Best Practice Website Design Content Functionality

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This presentations is designed to help small business who are about to build a new or modify an existing website. Using some examples from websites built using the Anicca Solutions Reflex website and …

This presentations is designed to help small business who are about to build a new or modify an existing website. Using some examples from websites built using the Anicca Solutions Reflex website and content management system. This is a seminar presented by Ann Stanley on behalf of Business Link at the HM Customs and Revenue business roadshow in Northampton.

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  • 1. eBusiness Programme workshop programme BEST PRACTICE WEBSITES Presented by: Ann Stanley MD of Anicca Solutions
  • 2. Agenda • How important is your website? • Design & Layout • Good and bad examples • How design effects usability? • Tools to improve your design • Content • Functionality • Is your site accessibly & search engine friendly? • Is your site performing?
  • 3. How important is your website to your business Score Customer types Purpose of website Offline equivalent 0-3 Majority of regulars, repeat & Business card: recommendations (R-Factor) •Contact details & Map Passing trade 4-5 Large R-factor Brochure site: Some new customers (eg from •Credibility advertising) •Check out offer <50% enquiries or bookings have •Contact details & Map seen or used the website 6-7 Small R-Factor, so rely on new Shop-window: business •Lead generation & enquiries Need to advertise regularly •Most customers use & >50% enquiries & bookings have enquire through the site seen or come from the website •Credibility & information 8-10 Mainly new customers Transactional: Current customers also use •Lead generation & online website to book marketing >80% of enquiries and bookings •Enquiries, registrations & come from website booking engine •Email marketing •Integration with back-office
  • 4. “How to look good naked” beauty parade – most people have the wrong image of themselves (and their websites!)
  • 5. Score your site as compared to others SCALE 1-4 = you consider the site poorly designed or unprofessional 5 = you would not bother to browse the site 6 = you would browse the site 8 = you would consider buying or using the service from this site 5 8
  • 6. Importance of your website vs how you perceive the site (performance) 10 Best Plot your importance No more score vs your effort quality score required Site 5 Performance Need to Quality matches develop a importance – new site not worth investing Poor 1 1 5 10 Importance to Not Very your business important important
  • 7. The 3 “conflicting approaches” used in web design Design – first impressions counts These approaches are often used by different types of web designers or developers and can conflict with each other Content – what Functionality – the site says to what the site the user and does for the search engines user and your business
  • 8. Design & Layout
  • 9. User-Centred Design “Unless a website meets the needs of the intended users it will not meet the needs of the organization providing the website.” Jakob Nielsen • Who is your audience? • What are their demographics? • How will they use the site? • What technology do they have?
  • 10. Target audience - site aimed at parents and kids
  • 11. Target audience - site aimed at techies
  • 12. Branding – lifestyle & aspirations
  • 13. Branding – lifestyle & aspirations
  • 14. Branding – design & imagery
  • 15. Effective well laid out web design
  • 16. Poor Web Design
  • 17. Usefulness: Good Example
  • 18. Usefulness: Bad Example
  • 19. Building Trust: Good Example
  • 20. Building Trust: Bad Example
  • 21. Building Trust: Bad Example
  • 22. How design effects usability
  • 23. Usability – Common Problems • Confusing navigation/links • Breaking the Back button • Pop-up windows • Page elements that look like adverts • Ignoring common conventions
  • 24. Liquid Layout
  • 25. Liquid Layout
  • 26. Navigation: Good Example
  • 27. Navigation: Bad Example
  • 28. Navigation: Breadcrumb Trails
  • 29. Navigation: Sitemaps
  • 30. Tools to improve your design
  • 31. Layout Planning: Wireframes
  • 32. Cascading Style Sheets (CSS) • Enables different style elements to be controlled across the site: • Typography • Backgrounds • Borders/margins • Structural elements, e.g. navigation • Benefits: • More control over layout • Quicker loading pages • Quicker development & updates • Easier to support multiple platforms eg pda • Allows use of different font sizes and colours for accessibility • Better for search engines (page layout data stored in CSS not diluting page text) www.csszengarden.com
  • 33. Cascading Style Sheets (CSS)
  • 34. Cascading Style Sheets (CSS)
  • 35. Website Management Systems – that allow you to modify elements of the layout, design, menus & footer
  • 36. Website Management Systems – that allow you to modify elements of the layout, design, menus & footer
  • 37. Website Management Systems – that allow you to modify elements of the layout, design, menus & footer
  • 38. Try it for yourself – www.anicca-web.com
  • 39. Try it for yourself – www.anicca-web.com
  • 40. Try it for yourself – www.anicca-web.com
  • 41. Content
  • 42. Images: no text = no keyphrases
  • 43. Images: no text = no keyphrases
  • 44. Multimedia - Flash www.mowbot.co.uk
  • 45. Too much text!
  • 46. Typography
  • 47. Nottingham City Council – Text Size
  • 48. Nottingham City Council – Text Size
  • 49. Content Management System – DIY changes
  • 50. Edit the page content
  • 51. See changes on the live site
  • 52. Multi-lingual content management system
  • 53. Functionality – what the site can do for you and your customers
  • 54. Features of a property website “Calls for action” – registration Log-in & latest deals Search Search on results every page from property database
  • 55. Registration form
  • 56. Using your site as a sales tool – searching the customer database
  • 57. Clicking into a customer profile Customer databases and profiling – should be modified to meet your specific needs
  • 58. Ability to create your own customer registration forms (with the corresponding database)
  • 59. Ability to create your own customer registration forms (with the corresponding database)
  • 60. Is your site accessible and search engine friendly?
  • 61. Accessibility • Risk of excluding large audience: 14% of the UK population registered disabled • Accessible sites work better in less popular browsers/platforms/sizes • Accessible sites are more flexible • Accessible sites are more search engine friendly • It’s the law! Disability Discrimination Act 1999 (2002)
  • 62. Accessibility Guidelines
  • 63. How design, functionality & content influence visibility in the search engines • Design • Images can’t be indexed • Certain technologies such as Flash, Frames and JavaScript can’t be indexed • Design can limit the space for optimised text, or too much text can spoil the design • Functionality • Certain database functionality such as dynamic urls, ecommerce sites and some content management systems can’t be indexed • Content • Amount, structure and keyphrases within the content (on-page factors) all have significant influence on positions achieved for keyphrases used by searcher • Content consists of the visible content (ie elements seen by the user) and the content in the code and tags (meta-data) both are important for search engine optimisation • Search engine optimisation is the process used to build or modify a site to improve its rankings in search engines for the keyphrases used by customers
  • 64. Is my content listed in Google? – Yes! This technique also allows you to see how your web developer has set-up your urls, titles and descriptions for your site (key for being found in the search engines)
  • 65. Is my content listed in Google? – No! These sites have been constructed in Frames and Flash, technologies which can't be indexed (or spidered) by the search engines
  • 66. Is your site performing?
  • 67. Do you need to invest in your website? Offline Online advertising advertising No traffic due to poor search engine positions Website <1% call or email Less than 50% browse >50% exit due to poor No online design or Enquiry/ usability Booking/Shop
  • 68. Get free site metrics from Google
  • 69. Pulling it all together! Getting traffic to your website Quality & performance of your website
  • 70. Improve Your Search Engine Rankings Presentation: email ann@anicca-solutions.com Workshops & events: www.ebusinessclub.biz Further support: eBusiness Programme: Workshop programme advice: Joanne Mobbs: joanne@emcc.org.uk Business Link Business Support Adviser appointment: 0845 058 6644