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Website Design Fundamentals for Effective Digital Marketing

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Companies face many make-or-break decisions when building their online marketing strategy and website. In order to be successful, websites must be built according to the latest industry standards. In this presentation, we review these core website design fundamentals for enhanced digital marketing--including an overview of digital marketing strategy, fundamental website elements, and implementation options. Find out more about how we can help your business at https://ravingsofgtware.com or by emailing us at info@ravingsoftware.com.

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Website Design Fundamentals for Effective Digital Marketing

  1. 1. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.1 Presented by Barbara Heinlein Raving Software Website Design Fundamentals For Effective Digital Marketing April 2020 https://ravingsoftware.com 410.989.1647
  2. 2. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.2 OverviewRaving Software Presents Website Fundamentals Your Digital Marketing Strategy Website Elements Implementation Options
  3. 3. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.3 Your Digital Marketing StrategyGoals are critical to business success
  4. 4. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.4 Create An Investment MindsetExpect a Return on Investment A website should be approached as a sales tool investment, not simply an expense • You will invest: • Planning & consideration • Time • Resources • Expect ROI
  5. 5. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.5 Mission Image Audience Vision • Evaluate your brand • What is your company mission? • Delineate your products & services • Benefits? Features? • Why these products & services? • What makes them special? • What is your company image? • Consider company reputation • Additional qualities to associate? • Determine your target audience • What do they want and/or need? • Where do you want to take your company? • Why and how are you going to grow? Your Digital Marketing StrategyStart with your Brand
  6. 6. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.6 Evaluate Your Sales FunnelHow do you get Clients? Source: The consumer decision journey - McKinsey Quarterly (2009) AWARENESS CONSIDERATION PURCHASE Active Evaluation Information gathering, shopping social, review and reputation resources customers consult online social, review and reputation resources customers consult onlineOngoing exposure includes the experience with the product or service, and information that may either reinforce their choice or conflict with it a need, a circumstance-changing event, a piece of news or information, a cultural shift - even an advertisement Trigger Loyalty LoopPost-Purchase Experience FAMILIARITY 1 23 4
  7. 7. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.7 7 Branding Model ApplicationCreate Your Company’s Voice KEEP PRESENTATION CONSISTENT ACROSS MEDIA CHANNELS Powerful Website Name Logo Price Product Value Graphics Content Online Marrketing DEVELOP A TAGLINE
  8. 8. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.8 8 Tie It All TogetherPut Your Digital Marketing Plan In Action SEND A CLEAR MESSAGE YOUR DIGITAL MARKETING PLAN SHOULD BE CONSISTENT THROUGHOUT YOUR SALES CHANNELS
  9. 9. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.9 Website ElementsEnsure your website properly balances the entire symphony
  10. 10. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.10 Great Design is Key • First impressions matter • Assessment made in 2-5 seconds • 94% of first impression related to design* • Beautiful design builds trust • Poor design is major reason users distrust websites • Avoid template-looking websites • Customize your website to your business’ brand & digital marketing plan • Focus on client’s viewpoint Great Design is KeyWorking Together in Symphony * Source: https://conversionxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/
  11. 11. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.11 Fundamental ElementsWorking Together in Symphony
  12. 12. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.12 • Message must be clear, intuitive • Complex, busy design repels users • Fully responsive on all devices • Well-planned Information Architecture • Resonate with audience • Effective Navigation • User can easily interact • Key to retaining visitors Element #1: Simplicity
  13. 13. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.13 • Pages maintain overall design • Website looks like it was created by one person • Consistent placement and “feel” • Logo, header, footer, search bar • Consistent: • Color scheme • Typography usage • Images consistent with branding Element #2: Consistency
  14. 14. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.14 • Typeface and font choices • Large impact on the success of your website • Add their own personalities to a website • Ex: Script typefaces are elegant or fun • Select 2-3 fonts for website • Combine complementary fonts • Stay consistent for usage, size • All “h1” headers use same font, size, etc. • Clear size hierarchy must exist Element #3: Typography
  15. 15. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.15 Element #3: Typography - Serif Let the Feeling of the Font Wash Over You
  16. 16. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.16 Element #3: Typography – Sans Serif Let the Feeling of the Font Wash Over You
  17. 17. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.17 Element #3: Typography – Slab Serif Let the Feeling of the Font Wash Over You
  18. 18. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.18 Element #3: Typography - Script Let the Feeling of the Font Wash Over You
  19. 19. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.19 Element #3: Typography - Monospaced Let the Feeling of the Font Wash Over You
  20. 20. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.20 Element #3: Typography - Display Let the Feeling of the Font Wash Over You
  21. 21. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.21 • Expert-level content builds trust • Influence users; Convert to clients • Keep tone professional and conversational • Focus from client’s viewpoint • Happy client testimonials are powerful • Optimize for search engines • Key words, long-tail phrases • Headers and sub-headers • Short, easy to scan bullets • Hard hitting, Grab attention • Focus on business objectives • Search Engine Optimization (SEO) • Only one “h1” header per page Element #4: Content
  22. 22. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.22 • Introduction/landing page • Defines purpose, draws user in • Make standard (expected) items easy to locate • Contact Information • Hours • Address • Email • Services offered Element #4: Content (continued)
  23. 23. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.23 Element #5: Speed • Fast website is critical • Users leave most websites after 3 seconds • Irritated after 2 seconds if not loaded • Options to increase speed • Images optimized • “Lazy loading” of images • Memory manipulation (e.g. caching) • Remove unused material/plugins • Remove Flash, music • Limit animation, slideshows
  24. 24. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.24 Element #6: Intuitive • User is guided to where they want to go • Complies w/ industry standards • Logo linked to Home page • Email address linked to email • Search bar • Social Icons • Fully accessible
  25. 25. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.25 Element #7: Color Palette • Sets business tone, personality • Colors evoke emotions • Can convey trust, seriousness, fun • Be careful of the overuse of red • Too many colors can overwhelm • Select up to 3 coordinating main colors, 2 accent colors • May vary hue tones for variety • Categorizes types of content • Indicates desired action • Ex: Red typically indicates an error
  26. 26. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.26 Element #7: Color Palette - Selection Colors Convey Emotions
  27. 27. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.27 Element #7: Color Palette - Blue Colors Convey Emotions
  28. 28. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.28 Element #7: Color Palette - Green Colors Convey Emotions
  29. 29. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.29 Element #7: Color Palette - White Colors Convey Emotions
  30. 30. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.30 Element #7: Color Palette - Red Colors Convey Emotions
  31. 31. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.31 Element #7: Color Palette - Orange Colors Convey Emotions
  32. 32. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.32 Element #7: Color Palette - Purple Colors Convey Emotions
  33. 33. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.33 Element #7: Color Palette - Yellow Colors Convey Emotions
  34. 34. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.34 • Tell a story • Be expressive • Capture the user’s interest • Perfectly selected images indicate attention to detail, build trust • “They serve people like me.” • Text alone is boring • Align with branding • Embody spirit of the company • Consistent across all channels • Coloring should complement the website color scheme • Avoid controversial images Element #8: Imagery
  35. 35. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.35 • Conforms to current industry standards • White spacing is critical • Important element in web design • Guides user’s eye • Use proper English and grammar • Keep the message concise and clear • Complicated, wordy text is confusing and hard to read • Use fonts that are easy to read Element #9: Readability
  36. 36. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.36 Element #9: Readability Select a Font Users Can Read
  37. 37. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.37 • Position key CTA “above the fold” on home page • Create sense of urgency • Clear invitation • Stands out • Contrasting, bold colors • Immediate action wording • “Call Now” “Click Here” • Short, direct statement • 2-5 words Element #10: Call To Action (CTA)
  38. 38. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.38 Implementation OptionsHow you get there matters
  39. 39. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.39 Implementation OptionsHow you get there matters OPTION 04 Professional web designers and developers Hire an Agency OPTION 03 Fiverr, UpWork, Freelancer.com Freelancer OPTION 02 WordPress, Joomla, Drupal DIY Template OPTION 01 WIX, Weebly, Squarespace, etc. DIY Drag and Drop Builder
  40. 40. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.40 Implementation OptionsHow you get there matters OPTION 01 WIX, Weebly, Squarespace, etc. DIY Drag and Drop Builder Advantages • Low price of entry ($0 - $400/year) • No coding experience needed • Drag and drop functionality • Templates provided • Online instructions allow novice to create website Disadvantages • Time required to implement • Not good for large websites • Poor navigation at 30+ pages • Templates are limited • May be impossible to migrate code to new platform • Increasing/hidden costs may be surprising
  41. 41. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.41 Implementation OptionsHow you get there matters Advantages • Low price of entry ($100 - $500+/year) • Little coding experience needed • Community Support • Templates provide options to implement • Many plugin options allow greater functionality • Many themes update periodically Disadvantages • Time required to implement • Modifications require HTML, CSS, PHP • Lack of customization • Templates are limited & may appear stale • Hosting may get complicated • Maintenance must be accomplished routinely • Otherwise, potential security holes created OPTION 02 WordPress, Joomla, Drupal DIY Template
  42. 42. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.42 OPTION 03 Fiverr, UpWork, Freelancer.com Freelancer Implementation OptionsHow you get there matters Advantages • Competitive cost • By hour or project • Less than an agency • Typically specialist in one type of technology • Freedom of choice for particular skill sets • Global accessibility • Relatively easy to find freelancer with right skill set Disadvantages • Initial Risk on experience and capabilities • May disappear • Multi-tasking freelancers may spread themselves too thin • Lack of accountability • Potential missed deadlines • Lack of buy-in/commitment
  43. 43. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.43 OPTION 04 Professional web designers and developers Hire an Agency Implementation OptionsHow you get there matters Advantages • Knowledge and skill • Quality products • More resources available • Higher success rate • Known reputation Disadvantages • Costs money ($2,500 - $40,000+) • Still requires time investment • Website vision • Feedback/Approval/disapproval process • Prioritization of project may cost extra
  44. 44. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.44 What We DiscussedWebsite Fundaments for CPAs Your Digital Marketing Strategy Website Elements Implementation Options
  45. 45. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.45 Get to Know Raving Software The right culture makes all the difference FOCUSED ON SUPERIOR CLIENT RELATIONSHIPS FULL RANGE OF SOFTWARE DEVELOPMENT LIFECYCLE (SDLC) EXPERIENCE EXECUTIVE-LEVEL EXPERIENCE PASSIONATE ABOUT OUR WORK
  46. 46. https://ravingsoftware.com © 2020 Raving Software. All Rights Reserved.46 QUESTIONS? CONTACT US BARB HEINLEIN President / CEO Raving Software HTTPS://RAVINGSOFTWARE.COM P: 410.989.1647 E: barbarah@ravingsoftware.com

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