Website Development

For a website to work, the following elements should all be in place --

• Information
  The website must contain the information your customers want to find.
• Ask for the Order
  The website should ask for the order and must accommodate customers' preferences for both ordering product and services and asking questions about product and services.
• Accuracy
  The information on the website must be accurate.
• Finding Information
  The information on the website must be easy to find.
• Re-Find the Website
  The website must be easy to re-find and refer to others.
• Display Quickly
  The Web pages must load quickly.
• Horizontal Scrolling
  The Web pages should display without horizontal scrolling.
• Showing Up
  The Web server must always be online and deliver pages quickly.
• Hackers
  The website must be protected from hackers and protect your customers from hackers when they use the website for orders.
• Statistics - Hits
  The Web server must provide data that shows what parts of the site are being used and where links are coming from.
• Search Engines
  The website must be easily found via the major search engines.
• Own Your Site
  Own the intellectual content. Own the files. Own your domain name.

Your customers or potential customers took the trouble to either search for your website via one of the major search engines or found and typed in the address for the website. In return for their effort you should provide the information they are looking for.

The most likely reason for researching your site is to find the contact information for your business, basically: phone, fax, address, hours and e-mail address. It's important to make it very easy for your customers to find this contact information.

The second most likely reason is to find information about product or services you offer. Products and services for sale should be both summarized, and, as much detail as you can place on the site should be available. Your customers will be looking for your price for product and service. If it's possible, it's generally a good idea to show pricing on the website.

The third most likely reason is to simply find information about your business. Ownership, years in business, growth history and information regarding key personnel are frequent inquiries.

If you aren't able to actually take an order via the website, at least ask that your potential customer contact a sales person, and, give the customer every option to do this: provide phone, fax, mailing address, e-mail address and an inquiry form. The inquiry form allows you to ask questions up front: e.g. customer's name, business name, phone, good times to contact, fax, e-mail address, the product or service they are interested in and sometimes many other details about their needs. A good example of a detailed inquiry form for a product can be found on the H&H Tube website.

Inaccuracy on a website can kill sales. Other than not finding what they had hoped to find, there is nothing that will frustrate customers more than going to all the trouble to find and read your website, but then later find that the information they so carefully researched is outdated or inaccurate. Even a little inaccurate information can sully the integrity of a website. If you are going to have a website, keep it accurate.

Make sure that all broken links to other Web pages are quickly found and fixed. Broken links can lower search engine ranking for the website and they're frustrating to customers. Sometimes customers find problems on a website and are willing to take the trouble to report the problem. EPCS provides a Contact Webmaster link on the bottom of every page, which can be used for reporting errors they may discover on a Web page. Tools are available for finding broken links on a website, but if the number of links is small enough, the best way to find them is to periodically click each link and look at the page that comes up.

Search engines assume that pages with old update dates are not as contemporary and accurate as pages with recent update dates, therefore, the update date is a factor in ranking. Updating pages frequently not only keeps the page accurate and complete, it also helps with search ranking.

Spell and grammar check all pages. Some customers will downgrade their opinion of your business if they find these errors. Your site may not be found via a search engine if the word your potential customer is looking for isn't spelled correctly on your website and therefore can't be found via the correctly spelled word the customer may use in a search phrase.

Design the site so that information that changes frequently can be updated by someone with both the new information and the time to make the update. There are many design techniques that will allow someone with only basic Web browsing skills to update a website. A Web page can be designed to update a database on a server. A Web page can be designed to allow an entire database to be uploaded to a server. Announcements, marquee and other spot information can be easily updated via a Web page form. See the EPCS Data Driven Web Applications page for more information. The Typo3 Content Management is an option that will allow non-technical people to maintain nearly the entire website.

Note -- Microsoft announced end-of-life for their client based website development product, FrontPage, in 2006. Microsoft also announced end-of-life for FrontPage Extension support on servers. EPCS no longer provides technical support for FrontPage sites and recommends these sites be redesigned for maintenance via the Typo3 Content Management System.

