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How to Create a Website That Doesn't Suck (Using S.M.A.R.T Objectives, Personas and Wireframes)

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How to Create a Website That Doesn't Suck (Using S.M.A.R.T Objectives, Personas and Wireframes)

• What makes a website suck
• Understanding your target audience using personas
• How to set S.M.A.R.T Objectives for your wordpress site
• How to research competitors and create a swipe file
• How to brainstorm and create a wireframe
• Briefing meeting cheat sheet
• Always be testing
• Wrap up and Q&A

Published in: Marketing
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How to Create a Website That Doesn't Suck (Using S.M.A.R.T Objectives, Personas and Wireframes)

  1. 1. How to Create a Website that Doesn’t Suck @DizzyD7 @wordcampmtl #wcmtl danasalman1@gmail.com danasalman.com
  2. 2. 2. UNDERSTANDING YOUR TARGET AUDIENCE USING PERSONAS 3. HOW TO SET S.M.A.R.T OBJECTIVES FOR YOUR WORDPRESS SITE 4. HOW TO RESEARCH COMPETITORS AND CREATE A SWIPE FILE 5. HOW TO BRAINSTORM AND CREATE A WIREFRAME 1. WHAT MAKES A WEBSITE SUCK? 6. BRIEFING MEETING CHEAT SHEET 7. ALWAYS BE TESTING 8. WRAP UP AND Q&A
  3. 3. WHAT MAKES A WEBSITE SUCK?
  4. 4. SHINY OBJECT SYNDROME
  5. 5. IT HAS TO BE PERFECT! ?? ?? ?
  6. 6. TOO MUCH INFORMATION
  7. 7. TOO MUCH INFORMATION
  8. 8. TOO LITTLE INFORMATION
  9. 9. WHHHOOOOOOOOO ARE YOU?
  10. 10. ME, ME, ME! useronboard.com
  11. 11. WHAT DO I DO?
  12. 12. DOESN’T WORK ON MY DEVICE
  13. 13. Infographic by Go-Gulf Source: Business2Community
  14. 14. DESIGN IS NOT A SILVER BULLET  Great product or service  Great customer support  Great copy  Defined Objectives
  15. 15. How to Create a Website that Doesn’t Suck 5. ALWAYS BE TESTING 4. Brief designer or team 3. Brainstorm and Create Wireframe 2. Research competitors and samples 1. Define target audience and S.M.A.R.T objectives
  16. 16. Employee Scheduling App
  17. 17. UNDERSTANDING YOUR TARGET AUDIENCE AND SETTING S.M.A.R.T OBJECTIVES
  18. 18. Sources: Persona 101 – How to target your ideal customer www.invesp.com Create Buyer Personas For Your Business www.hubspot.com Creating Personas • A detailed fictional character (much like a movie character) to represent your customers • Interview OR email customers/prospects to define customer segments and patterns. • Interview sales and customer care teams. • Use a lead capture form on your website.
  19. 19. Name of Persona - SARA Age - 32 Gender - Female Income - $65,000/year Location – Downtown Boston Family – boyfriend, dog Double Income No Kids (DINK) Job title and career – Owner of the Koala Café and Bistro Previous banking project manager Sample Persona - Sara
  20. 20. The Koala Café and Bistro located in downtown Boston offers a unique twist to old time favorites with fresh local ingredients. Personality: Sara is calm and organized and loves to create a warm and friendly environment in The Koala that is very different from her previous corporate job. Communication Preferences: Phone call during her commute. Do not call during peak hours. Email for other times of the day. Trusted sources of information: Boston globe newspaper, and small business websites. Sample Persona - Sara
  21. 21. Goals  To provide the best food and dining experience to customers  To provide a great work environment for her 10 employees  To grow the café’s business by getting more customers Challenges  Ensuring great customer service and food quality  Managing front and back of the house and admin  Managing supplier relationships  Managing part time and full time staff  Getting new customers during non-peak hours Sample Persona - Sara
  22. 22. QUOTE “Managing a restaurant requires attention to a variety of different tasks, from checking the day’s delivery of supplies to making your customers feel welcome and making sure the team is doing what they need to do and enjoying it.” Sample Persona - Sara
  23. 23. Currently: - Manually schedules shifts on whiteboard - Manually texts and emails schedule to employees - Manually updates and messages any changes How ScheduleMaker can help Sara
  24. 24. ScheduleMaker saves admin time & effort:  Weekly schedules entered online/app  Integrated with the payroll system  Automatic messaging to employees  Instant access to weekly schedule  Easily make time-off or shift changes  Instantly notified of any schedule changes How ScheduleMaker can help Sara
