How often have you visited a company’s website, and after reading the home page, still have not been sure about what the company does? It happens all the time.
Some people think, “I must be really dense if I don’t understand what they are saying.” If that has been your reaction, take heart. The problem isn’t with you, it’s with the people who designed and wrote the website.
When people begin using email for marketing – for example sending regular emails to customers or prospects – they are often surprised by how few people actually open the messages. Email marketing services such as MailChimp and Constant Contact provide the statistics for you.
We just reviewed the latest stats in the 2013 Email Marketing Metrics Benchmark Study from Silverpop, a digital marketing automation platform. To summarize their findings, …Read More
I can’t tell you how many times I’ve heard, “our site needs to rank better in Google for such-and-such keyword.” At the same time, the company’s website is sorely in need of attention, if not a redo. But the thinking is that tinkering with the SEO, or search engine optimization, will make all the difference.
Times have changed. Not only do Google’s search algorithms continue to get more sophisticated, the company continues working on providing more individualized and personalized search results. That means, …Read More
Shopping for a computer is a pain in the you-know-what. And it shouldn’t be.
I was in the hi-tech industry for years, so I had an advantage. I was up on the latest technology. On the side I wrote a technology column for non-technical readers. Today, however, I’m more like my former readers in that I don’t follow technology outside of what is in the business news.
And I’m due for an upgrade, since I notice my computer bogging down more often with the multitasking I need it to do. While I may still know a little more than the average computer shopper, I’m not up on the latest and greatest. I just know I need a computer that has a lot more horsepower.
So, wide-eyed and innocent, I visited the Dell and HP websites to see that I could get. What did I find? UTTER CONFUSION! …Read More
How often do you visit a company’s website, and after reading the home page you are still not sure what the company does? Don’t worry, you’re not alone.
Some people think they must be really dense to not understand, but take heart. The problem isn’t with you, it’s with the people who wrote and designed the website.
There are three main causes for the problem:
- Company-centric thinking instead of customer-centric thinking
- Overly benefit-driven copy
- Assuming site visitors already know the basic information.
Company-Centric Thinking
You know your business intimately. That makes it very, very difficult to communicate about it in a way that makes it clear to people who know little or nothing about what you do. You see it from the inside, while customers and prospects see it from the outside. …Read More