Effective Website Design

Effective Web Design


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Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

How we help you

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What makes
a
great website?
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A great website
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Loads quickly
Looks visually appealing
Communicates clearly
Is easy to navigate
Is easy to understand
Is well written;
 Spelling
 Grammar
 Readability
 Relevant

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How do I get
a great
website?
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Planning

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Design brief
1/

What can I afford to spend

2/

What is my business
• How large / how many employed
• History
• Values
• Goals
• Who are my Competitors
• Who are my customers
• What is my USP
• Describe my business in 10 words
• Focus on the BENEFITS

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Design brief
3/

What kind of site do I need?
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Why do I need a new site?
What don’t I like about the existing site?
What don’t I want?
What sites do I like – and why
What sites do I dislike – and why
What do I want my visitors to do?
Phone me?
Email me?
Buy from me?
Be educated by me?

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Design brief
4/

Who has responsibility for
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Overall control
Liaising with the developer
Writing the content
Sourcing images and photographs
Updating the site

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Design brief
5/

Content and function
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What pages do you want
Integration with Social Networks
Site search
Online forms
Email marketing
Is mobile access important

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Who builds the site?
In House
Is this REALLY the best way?
Outsourced

Developers
are more focused
have greater understanding
develop sites that look good
develop sites that work
develop sites that are easy for you to update
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Designing for readability

• First impressions take less than a second

When viewing a website, it takes users less than two-tenths of
a second to form a first impression, according to a survey
conducted by Missouri University of Science and Technology.
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Your words need to be aimed directly at your site visitor
- they need to be punchy and compelling

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WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do

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• Use visibly bigger introductory paragraphs for improved
attention

• Make introductory paragraphs in boldface or larger font size.
• Keep paragraphs short and focus on one thought/topic/issue
• Use web friendly fonts in a sensible size

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Sans Serif

Arial
Century Gothic
Trebuchet MS
Verdana
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• What happens if you don’t

The quick brown fox jumps over the lazy dog
Parchment 48

The quick brown fox jumps
over the lazy dog
Times New Roman 48
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• Use visibly bigger introductory paragraphs for improved
attention

• Make introductory paragraphs in boldface or larger font size.
• Keep paragraphs short and focus on one thought/topic/issue
When test subjects encountered a story with a boldface
introductory paragraph, 95 percent of them viewed all or part of it.
Source – www.useit.com
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• Put the important stuff Above The Fold

People do scroll, but put most important content above the fold.
Web users know how to scroll, but not nearly as much as they
look above the fold.
Scrolling is better than using multiple pages - it provides better
usability. Just make sure you guide people to scroll down.
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• Left of the page gets most attention – up to 70%

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How do we ‘read’ the web?
Top left corner gets the attention first

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How do we ‘read’ the web?
Scanning the ‘F’

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• Images that feature people looking forwards CHALLENGE us

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• Images that feature people looking at the product LEAD us

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Image Resources

www.sxc.hu
www.kozi.com
www.everystockphoto.com/
www.flickr.com/
www.public-domain-photos.com/
www.freedigitalphotos.net/
www. freestockphotos.com/

ALWAYS CHECK THE LICENSE
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Average UK reading age is 12 years
Don’t make assumptions about your visitors, you don’t know

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Who holds the purse strings?
Who makes the decisions?
Who make the recommendations?
Who is an influencer?

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Flesch Kincaid Reading Ease
Scores a page 0-100 with higher scores indicating pages that are easier to
read.

Gunning Fog
Estimates the years of formal education required to read a given text. For a
wide understanding the Fog score needs to be less than 12 whilst for a near
universal understanding the score needs to be less than 8.

