Enterprise website seo marketing website construction
Source: Shangpin China |
Type: website encyclopedia |
Time: July 19th, 2012
Extended knowledge of your products or services In addition to conventional Website construction For product knowledge, you also need to extend this knowledge. You can publish your accomplishments in the industry through professional articles, white papers and other ways. Expanding knowledge can improve your enterprise's authority in the industry and win the right to speak. These contents need to be insightful and can win industry recognition. You can also publish these articles in other media, And provide links to similar content on your website, which is also to improve your site SEO The best way to rank. Product purchase and promotion information Users who are finally interested in your products should know how to buy your products. You can provide the detailed contact information of your dealers in various places, the address, telephone, transportation, business hours of your franchised store, the ordering details of your products, the guide price, payment method, delivery or shipping method. These contents need to be precise and detailed. The consumers of these contents will become your regular users, which is the result of your hard work ahead, They should never be allowed to leave here. Website Help It is not surprising that some websites are often confusing and you do not know how to use them. For some websites whose interfaces are not obvious, they should include convenient help information to help users use your website. These help information should be very timely (Handy), and you can find it immediately when you are at a loss. Do not compile all the help information into a huge file like traditional software, and let users find it by themselves. The help information should be on or near the use site. Frequently asked questions and answers (FAQs) FAQ content should be placed in a very prominent position. FAQ is the best way to help users get started quickly, because FAQ is the question and answer that most people care about. Experienced users will go directly to FAQ when they come to a new enterprise website to quickly understand what they want to know, because most users have no patience to browse your content page by page, They will see what other people have asked and how you answered. Legal notice (copyright, privacy terms, terms of use, disclaimer, etc.) Although not every enterprise has legal counsel, you can always find some statements that are suitable for you, and put these statements at the bottom of your website according to your actual situation. They may not be very useful, but in case of disputes, these statements can reduce your trouble. Vacancy and recruitment information If you have been rated as the best employer, it may be more effective to put the recruitment and vacancy information on your website than on professional recruitment media. People who can actively go to your website to look for job opportunities must have admired you for a long time, and you should pay attention to these people.
Content dedicated to key customers and partners You can open a special area on the website for your VIP customers or partners to use. You can provide personalized content for different customers. This service experience is very comfortable for customers. One of my Comshare CMS customers has established an order tracking system for key customers on his website. Every order of each customer is posted on it, It includes the order date, product, amount, shipment date, shipping information, copies of shipping documents, and payment status at a glance. Each customer will see the implementation of all their orders as long as they log in with their own account. I have another Comsharp CMS customer who is engaged in the export business of craft gifts. Their products are aimed at different markets. He provides different product catalog areas for customers in different markets. After customers log in, they only see the product information related to them, which not only saves time, but also avoids competitors from stealing confidential information. If you are a listed company, you should disclose the listing information Your shareholders, board members, your share distribution, stock prices, financial reports, profits, dividends and other information. Listed companies need a sense of transparency. You need to publish these information that must be disclosed to shareholders on the website and update it at any time. Blog, BBS, Comments and other dynamic content. Your website can also provide team members' blogs, public discussion areas, employee communication areas, communication areas with customers, user comments and other content. These dynamic content allows you to understand users' needs and complaints at any time, so as to improve your products and services in a timely manner.
Content is the most valuable part of a website, which means that content is king. The only purpose for users to visit your website is to obtain valuable content, rich content, accurate content, and constantly updated content, which are the three elements of a successful enterprise website.
Among the 101 indicators of the perfect corporate website, 23 are about content. We put content first. In fact, you should focus on 80% of the content. The 23 content indicators are: Rich content It is hard to imagine the disappointment of a content deficient enterprise website to users. Users come to your website through search engines, advertisements, or friends' introductions with demand. They lack understanding of your enterprise, products, and services. At this time, enterprise websites are the most valuable, Good enterprise website builders should figure out the needs of users, why they come, what they want to see, what problems they will encounter, and how we can solve them. Users coming with questions are the most potentially valuable users, and your content can never be too thoughtful. However, the reality is that users see nothing except some beautiful pictures. Your products, product features, prices, packaging, production cycle, services, support documents, questions and answers, etc. Users hope that the more detailed these contents are, the better. Many enterprises have such a mentality that we just put a little product information on it, and users are interested, Will naturally contact us. In fact, if your information is too simple and scarce, users will doubt your strength. I once provided IT consulting services for an enterprise engaged in the export of machine tool accessories, which was a very successful company. Once, he took out their product catalog to show me. It was 500 pages thick and densely arranged with very detailed product data, The minute I saw the directory, I knew why they were successful. The same is true of corporate websites.
