Genesis 2.0 Review – Just How Good Is It?

Genesis Theme logoI’ve now been using the Genesis WordPress platform by StudioPress and several of their child themes for about a year now. I consider myself an expert web marketer and moderately advanced WordPress user. I manage several dozen or so small business websites for local clients (mainly doctors). Keep that in mind as you read this review.

If you’re considering switching to the Genesis platform, I’ll share with you what’s worked well and what hasn’t:

First, what works well with Genesis:

Overall, I’ve achieved five things by implementing the Genesis WordPress theme … speed, ease, SEO, reliability, and compatibility. I explain each [Read more…]

Marketing Has But One Job to Do

There are some smart folks in marketing (and some not-so-smart) folks. I consider copywriter, Eugene Schwartz a genius. He wrote the book, “Breakthrough Advertising.” His advice and insight is invaluable and timeless. A critical takeaway point I get from his book is this: marketing (he uses the word ‘advertising’) has but one job to do … get the customer to try the product. The product must then sell itself. [Read more…]

4 Questions to Ask Before You Advertise

To run a successful business, you have to advertise, right? Not necessarily. Granted, not all market places work the same, but the following is a good rule of thumb:

First, advertise only if it is not possible to meet every desired prospective client in person.

Next, advertise only when the following four conditions are met:

  1. Can the business handle more clients? Doesn’t make sense to advertise if you’re out of product or can’t deliver services in a timely fashion. [Read more…]

Does W3C Compliance Matter?

You can visit numerous ‘respected’ sites such as google.com, amazon.com, espn.go.com, cnn.com, facebook.com, or microsoft.com and see that they have World Wide Web Consortium (W3C) validation errors (go to http://validator.w3.org to test any site). And not just a few, they have many errors! So, if those sites don’t adhere to W3C guidelines, why do I continue to build sites that are W3C-compliant? [Read more…]

Possibly the Best Web Writing Checklist Ever

This is the best web sales content writing checklist I’ve ever seen [source: www.bly.com]:

  1. The “so what” test … After you write your copy, read it and ask whether it passes the “so what” test. Copywriter Joan Damico explains: “If after reviewing your copy, you think the target audience would just respond with ‘so what,’ then keep rewriting until they’ll say something like, ‘That’s exactly what I’m looking for. How do I get it?'” [Read more…]

3 Reasons to Write a Professional Blog

By now you’ve probably heard that many people earn an income by blogging. As a business professional, that may not interest you or be worth your time. But before dismissing blogging altogether, consider these three reasons for professional blogging … [Read more…]

Ideal Length for a Web Page

To think readers want to read every word I vomit is arrogant and self-serving. I strive to say what I need to say, not one word more or less. Still, I wonder if there is an ideal length (not too short, not too long) for a web page.

I found several reliable sources for the ideal length for a web page … [Read more…]

Writing Powerful Blog Headlines

I argue the headline is the most important element of an advertisement. If the headline doesn’t engage the reader, the rest of the promotion is for not. The same goes for blog posts. Even if readers subscribe to your blog, it doesn’t necessarily mean they’re reading your content. It’s likely they also subscribe to other blogs and scan headlines on a regular basis. Here are several practical tips to writing strong headlines that stand out from the rest … [Read more…]

Website Conversion Formula

When I claim to build ‘clean’ websites for professional clients, it means that I build websites and blogs that optimize online conversions. To do so, I follow a critical online conversion formula … [Read more…]

The Golden Rule of Professional Blogging

Several years ago, I attended a media conference and what one of the panelists said about what makes a good story stuck. In fact, it not only stuck, I revere his advice (and maybe it wasn’t originally his advice, either) as a golden rule of blogging … [Read more…]