Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites
Speakers: Bob Johnson
Time: 13.00-16.00 Tuesday, 8. Nov 2011
Today, the marketing impact of design and content on traditional websites is under siege by the move to mobile communications and interest in social media. The result is a need to develop a content strategy based on the “top tasks” that potential customers who visit your website want to complete without creating “organization-centric” barriers that will drive them away from your site.
The “top task” approach to website design will increase the success of traditional websites. In the more restricted world of websites designed for smartphone visitors, it is even more important.
This tutorial is planned for anyone who works with websites whose primary purpose is customer service. We will use best practices and examples from higher education and government websites and others in the for-profit and non-profit sector (both traditional and mobile) for effective engagement with people who visit your website. Emphasis is on the positive or negative impact of a first visit.
Our goal is for you to leave better prepared to make necessary changes in the content and navigation of your online marketing sites to ensure that you meet your marketing goals, starting with a positive first experience that is essential to ongoing customer engagement.
After participating in this tutorial, you will be able to …
- Apply the “top tasks” concept to improve the content and design of both mobile and traditional websites
- Direct discussions about mobile website design for customer engagement
- Demonstrate effective website design by referring to top examples of organizations that “get it right” for maximum marketing impact
- Use key principles of “Writing Right for the Web” in a mobile environment to present top task content as clearly as possible.