Accurate content No user will tolerate the mistakes on your website. They will think that you are unprofessional and careless. If an enterprise makes a lot of mistakes on the website, its products will not be much better. When you create site content, you need to constantly check and proofread, and ultimately, the most important thing is that you should visit your website as a user, and you will find many errors. At this time, you must not wait, and do not say that I will correct in two days. Two days later means that you will never correct these errors. Some enterprises, The phone number provided on their website can never be reached, because that number has already changed, you should correct it immediately. Modern CMS websites can make it very easy for you to achieve this.
Constantly updated content This is almost a common problem of SMEs' websites at present. Most of these websites come from a whim of business executives. They spent a lot of time and budget to build the website, thinking that it would be all right, so they left the website behind. A website that never updates is nothing to the users who only come here once, and the users who only come here once often cannot bring sales to the enterprise. However, if the users are interested in you, they will come back again. Only the users who are interested in buying your products and services will visit frequently. If your website is never updated, your unintentional users may not be aware of it, For your intended users, you will surely see that the website that is never updated brings doubts to your most valuable users, who will suspect that your business has stopped.
The content should be professional The content must reflect the quality of your enterprise. Before users establish a consumer relationship with you, they will speculate about your products and services through the content on the website. The content on your website represents your products. Professional content will make users believe that the products and services are also professional enough. At the same time, professional content is often authoritative, and your content may be quoted and linked by many people, virtually bringing you advertising.
Originality This is not only a copyright issue, but also related to your credibility. Excellent enterprises have their own opinions and have the right to speak. If your website only extracts other people's content, it will make people feel that your enterprise has no achievements. Original content is the most important way to establish your voice. Any enterprise should establish its own authority through professional articles, industry standards, white papers and other content.
The content should be complete The construction process of traditional enterprise websites is generally like this. The enterprise provides content to designers in advance, and then the designers arrange and publish the content to the website. Many enterprises are unable to collect the complete content at one time. People often say that this section is not available for the time being. They will sort it out in two days. Similarly, two days later means that this section will be lost forever. I have seen numerous corporate websites with incomplete content, or a product lacks pictures, or a piece of content is in the default language version, but is empty when entering another language version, or a 404 error is returned after clicking a download link. You need to constantly visit your own website and carefully check those parts of the content that are incomplete. If a piece of content is incomplete, it is better to remove it than put it there to confuse users. Similarly, modern CMS websites allow you to supplement your content at any time, and you should continue to do so.
The content should include pictures and text, but mainly text It is said that A Picture Is Worth A Thousand Words, pictures, tables, and necessary multimedia materials (video, Flash, audio) can help you better express, and will also help your users not be too boring, but these materials should not be too many. Your content should still be text oriented, and too many media will make it difficult to quickly open the page. The content should reflect the values of the enterprise You cannot use content that is against the corporate values. A website for hackers may contain some system cracking articles, but such content will not appear on Microsoft's website in any case. Your content should convey healthy and positive information to visitors. The website is a public media, and any improper remarks may bring public opinion problems for your enterprise.
Distinguish audiences in different regions and cultures The most basic requirement is that if you are an international enterprise, your website should contain at least one English version and one local language version. If your main market is Germany, for example, it is not too much to provide a German version. The content between different language versions is not simple mutual translation. The content should be based on local business conditions, culture and customs. The famous anti-virus software manufacturer Kaspersky has done a very good job in this regard. The basic content of the enterprise website includes that the enterprise profile is an important way for users to quickly understand the enterprise, your history, development, performance, your main business, market, employment status, etc. As long as the information can be disclosed, it should be seen by users and should be as detailed as possible. Company news, enterprise or industry news These contents should appear on the home page, and users can see them as soon as they come in. This is the best way to keep your website continuously updated. Your new products, new businesses, exhibition plans, promotions, news of the industry, market observation, product roadmap, etc. Through these news trends, users can always feel that your enterprise is full of vitality, Your business continues to grow. You can use corporate Banner pictures to make the latest trends into attractive pictures and animations. Microsoft's website will use some very fresh Banner pictures to show their corporate trends every few days. Team Information Be sure to publish your team information on the Internet. If a user is interested in your product, he will also be curious about your team. Why not satisfy them. At the same time, if he can see the product team, many users will dispel their doubts about your product. Team information can enhance the transparency of your product. Team information can include the team's educational background, industry experience, professional attainments and his/her role in the team. If your team members have their own blogs, you can also provide their blog links. Your products or services This is essential for enterprise websites. Product and service information should be detailed enough. In fact, your investment in this area should never stop. As long as your products are improving, new products are developing, and new services are developing, you should always show these new content to users. The product information includes product specifications, characteristics, advantages and disadvantages in similar products, product size, material, packaging, price (or at least price range), pictures, production cycle, etc. Don't wait for users to call and ask, you should let users directly understand on the website what you think needs to be explained on the phone. Service and support Enterprise websites are increasingly becoming the center for enterprises to provide services and support. All kinds of questions you answer repeatedly to users on the phone should be reflected in services and support, which can help users at any time within 24 hours. The service and support content can include product documentation, usage skills, troubleshooting, installation and maintenance instructions, etc. The enterprise should constantly accumulate the service and support content, organize, sort out and standardize these content, and form a complete product knowledge base, which can significantly reduce the cost and pressure of manual support.
Chapter 2: Ease of Use Perfect content is used for use. No matter how wonderful your content is, if it is difficult to access, users will still leave. Ease of use involves not only technology, but also good Web creation habits. Ease of use contains 34 rules, which are: Only use mature, simple and compatible technologies Web technology has been developing all the time, because the Http protocol was originally intended to represent simple hypertext. When people gave the Web more and more missions, the limitations of the Web appeared. To solve these problems, people added many new technologies to the Web to enhance the Web's performance. Cookies, Javscript, DHTML, ActiveX, Applet, CSS has been a hot AJAX technology until now. However, these new technologies have quickly brought compatibility problems because Web content depends on browser interpretation. Different browsers plus different security configurations result in these new technologies not being rendered as scheduled. For example, many ActiveX mature in IE cannot be used in non IE core browsers, With the selection of these new technologies by many browsers and Web users, we have gradually got a list that everyone agrees with. Now, all major browsers support and users are willing to accept the following additional Web technologies: Cookie, Javascript, CSS If you want your enterprise website to be accessible in most environments, please use other technologies carefully. Here we need to specifically mention AJAX and Flash, which are also recognized by many people. In fact, AJAX is based on Javascript. However, AJAX also uses the XMLHTTPRequest object that is easily disabled under the security configuration of some browsers. In fact, the security configuration of my IE browser disables XMLHTTPRequest. Therefore, unless I join a trusted site, I cannot even access Google Map smoothly. Flash is a great technology, and online advertising is almost its most perfect mission. As a rule of ease of use, we do not reject the use of Flash technology to provide advertising, but Flash can never be used in site infrastructure such as site navigation.
Do not use any web effects Although webpage special effects do not necessarily involve incompatible technologies, they are very boring to most people. Enterprise websites should never use webpage special effects just for fun, unless you are still living in the 1990s (now it is 2007), or you are only 14 years old. The most boring web page special effects include the homepage, successive pop-up windows, full screen windows, changing the mouse cursor, nonsense of scrolling on the status bar, forbidden selection of page content, forbidden viewing of source code, flashing text, pop-up window when leaving, scrolling bar at the window with strange color, and sound background. See how Builder.com sees these stupid web effects. One thing to remember is that visitors will never think you are great because you use a special effect that they think is cool. Clear and unified navigation The only way for users to find useful content on your corporate website is through the site's navigation system. You need to make great efforts to organize your content to ensure that users can find them as quickly as possible. The navigation system must be clear. They should match other content of the site with different colors to highlight on the web page. At the same time, the navigation system of each page should be completely consistent. It is very frustrating to see a completely unfamiliar navigation system from one page to another. Navigation depth does not exceed three levels Although many people think this is too absolute, in fact, users need to click three times to find the content they want is still too much. The level by level navigation menu is daunting, and many people will fear that they will not find the way back after entering. If you can organize your own content well, combined with the paging mechanism, the tag mechanism, The three-tier navigation depth is enough. The navigation link must contain text For the sake of beauty, many people like the image button style navigation link. If you insist on doing so, it is understandable, but you must add text to the image at the same time, so that the text can reflect the meaning of the link, because it is often difficult for outsiders to guess the meaning of your image button, and the text is the most direct and accurate. Must have a plain text version of the site map When the user is completely lost in your dazzling site navigation, the plain text version of the simple and direct site map can also help the user to quickly find the content they want, which is a supplement to the navigation system, and even for some sites, it is more effective than the navigation system. In addition, the plain text version of the site map is very easy to be captured by search engines and used to traverse your entire site.
Must have breadcrumb navigation bar The concept of breadcrumb navigation comes from the fairy tale "Hansel and Gretel". When Hansel and Gretel walked through the forest, they scattered breadcrumbs on the places they passed along the way to help them find their way home. So, The function of breadcrumb navigation is to tell visitors their current position in the website and how to return. Each page has its own title The title of all pages on many enterprise websites is the name of the enterprise or a slogan, which will make users not know what the current page they are visiting is about. Each page should have a title that matches the content of the page, so that even if users open many windows, they can still know what the page is saying through the title. From the perspective of SEO, it is a good habit to use some keywords in the content of this page in the title. Moreover, when your page appears in the search results of the search engine, your page title should clearly tell the searchers what the page they find is about. Any page has a link to the home page When people enter a strange place, when they feel lost or uneasy, they will immediately think of returning to the entrance. This is also true for visitors entering your website. Each page has a link to the home page to help users quickly return to the entrance and start again when they feel lost. The logo of the website points to the home page This seems to be unreasonable, but almost all watchers follow this agreement. When many people do, you have no reason to make an exception. For sequential content, guided navigation should be provided. For example, if you publish a long series of articles on the website, you should divide the articles into multiple chapters. After users read this chapter, there should be two links below, pointing to the previous chapter and the next chapter, so that users do not have to scroll back to the top of the page to access the navigation system, He/she can directly click these two links to move forward or backward in the article, which not only saves the user's time, but also brings the pleasure of continuous reading. Full text search If users don't want to browse your website page by page, you should provide a full-text search function. Although your search function is much worse than that of professional search engines, it can help your users quickly find the content they are interested in. Do not use the search code of Google and other commercial engines to search. Instead, let users directly search in Google, You should provide a local search function, which does not need to be as powerful as Google, because you do not need to support such a large number of users or search such a huge amount of information. The local search function of your website may be more helpful to users than Google.
Do not use the welcome page When Flash is in full swing, setting up a welcome page and playing a beautiful animation to users is the pursuit mode of many enterprise websites. However, this idea is really bad. Many people have no patience to wait for the long animation download and then leave. Can you imagine watching a welcome movie at the door before you go shopping in the supermarket? You should let users come in directly and see the real content as soon as they come in. Don't waste users' time with your romantic ideas. Moreover, because search engines must first go through the welcome page to go deep into the website, a Flash animation that can't be interpreted by search engines will make search engines think that there is nothing on your website.
