Posted by Scott Vetter on Wed, Feb 22, 2012
Good content is a primary source of new leads and conversions online. Blogs are one of the most effective means of adding new and interesting content to your website. If done right, a blog has the added bonus of improving your search rankings and directing traffic to your website. So, why aren’t you blogging?
You have the skills and knowledge. Most people have the ability to write reasonably well (the expectations of a blog are not on par with literary classics), and most people have some corporate or industry knowledge. Put your knowledge, ideas and opinions to work and create some interesting online content.
Create a schedule, and keep to it. A weekly blog should be manageable even if you’re prone to a little procrastination. Decide what day(s) your blog will be posted each week; then decide when you should be writing your blog to have it ready for the deadline. We recommend writing at least once a week. Start with that and add more days as you become comfortable with blogging.
Have reviewers. Even great writers have their work reviewed and edited, you’re no exception. Make sure that what seemed clear to you will be understood by others. It’s much easier to read a clear and concise article; and fewer spelling and grammar mistakes help too. Put your ego aside and ask for a genuine and constructive review. Incorporate feedback, give it a final read and post online. (Don't forget to share your blog post through your social networks!)
And here is the best advice of all: START. Simply start writing and the rest will fall into place. You’ll find the next articles much easier to write.
We’ve got some ideas to help you get the pen (or keys) flowing. Download the 42 Blog Post Ideas eBook now. It provides a host of ideas to stimulate your thought process, jog your memory and get you started.
And, if you truly feel that blog writing is not for you, or your needs go beyond a weekly blog, we provide services to assist you.
Posted by Lydia Di Francesco on Fri, Feb 17, 2012
Your homepage is the face of your services or products. It’s where you show the world your brand and what you have to offer. You might only get one chance to impress a visitor, so make sure your homepage has all the right stuff on it!
Designing a homepage is the fun part after you’ve asked key questions about your website redesign and made sure not to screw up the redesign process.
Here are 4 tips for creating a homepage that draws visitors in and keeps them coming back.
Source: HubSpot, The Science of Website Redesign, June 2011
Keep it simple
- 76% of consumers want a website that makes it easy to find what they want.
- Have your content organized in a logical manner so visitors can easily determine where to go for information.
- Use good headlines, short phrases and relevant images to help guide visitors around your site.
- Ensure your layout is clean and that everything is uniform and flows well together.
- Use strong images and graphics that relate to your product or service to add visual interest.
Highlight Social Media
- Highlight your blog on the homepage. Your blog is where you demonstrate your knowledge and expertise so direct visitors there.
- Include links to social networking pages as a way to build followers.
- If you are active on Twitter or Facebook, consider including those streams on your homepage to further engage visitors.
Limit Choices
- Don’t overwhelm your visitors with a busy, cluttered homepage.
- Include a few calls-to-action on the homepage (not all!); switch them every few weeks to keep your content fresh.
- Embrace white space. Use white space to effectively highlight a particular part of your homepage, such as a call-to-action or image
Make It Relevant
- Make sure that text and images convey clearly what you do.
- Include keywords in your text.
- Ensure that you also get the attention of search engines - set up proper titles, descriptions and metatags.
When designing your homepage, put yourself in the shoes of your potential customers; i.e. someone who has never been to your website or knows nothing about your business. Use this perspective to guide how your structure and organize the page.
What do you think is vital for an attention-grabbing homepage?
Posted by Edi Parkinson on Wed, Feb 15, 2012
We’ve all seen them – those websites that look like they were created in the 90s. What may surprise you is that many of those sites were built just a few years ago! Take Treats International, for example. Although their website was created five years ago (by us), that can be pretty old in Internet years, and it showed its age.
Treats Bakery and Coffee Shop is a Canadian company with stores across Canada and one of the few places I know that I can still get an old-fashioned, yummy oatmeal muffin!
While their goodies are always fresh, their website was stale.
As we completed their website redesign, we learned several ways to “freshen up” an out-of-date site.
Fresh Visuals
By making some design changes, the fresh new website looks just as yummy as their oatmeal muffin.
