Creative Thoughts... Clever Solutions

Graphic House

www.graphichouse.com.au

Creative Thoughts... Clever Solutions

Graphic House

Websites Demystified

web

Contents

Websites - An Introduction 1Website Design 1

User Interface Design 1

Online Business Model 1

Value Adding Your Website 1Search Engine Marketing 1Social Media 1Social Media Integration 1

Email Marketing 2

Website Design and Development 2Domain Name Registration and Hosting 2

The Design Process 2Briefing Questionnaire 2Wireframe Design, Concept an

Storyboard Design 2Design Layouts 2Programming 3Final Stage 3

Content Management Systems (CMS) 3Finding the right CMS for your business 3

Great Website Design Tips 3

Different Types of Websites 4Microsites and Landing Pages 4Mobile Websites 4iPhone/iPad Application Development 4Database Design and Development 4eCommerce and Shopping Cart 4Interactive Google Maps 5

User Interface Design 5Know your user 5Pay attention to patterns 5Stay consistent 5Use visual hierarchy 5Provide feedback 5Be forgiving 5Empower your user 6Speak their language 6Keep it simple 6

Strategy and Advice 6Online Strategy Services 6Business Analysis Tools 6

Online Business Model 7Purchasing Methods 7Business Model Types 7Which model are you? 8

Social Media Integration 9Social Media Setup 9Social Media Training 9Social Media Coaching 9Social Media Ongoing Maintenance

and Management 9

Email Marketing Strategy 9Steps 9Positive Outcomes of an

Email Marketing Strategy 10Email Marketing 10

Search Engine Marketing 11

Building Your Business... Take The Next Step... 11

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Websites - An IntroductionThere are many facets to creating an effective website.

These can be narrowed down to the following key areas.

Website DesignThe look and feel of a website.

User Interface DesignThis is basically the experience that your customer has when they use your website.

Online Business ModelNearly every business will fall into a business model type. If you first ascertain your model type, then the website can be designed with that in mind and follow principles which provide the most effective design, both visually and technologically.

Value Adding Your WebsiteIn addition to having a website which looks good and is pleasurable to navigate, it is also important for your customers to find it.

There are various methods for achieving this. The main key ones are:

Search Engine Marketing

In order for a person to be able to find your product or service online it is necessary for your website to be created specifically to achieve this.

There are many mechanisms to use to increase the ranking of a website on search engines, both for free and ‘pay for click’.

Search engine optimisation is used to increase traffic to your site.

Social Media

This includes Facebook, Twitter plus many others. By creating social media accounts you can utilise the Internet to get the word out.

Social Media Integration

Once the accounts are set up, it is then necessary to keep them going and to update them regularly.

Integrating your social media across your Internet presence, will ensure that you are seen by the world out there and it will also help with your ranking.

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Email MarketingIn addition to having a web presence in the form of a website and social media platforms, communicating with your customers and interacting with them on a regular basis, will also improve your ranking and in addition, your business bottom line.

Using email marketing techniques in the form of, for example, newsletter mail outs is a cost effective way of building your business.

The following pages will provide more detailed information with regard to website design and development.

If you have any questions, or would like to discuss your website requirements with a trained professional, please give is a call on 07 4948 3274 or email info@grahichouse.com.au.

Website Design and Development

Domain Name Registration and HostingChoosing the right domain name for your online business is one of the many ways to improve the chances of your customers landing on your website.

Graphic House is skilled in carrying out a domain name keyword analysis and offering the best domain name choices to maximise your search ranking. We also offer domain name registration and hosting.

The Design ProcessWe supply only tailored websites which are designed and developed to customers’ individual needs, instead of ‘off the peg’ template designs which limit choices and always require compromise.

Briefing Questionnaire

The first step in the production of a website begins with a comprehensive briefing questionnaire, followed by the presentation of a Graphic House quote.

Wireframe Design, Concept and Storyboard Design

On acceptance of the quote a Wireframe Design is created.

