Content

Excerpt from Webplicity - The Critical Guide to Successful Web Strategies by Bill Young

After you’ve completed your analysis and have a good understanding of the user’s behavior, the scope of work, and the technology options, you need to evaluate the content for your Web project. For our purposes, content includes text, graphics, pictures, and specific tools. Content is what makes a new site effective or ineffective. Quality content increases repeat visits and raises the level of trust with users. Content on the Web should be simple and concise. If you do not know what your visitors want, ask. A clear understanding of what your content should say (copy), and how pictures and graphics will enhance the presentation, will increase the success rate of your redesign.

Identifying Proper Content
Gathering and creating content can be one of the biggest challenges of a redesign. BMG had many user groups to which to match content, and the new content had to be in-depth and user-friendly. They knew that just utilizing the existing content and simply giving it a face-lift would be an ineffective solution. BMG’s content had to be straightforward, concise, and relevant. If the content for your Web project is unclear, don’t start your project. BMG knew where some of the new content would come from, but they had to match the user’s goals to specific content areas. This required user feedback, and careful consideration of the responses. By taking the proper steps, you will know what type of content should be created. Use the following guideline:

Step 1: Create a content outline
Step 2: Assemble the proper materials
Step 3: Brainstorm with your staff on content areas/categories (ex: customer service resource center)
Step 4: Think in terms of quick sound bites
Step 5: Prioritize ideas
Step 6: Create a task list
Step 7: Implement the proper content

Content Sources
If you lack key content research services, search for sites that provide content related to your industry or topics. These are often referred to as syndicated content streams. This type of content is provided by other sites, for use on your site. You can simply place a few lines of code and content is delivered. The linked service provides the content to your site automatically with no need for maintaining the code. The content provider either charges you a fee for using the content, or they receive traffic from your site via links placed directly in the content. Interestalert.com will pay you for adding a news feed to your site. There are many free services and budget sensitive options. For example, www.7am.com provides specific news content, while www.1afm.com provides free content. Another great resource is www.yellowbrix.com, providing industry specific news and updates.

Content Inventory
BMG identified what content would be important and created a content inventory. They utilized an excel spreadsheet (a database works well, too) to keep it organized. They created a check-list of the existing content, taking a hard look at each content area, and asked:

“What’s missing?”
“What still needs to be created?”
“How long will it take to create?”
“Who needs to create it?”

Web Copy
One of the most difficult and most important areas of content is the copy. It can be costly to create copy in time, finances, and resources. If you need to create content, designate a qualified internal staff member to do the writing or outsource the copywriting to a qualified copywriter. Poorly written copy reflects on your company’s professionalism. Don’t give your users any reason to doubt you. After designating the copy provider, establish a schedule to keep all personnel on track.

Writing copy for the Web is different than other marketing channels. There are several differences, but one thing remains constant – focus on the user. What will be important to them? What will improve their chances of making a purchase decision? What type of copy will bring them back for another visit?

According to one expert, you should only write 50 percent or less of the text you would have used in hard copy. Only give your user the most pertinent information. However, be detailed when necessary, and make sure your potential customers understand the products and/or services you’re offering. The Web is no place to display the full content of a book. Most users go to your site for quick, specific information -- not the history of the product. Providing quick bullet lists whenever possible keeps the eye moving yet highlights key points in your copy. Keep the following tips in mind for the text of your Web project:

Break pages up into short blocks.
Many users become frustrated when they must page down continuously. Under no circumstances should you allow your users to become frustrated. Use different sized fonts to show important comments, and hypertext to break up pages and split long sections or tedious information. Most pages should have similar formats regarding paragraph set up, font type and size, and overall text look and feel. If customers think they’ve linked to a different site, then they may not come back. Web pages should have a consistent amount of text on each page.

Double check, triple check, and have every resource at your fingertips look at the site for misspellings and errors.
One secret to decreasing misspellings is to copy all your Web text into a Word document and hit the spell check button. Misspellings and errors cause your visitors to lose confidence in your company; Proper grammar is also critical. It can’t be emphasized enough that your Web copy must be written by a qualified professional.

Focus the words on customers and how your service/product helps them.
Stay away from “I” and “us,” and concentrate on “you” and “we.” Keep text positive and forward-thinking, but not exaggerating. Offer convincing words that list the benefits and your company’s enthusiasm for the business.

Graphics and Pictures
The second category of content is graphics and pictures. First, utilize internal pictures/graphics only if they are of high quality and/or professionally done. New marketing material typically contains the right pictures and graphics. Make sure the ones you use for the Web match the offline marketing and branding packages (same feel, colors, look, consistency, etc.). Second, there are many types of libraries and online tools to capture the appropriate graphics/pictures to match your project. Perform a search on the Web with the key words “free Web graphics.” You’ll find plenty of libraries offering free or modestly priced graphics and pictures of the right quality. Also, invest in a subscription to an online library to purchase pictures/graphics, as you need them (www.corbis.com is a good example).

BMG realized through the blue printing process that quality content is important to visitors returning to their site and in creating the perception of expertise. There is a fine line between too little content and too much. Understanding your content needs during the Blue Print Phase will confirm whether the project schedule and timelines are realistic.

Importance of Website Architecture & Navigation

Excerpt from Webplicity - The Critical Guide to Successful Web Strategies by Bill Young

The City of Denver is currently finishing the construction of a new convention center and convention hotel. The construction has taken place over the last year. Each day people see new levels completed, new equipment put in place, and different personnel with different roles. By understanding how a large building is constructed, you’ll have a better feel for how a complex Web project is built.

Architecture & Navigation
You may be asking yourself how erecting a building relates to a Web project. The answer may be more than you realize. The key is your project’s architecture and navigation. Instead of pouring concrete, moving heavy objects in place, putting up walls, and installing electrical and mechanical systems, you’re implementing a blue print for success on the Web. It is amazing how architects create blue prints that show construction superintendents and foremen all the right parts, to fit at all the right times, in all the right places. There is a remarkable synergy between buildings and Web sites, and the same elements and processes between architecture and Web development. You can garner some great “tricks of the trade” from the architectural design process that can be applied to building a new Web project.

The challenge with most Web sites is that the developer(s) did not look at the site as an architect would look at a building. In fact, many sites would be condemned if they were buildings. If you could provide all the information on one page, navigation wouldn’t matter. The modern Web makes this almost impossible, so you need a quality navigational structure. Sites and tools that require you to click four, five, and six times into the site or have to click back six levels to get to the main page have completely missed the target. If you had a building that required you to figure out how to get to the fifth floor with no signs or elevators, your visitors would be in trouble. Many sites do this to the user and this hurts business.

The Difference Between Architecture & Navigation
In order to build a great site or Web project with simple navigation, you must understand all the areas we’ve covered in Phases 1 and 2, as well as understanding the difference between architecture and navigation. The two work hand in hand, but they are unique. Navigation on the Web is defined as the user moving from one page to another within the site; architecture is defined as the design of those pages (both static and dynamic) and the connection between them, to incorporate the navigation system. A good way to think of this difference involves that architecture is the arrangement and make-up of the content, while navigation involves the devices that move the user from one page to another.

Users Perception of Navigation
The user’s ability to navigate should be as straightforward and simple as possible. Keep in mind that users will not memorize your navigational structure. “At IBM and at Sun, we studied how people read on the Web. What we discovered is they don’t! They scan,” says Jakob Nielsen, a distinguished former Sun Microsystems engineer. The user is scanning the pages for key words, phrases, and headings. In fact, place as much detail as possible on each page because cross-referencing Web pages too difficult. Finally make it simple for the user to follow your information in a process – step A, step B, step C, etc.

Some navigation structures are involved, pushing users to certain sections of the site. The problem is that users won’t take the time to learn the logic of your navigation. Users want the right information to lead to the right call to action, right now. If the navigation is understated, the user will get lost; if the navigation is overwhelming they’ll simply leave (close the browser).

You must create the navigation with a logical process in mind because a high percentage of the visitors to your site will be repeat visitors. Once they’ve been to your site several times they’ll know where to find what they need. However, the navigation should be very obvious to the new visitor, as well. Simple navigation enables the new visitor to find what they need quickly.

Educating the User
No matter how visitors get to your site or Web application, chances are they are going to be unfamiliar with it. If they get to the site via a search engine then the process gets even more difficult. They may be dumped into a section other than that of your main page even a back page, that is not regularly. Therefore, it is important to make sure that main menu and key links are very apparent.

Here are some strategies to help your visitors navigate through your site when they come from a search engine.

Craft a clear message about the purpose of the site
Usability is your key
Define useful and simple navigation
Include critical information that the user expects
Develop beneficial content

Great Navigation
Great navigation is about simplicity and common sense. How do you create an environment that facilitates users to navigate your Web project correctly? One important element of navigation is called top-level navigation, and consists of the main page of the application or main page of the site. In addition, pay close attention to the main navigation structure or main menu choices. As most people know, this is either the menu across the top or down the left hand side of the page. Now, what makes sense to the user (review back to usability for more details)?

Architecture and navigation work hand in hand on the Web, assisting the user to get what they want. That is the real measure of successful architecture and navigation. Did the user find what he was searching for? Simple navigation works and typically costs less to build and maintain.

