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The Anatomy of a Great Web Site Building a Site that Will Get Results.

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Presentation on theme: "The Anatomy of a Great Web Site Building a Site that Will Get Results."— Presentation transcript:

1 The Anatomy of a Great Web Site Building a Site that Will Get Results

2 Todays Agenda The 5 Required Elements of an Engaging Website The 3 Biggest Mistakes Nonprofits Make with their Website 5 Proven Methods for Promoting Your Organization Online Free or Low-Cost Tools Which You Can Use to Build Your Own Website The #1 Factor Nonprofits Should Consider Regarding Search Engine Optimization Real-World Examples of Nonprofit Organizations that Have Mastered Their Online Presence

3 Rules of Engagement Ask questions Lets learn the language together Have fun!

4 The Landscape of the Internet United States: 239,893,600 Internet users as of June 2010 77.3% of the population, according to ITU.ITU Michigan: 7,899,843 Internet users as of June 2010 78.4% of the population, according to IWS.IWS

5 Internet Usage by Age

6 Growth of Internet Users

7 US Internet User Statistics 55% of Americans use the Internet every day. Of those, 40% use search engines Americans spends 60 hours a month online. If you were to put those hours back-to-back, you'd be surfing the web for a whole month out of the year. About 70% of American Internet users participate in social networking. In a singe month, a web user visits 2,646 sites and logs on 57 times.

8 The 5 Required Elements of an Engaging Website Visibility User Experience & Intuitive Navigation Visually appealing and simple home page Sticky content Calls to Action

9 Visibility Whats in a Domain Name? Make Your Site Easy to Find The Hub of Activity Search Engine Optimization

10 Whats in a Domain Name? Select a memorable name A memorable name guarantees return visitors Ask yourself: Will users remember our web site address after seeing it written down or hearing it on the radio? Tie it back to your business or organization Good examples: baker.edu, allegiancehealth.org Bad examples: bakercoll.edu, alleghlth.org

11 Whats in a Domain Name? Other points to consider: Keep it Short - Your URL cannot be too short Avoid hyphens and numbers Avoid words that are commonly spelled wrong Get a relevant Top-Level Domain (TLD) Best:.org,.edu,.com Avoid:.net,.biz,

12 Make Your Site Easy to Find Do your other marketing materials point users to your web site? Paper fliers/brochures Business cards E-Mail Signatures Billboards Radio/TV

13 Make Your Site Easy to Find Ask your partner organizations to link to your web site (also improves search engine optimization) Use social networking tools to drive traffic to your web site: Facebook Twitter StumbleUpon Digg

14 Make Your Site Easy to Find Send email updates or blasts to users with links to new content Create a blog that can be updated regularly, giving users new reasons to visit your site

15 The Hub of Activity Create a reason for users to visit your site regularly Crucial content Hours of operation Contact information Services offered Update content regularly News articles/stores Blogs Videos Periodic tips/advice

16 The Hub of Activity Do not let your website stagnate! Once users have seen your page, give them a reason to come back later. How often do you look at your own web site? This is a good indication of how useful it is to others outside your organization.

17 Search Engine Optimization What is Search Engine Optimization (SEO)? SEO is essential for improving website visibility and increasing your traffic. Search Engine Optimization is the on-going process of improving the visibility and ranking of a website or web page in the organic search engine results presented in Google and the other major search engines. SEO is not a service or process that can produce significant results in a few days, or even a few months, like web design or software programming.

18 Search Engine Optimization What is Search Engine Optimization (SEO)? A complex algorithm determines how search engines list the results for any given search term or phrase. Though the exact algorithm is a very well guarded secret, many of the most important aspects and components of this algorithm are known…

19 Search Engine Optimization Keywords – Embedded in the design code of site Link back to yourself - Keep users on your site Create a site map – Easier for Google to index Search-Friendly URLs – Use clear key words Use Flash carefully – Does not add to content

20 Search Engine Optimization Image Descriptions – Only text can be indexed Content – Keep relevant and fresh Integrate with social media Link to others Ask others to link to you

21 The 5 Required Elements of an Engaging Website Visibility User Experience & Intuitive Navigation Visually appealing and simple home page Sticky content Calls to Action

22 User Experience Aesthetic and visual appeal do matter Find the right balance between text, images and interactive content Know your audience Parents Child Donors Business Partners

23 User Experience Allow for feedback from your users Embed search function within your site to make content easier to find Consider mobile devices Mobile version of site Limit Flash content in favor of HTML5 Consistent navigation…

