When I was first interested in Making A Website, back in the early days of being able to Go On The Internet, itself part of Going On The Computer, I learned a number of supposed Best Practices that I still habitually follow to this day as much as possible. And yet reading a recent article about how a single article on PC Gamer is a 37MB initial download, followed by nearly 500MB of ads downloaded in the background over the course of five minutes or so, I can't help feeling like a lot of them have been forgotten about.
Here's a few that I can remember off the top of my head:
- Keep your pages lightweight. Don't be afraid of all-text pages. Compress your images. Don't upload them at an unnecessarily huge size or using a file format that doesn't compress them unless there is some reason for needing to see them at high resolution and lossless quality. Arguably this one is even more important today as a lot of people are looking at websites on phones, but 37MB for an initial download is bananas, even bearing in mind today's average Internet connections, even over the airwaves on your phone, are much faster than they were 20+ years ago.
- Hyperlinks should be inline rather than an instruction. That means if you're linking to something, you put the hyperlink where you mention the thing rather than spending a whole other sentence saying "Click here to see the thing!" This one is quite often argued against these days in favour of "calls to action", but if your website is not a marketing website, you don't need to give a shit about "calls to action". Save yourself some words, make your writing better and just link to the thing. The "click here" is implied by the text being a different colour. That's how hypertext works!
- Hyperlinks to other pages on your site stay in the same tab/window. Hyperlinks to other websites go in a new tab/window. target="_blank" is so easy to include, and most CMS packages have the ability to choose whether or not a link opens in a new tab without you having to do any sort of HTML shenanigans yourself. The reasoning behind this is that you actually want to keep people on your website, so if you're linking to something relevant that is not on your site, when the reader closes the tab for that external resource, your site will be right there waiting for them where they left it.
- Metadata doesn't belong in content. We all know that social media made a real mess of this, but outside of platforms designed around metadata being part of content, you don't need to put things like #hashtags in your articles, because most CMS platforms have some sort of tag facility built-in, and even if you're hand-coding a site, you can still include metadata tags in a way that is invisible to the end user. You are (hopefully) writing a page to be useful to a person, not a machine. In fact, in these days we live in, making a page more friendly to a person than to a robot will make you stand out considerably.
- Don't interrupt the reader. If someone has clicked on a page, they're there to read the thing they clicked on, not to subscribe to your newsletter, not to watch a video and not to click away to a related article. If you must include those things, put them at a relevant point in the text (e.g. a video showing the thing you're talking about in the article, a link to a source you're quoting) or, if they don't fit into the flow, at the end of the piece so the reader has somewhere to go next. If you're giving the reader "FURTHER READING:" options after just one or two paragraphs, all you're doing is implying to the audience that the rest of the article isn't worth reading.
Most of these are broken on the daily by commercial websites, usually in the name of "SEO best practice" or whatever. The last one in particular drives me bonkers. I just want to read the article! I do not need linking to something tangentially related after I've only read the introduction, and I certainly do not want to subscribe to your fucking newsletter until I have read your entire piece!
Many of these rules were originally put in place because a lot of people were still using dial-up Internet at the time, and if you gave someone with even the very fastest dial-up modems a 37MB single page? Well, they just wouldn't be reading that page. In the process, however, these rules made for a Web that was clean, straightforward to navigate and consistent in its design language. And we've lost a lot of that in the attention-deficit, ad-riddled, bloated mess that the modern Web is.
"I want the old Web back" is a lot more than just starting your own blog in favour of corporate-controlled social media websites. The rules above are a good start. Generally respecting your audience — including their time and network bandwidth — is a good next step.
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I was going to write this post yesterday but then I got all wrapped up in the whole next-year thing, which you should read about if you're interested. It's the entry before this one. Which means it's after this one on the page. Which… oh, be quiet.