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•  .mail: This is proposed for the creation of a spam free email zone.  
•  .tel: This is proposed to allow telecommunications companies to 
register telephone numbers as domain names.  
•  .ie and other country level domains 
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Website Development (extract from The Website Manager’s Handbook) 
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Website Publicity 
Congratulations! 
Your website is now live and is hopefully on its way to fulfilling its goals.  
However,  your  website  is  just  one  of  several  million  vying  for  the 
attention of  a  selective  and  impatient  audience.  Standing out  from  the 
crowd needs more than just beautiful design—it requires the support of 
some serious publicity.  
Figure 13. Website Publicity as a phase of the Website Development Cycle. 
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Below are listed a number of promotional techniques—both online and 
offline—that can be used to promote your website. Many of these are free 
of  charge,  though  they  can  demand  a  significant  investment  of  time. 
Others require a monetary investment. 
Online Publicity 
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Website Development (extract from The Website Manager’s Handbook) 
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#8: Use Search Engine Optimisation (SEO) services 
SEO  refers  to  techniques  that  can  move  your  website  up  in  Google 
rankings. There are 2 types of SEO: blackhat and whitehat. 
•  Blackhat uses techniques that Google has banned. If your 
website uses blackhat techniques you could be barred from 
Google. You must never use such techniques. 
•  Whitehat uses techniques that Google has not yet banned. Such 
techniques should be used with caution. 
You should note that a well written website with good metadata and an 
enthusiastic  audience  should  have  little  need  of  professional  SEO 
services. 
#9: Pay for online advertising 
This can easily be done on Google AdWords or Facebook Advertising.  
#10:  Set  up  a  Facebook  and  Twitter  account  and  link  back  to  your 
website 
Offline Publicity  
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Publicising an Intranet 
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Website Development (extract from The Website Manager’s Handbook) 
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Website Review 
The  purpose  of  a  review  is  to  establish  if  Website  Goals  are  being 
achieved and, if not, what corrective action is needed.  
In  the  first  phase  of  the  Development  Cycle  (Website  Planning)  we 
learned about SMART goals: Specific, Measurable, Achievable, Realistic 
and Timely. 
Figure 14. Website Review as a phase of the Website Development Cycle. 
For example, you might have set goals to: 
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•  Attract 15% more donations by 2010. 
•  Improve brand recognition among 18-30 year olds by 30% by 
2010. 
You  must  now  assess  if  these  goals  have  been  achieved  and  –  most 
importantly  -  how  the  website  contributed  to  them,  e.g.  how  many 
funders used the website as an element in their decision process. To do 
so,  you  will  need  to  examine  several  data  sources  to  reach  a  firm 
conclusion. These could include financial numbers, a survey of funders 
and website traffic. 
By  triangulating  all  these  sources,  you  can  establish  how  the  site  has 
performed. 
You must then ask the question – was the investment worth it?  
If so, great! 
If not, what went wrong? If the goals were realistic and achievable, then 
why did you fail? 
One way to find out is to conduct a SWOT analysis. 
SWOT Analysis  
Website Development (extract from The Website Manager’s Handbook) 
46
•  Opportunities: What is happening outside the business that 
could prove beneficial to the website, e.g. growing broadband 
penetration? 
•  Threats: What is happening outside the business that could 
undermine us, e.g. new security threats.  
A SWOT analysis evaluates the design, content, code and governance of 
a site against a series of industry standards. If the results of this audit are 
negative, it suggests some rework is needed.  
Among the aspects that could be included in such an audit are: 
Design  
•  Architecture: Does the site structure reflect the visitors 
expectations? 
•  Design: How well does the basic page layout reflect good design 
practice? 
Content  
•  Appropriateness of Content: Does content match expectations 
for subject matter?  
•  Quality of Content: Is the content authoritative, comprehensive 
and accurate? Has it been written according to web writing 
guidelines? Has it been edited? 
Construction  
•  Accessibility: Does the site adhere to WAI Standards?  
•  Code: Is code well written and structured? 
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Governance 
•  Resource: Did you invest enough in the website in terms of the 
people & time needed to manage it? 
•  People: Are there enough people with the right skills to look 
after the site? 
•  Processes: Are there documented processes that say how the site 
is to be managed and maintained? 
•  Tools: Do staff have adequate tools to complete their work in an 
efficient manner. 
Based on the results of such a review, you can identify where extra work 
is needed. 
Similarly, you might decide that the original goals are no longer relevant. 
For example, as a result of organisation change (a merger or takeover), 
new goals have emerged.  
If so, you need to return to the first step of the Development Process and 
start a new round of planning. 
About the Author 
Shane Diffily has many years experience in website 
management. He is currently employed as a Senior 
Analyst  with iQ Content—one of  Europe’s  leading 
web consultancies (www.iqcontent.com). 
As  an  experienced  writer,  Shane  has  published 
several  articles  for  the  respected  design  journal 
Alistpart.com.  He  has  also  written  numerous  case 
studies  on technology and  business  for The Irish  Times  ‘Business2000’ 
(Ireland's leading broadsheet newspaper).  
Shane lives in Dublin, Ireland.  
Visit  www.diffily.com  for  more  articles  and  advice  about  website 
management and maintenance. 
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