OK, we all know that content is king on the Web, and that content consists primarily of copy …copy that is interesting, relevant, and that follows best practices for Web writing, such as keyword usage, short sentences and paragraphs, bullets where possible, etc. But there’s one element that’s too often overlooked in the primers on [...]
Continue Reading Add comment July 22nd, 2010
We’ve blogged several times about why blogging is one of the best ways to support your B2B’s online marketing effort …after all, it’s the granddaddy of all social media vehicles. Sometimes we like to pretend that everyone has taken the advice by now, although of course we’re rationally aware that the data don’t really support [...]
Continue Reading Add comment July 7th, 2010
We’ve posted guidelines for landing-page design before, and one of those is to make your call to action inescapable and avoid confusing your prospect with other options. But what about the other pages on your website? Although they’re not landing pages, many of the “meat-&-potatoes” pages on your site – those that describe your products [...]
Continue Reading Add comment June 24th, 2010
You may need to be of a certain age to relate well to the debate over long vs. short website copy. In particular, as Sonia Simone reminds us in a post on Copyblogger, it helps if you can recall those halcyon days when direct mail (along with print/TV advertising, of course) was a company’s chief [...]
Continue Reading December 3rd, 2009
Ever notice how, when visiting a company’s website for the first time, you tend to make snap judgments about the company’s overall quality …and, by implication, about the likely quality of its products or services? Well, you’re not alone; we all do. Which means, by extension, that your prospects are doing the same thing when [...]
Continue Reading October 29th, 2009
We do a lot of from-the-ground-up website redesigns for clients, and most times that’s really the only solution. But sometimes we encounter a client who thinks their site needs a total redesign, when what’s really needed is more …well, evolutionary. And if they have an established brand with a reasonably high percentage of repeat visitors [...]
Continue Reading Add comment October 13th, 2009
What makes a compelling offer? The best answer to that emerges from testing, of course. But B2Bs typically are dealing with relatively low traffic volumes, so testing can take what feels like forever while your business stays in the doldrums. So some practical shortcuts to get you in the zone are in order. Here are [...]
Continue Reading October 8th, 2009