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How to make your website SHINE



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How to make your website SHINE

  1. 1. Designated Editor Speaking Series<br />make<br />^<br />How to your<br />website shine<br />Suzanne McDonald | Content Strategist<br />#SparkandHustle | @Sue_DesigEditor<br />
  2. 2.
  3. 3.
  4. 4. suzanne’s experience<br />6 years<br />Page 1<br />Masters in Journalism <br />& Mass Communications<br />BA in Journalism<br />
  5. 5.
  6. 6. Communications hasn’t changed<br />
  7. 7. Saving you<br />Tons of reading<br />^<br />
  8. 8. your site should reflect<br />Your passion <br />+<br />The value you bring <br />to your customers’ lives<br />
  9. 9. If your website isn’t guiding <br />key<br />business <br /> decisions<br />^<br />You’re <br />missing <br />the boat<br />new media<br />^<br />
  10. 10. 4<br />key areas to address<br />^<br />
  11. 11. #1 Design<br />We’ve come a long way baby!<br />
  12. 12. #1 Design<br />Websites age <br />in dog years<br />
  13. 13. #1 Design<br />Usability & simplicity<br />
  14. 14. Best & worst sites<br />#1 Design<br />Top tip: Stay out of the way<br />The most critical website flaw?<br />Pitfalls to watch for<br /><ul><li> No call to action
  15. 15. Clutter
  16. 16. Falling in love with the art</li></li></ul><li>Tools to get it done<br />#1 Design<br />
  17. 17. Do you understand your audience?<br />#2 Audience<br />What’s it like to walk in their shoes?<br />What’s keeping them up at night?<br />What’s their life like if you’re not there?<br />
  18. 18. #2 Audience<br />
  19. 19. #2 Audience<br />
  20. 20. #2 Audience<br />
  21. 21. Where are they<br />#2 Audience<br />
  22. 22. What are their concerns?<br />#2 Audience<br />
  23. 23. Just ask<br />#2 Audience<br />
  24. 24. Just ask<br />#2 Audience<br />
  25. 25. Best & worst sites<br />#2 Audience<br />Top tip: Speak to specific people<br />The most critical website flaw?<br />Pitfalls to watch for<br /><ul><li> Marketing-speak
  26. 26. Cannot insert a discrete noun
  27. 27. Aiming too broad</li></li></ul><li>How do you relate?<br />#3 Engage<br />Need to open the door <br />to welcome your <br />customers and prospects<br />
  28. 28. Credibility<br />#3 Engage<br />
  29. 29. Connections<br />#3 Engage<br />
  30. 30. Commentary<br />#3 Engage<br />
  31. 31. Quite cool<br />#3 Engage<br />
  32. 32. Best & worst sites<br />#3 Engage<br />Top tip: Speak to specific people<br />The most critical flaw?<br />Pitfalls to watch for<br /><ul><li> Underestimating the power
  33. 33. Not integrating social with website
  34. 34. Not listening and learning</li></li></ul><li>Tools to get it done<br />#3 Engage<br />
  35. 35. Be prepared to fail and willing to fail fast<br />#4 Analyze<br />Look at your competitors for insights<br />Heed criticism & learn to love it<br />Give yourself time to think & be creative<br />Ask your customers for feedback always<br />
  36. 36. Commentary<br />#4 Analyze<br />
  37. 37. What’s working<br />#4 Analyze<br />
  38. 38. how easy is it to use your site?<br />‘Put your mom <br />in front of your site <br />and see if she can figure it out’<br />− Tim Ash<br /><br />
  39. 39. Best & worst sites<br />#4 Analyze<br />Top tip: Check your fear<br />The most critical flaw?<br />Pitfalls to watch for<br /><ul><li> Underestimating the power
  40. 40. Not listening and learning
  41. 41. Set it & forget it</li></li></ul><li>Tools to get it done<br />#4 Analyze<br />
  42. 42. 4<br />key areas we’ve addressed<br />^<br />
  43. 43. Let web 2.0 help guide <br />critical<br />business decisions<br />^<br />
  44. 44. Designated Editor Speaking Series<br />YOUR<br />^<br />Now go make <br />website glow<br />Thank you!<br /><br />