Implementing an E-Commerce Strategy

Excerpt from Webplicity - The Critical Guide to Successful Web Strategies by Bill Young

The first step in implementing an ecommerce program is to identify which products you will sell. For our purposes we’re covering products that can be bought online and then, either downloaded or shipped to the customer. Next, you’ll need to review the shopping process options. This is usually referred to as the shopping cart. How do you pick the right option?

Choosing an online shopping cart that fits your needs is a critical decision. Similar to a brick and mortar retail establishment, the shopping process on your Web site is your only opportunity to impress potential buyers. If the shopping process is hectic and difficult, a retail store can go out of business, very quickly. This is true for your Web site’s shopping cart, as well. If the user has problems, he’s gone. In fact, the most important part of the shopping cart is the customer’s private information and credit card numbers. If you do not deal with this information in the right method, you’ll lose sales. Security is paramount.

There are several options when it comes to shopping carts. They range from Web-based systems where your site simply links to the cart, or on-site systems that require programming to integrate the cart into the site. The three main categories include merchant services like eBay, hosted shopping carts, and integrated shopping carts.

Merchant shopping carts like eBay require you to utilize your own merchant account and gateway. A merchant account is the bank account that enables your site to take credit cards, while the gateway enables the transaction to be completed over a secure Internet connection. A site like eBay will allow you to use their system (merchant account and gateway), but you pay higher fees. A merchant service is perfect for companies that are just starting their business or do not have a significant amount of transactions.

Hosted shopping carts are similar to a merchant system except they include the merchant account, gateway, and shopping cart. They typically charge an upfront set-up fee and then a small fee for each transaction. This is also good for a small business just starting out. The negatives of this choice include a templated cart (your image may not match their offerings) and few functional options other than the base plan.

An integrated shopping cart is a full custom, programmed cart. You receive all the “bells and whistles” and can often leverage many different technologies to up-sell or cross-sell various items. This process is the best option; however, it will be the most costly.

Once you’ve chosen the best option for your ecommerce process, you will need to run tests with usability (How easy is the cart to use?), marketing tools (How do you get the user to the cart?), and up-sell or cross-sell opportunities (How do you set up accounts and when do you offer more options?)

Completing the Sale

Now that you’ve chosen your options, how do you make sure users complete the sale? Here are some helpful tips:

Make the shopping experience simple: Make sure the products are easy to locate, that pictures and graphics match the product, and that product descriptions are easy to read.

Provide detailed explanations: Explain both your shopping process and other policies in detail. Show a diagram and explain in words, how the person can, and will, shop your site. The more specific your directions are, the more shoppers you will retain.

Common sense check out: Allow the customer to purchase products and/or fill up their shopping cart and then ask for payment. During the payment process, ask for detailed information about the customer. Don’t ask for this information before they enter their credit card number and don’t over do the questions on the detailed information. Their dog’s favorite toy might not be appropriate – stick to the basics – contact information and customer feedback.

Multiple shipping options: Use a shipping company that has on-line order tracking. Make it easy for your customers to use this.

Dividing sections: Make sure your products are divided into categories that make sense. For example, you will want all the wood products to be together, and separate from the metal products, or your consulting services to be separate from your financial services.

Accept credit cards: The great advantage of on-line shopping is its immediacy. The entire transaction should be completed in just a few minutes. Customers will simply leave and go elsewhere where the need for instant completion of the transaction can be fulfilled if your process takes too long, or in the extra time they have before completing the transaction customers may change their minds about purchasing form you. Also, remember that credit cards are by far the easiest way for non-U.S. customers to order directly from the U.S.

Confirm Orders: Make sure the customer not only receives a page saying, “Your order has been received” (or something similar), but also the ability to print out a receipt for their records and receive a confirmation email.

Provide Help Areas: Create a help area similar to FAQ (frequently asked questions). This area should include the FAQs along with methods to get in touch with you, and a link to your live chat tool, if you have one. Address problems that may come up and solve them online whenever possible.

List Important Information: Your customers should be able to place an order without a hassle. Make sure they don’t have to fill out three pages of forms before the order is accepted. Receive important information for your database, like name, address, preferences, zip code, etc. after they have placed their order. The fewer steps and shorter the process, the more likely the customer is to complete the sale.

Remember International Customers: Don’t lose orders by narrowing your market just to your home country. Make sure your order form takes international zip codes and provides a valid payment processes. Many sites reject orders if the zip code is not a valid U.S. zip code. International customers have money just like Americans. Many will find your site on a search engine and if your interface is “internationally friendly” they may order. At least give them the option.

More information/order Webplicity - The Critical Guide to Successful Web Strategies.