16. Style queen

House rules ensure consistency throughout a web site. No matter where in your site a user is, it should be obvious that it is your site, not some random part of the internet.

Create and maintain an identity always – shout out your company name until you are blue (or any other colour) in the face.

Typographically Speaking

Those people who were first responsible for creating and adding content to your web site are usually the cause, albeit unconsciously, of the house style you are using today. No matter what format content for your web site is submitted, it all must conform to your house style, and that usually means someone altering it – even if that means inputting it onto the web site so that the font, size and paragraph formations fall into the pattern dictated within the HTML code. Point size is often overlooked by web site designers because, by nature of their job, they are used to looking at web sites all day. Although users have the ability to alter the resolution of their screen, choose a point size that is fair to the content and the reader.

What You Sayin’?

Unless of course you are selling or promoting technical products or services, avoid techie terms like the plague. Acronyms like ISP, ASP, JAVA and even HTML can bamboozle your audience and scare them. If you must use technical terminology (such as in the help pages or legal page of your site), explain what it means. Do not assume that your audience is as well versed in the lingo as you and your company are.

Below The Fold

This is a term used in newspaper publishing to determine which articles are placed at the top of the page and which should appear lower down, or below the fold. As with newspapers, you must imagine your page as sections of real estate. The prime positions are those on the homepage. Within the homepage there is also the decision about what information, or products, takes pride of place. This decision will be one fraught with disagreement and politics, especially if your web site is multi-product, as each product manager will want to see their products in pole position all of the time.

Look at the newspapers for inspiration about the best way to use space on a page. Simple borders work best (they can be made up of space as much as physical lines). I never thought that I’d use the word apartheid in a positive way, but you must segregate your sections. Make it clear where one area begins and another ends. Use headings that are bolder or larger than the accompanying text, use space effectively and give the top of the page absolute priority. As a general rule use a triumvirate approach for each product, section or point you wish to show – a heading, an image and a blurb. But most importantly, once you have decided on a format, keep it. Make sure it is the same throughout the site – once people get used to your layout and understand what is required to navigate, they don’t want to be confused again. Define, from an early stage of development, your own house style.

Scrolling Along

Sad but true, some web users are not aware of scrollbars and their function. The net effect: anything below the fold is never seen, ever! So choose what fills your top spaces carefully. Yes, it is a prime position for selling your best or latest offering, but it should also be used to show products or information often hidden within the depths of your site.

How did it go?

Q. We’re not that rigid in our approach. Our writers write what they want then FTP it across to the site. Why should we change?

A. There’s nothing wrong with numerous people having the ability to upload live to your web site – but that doesn’t mean that you can’t insist on them adopting a set of rules. Making it clear from the outset will make it less embarrassing if you have to remove their content at a later date.

Q. Our site is specifically for users to post comments about whatever they want. They won’t tolerate us telling them how to write. How can we protect the consistency of the site without stepping on too many toes?

A. You’re not telling them how to write, you are instructing them on how best to show off their writing. By ensuring you have consistency throughout the site, it means your users (their readers) will be more likely to read more pages – once visitors become familiar with a house style they become more comfortable spending time on your site.

Here is an idea for you…

Boring as it may sound, even if there are only one or two people responsible for updating your web site, create a set of rules. List the fonts you use, point size, the specification of images, word limits for product descriptions, editorial rules such as the use of hyphens and em dashes, suitable language, banned words and any editorial peculiarities your web site may have. This may all seem very obvious to you, but that should only make it easier to construct the document – and it will prove invaluable for the company should you or the other staff that update the site move on.

Defining idea…

‘Never offend people with style when you can offend them with substance.’

Sam Brown

Defining idea…

‘Without an acquaintance with the rules of propriety, it is impossible for the character to be established.’

Confucius