Website Content Tips
Websites are more than just HTML with other programming languages sprinkled in. They are the means to educate the visitors of your site who you are, what you do, how you do it, and why should I buy it. This is what we call the sell story. The sell story has some key elements that make it more or less successful.
What’s your follow Through Plan?
Having a follow through plan where you can track results is key to measuring success of any given campaign. It’s important to know how people are voting with their feet, mice and phones. Here are a few examples of ways you can track your audience’s response:
Design for marketing
Clear message
Puffery and clutter are not your friend. Smoke fades—mirrors break. An unclear or subjective message will dilute credibility and effectiveness of your design and eventually your brand. People are bombarded with hundreds if not thousands of marketing messages a day. It’s now become a race to win people’s attention then their business.
How do I clarify my message?
- Keep the piece simple and uncluttered but still arresting
- Make your focused message easy to find and well supported with imagery and copy
- Keep the copy to the point—avoid puffery and other subjective claims
- Know your audience or ideal audience and tailor to their tastes
Message Support
Get to the heart of what your product or service does.
Use supporting imagery to tell a story of what you do. Use copy to tell your ’sell story.’ Make the piece compelling and easy to read. Go over in your head what your story is. Commit it to memory and then tell it in every piece of collateral. As soon as you get sick of your message you know it’s working.
High or Low resolution?
It’s all about resolution. Not the new year’s sort but pixels per inch. There are two types of resolution. Low resolution and high resolution. Low resolution refers to a number of pixels per inch on a screen. 72 pixels per inch or another term that gets thrown around is 72dpi. One inch square is evenly broken up into 72 pixels in both directions. On screen that is a one to one ratio. Our eye is able to pretty much piece together anything with that amount of pixels. There is enough detail for our eye to view things like pictures and this blog post. Low resolution is mostly for things that one is producing to be viewed on a display or a television.
High resolution has a different aim. When something is printed it needs a lot more dots per inch to create a crisp clear image. Otherwise you get the newspaper affect, or pixelation, where you have printed dots that are too far apart and the image looks less crisp. So in the same inch as before we have 300 pixels in both directions to make for even more detail more subtle gradiation and a much larger file size. You would think that with more quality the high resolution would be used everywhere. This is just not practical because of the extra information that this file carries with it. For the web you would be wasting space and slowing down how fast your web pages load.
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