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Sherif S. Morgan

Friday, May 11, 2012




                 ©2011 THE S.M.A.R.T. GROUP LLC   ALL RIGHTS RESERVED
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
   When someone lands on a website, top question:
    “am I in the right place?”
   Each page should answer basic questions for a visitor
       does this website understand my problem?
       provides a solution to my solution?
       where can I go next?
       does it make me feel welcome?
       can I trust this person/business?

   Design Matters
     0.1 second: visual appeal
     0 to 10 seconds: is it worth staying?
Who   is your audience?



What   are your goals?
It has to be appealing, but it’s not art


The goal is to…

Communicate not to create something beautiful
http://blog.kissmetrics.com/sexy-websites-suck/
Effective Websites
   the focus is on Usability

   Inspired by a problem or a goal
       Navigation, Layout, Branding and Colors

   Current Web Design Trends:
       minimalistic
       typography
       clean and plenty of “white space”
       accessible / mobile-responsive
Given any two solutions to the same
problem, all other things being equal,

the simplest solution is the best.
Branding | Layout | Navigation | Content
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
   A website is for its visitors.

   What is their questions, needs, or goals?

   Their ambitions? What motivates them?

   How to get your message across to those
    people and help them take the next step?

   Call to Action on every page!
   Leads

   Sales (Online or Offline)

   Customer Service

   Newsletter Subscription

   Credibility, Reputation, Trust

                                     you?
   Call to action
     link, button, image, etc.
     size, color, wording, position, benefit, etc.
     Examples of “Actions”
         Download E-book or Report,
         Sign Up for a Newsletter
         Get Started on a Free Trial
   In a blog post
    Ask  them to comment, share, connect
    Conclude with an engaging question
    Include email subscription box after the post
    Make it easy for them to participate
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
Effective Websites
“A single, clear, compelling message that
states why you are different and worth
buying.”

– Steve Blank
what is the primary reason…
you are different or worth buying
what is the value…
your product/service deliver to your customer

which customer needs or problems…
your product/service satisfies or solves

focus on the “finished story benefit” (i.e. success)…
Feature  Benefit  Solution (problem, need, want)
New        Improve        Design
   Need       Performance


                            Money
                            Saving
Brand     Affordable
Status
                            Reduce
            Save
                            Risk
            Time
Effective Websites
[ communicate not create something beautiful ]

“Design your content, not the box it comes in.”


Designing the message and flow of info:

synergisticuse of words and images to convey
information and communicate your message

Call   to Action
     What are your goals?
Effective Websites
http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-
Infographic.aspx
Effective Websites
Effective Websites
Effective Websites
   Content Pages
       Services
       Each page should have a call-to-action

   Actions Pages
       Contact/Estimate
       Calls to Actions
       Download Report/whitepaper

   Blog
   Builds Traffic
       search engine traffic
       social media traffic
       email marketing

   Increases credibility
       Pre-sell
       Establishes you as an expert

   Voice and Authority
Effective Websites
Effective Websites
www.feedburner.com
   Scannable Text
       Short Paragraphs
       Headlines
       Sub-Headlines
       Bullet Points



   Use Headlines to
    Intrigue
3 Must-Have Guides to Write Amazing Headlines
Write   Headlines that SHINE
Specificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Value
http://blog.kissmetrics.com/how-to-write-headlines


A    Scientific Approach to Writing Page Title
http://www.problogger.net/archives/2012/03/06/a-scientific-approach-to-writing-page-titles



52   Headline Hacks!
http://headlinehacks.com
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
   Simple
   Breadcrumbs
   Logical
   Comprehensive



Is there a logical next step? Clear Path? Too many options?
A responsive website automatically changes
based on the size of the screen you’re viewing
it on.
Effective Websites
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
   personal connection
       your photo
       your name


   not really about you
       what problem would you solve for them?
       how can you help them?
Name and Photo
Increases believability of testimonials
Effective Websites
Effective Websites
Effective Websites
Effective Websites
Effective Websites
Effective Websites
Effective Websites
Effective Websites
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
Effective Websites
Effective Websites
   Headlines
       Unique Value Proposition
         benefit vs pain point
           adding pain point increased conversions by 31%
         size, color, wording

   Call to action
       wording, color, location
         Change from green to red, increase conversions by 34%
         “See Plans & Pricing” to “Get Started Today” up 252%

   Other: Sign Up Process / Copy / etc.
   The Anatomy of an Effective Homepage
    http://blog.kissmetrics.com/effective-homepage/
   How do colors affect purchases
    http://blog.kissmetrics.com/color-psychology/
   What Makes Someone Leave A Website?
    http://blog.kissmetrics.com/leave-a-website/
   Stop Designing Pages and Start Designing Flows
    http://uxdesign.smashingmagazine.com/2012/01/04/stop-design


   10 Simple Ways to Increase Conversions by Reducing Friction
    http://blog.kissmetrics.com/reducing-friction/
   Does Website Design Impact the Bottom Line?
    http://blog.kissmetrics.com/website-design-bottom-line/

   What the Highest Converting Websites Do Differently?
    http://blog.kissmetrics.com/what-converting-websites-do/
   The 2 Famous Questions
   What “Web Design” is
   Audience and Goals
   Your Website Message
   Website Accessibility
   Credibility
   Examples
   Test and Optimize
   Additional Resources
@DrSherifMorgan                     ssmorgan & Connexins


