Web Design, Fifth Edition Instructor’s Manual 1

Web Design Chapter 7:

Promoting and Maintaining a Website
A Guide to this Instructor’s Manual:
We have designed this Instructor’s Manual to supplement and enhance your teaching experience
through classroom activities and a cohesive chapter summary.

This document is organized chronologically, us ing the same headings in red that you see in the
textbook. Under each heading you will find (in order): Lecture Notes that summarize the section,
Figures and Boxes found in the section, if any, Teacher Tips, Classroom Activities, and Lab Activities.
Pay special attention to teaching tips, and activities geared toward quizzing your students, enhancing
their critical thinking skills, and encouraging experimentation within the software.

In addition to this Instructor’s Manual, our Instructor’s Resources CD also contains PowerPoint
Presentations, Test Banks, and other supplements to aid in your teaching experience.

For your students:

Our latest online feature, CourseCasts, is a library of weekly podcasts designed to keep your students
up to date with the latest in technology news. Direct your students to http://coursecasts.course.com,
where they can download the most recent CourseCast onto their mp3 player. Ken Baldauf, host of
CourseCasts, is a faculty member of the Florida State Univers ity Computer Science Department
where he is responsible for teaching technology classes to thousands of FSU students each year. Ken
is an expert in the latest technology and sorts through and aggregates the most pertinent news and
information for CourseCasts so your students can spend their time enjoying technology, rather than
trying to figure it out. Open or close your lecture with a discussion based on the latest CourseCast.

Table of Contents
175: Introduction 7-2
176: Website Testing 7-2
178: Website Publis hing 7-3
183: Website Promotion 7-4
192: Website Maintenance and Evaluation 7-7
End of Chapter Material 7-8
Glossary of Key Terms 7-9

Chapter Objectives
After completing this chapter, students will be able to:

Explain how to test a website before it Describe how to publish a website to a

is published web server
Chapter 7: Promoting and Maintaining a Website 2

Identify ways to promote a published Discuss the importance of maintaining

website and evaluating a publis hed website

175: Introduction
LECTURE NOTES
Review the initial design and development of a website as discussed in Chapters 1–6;
emphasize that the job is not over
Discuss the ongoing importance of testing and maintaining a website and evaluating its
performance against establis hed measures

CLASSROOM ACTIVITIES
1. Class Discussion: “Now, the initial hard work of designing and developing your site is completed.
But, you are far from finis hed!” Why?

176: Website Testing

LECTURE NOTES
Define the terms staging website, staging server, self-testing, and broken link
Explain the importance of self-testing and discuss the steps listed on page 176
Explain the importance of target audience testing and discuss types of questions to be
answered by target audience testing, such as those on page 177
Discuss how to handle the comments, suggestions, and overall outcomes from website testing

BOXES
178: DESIGN TIP: Perform both a self-test and target audience testing on your website before
publis hing it to a live server. Fix any necessary issues that impede visitors' experiences.

TEACHER TIP
You might choose to ask a web designer to speak to the class on prepublis hing testing.

CLASSROOM ACTIVITIES
1. Class Discussion: Why is it important to have a team of observers watch over target audience
testing of a website?

2. Quick Quiz:
1. The first phase in publication website testing is ____. (Answer: self-testing your site’s
structure, page layout, color scheme, and other elements)
2. For an e-commerce site, other interested parties that might be part of a target audience
testing team include employees and vendors. True or False? (Answer: True)

LAB ACTIVITIES
177: Complete the steps in YOUR TURN: Exploring How to Organize a Test Group.
Web Design, Fifth Edition Instructor’s Manual 3

178: Website Publishing

LECTURE NOTES
Define the terms web hosting companies, dedicated web server, s hared web server, cloud-
based servers, File Transfer Protocol (FTP), file management system, FTP client, and sync
Use Figure 7-1 to review the issues related to purchasing web hosting services using the list
on page 179
Use Figure 7-2 to discuss using a file management system to upload files to a web server
Use Figure 7-3 to illustrate how to upload files using WYSIWYG editor publis hing features
Use Figure 7-4 to describe how to transfer files between a local computer and a remote
computer us ing an FTP client
Emphasize the importance of retesting publis hed pages

FIGURES: 7-1, 7-2, 7-3, 7-4

BOXES
178: Q & A: What type of server should I request? You should ask your web hosting service whether
your website will reside on a dedicated, shared, or cloud server. All have advantages and
disadvantages related to cost, security, and reliability. To learn more, use a search engine to search for
dedicated, shared, cloud-based web server.

179: Q & A: How do I get a domain name for my website? In Chapter 1, you learned about selecting
and registering a domain name for your website. You can go to an accredited registrar’s website,
identify an available domain name, and register it at the site for a fee. Accredited registrars include
register.com and GoDaddy. Alternatively, some web hosting services might assist with acquiring a
domain name for an additional fee or as part of the original setup fee for the hosting services.

180: DESIGN TIP: Carefully evaluate potential website hosting services from accredited registrars,
ISPs, and web hosting companies to make the best choice for the level of hosting services your
website requires.

182: DESIGN TIP: File management systems, WYSIWYG editors, and FTP clients are three methods
you can use to upload your website files to a live server.

183: DESIGN TIP: Test your website periodically after it is publis hed to ensure that all features are
functioning properly and all content is up to date.

TEACHER TIP
You might choose to demonstrate FTP by using a web browser, such as Internet Explorer, to access
an anonymous FTP site at your school or a public FTP site at a government agency, such as the
Library of Congress.

CLASSROOM ACTIVITIES
1. Critical Thinking: What is the advantage of using an FTP client to upload and download files over
the Internet?
Chapter 7: Promoting and Maintaining a Website 4

2. Quick Quiz:
1. A(n) ____ company offers web server space for a monthly fee. (Answer: web hosting)
2. CuteFTP is an example of a(n) ____. (Answer: FTP client)
3. After your website files have been uploaded to a live server, you are finis hed with your site.
True or False? (Answer: False)

LAB ACTIVITIES
180: Complete the steps in YOUR TURN: Exploring Website Hosting Companies.

183: Website Promotion

LECTURE NOTES
Define the terms hashtags, pay-per-click, keyword stuffing, search tool s ubmission service,
affiliate program, advertiser, publis hers, in-app advertising, affiliate management network,
reciprocal link, link exchange programs, advertis ing network, banner ad, sidebar ad, click-
through, pop-up ad, pop-under ad, rich media ads, floating ads, expandable banner ads,
multimedia ads, impressions, opt-in advertis ing, permission-based advertis ing, spam, and
promotional giveaways
Discuss online promotional techniques: social media (as shown in Figure 7-5), search tools (as
shown in Figures 7-6 and 7-7), affiliate programs and in-app advertis ing (as shown in Figures
7-8 and 7-9), online advertising networks (as shown in Figure 7-10), online ads (as shown in
Figures 7-11 through 7-13), and opt-in e-mail advertis ing (as shown in Figure 7-14)
Discuss traditional promotional techniques: word of mouth, print material, and promotional
giveaways

FIGURES: 7-5, 7-6, 7-7, 7-8, 7-9, 7-10, 7-11, 7-12, 7-13, 7-14

BOXES
183: Q & A: What are web industry awards? The Webby Awards and industry organizations such as
the Web Marketing Association also recognize exemplary websites. If you decide to compete for an
award, ensure that the award is relevant to your website’s content and objectives. Many award
websites recognize characteristics related to design, creativity, usability, and functionality. Some
award websites focus on a specific industry or type of business .

183: Q & A: What are the latest website promotion techniques? Social networking provides new ways
to promote your website. Making a relevant comment on an article or blog post that includes your
web address, using social bookmarking, and us ing inline linking are methods that became available in
recent years. For more information, use a search engine to search for website promotion techniques
and sort or filter the results to display the most recent information.

184: Q & A: For what purpose should I use hashtags? Has htags are text preceded by the # symbol and
do not include spaces. Users of Twitter and other social media tools use hashtags to start or contribute
to trending topics, such as a current event, live TV show, or other relevant topic. You can sort or
search by hashtag to see posts or tweets about related content.
Web Design, Fifth Edition Instructor’s Manual 5

184: Q & A: What is Google Panda? Google Panda is an update to the Google search algorithm. Panda
downgraded the relevancy of websites in search results based on poorly received or written content,
or heavy reliance on ad content. For more information, use a search engine to search for Google
Panda.

185: TOOLKIT: SEO for web promotion. For more information about how you can use search engine
optimization to promote your website, see Appendix D.

