Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Aug 28

The Top Twelve Things Your Website Needs To Do - Part One

It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're looking to make a major purchase where is the first place you turn to educate yourself before going to a store? You are not alone. A 2010 Cisco study showed that 74% of consumers conduct research on the Internet before making an in-store purchase.

Now that we got that out of the way, here are the first four of the top twelve things a brand website has to do in order to be effective:

1. Look good
People judge books by covers and brands by how they look. Do you think Apple’s success has more to do with the excellence and consistency of their ID, user interface and graphics, or the efficient use of system resources by their proprietary operating system? Yeah, must be the tech stuff.  Beyond the look of the product itself, your brand is being judged by the looks of your packaging, printed materials, advertising and most of all by your website.

2. Be fresh
Web site home pages that rarely if ever change are boring and discourage return visits. If nothing changes on your home page you’re telling your customers that there is nothing going on with your brand, it’s dead. Good websites make it easy to change messages, images or banners on the home page. If it takes the intervention of a web developer to make your home page look new and fresh you have the wrong web developer.

If you can easily change your home page, make sure you’re doing so at least once a month. Got a new review? Post it on the home page. Got a new product? Give it star status. Running a promotion? Feature it on the web page. Do you support charities? Give them some love online.

3. Have quality authoritative content
Recent changes to Google’s search engine algorithms reward high quality, authoritative content more than anything else. The old “blackhat” SEO tricks of web spamming links and dummy sites will be punished with lower rank or banned outright. As we have been advising our clients all along, content that educates, informs and entertains will bring visitors coming back to your site. With Google’s new algorithms, quality content will improve your search engine rank and bring you new customers.

4. Be easy to navigate
Oh right....your site is easy to navigate! You know that it’s easy because you know where everything can be found. But the odds are good that first time visitors won’t be able to easily find what they’re looking for. How do we know this? Because we’ve looked at most of the CE sites out there and almost all of you are organizing your products by series. Sorry, real people don’t think that way. Think like the customer and organize by product category, or location of use or size or color, whatever makes sense to consumers in your market niche.

Mother-in-law research is a good way to test navigation schemes – use neighbors, relatives and office support staff to tell you how they would look for a product. Have your web developer make at least two dummy home pages and navigation schemes and test them with real people.

There's More
Given today's short attention spans and how busy we all are, we thought we should break this article into three parts. Gives you something to look forward to. Ready for Part Two? Click here.


About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 


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