Focus your marketing resources on website strategies that produce value for you and your clients. Subscribe to my Contrails newsletter and receive insight on website design, strategy, positioning and management from a 30,000′ perspective. Always free. Unsubscribe at any time.
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
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
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.
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.
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
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.
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
Variable fonts are changing typography on the web, not only in terms of more efficient font file delivery, but also the ability to animate and diversify your brand messaging capability. Over 90% of web browsers support variable fonts and many
Is it time to kiss and make-up with your web design firm on a project gone awry? Anyone in a successful personal relationship knows how critical this process is to growth and maturity. But how do I do this with
Breaking up with your website design firm is hard to do. I know. I’ve had to breakup with several clients. Both you and the web design firm have invested time, money, and energy into the project/relationship, but it just isn’t
You, the client, have the most power to reduce risk in a website project — not the web design firm. You are concerned the project: Will go over your original budget Take too long to complete Not meet your expectations
I’m a sucker for paradigm shifts that reveal your “X” is really a “Y” situation. Bob Lalasz at Science + Story wrote an excellent article recently about Your Research Project is Really a Communications Project. My favorite historical “x is
It is easy to get lost applying the abstract website strategy concepts I’ve shared: trading space for time, taking the high ground, and understanding space as a foundational website strategy. So, I thought seeing how these concepts work in a
Space is an important aspect of strategy. A central Soviet strategy in World War II was to trade space for time against the advancing and superior German forces. The Soviet Union needed more time to ramp up military production, gather
Operating in, occupying, and controlling physical space is a foundational strategy concept applied to everything from warfighting to business marketing to sports. Dominating the “high ground” — the most elevated terrain or plane — provides distinct advantages like vision, defensibly,
This is the first installment in a short series on the concept of space in strategy and how it applies to website strategy. Much of what I share I learned as an intelligence officer in the Air Force and student of military strategy.
In 1983, I bought my first computer (an original IBM PC) with the money I saved in junior high. I could see computer proficiency would give me a significant academic advantage in school over my peers, who were saving their
In the not so distant past, professional service organization’s thought of their public facing website as the be-all and end-all of their digital presence. As social media grew in general popularity, most organizations have sent digital “shoots” out to explore
Would you pay your digital agency $200 to swap out a PDF on your organization’s website? You might have to if your website is tied into their proprietary Content Management System (CMS). That’s the situation one leader I talked with
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu, The Art of War The relationship between website strategy and the tactics used to implement that strategy can be cloudy.
I help decision-makers in service-based organizations understand and create better website strategies to drive growth and engagement.