bdmm class 11 why websites matter
DESCRIPTION
TRANSCRIPT
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
You Will Learn:
• How to build an effective website
• The importance of information
structure
• Usability
• Common web standards
• How to write effective content
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Virtual Storefront
Can you market without a website?
Absolutely…. But I wouldn’t
recommend it.
Start with:
1. Why do I need a website?
2. What is the goal of a the website?
3. Who will visit the website?
4. How will people use the site?
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
A website= needs of your
audience + business goals
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Steps to Build a Website
1. Plan
2. Design
3. Development
4. Testing
5. Repeat
6. Publication
Content should come first, then move
to design.
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Usability and Accessibility
Allows the largest audience to access your site with information and functionality develop in a way they are comfortable with.
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Your Domain
.com = most popular
.net
.org
.edu= education only
.gov= government only
.co= new!
.me = new!
.io .ly . Us = techy
.xxx= adult
Tip: DON’T PIGGYBACK!
Ex:yoursite.target.com
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Domain Advice
• Find something
descriptive
• Purchase multiple
domains
• Familiarize
yourself with
redirects
• Use keywords in
URL
• DON’T use hypens
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Hosting
1. Shared
2. Virtual
3. Dedicated
4. Server Co Location
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Choosing Developer &
Designer
Designers create look and feel
Developers bring sites to life
To find a good developer OR designer
look at portfolios, ask for
recommendations, talk with
previous clients,get multiple
quotes, choose someone who “gets”
your business.
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
How To Start A Website
• Determine your content structure and
navigation
• Think about hierarchy
• Think about what should live on the
homepage
• Don’t use “Click Here” or flash animation
• Decide if you need a landing page or launch
page
The homepage should be generic, but engaging
enough to draw people in.
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Example:
Activity: Divide into pairs and create a sample
structure for a local clothing boutique.
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Tips For Web Writing
1. Grab readers
attention
2. Make copy
scanable
3. Create original
copy
4. Write using the
inverted pyramid
5. Consistency is key
6. Engage the reader
7. Write for multiple
entry points
8. Use short words
9. always be clear
and concise
10.Use a non-print
tone
11.Death to flash
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Write for Your Buyers
• Solve a problem
• Write in the buyer’s words
• Show how you, specifically, will
solve a buyer’s problem
• Write to a particular persona
• Avoid jargon
• Stay away from Gobbledygook
PDF: The Gobbledygook Manifesto
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
NEVER USE THESE WORDS:
Next generation
Robust
World classCutting edge
Market leadingMission critical
Industry standard
Ground breaking
Best of breed
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Poor Writing
“Gobbledygook happens when
marketers set out to write copy and
don’t understand how the company
solves consumer problems.”
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Starting to Write
1. Find your biz personas
2. Divide them into distinct buying segments
3. Start with buyer in mind
4. Answer your consumers questions
5. Use real language
6. Use a familiar tone
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
How Web Content
Influences the Buying
Process • The web is the first stop in research
• Websites draw consumers in
• You only get one shot!
• Site need to move consumers
through the sales funnel
• Know your goals as a marketer
• Show consumers you care from the
start
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Website Organization
• Based on consumer need
• Must be clear, easy to follow, well organized
• Learn about the buying process
• Maintain consistency with other marketing materials
• Navigation areas should reflect buyer segments
Example: For St. Edward’s Alumni, Current Students, Prospective Students, Parents, Faculty and Staff
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Other Tips
• People learn better with various types of content- MIX IT UP!
Diverse content = diverse audiences
TONE
• Must have company personality
• Creates an emotional connection with consumer
• Use a copy editor
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Photo and Images
Content is NOT limited to words.
DON’T USE STOCK PHOTOS.
Stay away from heavy graphics or flash
animation
Check for browser compatibility
BDMM 4336
Why
Websites
MatterClass 11
Fall 2011
@AndreaGenevieve
Include Interactive
Content
Create Feedback Loops
Invite Consumers to
Connect
Create Content to Share
Remember…..