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Creating & Managing
Exceptional Web sites
Katie Paffhouse
Senior Manager, Affiliates




07/10/09
Using GoToWebinar




                    2
Steps for Web Design




                       3
Strategy Development
1. What are the overall organization’s goals that my Web strategy will
   contribute to?

3. What are...
Additional Resource

Web Strategy Recording
     • Developing strategy

     • Page development

     • Defining layout

 ...
Web site Example
What’s Exceptional?

•Current, easy-to-understand information

•Search engine optimized

•Easy-to-navigate/view

•Interact...
Content




07/10/09
Common Mistakes

              •Complicated Headlines

              •Under Construction Image

              •Coming Soon...
Write for Your Reader


 •Scannable

 •Written at
 audience’s
 level

 •What your
 user-wants
Design for Your Reader


 Headlines




                                                                          Bulleted...
Design Standards

      Web site?     Website?           Web Site?




         Visit www.provenanceunknown.com/edit/style...
How to Help Your Webmaster
   Provide
       Content update schedule
       Text in preferred format
       Design stan...
Search Engine
Optimization




07/10/09
Search Engine Optimization
Search Engine Optimization

 #1: Keywords
                             •Dietetics

                             •Eat Healt...
Search Engine Optimization

 #2: URLs/Links

 Instead Of…                                      Try ….
 www.website.org/218...
Search Engine Optimization

 #3: Metatags




<meta> keyword, description, title</meta>
Search Engine Optimization

 #4: Links from outside sites
How to Help Your Webmaster

  Provide
     Keywords
     Requested link text (2-3 options)
     Meta tag details
     ...
Easy-to-Navigate




07/10/09
Breadcrumbs




              22
Search Field




    Free Resource: Google Custom Search: http://www.google.com/coop/cse/




                            ...
Menus




        24
Error Page




             25
Members-Only

   PROS                              CONS
   Adds perception of greater        Can be difficult to login/add...
Members-Only Considerations




                              27
Evaluate
On a monthly basis:

  1.   Unique visitors
  2.   Time on site
  3.   Most visited pages
  4.   Keyword phrases
...
How to Help Your Webmaster

  Provide
     What should be members-only
     Identified teaser-text (with formatting!)
  ...
Interactive




07/10/09
Poll: Interactive Tools

•   Blogs
•   Discussion Forums
•   Processing Payments/Registration
•   RSS Feeds
•   Widgets
Interactive Tools

1. Consider
  •   Your target audience
  •   Where they are/What they need
2. Plan Approach
  •   Objec...
Interactive Tools: Blogs

Tips
•     TEST!
•     Several bloggers
•     Planted responders
•     Web site embedding
•     ...
Interactive Tools: Discussion Forums

Tips                     Links
•   TEST!                • www.bloggeries.com/forum/
...
Processing Information

Tips
•     TEST!
•     Determine rebate procedure
•     Determine complimentary
      registration...
Interactive Tools: RSS Feeds

Tips
•   Determine Web site traffic
•   Identify location on Web site
•   BOD and Key Leader...
Interactive Tools: Widgets

Tips
•     TEST!
•     Place in easy-to-access location
•     Key leaders subscribe
•     Link...
How to Help Your Webmaster

  Provide
     Specific location on Web site (include url)
     Identified teaser-text
     ...
Questions?




07/10/09
Additional Resources

   •   http://www.stylishdesign.com/
   •   www.searchengineoptimizationjournal.com/
   •   Web Edit...
We are here for you!

                                                  Katie Paffhouse
          Harold J. Holler, RD, LD...
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Creating And Managing Exceptional Websites

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Presentation on improving your Web site usability and performance - discusses content, search engine optimization, navigation and interaction

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Creating And Managing Exceptional Websites

