Published on March 11, 2014
HOWTO BUILD A WEBSITE A.K.A.WEBSITE STRATEGY eric ritter. @ericritter
WHAT DOYOUTHINK MAKES A GOOD WEBSITE?
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.
WHO WILLYOUR VISITORS BE?
TARGET =VISITORS. ‣ how do we determine the target? ‣ what is their age range? ‣ what is their psychographic? ‣ what’s their online proﬁciency? ‣ what websites do they frequent now? ‣ what “theme” will attract them?
WHAT ATTRACTIONS WILL WE FEATURE?
CONTENT = ATTRACTIONS. scope out possible content ‣ what do they need to know? ‣ what do they want to see? ‣ what do they want to experience?
HOW WILLTHEY GET AROUNDTHE PARK?
SITE ARCHITECTURE = MAP. ‣ organize into categories. ‣ determine exact pages. ‣ remember that one page can hold more than one thing. ‣ build a rough wireframe. ‣ build a sitemap.
HOW DO WE WELCOME THEM?
DESIGN = EXPERIENCE. ‣ easy to see what the theme is. ‣ not overwhelming. ‣ call to actions for main areas. ‣ every page can be a homepage / landing page.
WHAT WILLTHE EXPERIENCE FEEL LIKE?
DESIGN = EXPERIENCE. ‣ get a professional designer. ‣ designer & developer need to be on the same page. ‣ scope out all features up front. ‣ does it need to have a cms? ‣ chose a developer. ‣ check and qa everything relentlessly.
DESIGN CONSIDERATIONS. ‣ screen resolution. ‣ type of content. ‣ how many pages? ‣ color palette. ‣ navigation. ‣ imagery. ‣ client participation. ‣ “mood board”.
MARKETING CONSIDERATIONS. ‣ what do you want visitors to do on the site? ‣ make it obvious to them. ‣ layout that’s easy to understand. ‣ calls to actions. ‣ use images to direct attention and eyes. ‣ forms are important for tracking. ‣ don’t bury (hide) important pages.
WHAT SOUVENIRS CAN WE GIVETHEM?
SUBSCRIPTION / PURCHASE = SOUVENIR. ‣ fresh content is king. ‣ blog / news. ‣ forms. ‣ email list. ‣ social media proﬁles. ‣ rss. ‣ ecommerce that people trust.
HOW CAN WE MEASURE ATTENDANCE?
ANALYTICS = ATTENDANCE. things we can track. ‣ popular pages. ‣ hits per page. ‣ time spent per page. ‣ how they found the site. ‣ referrals from other sites and social media.
ANALYTICS = ATTENDANCE. things we can track. ‣ see which visitors “converted”. ‣ modify the site based on ﬁndings. ‣ e.g. add calls to action on popular pages. ‣ e.g. try to reduce “bounces”.
HOW CAN WE GET THEMTO COME BACK?
MARKETING = RETURNVISITS. ‣ search engine optimization (seo). ‣ social media. ‣ paid search (ppc). ‣ viral / word of mouth. ‣ email marketing.
EXAMPLES: THE BAD.
EXAMPLES: THE GOOD.
THANKYOU. ! ! twitter.com/EricRitter
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