Website basics training - Jess Le Merle

WEBSITE BASICS
BY JESSICA LE MERLE

Co-founder of Afundi
Digital marketing specialist
Passionate about imparting knowledge
Creative and big thinker
Survive on coffee
Dog lover in particular our puppy Charlie
Proud woman in business
Planner and strategist
Proudly South African
Love our Island
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10 THINGS ABOUT ME

fundi
/ˈFƱNDI/
an expert in a particular area.
a word from the Bantu family of African
languages, meaning a learned person,
usually used for as (master) craftsman,
expert or genius.
an enthusiast for a subject or activity.
someone who knows a lot about a subject
noun
noun: fundi; plural noun: fundis.
1.
2.
3.
4.

Afundi is a full-service software development and
collaborative digital agency for brands and
businesses that refuse to blend in.
In this digital era, we deliver exceptional web and
software development, strategic branding,
compelling storytelling, and note-perfect design.
We are a forward-thinking collective of data-
driven strategists, marketing specialists, and
creative technologists who combine our
individual passions and affinities to inspire digital
transformation, customising our approach to fit a
client’s needs and their brand’s DNA.

We build brands, create desire, and craft results-
based digital strategies for transformative growth.
We’re not just an agency: we’re an extension to
your internal teams, agile enough to drill down
into your brand’s philosophy and knowledgeable
enough to deliver seamless solutions with
measurable results.
Collaboration is at the heart of everything we do,
allowing our clients to get back to focusing on
what really matters: their business.

TODAYS
SESSION
The importance of a website
Choosing between a website builder versus a website
developer (agency)
Popular platforms including WordPress, Wix and
more
Design and aesthetics
Content, rich media and SEO
Understanding functionality
Usability of a website and its importance
Call to actions and lead generation/sales techniques
Maintenance and hosting
How to ensure your website stays relevant
Driving traffic to your website
Website trends in 2021
WHAT WILL BE COVERED

Often the first impression of your
business
Establish credibility and trust
Customer support tool (24/7)
Business development/lead
generation
Sales tool
Recruitment platform
Online portfolio
Marketing tool
Improves search ranking
PR & important announcements
Showcase your brand and story
INTRO TO WEBSITES
WHY ARE THEY IMPORTANT

Corporate/brochure
websites
Ecommerce websites
Blogs
Portfolio/personal
websites
Landing pages
INTRO TO WEBSITES
THE DIFFERENT TYPES OF SITES

“Websites promote you
24/7. No employee will do
that.”
PAUL COOKSON

CMS – Content management system is a computer
application that allows publishing, editing and
modifying content, organizing, deleting as well as
maintenance from a central interface
Sitemap – A list of pages of a web site accessible to
crawlers or users. It can be either a document in any
form used as a planning tool for Web design, or a
Web page that lists the pages on a website typically
organised in hierarchical fashion.
URL - A site’s URL is its address, the item that
specifies where on the Internet it can the found.
WEBSITE LINGO
USEFUL TERMS TO KNOW

UX Design - The process of enhancing user
satisfaction by improving the usability, accessibility,
and pleasure provided in the interaction between the
user and the product.
UI - Your website's user interface is everything that
the user can see and interact with.
Open Source - Freely distributable and modifiable
software to which the source code is available to the
public.
WEBSITE LINGO

Plugin - A plugin is a bit of third party code that
extends the capabilities of a website.
Back-End/Dashboard - The back-end of a website is
the part hidden from view of a site visitor and is
where changes to the site are made. It is password
protected for security reasons.
Front-End - It’s all the components of a website that
a visitor to the site can see (pages, images, content,
etc.) It’s also sometimes referred to as the User
Interface
WEBSITE LINGO

If you are thinking of a new website you may be asking....
Should I build a website myself using a website builder
tool or engage an agency or another professional to
help.
WEBSITE PLANNING
DIY WEBSITES OR AGENCY WEBSITES

What is a DIY website or website builder tool?
A website builder is a DIY tool that allows a person to
construct a website using pre-made templates, without
having to design it or write the code themselves.There
are now popular platforms to facilitate this, some are
free and others charge low fees.
WEBSITE PLANNING

Project manager
Designer
Developer
Copywriter
Tester
What do we mean by an agency?
This could be a freelancer or a company who have
experience in creating a website for individuals and
businesses. If you use an agency you are likely going to
be working with a team
including:
WEBSITE PLANNING

