Basic Elements

Most Web sites include three basic interface elements: formatted text, hyperlinks , and graphics. Here's a closer look at each.

Formatted Text

The most basic feature found on Web sites is formatted text.

Text is the most efficient way to present most kinds of information on a Web page ”it loads quickly so it appears without delay in every visitor's browser window. Formatting enables you to make the text easier to read by including headings, bulleted or numbered points, indented quotes, and tables.

Hyperlinks

One of the best features of the Web is the ability to link to other pages or other bits of information on the same page. Links make it easy and convenient for site visitors to find related information.

Links can be internal, external, or for e-mail. Here's the difference between them and why you might want to include each type on your site.

Internal Links

Internal links are links to related information on your Web site. These links, when used properly, improve site navigation while keeping visitors on your site.

Here's an example from the Coldwell Banker Bob Nuth & Associates site (http://www.wickenburgrealestate.com/). Each staff information page (see Figure 5.3) includes a link to the staff member's property listings. So when you read that Brenda specializes in "upper-end" properties, you can click her Property Listings link to view a list of some of the upper-end properties available in the area.

Links to Other Web Sites

When the Web was in its infancy, it was a common practice to fill Web pages with links to other Web sites. The belief was that the people using the Web had nothing better to do than follow these links to learn more about a specific topic. Back in those days, there were far fewer sites to visit and, without good search engines to find information on the Web, these links were welcomed by Web surfers.

Nowadays, many small sites hesitate to include links to other sites, fearing that they'll lose site visitors who click these links. The truth of the matter is, the only thing keeping a visitor at your site is your site's content. If a visitor finds your site valuable , he'll stick around. If not, he'll go elsewhere, by clicking a link on your site or by using his Web browser's navigation features.

Dave Waddell, owner/operator of Chrome Caballeros (http://www.chromecaballeros.com/; see Figure 5.2) has no qualms about including links to quality sites on his site's link page. He's in the business of conducting motorcycle camping tours , but he's not in the business of providing motorcycles to the folks who use his service. So his Links page includes links to Phoenix-area companies that rent motorcycles. He does this as a service to his customers, helping them to find the right deal for motorcycle rentals.

When you link to another Web site, you are, in effect, recommending that site to your site's visitors. Better make sure that every site you link to is one you'd want to recommend!

Tip

One way to handle links to external sites is to set up the link so a new Web browser window opens with the linked page. This keeps your Web site's window open in the background. If you use this technique, use it sparingly because it tends to annoy some Web surfers.

Handling Requests for Reciprocating Links

If your site is good, chances are, other business owners or Webmasters will ask for a reciprocating link. Don't link to another site unless that site meets these criteria:

• The site should not be for a business that directly competes with yours. (Duh.)

• The site must include content that is related to yours and is valuable to your site's visitors. Don't waste a customer or client's time with irrelevant information.

• The site should meet your standards for design and appearance. Linking to an amateurishly prepared site can make your site (and your company) look bad.

• If the site is for a business, that business should be managed with the same level of professionalism as yours. Linking to a fly-by-night operation can make you look bad, too.

The only way you can learn whether a site meets all of these criteria is to visit it and communicate with its owner, whether by e-mail or telephone.

Reciprocating Link

A link to another site in return for a link to your site on that site.

E-Mail Links

E-mail or "mailto" links make it easy for site visitors to send e-mail messages to an e-mail address you specify. The visitor clicks the link and his e-mail program automatically opens a new message window with the To field all filled out. The visitor simply enters his message and clicks the Send button to send it.

E-mail links are a convenience to site visitors. Any time you include an e-mail address on your Web site, you may want to turn that address into a mailto link to save visitors the bother of entering the address into an e-mail form.

Tip

Do your visitors a favor: When setting up an e-mail link, be sure to clearly identify it as an e-mail link. Most Web surfers find it annoying to click a link that unexpectedly displays an e-mail form.

Graphics, Images, & Multimedia Elements

Graphics, images, and multimedia elements perform two functions on Web sites:

• They make the site's pages more interesting. These kinds of elements include buttons , rules, logos, icons, backgrounds, animations, movies, and sounds.

• They communicate information. These kinds of elements include photographs or schematics of products, maps of your store or office locations, photographs of your facilities or staff, and interviews with customers or clients .

Multimedia

Any element that includes more than one method of communication.

What to Include

When deciding on graphics, images, and multimedia elements to include on your site, think about your reason for including them. If for appearance and interest only, be sure to read Chapter 7 for some important design considerations. If to communicate information, make sure you choose elements carefully so the most important information is what you share with site visitors.

Formats & Plug-Ins

There are a few things to keep in mind when deciding on what kinds of graphics, images, and multimedia elements you should include in your site.

• Not all of your Web site visitors will be able to see the graphics on your Web site. For example, some people keep images turned off in their Web browsers so pages load more quickly. Others may view your Web pages with hand-held Internet appliances, like PDAs and cell phones. For this reason, your site should not depend on graphics to communicate all of its content.

• Many simple graphic elements can be created right within HTML. This includes horizontal rules and colors. Creating an element with HTML ensures that the element is properly supported by all Web browsers. A simple example is the companion Web site for one of my books, FileMaker Pro 5 Companion (http://www.gilesrd.com/fmprocomp/). The site uses background colors within table cells to create simple graphic elements. The only "real" graphic on the Home page (see Figure 6.1) is the book cover.

  Figure 6.1. The companion Web site for FileMaker Pro 5 Companion makes extensive use of HTML for quick-loading, simple visual appeal .

  

• All Web browsers support images in the following formats: GIF and JPEG. So, for maximum compatibility, you should probably stick to one of those formats. GIF is best for simple images with few colors (less than 216) while JPEG is best for photographs or more complex images with many colors. Some current browsers also support images in PNG format. All of these formats are cross-platform, so they can be viewed on any computer system that supports graphics.

• Some multimedia formats require plug-ins to work. Some examples include QuickTime, Flash, Shockwave, and RealPlayer. If you include a multimedia element that requires a plug-in to work, you run the risk of your site's visitors not having the plug-in. The best you can do is provide a link to the plug-in on the page where it's required, along with an explanation of what the element they're missing is all about. Just don't fool yourself into thinking that a visitor will download a plug-in just to see your Web page.

Never include an interface element or feature that requires a specific browser or computer platform to function properly. Doing so tells site visitors that you don't care what browser or computer they use; they must use your choice to get full access to your site. Not very considerate, is it?