Content management systems can be a good solution for dynamic websites that are directly maintained by website owners. EPCS uses the Typo3 Content Management for these situations. EPCS creates one or more templates for the website. The Typo3 templates

• controls placement of content,
• automatically builds the main menus for the site,
• automatically sizes and optimizes uploaded graphics
,
• controls who is allowed to update which pages, and
• provides access to a variety of tools for formatting Web page content.

Once the templates are created, EPCS trains the website author(s) in the use of Typo3 design functions.

There are two steps to finding information on a website.

1. The first is to find the site via a search engine; see Search Engines below.
2. The second is to find information on the site once a Web page for a site is displayed.

Site navigation is an important component for finding information on a site and should be kept predictable and simple. The navigation menu should not require drilling (linking) more than two levels deep into a hierarchy of Web pages. Commonly used names should be used for navigation menu links: e.g. Home, About Us, Contact Us, Products. The navigation menus should appear in a consistent location on all major pages of the website. All pages on the Web site need a link back to a page that contains the main navigation menu.

A search function should be considered for larger sites. See the search option on the Grayling, Michigan Township website.

A Site Map page should be available on larger websites. The Site Map page is useful for people, but often it's major advantage is that the page makes it easy for search engines to find every page on the website. Site Maps can be automatically generated (e.g. www.gaylord-michigan-real-estate.com/sitemap.php).

Search engines are now able to use a specially designed file for finding pages on a website. This site map file is not designed for use by people, just search engines. An example of this site map file can be seen at www.lous-unlimited.com/sitemap.xml. The file is especially useful for online stores or other sites that have Web pages generated from a database. The file can be periodically generated by crawling the site in much the same way a search engine crawls a site. The automatic creation of sitemap.xml files is a service provided by EPCS.

Once found, the website should make it easy for the customer to re-find the site.

Each Web page on a site should remind the user to add the page to Favorites and provide a one click option to get the job done; see Add to Favorites link below.

The site may provide an option for the user to add (and delete) their e-mail address on a mailing list and the business should use this mailing list to regularly provide information to the customer.

Make sure that pages print without cutting off the right side of the page. Many customers will elect to print the page and use the printed page to find their way back to a website or use the page to discuss the page with someone (also see Horizontal Scrolling below).

Provide a one click option on all pages that will allow the customer to send an e-mail reference to the page to someone, or themselves; see Send to Friend link below.

Web pages must load quickly.

Despite the increase in broadband use, analog modems are still in use for Internet access. The U.S. percentage of analog dial-up modem use was still at in 2008. If your customers are largely in rural areas, the probability that they'll still be using an analog modem will be much higher. Therefore, Web pages must still be optimized for analog modem access, which means that the total size of a page and the graphics it displays should not exceed what can be downloaded via an analog modem within a reasonable time.

All graphics on a Web page need to be optimized. They should be large enough to tell the story and no larger. To minimize download time, the actual width and height of the graphic should be the display size. All graphics need to be compressed to a point where the graphic file size is as small as possible without compromising display quality.

The story needs to be told with either graphics or text. The preferred method is text, since both people and search engines can read text (see the SEO - Search Engine Optimization page). Text downloads many times faster than graphics.

Graphics can amplify the text and provide a means to better understand the text. When graphics help tell the story the website is trying to tell, they are worth the download time. Superfluous graphics and unoptimized graphics annoy your customers. If these graphics slow the download to the point where the patience of the customer is tested, the customer will click the Stop button and perhaps move on to a competitor's website.

There are several techniques that can be used on Web pages that will allow the viewer to increment through a set of graphics where dowload time can be spread across the viewing experience rather than having to wait for all the graphics to be downloaded before the page can be properly viewed.

Two other potential bandwidth hogs are Flash Web pages and Adobe Acrobat pages. They both have their place but both should be carefully optimized to minimize download time.