You have full control.
You can work on the site when it suits you.
It is often a lot more cost effective.
Ease of use with most popular platforms.
It can be a steep learning curve.
Often websites look the same.
You often cannot be subjective with your work.
It takes your valuable time and effort.
It can be overwhelming as there are a lot of options.
You often are forced to host with them.
You often cannot migrate your content easily
PROS
CONS
WEBSITE PLANNING
PROS & CONS OF A DIY BUILDER

You get to leverage off a team of experts who have a
tried & tested process for creating sites.
You don't have to spend all of your time on the project.
You can collaborate and inspire ideas together.
Unlimited possibilities when it comes to what you need
(although budget will dictate this).
You get a product that is in line with the latest trends.
It is often significantly more expensive than a DIY builder.
You don't have full control.
Often takes longer as you have to fit into their schedule.
PROS
CONS
WEBSITE PLANNING
PROS & CONS OF AN AGENCY

Sometimes businesses choose a hybrid
solution where they hire a designer or
free lancer to create them a website but
using a DIY builder such as WIX or
Squarespace.
This solution is often more cost effective
than a custom build however it does
come with the same limitations as
mentioned above. In particular the
platforms don't often cater for
everything you need your site to do.
WEBSITE PLANNING
HYBRID SOLUTION

The ease of use: their 'block builder' is really simple.
Their sites automatically come with a mobile-optimised
version that you can also edit.
Over 500 designer made templates to choose from.
They offer great support.
They have a scalable pricing structure that suits each
businesses needs. They even have a free version (but that
sits on a WIX domain and has adverts).
They offer SEO tools and integrated marketing solutions
within their platform.
WIX is most definitely the most popular choice when it
comes to DIY builders, why?
WEBSITE PLATFORMS
WIX - WWW.WIX.COM

The block builder is not as easy as WIX but it is still relevantly
user friendly.
HTML & CSS Access so you can get 'technical' if needed.
Squarespace allows a lot more 3rd-Party apps & integrations.
You can choose from hundreds of templates.
They offer SEO tools and integrated marketing solutions
within their platform.
They have a scalable pricing structure that suits each
businesses needs.
Squarespace is often preferred by designers and is probably
WIX's main rival:
WEBSITE PLATFORMS
SQUARESPACE - WWW.SQUARESPACE.COM

You can build a website using their templates or you can
simply use their platform for your shop.
You can edit the HTML & CSS
The platform integrates with over 100 payment providers.
They have a scalable fee structure.
You can sell in multiple languages.
You can manage your 'store' with stock management,
user accounts etc.
It is a trusted platform so users will feel more secure.
If you are looking for eCommerce then Shopify may be for
you:
WEBSITE PLATFORMS
SHOPIFY - WWW.SHOPIFY.CO.UK

You can use their templates and over 55 000
plugins to create your own website.
Agencies will use their open source software to
design and develop you a custom website using
their CMS.
A hybrid solution where a
designer/developer/agency uses a template to
create your website.
40% of the web uses WordPress and there is three
distinct ways to use WordPress.
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3.
WEBSITE PLATFORMS
WORDPRESS

Most importantly it is open source and supported by a
massive community who are always contributing to the
success of the platform.
It is highly flexible and scalable.
Over 55 000 plugins that extend your functionality-
although too many plugins can cause issues.
WordPress can be very secure IF you choose the right
agency who put the right protocols in place.
You can have an eCommerce platform with
WooCommerce.
What are the advantages of using WordPress:
WEBSITE PLATFORMS
WORDPRESS

Pop ups and in particular newsletter sign up ones.
Slow load speeds.
Lack of mobile compatibility.
Broken links & buttons.
Clumsy and outdated design.
Poor navigation.
Hidden contact details.
More than two clicks to find critical
info .
Inconsistency with brand and website design.
I asked my LinkedIn network to share what frustrates
them when viewing a website:
WEBSITE PET PEEVES
WHAT ARE USERS FRUSTRATED ABOUT

Does your website do any
of these... if so it may be
time for a change!

