420 Design Blog
The advantages of Web standards
28 Jun 2005 | Angie H
One of the things we pride ourselves on here at 420 Design is that we build all our sites using web standards. We've been doing so since late 2004/early 2005. Not surprisingly though, many people have no idea what this means or why it's a good thing.
Technically speaking - and depending on who you ask - adhering to Web standards means that a site was developed using XHTML and CSS for all presentational (i.e. layout, images, colors, fonts, etc.) and content (i.e. text) markup; and it uses semantic markup. The "old school" method is to use tables to develop a site. You're probably wondering, "So?" The use of tables adds a significant amount of code to any given Web page. This is because it uses a lot of intricate table cells and "transparent images whose code is mixed with the actual content, and thus are transmitted with each page." More code means a bigger file size. Bigger file size means slower load time. Slower loading time means visitors won't stay as long as they could. No visitors means no money for you. Web standards significantly decreases the code to content ratio, thereby creating smaller file sizes, which means faster load time, which means... well, you get the picture.
Okay, so what's really in it for me?
Savings, savings and more savings. Even before your new site is launched, hiring a designer who adopts Web standards, will save you money. Typically, he/she will spend fewer development hours on building a site. Does that mean that such a designer is dirt cheap? Nope. Why? Because the value of what is being developed far outweighs the actual cost. Your ROI is positively impacted.
Long-term, you don't get locked into sticking with one designer. It's not something any designer wants to say, but it's true. Let's say, after your site has been up for a while, you decide you want to change some things around but don't want to or can't work with the original designer for whatever reason (maybe s/he moved). Any competent, knowledgeable designer/developer will be able to understand and alter the code.
What happens when a new browser version is released?
Nothing. If built using XHTML and CSS, your site will display and function properly in the newest browsers. That means no additional money spent in updating the site's layout or code.
What about those stinkin' search engines?
Search engines love content. They hate code. A site built with Web standards has less code to show the search engines. That means better SERP (Search Engine Ranking Position). That, in turn, means a higher probablility of new customers, which means more money to your bottom line.
How does this affect customers?
Positively. Since there's less code, pages load significantly faster and are more responsive. Users are more likely to spend more time on your site, increasing the probability of a sale, a phone call, an email inquiry, etc. This is especially crucial for those customers on high speed Internet connections; their patience for a site to load is very, very small.
More customers will also be able to view and use the site since it will be cross-browser, cross-platform compatible. In addition, XHTML sites that don't use tables for layout can be accessed on cell phones and PDAs. How's that for tapping a wider audience? Speaking of devices that can access a standards-compliant site... So can screen readers - the devices used by vision-impaired visitors. It's not the solution, but standards certainly increase accessibility to this overlooked audience.
So these Web standards... they are a good thing
Absolutely. Aside from being a better way to develop websites, they ultimately benefit your site's viewers by enhancing their experience. And that means only good things for your brand and your bottom line.
Resources
WaSP Questions About Web Standards Why tables for layout is stupid Buy standards compliant web sites
Large sites that use Web standards
CSS Zen Garden Wired ESPN Fast Company Directory M