Website Optimization

Even A Small Flaw Is Memorable

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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?

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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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Not Mobile-Ready? Google Says It’s Time

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Are you keeping up with technology changes?

If your website isn’t yet mobile-responsive, it’s time to act.

As a business owner, we understand firsthand that staying on top of everything is a daily challenge. And the rapid speed of technology changes doesn’t help.

But of all of the business initiatives to choose from, your website isn’t one that should be deferred to tackle later. As the centerpiece of your online presence, it merits your attention as a top priority. (more…)

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Extend Your Reach Online – Presentation & Networking Event

online presenceIf you truly want to grow your business, it’s time to face reality.

Reading-North Reading Chamber of Commerce logoWhat’s the initial impression of visitors when landing on your website? Are they able to accomplish what they came to your site for — quickly?Is the content user-focused or internal jargon?

Do you depend on visitors stumbling onto your site — or worse, worry that if prospective clients do find your website, they’ll just click away because it’s not very compelling?

Join me for an evening of informal networking and learning, sponsored by the Reading-North Reading Chamber of Commerce. I will be presenting tips to help you optimize your online presence, improve your authority and expand your reach.

Extending Your Reach Online

Thursday, May 19, 2016

5:30 pm – 7:30 pm (presentation will begin around 6:00 pm)

The RESIDENCE At Pearl Street, in the library
75 Pearl St, Reading, MA

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