This is a text only layout which provides a basic website with working links. This gives a feel for how the website will flow and connect.

Simultaneously, we will work on the Concept and Storyboard Design which is a hand sketched storyboard displaying the website navigation, pages and links.

Design Layouts

Once the Wireframe Design and Concept & Storyboard Designs are approved, full colour Design Layouts will be created and presented.

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Programming

When one Design Layout has been chosen, the website programming begins.

Final Stage

The final website will then be presented for approval and made live.

Content Management Systems (CMS)A Content Management System is a program that allows publishing, editing and modifying of a website’s content.

The advantage of using a CMS system is that people who know little about computers and programming are able to edit the content of their website easily and quickly.

Finding the right CMS for your business

Many CMS systems are available, each with different strengths and weaknesses.

Graphic House can recommend the best Content Management System (CMS) to suit your business.

Before implementing a CMS system it is worth considering the following:

• The type of content for the website

• Whether it requires community based features, such as forums?

• Does it need to connect to social media such as Facebook and Twitter?

• Are eCommerce features required?

• What volume of traffic will the website attract?

• Is multilingual support a factor?

• Am I prepared to pay for additional CMS and/or database licence fees?

Great Website Design TipsThere are some key elements which must be considered when planning, designing and ‘building’ a website:

• The website must be unique

• The products should be controlled for quality and reliability

• The regular introduction of new products will help to keep the level of interest high on the website and encourage repeat visitors.

• Credit card payments must be seen to be secure, reliable and easy to follow.

• Policies should be customer friendly with simple English.

• If you say you will do something, do it. Keep your promises.

• Clever marketing strategies are a good way to keep your customers’ engaged.

• Be the best at what you do.

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Different Types of Websites

Microsites and Landing Pages

A great cost effective option for the marketing of a specific event or product is to use a microsite or landing page.

Mobile Websites

Mobile websites are designed specifically for mobile devices and have different content which fits neatly on the screen, thereby making the user experience simple and positive.

In addition, we can modify existing websites and web pages to work on a broad range of mobile devices.

Graphic House develops mobile websites for Android, Blackberry, iPhone and iPad.

iPhone/iPad Application Development

We can develop your iPhone App idea to run on an iPhone and iPad, or Android smart phones.

Database Design and Development

Graphic House can design a customised database for your business, which will collect, manage and share your data quickly and easily.

This management of information offers built in performance measures which enable effective allocation of resources.

eCommerce and Shopping Cart

An eCommerce website is a great choice if you wish to sell products or services online. It will help to kick start sales and maximise products.

ECommerce websites offer a series of unique advantages including:

• Increased sales - instantly sell your products Australia wide, or globally.

• Sales and administrative staff can be minimised.

• Low overheads - reduce the cost of staff, facilities and administration.

• Measurable results - track the origin and profitability of every sale you make.

• Less management - due to the simplified processes and increased automation.

• Low risk - because of fewer expenses and higher profit margins.

They can also reduce your overheads in a number of areas:

• Retail floor space is entirely optional.

• Physical shop fit-out and signage are no longer important.

• Traditional advertising often becomes completely unnecessary.

• Sales and administrative staff can be minimised.

• Bookkeeping is almost entirely automated.

• Management time can be drastically reduced due to automation.

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We will create a user-friendly eCommerce website with feature-rich shopping cart which is easily updateable.

Interactive Google Maps

Graphic House can embed Interactive Google Maps into your new or existing website, providing editable map images and contact details for your business.

User Interface DesignDefinition: User interface (UI) design is the design of websites with the focus on the user’s experience and interaction.

At Graphic House we believe that a website’s design should respect branding, be goal orientated and be customer focused, so certain tried and tested rules are followed when designing user interfaces as outlined below.

Know your user

Learn about your user’s goals, skills, experience and needs. Research which interfaces they like and see how they use them. Then create an interface which helps them to achieve their goals in the most positive manner.

