WordCamp Raleigh 2010

I recently attended WordCamp Raleigh and learned the fabulous concept of using the WordPress environment to host an entire website as opposed to just a blog. Now I’m sure that the rest of the world had embraced this idea eons ago and I just don’t get out enough, but the thought really intrigued me.  WordPress blogs are so easy to use that a child could do it. (If my 13 year old can do it, so can you.) So how easy would it be for a business owner, especially a small business owner on a limited budget, to design and have more control over their own website?

As a holistic online marketing consultant, I see the good, the bad, and the ugly of client’s websites. Although I am by no means a website designer, I do talk with clients about website usability quite a bit. Let’s face it, all the traffic in the world isn’t going to help a website that is fundamentally “broken.”

That’s where the WordPress websites come in.  I was curious to see if I could transform a client’s “challenged” website with minimal cost and effort, but at the same time retain all the natural search engine optimization that is critical. I wanted to be able to hand off to a client a website that would be easy for them to update and have one central admin panel to control their site, blog, and some online stats.

Old Home Page of Jing A Ling Dog Bandanas

So, I looked for a guinea pig. Who better than family right? My mother has a little side business of hand making dog bandanas, Jing A Ling Dog Bandanas. She had a website, but it was rather ho hum (since..remember..her daughter is an online marketing consultant, not a website designer). She was the epitome of the one man (or woman as the case may be) show, so I thought her site would make a great case study.

I started the transformation by sourcing a company out of British Columbia that sells predesigned WordPress templates, Pixel Theme Studio. I liked several things about this vendor over all the others available. First, there were nine templates with dozens of color variations I could choose from. Second, they were available in a WordPress and a Joomla template. Third, for as little as $15 for seven days, you could access and download all the templates and use them for yourself or clients as many times as you wanted. I chose the $70 access for two months, which also gave me the ability to download all the Photoshop templates as well.

As with anything new, there was a learning curve. It took me several days to get into the templates and the accompanying directions to really figure out how it all worked. I had several emails to my new Canadian buddy Andre at Pixel Theme Studios with various questions. Andre was very attentive and I felt offered great tech and customer support that might actually have been above and beyond what probably came with the package.

These WordPress templates use Widgets that allow a person with little or no html experience to get a very professional look and feel to their finished website. Each template came with various page layouts that turn on and off with a checkbox. Of course the ability to have a blog as part of your website is built in. Custom pictures can be uploaded easily, just as you do for a blog.

Pixel Theme Studio templates worked with some of my favorite plugins. All in One SEO Pack gave me all the search engine optimization features that I wanted. Widget Logic allowed me to do a couple of creative things with what appeared on different pages of the site. Page Protection let me create a section of the site for wholesale dealers that require a user name and password. Google XML Sitemaps generated a sitemap and distributed it for me.

New Home Page using WordPress Theme from Pixel Theme Studios

In the end, I was really pleased with the results. The website looks a hundred times more professional than the original. A small business owner could do a complete redesign of their website with minimal expense, no ongoing monthly fees (other than a web host), and have the ability to make ongoing changes to their site without a web designer.

Now for the web designers out there cursing me for putting out this information, I will suggest that this might be a service that you want to offer customers. Not everyone wants to do this all by themself. In fact, I now have clients that want to pay me to convert their websites to WordPress and give them a quick how to on managing it. (As soon as I have time, I’ll be adding this service to my own website, which I’m redesigning in a Pixel Theme Studio template.)

Be on the lookout next week for another post on my next case study of a small service business and some creative ways we expanded the reach of their market from local to national using a WordPress template.

I really enjoyed hearing Jeffrey Cohen, the Social Media Manager of Howard, Merrell and Partners, contributing editor of SocialMediaB2B.com, and a partner in OurHashtag at WordCamp Raleigh 2010.

A blog is a way to talk to the people you want to do business with. Cohen told audience members to think like your customers. Think about what types of questions they are asking. Make a list of the top 20 questions your customers have asked and blog about these.

