Understanding Different Development Methods
It is impossible for businesses to know which option is best for their needs without understanding the development methods themselves. Options for functionality and aesthetics are heavily based upon which method is used and the possibilities for alterations or updates vary with each web development option.
Artisan Sites
Artisan Sites are websites that have been coded to place every pixel exactly as desired without any parameters of a framework. This is done by hand, not by code generators, and because it is custom coded it does not allow for the user to edit content. Bespoke designs can be implemented using this development style and it provides truly endless opportunity to include more visually complex or functionally unique content that often cannot be incorporated in sites developed under frameworks.
Strengths of using pixel perfect code:
- Endless options to work with art or create it
- Complex selectable text typography
- Customized image maps for irregular or unique button designs
- Fixed line lengths for optimal reading conditions
- Pixel perfect placement of every design or text element
- Functions on all devices as well as desktops and can be designed to appear as desired at specific viewing widths
- Custom breakpoints can be added to target specific devices
- Zero unintentional misused/unused space
Limitations of using pixel perfect code alone:
- Not automatically responsive
- More SEO required to combat search engine algorithms that reward responsive sites
- Professional required to make edits and updates to code (there are many arguments as to why this is not a downside but it can be considered a limitation)
- Edits can be complicated because pixel perfect designs mean a change to one element results in a change to many surrounding elements
Responsive Design
Responsive sites are also hand coded but rely on a set of rules that are referenced to work with the unlimited number of display sizes we see in modern devices. Artisan sites can be made to do this as well, however the framework used in responsive design does this automatically, saving on cost for this customization. Display flexibility is the strength that responsive development is known for but it is a trade for pixel perfect design. Responsive sites are fundamentally different in that they are created to display best on mobile devices and change fluidly depending on width, however it is the rules of the framework that dictate how elements can be displayed at larger sizes, not the developer.
Strengths of Responsive Design
- Search Engines reward sites developed to be responsive
- Designs automatically reformat to display content to best fit screen size
- Mobile First design allows for optimal viewing on devices and desktops
- Responsive design considers the majority of audiences – most web traffic is through devices which display content best that is developed Mobile First
- Breakpoints consider all device sizes and give control to layout design at each breakpoint
- Hard coding allows for nearly full design flexibility and control
Limitations of Responsive Design
- Professional required to make edits and updates to code (there are many arguments as to why this is not a downside but it can be considered a limitation)
- Lacks pixel perfect control for designs
- Good control over line length but not pixel perfect, making typography options limited to images which aren’t seen by search engines
WordPress and Other Site Builders
WordPress is entirely different from other forms of development in that websites are created and maintained online, inside of a WordPress interface that auto generates final code. This is very different than traditional development where the developer has control over everything by writing each and every instruction from scratch. WordPress utilizes open source code, meaning that no single person has written 100% of the code used for a website and the job of the developer focuses on the seamless interaction of several parts with specific functions, each created by different developers. In this situation, developers need to understand the interacting parts while having a traditional understanding of code so that alterations can be made to customize the website to the needs of the client and established branding.
WordPress uses themes and plug-ins to create most of the code that a website uses. These are pre-made sections of code that have been written to interact with WordPress specifically and can perform complex functions that are time consuming to code from scratch. This approach is useful because it allows businesses without large marketing budgets or capital to have websites with powerful functionalities. To create the same site without using plug-ins would increase development costs many times over, and the cost to maintain such functionality would also make updates beyond budget for most small businesses.
Web developers all over the world have created a seemingly endless number of plug-ins to perform a diverse number of functions and have made them available for little or no cost. Bootstrap does its best to avoid or minimize these costs for clients whenever possible. WordPress developers are much like DJs, using samplings of songs to work together to make an entirely new piece.
Due to this different approach to development, content can be altered through the WordPress interface, hypothetically without the need to involve a developer knowledgeable in computer code. However there are extreme limitations for alterations that can be completed without professional assistance and many lay alterations negatively affect the vision of the site as a whole by messing with content flow or content layout that has been intentionally organized and placed.
Strengths of WordPress
- Admin panel access allows for small edits to content without professional assistance
- Access to Open Source themes and plug-ins allow for free or inexpensive use of code to perform complex functionality that is otherwise costly to create from scratch
- Common complex functionalities include e-commerce, reservation systems, event listings, automated SEO options, etc.
