1. “Responsive” Scalability
Advanced code infrastructure that automatically adjusts on-the-fly for most operating systems, browsers and
devices.
Desktop Laptop iPhone
January 25, 2013

2. Design Intent
January 25, 2013
● Preserve content of existing site
● Use type, color and layout to create a welcoming place for new members
● Make it easy for new members to join
● Make it easy for existing members to ge the information they need
● Use buzz words on Home Page that are attractive to potential members

3. Our design practices are based on scientific
principles of perception and design.

4. Leverage Search Engine Optimization
January 25, 2013

5. Leverage Search Engine Optimization
January 25, 2013

10. How Does the Typical Internet User See Your Site?
January 25, 2013
High-value real estate is in the upper left corner of your site. The impact words you put there have a big impres-
sion on how others perceive your organization. You have 5 to 10 seconds to make your case.

11. Layout, Type and Color Selections
January 25, 2013
Layout, type and color: contemporary, professional, agricultural; use colors of the horticultural spectrum to add
“punch” to the site. Type size set to scale easily across browsers and devices.

12. Look and Feel
January 25, 2013
Layout, type and color: contemporary, professional, agri-
cultural; base scheme of earth and green. Use colors of the
horticultural spectrum to add “punch” to the site. Type size
to scale across browsers and devices. Focus on identity
and activities. Provide a human connection. Create depth in
imagery, adding a “3-D” effect.

13. Preserve Existing Content
January 25, 2013
The existing website has valuable content for current
members. Any design should retain the general navigation
flow of that site. Some flexibility is necessary to allow for
cross-browser scaling for different devices.

14. Friendly Language
January 25, 2013
Layout, type and color: contemporary, professional, agricultural; base scheme of earth and green. Use colors of
the horticultural spectrum to add “punch” to the site. Type size to scale across browsers and devices. Focus on
identity and activities. Provide a human connection. Create depth in imagery, adding a “3-D” effect.
Topics discussed in the Citrus section include
development and characteristics of root-
stocks, cultivar improvement, insect, disease
and weed control, fertilization, irrigation,
cultivation and cold protection. More info…
Learn all about how to grow and enjoy citrus
varieties in Florida. rootstocks, development
and characteristics of rootstocks, cultivar im-
provement, insect, disease and weed control,
fertilization, irrigation, cultivation and cold
protection. More info…

15. More Ideas to Add Value to Your Website
January 25, 2013
● Connect to local community through website
Ask a Horticulturalist page on your website
Speak at schools and organizations
● Member directory
● Come up with a good list of member benefits to create an
attactive website page
● Find link Buddies
● Group discounts you can secure for members that can be
used throughout the year
● Your Home Page and search terms users are likely to use
are related. Find effective ways to place them front and
center.

16. January 25, 2013
StyleGuide

17. Style Guide for the FSHS Website
January 25, 2013
Move list of sections from deep in the site up to the front. Change the word, “Sections” to something like, “Ac-
tivities”. “Activites” is an active word that has a human connnection. Use colors of the horticultural spectrum
tastefully to add a “punch” to your page.

18. Style Guide for the FSHS Website
January 25, 2013
Create human connections on the Home Page using language that is first-person active and that can create a
clear image in your web visitor’s mind’s eye. This is a sample image, that could be combined into a group of
three rotating slides on your Home Page highlighting your activities, such as Citrus, Ornamentals, etc.

19. Style Guide for the FSHS Website
January 25, 2013
Use styled “callouts” to call attention to important points you want to make in your pages.

20. Style Guide for the FSHS Website
January 25, 2013
Use web styles, such as tabbed content, to reduce the amount of scrolling. Devices such as this also help pages
style elegantly and correctly when appearing in other browsers and devices.

21. Style Guide for the FSHS Website
January 25, 2013
Split sponsors out of the Powerpoint presentation to show as a grid in your page. This reduces the amount of
time your users have to wait to see all your sponsors. You can also use this as a sales opportunity by connecting
each logo to an Internet url.
(Corporate logos are considered copyright material, so always be sure to be permission before posting logos on your web page!)

22. Style Guide for the FSHS Website
January 25, 2013
Make sure your brand, identity or logo is simply and clearly presented at the top of every page. Give it some of
it’s own whitespace. This will convey how important it is to your web visitors.

23. Style Guide for the FSHS Website
January 25, 2013
Create at least two, and preferably three, opportunities on your Home Page for potential new members to sign
up for FSHS. Integrate it with your imagery to help capture people’s attention.

24. Style Guide for the FSHS Website
January 25, 2013
Move links to external websites off your Home Page. As it is now, you are directly Search traffic away from your
site. From the standpoint of improving your website value, it’s better to put external links into some sort of
Events calendar. You can also display calendars like this as a list.