Archive for the ‘Web Design’ Category

Have You Changed the Oil on Your Web Presence?

Friday, December 11th, 2009

Quick- how often do you think about your web presence?

Personally, I think about it almost all the time.  Yours, mine, theirs, how to improve, how to expand, how to increase conversions.  All of it.ferrarif430- bakar

The other day I was thinking of a way to explain the importance of website maintenance.

First, what is it?  In simple terms, it involves everything from bug fixes to security loopholes, from making sure that your content is current to tracking how people are finding it.

Well, it just so happened I was on my way for an oil change, and the metaphor hit me all at once:

When you buy a new vehicle, you’re making an investment which is generally a result of planning.  What kind of vehicle? What brand? What color? What features?  It’s similar to hiring a digital marketing company or a web designer, no?

Also, you have expected outcomes of the investment – smooth ride, worry-free driving in the snow, great gas mileage, even status. These are the goals that you intend want to reach through your investment.

Your web presence is similar; You go through the process of hiring an agency, and you determine features, content,  and styling issues.  You launch a website and a digital marketing campaign with expected outcomes.

However, here’s where usually the website loses out in our set-it-and-forget-it world.

You own a vehicle- do you change your oil somewhat regularly?  Ever replaced your wiper blades, tires, or air filter?  When the weather is nice, you wash it….maybe even once a year spring for a detail?  You might not do all of those, but in order for your vehicle to run properly, it requires maintenance.

Your website is no different.

Would you walk into the dealership a year after purchasing a new vehicle and complain it isn’t working properly?  What if you hadn’t ever changed the oil?  Probably not.

Why, then, would you expect your search engine rankings to maintain or improve with no new content?  Is it reasonable to expect improved conversions on your PPC without investing in testing of ads, landing pages, and calls to action? Social media success without participation?

Your web presence, like your vehicle, requires consistent attention and routine maintenance for maximum effectiveness.  No way around it.

Starting a Project? Enter With Mind and Eyes Wide-Open

Monday, March 30th, 2009

As small business owners and managers, there are few things more exciting than entering into new projects. Whether it’s marketing, product development, or company expansion, there’s just something exciting about taking a step toward building your business.

I often see businesses enter into web design or digital marketing projects with incredible enthusiasm and expectations.  And rightfully so.  A carefully planned and implemented design or marketing project can have a profound impact upon your bottom line.

However, it’s important that businesses understand that entering into a project is literally entering into a relationship.

For that relationship to be successful, just like any of our successful personal relationships, give-and-take and effort are a requirement. Signing a contract doesn’t signal the end of the client side of the equation, just as the final set of deliverables signal the end of the agency side of the equation.

If you’re building a new online project, you should know what you’re getting into.  Here are some tips for those entering a relationship with an agency:

  • Designate a point-person for the agency (and stick to it). Nothing is more frustrating for an agency than to receive contradictory feedback from multiple sources.  And nothing is more frustrating for a client than to have their feedback unknowingly trumped by someone else within their own organization.  Get everyone on the same page by assigning a project manager to make the final call.
  • Gain an understanding of the objectives of your various departments. Does Sally in accounting have specific things in mind for the design project?  What information will marketing need to provide? Get the participants together and work these issues out internally, with guidance from your agency.  That way, your point person can provide feedback with a unified voice.
  • Have confidence in your agency. Is the agency asking your team questions to help uncover objectives? Are they giving advice and feedback based on your suggestions? Or are they simply nodding, grinning, and agreeing as if to say, “yes, yes, just sign the check” ?  Expect reputable agencies to provide blunt advice, and back it up with information from research and past experience.
  • Communicate and Stay Organized. Keeping open lines of communication is important.  Have budget constraints changed the scope of the project? Communicate it to your agency; don’t simply allow them to “find out”.  Express your expectations.  For example, do you want weekly updates on the project progress? If so, let them know.

Additionally, if you’re providing content, photos, video etc., be consistent in their provision. Expecting an agency to keep track of random emails, randomly delivered CD’s and to have them “pull” content shows lack of preparedness and organization.

Many agencies will utilize some form of project management software or guidelines. In doing so, clear paths to deliverables will be spelled out for both sides while also keeping communication, files, notes, milestones and more in a central, easy to access location. If your agency provides you with a project management solution, utilizing it will make the project much better for all involved.

