If you want to build a marketing plan based on insight and trends, then web analytics is the one marketing tool you can't afford to overlook if you have a website.
Social networking sites have become very popular amongst consumers as a way to get online, share information and make new contacts. However, they can also be used in exactly the same way by small businesses: as a first foray online, giving visitors information about your products and services, and as a way to attract new business.
Writing for the web is very different from writing for print and other media. Much of this is related to the reason that people are using or visiting a website. When reading a book or newspaper, the goal is to digest and absorb the content. People use the web to locate specific information and browse until they meet this need.
Colour is a key component in websites. In the eighties, Royal Blue was a strong corporate colour but this changed to red in the nineties. Think about how many colours you want in your logo, and what are they? Some companies use 4-5 colours to express themselves - eBay and Google are examples - but normally 1 or 2 colours are best.
The layout of the page elements helps give the page form and identity. Tradition has always had navigation and menus in either the top or left positions as in the west our eyes are drawn to this area through our reading conventions. It was also traditionally the first area to load on a page and where search engines began reading, but more recently this has changed so that a more flexible approach is possible.
The homepage is your company's face to the world and as such is the most important page on your website. Increasingly, potential customers will look at your company's online presence before doing business with you. Improving your homepage multiplies the entire website's business value, so following key guidelines for homepage usability is well worth the investment.