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I like a good metaphor. It makes it easy to translate the often-ethereal nature of web development into something relatable to everyone.

After years of developing sites, I’ve found most business owners don’t care which version of which software I am using to make their awesome new website. They just care about the awesome part. Likewise, many don’t understand why having all the content ready before your website developers touch a single line of code streamlines the process and gives you better results.

Published in The Marketing Edge

Although we’re well into the month of November, there’s still time to optimize your website’s landing pages for the holiday season. If you sell products on your website or are running an online holiday promotion, take some time to review your landing pages to make sure your website is doing its job. Keep in mind that people could be coming to your website and landing on a number of your pages, not just the homepage or the ones you link to in your advertising.

When reviewing your website, here are a few landing page tips to remember:  

Published in The Marketing Edge

Your website is one of your most powerful marketing tools. Without engaging, compelling content, however, even a spectacularly-designed website can fall flat.

Well-crafted website content plays a huge role in attracting and educating visitors, as well as maintaining search engine visibility so that online users can 'discover' you. In fact, your content may be the most important aspect of your website one that can make or break your brand in a customer-centric market.

Published in The Marketing Edge
Wednesday, 09 May 2012 13:39

Analyzing the success of your SEO program

Having a well-designed website doesn't mean that your organization has secured a visible web presence. In order to ensure that your website is highly 'discoverable,' you must invest in Search Engine Optimization (SEO). SEO is the process of improving the visibility of a website in search engines via 'natural' or unpaid ('organic') search results.

SEO is an ongoing process, not a one-time deal, and it requires maintenance in order to remain effective and ensure a return on your investment. Measuring the success of your program on a regular basis will help you identify your strengths and weaknesses, as well as ways to address them. Therefore, it is important to run regular stats reports on your website's traffic so that you can compare its performance each time you make any changes to your program.

Ultimately, as with any other marketing undertaking, the goal of an SEO investment is to increase conversions whether your goal is to sell a product or service, recruit followers to a cause, or distribute news.

Published in The Marketing Edge

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