Any project is a process and a relationship. Entering with a clear understanding of what you are getting yourself into, along with an open mind, will ensure you obtain the results you expect.

5 Ways To Design Your Copy For Web Audiences

Tuesday, March 17th, 2009

There are huge differences in writing for print and writing online.  Most small biz owners  aren’t aware of them, or don’t care.

But it’s crucial that web copy be designed for web readers.  And when I say readers, what I mean is skimmers.  And skimmers are actually scanners.

So, basically, you have to write your website for people who won’t read it.  They want what you’ve got (or they’re at least interested), but if you make them work for it, they’re gone.

Why?  Because someone else (your competitor) made their experience better.  They’re easier to understand.  Their info is clearer.  They wrote with web readers in mind.

This is where design and copy and text and function come together.  Here are five rules to follow when writing for the web:

1.)  Breaking Usage Rules Is Okay Because text is so closely integrated with design, it’s fine to tweak your usage a little.

Write like you talk, and talk like you look.  If your design is fun and irreverent, go ahead and make it more personal.  If you go with a straight edge, professional look, match your copy to it.

2)  Understand Passive and Active Space It’s easy enough to remeber that passive space is in the margins and active space is in the text, but consider how you’re using that.

Make sure your active space allows readers to separate thoughts, ideas, and catagories.  And remember to keep space between bullets and numbered lists.

3)  Don’t Center Your Text If every line is centered on your page, it’s hard to read.  Even if you’ve used your active space well, centered text still makes eyes jump to find a different starting place for each line.

Instead, using headings and lists.  Break down your text  into categories, marked clearly with bold headings.

4)  Keep Your Headings From Floating If your heading is the same space above the text it’s describing as it is below the text it follows, it’s called a floating header.  It’s confusing.  Don’t do it.

By laying the heading right on top of its text (or directly in it, like this post), you clearly define what it is you’re trying to describe.

5)  Less is Way, Way More Clean pages, lots of space, direct copy, clear instructions: These are the things that comprise successful integration of copy and web design.

Try not to push every single thing about who you are at your visitor at once.  Think of it as a conversation.  What kinds of things would get you to stick around?

Use these five guidelines as principles for the entire process of creating text for your web page.  Everything you make should fit in here somewhere.

Is Your Website Getting Enough Exercise?

Thursday, February 5th, 2009

Hey there.  Your site’s looking a little, um, flabby.  It’s out of shape.  No, I don’t mean anything by it.  I’m just sayin’…
273371415_36e175b6f6

More Than A Metaphor

Seriously, it’s something to look at.  Websites need regular care and, well, exercise.  Your website should be fit, and you’re the personal trainer.

Because, let’s face it- if you feed your site junk, and it gets all bloated, and you don’t help maintain it, the site can’t run properly.  People will stop hanging out with it.  It’s your website’s version of depression.  No social interaction.  No friends.

Change Your Diet

First, look at what you’re feeding your site.  Is your content full of fat?  Is it  a lot of filler around just a few lean nuggets of good info?

Time to unclog the arteries.  Spread that information out.  It’s actually fun to write about what’s relevant, and write it in a way people can understand it.   An earlier post about making your site easier to read is one place to start.

(And honestly, candy is o.k. once in a while, too.  But not too much, alright?)

Get Some Exercise

There are some simple ways you can get your site out and around, and back into shape.  For starters, you can make sure your site is registered with some website directories (directories are just indexes that can help your site get seen by more people).  There are big directories at Yahoo! and DMOZ.

Then (and this goes back to content), show the world that you like to play with others by building links from other sites to yours.  There are tons of different ways to do that.  One good one is to participate in discussions about subjects that have to do with your business.

That’s right- get out there!  Participate.  Let people know that you’re an authority in your field (nicely, by providing good info.)  Ahhh!  Feels good, no?

Get Regular Checkups

Unless you build websites and write content for your job, you need help.  If  you really want to make your online tools work for you, go to the doctor (read: your web developer).

Developers do all kinds of things that go far past the building stage.  Regular maintenance is a must if you want a healthy website.

