Tag Archives: journey

Down the rabbit hole I go

On beginning this journey, I knew that it would be a challenge.  I knew that web design and SEO was more than a set and forget occupation, rather an interactive pursuit of ever moving targets, strategies and timeframes.  But I think it is only just starting to sink in exactly how detailed and vast my knowledge and experience needs to be to make myself an expert in the field that I love.

So to help myself think through everything that has been running through my mind, I’ll break down my main learning and focus areas at the moment:

  • Web Design

Now this heading is deceptively simple, however the breadth of knowledge needed to be an expert for this one portion of my journey is mind boggling.  Currently I’m refining my already well versed skills in HTML, XHTML, CSS, Photoshop, Illustrator, file naming conventions and the W3C standards of design.  To the uninitiated this may appear to be a fairly long list of experience and attributes.  Sadly this isn’t so.  My aspirations in this area of development include PHP, Flash, JavaScript, Ruby, Perl, XMS, Ajax, Asp.net, jQuery and MySQL.  Not to mention perfecting the graphic design, typography, color theory, accessibility, strategy and planning, wireframing, designing for mobile devices.

This may seem excessive (though I’m sure many of you can cite dozens more areas that I haven’t mentioned), but I’m a perfectionist, I want to know not only what needs to be done, but how to do it, and more importantly how to do it with flair and passion!

  • Project Management

Clearly as a freelance worker of any kind you need to have super human project management skills, and web design is no different.  To be able to manage your time effectively, deliver your clients objectives on time and on budget everything needs to be planned, re-planned, tested and re-tested.  Just like you can’t decide one day that you’re going to build a house and the next day start installing the fixtures, everything in the web design timeline needs to come in the right order and have the right amount of time to percolate and develop.

  • SEO & Social Media Marketing

You can create the best website in the world, with the most amazing graphics and the formula for everlasting youth, but if you don’t market it, no one will ever know.  The mere creation of a website is only half (maybe less) of the job, to make it work, bring in visitors and convert those clicks into sales/referrals/enquiries requires even more dedication and an extremely flexible approach.  Now I think I’m fairly good at letting go of my ego, evaluating what’s working and what isn’t, and changing my approach based on that.  This skill is ESSENTIAL for good SEO and SMM (Social Media Marketing).

It’s great that you know HOW to enter SEO information into your webpages, but unless you know why, who you’re wanting to attract, what action you want them to take once they get onto your site and how you’re going to build the relationship beyond a single click or transaction, then your not marketing, your just on the sidelines hoping that people will miraculously be drawn to your site on the 88th page of Google results.  Good luck with that 🙂

  • Web Analytics

Not only do you need to create, upload and update websites, but more than that to be successful you need to analyse what you’ve done.  You need to test your formats, check your clickthrough rate, your conversion rates and your bounce rates.  You need to keep coming up with ideas and inspiration and test them against your other ideas.  Always be testing!

  • Domain & Database Management

As I’m discovering very quickly, the design of a website is great.  But where do you publish it?  What domain do you use? Do you have keywords in your domain?  Do you have a main domain that is your brand, with other keyword domains that redirect to the same content? How do you keep track of all the domains you acquire?  Keep them fresh, keep their content coming, make sure they’re registered loaded and have maximum uptime.

Once you get customers, or subsctibers, where do you track them?  How do you store their information? What do you use their information for?  What do you disclose?  Do you use a mySQL database to keep your customer data in or do you generate an offline portal?  Then comes the issue of needing to communicate between your site and the server.

  • Personal Branding
  • Business Management
  • Logistics and order fulfilment
  • And on and on and on….

Down the rabbit hole I go, will I stop, I’ll never know

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In the beginning

In the early hours of the morning I found myself yet again staring furtively at the screen, my eyes weary from hours spent searching the endless lines of code for an answer that I was starting to believe wasn’t going to come. As I rise to fetch a new mug of coffee to fuel my endeavors for hopefully another hour or so, I ask myself “Why?”

Flashback to a few months earlier, I am at home, slumped on the couch half watching a TV show just to pass the time.  I’ve returned from another day at work, going through the motions, doing the same thing I did the day before, and the same thing I’ll do tomorrow.  A sobering thought flashed across my mind, the same thought I’d had for as long as I can remember “Is THIS all I can do?  Is this all I’m meant to be?”

Then something changed, an idea, a spark of life, an online business.

My friends and I decided to create our own business, but how to get it online?  I’ve always been technically minded, always wanted to know how things work, why they work, with a keen eye for detail, systems and patterns.  As soon as the website was mentioned, something deep inside me said “I can build it”.  Up to this point I’d never had any training or experience with web design or any other kind of programming, but still this voice “I can build it”.

Despite my lack of experience, my friends put their faith in me to bring our website and our business to the world.  I started reading, I watched seminars, I downloaded videos, I attended online conferences, I signed up to every web design blog/article/magazine I could find.  Slowly but surely it started coming together.  The more I learnt, the more it fuelled me to discover more, the more it challenged me the harder I pushed myself.  I was driven, I was alive!  But there was only so much I could learn on my own.  On a leap of faith and without a second thought I enrolled in an Internet Communications & Web Design degree and I’ve never looked back.

The internet has changed the world and continues shape the way we live.  Web design is the perfect mix of creative and logical thinking, driven by beauty and inspiration, built from systematic technicality, built for me.