  1. 1. Creating & Managing Exceptional Web sites Katie Paffhouse Senior Manager, Affiliates 07/10/09
  2. 2. Using GoToWebinar 2
  3. 3. Steps for Web Design 3
  4. 4. Strategy Development 1. What are the overall organization’s goals that my Web strategy will contribute to? 3. What are the categories of customers using your Web site? 5. What are the top 10 questions visitors will ask when they reach your Web site? How will you answer these? 7. What will you consider a successful visit on your site? 9. What reason will a visitor have to tell others about your Web site? 11. How will I attract my target customers to our Web site? 13. What are my competitors doing? 15. How will we maintain the Web site? 17. If you currently have a Web site, what works well? What doesn’t?
  5. 5. Additional Resource Web Strategy Recording • Developing strategy • Page development • Defining layout • Selecting provider On www.eatright.org/affiliate-resources 5
  6. 6. Web site Example
  7. 7. What’s Exceptional? •Current, easy-to-understand information •Search engine optimized •Easy-to-navigate/view •Interactive 7
  8. 8. Content 07/10/09
  9. 9. Common Mistakes •Complicated Headlines •Under Construction Image •Coming Soon! •Never-ending Scroll Bar •Last Updated/Outdated News •Dead Links
  10. 10. Write for Your Reader •Scannable •Written at audience’s level •What your user-wants
  11. 11. Design for Your Reader Headlines Bulleted Lists Bolded Text Links http://www.provenanceunknown.com/edit/style.html
  12. 12. Design Standards Web site? Website? Web Site? Visit www.provenanceunknown.com/edit/style.html 12
  13. 13. How to Help Your Webmaster Provide  Content update schedule  Text in preferred format  Design standards  Clarify authority  Ask his/her opinion 13
  14. 14. Search Engine Optimization 07/10/09
  15. 15. Search Engine Optimization
  16. 16. Search Engine Optimization #1: Keywords •Dietetics •Eat Healthy •Nutrition advice •ADA newsletter •Volunteer positions
  17. 17. Search Engine Optimization #2: URLs/Links Instead Of… Try …. www.website.org/218_2381d www.website.org/newsletters www.website.org/juneconferenc32009registration www.website.org/conference opportunity www.website.org/career1 www.website.org/careers
  18. 18. Search Engine Optimization #3: Metatags <meta> keyword, description, title</meta>
  19. 19. Search Engine Optimization #4: Links from outside sites
  20. 20. How to Help Your Webmaster Provide Keywords Requested link text (2-3 options) Meta tag details When to expect updates 20
  21. 21. Easy-to-Navigate 07/10/09
  22. 22. Breadcrumbs 22
  23. 23. Search Field Free Resource: Google Custom Search: http://www.google.com/coop/cse/ 23
  24. 24. Menus 24
  25. 25. Error Page 25
  26. 26. Members-Only PROS CONS Adds perception of greater Can be difficult to login/adds member benefits additional steps If content is needed to succeed Won’t appear in search engines in job, will encourage members to join/renew Allows for member-to-member Content may be available for networking free elsewhere
  27. 27. Members-Only Considerations 27
  28. 28. Evaluate On a monthly basis: 1. Unique visitors 2. Time on site 3. Most visited pages 4. Keyword phrases 5. Download Free Resource: Google Analytics: www.google.com/analytics/ 28
  29. 29. How to Help Your Webmaster Provide What should be members-only Identified teaser-text (with formatting!) Error page content and contact details Ask For a quote on members-only support, breadcrumb creation, search box additions. 29
  30. 30. Interactive 07/10/09
  31. 31. Poll: Interactive Tools • Blogs • Discussion Forums • Processing Payments/Registration • RSS Feeds • Widgets
  32. 32. Interactive Tools 1. Consider • Your target audience • Where they are/What they need 2. Plan Approach • Objectives • Guideline development • Success metrics 3. Act 4. Evaluate • How many subscribe • How many view
  33. 33. Interactive Tools: Blogs Tips • TEST! • Several bloggers • Planted responders • Web site embedding • Targeted topics (annual mtg) Links • Example: blogs.asaecenter.org/Acronym • Compare free blogging software: http://ezinearticles.com/?Comparing-Free-Blogging-Software&id=41365
  34. 34. Interactive Tools: Discussion Forums Tips Links • TEST! • www.bloggeries.com/forum/ • Planted threads •www.healthboards.com/boards/forumdisplay.php • Identify experts • Web site embedding
  35. 35. Processing Information Tips • TEST! • Determine rebate procedure • Determine complimentary registration procedure Links •Processing payment: Paypal/Google Shopping Cart •Online reg/payment: Cvent •Online reg/payment: regonline •Registration: Surveymonkey
  36. 36. Interactive Tools: RSS Feeds Tips • Determine Web site traffic • Identify location on Web site • BOD and Key Leaders sign up • TEST! Links • http://www.whatisrss.com/ • http://www.feedzilla.com/rss.asp • Example: cnn.com (scroll down)
  37. 37. Interactive Tools: Widgets Tips • TEST! • Place in easy-to-access location • Key leaders subscribe • Link to new window Links • Examples/Create Widget: http://widgets.yahoo.com/ • Create: http://automattic.com/code/widgets/ • Words of Advice: Business Week Article
  38. 38. How to Help Your Webmaster Provide Specific location on Web site (include url) Identified teaser-text Several testers 38
  39. 39. Questions? 07/10/09
  40. 40. Additional Resources • http://www.stylishdesign.com/ • www.searchengineoptimizationjournal.com/ • Web Editing/Web Style Guide: http://www.provenanceunknown.com/edit/style.html • Web Developer’s Blog: http://blog.case.edu/webdev/2007/04/02/links.html • What is good hypertext writing? by Jutta Degener: http://kbs.cs.tu-berlin.de/~jutta/ht/writing.html • Building an RSS Feed: http://www.xul.fr/en-xml-rss.html And one of the best ways to learn what not to do - http://www.webpagesthatsuck.com/
  41. 41. We are here for you! Katie Paffhouse Harold J. Holler, RD, LDN Senior Manager, Affiliates Vice President, Governance and Chicago, IL Practice TEL: 312-899-4870 Chicago, IL e-mail: kpaffhouse@eatright.org e-mail: hholler@eatright.org Diane Juskelis, MS, RD, CSP, LDN Director - Practice, Member Interest Anne Czeropski and Affiliate Relations Manager, MIGs/Affiliates Chicago, IL Chicago, IL TEL: 312-899-4811 TEL: 312-899-4852 e-mail: djuskelis@eatright.org e-mail: aczeropski@eatright.org Dana Whitley Juliana Smith Member Advocacy Coordinator Director, State Government Relations Washington, D.C. Washington, D.C. TEL: 202-775-8277 TEL: 202-775-6001 e-mail: dwhitley@eatright.org email: jsmith@eatright.org

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