PR Fail on Company Sites

We won’t debate the changing PR landscape and how PR folks need to reach out to journalists. Instead, let’s talk about how companies can better serve journalists. Jakob Nielsen provides five reasons journalists visit a company’s web site: Locate a PR contact (name and telephone number). Find basic facts about the company (spelling of an … Read more

Striking Gold without Going to Eldorado

“Gaily bedight A gallant knight, In sunshine and shadow, Had journeyed long, Singing a song, In search of Eldorado.” — Eldorado by Edgar Allan Poe Businesses don’t have to journey long to find Eldorado of marketing. Most companies start right by establishing a Web site. However, some don’t make the most of having a Web … Read more

11 Ways to Play the Name Game

Call me goofy, but I loved singing “The Name Game” as kid: Meryl, Meryl, bo-beryl, Banana-fana fo-feryl Fee-fi-mo-meryl Meryl! Yeah, yeah… I know how some immature kids like to use names like Chuck and Mitch. I’m sure you’ve heard your share. I’ve always been fascinated with names, how they came to be, and their origins. … Read more

40+ Easy Marketing Activities for Freelancers

Writers don’t just write. They also must market unless they’re John Grisham or Mary Higgins Clark. However, Grisham had to market early in his career. So how do writers market themselves? Try any of these activities that would benefit writers, book authors, freelancers, and small businesses. Grow your portfolio. If you’re just getting started, many … Read more

Move Visitors Past the Home Page without Leaving

How often does this scenario happen to you? When you land on a Web site, it doesn’t instantly answer the most important question: What is the Web site about? The second question depends on the site. For business sites: “What does the business do?” For blogs: “What is the topic of the blog?” My blog … Read more

Six Features of a Good Business Site

Businesses neglect simple strategies when building their Web sites. They often make the site about the company instead of about the customer. Customers can see through the marketing-speak. The following six easy-to-do features help businesses ensure they make the most of out of visitor’s time: Focus on the customer: A site tends to pump up … Read more

Basic Product Information

Marcia Yudkin’s Marketing Minute newsletter references Jakob Nielsen’s research that says shoppers leave 10 percent of the time because the site didn’t provide enough information. She discusses how some sites don’t make it clear whether the product is a CD, book or download. Funny thing is that I experienced this recently. I was looking up … Read more

Watch Users Read Your Writing

Tom Johnson offers a great writing tip especially for tech writers and others who write instructions. This method also works well with Web content and forms. Watching people use a Web site, a product, a service — anything is a superb way to get insight on how others use the product or service. Those involved … Read more