Effective Website Design

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Many business websites look beautiful but are painfully ineffective. This seminar will walk through the basic steps of developing an effective website that really works for your buisness.

Many business websites look beautiful but are painfully ineffective. This seminar will walk through the basic steps of developing an effective website that really works for your buisness.

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  • 1. Effective Web Design Effective Web Design 1 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 2. Effective Web Design How we help you 2 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 3. Effective Web Design What makes a great website? 3 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 4. Effective Web Design A great website • • • • • • Loads quickly Looks visually appealing Communicates clearly Is easy to navigate Is easy to understand Is well written;  Spelling  Grammar  Readability  Relevant 4 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 5. Effective Web Design How do I get a great website? 5 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 6. Effective Web Design Planning 6 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 7. Effective Web Design 7 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 8. Effective Web Design Design brief 1/ What can I afford to spend 2/ What is my business • How large / how many employed • History • Values • Goals • Who are my Competitors • Who are my customers • What is my USP • Describe my business in 10 words • Focus on the BENEFITS 8 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 9. Effective Web Design Design brief 3/ What kind of site do I need? • • • • • • Why do I need a new site? What don’t I like about the existing site? What don’t I want? What sites do I like – and why What sites do I dislike – and why What do I want my visitors to do? Phone me? Email me? Buy from me? Be educated by me? 9 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 10. Effective Web Design Design brief 4/ Who has responsibility for • • • • • Overall control Liaising with the developer Writing the content Sourcing images and photographs Updating the site 10 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 11. Effective Web Design Design brief 5/ Content and function • • • • • • What pages do you want Integration with Social Networks Site search Online forms Email marketing Is mobile access important 11 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 12. Effective Web Design Who builds the site? In House Is this REALLY the best way? Outsourced Developers are more focused have greater understanding develop sites that look good develop sites that work develop sites that are easy for you to update 12 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 13. Effective Web Design Designing for readability • First impressions take less than a second When viewing a website, it takes users less than two-tenths of a second to form a first impression, according to a survey conducted by Missouri University of Science and Technology. 13 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 14. Effective Web Design 14 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 15. Effective Web Design Your words need to be aimed directly at your site visitor - they need to be punchy and compelling • WHY? Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do 15 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 16. Effective Web Design Designing for readability • Use visibly bigger introductory paragraphs for improved attention • Make introductory paragraphs in boldface or larger font size. • Keep paragraphs short and focus on one thought/topic/issue • Use web friendly fonts in a sensible size 16 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 17. Effective Web Design Designing for readability • Use web friendly fonts in a sensible size Sans Serif Arial Century Gothic Trebuchet MS Verdana 17 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 18. Effective Web Design Designing for readability • What happens if you don’t The quick brown fox jumps over the lazy dog Parchment 48 The quick brown fox jumps over the lazy dog Times New Roman 48 18 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 19. Effective Web Design Designing for readability • Use visibly bigger introductory paragraphs for improved attention • Make introductory paragraphs in boldface or larger font size. • Keep paragraphs short and focus on one thought/topic/issue • Use web friendly fonts in a sensible size When test subjects encountered a story with a boldface introductory paragraph, 95 percent of them viewed all or part of it. Source – www.useit.com 19 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 20. Effective Web Design Designing for readability • Put the important stuff Above The Fold People do scroll, but put most important content above the fold. Web users know how to scroll, but not nearly as much as they look above the fold. Scrolling is better than using multiple pages - it provides better usability. Just make sure you guide people to scroll down. 20 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 21. Effective Web Design Designing for readability • Left of the page gets most attention – up to 70% 21 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 22. Effective Web Design How do we ‘read’ the web? Top left corner gets the attention first 22 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 23. Effective Web Design How do we ‘read’ the web? Scanning the ‘F’ 23 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 24. Effective Web Design Designing for readability • Images that feature people looking forwards CHALLENGE us 24 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 25. Effective Web Design Designing for readability • Images that feature people looking at the product LEAD us 25 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 26. Effective Web Design Image Resources www.sxc.hu www.kozi.com www.everystockphoto.com/ www.flickr.com/ www.public-domain-photos.com/ www.freedigitalphotos.net/ www. freestockphotos.com/ ALWAYS CHECK THE LICENSE 26 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 27. Effective Web Design Designing for readability Average UK reading age is 12 years Don’t make assumptions about your visitors, you don’t know • • • • Who holds the purse strings? Who makes the decisions? Who make the recommendations? Who is an influencer? 27 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 28. Effective Web Design Designing for readability Flesch Kincaid Reading Ease Scores a page 0-100 with higher scores indicating pages that are easier to read. Gunning Fog Estimates the years of formal education required to read a given text. For a wide understanding the Fog score needs to be less than 12 whilst for a near universal understanding the score needs to be less than 8. Coleman Liau Index The CLI index looks at the number of characters in words rather than measuring syllables which makes it an ideal tool for automated checking. 28 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 29. Effective Web Design Designing for readability http://www.read-able.com/ 29 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 30. Effective Web Design 30 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 31. Effective Web Design Designing for readability 31 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 32. Into practice Effective Web Design 32 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 33. Effective Web Design Don’t do this 33 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 34. Effective Web Design Don’t do this 34 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 35. Effective Web Design Don’t do this 35 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 36. Effective Web Design Don’t do this 36 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 37. Effective Web Design Don’t do this 37 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 38. Effective Web Design Do this 38 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 39. Effective Web Design Do this 39 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 40. Effective Web Design Do this 40 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 41. Effective Web Design Do this 41 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 42. Effective Web Design Do this 42 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 43. Effective Web Design Improving Conversion 43 