Web Communications

1. Consistency and Branding.

Keep navigation; font styles and colors; and location of graphic elements and logos consistent from page to page.

"You lose the power of branding if you start introducing different themes and logos throughout your site. Remember that we're creatures of habit, and we get used to expecting things to be in the same place." (1.)

Be sure to review and adhere to UC Branding Standards and Web Policy.

2. Ease of Use/Usability and Accessibility.

Can someone new to your site find what she needs quickly, easily and intuitively? Can someone using a mobile device easily navigate your site as efficiently as those using a computer? Would a visually impaired person using a screen reader be able to utilize your website effectively?

"I should be able to 'get it' - what it is and how to use it - without expending any effort thinking about it." (2.)

"The Web is a time sensitive environment. There is one word to describe the average person who uses the Web: impatient." (3.)

"More than 83 percent of Internet users are likely to leave a Web site if they feel they have to make too many clicks to find what they're looking for." (4.)

Some 34% of internet users have logged onto the internet using a wireless connection either around the house, at their workplace, or some place else. (http://www.pewinternet.org/PPF/r/203/report_display.asp)

ADA Guidelines for the Web cover aspects of Web accessibility including the look and feel of your page, the alternate text of your images, and more. Usable Web sites are sites that work for your readers. Make sure that your pages are accessible and usable and meet ADA and other Guidelines and your site will only be improved. (http://webdesign.about.com/od/accessibility/Web_Accessibility_Web_Usability.htm)

Research tells us Web visitors get frustrated if they have to "drill" deeper than three levels, or three clicks, to obtain information.

Fifty percent of Web surfers use search to find information. The other 50% uses navigation. Among teens and young adults, the figure is closer to 70% using search. Be sure you offer an easy, efficient search function from your pages. You may use the university's Google Search service. Information on submitting a request for search terms.

According to the Usability Sciences Corporation, your brand equity rises 4.5% in a visitor's mind if the visitor is successful in finding the information he seeks.

Test Your Site

• Are the design and functionality of the site compatible across various platforms and browser combinations? Test your site before launching.
• If possible, conduct usability testing prior to launching your site.
• Does the site look good in various monitor resolutions?
• Use the <title> tag - it helps search engines find your site and creates a descriptive name when people bookmark your site.

3. Design

Does the design get in the way of the message?

"In reality, the need for beauty and the need for usability can be balanced, much like the yin and yang of Zen. The truly great Web sites combine both aspects to make a Web site that is both aesthetically pleasing and truly usable." (5.)

Are the graphics/images/photographs relevant to the content?

"What role does each element (text, graphics, backgrounds) play? Is each element critical to the message of the design, or can it be moved elsewhere or removed completely?" (6.)

"The Web site that is poorly designed is both frustrating to the end user and a blemish on the company that produced it for which it provides a 'storefront'." (7.)

4. Audience Appropriateness.

What is the average age, education, socio-economic background of the intended audience? Do the graphics, writing style and overall design appeal to this audience? Collect all the information you can about user habits through feedback, statistics, usability studies, etc., and use it to improve your site.

Does the site use abbreviations, acronyms or jargon that only an insider would understand?

5. Content is Paramount.

Great graphics or cool functions can never make up for poor content.

Write for the audience and make it quick. Present content in small, easily-scanned portions. And always proofread!

"Writing for the Web involves being aware of your audience and what you intend to communicate. These factors determine how the written content will be developed. We must know our audience intimately, understand our intent clearly, and be constantly aware of the way writing is integrated into our designs." (9.)

"Only 16% of Web users actually read word by word." (10.)

In addition, be sure content is relevant to the site. Don't overload the page with unrelated links or content. Keep it simple.

"We need to ask questions such as: What's our most important content? What content do we have that people really want to read and can't find anywhere else? The content itself must be compelling. It must drive action. After someone reads your content, how more likely will they be to want to buy your product? If a member of staff reads a new product description, how better will they be able to explain that product to a prospective customer?"

6. Accessibility.

Is the site accessible to all users, including those using adaptive equipment to surf the Web? (12.)

Twenty percent of all U.S. citizens have some kind of disability. One in two Americans 65 and older has a disability. Nearly 30 percent of all families in the U.S. are affected by a member who has a disability. (13.)

People with disabilities comprise a population of 54 million and have a discretionary income of more than $175 billion - that's nearly twice the buying power of the teen market. (14.)

ADA Guidelines for the Web cover aspects of Web accessibility including the look and feel of your page, the alternate text of your images, and more. Usable Web sites are sites that work for your readers. Make sure that your pages are accessible and usable and meet ADA and other Guidelines and your site will only be improved. (http://webdesign.about.com/od/accessibility/Web_Accessibility_Web_Usability.htm)

7. Download Speed.

Parks Associates estimated that growth in U.S. high-speed Internet use jumped 20 percent in 2006, to about 45 percent penetration or 50 million homes. In 2007, that usage is expected to top 60 million households, or 55 percent.

While broadband access is high, many Web visitors are still using dial-up. Avoid large download files and Flash presentations that would frustrate these users.

8. Contact Information.

Provide an easy way to ask questions - provide an e-mail link and phone number (preferably toll-free) on every page. Don't forget the area code!

9. Current and Accurate Information.

Outdated or inaccurate information quickly degrades the credibility of a Web site and the company/institution it represents. Create a maintenance plan and stick to it! Know who will update the site and when. Always have a backup who can do the maintenance.

10. Call to Action.

Does the site encourage or entice the consumer to take action? Sign up for a newsletter, make a purchase, inquire about a product, register for an event …

11. Security and Privacy.

If the site is collecting sensitive data, are the transactions being conducted on a secure server?

Does the site provide a privacy policy to inform visitors how and where their data will be used?

Footnotes

1. Franklin, Steve. "Ten Mistakes in Site Planning," Sept. 28, 2001.

2. Krug, Steve. "Don't Make Me Think! A Common Sense Approach to Web Usability," pg. 11. New Riders Publishing, 2000.

3. McGovern, Gerry. "Information Architecture Versus Graphic Design," Dec. 17, 2001, http://www.gerrymcgovern.com/nt/2001/nt_2001_12_17_design.htm.

4. Web Site Design Survey, Spring 2001, by Knowledge Systems & Research, Inc., a subsidiary of Arthur Andersen.

5. Pearrow, Mark. "Web Site Usability Handbook," pg. 3. Charles River Media, Inc. 2000.

6. Holzschlag, Molly. "In Search of the Elusive Interface," Web Techniques, Feb. 2000, pg. 27.

7. Pearrow, Mark. pg. 2.

8. The UCLA Internet Report 2001: "Surveying the Digital Future."

9. Holzschlag, Molly. "Using Language to Persuade Web Audiences," Web Techniques, April 2000, pg. 30-33.

10. Nielsen, Jakob. "Designing Web Usability," 2000.

11. McGovern, Jerry. Content-management expert and author of the books, "Content Critical" and "The Web Content Style Guide."

12. For more information on Web Accessibility, visit http://www.uc.edu/web/access/.

13. From 2000 Census Bureau Reports.

14. President's Committee on Employment of People with Disabilities, Aug. 2000

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