LANDING PAGE &

WEBSITE BUILDING

LESSON 4
WHAT IS A WEBSITE?

1
CONTENT
• What is a Website?

• Types of Websites

• Website Optimization and the Buyer’s Journey

• Key Elements of a Website

• Main Pages of a Website

Landing Page & Website Building - What is a Website? 2

WHAT IS A WEBSITE?
Websites
A website is a collection of many web
pages, and web pages are digital files
that are written using HTML (HyperText
Markup Language). To make your
website available to every person in the
world, it must be stored or hosted on a
computer connected to the Internet
Source: GeeksforGeeks. (2021). What is a Website? [online], viewed July 10 2022, from:
round a clock. Such computers are <https://www.geeksforgeeks.org/what-is-a-website/>

known as web servers.

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WHAT IS A WEBSITE?
Web Servers

A web server is software and hardware

that uses HTTP (Hypertext Transfer
Protocol) and other protocols to
respond to client requests made over
the World Wide Web. The main job of a
web server is to display website content
through storing, processing and
Source: Grant, A. (2021). What is a Server & How Does it Work? [online], viewed July 10 2022, from:
delivering web pages to users. <https://networkshardware.com/what-is-a-server/>

Landing Page & Website Building - What is a Website? 4

WHAT IS A WEBSITE?
Web Servers

The fundamental purpose of a web

server is to process and respond to client
requests that are sent using HTTP. In
response to such a request, the web
server program locates and fetches the
appropriate web page, creates an HTTP
header, and appends the HTML
document to it. Source: Grant, A. (2021). What is a Server & How Does it Work? [online], viewed July 10 2022, from:
<https://networkshardware.com/what-is-a-server/>

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WHAT IS A WEBSITE?
Web Hosting

Web hosting (or web host, or just

hosting) is the place in which your
website files (and all your website data)
are kept, and from which the website
can be accessed by your website
visitors. Most commonly, a web server is
a specialized type of computer. Source: Tawde, S. What is Web Hosting? [online], viewed July 10 2022, from: <https://networkshardware.com/what-is-a-server/>

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WHAT IS A WEBSITE?
The Role of Websites

Websites should be designed with a purpose in mind.

They are designed to encourage website visitors to
take actions such as buying online, filling in a lead
form, or browsing your organization's content.

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TYPES OF WEBSITES
There are Three Common Types of Websites

1. eCommerce
This type of website allows companies
to sell their products directly to website
visitors online. Visitors can browse
products, read through the benefits and
features, and purchase items by paying
online with a credit card or other
payment methods.

Source: WIX Blog. 10 of the Most Common Type of Websites [online[, viewed July 10 2022, from:
<https://www.wix.com/blog/2020/12/types-of-websites/>

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TYPES OF WEBSITES
There are Three Common Types of Websites

2. Lead Generation
This type of website allows companies to
collect contact details from people they
might like to do business with. Visitors can
browse content and enter their contact
details into a web form on the website in
return for something from the company.
This is called a lead magnet.

Source: WIX Blog. 10 of the Most Common Type of Websites [online[, viewed July 10 2022, from:
<https://www.wix.com/blog/2020/12/types-of-websites/>

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TYPES OF WEBSITES
There are Three Common Types of Websites

3. Portfolio (or Brochure)

This type of website allows companies to
show or demonstrate their products and
services online. Visitors do not purchase
directly on the site but they can learn about a
company and its offering by reading through
their content and product/service information.

Source: WIX Blog. 10 of the Most Common Type of Websites [online[, viewed July 10 2022, from:
<https://www.wix.com/blog/2020/12/types-of-websites/>

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TYPES OF WEBSITES
When it comes to Web Developers, you will hear them discuss two main types of websites:

Source: Eonian Brand Ideas. (2018). Static Vs Dynamic Websites [online], viewed July 10 2022, from:
<https://medium.com/@eonian.social/static-vs-dynamic-websites-8e80d231bf86>

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TYPES OF WEBSITES

Static websites are the most

basic type of websites and
the easiest to create as well.
There is no scripting involved
in static websites.

Source: Pedamkar, P. Static Website vs Dynamic Website [online], viewed July 10 2022, from:
https://www.educba.com/static-website-vs-dynamic-website/

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TYPES OF WEBSITES

Dynamic website is a kind of

website which usually changes
automatically according to
different situations such as
variation of screen sizes, etc.

Source: Pedamkar, P. Static Website vs Dynamic Website [online], viewed July 10 2022, from:
https://www.educba.com/static-website-vs-dynamic-website/

Landing Page & Website Building - What is a Website? 13

TYPES OF WEBSITES

We will learn about HTML, CSS and

Javascript in Lesson 5.

