What makes a good website?

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An educational presentation outlining the 3 most important aspects of a successful, lead-generating website: search engine friendliness, usability, and compelling design.

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  • What makes a good website?

    1. 1. What makes a good website?by Hendrik-Jan Francke of Bright Orange Thread
    2. 2. About the Presenter Hendrik-Jan Francke ‣ Man of many hats ‣ Physicist “wannabe” turned designer ‣ Former professor ‣ Small business owner ‣ Micro and macro thinker ‣ Husband and father ‣ Not a musician ‣ (but we really like the drawing)Hendrik-Jan Francke hfrancke@brightorangethread.com 302.250.2339
    3. 3. About Bright Orange Thread Bright Orange Thread is a full-service design studio that specializes in improving the marketing effectiveness of websites. Services ‣ Search Engine Optimization ‣ Search Engine Marketing ‣ Internet Marketing ‣ Email Marketing ‣ Content Management Systems ‣ Social Media Marketing ‣ Design ‣ CopyHendrik-Jan Francke hfrancke@brightorangethread.com 302.250.2339
    4. 4. What makes a good website?3 Things Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    5. 5. What makes a good website?3 ThingsIn the simplest terms:‣ Attracts visitors‣ Converts clicks into customers‣ Leverages design to stand out Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    6. 6. Steps to Developing a WebsiteDo as many as your budget can afford. Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    7. 7. Steps to Developing a WebsiteDo as many as your budget can afford.‣ Define goals for the web site‣ Search Engine Optimization• keyword research, keyword mapping‣ Information Architecture • site structure and navigation‣ Copywriting • create scannable pages • position keywords appropriately for SEO‣ Design‣ Production • HTML/CSS • browser compatibility testing Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    8. 8. Search-Engine-Friendly WebsitesThe Basics of Attracting VisitorsHendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    9. 9. Search-Engine-Friendly WebsitesThe Basics of Attracting Visitors‣ Users search on certain keywords or phrases‣ Result rankings are determined by algorithms designed to return the most relevant results• if your site has the right content (wrapped in Semantic HTML) and plenty of inbound links, search engines will reward you with a high search engine rankingHow to get there? Follow SEO best practices‣ Research the most powerful keywords‣ Integrate keywords into prominent site pages‣ Build semantically valid pagesHendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    10. 10. Semantically Valid PagesMetadata for your Content Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    11. 11. Semantically Valid PagesMetadata for your Content‣ Web pages are written in HTML • HyperText Markup Language Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    12. 12. Semantically Valid PagesMetadata for your Content‣ Web pages are written in HTML • HyperText Markup Language‣ Browsers read the HTML so their rendering engine can display the page‣ Search engines read the HTML to understand the content of the page • the HTML is metadata for the content of your web page Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    13. 13. Semantically Valid PagesMetadata for your Content‣ Web pages are written in HTML • HyperText Markup Language‣ Browsers read the HTML so their rendering engine can display the page‣ Search engines read the HTML to understand the content of the page • the HTML is metadata for the content of your web page‣ Use CSS for presentation • Cascading Style Sheets • Using CSS, designers and programmers can override the default design styles of the browsers without ruining the metadata Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    14. 14. Ease of UseConvert Clicks into Customers Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    15. 15. Ease of UseConvert Clicks into CustomersHelping visitors find what they wantquickly and easily will translate intomore leads and increased sales.‣ Use simple, clear navigation • Not as easy as one would think‣ Create a hierarchy of information so key sales messages get noticed first‣ Create a smooth task flowYour goal is to improve yourconversion rate. Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    16. 16. A Good HomepageHomepage Best Practices Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    17. 17. A Good HomepageHomepage Best PracticesA good homepage helps visitorsunderstand your business and pullsthem deeper into your site.A homepage should:‣ Be simple - the homepage cant be everything to everyone‣ Clearly and succinctly define the purpose of your organization‣ Emphasize the site’s top high-priority tasks‣ Show examples of real site content Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    18. 18. Easy to UseHow to Build an Easy-to-Use Website Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    19. 19. Easy to UseHow to Build an Easy-to-Use WebsiteWeb pages should employ scannabletext, using:‣ Highlighted keywords • hypertext links serve as one form of highlighting; typeface variations and color are others‣ Meaningful sub-headings • not clever ones‣ Bulleted lists‣ One idea per paragraph • users will skip over any additional ideas if they are not caught by the first few words in the paragraph‣ The inverted pyramid style, starting with the conclusion‣ Half the word count (or less) than conventional writing Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    20. 20. Timely ContentYour site should be easy to update. Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    21. 21. Timely ContentYour site should be easy to update.‣ Offer timely content to encourage repeat visits • which builds customer relationships‣ Remove and archive out-of-date information and events‣ Let interested users know your website had been updated • consider sending an infrequent email with the new content posted to the site Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    22. 22. Timely ContentYour site should be easy to update.‣ Offer timely content to encourage repeat visits • which builds customer relationships‣ Remove and archive out-of-date information and events‣ Let interested users know your website had been updated • consider sending an infrequent email with the new content posted to the site Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    23. 23. The First ImpressionDesign Matters Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    24. 24. The First ImpressionDesign MattersVisitors to your website will formjudgments about your business inmere seconds.Good design helps users:‣ Decide if your site aligns with their interests and expectations • imagery, graphics and layout are create a connection with the your target audience. Are you Kia (affordable, reliable, better- than-before) or the Cadillac (upscale, statement-making and expensive)‣ Feel welcomed into your site • and thereby are more likely to trust your companyMake sure your site design gives themthe right impression. Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    25. 25. Good Design is Good BusinessAnd it feels good Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    26. 26. Good Design is Good BusinessAnd it feels goodGood design can increase thebusiness value of your website.Good design will:‣ Enhance the user experience to support better conversion rates‣ Distinguish you from the competition‣ Focus attention where it belongs • Design defines the coordinated hierarchy that allows all components to perform‣ Will support the absorption of your message • It should never get in the way of desired performance Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    27. 27. A few things to keep in mind… Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    28. 28. A few things to keep in mind…‣ Flash is great when used appropriately‣ Drop down menus are great for power users, but make navigation difficult for first time visitors‣ Develop a website for 80% of your audience, the last 20% is really expensive‣ Be realistic about your internal resource for updating your website Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    29. 29. What to Watch Out ForCredibility IndicatorsHendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    30. 30. What to Watch Out ForCredibility Indicators‣ Design centric • do they use Flash for everything • are they into novel navigation systems‣ Technology driven • do they want to use GoogleMaps • drop down menus‣ Information driven • do they want to get the information to visitorsHendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    31. 31. Small Business Website Development Guide 7 Essential Things to Know ‣ Visit our website to download a copy.Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    32. 32. Small Business Website Development Guide 7 Essential Things to Know ‣ Visit our website to download a copy.Hendrik-Jan Francke hjf@brightorangethread.com 302.250.2339
    33. 33. Thank you! Contact Us Our Services Hendrik-Jan Francke ‣ Search Engine Optimization hfrancke@brightorangethread.com ‣ Search Engine Marketing (302) 250-2339 ‣ Marketing Consultations ‣ Email Marketing Blog: brightorangethread.com/blog ‣ Social Media Marketing ‣ Content Management Systems ‣ Design ‣ Copy Follow Us facebook.com/ @hfrancke brightorangethreadHendrik-Jan Francke hjf@brightorangethread.com 302.250.2339

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