24 Navigation Logo – Click to return to home page Main navigation links are clearly labeled and positioned the same on each page Give users more than 1 way to find the same information or page (Example: North Face)North Face Use navigation aids, such as site maps or breadcrumbs Eliminate broken links at all costs

25 The 5 Required Elements of an Engaging Website Visibility User Experience & Intuitive Navigation Visually Appealing and Simple Home Page Sticky Content Calls to Action

26 Web Design 101 Use fonts that are easy to read: Legible font style (Arial, sans serif) Large font size (at least 12 and above) Adjustable font sizes, when possible Color choices: Use consistent colors that do not detract from your key messages Do not overwhelm users with too many colors Considering branding when choosing color schemes Ensure good color contrast between text and background color or images

27 Web Design 201 Home page should be informational Online elevator speech Who are you? What service do you provide? Why are you relevant to your user? Assign a title to each web page Good for SEO Inform the user which page they are viewing

28 Web Design 201 Use headers to capture users attention This has been working for newspapers for years! This is your opportunity to tell the user what is important Ensure quick download times…even for those using…dial-up! Check your spellingg!

29 The 5 Required Elements of an Engaging Website Visibility User Experience & Intuitive Navigation Visually Appealing and Simple Home Page Sticky Content Calls to Action

30 Sticky Content stick·y con·tent noun Parts of a website developed with the intention of bringing users back to the site. This typically includes latest news and information, competitions and interactive content.

31 Latest News & Information Keep your stakeholders up-to-speed on the latest news and announcements related to your work: Newspaper articles TV/Radio coverage Press releases Annual reports Updates from the CEO This section should be updated regularly to keep users engaged in your work and progress

32 Blogs Blogs are convenient way to keep users updated on organizational developments without the need for making drastic changes to your site Blogs will draw users to your site regularly, resulting in greater brand recognition Be more relatable by putting a human face on your organization Blogs are a fantastic way to put leverage and strengthen ties to community partners by inviting them to submit content

33 (Interactive) Media Effective use of media, such as video and audio can enhance your site and broaden your ability to communicate with users Incorporate the use of surveys and polls to gain valuable feedback from users Contact Us – A must have for staying in touch with your users

34 The 5 Required Elements of an Engaging Website Visibility User Experience & Intuitive Navigation Visually Appealing and Simple Home Page Sticky Content Calls to Action

35 Users are on your site. Be sure to tell them what you want them to do! You want to create a clear path for visitors to navigate through so that theyre naturally achieving all the goals that youve laid out. If youre trying to educate the people who land on your site, make sure youre directing them to the resources and articles your site features. Your calls to action should be as clear and intuitive as your navigation. Its the only way theyll work.

36 Calls to Action Lay The Groundwork - Before a user is willing to complete a call to action they have to recognize the need. Tell users that taking action is easy Communicate the benefits of responding. What will the user get out of completing the call to action? Draw user attention with size

37 Calls to Action Use Active Urgent Language A call to action should clearly tell users what you want them to do. They should include active words such as: Call Buy Register Subscribe Donate

38 The 3 Biggest Mistakes Nonprofits Make with Their Website Underestimating the Importance of Feedback & Analytics Failing to Plan for Growth & Keep Content Current Focusing on the Wrong Audience

39 Underestimating the Importance of Feedback Incorporate a method for the user to provide their feedback to you (or webmaster) regarding your site: Contact Form Survey E-Mail Address Helpful reasons to welcome feedback: Improved design Unclear information exposed Starting point for FAQ Identify typos and broken hyperlinks Continuous Improvement and Adaptation of Your Site

40 Underestimating the Importance of Analytics Google Analytics Free product Add meta tags to each page to track multiple data points: Page views Most popular pages Time spent of each page Links clicked How users found your site Track use over time (day, week, month, year, etc.)