Source: Pedamkar, P. Static Website vs Dynamic Website [online], viewed July 10 2022, from:
https://www.educba.com/static-website-vs-dynamic-website/

Landing Page & Website Building - What is a Website? 14

TYPES OF WEBSITES
Common Website Goals
All websites share common organizational goals.

Increase total users

Increase average time on site

Provide a better user experience

Achieve higher numbers of return visits

Build positive brand affinity

Source: Veberis, B. (2016). Why it's important to identify your website goals? [online], viewed July 10 2022, from:
<https://www.mozello.com/blog/why-its-important-to-identify-your-website-goals>

Enhance Customer Experience (CX)

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TYPES OF WEBSITES
Common Website Goals
eCommerce sites aim to:

Increase revenue
Drive more transactions

Improve eCommerce conversion rate

Increase Average Order Value (AOV)

Source: Envato Elements. Groham - Fashion eCommerce HTML template [online], viewed July 10 2022, from:
<https://elements.envato.com/groham-fashion-ecommerce-html-template-KCFREN>

Landing Page & Website Building - What is a Website? 16

TYPES OF WEBSITES
Common Website Goals
Lead Generation sites aim to:

Increase number of leads

Increase qualified leads

Drive higher lead conversion rate

Increase lead quality

Improve lead close rate

Source: MailChimp

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WEBSITE OPTIMIZATION AND THE BUYER’S JOURNEY
How Does Website Optimization Affect the Buyer's Journey?
• Awareness: Introduce your organization's value and
some top-line benefits of your products or services.
• Interest: Build on the initial benefit and drive a visitor's
interest, curiosity, and intrigue about your company so
they can start thinking about your brand, products, or
services.
• Consideration: Dive deeper into the information and
education about your brand or product benefits and
demonstrate your product or service as the solution to
their needs.
Source: DMI

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WEBSITE OPTIMIZATION AND THE BUYER’S JOURNEY
How Does Website Optimization Affect the Buyer's Journey?

• Conversion: Make it simple and straightforward for

visitors to take action on your site. Make sure you have an
easy-to-use eCommerce checkout or straightforward
content forms for lead collection, and so on.
• Retention: This is about having a good online experience,
interesting content, and positive brand perceptions
associated with your website. This will make it easier to
get past visitors and encourage customers to return.

Source: DMI

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WEBSITE OPTIMIZATION AND THE BUYER’S JOURNEY
Friction Points
Confusing Slow Checkout Unclear Benefits to
Slow Website
Navigation Process Converting

If the user does not Your checkout Users need to know Because users lead
know where to find process needs to be why it is in their increasingly busy life,
the information or as fast and simple as interest to convert or it is important to have
product that they are possible. If the make a purchase a fast website that
looking for, they are conversion process is from your company. If avoids creating delays
likely to get not quick, easy, and the information is too or frustration. If the
frustrated and leave simple, then users are confusing, then they website’s content
the website. What is much more likely to are less likely to make does not load quickly,
required is better exit before the a purchase. users are much more
navigation. conversion stage. likely to leave.

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KEY ELEMENTS OF A WEBSITE
The Role of a Marketer in Website Design
The role of a marketer in website design is crucial. Marketers work with website designers,
programmers, and developers to craft a website that is appealing to both users and search engines.

Their tasks include:

• Writing content
• Editing content
• Collaborating on design
• Setting up analytics and tracking
• Branding
• Optimizing websites with SEO
• Monitoring Source: Business Consulting Agency. (2021). Results Driven Website Design Through Consulting Services [online], viewed
July 10 2022, from: <https://businessconsultingagency.com/results-driven-website-design/>

• Analyzing and reporting on user engagement

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KEY ELEMENTS OF A WEBSITE
Optimizing Web Page Elements

Navigation Page Titles Page Headers Body Copy/Text

Headings on a web
A menu of page The name of the page to help
names that allows web page for SEO The words written
readers and search on a web page
visitors to go to purposes – this engines understand
different areas of the should include that offer details
the different about a product or
website and engage keywords and sections of your
with content. brand name. service.
pages.

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KEY ELEMENTS OF A WEBSITE
Optimizing Web Page Elements

Call to Action Hero Image Videos, Audio

Web Forms
(CTA) and Images

A place where
A button to help A large image at Graphical website visitors can
guide the visitors the top of a web elements placed type in their contact
to take actions on page to engage on a page to make details in return for
a website, e.g. website visitors it more engaging access to content,
“Contact Us” or visually and guide and appealing to signing up for a
“Buy Now”. them towards visitors. newsletter/webinar,
CTAs. or getting in touch.

