Developing anEffective Website                      Heather Sweeting                    heather@captovate.com.au          ...
About MeAbout You                2
What we’ll cover •   Planning for Success •   Getting Started •   Recipe for an Effective Website      •   The Science and...
Planning forSuccess               4
Do I really needa website?                   5
Do I really need a website?   Over 2 billion internet users globally   89.8% of Australians (19.5 million) on the intern...
Do I really need a website?                              7
Do I really needa website?Source: www.outrider.com.au                              8
What makes awebsiteeffective?               9
What makes a website effective?   An effective website is one that meets the needs of your customers   and of your busines...
To create effective websitesYou need to:• Know your target market and their problems• Understand your solution• Nurture yo...
DefiningYour Website’sPurpose                 12
Defining your website’s purpose• Brand awareness?• Alternative to phone/store contact?• Product and service details?• Dire...
The ElevatorPitch…Web Style               14
The Elevator Pitch…Web Style• Ever heard of the Elevator Pitch?• Can you sum up your offer in 30 seconds?     • In 15 seco...
The Elevator Pitch…Web StyleThe average user will spend lessthan five seconds on a webpage before deciding whether ornot t...
Finding andUnderstandingyour users                17
Finding and Targeting your Audiences• Who are your customers or desired  customers?• Who are your audiences online?• Where...
User Research• Use web analytics and data• Talk to your targets• Develop a profile or persona                             ...
Problems and Solutions• Identify problems for your audiences• What worries them? What do they need?• Align your offerings ...
Your WebsiteStrategy               21
Your Website Strategy    • Purpose    • Goals    • Target Audience    • Style and Tone       – Design, look and feel, lang...
Setting goals for success• What do you want customers to do with your  website?• What will they achieve through visiting i...
Getting Started                  24
WhatResources DoI Need?               25
What Resources Do I Need?  • Budget             • Time                      • Content                              • Commi...
How Do I GetA Website?               27
How Do I Get a Website?Go to an agency•   Website design or digital media agencies should be able to help with all    elem...
Working withan Agency               29
Working with an AgencyGood builder / bad builder   • Content Management System   • Web Standards HTML   • Cascading Style ...
What Do INeed toProvide?            31
What Do I need to Provide?What Agencies   will expect of you  • Website Brief  • Logos, Images, Colours, Branding  • Profe...
Recipe for anEffective Website                    33
Recipe for an Effective Website  • The Science and the Art  • A Solid Foundation  • Design – More than Just a Pretty Face ...
The Scienceand the Art              35
What is Usability?How easy it is for people to understand and interact with your website  • Does everything work the way i...
How Readers Behave Online         (And Why it’s Different to Print)    Web content is usually read by users (as text)    A...
How Readers Behave Online               (And Why it’s Different to Print)  PRINT IS…                  WEB IS…  • Linear   ...
How Readers Behave Online                  79% of readers SCAN web pages Scanning is not random, it can be: • Directed    ...
How Readers Behave Online              •   Web users look for certain markers when scanning:                   –   Heading...
Visual Communication: telling a thousandwords• We are all visual communicators at heart• Aesthetics, trust and positive pe...
A SolidFoundation             42
Information ArchitectureInformation Architecture is the ‘structure’ of a website. How thepages are categorised and labelle...
Information Architecture• All of the pages and content within your website  should sit neatly within the information archi...
Information Architecture                           45
What      is UX?             User Experience Design   Takes       the focus away from   technology                  Define...
Why          UX?Thoughtful        UX design ensures thatyour website is squarely focussedon your user – NOT prettydesign, ...
WireframesDefine     thepresentation ofcontentinventory, priorities and realestate                    48
Navigation   •   Global and Local             •   Multiple pathways to knowledge             •   Expected locations       ...
Domain Name and Hosting• Always check to see if your domain is available• Register with a reputable Australian company or ...
Content Management Systems:Why You Need One                                                    51       Source: How to bui...
Content Management Systems:Why You Need One                              52
Accessibility• The world wide web consortium W3C sets the web  standards for the world.• Recently Governments and like org...
WebsiteDesign - Morethan just aPretty Face                54
Website Design - More than just aPretty Face• Guiding users to  content• Setting a mood and  invoking emotion• Clean white...
What makes a good web image?• Why stock photos don’t work• Size and resolution                                56
Functionality -Basics to Bellsand Whistles                  57
Everybody loves news and blogs                                 58
Sign me up! Gaining prosects throughsubscriptions                                   59
Harnessing visuals with dynamicsliders                                  60
Search, and you will find                            61
Events and Calendars                       62
Image and Video Galleries                            63
Online forms are good form                             64
Leading the way with Maps                            65
Making the Sale – E-Commerce• Placing an order  should be simple and  straightforward• Ensure trust• What happens after  o...
