effective websites

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©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED Sherif S. Morgan Friday, May 11, 2012

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Page 1: Effective Websites

©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED

Sherif S. Morgan

Friday, May 11, 2012

Page 2: Effective Websites

The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

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When someone lands on a website, top question:

“am I in the right place?”

Each page should answer basic questions for a visitor does this website understand my problem? provides a solution to my solution? where can I go next? does it make me feel welcome? can I trust this person/business?

Design Matters 0.1 second: visual appeal 0 to 10 seconds: is it worth staying?

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Who is your audience?

What are your goals?

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It has to be appealing, but it’s not art

The goal is to…

Communicate not to create something beautiful

http://blog.kissmetrics.com/sexy-websites-suck/

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the focus is on Usability

Inspired by a problem or a goal Navigation, Layout, Branding and Colors

Current Web Design Trends: minimalistic typography clean and plenty of “white space” accessible / mobile-responsive

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Given any two solutions to the same problem, all other things being equal,

the simplest solution is the best.

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Branding | Layout | Navigation | Content

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The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

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A website is for its visitors.

What is their questions, needs, or goals?

Their ambitions? What motivates them?

How to get your message across to those people and help them take the next step?

Call to Action on every page!

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Leads

Sales (Online or Offline)

Customer Service

Newsletter Subscription

Credibility, Reputation, Trust

you?

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Call to action link, button, image, etc. size, color, wording, position, benefit, etc. Examples of “Actions”

Download E-book or Report, Sign Up for a Newsletter Get Started on a Free Trial

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In a blog postAsk them to comment, share, connectConclude with an engaging questionInclude email subscription box after the postMake it easy for them to participate

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The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

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“A single, clear, compelling message that states why you are different and worth buying.”

– Steve Blank

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what is the primary reason…you are different or worth buying

what is the value…your product/service deliver to your customer which customer needs or problems…your product/service satisfies or solves

focus on the “finished story benefit” (i.e. success)…Feature Benefit Solution (problem, need, want)

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NewNeed

Improve Performance

Design

BrandStatus

Affordable

Money Saving

ReduceRisk

Save Time

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[ communicate not create something beautiful ]

“Design your content, not the box it comes in.”

Designing the message and flow of info:

synergistic use of words and images to convey information and communicate your message

Call to Action What are your goals?

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http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx

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Content Pages Services Each page should have a call-to-action

Actions Pages Contact/Estimate Calls to Actions Download Report/whitepaper

Blog

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Builds Traffic search engine traffic social media traffic email marketing

Increases credibility Pre-sell Establishes you as an expert

Voice and Authority

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www.feedburner.com

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Scannable Text Short Paragraphs Headlines Sub-Headlines Bullet Points

Use Headlines to Intrigue

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3 Must-Have Guides to Write Amazing Headlines

Write Headlines that SHINESpecificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Valuehttp://blog.kissmetrics.com/how-to-write-headlines

A Scientific Approach to Writing Page Titlehttp://www.problogger.net/archives/2012/03/06/a-scientific-approach-to-writing-page-titles

52 Headline Hacks!http://headlinehacks.com

Page 34: Effective Websites

The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

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Is there a logical next step? Clear Path? Too many options?

Simple Breadcrumbs Logical Comprehensive

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A responsive website automatically changes based on the size of the screen you’re viewing it on.

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The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

Page 39: Effective Websites

personal connection your photo your name

not really about you what problem would you solve for them? how can you help them?

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Name and PhotoIncreases believability of testimonials

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The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

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Headlines Unique Value Proposition

benefit vs pain point adding pain point increased conversions by 31%

size, color, wording

Call to action wording, color, location

Change from green to red, increase conversions by 34%

“See Plans & Pricing” to “Get Started Today” up 252%

Other: Sign Up Process / Copy / etc.

Page 53: Effective Websites

The Anatomy of an Effective Homepage http://blog.kissmetrics.com/effective-homepage/

How do colors affect purchases http://blog.kissmetrics.com/color-psychology/

What Makes Someone Leave A Website? http://blog.kissmetrics.com/leave-a-website/

Stop Designing Pages and Start Designing Flows http://uxdesign.smashingmagazine.com/2012/01/04/stop-designing-pages-start-designing-flows/

10 Simple Ways to Increase Conversions by Reducing Friction http://blog.kissmetrics.com/reducing-friction/

Does Website Design Impact the Bottom Line? http://blog.kissmetrics.com/website-design-bottom-line/

What the Highest Converting Websites Do Differently? http://blog.kissmetrics.com/what-converting-websites-do/

Page 54: Effective Websites

The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources

Page 55: Effective Websites

©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED

 The SMART Team

Dale Dillon Lips | Michael Gray | Aaron Eden | Danielle Lips, Media Assistant

@DrSherifMorgan ssmorgan & Connexins

(520) [email protected]