| So, let's explore why web designers are like ogres. | | | | - in other words, links are easily followed by humans |
| Firstly, let's see why we say that websites are like | | | | as well as search engines, all pages have meaningful |
| onions, with layers, in the first place - since this is the | | | | titles, keywords are gently worked into the content |
| whole raison d'etre of my argument. | | | | of the pages. Apart from that, someone needs to |
| Websites have an outer layer. | | | | take the marketing budget allocated to the website |
| This is the graphical look and feel of the site. In order | | | | (all websites have a marketing budget, right?) and |
| to create this your common, or garden, website ogre | | | | use that marketing budget to get the best ROI for |
| needs to have an artist's eye and a designer's skill | | | | the site - decide on the best Internet Marketing |
| with tools such as Photoshop or Fireworks. The | | | | strategies for building links and traffic and then go |
| graphical web designer needs to have insight into the | | | | forth and execute (the strategy, that is). |
| latest web design styles, such as can be found here. | | | | Now, my question is: Is it fair to expect one person |
| He needs to be able to wield shades and shadows | | | | to have all these skills? |
| and meld them into Web 2.0 flavored onion soup. | | | | Years ago when I studied 'Computer Science' there |
| Preferably soup not made with eyeballs. | | | | was basically one job title to aspire for and that was |
| The second layer of a website is the structure | | | | 'Systems Analyst'. If you worked for a really big |
| The structure could be determined through some | | | | corporate they might have distinguished between |
| method such as functional decomposition, where the | | | | System Analyst and Programmer. (And there was |
| web designer might start with the main function | | | | also a career called 'Punch Operator', which strangely |
| (home page) and break the site into manageable sub | | | | enough, has disappeared since today we all are |
| sections so that he ends up with a clear idea of the | | | | supposed to do our own punching...) And yes, I |
| scope of the site as well as the internal structure. So | | | | suppose the 'System Analyst' of that time was |
| here your web designer needs to have some | | | | supposed to do everything - analyze, build, test, |
| knowledge of basic Software Engineering principles. | | | | deliver and support the system. |
| But even more than that, once the main functions of | | | | But... tempers fuggit.... 'That was then, this is now.' |
| the site have been designed, the functions need to | | | | Today, there are myriad career paths available for |
| be married to the graphical design in such a way that | | | | the aspiring math's whiz-kid who sits down for an |
| the system is usable. A knowledge of the principles | | | | aptitude test. Anything from Business Analyst to |
| of good web design and usability (ala Nielson - and a | | | | Test Manager to Network Administrator to IT |
| familiarity with the site to learn how to avoid making | | | | Technician.... |
| mistakes such as 'mystery meat navigation', is | | | | And BTW, if you are a COBOL programmer, you are |
| essential. | | | | a COBOL programmer. You know COBOL; that is |
| The third layer of a website is the dynamic and | | | | what you do. Nobody would expect you to sort out |
| interactive elements | | | | the DNS entries for the company server. |
| Frontpage and Photoshop can only bring you so far. | | | | But the same specialization doesn't seem to have |
| Your website ogre might find that he simply has to | | | | filtered through to the web development arena. I |
| go and kill a couple of nerdy programmers to steal | | | | saw a job description just today for a 'web |
| their reference manuals: PHP and MySQL for Dynamic | | | | developer' who is supposed to have the following |
| websites, AJAX and PHP - Building responsive Web | | | | skills: Photoshop, Fireworks, Flash, Swish, .net, C#, |
| Applications. And he'd better know that Ruby on Rails | | | | MSAccess, SQL design experience, ASP, VB, .net, |
| is not a gem on a train track. | | | | HTML, DHTML, ASP, XML, CSS, Java script and VB |
| Then we get to the content. | | | | script. And this poor sod is supposed to also maintain |
| The website needs to be filled with good, quality | | | | networks and troubleshoot Windows servers. And |
| content. Sometimes you are lucky and your client | | | | wait for it - this paragon of a website ogre will be |
| gives you good content. Other times, you'd better | | | | paid what practically constitutes a minimum wage in |
| start rewriting the techno-speak and corporate | | | | the IT world. And this is in the corporate world, |
| waffle and ask your client gently if he can state five | | | | where they should really know better and where |
| benefits of their services. So, a good knowledge of | | | | they can actually afford to appoint specialists. |
| copywriting and a command over the English | | | | If you are a freelancer working for yourself, you'd |
| language will not come in amiss. | | | | better be sure that you are well versed in all the skills |
| So, we have the layers that make a website. The | | | | that go into building the layers of a website...or you'd |
| core, though, is the marketing strategy. | | | | better start working on a plan to build strategic |
| We all know that it is NOT just a case of 'build it and | | | | partnerships with other specialist freelancers. This will |
| they will come'. The website needs to be marketed | | | | allow yourself some freedom to specialize, as well as |
| and it can only be marketed if the underlying SEO | | | | offer the opportunity to others to do the same. |
| principles have been kept in mind right from the start | | | | |