Website Optimization

Paving The Way To A Smooth Website Launch

Potholes

Today’s blog article is a guest post courtesy of attorney Ellen Lubell. A valued member of my inner circle of trusted colleagues, Ellen advises on technology matters such as legal website agreements, data security, copyright and open source licensing. This post was adapted from her original post.


As the centerpiece of your online presence, your website must convey your unique value. It’s a long journey from a blank page to a live site with robust, nimble functionality, clearly articulated, impactful content and relevant, authentic visuals. Even a website re-launch requires an eagle-eyed assessment of every aspect of your site to elevate its positive impact.

Choosing the right partners and putting in place the needed processes are key to minimizing potholes along the way.

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DIY Websites – Eyes Wide Open

DIY toddler changing car tire

Do it yourself (DIY) has its place … but buyer beware

We’re in a DIY era. Just a few clicks on Google or YouTube yield insights, information and instructions to tackle most anything. Want to transform an old brass fireplace front into a striking visual feature? Trying to decipher the cause of your aches and pains? Need to replace your air conditioning filter or check a fuse in your car?  Simply click search and you will find.

The information is out there, for sure. Ascertaining whether it’s entirely correct, high quality, and the optimal approach — well, that requires a bit more digging. Ensuring the credibility of your source is critical. (more…)

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Even A Small Flaw Is Memorable

404 error life ring

A small detail can taint even the most stellar first impression.

We may chuckle at a video of an impeccably coifed high-profile actress on the red carpet, trailing toilet paper from her designer stilettos. Or smirk quietly when a capable but overbearing colleague grandstands at a team meeting, arms waving and mouth open, the evidence of his spinach salad lunch dotting his teeth.

The seemingly flawless 12th floor ocean-view condo might be similarly humbled by the aromas and early morning noise from the fish processing plant directly below. And similarly, the perfect basket of fresh raspberries is marred by the green fuzz found beneath the top layer.

Small flaw, big impact

While our general impression of the exquisitely dressed actress or the beautiful condo may be positive, often it is the blemish that becomes memorable. (more…)

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Canned Content Is For The Birds

Nearly identical birds

With canned content, your business is nearly indistinguishable from your competitor’s.

There are times when it’s really hard to bite your tongue. I had one of those moments during a recent conversation with a new client. While discussing their current marketing tactics and how we could improve their effectiveness, the client mentioned that they use email marketing to stay in touch with a large list of past clients and contacts. When I probed, she explained, “We subscribe to this great service which provides us industry-related content that we share to our email lists automatically. It’s really easy!”

My response? First, a deep breath; then count one, two, three.  (more…)

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Do Your Website Visitors Hate Your Content?

feeding content

Is your website content attracting visitors or repelling them?

 

 A client considering a website redesign requested I review the effectiveness of their current site. Developed by a web hosting company that specializes in the client’s niche, the site was built from a template which included industry-relevant copy, with designated fields to “personalize” the site.

In fact, the resulting site was impersonal, perfunctory and no more engaging than a Yellow Pages listing. The user experience was inefficient and cumbersome, and the images (obviously stock photos) neither reinforced the copy nor enhanced the client’s credibility. The client and I were in agreement that the website wasn’t particularly compelling or effective. (more…)

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