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
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What goes into a website?
• Research
• Design
• ContentContent
• Technical
• Marketing
• Measurement
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What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
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What goes into a website?
Pre Development Post
Research Design Content Technical Marketing Measurement
Site Analysis
Usability
Security
Marketing
Competitive
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What goes into a website?
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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
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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
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What goes into a website?
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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
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What goes into a website?
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What goes into a website?
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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.
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What goes into a website?
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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
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What goes into a website?
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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
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– 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
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– Site Search
What goes into a website?
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Zero Moment of Truth
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First Moment of Truth
Stimulus First Moment of Truth
Second Moment of Truth
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Zero Moment of Truth
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Zero Moment of Truth
KenRockwell.com
Zero Moments First Moment
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Stimulus Zero Momentsof Truth
First Moment of Truth
What goes into a website?
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Zero Moment of Truth
Those Zero MomentsThose Zero Momentsare your CONTENTare your CONTENT.
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Those Zero MomentsThose Zero Momentsare other peoples’are other peoples
content.content.
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How do you keep that content fresh?
• RSS Feed
• Blog
• Press ReleasesPress Releases
• Newsletters
• Events
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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
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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
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Measurement
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Those Zero MomentsThose Zero Momentsare other peoples’are other peoples
content.content.
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Social Media
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Measurement
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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.
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Links
• www.zeromomentoftruth.com
• www.google.com/analytics
• www usertesting comwww.usertesting.com
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Contact Info
• twitter.com/walkertek - @walkertek@
• facebook.com/njwebdesign
• linkedin com/in/m alker973• linkedin.com/in/mwalker973
• 1-866-932-0004
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