Plan a Winning Website WORKBOOK
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1 Plan a Winning Website WORKBOOK Presented By: 1
2 Table of Contents Define your target market 3 Friends and family focus group 6 Sell yourself a website 7 Think website as a supplement 9 Website Goals 10 Question Call Log 11 Brain Dump 12 Site Map 14 What was on that page again? 16 Document and concept your brilliance 17 Meet the Author Monica Pitts Chief Creative Officer, MayeCreate Design Monica founded MayeCreate design in She considers herself a creative web dork with the ability to speak geek and English. Raised in a house of educators, Monica s parents taught her to teach her way through everything she loves. This book and our other online resources are her way of educating MayeCreate clients and the public about all the awesomeness of web design, online advertising and marketing. Follow MayeCreate and Monica: 2
3 Define your target market Income Level Low Middle Upper Income Range From $ to $ per year Gender Male Female % Male % Female Occupation Education Level High School College Advanced Degree Does education level make a difference in how you communicate with target about your product? Yes No If so, how? List of Occupations Communication Style Check all adjectives that apply to your target market. Precise Exact Analytical Systematic Follows Rules Quiet Careful Formal Disciplined Decisive Tough Impatient Strong-Willed Competitive Demanding Independent Direct Self-Centered Calm Steady Laid Back Careful Patient Sincere Modest Trustworthy Family Oriented Sociable Talkative Open Enthusiastic Energetic Persuasive Spontaneous Emotional Impulsive 3
4 Lifestyle Young Family Family with Teenagers Empty Nesters Single Parent Large Family Home Based Worker White Collar Blue Collar Students Agricultural Career Oriented Newlyweds Busy On the go Retired Single Income Family How does your product or service complement their lifestyle? Age Range From to years old. Generation Greatest Generation Born from 1910 to mid 1920 s; includes veterans who fought in World War II Silent Generation Too young to serve in World War II, recognized as children of the Great Depression Baby Boomers Born between ;, part of the counter culture of the 1960 s Generation X Born after baby boom ended from , a.k.a. 13 th Generation and Baby Busters Generation Y Born from mid-1980 s s to early 1990 s a.k.a. Generation Next or Millennials Generation Z Born between the mid 1990 s and end of 2000 s, a.k.a. igen or the Internet generation. How does generation and age effect how you share and market your product? 4
5 Audience Location West Coast East Coast South Midwest Local Regional National International Urban Suburban Rural Relationship Current Clients Prospects Both 5
6 Friends and family focus group How would you find a company in my industry? Online Relationship: Current Client Prospect Friend Family Phone Book Gender: Male Female Age: Ask a Friend Income*: Low Working Middle Upper Middle Upper Other Occupation: Location: How would you find a company in my industry? Online Relationship: Current Client Prospect Friend Family Phone Book Gender: Male Female Age: Ask a Friend Income*: Low Working Middle Upper Middle Upper Other Occupation: Location: How would you find a company in my industry? Online Relationship: Current Client Prospect Friend Family Phone Book Gender: Male Female Age: Ask a Friend Income*: Low Working Middle Upper Middle Upper Other Occupation: Location: How would you find a company in my industry? Online Relationship: Current Client Prospect Friend Family Phone Book Gender: Male Female Age: Ask a Friend Income*: Low Working Middle Upper Middle Upper Other Occupation: Location: *Total household income: Low $16,000 or less, Working $16,000-$30,000, Middle $30,000-$75,000, Upper Middle $75,000- $100,000+, Upper $500,000+ 6
7 Sell yourself a website Why do you want a website? 1. A website is important to my business because 2. A website is important to my business because 3. A website is important to my business because 7
8 Think website as a supplement How can it assist you in your current marketing efforts? Fill in your efforts and ideas below. Example: Marketing Effort: Direct Mail Supplemental Website Ideas: 1. Send recipients to the website for more information 2. Provide an instant price quote for service online 3. Gather the information of those who received the instant price quote and then use as a prospecting list. Marketing Effort: Supplemental Website Ideas: Marketing Effort: Supplemental Website Ideas: 8
9 Marketing Effort: Supplemental Website Ideas: Marketing Effort: Supplemental Website Ideas: Marketing Effort: Supplemental Website Ideas: Marketing Effort: Supplemental Website Ideas: 9
10 Website Goals What does a website need to do for your company? Check any and all that apply: Generate Leads Serve as resource for current customers Share information with potential customers Build rapport & credibility Reduce number of phone calls Encourage potential customers to contact Show examples of work Sell products Additional Goals: User Goals What actions need to be taken by your visitors to help you reach your website goals? If you want a website to generate leads for your business, do you want visitors to you, or perhaps fill out an form requesting more information? Opt in to your newsletter? Post a comment on your blog? Attend your events? Subscribe to your service? Purchase your product? Goal: User Action: Goal: User Action: Goal: User Action: Goal: User Action: 10
