Day 2 - Website and Microsites - Day 02

WEBSITES AND MICROSITES
DAY 2
by Tuhin Ghosh
MBA (XLRI), Guest Faculty (IIM-L), Digital Marketing
Strategist and Consultant
OBJECTIVES
Websites and Microsites
WEBSITES AND MICROSITES > OBJECTIVES
At the end of this unit, you will be able to :

o Explain the roles of websites, microsites and landing pages
o Compare and choose the domains and server
o Explain the structure of a website
o Describe how to navigate a website
o Describe the key elements of User Interface (UI) and User
Experience (UX) of a website
o Create great web copies
WEBSITES AND MICROSITES > OBJECTIVES (CONTD.)
At the end of this unit, you will be able to :

o Identify the different content management systems
o Build a simple WordPress site
o List options to convert the website into an e-commerce site
o List the Dos and Don’ts of a website as the virtual front
INTRODUCTION
Websites, Microsites and
Landing Pages
WEBSITES AND MICROSITES > BEFORE STARTING THE WEBSITE
Questions that must be answered before starting a website:
What is the business goal for the website?
How will visitors find the relevant information?
What action will the visitors take?
What must be the structure of the website?

Source: Digital Synopsis
WEBSITES AND MICROSITES > GOALS
Websites, Microsites and Landing pages are different fronts of the virtual store.
Their goals can be differentiated as follows:
• Give information about the business.

Websites
• Example: http://britannia.co.in/
• Promote an event or theme or target a niche audience.

Microsites • Example: http://www.britannia5050.com/
Landing Pages • Drive traffic through online promotions and enable conversion.
• Example: http://zedearth-bangalore.in/
WEBSITES AND MICROSITES > MICROSITES AND LANDING PAGES
Features of microsites and landing pages
Opportunity to experiment with

Campaign Specific
the elements on the page
Single goal for each

Opportunity to remarket
microsite and landing
page
Direct approach to obtain Appeal to the visitor’s

the desired result emotions and the
features
WEBSITES AND MICROSITES > FEATURES OF AN EFFECTIVE WEBSITE
Compatibility with
• All major web browsers
• Devices - mobile, tablet, desktop/laptop
Speed
• Should load fast
• Especially on mobile devices
Searchability
• Show up for all relevant search queries
WEBSITES AND MICROSITES > AN EFFECTIVE LANDING PAGE
Requirements of an effective landing page:
o Fast loading speed
o Distinct forms for each landing page
o Innovative Call to Action (CTA) with clear buttons
o Ideal colour contrast, use of white space and

 fonts
o Check for landing page policy violations

Source: Perfectboom
DOMAINS AND SERVER

Choosing the right one
WEBSITES AND MICROSITES > CHOOSING DOMAIN
Factors to consider while choosing a domain name:
Easy to remember name
Short domain name
Link the name to the business
Use appropriate extensions - .com is the best

WEBSITES AND MICROSITES > CHOOSING DOMAIN (CONTD.)
Factors to consider while choosing a domain name:
Avoid trademark infringement
Make it ‘brandable’
Use keywords to help in SEO

WEBSITES AND MICROSITES > BUYING DOMAIN
Steps to buy a domain name:
1 Buy from any domain provider.

Example: Go Daddy, Blue Host etc.
2 Check availability
3 Check alternative extensions (.com,

.co, .in etc.)
WEBSITES AND MICROSITES > CHOOSING SERVER (CONTD.)
Factors to consider while choosing a server:
 Good Performance of the website
 Storage and Bandwidth must support anticipated

traffic
 Support catering to the requirements

WEBSITES AND MICROSITES > CHOOSING SERVER (CONTD.)
Factors to consider while choosing a server:
 Security against hacking and malware
$ Cost must be feasible
Some well known providers – Go Daddy, Blue Host,

 Hostgator
WEBSITES AND MICROSITES > SERVER TYPES
Shared
Virtual Private Server

(VPS)
Cloud Service
Dedicated Server
WEBSITES AND MICROSITES > CLOUD SERVICES
STRUCTURE AND NAVIGATION

Making it friendly for the visitors
WEBSITES AND MICROSITES > THE BASIC PRINCIPLE OF A WEBSITE
Factors to consider when designing the website:
Structure and Navigation in the Intuitive website for Fast task completion
architecture of the website the customers to find for the visitor
website what they require
WEBSITES AND MICROSITES > SOME COMMON ELEMENTS OF A WEBSITE
Navigation Contact us
Home Page Product/Service

Pages
About us Search Box
CTA
WEBSITES AND MICROSITES > EXAMPLE OF A GOOD ARCHITECTURE
Structure and Categories

