Effective Website Design

Effective Web Design

1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

How we help you

What makes

great website?

• Loads quickly

• Looks visually appealing

• Communicates clearly

• Is easy to navigate

• Is easy to understand

• Is well written;

Spelling

Grammar

Readability

Relevant

A great website

How do I get

a great

website?

Planning

Design brief

1/ What can I afford to spend

2/ What is my business

• How large / how many employed

• History

• Values

• Goals

• Who are my Competitors

• Who are my customers

• What is my USP

• Describe my business in 10 words

• Focus on the BENEFITS

3/ What kind of site do I need?

• Why do I need a new site?

• What don’t I like about the existing site?

• What don’t I want?

• What sites do I like – and why

• What sites do I dislike – and why

• What do I want my visitors to do?

Phone me?

Email me?

Buy from me?

Be educated by me?

Design brief

4/ Who has responsibility for

• Overall control

• Liaising with the developer

• Writing the content

• Sourcing images and photographs

• Updating the site

Design brief

5/ Content and function

• What pages do you want

• Integration with Social Networks

• Site search

• Online forms

• Email marketing

• Is mobile access important

Design brief

In House

Who builds the site?

Is this REALLY the best way?

Outsourced

Developers

are more focused

have greater understanding

develop sites that look good

develop sites that work

develop sites that are easy for you to update

Designing for readability

• First impressions take less than a second

When viewing a website, it takes users less than two-tenths of

a second to form a first impression, according to a survey

conducted by Missouri University of Science and Technology.

Your words need to be aimed directly at your site visitor - they need to be punchy and compelling

• WHY?

Visitors don’t read – they scan

Visitors need to “get it” almost instantly

Visitors need to know you can meet their needs

Visitors need to know WHY they should use you

Visitors need to TOLD what to do

• Use visibly bigger introductory paragraphs for improved

attention

• Make introductory paragraphs in boldface or larger font size.

• Keep paragraphs short and focus on one thought/topic/issue

• Use web friendly fonts in a sensible size

Sans Serif

Century GothicTrebuchet MS

Verdana

• What happens if you don’t

The quick brown fox jumps over the lazy dog

Parchment 48

The quick brown fox jumps

over the lazy dogTimes New Roman 48

• Use visibly bigger introductory paragraphs for improved

attention

• Make introductory paragraphs in boldface or larger font size.

• Keep paragraphs short and focus on one thought/topic/issue

When test subjects encountered a story with a boldface

introductory paragraph, 95 percent of them viewed all or part of it.Source – www.useit.com

People do scroll, but put most important content above the fold.

Web users know how to scroll, but not nearly as much as they

look above the fold.

Scrolling is better than using multiple pages - it provides better

usability. Just make sure you guide people to scroll down.

• Put the important stuff Above The Fold

• Left of the page gets most attention – up to 70%

How do we ‘read’ the web?

Top left corner gets the attention first

How do we ‘read’ the web?

Scanning the ‘F’

• Images that feature people looking forwards CHALLENGE us

• Images that feature people looking at the product LEAD us

Image Resources

www.sxc.hu

www.kozi.com

www.everystockphoto.com/

www.flickr.com/

www.public-domain-photos.com/

www.freedigitalphotos.net/

www. freestockphotos.com/

ALWAYS CHECK THE LICENSE

Average UK reading age is 12 years

Don’t make assumptions about your visitors, you don’t know

• Who holds the purse strings?

• Who makes the decisions?

• Who make the recommendations?

• Who is an influencer?

Flesch Kincaid Reading Ease Scores a page 0-100 with higher scores indicating pages that are easier to

Gunning FogEstimates the years of formal education required to read a given text. For a

wide understanding the Fog score needs to be less than 12 whilst for a near

universal understanding the score needs to be less than 8.

