Your web site should be about your customer not about your company. People coming to your home page should be able to tell at a glance what button they want to click on, because all of the buttons are about your customers.
Brand Central Station: What Makes A Winning Brand?
What’s the most important brand attribute? Speed? Flexibility? Friendliness? Try trust. It feels as if there are two primary emotions driving the Internet Zeitgeist. Fear, and impatience.
In Praise of E-Mail
The Internet’s simplest app is also its most effective. OK, so how do you get several thousand people to agree to receive your message? And then get them to open it?
Brand Central Station: Micro Branding – Multiple Personalities
You’ll need a different site for each brand. The question is: do you need a new site for every mood? When are multiple home pages necessary and when have you gone too far?
Brand Central Station: Expressing Your Brand Through E-Mail
Be careful how you use your e-mail. It speaks volumes about you and your company. Chose a communication style that best suits your company and stick with it.
Brand Central Station: Home (Page) is Where the Heart Is
Your homepage is your brand and usability testing reveals what you’re saying about yourself. First impressions are extremely important, make sure the message you want to convey is present.
Brand Central Station: What is a Brand?
Every time a customer talks to you, buys from you, or even thinks about you…. branding happens. And on the Web your competitors are only a click away.
Getting Web Funding
Just because it makes sense, doesn’t mean you’ll get the resources. Gather the deep thinkers at your company together with the upper echelon and have them chat about the shift in global communications. Have them consider the what-ifs instead of the why-nots.
A Fine and Private Page
You don’t need to book an expensive extranet to give site visitors rooms of their own. Instead, create Web pages with addresses given only to those who need to know.
Doing What Matters on the Home Page
Designing a fabulous home page is incredibly simple. So how come hardly anybody does it well? What you must give users is, at minimum, what they have come to expect from other Web sites.
Jim Sterne is the Founder of the eMetrics Marketing Optimization Summit
Jim Sterne is the Founding President and current Chairman of the Digital Analytics Association
