Tag Archives: strategy

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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I’m a hoarder

My name is Sara and I have a confession to make, I’m a hoarder.

I can’t really pinpoint where it started.  Like most people it kind of snuck up on me, I’ve never thought of myself as a hoarder but things get to a point that they’re so overwhelming you need to face the truth.

If I’m really honest I guess it started a couple of years ago.  Back then though it was just the one, and I was happy with that.  But as time goes on you start to realise that maybe one isn’t enough.  What if it goes missing? What if I can’t find it? Even worse what if no one can find it?

So I branched out, and got one more.  Just one more I told myself, it’s no big deal, I need it, just to be safe.  Then two turned into three, that turned into 5 and from there I just stopped counting.  Now I can barely move around my apartment for fear of knocking into a stack of them and sending my precious hoard tumbling over the floor.  I spend my nights searching, compiling and collecting more and more to add to my collection.  With each find I convince myself that this would be the last, this one was the last one I needed.  Just one more….

But there’s always another one waiting around the corner ready to take hold of my senses, entrance me in it’s beauty, sell me on it’s indispensability and how much easier and more fulfilled my life would be if I could only posses it.  So I dive in, I become ensnared by it’s song, it’s promise and add it to my collection, in essence to my identity.

So this is my confession, to cleanse my soul, my guilt and move on with my life.

I’m a hoarder of domains, you name it I’ve got it. I’ve got .com, .com.au, .net, I’ve got the plurals, the singular, you name it I’ve bought it.

I’ve ordered a skip-bin for Monday so I’ll do a big clear out and hopefully be able to move on with my life.


Am I a strategic thinker or a creative?

Recently scrolling through the myriad of blogs, articles and tutorials around web design, I came across a post about the different approaches one can take on in an effort to create and promote themselves as a web designer. Even at these the initial stages of my web design journey, I find the dichotomy of the need to be creative and the push for strategic and logical thinking within myself hard to reconcile to say the least.

In her article ‘Creativity vs. Strategy: What do people really want?’, Kendra Gaines (2011) addresses the need for both creative and strategic thinking to become a great web designer. On the one hand she describes the way that creativity is the essence of design and a sensitive beast that can be stifled by overthinking or too much analysis. Conversely she describes the benefits of being strategic and ensuring you prepare yourself logically for what is to come and what you need to undertake. To me, the ideal balance between these two worlds is illustrated in web design by the creation of wireframes on one hand, and storyboards on the other. The wireframes represent the strategy, you are logically and deliberately planning in the simplest way possible how to structure a website to optimize usability and return on investment for your client. The storyboard (the most fun for me) shows the aesthetic of the site, what colors will be used, how the menu will be dynamic, the imagery you’ve created to deliver optimal branding to your client.

As found by Gaines (2011), I too am a mix of strategic and creative thinking. But the real challenge is finding the RIGHT mix between the two, and ensuring that they nurture and enhance each other. Because you can be the most creative person in the world, but if you have no strategy around what to do with it, you won’t get very far.

Gaines, K. (2011) Creativity vs. Strategy: What do people really want?, http://www.webdesignerdepot.com/2011/11/creativity-vs-strategy-what-do-people-really-want/ (Accessed 4 November 2011)