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Why I'm Fed Up With Shit Websites - #SwipeSummit

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Slides from my talk at the 2016 Swipe Summit in Dublin, where I ranted about crappy websites.

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Why I'm Fed Up With Shit Websites - #SwipeSummit

  1. 1. POLEMIC D I G I T A L@badams “Why I’m Fed Up With Shit Websites” 04 February 2016 Barry Adams
  2. 2. POLEMIC D I G I T A L@badams Barry Adams
  3. 3. POLEMIC D I G I T A L@badams Most websites…
  4. 4. POLEMIC D I G I T A L@badams Some websites….
  5. 5. POLEMIC D I G I T A L@badams Sending traffic to these websites…
  6. 6. POLEMIC D I G I T A L@badams What is a ‘good’ website?
  7. 7. POLEMIC D I G I T A L@badams Good websites… … have a clear purpose AND … are good at fulfilling that purpose.
  8. 8. POLEMIC D I G I T A L@badams What is your website’s purpose?
  9. 9. POLEMIC D I G I T A L@badams What is your website’s purpose? • Look pretty?
  10. 10. POLEMIC D I G I T A L@badams What is your website’s purpose? • Look pretty? • So you can say you’re ‘online’?
  11. 11. POLEMIC D I G I T A L@badams What is your website’s purpose? • Look pretty? • So you can say you’re ‘online’? • CEO bragging rights at the golf club?
  12. 12. POLEMIC D I G I T A L@badams
  13. 13. POLEMIC D I G I T A L@badams What is your website’s purpose? • Grow brand awareness
  14. 14. POLEMIC D I G I T A L@badams What is your website’s purpose? • Grow brand awareness • Generate leads
  15. 15. POLEMIC D I G I T A L@badams What is your website’s purpose? • Grow brand awareness • Generate leads • Sell online
  16. 16. POLEMIC D I G I T A L@badams How do you create a ‘good’ website?
  17. 17. POLEMIC D I G I T A L@badams 1. Keep the goal in mind • Purpose comes first. • If it doesn’t support the purpose, don’t include it. • Tell HiPPOs to stay out of it.
  18. 18. POLEMIC D I G I T A L@badams HiPPO: “Highest Paid Person’s Opinion.”
  19. 19. POLEMIC D I G I T A L@badams HiPPO: “Highest Paid Person’s Opinion.”
  20. 20. POLEMIC D I G I T A L@badams 2. Details are important • Understand your audience. • Create a pleasant experience. • Remove stumbling blocks.
  21. 21. POLEMIC D I G I T A L@badams
  22. 22. POLEMIC D I G I T A L@badams
  23. 23. POLEMIC D I G I T A L@badams 3. Build It Well • Don’t skimp on web development. • Agree a detailed specification. • Get digital marketing foundations in place; SEO; technical & on-page PPC landing pages Email capture Social media integration
  24. 24. POLEMIC D I G I T A L@badams
  25. 25. POLEMIC D I G I T A L@badams 4. Never assume • Test a prototype with real users. • Measure what’s important. • Iterate & improve.
  26. 26. POLEMIC D I G I T A L@badams
  27. 27. POLEMIC D I G I T A L@badams Summarised: • Define your website’s purpose. • Ensure all elements of your site exist to serve that purpose. • Continuously measure and improve.
  28. 28. POLEMIC D I G I T A L@badams Thank You barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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