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The Little Things Make a Difference

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So you can build a technically wonderful website, but does it appeal to your audience? Does it have finesse? Who is it designed for: the owner, the designer/developer, or the customer/user? Are forms user-friendly? This talk will show you the things that make a website more complete, user-friendly, and user-appealing. Topics will include favicons, custom 404 pages, form buttons, footers, colors, SSL certificates, and more.

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The Little Things Make a Difference

  1. 1. Michelle Ames, MBA Marketing Diva Marketed by Michelle, LLC https://www.WPFanatic.com/montreal It’s the Little Things that Make a Difference
  2. 2. Who Am I? •Overextended, Overcommitted Entrepreneur in Rochester, NY •Avid Scrabble™ Player •Photographer •Mom •Serial Volunteer •WordPress Fanatic •Web Designer •Marketing Diva •11th Hour Expert
  3. 3. Consider the effect of just one thing: • One match. • One grain of sand in your shoe. • One mosquito bite. • One word of kindness. • One vote. • One minute. • One seed. • One small thing can make a difference on your web site. The power of “one small thing.”
  4. 4. If you don’t believe little things matter, try sleeping with a mosquito in your room.
  5. 5. Purpose: 4 Questions What is the purpose of your site? What action do you want a visitor to take? What is the feeling you want to evoke for a visitor? What are your primary content areas?
  6. 6. Sense of Security: SSL Certificates SSL Certificates are small data files that digitally bind a cryptographic key to an organization's details. When installed on a web server, it activates the padlock and the https protocol and allows secure connections from a web server to a browser. Check with host, or use an outside SSL provider: • letsencrypt.org • verisign.com • globalsign.com • digicert.com • etc.
  7. 7. Branding: Favicon A favicon is a 16x16 pixel piece of real estate that is the smallest piece of branding you will own…and that is overlooked by over 40% of websites.
  8. 8. Branding: Logo Do you have a logo? Does your logo represent you? If you are using multiple iterations, do they match (color, font, image)? Are you using it appropriately? Does it link to your home page?
  9. 9. Branding: Colors Do your colors make sense? Do they blend with your logo? Do they evoke the feeling you’re going for? Or do they make your visitors run screaming “my eyes!!!”
  10. 10. Branding: Colors
  11. 11. Footer Elements Should you display open hours? Contact information? Social Media Links? Review sites? (i.e. Yelp, Angie’s List)
  12. 12. Footer Elements Should you display affiliations & memberships? Awards? Contact options? (Phone/text/email) Copyright? Builder? WordPress? Theme company?
  13. 13. Up-to-Date Information https://marketedbymichelle.com/are-you-dressing-your-website-for-success/
  14. 14. Up-to-Date Information
  15. 15. Appropriate Info/Home Page Don’t make your logo larger than life. Don’t thank your mother. Don’t focus on anything other than what you want your visitors to do.
  16. 16. Appropriate Info/Home Page Do use images that drive your call to action. Do make the call(s) to action clear.
  17. 17. Button Labels Don’t use boring labels like “submit.” Do use descriptive action words like “register” or “join us” or “sign me up!”
  18. 18. Privacy Policy/Terms & Conditions No one will read them. Have them anyway.
  19. 19. Affiliate Link Disclosure Make it clear that you will receive some kind of compensation for the sale. Make sure they know that will not increase their price.
  20. 20. Image Size Not loading? Check your file size. Check your image location/URL. Pixelated? Check your file size. Distorted? Check your file dimensions.
  21. 21. Page Load Speed Test site speed at: https://tools.pingdom.com
  22. 22. Accessibility Consider: • colors • alt-tags • contextual links (rather than “click here” or “more” • tab order http://webaim.org/ for more
  23. 23. Menus
  24. 24. Menus Mega menu with icons on the secondary navigation.
  25. 25. Menus Consider: • order • call to action first • drop downs • mega menus • location • megamenu • primary • footer • sidebar • random • number of menus
  26. 26. Use of White Space Amazon has A LOT of content, but it’s organized in a way for you to navigate it visually and with ease. It doesn’t overwhelm.
  27. 27. Use of White Space Random white space (combined with the menu from hell) doesn’t allow the eye to move freely, or allow appropriate room to ”rest.” Call to action is not intuitive.
  28. 28. Use of White Space Is there too much? Do visitors have to scroll too far for content? Is it white?
  29. 29. Email Addresses Using anything other than an email @yoursite.com is simply unacceptable. Using info@yoursite.com is boring. Consider branding yourself with a memorable email address. • celebrate@rachaelbcupcakes.com • diva@marketedbymichelle.com • success@angellaluyk.com
  30. 30. Domain Names Be cautious with: • Hyphens • Multiple words • Length • Double meanings • Perception • Spelling kidsexchange.net – Kids Exchange choosespain.com – Choose Spain partnerstalking.com.au – Partners Talking whorepresents.com – Who Represents gotahoe.com – Go Tahoe therapistfinder.com – Therapist Finder speedofart.com – Speed of Art mofo.com – Morrison & Foerster, LLC teacherstalk.com – Teachers Talk auctionshit.com – Auctions Hit childrenswear.co.uk – Childrens Wear ihavegas.com – IHA Vegas Holiday Rentals Consider these tragedies:
  31. 31. Opportunity: Custom 404 Page A custom 404 page is an opportunity to connect with a visitor who has found themselves in the wrong place. Why not turn an unfortunate click into a connections?
  32. 32. Opportunity: Custom 404 Page
  33. 33. Opportunity: Custom 404 Page
  34. 34. Questions/Discussion • Michelle Ames, Marketing Diva • Twitter: @michelleames • SlideShare: slideshare.net/michelleames https://www.WPFanatic.com/montreal At five feet tall, not only do I believe that little things can make a big difference…I live it!

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