Chapter Eight. Table versus CSS layout

A few years back, most web site layout was done using table cells to position text and images on the page. Using CSS positioning gained popularity as browsers improved and did a much better and consistent job of formatting CSS instructions. Now many experienced web site developers only use CSS layout. They believe that it is totally wrong to use tables for layout — you must always separate web page content (HTML code) from web page layout (using CSS positioning instructions). There are advantages to using CSS for layout, the HTML code is cleaner and much easier to read because you do not have all the table code in the way. It is easier to make global layout changes to the web site, and so on. There also disadvantages. CSS positioning is not always easy to understand, it might work a little differently across browsers, and it does take a little more tweaking. When using tables, the browser can do some of the tweaking for you. 

 

So what should Ken do? He gives Dan a call. Dan explains that:

• Ken can still use tables for layout if he wants to. As a matter of fact, for a nice, simple web site like Ken wants for his small business, using table to define the web page layout can work out very well. His pages are not that complicated and he can break the page down into manageable parts. Then, rather than trying to make the page one big table (which is very hard to manage), he can use a separate table to format or manage each of these parts.   
• Just because he can use tables to define the layout of the page doesn’t mean that he doesn’t need to use CSS. He should use CSS definitions to define fonts, colors, backgrounds, margins and so on. There are times when he will want to make global changes to the web site and it is much easier to make those changes in one place. 
• The end user doesn’t care if the site layout is done using tables or CSS. The most important thing to the user is that the web site provides what they are looking for.

 

Ken decides to go with table layout for his web site. We will see how he breaks the page down into manageable chunks in a later chapter.     

 

Chapter Seven. Designing The Web Site

Ken is ready to start defining the “look & feel” of his web site. When looking at the web sites of several web site designers, he notices that they emphasized the need for a completely unique look and feel to a web site. But, the question is why? There are millions of web sites on the Internet today. When users visit a web site, they appreciate a clear, crisp, easy to use design — but they are not that concerned about a unique look.

 

Ken doesn’t know where to start. Dan (the consultant) suggests that he do some research on the Internet and find some sites that he likes. Ken finds several sites that he thinks look very nice. He is not going to copy their source code, but he does get some good ideas for the look and feel of his web site. What will make Ken’s web site unique is the quality content.  

 

Ken sketches the web site on paper. This sketch identifes the main layout, the main navigation, fonts, and colors. Ken reviews the design sketch with the same five people that previously reviewed and commented on his audience definition statement. As before, Ken incorporates their review comments into the design. Next, Ken will build a prototype page using basic HTML tags and CSS. In the next chapter, we will see how Ken chooses between using tables or CSS layout to implement his design. There are pros and cons to both methods.  

Chapter Six. What Are Your Competitors Doing?

One last thing before Ken starts the web site design phase. He does a competitive analysis. He wants to meet or beat the competition. But, first he needs to know what the competition is doing. Ken has two local competitors. They both have web sites. In analyzing their web sites, Ken observes that the competitor’s web sites:

• do not address the benefits of custom made golf clubs. They focus on “features” – but not on the benefits, such as how custom clubs can help improve some one’s golf game.
• one site is not laid out very well and does not have curb appeal.
• the other site is laid out very well, has a nice business logo, and makes good use of images.
• one site offers coupons for ordering custom golf clubs online. The person still has to meet with the provider to get properly fitted to the golf clubs.
• neither site’s content contains the keywords and phrases that the target audience would use when searching for their products.
• one site has some good incoming links. Search engines give sites with relevant incoming links more weight than sites without relevant incoming links. (Notice that we said relevant incoming links. Non-relevant links can hurt your rankings.)

 

Ken decides the get with a graphic designer to create a professional logo for his business and web site. He will take quality photos of his products for the web site. He knows that benefits sell and plans to highlight benefits over features in the web site content. He will incorporate keywords and phrases into the content and create a “theme” for each page. He knows that he can get several golf courses and pro shops to link to his site. He will also look for other quality relevant links to his web site.

 

Now, Ken is ready to start the Design Phase.    

 

Chapter Five – Who Is Your Target Audience?

 So far, in our story, Ken has made the decision to build a web site for his custom golf club business. He has determined his budget and defined the web site purpose statement. The next “very important” step in the planning phase is to define the target audience. This definition helps him focus on the the target audience’s wants and needs, what influences their buying decision making process, how they will find his web site, and what gets them excited about his products. Sometimes, we will call the target audience the end user or just user. All this information is important because it has a direct influence on the organization and content of the web site. If Ken meets his target audience wants and needs, he will have an effective web site.

Ken starts his target audience definition by identify the following characteristics:

• Age 25 to 30 years. Getting started in their business career and just getting into golfing. They enjoy the sport, but they would like to improve their game. They need to watch their disposable income which is $40K to $70K.

• Age 45 to 70 years. Established in their careers, enjoy golf and looking for ways to improve their game. Cost is a factor, but not the main concern. Cutting a few strokes off of their game makes it more enjoyable. Their income is $60K to $90K.

Ken also identifies target audience want and needs when using the web site. This includes:

• Finding products that can lower their golf score making the game more enjoyable. Beating their friends (or the boss) is enjoyable.

• They are willing to spend some money, but they do not want to spend money frivolously. There must be a perceived return on their investment.

• They need to trust the provider. They need to know that they will get a quality product and service.

Another part of the audience definition is determining the keyword phrases that users will use when they search for the web site on the Internet. Ken identifies the following keywords and phrases – custom golf clubs, Ken’s custom golf clubs, Ken’s golf clubs, hand made golf clubs, Tigerville golf clubs (Ken lives in Tigerville). This list of keywords and phrases can change as Ken tests his web site design with users. He will need to verify what keywords users are actually using to search.