Why is Corporate Communications Viewed as Fluffy?Gerry McGovern
In many organizations, corporate communications doesn't get a lot of respect.
Why is that? And more importantly: How can you change it?
The Four Myths of Professional Services MarketingMike McLaughlin
For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients ...
Improving Conversions From the Home Pages You Don't Know AboutJulie Rosefsky
While getting people to enter your site through the home page of your Web site is ideal for conversion, occasionally visitors will enter through a sub-page, not designed for that ...
Brand Value and the User ExperienceKelly Goto
What do companies like Nordstrom, Jet Blue, Amazon and Dell have in common?
They have built their brand value on providing a positive experience for their customers on- and offline. Successful ...
Usability: One Sure Way to Maximize Sales (and Increase Conversions)Lisa Wehr
One way to increase your conversion ratio is to make sure your Web site is easy to navigate and information is easy to find. In other words, ensure its "usability." ...
Simplicity Is Hard WorkGerry McGovern
Simple is a lot harder than it looks.
Indeed, to achieve simplicity, an organization needs to be genuinely customer-focused. Extra investment will be required, as well as a special commitment from ...
Getting to Know GoogleDali Singh
Having greatly benefited from my relationship with Google in the past several years, the author dedicated this article to the search engine superstar.
Their friendship hasn't always been rosy. He ...
Marketing Challenge: Three Sure Ways to Reach TeensHank Stroll
This week, read your answers to a previous dilemma: What are the most effective ways to launch a Web site for teens who have little spending money?
Also this week, ...
Publish the Web Content You Can ManageGerry McGovern
Sometimes, less is more. Especially when it comes to content.
Many Web sites are too big to professionally manage with the number of staff available. There might be a Web team ...
Practical (and Cheap) Usability TestingChris Nagele
Usability testing may not be considered a mandatory stage in the design process, but without it you are releasing the product blindly.
Contrary to popular opinion, you don't ...
Eleven Search Engine Optimization TipsGerry McGovern
When it comes to optimizing your site for search and the search engines, it's important not to overcomplicate your design and technical approach with things such as Flash, Java, frames ...
An Ethical Alternative to Doorway PagesScott Smigler
A doorway page is content created specifically for the purpose of garnering high placements in the search engines.
Search engines generally advise to avoid such pages as well as other ...
It's a Woman's World (Wide Web)Bill Morton
Successful sites don't happen by chance. A compelling online experience geared toward women is developed with care and the understanding that she has to be considered from the very beginning ...
How to Create Reader PersonasGerry McGovern
You must make very difficult choices if you want your Web site to work. You can't serve everybody. If you try to, you will serve nobody.
The first step in ...
Not-So-Mad Science: Genetic Algorithms and Web Page Design for MarketersMatthew Syrett
A big question for Web site designers continues to be this: what is the optimal number and placement of marketing call-outs on a Web page?
The self-service quality of the Web ...
Do You Manage a Web Site or a Warehouse?Gerry McGovern
If you're running a Web site, you are an accidental publisher. And publishing is as much about what you don't publish as what you do.
Resist the call of the ...
10 Things I Hate in a Web SiteJason OConnor
Here's the top 10 ways a Web site can fail.
Five Keys to a Successful Usability TestLon Taylor
Here are five things to consider that will help you plan a successful test, set realistic expectations with your colleagues, stick to a budget, and wind up with actionable results.
SWOT Team: Marketing in the Major LeaguesHank Stroll
This week: what kind of marketing and selling activities can a company launch to get into a well-established market? Also this week, read your winning ideas for a marketing site ...
Time to Get Serious About MetadataGerry McGovern
Without quality metadata, a Web site cannot properly achieve its objectives.