Payment• Payment before delivery – big advantage!• The more options for payment, the more  sales• Merchant accounts –  Vis...
Getting itOut There             68
Getting it out there• Search Engine Optimisation• Social Media• Taking it Mobile – Mobile Sites, Apps, Tablet, Phone      ...
Content is King                  70
All Kinds of Content   •   Educational             Text   •   information gathering   Photos                              ...
Writing for the Web                      72
How to PlanContent foryour Audience  (Not your Organisation)                            73
How to Plan Content for your Audience                                   (Not your Organisation)•    People use the interne...
How to Plan Content for your Audience                                 (Not your Organisation)Before you start to write you...
How to Plan Content for your Audience                                (Not your Organisation)Be wary of organisation-centri...
Plan YourPages            77
Plan Your PagesThe Home Page•   Communicates who you are, what    you do, what you offer and    demonstrates trust, credib...
Plan Your PagesLanding Pages•   The first pages a user ‘lands    on’, whether entering different    sections of the site, ...
Plan Your PagesInternal Content Pages• The ‘nuts and bolts’ of your site  , the pages within each section or  category• Wh...
StructuringYour Contentfor EasyReading               81
Structuring Content for Easy ReadingRemember the user’s scanning behaviour?     • Structure your content like an inverse p...
Structuring Content for Easy ReadingStyling your content     • The styling of your content (fonts, sizes, coloursetc) shou...
Structuring Content for Easy ReadingAnatomy of a page                                       84
Your Voice andWriting Style                 85
Your Voice and Writing Style•   Your website, and the content within it, is an extension of your brand•   Your voice is th...
Your Voice and Writing Style What describes your website’s voice?                                        87
Content thatSells               88
Content that Sells• The art of sales copy       • Give me some action!• AIDA and the 7 point plan   • Leads and prospects ...
Content that Sells  AIDA             Seven part structure                   •   Attention  •   Attention,                 ...
Make yourWords Workfor You             91
Making your Words Work for You                 SEO and your Web Content• Search Engine Optimisation (or SEO) is all about ...
Making your Words Work for You                  SEO and your Web Content Think about your keywords – use a variety of   te...
Making it Last Managing your Website                         94
Monitoringwith WebAnalytics             95
Metrics you can use• How many visitors?• How many leads?• How many  conversions?• How long on site?• Which page did they  ...
Don’t set    and forget!     Regularly            updated content is crucial     for SEO and user confidence.             ...
Pricing Costing QuotingQuestions?                                      Heather Sweeting           • Peter Shepherd        ...
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  • Developing an effective website captovate 2012_hs_v8

    1. 1. Developing anEffective Website Heather Sweeting heather@captovate.com.au 1
    2. 2. About MeAbout You 2
    3. 3. What we’ll cover • Planning for Success • Getting Started • Recipe for an Effective Website • The Science and the Art • A Solid Foundation • Design – More than Just a Pretty Face • Functionality – Basics to Bells & Whistles • Getting it Out There – SEO, Social Media and Mobile • Content is King • Writing for the Web • Make it Last – Managing your Website 3
    4. 4. Planning forSuccess 4
    5. 5. Do I really needa website? 5
    6. 6. Do I really need a website?  Over 2 billion internet users globally  89.8% of Australians (19.5 million) on the internet  88% of these use e-commerce  28% of Australian businesses received orders online, worth $189 billion  Times are changing  It just keeps growing... Sources: www.internetworldstats.com&www.digitalbusiness.com.au 6
    7. 7. Do I really need a website? 7
    8. 8. Do I really needa website?Source: www.outrider.com.au 8
    9. 9. What makes awebsiteeffective? 9
    10. 10. What makes a website effective? An effective website is one that meets the needs of your customers and of your business It gets your visitors to do what you want them to do, by making it what they want to do • Leads • Online sales • Offline sales • Customer service • High Google rankings • Reputation / trust • Distribute information • And more... 10
    11. 11. To create effective websitesYou need to:• Know your target market and their problems• Understand your solution• Nurture your relationships with your visitors• Create more, better, optimised content• Create more, better offers and calls to action• Optimise landing pages 11
    12. 12. DefiningYour Website’sPurpose 12
    13. 13. Defining your website’s purpose• Brand awareness?• Alternative to phone/store contact?• Product and service details?• Direct transactions and sales?• Increase your audience base?• Increase your digital footprint/SEO?• Nurture Existing Relationships? 13
