How Do You Know if Your Website Needs to be Updated?

Editor's Notes

• #2: HI everyone! How Do You Know If Your Website Needs to be Updated? A little about myself: My name is Karly Baker, I have been a website coordinator here at ITC – for 3 years. My first two years of college was on Soccer scholarship in East Texas. Then I transferred over to Denton, graduated with my Bachelors in Fine Arts in Graphic Design. And have been working at ITC since graduation. So lets get started.
• #3: Also, during this presentation you can follow along on Twitter with the hashtag #MastersMktg Slides and a recording of today’s presentation will be posted later today at https://resources.getitc.com/masters-of-marketing And on December 21st we have a live Q&A and roundtable discussion covering email marketing, SEO, and websites with the following experts: Heather Cherry, AgencyBuzz Product Manager Dylan Brooks, SEO Consultant Matt Farrell, Website Coordinator
• #4: Today we are going to discuss a few key points: Spacing Layout Call to Actions Colors Being Active We are going to go break down each one of these points, leaving you with the knowledge you need to take a step back and analyze your current website. Allowing you to make all the necessary adjustments you need, to bring your website up to date.
• #5: On average, visitors spend fewer than 15 seconds on a website. If it isn’t branded in an attractive way or its user experience is confusing, your users won’t take the time to learn about your product (even if it fits their solution). One of the main reasons bounce rates are so high is because visitors are overwhelmed with the amount of information being placed in front of them. You are sure to leave your visitors feeling confused and overwhelmed – So lets keep it simple and straight to the point. READ QUOTE Who is your target audience? Understanding your viewers will help you better shape everything you create for your audience, from blogs to headlines to calls to action. 
• #6: Key Point 1: READ QUOTE The design must be readable, easy to understand, and easy to like. Going for a simple layout instead of a complex one is the key to keeping readers interested. A lot of elements, images, colors and different shapes in a page, can cause your readers to leave because they are uncomfortable. Whitespace is actually really important to web design because you can use it to improve readability and website performance. Not to mention, white space is part of the “less is more,” “make it simple,” that has been proven to be effective when designing for the web.
• #7: Whitespace, many times referred to as negative space, is the portion of a page left unmarked, the portion that is left blank. It is also the blank space that reminds us that simpler designs are beautiful and that we don’t need to create a layout filled with text and graphical elements, to deliver a clear and direct message. READ QUOTE An example of great usage of whitespace that we are all familiar with is Google. Their homepage is filled with whitespace, so we can focus on what is important: the search. Think about margins, header, footer, menus, images and captions, items in a list, words and letters. Think about all of these elements and start leaving more space between them, always keeping in mind that you want to create something elegant and clear, while improving user experience. A good experience means having space to breathe between elements and letting your reader’s eyes relax. That is very important – “letting your reader’s eyes relax’
• #8: Here is an example from Mark Buton’s article showing the difference between using more white space in a direct mail piece. The image on the left is crowded and squished together. While the image on the right is open and allows the viewer to explore the image and text. White space is even used with text, see what he did with the word ‘EASE’ – its kind of hard to see but Buton has spaced the letters out, giving the word more character. Good approach to using whitespace is to think about what you would like to see in a page. For example, would you like to read something that is squeezed in the page or you rather read something that is well-spaced? Would you like to have several different kinds of information taking up the whole page or would you rather have something that is properly organized? Whitespace can certainly help you deliver the experience that your readers will enjoy, which usually leaves your client happy and returning. With the other three examples, notice exactly where your eyes are drawn. For example: WE WERE SOFA Because of the white space your eyes go straight to the bold text. The bold font on the white background has huge contrast, making it the focal point.
• #9: Key Point 2: Layout goes hand and hand with spacing. The website must be clean with an easy-to-follow navigation system to contribute to a usable webpage layout. A layout that is easy to follow will give the site’s visitor easy access - valuable and important information. A good layout will also encourage the visitor to view more pages on the site. READ QUOTE
• #10: Here are some of our newest website designs. Most people are visual, which makes sense have a large image, in most cases. With these two examples we are focusing on: Logo Navigation Bar Contact number Drop Down for ‘Selecting Type of Insurance/Product’ Notice how open the Onyx design is and all the whitespace at the top of the site - it is very clean and gives a professional look? The Concept design has more of a layering effect. The transparent PreHeader (which is the top of the site) opens the site up, allowing more of the image to show through. Both are very minimal designs.
• #11: Notice on the Perception design (orange one) how the call to actions are very clear. Logo Contact Search Slogan Three Main Buttons Navigation Bar While still keeping the large visual image. On the Cereza Site, we are focusing more on: Logo Contact Main Lines of Business buttons Quick Contact Form Navigation bar While also still keeping the large visual image. With all four of these examples there are a lot similarities. All have a large visual image, all are very minimal and all are very clear on what they want their viewers to do. ME: Flip back and forth and talk about the screenshots CTAs. Every visitor is going to see something different. Think about the first element you saw when looking at these examples. One might focus on the buttons while someone else will focus on the logo and navigation bar.
• #12: Call to Actions – commonly referred to as CTA Refers to any message designed to prompt an immediate response or encourage an immediate sale. It really is as simple as it sounds: a call for someone to take action. READ QUOTE Birkett also states: That there are generally two questions that help you with CTAs. Which are: What is my prospect’s motivation for clicking this button? What is my prospect going to get when (s)he clicks this button? If you can answer these questions clearly, you’ll have a quality Call to Action button.
• #13: Using the same four template layouts… I have circled the main call to actions. Onyx Slogan – Insuring your needs today! Speaking to the viewer What Can We Help You Cover Drop Down of Products Again, every viewer is different – the graphic elements that I see first might be the 2nd or 3rd element you see. Which is, why a good design focuses all attention to one specific area, as much as possible.