ALT and TITLE attributes must be set for any picture Before your pictures are completely downloaded, the browser cannot display them, or some browsers may turn off the display of pictures, or your picture resources may be lost. At this time, the ALT or TITLE attribute will let the browser display the descriptive text of the pictures at the location of the pictures, so that the user can at least know what will be displayed at that location. This attribute also helps search engines better understand your images. If the picture is to be displayed in the form of thumbnail, use the thumbnail with the real size reduced, not just change the width and height attributes of the picture This can significantly reduce the page size. Links must have identifiable visual features Blue font and underline are the visual features of links recognized by everyone. People will click on such places with the mouse. However, each website has its own color matching style, and your page background may cause the blue font to not be clearly displayed. It doesn't matter. You should set consistent visual features for links throughout the site, The chain boundary that has been visited should have different visual characteristics. Any page has a print friendly version Web pages are used to display on the screen, not designed for printing. Therefore, web pages printed with the print function of IE browser are always not ideal. If you want users to print your content successfully, you should provide a print friendly version for each page, In the print friendly version, things that waste too much space such as the navigation system can be hidden, so that the real content becomes the main body of the page. At the same time, black characters on a white background should be used instead of background patterns. Please note that if the user wants to print your content, it means that he/she is very interested in you. They are very valuable users and must help them realize this wish. All pages use the same color matching and structure as the whole site uses the same navigation system. Using the same color matching and structure for all pages can help users focus only on the content. You should not force users to adapt to the new layout in a new page.
Your site should avoid letting most users scroll left and right At present (today is September 1, 2007), the mainstream display size is 1024 x 768. You can safely assume that the screen size of most users is at least this value, but I do see many users who still use 800 x 600 resolution screens. In any case, your page layout should try to avoid allowing small screen users to scroll left and right. It is troublesome enough to scroll up and down, Plus rolling left and right is a nightmare. You can let your network industry automatically adapt to the screen size. Technically, it is not difficult; You can also assume a width that takes into account the user base that you think is already moderate. This is a trade-off. In fact, it may not be a good thing to absolutely take care of small screens. A page with a width of less than 800 pixels can be displayed on a 1024 wide screen, but it will appear incongruous on a 1280 wide screen. However, the popular practice of using Javascript to judge screen size and then output different layouts according to different sizes in the 1990s is no longer feasible. The current screen size can no longer be strictly divided as QVGA and VGA. Many non-standard size screens appear in large numbers. You can hardly predict what size screens your website will encounter in the future. The site must be at the first level of navigation depth, so that users can see your complete contact information For unfamiliar enterprise websites, if you can't see the contact information of the enterprise on the first page, or even if the contact number is not a fixed phone number, I will feel uneasy. You should provide the detailed contact information of the enterprise on the first level navigation depth page, so that users can see your address, contact number, and email address under the same domain name, In the online world where deception exists everywhere, you should accurately reflect your real contact information, which will reassure users. The size of each page should be less than 50K We must bear that if we include pictures, external Javascript and external CSS, the size of many pages of our own website cannot be lower than 50K, but this is a goal. You should try to reduce the size of the page as much as possible, no matter how fast the width is today, The ADSL access speed of most people is not lower than 120KBS, which does not mean that people can access your website at this speed. There is also a network bottleneck between different network operators, and your website's access speed in other places may be far lower than the local access speed. Consistent performance in all major browsers Today (today is September 1, 2007), the market share of IE core browsers has dropped to about 60%, and the other 40% is occupied by Mozilla, Firefox, Safari, Opera, etc. Your website should serve the W3C standard, so that it can be accessible by all mainstream browsers. If your website only supports IE, it may block 40% of users. Provide help on the user's operation site instead of entering the special help system The help system of the website should be distributed to various operation sites. It does not need to use a special help system like conventional software. It can provide users with useful help information anytime, anywhere, so that help can be simplified and users' access experience can be improved.
Users can comment or feedback on certain content In the era of Web 2.0 (today is September 1, 2007), attention should be paid to user participation. Most content on the website should allow and encourage users to participate in comments and feedback, so that users can participate in comments without registering. If users must register to participate in some content, the registration process should also be as simple as possible. The page should not be overcrowded. Don't fill the home page with dazzling information like some portal websites do now. Even if you have to put so much content, you should also leave enough blank space and boundaries, otherwise users will feel very tired. The media of the Web page is the screen, not the paper. You really don't need to save space on the screen, Let content be loosely distributed on the page, giving users a sense of leisure.
Identify the links that have not been visited and have been visited with different colors The recognized color matching of the Web is that the links that have not been visited use blue, and the links that have been visited use purple. However, you can set your own color matching according to the color matching of your entire site, as long as you keep the global consistency.
