Applies to

Site structure

Will specify the main areas of the site, for example products, customer service, press releases, how to place content and who is responsible for each area.

Content developers


May specify, for instance, that the main menu must always be on the left of the screen with nested (sub-) menus at the foot of the screen. The home button should be accessible from every screen at the top left corner of the screen. See Lynch and Horton (1999) for guidelines on navigation and site design.

Web site designer/webmaster usually achieves these through site templates

Copy style and page structure

General guidelines, for example reminding those writing copy that web copy needs to be briefer than its paper equivalent. Where detail is required, perhaps with product specifications, it should be broken up into chunks that are digestible on-screen. Copy and page structure should also be written for search engine optimisation to keyphrases (Chapter 8).

Individual content developers

Testing standards

Check site functions for:

• different browser types and versions

• invalid links

• speed of download of graphics

• spellcheck each page See text for details.

Web site designer/webmaster

Corporate branding and graphic design

Specifies the appearance of company logos and the colours and typefaces used to convey the brand message.

Web site designer/webmaster


The sequence of events for publishing a new web page or updating an existing page. Who is responsible for reviewing and updating?



Availability and download speed figures.

Staff managing the server

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SEO Article Copywriting

SEO Article Copywriting

Ghost Writing and Its Link to Internet Marketing. From 1996 to 2000, SEO copywriting was still not formulated. To optimize Websites, operators and owners had just needed to formulate and create Meta tags or titles and submit the tags and the whole Website to directories and search engines so that search listing would include the Website.

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