4 Ways to Visually Update a Website:
1. Create a bold and interactive design
2. Ensure a balance of white space to your content
3. Include large enticing photos
4. Use a simple, strong font with colour-coded theme for each sub section
Fresh Content
Sometimes your content determines your visuals and other times your visual determines your content.
In this case, we initially thought we needed a complete rewrite of the text since we wanted the site to be more engaging and even playful. However, once the visual redesign was complete, we realized the text only needed an edit to alter the tone appropriately.
We tweaked the content to freshen it and match it to the bold visuals. We regrouped menu sections and simplified lengthy and redundant sections. Since there is a large francophone population in Ottawa we also created a French version of the content, something the site had been missing.
The tone changed dramatically by influence of the new visual imagery and minor edits.
Fresh Navigation
Part of the goal was to come up with something different than the typical drop-down menu or navigation. Not only for the uniqueness factor, but also to give the viewer a bit of a surprise so they would engage and unconciously apply a bit more of their brain to what they were reading. We wanted viewers to easily see and understand what Treats had to offer. With a simple roll-over of the "drop-up" menu, you get a taste of all that Treats has to offer.
When designing your navigation, don’t be afraid to be unique and create a structure that fits with your brand and image. (As long as it is intuitive and helps people to navigate the website!)
By modifying the visuals, content and navigation, Treats' website reflects their current branding and products.
What other tips do you have for cooking up a fresh website?
Posted by Lydia Di Francesco on Thu, Feb 09, 2012
So you’ve asked the three important questions before doing a website redesign and have determined it’s the right thing for your business. Now what? Before making any changes, make sure you don’t do the number 1 thing that will destroy all your hard work: losing your website assets.
What are my website assets?
Your website assets are things such as:
- Content
- Inbound links
- Keyword rankings
- Conversion tools
These items are vital to a strong web presence.
To preserve your online presence, it is crucial that these assets are all properly transferred in the redesign process. And of course, it's important to be tracking their success.
A handy asset checklist
- How many pages do you have?
- Are the pages strategically titled?
- Are meta and alt tags properly used?
- Will pages move to a new URL?
- How much content is in your website and is it relevant/optimized?
- Are keywords used effectively throughout the content?
- Are videos and photos used strategically (and properly tagged)?
- How many inbound links do you have?
- What interior pages have inbound links?
- What pages generate most of my leads?
- What keywords currently rank well?
Are your assets working for you?
- Which pages are most popular/powerful?
- Where are your inbound links coming from?
- Which inbound links are most popular/powerful?
- Which keywords are most effective in driving traffic to your site?
- What keywords would be best for your website?
- What keywords do competitors rank for?
- How many visitors are converting to leads?
- What is your conversion rate on your landing pages?
- How many leads turn into customers?
Keep your website’s assets in order and safe
Be careful if attempting a site redesign on your own. You want to ensure your website assets stay safe and aren’t accidently removed. If you do not fully understand the importance and practice of proper SEO (search engine optimization), doing a web redesign can be more damaging than helpful.
Our advice is to hire a professional to do your redesign. It’s worth it to make sure that your website is actually working for you (and it will probably look a lot better too!). Don't risk losing any gains you've already earned, important data, or worst of all – an established web presence! If your website is not already armed with asets, a professional team can incorporate effective SEO, strong content, strategic links, etc. to give your new website the tools it needs to contribuite to your bottom line.
Question: Do you know what your website assets are and how to find them?
Posted by Scott Vetter on Sun, Feb 05, 2012
We all appreciate the importance of a strategic presence on the Internet. We realize that most personal and corporate purchases are researched online (even if that is simply to find the location or hours of a retailer). We believe that relationships (loyalty) can be built and nurtured online. We understand that knowledge is power and gathering data online provides valuable insight into the marketplace and your customers habits.
So why then, are so many websites little more than online brochures? Still today, with all that we have learned about the power of the web and connecting with people online, many websites simply inform their audience. There is little engagement, few call-to-actions, no specifically designed landing pages, and barely any content that is written to provide the reader with a take-away, with some tips or information that they can put to use for themselves.
Let's take a page from the social gaming and apps marketing playbook. These sectors are built on adoption. they have to attract potential users, very quickly engage them, and then provide enough interest/value to persuade them to subscribe for a monthyly fee.
