Building Effective Web Sites / Edition 1

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Drawing on current research, the goal of this book is to assist Web site developers create sites that are 100% user-focused. It describes the process from planning through publishing and publicizing, all from the user's perspective. The authors, professionals in marketing and information technology, respectively, each bring a unique background and perspective to the task. Instruction on how to write a creative, brief Web site plan provides readers with a guide on Web site design and content production. Tutorials for building Web sites in HTML, Macromedia Dreamweaver, Microsoft Front Page, and Netscape Composer guide readers in web design using the latest and most popular programs. Tutorials for creating graphics in Adobe Photoshop and Image Ready. Tutorials for publishing a site using FTP and Web authoring tools provide readers with hands-on instruction. Thorough instruction on publicizing a Web site using search tools, other online techniques, and offline methods. An invaluable and fundamental reference for marketing personnel in small businesses and for information technology professionals.
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Product Details

  • ISBN-13: 9780130932884
  • Publisher: Pearson
  • Publication date: 7/1/2001
  • Edition description: 1ST
  • Edition number: 1
  • Pages: 142
  • Product dimensions: 7.01 (w) x 9.25 (h) x 0.15 (d)

Table of Contents

Preface xi
Chapter 1 Web Site Development Perspectives
Web Site Objectives 1
Web Site Complexity 2
Media Richness of Web Site Content 3
Web Site Functionality 4
Web Site Development Process 4
The Development Team 5
Bibliography 6
Chapter 2 Creating a Web Site Marketing Plan
Target Stakeholders 8
Web Site Objectives 8
Action Plan 9
Acme Video Enterprises 11
Creative Brief 12
Bibliography 14
Chapter 3 Designing for Usability
User-Centered Web Sites 15
What Do Users Want? 15
Designing for the Web 16
Usability Testing 17
Content Development 18
Information Architecture 19
Site Organization and Navigation 19
Links 20
Labels and Names 20
Searches and Indexes 21
Miscellaneous 21
Graphic Design 21
Page Layout 21
Typography 22
Page Layout 22
Platform Independent Design 22
Alignment 24
Miscellaneous 25
Typography 26
Font--Size 26
Font--Face 27
Font--Style 27
Font--Case 28
Font--Color 28
File Naming and Organization Tips 29
Activities 30
Bibliography 30
Chapter 4 Creating a Web Site in HTML
Overview 32
HTML Editors 33
The Model Web Page 33
HTML Language 34
Layout Tags 34
[left angle bracket]BR[right angle bracket] and   35
Font Tags 36
Font--Size 36
Font--Face 37
Font--Style 37
Font--Case 37
Font--Color 37
Table Layout Tags--[left angle bracket]Table[right angle bracket], [left angle bracket]TR[right angle bracket] and [left angle bracket]TD[right angle bracket] 38
Stacking Tables 39
Table Options--Border and Bgcolor 39
Table Options--Width and Height 39
Table Options--Valign 40
Table Options--Cellpadding and Cellspacing 41
Layout Tags--[left angle bracket]Center[right angle bracket] 41
Link Tags 43
Anchor Links to Another Page--[left angle bracket]A[right angle bracket] 43
Anchor Links to an E-Mail Address--[left angle bracket]A[right angle bracket] 44
Image Links--[left angle bracket]IMG[right angle bracket] 44
Miscellaneous Tags 45
HTML Editors 46
Color Coding Tags 46
Syntax Check 46
Lint Feature 46
Browser Preview 46
Spell Check 47
Broken Link Check 47
Bundled FTP Client 47
Design Mode 47
Site Management 47
HTML Reference 47
Checklist 51
Activities 51
Bibliography 52
Chapter 5 Creating Web Sites with Page Authoring Tools
Overview 53
The Model Web Page 54
Important Note on Spacing 55
Macromedia Dreamweaver 3 55
Begin a New Site 56
Line Break; Nonbreaking Space 57
Font 58
Create a Table 58
Center the Table 58
Merge Columns in the First Row 59
Add the Text 59
Set Cell Alignment, Width, and Background Color 59
Font Face/Size 60
Save Your Work 60
Links 60
Graphics 60
Meta-Tags 61