So, ask yourself:  Is your website out of shape?  If so, I hope you’ve found some ideas here that you can use to get it back into top physical form.

*Image by Norma Desmond via Flickr

How To Say Everything, Briefly

Tuesday, February 3rd, 2009

If silence is golden, brevity is platinum.  That might be an overstatement, but here’s a good rule for your marketing content:  If you can’t say anything brief, don’t say anything at all.

Think about it:  When you talk to customers, do you shout at them?  Do you go on and on about yourself?  Do you keep them from speaking?  Of course not.  People wouldn’t listen to you.

The way you write your marketing should be the same as the way you talk to customers.  Allow for pauses.  For space.  Writing is your voice.  Make it sound like you.

If you must say less, it follows that what you do say needs to be important.  So brevity also gets you thinking about your message.  When you’re thinking hard about what you’re going to say, chances are it will be worth listening to.

I was thinking about the reasons I give people to be brief when they’re writing content.  Sometimes, people still trust it, and I understand.  I get all the reasons people think they want to fill a page with words.  And the intentions are good. But it still works against them

I found a good example of what I’m talking about: it’s the Maui page on Hawaii’s official tourism site.

Now, why would I be thinking about Maui as I sit in the West Virginia mountains in February?  Who knows.  What’s interesting is the strong example they provide on how brevity works in web copy.

Maui is one of the most famous vacation destinations in the world.  There’s no end of interesting things to do or see on a two week trip.  The economy is driven almost exclusively by tourism.  They’ve got a lot to say, right?

And when you land on the site you see:  Two paragaphs and five bullets.

It’s not because the writer assumes you know everything.  You wouldn’t be at the site if that were true.  It’s because she’s allowing the reader to participate.  The reader wants information, not the sales pitch. The more good information he can get, the more likely he’ll be to, in this case, go to Maui.

Being brief invites readers to explore, not wade through piles of stuff.  By just writing what counts, you give someone searching for tourism information exactly what they’re looking for: a visit.

Patience Wins

Sunday, February 1st, 2009

One Quick Football Metaphor

With 2:37 left on the clock in the fourth quarter, Kurt Warner threw a 64 yard touchdown pass to Larry Fitzgerald to put the Arizona Cardinals ahead by 3, poised to win the 43rd Superbowl.

If you’re patient, 2:37 is plenty of time to turn things around.

Football metaphors aside for the moment, it’s worth thinking about how time relates to perspective.  Many of us look for quick results, immediate returns.  But good marketing doesn’t work that way.  It takes time.

How To Measure Your Results

A lot of that has to do with the end results.  Shouting a message is a fast way to make yourself heard.  Creating a message and inviting people to hear it takes patience.  You have to think about what to say, how it might be said.  Where you say it makes a difference, too.

And you have to wait for people to hear you.  They won’t hear you unless you build their trust, which takes even longer.  And you won’t build their trust without a continuous effort, creating content regularly that people can use.

So, you can move quickly with little effort and be heard, or you can move deliberately with hard work and be listened to.  Both methods can create conversion: the goal depends on your perspective.

Building Something

Are you getting a sale or making a customer?  Which is more important?  That’s where perspective comes in.  If you’re after sales, there will never be enough time.  Your metrics won’t move fast enough.  You’ll have to jump to the next big push before you know much of anything about your last one.

If you’re after customers, perspective changes.  Because you’re inviting people to get useful information from you, you’ll develop relationships with them.  They appreciate what you’re doing.  Getting to know your listeners becomes a really cool, useful part of your job.  Time works for you.

The Steelers worked all year on getting 2:37 to work for them.  It was all the time in the world.

Best Online Marketing Practice? Hire A Squirrel

Thursday, January 29th, 2009
Image credit Tom Tuttle from Flickr

The Best Salesperson Ever

Brian Hagar is kind of loud.  He’s definitely opinionated.  And he’s known by everybody he’s ever met as “Squirrel”.

Despite all that, Brian is the best salesperson I will probably ever meet.  Here’s why: he cares.

True Love

Brian is so genuine about his respect and concern for his customers (he’s a whitewater river guide, so his customers are actually his “guests”), that he instantly -instantly- gains the trust of the people he’s talking to.  It’s because he loves them.

