DJ Websites The How and Why / Nuts & Bolts of DJ Web Design
DJ Websites The How and Why / Nuts & Bolts of DJ Web Design
DJ Websites... The How and Why / Nuts & Bolts of Good DJ Web Design!
I recently answered a question posed by one of my website clients... A successful DJ which after two decades, of not advertising with a website, had me design his first dj website... He had some concerns about the layout, wording and wanted me to change some things around, (which I will gladly do provided I'm not adversely effecting the performance of the site). Being a first time website owner, I provided him with some of the basic of "why" his site looked like it did and why.
Who is Todd at FDJA?
Todd Donald is the creator of freedjamerica.com a nationwide dj directory. He has an extensive background in sales, service and the psychology behind what drives sales and service.
He has single-handedly grown freedjamerica.com from a simple home-brewed website consisting of literally one dj listing back in May of 2002, to the popular wedding and party planning site it is today, serving over 1000 unique visitors daily.
Todd also provides professional seo websites for small businesses and specializes in dj websites which are advertised through his site: DJWebsiteDesigner.com
He attributes his success by consistently providing "service first". Even after the sale, he continues to assist clients via responsive and thorough service, backed up with ongoing newsletters and articles providing informative advice for marketing, sales and website success. As an independent sole proprietor, Todd remains unattached from formal business relationships, positions within organizations or alliances with any one company, but has aggressively pursued grass roots cross marketing personal relationships with other "like" services and sites over the past five years and maintains friendly relationships with other popular dj industry professionals at ProDJ.com, DJIntelligence.com, WeDJ.com, WeddingMusicUSA.com, AllTimeFavorites.com, DJGold.com and many others throughout the DJ Industry.
While his specialty is DJ Marketing, Todd is also a God fearing Christian, devoted husband and father, in addition to being an avid loudspeaker builder. Although he doesn't; get out from behind his keyboard or home/office to attend DJ shows and cruises, he can be found frequently making posts and answering questions regarding marketing and sound systems across a multitude of DJ forums, SEO forums and Blogs.
Contact Todd via:
web: DJWebsiteDesigner.com
cell: 815-582-0562
email: toddsdonald "at" gmail.com
TokBox VideoChat: http://tokbox.com/FDJA
MSN Live Messenger:
FDJA "at "LIVE.com
Yahoo Messenger: toddsdonald "at" yahoo.com
AIM Messenger: ToddatFDJA
GoogleTalk: at toddsdonald "at" gmail.com
start.prodj.com: toddsdonald
MySpace: fdja
Here is "why" sites are designed certain ways:
The first thing to consider, is that any of your web-pages (each individual page), within the site are accessible directly from the search engines. In other words, a person does not always click through to your home page, starting at the beginning and working their way through the whole site. A person searching for something, may click through and their landing page could be any one of the pages in your site, depending on which one(s) the search engine displayed as relevant! Once a person clicks through and lands on a web page within a web site, normally that person will not even click to see additional pages! Most traffic will land on your home page, but much of it also will also click through to the various pages within the site i.e.; in the case of this example; those pages which outline Weddings, or Mitzvah's, or Music, or Venues.
Statistically, the web-page the client lands on, has 2 - 15 seconds to load and demonstrate enough value for the client to stay and not click the "Back" button on their browser, thus leaving your site and returning to search results so they can click through to someone else's site. IF they stay, it is likely they will only look at the page they landed on for perhaps another 40 - 60 seconds. It is important therefore that within that first minute, a client can quickly and easily read the majority of main text, look at the pictures, assimilate interactive forms, etc and learn the site navigation.
"IF" the web page landed on is "worthy" to justify staying and looking around a bit, only 1 - 2 other pages within that site will be visited. It is rare that a client will actually look at a site in it's entire form, browsing through page, after page, clicking on things, etc. MOST WEB SURFERS FIND WHAT THEY NEED, TAKE CARE OF BUSINESS AND LEAVE.
Here is "how" web page visitors originate:
Start / Search Engine Query ~ 90% of all website traffic will originate from a major search engine. Using Google, Yahoo, or MSN Windows Live. Client types in a search phrase to find what they are looking for, i.e.; "trenton dj", or "music for bar mitzvah in jersey", or "____________________". Only 10% of website traffic originates from "other secondary search engines", "other sites" or "external advertising".
