Designing Your Website Things Every Business Owner Should Know

Today’s Topics 1. Branding: determining your look and feel and designing for your audience 2. Figuring Out What You Want 3. Must-Haves vs. Would-Likes 4. Time vs. Money – How much can you do on your own? 5. Writing content for Search Engines & Marketing Considerations 6. Who do I hire? Designer vs. Developer 7. The Contract, Scope of Work and maintenance considerations

Today’s Topics 8. Mock-Up and Approval of a design 9. Examples: Working with a template and doing more yourself – Brochure site under $1000 Working with a designer who does it all – Small business, simple e-commerce site $1-5000 Working with a bigger company – Large business, complex database dynamic site $5000 ++ 10. Information every business owner has to have about their site

8. Mock-Up and Approval of a design

9. Examples:

Working with a template and doing more yourself – Brochure site under $1000

Working with a designer who does it all – Small business, simple e-commerce site $1-5000

Working with a bigger company – Large business, complex database dynamic site $5000 ++

10. Information every business owner has to have about their site

Branding: Determining Your Look & Feel Designing for Your Audience What is the problem or issue? How does your product or service solve this problem? Share these answers with your designer. How will your site solve this problem? What is your call to action?

What is the problem or issue?

How does your product or service solve this problem?

Share these answers with your designer.

How will your site solve this problem?

What is your call to action?

Branding: Determining Your Look & Feel Designing for Your Audience Your Image or “Brand” Colors Logos Look and feel Your Audience Age range & taste Font size Functionality

Your Image or “Brand”

Colors

Logos

Look and feel

Your Audience

Age range & taste

Font size

Functionality

Corporate Simple main navigation Business, adult audience

Corporate

Simple main navigation

Business, adult audience

Flashy, colorful Complex main navigation Retail, teen audience

Flashy, colorful

Complex main navigation

Retail, teen audience

Traditional Retail Simple main and secondary navigation Business, adult audience

Traditional Retail

Simple main and secondary navigation

Business, adult audience

Funky Retail Simple main navigation Business, younger adult audience

Funky Retail

Simple main navigation

Business, younger adult audience

Corporate, consumer information Complex navigation, Search is primary Multi-generational audience

Corporate, consumer information

Complex navigation, Search is primary

Multi-generational audience

Figuring Out What You Want Need What is the primary objective? Use the Questionnaire to get you thinking Example sites – general and competitor What do you love and hate in different sites? Scalability What pages do you need now? Do you envision growth? Plan now! Complexity & Navigation How do you want the information to flow? Try and stay within 2 clicks

What is the primary objective?

Use the Questionnaire to get you thinking

Example sites – general and competitor

What do you love and hate in different sites?

Scalability

What pages do you need now?

Do you envision growth? Plan now!

Complexity & Navigation

How do you want the information to flow?

Try and stay within 2 clicks

Must-Haves vs. Would-Likes Usability – customer experience PayPal vs. complex shopping cart Flash header vs. static image Database driven vs. flat file It is essential to have content plan # of pages needed What each page has on it What kind of functionality is necessary? Forms, E-commerce, Membership or Personalization Premium elements Flash header, Video, Audio, Databases Be as specific as possible

Usability – customer experience

PayPal vs. complex shopping cart

Flash header vs. static image

Database driven vs. flat file

It is essential to have content plan

# of pages needed

What each page has on it

What kind of functionality is necessary?

Forms, E-commerce, Membership or Personalization

Premium elements

Flash header, Video, Audio, Databases

Be as specific as possible

Must-Haves vs. Would-Likes Mantra: Start out Simple! Consider doing things in stages Start with a brochure Add forms Add e-commerce for products/services Add special elements like Flash or Video Add a back-end database to handle client lists or inventory Even if stages works for you PLAN for the future

Mantra: Start out Simple!

Consider doing things in stages

Start with a brochure

Add forms

Add e-commerce for products/services

Add special elements like Flash or Video

Add a back-end database to handle client lists or inventory

Even if stages works for you PLAN for the future

Time vs. Money – How much can you do on your own? Do it yourself or hire someone? How much is your Time worth? Do you have the technical ability? Site design is NOT desktop publishing! What is your budget? Things you must provide: Written content for each page Product pictures Any existing corporate artwork or logos

Do it yourself or hire someone?

