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Your Website, Good to Great

222
by

Erika Dickstein

on 21 March 2014

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Transcript of Your Website, Good to Great

What are we talking about today?
Structuring your website to incent your desired behavior
Creating effective call to action mechanisms
Designing for success
Your Website - The Basics
To you – Your home online
Where are you located?
What is your street address?
How big is your house and what are the rooms?
How much control do you have over changing your wallpaper?
What does your site want to be?
CALL TO ACTION
WELL THOUGHT OUT HOMEPAGE
ABOUT US
CLEAR NAVIGATION
PLAN FOR GROWTH
HELP GOOGLE
SOCIAL MEDIA
FAVICON
Your Website
Good
to

Great
What are we not talking about today?
Technical underpinnings… platforms, hosting, etc.
To your customers – Your online face
Frequently their first exposure
Online representation of your offline business
Picking Your URL
Include your business name
If not available consider adding descriptive words (consulting, marketing, llc)
Avoid special characters (including dashes)
Try to stay under 15 characters
.com if possible
Still considering your options? Buy them.
Buy your misspellings and redirect
Ecommerce
Business Development
Informational
Website Must Haves
Ecommerce
Business Development
Give me a next step
What is the behavior you are driving?
Think – closet build out
Write for scanning
Learn to say “no”
Keep it fresh
Respect “the fold”
Trust, trust, trust
About you but geared toward customer
Never underestimate the about page
In the primary or secondary navigation
Call to action
Primary is top or left… this isn’t where you break the box
Be mindful of where and how many navigation structures you have
Ok to nest pages under primary navigation but only one level
Don’t get creative in associating subnavigation elements
A CONTENT MANAGEMENT SYSTEM (CMS)
YOU need to be in charge of your content
You need a CMS that you understand well enough to edit your content as you need
Careful who you share access with!
You should have the highest level of access (even if you don't use it.)
ANALYTICS
Add it now even if you plan to track it later
Spend some time playing
Know your number to create your plan
Website Should Haves
Failing to plan is planning to fail
Always think about the site in context of your overall business growth
Schedule periodic website reviews. Does your content reflect current reality?
“Site roadmap” can just be a list but should be regularly revisited
What are your keywords
Read up on tagging
Order matters
Think about the bookmark
Know how your page title is being used
Put them in if it makes sense
The right ask at the right time
Styling should be consistent
Know your audience and be where they are
Don’t start if you won’t keep it up
MOBILE STRATEGY
The world is moving increasingly Mobile
10% of all pages loaded across the world wide web on a daily basis are loaded onto mobile devices
Not all mobile platforms play nicely with all web technologies (Just say no to Flash)
BLOG
Sending keywords into the universe
Showing your subject matter expertise
Creating a repository of answers to common questions of your clients
ONGOING BEST PRACTICES
Click every link
Check in multiple browsers
Have at least one friend read EVERY page
Create a review & update calendar and stick to it
Promote, promote, promote
ADDITIONAL RESOURCES
Don’t Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition; Steve Krug
Edtogo.com
www.google.com/analytics
www.seomoz.com
www.useit.com
www.springinsight.com/blog (shameless plug)
Thanks!
Erika Dickstein
Spring Insight
erika@springinsight.com
202.643.8828
Full transcript