Technical documentation is the new sales
We want more detail. We want more facts. The Web changes the nature of how we make decisions.
“It’s really easy to install,” the friendly sales rep said. “Even my mother could do it.”
What the sales rep obviously didn’t tell me was that his mother was a fully qualified electrician. And what was I going to […]
Top tasks and council websites
Top tasks and council websites
The new Liverpool city council website is one of the best examples of a top task focused website I have come across.
One of the hallmarks of a truly excellent website is that you can start doing the top task on the homepage. So, ten years ago you went to a hotel […]
Are marketing images damaging your website?
There is growing evidence that traditional marketing imagery reduces the credibility and trustworthiness of a website.
Over the years I’ve noticed a development in behavior of customers to traditional marketing material. Large numbers completely ignore the traditional banner advertisement. But for those who do see anything they consider a traditional advertisement, their trust in the webpage […]
Effective web lead generation techniques
More people will sign up if you ask them AFTER you give them something than will sign up if you ask them BEFORE you give them something.
“I found that only 9% of prospects filled out a form required to access some valuable content on my website,” states Mac McIntosh, one of the leading experts in […]
