Internet Marketing textbook.pdf - Vula

Website design and developmentCHAPTER 2example, if your goal is to get more people to join your social networks, your keyperformance indicators will be the number of clicks on your social networkinglinks and the number of new members in your community – if these numbers arehigh, your KPIs will show that you are achieving your goals. You will learn how tomeasure and analyse this type of data in chapter 8.4.3.3 Writing for the webWeb copywriting is a specific and unique type of writing, and often requires aspecific touch to get it right. The most important things to remember are to keepyour writing very simple (using short sentences, common words and plenty ofparagraphs), to put the most important ideas first and to structure your text sothat it is easy to read (by using bullet points, bold, spacing and so on). You willlearn more about writing for the web in chapter 3.4.3.4 Content management systemA content management system (CMS) is the system that you use to add or changecontent on your page. CMSes come in varying degrees of complexity, and the oneyou will choose to use will depend on your internet skills and on how often youmodify your page’s content. The three options are:1. Basic template CMS. This type of CMS can be used by anyone because it isvery simple and just requires the user to enter the new data. No technicalknowledge is needed. If you have ever used WordPress (www.wordpress.com) or Blogger, you have used a simple template CMS. Yola also has a basictemplate CMS. This is also the cheapest option, but has the fewest features.2. Open source CMS. This type of CMS is more advanced and can be customisedby a web developer to include the features you want. This can be a goodoption for non-technical people, depending on your choice of open sourceCMS. Joomla (www.joomla.org) is a popular option. Open source CMSes arealso free.3. Custom CMS. Some advanced websites need a custom-build CMS andgenerally require a web developer to manage them. This option is viable ifyou plan to hire an agency to create your website or if you have a dedicatedIT department; however, the other options are perfectly suitable. Building acustom CMS is very expensive.If you plan to update and add content to your page often, choose a CMS that youfind easy to use – that way, you can manage the content yourself without havingto hire a web developer. If your page is going to remain largely static with fewchanges, which is unlikely, it is all right to pick a more complex option – but evenin this scenario, you can save yourself time and money by using a system youunderstand. The complexity of your website is largely dependent on which CMSyou choose.4.4 The user interface and user experienceThe user interface and user experience are two aspects of the most important40GetSmarter Internet Marketing textbook