    14. 14. The ElevatorPitch…Web Style 14
    15. 15. The Elevator Pitch…Web Style• Ever heard of the Elevator Pitch?• Can you sum up your offer in 30 seconds? • In 15 seconds? • What about in five seconds? 15
    16. 16. The Elevator Pitch…Web StyleThe average user will spend lessthan five seconds on a webpage before deciding whether ornot to click the dreaded ‘backbutton’.Can you capture them? 16
    17. 17. Finding andUnderstandingyour users 17
    18. 18. Finding and Targeting your Audiences• Who are your customers or desired customers?• Who are your audiences online?• Where are they? Where are their ‘watering holes?’• Why would your audiences need your information?• What do they already know? 18
    19. 19. User Research• Use web analytics and data• Talk to your targets• Develop a profile or persona 19
    20. 20. Problems and Solutions• Identify problems for your audiences• What worries them? What do they need?• Align your offerings with solutions for your audiences 20
    21. 21. Your WebsiteStrategy 21
    22. 22. Your Website Strategy • Purpose • Goals • Target Audience • Style and Tone – Design, look and feel, language • Functionality 22
    23. 23. Setting goals for success• What do you want customers to do with your website?• What will they achieve through visiting it?• Can you define/measure what success looks like to you?• S.M.A.R.T. Goals 23
    24. 24. Getting Started 24
    25. 25. WhatResources DoI Need? 25
    26. 26. What Resources Do I Need? • Budget • Time • Content • Commitment 26
    27. 27. How Do I GetA Website? 27
    28. 28. How Do I Get a Website?Go to an agency• Website design or digital media agencies should be able to help with all elements of your website design and buildIf you’re tech savvy you can:• Download a free site builder such as WordPress• Build one from scratch (a huge project)  Where do you want to spend your money?  Horses for courses 28
    29. 29. Working withan Agency 29
    30. 30. Working with an AgencyGood builder / bad builder • Content Management System • Web Standards HTML • Cascading Style Sheets • Usability and Accessibility • Information Architecture • Intellectual PropertyTrack Record • Examples of recent workService and Processes • Full design and build • A quick renovation • Variations • Maintenance 30
    31. 31. What Do INeed toProvide? 31
    32. 32. What Do I need to Provide?What Agencies will expect of you • Website Brief • Logos, Images, Colours, Branding • Professional Photography for top level pages • Content • Review and signoff at relevant stages 32
    33. 33. Recipe for anEffective Website 33
    34. 34. Recipe for an Effective Website • The Science and the Art • A Solid Foundation • Design – More than Just a Pretty Face • Functionality – Basics to Bells & Whistles • Getting it Out There – SEO, Social Media and Mobile • Content is King 34
    35. 35. The Scienceand the Art 35
    36. 36. What is Usability?How easy it is for people to understand and interact with your website • Does everything work the way it should? • Cognitive Load – Don’t make me think! 36
    37. 37. How Readers Behave Online (And Why it’s Different to Print) Web content is usually read by users (as text) Although it’s becoming more common to • Watch (video) • Listen (audio) • Interpret (images and graphs) But the internet is not a book… …or a newspaper, magazine, brochure or report 37
    38. 38. How Readers Behave Online (And Why it’s Different to Print) PRINT IS… WEB IS… • Linear • Non-Linear • Passive • Interactive • Focussed • Disrupted • Self Contained • Fragmented Users read more slowly online, but they are more impatient and faster to act 38
    39. 39. How Readers Behave Online 79% of readers SCAN web pages Scanning is not random, it can be: • Directed – looking for something specific – jumps all over looking for an indicator, then reads in detail just that part • Impressionable – nothing specific in mind but open to key terms, phrases or ideas – scans whole area more consistently but might not read comprehensively 39
    40. 40. How Readers Behave Online • Web users look for certain markers when scanning: – Headings – Links – Bold words – Lists – Numbers – Icons • Users generally read in an ‘F’ shaped pattern, dipping in and out of detail at key markers like sub-headings • When a user catches a marker that is relevant, they’ll stop and read the copy in a little more detail • A user rarely reads a page of content through, word-for- word, from start to finish, but they do read longer and take in more when: – Highly motivated – i.e. a news article they have selected – Page is easy to scan – Site is trustworthy – Content is printable to read later 40
    41. 41. Visual Communication: telling a thousandwords• We are all visual communicators at heart• Aesthetics, trust and positive perceptions 41
    42. 42. A SolidFoundation 42
    43. 43. Information ArchitectureInformation Architecture is the ‘structure’ of a website. How thepages are categorised and labelled, and how the user navigatesbetween themImagine your website is a tree:• Your global navigation is the trunk that holds everything together• Each category is a branch with its own local navigation• Pages are leaves 43
