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This month's topic focuses on foundational and key elements to a properly developed website that will serve as a foundation for your business' growth.
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MARKETING WEBINAR SERIES GETTING IT RIGHT IN 2014 & BEYOND
Building An Effective Website - Understanding What Goes Into Making Sure Your Website Is Properly Developed
Joe DeMicco
http://www.linkedin.com/in/joedemicco
https://twitter.com/demicco
Cohort IV (February 2012)
Full service website design & internet marketing. ONE COMPANY, EVERY STEP OF THE WAY.
Successfully Partnering with Our Clients Since 1994
Who We Work With:
HOUSEKEEPING
• Varied Group at Various Stages of Online Presence & Marketing
• Feel Free to Ask Questions via Online Pane as Desired
• This Webinar Touches on a Variety of Elements that Work Together as a Baseline in Effective Website Development
• Goal is to achieve a high level understanding of Concepts and Open a Path to Self Evaluation and Next Steps Planning
• Not crunching a lot of stats - working assumption is we all understand the opportunity the World Wide Web offers our businesses and growth.
CONGRATULATIONS!
YOUR WEBSITE
Your Website keeps you OPEN for
business all of the time
It is just as important in representing you
(if not more-so at times) as any brick & mortar location
“All Roads Leads To Rome”
Your Website IS at the Center
Different Paths Bring Visitors To The Same Goal
Behavioral Reporting
Attribution and Refinement
Management Reports for ROMI
Sales
WHAT MAKES A WEBSITE GREAT?
In a NUTSHELL...
!
Effectively Engaging Your Target Audience and Simply Satisfying Their
Needs
You NEED To Put Your Best Foot
Forward
***First Impressions Count***
So Who Are We Doing This For?
YOUR HUMAN BUYERS!!!
It all starts with a Plan
User Experience is KEY
Focus on PEOPLE First and Foremost
Know Your Intended Outcome
Site Architecture Site Design Development
Don’t put the cart before the horse
Information Architecture
Information Architecture is the art and science of organizing, labeling and
connecting website content to support and optimize Usability and Find-ability.
Definition adapted from:
Get In Your Clients Mind
WHO?
WHAT?
WHERE?
WHEN?
WHY?
2014 & BeyondWHO
Must know Your Buyers better than ever before
Buyer Persona Development (Covered in March Webinar 2014)
WHAT What are they looking for? What are the looking to achieve?
Context
Content Visitor
View Products or
Services
Learn
Gather Specifications
Ask QuestionsCompare
Make a Purchase
WHERE
Location Is KeyGeography impacts:
Feasibility
Language
Opportunity Awareness
Intent
WHEN
What time are they interacting with you?
What is the timing in their Buying Process
Their timing in the Customer Journey
WHY
What is their INTENT?
What are their goals?
What are YOUR goals?
Trust & Credibility
Conversion
Engagement
Introduction
Conversion Funnel
Successful Progression
Your Site Serves YOU
As Well
In Fact, It May Be One
Of Your Most
Powerful Allies
YOUR Expectations…
Set Goals: How will they be met? What does the website need to achieve them?
I Know my Buyer and Have Valuable Content to Share
Your Home Page is the equivalent of
Reception in the Lobby of an Office
Building
Internal Sections / Pages
Global
Loca
l
Local
Context
Most Important
Least Important
Above The Fold
Below The Fold
General Characteristics of Good Webpage layout
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So Far…
Defining your message(s) (Last Month)
Respect / KNOW your audience (personas)
Contemplate WHO, WHAT, WHERE, WHEN & WHY
Chart out the paths of delivery on site (wire-framing process)
etc.
More Choices Than Ever Before
“CUSTOM”
ONLY TOOLS
Brainstorm Approach
Gather Assets
Lay Out a Plan
Ask Yourself and Others…
“Would This Work For Me as a
buyer???
Functionality
Select Supporting Platform
Scalability
WYSIWYG
Feasibility
Core Brand Rules
Build in Stages
Home Page
Internal Comps
Confirm On Track
Checklist Items
You Can Build Incredible, Lasting,
Remarkable & Impressive
Structures on a Solid Foundation
10 Key Tips To Help You Succeed
A Message That ResonatesContent is Buyer / Client Focused and Engaging#1
Professional Looking Design
Consistent with Branding
Clear & Easy to Consume
#2
Remember YOU are the Solution
Clearly Visible and Labeled Navigation#3Supermarket Concept
JuicesWater
FarinaOatmealCereals
CakesCrackersBreads
Soda
ApplesPears
Bananas
Consider Your Buyers Taxonomy
Clear and Inviting “Calls To Action”#4
Leverage Content “Buckets” on Your
HomePage to Facilitate Visual
Navigation Beyond Global Navigation
#5
Page Content Goal is Obvious “At a Glance” #6
Content ordered with mind to the “fold”
#7
Cross Browser Compatibility#8
Mobile Friendly
It is a multi-device, multi-screen world but visitors are using the ONE they chose at
that moment.
#9
PROPERLY Coded Analytics
#10 • TRACK • REPORT • ANALYZE • UPDATE • MAINTAIN
No Longer Brochure-ware
Just as you listen in physical business you must listen onlineThink about your Customer’s Journey
• Get what they came for
• Get it easily & enjoyably
• Trust (established /reinforced)
• They tell others
• Engage & Convert
• Search Engines notice
• You attract more customers
END RESULT = YOUR BUSINESS GROWS
We want visitors to...
Additional benefits
Revisit Your Existing Site
Map On Paper / Whiteboard
Base Checklist
✓Does the site look reputable/professional?
✓Is it easy for me to use the site?
✓Is it a pleasant experience?
✓Is this site in good working order with no broken links?
✓Does the page satisfy my search query or my intent?
✓Can I see what I came for?
✓Can I get the information I want anonymously (at least most of it)?
✓Is there enough information here to satisfy me?
✓Is the information up-to-date?
✓Is the site offering me information that’s useful that I didn’t think to look for?
✓Is it easy for me to share what I found at the site with others?
✓Is it easy for me to take the next step toward getting what I want from this company?
✓Are the phone number and contact points clearly visible?
It’s Opening Night EVERY Night!
Make Your Best Debut!
THANK YOUQ&A
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