- Flexibility for changing content and navigation (beware that changing content is not automatically a positive point – most content should remain stationary)
Limitations of WordPress
- Access to an admin panel to make additions and changes without a professional often leads to breaking the site
- Plug-ins and themes need continual updates to function
- WordPress sites encounter more frequent technical issues because of multiple sources of code causing unexpected cost to troubleshoot
- Set up with servers is more complicated and costly
- Pre-launch cost and set up is greater than traditionally coded sites
- Developers don’t see much of the code they are using, making it more difficult to predict cost and timelines to create, troubleshoot, and maintain
- WordPress websites.
- Incompatibilities are common between plug-ins and theme code leading to possible technical support needs and costs
- Less control over line length for optimal reading
- Limited design customization and therefore brand recognition
Selecting the strengths of each developing option and leaving behind the limitations
Each of these three web development mentalities has several subcategories and approaches making the language of web development as diverse as the languages of the world. The standard is that web developers specialize in one form of development, just as cultures tend to speak one primary language, and will use that approach and code for all sites they develop because it is what they are familiar with. This is an understandable reality, however the needs of the client often do not fit nicely into one of these development mentalities without compromising a substantial aspect of functionality or aesthetic.
Bootstrap has taken a goal based approach, positing that website development methods should not limit potential and that the needs for functionality and the desires for aesthetic should be what dictates the approach to development. Created as a response to our dissatisfaction with limitations in all development styles, Bootstrap married the strengths of each into a completely new process that includes all three development methods, using their unique strengths, but only in the context they thrive in.
A thought experiment: Comparing web development options to house construction
Purchasing good land to build on is much like obtaining a clever or memorable URL and choosing what kind of website is best for the needs of a business is surprisingly similar to options available to home buyers.
Web hosting takes the role of the IRS. Owning land means paying taxes and like a house without land, a website is nothing without a server to store website code and interact with users trying to access your URL.
Search Engines are the realtors. It is possible to find a home on your own, and it is possible for an individual to find a website they have specific keywords or a direct URL for. However, unless you have specific information, in both cases it is unlikely that those shopping with specific needs will be exposed to results that realtors or search engines are not aware of. This is why a realtor is helpful in shopping for a home, and why it is important to follow search engine guidelines on SEO practices so that websites can be accessed by general searches.
Artisan sites are much like building a home from scratch. When building your own home you have the ability to draw your own plans, choose what materials will be used and much more. This allows for non traditional needs and desires, especially in aesthetic choices for interesting architecture design. Each home will be uniquely suited to fit the specific needs and desires of the individual with the house bending to the needs of the customer, vs the customer bending to make a pre-made space work well enough.
Responsive sites are similar to purchasing a home. So many options exist that it is decently easy to find a home that fits most standard needs. The number of breakpoints used for responsive sites could be compared to the number of rooms in a home. Much like giving specifications to a realtor, specifications can be made for a website. When touring homes, many layouts and options are available for homes that fit all or many of these requests, however each house will be slightly different. Responsive design is similar in that the developer has control over the general layout, but does not have control over where each and every pixel is placed on every device it is seen on. Once the home is purchased it can be made to appear very personalized, even though it is not built upon a completely customized design. With the same mentality, developers finish the development process by making alterations with CSS that are responsible for the aesthetic choices that make a site appear professional.
WordPress sites are comparable to kit houses or manufactured homes. Like manufactured homes, there are limited layouts to choose from and customization is limited to design elements such as furniture or paint after purchase. This is much like working with an interior decorator to personalize the home and give it a recognizable cohesive style. Similar to choosing a home layout from a manufacturer, WordPress sites begin with choosing and purchasing a theme, and successful customization of a theme is dependent on the design sense and technical knowledge of the developer working with it. Plug-ins are similar to the cost saving measures that manufacturers use to make homes available at a substantially lower price point. While providing an option that might save on budget initially, cheaper materials break and unexpected or hidden expenses can add up. In the case of WordPress, plug-ins will be a substantial cost saving solution initially, but a lot of upkeep is necessary and it is common for elements of WordPress sites to break or become outdated. However, unlike a manufactured home, one broken element can take a whole site down, causing interruption to business while developers troubleshoot and fix the issue.
Wix, Square, and Other Website Builders
Website builders can be compared to a bad rental experience with a landlord that doesn’t have your best interest at heart. Much like living on land you don’t own, in a home made from cheap prefab materials, with no opportunity to improve the property, website builders display content you don’t own, offer limited functionality, and overly pack websites onto servers like sardines with your neighbors. Additionally, for anyone interested in investing in their future, a rental situation is not a permanent solution, and website builders, at best, can only be considered a temporary solution for professionals looking to be taken seriously.
