Using web content effectively emtex 270911


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Presentation to the Emtex Designers Forum, Nottingham on 27 September 2011

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  • The benefits that you aim for should be very much tied into what you want for your business. Unfortunately, far too many websites are not integrated into the aims and objectives of the business. This means that they never really bring benefit to the business and often get ignored and left to stagnate – which means they are less likely to bring new business to the firm...which means they get ignored and left to stagnate
  • WIIFM – useful info + SEO value too
  • Using web content effectively emtex 270911

    1. 1. Using Web Content Effectively © John Owens Associates 2011
    2. 2. John Owens Using Web Content Effectively Or “ A whistle-stop tour through why your visitors don’t do what you want them to do.....” (+ how you can get them to ....)
    3. 3. What do you want your website to achieve for your business? <ul><li>Do you think a website is just an online brochure? </li></ul><ul><li>Or just a shop? </li></ul><ul><li>It can be all those things and much more... </li></ul><ul><li>SMART & ROI </li></ul>
    4. 4. Who is (are) your MIV(s)? <ul><li>AKA Target Audience, Target Visitor, Target Market... </li></ul><ul><li>More than 1 type? </li></ul><ul><li>Demographics </li></ul><ul><li>m/f, local/national /international, young /old, b2b / b2c ? </li></ul><ul><li>Have you defined them in detail? </li></ul><ul><li>What’s the impact on “look and feel” & how you communicate with them? </li></ul>
    5. 5. What is (are) your MIA(s)? <ul><li>What do you really want them to do? </li></ul><ul><li>Buy /signup for a newsletter / phone us /email us ... </li></ul><ul><li>BUT </li></ul>
    6. 6. Call to Action <ul><li>Be Blatant!! </li></ul>
    7. 7. “ Unless a website meets the needs of the intended users, it will not meet the needs of the organization providing the website” Jakob Nielsen,
    8. 9. User Centered Design <ul><li>Who is your audience? </li></ul><ul><li>What are their goals in using the site? ( WIIFM ) </li></ul><ul><li>What are their experience levels? </li></ul><ul><li>What do they need from the site? </li></ul><ul><li>What information might they need – and how might they need it? </li></ul><ul><li>Will the audience expect the site to operate in a certain way – is there a convention? </li></ul>
    9. 10. Content <ul><li>There are many types of content that you could provide </li></ul><ul><li>But does it add value...... </li></ul><ul><ul><li>to your target audience.... </li></ul></ul><ul><ul><li>and your user centered design..... </li></ul></ul><ul><ul><li>if so, how... </li></ul></ul><ul><ul><li>(or in another way, e.g. with SEO?) </li></ul></ul>
    10. 11. The Bad News (about Good Content) <ul><li>Sun Microsystems research... </li></ul><ul><li>79% of readers scan, but only 16% read word by word. </li></ul><ul><li>Web content should be no more than 50% of its paper equivalent. </li></ul><ul><li>Reading from a computer screen is 25% slower than on paper. </li></ul>
    11. 12. Where do visitors look? <ul><li> “heat map” eye tracking research </li></ul><ul><li>Web site is </li></ul><ul><li>Red /Orange /Yellow most perceived </li></ul><ul><li>Rough F shape or top left triangle </li></ul><ul><li>White line is “the fold” </li></ul>
    12. 13. If they can’t see it....
    13. 14. Copywriting <ul><li>Have a conversation with your visitors </li></ul><ul><li>Visitors don’t like being “we’ed” all over! </li></ul><ul><li>Chunky is good </li></ul><ul><li>and bullet points work well too </li></ul>
    14. 15. Your “Voice” <ul><li>Speak your visitors language </li></ul><ul><li>What’s the personality of the site? </li></ul><ul><li>What would your MIV expect of a conversation? </li></ul><ul><li>Carry this across to other media too – newsletters, emails, PR, press releases for consistency </li></ul>
    15. 16. Some types of content... <ul><li>pdfs </li></ul><ul><li>Great for positioning you as </li></ul><ul><li>an expert </li></ul><ul><li>Great for SEO too </li></ul><ul><li>Use a free pdf creator such </li></ul><ul><li>as CutePDF </li></ul>
    16. 17. More types of content... <ul><li>Video </li></ul><ul><li>On YouTube and embedded on your site </li></ul><ul><li>Can go viral... </li></ul>
    17. 18. & more..... <ul><li> </li></ul><ul><li>Can share it and embed this on your site too </li></ul>
    18. 19. & more..... Blogs RSS Forums Directories Search Social
    19. 20. Finally “ The single most important thing most Web sites can offer to their users is content that those users will find valuable”. “ The Elements of User Experience” - Jesse James Garrett
    20. 21. John Owens Associates tel: 01522 822 302 mob: 0780 9631597 email: [email_address] web: