June 7, 2011

Web Design Lifecycleg y

Mike Walker

WalkerTek Interactive Marketing

CHAPTER LOGO AREACHAPTER LOGO AREA

Overview

• What goes into a website

• Information from client research

• Why that is importantWhy that is important

• How to keep a site fresh

• Using analytics to adjust your program

22

What goes into a website?

• Research

• Design

• ContentContent

• Technical

• Marketing

• Measurement

33

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

44

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis

Usability

Security

Marketing

Competitive

55

What goes into a website?

66

What goes into a website?

Resources Site

Monthly PPC Budgets www.spyfu.com

Relative Rankings www.alexa.com

Find Indexed Pages (site:www.walkertek.com) www.google.com

Backlinks (link:www.walkertek.com) www.google.com

Blog Posts  blogsearch.google.com

77

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand

Usability Audience

Security Message

Marketing Layout

Competitive Architecture

88

What goes into a website?

99

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text

Usability Audience Images

Security Message Videos

Marketing Layout Graphics

Competitive Architecture Flash

1010

What goes into a website?

1111

What goes into a website?

1212

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs

Usability Audience Images Operating Systems

Security Message Videos Programming LanguagesLanguages

Marketing Layout Graphics CMS

Competitive Architecture Flash 3rd Party Int.

1313

What goes into a website?

1414

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs

Usability Audience Images Operating Systems

Security Message Videos Programming LanguagesLanguages

Marketing Layout Graphics CMS

Competitive Architecture Flash 3rd Party Int.

1515

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs SEO

Usability Audience Images Operating Systems

PPC

Security Message Videos Programming Languages

Social MediaLanguages

Marketing Layout Graphics CMS Content

Competitive Architecture Flash 3rd Party Int. Email

1616

What goes into a website?

1717

Outbound Marketing Inbound Marketing

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs SEO Traffic

Usability Audience Images Operating Systems

PPC Leads

Security Message Videos Platforms Social Media Conversions

Marketing Layout Graphics CMS Content Interactions

Competitive Architecture Flash 3rd Party Int. Email Sources

1818

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs SEO Traffic

Usability Audience Images Operating Systems

PPC Leads

Security Message Videos Platforms Social Media Conversions

Marketing Layout Graphics CMS Content Interactions

Competitive Architecture Flash 3rd Party Int. Email Sources

Testing

1919

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs SEO Traffic

Usability Audience Images Operating Systems

PPC Leads

Security Message Videos Platforms Social Media Conversions

Marketing Layout Graphics CMS Content Interactions

Competitive Architecture Flash 3rd Party Int. Email Sources

Testing

2020

What goes into a website?

Pre Development Post

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs SEO Traffic

Usability Audience Images Operating Systems

PPC Leads

Security Message Videos Platforms Social Media Conversions

Marketing Layout Graphics CMS Content Interactions

Competitive Architecture Flash 3rd Party Int. Email Sources

Testing

2121

What goes into a website?

Research Design Content Technical Marketing Measurement

Site Analysis Brand Text Specs SEO Traffic

Usability Audience Images Operating Systems

PPC Leads

Security Message Videos Platforms Social Media Conversions

Marketing Layout Graphics CMS Content Interactions

Competitive Architecture Flash 3rd Party Int. Email Sources

Testing

2222

Research

• What features/functionality are important?

• Internal– Navigation Structure– Product/Service info– Content– Technical Info

• Customers– Content– Recent News– Navigation Structure

Site Search

2323

– Site Search

Research

• What features/functionality are important?

• Internal– Navigation Structure– Product/Service info– Content– Technical Info

• Customers– Content– Recent News– Navigation Structure

Site Search

2424

– Site Search

What goes into a website?

2525

Zero Moment of Truth

2626

First Moment of Truth

Stimulus First Moment of Truth

Second Moment of Truth

2727

Zero Moment of Truth

2828

Zero Moment of Truth

KenRockwell.com

Zero Moments First Moment

2929

Stimulus Zero Momentsof Truth

First Moment of Truth

What goes into a website?

3030

Zero Moment of Truth

Those Zero MomentsThose Zero Momentsare your CONTENTare your CONTENT.

3131

Those Zero MomentsThose Zero Momentsare other peoples’are other peoples

content.content.

3232

How do you keep that content fresh?

• RSS Feed

• Blog

• Press ReleasesPress Releases

• Newsletters

• Events

3333

Types of Blog Posts

• Instructional • Rants

• Informational

• Reviews

• Inspirational

• Research

• Lists

• Interviews

• Collation

• Prediction/Review

• Case Studies

• Profiles

• Critique

• Debate

• Link Posts

• Problem Posts

• Hypothetical

• Polls

3434

Plan your content...

• Come up with an editorial calendar

• A blog calendar

• A social media calendarA social media calendar

• Be ready to capitalize on news and trends

3535

Measurement

3636

Those Zero MomentsThose Zero Momentsare other peoples’are other peoples

content.content.

3737

Social Media

3838

Measurement

3939

Social Media

4040

Summary

• Get involved in as many aspects of a web project as possible

• Make sure you are considering the “Zero Moment” h d l i t twhen you are developing content

• Take advantage of opportunities using your existing i f t tinfrastructure

• Use analytics to see where people are coming from and what they are looking at on your websiteand what they are looking at on your website.

4141

Links

• www.zeromomentoftruth.com

• www.google.com/analytics

• www usertesting comwww.usertesting.com

4242

Contact Info

• twitter.com/walkertek - @walkertek@

• facebook.com/njwebdesign

• linkedin com/in/m alker973• linkedin.com/in/mwalker973

• mwalker@walkertek.com

• 1-866-932-0004

4343