There are no small changes
Anyone that has experienced a renovation project knows how seemingly small changes to a house can multiply and become enormous projects. Moving a wall means considering if plumbing or electric consequently needs to be re-routed, and if the wall is load bearing, special measures must be taken or the house can collapse.
Marketing materials are no different. With good marketing tools, every color, font, word, and pixel of content should be included and arranged with the purpose of directing a specific audience to a specific action. Moving or changing one element naturally disturbs surrounding elements, and alterations to keystone elements can cause the entire tool to fail.
You are not building a forever home – you are flipping houses for profit
It is extremely important for businesses to remember that marketing tools are not an extension of personal preferences but a tool for communication with potential customers. Much like house flipping where functional architecture and aesthetics must consider likely buyers, marketing tools need to consider the audience and their needs and desires. Websites are unlike many marketing materials that contain variations, each targeting specific demographics, because a business must send all audiences to a single website. When flipping a house the most common desires of the public should be reflected and this is no different online where one site must consider all audiences by proving universal information first.
Keeping Up With the Changing Online Landscape
The online landscape has advanced substantially since its birth and continues to advance at an exponential rate. This reality has increased the time burden and cost for businesses with an online presence because the reality of creating a professional functioning website today requires much more time and expertise than ever before. Currently, sites require regular maintenance to function and remain relevant enough to search algorithms to continue to show up in search results. Businesses that don’t keep up with changing technologies fall behind quickly and appear outdated in a seemingly short period of time.
Search engines specifically have undergone an even more radical transformation due to the size of the online community. Due to the unimaginable mass of websites in existence, complex algorithms were created and are constantly updated to create a reasonable system for organizing information and providing users with relevant search results. Many complex factors play into these algorithms, and sites that don’t choose to play by the rules set by search engines cannot be found unless a user types in a specific URL. Professionals that understand these rules and stay informed about the changes to code and technologies are more important than they were even a few years back because many “do it yourself” website makers are now punished by search engines for lacking these important search requirements necessary for us all to enjoy an organized web.
Neighboring Search Results Will Be Viewed As Competition
Online, the viewer will consider the results surrounding your business’ search listing to be your competition merely due to proximity, regardless of whether or not their services or products are in direct competition with your own. Additionally, the viewer needs to understand how your business is relevant to their search at just a glance. Viewers are not analyzing the results themselves because they feel that results have been analyzed sufficiently prior to their display by the algorithms that generate these results. Consequently, improper SEO practices can confuse viewers by inaccurately representing your business causing it to be bypassed by viewers that skim quickly and won’t take a second look to see if they are missing something specific that has been included in the page title or description.
Rank in this list and relevance are not the only important factors. It is important for businesses to utilize search engine algorithms to first control where in the search results a business listing falls, but then consider and alter SEO to influence what the digital space surrounding a listing contains. Businesses commonly research physical competition considerations, however not all SEO practices include or account for competition that arises from sharing digital space. This research is most important for businesses that rely on online presence for sales, however the more clear any search result is for the viewer, the more likely the viewer is to click on your business’ listing.
Common misconceptions about web options
There are many misconceptions regarding websites and what does and does not make a website effective. Below are a few frequently misunderstood concepts that are important to untangle before making decisions for your business.
- I can build my own website. Site builders such as Wix or Squarespace have become popular for small businesses without a website budget, however there are some significant downsides of these services that are hidden in the fine print. You tend to get what you pay for and with free site builders you may not even receive what is advertised.
- You don’t own your content. If you stop paying monthly fees (which are significantly higher than normal website hosting fees) you cannot retrieve your content or any customer data that has been collected with their tool. Additionally, there is no way to export this data when moving away from the service, making it a bad temporary alternative for businesses looking for a way to get started before moving on to more professional options.
Servers are overloaded with too many websites to save money, resulting in slow page load times. This negatively impacts the user experience and counts against your page for search engine rankings. - A limited number of design templates make every site look similar, causing visual confusion between you and your competition. DIY users are often surprised by how difficult it is to create a site that is presentable and many professionals refuse to work with site builders due to frustratingly limited layout possibilities.
- Most site builders are not free even though they advertise free options. Businesses are expected to pay to remove ads from their site and unless your business is willing to use an unprofessional subdomain, merely choosing a URL that doesn’t advertise them costs extra every month. They are misleading about 3rd party apps. Most apps are not technically apps at all and are instead iframe elements which will be seen very differently by search engines or may not work as advertised.
- Adding necessary code for any customization is extremely difficult or impossible, severely limiting the capabilities of a site made with a site builder.