Sound and video displays can be useful when text and static graphics don't adequately tell the story. However, sound and video are both bandwidth hogs and even with maximum optimization are often impractical to download via an analog modem. Movie and sound files require a player. It's not unusual for a viewing PC to not have a player appropriate for viewing the movie or listening to the sound. Background music for a Web page is nearly always a bad idea. The music download requires bandwidth and download time. Many people are annoyed by the background sound.

Horizontal scrolling is annoying and usually unnecessary.

Web pages can be designed to be flexible and take advantage of the re-formatting capabilities in Web browsers. These pages display without horizontal scrolling in nearly all windows and on nearly all monitors. These pages also print without cutting off the right side of the page.

Pages designed to maximize Web browser re-formatting capabilities typically work well in all Web browsers, to include older Microsoft Web browsers.

A good example of a page that takes advantage of the Web browser's reformatting capabilities is this page. Change the size of the window used to display this page and watch the re-formatting. Print the page and note that text is NOT truncated on the right margin.

Proprietary Web browser features should be avoided. Stick to W3C compliant coding and the page will work well on nearly all Web browser versions.

A famous Woody Allen quote states, "80% of success is just showing up." This applies to a lot of things, but especially to websites.

The website won't show up if the server isn't up to the task. The server needs to be fast and not overloaded. It needs to be properly backed up and have redundant hardware, redundant power and redundant backbone connections. It needs protection from hackers (see Hackers below). It needs 24/7 operators to deal with any failures. For the search engine implications of server down-time, see the SEO -- Search Engine Optimization Web page.

Note -- although there are certainly good reasons for running in-house Web servers, it's often a mistake. It's very rare for a small or medium size business to have the multiple backbone connections, expertise and on-site 24/7 operators necessary to keep a Web server online. It's also rare for a business to have an application that can't be better offered on a properly configured and supported Web server rather than an in-house server that doesn't have all the components necessary to make the server reliable.

They are out to get you.

Both the Web server and the applications that are hosted on the server must be protected from hacking attempts.

Web servers are targets for hackers. They will attempt to make the server inaccessible. They will try to infect the server with malware that will capture keystrokes and other data that may be used for identity theft or fraudulent use of credit cards. They will attempt to look at files that are not designed to be seen via the Web.

Much of the mischief (usually criminal behavior that law enforcement mostly ignores) attempted by hackers can be frustrated by encrypting sensitive data, securing passwords, using passwords that are difficult to crack, denying access to files that are not designed for public access, keeping firewall configurations up-to-date, keeping virus detection up-to-date, keeping operating software up-to-date, paying attention to logs, and including CAPTCHAs on forms. The CAPTCHA displays characters in a graphic and the letters must be correctly typed into a form field before the form can be successfully submitted. For an example of a CAPTCHA, see the H&H Tube site.

All pages that ask the customer to enter sensitive data (particularly credit card numbers, Social Security numbers and other information that aid identity theft) need to be encrypted. A closed yellow lock displayed by the Web browser indicates that all data being displayed or sent via the Web page are encrypted. Knowledgable customers won't use your form for sensitive data if it isn't encrypted. Sensitive data captured via Web pages should not be placed in e-mail messages unless these messages are also encrypted.

Without statistical reports you probably don't know if your website works.

These statistics are sometimes referred to as hits, but there is more to it than simply counting hits on your home page.

Logs need to be maintained that record access to Web pages. One of these logs, the referrer log, can record the address (URL) of Web pages that link to your Web pages. Reports need to be run that extract information from these logs and provide monthly and annual summaries.

The reports should offer monthly and annual statistics regarding --

• Hits for each Web page
• Hits from search engine links
• Hits for individual search phrases
• Hits for links received from other Web pages
• Hits for pages that didn't exist on the website

EPCS uses AWStats for statistical analysis of Web page usage.

A website that can't be found via the major search engines is near useless. This is a topic unto itself and is discussed on the SEO -- Search Engine Optimization Web page.

