010 Printed in the United States of America 1 2 3 4 5 6 7 8 9 10 – MAL – 14 13 12 11 10 09 To my father, who inspired me to write a book; and to my son, who may one day write one of his own. CONTENTS foreword . .xv preface. .xvii about this book. xix author online. .xxii about the author . xxiii 1 The secret to a successful website. 1 Discover your missing manual .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 3 Battling.information.overload. 3 Seeing.the.bigger.picture. 3 Having.a.“need.to.know”.mentality. 4 Principle 1. Balance conflicting priorities . 4 Making.your.site.easy.to.use. 4 Providing.access.for.all. 5 Producing.aesthetic.appeal . 5 Facilitating.development. 6 Creating.killer.content.. 6 Focusing.on.objectives . 6 Principle 2. Define your role. 8 Having.a.vision. 9 Establish your vision..9 Know your roadmap..9 Being.an.advocate. 10 Evangelizing.your.site. 10 Managing.your.content. 11 Populating initial content..11 Keeping content fresh..11. Ensuring a consistent message and tone..12 Coordinating.your.projects. 12 Resolving.disagreements. 12 Principle 3. Plan for the future. 13 Evaluating.your.objectives. 14 Refining.your.website. 14 Promoting.your.site. 15 I vii I 2 Stress-free planning. 17 Keep your planning lightweight. 19 Don’t plan in a bubble. 20 Understanding.the.context.of.your.web.project. 20 Gaining.context.through.consultation. 21 Measure success. 24 Avoiding.unrealistic.goals. 24 Avoiding.the.blame.game . 25 Know your site. 26 Qualitative.feedback. 27 Quantitative.analysis. 28 Traffic analysis. 29 Automated performance checkers..30 Online visibility trackers. 31 Check out the competition. 32 Reviewing.your.competition. 32 Testing.your.competition. 33 Picture your users . 34 Prioritizing.your.users. 34 Creating.personas. 35 Sample persona.36 3 The perfect team. 40 Choose when to outsource . 42 Clearly define your project . 43 Write an effective brief . 45 Providing.context.. 45 Clearly.stating.your.requirements.. 46 Defining.your.deliverables.. 49 Learning.about.the.supplier.. 51 Avoid disasters . 53 Never.request.speculative.design.. 53 Avoid.writing.a.wish.list.. 54 Select the perfect team . 56 Narrowing.the.field. 56 Reading.between.the.lines. 57 Making.the.final.selection.. 58 Assessing the proposals 58 Interviewing the short list .59 Talking to references..60 I viii I 4 Differences over design. 63 Too many cooks: subjective design . 65 Focusing.on.your.target.audience. 65 Testing.your.design. 66 What is design testing?..67 How to run design testing..68 Avoiding.design.by.committee .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 68 Maintaining.a.broad.overview. 70 The fight for home-page real estate. 72 Understanding.the.changing.role.of.the.home.page. 73 Rushing.into.home-page.design . 73 Demonstrating.the.importance.of.simplicity. 74 Corporate branding. 75 Creating.a.personality.for.your.brand. 76 Going.from.print.to.the.web. 77 Logo design..77 Corporate fonts.77 Color..79 The challenges of layout. 80 Grappling.with.resolution. 81 Understanding.the.fold. 82 Constraining.page.width. 84 5 Creating killer content. 88 Learn the importance of context . 90 Don’t.make.users.read.online . 90 Providing.context.through.links . 90 Reducing.the.desire.to.leave . 92 Reduce or remove. 92 Learning.where.to.prune. 93 Understanding.how.to.prune . 93 Where planning pays off 94 Cold, hard facts 95 From macro to micro 95 User-centric structure . 96 Structuring.through.card.sorting. 97 Going.with.the.flow . 98 Common.mistakes.in.structuring.sites. 98 Confusing naming 99 Overwhelming options 100 Scannable and approachable . 102 Making.your.content.engaging . 102 Making.it.clear . 102 Making.it.scannable . 103 Be up front 103 Break down the blocks 104 I ix I 6 User-centric design. 106 The profit and loss of usability. 108 Understanding.perceived.losses.from.user.testing. 108 Understanding.the.real.profit.of.user.testing. 108 Quick detection of problems 109 Increased user satisfaction 109 Reduced support costs 109 Increased efficiency 109 Bargain-basement usability . 110 Testing.a.little.but.often. 110 Why “often” matters 119 When to test .111 Watching.out.for.decreasing.returns. 112 Recruiting.loosely. 113 Run an effective test session. 114 Being.prepared. 114 Understanding.the.role.of.facilitator . 115 Who should facilitate user testing? 115 The facilitator’s responsibilities 116 Working.from.a.script. 116 Fix the problems. 119 Filtering.out.background.noise. 119 Prioritizing.and.reporting. 121 7 Ensuring access for all. 126 Identify the cowboys. 126 Learning.from.history. 126 Understanding.the.consequences.of.poor.code. 127 Coding for multiple browsers 128 Bloated code 128 Hard-to-maintain code 128 A culture of redesign 129 Learning.a.better.way.to.build.websites. 129 A matter of style. 130 Improving.printing. 130 Capturing.the.emerging.market. 133 Responding.quickly.to.change. 134 Never turn away users (or Google). 135 Handling.the.expense.of.accessibility . 135 Achieving.increased.traffic.with.minimal.effort. 136 Exceed your legal obligations. 137 Create an accessibility policy. 140 Establishing.your.long-term.accessibility.goal. 141 Having.a.roadmap.for.overcoming.common.problems . 141 I x I Poorly described images 142 Badly labeled links 142 No alternatives to media 143 Reliance on JavaScript 143 Hard-to-read text 144 Testing.accessibility. 144 Maintaining.accessibility. 145 Dealing.with.complaints. 146 8 Taking control . 149 The pros and cons of a CMS . 151 The.benefits.of.a.CMS. 151 The.drawbacks.of.a.CMS. 152 The.