Next Level Marketing & Website Design Blog

What Makes A Bad Website

Graphic Design, Marketing, Website Design and Development

Jerry Lopatka, of our parent company, Dugan & Lopatka, CPAs, forwarded an e-mail to me that included a link to a really bad website. (www.chestertourist.com/index.htm). The site is bad, but why? What makes a bad website?

Jerry’s critique of the website concluded:

  • Too much contrast
  • Lack of focus – where do you look first!?
  • Scrolling mania and dancing directories – both vertical and horizontal.

Jerry was correct, but I found a number of other issues that may help our readers better evaluate their own website.

  • Our primary issue with this website is Sensory Overload. Too many bells and whistles including: flashing graphics, audio clips, animations, numerous type styles, busy background patterns, and inappropriate use of Flash.
  • The contents are not organized sequentially so as to deliver an effective sales message that will involve and persuade the reader.
  • Text is set in typefaces that are too small, too bold or too light, too masculine or feminine, too whimsical, too cute, or too powerful.
  • Insufficient white space inside the layout making it easier to read.

I am sure you will find your own problems with this website.  Have fun with it, but learn from their mistake.

If you would like some resources on how to evaluate your website and on how to improve it, please check out the three free articles we have posted on the 2nextlevel.net website.

http://www.2nextlevel.net/resources/website-design-and-development-articles

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Posted by Brett Flickinger on February 28, 2012, 8:55 am

2012 Marketing Predictions for Small and Mid-sized Privately-held Businesses

Advertising, Customer Service, Graphic Design, Marketing, Revenue Enhancement, Website Design and Development

Where did the year go?  It seems like only yesterday that I was wishing everyone a happy new year. Well, 2011 has been a fantastic year for small and mid-sized business marketing professionals.  Our world is changing so rapidly it is hard to keep up.  While this is an exciting time for marketers, it is also a challenging time for us.  The continued evolution of the Internet and the digital revolution are mind-blowing.  The continued challenge of marketing professionals in small and mid-sized privately-held businesses (SMBs) is how to allocate our time and limited budgets.  How do we take advantage of these changes knowing that we lack the resources of our larger competitors?

Well in today’s blog, we will try to help you maximize your marketing dollars and people by outlining what we believe will be the top 12 trends for small and mid-sized enterprises for 2012.  Our goal is not necessarily to predict the unknown future, but to focus on the trends that will impact small and mid-sized businesses the most.  This list is by no means all inclusive and I would love to hear from others on what they see for 2012.

  1. Customers and employees will become more involved in marketing decisions as electronic communications and the Internet specifically make direct input easier and less expensive to obtain for SMBs.
  2. The power of referrals and recommendations will expand in importance with an ever-increasing social network footprint.
  3. Mobile marketing will enter into marketing efforts for the first time for many SMBs in both advertising and in the development of customer-centered apps.
  4. Social networks will become a significant source of organic search traffic for SMB websites as more SMBs participate in the low cash required marketing tool afforded by social networking.
  5. LinkedIn will become the dominate business networking website granting SMBs access to and identification of important contacts.
  6. Customer satisfaction, loyalty and retention strategies will re-emerge as key strategies to measure marketing performance as the drive to keep customers in a slow economy continues.
  7. Branding and identity strategies will become more prevalent in small and mid-sized businesses.
  8. Marketing automation will grow in importance as SMBs try to leverage limited resources and marketing automation improves.
  9. More websites of SMBs will contain more than English language pages as more SMBs cater to growing international sales.
  10. Small and mid-sized businesses will utilize virtual events such as webinars, online training, and Skype meetings to be more efficient and effective.
  11. Blogging will become more common place with small and mid-sized businesses as they attempt to exhibit industry or product expertise as a marketing differentiation against larger competitors.
  12. Original or 2nd generation business websites will be revamped to help SMBs compete, involve customers more, and to take advantage of new web technologies and integration with social media.

I am sure that I have left some items off this list.  Tell me what you think.  2012 is sure to be another exciting year for marketing professionals of small and mid-sized privately-held businesses.  Good luck and give me buzz if I can be of any help.

