Website Analysis
Design & Content Strategies

Jordan Bones
Major Factors
•
•
•
•
•

Architecture
Content
Optimization
Mobile
Design

Please note: for the sake of this presentation, ...
ARCHITECTURE
Architecture > URL’s
• URL’s
– Good: BobLobLaw.com/practise/family-law.php
– Bad: BobLobLaw.com/node/p?_123

• For Mobile ...
Architecture > Structure
Something like this:

Home

Portfolio

Product/Services

Testimonials

Sub-product

Location

Sub...
CONTENT
Content > basics
Define Objectives
• Audience
• Brand
• Mission
• Goals

Messaging
• Value to customer
• Pain-points of cu...
Content > design
• Use terms your visitors will understand.
• Profiling: who are your customers?
• What are the most effec...
Content > topics
•
•
•
•

Write about your services.
Write about what makes you special.
Write about your customer’s pain-...
Content > service pages
• Each service/product deserves its own page.
• Not this:
“we offer the following services:
•
•
•
...
Content > service pages
Genesislawgroup.com/services/

One page with all services listed…
Content > location pages
• 1 page per location
• Contain:
Location-specific
info
– Map
– Address
Map & Address
– Phone #
–...
OPTIMIZATION
Optimization > social
• Talk about what you do (socially)
– Blog, tweet, facebook

• Integrate social plugins into site fo...
Optimization > social

Social Proof
Optimization >keyword research
• Research keywords
– Look for opportunity; why pursue phrases that
people don’t use to sea...
Optimization > Tags
• Title Tags: page title (headline in SERP)
– Short, Sweet, & Unique

• Meta Description:
– 150 Charac...
H1

H2
H2
Unique
Store
Content

Active
social
media
H1

H2

H3
Optimization > Tools
• YPG SEO audit tool
• Chrome plugins: “seo site tools”
• Adwords Keyword Planner
MOBILE
Mobile > content
• People have more choice & expect brands to
provide:
The Information they want,
When they want it,
How t...
Mobile > content
• Content requirements are different for mobile.
• Most important content for a mobile user.
– Touch to c...
Go Mobile!

90% of Towing
companies right
now…
Go Mobile!
• How does the site look
on a smart phone?

- No zooming
- Relevant content first.
- How it should be!
Mobile > structure
• Say “No” to M.sites
– 2 sets of code
– Two sets of content

• Bing will only index one site.
• Google...
Responsive design
• Means one design, adjusts visuals & content
to fit the screen accessing the website.
• Don’t have to w...
Responsive Design
Desktop

Mobile
“purposeful design”

DESIGN
Purposeful Design
• Understand your visitor’s goals.
• Help them make decision.
• Consider how visitors will arrive and in...
Before:

Call to Action??

Benefits only

Clutter
After:
Less Distraction

Clear Path

Relevant info

Help Make Decision

Result: 5 times the signup rate!
100 -> 500/month
Design > Navigation
•
•
•
•

Max 2 menus! (horizontal & vertical)
Reduce clutter – clear a path for visitors.
Guide them t...
Design > Conversion
• Highlight benefits.
• Showcase current or past clients.
• Use photos, industry leaders, and logos to...
Design > CTA’s
• Colours of CTA buttons should be opposite to
background.
• The CTA message is the final step to the
conve...
THANK YOU

Above image is an animated .gif file, and must be
opened in presentation mode for full effect.

Jordan Bones
Pe...
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Purposeful Design: Effective Website Design & Content Strategies

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Content and design strategies to improve website performance. Touching on the concept of "purposeful website design".

Published in: Marketing, Technology, Design
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Purposeful Design: Effective Website Design & Content Strategies

