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Web Design Lifecycle

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Covers:
• What goes into a website
• Information from client research
• Why that is important
• How to keep a site fresh
• Using analytics to adjust your program


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  • 1. June 7, 2011Web Design Lifecycle g yMike WalkerWalkerTek Interactive Marketing CHAPTER LOGO AREA
  • 2. Overview• What goes into a website• Information from client research• Why that is important• How to keep a site fresh• Using analytics to adjust your program 2
  • 3. What goes into a website?• Research• Design• Content• Technical• Marketing• Measurement 3
  • 4. What goes into a website? Pre Development Post Research Design Content Technical Marketing Measurement 4
  • 5. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite AnalysisUsabilitySecurityMarketingCompetitive 5
  • 6. What goes into a website? 6
  • 7. What goes into a website?Resources SiteMonthly PPC Budgets www.spyfu.comRelative Rankings www.alexa.comFind Indexed Pages (site:www.walkertek.com) www.google.comBacklinks (link:www.walkertek.com) www.google.comBlog Posts  blogsearch.google.com 7
  • 8. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis BrandUsability AudienceSecurity MessageMarketing LayoutCompetitive Architecture 8
  • 9. What goes into a website? 9
  • 10. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand TextUsability Audience ImagesSecurity Message VideosMarketing Layout GraphicsCompetitive Architecture Flash 10
  • 11. What goes into a website? 11
  • 12. What goes into a website? 12
  • 13. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text SpecsUsability Audience Images Operating SystemsSecurity Message Videos Programming LanguagesMarketing Layout Graphics CMSCompetitive Architecture Flash 3rd Party Int. 13
  • 14. What goes into a website? 14
  • 15. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text SpecsUsability Audience Images Operating SystemsSecurity Message Videos Programming LanguagesMarketing Layout Graphics CMSCompetitive Architecture Flash 3rd Party Int. 15
  • 16. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text Specs SEOUsability Audience Images Operating PPC SystemsSecurity Message Videos Programming Social Media LanguagesMarketing Layout Graphics CMS ContentCompetitive Architecture Flash 3rd Party Int. Email 16
  • 17. What goes into a website? Outbound Marketing Inbound Marketing 17
  • 18. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text Specs SEO TrafficUsability Audience Images Operating PPC Leads SystemsSecurity Message Videos Platforms Social Media ConversionsMarketing Layout Graphics CMS Content InteractionsCompetitive Architecture Flash 3rd Party Int. Email Sources 18
  • 19. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text Specs SEO TrafficUsability Audience Images Operating PPC Leads SystemsSecurity Message Videos Platforms Social Media ConversionsMarketing Layout Graphics CMS Content InteractionsCompetitive Architecture Flash 3rd Party Int. Email Sources Testing 19
  • 20. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text Specs SEO TrafficUsability Audience Images Operating PPC Leads SystemsSecurity Message Videos Platforms Social Media ConversionsMarketing Layout Graphics CMS Content InteractionsCompetitive Architecture Flash 3rd Party Int. Email Sources Testing 20
  • 21. What goes into a website? Pre Development Post Research Design Content Technical Marketing MeasurementSite Analysis Brand Text Specs SEO TrafficUsability Audience Images Operating PPC Leads SystemsSecurity Message Videos Platforms Social Media ConversionsMarketing Layout Graphics CMS Content InteractionsCompetitive Architecture Flash 3rd Party Int. Email Sources Testing 21
  • 22. What goes into a website? Research Design Content Technical Marketing MeasurementSite Analysis Brand Text Specs SEO TrafficUsability Audience Images Operating PPC Leads SystemsSecurity Message Videos Platforms Social Media ConversionsMarketing Layout Graphics CMS Content InteractionsCompetitive Architecture Flash 3rd Party Int. Email Sources Testing 22
  • 23. Research• What features/functionality are important?• Internal – Navigation Structure – Product/Service info – Content – Technical Info• Customers – Content – Recent News – Navigation Structure – Site Search 23
  • 24. Research• What features/functionality are important?• Internal – Navigation Structure – Product/Service info – Content – Technical Info• Customers – Content – Recent News – Navigation Structure – Site Search 24
  • 25. What goes into a website? 25
  • 26. Zero Moment of Truth 26
  • 27. First Moment of Truth First Moment Second Moment Stimulus of Truth of Truth 27
  • 28. Zero Moment of Truth 28
  • 29. Zero Moment of Truth KenRockwell.com Zero Moments First Moment Stimulus of Truth of Truth 29
  • 30. What goes into a website? 30
  • 31. Zero Moment of Truth Those Zero Moments are your CONTENT CONTENT. 31
  • 32. Those Zero Moments are other peoples’ peoples content. 32
  • 33. How do you keep that content fresh?• RSS Feed• Blog• Press Releases• Newsletters• Events 33
  • 34. Types of Blog Posts• Instructional • Rants• Informational • Inspirational• Reviews • Research• Lists • Collation• Interviews • Prediction/Review• Case Studies • Critique• Profiles • Debate• Link Posts • Hypothetical• Problem Posts • Polls 34
  • 35. Plan your content...• Come up with an editorial calendar• A blog calendar• A social media calendar• Be ready to capitalize on news and trends 35
  • 36. Measurement 36
  • 37. Those Zero Moments are other peoples’ peoples content. 37
  • 38. Social Media 38
  • 39. Measurement 39
  • 40. Social Media 40
  • 41. Summary• Get involved in as many aspects of a web project as possible• Make sure you are considering the “Zero Moment” when you are d h developing content l i t t• Take advantage of opportunities using your existing infrastructure i f t t• Use analytics to see where people are coming from and what they are looking at on your website website. 41
  • 42. Links• www.zeromomentoftruth.com• www.google.com/analytics• www usertesting com www.usertesting.com 42
  • 43. Contact Info• twitter.com/walkertek - @walkertek @• facebook.com/njwebdesign• linkedin com/in/m alker973 linkedin.com/in/mwalker973• mwalker@walkertek.com• 1-866-932-0004 43