How much is your Time worth?

Do you have the technical ability?

Site design is NOT desktop publishing!

What is your budget?

Things you must provide:

Written content for each page

Product pictures

Any existing corporate artwork or logos

“ Build it and they will come” is not a good marketing strategy Writing Content for Search Engines & Marketing Considerations

Writing Content for Search Engines & Marketing Considerations

Writing Content… Build your key words and phrases into the writing Build them into the page title Make sure all images have text descriptions (“alt” tags) Use LEGITIMATE links to other sites when possible Submit completed site to search engines and DMOZ Include an XML site map (links on resource page) Blogs and videos can build traffic

Build your key words and phrases into the writing

Build them into the page title

Make sure all images have text descriptions (“alt” tags)

Use LEGITIMATE links to other sites when possible

Submit completed site to search engines and DMOZ

Include an XML site map (links on resource page)

Blogs and videos can build traffic

Writing Content… Have a marketing plan and a budget for it in mind If sales is the goal – consider an SEO expert copywriter Use email, snail mail All printed material should have your web address Build a site because you KNOW THE BUSINESS!

Have a marketing plan and a budget for it in mind

If sales is the goal – consider an SEO expert copywriter

Use email, snail mail

All printed material should have your web address

Build a site because you KNOW THE BUSINESS!

Designer Who do I hire? Designer vs. Developer Expertise in graphic design and web layout Will provide the look and feel Will create the artwork necessary Often will have the technical skill to build the site* Can guide you through the whole process Charges by the project or $40-75 hr (*Many Graphic designers are “front end”, they cannot build the site.)

Who do I hire?

Designer vs. Developer

Expertise in graphic design and web layout

Will provide the look and feel

Will create the artwork necessary

Often will have the technical skill to build the site*

Can guide you through the whole process

Charges by the project or $40-75 hr

(*Many Graphic designers are “front end”, they cannot build the site.)

Designer vs. Developer Developer Expertise in programming Can build databases and other complex functionality Often NOT skilled in design Talks “code” and can be difficult to understand Charges by the project or $50-175 hr If you need a lot of “magic” to happen, this is your guy!

Expertise in programming

Can build databases and other complex functionality

Often NOT skilled in design

Talks “code” and can be difficult to understand

Charges by the project or $50-175 hr

If you need a lot of “magic” to happen, this is your guy!

Designer vs. Developer Designer Developer a.k.a. -programmer I need a basic 5 page brochure site that looks fabulous. I need a “register now” button that sends the customer to PayPal, gives them the option of a discount code and sends me their information.

Designer vs. Developer

Designer

Developer a.k.a. -programmer

I need a basic 5 page brochure site that looks fabulous.

I need a “register now” button that sends the customer to PayPal, gives them the option of a discount code and sends me their information.

Developer Designer Often work together Designer vs. Developer I need to update my inventory on a regular basis and have the site update automatically. I need many pages of pictures and content and be able to sell via PayPal. Not mutually exclusive!

Developer

Designer

Often work together

I need to update my inventory on a regular basis and have the site update automatically.

I need many pages of pictures and content and be able to sell via PayPal.

Not mutually exclusive!

The Contract and Scope of Work Get everything in writing This protects the owner and the designer Be clear on who is providing content and any deadlines Do you want control of the “working files” and original artwork? Understand designer’s revision policy Ask for more and you’ll get change orders and pay more $$ Be careful of “scope creep” Understand fully what is covered in the proposal Get a 2 nd opinion or bid Can you get “out” if needed?

Get everything in writing

This protects the owner and the designer

Be clear on who is providing content and any deadlines

Do you want control of the “working files” and original artwork?

Understand designer’s revision policy

Ask for more and you’ll get change orders and pay more $$

Be careful of “scope creep”

Understand fully what is covered in the proposal

Get a 2 nd opinion or bid

Can you get “out” if needed?

The Contract and Scope of Work Maintenance Do you want to be able to do simple updates/corrections yourself? Have your own ability and software? Need a content management system (CMS)? Is there a minimum monthly fee?

Maintenance

Do you want to be able to do simple updates/corrections yourself?

Have your own ability and software?

Need a content management system (CMS)?

