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A web page, also called a website, homepage, internet page, or simply page, is a document in HTML format that can be accessed via a browser on the internet. Practically all documents on the Internet (PDF, .txt, .php, etc..) can be referred to as "web pages", even if they are not in HTML format.
Each web page is assigned a URL. The domain URL (www.webseite.de) is referred to as the homepage, main page or "home". Subpages (www.webseite.de/unterseite) are also referred to as landing pages, directories or landing pages. The totality of all web pages of a domain is also referred to as an internet presence, web presence, internet presence, web presence or simply as a "homepage".
In addition to the HTML markup language, websites are built with the CSS (Cascading Style Sheets) design language. While HTML is responsible for the structure and the interaction with the user and the database or the server, CSS is used to design the look and feel of a website. In addition to CSS, .php files or Java scripts are also integrated into a website.
Websites are received fundamentally differently from printed documents, be they books, newspapers or flyers. Eye-tracking experiments show that websites are read in the form of an "F": The average user starts at the top, looks to the right edge of the page and then goes down the left edge of the page. Texts are more likely to be flown over on the web than in the newspaper. Search result pages actively search for the entered search term. The possibility of vertical and horizontal scrolling also changes the way a website is received.
For this reason it is advisable to work in a web text with a jump mark table of contents, short paragraphs and subheadings as well as a well readable font size. The aspect ratio should also not fill the entire screen, as the legibility of the text is extremely difficult. As a rule, a ratio of 2:1 or 3:1 from website to text has prevailed. These and other research findings are applied in conversion rate optimization.
Working on websites is the central task of search engine optimization and the main task of online marketing.
In general 4 classifications can be made:
OnPage optimization and technical optimization → Working on the HTML and CSS code of a website.
Conversion Rate Optimization → Analysis and control of user behavior on a website.
Link marketing and internal linking → Hyperlinks are used to steer the user, the crawler and the search algorithm in a desired direction. The user should click on links, the crawler should read other linked websites and the search algorithm should consider the meaning of the link in the ranking of a website.
Data protection → Since the interaction with websites involves the transfer of user data (browser type, PC, IP address, etc.) and sometimes the input of data is necessary to access certain content (name, password, address, etc.), any commercial website optimisation must comply with legal data protection requirements. These requirements affect various factors, such as the use of web analysis services (Google Analytics, Piwik, etc.), the imprint obligation, or legally clearly regulated labelling of goods transaction buttons ("Order now and pay for it").
Web pages can be designed by directly entering the HTML code. However, this procedure is very cumbersome and requires a lot of time. Therefore there are different CM systems (Content Management System, short CMS), which offer a user interface for the creation of a web page. With CM systems even complex websites or online shops can be changed and organized.
Web pages are stored on a "web space". A webspace is a physical memory connected to a server. In order to make certain technical changes to a web page (.htaccess or access rights for files and folders), this web space must be accessed using a file transfer protocol, FTP for short. This is usually done by programs like "Filezilla". The webspace is one level deeper than the CMS - to install a CMS like WordPress you need access to the webspace.
With the spread of smartphones and tablets, website versions for smaller screens are becoming increasingly important. A "mobile friendly" website can be realized by different methods. Most of these methods rely on a certain code in CSS format.