S E V E N S T E P S TO U N D E R S TA N D I N G " " "( A N D I M P R O V I N G ) Y O U R W E B S I T E "

10.14.14

Andy Swindler!President, Astek

@aswindler

John Armstrong!Account Director, Astek

@johnequatro

Why You Should Care"

!   You are managing a website - or people who do !   Your website is not delivering you business !   You’re not sure if your website is delivering business !   You may be, or will be embarking on a new website

Why You Should REALLY Care"

!   The website is the primary driver of traffic to your business !   The website is a point of purchase for anything !   The website is a required destination in your customer journey !   A primary marketing goal is to have a powerful, unique brand !   You are trying to build an online community !   You just told the boss “Sure, I can make our website better by

the end of the year” but don’t even know how to log into it.

STEP 1: Design"

!   Does it present an immediate impact with personality or style? !   Is it easy to read? !   Is the design complimentary to the content architecture?

!  Does it direct attention to the correct content and links? !   Are images and rich-media high quality and value-added? !   Is there an obvious and unique brand?

Design"

Design"

Design"

STEP 2: User Experience "

Is the site intuitive?

!   Is the navigation well-placed and obvious to use? !   Are there duplicate actions? !   Is there an “Important Action” that has priority? !   Is there a “focal point” for each page? !   Does the content and design make the user path obvious? !   Is there the right amount of content (not too little or too much) !   Are the submissions forms short and sweet? !   Is the important info the easiest to find? (Contact, Sales pages, etc) !   Is some content more than two clicks away?

User Experience "

User Experience "

User Experience "

STEP 3: Functionality "

!   Does the website work? !   Are the functions intuitive and value-added? !   Are all the links and buttons working well? !   Do pages have any errors, broken images or layout issues? !   Are images and rich-media high quality and value-added? !   Does animation or embedded rich-media work?

!   Are all of the above functional across common browsers?

STEP 4: Content and Goals"

!   Does the content match the user intent or purpose !   Does the content match/promote the Important Action? !   Is page content designed for the correct audience? !   There is mispelings and grammatical errors also? !   Is the content value-added (stock photography, irrelevant text) !   Is it simple to read and/or scannable? !   Is there jargon?

Content and Goals"

Content and Goals"

STEP 5: SEO"

!   Are content, page title, URL and page headlines keyword-rich? !   Is there sufficient keyword-rich text on the important pages? !   Are pages buried more than three clicks into the site? !   Is there a blog? !   Are PDFs text-based and readable by Google? !   Is there opportunity for social sharing or promotion?

SEO"

STEP 6: Mobile"

!   Is there a mobile or responsive version of the site? !   Is the mobile version simple to use? !   Does it have prioritized content? !   Does it have the contact info readily available? !   Is there a lot of hover functionality? !   Does the site load quickly? !   Are you trying to do too much on the mobile site? !   Are the buttons and menus big enough to use?

Mobile"

STEP 7: Digital Community"

!   Is there an opportunity to engage with other users? !  Blog !  Social media links !  On-site community

!   Is it easy to use? !   How big is the community? !   Is there an Important Action designed for the community? !   Is there social proof?

Digital Community"

Thank You!