ec Newsletter #
Hello [##First Name##],
Greetings from a sunny but windy Gisborne and welcome to a new EC Newsletter.
Welcome to new subscribers on the mailing list - I hope you get some great ideas for your web projects from these newsletters - don't forget to forward them to your friends and let us know what you think of them.
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A(nother) look at Web2 and your web site
Fads in everything come and go – and web site marketing isn’t alone in this.
“Web2” recognises that there is a “new way” of using the web for your business – the old “Web1.0” way is long gone.
What was considered “good looking” or “best practise” changes over time as more and more people get used to a new “normal” and you risk alienation if you don’t evolve along with the rest of the web.
Some of our web projects haven’t had a change in look for some time – in a couple of cases nearly 10 years have passed since the project was completed and originally launched.
These web sites till work – and still return value for their owners – I’d like to think it is because we got so much right back then…!
I don’t advocate change for changes sake – and any investment into adding on or changing a web site needs to make real returns on that cost.
Here are some ideas for giving your web site an update that shouldn’t break the bank – and will result in better traffic numbers and more sales.
Let’s split the various options for modernising a web site into three categories: -
1) The look of the project
I’ve made lots of comments over the years that have drawn fire from graphic designers along the lines of: -
“…the look of a project is not the most important aspect of the project…”
Sure the web project has to look professional but I think some graphic designers obsess over the importance of their work far too much.
(Are you thinking what is the most important aspect for a web project…? – See number 2 below)
Modern web looks often use bold primary colours with strong use of large fonts having a “what we do” kind of message near the top of the page.
This clearly read statement leaves the visitor with a clear idea of what the company behind the web site actually does and who they do it for.
Large “hero” photos are often used to add depth to the look and to reinforce the “values” and/or to reference the “target market” of the products and services from the company.
8 to 10 years ago we only saw 4 size options for screen resolution in our web statistics packages – a look today at one of our busiest customers shows a total of 357 different screen resolutions having visited so far this year.
And another web site of ours has 171 different screen resolution sizes…!
This is due in part to the uptake of using mobile devices for finding information online – but it also due to people surfing the web using a Play Station on a Tv or some people having multiple monitors set up for their desktop computer.
The look of a project should be changed with that in mind so the web site doesn’t fill the entire screen from left to right – and neither should it huddle in the middle with a long thin look when viewed on larger and wider widescreen monitors.
We can’t control what device the web visitor is using but we can make sure that all screen resolutions provide a nice professional and positive image.
A new look for a web project is easy to do with the EC Toolset – let us know if you would like more information about a new look for your web site.
2) The Content of the project
Web2 is all about your putting your web site visitor’s needs and wants first – everyone arrives at your web site with a question and have arrived at your web site thinking that you have the answer.
This is all the “how, who, what, where, why, when” type of questions so the “best” content you can have on a web site is answers to all the questions that people may arrive with.
An ideal person to ask what these questions are – is your front of house staff – who picks up the phone first or meets potential customers when they walk in the door…?
Ask those people what the majority of questions are – and that’s a great starting point for creating customer focused content.
Your sales team (or you if you are business owner) should also add the benefits of using your product or service from the customer’s point of view – to really maximise the usefulness of content.
You should also always use the descriptions that you customers use – you may want to be known as a “solicitor” but your customers think of your service when they need a “lawyer”.
If you would like us to review your web site content – then please let us know.
3) The Way People move through the web site
Web2 web sites are inherently easier to navigate around – they often have two or three main levels of navigation – at the top right may be some “credibility building” links to information such as “About Us” and “Contact Us” while in the center often running across the page are “The Pitch” pages – telling people what you provide - and then at the bottom of each page is a full site map showing all of the pages of the web site.
In this way every page is only a single click away from any other page and everyone can see how the web site is laid out.
Each page also carries very clear “calls to action” – this could be to contact us to get more information, to register the web site visitor into a direct email database or to actually purchase something online.
Google Analytics have released a new version of its leading web site statistics tool and we like very much.
The Google team have refreshed the “Content Drilldown” reports so that you can gain great insight into “how” people are moving through your web site from page to page.
If you would like us to run you though the new Google analytics for your web site then please let us know.
Bonus thoughts: -
What platform are people using to access your information…?
We’re starting to see on some of our customer’s web sites - around 2 – 5 % of web site visitors using devices other then pc’s to view web pages.
Ipads, Iphones and their Android related competitors are getting used more and more – a new look can include cascading style sheets that allow for the smaller screen sizes of these devices and also offer a “slimmed-down” low graphics version of your web site.
Let us know if you’d like to talk with us about creating a “mobile friendly” version of your web site.
http://www.netspeak.org/ is a great tool that counts the usage of various phrases or single words online.
See who many people use “NZ” vs. “New Zealand” as a good example (15 million compared to 41 million if you want know now)
It can also suggest other words to use in a sentence – enter the text “yours *” and the tool returns the information that “yourssincerely” is used 208.460 times on the web while “yours faithfully” is only used 90.165 times.
Other things the tool does is finds the best order of words, it finds the best option to use for words or to find the best synonym to use.
See the Examples page for more
Have you seen the E-C Help section lately...?
It is available at www.e-c.co.nz/help/
We've also archived these newsletters at www.e-c.co.nz/news/
On Facebook - us too - if we haven't already - lets "like" each other...!
See www.facebook.com/WebfootNZ and www.facebook.com/ECWebSites
That's it for now - please do let us know what you think of the newsletter - and of the EC toolset and thanks for your business...!
Cheers and thanks again