How's Your Website 'About Us' Page?

I love 'about us' pages. Do you? When done well, they are powerful for communicating what a company and its people are all about.

Here are my thoughts on the website 'about us' page:

Website Evaluations and the "About Us" Page

What are your reactions? Do you have some favorite 'about us' pages? Please do share them here.

Thanks for reading!

Best,

C.B.

10 Tips About Keywords and Getting Found Online

If you're interested in integrating keywords into your online marketing strategy, but find the topic confusing and/or you're not sure where to start, consider reading my 10 tips about keywords. Simply click on...

Getting Found Online: Keywords

Thanks for reading!

Best,

C.B.

David Weinberger, MarketingProfs B2B Forum, Power of the New Digital Disorder

David Weinberger spoke at the 2010 MarketingProfs B2B Forum in Boston. His topic: The Power of the New Digital Disorder.

To put things into perspective, David Weinberger is co-author of the The Cluetrain Manifesto written in 2000, and considered profound in its exhortation to think differently about markets and connection.  It is from this book that "markets are conversations" comes.

As MarketingProfs described,

"The Cluetrain Manifesto ... outlined how people needed to change their way of thinking to take advantage of the opportunities created by the connectiveness of the Web. It's now 10 years later and marketers continue to think of the Web in traditional terms that can obscure the depth of the change our businesses and culture are going through. In this provocative keynote presentation, David Weinberger will show how the Web has rewritten our most basic understanding of how business works ... and how, by embracing these changes and thinking differently, businesses can build stronger relationships with customers and partners than ever before."

Weinberger explained that, for the past ~100 years, we've treated business as a fort where walls control information, people and supplies.  The Internet knocked down these walls because people talk to one another. As a result, people outside the walls became better sources of information about the business than those within specifically because they were engaged in conversation with those with experience.

Markets and businesses are actually networks mixing people together via the Internet.

These networks are:

1. Unfathomably large [ trillion pages+?] filled with links, opportunities for engagement, where conversation takes place around points of brilliance which lead to new ideas

2. Always different, always changing, fluid and have nothing to do with traditional markets which are stable chunks based on sameness so you can send the same messages and easily manage them.

3. Transparent because of links that are built into the proprietary nature of the network. It means:
= transparent sources [e.g., Sarah Palin/Wikipedia can see exactly source]
= self transparency
= transparent humanity [=credibility] acknowledges fallibility
= transparent interests

4. Integrated channels: for the first time in human history, the information medium = communications medium = social medium, all happening at the same time.  The web doesn't respect boundaries [like life]; it's connected, and looks for shared interests.  Interests level rank, making rank less visible. When rank does appear, it's inhibiting.

To make use of these networks, Weinberger recommends:

Doing social media, but be sure to get some things right!  Admit you're human. Engage in the political model [love/hate you]. Stand for something and explain why.  Consider advocacy marketing which is transparent about sources and interests, and committed to better conversation.  It's much better to be transparent about disagreement rather than dripping with phony agreeableness.

Business sites need to be truthful, reliable, clear about specifics and offer exact information.  Don't fake it! Be sure to have a strategy in place so you can say something meaninful.

Here's an interesting twist: markets are conversations, however, not all conversations are markets.  It's critically important to resist opportunities, resist always engaging, keep it human, and respect the conversation.

The Internet and its ensuing digital disorder represent plenty of opportunities as long as the Internet remains open and those using it fully embrace it.

You can follow David Weinberger via his blog, www.JoHotheBlog.com and via Twittter @dweinberger.

For a terrific summary of Weinberger's presentation, read David Weinberger to MarketingProfs B2B Forum 2010: Not All Conversations Are Markets (#mpb2b) by Peg Mulligan at Content for a Convergent World.

You might enjoy some Weinberger Wisdom as well as hearing David Weinberger talking on the subject of Everything in Miscellaneous on YouTube.


Photo Credit:
David Weinberger @ Veneziacamp2009 - 3 originally uploaded by ialla

Practical Simple Marketing In The News I

As I come across articles of interest, I've started sharing them on Twitter identified with the hashtag '#PracticalMktr'. I'll also share them here periodically identified as 'Practical Simple Marketing In The News.'

