Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)
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David Terrar gave a presentation on website design and securing business. He discussed understanding marketing in 2014, setting goals for the website, understanding the audience, and creating useful and engaging content. Terrar also covered search engine optimization, blogging, social media, content management systems, and putting the customer first with a well-designed website that works on all devices.
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Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?)
- 1. Website design to secure business or Yes – I’ve got a website! (but is it any good and does it actually work?) A lightning fast ride with David Terrar (40 slides in 20 minutes!) – D2C & Agile Elephant Wandsworth Enterprise Workshops and ICAEW 17 September 2014
- 2. Agenda • First we have to set the scene • Do you understand Marketing in 2014? • This website - what’s it for? • What does your audience actually do? • What is good web design? • What about SEO – do I trust these gurus? • Blogs & social media – any use? • Do you have a decent CMS?
- 3. Hugh MacLeod – gapingvoid.com
- 5. 2004 2005 2006 2007 2010 2010 2011
- 6. 2007 2010
- 12. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? & Tribes – Seth Godin
- 13. The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation. Still valid 15 years on! http://cluetrain.com/
- 14. Old Marketing New Marketing Limited number of media outlets Countless media outlets Limited physical retail outlets Countless online retail outlets Emphasis on horizontal success (hits) Emphasis on vertical success (niches) Marketing-to-consumer communication Consumer-to-consumer communication Barrier between consumers and makers Permeability between consumers and makers Spam Permission Product line limited by factory Product line limited by imagination Long product cycles Fads Market share Fashion Features Stories Advertising a major expense Innovation a major expense Large overhead = stability Small overhead = low risk Customer support Community support Focus groups Launch and learn
- 15. Social Media is Counter-intuitive Communications Media Social Media Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation
- 16. think Business first • What are your business goals? • How can a website help you reach those business goals? • Who is your audience? • What are they looking for? • Who's going to write the content? • How will the site be kept up to date? • How do you drive more traffic to the site? • How do you get people to take action once they've visited your site?
- 17. "If web pages are going to be effective they have to work most of their magic at a glance" - Steve Krug
- 18. How long to judge your website? 50 Milliseconds! http://www.nature.com/news/2006/060109/full/news060109-13.html
- 20. F-Shaped Pattern For Reading Web Content http://www.useit.com/alertbox/reading_pattern.html
- 21. They don’t read it the way you want! • Users won't read your text thoroughly • The first two paragraphs must state the most important information • Start subheads, paragraphs, and bullet points with information-carrying words • Make headings/language obvious!
- 22. They don’t make optimal choices • They don’t consider all the available options • They blunder on with the first reasonable option
- 23. They don’t bother to figure out how things work • They don’t read instructions • They muddle through
- 27. Design ingredients • Simple layout • Centered orientation • Design the content, not the page • 3D effects, used sparingly • Soft, neutral background colours • Strong colour, used sparingly • Cute icons, used sparingly • Plenty of whitespace • Nice big text
- 28. Design tips • Recognise every page is a home page • Faster is always better • Simple navigation, never let them get lost • Use rich media, but host it on YouTube, Vimeo • Use social media sharing • Make search easy • Use SEO techniques with care
- 29. Mistakes you can make • Believing people care about you and your site • Overcomplicating or obscuring your point • Making it too different – style over substance • Too many moving parts, distractions or irritations • Flash or graphics which should be text (SEO) • Thinking your website is your marketing strategy • Not enough brilliant content
- 30. Search Engine Optimization “Make your site useful and tell people about it”
- 31. SEO tips • Content is King (and start a blog) • Keywords, keywords, keywords • Create great page titles • Use meta descriptions • Use meta keywords • Use H1 titles in your pages • Create SEO (and user) friendly URLs • Bullets, link anchor text and image titles
- 32. SEO tips • Link to others (and get them to link to you) • Get your content syndicated by others • Don't forget to link back to yourself • Use Social Media as part of your publishing and distribution • Create a site map • Avoid Flash • Analyse how you are doing • Use a Content Management System
- 33. The business of blogging Blogs work when they are based on: 1. Candor 2. Urgency 3. Timeliness 4. Pithiness and 5. Controversy
- 36. Social Media Channels Where does your target audience hang out? Go there and join the conversation!
- 37. Why use a CMS? • You are no longer dependent on the web designers making changes for you. • Changes can be made any time they are needed, day or night. This is increasingly important as your business comes to rely on the website as a communications channel. • All the technical details are simply handled by the CMS, allowing anyone to manage and update the site. • Multiple staff can keep the site up to date, instead of being restricted to just one person. The CMS will track who is doing what, avoiding potential confusion. • You can even ensure that each staff person can only update the sections of the site they are responsible for. • The CMS ensures that all the pages are consistent in design, and will build all the menus and other • navigation for you. • The many other powerful features of the CMS allows the site to grow in sync with your business. http://www.steptwo.com.au/papers/cmb_needcms/index.html
- 38. CMS options …but there are 100s!
- 39. Summary • Start with why? • Put your customer first • Don’t make me think! • Does it work on a smartphone? • Content, content, content • Start a blog • Use social media • Find an agency who’ll teach you to fish!
- 40. References http://gapingvoid.com/2009/09/13/the-nobody-cares-print-for-sale-individually/ http://www.gapingvoidart.com/gallery/all-roads-lead-to-mobile/ http://ben-evans.com/benedictevans/2013/11/5/mobile-is-eating-the-world-autumn-2013-edition http://www.sethgodin.com/sg/ http://www.amazon.co.uk/Meatball-Sundae-marketing-transforming-business/dp/0749929480/ref=sr_1_1?ie=http://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753/ref=sr_1_1?s=books&ie=UTF8&qid=1346395254&http://www.sensible.com/dmmt.html http://www.amazon.co.uk/Dont-Make-Me-Think-Usability/dp/0321344758 http://www.diliaranasirova.com/assets/PSYC579/pdfs/05.2-Marcus.pdf http://sethgodin.typepad.com/seths_blog/files/whos_there.pdf http://www.wishfulthinking.co.uk/2011/11/18/business-blogging http://www.steptwo.com.au/papers/cmb_needcms/index.html These links for reference only Not for reading
- 41. Contact details David Terrar D2C & Agile Elephant p: +44 (0)1727 866309 m: +44 (0)7715 159423 e: dt@d2c.org.uk or david@theagileelephant.com w: www.d2c.org.uk and theagileelephant.com skype: david_terrar twitter: http://twittter.com/DT @DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com
Hinweis der Redaktion
- If you are trying to get your head around how old style broadcast marketing is changing to the new style of permission based marketing you need to read Meatball Sundae. If you want to understand how the web is helping people get together around a product they are passionate about, or a cause they believe in, then you need to read Tribes. These two Seth Godin books are my recommendation as the quickest way to get to grips with how dramatically the world of marketing has changed over the last 5 years.