McManus Creative: How to build an effective website

Strategize

Who are you talking to in this website?

What do you want them to do as a result of visiting your website?

If you have more than one type of audience, make sure you know which one is more important.

New visitors tend to be more important than repeat visitors, since you've already convinced the repeats that you are okay. Gear your message to new visitors without completely neglecting repeats.

When in doubt gear your site to the visitors that will bring you the most profit.

What information do they need in order to decide to do what you want them to?

How are they most likely going to approach looking for that information?

What words will pop into their heads first?

What look and feel will support their decision to do what you want them to do?

What functionality (forms, email address, newsletters) do they need to do what you want them to?

Think through your main page

You have 3 seconds to convince your visitors that this site is worth any more of their time.

You only have one chance at a first impression. Make sure the design creates the desired effect.

Make sure the main page has the words or pictures that are already on the person's mind.

Make sure the main page delivers on any promise your external advertising or search engine description makes.

If they decide it's worth their while, show them at a glance what is contained on this website so they can plot their own course of investigation. To do this there are links to each main section of your site.

Follow these rules for every page you build

Confirm the click. Always give the user what they expected when they clicked on the link.

Always show a way home.

Always show what the user really should do next.

Always show some options for what the user might want to do next.

Before you build or design, make real-word page maps

Plot out exactly what information and functionality you will have on each page. Use real words because good design emphasizes the message. Dummy copy yields dummy design and too many changes later.

Design with an open mind

Begin design only after you have finalized your information and functionality. Don't be surprised if the information and functionality change slightly as a result of design. That's good. It's called iteration.

Be brutal on the first design review

This is where you say, "I don't really like that color." Or "Could we make that elephant dance?" This is also a time when you could elicit outside opinions. By asking your brother or neighbor to look it over and getting his honest feedback, you are doing a mini-focus group and gathering valuable information that will make the site much stronger than if you rely solely on your own opinion. Don't spare anyone's feelings. It's easier to make changes to design now than it is later.

Revise design as needed

Review the revisions to make sure everything that you wanted actually got done.

Prepare graphics for html

Prepare all graphics (jpgs, gifs, flash files) for the html build of the site. This doesn't take too long but it's a step that's often overlooked in the schedule.

Build the pages and functionality in html

This can take some time, especially if the html is being built from scratch to match a custom design. Be patient.

Review the actual site

Review the site in its functioning state. Click around. When you see it up and running, you might rethink some of your earlier decisions. Here is your last chance to change your mind. Realize minor adjustments are your right and should be expected, but any major structural or artistic changes at this point will most likely cost you more, if you are paying to have the work done.

Revise the site

Revise art and html as needed.

Quality assurance

This includes copy-editing, a click through of every link, and test of every function. It should also include, if possible, testing on different browsers and platforms (mac/pc).

Fix bugs

Fix bugs and verify the fix of bugs.

Launch!

Make that sucker live! Send the link out to friends.

Post-launch fixes

Fix any problems that come up when the site is live right away. Mistakes happen, this is why you avoid a marketing blitz on the first day of launch.

Market the site

Place ads for your site in search engines or on appropriate directory sites. Trade links with other sites. Optimize your site for search engine pick up. Submit your site to free directories.

Analyze and optimize

Evaluate how effective your site is at meeting your goals by asking these questions:

How many visitors?

Where are they coming from?

Why is that the best source of traffic?

Can you do any other marketing like that, or adjust your other efforts to imitate the successful traffic source?

What percentage of your visitors are doing what you want them to do?

Think of things that might improve that percentage, try them one at a time and measure your success.



	How to build a good website
		A good website should be: Easy on the eyes Easy to understand Easy to maintain The simpler it is, the more effective it will be. You may see any number of websites with fancy moving graphics, complex links and shouting text, but ask yourself, will that really help you present yourself to your customers? The simpler it is, the more work it takes. A simple websites take a lot of planning. A lot of work should happen before any coding or design begins. As a business owner, you are drenched in details about your business. Look for web a professional who will work with you to think through your goals to find the information that is most essential to reach your customers. You should look for someone you feel comfortable talking with, who will help you find your own best message. No one needs a bully with too many calcified opinions of their own, and no one needs a wet noodle who offers no guidance or expertise. Look for someone with plenty of experience, common sense and with a respectful attitutde toward you and your audience. Below is an outline of the steps questions that go into planning a good website and the steps that go into building one.
		Strategize Who are you talking to in this website? What do you want them to do as a result of visiting your website? If you have more than one type of audience, make sure you know which one is more important. New visitors tend to be more important than repeat visitors, since you've already convinced the repeats that you are okay. Gear your message to new visitors without completely neglecting repeats. When in doubt gear your site to the visitors that will bring you the most profit. What information do they need in order to decide to do what you want them to? How are they most likely going to approach looking for that information? What words will pop into their heads first? What look and feel will support their decision to do what you want them to do? What functionality (forms, email address, newsletters) do they need to do what you want them to? Think through your main page You have 3 seconds to convince your visitors that this site is worth any more of their time. You only have one chance at a first impression. Make sure the design creates the desired effect. Make sure the main page has the words or pictures that are already on the person's mind. Make sure the main page delivers on any promise your external advertising or search engine description makes. If they decide it's worth their while, show them at a glance what is contained on this website so they can plot their own course of investigation. To do this there are links to each main section of your site. Follow these rules for every page you build Confirm the click. Always give the user what they expected when they clicked on the link. Always show a way home. Always show what the user really should do next. Always show some options for what the user might want to do next. Before you build or design, make real-word page maps Plot out exactly what information and functionality you will have on each page. Use real words because good design emphasizes the message. Dummy copy yields dummy design and too many changes later. Design with an open mind Begin design only after you have finalized your information and functionality. Don't be surprised if the information and functionality change slightly as a result of design. That's good. It's called iteration. Be brutal on the first design review This is where you say, "I don't really like that color." Or "Could we make that elephant dance?" This is also a time when you could elicit outside opinions. By asking your brother or neighbor to look it over and getting his honest feedback, you are doing a mini-focus group and gathering valuable information that will make the site much stronger than if you rely solely on your own opinion. Don't spare anyone's feelings. It's easier to make changes to design now than it is later. Revise design as needed Review the revisions to make sure everything that you wanted actually got done. Prepare graphics for html Prepare all graphics (jpgs, gifs, flash files) for the html build of the site. This doesn't take too long but it's a step that's often overlooked in the schedule. Build the pages and functionality in html This can take some time, especially if the html is being built from scratch to match a custom design. Be patient. Review the actual site Review the site in its functioning state. Click around. When you see it up and running, you might rethink some of your earlier decisions. Here is your last chance to change your mind. Realize minor adjustments are your right and should be expected, but any major structural or artistic changes at this point will most likely cost you more, if you are paying to have the work done. Revise the site Revise art and html as needed. Quality assurance This includes copy-editing, a click through of every link, and test of every function. It should also include, if possible, testing on different browsers and platforms (mac/pc). Fix bugs Fix bugs and verify the fix of bugs. Launch! Make that sucker live! Send the link out to friends. Post-launch fixes Fix any problems that come up when the site is live right away. Mistakes happen, this is why you avoid a marketing blitz on the first day of launch. Market the site Place ads for your site in search engines or on appropriate directory sites. Trade links with other sites. Optimize your site for search engine pick up. Submit your site to free directories. Analyze and optimize Evaluate how effective your site is at meeting your goals by asking these questions: How many visitors? Where are they coming from? Why is that the best source of traffic? Can you do any other marketing like that, or adjust your other efforts to imitate the successful traffic source? What percentage of your visitors are doing what you want them to do? Think of things that might improve that percentage, try them one at a time and measure your success.

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