Editor's Notes

  • Where was Tory 7 years ago??!! Really honored to be here: It’s a milestone for me to share my insights w you, marks the past: newspaper lifecurrent: look at words, meaning &amp; engagementFuture: security from volatile newsp worldHow do you make your website glow? Mistake to focus on design only: can easily recognize a pretty picture
  • Looking back, name of boat is of former bossGet to Newport, decline of newspapers
  • This is more like it, though. A little snapshot of the future,helps to remind yourself why you’re working so hard, right?OK, let’s get back to earth
  • 15 years in newspapers, Master’s in Jour McommKey point site always a work in progressWebsites sophisticated, 3-5 seconds to engage, Not just about a pretty picture anymore
  • Let’s get serious about your website.Partners reluctant? Kids your attention?Overwhelmed by job or business?Easily and quickly get your website up to snuff. Key data point that will drive business decisions.Free or low-cost tools.
  • 2,000 years ago Fundamentals of communicationsHow do you know who to address on your website? Today is the day you can stop guessingMaster’s degree
  • Time in the day run life &amp; biz – or launching bizBiggest website challenges? Time, money, spouses, unknown target audiences, budgets? Lack of tools?Mindset = mistakes made web evolution
  • Is the cost of a website going up or down? Site from scratch, so many tools available, key data points to give feedbackStop guessing
  • Key biz dec, / missing the boatHow many have a website? Are you happy with your website? Is money an obstacle to to making your website better? Time? Where to start?
  • Cover Tools make your website glow &amp; pitfalls Design, audience, engagement, analysis: rinse &amp; repeat, make site glow
  • What year did you get on the web? This Amazon site is circa 1995, that’s 16 years ago!
  • Being outdated, what else could be improved?Clear desired outcomeRemove obstructions More than ABOUT US, get &amp; give information
  • What’s the purpose here? Ppl to discover something, pricing, information, gift ideaClearcall to action: newsletter signup, download
  • Stay out of the way: info-based economyFlaw: Ignoring low-cost tools and techniques – can’t say you didn’t knowWatch for: Clutter, what to do (call to action) &amp; falling in love
  • Set up a site, get a logo, PVD WP meetup
  • Now that we have a great-looking site at reasonable costAnswer these= effective site.What information do you need to get you closer to understanding your audience?
  • Really nice site, Webby award.Why selected? Navigation. Influencer very different concerns
  • Note the background image: having fun
  • Graduation = empty nest. Is your site echoing what how you make ppl’s lives better?
  • Map overlay, keywords, where they’re coming from
  • LinkedIn Answers: not just phishing for clients, engaging with
  • Justask: survey monkey – great for B2B
  • Facebookpoll - great for B2C
  • Speak to specificpplFlaw = not doing targeting, not trying to understand moremarketing speakdiscrete noun (take customers = Moms etc), aim to broad: no one sees herself as a customer
  • Now that have a great low-cost site &amp; sense your audience. Engageto help resonate w audienceWhere do you engage with your customers and prospects?Secret: Social media but email still more ROI, Mailchimp free account
  • E-commerce? Online shopping? Credibility &amp; reason to trust: An opportunity to get to know you: Media outlets add credibility,Call out for savings: VA save $120on cellphone bill
  • Connections: NIM, use Twitter to engage, test your audience
  • Commentary &amp; listeningInfo-based economy, today’s society wants to know getting
  • Landing page: so fun, let your creativity some out but w/in confines
  • Refine your audience furtherCritical flaw = not making time to really careHazards = don’t know how powerful, not creating cohesive ID from web to social, not adapting
  • Hootsuite: post to multiple accounts, see who connecting w/ How many clicks are you getting? How make your engagement betterSocial mention &amp; radian track your success, see how stack up
  • Fine-tune your site &amp; audience targeting &amp; engagement by testing &amp; failing for better ROICompetitors, criticism=gift, creativity time, ask customers feedback
  • What could this site do better? Talking head, no, no noNowhere to go?
  • see what works: Spike was asking social friends to mention my linkGardenGrants – customize, see a real phrase &amp; curiousity
  • Holding you back? Throwing away to start new
  • Check your fearMost critical flaw: not asking questions &amp; not caring about answersPowerof it, listen &amp; learn | Set &amp; forget
  • Usability: Feedback army &amp; 5 second test: low-cost tools testing call to action
  • Design, audience, engagement, analysis: rinse repeat for refinement, not just guessing
  • WEB 2.0 navigate biz decisions
  • Now go make your website glow: Find and engage wppl who need you. More info on whitepapers to download, Happy to answer questions &amp; thanks
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