Jeffrey Cohen’s 16 Best Practices of B2B Corporate Blogging:

1. Establish a strategy. It’s about marketing. You should know who your customers
   are. You should understand what they want. You should know what you want to
   tell them. You need to measure the results.
2. User Buyer Personas. Refining your target audience. The better you can know who your target customers are the better you can speak to them.
3. Use Keywords.  Use topics of interest instead of Categories. (see BreakingPoint.com example, check out the blog nav)
4. Develop a Content Strategy. How are you going to create content? All text? Video? Audio interviews? Info graphics?
5. Create an Editorial Calendar. Think like a trade publication. You want to be the best trade publication that you can be. You want to be the Go To source. (once a week
   list the highlights from your twitter stream as a blog post or Facebook or what
   other people have written)
6. Find a Voice. Your writing style. Add some personality to your company. Humanize.
   A little less formal. People buy from People. They don’t buy from companies.
7. Create compelling content.
8. Follow other blogs. Use Google Reader. A round up of the industry. Put a list of your industry’s blogs in a folder in Google Reader. Talk about what is being posted.
9. Post on a regular schedule. The most important thing. You need to make a regular time in your schedule to work on and write the blog. The spider will keep coming
   back on a more regular basis if it sees your blog has been updated with fresh
   content each week. Keep in mind the time and day you are blogging. One of the
   best examples of publishing on a regular basis is Seth Godin’s Blog. 5 days a week
   he posts a blog post.
10. Include Calls to Action. Everything should have a call to action or you shouldn’t be doing it. What is the action you want the reader to take? Example: HubSpot Blog. Great at calls to action. Every post has a call to action. They have calls to action in
    the right hand margin. Great resource.
11. Show author photos. You need to humanize what you are doing.
12. Link from Home Page. Have a link from your web site to your blog.
13. Engage with Readers. You are blogging for the long term.
14. Spread Your Content. Social Media.
15. Leave Comments. On other blogs that you follow leave relevant comments. (Blog spam comments. End blog posts with a question to get people to leave comments)
16. Measure Success.

Great suggestions from Jeffrey Cohen at WordCamp Raleigh 2010. You can access Jeffrey Cohen’s entire presentation on SlideShare.

Learn more about blogging and WordPress from the sessions I attended at WordCamp Raleigh:

Tracy Needham – “It’s Easy to Create Killer Content for Your Blog”

Wayne Sutton – “Using WordPress to Build Your Brand”

Tracy Needham gave a seminar in the beginning bloggers user track entitled, “It’s Easy to Create Killer Content for your Blog.” Tracy is a copywriter and marketing coach with Compelling Communications.

Tracy started her talk with the following statistic: 68% of people said they were more likely to trust a company if the message is coming from a person like me. People want to interact and purchase from people they trust, not big companies without a face.

Tracy reminded the audience that you need to set yourself apart from the pack. Bring to the forefront what you do that makes you different. Communicate the full value of what you do. People buy from people, so its important to show your personality in your blogging.

In building business content you can blog about:

• Questions prospects and clients frequently ask
• Problems you resolved for someone
• Favorites and resources
• Quick book review or summary
• Recap a meeting or workshop you attended (like I’m doing here)
• People love to see what others are doing wrong and then tell them how to do it right
• General concepts others want to know
• 60 second book review

You can continue to build your blog and content areas by:

• Commenting on other blogs and in forum posts
• Taking a new slant on pieces of content you’ve already created
• Your thoughts on a Twitter trending topic
• Thoughts of other people in your industry on a Twitter trending topic and then give your thoughts on it
• Audio recordings
• Borrow a YouTube video

Remember that personality counts. People want to get to know you. They want to hear your opinions, stories, experiences, videos, etc. But you have to be real. Your personality will set you apart. Even if you piss a few people off, you need to be yourself and speak your mind.

For bloggers who hate to write, Needham suggested using a transcription service like Audacity, Odesk, or Google Voice where you can record yourself and get a transcription emailed to you.

Don’t forget your blog should have an about me page, a services/products page, links to your website, free report for subscribing, contact information (including a phone number, real address, and email address), and links in the blogroll on the right hand side.

Needham’s 3 Key Tips from Copywriting:

1. Have Them At Hello – You have 10 seconds to grab a visitor’s attention. You need a compelling title. You can ask a question. Make it problem-oriented. Address a
   specific audience. Imply there’s a specific solution to pique their curiosity (example:
   “these 5 ways..”)
2. Speak Their Language – Use words your visitors would use. Keep in mind what’s
   most important to them. Stories. Familiar metaphors and references. Look at
   your analytics to see what has been the most popular. Don’t use geek speak or professional jargon.
3. Add Emotion – Emotions may play a bigger role than you think. 16 Dominant emotions to trigger powerful copy – anger, betrayal, revenge, fear, frustration,
   greed, happiness, hope, love/caring, passion, relaxation, sadness, security, shame, powerlessness, and urgency.