Is there a minimum monthly fee?

Mock-Up and Approval Reviewing layout, color and font choices Usually presented as a picture Complex functionality shown in wireframe Signing off on the final draft Design vs. code Later changes can be difficult and expensive, unless they are planned for!

Reviewing layout, color and font choices

Usually presented as a picture

Complex functionality shown in wireframe

Signing off on the final draft

Design vs. code

Later changes can be difficult and expensive, unless they are planned for!

Example Scenarios “ I need a simple brochure type site” Simple site under $500 Download WordPress, load to your host – (Mysite.com) Free http://wordpress.org/extend/themes/ Many free templates available, some with artwork (too many choices?) Content provided and Pictures taken by you No tech support Some tech knowledge helpful, willingness to learn As many pages as you want Many hours spent

Example Scenarios

“ I need a simple brochure type site” Simple site under $500

Download WordPress, load to your host – (Mysite.com) Free http://wordpress.org/extend/themes/

Many free templates available, some with artwork (too many choices?)

Content provided and Pictures taken by you

No tech support

Some tech knowledge helpful, willingness to learn

As many pages as you want

Many hours spent

Example Scenarios Template with Flash header and tech support - $750 http://advancedwellnessspecialists.com/ Around 5-7 pages Limited choice of colors and fonts No artwork provided Content provided and Pictures taken by you Tech Support provided Many hours spent Monthly fee

Template with Flash header and tech support - $750 http://advancedwellnessspecialists.com/

Around 5-7 pages

Limited choice of colors and fonts

No artwork provided

Content provided and Pictures taken by you

Tech Support provided

Many hours spent

Monthly fee

Example Scenarios “ I needs to Sell my product/service and keep it updated” Work with a designer $1000 - $5000 www.shannon-stewart-collection.com / www.naturallysew.com Get something uniquely designed for your business Someone who can do it all for an individual or small business Professional artwork and layout Much more flexibility in colors, fonts etc. Technical expertise from getting a domain name to maintenance 5-50 pages, e-commerce, podcast, Flash header, video insert, simple CMS You have time to run your business!

Example Scenarios

“ I needs to Sell my product/service and keep it updated”

Work with a designer $1000 - $5000 www.shannon-stewart-collection.com / www.naturallysew.com

Get something uniquely designed for your business

Someone who can do it all for an individual or small business

Professional artwork and layout

Much more flexibility in colors, fonts etc.

Technical expertise from getting a domain name to maintenance

5-50 pages, e-commerce, podcast, Flash header, video insert, simple CMS

You have time to run your business!

Which site was more expensive?

Which site was more expensive?

Example Scenarios “ I need my site to interact with my visitors” webmd.com, chase.com Work with a design firm $5000+++ Work with a team of professionals, including a designer, developer(s), writer, photographer, project manager etc. Backend database for your inventory or customer management Complex CMS Custom applications etc.

“ I need my site to interact with my visitors”

webmd.com, chase.com

Work with a design firm $5000+++

Work with a team of professionals, including a designer, developer(s), writer, photographer, project manager etc.

Backend database for your inventory or customer management

Complex CMS

Custom applications etc.

Now That You Have a Site Maintenance, updates and changes You or the designer? Make sure you know ahead of time. Information which you MUST track Login, password and IP address of your site (form) Hosting service expiration Domain name ownership and expiration Original working design files* (If that was agreed to) WAIT, WAIT, One more thing! Don't forget to tell everyone!

Maintenance, updates and changes

You or the designer? Make sure you know ahead of time.

Information which you MUST track

Login, password and IP address of your site (form)

Hosting service expiration

Domain name ownership and expiration

Original working design files* (If that was agreed to)

WAIT, WAIT, One more thing!

Don't forget to tell everyone!

Additional Resources www.beckydavisdesign.com/seminar/ These slides Website Questionnaire Form to record your vital data Resource list Glossary Blog articles I encourage you to participate!

www.beckydavisdesign.com/seminar/

These slides

Website Questionnaire

Form to record your vital data

Resource list

Glossary

Blog articles

I encourage you to participate!

Questions Ask now – raise your hand Ask later – [email_address] 773-875-1792 Take a card!

Ask now – raise your hand

Ask later –

[email_address]

773-875-1792

Take a card!