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OK, let’s admit it. Looks matter. It’s just the way it is. People are more willing to check out your website and are more likely to find it credible if looks like some thought went into how it looks. We know, we know – a couple of weeks ago we were all preachy about content. Well, truth is, you gotta have both.

So if you’re not taking care with your visual presentation, you might as well be sending that great content out into the world with brown pants and black shoes. And just see where that gets you. (more…)

As we get older, we marvel (grouse, carp) at how the type on websites keeps getting smaller. Until we realize that it’s just us. Getting older. But with age comes wisdom, because we appreciate the importance of accessibility. Being aware that some visitors have difficulty viewing and interacting with your site helps you create something that allows everyone to participate. (more…)

Websites used to carry this sort of disclaimer: “Best viewed with so and so browser.” No longer. Because that’s discrimination. And that’s just wrong. Truth is, people are spoiled. They expect your site to work, regardless of how or where they’re viewing it. They’re just demanding that way. (more…)

We’ve all been there. You’re on a website looking for store hours and instead pull up photos of the CEO’s dog. All because the navigation was confusing and misleading. Unfortunately, there’s no Siri or GPS to tell visitors how to get where they want to go. It’s your job to provide navigation that makes sense to them and makes things easy to find.
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Your website may be pretty, but does it have personality? Is it witty and engaging, or is it the kind of party guest you’d wish would leave early because it bores people to tears?

Good content is what drives people to your site, and it’s what keeps them there. And make sure your content is constantly updated, because there’s nothing worse than someone who tells the same stories over and over. (more…)

Google Analytics tells us that 10 percent of visitors to our site come from a mobile browser. What do your analytics tell you? If you’re an airframe manufacturer, flight support or aftermarket provider that percentage may be even higher – making it even more important to make your website friendly for those on the go. (more…)

Yes, your email signature is the last thing read in an email. But that doesn’t mean it’s not important. Its end-of-the-line positioning makes it even more so.

It signs off your message in a professional, comprehensive way. Later, if the recipient returns to find a contact phone or address, it’s there. When large multinational companies have every team member use a standardized, consistent email signature, it reinforces their cohesion. When small mom-and-pop shops use a savvy signature, your estimation of them rises. (more…)

Businesses on Facebook have been made to feel like second-class citizens. Their less-than-special pages have never functioned like personal pages. Couldn’t like your friends, tag them in photos, or send them a message. (more…)

What can marketers and clients do when they want to spread the word about an important topic on a shoestring budget? The answer often lies in guerilla marketing, word-of-mouth and earned-media tactics. (more…)

Full disclosure. Growing up with an aviation photographer for a dad influences my belief in the power of visual storytelling. That said, the facts are also on my side.

The Wharton School of Business reports that quality video can increase retention up to 50 percent over print and accelerates buying decisions by as much as 72 percent. Forrester Research predicts a 70+ percent growth in online video advertising next year.

So, my question to you, what are your plans for video in 2012? If you’re still in the planning phase, here are some examples to prime the creative pump. (more…)