Transcript WHAT IS A WEB SITE?

Using the Web to Maximize Your
Regional Group's Effectiveness
Prepared by Fleishman-Hillard
December 9, 2009
Eight Common Questions about Web Sites
1. What is a Web site?
2. Why do I need a Web site?
3. What are the building blocks of a Web site?
4. Who builds Web sites?
5. How is a Web site created?
6. Who will host my Web site?
7. How do I grow my Web site?
8. How do I manage and maintain my Web site?
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WHAT IS
A WEB SITE?
A website (also spelled web site) is a collection of related web pages,
images, videos or other digital assets that are addressed with a common
domain name or IP address in an Internet Protocol-based network. A web
site is hosted on at least one web server, accessible via a network such as
the Internet or a private local area network.1
Source: Wikipedia, http://en.wikipedia.org/wiki/Website
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WHY DO I NEED
A WEB SITE?
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WEB SITE
ATTRACT
ENGAGE
SPEAK
LISTEN
TRANSACT
IT’S ALL ABOUT
YOUR USERS
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WHAT ARE THE
BUILDING BLOCKS
OF A WEB SITE?
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WEB SITE BUILDING BLOCKS
Internet Landscape
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WEB SITE BUILDING BLOCKS
Domain Name Registration
Providers Include
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Network Solutions, http://www.networksolutions.com
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Go Daddy, http://www.godaddy.com
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Hundreds of others available
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WEB SITE BUILDING BLOCKS
WHOIS Lookup
Providers Include
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Network Solutions,
http://www.networksolutions.com/whois
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Who Is, http://www.whois.net/
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WEB SITE BUILDING BLOCKS
Content
Video
Audio
Text
CONTENT IS KING
if you don’t have good content,
you don’t have a good Web site
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WEB SITE BUILDING BLOCKS
Functionality
Photo Galleries
Membership/User-Registration
Calendar
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WEB SITE BUILDING BLOCKS
Functionality
Search Functionality
E-commerce Transaction
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WHO BUILDS
WEB SITES?
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WHO BUILDS WEBSITES
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In-house Web Team
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Agencies
•
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a.k.a., Web Development, Web Design,
Digital Development, Digital Media Agencies
Freelancers
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Full-time staff or contractors
YOU USUALLY GET
WHAT YOU PAY FOR
One or more part-time independent contractor(s)
“Site-in-a-box”
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•
•
www.webs.com
sites.google.com
www.networksolutions.com/business-solutions
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WHO BUILDS WEBSITES
Precision and Expertise
Reliability and Risk Reduction
Quality
Flexibility and Control
KEY
In House
Cost
Site in a Box
Freelancer
Agency
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HOW IS A WEB
SITE CREATED?
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HOW A WEB SITE IS CREATED
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HOW A WEB SITE IS CREATED
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HOW A WEB SITE IS CREATED: User Experience
User Experience: Scalable for any project
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HOW A WEB SITE IS CREATED: User Experience
Persona Example: Investors
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HOW A WEB SITE IS CREATED: User Experience
Persona Example: The Investment Researcher
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HOW A WEB SITE IS CREATED: User Experience
Site Map
Site maps provide
an outline of every
page on a site and
is used through out
the content, design
and build phase.
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HOW A WEB SITE IS CREATED: User Experience
Wireframe
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HOW A WEB SITE IS CREATED: CONTENT
Creating Content for the Web
Attributes
Value
Creation
Results
IMMEDIACY
RELEVANCE
UTILITY
Value can be created
through contextual
relevance. Users
come to a site for one
purpose, but are
served with additional
targeted, relevant
content.
Value can also be
created through
providing a service or
information that users
are in need of, but
cannot find
elsewhere.
Content provider
becomes a
Content provider
becomes a
Content provider
becomes an
Content provider
becomes an
facilitator
resource
instrument
entertainer
Value can be created
through delivering
content in an “ondemand” format.
Users can get what
they want, when they
want it.
APPEAL
Value can also be
created through
enjoyment or
entertainment,
resulting in an
enriched and
positive user
experience.
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HOW A WEB SITE IS CREATED: CONTENT
• People don’t read the Web, they scan
• To keep your audience’s attention you must:
•
•
•
•
•
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Keep content relevant and fresh
Keep it short
Use bullets, short paragraphs and simple sentences
Uses photos, video and multi-media
Use links to cross-promote other content
Use SEO
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HOW A WEB SITE IS CREATED: CONTENT
Short Paragraphs
Bullets
Imagery
Cross Promotion
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HOW A WEB SITE IS CREATED: DESIGN
Wireframe - revisited
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HOW A WEBSITE IS CREATED: DESIGN
Visual Design and Branding
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HOW A WEBSITE IS CREATED: DESIGN
Visual Design and Branding
Good Design and Branding consists of four steps
1. Defining and Researching your concept and Brand
2. Honing and Translating those findings into
memorable and meaningful online experiences
3. Designing the online experience through a tried and
tested series of steps and iterative process to get it
right
4. Synthesizing the final product to ensure the site and
message are ready for engagement.