    44. 44. Information Architecture• All of the pages and content within your website should sit neatly within the information architecture• A strong information architecture makes it easy and intuitive for users to follow an ‘information trail’• A poor information architecture makes for a messy, disorganised site that users can’t easily make sense of 44
    45. 45. Information Architecture 45
    46. 46. What is UX? User Experience Design Takes the focus away from technology Defines what the user actually experiences in using the siteWhatthey will see, how they’llinteract, how they might feel, theactions they can take, theoutcomes 46
    47. 47. Why UX?Thoughtful UX design ensures thatyour website is squarely focussedon your user – NOT prettydesign, cool functionality, orinternal information 47
    48. 48. WireframesDefine thepresentation ofcontentinventory, priorities and realestate 48
    49. 49. Navigation • Global and Local • Multiple pathways to knowledge • Expected locations • Proximity, similarity and boundaries 49
    50. 50. Domain Name and Hosting• Always check to see if your domain is available• Register with a reputable Australian company or organise with your website designer• Ensure the domain is registered in your business nameFor Example use www.whois.com.au to check availability 50
    51. 51. Content Management Systems:Why You Need One 51 Source: How to build a website & stay sane
    52. 52. Content Management Systems:Why You Need One 52
    53. 53. Accessibility• The world wide web consortium W3C sets the web standards for the world.• Recently Governments and like organisations around the world have put in policy to meet the W3C WCAG2.0 guidelines.• Means people with disabilities have better access to information. 53
    54. 54. WebsiteDesign - Morethan just aPretty Face 54
    55. 55. Website Design - More than just aPretty Face• Guiding users to content• Setting a mood and invoking emotion• Clean white Space• Style and consistency• Appropriate Imagery 55
    56. 56. What makes a good web image?• Why stock photos don’t work• Size and resolution 56
    57. 57. Functionality -Basics to Bellsand Whistles 57
    58. 58. Everybody loves news and blogs 58
    59. 59. Sign me up! Gaining prosects throughsubscriptions 59
    60. 60. Harnessing visuals with dynamicsliders 60
    61. 61. Search, and you will find 61
    62. 62. Events and Calendars 62
    63. 63. Image and Video Galleries 63
    64. 64. Online forms are good form 64
    65. 65. Leading the way with Maps 65
    66. 66. Making the Sale – E-Commerce• Placing an order should be simple and straightforward• Ensure trust• What happens after order placement?• Secure transactions 66
    67. 67. Payment• Payment before delivery – big advantage!• The more options for payment, the more sales• Merchant accounts – Visa, Mastercard, Amex, Diners• PayPal, PayMate 67
    68. 68. Getting itOut There 68
    69. 69. Getting it out there• Search Engine Optimisation• Social Media• Taking it Mobile – Mobile Sites, Apps, Tablet, Phone 69
    70. 70. Content is King 70
    71. 71. All Kinds of Content • Educational Text • information gathering Photos Graphics • Problem-solving Video • Get the best deal Downloads • Entertainment Audio Content You Can Trust • Benefits AND features • Case studies and clients • Contact Us, Were Real! 71
    72. 72. Writing for the Web 72
    73. 73. How to PlanContent foryour Audience (Not your Organisation) 73
    74. 74. How to Plan Content for your Audience (Not your Organisation)• People use the internet for INFORMATION – they are here to find something out.• Be generous with the information you provide.• Making a web page simple and easy to read doesn’t mean reducing the amount of information you provide...• it’s just about providing it in the right way 74
    75. 75. How to Plan Content for your Audience (Not your Organisation)Before you start to write your website’s content, youshould have a good idea of:• Who your audience is• What the purpose of your website is (for you and for them)• What the most important task or information is for your user• What they want to know and what they already know 75
    76. 76. How to Plan Content for your Audience (Not your Organisation)Be wary of organisation-centric thinking:• “Big words and formal writing makes us look important”• “Our audience is ‘everyone’, or the ‘general public’”• “This is our message, just put it on the web and people will get it”• “Our website is a reflection of our organisational structure”• “We should just put all our existing information on the web”• “It’s only the website, they can contact us for more information”• “Our website should reflect our print publications”• “Just make it look good, nobody reads it anyway” 76
    77. 77. Plan YourPages 77
    78. 78. Plan Your PagesThe Home Page• Communicates who you are, what you do, what you offer and demonstrates trust, credibility and expertise• Starting point for high-priority tasks (above the fold, users are less likely to scroll on a home page)• Something new and current about you (builds confidence)• Average time on home page is less than 30 seconds 78
