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Issues of web design and structure


The slides used in a guest lecture by Dot Tourism at the University of Brighton. …

The slides used in a guest lecture by Dot Tourism at the University of Brighton.

Kate Waite from Dot Tourism, digital marketing specialists for the tourism and travel industry, presented the lecture to 55 final year students studying an e-tourism module as part of their Travel Marketing BA(Hons) and Tourism Management BA(Hons) degrees.

The lecture presented an overview of developing websites for the travel and tourism industry.

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  • 1. Issues of Web Design and Structure
    Kate Waite
    Dot Tourism
    March 2011
  • 2. Dot Tourism
    A digital branding & online marketing specialist for the travel and tourism sector
    What we do
    • Website design
    • 3. Search marketing
    • 4. Social media
    • 5. Content Management
    • 6. Display Advertising
    • 7. Email marketing
    Who we do it for
    - DMOs & Tourist Boards- Tour Operators & Hotels- Travel PR & Marketing Agencies
  • 8. Importance of the web in travel sector
    The internet is dominating the UK travel market and according to Forrester Research (2010), by 2013 46% of this business will be booked online
    There are over 28.7 million people in the UK online travel market. Of these people, 22 million use search engines in their customer journey, with 92% of those that purchase using search at some point. (Study conducted by Nielsen, concerning the customer process in the UK online travel market. Full report
    The majority of consumers will turn to the internet when planning a holiday to research, read reviews, browse photos, share information and to make bookings.
  • 9. What purposes do websites have to fulfil?
    Information service, for example tourism board
    Transactional, for example accommodation provider
    Core business, for example e-commerce site like Expedia
    Hobby or community site, for example travel blog
  • 10. Website development – where to start
    Understand purpose of the website. What does it need to achieve?
    Promote and inform about the brand
    Generate discussion / social media
    Collect data for future marketing
    Make a booking / purchase product
  • 11. Website development – where to start
    Scope of the website
    What is the proposed budget?
    What is the extent of the information it will hold?
    What functions must it fulfil?
    What technical elements must it include?
    What database requirements are needed?
    Who are the intended audience? Are different variations of the site needed for visitors in different countries?
  • 12. Development process
    Elements of website development
    Strategy: define a strategy that takes into account existing and future business objectives, marketing needs etc.
    Architecture and design: Interface and information design. Visual elements that communicate with target audience. Clear navigation.
    Content: Creation of original content optimised for the web
    Programming: Data design and site architecture. Front end and back end coding.
  • 13. Development process
    Data gathering – the planning and discovery phase
    Is this a new site or redevelopment of an existing site
    How much time can the client devote to content creation / updating
    Is there existing branding / information that needs to be incorporated
    What is their end goal for the website? What is considered a successful visit?
    Questionnaire on current site if appropriate
    Study site analytics and traffic
    At the end of this stage you will have a project brief outlining the business, creative, technical and content requirements. An outline budget, schedule and resource plan.
  • 14. Development process
    Creating a wireframe
    Front end coding (XHTML)
    Cross-browser testing and validation
    Back end development and CMS integration
    Content loading
    User testing
  • 15. Development process
    Easy to navigate
    Focuses user attention on most important elements
    Quick to load
    Works across browsers on all screen sizes
    Fits with brand image
  • 16. Development process
  • 17. Mahindra Homestays Wireframe Dot Tourism
  • 18. Mahindra Homestays Design Dot Tourism
  • 19. Mahindra Homestays Cross Browser Testing Dot Tourism
  • 20. Content Management
    Tool to allow users with no knowledge of website coding to manage and edit content on a website within set parameters.
    Popular content management systems include
    Expression Engine
    Word Press
  • 21. Accessibility
    Web accessibility means that people with disabilities can use the Web.
    Font size, Colours, Screen readers,
  • 22. Search Engine Optimisation
    Majority of web traffic is driven by the major search engines Google, Bing and Yahoo.
    Essential that you web site is found and indexed by search engines.
    Nielsen found that 90% of searchers who purchased travel products used generic search highlighting the importance of the online travel industry investing in organic SEO to focusing on generic keywords.
    The online environment is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.
  • 23. Search Engine Optimisation
    Keyword research – working out the value of keywords
    Understanding long tail of keyword demand
    Never duplicate content
    Site optimisation
    Link structure / architecture
    SEO friendly code
    Content optimisation / on page optimisation
    Title tag
    Body copy
    Bold text
    Image alt tags
    Meta description
    Link building
  • 24. Content creation – Blog post for Mahindra Homestays -Keyword research Dot Tourism
  • 25. Competitor Analysis
  • 26. On Page Analysis
  • 27. Optimisation Report
  • 28. SEO guide from Google
    Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking
    Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link
    Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate
    Keep the links on a given page to a reasonable number (fewer than 100).
  • 29. Search engine marketing (SEM)
    Pay per click
    Search engine optimisation
    Contextual advertising
    Banner advertising
    Affiliate marketing
    Behavioural targeting
  • 30. Pay Per Click (PPC)
    PPC is an internet advertising model used on websites, where advertisers pay only when the ad is clicked
    Google, Yahoo, Microsoft, Facebook, LinkedIn
  • 31. Analysis
    Websites are constantly evolving
    Analysing site traffic shows you how people found your site and how they use it. Using this information you can enhance the visitor experience and direct visitors towards goals.
    Google Analytics is leading web analytics tool
    Track sales and conversions
    Measure site engagement
    Study entrance and exit paths
  • 32. Google Analytics to help redesign
    What browsers should be supported?
    What country specific pages or languages should be supported?
    Which landing pages are effective (and which need reworking)?
    Where customers are being lost during the goal / conversion process?
  • 33. Google Analytics to help redesign
    Goal funnel visualization –graphically shows where visitors are leaking out of your conversion funnels.
    For example this client was loosing a lot of visitors at the sign in / registration step. We were able to identify that the registration was too long and so in the site redesign have streamlined this process considerably.
  • 34. Maintenance
    Websites need ongoing development and support
    Adding new products / services / content
    Evolve with new technology and mobile platforms
    Review usage and make improvements
    Search engine optimisation
    Landing page optimisation
    Hosting and database management
  • 35. What makes a good site?
    Fulfils purpose
    Good design
    Well optimised
    • 36.
    • 37.
    • 38.
    • 39.
    • 40.
  • Case study: Within Warwickshire Dot Tourism
  • 41. Case study: Within Warwickshire Dot Tourism
  • 42. Case study: Within Warwickshire Dot Tourism
    Dot Tourism integrated a white label solution on offer from National Tourism Open Platformallowing us to tap into the national database with comprehensive, high quality product data.
  • 43. Further information
    Travel Marketing Blog
    Over 500 travel professionals subscribe to the Dot Tourism Travel marketing blog
    We also Tweet out interesting blog articles, statistics and reports on Twitter