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Building an Effective Website

Will Lybrand
Melanie Seibert
Introductions
• About myself
• Melanie – Content Strategist




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Taking the Audience’s Pulse
• How many people work on your website?
• How many people are overseeing an ecommerce
  site?
• How big is your website?
• Who uses a blog?
• Who outsources their website?



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Overview
• The importance of a web site, worth the investment
• Real world constraints
• Each topic could be an hour
• Google it, do it
• Conversation, ask questions

                     Let’s Jump In
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What It Takes




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It’s Simple…
1. Planning – Ideation & Definition
  –   Determine why, set out your goals
  –   Specify who you are building it for
  –   Determine needs
  –   Set budget, evaluate in-sourcing and outsourcing
2. Execution - Build & Maintain
  –   Write content
  –   Build prototypes
  –   Create designs
  –   Build and deploy
3. Improve & Optimize                             Part of the plan!
  –   Measure performance & evaluate
  –   Iterate on #2
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Setting the Stage
•Starting from scratch vs
 upkeep
 –First 90 Days analogy, Michael
  Watkins (turnaround, salvage,
  continue success)

•A Balancing Act
 –Planning & Strategy vs Execution &
  Tactical
 –Creativity vs Science

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Interweaving
As we go through the over-arching steps, we
 will add to the tenants of running a website


Build on a foundation




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Ready Set Go




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Determine Why
• A site needs stated purpose
 –Money? Attention? People?


• Specific activities
 –Sign-ups, leads, social following, online store, etc.


• Document Everything


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Product Management
• Captain of the Ship, Quarterback, Director…
• Prioritization
• Site Strategy


• Wear the hat




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Get in the Goal
• Set Targets and Track against them


• Create a Dashboard (example)


• Stay Focused




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The Audience
• Define who you are talking to: personas
• Speak to that audience
• Limit by making tough decisions
• http://www.forrester.com/




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Needs
• Lots of blog posts? Sign-up forms? Credit cards?
• Static one-off?
• Execution & Support
• Mobile? Go responsive
 – 55% cell owners go online




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Flexibility
• Websites are alive
• Plan for the unexpected




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Budget, In vs Out
• Wide ranging costs
• Be smart about spend, do what you’re good at, get
  help with the rest

In-sourcing                       Outsourcing
  •Requires staffing, guidance,     •More expensive
  leadership                        •Trust
  •Quicker reaction time            •Less hassle
  •Longevity, dedication



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Thus far…
• We know why
• Specific visitor activities
• Goals are set
• There is a defined audience
• Our needs are clear
• What next?



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Intro to
Content Strategy




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What is content?

   •Copy           •Music
   •Photos         •Updates
   •Video          •Illustrations
   •Podcasts       •Diagrams
   •Infographics
   •Articles



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The stuff people come to your site for.




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http://brownsharpie.courtneygibbons.org/




Entropy (n.): Lack of order or predictability;
gradual decline into disorder.
                                                           (Google)
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• A website, like any system,
  will decline into disorder
  if left to itself.




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3 Evidences of Entropy
on websites




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1. Silos




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@RU2K on Twitter


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2. Clutter




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3. Lack of insight




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                      Bilal Kamoon on Flickr
Tools for battling entropy




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Problem 1: Silos
• Stakeholder interviews
• Understand who impacts the project, how,
  and what they want.




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Problem 1: Silos
• Content workflow diagram

• Understand how content is created, who affects it,
  and how.




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Problem 2: Clutter


 • Content inventory
 • Understand what content you have. Can
   be quantitative or qualitative.




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Problem 3: Lack of Insight
• Voice chart
 –Understand how you come across to your users.




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Problem 3: Lack of Insight
• Channel map
 –Understand how users interact with each piece of content
  you create.




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contentmarketinginstitute.com
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Problem 3: Lack of Insight
• User testing
  –Understand whether users are
   able to find/do what they need.