Use fonts that everyone can display correctly Do not use obscure or artistic fonts. Your visitors use a different system from yours, which may be a different version of Windows, a Mac, Linux, or even a handheld computer. You cannot guarantee that a certain font displayed normally here will also be displayed normally in the user's place. Try to use standard fonts and test in different environments, Make sure your font will not cause trouble to anyone.
Do not open the link in a new window unless it is really necessary Automatically opening a window with a new link often makes many people angry, because there will be dozens of open windows on their desktop. If users want to use a new window to open a link, they can press SHIFT. They are necessary only when new windows are used to display some suggestive messages or auxiliary content. Do not use full screen mode to display web pages, let users decide the size of the window Do not automatically open a full screen window for users. Many users do not know how to switch back from the full screen state. Full screen windows may panic users, because if something goes wrong, full screen windows are very bad, and must not be used. Do not pop up Many browsers or their plug-ins block pop-up windows. If you have to use pop-up windows to display an unexpected message to users, such as a serious error message or notification, you can consider using Lightbox. Lightbox is a technology that has good visual effects and is compatible with various mainstream browsers, and is suitable for displaying notifications on websites, Error messages and other pop-up content. However, it does not use pop-up technology. The pop-up content is still in the parent form. Any browser pop-up blocking system will not organize such pop-up content. For the principle and application of Lightbox, you can refer to the Lightbox JS v2.0 project of huddletogether.com.
When users register, they only fill in the necessary content In fact, only the user name and password should be filled in. There is no need to ask users to provide more detailed information, because most people will provide fake information. Unless your system is similar to B2B and B2C systems, you need users to provide real identities to conduct business. Advertisements on web pages should have clear advertising signs To tell users that it is advertising, advertising should have a certain separation boundary with your content, so as not to confuse users when the two are mixed together. Please remember that advertising clicked by users without knowing or being deceived is useless and does not bring any sales. Even if your advertising comes from pay per click advertising like Google Adsense, do not cheat users to click, This is the most basic ethics of a practitioner.
Advertisements should not use deception tactics to trick unskilled users to click You must have met such an advertisement. A small window pops up on the page, saying that your system is infected with so and so popular virus. Please click this button to clear it; Or someone sends you a message. This kind of obvious fraudulent advertisement is very inferior. It is an obvious hoax to users. Don't challenge your users' IQ, especially when many people have been cheated and become angry. Your web page can still be displayed accurately after the Javascript, CSS and other supporting files are stripped In some cases, the user may disable Javascript, and the CSS file may be lost. At this time, your website page can still be displayed normally. One of the basic principles of web page design is to display the content correctly without any CSS decoration, and then apply CSS to decorate the content. In addition, Javascript should not be used in key occasions such as navigation. Once Javascript is disabled, users may not be able to use navigation.
Chapter 3: Design The design reflects the artistic quality of a website, but it does not mean that you should over design. The design style should be combined with your industry. It should be simple, fresh, elegant, and peaceful. The design is only to gain an external impression when users visit your content, not to dominate. The design shall follow the following principles. Deliver professional first impressions to first-time visitors Good design will give first time visitors an unforgettable first impression. However, good design and bad design always have different opinions. Wise people have different opinions, and there is no unified standard. If you insist on setting a standard, good design should give people a sense of professionalism. The so-called sense of professionalism, generally speaking, is that the design should look like the same. You can compare your website with the world's top 500, You will know what a sense of professionalism looks like.
Industry oriented design If you are in the machinery industry, it is not appropriate to use pink as the color matching of the page. Different industries have different styles, and your design should conform to the style of this industry. The design styles of different industries are generally determined by the tastes of consumer groups in different industries, which is just like the cameras in the target market of professional photographers are generally black, solid, and feel heavy, Consumer cameras are silver or color, thin and fashionable. If you don't know what your industry style is, you might as well take a look at your successful competitors' websites.
Design should not be outdone or over designed. You should always remember that when users come to your website, they really want to see the content rather than your design. Moreover, the so-called design is more subjective. With the trend of the world changing, the current design is more simple for beauty, Do not make your website look like a baroque art.