Click on Search Results ~ When the search engine returns the results to the client's search, they may see anywhere from as few as 50,000 upwards of 50 million possible relevant search results for them to click on. Nearly everyone is click-happy or in a big hurry on the web. Which is the "best" search result to click on? Those who are not very used to the web, will usually click on whatever is near the top of the list. They rarely read what's listed, they simply click at the top choices, assuming that the search engine is brilliant, or has E.S.P. and knows specifically what they wanted. Those who use the web more frequently, will take slightly longer to read the relevant search results to try to find the best match to their search, prior to clicking on it. Either of the first two users will typically click on whatever is near the top of page, whether it be an organic search listing, or a paid inclusion advertisement. Those who are long-time web users, and understand that search engines have an IQ of approx -1 and do not have E.S.P. will typically ignore any paid inclusion ads and read what is displayed in the "organic" search results. They may quickly study up to 3 or 4 pages deep, (approx the 30 -40 of the most relevant results).
*** If you ever get a chance, stand a distance from a web surfer to see what they do - It's very enlightening ***
After clicking on a search result, a visitor determines if they found what they were looking for:
The First 2 - 15 Seconds ~ Quick visual scan to justify staying on page. Does it seem to match what they were originally looking for? Does it look good? Does it have what they searched for? What is the page about? Can they "do anything" other than read? A website's true value of design relies on "real estate"... Here is where value of a site is, because of the way folks look at them:
TOP LEFT: Logo / Navigation Visual Hunt (determine if site looks professional, figure out how to navigate site)
UPPER CENTER: Visual Scan Focus of Web-Page (to assimilate what page is about).
BODY, CENTER: Visual Scan of Content and Interactivity (determine if text, graphics, interactivity closely match what they were originally looking for).
TOP, LEFT, RIGHT: Visual Scan of images and graphics (determine interest based on goal of site and focus of information).
LOWER: Visual Scan of Page Size (gain bearings and understand the depth of information / long pages also encourage physical interaction with scroll bar).
CLICK TEST: Visual Scan with Mouse Cursor (determine what links to other "stuff" or pages).
INTERACTIVITY: Visual Scan to see "what they can do" (the physical urge to "click" and interact with website).
*** Good Website Design Makes Good Use of Valuable Cyber Real Estate ***
After scanning a web page, here is "how" people determine if they will stay longer:
The Next 60 Seconds ~ Deeper visual scan to find what they were "searching for". Does this page "really" offer the best, most appropriate, most relevant information based on what they searched for? If they were searching for "wedding dj in Trenton, NJ", does this site offer a wedding dj in Trenton? Or... If they were searching for "venue for bar mitzvah in Jersey City" does the page match? Or... If they were looking for "best mother/son dance music during wedding reception", does the page match what they were looking for? Does ANYTHING they see look like it offers a quick way to find the exact info they seek?
After scanning a web page, which is determined to be worth looking at more:
The Next 5 minutes ~ ONLY if the person actually found your page a close match to what they were seeking will they continue to look around and click on things. While some sites are "sticky" and can keep a visitor there for several minutes or longer, most "purpose built" sites like those for actual businesses will have visitation periods of somewhere between 1 to 5 minutes on the high end. Typically speaking, IF the person found a "close match" to what they were looking for on a web page, it is important for the page to "convert" them. What is the purpose of that web page? Why would the person be there? What is the "next step"? How do you get the person to take the next step whether that next step is to "purchase an item", "fill out a form", or "call a phone number"? FYI: Commercial Directories like freedjamerica.com, or shopping sites like "Amazon.com" can keep someone looking around for upwards of 15 minutes to an hour. Major auction sites, personal networking sites, dating sites, porn sites, etc can keep a visitor there for longer periods, even over an hour in many cases! Most commercial sites, (and some private sites too), employ very strategic "conversion tactics". For example, no matter which page a website visitor lands on in your site, they see that you are a highline dj company in the central jersey area and call to inquire about availability or pricing, (logic emotion conversion). They see what the service actually may look like, and may call to ask for a demo dvd or more photos, (visual emotional conversion). They see something they can "do" by filling out the availability checker, (physical stimulation conversion).
