SWPP 2015 - Love at First Click

LOVE AT FIRST CLICK MAKING YOUR CLIENTS FALL IN LOVE WITH YOU

@melissarachlove @melissalove

WEBSITE TEMPLATES & MATCHING PRINT MARKETING SETS

ARE YOU HAPPY WITH YOUR WEBSITE? Bad design happens to good people

WE ALL HAVE TO START SOMEWHERE melissa love design

“Hello�

I create gorgeous branding, lovely websites & killer blogs for creative professionals.

Come and say hello.

twitter // melissarachlove facebook // melissalovedesign www.melissalove.co.uk

DESIGNING YOU INTO YOUR BUSINESS

1. Understand the different components of a brand and why building one is crucial for photographers 2. Find out how to put your unique personality and skills into your own brand 3. Find out the steps professional graphic designers follow when building a brand 4. Find out what you should expect from a graphic designer and how to manage that process

HOW DO HUMANS ENGAGE WITH WEBSITES?

They don’t. People rarely read web pages word by word.

Instead they scan the page, picking out individual pages and sentences. *

84% only scan a new page 16% read the whole page *Jakob Neilson

WHAT ARE YOUR VISITORS DOING?

ENGAGEMENT

WHAT DO WEB VISITORS HATE? 1. Autosound 2. Pop ups 3. Slow load time 4. Pagination 5. Confusing navigation 6. Video only 7. Typos 8. Tumbleweeds 9. Lack of clarity 10. Key information is hidden

TO PRICE OR NOT TO PRICE

WWW.DEVLINPHOTOS.CO.UK

WHAT DO WEB VISITORS LOVE?

Fast load speed - image size (www.jpegmini.com) - caching plugins (W3 Total Cache)

WHAT DO WEB VISITORS LOVE?

Scannable text - highlighted key words - meaningful subheadings - bulleted lists - much less text than you think you need - one idea per paragraph

SCANNABLE TEXT

WHAT DO WEB VISITORS LOVE? Ease of use on all devices - fixed width (need to give a better option than pinch & zoom) - responsive

FIXED WIDTH VS RESPONSIVE

THE CUSTOMER JOURNEY •

First time user experience -

•

left brain vs right brain number of clicks to goal

Returning user experience -

number of clicks to goal

NEW VS RETURNING

LOVE AT FIRST CLICK COMPELLING CONTENT Control the user experience by telling the story the way you want it told.

Natural & logical THINK CONVERSATION

BUILDING THE CONVERSATION

WHO YOU ARE WHAT YOU DO WHY YOU’RE A GOOD FIT THE EVIDENCE THE CONTACT

THE PAGE STRUCTURE ATTRACTION REACTION DIRECTION • • •

Important information above the fold Left - right - left - progression Centre or bottom right for action

THE SCENT TRAIL Make it easy to sniff out information Make sure the scenery is pretty along the way Don’t lead them down any dead ends Leave breadcrumbs ‘Dorothy’ options - single click to key decision points Good visual signposts

VISUAL SIGNPOSTS

VISUAL SIGNPOSTS

THE DREADED ABOUT PAGE DON’T BE THESE PEOPLE The third person ghostwriter The boring CV lister The mysterious artist The under-confident boaster - qualifications - blog badges - press - testimonials

THE DREADED ABOUT PAGE

IT’S NOT ABOUT YOU AT ALL. IT’S ABOUT WHAT YOU CAN DO FOR THEM.

5 POINTS WHICH TELL ME WHY I SHOULD BOOK YOU OVER THE COMPETITION

THE CONVERSATION WHAT MAKES YOU SO SPECIAL? WILL YOU BE LIKE-MINDED? WHAT NEED WILL YOU FULFILL FOR THEM? WHY CHOOSE YOU OVER SOMEONE ELSE?

USE YOUR SECRET WEAPON

COMPELLING COPY DON’T Use slang. “Lol”.

Use jargon - “details”, “posing”, “formals”, “bridals” Use hyperbole - “the hottest ever”, “coolest locations ever”

DO Be personal Be conversational Be confident Be brief

HOME

ABOUT

ABOUT Life is precious. We have 28,000 days to live and to love.

Moments spill from a life lived. The time I fell off the bike with my brother and needed stitches. The love and loss of a mother. The first kiss in a game of spin the bottle. The disappointment at failed exams. The achievement of passing them and going on to a marketing degree at University in Edinburgh. The year studying and making friends in Sweden. Buying my first house in Belfast. Moving to London and working in the sky (28 floors up in the Gherkin).

Taking my first photography course and finding my passion for capturing life better. The invitation to shoot a wedding in Australia, and the moment on Tom and Lorelie's wedding day that I decided I wanted to be a photographer for the rest of my life. Falling in love.

Donal is an internationally travelled destination wedding photographer, who calls Derry~Londonderry home.

ABOUT

PROTECT YOUR BRAND

PROTECT YOUR BRAND

WWW.LESANAGNOU.COM

IT’S OK TO HAVE SOME FUN

IT’S OK TO HAVE SOME FUN

OVERALL IMPACT - JOINING THE DOTS YOU

X YOUR IDEAL CLIENT

YOUR WORK

HOW OFTEN DO YOU NEED TO RE-DESIGN YOUR WEBSITE?

GOLDEN RULES

• • • • • • • •

Understand what your Analytics are telling you and act on it Write your copy for the scanning generation Be briefer than you think Be as genuine as you dare Control the experience & tell your story Get the technical details right Keep the conversation going Have some fun. People remember fun.

www.thedesignspace.co www.melissalove.co.uk

@melissarachlove @melissalove