Hi, this is Mary with Tiny Frog Technologies and today we're gonna be
talking with Brian about having an effective website.
We often hear you saying to build a site from the outside in. What does that mean?
Well, a lot of times when companies design their websites, what they tend to
do is get all the stakeholders together in one room and they decide what should
be on the website. That seems pretty logical but the problem with that is
they're not taking into consideration the people are gonna be using a website,
which is going to be the visitors of the site. So what might happen is they will
then craft a site that does a good job of meeting their needs - the stakeholders
needs - anything they want to accomplish but not necessarily when a visitor comes
there with their own agenda, it may not meet those needs very well. So the
typical approach we see is building from the inside out. In other words, the inside
stakeholders decide what the site should be rather than really pulling and
understanding visitors, visitor classes and visitor intent. And how do you decide
who the visitors of the site are going to be? There's a few different ways to do
it. There's both qualitative information and quantitative information that can be
used. For quantitative, you can go to your web analytics and learn about the
various segments of visitors and how they're behaving on the site. For
qualitative, a lot of times, actually your staff - the people who have the frontline
communications with your prospects - they know an awful lot about what are the
typical types of questions that are being asked, what are some of the concerns, what are
the goals. And then also doing customer surveys and online web polls
also is a good source of information. Thanks, everyone. For more information, you
can visit tinyfrog.com.


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