Take ownership of the content of your website. Make sure it is your website, not your website developer's website.

Don't hire a website developer who claims copyright privileges or any other ownership of the files you pay this company to create.

Own your domain name. It's your domain name, not your website developer's. Make sure the domain name registrar shows your business as the owner. To check the ownership of your domain name, go to the www.whois.sc Web page and enter your domain name.

Related Websites Maintained by EPCS
Name	Location	Description
Amusements
Loose Strings	Gaylord Michigan	Traditional and folk music
Appraiser
Kenneth R. Arndt & Associates, Inc.	Gaylord Michigan	Northern Michigan Commercial and Residential Appraisers. Commercial and Industrial Appraisal, Business Valuation, Home Appraisals, Federal Housing Authority (FHA) Appraisals, Relocation Appraisals, Consulting Services, Litigation Support, Appraisal Review, Valuation Mediation.
Attorney
Gaylord Michigan Family Law Attorney, Karen E. Wells-Krusell, Attorney, P.L.C	Gaylord Michigan, Otsego County, Montmorency County, Crawford County, Charlevoix County, Emmet County and Cheboygan County	Divorce actions, Custody actions, Juvenile proceedings, Guardianships, Adoptions, Paternity actions, Simple Wills & Trusts, Debt Collection, Referrals
Nye & Associates, PLLC	Bay City, Michigan and Grayling, Michigan	Law firm with offices in Grayling, Michigan and Bay City, Michigan offering bankruptcy, Social Security disability, family law and criminal law services
Boat Sales and Service
Family Boating Centers	Tampa Bay Florida	Pathfinder, Maverick, Hewes, Cobia and Tidewater boat sales
CPA
Davis and Davis CPAs PC	Southfield, Michigan	Certified Public Accountant firm offering full service accounting, business valuation, US and foreign tax preparation, expert witness testimony and computer consulting services.
Deer Hunting
Redpine Whitetails	Vanderbilt, Michigan	Michigan trophy whitetail deer hunting ranch
Dental
Oral Surgery Specialists of Northern Michigan, PLLC	Gaylord, Michigan	* Extraction of Teeth * Placement of Dental Implants * Bone Grafting * Biopsies of Hard and Soft Tissue * Facial Trauma Repair * Jaw Fracture Repair
Manufacturer
Allegan Tubular Products, Inc.	Allegan, Michigan	Aluminum, copper, brass, stainless steel and carbon steel tube forming and fabrication from 1/8 inch OD to 3 1/2 inch OD.
CSI Emergency Apparatus	Grayling, Michigan	Manufacturers, customizes, refurbishes and services fire truck tanker and pumper emergency apparatus and other emergency specialty vehicles
Dundee Products	Dundee, Michigan	Manufactures cold and hot rolled welded steel tubing in all shapes and sizes
H&H Tube and Manufacturing	Vanderbilt, Michigan	Brass, copper, aluminum, steel and stainless steel tube redraw, fabrication, hydroforming and tubular product design.
Sunspring America, Inc.	Henderson, Ky	World leader in plumbing industry ficture zink die casting, electroplating, and coating.
Michigan Canoe Livery
Penrods AuSable River Resort	Grayling, Michigan	Michigan Au Sable River family oriented canoe livery and resort offers canoe, kayak, and mountain bike rentals plus cabin and cottage rentals.
Whites Canoe Livery	Sterling, Michigan	Michigan Rifle River canoe livery and campground offers camping cabin, canoe, kayak, raft and tube rentals.
Northern Michigan Real Estate
Bay City Michigan Real Estate	Bay City Michigan	Realtor serving Bay City Michigan, Bay County, Essexville, Pinconning, Linwood, Crump, Duel, Willard, Kawkawlin, Fisherville, Auburn, Munger, Bangor, Beaver, Frankenlust, Fraser, Garfield, Hampton, Merritt, Monitor, Mt. Forest, Portsmouth and Williams township.
