Getting Real Results from

your Website

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

Housekeeping

• Timing of session

• Fire Alarm and Fire Exit

• Other administration

• Introductions

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

What Makes a Good Website?

• Clearly defined purpose

• Content – relevant and up to date

• Design – look and usability

• Accessibility

• Domain name

• Contact-ability

Think about what

works….

http://www.amazon.co.uk/

http://www.redlionhotelbasingstoke.com/

http://www.redlionhenley.co.uk/

http://www.dreamydresses.co.uk/

http://www.msy.com.au/

More BAD websites…

www.webpagesthatsuck.com/worst-websites-of-the-year.html

http://web.archive.org/web/20110718150425/http://yvettesbridalformal.com/

WHAT’S THE PURPOSE OF

YOUR SITE?

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

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!

CONTENT

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

DESIGN AND USABILITY

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?

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?

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.

Easier to read

How to create content for the web environmentThere 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 clearUse straightforward language, stick to one subject per paragraph and don’t try and get everything onto one page.

Watch your fontsAnd 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.

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!

ACCESSIBILITY

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.

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/

Colour contrast

Avoid this

Aim for this

Or this

Or this

If you’re not sure - http://webaim.org/resources/contrastchecker/

DOMAIN NAMES

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

http://www.classiccakes.co.uk/ http://www.classiccakes.org/ http://www.classic-cakes.com/

GET IN TOUCH

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.

MARKETING

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

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.

Make a sketch

Site Technology

• Static

• Data Driven, content management systems

• Flash

Static

• Pages manually updated

• Specialist software vs text editor

• Suited to brochure style

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

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

Who will create your site?

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?

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

Web Designer

• Most expensive approach

• Most professional results

• Maintenance and updates may be costly

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

METRICS

When you’re ready to get

started…

• Timescale

• Budgets

• Responsibilities

• Technology

• Special requirements?

REAL RESULTS IN THE FUTURE

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

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

Questions?

http://www.businessgatewayfife.com/