1. Making Web Design Work for You
A Presentation for Manufacturing Industry
Presented by Andrew Knutt AIBA

2. Welcome – About Me & ADK
• IT & Design for 14 years
• Member of UK Web Design Association
• Institute of Business Consulting
• South West Design Forum
• Somerset Design Enterprise Network
• Chambers & Business Associations

3. Technologies
Environment
Expectations Higher
Services Have Changed
Broadband
Things Have Changed

4. Research words people are searching for
Name pages & navigation with keywords
Use usability studies & design psychology
Design site & create great content
Optimise for search engines & emarketing
The correctThe correct
way to planway to plan
youryour
websitewebsite

5. We see
•Images
•Headings
•Links
•Highlights
We satisfy
•In a hurry
•No penalty
•Fun
Guessing
We muddle
through
•Not
important
•If it works
why not!
We find it
complex
•We have low
tolerance
•We like to
be lead
We don’t
read we
scan
We don’t
make
optimum
choices
We don’t
figure out
how things
work
We don’t
like visual
noise
How we really use the web…

6. What we see?

7. 1 2
3 4

9. What about other types of websites?
• Web Design guru Jakob Nielson said the ‘F’
word
• Software Usability and Research Lab (SURL)
studies show that this does not hold true
• Studies suggest that users’ viewing patterns
depend on the nature of the web page (text-rich
versus image-rich) but also by the users’ tasks
(browsing versus searching).

10. Image Website
Task 1Task 1
Search for a Product
Category
Task 2Task 2
Browse for a Product
Categories
Task 3Task 3
Search for Non-existent
Item

11. Browse for
a Product
• research suggests that
users tended to spread
their visual attentions
uniformly over the
image-rich test page.
Test subjects tended to
be drawn to the product
images equally across
the visible page.

12. Search for a
Product Category
• A more surprising outcome
centered around users’
viewing patterns when
searching for an image
corresponding to a target
product category. Users
seemed to instantaneously
identify the correct
category image.

13. Search for a
non-existent category
• Viewing patterns tended
toward those associated
with browsing. In fact, the
gaze pattern heat map
suggests that their visual
attention was even more
broadly and uniformly
spread out over the page.

14. More Website Facts!
The
Six
Rules
You get 3-4 seconds to convince
the visitor that they are on the right
website and deliver information they
are looking for
Search engines index web
pages not websites
People see images before
they read textSite design and visitor experience
is considered as added value
Think like the Internet
searcher & target
customer. What do they
search for?
No price or call for
action – no sell

15. JUST REMEMBER THAT:
Users Use All Websites the Same

16. A Little Bit About Search
Engine Optimisation
(SEO)

17. UK’s Biggest
Source: Hitwise UK – An Experian Company
• This list features the top 5 leading
search engines based on UK Internet
usage, ranked by volume of searches
for the May 22nd 2010.

18. Ethical Techniques
Up-to-date Info
Good Clean Code
Links Coming In
4 Facts of SEO

19. W3C is the web design
industry's ISO
Best Practice – Good Clean Code

20. How to test a website
W3C - World Wide Web Consortium
http://validator.w3.org
http://www.mas.bis.gov.uk
26 Errors
http://www.diy.com
293 Errors, 418 warning(s)
http://www.sony.co.uk
152 Errors, 65 warning(s)
http://www.manufacturinginstitute.co.uk
56 Errors, 20 warning(s)

21. Research is
required to find out
relevant terms (high
keyword scores) for
use on each webpage
including uncommon
combinations and
expand keywords to
include plurals and
misspellings
Keywords
and Phrases
Copywriting is
the selection of the
right keyword phrases,
coupled with skilful
integration in using
these terms with your
actual web page text
that makes your site
relevant for search
engines and visitors

22. To achieve a high search engine
placement a web site must contain
the appropriate positioning and
density of
Keywords & Phrases

23. How can you discover what people
search for?
• Go to Google
• Search for ‘keyword suggestion tool’
• Select Google Adwords
• Search for your keywords/phrases

24. Keyword Global Monthly Searches Local Monthly Searches
manufacturer 4090000 246000
furniture manufacturer 60500 3600
jewelry manufacturer 33100 3600
plastic manufacturer 90500 3600
food manufacturer 27100 3600
shoe manufacturer 33100 2900
bag manufacturer 33100 1900
window manufacturer 18100 1900
custom manufacturer 1900 91
Custom Manufacture & Manufacturer

25. Keyword
Global Monthly
Searches
Local Monthly
Searches
design and manufacture 22200 2900
product design and manufacture 5400 480
computer aided design and manufacture 1600 110
electronic design and manufacture 1000 110
pharmaceutics the design and manufacture of medicines 210 58
medical device design and manufacture 140 46
pcb design and manufacture 390 46
tool design and manufacture 480 36
jewellery design and manufacture 110 12
Design & Manufacturer

26. Simple Check List
Use Alt Tags to repeat
keywords or phrases
Use the keywords or phrases
in the name of the web page
if possible & have a
sitemap
Ensure you have at least
4%-12% density of these
words
Include these in all meta
tags (Title, Description,
Keywords) and body text
Ensure text links to and
from use keywords or phrases
Have 3-4 keywords or
phrases per web page
Remember these
fundamental rules
for each page
throughout
your website

27. Engaging content can help ranking
Associated keywords between sites are
important
Links to inner pages can make a difference
Internal link structures can tell the search
engine which pages are important
Links coming in are highly measured
How 1
How 2
How 3
How 4
How 5
Other Important Aspects

28. Now My Perfect Design

29. Final Checklist

30. For Success
Order of Work
Market
Keywords
Content
Strategy
Create Great
Design
Optimise

31. Fact 1Fact 1
Keywords & Phrases are
important for most search engines
Fact 2Fact 2
Quality Links play a large role in
your search engine ranking
Fact3Fact3
Fresh Information and up-to-
date information will increase ranking

32. Thank You
Andrew Knutt of ADK Ltd
andy@adk.ltd.uk
www.adk.ltd.uk
Questions & Answers