The web publishing layer
Here, we simply go through the process or creating and publishing the web pages that make up the website. The web publishing layer includes the web design, web development, navigation menus, search engine optimisation, and so forth. Ideally, we'll use a robust but user friendly web content management system like Joomla.
Key Tip: as part of the web publishing layer, we should also consider using a responsive web design approach so that both desktop and mobile users are served by a web design that automatically rearranges its layout, depending on what web access device each visitor is using.
An added benefit of using responsive web design, is that search engines shold then be presented with a single URL or web address for each page, rather than potentially multiple URLs for the same web page. Presenting multiple web pages with the same content, is almost guaranteed to ensure that such websites are penalised by Google and perhaps other search engines like Yahoo and Bing too.
The next layer we need is an eually vital ingredient: the persuasion layer
Persuasion is what keeps our visitor on the website longer than about 10 seconds. Some suitable descriptive keywords and key phrases here include:
- Educational, and ...
- Problem solving.
Another key tier is the automation layer
For the automation layer, we include all automatic processes that we may use. For example: autoresponders, email acknowledgments, that are sent when a customer orders a product or service. Sometimes, we can even automate newsletter delivery, if detailed planning and pre-work has already been done.
The icing layer
Yes, just like a deliciously crafted cake - of any kind - a website that wins us over can also contain the digital equivalent of icing (or sugar coating). The icing layer is that extra something which makes us absolutely know that we've found what we're looking for.
The icing layer isn't easily definable, or describable, or exhibits any one particular facet, rather, it's a characteristic that, on impact, we sense as something special.
An effective icing layer, combined with all other layers, urges us to take some kind of action within minutes or hours.
What additional layers can you think of?