  25. 25. Common Objections to using ScheduleMaker 1. Many of my employees are students who only work part-time and for a couple of months out of the year, so I don’t want to pay software fees for employees that I don’t have any more. 2. Some of my employees don’t have a smartphone. 3. I don’t have time to learn complicated software and teach my team how to use it. Sample Persona - Sara
  26. 26. Creating a Sample Persona - Sara ScheduleMaker Marketing Messaging  ScheduleMaker is an employee scheduling app used by over 10000 small businesses like yours.  Set up your account in minutes, enter your shift schedule online and your team members will automatically get a text or email notification.  Employees can easily request schedule changes or time-off through the app.  There is no contract and you can easily add or remove employees and you only pay for the employees you have.
  27. 27. Creating a Sample Persona - Sara ScheduleMaker Elevator Pitch ScheduleMaker is an easy to use employee scheduling app used by over 10000 small businesses like yours.
  28. 28. S.M.A.R.T Objectives for your website Sources: http://en.wikipedia.org/wiki/SMART_criteria S M A T R Specific Measurable Attainable/ Achievable Relevant Time-bound
  29. 29. How ScheduleMaker Website Objectives Long-term Goal: To double our customer base in the next 5 years. Main Objective: To get 20 new signups in the next month.
  30. 30.  S.M.A.R.T Objectives for your website Specific? Measurable? Attainable? Time-bound? Relevant?  
  31. 31.  Is this objective attainableAttainable? 2,000 free trial signups  20 new paid signups (at a 1% conversion rate i.e. 1 out of 100 free trials buy)  2,000 free trial signups x .01 = 20 new paid signups Calculation
  32. 32.  Is this objective attainableAttainable? 200,000 website visitors  2,000 free trial signups (at a 1% conversion rate i.e. 1 out of 100 visitors sign up for a free trial)  200,000 website visitors x .01 = 2,000 free trial signups Calculation
  33. 33.  Is this objective attainableAttainable? IF: • Average of 170,000 to 190,000 website visitors per month • Average conversion rate is 1% THEN: YES! This objective is attainable.
  34. 34.  Is this objective attainableAttainable? IF: • Average of 2,000 website visitors per month • Average conversion rate is 1% THEN: NO! This objective is not attainable. ASSUME: • Projected - 200,000 website visitors per month
  35. 35.  S.M.A.R.T Objectives for your website Specific? Measurable? Attainable? Time-bound? Relevant?     
  36. 36. How ScheduleMaker Website Objectives Long-term Goal: To double our customer base in the next 5 years. Main Objective: To get 20 new signups in the next month. (2,000 free trial signups and => at least 200,000 unique visitors to our website)
  37. 37. RESEARCHING COMPETITORS AND SAMPLES AND CREATING A SWIPE FILE
  38. 38. *Source: http://en.wikipedia.org/wiki/Swipe_file Benefits of a Swipe File • A collection of tested marketing and advertising collateral including websites, emails, sales letters, headlines, designs, etc.* • A great resource for different tactics that have been tested and proven to work in the past. • Used by marketers, designers, writers and entrepreneurs.
  39. 39. BRAINSTORMING AND SKETCHING YOUR WIREFRAME
  40. 40. BRIEFING MEETING CHEAT SHEET
  41. 41. About you: • What do you do? • How long have you been doing it? • What challenges are you facing? • What is the competition like? Objectives: What do you want to achieve? Personas: Who is your customer? Briefing Meeting Cheat Sheet
  42. 42. Scope: Review wireframes Project Details: • Time frame • Budget • What you like • What you don’t like Briefing Meeting Cheat Sheet
  43. 43. ALWAYS BE TESTING “Your Hunch is Probably Wrong” - Distilled
  44. 44. WRAP UP & Q&A’s
  45. 45. How to Create a Website That Doesn’t Suck
  46. 46. Think strategically about what you want to achieve S.M.A.R.T Objectives
  47. 47. Think about your audience - Personas
  48. 48. Look at what’s out there – Market and Competition swipe file
  49. 49. Create a wireframe
  50. 50. Solid briefing meeting
  51. 51. ALWAYS BE TESTING
  52. 52. For 50% off in-depth online course: How to Create a Website that Doesn’t Suck danasalman1@gmail.com

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