The other stuff doesn’t matter.  People don’t care if he’s loud, even though they might be very reserved.  People totally disagree with his opinions, but love to debate with him.  And how often does an insurance salseman from Cleveland get to hang out with a guy named Squirell?  Even his name works for him.

Why Love Works

Brian isn’t trying to sell anyone anything.  He knows that his product -fun- will sell itself.  He’s confident about that.  He only wants for his guests to have the time of their lives.

It resonates.  No matter what happens, Squirrel turns it into a positive.  Because he loves his guests, and loves what he does.  Can you understand why the message is so strong when it comes from him?

Be A Squirrel

You don’t have to be loud and have a funny nickname.  You just have to believe that what you’re doing is the best thing you could be doing. Take that message to market.  And then you can be the best salesperson ever.

It’ll translate.  If you put yourself into your marketing, if you care, people will find you.  Why? Because you’re sending a genuine message in a sea of shouting.  It’s about good content.  That’s worth a lot to people.

If you just sell them, just nag them, just spam them- they can find that on their couch.

About Partnership

Tuesday, January 20th, 2009

A Bit Of News
Here’s something exciting:  Matterhorn Marketing is getting a partner.

It’s been a sole proprietorship, started (from -really- nothing) by Pat Strader 12 years ago.  Remember what the internet was like 12 years ago?

Pat and I started talking about joining up a couple of months back.  We’ve been working well together since my company, Pencilbox, got on it’s feet.  And we really do work well together.  We’re like climbing partners, but with marketing.

So, we’re excited about what’s coming up for us, and for our clients. This is partnership as an idea, as a concept, that we’re putting into practice.

This is about possibilities.

On The River
One of the great things about running whitewater rivers is that you very rarely go it alone.  There’s a relationship that develops between people that float together (or ski together, or play Dungeons And Dragons together- you get the idea).  At its best, it’s some combination of leadership, responsibility, hard work, and fun.

Those four qualities are shared among everyone involved.  If one person takes the lead on the water, another might step it up around camp.  The journey is everyone’s responsibility.  One thing is always true: it takes partnership to make it successful.

And that type of success just can’t be achieved on your own.  The process of partnership, working together, makes those results more than just the sum of their parts.  The end product can’t be the same if it’s done alone.

My greatest days on the river have been shared, and if they weren’t, they couldn’t have been my greatest days.  That’s what I mean by partnership.

Dreaming In Words
I have always been a very language-oriented person.  I’m a voracious reader and blog surfer, and I can savor a well placed turn-of-the-phrase like other people remember baseball games or Grateful Dead concerts.

Deciding to turn myself over to words- writing for a living- has been one of the best decisions of my life.  I don’t want to be Faulkner or Hemingway (though I’ve thought Faulkner would be a great blogger, and Hemingway would write the world’s most compelling web copy).

I just want to write.  And talk.  I love to talk about stuff.  It’s one of the reasons I’m so happy doing what I’m doing.  Starting a commercial writing company just felt natural.

But the chance for partnership, the chance to build something… more… was missing.  I knew I was missing the technical experience, the marketing miles, that would really put my writing to best use.

And I knew that a lot of people were missing an opportunity to say smart, engaging things about who they were.  There was a gap.  They needed what I love to do.

Where This Is Going
When Pat and I talked about forming a partnership, it made great sense to us.  Pat’s preached about creating quality content since Matterhorn’s beginnings.

And I’m a big believer in functionality.  It’s important, now more than ever, for marketing to work across a broad digital spectrum.  It needs to be understood and paid attention.  That’s what Pat does.

Both of us like how design helps content say more and functionality do more.  Design enables us to do what we do (and if any designers out there feel the same way, get in touch anytime.)

Partnership strengthens all of us in what we do.  I’m a better writer because of what Pat does, and he’s a better developer because of what I do.  Cool to think:  what does that do for our clients?

With all that in mind, the goal is to move marketing toward leadership.  Don’t “manage” marketing- lead it toward customers.  Make them (businesses, customers, the world) a part of it.

It’s something no one can really do by themselves.  We need partners.

No Predictions Here…

Monday, January 5th, 2009

What will 2009 bring to the marketing? Depending upon how many of the ever-proliferating “social media strategists” you may know, it is likely that your crystal ball is clear as mud.

