Marketed Webdesign
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Marketed web design focuses on creating optimized structures and content that guide visitors through a conversion funnel, particularly for B2B purposes. The design should prioritize the value proposition and key information above the fold, using strategies like the F-pattern for content placement and considering color psychology for effective branding. Additionally, tracking analytics and onsite SEO are crucial for understanding user behavior and optimizing web presence.
Marketed Webdesign
- 1. What does it mean for a website to have a marketed design? Aileen Schultz @CopyPurest
- 2. What is Marketed Web Design? • Marketed Structure • Optimized Content • Tracking • Onsite SEO (a briefing)
- 3. The Infamous Conversion Funnel & Optimized Landing Pages Structure
- 4. The Funnel You Need it So Love It Note: Completely different for B2C, for our purposes, we’ll focus on B2B Most Funnels align with the following structure: Off site CTA > landing page > On site CTA (sales copy) > Email Capture > Thank you page (needed for tracking, not mandatory) > Followup Email BAM! - Just like that you have a lead, nurse it until the cows come home
- 5. Optimized Landing Page Value Proposition: what is it that you offer, what will the prospective client get from an interaction with you? Do you solve their problem? ***These answers need to be at the forefront of the site for immediate intention fulfillment.*** Above the Fold: Page needs to be designed so that most important information to the potential client (your target) is above the fold, anything past should be bolstering this already established brand understanding.
- 6. Optimized Content The F Pattern & How Visualization Rules
- 7. The F Pattern For further reading: http://bit.ly/1VN4fKS Many upon many study has shown that people read webpages in the pattern of an F - put the content where the eye goes, in order of most important messaging being at the top left and least important being at the bottom right.
- 8. Visualization Rules Colour Psych 101: • A study of some esteem determined that it takes just 90seconds for someone to make an opinion about a product, and that 60-90% of that interaction is based on the colour alone (bit.ly/1usFFCm). • Men and women like different colours, mostly. But, between both men and women BLUE reigns. Blue is associated with: trust, loyalty, stability and intelligence. • (FYI) Yellow = optimism, positivity, light and warmth, and Black = serious, bold, powerful and classic and is said to make a product look “expensive”. • As a result colour plays a HUGE role in branding and website aesthetics - keep that in mind when determining the colour scheme of your site.
- 9. A Brief Viewing Sequence to Keep in Mind When Structuring any Page Content Images > Headings > Body Text Yet again, Images (visuals) Rule, let that be the GOLDEN RULE
- 10. Tracking General Analytics, Click Stream & Heat-mapping
- 11. General Analytics (on GA) • Traffic • Bounce rate • Time on site • Top exit page (bad if homepage) • Engagement
- 12. The Clickstream (on GA) 1.Referral Path 2.Landing Page 3.Bounce or Next Page 4.Next, Next, Next 5.Exit Point Tracking the Funnel
- 13. On Page HeatMapping (other software)
- 14. Onsite SEO SEO Overview & Onsite SEO
- 15. SEO Overview (intro/more in depth look into SEO will happen at later date) Summary: SEO is not what it used to be - it’s not just “key words” and meta tags. It’s a real science based on optimizing your entire web presence (starting with your website) around your SEO strategy. It’s about building the semantic connections read by the algorithms to best define your brand and the intent behind how your potential client might find you.
- 16. Onsite SEO The Basics • Permalinks • Content • Alt tags • Metatags Taking it to the Next Level • Engagement: bounce rate, time on site, time on page, how many pages visited • Microdata Markup (structured data) -Gets you rich snippets: ^^ • Knowledge Graph Optimization