They use the ARM model: Acquisition - Retention - Monetization in a very disciplined and relentless fashion. Gaming and app companies live and die by this model (and a host of many metrics measuring cohort acquisition cost, lifetime value, avaerage revenue per user... these guys like thier data!) Point being that gaming and apps producers don't have the luxury of simply telling people what they do; they couldn't survive with such a passive approach. They understand that their online presence (be it a website, product or a social media post) has to be results driven.
What if you applied this rationale to your own website? How well ARMed are you?
Acquisition: How are you getting people to your website? Consider your SEO efforts, an active blog, use of social media, posting on other blogs and contributing to community/industry portals, cross links and referrals, online advertsing, Google Adwords and Pay Per Click. Develop a strategy of attracting relevant traffic to your website and measure your success. Make sure to have analytics in place, review them routinely and make changes as required to reach your goals.
Retention: Why would people stay on your website? Why should they come back? Provide them with content of value, reuqire them to register for some content so that you can build a relationship, add new content regularly and keep your blog active to encourage repeat visits. Develop specific campaigns and tailored landing pages to appeal to niche market segments. Engage with your audience by using rich-media content, games and apps. Use questionnaires, polls and games to find out what else your audience is looking for (and then deliver that). Review your website anayltics, CRM and social media metrics to hone your approach.
Monetization: Gaming and app producers are looking for monthly subscribers; you may have a product or service which can be purchased online, in which case you should be encouraging your new audience to discover, try, buy and refer. Not having an e-commerce option does not mean you have no monetization opportunities. You can turn online interest into real-life clients. Offer discounts, online reservations, opportunities to review your product/service, video testimonials... these tactics can turn online browsers into in-store buyers. If your website is now generating significant interest and traffic, you can also start selling advertising.
Want to learn more? We can help you get ARMed with an arsenal of proven tactics. Inbound Marketing ARMs your website and marketing strategy to get found online, convert interest into leads, transform leads into clients, and nurture relationships to maintain loyalty.
Posted by Edi Parkinson on Mon, Jan 30, 2012
Whether you’re designing a website or a print ad campaign, using stock illustrations can be a great help in getting the look you want. But if you can access that stock illustration, so can other designers. Always, always, always change something in the illustration so you don't end up wearing the same dress as someone else at the party! Here are some of the things I do.
The original.
1... Remove the background
2... Change the background colour
3... Merge a few other illustrations together to create a "new" one.
4... No brainer but effective, change colours (hint: match up with your colour scheme)
5... Use your mirror or reflect tool and flip the whole image or just parts
6... Move items around, delete items, duplicate items
7... Fill objects with patterns instead of a solid colour
8... Add a photo or image
9... Rework completely by redrawing in another illustration style
10... Change the stroke attributes (thickness, style, weights, brushes, etc.)
Bonus: This process is a great way to experiment with some of the features you may not always use in your paint or drawing package and learn a few tricks at the same time.
What I realized from a follower in my last post is, you can apply these tips to any creative project whether it is for work or play! So to carry that theme, any "stock" item can be tweaked to make it your own and unique regardless of whether it is stock illustration, stock photography or even a stock knitting pattern or beading kit! As one of our clients, an online beading company (MyBeadBarrel.com) says, "Bead outside the box"!
Go ahead try it!
Posted by Lydia Di Francesco on Wed, Jan 25, 2012
As the old adage goes, “look before you leap.” The same principle applies to website redesign. There are three very important questions to ask yourself, and your team, before launching into a site overhaul.
Question #1: Why are you going into a website redesign?
Are you planning a redesign for the right reasons?
Do you want a redesign because your branding has changed or because it’s been a few years and you are just tired of the old look? Are you hoping a redesign will create fresh interest in your brand?
It’s important to note that website redesign is as much about functionality and usabilty as it is about design. And, ideally, it should be a continuous process.
Here are some common motivations for redesigning your website:
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Wrong Reasons For Redesign
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Right Reasons for Redesign
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“The CEO wants to do it.”
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“Want to get found by more prospects.”
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“It’s been 12 months since our last redesign.”