Some would like for you to believe that the social web is about to take over the world…..others I see declaring the emergence of social as the “death of SEO”. Which I personally find laughable.

From my Monday Morning QB chair a few things do seem quite clear:

1. Chad Pennington threw quite a few interceptions (Captain Obvious)

Sorry, Monday Morning QB had me thinking about football for a second….back to work.

2. The Social Web positively deserves your attention from this point forward.

If you are not thinking about how to integrate the growing number of social tools into your overall marketing strategy you need to start now. Otherwise, start working on the resume, as you will need it in the not-so-distant future.

3. SEO is far from dead, it has just become more complex.

Social will not replace SEO, it will however, have a profound impact on SEO and will, in my opinion, create further separation between those that understand SEO and those that still base decisions on what the ‘green bar’ tells them.

According to a story in BusinessWeek, Google has applied for a patent that essentially ranks the value of a user on a social network. A user’s score would rank them based on a variety of factors to determine their influence.

http://www.imediaconnection.com/news/20684.asp

For the truly geektastic, take a look at one of the Google patent applications found over at SEO By the Sea.

You need not bog yourself down with the ins and outs of algorithms, and reading of patent applications to understand that your future SEO and Social efforts will correlate.

The morale of the story? Has SEO been a key component of your strategy in the past? If so, you need to begin thinking about your social strategy and participation. Budget time, budget resources and begin planning.

My Post of Thanks

Wednesday, November 26th, 2008

Thanksgiving….turkey, mashed potatoes and gravy….parades and “Black Friday”. As we enter the holiday season it is so easy to forget why we are celebrating in the first place.

This post will be random (surprise) and disconnected, but will be just another way of saying “Thank You”…..no spell check, emotion, typos and more! Transparency in the raw.

While it is a personal priority of always letting people know that I appreciate who and what they are, and what they do, the majority of us still are pretty poor at showing appreciation. For some saying “Thank You” is akin to Fonzie and “I’m sorry”.

As I reflect on things and think about my business and personal life, I realize that in being a small business owner, the two are joined at the hip.

I owe many people thanks and I am grateful for many, many things. I would like to share just a few that have helped shape who I am.

Family
It all starts with family, and without it, I am nothing. Just a few incomplete thoughts about the parental and immediate influences of my “fam damily”…

Thankful For:

My wife and kids

Think Brady Bunch Lite….I have two step-sons whom I am VERY proud of, ages 14 and 17 and a daughter that will soon turn 5. Between sports, dance and school, we always have somewhere to be. I’m thankful for the kids putting up with gadgets littering the home and the crazy work schedule of a small business owner and more importantly for reminding me of what is really important. Watching games, coaching a team, going to a dance recital, playing “tickle monster” and ….coloring.

My wife…..why she puts up with me, I haven’t a clue. I could write a book…

I’m thankful for her dealing with me working late, having to travel and rambling about CSS, search and the latest Google update. She has stood beside me all along the way, taking the feast and famine nature of starting and running a small business in stride.

From running to Staples, stops at the post office and helping with filling out tax forms and paperwork, I couldn’t do it without her.

My grandparents for instilling in my entire family the importance of hard-work and education (amongst other things!)

My Grandma Mary for teaching me patience and that anything can be accomplished amongst family. She and her sisters collectively put themselves through school (one set would work to pay for the others schooling, then return the favor) to become teachers….she rode a horse to school for her first job.

My Grandpa Gene for teaching hard work and the art of tickling. He died when I was young so my perspective is that of the eyes of a child. As a kid every time I would walk through the door of their home it was clock work, “Paaaaattttttttttt-aaaaaaaaaa-reeeeeee-kkk-usssss!” and he would then tickle with a finger mangled in a railroading accident. My Grandpa worked hard, multiple jobs from railroading to mailman, to support his large family. Work ethic and responsibility.

My Grandmother Ruthie for teaching me to tell people what you really think and more importantly that it’s that it’s perfectly fine  to have fun ! Whooppin’ hollerin’ and spending that “mad money” that you saved for a rainy day on things that make you and others smile (you can’t take it to the grave right!). Ruthie loved life and it loved her back.

