Lecture - Website Strategy + Planning

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A brief overview of the contributing factors of an effective marketing / branding website. To start, let's think about the website as a "theme park" ...

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Lecture - Website Strategy + Planning

  1. 1. TONIGHT’S FIRST QUESTION WHAT DO YOU THINK MAKES A GOOD WEBSITE? ... PREPARE TO DISCUSS
  2. 2. TONIGHT’S LESSON LET’S LOOK AT A WEBSITE. LIKE A THEME PARK.
  3. 3. WEBSITE = THEME PARK + CREATE AMAZING ATTRACTIONS + GIVE VISITORS A WARM WELCOME + MAKE IT EASY TO SEE IT ALL + MAKE SURE THEY TAKE SOUVENIRS + INVITE THEM BACK FOR MORE
  4. 4. WHO WILL OUR VISITORS BE?
  5. 5. TARGET = VISITORS + HOW DO WE DETERMINE TARGET? + WHAT IS THEIR AGE RANGE? + WHAT IS THEIR PSYCHOGRAPHIC? + ARE THEY ONLINE? + WHAT WEBSITES DO THEY USE NOW? + WHAT “THEME” WILL ATTRACT THEM?
  6. 6. WHAT ATTRACTIONS WILL WE FEATURE?
  7. 7. CONTENT = ATTRACTIONS MAKE A LIST OF POSSIBLE CONTENT + WHAT DO THEY NEED TO KNOW? + WHAT DO THEY WANT TO SEE? + WHAT DO THEY WANT TO EXPERIENCE?
  8. 8. HOW WILL THEY GET AROUND THE PARK?
  9. 9. SITE ARCHITECTURE = MAP + ORGANIZE INTO CATEGORIES + DETERMINE EXACT PAGES + REMEMBER 1 PG CAN HOLD MORE THAN 1 THING. + BUILD A ROUGH WIREFRAME + BUILD A SITE MAP
  10. 10. SITE WIREFRAME
  11. 11. SITE MAP
  12. 12. HOW DO WE WELCOME THEM?
  13. 13. DESIGN = EXPERIENCE + EASY TO SEE WHAT THE THEME IS + NOT OVERWHELMING + CALL TO ACTION FOR MAIN AREAS + EVERY PAGE IS HOME PAGE
  14. 14. WHAT WILL THEIR EXPERIENCE FEEL LIKE?
  15. 15. DESIGN = EXPERIENCE + GET PROFESSIONAL DESIGN + DESIGNER + DEVELOPER NEED TO BE ON SAME PAGE + TELL DEV ABOUT ALL FEATURES + DOES IT NEED TO HAVE A CMS? + CHOOSE A DEVELOPER + CHECK EVERYTHING RELENTLESSLY
  16. 16. INTRODUCING CINDY HONICKMAN
  17. 17. DESIGN CONSIDERATIONS + SCREEN RESOLUTION + TYPE OF CONTENT + HOW MANY PAGES? + COLOR + NAVIGATION + IMAGERY + CLIENT PARTICIPATION
  18. 18. MARKETING CONSIDERATIONS + What do you want them to do on the site? + Make it obvious to them + Use a layout that’s easy to understand + Use calls to action + Use imagery that directs their attention + Forms are important for tracking + Don't bury important pages
  19. 19. WHAT SOUVENIRS CAN WE GIVE THEM?
  20. 20. SUBSCRIPTION = SOUVENIR + FRESH CONTENT IS KING + BLOG / NEWS + FORMS + EMAIL LIST + SOCIAL MEDIA PROFILES + RSS SUBSCRIPTION
  21. 21. HOW CAN WE MEASURE ATTENDANCE?
  22. 22. ANALYTICS = ATTENDANCE THINGS WE CAN TRACK + Most popular pages + Number of hits per page + Amount of time spent on the page + How they found your site + Referrals from Twitter, Facebook, etc.
  23. 23. ANALYTICS = ATTENDANCE THINGS WE CAN DO + See which visitors “converted” + Modify the site based on findings + Ex. Add calls to action on popular pages + Ex. Try to reduce “bounces”
  24. 24. HOW CAN WE GET THEM TO COME BACK?
  25. 25. MARKETING = RETURN VISITS + SEARCH ENGINE OPTIMIZATION + SOCIAL MEDIA + PAID SEARCH + VIRAL / WORD OF MOUTH + E-MAIL MARKETING
  26. 26. EXAMPLES: THE BAD
  27. 27. EXAMPLES: THE GOOD
  28. 28. THE ASSIGNMENT (IN CLASS)
  29. 29. DISCUSSION PICK A NUMBER BETWEEN 1 AND 5
  30. 30. Joe’s Fitness Center needs a website. He offers personal training, group exercise classes, and of course equipment.   • What information would potential gym members want to learn from the site? • What should his call to action be? • What can he do to make his site stand out?
  31. 31. DISCUSSION LAST WEEK’S BLOG
  32. 32. HOMEWORK ASSIGNMENT CHOOSE A WEBSITE DRAW OUT THE SITE MAP (USE ILLUSTRATOR OR PHOTOSHOP) BLOG ABOUT YOUR THOUGHTS ON THIS ARCHITECTURE (INCLUDE IMAGE)

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