Web Development Project

This project involves creating a personal website (5-10 pages) focusing on professional promotion, a hobby, a cause, or a charity. Students must utilize HTML5, implement SEO strategies (keyword research, on-page optimization, XML sitemap, Google Search Console), and apply web marketing techniques. The website's goals must be measurable using Google Analytics, focusing on metrics like conversion rates. Students should avoid using CMS systems like WordPress or Joomla and instead use hand-coding, templates, or HTML editors. The project emphasizes a balanced approach, avoiding advanced features and focusing on sustainable marketing strategies. The final website should be hosted on the university server and include necessary disclaimers.

Second Coursework: ‘Campaign: Production and marketing own website’
In this coursework you will make your own website and use the web marketing and
analytics strategies and techniques, you have learnt in the module -and researched
yourself-, to promote it.
The second coursework consists of the following components:
1. Website – Components and Advice
a. Content/Subject
 The website should be about you in some way. It may be:
o a website designed to promote you professionally (e.g. a website
promoting your skills and experience as a web developer
contractor, or a website promoting your future digital media start-up
company).
o a website about a topic or hobby you know a lot about1.
o a website about a cause or charity or local institution you support.
 The website should be populated with content you have created yourself.
In other words, you need to write the copy of your webpages. You should
reference any content taken from another source. Be careful not to
plagiarize content.
 The website should not be about a company or product that already
exists.
 Also, you shouldn’t choose a company or organisation with an existing
social media network (e.g. a company with an existing Facebook business
page). This is because you are supposed to create the social media
business accounts from scratch.
b. Design and Implementation
 The website’s design and content should:
o serve the website’s goals (e.g. by offering appropriate call-to-action
buttons, relevant features etc.).
o facilitate the effective application of web marketing strategies by
applying web design principles (e.g. consistency, web credibility,
motivation, etc.).
 You can design and implement your website using:
o hand coding
o templates (e.g. Bootstrap templates)
o html editor software such as Dreamweaver
 You shouldn’t use a CMS system, as some ‘free of charge’ CMS
systems, such as Wordpress or Joomla, do not provide full access to
1 Knitting and Crochet are excluded, since we used them as examples for keyword analysis 
Web Marketing and Analytics 2017 – Maria Margeti
1

edit the mark-up and may not allow you to do changes easily to your
mark-up (which you should do for SEO reasons).
 In general, it is your responsibility to ensure that the tutor can access
and evaluate the work you have done on your website for SEO
reasons (e.g. source code) and web marketing reasons.
 You should upload the website on the University’s server2.
 For the implementation, you can draw on the experience and knowledge
you have acquired from other modules of this course.
 The size of the website can be between 5 and 10 pages( at least 5
pages). However, you should use your own judgment regarding how
many pages exactly are needed in order to demonstrate all the elements
required for this coursework. Make sure you don’t forget to include crucial
pages (e.g. lead generation form). The html file for home page should be:
index.html
 You will not be awarded extra marks for high level coding techniques, as
this is beyond the scope of this module.
 You are strongly advised to:
o Use HTML5 for SEO reasons.
o Keep your site relatively simple (but not simplistic), so that you can
focus on the web analytics and marketing.
o Balance your time, so that you can demonstrate your knowledge of
each key topic, as this project requires you to work on a number of
areas.
o Don’t include advanced features (e.g. e-commerce features).
o Use SEO and in general marketing strategies that will provide
lasting benefits to your website.
o Avoid illegitimate strategies that over time could harm your website
ranking or antagonise your audience.
o Plan ahead in order to work in parallel with Coursework 1. In this
way you will have a very good version (close to the final one) of
your website to show by week 12.
 Please note that for any functionality in the website where an email
address is required, you should use the university email address.
 The website and social media page(s) should include certain disclaimers.
For more information please check Appendix 1 at the end of this
document.
c. Application of Web marketing strategies and analytics
Your marketing campaign for your website should consider the following
areas:
2 There will be only an exception in case your student account prevents you from implementing any required
tasks, and technicians at the University cannot fix the problem. If this is the case, then please talk to your
tutor.
Web Marketing and Analytics 2017 – Maria Margeti
2

 Website goals
o The goal(s) of the website should translate into action(s) which can be
measured and show how the website performs. In other words, the
goals of website should be closely aligned with metric(s) which can
indicate the website’s performance. For example:
 if the goal is to built an email list and therefore to reach the
‘destination’ page ‘Thank you for subscribing to our newsletter’,
then you should provide a call-to-action button ‘Sign-up to our
newsletter’. Reaching a ‘destination’ page can be set-up as a
goal in Google Analytics (GA), so it can be measured using
metrics such as conversion rate (i.e. based on the number of
times a ‘destination’ page has been reached, GA can calculate
the conversion rate). Therefore you can conclude on whether
the website has performed well in terms of its goal.
 if the goal is to inform further on a subject or a cause, then
reaching a specific ‘destination’ page of the website (such as a
page with more detailed information about a concept3) can be
also set-up as a goal in GA and measured through metrics such
as conversion rate. In this way, based on the number of times a
‘destination’ page has been reached, GA can calculate the
conversion rate, and you can conclude whether the website has
performed well in terms of its goal.
o These are some examples of measurable goals and ‘call-to-action’
buttons, but you may come up with other ideas regarding goals for
your website. This is absolutely fine as long as they are measurable in
GA.
 Search Engine Optimisation (SEO)
o Conduct keyword research and select the primary keyword/keyphrase,
and related secondary group of keywords/keyphrases for each page of
your website.
o Optimise the copy and code of each webpage with the selected
keywords/keyphrases.
o Optimise the website by:
 Using appropriately HTML5 tags and attributes
 Using Microdata/Schema
 Implementing an XML sitemap and uploading it on Google
Search Console.
3 The call-to-action button in this case can be: ‘Read more…’
Web Marketing and Analytics 2017 – Maria Margeti
3