       (520) 344-4250                      ssmorgan@connexins.com


                                       
                            The SMART Team

Dale Dillon Lips | Michael Gray | Aaron Eden | Danielle Lips, Media Assistant




                                                  ©2011 THE S.M.A.R.T. GROUP LLC   ALL RIGHTS RESERVED

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Effective Websites

  • 1. Sherif S. Morgan Friday, May 11, 2012 ©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED
  • 2. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 3. When someone lands on a website, top question: “am I in the right place?”  Each page should answer basic questions for a visitor  does this website understand my problem?  provides a solution to my solution?  where can I go next?  does it make me feel welcome?  can I trust this person/business?  Design Matters  0.1 second: visual appeal  0 to 10 seconds: is it worth staying?
  • 4. Who is your audience? What are your goals?
  • 5. It has to be appealing, but it’s not art The goal is to… Communicate not to create something beautiful http://blog.kissmetrics.com/sexy-websites-suck/
  • 7. the focus is on Usability  Inspired by a problem or a goal  Navigation, Layout, Branding and Colors  Current Web Design Trends:  minimalistic  typography  clean and plenty of “white space”  accessible / mobile-responsive
  • 8. Given any two solutions to the same problem, all other things being equal, the simplest solution is the best.
  • 9. Branding | Layout | Navigation | Content
  • 10. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 11. A website is for its visitors.  What is their questions, needs, or goals?  Their ambitions? What motivates them?  How to get your message across to those people and help them take the next step?  Call to Action on every page!
  • 12. Leads  Sales (Online or Offline)  Customer Service  Newsletter Subscription  Credibility, Reputation, Trust you?
  • 13. Call to action  link, button, image, etc.  size, color, wording, position, benefit, etc.  Examples of “Actions”  Download E-book or Report,  Sign Up for a Newsletter  Get Started on a Free Trial
  • 14. In a blog post Ask them to comment, share, connect Conclude with an engaging question Include email subscription box after the post Make it easy for them to participate
  • 15. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 17. “A single, clear, compelling message that states why you are different and worth buying.” – Steve Blank
  • 18. what is the primary reason… you are different or worth buying what is the value… your product/service deliver to your customer which customer needs or problems… your product/service satisfies or solves focus on the “finished story benefit” (i.e. success)… Feature  Benefit  Solution (problem, need, want)
  • 19. New Improve Design Need Performance Money Saving Brand Affordable Status Reduce Save Risk Time
  • 21. [ communicate not create something beautiful ] “Design your content, not the box it comes in.” Designing the message and flow of info: synergisticuse of words and images to convey information and communicate your message Call to Action  What are your goals?
  • 27. Content Pages  Services  Each page should have a call-to-action  Actions Pages  Contact/Estimate  Calls to Actions  Download Report/whitepaper  Blog
  • 28. Builds Traffic  search engine traffic  social media traffic  email marketing  Increases credibility  Pre-sell  Establishes you as an expert  Voice and Authority
  • 32. Scannable Text  Short Paragraphs  Headlines  Sub-Headlines  Bullet Points  Use Headlines to Intrigue
  • 33. 3 Must-Have Guides to Write Amazing Headlines Write Headlines that SHINE Specificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Value http://blog.kissmetrics.com/how-to-write-headlines A Scientific Approach to Writing Page Title http://www.problogger.net/archives/2012/03/06/a-scientific-approach-to-writing-page-titles 52 Headline Hacks! http://headlinehacks.com
  • 34. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 35. Simple  Breadcrumbs  Logical  Comprehensive Is there a logical next step? Clear Path? Too many options?
  • 36. A responsive website automatically changes based on the size of the screen you’re viewing it on.
  • 38. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 39. personal connection  your photo  your name  not really about you  what problem would you solve for them?  how can you help them?
  • 40. Name and Photo Increases believability of testimonials
  • 49. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 52. Headlines  Unique Value Proposition  benefit vs pain point  adding pain point increased conversions by 31%  size, color, wording  Call to action  wording, color, location  Change from green to red, increase conversions by 34%  “See Plans & Pricing” to “Get Started Today” up 252%  Other: Sign Up Process / Copy / etc.
  • 53. The Anatomy of an Effective Homepage http://blog.kissmetrics.com/effective-homepage/  How do colors affect purchases http://blog.kissmetrics.com/color-psychology/  What Makes Someone Leave A Website? http://blog.kissmetrics.com/leave-a-website/  Stop Designing Pages and Start Designing Flows http://uxdesign.smashingmagazine.com/2012/01/04/stop-design  10 Simple Ways to Increase Conversions by Reducing Friction http://blog.kissmetrics.com/reducing-friction/  Does Website Design Impact the Bottom Line? http://blog.kissmetrics.com/website-design-bottom-line/  What the Highest Converting Websites Do Differently? http://blog.kissmetrics.com/what-converting-websites-do/
  • 54. The 2 Famous Questions  What “Web Design” is  Audience and Goals  Your Website Message  Website Accessibility  Credibility  Examples  Test and Optimize  Additional Resources
  • 55. @DrSherifMorgan ssmorgan & Connexins (520) 344-4250 ssmorgan@connexins.com   The SMART Team Dale Dillon Lips | Michael Gray | Aaron Eden | Danielle Lips, Media Assistant ©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED