Category Archives: Web Marketing Best Practices

Hannah Lansford
Website Best Practices – Evaluate Usability

No matter where you are at in business, your website will always be a foundation to all marketing. First impressions are important – people always tend to remember their first interactions with someone, in real life and online. For most people, especially potential clients, your website will be their first impression of your business, personality, and work. Therefore it is imperative that your web presence is clean, consistent and has a high level of usability.

Web Marketing Therapy helps clients optimize their marketing based on a five-factor success framework. Usability is one of them. Usability can have many different meanings, but today we’ll be covering three attributes of usability and how you can make sure your website implements them well.

Here are three questions to ask yourself while putting a website together (new site or redesign). It will help you make decisions regarding design, pagination, and what content should or shouldn’t be there.

  1. Are there too many words on this page? Every sentence should serve a purpose on your website. It’s very common for websites to have pages full of words that are doing nothing more than taking up white space. In the current day and age, people’s attention spans aren’t very long, and many people do not have the patience to be reading every single word they see on a screen. In fact, when most people are reading web pages, they’re really only looking at keywords, facts, and information, so it’s likely they’re already just skimming through the content anyway. If your website has a ton of extra fluff words, they’ll either a). Close the page entirely or b). Skim too fast to be able to process and see the main points before losing interest. To prevent this from happening, simply take out the needless words! You’d be surprised to see that when you get rid of the extra words surrounding the main idea you’re trying to get across, nothing is lost and people are more likely to be able to find exactly what they were looking for in the first place.
  2. Is my website easily navigable? Like I previously mentioned, attention spans are at an all-time low now that we have high-speed internet almost everywhere we go. People need to be able to find exactly what they’re looking for in less than 5 clicks. This practice will dictate how you decide to split up content into pages and the general organization of your website.Here are a few things to keep in mind to ensure that your users are able to easily maneuver your web space:

    1. It is very obvious what is clickable and what is not
    2. There is not too much clutter on the page that is more of a distraction than it is visually appealing (remember, everything on the page serves a specific purpose)
    3. Use a lot of headings to organize bodies of text. Keep them clear and concise, and close to the text it’s outlining.
  3. Is my website going to be memorable? I spend a lot of time looking at business websites and other content creators’ portfolio sites for job openings and inspiration (that’s actually how I got this job at WMT!). I couldn’t even begin to give you a solid number of how many websites I visit in a day. However, I can easily point you to at least 5 websites that I visit regularly because I know that I will be able to find exactly what I’m looking for with ease. These websites all have one thing in common: a consistent flow of content. All of the page headings match whatever words I clicked on to get there, page content is broken into clearly defined areas and sections, and the text is formatted to support scanning rather than reading. I always remember websites based on their ease of finding information; that was actually one of the first indicators that I had chosen the right university to attend (kudos to Georgia Southern for having such a simple and searchable website)! I researched about 10 schools and Georgia Southern’s was the easiest for me to navigate and find information, and I definitely remembered that when I was looking at programs and applications. Consistency is key in a lot of aspects of life, and your website is definitely one of them too.

Make the web experience for your potential customers and other viewers positive. Many people, myself included, will usually turn away from a company or service if they don’t have a solid website that can tell me what I’m looking for.

The goal of your website should be to inform people and to have them keep coming back.

With the attributes of usability discussed here, both of those goals can easily be accomplished.

Lorrie Thomas
Sometimes A Simple One-Page Website is The Way to Start

Does the idea of building a new website or redoing your current website stress you out a little?

Or, maybe a lot?

You aren’t alone. I’ve been there myself. In 2013, I hated our company website so much, I pulled the ENTIRE site down to provide a blank slate allowing us to focus on a simpler, cleaner website, it was one of the best marketing moves I ever made. Here is a post I wrote about it.  When I have clients in fear of starting or redoing a website, I often advise the same simple solution:

Start with a temporary one-page website.

When I suggest this, I often get responses like: “but what will people think?” “Will this hurt my search visibility?” “Shouldn’t we wait until the whole site is ready?”

If you don’t have a site, having something up is better than nothing. People are searching for your business online, and if you aren’t there, your customers aren’t happy…or think something is wrong.