My Grandfather “Granddaddy” for teaching me work ethic, education and walk softly while carrying a big stick. He grew up in lumber camps and on farms and despite all odds, found a way to get an education on his own. He overcame obstacles of the era (farm chores and his own father’s de-emphasis on education) and worked by the light of an oil lamp to complete assignments. In this manner he completed high school, then college and became a teacher and principal. He worked hard, he served his country, he gave back.

My Mom and Dad for always, always, always being there and as difficult as I made it at times, supporting me no matter what.

I could write a book about all my parents have done for me….but will highlight one thing. Fast forward to the 8th grade!

I always loved playing sports, but basketball was never “my game”. However, I decided in junior high, that I wanted to play for the school team. I tried out…and was cut.

Don’t expect a Michael Jordan story, here, something on a smaller scale, it was the lesson it taught…not the outcome.

As a kid, I was pretty good at all the other sports I played and it was tough being cut. My parents took time to explain to me that things don’t come easy…you have to work at things and earn it.

One quote from my Dad that stand out, “You can prove them right…or you can prove them wrong”.

They bought a basketball hoop, put it up in the driveway and handed me a basketball. In hindsight, I guess it was their way of seeing what I was made of.  I decided to prove them wrong.

Everyday, snow, rain wind I shot baskets, worked on layups, free throws….and shots behind the back from the rhododendrons! (Hey…never know when a game might come down to that!). By the time tryouts rolled around the next year that ball was worn smooth…I can still see and “feel” that ball to this day. I tried out, made the team….and started every game (yet somehow managed to only score 20 points!).

Them…proven.

Work ethic….check.

Events
It’s interesting to take a look at how events in our lives shape who we are and what we become. I touched on one earlier, but there are others that I look back on that had a major impact on my business.

I’m going to keep this short, but it’s quite a story, next time you see me ask for the “non-condensed” version.

Years ago, I handled the marketing for a small rafting company. There was no budget and so I turned to the then emerging Internet as a low cost marketing tool. Little did I know, it would later become my career.

I learned the in’s and outs of how search engines worked, how a website worked and how to use them to promote a company. Long story short, we had great success and the business saw a significant surge in rafters. After two years of growth, I asked for a modest raise….I was single, had very few bills yet was still barely making it.

My request was denied and I attempted to explain, in the foyer of their brand new log home, why I thought it was a valid request.

Their business had grown substantially, and I mentioned that I had “become pretty good” at what I did. When I said that, one of the owners laughed and she said, “I don’t think so”.

I walked out the door and haven’t looked back. Dad…I took your advice, and proved them wrong!

Sadly, they went bankrupt two years later.

People
There are a great number of people that have helped me in various ways. From providing encouragement, advice and business I am indebted to those folks that went out of their way to help. Just to mention a few….

Geoff Heeter, of Opossum Creek Retreat Cabin Rentals fame, was not my first client…..but he was my first paying client! He has endured countless experiments and has provided valuable feedback on a variety of things. More importantly, he has become a great friend and has provided great, at times much needed, laughs along the way. Be sure to follow Geoff on “Tweeter” (I think he’s becoming insecure about his single digit followers!) and ask him how his Linux install is going!

Susie Hofstetter and Len Hanger at Songer Whitewater gave me a job years ago, and an opportunity. An opportunity to also work on my own projects and grow my business on the side. Their help, encouragement and support played a huge part in getting Matterhorn Marketing off the ground.

Dave Arnold at Class VI River Runners is an entreprenuer’s entrepreneur. While I have never had an opportunity to work with Dave, and despite working for his competition, he has always supported, encouraged and opened doors that otherwise would have never opened. I have developed a great amount or respect for Dave on both the personal and professional level and am thankful for the help he has provided.

Sorry!
I apologize for being long winded, and could (and should to adequately say thanks) easily write much more. Much like telling my family I love them, It is important to me to say thanks and make sure people know it. I am often quite liberal with my use of “Thank You” and “I really appreciate that”, but I mean it when I say it.

Reminds me of a time, not long ago, while tucking my daughter into bed. She was half asleep as I pulled the blanket up over her shoulders and kissed her on the cheek.

I whispered, “I love you”.

She whispered back, “I know”.

Let people know…