185: Q & A: What is keyword stuffing? Keyword stuffing is adding or repeating commonly used
search terms in a website in an attempt to increase a website’s search rankings. Web designers
recommend learning about proper use of keywords to ensure your website reaches its target
audience. To learn more, use a search engine to search for keyword stuffing ethics .

186: TOOLKIT: What is geo targeting? Geo targeting determines the user’s location by the ISP, IP
address, Global Positioning System (GPS), or user-provided information, such as ZIP code, and
provides ad content relevant to the user’s location.

186: DESIGN TIP: Manual search engines submission, search engine optimization of your pages, free
link exchange, awards, and tools such as Twitter and Facebook are inexpensive techniques to promote
your publis hed website.

187: Q & A: What are the benefits of affiliate programs? Beyond the financial benefits, affiliate
programs help build your website audience by targeting users who fit your audience profile. For more
information, use a search engine to search for affiliate program benefits .

188: Q & A: What is a link exchange program? A reciprocal link is a link between two website
owners who agree informally to put a respective link to the other’s website on their webpages.
Reciprocal links work well when the companies are in related fields, but are not direct comp etitors.
Some websites provide link exchange programs that offer reciprocal links free or at a cost to
members. Members of a link exchange program can choose other member websites with which to
exchange reciprocal links.

189: Q & A: What is a banner excha nge website? Similar to link exchange websites, banner exchange
websites facilitate an exchange of banner ads among members.

189: DESIGN TIP: Joining an online advertising network as an advertiser is a good way to ensure that
your online advertis ing appears on a variety of appropriate websites; joining as a publisher is a way to
generate revenue at your website.

190: Q & A: What is a pop-under ad? A pop-under ad opens in its own window underneath the
browser and the current webpage. A visitor might not even be aware of the pop-under ad window
until the browser window closes.
Chapter 7: Promoting and Maintaining a Website 6

191: DESIGN TIP: Be considerate and always provide a way for recipients to unsubscribe from opt -in
email and text advertising messages and newsletters.

191: DESIGN TIP: Effective promotional techniques for an e-commerce website include the
inexpens ive techniques used for a noncommercial website, plus paid or sponsored search engine
placement, affiliate programs, online advertising networks, opt-in email and text advertising, and
promotional giveaways.

192: Q & A: What is spam? Spam is unsolicited email advertising. In accordance with the federal
CAN-SPAM Act of 2003, sending spam is illegal. To learn more about avoiding sending or receiving
spam, use a search engine to search for spam email.

192: Q & A: How do I write an effective opt-in advertisement? An effectively written, permission-
based opt-in text or email can entice visitors to revisit your website to learn about new products or
upcoming events, or take advantage of special promotions. Ensure that your message is personable,
engaging, and relevant. One well-written, motivating monthly message will have more impact than
four hastily written, dull, weekly messages.

TEACHER TIP
You might choose to invite a marketing professional to speak to the class about online and offline
website promotion.

CLASSROOM ACTIVITIES
1. Critical Thinking: Old-fashioned word of mouth is an effective traditional tool for promoting a
new website. Ask students to identify a web technology that offers a “new-fashioned” word of mouth
tool for promoting a new website? (The discussion should be about business blogs.)

2. Quick Quiz:
1. Unsolicited email advertis ing is called ____. (Answer: spam)
2. The ____ makes sending spam illegal. (Answer: federal CAN-SPAM Act of 2003)
3. How is online advertising often paid for? (Answer: on a pay-per-click basis)
4. What is keyword stuffing? (Answer: Adding or repeating commonly used search terms in a
website in an attempt to increase a website’s search rankings)
5. What is a search tool submission service? (Answer: A business that registers websites with
multiple search tools)
6. What is an affiliate program? (Answer: An e-commerce performance-based online advertising
program in which a merchant website pays a fee or commission on sales generated by visitors
driven to the website by links on other customer websites)

LAB ACTIVITIES
184: Complete the steps in YOUR TURN: Exploring Social Media Promotion Tools.

185: Complete the steps in YOUR TURN: Exploring Paid or Sponsored Placement Online
Advertising.
Web Design, Fifth Edition Instructor’s Manual 7

188: Complete the steps in YOUR TURN: Exploring Affiliate Programs.

191: Complete the steps in YOUR TURN: Exploring Opt-In Advertising.

