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