Introducing new technology
through public relations on the Web

Making Web pages better

The Internet—introduction Using the Internet effectively Print media use study
Making Web pages better Technology marketing models Conclusions
References

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Making web pages better

Although successful web sites are as diverse as the content they carry, many of their basic principles are the same. For example, businesses’ home pages should reflect the character of the company in both design and content. Pages must be visually interesting, but not cluttered, for they must also be easy to read. Hal Pawluk made several suggestions for creating a company’s home page. First of all, a site must draw visitors in with "Intrigue, romance, excitement—put a 'hook' on your first screen" 11. If visitors are not interested in the first page of the site, they may want to look no farther—despite the information contained within the rest of the site.

The speed at which a page loads onto the viewer’s screen should also be taken into consideration. Large graphics files, music, and other sophisticated Web tools may make the site more aesthetically pleasing, but they can also sharply increase loading speed. Smaller graphic files, multiple tables, and fewer frames contribute to a speedier, more professional-looking overall result 12. In addition, Pawluk warned against too many pages that contain only links to other pages. He wrote:

It's amazing how many sites are constructed on the Yo-Yo Principle. You go spinning down several levels before you hit content, then go winding back up to the top only to have to drop down several levels again to see the next piece that should have been a single click away. 13
Accessing other pages within the site should be as easy as turning a page in a newspaper or magazine; the next topic should be accessible without having to return to the table of contents. Navigator bars—usually located either alongside documents, between sections, or at the bottom of each page—are a good way to guide people through the site. Web sites must be user-friendly; otherwise, people will not stay within the site for long and are not likely to visit again. The Internet must be as easy to use as a newspaper or a magazine, or people will choose not to incorporate it into their daily lives.

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The Internet—introduction | Using the Internet effectively | Print media use study
Making Web pages better | Technology marketing models | Conclusions
References