Audience consideration is one illustration of how the web is different from traditional print media. However, the most important difference when sending and receiving web content is to keep in mind nothing is “camera ready.” Rarely can photos or text simply be dropped into a web page. However, business owner’s can save time and money on their websites and increase their return on investment (ROI) by following a few guidelines when preparing on-line content to be shared and received with their web team.

Sending and Receiving Web Content With Email

Although email is the most common method of sharing images and text, being both economical and fast, there are few considerations to get the best results. When sending an email attachments consider the size of the attachment. Many public email hosts have size limits for both sending and receiving files. Even files that come just under the size limit can be problematic as they increase the upload and download time. If you have large files to share, talk to your web team. They can let you know how to compress a file or set up an online upload for you.

Send Web Content With Files Named Descriptively and Consistently

Again, your designer and customers are clueless, only knowing what you tell them. Sending files named 0001.png, 0002.png are not relative. It’s much better to use descriptive file name like “CE0-headshot.png. When naming documents, keep in mind long file names are perfectly acceptable. Try to include the web path name in the description i.e. “Edited-copy-for-home-page-specials.doc” as this is much easier to decipher and place than hpspec.doc. The less time your web development team spends deciphering your file names the more time they can spend utilizing them.

Send your information consistently. For instance, if you are sending product information it’s a good idea to use a format (e.g. Product Name, SKU, dimensions, description, price). By using a formula not only do you ensure information isn’t accidentally omitted but also your web team doesn’t have to hunt for it. In the same vein, if a particularly formatted piece does not include typical information please let your web team know it was omitted on purpose.

Send Web Image Content Properly

While it is now easier than ever to send pictures via email, too often it’s sent in the wrong resolution or format. Digital cameras tend to save pictures at extremely high resolutions, which of course increase the file size. However, web resolution is a much smaller. Most monitor resolutions are between 72 and 95 dots per inch (dpi). For the web and computers in general, your pictures only need to be 75 pixels per inch in resolution and should be saved in the jpg or png format.

Keep in mind that any image you send needs to be of good quality. Do not send images by fax or reproduced in newspapers. The process used by these services does not lend itself to clear web imaging. The same can be true of scanned images if not done correctly. When scanning, choose the correct resolution. For most monitors, 150 dpi is enough. If you have single-color art, even if it isn't black and white, scan it as single bit line art and for black and white photos, scan as grayscale to generate smaller files.

Sending and Receiving Web Content With Ground Mail

If you send photos by ground mail, please do so with care. Do not staple or clip them as this can damage a picture, making it unusable or requiring additional hours to repair. Make sure you label each picture descriptively and state where you want it used. To avoid damaging the photo, use a felt tip pen. Finally, place your photos between cardboard so they do not bend.

Color Correction and The Web

While your web designer has most likely invested in special tools and software to color calibrate his monitor, the average web user has not. Because there is such a wide variety of monitors available and each is set to a user’s preference, it’s important to realize color is an extremely inconsistent factor. Don’t waste time trying to adjust your photos colors. Most likely what looks “right” on your monitor will look extremely different or “wrong” on another.

Taking Photos for The Web

Credibility remains an issue of web usage. Therefore, the more professional your images are the more professional you will appear to your customer. If you are taking your own photos for use on your company web site be sure they reflect the tone of your company. Also, please turn off the date feature on your camera.

Content Creates Conversions

While you web team works hard to ensure the site design and layout are customer friendly, it’s equally as important for the content to be. Potential customers visit your site for THEIR needs. Not only must your photos reflect the tone of your company but your on line copy should as well.

Earlier, it was stated that customers only know what you tell them. In Cost Effective Web Design Tip: Assume Your Designer Is Clueless we stated that it was better to have content and not need it then to need content and not have it. However, the inverse is true when it comes to on-line copy.

Customers only want to know what they need. In other words, if it’s not adding value to your site, if your customer will not find the information useful, leave it out. It’s a thin line between not enough information and too much information.

By following these simple guidelines, you can really shorten production time and of course, as promised, save time and money.

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