2. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources
3. When someone lands on a website, top question:
“am I in the right place?”
Each page should answer basic questions for a visitor
does this website understand my problem?
provides a solution to my solution?
where can I go next?
does it make me feel welcome?
can I trust this person/business?
Design Matters
0.1 second: visual appeal
0 to 10 seconds: is it worth staying?
5. It has to be appealing, but it’s not art
The goal is to…
Communicate not to create something beautiful
http://blog.kissmetrics.com/sexy-websites-suck/
6.
7. the focus is on Usability
Inspired by a problem or a goal
Navigation, Layout, Branding and Colors
Current Web Design Trends:
minimalistic
typography
clean and plenty of “white space”
accessible / mobile-responsive
8. Given any two solutions to the same
problem, all other things being equal,
the simplest solution is the best.
10. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources
11. A website is for its visitors.
What is their questions, needs, or goals?
Their ambitions? What motivates them?
How to get your message across to those
people and help them take the next step?
Call to Action on every page!
12. Leads
Sales (Online or Offline)
Customer Service
Newsletter Subscription
Credibility, Reputation, Trust
you?
13. Call to action
link, button, image, etc.
size, color, wording, position, benefit, etc.
Examples of “Actions”
Download E-book or Report,
Sign Up for a Newsletter
Get Started on a Free Trial
14. In a blog post
Ask them to comment, share, connect
Conclude with an engaging question
Include email subscription box after the post
Make it easy for them to participate
15. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources
16.
17. “A single, clear, compelling message that
states why you are different and worth
buying.”
– Steve Blank
18. what is the primary reason…
you are different or worth buying
what is the value…
your product/service deliver to your customer
which customer needs or problems…
your product/service satisfies or solves
focus on the “finished story benefit” (i.e. success)…
Feature Benefit Solution (problem, need, want)
19. New Improve Design
Need Performance
Money
Saving
Brand Affordable
Status
Reduce
Save
Risk
Time
20.
21. [ communicate not create something beautiful ]
“Design your content, not the box it comes in.”
Designing the message and flow of info:
synergisticuse of words and images to convey
information and communicate your message
Call to Action
What are your goals?
27. Content Pages
Services
Each page should have a call-to-action
Actions Pages
Contact/Estimate
Calls to Actions
Download Report/whitepaper
Blog
28. Builds Traffic
search engine traffic
social media traffic
email marketing
Increases credibility
Pre-sell
Establishes you as an expert
Voice and Authority
32. Scannable Text
Short Paragraphs
Headlines
Sub-Headlines
Bullet Points
Use Headlines to
Intrigue
33. 3 Must-Have Guides to Write Amazing Headlines
Write Headlines that SHINE
Specificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Value
http://blog.kissmetrics.com/how-to-write-headlines
A Scientific Approach to Writing Page Title
http://www.problogger.net/archives/2012/03/06/a-scientific-approach-to-writing-page-titles
52 Headline Hacks!
http://headlinehacks.com
34. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources
35. Simple
Breadcrumbs
Logical
Comprehensive
Is there a logical next step? Clear Path? Too many options?
36. A responsive website automatically changes
based on the size of the screen you’re viewing
it on.
37.
38. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources
39. personal connection
your photo
your name
not really about you
what problem would you solve for them?
how can you help them?
49. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources
50.
51.
52. Headlines
Unique Value Proposition
benefit vs pain point
adding pain point increased conversions by 31%
size, color, wording
Call to action
wording, color, location
Change from green to red, increase conversions by 34%
“See Plans & Pricing” to “Get Started Today” up 252%
Other: Sign Up Process / Copy / etc.
53. The Anatomy of an Effective Homepage
http://blog.kissmetrics.com/effective-homepage/
How do colors affect purchases
http://blog.kissmetrics.com/color-psychology/
What Makes Someone Leave A Website?
http://blog.kissmetrics.com/leave-a-website/
Stop Designing Pages and Start Designing Flows
http://uxdesign.smashingmagazine.com/2012/01/04/stop-design
10 Simple Ways to Increase Conversions by Reducing Friction
http://blog.kissmetrics.com/reducing-friction/
Does Website Design Impact the Bottom Line?
http://blog.kissmetrics.com/website-design-bottom-line/
What the Highest Converting Websites Do Differently?
http://blog.kissmetrics.com/what-converting-websites-do/
54. The 2 Famous Questions
What “Web Design” is
Audience and Goals
Your Website Message
Website Accessibility
Credibility
Examples
Test and Optimize
Additional Resources