Coleman Liau IndexThe CLI index looks at the number of characters in words rather than

measuring syllables which makes it an ideal tool for automated checking.

http://www.read-able.com/

Into practice

Don’t do this

Do this

Improving Conversion

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

Ensure that your pages

• Have a goal

• Load Quickly

• Provide customer focused information

- Them not me

- Benefits not features (W.i.i.F.M)

Features

• 0-60 in 8.5 seconds

• Cruise Control

• Sat Nav

• 4 Doors

• 3 litre engine

• 215/55/R16 tyres

• 5 seats

• Hatchback

Benefits

• Great away from the lights

• Easy M/W Driving

• Save time and fuel

• Easy passenger access

• Great performance

• Good grip and handling

• Family size

• Easy to load shopping

eans t

• Have a goal

• Load Quickly

- Them not me

• Sell Your business to your customers [ USP ]

• Clearly defined actions

- Call Now

- Click to Buy

- Click for more info

USP - Unique Selling PropositionThe thing you do differently/better than your competition

• Put yourself in your customer’s shoes

• Know what motivates your customers buying decisions• save time

• save money

• make time

• make money

Uncover the real reason your customers buy from you

• Have a goal

• Load Quickly

- Them not me

• Sell Your business to your customers [ USP ]

• Clearly defined actions

- Call Now

- Click to Buy

- Click for more info

• Landing Pages

• Compelling Copy

• Where visitors click

Improving Conversion – Testing options

Ernest Hemingway’s Top 5 Tips for Writing Well

Always use short sentences

Rule No. 1

Use short 1st paragraphs

Rule No. 2

Use vigorous English

Rule No. 3

“Vigorous English is muscular, forceful. Vigorous English

comes from passion, focus and intention.

It’s the difference between putting in a good effort and

TRYING to move a boulder… and actually sweating, grunting,

straining your muscles to the point of exhaustion… and

MOVING the freaking thing!”

David Garfinkel

Be positive, not negative

Rule No. 4

Only use the gold

Rule No. 5

“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.

“I try to put the shit in the wastebasket.”

• Landing Pages

• Compelling Copy

• Where visitors click

• What people do when on your site

• Talk to people who are on your site

• Run surveys

• Usability Tests

Improving Conversion – Testing options

Be Brave, Be Bold

EXPERIMENT• Prices, increase, decrease, odd pence

• Free Trials

• BOGOF

• BNPL

• Pay for 10 get 12

• First one free / Second one free

• Increase Prices

• Standard Version / Premium Version

• Trial different offers

• Add a guarantee – be brave

• Add testimonials

• Try BOLD

• Try Italics

• Try Highlighting

• Try hand drawn annotation

Be Brave, Be Bold

EXPERIMENT

Online

Gadgets R Us: See the product button near the top?

ME: Hi, where can I find your digicams please

Gadgets R Us: Just click on that button and you’ll see

an image of a digicam. Just click on that and you’re

good to go

ME: Yes

That’s great, thank you

Survey Existing Customers

– offer incentive to complete

Survey Site Visitors

Improving Conversion – Usability

Improving Conversion – Re-Assure

Research

Measure

Feedback

Measure

• How many visitors does your site attract?

• What do they do whilst they are there

– How many pages do they look at?

– How long do they spend on the site?

– How does this compare against the targets set for the site?

– How many conversions occur?• Sales

• Email contact

• Subscription

• Calls

Measure

Google Analytics

Traffic Sources

Keyword Effectiveness

Webmaster – www.google.com/webmaster

Mobile

• 44% use their mobiles weekly to access web content

• 83% of under 45s regularly access web using phones

• 22% no longer have a landline

• By 2014 more than ½ of web access will be mobile

Mobile - options

• Do nothing

• Develop a mobile only version

• Use Responsive Design

Mobile – Do Nothing

Mobile – Mobile Only Version

Responsive Design

After the launch

• Keep adding fresh content

• Measure and Monitor

• Change and Test

• ‘Rinse and repeat’

• Search Engine Optimisation

• Pay per Click

• Video Marketing

• Social Media

• Linkedin

• Facebook

• Twitter

• Email Marketing

• Blog

• Viral Marketing

• Location based marketing

• Smartphone apps

• Article Marketing

• Traditional Marketing

• Networking

• ……….and on

• Introductions

• Reality Check

• What makes a great website

• Planning, Preparation and Development

• Measuring, Monitoring and Management

• After the launch

Need help with –

o Your website

o Search Engine Optimisation

o Pay per Click

o Social Media

o Blogging

o Video Marketing

o Email marketing

o ……… in fact anything to do

with your on-line marketing

Find me

www.enterprise-oms.co.uk

andy@enterprise-oms.co.uk

Follow me

Twitter @andypoulton

Linkedin AndyPoulton

Phone me

01793 843 113

07966 547 146

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