Content and design strategies to improve website performance. Touching on the concept of "purposeful website design".

1. Website Analysis
Design & Content Strategies
Jordan Bones

2. Major Factors
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Architecture
Content
Optimization
Mobile
Design
Please note: for the sake of this presentation, “great job…x”
is being used sarcastically. This indicates something BAD.

3. ARCHITECTURE

4. Architecture > URL’s
• URL’s
– Good: BobLobLaw.com/practise/family-law.php
– Bad: BobLobLaw.com/node/p?_123
• For Mobile sites:
– Good: same as above.
– Bad: m.boblobloaw.com

5. Architecture > Structure
Something like this:
Home
Portfolio
Product/Services
Testimonials
Sub-product
Location
Sub-product
Location
Sub-product
Contact

6. CONTENT

7. Content > basics
Define Objectives
• Audience
• Brand
• Mission
• Goals
Messaging
• Value to customer
• Pain-points of customer
• Call to action

8. Content > design
• Use terms your visitors will understand.
• Profiling: who are your customers?
• What are the most effective things you can
say?
• Content Calendars help for timely content.
• Leverage customer feedback (testimonials)
• Leverage customer service stories.

9. Content > topics
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Write about your services.
Write about what makes you special.
Write about your customer’s pain-points.
Make it engaging! (useful)
– What people actually will care to read, share, etc.
• Call-to-Action
– drive the user to a desired action.

10. Content > service pages
• Each service/product deserves its own page.
• Not this:
“we offer the following services:
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Service 1
Service 2
We think you know exactly what this service entails
We make it appear likes its just a commodity.
Service 3 – we can’t be bothered to go into detail.”

11. Content > service pages
Genesislawgroup.com/services/
One page with all services listed…

12. Content > location pages
• 1 page per location
• Contain:
Location-specific
info
– Map
– Address
Map & Address
– Phone #
– Service hours
– Unique location info
– Pictures
Hours
Contact Info

13. OPTIMIZATION

14. Optimization > social
• Talk about what you do (socially)
– Blog, tweet, facebook
• Integrate social plugins into site for credibility.

15. Optimization > social
Social Proof

16. Optimization >keyword research
• Research keywords
– Look for opportunity; why pursue phrases that
people don’t use to search?
“Apartments for rent Victoria”: 1000 searches/m
“rental properties Victoria”: 150 searches/m
What is the better opportunity??

17. Optimization > Tags
• Title Tags: page title (headline in SERP)
– Short, Sweet, & Unique
• Meta Description:
– 150 Characters, make it unique!
• Header tags (H1, H2,H3)
– Highlights what is important on the page.

18. H1
H2
H2
Unique
Store
Content
Active
social
media

19. H1
H2
H3

20. Optimization > Tools
• YPG SEO audit tool
• Chrome plugins: “seo site tools”
• Adwords Keyword Planner

21. MOBILE

22. Mobile > content
• People have more choice & expect brands to
provide:
The Information they want,
When they want it,
How they want to consume it.

23. Mobile > content
• Content requirements are different for mobile.
• Most important content for a mobile user.
– Touch to call
– Map & address that can open in map application.
– Scaled down images.
– Easy to digest information.

24. Go Mobile!
90% of Towing
companies right
now…

25. Go Mobile!
• How does the site look
on a smart phone?
- No zooming
- Relevant content first.
- How it should be!

26. Mobile > structure
• Say “No” to M.sites
– 2 sets of code
– Two sets of content
• Bing will only index one site.
• Google says they prefer responsive design.
• Google uses regular SERPs for smartphones.

27. Responsive design
• Means one design, adjusts visuals & content
to fit the screen accessing the website.
• Don’t have to worry about specific device, just
the dimensions.
– Scaling, click vs. touch.
• Google prefers Responsive design

28. Responsive Design
Desktop
Mobile

29. “purposeful design”
DESIGN

30. Purposeful Design
• Understand your visitor’s goals.
• Help them make decision.
• Consider how visitors will arrive and interact
with your site. (mobile, desktop, etc.)
• “Economy of form”, use less to accomplish
more.
• “Persuasive Website Design”

31. Before:
Call to Action??
Benefits only
Clutter

32. After:
Less Distraction
Clear Path
Relevant info
Help Make Decision
Result: 5 times the signup rate!
100 -> 500/month

33. Design > Navigation
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Max 2 menus! (horizontal & vertical)
Reduce clutter – clear a path for visitors.
Guide them through content.
Strong call-to-action

34. Design > Conversion
• Highlight benefits.
• Showcase current or past clients.
• Use photos, industry leaders, and logos to
convince visitors.

35. Design > CTA’s
• Colours of CTA buttons should be opposite to
background.
• The CTA message is the final step to the
conversion, so make it count!
• Never hide your most important CTA’s

36. THANK YOU
Above image is an animated .gif file, and must be
opened in presentation mode for full effect.
Jordan Bones
Performance Marketing Advisor
Jordan.bones@ypg.com