Featured Products
Search Box
Promotions
USER INTERFACE AND USER

EXPERIENCE (UI/UX)
Engage your visitors
WEBSITES AND MICROSITES > BEST PRACTICES OF UI/UX
o Know your audience – Make it easy for them to

find relevant information
o Keep it simple – It is better to err on the
conservative side
Example: ‘Logo is clickable to go to home page’
o Maintain consistency – In terms of design on
each page, elements, fonts, colours
o Create a visual hierarchy – Guide visitors
through the most important elements
o Simplify forms or any ‘capture’ mechanisms
WEBSITES AND MICROSITES > BEST PRACTICES OF UI/UX
o Make it aesthetically pleasing – Typography,

contrast, white space etc.
o Reduce the number of steps for any action
Example: Adding to shopping cart and proceeding
for checkout
o Remove clutter – Provide menus, tabs etc. and
avoid presenting too much content at a time
o Make it mobile friendly – Choose fonts and other
elements to give the best experience on various
devices
o Test and learn – The best way to know what is
working and what is not
WEB COPYWRITING
Make it easy to read or scan
WEBSITES AND MICROSITES > BEST PRACTICES OF WEBCOPY
Points to observe when making a webcopy:
Highlight Unique Selling Proposition (USP)
Have clear headlines
Make ‘impactful’ headlines
Divide into sections
Use bullet lists
De-jargonize
WEBSITES AND MICROSITES > BEST PRACTICES OF WEBCOPY
Points to observe when making a webcopy:
Do not clutter
Make it easily ‘scan-able’
Maintain appropriate page length and scroll
Quickly get to the point
Remember Search Engine Optimization (SEO)
Write for visitors

WEBSITES AND MICROSITES > TOOL FOR READABILITY
http://www.hemingwayapp.com/
CONTENT MANAGEMENT SYSTEM

(CMS)
Choosing a CMS system
WEBSITES AND MICROSITES > CONTENT MANAGEMENT SYSTEM (CMS)
 Used for managing content in the website
 Helps to choose the website design
 Used to create, edit and publish pages (or posts)
 Used to create tabs and navigations
 Helps to capture visitor information
 Provides plugins to automate actions

WEBSITES AND MICROSITES > TYPES OF CMSs
Types
Open Source of Proprietary
CMSs
Common CMS
Note: In addition, there are also other enterprise level CMSs.

WEBSITES AND MICROSITES > CHOOSING A CMS
Features to look for when choosing a CMS:

o Intuitive operation
o WYSWYG interface editor – What You See is What You Get
o Secure system
o Constant upgrades for open source CMS
o Compatible with most widely used plugins
o Scalable system – from a blog to a multivendor e-commerce site
o Helps with Online marketing (like SEO)
o Design friendly
CREATING A WORDPRESS SITE

Exercise on how to create a
WordPress site
WEBSITES AND MICROSITES > WHY WORDPRESS
WYSWYG
editor
Safe and Cost
secure effective
Supported by Flexible and

multiple plugins scalable
Regular
SEO friendly updates
available
Community support
and ongoing
improvement
WEBSITES AND MICROSITES > WHY WORDPRESS
WEBSITES AND MICROSITES > BUY DOMAIN AND HOSTING
Go to Blue Host (or any other provider such as Go Daddy).

Choose a plan (in Rupees).

Choose a plan (in Dollars).

Buy the domain after checking its availability.

Enter the personal details and payment information.

Complete the purchase of the domain.

Create a password.
WEBSITES AND MICROSITES > INSTALL WORDPRESS
Click on icon to install WordPress.

Install WordPress on BlueHost Marketplace.

Select the site to install WordPress (http). No need to select any directory.
Select the site to install WordPress (http). No need to select any directory.
Enter the admin information.

View the progress of the installation.

WEBSITES AND MICROSITES > SETTING UP THE BASIC SITE
Click Admin Login.

Enter login details. You can also access this page at ‘yoursite’/wp-admin.
Click Personal or Business.

Enter the title and description of the website.

Select the following sequence to launch:

Yes > No Thanks > Not Now
Choose Themes under Appearance menu option.

Select the theme (under appearance) that you want to use.

Choose a theme that is free initially.

Your site is ready!

CONVERTING WORDPRESS SITE TO

E-COMMERCE
Create a virtual store
WEBSITES AND MICROSITES > COVERTING TO ECOMMERCE: WOOCOMMERCE
WooCommerce is a free plugin which works with WordPress.

