Not so long ago I was redesigning one website (due to corporate rules I'm not allowed to say client's name). Before we start building architecture and writing copy I decided to run a workshop for the whole team (for those, who have never taken part in the web projects) and explain briefly main UX principles and give some tips on effective web copy.

1. WORKSHOP:
REDESIGNING WEBSITE
WORKFLOW, UX GUIDE
AND WEB CONTENT TIPS
(SELECTED SLIDES)

2. People’s behavior makes sense if you think about it
in terms of their goals, needs, and motives.
Thomas Mann

3. research
audience
goals
mission
design graphics
infographics, photos,
video, typography
overal visual look
plan structure
information architecture
site map,
platform
write
content
develop
website
and test, test,
test all the time
launch
keep it
up-to-date
design ux
sketch wireframes
and build a prototype
in our case:
modify template
1
5
2 3
67
4
website redesign workflow
!

4. the best of
corporate websites
best practices

13. “don’t make me think”
user experience
and navigation tips
UX
business
goals
visitors
goals

15. Where am I?
Where should I start? Where did they put ___?
Why did they call it that?
what will happen
if I click here?
what are the most important
things on this page?
things
visitors
should not
think about

18. content is king
quick guide how to write
an effective web content

19. notice text on pages
read text scan text
see just images
79%
16% 84%
21%

20. make your copy
scannable
use simple
language
and short
sentances
be specific
divide text
into parts
(titles, subtitles,
lists, steps)
keep it short
for the first look
(but add special
page with full info)
talk to your
target audience
avoid generalities,
superlatives
and hype
+

21. user-centered goals
What in it for me?
feature-oriented copy
about features about benefits about experience
benefit-oriented copy
80%
50%
25%
20% 25%

22. calls to action

24. seo
( search engine optimization )
use
synonyms
don’t
copy texts
1 2

25. thank you
any questions?
:)