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 44. Effective Web Design Improving Conversion 44 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 45. Effective Web Design Improving Conversion 45 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 46. Effective Web Design Improving Conversion 46 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 47. Effective Web Design Improving Conversion A – Grab their ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTION 47 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 48. Effective Web Design Improving Conversion Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.i.i.F.M) 48 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 49. Effective Web Design • • • • • • • • 0-60 in 8.5 seconds Cruise Control Sat Nav 4 Doors 3 litre engine 215/55/R16 tyres 5 seats Hatchback Benefits which means that Features • • • • • • • • Great away from the lights Easy M/W Driving Save time and fuel Easy passenger access Great performance Good grip and handling Family size Easy to load shopping 49 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 50. Effective Web Design Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.i.i.F.M) • Sell Your business to your customers [ USP ] • Clearly defined actions - Call Now - Click to Buy - Click for more info 50 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 51. Effective Web Design USP - Unique Selling Proposition The thing you do differently/better than your competition • Put yourself in your customer’s shoes • Know what motivates your customers buying decisions • • • • save time save money make time make money Uncover the real reason your customers buy from you 51 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 52. Effective Web Design Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.i.i.F.M) • Sell Your business to your customers [ USP ] • Clearly defined actions - Call Now - Click to Buy - Click for more info 52 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 53. Effective Web Design Improving Conversion – Testing options • Landing Pages • Compelling Copy • Where visitors click 53 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 54. Effective Web Design Ernest Hemingway’s Top 5 Tips for Writing Well 54 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 55. Effective Web Design Rule No. 1 Always use short sentences 55 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 56. Effective Web Design Rule No. 2 Use short 1st paragraphs 56 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 57. Effective Web Design Rule No. 3 Use vigorous English 57 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 58. Effective Web Design “Vigorous English is muscular, forceful. Vigorous English comes from passion, focus and intention. It’s the difference between putting in a good effort and TRYING to move a boulder… and actually sweating, grunting, straining your muscles to the point of exhaustion… and MOVING the freaking thing!” David Garfinkel 58 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 59. Effective Web Design Rule No. 4 Be positive, not negative 59 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 60. Effective Web Design Rule No. 5 Only use the gold 60 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 61. Effective Web Design “I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934. “I try to put the shit in the wastebasket.” 61 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 62. Effective Web Design Improving Conversion – Testing options • Landing Pages • Compelling Copy • Where visitors click • What people do when on your site • Talk to people who are on your site • Run surveys • Usability Tests 62 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 63. Effective Web Design Improving Conversion 63 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 64. Effective Web Design Be Brave, Be Bold EXPERIMENT • Prices, increase, decrease, odd pence • Free Trials • BOGOF • BNPL • Pay for 10 get 12 • First one free / Second one free • Increase Prices • Standard Version / Premium Version 64 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 65. Effective Web Design Be Brave, Be Bold EXPERIMENT • Trial different offers • Add a guarantee – be brave • Add testimonials • Try BOLD • Try Italics • Try Highlighting • Try hand drawn annotation 65 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 66. Effective Web Design Online ME: Hi, where can I find your digicams please Gadgets R Us: See the product button near the top? ME: Yes Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go That’s great, thank you 66 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 67. Effective Web Design Survey Existing Customers – offer incentive to complete Survey Site Visitors 67 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 68. Effective Web Design Improving Conversion – Usability 68 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 69. Effective Web Design Improving Conversion – Re-Assure 69 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 70. Effective Web Design Test Research Feedback Test Measure 70 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 71. Effective Web Design Test 71 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 72. Effective Web Design Test 72 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 73. Effective Web Design Measure • How many visitors does your site attract? • What do they do whilst they are there – – – – How many pages do they look at? How long do they spend on the site? How does this compare against the targets set for the site? How many conversions occur? • • • • Sales Email contact Subscription Calls 73 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 74. Effective Web Design Measure 74 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 75. Effective Web Design Measure 75 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 76. Effective Web Design Google Analytics 76 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 77. Effective Web Design Traffic Sources 77 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 78. Effective Web Design Keyword Effectiveness 78 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 79. Effective Web Design Webmaster – www.google.com/webmaster 79 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 80. Effective Web Design Mobile 80 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 81. Effective Web Design Mobile 81 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 82. Effective Web Design Mobile • 44% use their mobiles weekly to access web content • 83% of under 45s regularly access web using phones • 22% no longer have a landline • By 2014 more than ½ of web access will be mobile 82 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 83. Effective Web Design Mobile - options • Do nothing • Develop a mobile only version • Use Responsive Design 83 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 84. Effective Web Design Mobile – Do Nothing 84 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 85. Effective Web Design Mobile – Mobile Only Version 85 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 86. Effective Web Design Responsive Design 86 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 87. Effective Web Design After the launch • Keep adding fresh content • Measure and Monitor • Change and Test • ‘Rinse and repeat’ 87 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 88. Effective Web Design 88 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 89. • Search Effective Web Design Engine Optimisation • Pay per Click • Video Marketing • Social Media • Linkedin • Facebook • Twitter • Email Marketing • Blog • Viral Marketing • Location based marketing • Smartphone apps • Article Marketing • Traditional Marketing • Networking • ……….and on 89 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 90. Effective Web Design • Introductions • Reality Check • What makes a great website • Planning, Preparation and Development • Measuring, Monitoring and Management • After the launch 90 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 91. Effective Web Design 91 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  • 92. Effective Web Design Need help with – o o o o o o o o Your website Search Engine Optimisation Pay per Click Social Media Blogging Video Marketing Email marketing ……… in fact anything to do with your on-line marketing Find me www.enterprise-oms.co.uk andy@enterprise-oms.co.uk Follow me Twitter Linkedin @andypoulton AndyPoulton Phone me 01793 843 113 07966 547 146 92 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >