Creating successful websites_Ed Field

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Creating successful websites_Ed Field

  1. 1. Creating successful websites Ed Field, Founder & MD, Digino for Enterprise Ireland 21st Oct 2010
  2. 2. 7 steps to website success 1. Research 2. Planning 3. Brand & Content 4. Functional design 5. Aesthetic design 6. Site build 7. Continuous development & optimisation
  3. 3. 7 steps Before.....
  4. 4. Digino – what we do  Strategy – research, consultancy, strategy Websites ‐ plan, design, build & manage Digital marketing ‐ plan, implement & manage
  5. 5. Digino – who we do it for All industries Domestic and international markets × Not for direct competitors of our clients
  6. 6. 1. Research Listen to, observe & understand your: 1.customers 2.company 3.competitors
  7. 7. 1. Research Evaluating websites – your own, your  competitors’ & websites of related companies Some criteria • Easy to use • Is content digestible & compelling • Illustrated with graphics, images & video • Clear compelling call to action • What are the main features of the site
  8. 8. 1. Research Understanding  our customer’s search behaviour  ‐use the Google Keyword Tool #1 Fully understand your customer and their needs.  Then  you’ll see the real opportunities
  9. 9. 2. Planning – a full website plan 1. The commercials ‐ Opportunity, objectives, strategy 2. Insights from competitor & related companies websites 3. Insights from evaluation of our current website & results 4. Our audiences and their needs 5. Planned website sections & features 6. Design spec – brand, style, tone, personality 7. Content requirements – brand, text, images, video, graphics 8. How will we measure results 9. Who will do what: design, content, build, manage... 10. How we will integrate with our digital marketing  11. Budget 12. Timeline Get input from all the specialists: design, technical, content, seo etc.
  10. 10. 3. Brand & Content – the ingredients • A clear brand position – – visually strong, re‐alignment needed? • Engaging, compelling content – – text, images, video, graphics Before you start building gather all your ingredients
  11. 11. 4. Functional design • So it works elegantly  – navigation & all features • Wireframes/Blueprints – map out all functionality • Testing crucial – people Step through your blueprints in your customers shoes
  12. 12. 5. Aesthetic Design • Now art until now!! • Making it beautiful & on brand • Design all key templates • Design all graphical elements  Functional & aesthetic designers are not the same animal !
  13. 13. 6. Build • You have plan + content + design • Code the key templates • Create all other pages from these • Code features • Integrate 3rd party applications • Testing: browser compatibility, stress, users • Detailed polishing and snagging When fully built: test, test & test again
  14. 14. 7. Continuous development &  optimisation • Measure & understand • Add fresh content & features • Optimise conversion rates #1 factor for ROI  = visit to action  conversion rate
  15. 15. Final tips: to avoid common problems CEO needs to determine how important online  is to the business and sign off on the plan  Put the Marketing Director in charge Just budget for planning first. The rest should  be based on the website plan. Keep it simple. Only what’s needed. #1 reason for website failure is failure to plan
  16. 16. Benefits of planning Increase speed of delivery Control & reduce costs Reduce risk Increase focus & therefore chance of success Strong foundation for further development
  17. 17. Skills required
  18. 18. 7 Steps Before and afters.....
  19. 19. New site – Preview: http://www.diginomarketing.com/clients/irishferries/site/index‐ie‐uk.asp
  20. 20. New site: http://www.cfmanufacturinggroup.com
  21. 21. 7 steps to website success 1. Research 2. Planning 3. Brand & Content 4. Functional design 5. Aesthetic design 6. Site build 7. Continuous development & optimisation
  22. 22. Ed Field E: edfield@diginomarketing.co m T: 1890-927-800 Ext: 203 Intl: +353-61-620-147 Ext: 203 W: www.DiginoMarketing.com

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