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Posted by Brett Flickinger on November 14, 2011, 1:19 pm

What is a QR Code and Why Should I have One?

Advertising, Graphic Design, Marketing, Revenue Enhancement

The is the QR Code for the Next Level Web Site

The is the QR Code for the Next Level Web Site

Have you seen a QR Code and didn’t know it?   QR Code stands for Quick Response (QR) Code.  Similar to a bar code you may already know on consumer packaging, the QR Code is a code to be scanned.  But unlike a simple bar code, a QR Code can do a lot more. It allows Smartphone users do a whole host of things such as be taken to a website, go to a blog, receive contact information or vCard, or be prompted to send an email.   A single QR code is capable of storing over 4000 alphanumeric characters.

QR Codes started in Japan and was created by a Toyota subsidiary Denso-Wave in 1994.    The technology has seen a large uptake in Japan and South Korea. However, in the West there has been a far slower adoption of QR codes.  Although initially used for tracking parts in vehicle manufacturing, QR codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (termed mobile tagging). Marketing professionals quickly saw the potential QR codes had in our digital world.  QR codes are rapidly tying the digital world to the traditional print world advertising as marketers add them to billboard ads, flyers, brochures, in-store displays, and other promotional materials. Marketers are now attaching them to business cards, advertising or marketing materials to send potential customers your company’s contact info or direct them to a website. For example, some realtors place QR codes on “For Sale” signs on their properties that take prospective buyers to the MLS listing.  Other uses have included guerilla-marketing campaigns, event ticketing, coupons, direct mail campaigns, and more.

Here is An Example of How it Works

A potential customer sees an advertisement while reading the paper at a hotel and is interested in your products.  Instead of waiting to get to a computer and go to your website, they simply scan in the QR Code on your ad with their phone application which launches the web browser on their phone and takes them directly to that product’s web page.  They read more and hopefully follow up with a purchase.

A QR code’s potential for your business is limited only by your imagination.  Take your advertising to the Next Level with QR Codes.

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Posted by Brett Flickinger on April 26, 2011, 4:08 pm  | Trackback

Changing Your Image

Graphic Design, Marketing

Sometimes it isn’t good to be efficient.  Last weekend, I noticed that I had completed all of the items on my “Honey Do This” list and only one project remained…removing the old wallpaper in our first floor bathroom and painting the walls.  For those of you who have ever removed wallpaper, you know why this project was at the bottom of my priorities  — hard back-breaking work.  It was on the list because my wife and I were growing tired of the way our bathroom looked and wanted to enhance the look and to  better match the style we had adopted throughout the first floor of our house. I knew that, in the end, the results would be well worth the effort, but I was still hesitant to start.  In this week’s blog, I will talk on a similar concept in marketing, image improvement projects.

Are you tired of the way your marketing materials, website or product packaging look?  If the answer is “Yes”, why have you put off upgrading your image?  Probably because the project seems time consuming, expensive and require replacing a lot of material.  Like my wallpaper project, you know that in the end, the results will be worth the effort.  Changing your image isn’t that hard nor expensive.  The key to success is good planning and a clear vision of what you want the end product to look like.  Start by outlining the end destination.  What image or market message do you want to convey?  Next, outline what images, colors, logos etc. you want to keep.  This gives you the starting point and the end point. 

I suggest breaking the project down into smaller components or projects.  For example, I suggest starting with your website.  By creating the images and content you need for your new look here first, you efficiently collect the materials you need for most of your other image enhancement projects.  Why, well because your website generally says everything about your company and its products/services whereas other components may only serve one particular area.  Next, focus on those projects that have direct customer interaction (sales and customer service).  These could include brochures, trade show booths, proposal covers, letterhead, labels, business cards and envelopes.  Lastly, move to other projects that do not directly effecting sales and customer service, but do effect your market image.  These could include street signs, invoices, packaging, etc. 

Not all of these projects need to be done all at once.  However, you can save money if some projects are combined.  For example, printing letterhead, business  cards and labels together saves printing costs.  Your “Honey Do This” List may seem long at first, but the projects don’t have to be hard nor expensive.  Just prioritize and knock one project down at a time.  Good luck!  If you need help, give us a call.