Pay attention to patterns

Users spend the majority of their time on interfaces other than your own (Facebook, Blogger, school/university, news websites, etc). By using familiar UI patterns, you will help your users to feel at home.

Stay consistent

Your users need consistency. They need to know that once they learn to do something, they will be able to do it again. Language, layout and design are just a few interface elements that need to be consistent.

Use visual hierarchy

Design your interface in a way that allows the user to focus on what is most important. Balance size, colour and position of the various elements to create a clear path to website functions.

Provide feedback

Keep engaged with your user at all times. Inform of actions, site changes, or exceptions which occur. Visual cues or simple messages show the user that his or her actions have led to the expected result.

Be forgiving

People will make mistakes. Your user interface should allow for, and tolerate user error. Design ways for users to undo actions and be forgiving with a variety of inputs. Teach users what was done wrong, to help prevent it from happening again.

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Empower your user

Once a user has become experienced with your interface, provide simpler, more direct ways for them to reach their destination quickly, e.g. keyboard shortcuts.

Speak their language

Keep your website conversational with clear labels for actions.

Keep it simple

The best interface designs are invisible. Necessary elements are to the point and make sense.

Strategy and AdviceHaving a website strategy in place will ensure that you engage and interact with your users in the most effective way.

Strategy and Advice planning can greatly impact the general picture , design, contruction and work flow of the website.

Online Strategy Services

• Requirements analysis and goal setting through website strategy planning and workshop sessions

• Strategic roadmaps and frameworks

• Market research and competitor analysis

• Website accessibility and website usability analysis

• Establishment of key messages

• Development of user engagement models

Business Analysis Tools

• Information architecture - the way in which the information is structured on a website.

• Wire-framing - a visual representation of a website.

• Sitemap - a graphical or text based model of a website’s content which allows user navigation.

• Process flow diagram - a diagram to indicate the general flow of processes.

• Formal scenario based technical specification writing - The derivation of a formal specification and detailed design from informal requirements.

• Use-Case Definition - a methodology used in system analysis to identify, clarify and organise system requirements.

• Usability Testing - users are asked to perform tasks to gain useful information with regard to their user experience.

• Quality assurance - meeting product standards.

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Online Business ModelA website has both a technological side and a business side.

A good web developer will be able to analyse a business and match the needs of the business with the functionality of the website.

In most cases, an online business is made up of a company and the consumer.

There are two main types of products historically available to a consumer; tangible and intangible.

A tangible product is one that is perceptible by touch. An intangible one is something that doesn’t have a physical presence, i.e. a service.

User experience is another type of product which is now being used more and more to build business. Combined with a product or service, this provides the end user with a positive feeling.

Consumers are often very affected by brand association. If a brand represents prosperity and success, consumers may choose to obtain that product so they too can emanate these values.

The reputation of a company is an extremely powerful tool in selling.

Purchasing Methods

Once a consumer is ready to make a purchase there are various ways in which this transaction can take place.

The most obvious method is by paying with money.

Another method of payment for consumers is with their attention. For example, a free product or service may be offered in return for the viewing of a third party advertisement.

Another type of attention is that created by the buyer in their social network and with their peers. This is a very valuable source of ‘advertising’ because it is highly regarded and considered unbiased and truthful.

By following time-tested principals in the design of your website and keeping a good balance between automation and personal interaction will ensure that your cutomer has a high buyer experience and in so doing, you will benefit from ‘attention’ advertising and repeat business.

Business Model Types

There are various standard types of business model. Your business may fall into one category or span a few. Once you know your business model, it is easy to implement the time-tested principals of website design specifically tailored to that model.

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The main types of business models are listed below:

• Brokerage

• Advertising

• Infomediary

• Affiliate

• Merchant

• Community

• Subscription

• Utility

Brokerage

Bringing buyers and sellers together.

Advertising

This website provides content and services, often for free. Third party advertisers then purchase space on the site.

Infomediary

This offers independent information.

