Best practices in web communication and marketing
Random notes, opinions, advices, and articles. Please comment!
Good taglines are hard to come by, which is why so many brands choose to not have one. This is a mistake. A company name and logo and all the bullet points in the world do not have the same, lasting impact that a tagline does. Sometimes a company’s name can tell us what the business does, or what product or service it provides. And sometimes, brands are based on a person’s name, location, or they’re merely invented or license plate words that keep us all guessing. It seems the attitude is that if you can’t come up with something as iconic as “Just Do It!” then what’s the point?
It used to be that you were doing well to have a web presence. Now you must have some kind of social media presence—whether that’s on Facebook, Twitter, YouTube or others. Even if you’re not ready for that, it’s important to at least get your account/user name locked in now.
Many of my clients have invested a lot of time to develop a recognized and trusted name and brand image. With the explosion of social media, clients are regularly asking me to generate graphics for their various social media accounts. It can be challenging at times.
Categories. Tags. User-defined tags. How many ways does the content on a site need to be sliced?! A lot. The World Wide Web is a big place with a lot of information. Users need help in finding, classifying, and sorting that information. They have come to expect it, including on your site. That’s where tags come in. Think of categories and tags as pre-defined search parameters, allowing users to quickly find what they need.
If you want your website content to be re-broadcast across the social media-verse, the easiest approach is to embed “share” buttons in your web pages. If your content is compelling enough, it will be shared and liked on Facebook, tweeted about, and bookmarked on several bookmarking services like delicious.com.
“Of course.” You will say. “Everybody needs one. How can people find my business if I do not have a website?”
Well…I recently found myself in need of a good bicycle mechanic, and searched for “bicycle store Rochester ny” on Google. In the first ten results, there were three references to a store close to my home—a store without a website!
Unlike a printed brochure or print marketing campaign you can evaluate the success of an online campaign almost instantly. All you have to do is analyze your website traffic report.
“Who is your audience?” This is one of the first question I ask before designing a website and one that my clients should really spend time evaluating.
While designing a website, there will come a time when several design solutions will be proposed to you, the client. At that time I always stress that you should look at them as if you were a visitor to the website.
Have you ever found that sometimes you just don’t know what you can or can’t click on in a website page?
Make sure that your new website or blog gets visited by search engine crawlers. This is very simple. The ones most important for promoting your site are these:
Before launching your new website an important question must be asked: How can we ensure that prospective clients will find it?
Over the years, I have developed and refined a five-step process for the design or re-design of a website. These steps have proven to be highly effective, resulting in a final powerful solution that is both on time and on budget.