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January 08 ABCs of Web Design Newsletter

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Introductory comments

My new job is a lot of fun. I am redesigning a web application that monitors system/application outages. It is a lot of fun and very challenging.. On to the question:

Comments about W-edge design web site:

"Looking for information and found it at this great site."

"Interesting information... Keep it up. Excellent site."

"Wonderful and informative web site. I used information from this site -- it's great."

"I have been looking for sites like this for a long time. Thank you!"

Question of the month

Question: I had a comment/question submitted to me via my newsletter registration form. It asked me to list the strategies I use when designing. Since I design both applications and web sites, I thought I would talk about web sites. In all honesty, I do not use any “strategy” when designing -- each site and application is different because the users’ goals are different. if I use any “strategy” it is to fully understand the users’ goals and tasks. And once you understand that information, you start designing wireframes to represent the screens.

Answer: I had a comment/question submitted to me via my newsletter registration form. It asked me to list the strategies I use when designing. Since I design both applications and web sites, I thought I would talk about web sites this month.

Here are some of the strategies I use to design web sites: I specialize in what is called web site conversion. In simplistic terms, it means getting the user to do what you want them to do on your web site – sign up for your newsletter, buy your product or contact you about your services.  Along with that, I also do a lot of SEO work. You can drive traffic all day long to your web site but that is meaningless if no one can find or buy your products.

Some of the same principles I mentioned last month for designing applications apply to web sites here as well, such as Easy to use, VIMM-based design principles, Effective Navigation.

Here is my process with a little more detail:

• Interview - I need to understand what the client does. So I look at the existing web site and any and all marketing materials. Then, I interview the client and ask questions including: What do you do better than any other company? What benefits do you offer? Who are your customers? Benefits are the key to get people to buy. The other key is to overcome any of the customer’s objections.
• Persona development - Based on demographic information, personality preferences, lifestyle choices, behavioral data, and user goals, I develop robust, predictive personas and buying scenarios. Doing this helps me develop site text and site area’s to overcome the customer’s questions/objections.
• Primary nouns and site architecture - Completed personas and goals are used to map out the macro actions (user goals) and micro actions (steps needed to achieve the user's goals) using primary noun architecture to determine the web site architecture, navigation, and user paths.
• Wireframe development - Using wireframes, I start to identify what the web site pages will look like - what each page will contain and how the user will move around within the web site.
• SEO keywords/phrases - Using all the information gathered thus far, I determine the search engine keywords/phrases your prospects will use to reach your site and which keywords/phrases indicate where they are in the buying process.
• Content development - With identified search engine keywords/phrases, along with persona and scenario information, I develop keyword-rich, persuasive, benefit-rich content using active verbs to compel your customers to take action. This is the key to web site conversion: you must answer all the users' questions and resolve any objections. And the way you do this is with web site text. Developing site text can take anywhere from 20 - 60 hours.
• Prototype/ Site build - As items are approved (wireframes, graphics, content), I begin to develop the site prototype so you an actually "see" your web site.
• Site monitoring - Once your new web site is launched, it is important to start monitoring your web site statistics program to evaluate the effectiveness of the user flows and keywords that were defined during the development process. And also monitor your sales or sales leads. Site modifications are then made to increase sales or sales leads.

Recent Clients of W-edge design:

Cabella Creations
Compton Creative
Damesbond
DigitalEve Columbus
Healing Environments with Feng Shui
Moonhorse Art Studio

Wrap up

I am really excited about the new job!! Thanks for reading my newsletter.

Please send all questions to theresaw@columbus.rr.com.

To see the articles from my print web column, go to http://www.w-edge.com/articles.htm

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