Website design to secure business or Yes – I’ve got a website! (but is it any good and does it...
-
Upload
david-terrar -
Category
Business
-
view
306 -
download
1
description
Transcript of Website design to secure business or Yes – I’ve got a website! (but is it any good and does it...
![Page 1: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/1.jpg)
Website design to secure businessor
Yes – I’ve got a website!(but is it any good
and does it actually work?)A lightning fast ride with David Terrar
(40 slides in 20 minutes!) – D2C & Agile Elephant
Wandsworth Enterprise Workshops and ICAEW 17 September 2014
![Page 2: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/2.jpg)
Agenda• First we have to set the scene• Do you understand Marketing in 2014?• This website - what’s it for?• What does your audience actually do?• What is good web design?• What about SEO – do I trust these gurus?• Blogs & social media – any use?• Do you have a decent CMS?
![Page 3: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/3.jpg)
Hugh MacLeod – gapingvoid.com
![Page 4: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/4.jpg)
![Page 5: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/5.jpg)
20042005 2006
2007 20102010
2011
![Page 6: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/6.jpg)
2007
2010
![Page 8: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/8.jpg)
![Page 9: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/9.jpg)
http://www.gapingvoidart.com/gallery/all-roads-lead-to-mobile/
![Page 10: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/10.jpg)
![Page 11: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/11.jpg)
![Page 12: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/12.jpg)
Recommended reading
Meatball Sundae: Is Your Marketing out of Sync? & Tribes – Seth Godin
![Page 13: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/13.jpg)
The Cluetrain Manifesto
There's a new conversation
between and among your market and your workers. It's making them smarter and it's enabling them to discover their human
voices.
You have two choices.
You can continue to lock yourself behind facile corporate words and happytalk brochures.
Or you can join the conversation.
Still valid 15 years on!
http://cluetrain.com/
![Page 14: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/14.jpg)
Old Marketing New MarketingLimited number of media outlets Countless media outlets
Limited physical retail outlets Countless online retail outlets
Emphasis on horizontal success (hits) Emphasis on vertical success (niches)
Marketing-to-consumer communication Consumer-to-consumer communication
Barrier between consumers and makers Permeability between consumers and makers
Spam Permission
Product line limited by factory Product line limited by imagination
Long product cycles Fads
Market share Fashion
Features Stories
Advertising a major expense Innovation a major expense
Large overhead = stability Small overhead = low risk
Customer support Community support
Focus groups Launch and learn
![Page 15: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/15.jpg)
Social Media is Counter-intuitive
Space defined by Media
Owner
Brand in control
One way / Delivering a
message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the consumer / Adding
value
Influencing, involving
User created content / Co-creation
Communications Media
Social Media
![Page 16: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/16.jpg)
think Business first• What are your business goals?• How can a website help you reach those business
goals?• Who is your audience?• What are they looking for?• Who's going to write the content?• How will the site be kept up to date?• How do you drive more traffic to the site?• How do you get people to take action once they've
visited your site?
![Page 17: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/17.jpg)
"If web pages are going to be effective they have to work most of their magic at a glance" - Steve Krug
![Page 18: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/18.jpg)
How long to judge your website?
http://www.nature.com/news/2006/060109/full/news060109-13.html
50 Milliseconds!
![Page 19: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/19.jpg)
![Page 20: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/20.jpg)
F-Shaped Pattern For Reading Web Content
http://www.useit.com/alertbox/reading_pattern.html
![Page 21: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/21.jpg)
They don’t read it the way you want!
• Users won't read your text thoroughly• The first two paragraphs must state the most
important information• Start subheads, paragraphs, and bullet points
with information-carrying words• Make headings/language obvious!