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HOW A WEBSITE IS CREATED: DESIGN
Visual Design and Branding
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HOW A WEBSITE IS CREATED: TECHNOLOGY
Technology
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HOW A WEBSITE IS CREATED: TECHNOLOGY
Front End Coding
Back End Coding
Accessibility
Transactions and Forms
Browser/Device Compatibility
Databases
Interactivity
Integration with other systems
Search Engine Optimization
Content management systems
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HOW A WEBSITE IS CREATED: TECHNOLOGY
What is a Content Management System (CMS)
A Web Content Management System (CMS or WCMS) is software,
implemented as a Web application, for creating and managing HTML
content. It is used to manage and control a large, dynamic collection of
Web material (HTML documents and their associated images). A WCMS
facilitates content creation, content control, editing, and essential Web
maintenance functions.
Source: Wikipedia, http://en.wikipedia.org/wiki/Web_content_management_system
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HOW A WEBSITE IS CREATED: TECHNOLOGY
Why do I need a CMS?
• Allow non-technical people to create new pages
• Allow a large number contributors with controlled access
• Reduce repetitive tasks and duplicative input
• Support workflow and publishing
• Maintain consistency
• Separate content from presentation
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HOW A WEBSITE IS CREATED: TECHNOLOGY
CMS Examples
CMS products range from little or no cost to high-end commercial
solutions. Three Open Source CMS platforms with no license fee:
•Drupal, http://www.drupal.org
•Wordpress, http://www.wordpress.org
•Joomla!, http://www.joomla.org
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HOW A WEBSITE IS CREATED: TECHNOLOGY
Wordpress Example
Back End/ Content Page
Published Page
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HOW A WEBSITE IS CREATED: TECHNOLOGY
Modules and Plugins
Add to Any (Sharing Tool)
Cincopa (Photo/Video Gallery)
WP-Polls
Calendar Events Tool
WP-Polls
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WHO WILL HOST
MY WEB SITE?
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WHO HOSTS A WEB SITE
Levels of Service
• In-house Data Center
• Physical Hosting (Managed or Self-Managed)
(examples: IBM, AT&T)
• Shared or “Dedicated Virtual” Web Hosting Service
(examples: Media Temple, Go Daddy, DreamHost)
• Free Web Hosting
(examples: Webs.com, Google Sites, GeoCities, Wordpress.com)
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WHO HOSTS A WEB SITE
Media Temple
http://www.mediatemple.net
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Good tech support
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Easy upgrade path
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Developer-friendly, full control
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WHO HOSTS A WEB SITE
Go Daddy
http://www.godaddy.com/hosting/wordpress-hosting.aspx
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Pre-installed Wordpress
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Low price
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WHO HOSTS A WEB SITE
DreamHost
http://www.dreamhost.com/hosting.html
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Built-in Wordpress installer
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Low price
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WHO HOSTS A WEB SITE
Wordpress.com vs. Wordpress.org
Wordpress.com provides hosting and management of Wordpress software,
which can be downloaded from Wordpress.org and installed on your own
server
BENEFITS
CONS
Wordpress.com
• Free, easy setup
• Managed upgrades, backups,
spam, security, etc.
• Scales for traffic spikes
• No custom themes
• Limited plugins
Wordpress.org
• Custom themes
• Access to all plugins
• Complete control
• Requires hosting plan
• Self-managed upgrades,
backups, spam, security
Source: Wordpress.com
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HOW DO I GROW
MY WEB SITE?
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GROWING A WEB SITE
As important as building your Web site, is sharing and
promoting it:
•Google Analytics
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Evaluating Your Web site based on metrics
•Search engine optimization and marketing
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Using language to attract missed opportunities
•Link Building
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Cross-promoting the site internally and externally
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Google Analytics and Search Engine Marketing (SEM)
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GROWING A WEB SITE
Distributing Content and Conversation
• Email programs
• Social media
• Widgets, Facebook, Twitter, YouTube
• Content Aggregation
• RSS Feeds
DON’T BUILD
YOUR WEB SITE
IN A SILO
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Twitter and Facebook
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HOW DO I MANAGE
AND MAINTAIN MY
WEB SITE?
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MANAGING AND MAINTAING A WEB SITE
• Assign an in-house Web Manager
• Retain technical and design support
• Keep your content fresh
• Get to know your users
• Pay attention to your Web analytics
• Visit your own Web site every day!