Design follows the principle of elegance Some rude designs will make users feel violated. So called elegance. For example, it is absolutely not elegant to have 20 colorless six color racing lanterns flashing at the top of your page. Elegant design is polite, tasteful, artistic, and makes users respected. Users should not feel that you are shouting at them.
The design follows the principle of peace Don't use too strong color or font contrast to make users feel uneasy or tired. A good design is to show your design ideas smoothly, not always afraid of being invisible. If users don't feel comfortable with your design intentions, you are designing with a peaceful mind.
Include eye-catching logo The logos of your company or website should be very eye-catching. They are your visual signs. Don't bury them in some messy colors.
Including a set of very attractive corporate banners Enterprise Banner is a word I made myself. The so-called enterprise Banner is a group of pictures or other visual elements placed on the top of the website, usually below the logo, near the navigation bar, to display the image or dynamic of the enterprise. It is similar to the advertising Banner but only used to display the enterprise itself. Corporate Banner should have a good design to reflect the corporate culture, values or accomplishments, and should be updated regularly. Enterprise Banner should be updated regularly. For long-term visitors, they should become the focus of users' attention. For example, every time Microsoft has new products and new trends, it will design a new corporate Banner on the home page. If you don't have time and managers to regularly update the website content on a large scale, update the corporate Banner and combine it with enterprise dynamics, It will make people feel that your website has been actively updated. Enterprise Banner reflects enterprise dynamics If you have a large exhibition to hold, or participate in an activity, or obtain a certain achievement or reward in the industry, or have a major product release, you can tell users in the form of corporate Banner. If you attach importance to these trends, your users will also. Reasonably arrange the focus of the page without feeling top heavy The best composition acceptable to humans is the triangle composition, with the center of gravity on the left side of the page, then the center of gravity on the right side, and gradually lighten up. Otherwise, the picture will be unstable. Don't list too many visual elements at the top of the page, which will make people feel heavy headed and light footed. The whole station follows the same design style The color matching and page layout of the whole site should be consistent to give people a sense of coherence and avoid too abrupt changes between pages. Optimize the picture Pictures play a very important role in websites. Appropriate use of picture elements can avoid boring pages, and pictures are easier to understand than words. However, you must optimize pictures during design, or their size will make your website very bulky. Photoshop's Save for Web function can help you optimize pictures very well. The principle of image optimization is that for photos with rich and delicate colors, they should be saved in JPG format, and the compression ratio should be properly selected. A 400x300 pixel image saved in JPG should be less than 20K in size; For graphics with large color blocks, it is better to save them in GIF format. Reduce the number of colors appropriately to significantly reduce the size of the image. Chapter 4: Security The security of enterprise websites is particularly important. If your website has content that requires authorization to access, it is your responsibility to protect these content. Using secure database technology to encrypt key data and filter the data uploaded by users is an important way to ensure the security of enterprise websites. Website security follows the following rules: Use secure database technology At present, mainstream database technologies include MS SQL Server, Oracle, IBM DB2, MySQL, and PostgreSQL. MySQL and PostgreSQL are open source databases, and the other three databases have different prices according to different licensing methods. Considering security, they are all very secure database technologies. It should be noted that we do not recommend using Access. First, Access is a desktop database, which is not suitable for enterprise websites that may face massive access. Second, Access is a very insecure website database. If the path of your Access database file is obtained, It is easy for people to download the database file and see everything in the database, including the content that requires authorization. If you choose Access because it is free, you need to know that MSDE is also free. User passwords or other confidential data must be encrypted with mature encryption technology before being stored in the database. It is very dangerous to store user passwords, credit card numbers and other data in the database in clear text. Even if you use very secure database technology, you should still be very careful. Any confidential data should be encrypted and stored, so that even if your database is broken, Those important confidential data are still secure. Passwords or other confidential data must be encrypted with mature encryption technology before they can be transmitted through forms. If your website does not use HTTPS encryption technology, all data between your website server and visiting clients are transmitted in clear text. These data can easily be intercepted at the switch and router nodes. If you cannot deploy HTTPS, It is a very effective way to encrypt all confidential data and then spread it through the network. Passwords or other confidential data must be encrypted with mature encryption technology before they can be written into cookies. Many websites write user account information into cookies so that users can log in directly when they visit next time. If the user account information is directly written to the cookie without encryption, this data can be easily obtained by viewing the cookie file, especially when your user shares the computer with others. Any data submitted by visitors should be checked for malicious code. Although we want to trust users, in the network, we must assume that all users are dangerous. If you do not check the data submitted by them, SQL injection, cross site scripting and other security problems may occur. The website must have a secure backup and recovery mechanism Any website may suffer from a hardware or software disaster, which may cause your website to lose data. You must regularly back up the website safely according to the size and update cycle of your website. After a catastrophic accident, your backup recovery mechanism needs to restore the entire website in a very short time. It should be noted that you must test your backup recovery mechanism to ensure that your backup data is correct. The error message of the website must be processed before outputting the error message, which often contains terrible technical details to help hackers break into your website. You should process the error message of the underlying program of the website to prevent those debugging information and technical details from being exposed to ordinary visitors.