SITE APPEARANCE
Visual design is paramount to anything else
when creating a website – the idea is to
catch the user’s eye with clever design and
guide the user effortlessly through the
most critical communication elements.
The use of graphics, text, colour and
imagery needs to appeal to your target
audience, captivate their imagination and
leave them wanting to explore your online
presence.
WHAT TO CONSIDER

Cohesive design in line with your brand
Appropriate use of colour for your audience
Layout of copy to make it easy to consume
Use of CTAs
Negative space
Typography
Consistent layouts
Use of rich media
Balance
Contrast
What makes a website stand out from a design
point of view:
SITE APPEARANCE
DESIGN TIPS

SITE APPEARANCE
Le Mugs - https://le-mugs.com
Wild Souls - https://www.wildsouls.gr/en
Karstone Paper - https://www.karststonepaper.com
Smashmallow - https://www.smashmallow.com
Pinarello - https://pinarello.com
The Scott Hotel - https://www.thescottresort.com
EXAMPLES TO LOOK AT

The aim is to have content that is engaging, that
succeeds at teaching, persuading and entertaining the
user whilst also helping you meet your business
objectives.
It is crucial to keep the information on your website
concise, direct and memorable.
CONTENT
WHAT TO CONSIDER

It matters to your customers
It is backed by expertise
It is not too sales driven
It is relevant to your target
audience
It is easy to understand
It is regular
It is well written (plus no spelling
errors)
It is comical, touching, thought
provoking, educational …
therefore SHARABLE.
CONTENT
WHAT MAKES CONTENT GREAT

When creating content consider these:
Why – Know the business case and objectives. Why are
you embarking on this project?
What – What is the message?
Who – Who is the audience?
Where – Where will the message be read (location,
device, context)?
How – How should we present/structure the content?
When – Timing of the process to create and publish the
content.
CONTENT
WHAT TO CONSIDER

Engage a copywriter when first creating your copy.
Make a note each month to review your pages to
ensure that your content is always up to date.
Post at least 1 - 2 blogs per month to ensure you have
dynamic content.
Do the 30 second elevator test - check if you can read
the intro of your site and know what you do within the
first 30 seconds of landing.
Look for opportunities to use video or imagery instead
of written copy or to support copy. Eg. Do an about us
video so you can reduce the copy on that page.
Top tips for ensuring your website's content is right:
CONTENT
WHAT TO CONSIDER

What is it and why is it important ?
Search Engine Optimisation is the process of
affecting the visibility of a website or a web
page in a search engine's unpaid results.
While paid advertising, social media, and
other online platforms can generate traffic to
websites, the majority of online traffic is driven
by search engines.
SEARCH ENGINE
OPTIMISATION
THE BASICS

A key component of SEO is your keywords.
These are essentially the terms people are
searching for.
Begin with a list of search terms you believe
your customers are using. If you want to go
a step further use a keyword planner which
will show relevance, competition and
volume in relation to current searches.
The idea is to create a list of keywords you
can use when creating content and setting
up your pages on your website.
SEO
KEYWORDS

In 2020 Google announced that it will be ranking website
mobile first. Therefore it is critical that your website is
MOBILE OPTIMISED if not you could be penalised.
If you are unsure you can test it here:
https://search.google.com/test/mobile-friendly
SEO
MOBILE OPTIMISED WEBSITE

Appropriate page title
Keyword/key search term
SEO Title
Meta-description
Each page on your website should
have the following:
Using a WordPress plugin like YOAST
is useful as it guides you on your
success.
SEO
WEBSITE SET UP

Ensure you have no broken links on your
website.
Ensure your website loads quickly.
List your company on Google Business Places.
Encourage your customers to leave Google
Reviews.
Name your images by setting an 'alt tag'
when adding them to your website.
Stay active on social media.
Create and share content regularly.
Link to other websites and get your site
linked on sites so you can take advantage of
back links.
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SEO
USEFUL TIPS TO IMPROVE YOUR RANKING

Most websites fail to take into account who is going
to be visiting the website and the fact that the most
users spend an average of two minutes on a website.
For example if the primary function of your website
is to sell a product then it is important to clearly
display the product and its description as well as
have a user friendly check out system so purchasing
is quick and easy.
FUNCTIONALITY
WHAT TO CONSIDER

I want leads = I need a form to capture these leads.
I want to educate my audience = I need a blog to add
dynamic content.
I want to sell products = I need an eCommerce site.
I want to showoff my products = I need a facility to house
videos and high quality imagery.
I want to promote my social media pages = I need social
media feeds (integrations).
I want a customer login = I need a secure, password
protected section on my site.
From the start you need to consider what your objectives are
for the site and then ensure your site is built to cater for this.
Examples include:
FUNCTIONALITY
WHAT TO CONSIDER

You should be availing at least 5 - 10 working days to
test once the site has been built.
You should be testing the site on different devices and
different browsers.
You want to create a small test group and give them a
set of tasks. Eg. fill in the form, or find x content.
Do a speed test.
Test all buttons, links and forms.
One of the most important elements of a website
development project is TESTING...
FUNCTIONALITY
WHAT TO CONSIDER
YOU MAY WANT TO DO THIS REGULARLY!!