![Page 22: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/22.jpg)
They don’t make optimal choices
• They don’t consider all the available options• They blunder on with the first reasonable
option
![Page 23: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/23.jpg)
They don’t bother to figure out how things work
• They don’t read instructions• They muddle through
![Page 25: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/25.jpg)
![Page 26: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/26.jpg)
Responsive Design
![Page 27: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/27.jpg)
Design ingredients• Simple layout• Centered orientation • Design the content, not the page• 3D effects, used sparingly• Soft, neutral background colours• Strong colour, used sparingly• Cute icons, used sparingly• Plenty of whitespace• Nice big text
![Page 28: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/28.jpg)
Design tips
• Recognise every page is a home page• Faster is always better• Simple navigation, never let them get lost• Use rich media, but host it on YouTube, Vimeo• Use social media sharing• Make search easy• Use SEO techniques with care
![Page 29: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/29.jpg)
Mistakes you can make
• Believing people care about you and your site• Overcomplicating or obscuring your point• Making it too different – style over substance• Too many moving parts, distractions or irritations• Flash or graphics which should be text (SEO)• Thinking your website is your marketing strategy• Not enough brilliant content
![Page 30: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/30.jpg)
Search Engine Optimization
“Make your site useful and tell people about it”
![Page 31: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/31.jpg)
SEO tips
• Content is King (and start a blog)• Keywords, keywords, keywords• Create great page titles• Use meta descriptions• Use meta keywords• Use H1 titles in your pages• Create SEO (and user) friendly URLs• Bullets, link anchor text and image titles
![Page 32: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/32.jpg)
SEO tips• Link to others (and get them to link to you)• Get your content syndicated by others• Don't forget to link back to yourself• Use Social Media as part of your publishing and
distribution• Create a site map• Avoid Flash• Analyse how you are doing• Use a Content Management System
![Page 33: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/33.jpg)
The business of blogging
Blogs work when they are based on:1. Candor2. Urgency3. Timeliness4. Pithiness and5. Controversy
![Page 34: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/34.jpg)
http://sethgodin.typepad.com/seths_blog/files/whos_there.pdf
![Page 35: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/35.jpg)
http://www.wishfulthinking.co.uk/2011/11/18/business-blogging/
![Page 36: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/36.jpg)
Social Media Channels
Where does your target audience hang out?Go there and join the conversation!
![Page 37: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/37.jpg)
Why use a CMS?• You are no longer dependent on the web designers making changes for
you.• Changes can be made any time they are needed, day or night. This is
increasingly important as your business comes to rely on the website as a communications channel.
• All the technical details are simply handled by the CMS, allowing anyone to manage and update the site.
• Multiple staff can keep the site up to date, instead of being restricted to just one person. The CMS will track who is doing what, avoiding potential confusion.
• You can even ensure that each staff person can only update the sections of the site they are responsible for.
• The CMS ensures that all the pages are consistent in design, and will build all the menus and other
• navigation for you.• The many other powerful features of the CMS allows the site to grow in
sync with your business.
http://www.steptwo.com.au/papers/cmb_needcms/index.html
![Page 38: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/38.jpg)
CMS options
…but there are 100s!
![Page 39: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/39.jpg)
Summary• Start with why?• Put your customer first• Don’t make me think!• Does it work on a smartphone?• Content, content, content• Start a blog• Use social media• Find an agency who’ll teach you to fish!
![Page 40: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/40.jpg)
Referenceshttp://gapingvoid.com/2009/09/13/the-nobody-cares-print-for-sale-individually/http://www.gapingvoidart.com/gallery/all-roads-lead-to-mobile/ http://ben-evans.com/benedictevans/2013/11/5/mobile-is-eating-the-world-autumn-2013-edition http://www.sethgodin.com/sg/http://www.amazon.co.uk/Meatball-Sundae-marketing-transforming-business/dp/0749929480/ref=sr_1_1?ie=UTF8&qid=1346395001&sr=8-1 http://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753/ref=sr_1_1?s=books&ie=UTF8&qid=1346395254&sr=1-1http://www.sensible.com/dmmt.html http://www.amazon.co.uk/Dont-Make-Me-Think-Usability/dp/0321344758 http://www.diliaranasirova.com/assets/PSYC579/pdfs/05.2-Marcus.pdf http://sethgodin.typepad.com/seths_blog/files/whos_there.pdf http://www.wishfulthinking.co.uk/2011/11/18/business-blogging http://www.steptwo.com.au/papers/cmb_needcms/index.html
These links for reference onlyNot for reading
![Page 41: Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)](https://reader035.fdocuments.us/reader035/viewer/2022062616/54b47da24a795943128b4661/html5/thumbnails/41.jpg)
Contact details
David TerrarD2C & Agile Elephant
p: +44 (0)1727 866309 m: +44 (0)7715 159423
e: [email protected] or [email protected] w: www.d2c.org.uk and theagileelephant.comskype: david_terrartwitter: http://twittter.com/DT @DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com