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XHTML
XHTML (eXtensible HyperText Mark-up Language) is one of the programming languages used to code or develop website functionality. It consists of a set of various instructions that are interpreted by the website browser to display the webpage content. XHTML is similar to HTML but has greater functionality and is stricter, for example all opening tags in XHTML need a closing tag (in HTML it is possible to forget to include the closing tag and the page will still validate).
In the early days of the Internet, when the web was used mainly by academics and researchers, HTML in its basic form was acceptable for displaying the webpage content. Essentially the content display was equivalent to a character based ‘green screen’ with no graphics, hence the name, Hyper Text Mark-up Language. As the use of the Internet increased so the demand for a better and richer presentation of webpage content grew.
From its original purpose as a text mark-up language, HTML developed to become a presentation language to include attributes in addition to pure text. And today many website designers still use HTML as the presentation language and embed code within the web pages.
However the best approach is to use XHTML and separate the presentation attributes from the XHTML by using linked Cascading Style Sheets. Adopting this methodology improves coding quailty, website accessibility and makes the site search engine friendly.
Web Marketing (Part Two)
Part one of this series highlighted the importance of having a good website.
Equally important for small business is to have a consistent image. This does not mean spending two million pounds with a design consultancy. But having a decent logo design, clear strapline (see below) and message etc embodied in the website, business cards and stationary builds credibility and looks more professional … and need not be expensive.
A strapline is the short phrase that best describes your business. This could be your USP – unique selling point eg "24-hour mobile chiropractor - there to get you mobile."
And having a professionally printed postcard advertisement in your local library or shop should be complemented by a website in the same style, with the same message. This attention to detail shows that you take your business, and therefore your clients, seriously.
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