stop putting lipstick on your website pig
DESCRIPTION
Jeff Owen presented this workshop on best and worst website practices during the Learn 2 Lead series for nonprofits and small businesses in Greenwood, Indiana.TRANSCRIPT
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Stop Putting
Lipstick
On Your
Website Pig
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If you learn nothing else…
Your website should:
motivate your audienceto Respond
This is about getting money or volunteers
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If you learn nothing else…
Your website should:
provide your customerstheir Research
This is about you being seen as the expert
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If you learn nothing else…
Your website should:
inspire your audienceto Recommend you
This about marketing your organization or business
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Common thread…
Content(Not colors)
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Take this back to the boss…
Your website is more important than your building
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Take this back to the boss…
60% of all retail saleswill involve the Internetin some way in 2014
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Take this back to the boss…
89% of online customersuse search engines when making a purchasing decision
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Take this back to the boss…
Your website is more important than any pieceof equipment
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Take this back to the boss…
$24 billion in online donationsto U.S. non-profits in 2013,up 13.2% from previous year
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Take this back to the boss…
Your website is more important than any new hire
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Take this back to the boss…
Businesses that usedigital marketingexperience a 451% increasein qualified leads
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Take this back to the boss…
Ignore your website,your companyor organization will die on the vine
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Take this back to the boss…
Companies that excel
in digital marketinggenerate 50% more sales-ready leads at a 33% lower cost
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Pig StiesThingsthat causewebsitemesses
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Pig Sties
You Have a Large Website Committee
» You have wrong people running the project
» You allow analysis paralysis to fester
» Your focus is internal instead of external
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You Pay Lessand Expect More
» You know a high school kid who ‘does websites’
» You believe free or inexpensive sites are safe and reliable
» You have seen the “free website” TV commercials
» You get what you pay for
Pig Sties
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You Redesign BecauseYou Want a ‘New Look’
» You focus on the wallpaper, not the purpose
» You forget the project should focus on content
» You forget that content drives sales, action
Pig Sties
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You Leave Website Decisions to the IT Folks
» You assume that computer people know how a website should work
» You assume that technology is too complicated for the marketing, sales people
Pig Sties
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You Stuff Your WebsiteWith Irrelevant Stuff
» You assume users are interested in vast details
» You allow ‘Ego Content’ onto the site
Pig Sties
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You Use Images, ContentDownloaded From Google
» You assume all Internet content is free
» You assume Getty Images cannot find you
Pig Sties
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You Push VisitorsFrom Your Site
» You allow links to close your site and open another
» You forget to click on New Window prompt when linking to external website
» You don’t know how to embed content
Pig Sties
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Pig Sties
You Allow Spelling/Grammar Gremlins to Populate
» You believe Spellcheck will catch every error
» You don’t understand the impact of such mistakes
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Pig Sties
You Honestly BelieveMoving Parts Attract Attention
» 99% of web users find animation annoying
» ‘Flash’ consumes valuable Internet sources
» Causes all sorts of technological issues
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Pig Sties
You Launch Your New Site,You Ignore Your New Site
» You don’t make updates a critical part of your organization’s operation
» Your website is not valued in your organization
» You assign website updates to an assistant who has no training
» You assign updates to an intern
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Best of ShowThingsthat drawattention or an “Awww...”to your site
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Best of Show
Tell What You Do,Not Who You Are
» Earn the reputation as an expert
» Show your Case Studies, White Papers, Projects
» Explain how you go about your business
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Best of Show
Design Your Siteto be Responsive
» Your site adapts to user platform
» No more pinching and resizing
» 60% of websites are viewed on cell phones
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Best of Show
Limit the Main Menu to No More Than 5-6 Silos
» Site focuses on key content for target audience
» Site more easily responds to tablets, cell phones
» Home page looks cleaner, easier to navigate
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Best of Show
Use Active VerbsOn All of Your Calls to Action
» People want answers, encourage them to CLICK HERE and find them
» More than 90% of visitors read the CTA text
» Every page should have a CTA
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Best of Show
Consider Your Site’s FooterExtremely Valuable Real Estate
» All contact information should be included, so cell users can push phone number and call
» Include Quick Links or Browse for best responsive design
» Footer information appears on every page, which saves room for other important information
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Best of Show
Prep Your Graphics, Imagesin a Quality Software Program
» Make sizing adjustments in Photoshop, Office Picture Manager, Illustrator
» Save file for Web, Devices (compressing file)
» Avoid making adjustments within website content management software
» High resolution photos can slow down access
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Best of Show
Imbed Quality VideosOnto Your Pages
» Videos can increase site conversations by 86%
» Videos should be short (60-90 seconds)
» Video content should follow bullet point rule of blog writing
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Best of Show
Know Who Manages Your Site, Domain Hosting
» These are different services
» These are different from site administration host
» Find out your url addresses, user names, passwords
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Best of Show
Make Your Domain NameMore Memorable
» Make it part of your brand
» Consider using your slogan as your address
» Length of name can be addressed in design
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Best of Show
Make Font CleanlinessNext to Godliness
» Select a font that is Google friendly
» Test fonts, design on different browsers
» Test fonts, design on different platforms
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