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Whether you are getting a client to sign off on a website’s design or persuade a user to complete a call to action, we all need to know how to be convincing. Like many in the Web design industry, I have a strange job. I am part salesperson, part consultant and part user experience designer. One day I could be pitching a new idea to a board of directors, the next I might be designing an e-commerce purchasing process. There is, however, a common theme: I spend most of my time persuading people.
As Web designers, we often have to nudge people in the direction we want them to go. It is a vital skill we all have to learn. We’re not talking about manipulation. Underhanded techniques, and certainly lying, won’t get you anywhere. But you can present yourself and your arguments in ways that make people more receptive. The first and probably most important way is to empathize.
I have reached the conclusion that most organizations have a blog simply because they feel they should. Many marketing departments fail to “get” blogging and have poorly visited blogs with few comments. Because their blog fails to perform, they conclude that blogging is an ineffective marketing tool and either remove it entirely or leave it to languish.
However, it does not need to be this way. Corporate blogs can be a powerful communication tool that builds brand awareness and nurtures a sense of engagement. You only need to look at the vibrant community surrounding the 37Signals blog to know that corporate blogging can work.
Why are most corporate blogs failing and why do the few succeed? To answer these questions, we need to face a few harsh truths about corporate blogging.
Which is more important,driving traffic to your website or encouraging as many people as possible to see your content? Believe it or not, they are not one and the same. Too often, we as website owners live and die by Web analytics applications. We fret about bounce rates, unique visitors and dwell time. However, when we focus so heavily on the performance of our website, we miss a fundamental point: we should aim to expose users to our content, not our website. The website is a tool to showcase our content, but it is not the only tool that does this.
The content matters, not the website. That is why each company provides numerous ways to access its content beyond the website. From Amazon's affiliate scheme to YouTube's embed feature, these companies can reach audiences that may never visit their websites.
While the points mentioned below will refine your strategy to deliver content to more people, they can not serve their purpose without an appropriate environment. In the age of social media and the rise of interactive web-applications such as Facebook, Twitter etc. building a community around your website is the most important way to drive traffic and keep the users coming back.
Choosing a content management system can be tricky. Without a clearly deﬁned set of requirements, you will be seduced by fancy functionality that you will never use. What then should you look for in a CMS?
When I left home for university my mother taught me a valuable lesson. If you want to save money, never go grocery shopping when you are hungry, and always write a list. If you don’t, you'll be tempted to buy things you don't need.
We all make mistakes running our websites. However, the nature of those mistakes varies depending on the size of your company. As your organization grows, the mistakes change. This post addresses common mistakes among large organizations. Most of the clients I work with are large organizations: universities, large charities, public sector institutions and large companies. Over the last 7 years, I have noticed certain recurring misconceptions among these organizations. This post aims to dispel these illusions and encourage people to face the harsh reality. [Content Care Nov/30/2016]
The problem is that if you are reading this post, you are probably already aware of these things. But hopefully this article will be helpful to you as you convince others within your organization. In any case, here are our 10 harsh truths about websites of large organizations.
Twitter is the new big thing. With everybody from Britney Spears to Barack Obama now on Twitter, it is safe to say the social networking platform has gone mainstream. For many users worldwide Twitter has become a crucial tool for maintaining contacts, exchanging opinions and making new connections. But what does this mean for the service, and how can we, website owners, actually use it for our purposes? [Content Care Nov/28/2016]
So how do I use Twitter? I guess the first thing to say is that I am not a huge Twitter success story. However, Twitter is turning into the third facet of my online presence, alongside my blog and podcast. With that in mind, let me share a few tips that have helped me better use this interesting new tool.