• #14: Similar to Onyx, the Concept design has the drop down, ‘What can we help you cover’ and with this design the call to actions are the four main lines on business buttons.
• #15: On this perception design it is very clear what the CTAs are: Slogan “Providing Solutions with unique experience and knowledge” and three Main Buttons Manage My Policy Request A Quote File A Claim
• #16: Cereza has a good amount of Call to Actions. The phone number is very large – grabbing the viewers attention Next is the four main lines of business buttons with color images – since the main image is B&W these color images really pop out. Lastly, the quick contact form is a simple way to submit a request. Easy – Simple – Straight Forward
• #17: Here are some other Call to Actions. Having a Call to Action saying “YES!! I want to save money and get instant access!” with blinking yellow arrows - is probably going to be a bit annoying and pretty extra. These examples are simple ways to draw focus to a specific area for a specific purpose. Explain the above CTAs. So your Call to Actions do not have to extravagant, they don’t have to have bright colors and blinking lights saying “Click Here! – Click Here!” they just need to be simple and clear. Steer your viewers where you want them to go.
• #18: Key Point 3: READ QUOTE However, you cannot have any one without the other. Knowing your brand is key. Do you have a logo? Do you have specific colors for your logo? Who is your target audience? Who are you trying to reach? The steps to understanding your target market audience are typically taken during the planning phase of your business. When you are designing your product of service, one of the many questions you ask yourself is, “Who is this going to appeal to?” or “Who do I want to appeal to the most?” It is important to identify your target audience, so that you can maximize the effectiveness of your marketing.
• #19: This group is based on factors like age, location, income, and more. READ QUOTE McCormick gives a great example, “If you are a physical therapist, your target audience might be athletes who are recovering from injury; senior citizens looking to maintain mobility; or middle-aged men and women with back pain” It is important to have a target audience because the language, channels, and information you use to communicate with and appeal to one demographic may not be as effective with another. Having a target audience gives you direction in your marketing, gives more consistency in your messaging, and allows you to deepen your connection with your customers.
• #20: Photos are extremely important – they can make or break a website. Choosing photos are often over looked and not a lot of thought goes into choosing them. READ QUOTE O’Neill makes a great point, “When you ask people what possessions they would rescue from their burning house, one of the most frequent answers is the photo album or a computer with digital images. This impulse to save our recorded memories is a powerful force which tells us much about the role of photography in our lives.” We preserve the important events and people in our lives. With that being said, choosing your photos should be a conscious decision. Photography communicates with your viewers just as much as text and Call to Actions. Your photos should enhance your branding.
• #21: For example, I am currently working with a Blake Insurance Agency. This car image was the original photo chosen. Does is look bad? No, not at all. But can we do better? Definitely! The teal, green, yellow, orange is throwing off the maroon in the agencies branding. There are a lot of colors in this image, causing the viewers eye to bounce around not knowing where to rest.
• #22: Here is the second image choice. Look how much better, clearer this new image looks. With this image all pop, all focus is on the maroon graphics: logo, navigation bar, Main Five Lines of Business buttons. Such a simple change, one change - can make so much of a difference. ME: Flip back and forth
• #23: Like photos, choosing an appropriate color combination in the website design process is considered one of the most important (yet often overlooked) elements in create a successful website. When deciding on the appropriate color for a website, consideration should be given to the target audience. It is important to relate your product / service to a color relevant to your industry. READ QUOTE For example, “Red means STOP, Green means GO” Colors used for a product, web site, business card, or logo cause powerful reactions.
• #24: What color makes you happy? What's your favorite color? What’s your product? Get in touch with the colors that resonate with you. For me I enjoy the first two colors schemes the most. Cool colors, blues and greens, nature… because with I think about nature - I get a since of pease, calmness, happiness – being at ease. So find what colors connect with you and build on it. But remember keep it simple.
• #25: Your website is a living, breathing entity on the internet.  Every update you make to your website, once it is “live” on the internet plays a part in its interaction with visitors, customers, and the powerful search engines. READ QUOTE If you update your website often with high quality content, search engines will love you for it. You do not need to make changes, additions, or postings every hour of every day.  However, a site that is updated once a day, or at least two to three times a week, is considered a frequently updated site. If you update your content often with reliable and valuable information, then you have a better chance of Google ranking your site higher with each update. When you publish new content, you present yet more opportunities for your site to contain more keywords.  Keywords are high on the algorithm chart for search engine indexing and ranking.  Frequently added content, such as blog or article postings, allows you to optimize the article with pertinent keywords that can attract visitors to your site.  So what is considered quality content? Be original. Show your personality and bring value to your website. Give your viewers information they want continue coming back for. Like I mentioned at the beginning of this presentation, next month on December 21st we have a live Q&A and roundtable discussion covering email marketing, SEO, and websites with the following experts: Heather Cherry, AgencyBuzz Product Manager Dylan Brooks, SEO Consultant Matt Farrell, Website Coordinator If you have further questions about SEO, what is considered good quality content. I encourage you to jump on the call because these three are going to deliver the goods!
• #26: So in closing… Keep it clean. Keep it simple. Take a step back and really look at your current website. Do you have open space? Whitespace? Do you have strong Call to Actions? Do the photos and colors enhance your branding? Are you staying active? I hope you were able to take some nuggets away from todays presentation. Friendly reminder: Slides and a recording of today’s presentation will be posted later today at https://resources.getitc.com/masters-of-marketing And on December 21st we have a live Q&A and roundtable discussion covering email marketing, SEO, and websites with the following experts: Heather Cherry, AgencyBuzz Product Manager Dylan Brooks, SEO Consultant Matt Farrell, Website Coordinator