Tag Archives: Website Strategy

Tips on Your ‘About Us’ and ‘Contact’ Pages

Beneath the Cover, editing and designing, website strategy, publishing, marketing, writing a book, platform, gravity well

We’ve been exploring the importance of layout of your site, to draw people into your gravity well. Here we look at the use of your “about us” and “contact us” pages. While your website provides information to your target market, it’s still important that visitors become aware of you as you build your marketing platform. […]

The Catalog Page and Your Gravity Well

Beneath the Cover, website strategy, editing and desiging, publishing, marketing, writing a book, platform, gravity well

We’ve been exploring the importance of the layout of your home page, to attract readers further into your site and your gravity well. Here we look at the use of your catalog page. The pull of your gravity well should, in fact, lead visitors to your catalog page. While your website will exert a gravity […]

Using Links Effectively on Your Website

Beneath the Cover, website strategy, website marketing, publishing, marketing, writing a book, platform, gravity well

We’ve been exploring the importance of the visual elements of your home page, to attract readers further into your site and your gravity well. Here we look at the importance of the judicious use of links. In fact, the best way to begin exerting that gravity pull on your visitors is to have them sign […]

How Your Home Page Leads Visitors to What They Need

Beneath the Cover, website strategy, publishing, marketing, writing a book, platform, gravity well

We’ve been exploring the importance of the visual elements of your home page. It’s not about you, it’s about your visitors. We recommend not beginning your visitors’ experience of your website with a traditional welcome page. Your visitors arrived at your site because they have a problem or interest they want resolved. They didn’t type […]

Making Visitors at Home on Your Home Page

Beneath the Cover, website strategy, publishing, marketing, writing a book, platform, gravity well

We’ve been exploring the importance of the visual elements of your website. Here we’ll begin to look at each of those elements, starting with your home page. You’ve likely been to a social function and found yourself cornered by a person whose only topic of conversation is himself. You tell yourself you’re trapped by that […]

Persuasive Website Text

Beneath the Cover, publishing, marketing, writing a book, platform, gravity well, website strategy

Good writing is powerful. When you plan your website, bear in mind that you need to persuade your visitors very quickly that not only is your site able to give them the information they want, but that the information is easily accessible. You must also convince them that you are a reputable source of such […]

Blind Men, Elephants and Web Design

Beneath the Cover, publishing, marketing, writing a book, platform, gravity well, website strategy

Make sure you give your audience everything it needs to know who you are. Let me illustrate. There’s an old story about six blind men and an elephant. One day, six blind men encounter an elephant. Being blind from birth, they have no idea what an elephant looks like. Each man reaches out to touch […]

Presentation and Closing for Your Site Visitors

Beneath the Cover, Website Strategy, publishing, marketing, writing a book, platform, gravity well

Your website should give your visitors extras that will not only show how generous you are with the information you provide, but offer them a virtual atmosphere of comfort. Freebies play an important part in your gravity well. They are the virtual version of the magazine rack placed next to the café in a typical […]

How to Choose a Web Analytics Solution

Clarifying the issues involved in managing and measuring Web analytics is critical to e-business success. My goal isn’t to recommend one product or another. I want to arm you with the right questions so you can make up your own minds. The four basic factors we use to evaluate the best provider follow, with a […]

Effective Skimming and Scanning

You take the time to write correctly. Your text is persuasive. How do you ensure a reader engages with the text on your Web pages? This goes beyond copywriting. It’s a usability issue. Usability professionals use two terms to describe how visitors engage with text: skimming and scanning. “There’s a difference? And I need to […]