Get real results from your website
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This document provides guidance on creating an effective website. It discusses defining the website's purpose, creating relevant and up-to-date content, using an accessible and usable design, selecting an appropriate domain name, and ensuring the site is contactable. It also covers measuring performance and keeping the site updated over time. The overall aim is to equip readers with an understanding of the human and technical elements needed to achieve a successful website.
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Get real results from your website
- 1. Getting Real Results from your Website
- 2. Aims of the Session This session aims to equip you with an understanding of what makes a successful website and how human and technical elements achieve this Your Presenter - Pauline Randall – Florizel Media Ltd
- 3. Housekeeping • Timing of session • Fire Alarm and Fire Exit • Other administration • Introductions
- 4. Workshop Objectives • As a result of this session, you will be able to: • Explain what makes a good website • Criticise your own website and others, taking into account equal opportunities legislation which applies to websites • Set measurable and achievable goals for your website • Prepare a high level brief for a new or revised site • Prepare a brief and work with suppliers to create an effective site
- 5. What Makes a Good Website? • Clearly defined purpose • Content – relevant and up to date • Design – look and usability • Accessibility • Domain name • Contact-ability
- 13. WHAT’S THE PURPOSE OF YOUR SITE?
- 14. Clearly defined purpose • What do you want website visitors to do? • Buy something? • Book something? • Call you? • Fill in a form? • Like you • Comment on something • Tell their friends • Write down what the intended purpose of YOUR website is
- 15. What Should My Site Contain? • Clear contact information • Enough product/service information • Personal touches – where appropriate • Real life – reviews, testimonials • Added value – downloads, articles, resources • Innovate!
- 16. CONTENT
- 17. Relevant and current In order to fulfil your website’s purpose what sort of content do you need? • Product information – range, price etc • Service information – what do you offer? • Contact details • Address • Phone number, email address • Frequently asked questions • Video • Images • Testimonials • A blog • Terms of service and privacy policy
- 19. Key points • Site layout • Navigation – don’t forget that not all visitors arrive on the home page • Brand consistency – colours, logo etc • Images – size, relevance • Think of your target audience • Mobile versions – how will a visitor using a smartphone or a tablet navigate your site?
- 20. Planning site layout • Create an information flow diagram • How do site topics relate to each other? • How would you navigate the site? • How will your customers navigate the site?
- 21. Hard to read How to create content for the Web Environment There are a number of critical factors in creating content for the web. First of all, be succinct. This is important as people read information on computer monitors 25% slower than on paper. One approach is to write your copy then to try to reduce it by at least a quarter. Next is to make your text scanable. For this use such techniques as strong headlines, bullet point lists, tables, links and bolded words. It is always advisable to use plain language that everyone can understand and keep your labels as meaningful as possible to avoid confusion. Also, try to keep to one idea per paragraph and try to avoid having too many ideas on one page as this can be confusing. And finally, try to use sans serif fonts in your website as they are more legible online than traditional serif fonts. It is also worth remembering to keep all text high contrast and highly legible if you want the user to read it as quickly as possible.
- 22. Easier to read How to create content for the web environment There are a number of critical factors in creating content for the web. First of all, be succinct. This is important as people read information on computer monitors 25% slower than on paper. One approach is to write your copy then to try to reduce it by at least a quarter. Next is to make your text scanable. For this use such techniques as Strong headlines Bullet point lists Tables Links Bolded words Keep it clear Use straightforward language, stick to one subject per paragraph and don’t try and get everything onto one page. Watch your fonts And finally, try to use sans serif fonts in your website as they are more legible online than traditional serif fonts. It is also worth remembering to keep all text high contrast and highly legible if you want the user to read it as quickly as possible.
- 23. Usability testing Get some people who don’t know their way around your site to do some testing • Ask them to find something • Get them to go through the buying/enquiry process • Find out what they thought of your navigation/design etc There are sites that will run usability tests for you – you may get more honest answers than you will from your friends!
- 24. ACCESSIBILITY
- 25. Accessibility Consider the type of physical disability your site visitor may have that makes it difficult to use a standard computer: • Visual – poor eyesight, colour blindness or total blindness • Motor – difficulty in using a keyboard, mouse or making precise movements • Cognitive – difficulty in understanding the language or the context of the information given.
- 26. Accessibility Technical issues which may affect the viewing of your site include: • Small screens • Slow connection • Old software • Old web browsers Refer to BS8878 for current guidelines http://www.access8878.co.uk/ Website accessibility checker: http://wave.webaim.org/
- 27. Colour contrast Avoid this Aim for this Or this Or this If you’re not sure - http://webaim.org/resources/contrastchecker/
- 28. DOMAIN NAMES
- 29. Consider the following … www.thisismywebsiteindunfermlineandimakecakes.co.uk www.maryscakes.co.uk Think of what happens when you remove the spaces… A database of talent representatives called Who Represents? www.whorepresents.com
- 31. GET IN TOUCH
- 32. Give your customers choices • Not everyone wants to phone or email so try and give your visitors a choice • A contact form • An email address • A physical address • A phone number • And make it easy for them to find – it shouldn’t take a lot of searching to find your contact details.
- 33. MARKETING
- 34. You need to be found! • Online • Content • Keywords • Titles and descriptions • Blogs • Pay Per Click (PPC) • Social media • Email signature • Offline • Any printed materials • Business cards • Brochures • Pop-up banners • Print advertising
- 35. CREATING YOUR WEBSITE Having defined your purpose and planned your content you need to actually create your website – either yourself or using a developer. This section will guide your next steps.
- 36. Make a sketch
- 38. Site Technology • Static • Data Driven, content management systems • Flash
- 39. Static • Pages manually updated • Specialist software vs text editor • Suited to brochure style
- 40. Dynamic • Database working with HTML pages • Easy to update • More difficult to customise pages • Consistent design as standard • Essential for shopping carts and large sites
- 41. Flash • Rich media experience • Can cause compatibility/accessibility issues • Search engines find them hard to index properly • Suited to media orientated sites – music, film, high profile brands • Won’t run on a Apple software so excludes iPhones, iPads etc
- 42. Who will create your site?
- 43. Do it all yourself? • You can produce the site you want • Update as often as you like • Do you have the skills? • Do you have the time?
- 44. Template • Online services • Quick easy set up • On-going cost • One solution fits all • Can be hard to differentiate However… • Often a good choice for online stores
- 45. Web Designer • Most expensive approach • Most professional results • Maintenance and updates may be costly
- 46. Measuring Performance • Statistics – analytics packages (eg Google Analytics) • Code/coupons used • Ask customers how they found you (on forms or over the phone) • Sales/enquiries
- 47. METRICS
- 48. When you’re ready to get started… • Timescale • Budgets • Responsibilities • Technology • Special requirements?
- 49. REAL RESULTS IN THE FUTURE
- 50. Your website is never completed! • Keep content updated • Check for broken links – other pages/sites may move or close • Always check your position in search • Regularly check out your competitor’s websites • Keep an eye on current trends but don’t forget that your site should be accessible by your customers
- 51. Summary • Balance of technical and soft skills required • Be clear about site goals • Choose development to suit skills and budget • Refer to accessibility legislation • Always review your position