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?

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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.

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“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!

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