Microsoft FrontPage 2000 61
Begin a New Web Site 61
Line Break; Nonbreaking Space 62
Font 63
Create a Table 63
Merge Columns in the First Row 63
Add the Text 63
Set Cell Alignment, Width, and Background Color 64
Font Face/Size 65
Save Your Work 65
Links 65
Graphics 65
Meta-Tags 66
Netscape Composer 6 66
Begin a New Web Page 66
Line Break; Nonbreaking Space 66
Font 67
Create a Table 67
Merge Columns in the First Row 69
Add the Text 69
Set Cell Alignment, Width, and Background Color 69
Font Face/Size 69
Save Your Work 69
Links 70
Graphics 71
Meta-Tags 71
Comparisons 72
Good Usability 72
Browser Compatibility 72
Spell Check 72
Site Management 72
FTP Client 72
Templates 73
Advanced Features 73
Readable Code 73
Web-Based Tools 73
Checklist 73
Activities 74
Bibliography 74
Chapter 6 Graphic Design for the Web
Image Building Blocks 75
Pixels 75
Color 76
Screen Resolution and Size 78
Image Size 78
Image Types 79
Compression Formats 79
GIF Files 80
JPEG Files 81
Image Maps 81
Rollovers 81
Images and HTML 81
Interlacing and Progressive Display 82
Image Sources 82
Adobe Photoshop and ImageReady 82
Software Overview 82
Project Overview 83
Incorporating Clip Art into an Image 84
Locate and Bring Clip Art into Photoshop 84
Resize the Image, Paste, and Flip 85
Add the Text with Type Tool 85
Save for the Web 86
Using Color in Photoshop 87
Open a New Window 87
Color the Image 88
Draw Lines 88
Add Text and Save 89
ImageReady 89
Make the Buttons 89
Save the Menu Bar 91
Graphic Software Comparison 91
Checklist 91
Bibliography 92
Chapter 7 Designing for E-Commerce
Important Concepts 93
Application Service Provider (ASP) 95
The Software Toolbox 96
HTML Forms 97
Java 98
Dynamic HTML (DHTML) 98
JavaScript 98
ActiveX 99
Plug-Ins 99
Cascading Style Sheets (CSS) 99
XML 101
Security 101
Activities 101
Bibliography 102
Chapter 8 Publishing the Site
Web Site Hosting 103
Choosing Web Hosts 104
Free Hosting versus Subscription 105
File Transfer Protocol (FTP) 105
FTP Clients 107
Dedicated Client 107
Browser-Based Client 107
Built-In Client 107
Domain Names 108
Maintaining the Site 108
FTP Tutorials 109
Hosting on GeoCities 109
Publishing with a Browser-Based Client: GeoCities Upload and FTP 109
Publishing with Dedicated Client: WS_FTP LE 109
Publishing with a Built-In Client: Dreamweaver 111
Publishing with a Built-In Client: FrontPage 112
Checklist 112
Activities 113
Chapter 9 Promoting the Web Site
How Do Users Find Web Sites? 115
Bookmarks and Page Titles 115
How Users Find New Sites 116
Search Engine Optimization 117
Search Engine and Directory Submission 117
Web Site Content and Design Strategies 119
Meta-Tags 119
Page Titles, Images, and Content 120
Link Popularity 121
Doorway Pages and Paid Placement 121
Spam Shutout versus Search Engine Strategy 122
Other Online Traffic-Building Strategies 122
Web Links 122
E-Mail Links 123
Affiliate Programs 123
Offline Promotion 124
Measuring Strategy Effectiveness 124
Checklist 125
Bibliography 126
Chapter 10 Technology Refresher
Client/Server Model 127
Peer-to-Peer Model 127
Connectivity Options 128
E-Mail Overview 130
POP versus IMAP Servers 130
Web Based versus Proprietary E-Mail Clients 131
HTML E-Mail 132
E-Mail Attachments 132
E-Mail Folders 133
Mailing Lists 133
Mail Filters 133
Signature Files 133
Building Community 133
Borrowing Graphics and Code 134
Navigating in a Browser 134
Customizing Browsers 135
Activities 135
Index 137
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After six years of growing pains, the Internet is finally starting to settle down. Changes in technology and user adoption rates are now more measurable and predictable than in the early days. The huge shakeout at the turn of the century resulted in a return to sound strategy over wild experimentation. Finally, we are beginning to understand what users really want while online, thanks to a plethora of research into user behavior. All this means that effective Web site content, design, and functionality are starting to become as much science as art.

