Embed Size (px)
DESCRIPTION
Talk by Jonathan Oxer at Melbourne PC User Group on November 1st, 2006, broadly covering the topics in his book \"How To Build A Website And Stay Sane\". A business-oriented guide to finding and working with a web development company. More information at http://jon.oxer.com.au/talks/id/40. The book site is at www.stay-sane.com
Citation preview
www.stay-sane.com
www.stay-sane.com
Don't lettechnologybe the focus
www.stay-sane.com
eBusinessis still
Businesswww.stay-sane.com
It's all inthe process,
silly!www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
Inhouseor
outsource?www.stay-sane.com
Value yourown time
www.stay-sane.com
Developer's Staff Client's Staff Project manager Account executive Information architect Marketing strategist Design manager Designers Production specialists Database developers System administrator Copy / technical writers Office administrator
www.stay-sane.com
Website manager Section editors Contributors Copy writers Photographers
Types Of Developers Advertising agency Ma n Pa web shop Graphic design house Internet consultant The neighbour's son's classmate Integrated developer The mega developerwww.stay-sane.com
Obtaining QuotesWhere do you find them?How do you assess them?
Focus on needs, not technology
www.stay-sane.com
ContractsAnd
Documentationwww.stay-sane.com
Nondisclosure agreementProject scope / synopsis
QuotationPurchase orderChange orders
Copyright permission contractMaintenance agreement
www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
www.stay-sane.com
www.stay-sane.com
www.stay-sane.com
Stateyour
objectiveswww.stay-sane.com
Lead generationProduct sales
Brand awarenessCommunity building
Market researchReduced overheadsInternet familiarity
www.stay-sane.com
Whoare you
talking to?www.stay-sane.com
Personalise the market:
demographicprofiles
www.stay-sane.com
Name: Jonathan OxerAge: 36Status: marriedChildren: 2Income: $50kOccupation: programmerHobbies: hardware hacking, cycling,writing, looking stupid in front of large groups of peoplewww.stay-sane.com
Beyond demographics:
psychographics
www.stay-sane.com
Beyond psychographics:
behaviour analysis
www.stay-sane.com
Revenue models:
show methe $$$$$!
www.stay-sane.com
Revenue models:Online sales
Referral incomeContent feesSubscriptions
Advertising feeswww.stay-sane.com
Site Structure And FocusDomain name
The magic number 7 (+/2)Nonlinear information
Levels of navigationDepth of information
Site mapsCall to action
www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
The Design Brief Corporate colours and logo Existing marketing material
Reference sites Site structure
Revenue model Target demographic
Technical requirementswww.stay-sane.com
Design Comps
Initial design comps Design review process
The final design Image slicing
www.stay-sane.com
www.stay-sane.com
www.stay-sane.com
ECommerce
Price structure SSL certificates / secure servers
End to end security Accepting credit cards
www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
www.stay-sane.comwww.stay-sane.com
Content
The content creation team Content creation tools
Approval processes Timecritical content
Datasource synchronisationwww.stay-sane.com
Writing For The Web
Reading rate / comprehension Reading versus skimming
Formality Person and identity
No spellling mistaykes
www.stay-sane.com
Hosting What is hosting?
Why not host it ourselves? Virtual / dedicated servers
Colocation Extreme performance
Support
www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
www.stay-sane.com
Reaching Your Site
1. Type in your URL2. Click a link from another site3. Find you in search results
www.stay-sane.com
MultiTouch Marketing
Different media, different strengthsThe traditional spiral Starting your spiral
Landing pages Looping: permission push marketing
www.stay-sane.com
Site CrossLinking
Put yourself in their shoesBe where your market is
Become part of the culture
www.stay-sane.com
Search EnginesHierarchical lists / keyword systems
Getting onto hierarchical listsGetting onto keyword search databases
Ranking algorithmsPersonalisation / user profiling
www.stay-sane.com
Optimisefor
humanswww.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
www.stay-sane.com
Customer ServiceCustomer inquiriesLive online serviceThe feedback loop
Holistic customer service
www.stay-sane.com
Traffic StatsPage counters must die!
Hits must die!Page views / visits report
Entry and exit pages reportTime, domain and browser reports
Referrer reportwww.stay-sane.com
Maintenance / Updates
Content updatesCosmetic updates
Functional updates
www.stay-sane.com
Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
www.stay-sane.com
Thanks for listening!More information:www.stay-sane.com
Feedback?www.stay-sane.com/survey
These slides:jon.oxer.com.au/talks
My blog:jon.oxer.com.au
