website

What your customers don’t care about

bored customer

After six months of tireless effort, your company’s new website has been launched, and you’re ready to announce it to the world. That’s probably a waste of your time. Hey, I get it. Everyone’s worked hard, and you’ve invested a small fortune into the process. Your new site is quite impressive, and you’re deservedly proud. … Read more

How people respond subconsciously to your website

website

What many call “fight or flight” is a quick way to describe the brain’s innate responses to stimuli. It might come as a surprise that it also offers some valuable advice related to websites and other marketing communications materials. Humans like to think we’re rational animals who don’t give in to automatic judgments about people … Read more

Use slow times for a marketing makeover

marketing makeover

Looking for a good way to use those inevitable slow times in your business? Consider tidying up your website and other marketing materials, then toss the obsolete trash. Rarely do I find websites that wouldn’t benefit from a bit of housecleaning. Some are the static sites that are just the same as when they were … Read more

People don’t care about your company’s new website

A good portion of my business comes from helping companies develop websites, so you won’t be surprised to learn that I believe creating a new site or redoing an existing one is a worthwhile investment. But I’m less enthusiastic about companies that see rolling out a new website as an exciting event for their customers. … Read more

NEGLECTING THE MOST IMPORTANT PART OF YOUR WEBSITE?

When it comes time to develop a new website, companies and organizations spend a lot of time agonizing over what the site should be like. They consider all sorts of different designs and spend hours trying to get the functionality exactly where they want it. They make list after list of possible pages.

And then, they just slap some content in place.

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THE REAL PURPOSE OF A WEBSITE

A study from market researchers Ipsos MediaCT released this week found that fewer than half of Indiana’s small businesses (companies with fewer than 250 employees) have a website. The state’s percentage was 47 percent, surprisingly ahead of the national average of 42 percent.

If that alone doesn’t sound like a big deal to you, consider that coverage of the study also noted that 97 percent of consumers will search for local businesses online.  A business that doesn’t have an online presence essentially doesn’t exist anymore.

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WHICH SITE CITES THE SIGHTS?

In a recent blog entry, I mentioned a pet peeve regarding the non-word “alot.” And I mentioned that I have many pet peeves. One that many businesses make involves a homophone that carries three different spellings and three entirely different meanings.

The biggest misuses of it these days show up when companies establish a presence on the Internet. Those presences are what are known as “websites,” and yes, that’s one word, no hyphen, and no space, thank you. People who should know better (and don’t) will often use “web cites” or “web sights.” Those are bad, bad things, and if I were emperor, they would carry lengthy prison sentences and perhaps just a smidge of torture. (I’ll ignore the fact that some readers are thinking that a lecture from me on the subject would qualify as both.)

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CONNECTIONS MATTER MORE THAN COOLNESS

“The main thing we want is for this new website to have a cool design.” No, you don’t. “Yes, we do!” Maybe you do, but that’s the wrong place to start. “What do you mean?”

Why do you have the website? “Excuse me?” Why are you investing money in having and redesigning a website? “Oh. Well, we want to get business.” I see, and a cool design is what will get business? “Won’t it?” I don’t know, I’m asking you. After all, you know your customers and prospects better than I do. So they normally do business with people because of cool websites? Since your current website isn’t so cool, why are your current customers doing business with you?”

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