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There’s so much more...
• Governance         • Analytics
• Maintenance        • Expert reviews
• SEO                • Content reuse
• Gap analyses       • Editorial calendars
• Reports
• Style guides
• Content matrices

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Helpful resources
for getting started


                      Content Strategy
                      for the Web,
                      by Halvorson & Rach

                      Letting Go of the
                      Words,
                      by Redish

                      Content Rules,
                      by Handley &
                      Chapman
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Write
• Have a clear message - http://letsembark.com/
• Create an inventory & map
• Set tone and voice
• Use a calendar




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Content Management Systems
• Use one
• Lets you manage and publish content easily
• Types
 –Wordpress, Drupal, Squarespace, etc
• Easy to modify
• Ecommerce Platforms
 –Magento, Spree Commerce,


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Set the Experience
• What is UX? IA? Hard to define…
• Map the user’s experience by persona
• Set homepage, major section, and page goals
• Build Prototypes
 –Allows for discussion and manipulation




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UX Design Tools for Prototyping
• Axure – http://www.axure.com
• Balsamiq - http://www.balsamiq.com
• Visio
• Pen and Paper
• Whiteboards!

Check the app marketplace!




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Thus far…
• We know why
• Specific actions
• Goals are set
• There is an audience
• Our needs are clear
• Content comes first
• Experience maps or prototypes
• How do we make it enticing?

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Web Design Time
1. Stay consistent with color and typography
 –   Offline synchronization
2. Have a design or pattern library, style guide
 – http://developer.android.com/design/index.html
3. Use mock-ups




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The Genius of Design(ers)
• Photoshop, Paintshop, Illustrator
• Spend time on Illustrations, photos, the graphical
 –Not on bulleted lists, padding, font sizes (set by style)

• Leverage templates




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Build and Deploy
• Use source control
• Have a test environment, or two, or three
• Build a rigorous deploy process
• Deploy on schedules
• Project management tools
• Hosting
 – Redundancy, Speed, Uptime, Security, Price
 – Do Not DIY


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Optimize
• Analytics Tools
 –Google Analytics, free, easy to use
 –Revisit the process & flow
• Use Data to inform actions, back into the flow of
  work
• AB Testing




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Tips
• Avoid using dates except where prudent
• Avoid Flash
• Use a blog, write regularly
• Have reports emailed to you
• Responsive design
• Google Webmaster account
• Landing pages
• Nonprofit Website Best Practices

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Will Lybrand
                     will.lybrand@rackspace.com
                     @wlybrand

                     Questions
                     Favorite/Worst website?
                     Site for Evaluation?
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Building an Effective Website for Non-Profits

