For an example of simple, unobtrusive JavaScript that you can use to dynamically expand and
collapse elements like the one in our example, consult the article ???My Favorite JavaScripts for
Designers,??? at www.blakems.com/archives/000087.html.
Users have immediate access. There is no waiting for a download.
Pages can be easily bookmarked for later viewing.
HTML content is indexed by search engines, both internal and external. Major SEO
points often go to case studies rich with industry keywords.
A plain web page does not require a proprietary reader. Even PDF files require
some form of Acrobat to be accessed, to mention nothing of Word, PowerPoint, or
other programs. While it??™s easy to assume these programs are ubiquitous, the
reality is that they very much are not.4
Figure 8-7. Keeping case studies in HTML format has several important advantages.
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4. It would be fair to say that a small portion of your target audience may not have these programs
available. Many businesses and just about all government agencies lock down their employees??™
computers to the point where the only program available for accessing web content is a plain
browser without any plug-ins or extensions allowed.
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