You should definitely, definitely post at least once a week. 2 to 3 times a week is better. Needham told us that Twitter drives a lot of traffic for her. Tweets need to be more than links to your blog. You need to give other tips that don’t require going to your blog. It needs to be conversations.

All in all, a great session on ideas and methods for creating content for your blog by Tracy Needham at WordCamp Raleigh 2010.

Individual Session Blogs:

Wayne Sutton – “Using WordPress to Build Your Brand”

Jeffrey Cohen – “Business Blogging Best Practices”

Wayne Sutton gave a seminar entitled “Using WordPress to Build your Brand and Telling your Start-Up Story” in the Power Users Track. Wayne is the business development and marketing strategist for TriOut and Partner of OurHashtag.

His suggestion for bloggers was to talk a bit more about yourself in the beginning, to use shamless plugs in fact. This was in direct opposition to what many bloggers had to say in the way of self promotion.

Wayne suggested having a content strategy for your blog. Set goals and know before you start why you are blogging and what you hope to get out of it. Sit down and come up with a list of topics you can blog about and plan time to write about them. Wayne has a strong marketing background and he talked about building a marketing strategy for your blog. Building your brand by word of mouth is still the number one way to get the word out and blogging is the perfect venue. It’s all about networking and building relationships, so you have to be willing to interact on other blogs as well as provide valuable content for your own blog. Tie your online social profiles together and have all of them link back to your blog. Use your blog as your home base online. And, don’t forget to put your blog on your business card and in your email’s signature line.

Sutton suggested building a community around your blog. He also likes email newsletters and had a great suggestion for changing around blog posts and sending them out as an email newsletter (let’s face it, your community is probably not going to read every post, so this method keeps them up to date).

Sutton also predicted that blogs are going to be going geo. That’s geographic…even more so than they are now. Location is an easy way to connect with people with a common interest. You’ll be seeing more and more content based on location.

Wayne also talked about a startup he was involved in, TriOut.com. TriOut let’s you find things in your community, similar to a Yelp or FourSquare. He suggested setting up a website with a teaser page and a blog months before they were ready to launch their new business. For the TriOut startup, he also developed an iPhone application as a first step. He started building the brand through blog posts, Facebook, and Twitter. It allowed him to build relationships and use word of mouth to promote his new business.

Good suggestions from Wayne Sutton and overall an informative session at WordCamp Raleigh 2010.

Individual Session Blogs:

Tracy Needham – “It’s Easy to Create Killer Content for Your Blog”
Jeffrey Cohen – “Business Blogging Best Practices”

I had the opportunity last week to attend WordCamp Raleigh 2010. WordCamp is a conference that is all about WordPress. The event was designed for the beginning blogger who is just getting started to the hard core developers that are shaping the look and feel of WordPress. WordCamps are held around the world. You can find the full schedule at WordCamp Central.

WordCamp Raleigh was organized into three user tracks, one for beginning bloggers, one for advanced bloggers, and one for developers. The event lasted for a day and a half. At a $35 registration fee, it was well worth the money. I found I was well past the beginning track and could have taught the first presentation I went to, but when I switched to the more advanced sessions, I learned some very interesting information.

Now maybe I don’t get out enough, but I mistakenly thought that WordPress was just for blogs. I had no idea that people were designing and using WordPress themes for entire websites. I also learned about free plugins to take your WordPress site and turn it into an online store.

Since I’m too detail oriented to talk about, I took notes on each of the sessions that I attended. I’ll be blogging about each one and linking to them here, so check back over the next week or so. I’ll also be blogging about two projects I’m currently working on where I’ll be taking two online websites and redesigning them using WordPress themes.

All in all, WordCamp Raleigh was an eye opening experience into what I believe is the best blogging platform available. If you are interested in blogging, I would highly recommend attending.