  • 1. Building an Effective Website Will Lybrand Melanie Seibert
  • 2. Introductions • About myself • Melanie – Content Strategist RACKSPACE® HOSTING | WWW.RACKSPACE.COM 2
  • 3. Taking the Audience’s Pulse • How many people work on your website? • How many people are overseeing an ecommerce site? • How big is your website? • Who uses a blog? • Who outsources their website? RACKSPACE® HOSTING | WWW.RACKSPACE.COM 3
  • 4. Overview • The importance of a web site, worth the investment • Real world constraints • Each topic could be an hour • Google it, do it • Conversation, ask questions Let’s Jump In RACKSPACE® HOSTING | WWW.RACKSPACE.COM 4
  • 5. What It Takes RACKSPACE® HOSTING | WWW.RACKSPACE.COM 5
  • 6. It’s Simple… 1. Planning – Ideation & Definition – Determine why, set out your goals – Specify who you are building it for – Determine needs – Set budget, evaluate in-sourcing and outsourcing 2. Execution - Build & Maintain – Write content – Build prototypes – Create designs – Build and deploy 3. Improve & Optimize Part of the plan! – Measure performance & evaluate – Iterate on #2 RACKSPACE® HOSTING | WWW.RACKSPACE.COM 6
  • 7. Setting the Stage •Starting from scratch vs upkeep –First 90 Days analogy, Michael Watkins (turnaround, salvage, continue success) •A Balancing Act –Planning & Strategy vs Execution & Tactical –Creativity vs Science RACKSPACE® HOSTING | WWW.RACKSPACE.COM 7
  • 8. Interweaving As we go through the over-arching steps, we will add to the tenants of running a website Build on a foundation RACKSPACE® HOSTING | WWW.RACKSPACE.COM 8
  • 9. Ready Set Go RACKSPACE® HOSTING | WWW.RACKSPACE.COM 9
  • 10. Determine Why • A site needs stated purpose –Money? Attention? People? • Specific activities –Sign-ups, leads, social following, online store, etc. • Document Everything RACKSPACE® HOSTING | WWW.RACKSPACE.COM 10
  • 11. Product Management • Captain of the Ship, Quarterback, Director… • Prioritization • Site Strategy • Wear the hat RACKSPACE® HOSTING | WWW.RACKSPACE.COM 11
  • 12. Get in the Goal • Set Targets and Track against them • Create a Dashboard (example) • Stay Focused RACKSPACE® HOSTING | WWW.RACKSPACE.COM 12
  • 13. The Audience • Define who you are talking to: personas • Speak to that audience • Limit by making tough decisions • http://www.forrester.com/ RACKSPACE® HOSTING | WWW.RACKSPACE.COM 13
  • 14. Needs • Lots of blog posts? Sign-up forms? Credit cards? • Static one-off? • Execution & Support • Mobile? Go responsive – 55% cell owners go online RACKSPACE® HOSTING | WWW.RACKSPACE.COM 14
  • 15. Flexibility • Websites are alive • Plan for the unexpected RACKSPACE® HOSTING | WWW.RACKSPACE.COM 15
  • 16. Budget, In vs Out • Wide ranging costs • Be smart about spend, do what you’re good at, get help with the rest In-sourcing Outsourcing •Requires staffing, guidance, •More expensive leadership •Trust •Quicker reaction time •Less hassle •Longevity, dedication RACKSPACE® HOSTING | WWW.RACKSPACE.COM 16
  • 17. Thus far… • We know why • Specific visitor activities • Goals are set • There is a defined audience • Our needs are clear • What next? RACKSPACE® HOSTING | WWW.RACKSPACE.COM 17
  • 18. Intro to Content Strategy RACKSPACE® HOSTING | WWW.RACKSPACE.COM 18
  • 19. What is content? •Copy •Music •Photos •Updates •Video •Illustrations •Podcasts •Diagrams •Infographics •Articles RACKSPACE® HOSTING | WWW.RACKSPACE.COM 19
  • 20. The stuff people come to your site for. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 20
  • 21. http://brownsharpie.courtneygibbons.org/ Entropy (n.): Lack of order or predictability; gradual decline into disorder. (Google) RACKSPACE® HOSTING | WWW.RACKSPACE.COM 21
  • 22. • A website, like any system, will decline into disorder if left to itself. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 22
  • 23. 3 Evidences of Entropy on websites RACKSPACE® HOSTING | WWW.RACKSPACE.COM 23
  • 24. 1. Silos RACKSPACE® HOSTING | WWW.RACKSPACE.COM 24
  • 25. @RU2K on Twitter RACKSPACE® HOSTING | WWW.RACKSPACE.COM 25
  • 26. 2. Clutter RACKSPACE® HOSTING | WWW.RACKSPACE.COM 26
  • 27. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 27
  • 28. 3. Lack of insight RACKSPACE® HOSTING | WWW.RACKSPACE.COM 28 Bilal Kamoon on Flickr
  • 29. Tools for battling entropy RACKSPACE® HOSTING | WWW.RACKSPACE.COM 29
  • 30. Problem 1: Silos • Stakeholder interviews • Understand who impacts the project, how, and what they want. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 30
  • 31. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 31
  • 32. Problem 1: Silos • Content workflow diagram • Understand how content is created, who affects it, and how. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 32
  • 33. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 33
  • 34. Problem 2: Clutter • Content inventory • Understand what content you have. Can be quantitative or qualitative. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 34
  • 35. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 35
  • 36. Problem 3: Lack of Insight • Voice chart –Understand how you come across to your users. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 36
  • 37. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 37
  • 38. Problem 3: Lack of Insight • Channel map –Understand how users interact with each piece of content you create. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 38
  • 39. contentmarketinginstitute.com RACKSPACE® HOSTING | WWW.RACKSPACE.COM 39
  • 40. Problem 3: Lack of Insight • User testing –Understand whether users are able to find/do what they need. RACKSPACE® HOSTING | WWW.RACKSPACE.COM 40
  • 41. There’s so much more... • Governance • Analytics • Maintenance • Expert reviews • SEO • Content reuse • Gap analyses • Editorial calendars • Reports • Style guides • Content matrices RACKSPACE® HOSTING | WWW.RACKSPACE.COM 41
  • 42. Helpful resources for getting started Content Strategy for the Web, by Halvorson & Rach Letting Go of the Words, by Redish Content Rules, by Handley & Chapman RACKSPACE® HOSTING | WWW.RACKSPACE.COM 42
  • 43. Write • Have a clear message - http://letsembark.com/ • Create an inventory & map • Set tone and voice • Use a calendar RACKSPACE® HOSTING | WWW.RACKSPACE.COM 43
  • 44. Content Management Systems • Use one • Lets you manage and publish content easily • Types –Wordpress, Drupal, Squarespace, etc • Easy to modify • Ecommerce Platforms –Magento, Spree Commerce, RACKSPACE® HOSTING | WWW.RACKSPACE.COM 44
  • 45. Set the Experience • What is UX? IA? Hard to define… • Map the user’s experience by persona • Set homepage, major section, and page goals • Build Prototypes –Allows for discussion and manipulation RACKSPACE® HOSTING | WWW.RACKSPACE.COM 45
  • 46. UX Design Tools for Prototyping • Axure – http://www.axure.com • Balsamiq - http://www.balsamiq.com • Visio • Pen and Paper • Whiteboards! Check the app marketplace! RACKSPACE® HOSTING | WWW.RACKSPACE.COM 46
  • 47. Thus far… • We know why • Specific actions • Goals are set • There is an audience • Our needs are clear • Content comes first • Experience maps or prototypes • How do we make it enticing? RACKSPACE® HOSTING | WWW.RACKSPACE.COM 47
  • 48. Web Design Time 1. Stay consistent with color and typography – Offline synchronization 2. Have a design or pattern library, style guide – http://developer.android.com/design/index.html 3. Use mock-ups RACKSPACE® HOSTING | WWW.RACKSPACE.COM 48
  • 49. The Genius of Design(ers) • Photoshop, Paintshop, Illustrator • Spend time on Illustrations, photos, the graphical –Not on bulleted lists, padding, font sizes (set by style) • Leverage templates RACKSPACE® HOSTING | WWW.RACKSPACE.COM 49
  • 50. Build and Deploy • Use source control • Have a test environment, or two, or three • Build a rigorous deploy process • Deploy on schedules • Project management tools • Hosting – Redundancy, Speed, Uptime, Security, Price – Do Not DIY RACKSPACE® HOSTING | WWW.RACKSPACE.COM 50
  • 51. Optimize • Analytics Tools –Google Analytics, free, easy to use –Revisit the process & flow • Use Data to inform actions, back into the flow of work • AB Testing RACKSPACE® HOSTING | WWW.RACKSPACE.COM 51
  • 52. Tips • Avoid using dates except where prudent • Avoid Flash • Use a blog, write regularly • Have reports emailed to you • Responsive design • Google Webmaster account • Landing pages • Nonprofit Website Best Practices RACKSPACE® HOSTING | WWW.RACKSPACE.COM 52
  • 53. Will Lybrand will.lybrand@rackspace.com @wlybrand Questions Favorite/Worst website? Site for Evaluation? RACKSPACE® HOSTING | 5000 WALZEM ROAD | SAN ANTONIO, TX 78218 US SALES: 1-800-961-2888 | US SUPPORT: 1-800-961-4454 | WWW.RACKSPACE.COM RACKSPACE® HOSTING | © RACKSPACE US, INC. | RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN TH E UNITED STATES AND OTHER COUNTRIES. | WWW.RACKSPACE.COM 53

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