Simple & Practical Marketing Data

• quorus: Great data from EPiServer on how ineffective some are at engaging customers w soc med (thanks @cbwhittemore @bizreport): http://ow.ly/21TY8
• Terrific social media tidbits fr @dannybrown in 52 cool facts about social media http://ow.ly/27RXM #practicalmktr
• Fascinating to observe how different countries associate trust based on brand microblogging http://ow.ly/27U32 #practicalmktr
• Lots of fascinating data re: how peeps use non-voice mobile features http://bit.ly/aCeJhm Which is yr favorite? #practicalmktr
• Trends for location marketing http://bit.ly/bzTmuw - will be interesting to see how it evolves esp for #practicalmktr

Practical Marketing Advice

• #practicalmktrs realize that We R all hybrid consumers: http://ow.ly/27Uxm as @dbreakenridge reminds us
• Great #practicalmktr advice from #cmi @diannahuff on using Google analytics keyword report for content ideas http://ow.ly/27Uv1
• What more can a Chief Simplifier do but agree w/ "Simplify and Package The Sale" fr @chrisbrogan http://bit.ly/d5Z2ll #practicalmktr
• "Service is the new marketing" from a travel perspective. Lots of #practicalmktr advice http://bit.ly/9kpUlh
• Four steps for online reputation management from SearchEngineLand http://selnd.com/aLjP8S Good #practicalmktr advice
• Mixing and measuring social media - I like this #practicalmktr perspective http://bit.ly/bYE07C

Simple Marketing Inspiration

• Imagine 'art of possibility' 2 inspire yr org with! Fr Boston Philharmonic's Benjamin Zander via Wharton http://bit.ly/dem2xo #practicalmktr
•  It's not just simplicity v. complexity, but also self-inflicted complexity http://bit.ly/cb3Zgt Awesome #practicalmktr!
• Real #practicalmktr Advice RE: h2 recognize & reward your brand's top fans: http://ow.ly/29YCg
• Will U support charity:water? Wonderful cause supported by #practicalmktr @sernovitz http://bit.ly/bhPpwc & @pchaney http://ow.ly/2avA

Brands Being Practical With Social Marketing

• Love hearing how LEGO supports growing network of fans: http://bit.ly/dxJrC4 #practicalmktr
• Fabulous #practicalmktr advice fr TurboTax's chelsea marti re: using Twitter, becoming service all-star http://bit.ly/cW4KzR

Thank you for reading!


Image credit: “#PracticalMktr” Wordle by CB Whittemore

What Questions Do You Ask About Customers?

Questions originally uploaded by oberazzi.
How often do you stop to ask yourself questions about your customers and website visitors? About how they might react to some of the fancy effects you've decided to implement?

Or, do you just assume that they'll love it?

Here's a list of 22 Things You Don't Know About Your Customers from Conversation Marketing's Ian Lurie.

They reminded me of the "curse of knowledge" described in Made to Stick: Why Some Ideas Survive and Others Die... and had me thinking about assumptions and re-evaluating my own website experiences.

These are the ones that caught my attention:

#5: Dark text on a light background. I prefer it to such an extent that the opposite stresses me. I run away. Dark text on light background is a classic for a reason: it works.

#9: Website addresses are hard to remember. I love that Chrome is more forgiving of typing partial web addresses. The point here is to include ways to subscribe and bookmark your site to simplify remembering addresses. Don't forget to reserve variations on your name.

#13: They don't want an experience... They want service. Example: Apple.com. Simple, clean, no special effects. [What about these Website Irritants Guaranteed to Drive Visitors Away?]

#16: They aren't enticed by mystery. Better to be clear, straightforward, and transparent. No tricks. No deliberate misdirection.

#17: They get lost a lot. So, be helpful with robust onsite search, clear navigation and a user-friendly 404 error page. I like the suggestion to review your online analytics to determine where customers have problems.

#19 They don't search for your name. This is one I bring up frequently. Customers search not for your name, but rather based on a search query. [The corollary is that you and your employees are the only ones to search just for your name.]

#22 They need to want. And you need to know how they express those wants. Take advice from Lori Magno as she describes how she listens and researches to know how customers find her jewelry.