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“Want to convert more prospects into leads and eventually, customers.”
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“We have a new agency and they say we should do it.”
(They may be right, but don't do it just because they suggest it!)
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“We want to improve branding and complete the cycle so that it leads to sales.”
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Make sure you are undertaking a redesign for the right reasons.
Question #2: What’s working on your site? What’s not?
Take a look at your site with a critical eye, focusing on specific aspects of the website.
Start with functionality. Is your site easy to navigate? Is it logical and intuitive for your target market; can a customer easily find what they are looking for?
Do you have landing pages to convert visitors to leads? If so, how well are they doing? Study your analytics for clues.
Next, look at your design. Does your colour scheme fit with your branding and company look? Is your website unique and does it project an accurate image of your brand personality?
Think about content and communication objectives first, then create your site design to enhance this, not the other way around. This will better position your message and support your brand.
Question #3: What are your website redesign goals?
Now that you have determined the right reasons for a website redesign and have listed what’s working and not working on your site, it’s time to think about your goals.
If you redesign for the right reasons you’ll see:
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An increase in website traffic, when implementing proven inbound marketing techniques
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A greater number of site visitors converting into qualified leads (and then customers)
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A website that actually works for you, 24 hours a day, 7 days a week
Takeaway
The main motivations behind website renovations should include improving the performance of your website.
A beautiful website, although intriguing and aesthetically pleasing, is secondary to a functional traffic and lead generating (and brand nurturing) website.
What are your reasons for a website redesign?
Posted by Scott Vetter on Mon, Jan 23, 2012
“Budo,” translates to the way of war and is often used to reference Japanese martial art
s. Going beyond tactical and physical technique, it embodies spiritual development and a moral code. For the Samurai it was not just the way of the warrior, but the path to enlightenment. I think that is an appropriate way to look at Inbound Marketing: certainly it involves tactics that give one an advantage over the competition, but it also harnesses the power and opportunity of online communication to allow enlightment (for you and your clients).
Budo symbolizes “a way,” an ongoing commitment and preoccupation with realizing one’s life goal. It may be a little much to assume that Inbound Marketing will achieve your life goal, but it can certainly help… and importantly it can help your organization achieve its goals. But it won’t happen on its own. Successful online communication and promotion requires the same ongoing commitment. Setting up the social media accounts, revamping your website and online presence, creating a blog, updating your SEO, developing worthy content… this is all a fair bit of work, but it’s only the beginning, it’s simply forming your inbound foundation.
Building on this foundation takes ongoing input, vigilance, response, tactics assessment, research, analysis, and more. All performed methodically on a cycle, it requires a significant commitment and preoccupation. This applied strategy becomes the way to success in Inbound Marketing.
But it needn't be daunting. Like the Japanese Feudal lords who hired Samurai to competently handle their “networking,” most companies hire experts to structure and guide or implement their online marketing strategy. So enlist the degree of assistance that you need, and go (gently) to war!
Scott Vetter is a 3rd dan Black Belt in Can Ryu Jiu-Jitsu and has been a marketing consultant for over 25 years. Once a month on the PROSAR Inbound blog, Scott will combine these two passions.
Posted by Edi Parkinson on Thu, Jan 19, 2012
Where do you find colour and colour combinations for your next project? Well today I am going to list my Favourite Four sites for colour inspiration when it comes to designing a new website or print project.
1. colourlovers.com
This is my favourite online site to to find inspiration. You can view the latest colours, the latest palettes and the latest patterns posted by other colour lovers. There is so much to look at and absorb, and that the biggest problem… knowing when to stop looking at the next page! I feel sometimes like a gambler who has hit it big but maybe with the next slot pull I will get even luckier! Either way, you’ll find the jackpot of colour inspiration here! If you are a visual person like me who loves colour, this site will not disappoint - colourlovers.com is appropriately named.
2. istock.com
What I like about istock is the rich visuals from photos and illustrations. Photos alway inspire me, and great photography even more so. Sometimes it's a theme of photo styles or a mood. When I am at the colour brainstorming stage, in the back of my mind is of course the "colour of images" - the photo style needs to fit the colour theme as well. Illustrations as photos are part of colour as well. Photo or illustration, they all play a part in choosing the right colours and combination of colours for any project. Similar to colourlovers.com, you can get overwhelmed, but keep in mind you need to move on to the next stage: taking this inspirational material and finding a way to make it your own. Creating unique designs for your project is even more exciting than the brainstorming!
