Now you're ready to start HTML production. You need to think about graphics slicing and optimization, and building fluid pages (also called stretchable or expandable) for multiple screen resolutions. You need to think about the rollover states, and you should also work to keep within a targeted k-size for the files when they are completed. The look and feel has been approved; the pre-production work has been completed. Now it is time to roll up your sleeves and get to work.

During this build phase it is extremely important to maintain clear standards for the HTML pages or templates as they are being created—especially when working with a team of HTML production coders. Work closely among the design team, the client and the production team to ensure consistency in look, feel and functionality. For dynamic sites, confirm standards for HTML and delivery.

Create the homepage and a secondary page first, then test and troubleshoot them to perfection. Once these pages are completed, tested and approved, use them as a guide and a starting point for the rest of the pages or templates.

Maintaining clear standards and consistency in code through production is a challenge. Post completed templates for sign-off and testing before moving a main navigation bar or rollover into production on multiple pages of a site.

During the Design phase, designers should have been working closely with the production team to determine how the design template would be prepared for slicing (division and cutting up of the page in preparation for HTML production) in Fireworks.

The graphics that have been sliced will now be optimized (reduced in bytes by taking out colors and information, as well as changing format to GIF or JPEG for online usage) and prepared for production. Maintain flexibility during the optimization process. A completed file might be 10-20k over your desired limitations.

Be prepared to go back into a file and re-optimize for a reduced page load. Make sure when optimizing graphics to save the original file so you can return to it for additional attempts at optimization.

Make sure your ALT tags are READY TO GO before the coding process begins. ALT tags, TITLE tags and META information make up the invisible content that many copywriters and clients forget about. ALT tags are important to add to text links, navigation and graphics to allow for additional information and easier navigating. They are particularly important when considering online accessibility.

When coding, there is nothing more frustrating than starting to work on a page or section, then having to go back and back again, asking questions to fill in the blanks. Know what the blanks are and how to fill them before you begin.

Dreamweaver 4 has a handy form that asks you meta data questions up front before you start each page. You can ask the client to fill out this form as you go through the production process. Sometimes there is invisible content that is due with the rest of the content but is often left until the last minute to complete.

Simple yet effective functionality can be added to your site using DHTML, JavaScript or CGI. This is called light scripting because it is usually something than can be accessed through various online resources and does not require an advanced knowledge of programming languages.

These pieces of code can be shared and modified to fit your site's specific needs, including rollovers, functional pull-down menus, pop-up windows, forms and other simple functional areas within your site. Fireworks 4 and Dreamweaver 4 allow integrated creation of rollovers during graphics creation and production, with Fireworks even automating the creation of drop-down menus. Other types of functionality include browser sniffers and redirects; time and date stamping; experimental DHTML and more.

You will need to test these bits of functionality early on in the process to determine browser and platform compatibility.

It is time to actually put content into the site. But is it ready to go? Be clear with the client about when the drop dead point is for content submission. If you have utilized the content delivery plan, you have broken the deliverables into chunks and outlined specific due dates for content, imagery and assets.

Let the client know early in the process that cost overruns may occur due to late content arrival. Production can only be efficient when all content is in, not if it is still arriving piecemeal.

As the team begins to create the actual HTML pages and move text and optimized graphics into the templates, it is important to have a clear method of tracking content. You will need to make sure that production is using the current version, that all the content is in and that the content is being used in the correct sections. You will also need to track headers, breadcrumb trails and nomenclature, maintaining standards and helping to begin the QA process.

It is tempting to continue to feed content into the site and tweak the pages right up until launch. Why? Because you can. But the lack of blue line and press deadlines (as occur in print work) should not justify a lack of hard dates at which content and production must be frozen.

The site can be developed, fixed, tweaked and updated after the initial launch. You will have time to address issues and errors during QA testing—but don't substitute QA time for last minute production work.

Be sure there is a clear moment when the production process ends and QA testing begins.