planning your web build - the blueprint for digital performance
Post on 12-Apr-2017
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Creating a Blueprint for Digital Performance™
PLANNING: THE WHAT AND THE WHY
What is your market saying?
Who exactly is your market?
What do you want users to do on your website?
What functionality do you need to achieve
your goals?
PLANNING A
WEB BUILD
PLANNING: THE WHAT AND THE WHY
Keyword Research User Personas
Information Architecture &
WireframesScope of Work
PLANNING AWEB BUILD
INVESTMENT VS REWARD
• Planning = 20% – 25% of web project budget
• Sounds like a difficult sell?• Reasoning
- What does success look like?- Agree on goals with client- Build structures for users & search engines- Build structures that convert- Avoid scope creep- Give the client confidence
Planning
Client feedback
“I really liked the importance placed on the keyword and user research to lay the foundations – makes me confident that the subsequent design and build is going to be well considered and thought through.”
TOOLS YOU WILL NEED
• SEMRush• KeywordTool.io• Google Keyword Planner• Pen & Paper• PowerPoint• Sketch• Marvel App• Your client’s knowledge
- Market Research- Conversations- Access to clients
KEYWORD RESEARCH: I LOVE EXCEL, BUT…
• Most clients don’t.• Data should tell a story• Data is not the solution• Don’t over-engineer keyword research
- at least, don’t over-engineer to your client- this is a strategic phase, not a tactical one
• YOU interpret the data• YOU tell the story• Keyword Research has to mean something to
your client• Excel is bad.
KEYWORD RESEARCH: FIRST STEPS
KEYWORD RESEARCH - METHODOLOGY
KEYWORD RESEARCH - METHODOLOGY
KEYWORD RESEARCH - COMPETITION
KEYWORD RESEARCH: KEYWORDTOOL
ANSWER THE PUBLIC
ANSWER THE PUBLIC
KEYWORD RESEARCH: MINING FOR DATA
LOG CABIN(s)
BuyRent
ScandinavianNorwegianWoodenSwedishFinnishLuxuryBespoke
BuildingsChaletsHomes
For saleFor rent
SmallGardenCornerLarge
HomesKitsPlansGardenUK
Prices
KEYWORD RESEARCH: REMEMBER
• Don’t over-engineer it• The data is for YOU to interpret, not the client• Listen. Take the brief, mine the data accordingly.• Find more data sources
- SEMRush- Keywoordtool.io- Wikipedia page -> SEMRush- Competitors -> SEMRush- AnswerThePublic- Google Keyword Planner
• Tell the story• Take it forward…
INFORMATION ARCHITECTURE – INTENT
Log Cabins
Type Usage Process
• Large• Small• Corner• Norwegian• Finnish• 4-bedroom
• Garden• Granny Annex• Home gym• Office• Commercial• Transportable
• Building• Buying• Selling• Planning• Caravan Act• Materials
Supporting user queries
Insulation, How is it built, High maintenance… ?
INFORMATION ARCHITECTURE - NEEDS
WHAT YOU WANT
WHAT VISITORS WANT
Visit our showroom
Call the office
Plans
Case studies
Galleries
A log cabin
Planning informatio
n
Lifestyle change
Not my idea: http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results
ANIMAS UK
TraditionalNavigation
Core Pages
USER PERSONAS
Job Role Typically…
Frustrations Motivations
A. Person
?
USER PERSONAS
Job Role
• Marketing Directoror
• Head of Marketing• Senior Marketing
Manager
Typically…
• Male, 40• Using a photo from 5
years ago where he’s less grey
• Fussy about grammar
Frustrations
• Data inaccuracies• Too many software
solutions for one problem
Motivations
• Wants to grow the business
• Pleasing clients• A quiet life. Thanks.
Gareth
When marketing to Gareth, we should focus on accuracy of data and the full solution set, with a focus on business growth. We should never make grammatical errors or we will lose his confidence. And you should know when to leave him alone, so don’t spam his inbox.
WIREFRAMES
Wireframes can be tackled in many different ways but the objectives are the same; to establish the layout of key templates and plan the user journey.
TIPS FOR SUCCESSFUL WIREFRAMING:
• Wireframe for mobile and desktop • Keep the first iteration lo fi• Build the second iteration in Sketch, using text styles and symbols• Export it to Marvel App to build in the interactions
WIREFRAMES – LO-FI
WIREFRAMES - MOBILE
WIREFRAMES/PROTOTYPING - DESKTOP
SCOPE OF WORK (SOW)
• Explain the purpose of the document• List the team members involved• List the project stages• List the services• Outline the standard deliverables• Outline the bespoke deliverables• Specify the timescales and
dependencies• Costs and payment schedule• Signature
SOW STANDARD DELIVERABLES
• Integrated with version control for deployment workflows• Device responsive for different screen sizes• Online forms with required fields• CMS training• Post launch support and bug fixing• Browser support*
*We will not intentionally support any devices, browsers or operating systems that make up less than 2% of your total visits. Functional in the last two versions of Internet Explorer, Google Chrome (desktop and mobile), Mozilla Firefox, Opera and Apple Safari (desktop and mobile).
SOW timescales and dependencies
SOW BESPOKE DELIVERABLES
Explain every step and don’t leave anything open to interpretation.
A newsletter sign up form:
• Is it linked with an API or are the details just emailed to the client?
A vacancies area:
• What happens if there are no jobs to advertise? • Can users upload a CV? • Is there a form to apply for the job?• If so, does it need to pull through the job reference number?
SOW Comms strategy
It’s important to outline how you’ll be communicating and who will be involved in the communications from both sides.
We like to use Basecamp and ensure we have at least a weekly call or Skype.
SOW cost and hours estimate
Include fixed costs and annual costs separately.
AN INVESTMENT WITH A RETURN
Website is aligned with market & keyword research, speaking customer language
Website journeys and goals are defined for specific user
personas, helping them to find the right content and you to
convert them
Architecture is future-proof, built around customer journeys and keyword research, resulting
in better rankings & engagement
Functionality is defined, costs are fixed (not ballpark), and
everyone has confidence in design & development stage
PLANNING AWEB BUILD
INVEST UP-FRONT, HAPPIER CLIENTS
Improved traffic…because you targeted
the right keywords
Improved UX...because you took time to
understand users
Improved engagement
…because you built the architecture around people
Happier client …because they have confidence
you will deliver
PLANNING AWEB BUILD
A BLUEPRINT FOR DIGITAL PERFORMANCE
Got any questions?
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