A01 chaf6542 06 se fm indd

(a)

(b)

Web committee

chaired by

Marketing

Webmaster

Role

User

Content

publisher

Function

Gatekeeper

Content

publisher

for each brand

User reps?

Architect

Gatekeeper

Webmaster /

maintainer

Intranet architect

Information

creation

Information

quality

Information

access

Maintenance /

service quality

Analysis / design

Business role

Business / technical role

Business role

Technical role

Technical role

Standard

Details

Applies to

Site structure

Will specify the main areas of the site, e.g. products, 

customer service, press releases, how to place 

content and who is responsible for each area.

Content developers

Navigation

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.

Website designer/webmaster usually 

achieves these through site templates

Copy style

General guidelines, for example, reminding those 

writing copy that copy for the web 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.

Individual content developers

Table 12.4

Website standards

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Part 3  Implementation

● 

Identify events which trigger the publication of new content, e.g. a new product launch, 

price change or press release.

● 

Identify stages and responsibilities in updating – who specifies, who creates, who reviews, 

who checks, who publishes.

● 

Measure the usage of content through web analytics or get feedback from site users.

● 

Publish a league table of content to highlight when content is out of date.

● 

Audit and publish content to show which is up to date.