Do read the entire list as I'd love to get your perspective. What questions do you regularly ask yourself? What have you observed with your customers and their online behavior?


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Wear-Dated Website Redesign: Case Study

On June 1, 2008, we launched the redesigned, social-media friendly and dynamic Wear-Dated website. This case study explores the steps taken.

Situation:
Our previous website hadn't been updated in three years. Because it was primarily flash based, we could neither update content nor our retailer database without expending significant resources. Furthermore, navigation was difficult and unintuitive; using the website to support activities in the marketplace wasn't possible; and the site had little organic visibility, depending heavily on PPC [Pay Per Click] campaigns.

Problem:
We needed to update the website to reflect our new By The Foot marketing campaign and direct consumers to retailers selling carpet made with Wear-Dated carpet fiber.

Solution:

The original website redesign concept consisted of updating the look/feel of the site and address the critical issues preventing timely retailer database updates. However, was more possible?

In January 2007, I attended Future Now's Online Copywriting seminar led by Holly Buchanan [during which I met Bryan Eisenberg, co-author of Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing]. The session included a review of our existing website which had me considering how to improve on it and make it more visitor friendly in tone, content and navigation. It also had me appreciating how a social media platform would improve organic search results. I realized that our brand would benefit from a different digital strategy than the one we were considering.

Based on that website review, I further analyzed our site, proposing a more dynamic website approach for the redesign, and volunteered to be part of the website redesign team. I envisioned a site more consumer friendly in its tone and approach, with content that truly demystified and simplified the carpet purchase process, an administrative interface that allowed frequent updates of content and data, and a blog platform for dynamic content about our brand, new carpet products and carpet retailer-specific consumer promotions.

The goal was a website that engaged consumers searching for carpet related information and connected them to Wear-Dated carpet styles available at specific carpet retailers that they could then purchase. The website should also offer robust carpet care content and resources.

Working with Integrity Corporation, our web developer, I shaped the new website vision, transforming the original static website brochure concept into a social media friendly, content rich, frequently updated, user administered, Google friendly site that educated consumers about carpet and connected them with product and retailers:

• Registered visitors could both review and rank products and retailers, offering consumers more value. They would also receive our Newsletter with additional links and resources relevant to carpet.
• Website content was written in consumer friendly and relevant language.
• Robust search functionality supported the entire site.
• Google maps functionality enhanced retailer information.
• Visitors could easily share content.

Furthermore, we supported retailer promotional activities by featuring their carpet sales events in our Newsroom with appropriate keywords and tags, and carpet mills by featuring specific carpet styles made with Wear-Dated carpet fiber on the home page and search page on a rotating basis. We could also offer coupons and run contests.

Results:
The new website ranked high organically on specific search terms within a short period of launching, despite spending no marketing or advertising dollars to promote the site. More specifically, an August 2008 review of 2 months worth of data revealed improvements as follows over the old Wear-Dated website:

Keyword		Google old site SERP		Google new site SERP		Update
nylon carpet		100*		33
nylon 6,6 carpet		34		3
nylon carpet fiber		90		14		#2 Feb 2009
buying carpet		22		0		#10 Feb 2009
branded carpet		146		3
carpet styles		100*		9
Keyword		Yahoo old site SERP		Yahoo new site SERP
nylon carpet		100*		53
nylon 6,6 carpet		28		27
nylon carpet fiber		33		17
buying carpet		93		41
branded carpet		100*		0
carpet styles		61		7

SERP = search engine ranking position

100* = listing was found, beyond 100

The new website was self-administered and we quickly realized significant savings by not having to rely on an IT department to upload changes and updates. We also discovered that the turnaround on updates was instantaneous, significantly improving content freshness and enabling us to quickly react to the kind of SERP results obtained above.

Interestingly, our dynamic website concept led us to build the site on a DotNetNuke platform with flexible modules rather than building a static rigid framework from scratch. For a comparable cost, we obtained far more flexibility of design and administration, with a strong social media friendly framework with a bloglike newsroom, that better enabled us to promote carpet mill products and carpet retailers and provide generally offer more value to all within our community. Here is the Sell Sheet developed for the Wear-Dated website.

