Effective Websites
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Effective Websites

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Effective Websites Effective Websites Presentation Transcript

  • Sherif S. MorganFriday, May 11, 2012 ©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  •  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?
  • Who is your audience?What are your goals?
  • 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/
  •  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
  • Given any two solutions to the sameproblem, all other things being equal,the simplest solution is the best.
  • Branding | Layout | Navigation | Content
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  •  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!
  •  Leads Sales (Online or Offline) Customer Service Newsletter Subscription Credibility, Reputation, Trust you?
  •  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
  •  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
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  • “A single, clear, compelling message thatstates why you are different and worthbuying.”– Steve Blank
  • 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)
  • New Improve Design Need Performance Money SavingBrand AffordableStatus Reduce Save Risk Time
  • [ 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?
  • http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx
  •  Content Pages  Services  Each page should have a call-to-action Actions Pages  Contact/Estimate  Calls to Actions  Download Report/whitepaper Blog
  •  Builds Traffic  search engine traffic  social media traffic  email marketing Increases credibility  Pre-sell  Establishes you as an expert Voice and Authority
  • www.feedburner.com
  •  Scannable Text  Short Paragraphs  Headlines  Sub-Headlines  Bullet Points Use Headlines to Intrigue
  • 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
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  •  Simple Breadcrumbs Logical ComprehensiveIs there a logical next step? Clear Path? Too many options?
  • A responsive website automatically changesbased on the size of the screen you’re viewingit on.
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  •  personal connection  your photo  your name not really about you  what problem would you solve for them?  how can you help them?
  • Name and PhotoIncreases believability of testimonials
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  •  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.
  •  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/
  •  The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
  • @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