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website

Homepage
As the start page of your
website, it should entice users
to click through to other pages
on the site. Any products or
offers you are promoting,
exciting news, or high-impact
content should be visible here. Source: Carmax

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website

About Page

The About page tells visitors about your

company, its history/story, and brand
values. Use this page to build a
relationship with potential customers who
share your vision/values and are likely to
react positively to your brand story.

Source: Rent the Runway

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website

Contact Page

The Contact page allows visitors to get in

touch with your company by email or
phone, or showing a map location. Make
this page simple and straightforward,
ensure your phone number is visible, keep
your contact forms short, and only ask for
information you need.

Source: Burger King

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website

Product Category Pages

These pages show visitors
collections of product/service
groupings you offer. A grid layout, for
example, can make your offering
easy for people to understand. Each
row should have no more than four
items on desktop and no more than
Source: Topshop
two items on mobile.

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website

Product Pages

Product pages give specific details about

individual products/services that you offer.
These include prices, delivery charges, and
clear Call-To-Action (CTA) buttons such as
“Add to Cart” or “Enquire Now”.

Source: Bobbi Brown

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website
Shopping Cart

This is the place where people can

add items they are thinking about
buying. It shows people a list of all
items they are considering
purchasing, the quantity for each, a
total cost for these items, and any
delivery charges in the totals.

Source: Nielsen Norman Group. (2014). Decision Making in the Ecommerce Shopping Cart: 4 Tips for Supporting Users [online], viewed July 10 2022, from:
<https://www.nngroup.com/articles/shopping-cart/>

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website
Checkout

This is the stage after the shopping

cart when people have decided to
buy. Here they enter their name,
address, and payment details to
purchase. Do not ask for any
information that you do not need to
fulfill the purchase.

Source: Nielsen Norman Group. (2014). Decision Making in the Ecommerce Shopping Cart: 4 Tips for Supporting Users [online], viewed July 10 2022, from:
<https://www.nngroup.com/articles/shopping-cart/>

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website
Payment Gateway

A payment gateway is a third-party

integration with your website that
allows visitors to enter their bank card
details and pay for whatever they are
purchasing. It is essential to know your
customers' preferred payment type
and allow them to pay as they choose.

Source: Payment Page

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KEY ELEMENTS OF A WEBSITE
Main Pages of a Website
Lead Collection Pages and Web Forms

Lead collection pages and web forms

provide an overview of the lead magnet and
tell/show the visitor why they should enter
their contact details into a web form in
return for access to the lead magnet. We
need to include a compelling description to
set expectations so that visitors know what
they are getting.
Source: Pepper Cloud. (2021). Lead Generation & Web Forms - A Complete Guide [online], viewed July 10 2022, from:
<https://blog.peppercloud.com/lead-generation-web-forms-a-complete-guide/>

Landing Page & Website Building - What is a Website? 32

KEY ELEMENTS OF A WEBSITE
Supporting Pages

• Call-to-Action
Blog: Your blog can provide useful information to help
Video, yourand
Audio customers understand your
Hero Image Web Forms
(CTA) Images
brand and choose you as the solution to their needs.
• News: Keeps people up to date with developments in your company. Use this section to
show how dynamic your company is.
• FAQs: Provide answers to commonly asked questions about your business, products, or
services.
• Testimonials: Allow visitors to read third-party reviews from your customers. This is a
very powerful way to drive positive referrals from your customers.

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KEY ELEMENTS OF A WEBSITE
Supporting Pages
• Cookies and Privacy Policy: Lets visitors know how you handle their data.
Call-to-Action Video, Audio and
Hero Image
• Terms details of your salesWeb
(CTA)and Conditions: Lets visitors know the Images
Formsand
contract
return/refund policy.
• Thank You/Purchase Confirmation: Tells users that a web form or contact form has
been submitted successfully, or that their payment has been successful and their order
has been received.
• 404 Error Page Not Found: Lets people know that the page they are looking for cannot
be found. This page is often overlooked and a standard "PAGE NOT FOUND" message
is shown.

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SUMMARY
• There are three main types of website: eCommerce, Lead Generation, and Portfolio
(Brochure). Each will have its own business functions and goals.
• The purpose of website optimization is to increase user time on site, provide a
better user experience, lead to more return visits, and increase sales.
• Website optimization involves making sure that websites are easy to use and well
designed, and effectively display content and graphics.
• Confusing navigation, slow checkout processes, and poor website speed are
common barriers to achieving user conversions.
• Website optimization has an effect on every stage of the buyer’s journey.

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