Merchant

A website which sells good and services, either wholesale or retail.

Manufacturer (Direct)

Direct access to the end user via a manufacturer’s website which eliminates the middle man.

Affiliate

Financial incentives are offered throughout the Internet on various websites, to affiliate businesses.

Community

This is based on user loyalty and a great deal of time and emotion committed by the users. As a by product, products and services may be offered. Also the site may create revenue through voluntary contributions.

Subscription

A pay for use service based on fixed time period subscription fees.

Utility

Pay as you go.

Which model are you?

Once you have made a decision on your type of Online Business Model, it is then necessary to translate it into a website which will work.

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Social Media IntegrationSocial Media Integration – Facebook, Twitter, LinkedIn, Google+, YouTube social media, when implemented with search engine optimization, can help your organisation boost search engine ranking, build relationships, manage and strengthen your brand.

Graphic House provides the following social media services:

• Setting up

• Training

• Coaching

• Ongoing maintenance and management

Social Media Setup

• Design and set up social media accounts including Twitter, Facebook, You Tube and LinkedIn plus more.

• Design Facebook welcome tabs, pages and side banners.

• Design customised Twitter backgrounds.

Social Media Training

Do you require social media training? Graphic House can provide one-on-one or group training sessions depending on your needs.

Social Media Coaching

Are your social media platforms all set up, but you now don’t know how to get them delivering results for you? Are you struggling to keep up with all the changes across social media networks? Graphic House can help you to develop an effective social media marketing program to deliver results and reach your business and marketing objectives.

Social Media Ongoing Maintenance and Management

All set up, but struggling to find the time to keep on top of all of your social media platforms? We offer a number of social media maintenance packages to take the pressure off.

Email Marketing StrategyAt Graphic House we will help you to build a long term Email Marketing Strategy to suit your business objectives and bring more customers to you.

Steps

1. Identify qualitative goals.

2. Analyse the current situation.

3. Complete a competitive analysis.

4. Define the target audience.

5. Determine which types of email meet your needs.

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6. Develop a content strategy and a frequency and send schedule.

7. Design email template/s.

8. Create quantitative goals.

9. Compile a budget and return on investment(ROI) projections.

10. Evaluate results and tweak the strategy accordingly.

Positive Outcomes of an Email Marketing Strategy

• Increased sales

• Increased brand awareness

• Increased customer loyalty

• More leads generated

• More repeat business

• Shortened sales cycle

• Reduced marketing costs

• Time saved

Email Marketing

Email marketing is the bulk sending of emails to various recipients. It is a very targeted method of promotion. You can select the people you want to email to.

Email marketing can help to boost sales in your business by leveraging your existing contacts to generate more revenue. By enabling your customers to be aware of your current offers, you develop the relationship you have with them and increase customer loyalty.

It can also be used to append advertisements to emails sent by other organisations. This variation of email marketing can broaden your marketing net to get new customers.

Email marketing has the following benefits over snail (traditional) mail:

• Large mailing lists with low distribution costs.

• Ability to email more customers.

• Return on investment (ROI) tracking, so you can see how well the marketing campaign is going.

• High return on investment.

• Low distribution times.

• Availability of tracking statistics - see who opens, clicks and visits your campaigns, thereby providing the ability to target customers more effectively.

• Automatic processing of targeted potential buyers; identify positive customers’ behaviours.

• Tracking of email interactions; campaigns then adjusted accordingly.

• Half of the world’s Internet users check their email daily.

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Search Engine MarketingSearch Engine Marketing techniques make websites more noticeable to the search engines.

Choosing targeted and relevant key phrases to drive traffic to a site is fundamental.

There are two main methods of achieving this, “Search Engine Optimisation” and “Pay Per Click Advertising”.

These methods are often used together, depending on the business.

Building Your Business... Take The Next Step...If you would like to talk to someone personally about your website requirements, please call 07 4948 3274 or email info@graphichouse.com.au to arrange an obligation free appointment.

Thank you.