Individual Session Blogs:
Tracy Needham – “It’s Easy to Create Killer Content for Your Blog”

Jeffrey Cohen – “Business Blogging Best Practices”

Wayne Sutton – “Using WordPress to Build Your Brand”

Beware of the $99 all things to all people online marketing packages that are being advertised online. I was reminded today of the importance of knowing who you are dealing with in the world of online marketing.

PPC, SEO, and social media campaigns are not a one size fits all type of proposition. Sure, in concept, every business can and should use a combination of all these techniques. But, what works for company A might not work for company B.

Let’s face it, you are not going to get a custom tailored program for $99 a month. You’re going to get entry level personnel and not too many hours of specialized attention for $99 a month.

Before you sign on the dotted line for online marketing services, ask if you are going to be dealing with dedicated personnel on your account. Ask what credentials they have. Are they certified with Google Adwords, Google Analytics, Yahoo Search Marketing, and/or MSN adCenter? Does the person or company have a blog, a Facebook presence, a Twitter presence, etc.? If they are trying to sell you services that they don’t practice, it might be a good idea to look elsewhere. Ask for references or case studies.

After you sign on the dotted line, watch your results…closely. It doesn’t matter how many page hits you have, or the time they spend on your site…it’s all about the cost per acquisition and your return on investment. How many of those unique visitors are converting to new customers and what did that just cost you? You should be analyzing that information for each source that is sending you traffic.

You might get lucky and get all that for $99 a month, but probably not. Ask if your online marketing professional has a pay for performance model. This can be the best of both worlds since it rewards a job done right and cost effectively. Good luck!

If you have a web site, then you know the incredible amount of time and effort it takes to develop, update, and manage it. Many web sites exist without a clear plan, without any real cohesive thought as to what they are trying to accomplish. As with anything in life, it’s hard to get somewhere when you have no idea of where you are going in the first place.

A web site strategy is very similar to a business plan in that it lays out the goals and key information that will guide online activities. A website strategy works hand in hand with a business plan by outlining how the web site will contribute to the overall business goals.

In “Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads,” Lance Loveday and Sandra Niehaus detail the key principles for successfully managing a web site for optimal return on investment (ROI). They suggest starting with a web site strategy document.

1. List the primary objectives for the web site. Objectives are your goals and they need to be measurable. (Example: We will increase our website revenue by 35% over the next year.)
2. List all the prospective customers. Create buyer personas for all the different types of customers that may frequent your site.
3. Create a list of questions that your prospective customers might ask when they visit your website. (Your website needs to answer these questions.)
4. Do a competitive assessment of 3 to 5 of your major online competitors.
5. Analyze your current traffic sources and project out your future traffic sources. Where is your traffic coming from now and how will your new online marketing initiatives change where that traffic originates?
6. List all the metrics you’ll use to track your progress and use the right metrics. Who cares how many page hits you have? You want to measure your conversion rate, which online marketing efforts are converting, what the cost per conversion is, and what long term trends are showing you.
7. Analyze your current website and prioritize design changes that need to take place. You can’t change every bad aspect of your site in a day. Prioritize. The ones that could have the largest effect on your bottom line should come first.
8. The web site will never be done. Monitor results. Test for improvements with products such as Google Optimizer. Learn. Repeat.

Loveday and Niehaus have created a web site strategy template that really simplifies the process. Fill in the blanks and end up with a document that can help put your web site on track for success.

I’ve made this document a standard part of my consulting practice. I’ve altered it a bit to fit the needs of my clients. I think you’ll find once everyone knows the direction to head in, it’s a heck of a lot easier to get there.

Web Design for ROI by Loveday & Niehaus

We’ve all run across websites that look like they were designed in someone’s basement by a 12 year old. Right? I don’t think the majority of business owners set out to design a crappy looking website, but all to often, the end result is just not pretty. I believe most of these cases could be classified under the heading, “you don’t know what you don’t know.”

“Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads” by Lance Loveday and Sandra Niehaus delves into the topic of how to design websites that really make money and convert visitors to buyers. This book is an easy read at 190 pages, with lots of colorful pictures to show the good, the bad, and the ugly of web design.

The book starts with a discussion on how to view your website as an investment. Redesigning key elements of a website can increase your conversion rate. In layman’s terms that equates to change this + change that = more money.

