How To Build A Website And Stay Sane

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description

Talk by Jonathan Oxer at Melbourne PC User Group on November 1st, 2006, broadly covering the topics in his book \"How To Build A Website And Stay Sane\". A business-oriented guide to finding and working with a web development company. More information at http://jon.oxer.com.au/talks/id/40. The book site is at www.stay-sane.com

Transcript of How To Build A Website And Stay Sane

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Don't lettechnologybe the focus

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eBusinessis still

Businesswww.stay-sane.com

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It's all inthe process, 

silly!www.stay-sane.com

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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In­houseor

outsource?www.stay-sane.com

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Value yourown time

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Developer's Staff Client's Staff Project manager Account executive Information architect Marketing strategist Design manager Designers Production specialists Database developers System administrator Copy / technical writers Office administrator

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 Website manager  Section editors Contributors Copy writers Photographers

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Types Of Developers Advertising agency Ma n Pa web shop Graphic design house Internet consultant The neighbour's son's classmate Integrated developer The mega developerwww.stay-sane.com

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Obtaining QuotesWhere do you find them?How do you assess them?

Focus on needs, not technology

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ContractsAnd 

Documentationwww.stay-sane.com

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Non­disclosure agreementProject scope / synopsis

QuotationPurchase orderChange orders

Copyright permission contractMaintenance agreement

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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Stateyour

objectiveswww.stay-sane.com

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Lead generationProduct sales

Brand awarenessCommunity building

Market researchReduced overheadsInternet familiarity

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Whoare you

talking to?www.stay-sane.com

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 Personalise the market:

demographicprofiles

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Name: Jonathan OxerAge: 36Status: marriedChildren: 2Income: $50kOccupation: programmerHobbies: hardware hacking, cycling,writing, looking stupid in front of large groups of peoplewww.stay-sane.com

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Beyond demographics:

psychographics

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Beyond psychographics:

behaviour analysis

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Revenue models:

show methe $$$$$!

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Revenue models:Online sales

Referral incomeContent feesSubscriptions

Advertising feeswww.stay-sane.com

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Site Structure And FocusDomain name

The magic number 7 (+/­2)Non­linear information

Levels of navigationDepth of information

Site mapsCall to action

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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The Design Brief Corporate colours and logo Existing marketing material

 Reference sites Site structure

 Revenue model Target demographic

 Technical requirementswww.stay-sane.com

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Design Comps 

Initial design comps Design review process

 The final design Image slicing

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E­Commerce 

Price structure SSL certificates / secure servers

 End to end security Accepting credit cards

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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Content 

The content creation team Content creation tools

 Approval processes Time­critical content

 Data­source synchronisationwww.stay-sane.com

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Writing For The Web 

Reading rate / comprehension Reading versus skimming

 Formality Person and identity

 No spellling mistaykes

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Hosting What is hosting?

 Why not host it ourselves? Virtual / dedicated servers

 Colocation Extreme performance

 Support

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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Reaching Your Site

1. Type in your URL2. Click a link from another site3. Find you in search results

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Multi­Touch Marketing 

 Different media, different strengthsThe traditional spiral Starting your spiral

 Landing pages Looping: permission push marketing

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Site Cross­Linking 

Put yourself in their shoesBe where your market is

Become part of the culture

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Search EnginesHierarchical lists / keyword systems

Getting onto hierarchical listsGetting onto keyword search databases

Ranking algorithmsPersonalisation / user profiling

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Optimisefor

humanswww.stay-sane.com

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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Customer ServiceCustomer inquiriesLive online serviceThe feedback loop

Holistic customer service

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Traffic StatsPage counters must die!

Hits must die!Page views / visits report

Entry and exit pages reportTime, domain and browser reports

Referrer reportwww.stay-sane.com

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Maintenance / Updates 

Content updatesCosmetic updates

 Functional updates

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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site

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Thanks for listening!More information:www.stay-sane.com

Feedback?www.stay-sane.com/survey

These slides:jon.oxer.com.au/talks

My blog:jon.oxer.com.au