BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

You Will Learn:

• How to build an effective website

• The importance of information

structure

• Usability

• Common web standards

• How to write effective content

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Virtual Storefront

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?

3. Who will visit the website?

4. How will people use the site?

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

A website= needs of your

audience + business goals

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Steps to Build a Website

1. Plan

2. Design

3. Development

4. Testing

5. Repeat

6. Publication

Content should come first, then move

to design.

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Usability and Accessibility

Allows the largest audience to access your site with information and functionality develop in a way they are comfortable with.

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Your Domain

.com = most popular

.net

.org

.edu= education only

.gov= government only

.co= new!

.me = new!

.io .ly . Us = techy

.xxx= adult

Tip: DON’T PIGGYBACK!

Ex:yoursite.target.com

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Domain Advice

• Find something

descriptive

• Purchase multiple

domains

• Familiarize

yourself with

redirects

• Use keywords in

URL

• DON’T use hypens

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Hosting

1. Shared

2. Virtual

3. Dedicated

4. Server Co Location

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Choosing Developer &

Designer

Designers create look and feel

Developers bring sites to life

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.

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

How To Start A Website

• Determine your content structure and

navigation

• Think about hierarchy

• Think about what should live on the

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.

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Example:

Activity: Divide into pairs and create a sample

structure for a local clothing boutique.

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Tips For Web Writing

1. Grab readers

attention

2. Make copy

scanable

3. Create original

copy

4. Write using the

inverted pyramid

5. Consistency is key

6. Engage the reader

7. Write for multiple

entry points

8. Use short words

9. always be clear

and concise

10.Use a non-print

tone

11.Death to flash

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Write for Your Buyers

• Solve a problem

• Write in the buyer’s words

• Show how you, specifically, will

solve a buyer’s problem

• Write to a particular persona

• Avoid jargon

• Stay away from Gobbledygook

PDF: The Gobbledygook Manifesto

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

NEVER USE THESE WORDS:

Next generation

Robust

World classCutting edge

Market leadingMission critical

Industry standard

Ground breaking

Best of breed

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Poor Writing

“Gobbledygook happens when

marketers set out to write copy and

don’t understand how the company

solves consumer problems.”

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Starting to Write

1. Find your biz personas

2. Divide them into distinct buying segments

3. Start with buyer in mind

4. Answer your consumers questions

5. Use real language

6. Use a familiar tone

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

How Web Content

Influences the Buying

Process • The web is the first stop in research

• Websites draw consumers in

• You only get one shot!

• Site need to move consumers

through the sales funnel

• Know your goals as a marketer

• Show consumers you care from the

start

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Website Organization

• Based on consumer need

• Must be clear, easy to follow, well organized

• Learn about the buying process

• 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

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Other Tips

• People learn better with various types of content- MIX IT UP!

Diverse content = diverse audiences

TONE

• Must have company personality

• Creates an emotional connection with consumer

• Use a copy editor

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Photo and Images

Content is NOT limited to words.

DON’T USE STOCK PHOTOS.

Stay away from heavy graphics or flash

animation

Check for browser compatibility

BDMM 4336

Why

Websites

MatterClass 11

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Include Interactive

Content

Create Feedback Loops

Invite Consumers to

Connect

Create Content to Share

Remember…..