I think one of the biggest misconceptions among small business owners is the idea that once the website is designed and launched, it’s done. All they have to do is sit back and watch the sales pour in. Ahh, if it were only that easy. (Of course, if it was, I wouldn’t have a job.) A website is never, ever done. It must be continually updated.

Loveday and Niehaus write about managing your website for return on investment (ROI). It’s about knowing what your business goals are, knowing who your audience is, creating a website strategy, measuring the right metrics, prioritizing the design efforts, and testing. I liked the website strategy so much, I blogged about its importance in “Keys to Writing a Website Strategy.”

“Web Design for ROI” then breaks down each page of your website into a chapter. Landing pages, home pages, category pages, detail pages, forms, and your checkout pages are covered in great detail. It is important to understand that each page has a goal and they aren’t all the same.

So, how exactly do you start the process? In the book, the authors talk about visitor questions and how they relate to the different kind of pages on your site. Sit back and pretend you are a first time visitor to your own website. What questions are running through your mind when you visit? (For more information on visitor questions, read my blog post “Is Your Website Giving Customers the Right Answers?”)

Once you have answers to the questions your visitors are asking, then you can set about to design a site for the people who are actually using it. Believe it or not, you aren’t designing the site for yourself or your boss. You are designing the website for the visitor.

Key website design elements are covered in detail, but if I had to choose my top 10 favorites from “Web Design for ROI” they would be:

• Establish credibility with a professional design.  Look like what you are. (If you sell video games you can be fun and funky to appeal to a younger audience. If you are marketing legal services, fun and funky is probably not your best bet.)
• Use a standard navigation scheme. Make it easy and intuitive. Put it in the same place on every page. (Your web designers might have designed the coolest web site in the world, but if nobody can figure out what to click on to get to the next page, you will be alone and poor in all your coolness.)
• Use clear, sharp, professional images and standardize the sizes. (i.e. 200 x 200 on the category page and 350 x 350 on the detail page)
• Include customer testimonials.
• Don’t give people too many choices on each page. Keep your visitor focused.
• Customize language and landing pages for different types of potential customers.
• Use a main call to action and secondary calls to action on each page. If your page requires scrolling, repeat calls to action down the page.
• Ask visitors for the minimum amount of information in forms and through check out.
• Create your categories and navigation to support how your visitors think and act.
• Avoid gobbledygook. Avoid intimidating or unclear language. Be clear, obvious, and concise.

Revisit your website and really think about how a first time visitor sees it. “Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads” will give you a clear cut action plan to make improvements to your website that will result in a greater return on your investment.

Did you ever step back and take a look at what your website was really communicating to first time visitors? Is your website saying, “I have a terrible design and I’m really confusing to navigate…so, maybe you should go somewhere else.” Or how about, “I don’t care what you want. This is what I’m going to show you and if you don’t like it tough!”

How exactly does a first time visitor see your website? With only seconds to grab a visitor’s attention, it is imperative that you are communicating the right message.   But before you can craft the message, you have to know whom you are speaking to and what kinds of questions they are asking of you.

The best place to start (preferably before the design work on the website ever begins) is with creating buyer personas. A buyer persona is a short profile of your typical customer. It includes information such as who they are, what they like, what they don’t like, background information, and demographic information. Some companies even give their buyer personas a real name, like “Demanding Doris” or “Techie Tom” to help in developing their characteristics and personalities. Since we all have more than one type of customer, you will most likely have several buyer personas. For each one, you want to answer questions such as:

• What is this buyer’s problem?
• How can we reach this buyer?
• What appeals to this buyer?
• What is important to this buyer?
• What types of words or phrases does this buyer use?
• What does this buyer do online? What types of websites do they frequent?

Once you have an idea of who this buyer is, then you can start to craft a marketing program to figure out how to reach them and pull them into your website. But, once they get to your website, the same message for all your buyer personas is probably not going to work.

You’ll need to craft landing pages with custom content and specific calls to action for each buyer persona. One way to help in the development of the message you want to project, is to think about what questions are going through your audience’s mind when they visit your website for the first time. They are probably asking:

• What does this company do?
• How does the product or service work?
• How much does the product or service cost?
• If I have a question, can I talk to a live person?
• How do I find out more information?
• Are there any deals or specials being offered today?
• What do customers say about this company or product?

If your website doesn’t answer the visitor’s questions within 5 to 7 seconds, then the visitor will probably never become a customer. In fact, they may not get any further than the page they landed on, before they turn around and leave your website forever.