We wrote Building Effective Web Sites within this context. It draws on the best current research and thought to inform Web site developers about how to create sites that are 100 percent user focused. It is unlike any other book because it describes the process from planning through publishing and publicizing, all from the user's perspective. It gives hands-on software tutorials and practical advice. This book is also unusual because the authors each bring a different background and perspective to the task: marketing and information technology. The melding of these two disciplines creates Web sites that sing to customers.


This book is for beginning Web site developers, although veterans will find good advice about planning, usability, and ways to draw visitors to the site. It is perfect for university classes that include Web site development as a component or the entire syllabus, and for which an inexpensive, all-in-one text is desired. The book is a good companion to E-Marketing (also a Prentice Hall book by Strauss and Frost), because the latter focuses on electronic marketingstrategies, while the book in your hands focuses on Web site design and implementation.


We do not recommend reading Building Effective Web Sites cover to cover. We suggest readers go through the book in this order:

  1. Start with the Chapter 1 overview.
  2. Move to Chapters 2 ("Creating a Web Site Marketing Plan") and 3 ("Designing for Usability"). Refer back to Chapter 3 frequently when actually creating your Web site.
  3. Next, select either Chapter 4 ("Creating a Web Site in HTML") or Chapter 5 ("Creating Web Sites with Page Authoring Tools"), depending on the tools you want to use for Web site creation.
  4. Then head for Chapter 6 to create graphics for the site.
  5. To publish the site on a server of choice, go to Chapter 8.
  6. Finally, other chapters serve as references for those wanting more: Chapter 7 describes the Web for e-commerce, Chapter 9 tells how to publicize the site, and Chapter 10 is a technology refresher, giving lots of instruction about how the Web, browsers, and e-mail work.

This book presents brief tutorials in Macromedia Dreamweaver, Microsoft FrontPage, Adobe Photoshop, and others. We recommend purchasing an additional book dedicated to your software of choice if you plan to go further than the introductory stage.


A Web site accompanies this book ( We designed it using the principles in this book as a model for Web site developers. On it, you'll find additional tutorials, exercises, and other resource materials. There is also a test bank available for selected chapters.


Raymond Frost and Judy Strauss have collaborated on several Web-based projects. Together they have 12 years of Web site design and development experience, and currently manage and maintain several Web sites. They published academic papers on issues of, Web audience measurement, Internet survey research, consumer/company e-mail communication, and Internet pedagogy. Their first book is in its fifth edition as E-Marketing Guide (Prentice Hall), and their second, E-Marketing, is in its second edition (Prentice Hall). They also have developed e-business and Web site development training seminars for business clients, both domestically and internationally. They created a new course in 1996, "Marketing in Cyberspace," and continue to teach classes in electronic marketing and Web site development.


The most pleasant task of writing a book comes in expressing our appreciation to the individuals who helped us create the work. Our gratitude is enormous. First we want to thank our students over the years who inspire us, teach us, and help make our books 100 percent user focused. Next, we want to thank Prentice Hall—especially Whitney Blake, Bruce Kaplan, and John Roberts—for providing a place to showcase our ideas. We also appreciate the support of our institutions, Ohio University and the University of Nevada, Reno. Finally, we thank the reviewers who helped us shape this book with their sage advice:

  • Dwayne D. Gremler, University of Idaho
  • Monica Perry, University of North Carolina-Charlotte
  • Mary Wolfinbarger, California State University
  • Mohan K. Menon, University of South Alabama
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