Especially in today’s mobile-centric web world, you do not need a big fancy website. What you need is something simple, informative, targeted to your demographic and requires little to no maintenance. Why not start with a one page website? Say who you are, what you do and whom you serve. Make sure your contact information is visible, include an image(s) if it helps and have links to your social media. Capture email addresses if you have a good reason to.

Simple information paired with clean design that is on-brand and on-purpose is the best foundation you can have.

For those of you struggling to redo your website, remember that it isn’t just about being on the web any way you can, it is about being on the web in a precise manner that speaks true to your business and your brand. A website doesn’t have to be (and shouldn’t be!) complicated. A simple one page site has given so many of our clients the opportunity to be seen and heard while they work on the bigger website behind-the-scenes.

And if you are still stressing, reach out. I’m happy to talk with you. I’ve been there. I still remember the stress of yanking my old website, but what a blessing it became!

Virtual marketing hugs!

Lorrie Thomas
The Secret to Being a Successful Digital Marketer

Do you know what the secret is to being a successful digital marketer? 

If I asked this question to a room full of professionals, most of them would guess that it’s being knowledgeable in the technical parts of marketing: knowing SEO, SEM, how to buy ads, knowing the best times to post on social media, how to build and manage a website, graphic skills for photos, and much more along those lines.

All of those are great answers and true. Having a handle on any of those skills is going to give your marketing career a big boost. That’s no secret.

But that is not the key to success. When I spoke with Matt Krumrie, Director of Content Management for Power Network for his article on marketing career success, I told him that the the number 1 skill needed to succeed throughout your marketing career is not tech-related, it is the ability to communicate clearly.Web Marketing Therapy: The Secret to Being a Successful Digital Marketer

Whether you are a college grad seeking to launch a successful marketing career or a professional who has decided to launch your own business and has suddenly found that marketing is now part of the job, being an artful communicator is just as important as knowing the technical stuff.

“The world we live in is phone/text heavy, but this ‘quick and dirty’ method of communication will only leave the marketing grad dirty career-wise. Whether it is an email to your boss, selling something, writing copy for a social media post or an ad, the ability to communicate in a compelling way (and online, that means pithy, powerful text) is critical.

Strong communication skills are needed at every level of online and offline marketing, from writing ad copy to emailing a boss or reaching out to a new client. I loved being interviewed to talk about the skills college grads need to succeed in Matt’s article titled Marketing Careers: Combination of Technical and Soft Skills Key to Success.

How do you sharpen your communication skills? Practice makes perfect. There are so many ways to practice your communication skills in everyday life – strike up a conversation with the clerk at the store, email your child’s teacher, write a thank you note to your neighbor. Sharpen your writing communication skills by writing more, listening more, and reading a lot. Take the time each day to read any book, magazine, newspaper, or online news story that catches your eye. The best part is that once your communication skills are sharp, they will rarely dull, instead they will only become even better with use.

Happy Marketing!

Lorrie Thomas
If You Build It….They Won’t Come

In the movie Field of Dreams, the protagonist (played by Kevin Costner) hears a voice in his Iowa cornfields…”If you build it…he will come.”

It doesn’t work that way with web marketing.

If you launch a new website, blog, Facebook page or anything online, people will not come unless you make an effort to get people to come!

Marketing is about making relationships. This is not a passive act. Relationships take effort, energy and enthusiasm.

Web marketing includes online advertising, email marketing, search engine marketing, social media marketing and content marketing. If you don’t act, don’t expect anything to happen.

If you want results, you must be genuinely enthusiastic about what you are offering. You have to be willing to put in the effort (which might include hiring help to delegate some of the work). Lastly, you need energy…positive, proactive energy. While this might sound a little woo-woo, in the 10+ years I have run my digital marketing agency, my most successful clients are the ones who radiate energy and put energy into voicing their value and values.

Web Marketing RxNeed a Healthy Dose of Marketing Rx? Take 3 V’s:

1) Offer Value to your customer by sharing content (that has value to them) and communicate your value
2) Marry your with content with your Values (this will help you attract your ideal client)
3) Publish content consistently to solidify your Voice

 You will have a great voice online when your web marketing communicates your value and your values!

