Making Web Design Work for You A Presentation for Manufacturing Industry

Presented by Andrew Knutt AIBA

Welcome – About Me & ADK

• IT & Design for 14 years

• Member of UK Web Design Association

• Institute of Business Consulting

• South West Design Forum

• Somerset Design Enterprise Network

• Chambers & Business Associations

Technologies

Environment

Expectations Higher

Services Have Changed

Broadband

Things Have Changed

Research words people are searching for

Name pages & navigation with keywords

Use usability studies & design psychology

Design site & create great content

Optimise for search engines & emarketing

The correct The correct way to plan way to plan

your your websitewebsite

The correct The correct way to plan way to plan

your your websitewebsite

We see

•Images•Headings

•Links•Highlights

We satisfy

•In a hurry•No penalty

•Fun Guessing

We muddle through

•Not important

•If it works why not!

We find it complex

•We have low tolerance

•We like to be lead

We don’tread we

scan

We don’tmake

optimumchoices

We don’tfigure out

how thingswork

We don’tlike visual

noise

How we really use the web…

What we see?

1 2

3 4

What about other types of websites?

• Web Design guru Jakob Nielson said the ‘F’ word

• Software Usability and Research Lab (SURL) studies show that this does not hold true

• Studies suggest that users’ viewing patterns depend on the nature of the web page (text-rich versus image-rich) but also by the users’ tasks (browsing versus searching).

Image Website

Task 1Task 1Search for a Product Category

Task 2Task 2Browse for a Product Categories

Task 3Task 3Search for Non-existent Item

Browse for a Product• research suggests that

users tended to spread their visual attentions uniformly over the image-rich test page. Test subjects tended to be drawn to the product images equally across the visible page.

Search for a Product Category

• A more surprising outcome centered around users’ viewing patterns when searching for an image corresponding to a target product category. Users seemed to instantaneously identify the correct category image.

Search for a non-existent category

• Viewing patterns tended toward those associated with browsing. In fact, the gaze pattern heat map suggests that their visual attention was even more broadly and uniformly spread out over the page.

More Website Facts!

TheSix

Rules

You get 3-4 seconds to convince the visitor that they are on the right website and deliver information they are looking for

Search engines index web pages not websites

People see images before they read textSite design and visitor experience

is considered as added value

Think like the Internet searcher & target customer. What do they search for?

No price or call for action – no sell

JUST REMEMBER THAT:Users Use All Websites the Same

A Little Bit About Search Engine Optimisation

(SEO)

UK’s Biggest

Source: Hitwise UK – An Experian Company

• This list features the top 5 leading search engines based on UK Internet usage, ranked by volume of searches for the May 22nd 2010.

Ethical Techniques

Up-to-date Info

Good Clean Code

Links Coming In

4 Facts of SEO

W3C is the web design industry's ISO

Best Practice – Good Clean Code

How to test a website

W3C - World Wide Web Consortium http://validator.w3.org

http://www.mas.bis.gov.uk 26 Errorshttp://www.diy.com 293 Errors, 418 warning(s) http://www.sony.co.uk 152 Errors, 65 warning(s) http://www.manufacturinginstitute.co.uk 56 Errors, 20 warning(s)

Research is required to find out relevant terms (high keyword scores) for use on each webpage including uncommon combinations and expand keywords to include plurals and misspellings

Keywordsand Phrases

Copywriting is the selection of the right keyword phrases, coupled with skilful integration in using these terms with your actual web page text that makes your site relevant for search engines and visitors

To achieve a high search engine placement a web site must contain

the appropriate positioning and density of

Keywords & Phrases

How can you discover what people search for?

• Go to Google

• Search for ‘keyword suggestion tool’

• Select Google Adwords

• Search for your keywords/phrases

Keyword Global Monthly Searches Local Monthly Searches

manufacturer 4090000 246000

furniture manufacturer 60500 3600

jewelry manufacturer 33100 3600

plastic manufacturer 90500 3600

food manufacturer 27100 3600

shoe manufacturer 33100 2900

bag manufacturer 33100 1900

window manufacturer 18100 1900

custom manufacturer 1900 91

Custom Manufacture & Manufacturer

KeywordGlobal Monthly Searches

Local Monthly Searches

design and manufacture 22200 2900

product design and manufacture 5400 480

computer aided design and manufacture 1600 110

electronic design and manufacture 1000 110

pharmaceutics the design and manufacture of medicines 210 58

medical device design and manufacture 140 46

pcb design and manufacture 390 46

tool design and manufacture 480 36

jewellery design and manufacture 110 12

Design & Manufacturer

Simple Check List

Use Alt Tags to repeat keywords or phrases

Use Alt Tags to repeat keywords or phrases

Use the keywords or phrases in the name of the web page

if possible & have a sitemap

Use the keywords or phrases in the name of the web page

if possible & have a sitemap

Ensure you have at least 4%-12% density of these words

Ensure you have at least 4%-12% density of these words

Include these in all meta tags (Title, Description, Keywords) and body text

Include these in all meta tags (Title, Description, Keywords) and body text

Ensure text links to and from use keywords or phrases

Ensure text links to and from use keywords or phrases

Have 3-4 keywords or phrases per web page

Have 3-4 keywords or phrases per web page

Remember these fundamental rules

for each pagethroughout your website

Engaging content can help ranking

Associated keywords between sites are important

Links to inner pages can make a difference

Internal link structures can tell the search engine which pages are important

Links coming in are highly measured

How 1

How 2

How 3

How 4

How 5

Other Important Aspects

Now My Perfect Design

Final Checklist

For SuccessFor Success

Order of Work

Market

Keywords

ContentStrategy

Create GreatDesign

Optimise

Fact 1Fact 1Keywords & Phrases are important for most search engines

Fact 2Fact 2Quality Links play a large role in your search engine ranking

Fact3Fact3Fresh Information and up-to-date information will increase ranking

Thank YouAndrew Knutt of ADK Ltd

andy@adk.ltd.ukwww.adk.ltd.uk

Questions & Answers