- Updating information helps my page ranking and is a good marketing practice: Constantly changing content can actually hurt the functionality of your website, and because of the enormity of today’s internet, Google or other search engines can take up to several months to crawl your site after you have made changes. Until your site has been re-crawled, the search engine may list expired links, or display old information, causing your site to appear broken, inconsistent, or outdated during this delay. Your website should be comprised of updated, currently relevant information, but content shouldn’t be changed unless it is necessary (such as listing upcoming events, opportunities, or a change in business). If new website content is part of the business’ product or service (such as a blog or news source) then other steps designed to combat this new reality must be taken to avoid these issues.
- Historically, changing content frequently was associated with higher page rankings, however this is no longer the case and is now mostly associated with glitchy sites and will only increase costs for your business.
- Trendy effects and animations make my site look modern and professional: All of the bells and whistles that have become popular with WordPress and other site-builders actually have several downsides that hurt your business. Most of these effects create lag and will slow outdated or aging devices and many servers are not equipped to handle animations. Research shows that as many people are turned off by the presence of these effects as are not and in addition to the general population’s feelings these trends regularly turn away people with vision impairment or other cognitive considerations. Those with these considerations make up a substantial portion of the population and lacking consideration for the needs of these viewers will only lead them to believe that if you don’t consider or understand their needs for viewing and interacting with a website you haven’t considered them in your business in general. Additionally, trends pass, and including the latest in effect trends only ensures that your website will appear out of date in a shorter than normal timeframe.
- WordPress is the best solution: WordPress has become a trendy word that most know but very few understand, and while WordPress is a powerful tool when used in the correct context, there are several potentially negative factors that most businesses don’t know about when choosing this familiar sounding solution. WordPress creates database driven sites which are inherently more vulnerable for hacking and phishing, and by default, WordPress websites also load much slower than traditional hard-coded websites. Extra steps are required to protect not only the website itself but also valuable personal information from clients. Business owners often don’t realize that there will be extra costs associated with WordPress, plug-ins and themes, and necessary regular updates to keep the site running. WordPress represents itself as an easy to use solution that doesn’t require a developer, however even tech savvy businesses often are forced to hire professionals to pre-compile code, compress images, and stagger load requests in order to increase their site’s speed, and most lay or DIY designers don’t realize the negative consequences of not including professional input. DIY users are usually surprised by the skills necessary to make a site presentable and it is not possible to create a professional functioning website that adheres to marketing or SEO standards without training or substantial experience.
- My website needs a blog: Unless you are a blogger or a journalist, the purpose of blogs has largely been replaced by social media. Anymore, sites with Blogs appear outdated, and users tend to be turned off more than interested by this style of communication when used in the wrong context. Linking social media to websites is considered standard practice by professionals and is more useful to the users that already participate in established social media platforms. Additionally, these links have a positive impact on your site’s ranking due to link rep and most users have come to expect blog like information to appear in social media links.
- Unused space is wasted space: Research shows that the way the human eye moves across a page is reliant upon breathing room. Empty space is not wasted space and design principles are created surrounding necessary breaks in content to control and focus eyes purposefully across a page. There is a misconception that cramming as much content as possible onto a home page will improve SEO, however search engines have advanced to recognize this trick and overloading content onto a single page imposes on the viewer’s ability to ingest content with ease.
- The more information the better: The average user will only devote so much time to searching through a website, so content must purposefully drive users to specific behaviors. An old trend in websites was “the more content the better”, but the truth is that this dilutes the effective content and can leave users guessing as to where they want to go, which often leads to them simply leaving the site.
- My business is too small for a website: A website is a tool to communicate with the public and there is no business too small to have this need. All businesses can benefit from this tool, especially when the purpose and goals of the site have been carefully considered and an appropriate audience has been targeted. Websites, however, should be appropriate for the size of business you have and too much website can cause viewers to get unnecessarily lost in fluff content created to fill extra space. This is commonly problematic when businesses use site builders or templates that expect content to fill pre-made spaces that may not apply to the kinds of content your business should be providing.
- My website should reflect me: This is a very common misconception and one of the most harmful to a business’ marketing. Websites are not a place to express your personal aesthetic. Your website should be a reflection of what your business is and the aesthetic should be driven by the needs of the target audience and established branding created to be appealing to that audience. It is important to take yourself out of the equation and focus on communicating with the potential customer. Remember that the goal is not for you to like your site, but for your customer to understand what your business is, what it provides, how it relates to them, and then respond in a purposeful manner.