41 Underestimating the Importance of Analytics What do you do with data from Google Analytics? Revise your navigation to drive traffic to pages with most important content Find out what matters to your users Look for trends – Do we see more users in the summer months? How much time are users spending on your site? What region(s) to users live? Determine when its time for a refresh

42 The 3 Biggest Mistakes Nonprofits Make with Their Website Underestimating the Importance of Feedback & Analytics Failing to Plan for Growth & Keep Content Current Focusing on the Wrong Audience

43 Failing to Plan for Growth Your website infrastructure and navigation should be built with the intention of expanding your site over time Healthy things grow Roots – Draws users to your website Trunk – Home Page Large Branches– Navigation Headers Small Branches – Sub-Menu Pages Leaves – Content (changes over time)

44 Keeping Content Current It important to keep content on your website up-to- date and fresh Remove old content – especially any announcements or events that have come and gone Develop tickler system with web designer to communicate when content needs to be removed, updated, or replaced

45 The 3 Biggest Mistakes Nonprofits Make with Their Website Underestimating the Importance of Feedback & Analytics Failing to Plan for Growth & Keep Content Current Focusing on the Wrong Audience

46 Know your audience – Who are you appealing to? Each demographic requires deliberate marketing strategies to increase efficacy of your website: Parents Seniors Children Donors Business Owners

47 5 Proven Methods for Promoting Your Organization Online Social Media Search Engine Registration E-Mail Signatures Promote Your Site with Blogs and Articles Word of Mouth

48 5 Proven Methods for Promoting Your Organization Online Social Media Using social media outlets, such as Facebook or Twitter, significantly multiply access points to your website Its not just trendy any longer. It is vital. Use Facebook or Twitter feeds to update content on your website automatically

49 5 Proven Methods for Promoting Your Organization Online Search Engine Registration Make sure your website is registered/indexed by major search engines (Google, Bing, Yahoo) Register with Google Places – Allows users to view a map of your location, along with address and phone number

50 5 Proven Methods for Promoting Your Organization Online E-Mail Signatures Core Information (Name, Address, Phone, Fax) E-Mail Address and Website Address Social Media Links

51 5 Proven Methods for Promoting Your Organization Online Promote Your Site with Blogs and Articles Fresh content that allows you to send information and respond to current events in real-time Connects users/readers back to your web page for additional information Newspaper articles should direct readers to your website

52 5 Proven Methods for Promoting Your Organization Online Word of Mouth Announce website updates/additions at meetings (both internal and external) Users will want to share great content with their friends and families (importance of social media integration) Jackson is a word of mouth kind of town

53 Free or Low-Cost Tools Which You Can Use to Build Your Own Website Benefits: Large savings over paying for professional web design Customization is 100% within your control New templates can be added to freshen up your site Free tech support if you encounter problems

54 Free or Low-Cost Tools Which You Can Use to Build Your Own Website WordPress Wix SnapPages Webs Doodlekit Website Tonight

55 The #1 Factor Nonprofits Should Consider Regarding Search Engine Optimization Optimized Content Useful, informative, helpful, and updated Use high keyword density Heading tags (headlines) Theres no cheating the system when it comes to Search Engine Optimization

56 Real-World Examples of Nonprofit Organizations that Have Mastered Their Online Presence R.U.4 Children Integration of social media Attractive use of colors and images Simple and clean Clear calls to action Easy-to-use navigation Important content is made obvious with use of header tags Blog

57 Real-World Examples of Nonprofit Organizations that Have Mastered Their Online Presence Charity: Water Simple and clean Blog Social media E-Mail updates Statistics updated quarterly YouTube channel Calls to action very obvious Theme carried throughout website

58 Glossary Blog A Web site on which an individual or group of users record opinions, information, etc. on a regular basis. Adobe Flash Adobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games, and flash animations. Google Analytics Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience.

59 Glossary HTML5 The upcoming, powerful standard of Hypertext Markup Language, which has added advanced interactive features, such as allowing video to be embedded on a web page. Keyword Main or oft-repeated word (usually a noun) that is closely linked to, or describes or defines, a particular subject. Meta Tag This is a special HTML tag that is used to store information about a Web page but is not displayed in a Web browser.

60 Glossary Search Engine Optimization (SEO) The process of improving the visibility of a website or a web page in search engines via the natural or unpaid (organic or algorithmic) search results Site Map A site map (or sitemap) is a list of pages of a web site accessible to crawlers or users Sticky Content Parts of a website developed with the intention of bringing users back to the site. This typically includes latest news and information, competitions and interactive content.

61 Glossary Top Level Domain (TLD) The last part a domain name, which comes after the final dot. This letter combination can refer to a country (e.g..nl for the Netherlands) or a type of organisation (e.g..com for a commercial organisation, or.net for a public network). Uniform Resource Locator (URL) The address of a web page on the world wide web

62 About Me Contact Information: Pete May, Owner 517-315-3563 goperspective@comcast.net www.goperspective.com goperspective@comcast.net www.goperspective.com


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