1. Make each element multi-task
Try to use each element to perform more than one function.
A caption may provide a key piece of information which does not have to be repeated in the body text.
Embedded subheads can act as section links.
Display text - which performs a graphic design function - can provide visual flavor and information
2. Simple but not simplistic or soulless
Although it is important to keep information short and concise websites must also convey a sense of distinct personality. Try to develop your own voice.
3. Your website is a microcosm of your company
For good and for bad your website will tell people more about you or your company than you realise.
Failures in navigation, depth of content, out of date information, confused priorities will reflect the reality of your organisation. Be aware of this and try to process conflicts before they are writ large on your site.
4. Website as an archive
Although the majority of your web text should be current, short and useful, websites can also provide an important public archive for your organisation. Longer texts, policy documents, etc can be housed discreetly as PDF documents. Remember to signpost PDF links carefully so that people know how big the file is and can make a choice appropriate to their bandwidth.
5. Dealing with longer texts
There is certainly a place for longer texts on your website particularly if you have a section which features articles by or about your staff. Some simple techniques can help even longer texts work on the web:
- in-line subheadings: bolding the first few words of key transition paragraphs
- section headings
- spread texts over linked pages
- if the text is really long provide an index page
6. How to enhance your credibility
Research at Stanford University suggests that you can enhance the credibility of your site by following some simple guidelines.
- show there are real people behind your site, include staff photos and short bios, telephone numbers and other contact details
- emphasise your organisations expertise and the qualifications of your staff - but do it concisely
- make your site look professional
- make sure your site is easy to navigate
- update your site regularly
- regularly check for and fix mistakes and broken links
- provide links to source materials that supports the data on your site