DON’T UNDERESTIMATE
THE TOTAL COST OF
OWNERSHIP
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THINGS TO REMEMBER
IT’S ALL ABOUT
YOUR USERS
CONTENT IS KING
YOU USUALLY GET
WHAT YOU PAY FOR
DON’T BUILD
YOUR WEB SITE
IN A SILO
DON’T UNDERESTIMATE
THE TOTAL COST OF
OWNERSHIP
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QUESTIONS
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GLOSSARY
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GLOSSARY
3x3’s – Three different conceptual screen layouts that organize the information
in varying ways that follow a simple task 3 layers deep.
Aggregator – Software or a Web application that aggregates syndicated Web
content such as news headlines, blogs or podcasts in a single location for easy
viewing. Also feed reader, news reader.
Application (social network) – A mini-program that leverages a social
network’s platform to deliver customized experience and content.
Content Optimization – The editing or altering of Internet content, including
text, graphics and interactive assets, to improve a Web site’s usability and
effectiveness. Also site language analysis, link strategy.
Dedicated Virtual Hosting – A hosting service that partitions a server into
multiple operating systems and resource units that are each dedicated to a
single customer.
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GLOSSARY
Data Center – A facility where servers and computer components are housed
(telecommunications, security devices, back-up power, etc.). Also known as a
server farm.
Domain Name – An identification label that defines authority or control in the
Internet (e.g. nbaa.org). A domain name is based on the Domain Name System
(DNS).
DNS – Domain Name System (DNS) is a hierarchical naming convention for
computers, services, or any resource connected to the Internet or a private
network. DNS makes it possible to assign domain names to groups of Internet
users in a meaningful way, independent of each user's physical location.
E-mail Marketing – A form of direct marketing that uses e-mail as a means of
communicating with an audience. Can be used to deliver a message, promote a
service or product or enhance relationships with the audience.
HTML – The most popular front-end language for Web sites. Stands for
HyperText Markup Language.
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GLOSSARY
HTTP – Defines how Web servers and browsers should transmit messages on
Web sites. Stands for HyperText Transfer Protocol.
Information Architecture – The blueprint that describes how information is
organized and structured on a website.
Mashup – A derivative work consisting of two pieces of media conjoined, such as
a video clip with a different soundtrack applied for humorous effect, or a digital
map overlaid with user-supplied data.
Online Advertising – A Web-based equivalent of traditional advertising.
Advertisers purchase Web site real estate, typically from online advertising
networks, for the purpose of displaying brand messages.
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GLOSSARY
Open Source – Started as the notion of a free program with source code available to
the general public for use and/ or modification; programmers improve upon the
software code collaboratively and share changes with the community.
Personas – Profiles of user types including key tasks, goals, pain points, search
behaviors and activities. They help the team keep the intended consumer of the
programs that we are creating in mind and also to remind us that we are not the
users.
Podcast – Audio recording, hosted on a Web page and accessible for individual
downloads by using “pull” technology, such as RSS feeds and MP3 players.
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GLOSSARY
RSS – An acronym for Really Simple Syndication. Plug and play technology, typically
called a “reader” which allows users to easily pull in (by way of subscription) select
Web content such as a blog, Twitter feed, news, press releases, etc.
Search Engine Optimization (SEO) – The act of editing or altering Web site content,
including text, graphics, interactive assets, to improve a Web site’s natural visibility
and rank or prominence in search engine results.
Shared Web Hosting – A service or offering where multiple sites are hosted on one
Web server.
Social Media – An online tool and digital platform used to share opinions, insights,
experiences and perspectives. Includes blogs, message boards, podcasts, social
networking sites, and wiki sites.
Tags – Keywords or phrases assigned to Web content, such as blog posts, wiki
entries, photos, podcasts, etc., to facilitate easy organization, called indexing and
searching.
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GLOSSARY
URL – An address identifying a location of a page or site on the Internet. Stands for
Uniform Resource Locator (example, http://www.nbaa.org/folder/page.html)
User experience – A term used to describe the overarching experience a person has
as a result of his or her interactions with a particular product or service, its delivery
and related artifacts, according to their design. Also UX, or UE.
User Requirements – The “must haves” governing the project's deliverable or
product as expressed or demonstrated by the users.
Web 2.0 – A term coined to loosely describe Web-based services such as wiki sites
and social networks that emphasize online collaboration and content sharing among
users.
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GLOSSARY
Web Syndication – A form of syndication in which a section of a Web site is
made available to other sites, often by information feeds. Subscribers receive a
regularly scheduled summary of the most recently added news and posts.
WHOIS – A query that is used for determining the registrant and contact
information (where applicable) of domain names or IP addresses.
Widget – A “mini-Web page” or piece of content that can be embedded in
personal Web sites. Distribution usually includes tools that allow users to easily
port or grab code to embed the widget across their own sites and social network
profiles.
Wireframes – Sketches of screens that help visualize the structure, function ,
organization, navigation and interaction.
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