3. Google/images
I sometimes forget about this one, but it’s a great resource. In google/images you get the gamet of photos, images, colours, topics, bloopers, nudity - oops, yes it can be embarrassing at times when you're working on your laptop in a coffee shop. Anyhow, I find it very helpful seeing things that work, and just as importantly things that don't work. I typically check out what other designers and agencies (from around the world) are doing to make sure what I come up with is different, ahead of any dominant trends and fresh. I track colours over the years to get a sense of what tones have staying power beyond a year or two.
4. The mall... Yes the mall.
And you thought I was going to list another web"site" link?! We all know fashion, whether it be clothing or furniture or home décor, is always current and trendy - the mall is perfect for exploring trendsetting colours and patterns! I pay close attention to colour combinations used in patterns, florals, stripes whether it be a child's sweater, a sophisticated evening dress or a duvet cover. I look at how different materials, textures and other tone on tone affects the overall look and how you can translate that to a design project. So with a latte in hand and some comfy shoes let the brainstorming begin!
Here we have it Edi's FAV FOUR! Feel free to share how you brainstorm colour.
Give one or all a try! What are your sites for colour inspiration?
Posted by Scott Vetter on Tue, Jan 17, 2012
A QR code is nothing more than a portal. It tells a smart phone to go to this URL (or call this telephone number, or send this text); what it actually does is neither exceptional nor sexy. So if I bother to use my Blackberry to read a QR code, what becomes important is my user experience. It is faster and easier to type a short URL into my smartphone than to open my QR reader and scan the code; so if I chose to follow the code through that portal I’m expecting more than to simply land on a website homepage. Alas, I am usually disappointed. But the ideas you'll get once you scan this QR code will not disappoint.
QR codes add some fun and mystery, but they also create expectations. The user experience has to live up to those expectations. You’ve probably seen an exciting promotional trailer for a movie, but when you paid to see the film it was awful. Why set people up for disappointment, especially when their negative feelings are going to be centred on your brand?
The Basics
There are many good reasons, and ways, to use QR codes. Think about the user and the use, rather than just the technology. So rather than getting all excited about how they get there, consider why they would want to be there? What’s in it for them? (The joy and privilege of surfing around your website is not going to cut it.) Perhaps they land on a registration page for a contest that can only be accessed via the QR code. Perhaps they access videos (YouTube URLs can be exceptionally long and ridiculous to key into a smartphone). The destination should be either entertaining or informative and definitely relative. Here is a good post on BestCollegesOnline.com with many excellent uses of QR codes. [50 Great Ways To Use QR Codes In The College Classroom] Yes, there are some trivial examples as well, but hey, in a list of 50 you can expect a few duds!
Going Beyond the Basics
Imagine that you’re walking down the street (with me so far?) and you notice a bunch of posters promoting a dance troupe show. Some of the posters have a QR code and they read “Scan for act 1.” Intrigued, you use your smartphone to scan the code and you see a video of the dancers performing a scene from the show right where you are standing. You can clearly see the posters behind the dancers as they gracefully move through their choreography on the sidewalk. How about using your smartphone at the actual performance to scan a QR code in the programme, allowing you to see another virtual dancer on stage dancing with the live dancers. You can read about these and other cool applications of QR codes at QRarts.com.
Making Logistics Count
Everything that you do online should be strategic and measured. Make good use of SEO for any landing pages, include content that will be either interesting or entertaining to your targeted audience, and include relevant links. If you're not already, consider using comprehensive tools that allow you to measure and analyze your online efforts.
What Are Your Thoughts?
By focusing on the user experience, QR codes can be a dynamic means of presenting your ideas, nurturing your brand, facilitating information… It is a great way of engaging with an audience. By integrating with social media, or developing strategic landing pages, it can also be an effective way of optimizing your online presence. Share your experience with QR codes and how it met your expectations in the comments!