SSL Encryption — Why You Must Comply

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Organic Marketing, Michelle Keyser, discusses an Inc article by Lunarpages.

Security on the Internet is not a new thing.  What is new is that Google is now getting involved and that should make anyone with a website sit up and take notice.  When the search giant makes a suggestion it’s like your mother telling you to put a coat on.  You better do it if you want cookies after dinner.  Google has made HTTPS (Hypertext Transfer Protocol Secure) and website loading speeds major ranking factors.  If you don’t want to be penalized you better comply.

For starters, most browsers like Firefox and Chrome now prominently show ‘Not Secure’ warnings in the address bar and warnings also appear directly below form fields on pages using HTTP. These … Continue Reading

The Psychology of Color in Marketing and Branding

Below is a shared viewpoint stimulated from a piece by an industry contributor. Here, content writer and project manager, Bobbi Parke, discusses the article, “The Psychology of Color in Marketing and Branding” by Gregory Ciotti, Marketing Strategist and Contributor at

colorPencilsAs a project manager, I am on a constant quest to increase my knowledge as to what makes for the most successful websites. I’ve been on a color exploration for quite some time now.

I found this article and others like it to be quite interesting because in my experience so few people take into consideration the intangible. The intangible includes just about anything we cannot see and is oftentimes unquantifiable.

As I research the importance of color – specifically in regards to website design – I find this to be the case with the study of color, too. There exist many contradictory findings and theories within the … Continue Reading

How Does Your Website Make People Feel?

One of my colleagues here at LocalDirective when asked to review a potential client’s website had this response,  “At first glance I feel like the font is yelling at me.  No bold.  Bold makes me feel even more like I am being scolded.”  I‘d venture to say, she did not feel there was a good user experience!  How many visitors do you think bounced off that website almost immediately?

There are two important website design elements when you think about your website:  The User Experience (UX) and The User Interface (UI) or Interaction.

Is your website clear and easy to use?  A powerful program that has a poorly designed user interface has little value.

There should be one primary goal per page and you should be asking these questions:

  1. Who is my ideal audience?
  2. Where do I want to send them on my site?
  3. What call to action will best
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Why Your Business Needs a Mobile Responsive Website. Now.

LEGO HeartAt the end of 2014, out of the 4 billion mobile phones in the world, 1.08 billion are smartphones and 3.05 are SMS enabled. This startling statistic is proof of the importance of mobile usage today. Most people now use mobile devices, like smartphones and tablets, for Internet surfing. In fact, many seem to prefer it for activities such as browsing social media outlets, checking emails and doing some online shopping. It is apparent that a website is no longer exclusive to desktop or laptop computer viewing but must adapt itself to a variety of mobile and tablet devices as well, to seamlessly reach everyone. Businesses must now seize the moment by making their website mobile friendly. Soon, this will move from being an advanced marketing action by forward-thinking businesses to a must-have for even the most laggard companies to remain viable online.

What is Responsive Design?

To handle the … Continue Reading

It’s Neuroscience, Not Rocket Science

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent article, “Web Site Conversion: Art And Neuroscience.”

neuroscience marketing
Neuroscience Applied to Marketing

I really do like the spate of articles that focus on the neuroscience of marketing. After all, understanding the science behind the principles of persuasion help all marketers become increasingly effective in our work. While this is not new or different since the rise of the digital era, it continues to be an important focus as it is applied digitally. This article highlights some of the key elements in conversion of websites in an easy-to-understand way.

  1. Evoke an emotive response. Many people assume that only in consumer marketing is connecting to emotions important. Yet it has been found that emotions guide all decisions, so much so that when pathology
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Why Testimonials are Important


A testimonial is a written or recorded statement that supports your company’s credibility and level of expertise. When testimonials and reviews are correctly executed, they increase responses for a business. Testimonials from your customers play a critical role in the presence of your business as well. Any time you have a positive interaction with a customer and they express an interest in your business offerings, that is a good time to ask them for a testimonial. Testimonials are not only about selling your product or services, they are also about your successful, positive interactions with people.

The important role testimonials and reviews play:

If you can assemble a group of people who want to rave about you, you build credibility. Credibility is important in a business because people tend to believe what other people believe. This concept is incredibly important when it comes to marketing.

Remember that testimonials are not … Continue Reading

Ten Secrets for Developing a Website That Converts

The development of a high-converting website is not an accident. And it is not out of reach. It may be interesting to consider that one of the greatest barriers to developing a great website that converts is that you may be too close to the details of your company. That’s right. You may not have the distance necessary to see what is really great about you. Or how to best describe your products and services in a way that resonates with and motives your target audience to take the next step. To help them choose to take action.

Here are some ideas that you can implement right now or as you develop your next website.

Define Your Target Markets. Most businesses have several market segments they could target. You’d want to make these groupings based on characteristics, similarity of needs, of behavior, or any other factor that would make them … Continue Reading

5 Reasons You May Be Falling Behind Your 2014 Revenue Goals

Now that the year is half over, this might be a good time to evaluate your revenue goals against the reality of actual revenue. Are you on track? If not, you are not alone. Every day I talk with executives who not only are not meeting their goals, but month over month are falling further behind.… Continue Reading

Building a Website for Customer Engagement

It comes as no surprise that engaging your customers is a vital part of securing their business, but how do you get started doing that online? If you think about it, most websites you visit invite your participation in ways that go beyond simply reading a page. The internet is largely visual and interactive. Building a customer base online is all about giving the customers something to do.

Communication and Feedback

Part of customer engagement can simply be opening yourself to that slightly scary prospect of a comment section. If your business has a blog, which it should, you have to allow readers space for discourse and the exchange of ideas. Customers also want to know they can easily communicate their feedback on your products and services. Feedback forms, surveys, and forums can all allow this to take place.

Coupons and Contests

Simply giving a customer the opportunity to sign … Continue Reading

Is There an Elephant in Your Cyber Living Room?

Cyber villains aren't just a work of fiction but cost businesses millions every year.While we hope not, let’s look just in case there’s one waiting to surprise you.

Where do we look? Your company has a new updated website and you’ve integrated your online marketing for success and to be competitive in the online world. You’ve done everything you think you should do. Right? You did a great job but it’s possible there’s one important missing piece (that elephant).

Your website, not unlike your computer, needs to have the various software programs on it updated and upgraded regularly. The cyber villains who would like to bring your website or eCommerce to its knees can find those weak spots easily and infect your website the same as they would your computer. You are vulnerable to malware on your website when you have not done the necessary updates that close security holes in the previous version of the software. Cyber villains aside, there are websites, … Continue Reading