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EPi/Policy training. UK September 12, 2008. The web policy in general Templates – rules and guidelines Page Introduction page Highlighters Start page News and Press start page. Document list Contact Left menu divider Special link page Blog Form. Agenda, September 12.

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epi policy training

EPi/Policy training

UK September 12, 2008

Internal information

agenda september 12
The web policy in general

Templates – rules and guidelines


Introduction page


Start page

News and Press start page

Document list


Left menu divider

Special link page



Agenda, September 12

Break for lunch

Internal information

the web policy manual in general
The web policy/manual in general
  • Why, where and how to use templates
  • Policy for web communications
  • Valid only for national sites and in combination with EPi templates
  • Also governing are Skanska Graphic Handbook, Message grid, Global Web Strategy
  • Constantly updated
  • More on EPi in the EPi manual

Internal information

the inverted pyramid
The inverted pyramid

Internal information

the vital 3 questions
The vital 3 questions

Do you have an audience, and can the audience use what you are creating?

Is this the proper channel for this message?

What do you want your reader to do when he/she has read your content, and is this action easy?


Internal information

the templates
The templates

Are created to ensure user-friendliness for the visitor to your website.

Use the templates as they are intended

Do not ever add code into the templates to add functionality or change the way they work or look.


Internal information


Internal information

tone of voice and language
Tone-of-voice and language

Use shorter sentences than you usually would

Use shorter paragraphs and deal with one topic per paragraph.

Use active voice - avoid using passive voice


Active voice: The dog bit the boy.

Passive voice: The boy was bitten by the dog

Be sure to include the subject (ie “the dog”) early in your sentences for optimal readability online.

Try to involve the reader/the target audience in your writing.

Internal information


Start with what is most important for the readers

Do not force readers to read more than necessary - they will be frustrated

It is ok if they leave after reading the introduction!

Inverted pyramid-style

First: Everyone in the audience must understand what the text is about


First sentence in introduction

First part of main text

Main text - do not forget to call for action

”Read more about…”


”Contact xx to learn more about…”

”Did you know that you can…”

Internal information


All pages must have headings

Not to lure the reader - to help them understand

”The highest form of luxury” - WRONG!

”Skanska to build tallest five-star hotel in Saudi-Arabia” - CORRECT

Think - labels for folders

Descriptive and crystal clear

Links to pages must match the headings

Highlighter heading must match heading on page

Internal information


Two - three SHORT sentences

Describe the contents of your page

What is most important for your reader?

What can the reader do on the page? (If applicable)

Introductions - page description for search engines

The introduction should repeat what’s written in the heading

Wording should be different

The main text should repeat what’s written in the introduction

Wording should be different

Can’t describe in three short sentences?

Split your content on more pages

You are trying to say too much

Internal information

  • Images should generally be used to strengthen the communication, not only as decorative elements.
  • Illustrate the topic of the page/section it’s inserted in, or portray the actual building, person, location the page/section is about.
  • We want to provide a feel of how it is to live, work in, or around the project. Portray the project in use – populated by office workers, residential owners etc. from thegraphic handbook

Internal information

images alternative text
Images - alternative text

It is read by screen readers in place of images allowing the content and function of the image to be accessible to those with visual or certain cognitive disabilities.

It is displayed in place of the image in browsers that don't support the display of images or when the user has chosen not to view images.

It provides a semantic meaning and description to images which can be read by search engines or be used to later determine the content of the image from page context alone.


Internal information

images alternative text contd
Images – alternative text contd.

It should:

present the content and function of the image.

be succinct (typically no more than a few words are necessary, though rarely a short sentence or two may be appropriate.)

It should not:

be redundant (be the same as adjacent or body text).

use the phrases "image of…" or "graphic of…".


Internal information

introduction pages
Introduction pages

Introduction pages are “switchboards”

  • The purpose is to help the visitor find what he/she is looking for within a specific category.
  • Top highlighter (colored square with image to the right): describe what the user can find on that specific part of the website. Not Skanska’s view on the topic, or what Skanska wants to convey. Avoid writing marketing copy!
  • Below highlighter: show the visitor where to find, within the section, the things he/she is most likely to be looking for.
  • Cross links in highlighters in the right column (level 2 and downwards):
    • Related to the topic
    • Related to the target audience needs

Internal information

introduction page
Introduction page

Internal information

start page
Start page

Internal information


Why use flash? Make sure you have good reasons.

It can distract the visitor from seeing the “real” content on the page

It is not possible to view for visitors with accessibility problems

It is not possible to view for those who have no Flash-viewer installed (or the wrong version) or has turned it off.

Search engines cannot index it

It can slow a page down


Internal information

news and press start page
News and Press start page

Internal information

document list
Document list

Internal information


Internal information

left menu divider
Left menu divider

Internal information


Internal information

pop up template
Pop up template

Internal information


Internal information