Chapter 5: Performance The performance of the website is related to the user's access experience. Our goal is to make the website support more users and make each user's waiting time shorter. The performance improvement depends on database optimization, efficient HTML code rendering and content caching. Here are some rules to improve website performance: Optimize the database design Use Index properly, use efficient SQL statements, reduce full table scanning of database tables, and return only necessary data. These are very effective database optimization methods. The database is often a performance bottleneck of a website. You need to continuously optimize the database. Every small performance improvement will bring qualitative changes in the aggregate. Use Store Procedure for data exchange between database and website business layer The execution efficiency of stored procedures is much higher than that of decentralized SQL statements. As long as your database supports the Store Procedure, you should use it as the data communication channel between the business logic side of the website and the database side. Paging returns the records in the database. Paging without the business layer should be used to display these data page by page when returning a large number of data records. You need to page on the database side. Paging on the business layer will result in a large amount of duplicate data flowing between the data layer and the business layer, causing performance bottlenecks. Use mature and optimized web page rendering technology ASP NET, PHP, JSP, Ruby and CGI can all act as the HTML rendering engine of the website presentation layer. You can choose the appropriate platform according to your needs. It should be noted that, for example, ASP NET and other platforms. In order to meet the requirements of most application farm consolidation and minimize the amount of user code, many technologies that may reduce performance, such as View State, are used. You can turn off these functions to improve page rendering and execution efficiency. In fact, we used the Direct Render method in Comsharp CMS, leaving ASP NET page life cycle model, directly rendering HTML code to generate web pages, has achieved very ideal performance. Using XHTML+External CSS+External Javascript to reduce Http requests You should separate the content, decoration and behavior of the page. The content is pure XHTML, the decoration is external CSS files, and the behavior is external Javascript files. The advantage of this model is that the browser can cache external CSS and Javascript, and only needs to request XHTML content from the server each time, The request size of the page is greatly reduced, which is very helpful for improving the performance. Use clean code (XHTML, Javascript, CSS) Your HTML code, Javascript and CSS files need to contain clean code. Clean, W3C standard compliant code is not only short, but also reduces the burden on the browser. The browser does not need to conduct various fault tolerance analysis, and output content completely according to the standard, greatly improving the execution efficiency. Chapter 6: W3C Standards Some information on W3C official website //www.w3.org (W3C official website) //validator.w3.org/ (HTML or XHTML validator) //jigsaw.w3.org/css-validator/ (CSS validation tool) //validator.w3.org/checklink (Link validation tool) Some overseas technical sites related to W3C standards //www.w3schools.com/ //www.w3c.org/ //www.24ways.org/ //www.456bereastreet.com/ //www.alistapart.com/ Some domestic technical sites related to W3C standards //www.w3cn.org/ //www.blueidea.com/
Conforming to the W3C standard is the development trend of websites. At present, almost all browsers use the W3C standard. The W3C standard ensures that your website can achieve consistent performance in all mainstream browsers. You no longer need to output different content to different browsers as you did in the late 1990s. This article was published by Beijing Website Construction Company Shangpin China //ihucc.com/
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