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Posted by Brett Flickinger on August 19, 2010, 1:07 pm  | Trackback

Looking Cheap

Graphic Design, Marketing, Website Design and Development

Ok, today I am going to rant and rave a bit.  I will try to take it easy on you, our readers because this may not apply to some of you.  If it does, my apologies in advance, but you needed this.  So here is what has me upset:  Why in the world do so many businesses still think they can go “cheap” when they build their website?  Your company’s website is without a doubt your biggest office or storefront.  Think of it as you would a physical building.  Would you go “cheap” when building your headquarters, manufacturing plant, distribution center, and customer service center or retail store?  But that’s exactly what your website is!  It is all of these buildings in one and this piece of real estate is open 24 hours a day, seven days a week and serves the entire world.  I know this is a little self serving since we build great websites but going “cheap” on a website is a huge mistake. 

“Cheap” doesn’t necessarily relate 100% to the cost to build it, although most companies spend way too little on their website relative to the functions and exposure your website has in your market.  No, it can also mean that you haven’t invested in a graphically pleasing, easy to navigate, informative and useful website for your customers, prospective customers and other stakeholders in your business.  Take a look at your website.  What does it say about your company?   How does it compare to others in your industry?  Better yet, how does it compare to Walt Disney, ESPN, Apple and other companies we all know – because ultimately the level of quality is set by those businesses exhibiting world-class quality websites.

It is shocking to me that smart business owners and executives are not allocating funding, annually, to building and improving the look, feel and functionality of their website.  In today’s digital world where the Internet and websites have become the standard and central point of information and communications, you can’t afford to turn away customers because that is what you do with a poor quality website. 

OK, off my peddle stool.  You know I won’t complain without also offering solutions.  Here is a checklist for evaluating your website.  You can also read more articles on improving your website on our website:

http://www.2nextlevel.net/resources/website-design-and-development-articles/my-website-isnt-very-good

Checklist for Good Web Sites

  1. Headline.  Is the headline the primary visual of the web page?  Does it attract the reader?
  2. First Paragraph.  Does the first paragraph encourage the reader to read the rest of the web page?
  3. Page Titles.  Do the titles for each page make sense?  Do they help navigate your web site?
  4. Segmentation.  Don’t treat all visitors the same.  If your customers’ need vary significantly, create separate content for each segment.
  5. Visual.  Does the web page contain good visuals?  Does it support but not overpower the headline?
  6. Organization.  Is the web site organized in a manner that is easy to follow and easy to navigate?
  7. Performance.  Do the web pages load quickly?  Do pages look the same on all versions of the popular browsers? Do visitors have to download a browser plug-in or will each page work on all versions of popular browsers?
  8. Branding.  Does the web site conform and support branding efforts for the company and/or its products/services?
  9. Product.  Does the web site contain persuasive information about the product/service that are important to the targeted audience?
  10. Layout.  Is the ad inviting to the eye? Is it easy to read?  Is there too much copy text?  Does it help establish credibility?
  11. Prospective Customer’s Paradigm.  Is the web page written and presented with the prospective customer’s point of view in mind or the company’s?  Does it address the prospective customer’s wants, needs, desires, fears etc.?
  12. Believability.  Does the web page “ring true” or does it make statements without believable support?
  13. Ask for a Response.  Does the final paragraph of the copy on each web page ask the reader for a response and does the web page provide a means to respond?
  14. Specific.  Is the information specific, clear and important to the prospective customer?
  15. Key Information.  Does the web site include key information such as store locations and hours, telephone number, website, credit card acceptance, etc.?  Is all important information above the fold meaning on the screen and scrolling is not required?
  16. Style.  Is the writing style conversational in nature?  Is it written inf irst person or addressed to the viewer? 
  17. Content.  Is the content fresh and does the web site give the viewer a reason to return again and again?

If you need help with your website or just want us to evaluate it as an outsider, give me a call at (630) 665-4440.

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Posted by Brett Flickinger on August 3, 2010, 12:18 pm  | Trackback

We Need New Brochures

Graphic Design

First impressions come around only once.

