During content negotiation with the server, the server may identify that the client can accept compressed content. Precompression of static pages will reduce site and network overhead. Delivery of compressed dynamic pages may be a useful trade-off to deliver content to the client with the least connection overhead. If data is also to be encrypted, it should be compressed first. Similar preformatting of images into efficient formats, such as the Joint Photographic Experts Group (JPEG), Portable Network Graphics (PNG) or graphical interchange format (GIF), can also provide timely response to clients that can accept these more efficient formats. The smallest acceptable image should be transferred to the client. Client selection of data formats may be critical to client-side applications, and should be respected when possible. Thumbnails (a miniature picture of an original that is scaled down until it is slightly bigger than a postage stamp) for large size images should also be provided.

Site conventions

It is appropriate to establish site conventions for data types (PNG, JPEG, GIF, HTML), file and/or directory naming (e.g., “.fr” for French version, “.en” for English, etc), and other management objectives. Some client environments may not be able to handle data types if the file extensions vary from common usage. Default files for copyright information, contact information, style sheets, and other site-specific data may be created for a site, or inherited from a broader organizational context.

Web site center page

Well-engineered Web sites shall include a site center page. Each site page should include an active link to the site center. This site may be part of a larger site construct, and if so the site center shall contain a link to that overall site. The site center may be a top level (home) page for this site. The site center page shall either contain, or point to: a) Links to all “top level pages” (home pages) for this site. b) The responsible Webmaster by name or title (with e-mail contact). c) The person(s) responsible for content, by name or title with e-mail contact(s). d) The applicable intellectual property considerations (copyright, trademark, etc) (see 7.2). e) The applicable privacy statement(s) (see Annex F). f) The applicable indexing/authoring information (see 5.12). The organization responsible for this site and it’s corporate or higher level affiliation, including a link to the appropriate top level pages for these entities. h) Applicable warranty, terms and conditions, terms of use. i) Date of last content update for this site center page or policy pages indicated by this page. j) Statement of purpose as to the site’s intent and reason for being. This may consist of a mission statement; description of business model; disclosure of for-profit and non-profit status; disclosure of relevant business and professional relationships; disclosure of sources of funding and/or transaction fees; or other statements for the purpose of allowing consumers internationally to evaluate the credibility of the information presented and identify potential sources of bias. k) Location and/or a pointer to physical location information (see 7.15), as well as phone number, fax number, physical address, and related information.

The Site center page may also contain: a) Links to site index listings (including lists of recently updated pages, etc). b) Search services for the site. c) Any ‘brands’ applicable to the site (such as the IEEE 2001 conformance logo). d) Feedback form related to content and/or site design considerations. e) Contact information relevant to legal rights or other site elements. f) Statement of policy for redress (correction) of inaccurate information found on the well-engineered Web site and a contact number whereby the person in charge of this well-engineered Web site can be reached. g) Frequently asked questions (FAQs). h) End-user on-line documentation (as applicable). i) For business to consumer sites, the site center should include (or provide links to) disclosures related to business identification; applicable law and jurisdiction; terms, conditions and costs of transactions; confirmation and cancellation provisions; customer service, shipping and fulfillment; available guarantees and warranties; dispute resolution procedures; and other necessary information to facilitate consumer transactions. Well-engineered Web sites should comply with the Guidelines for Consumer Protection in the Context of Electronic Commerce authored by the Organization for Economic Cooperation and Development (OECD) (see [B56]) and the recommendations authored by Consumers International (see [B1]) for consumer protection and online shopping.29 j) The site center should also include any relevant disclosures relating to separation of editorial content and advertising, and the presence of sponsored content and sponsored links. Well-engineered Web sites should adopt and comply with the American Society of Magazine Editors’ best practices guidelines for digital media ( as a baseline industry standard for issues relating to the distinct treatment of editorial content, advertising, and special advertising sections.