Topics in Technology and Marketing Website Effectiveness

Key Factors Visitors scan – they don't read Remember the F-shaped pattern Visitors have a specific purpose and need to accomplish something Website has 5 seconds to answer: Who are you? What do you do? What makes you different/better? Do you have what I need?

Who is a website for? Designed to attract and engage your Perfect Prospect Not existing customers Not your spouse Not you

Effective Home Page design LOGO Project Management Resources for Education and Healthcare Organizations DEDICATED EXCLUSIVELY TO PROJECT MANAGEMENT MICRO USP EDUCATION SECTOR FOCUS Lorem ipsum dolor sit amet, con sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. READ MORE MICRO USP HEALTHCARE SECTOR FOCUS Lorem ipsum dolor sit amet, con sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. READ MORE MICRO USP PROPRIETARY TOOLS AND PROCESSES Lorem ipsum dolor sit amet, con sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. READ MORE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. READ MORE IMAGE CONTACT FORM FIRST NAME: LAST NAME: COMPANY: TITLE: PHONE: INDUSTRY: Click to Schedule Appointment Menu Bar USP explanation copy Logo/corporate identity “Who are you?” Orientation statement “Am I in the right place?” “What do you do?” USP - Unique Selling/Service Proposition “What makes you different or better?” Micro-USPs “Do you offer – better yet, specialize in – what I need?” CTA – call to action “What do I need to do to solve my problem?”

10 Essential UX Guidelines 1. Have a Consistent and Standardized UI

10 Essential UX Guidelines 2. Guide the user The worst thing to a user is having to guess what to do next. Guide the user so he or she won’t have to. If you want them to proceed onto the next step, then make it clear where to click to progress.

10 Essential UX Guidelines 3. Make (Call-to-Action) Interactive Objects Obvious

10 Essential UX Guidelines 4. Give Feedback – Both for User’s Interacting and Progressing

10 Essential UX Guidelines 5. Never Have Users Repeat Anything & Keep Signup Info to a Minimum

10 Essential UX Guidelines 6. Always Have Default Values in Fields and Forms Having a simple default value in a text field will push the user in the right direction as to what they need to type in: “First name”, “Last name”, “ address”, “Password”, “Country”, and so forth.

10 Essential UX Guidelines 7. Explain How the Entered Info Will Be Used

10 Essential UX Guidelines 8. Don’t Have any Reset or Mass-Delete Buttons Big red “self destruct” buttons are big no-no. There’s almost no situation where a user will have to wipe every scrap of data and start again. A reset and mass-delete button serves no purpose other than to frustrate the user by having to input everything again. Avoid this by not even giving users the option.

10 Essential UX Guidelines 9. Have Clear and Explanatory Error & Success Messages

10 Essential UX Guidelines 10. Include a Clear Visual Hierarchy and Navigation (Breadcrumbs)

Don't Make Me THINK!

How to evaluate a web site On page Who is website designed for? Are 5 elements of an effective Home Page present? Content Specifically address Perfect Prospects? Or filled with “we-we's?” Keyword-rich? Simple, consistent navigation? Leverages F-shaped layout?

How to evaluate a web site Off page SEO Keywords in: URL? Title tag? Alt attributes? Title attributes? # of links PageRank of Home Page

Questions?