    79. 79. Plan Your PagesLanding Pages• The first pages a user ‘lands on’, whether entering different sections of the site, or from an external source (like a search engine)• Section landing pages should give an overview of all the content within that particular section – Confirm who the section is for and what it’s about – Run through the options of what a user can find out or achieve within the section (linking where relevant)• All pages are potential landing pages , so always give enough context on the page to show the user where they are 79
    80. 80. Plan Your PagesInternal Content Pages• The ‘nuts and bolts’ of your site , the pages within each section or category• Where your core information is given in as much detail as necessary for your audience• Don’t worry too much about page length on internal content pages. Users are comfortable with scrolling when the text is easy to scan and read.• Scrolling is less labour intensive than finding the next thing to click on 80
    81. 81. StructuringYour Contentfor EasyReading 81
    82. 82. Structuring Content for Easy ReadingRemember the user’s scanning behaviour? • Structure your content like an inverse pyramid, with the most important messages at the top. • Cover all your most important information in the first two paragraphs, leading with the first two sentences. • Give context and answer key questions near the top • Break your content into bite-sized chunks. Keep your paragraphs short and messages concise. One idea per paragraph. • Headings within a page help to break up your text, making it easier to scan and providing a quick outline of the information within each paragraph or section • Draw the eye with lists, bullets and links 82
    83. 83. Structuring Content for Easy ReadingStyling your content • The styling of your content (fonts, sizes, coloursetc) should be consistent throughout the site • The user then knows what different styles indicate and that they mean the same thing everywhere • Use ‘markup styles’ - the style settings built into your website’s code, such as Heading 1, Heading 2 and Paragraph • Good styling ensures consistency for the user and helps with Search Engine Optimisation 83
    84. 84. Structuring Content for Easy ReadingAnatomy of a page 84
    85. 85. Your Voice andWriting Style 85
    86. 86. Your Voice and Writing Style• Your website, and the content within it, is an extension of your brand• Your voice is the unique style and personality of your organisation• Write in a way your audience will understand and relate to.• Studies show that regardless of what level they’re at, ALL users appreciate and respond better to simplified language when reading online.• Keep your language simple and jargon-free• Put yourself in the user’s shoes, and think about how words and phrases sound when spoken out loud in their head.• Use an active voice rather than a passive voice• NOTHING kills your credibility faster than mistakes in your content, so PROOF, PROOF, PROOF!! 86
    87. 87. Your Voice and Writing Style What describes your website’s voice? 87
    88. 88. Content thatSells 88
    89. 89. Content that Sells• The art of sales copy • Give me some action!• AIDA and the 7 point plan • Leads and prospects 89
    90. 90. Content that Sells AIDA Seven part structure • Attention • Attention, • Problem • Interest, • Desire, • Solution • Action • Product • Proof • Offer • Action 90
    91. 91. Make yourWords Workfor You 91
    92. 92. Making your Words Work for You SEO and your Web Content• Search Engine Optimisation (or SEO) is all about setting up your website and your content in a way that helps Search Engines like Google, Yahoo and Bing to understand what your site is about.• Search Engine robots ‘read’ all the content on your website, and look for clues as to what your site is about• When you write and format your web content, make sure you use the terms you want to rank for in Search Engines (called ‘keywords’ ) in the correct ‘clue’ locations to maximise your chances 92
    93. 93. Making your Words Work for You SEO and your Web Content Think about your keywords – use a variety of terms and configurations that your audiences might know Use your keywords regularly in: • Headings • Links • Page titles • Beginnings of paragraphs • Page and image metadata Add new content to your website regularly and link to it from other places like Social Media 93
    94. 94. Making it Last Managing your Website 94
    95. 95. Monitoringwith WebAnalytics 95
    96. 96. Metrics you can use• How many visitors?• How many leads?• How many conversions?• How long on site?• Which page did they enter?• Which page did they leave?• Etc. 96
    97. 97. Don’t set and forget! Regularly updated content is crucial for SEO and user confidence. 97
    98. 98. Pricing Costing QuotingQuestions? Heather Sweeting • Peter Shepherd • Business & Community Developments Pty Ltd heather@captovate.com.au 98

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