If a website is easy to use, users
are more likely to stay on your
website for longer resulting in
them becoming engaged with
your brand and the services or
products you offer.
The belief is that a website’s
success is determined by how it
guides its user towards
its primary goal.
USABILITY
WHAT TO CONSIDER

Load speed (>2 seconds) - this is absolutely critical.
Wow them from the start - your homepage is key.
Mobile compatibility.
Images and videos to support your content giving the
user variety and engagement.
Clear navigation.
Contact details above the fold.
Make sure your content is legible.
Make use of negative space and give the user
'breathers' when consuming content.
Consistency in terms of layout and page style.
Guide users with calls to action.
USABILITY
WHAT TO CONSIDER

Ensuring your website can be read and accessed by
more people is something to consider based on your
customer base.
I would strongly advise reviewing the latest Web
Content Accessibility Guidelines (WCAG). The WCAG
documents explain how to make web content more
accessible to people with disabilities.
Eg, naming images for those visually impaired.
NOTE: This is not essentially but it will start to become
more popular in terms of what is expected.
USABILITY
ACCESSABILITY

Website conversion
happens when someone
completes a pre-
determined and desired
action on your website.

Buy Now
Download
Start your journey today
Share
Sign Up
Submit
Contact Us
In marketing, a call to action (CTA) is an instruction to the
audience to provoke an immediate response, usually
using an imperative verb such as "call now", "find out
more" or "visit a store today". CTAs should be visually
attractive, action-oriented, and easy to spot on a page.
WEBSITES
USE THE PERFECT CALLS TO ACTION

These can be copy based, video or images. You can
also bring through reviews or testimonials from 3rd
party websites such as Facebook or Trip Advisor.
Make sure your testimonials are relevant and
positioned appropriately.
Longer testimonials with links to the source are
most effective.
Eg. Bobby Jones, of Watts Accounts (link to the
company website or the persons LinkedIn profile).
This will also have an SEO benefit.
WEBSITES
INCLUDE TESTIMONIALS

Ensure the design of the menu is well thought out, menu
tabs should be easily read and the menu should be visually
consistent with your brand’s themes and colours. Consider a
sticky menu as it assists users to quickly navigate to key
pages. Name your pages clearly and do not over complicate
it.
TIP: Do a test to find certain content on your site. For
example, how easy is it to find your contact number? How
many clicks does it take to get to your services page?
WEBSITES
IMPROVE YOUR SITE NAVIGATION

Simply your forms by only including necessary fields
Make your checkout process is easy by reducing steps
Ensure your payment integration is trusted
Make downloads or gated content easily accessible
within the website (IE. not hidden 5 clicks away)
Ensure that it is easy for your users to check
out/book/submit a form or complete the task you need
them to complete.
Things to consider:
Remember, more fields = more effort = more drop offs
and abandoned carts/forms.
WEBSITES
SIMPLIFY YOUR USER JOURNEY

Focus on one goal.
Remove main navigation.
Create a simple layout
(less is more).
Strong headline & punchy copy.
Use forms to capture info.
Strong call to action.
Use video or imagery.
Keep it above the fold or to minimal sections.
Have a link back to the main website.
If you have a very specific goal in mind or a campaign
you may want to use a landing page. Here are some tips:
LANDING PAGES
WHY THEY WORK

Security
Bug fixes
YOUR WEBSITE REQUIRES CONTINUOUS INVESTMENT
AND SUPPORT!!
Much like your iPhone needs software updates and
application updates so does your website.
Updates address two key things:
ONGOING SUPPORT
WHY IT IS SO IMPORTANT

