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BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
BDMM Class 11 Why Websites Matter
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BDMM Class 11 Why Websites Matter

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  • 1. BDMM 4336WhyWebsitesMatter Class 11 Fall 2011@AndreaGenevieveandream@stedwards.edu
  • 2. BDMM 4336 You Will Learn:Why • How to build an effective websiteWebsites • The importance of informationMatter structure Class 11 Fall 2011 • Usability • Common web standards • How to write effective content@AndreaGenevieveandream@stedwards.edu
  • 3. BDMM 4336 Virtual StorefrontWhyWebsitesMatter Class 11 Fall 2011 Can you market without a website? Absolutely…. But I wouldn’t recommend it. Start with: 1. Why do I need a website? 2. What is the goal of a the website?@AndreaGenevieve 3. Who will visit the website?andream@stedwards.edu 4. How will people use the site?
  • 4. BDMM 4336WhyWebsites A website= needs of yourMatter Class 11 audience + business goals Fall 2011@AndreaGenevieveandream@stedwards.edu
  • 5. BDMM 4336 Steps to Build a WebsiteWhyWebsites 1. PlanMatter 2. Design Class 11 3. Development Fall 2011 4. Testing 5. Repeat 6. Publication Content should come first, then move to design.@AndreaGenevieveandream@stedwards.edu
  • 6. BDMM 4336 Usability and AccessibilityWhyWebsitesMatter Class 11 Fall 2011 Allows the largest audience to access your site with information and functionality develop in a way they are comfortable with.@AndreaGenevieveandream@stedwards.edu
  • 7. BDMM 4336 Your DomainWhy .com = most popularWebsites .net .orgMatter .edu= education only Class 11 .gov= government only Fall 2011 .co= new! .me = new! .io .ly . Us = techy .xxx= adult Tip: DON’T PIGGYBACK! Ex:yoursite.target.com@AndreaGenevieveandream@stedwards.edu
  • 8. BDMM 4336 Domain AdviceWhy • Find somethingWebsites descriptiveMatter • Purchase multiple Class 11 domains Fall 2011 • Familiarize yourself with redirects • Use keywords in URL • DON’T use hypens@AndreaGenevieveandream@stedwards.edu
  • 9. BDMM 4336 HostingWhy 1. SharedWebsites 2. Virtual 3. DedicatedMatter 4. Server Co Location Class 11 Fall 2011@AndreaGenevieveandream@stedwards.edu
  • 10. BDMM 4336 Choosing Developer & DesignerWhyWebsites Designers create look and feelMatter Developers bring sites to life Class 11 Fall 2011 To find a good developer OR designer look at portfolios, ask for recommendations, talk with previous clients,get multiple quotes, choose someone who “gets” your business.@AndreaGenevieveandream@stedwards.edu
  • 11. BDMM 4336 How To Start A WebsiteWhyWebsites • Determine your content structure and navigationMatter • Think about hierarchy Class 11 • Think about what should live on the Fall 2011 homepage • Don’t use “Click Here” or flash animation • Decide if you need a landing page or launch page The homepage should be generic, but engaging enough to draw people in.@AndreaGenevieveandream@stedwards.edu
  • 12. BDMM 4336 Example:WhyWebsitesMatter Class 11 Fall 2011@AndreaGenevieve Activity: Divide into pairs and create a sample structure for a local clothing boutique.andream@stedwards.edu
  • 13. BDMM 4336 Tips For Web WritingWhyWebsites 1. Grab readers 6. Engage the reader attentionMatter 7. Write for multiple Class 11 2. Make copy entry points Fall 2011 scanable 3. Create original 8. Use short words copy 9. always be clear 4. Write using the and concise inverted pyramid 10.Use a non-print 5. Consistency is key tone@AndreaGenevieve 11.Death to flashandream@stedwards.edu
  • 14. BDMM 4336 Write for Your BuyersWhyWebsites • Solve a problemMatter • Write in the buyer’s words Class 11 • Show how you, specifically, will Fall 2011 solve a buyer’s problem • Write to a particular persona • Avoid jargon • Stay away from Gobbledygook PDF: The Gobbledygook Manifesto@AndreaGenevieveandream@stedwards.edu
  • 15. BDMM 4336 NEVER USE THESE WORDS:Why Industry standard Next generationWebsitesMatter Ground breaking Class 11 Fall 2011 Best of breed Robust Cutting edge World class Mission critical@AndreaGenevieve Market leadingandream@stedwards.edu
  • 16. BDMM 4336 Poor WritingWhyWebsitesMatter “Gobbledygook happens when Class 11 Fall 2011 marketers set out to write copy and don’t understand how the company solves consumer problems.”@AndreaGenevieveandream@stedwards.edu
  • 17. BDMM 4336 Starting to WriteWhyWebsites 1. Find your biz personasMatter 2. Divide them into Class 11 distinct buying Fall 2011 segments 3. Start with buyer in mind 4. Answer your consumers questions 5. Use real language 6. Use a familiar tone@AndreaGenevieveandream@stedwards.edu
  • 18. BDMM 4336 How Web Content Influences the BuyingWhy ProcessWebsites • The web is the first stop in researchMatter • Websites draw consumers in Class 11 • You only get one shot! Fall 2011 • Site need to move consumers through the sales funnel • Know your goals as a marketer • Show consumers you care from the start@AndreaGenevieveandream@stedwards.edu
  • 19. BDMM 4336 Website OrganizationWhy • Based on consumer needWebsites • Must be clear, easy to follow, wellMatter organized Class 11 • Learn about the buying process Fall 2011 • Maintain consistency with other marketing materials • Navigation areas should reflect buyer segments Example: For St. Edward’s Alumni, Current Students, Prospective Students, Parents, Faculty and Staff@AndreaGenevieveandream@stedwards.edu
  • 20. BDMM 4336 Other TipsWhyWebsites • People learn better with various types of content- MIX IT UP!Matter Diverse content = diverse audiences Class 11 Fall 2011 TONE • Must have company personality • Creates an emotional connection with consumer • Use a copy editor@AndreaGenevieveandream@stedwards.edu
  • 21. BDMM 4336 Photo and ImagesWhyWebsites Content is NOT limited to words.Matter Class 11 DON’T USE STOCK PHOTOS. Fall 2011 Stay away from heavy graphics or flash animation Check for browser compatibility@AndreaGenevieveandream@stedwards.edu
  • 22. BDMM 4336 Remember…..Why Include InteractiveWebsites ContentMatter Class 11 Fall 2011 Create Feedback Loops Invite Consumers to Connect@AndreaGenevieve Create Content to Shareandream@stedwards.edu

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