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
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
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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
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
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
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
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17. What goes into a website?
Outbound Marketing Inbound Marketing
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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
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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
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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
33. How do you keep that content fresh?
• RSS Feed
• Blog
• Press Releases
• Newsletters
• Events
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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
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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
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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.
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