Coleman Liau Index
The CLI index looks at the number of characters in words rather than
measuring syllables which makes it an ideal tool for automated checking.
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http://www.read-able.com/

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Into practice

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Don’t do this

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Don’t do this

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Don’t do this

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Don’t do this

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Don’t do this

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Do this

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Do this

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Do this

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Do this

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Do this

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Improving Conversion

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A – Grab their ATTENTION
I – Generate an INTEREST
D – Build the DESIRE
A – Promote the ACTION
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Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information

- Them not me
- Benefits not features (W.i.i.F.M)

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•
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0-60 in 8.5 seconds
Cruise Control
Sat Nav
4 Doors
3 litre engine
215/55/R16 tyres
5 seats
Hatchback

Benefits

which means that

Features

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Great away from the lights
Easy M/W Driving
Save time and fuel
Easy passenger access
Great performance
Good grip and handling
Family size
Easy to load shopping

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• Have a goal
• Load Quickly

- Them not me
• Sell Your business to your customers [ USP ]
• Clearly defined actions

- Call Now
- Click to Buy
- Click for more info
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USP - Unique Selling Proposition
The thing you do differently/better than your competition

• Put yourself in your customer’s shoes
• Know what motivates your customers buying decisions
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save time
save money
make time
make money

Uncover the real reason your customers buy from you

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• Have a goal
• Load Quickly

- Them not me
• Sell Your business to your customers [ USP ]
• Clearly defined actions

- Call Now
- Click to Buy
- Click for more info
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Improving Conversion – Testing options
• Landing Pages
• Compelling Copy
• Where visitors click

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Ernest Hemingway’s Top 5 Tips for Writing Well
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Rule No. 1
Always use short sentences

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Rule No. 2
Use short 1st paragraphs

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Rule No. 3
Use vigorous English

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“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel

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Rule No. 4
Be positive, not negative

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Rule No. 5
Only use the gold

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“I write one page of masterpiece
to ninety-one pages of shit,”
Hemingway confided to F. Scott
Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”

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Improving Conversion – Testing options
• Landing Pages
• Compelling Copy
• Where visitors click

• What people do when on your site
• Talk to people who are on your site

• Run surveys
• Usability Tests

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Be Brave, Be Bold
EXPERIMENT
• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF

• BNPL
• Pay for 10 get 12
• First one free / Second one free

• Increase Prices
• Standard Version / Premium Version
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Be Brave, Be Bold
EXPERIMENT
• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics

• Try Highlighting
• Try hand drawn annotation
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Online

ME: Hi, where can I find your digicams please
Gadgets R Us: See the product button near the top?
ME: Yes
Gadgets R Us: Just click on that button and you’ll see
an image of a digicam. Just click on that and you’re
good to go

That’s great, thank you

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Survey Existing Customers

– offer incentive to complete

Survey Site Visitors

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Improving Conversion – Usability

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Improving Conversion – Re-Assure

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Test
Research

Feedback

Test

Measure

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Test

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Test

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Measure
• How many visitors does your site attract?
• What do they do whilst they are there
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How many pages do they look at?
How long do they spend on the site?
How does this compare against the targets set for the site?
How many conversions occur?
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Sales
Email contact
Subscription
Calls

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Measure

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Measure

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Google Analytics

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Traffic Sources

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Keyword Effectiveness

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Webmaster – www.google.com/webmaster

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Mobile

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Mobile

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Mobile
• 44% use their mobiles weekly to access web content

• 83% of under 45s regularly access web using phones
• 22% no longer have a landline
• By 2014 more than ½ of web access will be mobile

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Mobile - options

• Do nothing
• Develop a mobile only version
• Use Responsive Design

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Mobile – Do Nothing

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Mobile – Mobile Only Version

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Responsive Design

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After the launch

• Keep adding fresh content
• Measure and Monitor
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Change and Test

• ‘Rinse and repeat’
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• Search
Effective Web Design Engine Optimisation
• Pay per Click
• Video Marketing
• Social Media
• Linkedin
• Facebook
• Twitter
• Email Marketing
• Blog
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing
• Traditional Marketing
• Networking
• ……….and on

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Introductions

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Reality Check

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What makes a great website

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Planning, Preparation and Development

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Measuring, Monitoring and Management

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After the launch

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Need help with –
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Your website
Search Engine Optimisation
Pay per Click
Social Media
Blogging
Video Marketing
Email marketing
……… in fact anything to do
with your on-line marketing

Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk

Follow me
Twitter
Linkedin

@andypoulton
AndyPoulton

Phone me
01793 843 113
07966 547 146

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Effective Website Design

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