Debate about web content vs. web presentation is constant and lively. But face it--viewers come to school or library pages for information, and if they don't get what they need, flash and glitz won't bring them back. The best websites pack essential information into well-organized and well-written text.

    Webpages should not, however, be too heavily texted. Surveys show that Web users will not read long paragraphs of information. They prefer concise, bite-sized sections, clearly delineated so they can scan for the information they need. To visually organize information and make it meaningful for the viewer, here are two suggestions.

     First, write essential content as clearly and concisely as possible. Then, cut it in half. Use action verbs, and avoid double negatives. School and library webpages should give information, not promote flowery writing skills. Unfortunately, the ability to write well is a gift, but consider taking an online business writing course to increase your capabilities (the HTML Writer's Guild offers a very affordable one).

     Second, group content topically in compact, easy-to-see sections, with brief topic headers. Use bullets (or small icons) to focus the eye on specific points. Don't use overpowering visual images like animated bars. Page content should display what, where, when, why, who and how, yet scroll no more than three or four screens on a full-sized monitor. Left-alignment is best for displaying blocks of text, and a margin keeps the page readable.

     Regarding fonts: a browser only displays in fonts installed on the user's computer, so use a standard font. Recommended webpage fonts are Arial or Verdana for a sans-serif font and Times New Roman for a serif font (serifs are the little lines at the tops and bottoms of letters). Text should be easy to read at even a small font setting; serifs don't display well on a computer screen, so use sans-serif for very small font settings. Size, shape and color of text areas can establish a theme and highlight images. Text in bright Crayola-box colors suggests children, while dark, greyed colors suggest maturity and stability. (Remember that a light font on a dark background will not print.)

     Organize information according to the type of patron that comes to the site. If planning has clearly identified user-groups and their viewing purposes, if navigation has been designed to reflect that, then content flows easily into those parameters.

     A question-answer format is very user-friendly. Frequently Asked Questions pages--FAQs--are appreciated by webusers. Ask around about the most common questions from phone calls, and add a FAQs webpage to better serve your school community. Use wording that invites interaction.

     Today's students and their parents are mobile and transient; it's hard for busy parents to keep track of what their children need for school. Information on a website is available even when the school or library is closed, and it can be printed for gathering required documents. Required and special supplies pages are helpful especially with suggestions about where to obtain them.

     Many web authors think they need a fancy software program to create websites, but a program can't organize and present the content that makes a site successful--only skillful writing by the web author can do that. Whatever time is spent on page layout, graphics and design, spend twice as much on content in order to have an outstanding website.