creating the roadmap to a great website. image courtesy of thechive.com
TRANSCRIPT
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Creating the Roadmapto a Great Website
Creating the Roadmapto a Great Website
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Image courtesy of thechive.com
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Today’s Takeaways:
• Primary objectives of any website
• How to choose an appropriate solution
• How to discern features pertinent for YOU
• Content planning: Why does it matter?
• How to manage costs and time
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Image courtesy of sandcastleescapes.com
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Why Be Strategic?
• Because the public’s experience of your brand IS your brand.
• So – be thoughtful, proactive, and consistent about the way you present yourself!
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Image courtesy of notonthehighstreet.com
Design
Content
Functionality
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Image courtesy of thinkgreen.typepad.com
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Four Key Strategic Objectives for Planning a Website
• Get Validated
• Get Found
• Get Vetted
• Get Results
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The Four “Gets”
• Get Validated
– First glance impressions count
– Guide the visitor’s eye
– Relevant URL
– Brand experience under YOUR control
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The Four “Gets”
• Get Validated
• Get Found
– Search Relevance
• well-formed (standards-compliant) code
• harmony between navigation and content
• pertinent, on-message, FRESH content
– Obvious URL
– Fastest hosting your budget will support
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The Four “Gets”
• Get Validated
• Get Found
• Get Vetted
– Be specific about your value
– Help people say “yes”
– Let people say “no”
– Earn trust
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Get Vetted:
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The Four “Gets”
• Get Validated
• Get Found
• Get Vetted
• Get RESULTS
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Image courtesy of lifemeisters.com
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The Four “Gets”
• Get Validated
• Get Found
• Get Vetted
• Get RESULTS– Clearly compel visitors’ next steps
• Relevant to desired outcome
• Appropriate to visitors’ current level of trust and engagement
• Appropriate to YOUR resources
– Measurable• What does / doesn’t add value for both parties
• Drive improvements to site
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Get Results:
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Get Results:
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How to Get your “Gets”
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How to Get your “Gets”Evaluating Needs vs. Resources
• Vehicle = Site building platform
– “Quality” platform means:
• Flexible
• Extensible
• Future-proof!
• e.g., WordPress
– Baseline SEO baked in
– Future-proofing baked in
– Range of price points
– Easy to learn and maintain
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“Who’s Using WordPress?”
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Your Vehicle / Site-building Platform
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Image courtesy of autoblog.net
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How to Get your “Gets”Evaluating Needs vs. Resources
• Vehicle
• Timetable = Urgency vs. Resources
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Image courtesy of zimbio.com
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How to Get your “Gets”Evaluating Needs vs. Resources
• Vehicle
• Timetable
• Resources
– Time
– Money
– Skills in-house
– Sanity
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Image courtesy of doorsofperception.com
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How to Get your “Gets”Evaluating Needs vs. Resources
• Vehicle
• Timetable
• Resources
• Logistics
– What comes first, what comes next?
– Where are there most likely to be roadblocks?
– Can I anticipate future needs?
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Hard to change…
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…Easy to change
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Image courtesy of Calumet Clowns
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How to Get your “Gets”Evaluating Needs vs. Resources
• Vehicle• Timetable• Resources• Logistics• Passengers (Requirements of Stakeholders)
– Easy to use by all relevant parties
– Who is impacted by your choices about your website?• Sales?
• Marketing?
• Customer service?
• CUSTOMER!
• Others?
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Your Passengers/Stakeholders
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Your Passengers/Stakeholders
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How to Get your “Gets”Evaluating Needs vs. Resources
• Ultimate solution =Balance of needs and resources
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Packing for SuccessInformed Choice-making
Design
Content
Functionality
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Packing for SuccessContent
• Content should be:
– Meaning-FULL (brand- and customer-centered)
• VALUE-based
• VALUES-based!
– Strategic (planned “why” for what/when/where to share)
– Manageable
– Yours
– Engaging
– Compelling... Action!
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• Does site “behave” for you AND your visitors?
– Clearly organized navigation
– Choiceful, relevant, easy to use functions that lead to further engagement / desired action by visitors
– Measurable
– Tested!
– Quality Content Management System
Packing for SuccessFunctionality
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• Site design should:
– Authentically reflect your brand value
– Support the functionality required to enable visitors to interact with the content
– Honor your visitors
• Allow them to experience your value
Packing for SuccessDesign
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Did We Pack Well?
Do our Content, Functionality and Designwork together to help us get our gets?
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...but what if we need HELP packing?
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Choosing a Development PartnerImportant Questions to Ask
• Which suitcase(s) is your strength?– Do you have trusted partner(s) that excel in the others?
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Choosing a Development PartnerImportant Questions to Ask
• Client references and examples?
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Choosing a Development PartnerImportant Questions to Ask
• Approach to client communication?
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Choosing a Development PartnerImportant Questions to Ask
• Proprietary or open development platform?
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Choosing a Development PartnerImportant Questions to Ask
• Who can make changes?
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Choosing a Development PartnerImportant Questions to Ask
• Hosting requirements?– Can my site live anywhere, or only on your server?
– Secure? Monitored? Backed-up? Updated?
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Choosing a Development PartnerImportant Questions to Ask
• Costs: up-front? ongoing?
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Choosing a Development PartnerImportant Questions to Ask
• Is this partner really listening to me?– Consider temperament AND experience
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Did We Pack Well?
• Do our Content, Functionality and Designwork together to help us get our gets?
• Site design should:
– Authentically reflect your brand value
– Support the functionality required to enable visitors to interact with the content
– Honor your visitors
• Allow them to experience your value
![Page 54: Creating the Roadmap to a Great Website. Image courtesy of thechive.com](https://reader030.vdocuments.mx/reader030/viewer/2022033107/56649e315503460f94b21dca/html5/thumbnails/54.jpg)
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Questions?
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Thank You.
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– http://mightylittlewebsites.com
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