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Converting Print Advertising For Use On The Web - A How-To

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Contrary to the beliefs of some, advertising for web and print are very different. Converting print ads for use on the web is very tricky. What has been very successful on paper may have no impact at all on the screen. When I am asked "How do I convert my print ads to web?" my answer is simple: don't! Web and print are so vastly different that I believe you should never build your web pages based on a print ad.

There are certain rules that web design must follow that simply don't apply to print. One of my colleagues, Tim Pattison, broke these rules down very concisely recently:

These are the four rules that web design must follow. I will explain these rules in detail later. For now though we need to talk about copywriting. As I said in my last newsletter Web Site Templates and Their Benefits, the most important part of your website is content. Search engines and disabled users don't care how your site looks. They only care about the information your site presents. The reason I'm coming back to this is to explain that writing web copy is an entirely different ball game from writing print copy. Quite possibly the best resource for writing web copy is the book "Web Copy That Sells" by Maria Veloso. It outlines the differences between the two and gives great techniques to writing for the web. I will be revisiting this topic in my newsletters to come, so make sure you visit often.

The four rules exclusive to web design: usability, browser compatibility, design within the contraints of (x)html, and accessibility, are the four horsemen of doom for the uneducated, inexperienced designer. They are some of the most overlooked aspects of web design, and yet some of the most important.

Conidering these things, I think it is always best to design your web site separate from your print advertising. Always write fresh copy for the web, and remember that it's not enough to write great copy once. You need to update your site regularly to keep the search engines interested.

Jon Hancock is the president and founder of HighTide Web Services. We are proud to be a fast growing, California based web services firm, offering high quality web site templates from some of the best designers out there, as well as excellent and affordable web hösting.

HighTideTemplates.com
HighTideHosting.com


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