*** You are now most likely understanding "how a person searches for things online" and "why it's important to have good site design including conversion strategy and SEO ***
Here's some examples for reinforcement: A person is searching for "something"...
Can YOU tell what these web searchers were actually trying to find?
They type "trenton area dj": Were they:
- Trying to find a dj in Trenton for their upcoming wedding or party ?
- Trying to find their own website, (because they are a dj in Trenton)?
- Trying to find a Dow Jones office or administration building in Trenton?
They type "music, wedding planner new york" Were they:
- Trying to find the music soundtrack for the film "The Wedding Planner", filmed in Manhattan?
- Trying to find a New York wedding planner?
- Trying to find appropriate music for a wedding in New York City?
*** It's impossible for anyone to know exactly what someone else is looking for online. There is no "standard" way people use search engines. ***
Some people instead of searching for something, may know the site they are trying to reach. They may even use their web browser improperly, typing "known" web addresses directly into the search engine, instead of typing it into their own Internet Browser!
*** Good Website Design Makes Good Use of Valuable Cyber Real Estate ***
Here is why you need to make sure your site is indexed by search engines:
While, many DJs know that after they build a website, they should get it advertised on their favorite DJ and Wedding Directories, but it's also CRITICAL that they make sure it's submitted to search engines and indexed properly:
For example, someone who uses Chase for their banking, may open up their Internet Browser, (perhaps Internet Explorer, FireFox, or some private label browser provided by their ISP), which has a default "home page" that includes a search tool, (i.e.; AOL has their own version of a web browser which includes a search box that draws results from Google). Using the first thing they lay eyes on, they then type in something / for example: www.chase.com and click "search", or "enter", or "go"... They then look at search results and click the top result, which often brings them to the site they needed anyway. It is for this reason that it's important to make sure a site is indexed by all major search engines and shows up for it's domain name, because some users may simply use the web browser's "address bar" or "address field" to simply type in web address, click enter and be transported directly to the site they wanted instead of getting their via a search engine! There is an unbelievable amount of fraud and "phishing" which occurs online because of this type of browsing. For example, ANYONE, even me or you can setup a "Paid Inclusion Ad" which will appear for any term. I can setup a PPC, (pay per click or pay per inclusion), ad which will appear at the very top of the search results for the search term www.chase.com, through Google AdWords, or Yahoo Sponsored Search. An unsuspecting web surfer simply "clicks" on the top result and gets transported to my site, or your site!
Top 10 important things to consider with regards to web site design, are:
- Is the website designed to accurately demonstrate who it's intended for and what it does?
- Does the site load quickly, look professional, appear cleanly laid-out and easy to navigate?
- Does the site offer both clearly described and valuable content while employing conversion tactics on each of it's pages?
- Can the website be found on major search engines for it's URL or "domain name"?
- Can the web pages within the site be found on major search engines for key phrases related to their on-topic content?
- Once the person lands on your web page, does it look clean, professional and easy to use?
- Does the web page clearly demonstrate it's primary topic focus and intent?
- Within the first few seconds, can a visitor quickly figure out who you are, what you offer and where you service?
- Using a variety of "on-topic" search phrase samples, would the web page closely match what the person searched for?
- Is the site "sticky", or interesting enough to quickly capture their confidence and encourage them to interact?
Hope this general info helps... Happy Web Mastering!
Don't forget: Once your site is fully functional, ask others to go online and try to use it. Note any comments. After a few weeks, log-in and check your site traffic stats, look at "how" people found you (origination), and always inquire of web-based contacts, surveying them about how they found you and see what they thought of their experience on your site.
Todd - FDJA
Unrelated to the email mentioned in this article, but prompted by another, I have often referred to those "old-school DJ websites", which serve as a good chuckle now, but several years ago were all over the net. DJs everywhere it seemed were building their own "home pages" at Tripod, AOL, GeoCities and others. For those who remember them well, simply thinking of these sites often serves as a good "reminder" of poor web design. For some new DJs or web savvy DJs, who never had the pleasure of experiencing one of these sites, I did my best to recreate one, (not to poke fun at them), but to serve as a "visual help" of what not to do.
Click the pic to open, use your browser's back button to return! T.D.
