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Websites That Work

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Websites That Work

  1. 1. Web Sites That Work ASTD Greater Boston Chapter June 8, 2006
  2. 2. Agenda <ul><li>Planning considerations </li></ul><ul><li>Design Considerations </li></ul><ul><li>Q&A </li></ul>
  3. 3. When planning your website, consider this….
  4. 4. Begin with the end in mind <ul><li>What do you want your website to do? </li></ul><ul><li>Who do you need to reach? </li></ul><ul><li>What do you want them to feel or do as a result of visiting the website? </li></ul><ul><li>How will you achieve these objectives? </li></ul><ul><li>How will you recognize success? </li></ul>
  5. 5. First impressions count <ul><li>Think about: </li></ul><ul><ul><li>What you want to communicate </li></ul></ul><ul><ul><li>How you want to communicate it </li></ul></ul>
  6. 6. Walk in your prospective client’s shoes <ul><li>Speak to your clients’ needs </li></ul><ul><li>Give it to them their way </li></ul>
  7. 7. Test your site before you begin to update it <ul><li>User success matters, those who don’t find what they’re seeking get frustrated and leave </li></ul><ul><li>How do you find out what they need? </li></ul>
  8. 8. Objective: Introduce your Company <ul><li>Who should contact you? </li></ul><ul><li>How will they recognize a need for your services? </li></ul><ul><li>What can you do for them? </li></ul><ul><li>What can they expect if they contact you? </li></ul><ul><li>Why are your services the best choice for them? </li></ul>
  9. 9. Objective: Build credibility <ul><li>Approach </li></ul><ul><li>Experience </li></ul><ul><li>Education </li></ul><ul><li>Press coverage </li></ul><ul><li>Publications </li></ul><ul><li>Speaking engagements </li></ul>
  10. 10. Objective: Invite interaction <ul><li>Register for an event </li></ul><ul><li>Subscription sign up </li></ul><ul><li>Valuable links </li></ul>
  11. 11. Objective: Pinpoint best prospects <ul><li>Eliciting action is a necessary step in converting web visitors to live prospects </li></ul><ul><li>Make an offer that will cause your best prospects to raise their hands </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Free consultation </li></ul></ul><ul><ul><li>Trial of loss leading service </li></ul></ul>
  12. 12. Part of overall marketing strategy <ul><li>Where does it fit? </li></ul><ul><li>How does it support your other marketing efforts? </li></ul><ul><li>How does it reinforce your other marketing efforts? </li></ul>
  13. 13. If you build it, will they come? <ul><li>Include URL on all marketing materials </li></ul><ul><li>Advertising </li></ul><ul><li>Directories </li></ul><ul><li>PR </li></ul><ul><li>Direct marketing </li></ul><ul><li>Search engines </li></ul><ul><li>Referrals </li></ul>
  14. 14. Measuring success <ul><li>Hits </li></ul><ul><li>Leads </li></ul><ul><li>Qualified leads </li></ul><ul><li>Conversions </li></ul>
  15. 15. Three things to guide your Internet plan <ul><li>Focus on the “big picture” </li></ul><ul><li>You don’t need to reinvent the wheel </li></ul><ul><li>Rome wasn’t built in a day </li></ul>
  16. 16. Three things you can do today to get started <ul><li>Get your publications on-line </li></ul><ul><li>Usability test your website </li></ul><ul><li>Make an offer that attracts qualified prospects </li></ul>
  17. 17. When designing your site, consider this: <ul><li>One picture says 1,000 words </li></ul><ul><li>First impressions are made subconsciously </li></ul><ul><li>80% is non-verbal </li></ul>
  18. 18. 4 Seconds — the magic number <ul><li>Make sure your site is professionally designed </li></ul><ul><li>Be attune to your audience’s attitudes, values, use of language and needs </li></ul><ul><li>Give your site attitude and flair </li></ul><ul><li>Peak interest so that your audience wants to see more </li></ul>
  19. 19. Create a powerful first impression <ul><li>Make sure your home page fits on your monitor </li></ul><ul><li>To design is not to design </li></ul><ul><li>Stay uniform and stick to a common theme </li></ul><ul><li>Keep the content fresh and constantly evolving </li></ul><ul><li>Avoid using colored or patterned backgrounds </li></ul><ul><li>Keep link colors and format consistent. </li></ul>
  20. 20. A good roadmap is important <ul><li>Navigation bars are the roadmap to your site </li></ul><ul><li>They should be simple and obvious </li></ul><ul><li>Navigation tools, and other major design elements, should always be in the same location. </li></ul><ul><li>Navigation should be easy to understand to be effective </li></ul>
  21. 21. Feng Shui your site <ul><li>Get rid of the clutter </li></ul><ul><li>Make it easy for your client to focus on your message </li></ul><ul><li>Don’t cram too much into a small space </li></ul><ul><li>Avoid industry lingo </li></ul><ul><li>Eliminate flashes, blinking and excessive movement </li></ul><ul><li>Put related items near each other </li></ul>
  22. 22. More is not better <ul><li>Keep your site compact </li></ul><ul><li>30%-60% of visitors drop off with each click </li></ul><ul><li>Reduce the number of files that have to load on each page </li></ul>
  23. 23. Hide and seek is for children <ul><li>Don’t bury essential information </li></ul><ul><li>Capture their attention immediately </li></ul><ul><li>Use bullets to set off important information </li></ul><ul><li>Avoid “Click here” </li></ul><ul><li>Make it easy to contact you </li></ul><ul><li>More than 50% of sales are lost because site visitors can’t find what they’re looking for </li></ul>
  24. 24. Build it right and they will return <ul><li>Provide channels for people to interact, both with your company and like-minded people </li></ul><ul><li>Use opt-in emails that deliver value and provide links to other resources </li></ul><ul><li>Offer value before you ask them to register </li></ul><ul><li>Provide useful landmark pages </li></ul>
  25. 25. 3 things you can do today to get started <ul><li>Try printing out your current site </li></ul><ul><li>Look at your competitors’ sites </li></ul><ul><li>Brainstorm ways you can do more for your client </li></ul>
  26. 26. Contact info <ul><li>A-Type Design & Marketing </li></ul><ul><li>Angela Rutzick </li></ul><ul><li>781-686-1124 [email_address] </li></ul>

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