Transcript EPi/Policy training

EPi/Policy training
UK September 12, 2008
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Agenda, September 12
− The web policy in general
− Document list
− Templates – rules and
guidelines
− Contact
− Page
− Left menu divider
− Special link page
− Introduction page
− Highlighters
− Start page
− News and Press start page
Break for lunch
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− Blog
− Form
The web policy/manual in general
− Why, where and how to use templates
− Policy for web communications
− Valid only for national sites and in combination with
EPi templates
− Also governing are Skanska Graphic Handbook,
Message grid, Global Web Strategy
− Constantly updated
− More on EPi in the EPi manual
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The inverted pyramid
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The vital 3 questions
1. Do you have an audience, and can the audience use
what you are creating?
2. Is this the proper channel for this message?
3. What do you want your reader to do when he/she
has read your content, and is this action easy?
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The templates
– Are created to ensure user-friendliness for the visitor
to your website.
– Use the templates as they are intended
– Do not ever add code into the templates to add
functionality or change the way they work or look.
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Page
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Tone-of-voice and language
− Use shorter sentences than you usually would
− Use shorter paragraphs and deal with one topic per
paragraph.
− Use active voice - avoid using passive voice
− Examples
− Active voice: The dog bit the boy.
− Passive voice: The boy was bitten by the dog
− Be sure to include the subject (ie “the dog”) early in your
sentences for optimal readability online.
− Try to involve the reader/the target audience in your
writing.
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Disposition
− Start with what is most important for the readers
− Do not force readers to read more than necessary - they will be
frustrated
− It is ok if they leave after reading the introduction!
− Inverted pyramid-style
− First: Everyone in the audience must understand what the text is
about
− Heading
− First sentence in introduction
− First part of main text
− Main text - do not forget to call for action
”Read more about…”
”Download…”
”Contact xx to learn more about…”
”Did you know that you can…”
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Headings
− All pages must have headings
− Not to lure the reader - to help them understand
− ”The highest form of luxury” - WRONG!
− ”Skanska to build tallest five-star hotel in Saudi-Arabia” CORRECT
− Think - labels for folders
− Descriptive and crystal clear
− Links to pages must match the headings
− Highlighter heading must match heading on page
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Introduction
− Two - three SHORT sentences
− Describe the contents of your page
− What is most important for your reader?
− What can the reader do on the page? (If applicable)
− Introductions - page description for search engines
− The introduction should repeat what’s written in the heading
− Wording should be different
− The main text should repeat what’s written in the introduction
− Wording should be different
− Can’t describe in three short sentences?
− Split your content on more pages
− You are trying to say too much
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Images
− Images should generally be used to strengthen the
communication, not only as decorative elements.
− Illustrate the topic of the page/section it’s inserted in,
or portray the actual building, person, location the
page/section is about.
− We want to provide a feel of how it is to live, work in,
or around the project. Portray the project in use –
populated by office workers, residential owners etc.
from the graphic handbook
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Images - alternative text
− It is read by screen readers in place of images
allowing the content and function of the image to be
accessible to those with visual or certain cognitive
disabilities.
− It is displayed in place of the image in browsers that
don't support the display of images or when the user
has chosen not to view images.
− It provides a semantic meaning and description to
images which can be read by search engines or be
used to later determine the content of the image from
page context alone.
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Images – alternative text contd.
It should:
− present the content and function of the image.
− be succinct (typically no more than a few words are
necessary, though rarely a short sentence or two may
be appropriate.)
It should not:
− be redundant (be the same as adjacent or body text).
− use the phrases "image of…" or "graphic of…".
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Introduction pages
Introduction pages are “switchboards”
− The purpose is to help the visitor find what he/she is
looking for within a specific category.
− Top highlighter (colored square with image to the right): describe
what the user can find on that specific part of the website. Not
Skanska’s view on the topic, or what Skanska wants to convey.
Avoid writing marketing copy!
− Below highlighter: show the visitor where to find, within the
section, the things he/she is most likely to be looking for.
− Cross links in highlighters in the right column (level 2 and
downwards):
− Related to the topic
− Related to the target audience needs
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Introduction page – level 1, alt. A
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Introduction page – level 1, alt. B
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Introduction page
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Start page
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Flash
– Why use flash? Make sure you have good reasons.
− It can distract the visitor from seeing the “real” content
on the page
− It is not possible to view for visitors with accessibility
problems
− It is not possible to view for those who have no Flashviewer installed (or the wrong version) or has turned it
off.
− Search engines cannot index it
− It can slow a page down
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News and Press start page
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Document list
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Contact
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Left menu divider
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Blog
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Pop up template
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Form
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