2. BDMM 4336
You Will Learn:
Why
• How to build an effective website
Websites
• The importance of information
Matter structure
Class 11
Fall 2011 • Usability
• Common web standards
• How to write effective content
@AndreaGenevieve
andream@stedwards.edu
3. BDMM 4336
Virtual Storefront
Why
Websites
Matter
Class 11
Fall 2011 Can you market without a website?
Absolutely…. But I wouldn’t
recommend it.
Start with:
1. Why do I need a website?
2. What is the goal of a the website?
@AndreaGenevieve
3. Who will visit the website?
andream@stedwards.edu
4. How will people use the site?
4. BDMM 4336
Why
Websites A website= needs of your
Matter
Class 11
audience + business goals
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
5. BDMM 4336
Steps to Build a Website
Why
Websites 1. Plan
Matter 2. Design
Class 11 3. Development
Fall 2011
4. Testing
5. Repeat
6. Publication
Content should come first, then move
to design.
@AndreaGenevieve
andream@stedwards.edu
6. BDMM 4336
Usability and Accessibility
Why
Websites
Matter
Class 11
Fall 2011
Allows the largest audience to access your site with
information and functionality develop in a way
they are comfortable with.
@AndreaGenevieve
andream@stedwards.edu
7. BDMM 4336
Your Domain
Why .com = most popular
Websites .net
.org
Matter .edu= education only
Class 11
.gov= government only
Fall 2011
.co= new!
.me = new!
.io .ly . Us = techy
.xxx= adult
Tip: DON’T PIGGYBACK!
Ex:yoursite.target.com
@AndreaGenevieve
andream@stedwards.edu
8. BDMM 4336
Domain Advice
Why
• Find something
Websites descriptive
Matter • Purchase multiple
Class 11 domains
Fall 2011 • Familiarize
yourself with
redirects
• Use keywords in
URL
• DON’T use hypens
@AndreaGenevieve
andream@stedwards.edu
9. BDMM 4336
Hosting
Why 1. Shared
Websites 2. Virtual
3. Dedicated
Matter 4. Server Co Location
Class 11
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
10. BDMM 4336
Choosing Developer &
Designer
Why
Websites Designers create look and feel
Matter Developers bring sites to life
Class 11
Fall 2011
To find a good developer OR designer
look at portfolios, ask for
recommendations, talk with
previous clients,get multiple
quotes, choose someone who “gets”
your business.
@AndreaGenevieve
andream@stedwards.edu
11. BDMM 4336
How To Start A Website
Why
Websites • Determine your content structure and
navigation
Matter • Think about hierarchy
Class 11 • Think about what should live on the
Fall 2011 homepage
• Don’t use “Click Here” or flash animation
• Decide if you need a landing page or launch
page
The homepage should be generic, but engaging
enough to draw people in.
@AndreaGenevieve
andream@stedwards.edu
12. BDMM 4336
Example:
Why
Websites
Matter
Class 11
Fall 2011
@AndreaGenevieve
Activity: Divide into pairs and create a sample
structure for a local clothing boutique.
andream@stedwards.edu
13. BDMM 4336
Tips For Web Writing
Why
Websites 1. Grab readers 6. Engage the reader
attention
Matter 7. Write for multiple
Class 11 2. Make copy entry points
Fall 2011 scanable
3. Create original 8. Use short words
copy 9. always be clear
4. Write using the and concise
inverted pyramid 10.Use a non-print
5. Consistency is key tone
@AndreaGenevieve 11.Death to flash
andream@stedwards.edu
14. BDMM 4336
Write for Your Buyers
Why
Websites • Solve a problem
Matter • Write in the buyer’s words
Class 11 • Show how you, specifically, will
Fall 2011 solve a buyer’s problem
• Write to a particular persona
• Avoid jargon
• Stay away from Gobbledygook
PDF: The Gobbledygook Manifesto
@AndreaGenevieve
andream@stedwards.edu
15. BDMM 4336
NEVER USE THESE WORDS:
Why Industry standard
Next generation
Websites
Matter Ground breaking
Class 11
Fall 2011 Best of breed Robust
Cutting edge
World class
Mission critical
@AndreaGenevieve
Market leading
andream@stedwards.edu
16. BDMM 4336
Poor Writing
Why
Websites
Matter
“Gobbledygook happens when
Class 11
Fall 2011 marketers set out to write copy and
don’t understand how the company
solves consumer problems.”
@AndreaGenevieve
andream@stedwards.edu
17. BDMM 4336
Starting to Write
Why
Websites 1. Find your biz
personas
Matter 2. Divide them into
Class 11 distinct buying
Fall 2011 segments
3. Start with buyer in
mind
4. Answer your
consumers
questions
5. Use real language
6. Use a familiar
tone
@AndreaGenevieve
andream@stedwards.edu
18. BDMM 4336
How Web Content
Influences the Buying
Why Process
Websites • The web is the first stop in research
Matter • Websites draw consumers in
Class 11 • You only get one shot!
Fall 2011
• Site need to move consumers
through the sales funnel
• Know your goals as a marketer
• Show consumers you care from the
start
@AndreaGenevieve
andream@stedwards.edu
19. BDMM 4336
Website Organization
Why • Based on consumer need
Websites • Must be clear, easy to follow, well
Matter organized
Class 11
• Learn about the buying process
Fall 2011 • Maintain consistency with other
marketing materials
• Navigation areas should reflect
buyer segments
Example: For St. Edward’s Alumni,
Current Students, Prospective
Students, Parents, Faculty and Staff
@AndreaGenevieve
andream@stedwards.edu
20. BDMM 4336
Other Tips
Why
Websites • People learn better with various
types of content- MIX IT UP!
Matter Diverse content = diverse audiences
Class 11
Fall 2011
TONE
• Must have company personality
• Creates an emotional connection
with consumer
• Use a copy editor
@AndreaGenevieve
andream@stedwards.edu
21. BDMM 4336
Photo and Images
Why
Websites Content is NOT limited to words.
Matter
Class 11 DON’T USE STOCK PHOTOS.
Fall 2011
Stay away from heavy graphics or flash
animation
Check for browser compatibility
@AndreaGenevieve
andream@stedwards.edu
22. BDMM 4336
Remember…..
Why Include Interactive
Websites
Content
Matter
Class 11
Fall 2011 Create Feedback Loops
Invite Consumers to
Connect
@AndreaGenevieve Create Content to Share
andream@stedwards.edu