When you meet a potential new customer, what impression do your marketing materials (brochures, business cards, letterhead, flyers etc.) give to a potential customer? Do they scream, smallbusiness with limited resources? Are they out of date and suggest that your company doesn’t keep up with a changing world?

All of us watch our spending carefully (or should) and many business leaders make the mistake of cutting costs when it comes to marketing materials; but producing high quality marketing materials doesn’t have to break the bank.

To help you on your next brochure project, here are some common mistakes to avoid.

  1. Long words, long sentences, or long paragraphs make the text difficult to read and understand.
  2. The text fails to list ALL the benefits of using your firm or its services.
  3. Benefits are listed sequentially in one long paragraph rather than set in a bulleted column for easy reading.
  4. The text fails to ask for the prospect’s business or demand some action at the end.
  5. The contents are not organized sequentially so as to deliver an effective sales message that will involve and persuade the reader.
  6. The design does not include line illustrations and charts, or other graphic elements necessary to clarify and reinforce the descriptive text.
  7. Photographs are too small, too large, washed out, or dark and blotchy.
  8. Text is set in typefaces that are too small, too bold or too light, too masculine or feminine, too whimsical, too cute, too powerful or in italic or reverse type.
  9. The text uses buzz words and jargon.
  10. Headlines are not set in type large enough and bold enough to provide good contrast with the text type.
  11. Headlines are not written so the reader will get the gist of the message quickly by reading just the headline.
  12. Insufficient contrast between text type and the area on which it is printed such as red print on a green background.
  13. Not enough contrast between colors used (dark and light balance).
  14. Too many colors used indiscriminately with no attempt to balance them on the layout.
  15. Insufficient white space inside the layout making it easier to read.
  16. Large areas of white space inside the layout which is distracting to the eye.
  17. Too many inserts with a pocket-size brochure that is inconvenient to handle or store.
  18. Information is unclear (or missing) as to how or where to get additional information or how to order
  19. Utilizing more colors or special colors in a brochure which raises printing costs when fewer colors or more standard colors would be just as effective but less costly.
  20. Paying too much for printing by not working with the designer to negotiate printer costs.

I hope this blog helps you on your next brochure project.  If I can help, give me a call.

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Posted by Brett Flickinger on May 17, 2010, 1:11 pm  | Trackback

Making an Impression with Business Cards

Advertising, Graphic Design, Marketing

Everyone has a business card but few people use them as real marketing tools. Let’s see if you are. Take out your business card and look at it. Be honest. What does it say to a prospective customer? What impressions does it leave with them?  Will it make the people you’re going to give it to go “wow”? Is it going to make them ask you questions about what you do? Or are they just going to say “thank you” and put in a pocket?

Is your business card printed on white paper with black block type? Conventional to the point of a yawn. Or is it a real conversation piece?

When you think about it, your business card is far more than just a card with your name and phone number on it. It is a mini-advertise ment. It is one of the first impressions of your company. It needs to start the positive impression building process.

So what can you look at when redesigning your cards? The texture and color of the stock are vitally important. Select card stock that “says” something about you. If you think it’s not that important, watch the next people you give a card to. They almost invariably feel the card as they talk. Give them something nice to feel.

Is your card easy to read? Most have basic contact information but does your card also have your e-mail, website address, Twitter, Linked In and other social networking information?

The next thing they do is turn the card over. Does your business card have white space on the back? If so, you’re wasting a valuable selling opportunity if it does. Print useful information there such as list of products or services you offer or brand images.

Have you won any awards for excellence in your field? Don’t keep them to yourself. Put them on your business card. It’s a testimonial in miniature. A customer testimonial will work too.

The final point on cards. Make sure that everyone in your company has one. Yes, I said everyone. It always amazes us how clients of ours tend only to give so-called senior or sales-oriented people business cards. Doesn’t your receptionist meet with people? Doesn’t your service mechanic have friends? Cards are inexpensive. Print a bunch and make sure people give them out all the time.

You don’t need an obvious sale opportunity to pass out a card. You never know where and when a referral will occur. If you aren’t replacing your stock of business cards frequently, your people aren’t doing their job to give them away at every opportunity.

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Posted by Bill Ferguson on November 18, 2009, 2:17 pm  | Trackback