  1. 1. Website Analysis Design & Content Strategies Jordan Bones
  2. 2. Major Factors • • • • • Architecture Content Optimization Mobile Design Please note: for the sake of this presentation, “great job…x” is being used sarcastically. This indicates something BAD.
  3. 3. ARCHITECTURE
  4. 4. Architecture > URL’s • URL’s – Good: BobLobLaw.com/practise/family-law.php – Bad: BobLobLaw.com/node/p?_123 • For Mobile sites: – Good: same as above. – Bad: m.boblobloaw.com
  5. 5. Architecture > Structure Something like this: Home Portfolio Product/Services Testimonials Sub-product Location Sub-product Location Sub-product Contact
  6. 6. CONTENT
  7. 7. Content > basics Define Objectives • Audience • Brand • Mission • Goals Messaging • Value to customer • Pain-points of customer • Call to action
  8. 8. Content > design • Use terms your visitors will understand. • Profiling: who are your customers? • What are the most effective things you can say? • Content Calendars help for timely content. • Leverage customer feedback (testimonials) • Leverage customer service stories.
  9. 9. Content > topics • • • • Write about your services. Write about what makes you special. Write about your customer’s pain-points. Make it engaging! (useful) – What people actually will care to read, share, etc. • Call-to-Action – drive the user to a desired action.
  10. 10. Content > service pages • Each service/product deserves its own page. • Not this: “we offer the following services: • • • • • Service 1 Service 2 We think you know exactly what this service entails We make it appear likes its just a commodity. Service 3 – we can’t be bothered to go into detail.”
  11. 11. Content > service pages Genesislawgroup.com/services/ One page with all services listed…
  12. 12. Content > location pages • 1 page per location • Contain: Location-specific info – Map – Address Map & Address – Phone # – Service hours – Unique location info – Pictures Hours Contact Info
  13. 13. OPTIMIZATION
  14. 14. Optimization > social • Talk about what you do (socially) – Blog, tweet, facebook • Integrate social plugins into site for credibility.
  15. 15. Optimization > social Social Proof
  16. 16. Optimization >keyword research • Research keywords – Look for opportunity; why pursue phrases that people don’t use to search? “Apartments for rent Victoria”: 1000 searches/m “rental properties Victoria”: 150 searches/m What is the better opportunity??
  17. 17. Optimization > Tags • Title Tags: page title (headline in SERP) – Short, Sweet, & Unique • Meta Description: – 150 Characters, make it unique! • Header tags (H1, H2,H3) – Highlights what is important on the page.
  18. 18. H1 H2 H2 Unique Store Content Active social media
  19. 19. H1 H2 H3
  20. 20. Optimization > Tools • YPG SEO audit tool • Chrome plugins: “seo site tools” • Adwords Keyword Planner
  21. 21. MOBILE
  22. 22. Mobile > content • People have more choice & expect brands to provide: The Information they want, When they want it, How they want to consume it.
  23. 23. Mobile > content • Content requirements are different for mobile. • Most important content for a mobile user. – Touch to call – Map & address that can open in map application. – Scaled down images. – Easy to digest information.
  24. 24. Go Mobile! 90% of Towing companies right now…
  25. 25. Go Mobile! • How does the site look on a smart phone? - No zooming - Relevant content first. - How it should be!
  26. 26. Mobile > structure • Say “No” to M.sites – 2 sets of code – Two sets of content • Bing will only index one site. • Google says they prefer responsive design. • Google uses regular SERPs for smartphones.
  27. 27. Responsive design • Means one design, adjusts visuals & content to fit the screen accessing the website. • Don’t have to worry about specific device, just the dimensions. – Scaling, click vs. touch. • Google prefers Responsive design
  28. 28. Responsive Design Desktop Mobile
  29. 29. “purposeful design” DESIGN
  30. 30. Purposeful Design • Understand your visitor’s goals. • Help them make decision. • Consider how visitors will arrive and interact with your site. (mobile, desktop, etc.) • “Economy of form”, use less to accomplish more. • “Persuasive Website Design”
  31. 31. Before: Call to Action?? Benefits only Clutter
  32. 32. After: Less Distraction Clear Path Relevant info Help Make Decision Result: 5 times the signup rate! 100 -> 500/month
  33. 33. Design > Navigation • • • • Max 2 menus! (horizontal & vertical) Reduce clutter – clear a path for visitors. Guide them through content. Strong call-to-action
  34. 34. Design > Conversion • Highlight benefits. • Showcase current or past clients. • Use photos, industry leaders, and logos to convince visitors.
  35. 35. Design > CTA’s • Colours of CTA buttons should be opposite to background. • The CTA message is the final step to the conversion, so make it count! • Never hide your most important CTA’s
  36. 36. THANK YOU Above image is an animated .gif file, and must be opened in presentation mode for full effect. Jordan Bones Performance Marketing Advisor Jordan.bones@ypg.com
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