11 Question Call Log Tally Question Relationship 1) Client Prospect 2) Client Prospect 3) Client Prospect 4) Client Prospect 5) Client Prospect 6) Client Prospect 7) Client Prospect 8) Client Prospect 9) Client Prospect 10) Client Prospect 11) Client Prospect 12) Client Prospect 13) Client Prospect 14) Client Prospect 15) Client Prospect 16) Client Prospect 17) Client Prospect 18) Client Prospect 19) Client Prospect 20) Client Prospect 21) Client Prospect 22) Client Prospect 23) Client Prospect 24) Client Prospect 25) Client Prospect 26) Client Prospect 27) Client Prospect 28) Client Prospect 11
12 Brain Dump Organize and document your initial thoughts and ideas to clean up brain clutter. Pages In Site: 1) Home 2) 3) 4) 5) 6) 7) Additional ideas and thoughts: Scope out the competition. Print out at least one page from each of your competitor sites. Write on the pages or fill in the chart below with what you like and dislike about the site. Be sure to highlight any must haves! Business Name: Site Address: Like Dislike Comments & must haves: Color Layout Information Features Business Name: Site Address: Like Dislike Comments & must haves: Color Layout Information Features 12
13 Business Name: Site Address: Like Dislike Comments & must haves: Color Layout Information Features Status Quo List out the repeated features and pages you found in competitor sites. You need to include these items in your site to meet the industry standard for your area. 13
14 Site Map You may not need or use all of the spaces for pages listed below, or you may need more. Adjust as needed. Categories or Pages Included on Main Navigation These are the main pages of your site that will have links from every other page in the site. They can also be categories of information for dropdown menus not linking to a page but representing a section of the site. Sub Pages/Secondary Pages Pages within categories or sub categories linking from pages on the main navigation. They would be listed in sub-navigation or drop down menus. Tertiary Pages Pages linking from subpages or sub-categories. Categories or Pages included on main navigation Sub Pages/Secondary Pages Tertiary Pages 1) a) b) c) 1) d) 2) e) 3) 2) a) b) c) 1) d) 2) e) 3) 3) a) b) c) d) 1) e) 2) 4) a) b) c) 1) d) 2) e) 3) 14
15 Pages or categories included on main navigation Secondary Pages Tertiary Pages 5) a) b) c) 1) d) 2) e) 3) 6) a) b) c) 1) d) 2) e) 3) 7) a) b) c) 1) d) 2) e) 3) 8) a) b) c) d) 1) e) 2) 9) a) b) c) 1) d) 2) e) 3) 10) a) b) c) 15
16 What was on that page again? Detailed site map. Print off as many of these sheets as you need to create your detailed site map. Page/Category Name: Description: Sub Page Page/Category Name: Description: Tertiary Page Page/Category Name: Description: Sub Page Page/Category Name: Description: Sub Page Page/Category Name: Description: 16
17 Document and concept your brilliance When planning your website features start big then focus on the details. Make a Flowchart When a visitor is utilizing your web feature what happens first, where do they start? Complete the main steps first then fill in how you and the user will interact with the site. Example Step 1: The visitor will start on a page with a list of classes on the website. If they find one they like then they ll click on a button to register How will the user Interact with the site? They will read information about classes offered and then click on a register button when they want to sign up for the class. How will I want to interact with the information on the site? I ll want to enter dates, times, descriptions, locations and costs for classes. I want the classes to display in order of class date and to automatically drop off the public side of the site the day after the class date. Step 2: They fill out their personal information How will the user Interact with the site? They will enter their first and last name, how many participants they want to sign up. If there s more than one participant they need to enter that participants name too. They should enter their address, address and phone number. How will I want to interact with the information on the site? I ll want to be able to view, edit or delete participant information as well as print it for a class roster or export it as a marketing list for future classes. I want all class participant information to be in a centralized list containing personal information and which class they took. 17
18 Programming Flow Chart Step 1: How will the user Interact with the site? How will I want to interact with the information on the site? Step 2: How will the user Interact with the site? How will I want to interact with the information on the site? 18
19 Step 3: How will the user Interact with the site? How will I want to interact with the information on the site? Step 4: How will the user Interact with the site? How will I want to interact with the information on the site? 19
20 Step 5: How will the user Interact with the site? How will I want to interact with the information on the site? Step 6: How will the user Interact with the site? How will I want to interact with the information on the site? 20
21 21
22 What s next? Figure out just how much this website is going to cost. Estimate your website in minutes using our instant online website quote. No lengthy sales meeting needed, you re 13 questions away from the numbers you crave. Considering MayeCreate? Contact us for a free initial consultation to talk about your new website info@mayecreate.com 22
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