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The Web is Flat

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Information about The Web is Flat

Published on July 24, 2008

Author: ehodgso

Source: slideshare.net

Description

How to match the structure of your site with how users navigate.
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The Web is Flat How to Match the Structure of Your Site with How Users Navigate Eric Hodgson July 23, 2007

Find This Presentation http://www.estradacms.com/hodgson

http://www.estradacms.com/hodgson

Critical Web Principles Web sites are built for visitors — plain and simple

Web sites are built for visitors — plain and simple

A Web site must serve a purpose. Critical Web Principles

A Web site must serve a purpose.

Key Takeaway from Today: Audience understanding beats Web knowledge when it comes to content

Two-Way Communication

“ The Web is a selfish place. People don't have time. They scan pages looking for something specific. Most people have absolutely no interest in links such as "What We Do" and "Who We Are". They only care about what you can do for them.” Gerry McGovern

Key Web Audiences An institutional Web site is built to serve: Prospective students Prospective parents Alumni Friends & donors Current students Faculty & staff Media & community What do they do online?

An institutional Web site is built to serve:

Prospective students

Prospective parents

Alumni

Friends & donors

Current students

Faculty & staff

Media & community

Their Needs, Your Actions Their goal is to find information Your goal is to move the relationship forward

Their goal is to find information

Your goal is to move the relationship forward

 

Messaging – top level influence Releases – relevance from many sources Actions – most common purpose Personality – key selling points Content Categories

Messaging – top level influence

Releases – relevance from many sources

Actions – most common purpose

Personality – key selling points

Determine Focus Every page has a unique purpose Every page should drive visitors to the next step Every page should move the relationship forward

Every page has a unique purpose

Every page should drive visitors to the next step

Every page should move the relationship forward

 

Third Impression Go beyond first visit…why do they come back? What stage of the relationship are they in when they come to your page? Not all things to all people

Go beyond first visit…why do they come back?

What stage of the relationship are they in when they come to your page?

Not all things to all people

 

New Role of ‘Author’

Common Model of Site Development Central design/development Central content migration Site launch Author contribution

Central design/development

Central content migration

Site launch

Author contribution

New Model of Site Development Site goals and role identification Central design/development Author content migration Site launch Site maintenance

Site goals and role identification

Central design/development

Author content migration

Site launch

Site maintenance

“ Your job is not to put content up on your Web site. Your job is to help your customers complete common tasks quickly and easily. That’s how you measure success.” Gerry McGovern

Five Key Author Characteristics Web literate Computer comfort Audience understanding Writing skills Go-getter

Web literate

Computer comfort

Audience understanding

Writing skills

Go-getter

Author Role in Site Development Content Analysis Needs/Actions Review Information Architecture Content Editing/Migration Site Maintenance

Content Analysis

Needs/Actions Review

Information Architecture

Content Editing/Migration

Site Maintenance

Content Analysis Unedited Edited New content Deleted Categorization Reuse Actions

Unedited

Edited

New content

Deleted

Categorization

Reuse

Actions

 

Content Reuse Encourage cross referencing of related content Establish taxonomy and tagging Participate in social networks

Encourage cross referencing of related content

Establish taxonomy and tagging

Participate in social networks

 

10 Minute Usability Test 10-20 participants of each audience Two or three times per year Basic Site Usage List of Tasks Watch them complete 3-5 tasks Ask them how it went

10-20 participants of each audience

Two or three times per year

Basic Site Usage

List of Tasks

Watch them complete 3-5 tasks

Ask them how it went

Find This Presentation http://www.estradacms.com/hodgson

http://www.estradacms.com/hodgson

Thank You! Eric Hodgson Web Consultant Estrada 319.396.5013 [email_address]

Eric Hodgson

Web Consultant

Estrada

319.396.5013

[email_address]

Let’s take some questions ?

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