WEBSITES AND MICROSITES > COVERTING TO ECOMMERCE
Other options include Shopify, WP eCommerce, iThemes Exchange and Cart 66.
WEBSITES AND MICROSITES > CONVERTING ECOMMERCE TO MARKETPLACE
Other options also include Dokan, WooCommerce Multivendor marketplace. These can convert
an e-commerce store to a marketplace.
DOs and DON’Ts of WEBSITE

Points to remember
WEBSITES AND MICROSITES > DOs OF THE WEBSITE
Optimise for fast loading

Keep design simple
Focus on important content and display it in the first page
Make easy and logical page navigation
Lead ‘them’ with hyperlinks
Make your website compatible across browsers
Make your website mobile friendly
WEBSITES AND MICROSITES > DON’Ts OF THE WEBSITE
Do not create a stunning website with unstructured

pages
Do not run irrelevant ads on your website
Do not take your customers to redundant pages
Do not miss your customers from popular medium
Do not deviate from website usage conventions
Do not stop experimenting
Check Your Understanding

WEBSITES AND MICROSITES > CHECK YOUR UNDERSTANDING
1. One of the key things you should remember while designing your landing page is:
a. The landing page must be on WordPress

b. Use a short URL
c. It should have only one goal
d. It should not be hosted in a .org or .edu domain
This is the most important point to remember. The other points are not important and could vary from case
to case.
Question
2. While 2:
choosing a host you must ensure:
a. Good Support
b. Security
c. Capability to handle the traffic on the website
d. All of the above
All the factors are important while choosing a host.

3. While choosing a domain name, you must:
a. Select a fancy name

b. Make it memorable
c. Make it a replica of your competitor
d. Let GoDaddy decide the name
It is important to make the domain name memorable for your prospects. The other options are not
relevant. In fact, it is recommended not to replicate the competitor’s name as it might invite legal actions
against you.
Question
4. When 4:
you create a clear visual hierarchy in your website you essentially want to:
a. Guide your visitors to important elements

b. Get your categories right in the home page
c. Make the search box prominent
d. Create great sliders on the first fold
Visual hierarchy in a website helps your visitors see and understand the important elements.
Question
4. The 5:
best practices in web copy writing DOES NOT include:
a. White spaces
b. Simple words for target audience to understand
c. Use of bullets and sections
d. Avoiding headlines
Headlines are an important part of web copy writing. Hence they cannot be avoided.
WEBSITE AND MICROSITES
SUMMARY
Websites and Microsites
WEBSITE AND MICROSITES > SUMMARY
Key points discussed in this module:
o Roles of websites, microsites and landing pages
o Choosing domains and server/hosts
o Structure and navigation of the website
o Key elements of UI and UX
o Web copywriting
o Content management systems

WEBSITE AND MICROSITES > SUMMARY
Key points discussed in this module:
o Setting up a simple WordPress site
o Converting the website into an e-commerce site
o Dos and Don’ts of a website

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WEBSITES AND MICROSITES

At the end of this unit, you will be able to :

At the end of this unit, you will be able to :

Questions that must be answered before starting a website:

What is the business goal for the website?

How will visitors find the relevant information?

What action will the visitors take?

What must be the structure of the website?

• Give information about the business.

• Promote an event or theme or target a niche audience.

Features of microsites and landing pages

Opportunity to experiment with

Single goal for each

Direct approach to obtain Appeal to the visitor’s

Requirements of an effective landing page:

o Fast loading speed

o Distinct forms for each landing page

o Innovative Call to Action (CTA) with clear buttons

o Ideal colour contrast, use of white space and

o Check for landing page policy violations

DOMAINS AND SERVER

Factors to consider while choosing a domain name:

Easy to remember name

Short domain name

Link the name to the business

Use appropriate extensions - .com is the best

Factors to consider while choosing a domain name:

Avoid trademark infringement

Use keywords to help in SEO

Steps to buy a domain name:

1 Buy from any domain provider.

3 Check alternative extensions (.com,

Factors to consider while choosing a server:

 Good Performance of the website

 Storage and Bandwidth must support anticipated

 Support catering to the requirements

Factors to consider while choosing a server:

 Security against hacking and malware

$ Cost must be feasible

Some well known providers – Go Daddy, Blue Host,

Virtual Private Server

STRUCTURE AND NAVIGATION

Factors to consider when designing the website:

Home Page Product/Service

About us Search Box

Structure and Categories

USER INTERFACE AND USER

o Know your audience – Make it easy for them to

o Make it aesthetically pleasing – Typography,

Points to observe when making a webcopy:

Highlight Unique Selling Proposition (USP)

Have clear headlines

Make ‘impactful’ headlines

Divide into sections

Use bullet lists

Points to observe when making a webcopy:

Make it easily ‘scan-able’

Maintain appropriate page length and scroll

Quickly get to the point

Remember Search Engine Optimization (SEO)

Write for visitors

CONTENT MANAGEMENT SYSTEM

 Used for managing content in the website