On average 30,000 new websites are hacked every
day. (Forbes)
2020 Sucuri report found that 47% of all hacked
websites contained at least one backdoor. A
backdoor is a vulnerability that allowed hackers
access to the website.
If you are using a website builder like Wix and
Squarespace updates are included in your monthly fee
however if you use an agency or have a CMS such as
Wordpress then you should be paying for monthly or
quarterly updates.
ONGOING SUPPORT
WHY IT IS SO IMPORTANT

AWS Cloud infrastructure hosting
Monthly malware scans
Layer 4 DDoS protection
Weekly WordPress core updates
Weekly WordPress plugin updates
Daily WordPress backups
SSL certificate
Web application firewall
Uptime monitoring
As an example we support our clients with the
following:
ONGOING SUPPORT
WHAT SHOULD YOU BE LOOKING FOR

How reputable are they? Do they have great
reviews?
Do they provide great customer support, especially
in the event of your website going down?
Does their infrastructure/platform have the speed
and performance your website needs?
Do they have good uptime scores? (The industry
standard is 99.95%).
Can your infrastructure grow as your site does?
Do they back up your website?
When selecting a hosting provider you will want to
consider the following:
HOSTING
THINGS TO CONSIDER

Parallax scrolling websites
Horizontal scrolling websites
Movement and animation
Removal of non essential design elements
Minimal text
Quick sales.
Full bleed imagery
High quality custom images/photographs
Dramatic typography & retro fonts
Storytelling and interaction
High performance
Dark mode
Live chat
WEBSITE TRENDS
FOR 2021 AND BEYOND
Retro
Retro
Retro

Abstract art elements:
WEBSITE TRENDS
FOR 2021 AND BEYOND

Bringing the product into the site in a more literal way:
WEBSITE TRENDS
FOR 2021 AND BEYOND

Mobile Test:
https://search.google.com/test/mobile-friendly
Website Speed Test: https://tools.pingdom.com
Inbound Marketing & CRM:
https://www.hubspot.com
Blog: https://neilpatel.com
SEO: https://www.semrush.com
Inspiration: https://www.awwwards.com
Accessibility information:
https://www.w3.org/WAI/standards-
guidelines/wcag/
USEFUL LINKS
CHECK OUT THE BELOW

Update your website look and feel regularly.
Keep your website up to date in terms of the latest trends.
Promote your website ALL the time.
Ensure your site is always up to date in accordance to your
business.
Make continuous improvements to the functionality and
usability.
Use dynamic content.
Test and check your site regularly.
Check on your competition and
make sure you are not being left behind.
Invest time and money.
WEBSITES
HOW TO STAY RELEVANT

Website
Social Media
Email Marketing
SEO
Content
Marketing
Online Advertising
Traditional
Marketing
PR &
EVENTS

Are you building it yourself or using an agency?
Do you need to keep anything from your existing website?
(content, functionality, content management system)
Have you chosen your CMS?
Does the website planning need to go through compliance
and if so have you prepared them?
Have you determined who needs to sign off on the various
stages of the project? IE> who are the key stakeholders.
Do you have your brand style guidelines and branding
items in order?
Do you have licensed imagery to use or do you require
photography?
Do you require video content?
PLANNING A NEW SITE
QUESTIONS TO ASK

Who will be writing the copy for the website?
What SEO will be done on the website and by who?
Do you require any special functionality such as
eCommerce or member logins?
Have you registered your domain or looked at ownership
expiration dates?
Who is going to host the website?
Have you got a google analytics accounts ready?
Do you need CRM or social media integration?
Will the website have blogging functionality?
Have you determined testing and go-live dates?
Have you addressed training?
Have you got an ongoing support and maintenance plan?
PLANNING A NEW SITE
QUESTIONS TO ASK

Identifying business and marketing objectives
Engagement verse conversion metrics
Making measurement a priority
Google Analytics: How to set up your analytics to work for you
Google Analytics: Specific techniques and reports
Google Analytics: Which stats matter
Social Media Analytics: Facebook Page Insights
Social Media Analytics: LinkedIn Analytics
Social Media Analytics: Instagram & Twitter Analytics
Collecting actionable metrics
Analysis requirements and reports
Making sense of the results
Action plans
DATA ANALYTICS
MORE CHAMBER WORKSHOPS

GET IN TOUCH
jessica@afundi.im
/jessica le merle
www.afundi.im
EMAIL ADDRESS
LINKEDIN
WEBSITE ADDRESS

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