192: Website Maintenance and Evaluation

LECTURE NOTES
Define the terms benchmark, web server log analysis software, web analytics, web metrics,
unique visitor, repeat vis itor, page views, click-stream analysis, and conversion rate
Explain the need for ongoing website retesting, maintenance, and evaluation
Describe a benchmark and explain the role of benchmarking in website evaluation
Use Figure 7-15 to discuss web server log analysis and website performance management
Describe several popular web metrics and how they are used to evaluate website performance

FIGURE: 7-15

BOXES
193: Q & A: What are tracking cookies? Tracking cookies are small text files stored on a webpage
visitor’s hard drive, usually without the vis itor’s knowledge. Web marketers use tracking cookies to
monitor which websites the visitor visits and other vis itor behaviors. Many visitors consider tracking
cookies an invasion of privacy and most popular computer security software packages, such as
Norton, locate and remove tracking cookies.

TEACHER TIP
You might choose to invite a roundtable of e-commerce site representatives (owners, web masters,
web designers, and so forth) to discuss tools and techniques for evaluating website performance.

CLASSROOM ACTIVITIES
1. Class Discussion: Ask students to discuss ways to evaluate website performance for a personal
website and a small bus iness e-commerce site.

2. Assign a Project: Page tagging is a technique used by web marketers to track visitors’ behaviors,
similar to tracking cookies. A site publis her adds JavaScript tags to its webpages. When a visitor views
a page containing a tag, information about the vis itor, similar to that recorded in a server log, is
gathered and transferred to a database. The information is analyzed later by the professional web
marketers and the website’s publis her. Encourage students to research more about page tagging
online and write a brief (one-page) report on its uses.

3. Quick Quiz:
1. A(n) ____ is an individual vis itor to a website. (Answer: unique vis itor)
2. A(n) ____ identifies how a visitor moves through your website by clicking from link to link.
(Answer: click-stream analysis)
3. What is a benchmark? (Answer: A measurement of performance)
Chapter 7: Promoting and Maintaining a Website 8

4. What are tracking cookies? (Answer: Small text files stored on a webpage visitor’s hard drive,
usually without the vis itor’s knowledge)

LAB ACTIVITIES
1. Ask students to search the web for information on B2B e-commerce sites that offer web analytics
services and/or software. If possible, take site demos or review sample reports. Then report back to
the class on their research.

End of Chapter Material

 Chapter Review summarizes the key points from the chapter.

 Terms to Know is an alphabetical list of the chapter’s key terms with corresponding page
numbers.

 Test Your Knowledge provides matching term and short answer questions to help solidify
what students learned in the chapter.

 Learn It Online is a series of online student exercises that test students’ knowledge of chapter
content and key terms.

 Trends provides the opportunity for research and writing on timely topics.

 At Issue offers two web-based research exercises that challenge students’ perspective of web
design and surrounding technologies.

 Hands On provides two assignments that challenge students to both browse and search the
World Wide Web for more information about chapter concepts.

 Team Approach presents two assignments that reinforce the chapter concepts while
encouraging teamwork and collaboration.

 Case Study is an ongoing development process in web design in which students apply the
concepts discussed in the chapter to the design and development of their own website.
Web Design, Fifth Edition Instructor’s Manual 9

Glossary of Key Terms

advertiser (186) page views (194)
advertis ing network (188) pay-per-click (185)
affiliate management network (187) permission-based advertising (190)
affiliate program (186) pop-under ad (190)
banner ad (189) pop-up ad (189)
benchmark (193) promotional giveaways (192)
broken link (176) publis her (186)
click-stream analysis (194) reciprocal link (188)
click-through (189) repeat visitor (194)
cloud-based web server (178) rich media ad (190)
conversion rate (195) search tool submission service (186)
dedicated web server (178) self-testing (176)
expandable banner ads (190) shared web server (178)
file management system (180) sidebar ad (189)
File Transfer Protocol (FTP) (180) spam (192)
floating ad (190) staging server (176)
FTP client (182) staging website (176)
has htag (184) sync (182)
impression (190) unique visitor (194)
in-app advertising (186) web analytics (194)
keyword stuffing (185) web hosting companies (178)
link exchange program (188) web metrics (194)
multimedia ad (190) web server log analysis software (194)
opt-in advertising (190)

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