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How to make your website SHINE

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Designated Editor presentation at Spark and Hustle conference on May 13, 2011. on how to make your website stand out in the World Wide Web.

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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 />Sitetuners.com<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 />www.DesignatedEditor.com<br />

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