Effective Websites

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Effective Websites

  1. 1. Sherif S. MorganFriday, May 11, 2012 ©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED
  2. 2.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  3. 3.  When someone lands on a website, top question: “am I in the right place?” Each page should answer basic questions for a visitor  does this website understand my problem?  provides a solution to my solution?  where can I go next?  does it make me feel welcome?  can I trust this person/business? Design Matters  0.1 second: visual appeal  0 to 10 seconds: is it worth staying?
  4. 4. Who is your audience?What are your goals?
  5. 5. It has to be appealing, but it’s not artThe goal is to…Communicate not to create something beautifulhttp://blog.kissmetrics.com/sexy-websites-suck/
  6. 6.  the focus is on Usability Inspired by a problem or a goal  Navigation, Layout, Branding and Colors Current Web Design Trends:  minimalistic  typography  clean and plenty of “white space”  accessible / mobile-responsive
  7. 7. Given any two solutions to the sameproblem, all other things being equal,the simplest solution is the best.
  8. 8. Branding | Layout | Navigation | Content
  9. 9.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  10. 10.  A website is for its visitors. What is their questions, needs, or goals? Their ambitions? What motivates them? How to get your message across to those people and help them take the next step? Call to Action on every page!
  11. 11.  Leads Sales (Online or Offline) Customer Service Newsletter Subscription Credibility, Reputation, Trust you?
  12. 12.  Call to action  link, button, image, etc.  size, color, wording, position, benefit, etc.  Examples of “Actions”  Download E-book or Report,  Sign Up for a Newsletter  Get Started on a Free Trial
  13. 13.  In a blog post Ask them to comment, share, connect Conclude with an engaging question Include email subscription box after the post Make it easy for them to participate
  14. 14.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  15. 15. “A single, clear, compelling message thatstates why you are different and worthbuying.”– Steve Blank
  16. 16. what is the primary reason…you are different or worth buyingwhat is the value…your product/service deliver to your customerwhich customer needs or problems…your product/service satisfies or solvesfocus on the “finished story benefit” (i.e. success)…Feature  Benefit  Solution (problem, need, want)
  17. 17. New Improve Design Need Performance Money SavingBrand AffordableStatus Reduce Save Risk Time
  18. 18. [ communicate not create something beautiful ]“Design your content, not the box it comes in.”Designing the message and flow of info:synergisticuse of words and images to conveyinformation and communicate your messageCall to Action  What are your goals?
  19. 19. http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx
  20. 20.  Content Pages  Services  Each page should have a call-to-action Actions Pages  Contact/Estimate  Calls to Actions  Download Report/whitepaper Blog
  21. 21.  Builds Traffic  search engine traffic  social media traffic  email marketing Increases credibility  Pre-sell  Establishes you as an expert Voice and Authority
  22. 22. www.feedburner.com
  23. 23.  Scannable Text  Short Paragraphs  Headlines  Sub-Headlines  Bullet Points Use Headlines to Intrigue
  24. 24. 3 Must-Have Guides to Write Amazing HeadlinesWrite Headlines that SHINESpecificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Valuehttp://blog.kissmetrics.com/how-to-write-headlinesA Scientific Approach to Writing Page Titlehttp://www.problogger.net/archives/2012/03/06/a-scientific-approach-to-writing-page-titles52 Headline Hacks!http://headlinehacks.com
  25. 25.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  26. 26.  Simple Breadcrumbs Logical ComprehensiveIs there a logical next step? Clear Path? Too many options?
  27. 27. A responsive website automatically changesbased on the size of the screen you’re viewingit on.
  28. 28.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  29. 29.  personal connection  your photo  your name not really about you  what problem would you solve for them?  how can you help them?
  30. 30. Name and PhotoIncreases believability of testimonials
  31. 31.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  32. 32.  Headlines  Unique Value Proposition  benefit vs pain point  adding pain point increased conversions by 31%  size, color, wording Call to action  wording, color, location  Change from green to red, increase conversions by 34%  “See Plans & Pricing” to “Get Started Today” up 252% Other: Sign Up Process / Copy / etc.
  33. 33.  The Anatomy of an Effective Homepage http://blog.kissmetrics.com/effective-homepage/ How do colors affect purchases http://blog.kissmetrics.com/color-psychology/ What Makes Someone Leave A Website? http://blog.kissmetrics.com/leave-a-website/ Stop Designing Pages and Start Designing Flows http://uxdesign.smashingmagazine.com/2012/01/04/stop-design 10 Simple Ways to Increase Conversions by Reducing Friction http://blog.kissmetrics.com/reducing-friction/ Does Website Design Impact the Bottom Line? http://blog.kissmetrics.com/website-design-bottom-line/ What the Highest Converting Websites Do Differently? http://blog.kissmetrics.com/what-converting-websites-do/
  34. 34.  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  35. 35. @DrSherifMorgan ssmorgan & Connexins (520) 344-4250 ssmorgan@connexins.com   The SMART TeamDale Dillon Lips | Michael Gray | Aaron Eden | Danielle Lips, Media Assistant ©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED

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