Virtual Marketing Hugs!



Anne Orfila
Boost Your Facebook Business Page with a Template

Can you think of a business – large or small – that doesn’t have a Facebook page?

Since most businesses have a Facebook page, you need to always be looking for ways to stand out and make yours count.

Make sure your Facebook page is user-friendly, understandable, easy to navigate and sells your product, brand, service, etc., Here is an easy way to help do this:

Give your Facebook Business Page a Boost – Assign it a “Template”.
There are 7 Facebook page templates available that have built-in default buttons and tabs specifically designed to help your type of Facebook business page. The templates are:

  • Services: This template is designed to help people find your services and get in touch. The “Call Now” button encourages people to take action.
  • Business: This is great for B2B Facebook pages. It helps you manage ways to post jobs and special offers.
  • Venues: Use the Venue template for Facebook business pages that host gatherings and events. It can highlight useful information like your venue’s hours, location, and upcoming events. A “Learn More” button encourages users to find out more about what is going on.
  • Nonprofit: This template highlights your cause and encourages people to fundraise and donate to your nonprofit.
  • Restaurants & Cafes: Use this template to highlight information about your menu, hours, location, and photos.
  • Shopping: This template is designed to showcase products and make it easy for people to shop online.
  • Politicians: This template helps politicians reach their supporters and communicate their message.

To choose the template that is right for you, go to ‘Settings’ > ‘Edit Page’ and ‘Templates’ will show up. Click ‘Edit’ to see the 7 options. Select your template from the list.

Boost Your Facebook Business Page - Web Marketing Tips

*We selected the ‘Services’ template for our WMT Facebook page!

Once you have selected your template, you can further customize your page by turning ‘On’ or ‘Off’ the Tabs that you want to appear on your Facebook business page. Pay attention because everything listed is what is appearing on your Facebook page! Chances are you do not need all those tabs.

Facebook Business Page Templates












If there is a tab that does not pertain to your business and you wish to turn ‘Off’, click on the ‘Settings’ button next to it.

When you turn it ‘Off’, it will no longer be displayed on your Facebook page.


web marketing therapy Facebook tips

Your tabs are displayed in the left column on your Facebook page and look like this to people who visit your page:

Facebook Business Template Tips from Web Marketing Therapy

One last thing! If you selected a ‘Services’ template, don’t forget to add your phone number to the ‘Call Now’ button that is located below your cover photo on the right side. Click on it to add your contact phone number. After that is done, you can hover over the button will bring up other editing options.

Boost Your Facebook Business Page with a Template


You’re almost done! Once your tabs are chosen and your phone number is set up, go back to your Facebook business page and review the changes. Click on the tabs, make sure everything is linking properly, and all information is appearing in the order that you wish to see it.

It looks like template options for Facebook business pages was rolled out in the beginning of this year. In my investigation, many businesses have not yet taken advantage of them! If you haven’t, I highly recommend that you jump in there now and make these simple changes to give your Facebook business page a boost.

Happy Social Media Marketing!

Lorrie Thomas
Do You Have The Keys to Your Website?

Whether you make your own website updates or not, you still need the keys to your website.

Do you have the FTP Login? Blog Login and Hosting Login details?

I’m not saying that you have to make your own website updates, you just need to have the keys to your site. Shoot, I don’t cut my own hair or do my own auto repairs – I go to professionals for that!

The keys are KEY in case something goes wrong. For example, we got a 911 call from a client – his site was down. We built the site but a small, independent web firm was hosting it (which we did not recommend, but the client wanted to support the business owner, a friend of his). When the site went down, his friend was MIA for over 24 hours. Because we had the access to his domain registrar and the keys to his site, we were able to get him to professional GoDaddy hosting in a matter of an hour.

Savvy companies have savvy marketing support on their side, but they aren’t handcuffed 🙂

It’s a healthy exercise to make sure you have in your files updated FTP, blog and hosting logins.

If you don’t have access to your site, blog or social media and your web marketing people won’t give it to you, that’s a problem…..

We can talk you off the ledge if that’s the case….