Gaylord Michigan Real Estate - Coldwell Banker Schmidt Gaylord	Gaylord Michigan Michaywe Garland Resort	Homes, condominiums, lots and acerage for sale in Gaylord Michigan, Michaywe, and Garland Resort in Lewiston, Michigan.
Midland Michigan Real Estate	Midland Michigan	Realtor serving Midland County, City of Coleman, Village of Sanford township, Warren, Edenville, Hope, Mills, Geneva, Jerome, Lincoln, Larkin, Greendale, Lee, Homer, Jasper, Porter Mt. Haley, Ingersoll
Pinckney Michigan Real Estate	Pinckney Michigan	Pinckney Michigan Real Estate Listings in Livingston County, Washtenaw County, Putnam, Hamburg, Dexter and Webster townships.
Saginaw Michigan Real Estate	Saginaw Michigan	Realtor serving Saginaw Michigan and other communities in Saginaw County.
Serving Michigan
Davis and Davis CPAs PC	Southfield, Michigan	Certified Public Accountant firm offering full service accounting, business valuation, US and foreign tax preparation, expert witness testimony and computer consulting services.
Kenneth R. Arndt & Associates, Inc.	Gaylord Michigan	Northern Michigan Commercial and Residential Appraisers. Commercial and Industrial Appraisal, Business Valuation, Home Appraisals, Federal Housing Authority (FHA) Appraisals, Relocation Appraisals, Consulting Services, Litigation Support, Appraisal Review, Valuation Mediation.
Nye & Associates, PLLC	Bay City, Michigan and Grayling, Michigan	Law firm with offices in Grayling, Michigan and Bay City, Michigan offering bankruptcy, Social Security disability, family law and criminal law services
Virtual Motion NASCAR Racing Simulator Rental	Traverse City, Michigan	Full sized Monte Carlo NASCAR racing simulator rental for parties, corporate events, grand openings, malls and lock-ins.
Serving Gaylord, Michigan and Otsego County
Gaylord Michigan Family Law Attorney, Karen E. Wells-Krusell, Attorney, P.L.C	Gaylord Michigan, Otsego County, Montmorency County, Crawford County, Charlevoix County, Emmet County and Cheboygan County	Divorce actions, Custody actions, Juvenile proceedings, Guardianships, Adoptions, Paternity actions, Simple Wills & Trusts, Debt Collection, Referrals
Gaylord Michigan Real Estate - Coldwell Banker Schmidt Gaylord	Gaylord Michigan Michaywe Garland Resort	Homes, condominiums, lots and acerage for sale in Gaylord Michigan, Michaywe, and Garland Resort in Lewiston, Michigan.
Loose Strings	Gaylord Michigan	Traditional and folk music
McNamara Insurance Agency, Inc.	Gaylord Michigan	McNamara Insurance Agency, Inc. offers personal insurance, business insurance, and, life and hospitalization insurance to customers in Gaylord, Michigan, Otsego County and other northern Michigan communities.
Oral Surgery Specialists of Northern Michigan, PLLC	Gaylord, Michigan	* Extraction of Teeth * Placement of Dental Implants * Bone Grafting * Biopsies of Hard and Soft Tissue * Facial Trauma Repair * Jaw Fracture Repair
Serving Grayling, Michigan and Crawford County
Crawford County Commission on Aging	Grayling Michigan	Offers services to Crawford County Michigan seniors age 60 and older
Loose Strings	Gaylord Michigan	Traditional and folk music
Nye & Associates, PLLC	Bay City, Michigan and Grayling, Michigan	Law firm with offices in Grayling, Michigan and Bay City, Michigan offering bankruptcy, Social Security disability, family law and criminal law services
Penrods AuSable River Resort	Grayling, Michigan	Michigan Au Sable River family oriented canoe livery and resort offers canoe, kayak, and mountain bike rentals plus cabin and cottage rentals.
Spikes Keg O Nails	Grayling, Michigan	Family oriented tavern and restaurant.