So, think carefully about the questions being asked by your visitors and think even more carefully about how your website is answering them. When you put yourself into the visitor’s shoes, it can be an eye opening experience for what your website is really saying.

Website Design and Website Usability Tips & Tricks

In part 1 of Have you Looked at Your Website Lately? we discussed 10 best practices for search engine optimization (SEO). It would be great if we could stop at that, but SEO only addresses getting the traffic to your web site. Now we have to address how to convert that traffic into customers. The best SEO in the world and millions of visitors to your web site won’t mean a thing, if your web site isn’t usable.

I see sites that are flashy and move and have great images, but don’t seem to get the job done when it comes to making money. (And let’s remember that this is really all about making money.) A web site has to grab the visitor’s attention in a mere second or two. It needs to answer their questions. It needs to lead them in the direction of making a purchase. It needs to do all this and at the same time convey that you know what you’re doing and are a trusted leader in your industry. If it doesn’t, you’ll lose all that traffic that your new and improved SEO brought you.

So let’s go over some basic Web Site Design and Web Site Usability best practices. Many of these are common sense, but for some reason or another, get overlooked in the process.

1. Make sure the page works in different versions of different browsers. – Your web site might look great in Internet Explorer 7, but be a total disaster in Safari or Firefox.

2. Standardize your web site image sizes. – Pick a size for thumbnails, product images, and extra images and stick with it. Don’t have some thumbnails be 150 x 150 and some be 110 x 140. When they are next to each other it looks like crap. I prefer squares 95% of the time.

3. Use a navigation and category structure that makes sense. – If you were an online grocery store you wouldn’t categorize your products by color. Think about how people shop for your product or service. Use more than one navigation structure if it applies. Example: by price, by color, by size, by pattern, by type of product, etc.

4. Watch how your text looks. – Text is most easily readable in a dark color on a white background. Use sans serif fonts. Use font size of 10 or larger.

5. Check for broken internal links. – Seems like a no brainer but check to make sure your links work. All of them.

6. Use clear calls to action. – Spell out what you want the visitor to do. Lead them in a direction to answer their questions and give them the opportunity to buy.

7. Can you tell what you do or sell in 5 seconds or less? – Look at your home page (or have someone else look at it if you can’t be objective). You have 5 seconds. In that time frame, can you tell what product or service you are selling? If not, you need better images, a tag line, a better logo, clearer call to action, or perhaps better links to information.

8. Does your web site communicate professionalism or does it look like it was designed in your basement by your 12 year old? – You need to look like what you sell. If you’re selling high end gifts your site will look different from a site that sells games. Make sure you’ve picked the right tone and that it’s consistent throughout your web site. Your images say a lot about you.

9. Use the standards. – Some people don’t realize that your orange letters are actually links. I know it sounds basic, but links should be blue and underlined. Keep your logo in the upper left part of the page. Have major site navigation across the top and down the left. Include the basics in your footer. Etc.

10. Your important information and your calls to action should be above the fold. – Don’t make someone have to scroll for the important stuff. If they do have to scroll, make sure the design is done in a way that its obvious there is more information to below the fold.

Again, this list of web usability and web design tips and tricks is just a start, but by implementing some of these techniques you can increase your website’s profitability. One important thing to keep in mind when it comes to websites is, they are never done. Don’t be in the mind set that you’ll make a couple of these changes and you won’t have to touch your website until next year. Websites should be updated, added to, and changed continuously.

Another important thing to mention is making arbitrary changes to your website. Or, you may look at the list above and think, how do I know for certain that a change here will make sense. Website usability testing is one way to know with more certainty that a change is warranted.

Google Website Optimizer is a free tool from Google that allows you to test different elements of a page or completely different pages. We’ll be covering website testing with Google Optimizer in a future post. A great book on the subject is Always Be Testing: The Complete Guide to Google Website Optimizer by Eisenburg and Quarto-vonTivadar.

If you would like to read more on web design and website usability, I highly suggest Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads by Loveday and Niehaus, When Search Meets Web Usability by Thurow and Musica, and Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash.

In the next installment of “Have you Looked at your Web Site Lately?”, we’ll review the before and after of an actual site that implemented search engine optimization and web usability best practices.