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Covers: • What goes into a website• Information from client research• Why that is important• How to keep a site fresh• Using analytics to adjust your program
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June 7, 2011
Web Design Lifecycleg y
Mike Walker
WalkerTek Interactive Marketing
CHAPTER LOGO AREACHAPTER LOGO AREA
Overview
• What goes into a website
• Information from client research
• Why that is importantWhy that is important
• How to keep a site fresh
• Using analytics to adjust your program
22
What goes into a website?
• Research
• Design
• ContentContent
• Technical
• Marketing
• Measurement
33
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
44
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis
Usability
Security
Marketing
Competitive
55
What goes into a website?
66
What goes into a website?
Resources Site
Monthly PPC Budgets www.spyfu.com
Relative Rankings www.alexa.com
Find Indexed Pages (site:www.walkertek.com) www.google.com
Backlinks (link:www.walkertek.com) www.google.com
Blog Posts blogsearch.google.com
77
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand
Usability Audience
Security Message
Marketing Layout
Competitive Architecture
88
What goes into a website?
99
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text
Usability Audience Images
Security Message Videos
Marketing Layout Graphics
Competitive Architecture Flash
1010
What goes into a website?
1111
What goes into a website?
1212
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs
Usability Audience Images Operating Systems
Security Message Videos Programming LanguagesLanguages
Marketing Layout Graphics CMS
Competitive Architecture Flash 3rd Party Int.
1313
What goes into a website?
1414
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs
Usability Audience Images Operating Systems
Security Message Videos Programming LanguagesLanguages
Marketing Layout Graphics CMS
Competitive Architecture Flash 3rd Party Int.
1515
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO
Usability Audience Images Operating Systems
PPC
Security Message Videos Programming Languages
Social MediaLanguages
Marketing Layout Graphics CMS Content
Competitive Architecture Flash 3rd Party Int. Email
1616
What goes into a website?
1717
Outbound Marketing Inbound Marketing
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating Systems
PPC Leads
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
1818
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating Systems
PPC Leads
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
1919
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating Systems
PPC Leads
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
2020
What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating Systems
PPC Leads
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
2121
What goes into a website?
Research Design Content Technical Marketing Measurement
Site Analysis Brand Text Specs SEO Traffic
Usability Audience Images Operating Systems
PPC Leads
Security Message Videos Platforms Social Media Conversions
Marketing Layout Graphics CMS Content Interactions
Competitive Architecture Flash 3rd Party Int. Email Sources
Testing
2222
Research
• What features/functionality are important?
• Internal– Navigation Structure– Product/Service info– Content– Technical Info
• Customers– Content– Recent News– Navigation Structure
Site Search
2323
– Site Search
Research
• What features/functionality are important?
• Internal– Navigation Structure– Product/Service info– Content– Technical Info
• Customers– Content– Recent News– Navigation Structure
Site Search
2424
– Site Search
What goes into a website?
2525
Zero Moment of Truth
2626
First Moment of Truth
Stimulus First Moment of Truth
Second Moment of Truth
2727
Zero Moment of Truth
2828
Zero Moment of Truth
KenRockwell.com
Zero Moments First Moment
2929
Stimulus Zero Momentsof Truth
First Moment of Truth
What goes into a website?
3030
Zero Moment of Truth
Those Zero MomentsThose Zero Momentsare your CONTENTare your CONTENT.
3131
Those Zero MomentsThose Zero Momentsare other peoples’are other peoples
content.content.
3232
How do you keep that content fresh?
• RSS Feed
• Blog
• Press ReleasesPress Releases
• Newsletters
• Events
3333
Types of Blog Posts
• Instructional • Rants
• Informational
• Reviews
• Inspirational
• Research
• Lists
• Interviews
• Collation
• Prediction/Review
• Case Studies
• Profiles
• Critique
• Debate
• Link Posts
• Problem Posts
• Hypothetical
• Polls
3434
Plan your content...
• Come up with an editorial calendar
• A blog calendar
• A social media calendarA social media calendar
• Be ready to capitalize on news and trends
3535
Measurement
3636
Those Zero MomentsThose Zero Momentsare other peoples’are other peoples
content.content.
3737
Social Media
3838
Measurement
3939
Social Media
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Summary
• Get involved in as many aspects of a web project as possible
• Make sure you are considering the “Zero Moment” h d l i t twhen you are developing content
• Take advantage of opportunities using your existing i f t tinfrastructure
• Use analytics to see where people are coming from and what they are looking at on your websiteand what they are looking at on your website.
4141
Links
• www.zeromomentoftruth.com
• www.google.com/analytics
• www usertesting comwww.usertesting.com
4242
Contact Info
• twitter.com/walkertek - @walkertek@
• facebook.com/njwebdesign
• linkedin com/in/m alker973• linkedin.com/in/mwalker973
• 1-866-932-0004
4343
