david lockie at wp-brighton 2011 - planning a successful website
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Planning a Successful Website
David Lockie
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Housekeeping • Visitors Marketing •
Content Calls to Action
Design • Workflow Infrastructure Commercials
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Housekeeping
CC photo courtesy of blodgett esq.
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Can you answer these questions?
• What do you do?• What are your brand & identity?• What are your key messages?• Who are your competitors and what
are they doing online?
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How about these?
• What business purpose will your website serve?
• What are the specific objectives you want your website to achieve?
• What actual money value can you put against these objectives?
• What are your targets for the website?
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You need to be able to answer these
questions simply and quickly
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CC photo courtesy of puuikibeach.
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You’ll need:
• A fair bit of time• Staff engagement• Internal alignment• Commitment• Some money
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Visitors CC photo courtesy of criminalintent
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Who do you want to look at your website?
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You don’t want the whole internet to
look at your website
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This is the whole internet, it’s weird
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You need to know your target audience
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CC photo courtesy of sally-aiden
Wally• Single• Young• Male• Likes:
travelling, red stripes, lurking
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CC photo courtesy of infomatique
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Marketing CC photo courtesy of nechbi
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How are you going to tell your potential visitors about your
site?
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Traffic Sources
• Natural search (do your keyword research)• Directories• Social media• Existing customer databases• Email marketing• Participate in online communities• PR/marketing/paid search campaigns• Offline/ambient - stationery, email
signatures
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Get a plan together, then execute it when the site is ready to launch
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Content CC photo courtesy of Verity Cridland
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Substance, Structure, Workflow,
Governance
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Timely, Interesting,
Relevant.
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Content = Marketing
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Don’t forget the details
• Terms and Conditions• Privacy Policy• Disclaimer• Accessibility Statement• Audit Trails
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A Sitemap
• Home• About• Products– Products for men– Products for women
• News & Blog• Contact Us(excludes legal stuff, sitemap, etc)
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Maps and journeysHow does your content link to your goals?
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Calls to Action
CC photo courtesy of twicepix
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Ask your visitors to do something that adds value to your
business
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For example:
• Buy something• Contact you (by form, email or
phone)• Give you their contact details• Create a relationship or conversation
on social media or on your site• Tell other people about you• Spend longer looking at more pages
of your site
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Design CC photo courtesy of
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How can you express your brand
identity through your website?
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How can you make your user journeys
clear and easy?
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Avoid choice overload
CC photo courtesy of emilio labrador
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Be as lazy as you can
• What’s the easiest way to keep your site updated
• Connect your business systems: make automation work for you
• Syndicate content: publish once, reach many
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CC photo courtesy of landscape_leadership
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Don’t waste effort
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Stay lean through analysis
• Plan to collect data:– Visitor traffic– Enquiries– Sales
• What content works and what doesn’t?
• Which pages do visitors like?
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Measure -> Analyse -> Insight -> Change ->
AMRAP
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Infrastructure CC photo courtesy oftheplanetdotcom
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You’ll need
• Domain name & hosting• Email hosting (and maybe SaaS)• Web hosting• Maintenance & staging hosting• Backups
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Commercials CC photo courtesy Images_Of_Money
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Key Commercial Decisions
• Do you need professionals, or can you use off-the-shelf options and in-house skills?
• Who might you need? Internal Project Manager, Copywriter, Designer, Developer
• Timeline• Budget• Deliverables• Project Management
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Final Thoughts CC photo courtesy jemstone
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• Start with the simplest version you can, then learn what works
• A good website is never finished - what does your Phase 2 look like?
• A website should always be an investment, not a cost
• Always build your website for your visitors, not for yourself
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Any Questions?
David Lockie@divydovy
www.divydovy.com