This is the presentation I gave at the Sleek Marketing conference on 05/05/15. I spoke about current trends in web design, responsive design, and search engine optimization.

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April 3, 2015
IS YOUR WEBSITE
UP TO SPEED?
May 15, 2015

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Who Is This Guy?
Graphic Designer
• Owner, Metropolis Creative — 16 years in business
• Graduate of RIT with a BFA in Graphic Design
• Teach at Northeastern University
• Have 3 kids — ages 11, 15, and 21
• Brew beer and play hockey
Michael Flint

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Today’s Topics
Branding and Messaging
Who you are, identify targets, define messaging
1
Site Architecture
Organizing your content and navigation
2
Design Goals and Trends
Visual hierarchy, readability, responsive
3
Development (Coding & CMS)
Page load time, site updates
4
S.E.O. and Social Media
Both go hand-in-hand
5
Working With Your Web Designer
Tips for success!
6
Getting Started

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Web Design is a Process
Creative Process
DISCOVERY CREATIVE TECHNICAL REVIEW
Follow the Process in Order!

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1. Discovery & Branding
What is a Brand?
All marketing materials work together.
• Emails
• Social channels
• Printed materials
• Your staff
• Your office
Discovery

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Define Your Brand
Asking the Right Questions
Let’s take a closer look.
• Brand rediscovery/definition
• Look at competitors
• What is your Unique Value Proposition (UVP)?
• Define target audience(s) and prioritize them
• Define your goals
• Define your calls-to-action (CTAs ) clearly
• Define your messaging for each audience
• Lastly – what do you like visually?
Discovery
YOUR
BRAND
ID
ENTITY
PERCEPTI
O
N
VALUE
U
NIQUE VALUE PROP
NAME
L
O
GO
MESSAGE
PASTPRESENT
FUTURE

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Content and Hierarchy
Architecture & Sitemap
The core foundation of the website.
• Wireframe defines content and hierarchy
• Sitemap defines architecture and navigation
Discovery

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2. Design
Establish the Visual Tone
Determine user interface.
• Set the brand
• Clean design
• Clear messaging
• Clear calls-to-action
• Great photography
• Use color intentionally
• Responsive for mobile and tablets
Design

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Good Design Just Works
Design
Alpine Bearing
Motormart Garage
McGarry & Sons
CHEN PR

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Design Trends
Not
Determine user interface.
• Social media feeds for the sake of having social
media on your site
• A gazillion social media chicklets
• The search tool
• Flash
• Black hat SEO
Design
Hot
Determine user interface.
• Mobile / Responsive
• True Responsive Design
• Full screen content (text, images, video)
• Functional animation
• Keep it simple
• Mobile navigation
• Smarter sites (cookies, data, dynamic, taxonomy)
• Helpful, relevant content

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BrandingFull Screen Design

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BrandingResponsive Design

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3. Development
The Website Build-Out
Making the website usable.
• Involve the dev team from day one
• Lead with the concept, not the solution
• Discovery: include time to determine the best approach
early
• CMS / platforms to consider
• Hosting: which host is right for you (and your developer)?
• Other tools / plugins: why reinvent the wheel?
• Responsive / mobile
• Prototypes and staging
• Content entry: who and how?
• Testing, and launch
Development

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Social Media
Inbound Marketing
Communicating with your customers.
• See my content: direct link to channels
• Subscribe to my channel: like, follow, subscribe
• Engage with me: retweet, comment
• Twitter, Facebook, and more
• Blogs, RSS, commenting
• Other social tools: Pinterest, Google Maps, Yelp,
Instagram
Development
SEO &
Social

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Search Engine Optimization (S.E.O.)
What does Google Want?
Google wants what YOU want.
Keywords are key phrases.
Use them in context, consistently, and repetitively.
Development
• Domain name
• File names
• Page titles
• Headers
• Page content (and alt-tags)
• Meta description
• Links (In & Out) with
keywords
Write for humans first, then insert keywords.

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4. Review
Review
Test, Refine and Repeat
How is your website working for you?
• How are you driving traffic?
• Google analytics
• Conversions
• Site maintenance
• Landing pages
• Co-branded marketing
• Social / inbound campaigns

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Tips For Success
Website Design Experience
Have you gone through a website design
before? How was that experience? What
worked and didn’t?
Branding
You and your designer need to
understand your brand, marketing
goals, and website goals.
Communication
Single point of contact. What
works well for you?Frequency of
meetings. Project Management
Working With a Designer
Decisions
Who makes the decisions? What is
your process? Timeframes for
decisions?
Changes in Scope
How did you handle these? Phase in
later or add to the project scope?
What can incur additional costs?
(Rounds of changes, new functionality,
illustrations and other content…)
Budget & Billing
Staying on budget. Change orders.
Who should invoices go to?
Technology/IT
CMS. Point of contact? Hosting?
Access to servers? Email? CRMs, Any
additional APIs or technology
considerations?
Content
Who is creating content? (Copy,
product photos, staff photos, video,
animation, technical documents.)
Scheduling/Timing
Due dates, milestones. Is there a
reason to go live on a certain date?
$

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THANK YOU!