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?

23. http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-
Infographic.aspx

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

31. www.feedburner.com

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