New Frontiers in 2023
It has been almost a year since I wrote my last post here and thought it would be a good time to update you on where I’ve been and where Frank McClung Advisory is heading. Shortly after I wrote the
Subscribe to Contrails and get periodic website strategy insight for companies greater than one but less than fifty employees who are experts in their field. Always free. Unsubscribe at any time.
Practical Website Strategy, Insight, & commentary
Clarifying My Focus in 2022
Big changes have been on the horizon for some time for me personally. In the first year of the Covid pandemic, I shifted my website design and development practice (dotp) to focus on strategic website consulting for transformative thought leaders
Stop writing for robots—even smart ones
Your website content strategy should be firmly linked to your organizational goals and vision. Seems obvious, right? Here’s where things get tricky. Your marketing wants to increase prospective client leads coming from your website. That’s a reasonable goal, but the
Getting your website strategy right
It’s not about being right, it’s about getting it right. I’ve been thinking about this concept quite a bit lately as it relates to websites and strategy. Often, organizations spend boatloads and take an excessive amount of time on their website design/redesign
Storing relational value in the digital space
The services business is all about people – specifically the relationship between you and the people you want to serve. And those relationships are valuable to you and your organization. But how and where in the digital space do you
How is your organization storing its value?
Value isn’t tangible in and of itself. It only exists within people. Value can be exchanged, but if you want to share your value, you must first find something to express that value. That expression can come in the form
Culture Shapes Strategy
Culture can significantly shape strategy creation and implementation. You can see a stark example of how culture impacts strategy in the current situation in Afghanistan. As America’s collective patience in Afghanistan waned, it caused a significant shift in its military
Playing Hooky with Expertise
I have a confession to make. I’ve been playing hooky. For most of this summer, COVID seemed a distant memory. It started with vaccines and my son marring an amazing young lady. I moved two of my adult “kids” to
Strategies for Identifying and Removing Website Highways
Highways and interstates have destroyed city neighborhoods. They cut off natural flow and connectedness in community life (businesses, residential buildings, parks, etc.) by creating a barrier, wasteland, or obstacle to the movement and interactions of people who live there. The
Do you have the will to prepare?
“Everyone has the will to win. It’s not the will to win we are looking for, it’s the will to prepare to win.” – Paul “Bear” Bryant, legendary Alabama football coach quoted by TSgt Esposito, USAF, Special Forces Training Cadre
How big is your website brag zone?
When Patagonia announced this week it would axe adding logos to products, particularly garments, I was surprised-not-surprised. I was surprised because they are the first company in the outdoor/adventure/performance sector to make this move. I was not surprised because Patagonia’s
Initial website strategies for the blockchain webolution
Get your coffee, this is going to be a long one. If you already understand blockchain, the decentralized web, blockchain domains, and why they are important to your business, skip to the end for completely out-of-context blockchain website strategy recommendations.
Bring out your dead: Adapting your site to change on the web
[A note to those who have lost friends, family, or loved ones due to the virus — I am so sorry. I experienced part of what you went through as you’ll read below. It’s disorienting and painful. I use a metophor from
Website Fig Leaves for 2021
Twenty-twenty has been a year of biblical proportions on so many fronts. As our social and business interactions have been forced online by a global pandemic, the criticality of your organization’s website has increased exponentially. And with this increased website
Who controls your organization’s network currency online?
On a college campus, there are typically four main non-monetary “currencies” students trade: alcohol, sex (potential or actual), social (parties and friends), academics (tutoring and “connections”). The degree to which an organization controls these currencies determines its power and influence
People Whose Business Ideas are in my ear daily
There is an endless number of voices to listen to in life — some are worth following. I thought it would be useful to share a few of the people whose work I respect and follow from a business standpoint.
WordPress Website Hosting Overview for Service-Based Businesses
As a service-based business, understanding WordPress website hosting strategy isn’t something you are going to use every day, but a sound website hosting strategy is critical to ensure your organization’s WordPress website performs efficiently and effectively over the long haul.
You’ll know you’re ready for a new website when…
I wrote about why you as CEO/Owner/Marketing Director are not ready to take on a website re/design project for your organization. It really boils down to commitment in terms of YOUR time, energy, daily priorities, and your team’s. Notice money
New website? Stop. Right. There.
So, you want to hire someone to design your website? Stop. Right. There. You aren’t ready. I know, you have the budget available to get it done right. And you see the need to do it now for your business.
Your Website Is a Loner
Most websites are loners like the characters in a romantic comedy who can’t connect with anyone in a meaningful way. There’s a lot of pressure on them to engage with users, and people (marketing dept. mainly) are always trying to