How to Design A Blog: The 13 Best Practices of the Top 100+ Marketing Blogs

So much is written about blog content. Much less is written about the container of that content. But the design and structure of the blog are a big part of your visitors’ experience. If we are thoughtful when we design the blog templates, we can create a better experience for our readers. The content will be easier to find, easier to read, easier to share, easier to sign up and get more. There are two templates on every blog: the blog main page template and the blog post detail template. They hold everything in your content marketing together. We looked…

How To Make a Sitemap: 12 Tips for SEO, Keywords, UX and Content

We’ve planned, designed and built more than 1000 websites since 2001. On those projects, we’ve developed our own best practices for creating sitemaps. Here you can see some of the thinking that informs the process. Here’s how to make a sitemap for a high-performing website… Wait, what’s a sitemap? There are actually three kinds of sitemaps with three completely different functions. A sitemap for visitors: A sitemap is a page with a list of links to all the pages on a site, usually found through a link in the website footer. This is the original. A sitemap for search engines:…

What Do Website Visitors Want? It’s Not What B2B Brands Are Giving Them [New Research]

We have planned and designed hundreds of websites. Every day, we live in the world of website features, content and designs. That’s because we’re a web design company! But most digital marketers have been through the process at least once by now. As brands, we know what we want our websites to say and do. As visitors, we know that websites often fail to give us what we’re looking for. Why the gap? Because these are often two different things: what brands want to show on their website and what visitors want to find on that website. With the hopes…

How To Get Leadership to Buy Into a New Website

One of the more popular recurring items online are images where different people see different things (like that blue-or-green-dress). In your organization, your entire website might be like that. You see something clunky, outdated, hard-to-use, and that no longer represents your brand. You see a website in need of an upgrade. But leadership? They see an expensive project. That can be a problem. You recognize a need, but leadership only sees the cost. They see the expenses and time that go into redoing the website and aren’t sure if it is worth it. But you know that to stay competitive…

The Perfect B2B Website Service Page: 13-Point Checklist

This checklist is for B2B brands that sell a high-end service. If you meet these two criteria, this is for you: You offer premium service to other businesses You sell to companies, not consumers. You’re B2B. And your services aren’t cheap. Yours is a premium service. You are not the lowest price in the market. There are multiple decision-makers Your buyers are making a “high consideration” decision. There are several people involved in the sales process and it can take weeks to decide on a provider. The B2B marketing website is critical in driving demand through clarity and trust, through…

Conversion Copywriting After Crisis: Adjusting to a New Abnormal

At the store the other day, I looked down at the large stickers that had been placed on the floors of the checkout lines to mark social distancing. They were bright and friendly, but were already scuffed up, foot-marked and blended into the tile. Two months ago they were unimaginable; now they are a somewhat dingy and barely-noticed part of our reality. They seem almost permanent. To an extent, that’s the truth. We are in for many months of outbreaks, cooldowns, flareups, releases, and lockdowns. The next year or more of our life will be dominated by this. More than…

11 Ecommerce Marketing Tips To Kickstart Sales

“If there’s anything that an online store needs, it’s to generate lots of traffic and have sales flow in like rain. Some people think it’s easy peasy. You decide on the right product, set up your website, put out marketing ads, and sales come in. Sure, it’s simple and you can get it done, but it’s a long-term game that takes much effort to kickstart sales the way you’d like. That’s why ecommerce marketing is a big deal. Regardless if you are just starting an ecommerce business from scratch or you’re years in, marketing is essential. You’ll need marketing tactics…

12 Biggest Content and Web Design Mistakes Marketers Make During a Website Redesign

Lessons learned from 1,027 website launches (and counting)… The average website lifespan is 2 years and 7 months. Meaning: If you’re not about to take on a website project or in the midst of one, it’s likely you will be soon. You know you want a site that performs—one that brings in quality traffic, drives qualified leads, and establishes or cements your brand’s credibility. The key to each of these goals is, you guessed it, content! It’s incredibly common for companies to underestimate the “content” aspect of their websites. Especially during redesign and development projects. Because content is everything—it’s copy,…