Executive and Professional Development

Manage and Grow Your Website: Creating a Better User Experience

Give your marketing team or those tasked with marketing activities in your organization the skills they need to work in today’s digital-first environment. This program teaches you what it takes to craft a great User Experience (UX) on your website. The curriculum provides a foundation in understanding your customers’ online journey, writing for the web, usability, accessibility, analytics, search engine optimization, and more.

Imagine the benefits of improving the digital-savvy of your marketing team so you can complete work in-house and reallocate digital budgets to more technical, complex projects. Your organization will be able to maintain and grow your website in a planned, strategic way.

Buying digital services will be done with more confidence and effectiveness. Reap the benefits to your business of improving your on-site conversions: sales, downloads, registrations, etc. by giving customers a more consistent, satisfying user experience.

Consider other new website user experience programming for 2018 - 2019 - Website Research and Governance.

DATES - 2 Day Seminar

March 9 - 10, 2020

$765 + HST
Facilitator: Stephanie Lummis, BBA
Location: Saint Mary’s University at 1800 Argyle Street 8th Floor Halifax NS


Program Content

What is User Experience

  • The UX Honeycomb
  • How the disciplines fit together

Audience - knowing the user

  • Personas
  • Customer journey maps

Content strategy & planning

  • What is content strategy
  • From customer journeys to content
  • Content audit and gap analysis

Writing for the web

  • Content editorial
  • Content structure

Search engine optimization

  • Best practice for content, code, links, social
  • How to measure SEO performance


  • Overview of reports in Google Analytics
  • Identify Key Performance Indicators and conversion events
  • Measure content performance

Information architecture

  • Sitemaps and menu systems
  • Wireframes – understanding layout


  • Evaluating usability of navigation, forms, layout, colours, etc.


  • What is it and why it’s important
  • Evaluating accessibility

What You Will Learn

  • Evaluate your current site’s performance
  • Plan, write and structure content that is more findable and increases conversions
  • Identify roadblocks that are preventing customers from engaging with you
  • Support website decisions with behavioural evidence (and say no to requests that are not in your customer’s best interest)

Who Should Attend?

You will benefit from this seminar if you:

  • are in a marketing and/or communications role in organizations that have some responsibility for website management, either in planning or executing updates
  • have an existing website with Google Analytics in place, and are familiar with the concepts in the description