Get real results from your website


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Half day course looking at how to get the best from your website.

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Get real results from your website

  1. 1. Getting Real Results fromyour Website
  2. 2. Aims of the SessionThis session aims to equip you with an understanding of whatmakes a successful website and how human and technicalelements achieve thisYour Presenter - Pauline Randall – Florizel Media Ltd
  3. 3. Housekeeping• Timing of session• Fire Alarm and Fire Exit• Other administration• Introductions
  4. 4. Workshop Objectives• As a result of this session, you will be able to:• Explain what makes a good website• Criticise your own website and others, taking into account equalopportunities legislation which applies to websites• Set measurable and achievable goals for your website• Prepare a high level brief for a new or revised site• Prepare a brief and work with suppliers to create an effective site
  5. 5. What Makes a Good Website?• Clearly defined purpose• Content – relevant and up to date• Design – look and usability• Accessibility• Domain name• Contact-ability
  6. 6. Think about whatworks….
  7. 7. More BAD websites…
  9. 9. Clearly defined purpose• What do you want website visitors to do?• Buy something?• Book something?• Call you?• Fill in a form?• Like you• Comment on something• Tell their friends• Write down what the intended purpose of YOUR website is
  10. 10. What Should My Site Contain?• Clear contact information• Enough product/service information• Personal touches – where appropriate• Real life – reviews, testimonials• Added value – downloads, articles, resources• Innovate!
  11. 11. CONTENT
  12. 12. Relevant and currentIn order to fulfil your website’s purpose what sort of content doyou need?• Product information – range, price etc• Service information – what do you offer?• Contact details• Address• Phone number, email address• Frequently asked questions• Video• Images• Testimonials• A blog• Terms of service and privacy policy
  14. 14. Key points• Site layout• Navigation – don’t forget that not all visitors arrive on the home page• Brand consistency – colours, logo etc• Images – size, relevance• Think of your target audience• Mobile versions – how will a visitor using a smartphone or a tabletnavigate your site?
  15. 15. Planning site layout• Create an information flow diagram• How do site topics relate to each other?• How would you navigate the site?• How will your customers navigate the site?
  16. 16. Hard to readHow to create content for the Web EnvironmentThere are a number of critical factors in creating content for the web. First of all, besuccinct. This is important as people read information on computer monitors 25%slower than on paper. One approach is to write your copy then to try to reduce it by atleast a quarter.Next is to make your text scanable. For this use such techniques as strong headlines,bullet point lists, tables, links and bolded words.It is always advisable to use plain language that everyone can understand and keepyour labels as meaningful as possible to avoid confusion. Also, try to keep to one ideaper paragraph and try to avoid having too many ideas on one page as this can beconfusing.And finally, try to use sans serif fonts in your website as they are more legible onlinethan traditional serif fonts. It is also worth remembering to keep all text high contrastand highly legible if you want the user to read it as quickly as possible.
  17. 17. Easier to readHow to create content for the web environmentThere are a number of critical factors in creating content for the web. First of all, be succinct. This is important aspeople read information on computer monitors 25% slower than on paper. One approach is to write your copythen to try to reduce it by at least a quarter.Next is to make your text scanable. For this use such techniques asStrong headlinesBullet point listsTablesLinksBolded wordsKeep it clearUse straightforward language, stick to one subject per paragraph and don’t try and get everything onto one page.Watch your fontsAnd finally, try to use sans serif fonts in your website as they are more legible online than traditional serif fonts. Itis also worth remembering to keep all text high contrast and highly legible if you want the user to read it as quicklyas possible.
  18. 18. Usability testingGet some people who don’t know their way around your site todo some testing• Ask them to find something• Get them to go through the buying/enquiry process• Find out what they thought of your navigation/design etcThere are sites that will run usability tests for you – you may getmore honest answers than you will from your friends!
  20. 20. AccessibilityConsider the type of physical disability your site visitor may havethat makes it difficult to use a standard computer:• Visual – poor eyesight, colour blindness or total blindness• Motor – difficulty in using a keyboard, mouse or making precisemovements• Cognitive – difficulty in understanding the language or thecontext of the information given.
  21. 21. AccessibilityTechnical issues which may affect the viewing of your site include:• Small screens• Slow connection• Old software• Old web browsersRefer to BS8878 for current guidelines accessibility checker:
  22. 22. Colour contrastAvoid thisAim for thisOr thisOr thisIf you’re not sure -
  23. 23. DOMAIN NAMES
  24. 24. Consider the following … of what happens when you remove the spaces…A database of talent representatives called Who Represents?
  25. 25.
  26. 26. GET IN TOUCH
  27. 27. Give your customers choices• Not everyone wants to phone or email so try and give your visitorsa choice• A contact form• An email address• A physical address• A phone number• And make it easy for them to find – it shouldn’t take a lot ofsearching to find your contact details.
  28. 28. MARKETING
  29. 29. You need to be found!• Online• Content• Keywords• Titles and descriptions• Blogs• Pay Per Click (PPC)• Social media• Email signature• Offline• Any printed materials• Business cards• Brochures• Pop-up banners• Print advertising
  30. 30. CREATING YOUR WEBSITEHaving defined your purpose and planned your content you need toactually create your website – either yourself or using a developer.This section will guide your next steps.
  31. 31. Make a sketch
  32. 32. Site Technology• Static• Data Driven, content management systems• Flash
  33. 33. Static• Pages manually updated• Specialist software vs text editor• Suited to brochure style
  34. 34. Dynamic• Database working with HTML pages• Easy to update• More difficult to customise pages• Consistent design as standard• Essential for shopping carts and large sites
  35. 35. Flash• Rich media experience• Can cause compatibility/accessibility issues• Search engines find them hard to index properly• Suited to media orientated sites – music, film, high profilebrands• Won’t run on a Apple software so excludes iPhones, iPadsetc
  36. 36. Who will create your site?
  37. 37. Do it all yourself?• You can produce the site you want• Update as often as you like• Do you have the skills?• Do you have the time?
  38. 38. Template• Online services• Quick easy set up• On-going cost• One solution fits all• Can be hard to differentiateHowever…• Often a good choice for online stores
  39. 39. Web Designer• Most expensive approach• Most professional results• Maintenance and updates may be costly
  40. 40. Measuring Performance• Statistics – analytics packages (eg Google Analytics)• Code/coupons used• Ask customers how they found you (on forms or over the phone)• Sales/enquiries
  41. 41. METRICS
  42. 42. When you’re ready to getstarted…• Timescale• Budgets• Responsibilities• Technology• Special requirements?
  44. 44. Your website is nevercompleted!• Keep content updated• Check for broken links – other pages/sites may move or close• Always check your position in search• Regularly check out your competitor’s websites• Keep an eye on current trends but don’t forget that your siteshould be accessible by your customers
  45. 45. Summary• Balance of technical and soft skills required• Be clear about site goals• Choose development to suit skills and budget• Refer to accessibility legislation• Always review your position
  46. 46. Questions?