Who decides what are best practices? especially for websites and communications?
Frankly, its a combination of majority rule (in a battle for readership quantity counts) as well as expertise (writing, usability and design are not everyone's forte) and standards (because 15% of the population has some accessibility challenges and they need to be kept in mind as they may be vital depending on who you target).
Read my articles on website design and communications on Prescientdigital.com. Check out my presentation on developing Personas including a case study with CSI.
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