How To Build A Website And Stay Sane
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Transcript of How To Build A Website And Stay Sane
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www.stay-sane.com
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Don't lettechnologybe the focus
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eBusinessis still
Businesswww.stay-sane.com
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It's all inthe process,
silly!www.stay-sane.com
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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Inhouseor
outsource?www.stay-sane.com
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Value yourown time
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Developer's Staff Client's Staff Project manager Account executive Information architect Marketing strategist Design manager Designers Production specialists Database developers System administrator Copy / technical writers Office administrator
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Website manager Section editors Contributors Copy writers Photographers
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Types Of Developers Advertising agency Ma n Pa web shop Graphic design house Internet consultant The neighbour's son's classmate Integrated developer The mega developerwww.stay-sane.com
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Obtaining QuotesWhere do you find them?How do you assess them?
Focus on needs, not technology
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ContractsAnd
Documentationwww.stay-sane.com
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Nondisclosure agreementProject scope / synopsis
QuotationPurchase orderChange orders
Copyright permission contractMaintenance agreement
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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Stateyour
objectiveswww.stay-sane.com
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Lead generationProduct sales
Brand awarenessCommunity building
Market researchReduced overheadsInternet familiarity
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Whoare you
talking to?www.stay-sane.com
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Personalise the market:
demographicprofiles
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Name: Jonathan OxerAge: 36Status: marriedChildren: 2Income: $50kOccupation: programmerHobbies: hardware hacking, cycling,writing, looking stupid in front of large groups of peoplewww.stay-sane.com
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Beyond demographics:
psychographics
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Beyond psychographics:
behaviour analysis
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Revenue models:
show methe $$$$$!
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Revenue models:Online sales
Referral incomeContent feesSubscriptions
Advertising feeswww.stay-sane.com
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Site Structure And FocusDomain name
The magic number 7 (+/2)Nonlinear information
Levels of navigationDepth of information
Site mapsCall to action
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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The Design Brief Corporate colours and logo Existing marketing material
Reference sites Site structure
Revenue model Target demographic
Technical requirementswww.stay-sane.com
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Design Comps
Initial design comps Design review process
The final design Image slicing
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ECommerce
Price structure SSL certificates / secure servers
End to end security Accepting credit cards
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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www.stay-sane.comwww.stay-sane.com
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Content
The content creation team Content creation tools
Approval processes Timecritical content
Datasource synchronisationwww.stay-sane.com
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Writing For The Web
Reading rate / comprehension Reading versus skimming
Formality Person and identity
No spellling mistaykes
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Hosting What is hosting?
Why not host it ourselves? Virtual / dedicated servers
Colocation Extreme performance
Support
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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Reaching Your Site
1. Type in your URL2. Click a link from another site3. Find you in search results
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MultiTouch Marketing
Different media, different strengthsThe traditional spiral Starting your spiral
Landing pages Looping: permission push marketing
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Site CrossLinking
Put yourself in their shoesBe where your market is
Become part of the culture
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Search EnginesHierarchical lists / keyword systems
Getting onto hierarchical listsGetting onto keyword search databases
Ranking algorithmsPersonalisation / user profiling
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Optimisefor
humanswww.stay-sane.com
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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Customer ServiceCustomer inquiriesLive online serviceThe feedback loop
Holistic customer service
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Traffic StatsPage counters must die!
Hits must die!Page views / visits report
Entry and exit pages reportTime, domain and browser reports
Referrer reportwww.stay-sane.com
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Maintenance / Updates
Content updatesCosmetic updates
Functional updates
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Getting StartedStage 1: Strategic PlanningStage 2: Design and EngineeringStage 3: ProductionStage 4: Launch and PromotionPost Launch: Running The Site
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Thanks for listening!More information:www.stay-sane.com
Feedback?www.stay-sane.com/survey
These slides:jon.oxer.com.au/talks
My blog:jon.oxer.com.au