Covers: • What goes into a website • Information from client research • Why that is important • How to keep a site fresh • Using analytics to adjust your program

1. June 7, 2011
Web Design Lifecycle
g y
Mike Walker
WalkerTek Interactive Marketing
CHAPTER LOGO AREA

2. Overview
• What goes into a website
• Information from client research
• Why that is important
• How to keep a site fresh
• Using analytics to adjust your program
2

3. What goes into a website?
• Research
• Design
• Content
• Technical
• Marketing
• Measurement
3

4. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
4

5. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis
Usability
Security
Marketing
Competitive
5

6. What goes into a website?
6

7. What goes into a website?
Resources Site
Monthly PPC Budgets www.spyfu.com
Relative Rankings www.alexa.com
Find Indexed Pages (site:www.walkertek.com) www.google.com
Backlinks (link:www.walkertek.com) www.google.com
Blog Posts blogsearch.google.com
7

8. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand
Usability Audience
Security Message
Marketing Layout
Competitive Architecture
8

9. What goes into a website?
9

10. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text
Usability Audience Images
Security Message Videos
Marketing Layout Graphics
Competitive Architecture Flash
10

11. What goes into a website?
11

12. What goes into a website?
12

13. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs
Usability Audience Images Operating
Systems
Security Message Videos Programming
Languages
Marketing Layout Graphics CMS
Competitive Architecture Flash 3rd Party Int.
13

14. What goes into a website?
14

15. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs
Usability Audience Images Operating
Systems
Security Message Videos Programming
Languages
Marketing Layout Graphics CMS
Competitive Architecture Flash 3rd Party Int.
15

16. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO
Usability Audience Images Operating PPC
Systems
Security Message Videos Programming Social Media
Languages
Marketing Layout Graphics CMS Content
Competitive Architecture Flash 3rd Party Int. Email
16

17. What goes into a website?
Outbound Marketing Inbound Marketing
17

18. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating PPC Leads
Systems
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
18

19. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating PPC Leads
Systems
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
19

20. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating PPC Leads
Systems
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
20

21. What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating PPC Leads
Systems
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
21

22. What goes into a website?
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating PPC Leads
Systems
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
22

23. Research
• What features/functionality are important?
• Internal
– Navigation Structure
– Product/Service info
– Content
– Technical Info
• Customers
– Content
– Recent News
– Navigation Structure
– Site Search
23

24. Research
• What features/functionality are important?
• Internal
– Navigation Structure
– Product/Service info
– Content
– Technical Info
• Customers
– Content
– Recent News
– Navigation Structure
– Site Search
24

25. What goes into a website?
25

26. Zero Moment of Truth
26

27. First Moment of Truth
First Moment Second Moment
Stimulus
of Truth of Truth
27

28. Zero Moment of Truth
28

29. Zero Moment of Truth
KenRockwell.com
Zero Moments First Moment
Stimulus
of Truth of Truth
29

30. What goes into a website?
30

31. Zero Moment of Truth
Those Zero Moments
are your CONTENT
CONTENT.
31

32. Those Zero Moments
are other peoples’
peoples
content.
32

33. How do you keep that content fresh?
• RSS Feed
• Blog
• Press Releases
• Newsletters
• Events
33

34. Types of Blog Posts
• Instructional • Rants
• Informational • Inspirational
• Reviews • Research
• Lists • Collation
• Interviews • Prediction/Review
• Case Studies • Critique
• Profiles • Debate
• Link Posts • Hypothetical
• Problem Posts • Polls
34

35. Plan your content...
• Come up with an editorial calendar
• A blog calendar
• A social media calendar
• Be ready to capitalize on news and trends
35

36. Measurement
36

37. Those Zero Moments
are other peoples’
peoples
content.
37

38. Social Media
38

39. Measurement
39

40. Social Media
40

41. Summary
• Get involved in as many aspects of a web project as
possible
• Make sure you are considering the “Zero Moment”
when you are d
h developing content
l i t t
• Take advantage of opportunities using your existing
infrastructure
i f t t
• Use analytics to see where people are coming from
and what they are looking at on your website
website.
41

42. Links
• www.zeromomentoftruth.com
• www.google.com/analytics
• www usertesting com
www.usertesting.com
42

43. Contact Info
• twitter.com/walkertek - @walkertek
@
• facebook.com/njwebdesign
• linkedin com/in/m alker973
linkedin.com/in/mwalker973
• mwalker@walkertek.com
• 1-866-932-0004
43