Finally, we were able to make the Wear-Dated brand more visible and relevant to consumers learning about carpet, shopping for carpet or wanting to know more about caring for their carpet.

Further Reading:

A Wear-Dated Website Conversation With Integrity's John Simanowitz: Part I described what makes the new website different from the previous one, and why those differences matter.

A Wear-Dated Website Conversation With John Simanowitz - Part 2: Part II focuses on the social web, the benefit it represents for corporations and the importance of online social functionality.

From The Carpetology Blog:

The New Wear-Dated Website Is Live!
The Carpetology Wear-Dated Website Guide: Home Page
The Carpetology Wear-Dated Website Guide: Carpet Catalog I
The Carpetology Wear-Dated Website Guide: Subscribing to the Newsroom
Before You Buy Carpet, Download This Show Me Sheet
The Wear-Dated Carpet Buying Sheet
In The Market For Carpet? We'd Like To Help.

Examples of how promoting carpet styles and carpet retailers:
Karastan Carpet Styles Featured on WearDated.com
Flooring America Carpet Styles To Consider - Part I
Flooring America Carpet Styles To Consider - Part II


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Websites Irritants Guaranteed to Drive Visitors Away

IMG_1688 originally uploaded by catchthevision.
What irritates you the most when you visit a website? And how does that affect your willingness to spend time on that site?

Here are three of my top pet peeves:

1. I hate not finding relevant content - especially after having been enticed via the Google search results.

2. Even more I hate entering multiple search string combinations [i.e., several extremely specific words including maybe even your company name] - when I know what I'm seeking has to be there - and still not finding my result. In that case, I have to figure out the exact website address...

3. Topping my list, though, are sound effects. First those that can't be turned off - as these two randomly chosen examples demonstrate: Dee's Thai Restaurant, a wonderful neighborhood resource and Big Bob's Flooring Website, a corporate site for a reputable organization with a strong personality. Next are those with sound that I have to manually turn off. Example Digitas, which is tastefully done but still irritating [the images also rotate too rapidly for me]. Sound effects can add a distinct authenticity, as they do in all three examples. Unfortunately, too often they SHOUT, putting visitors on the defensive, rather than soothe or engage.

Now, I bet you spend a great deal of time online, researching, investigating and checking out new resources. I do. I know our customers do, too.

So, if you put yourself in the fingertips, eyes, and ears of your customers [i.e., the equivalent of walking in her shoes for the brick & mortar equivalent experience], and experience their search for your product/brand/store, how do you rate? Do you irritate and drive them away, or do you invite, draw them in and engage them for long sessions?

It's a critical question. Especially when the majority of our customers start at a search window to gather information relating to a purchase. Do you agree?

Consider my first two pet peeves - not finding relevant content, even with multiple word combinations [and, by the way, multiple word search strings are increasing in frequency as we look for more and more specific and relevant content in our search queries] - and ask yourself the following:

• Is your website heavily flash based, with the majority of your delicious content hidden from those information hungry spiders and robots crawling through your website looking to find just the right digital trail to deliver to a search result page?
• Do you have enough relevant content on your website? Content that explains and describes what you do, who you are, what you offer? Is your content interesting and well written? Does it answer the questions that visitors want answered?
  
• Have you identified the keywords that consumers use to search on your product or location and included those in your website content? Don't forget titles, headers and tags.
  
• Have you inaccurately associated keywords with your site so you appear in search results but are totally irrelevant to the original search?
  

And, about my third pet peeve - sound effects... I say ditch the sound effects. If you really can't, then make sure that your default setting is 'off' rather than 'on' and give your visitors the option to listen at their convenience.

Definitely experience your service/product/offering and website as would your customers. And then pay attention to your own web-based experiences. Gauge your reactions. Chances are, if something irritates you, it will irritate your visitors, too.

So, my recommendations:

1. Kill the flash. If you absolutely must, keep it to a minimum and don't hide any vital information within it.

2. Make your website searchable for the important content - who you are, where you are, and what you do.

3. Keywords count. Have them upfront, first line, first paragraph and within your content in a natural way. Make sure they are relevant to you, your content and your visitors.

4. No noise.

Simple, right? Would you add others?

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