So, Do you Prefer Paper or Plastic Interactions?

Bob Bly reviews survey findings on social media use inTarget Marketing Magazine this month: What’s working in B-to-B Marketing.

The survey asked 131 Target Marketing.com subscribers about their use of print brochures, blogs, social media and their own website for marketing.

The results might surprise you.  Print (at least among this crowd) is not dead in 2010.

Many Many Business People Still Love Print

Among 131 who responded, 90% report they have print brochures.  Branding and conversion are deliberate goals for the website for over 50%.

Only 18% say social media are an important part of their marketing, though participation belies that a little — 42% have LinkedIn profiles.  57% don’t operate blogs or worry about running one for their business.

Brochure As Welcome Mat

So where does the brochure send prospects?  To the company’s website.

I would agree an appropriate goal of a website is branding and conversion.  Social media and blogging are other (paperless) ways to send someone to your website.

And more.

Social Media As Meeting Grounds

Social media aren’t good marketing tools unless they help you ‘make friends.’

Social media open channels to ask your friends (once you have them) “do you know anyone who does x.”  Some people just aren’t ready to make friends online.  That’s okay.

In my view, being active in social media does 2 things.  It connects you with like-minded people, and enables you to refer them to the help they need, as you’d help a friend. It fosters both human interaction, and brochure-like traffic routing to your website.  You can’t hand a physical piece of paper to your friends and contacts via social media.  But you can send them to your website, via LinkedIn, Twitter, Facebook, YouTube, etc.

People See the Potential, Even If They Don’t Use It (yet)

I believe that understanding of  how social media are supposed to work is growing.  The survey showed that while 18% are active in social networking, 24% plan to become very active.

It would be interesting to see which of the 131 companies are doing as well or better than they are now, in a few years, and compare their social media activity levels.

It may be that some businesses don’t lend themselves well to growth via social media. Sometimes, you just have to meet real people to earn their business.

Your Social Skills Are the Real Driver

I don’t think social media is a silver bullet.  It’s just a tool.  I agree that you have to walk the talk on your website and when dealing with people, for marketing to be worthwhile.

What’s important is to have a means to get people to find you, like you, trust you and buy from you.  There are probably as many (subtly different) ways to cook up a recipe for that as there are people….

Can you welcome and learn about pre-launch traffic, while you ramp up behind the scenes?

Of course you can — why waste the chance to work with your first visitors?

You can do better than “under construction,” and help yourself and your early visitor with hardly any added work – here’s what I suggest.

Use your Content Management System (CMS) like WordPress to set up Public and Private pages.

Set up a single public page  with a message more meaningful to your visitors than “under construction”. It can also bring you a lot more information  — while you work behind the scenes –

Smart “Under Construction” example:

- – - – -

Welcome to the future site of Example.Com:

Coming soon: Easy Steps to Create Website Content that Draws Clients Like the Pied Piper

While we’re setting up our Web Design for Small Business site at Example.com, let us know how we can help you:

<email address> <contact info>

Be the first to find out when Example.com is live:

Join our Mailing List

<email signup>

- – - – - – -

How your “under construction” page can give you market intelligence while you build

Plant a few choice keywords in the title and 1 headline.  This makes a smart “under construction” home page.  Set up Google Analytics, and see what search engine traffic you might get.

Use your Content Management System (CMS) Publishing Features to Hide Work-In-Progress

Did you know that you can publish the rest of your pages so only you can see them when logged in?

In WordPress there are 2 options

Option 1: Just save the page or post using “Save Draft”.  This keeps the work-in-progress out of the public eye.

Save Draft keeps your work-in-progress visible just to you

Option 2: Just set the status of the page-in-progress to: Private.

You control this option through the “Visibility” settings under the “Publish” heading to the right:

With the Private setting activated, only you and anyone else with an administrators’ login can see the work in progress.

The Main Difference between Draft or Private Status: Drafts are 1 Click Away from Public

The Difference:  Save Draft Does Not Hide the “Publish” button.  If you find your eye drawn to the graphically strong “Publish” button, you may press it by mistake, especially if you’re focused intently on your writing.  I confess I have been known to accidentally publish drafts because the beautiful blue button is there.

You can use your “Private” setting to remove the risk of accidental public release completely.  The Publish button disappears when your page is set to Private. You can restore it to Public with 3 mouse clicks  – 1 to “Edit” visibility; 2 to select “Public”; 3 to “Publish”

How your “under construction” page can give you a marketing leg-up while you build.

When you take advantage of the Private or Draft settings, you open the door to a little pre-launch market testing.

Now you have the option to try some of your keywords on your “under construction” page.

If you wish, you can plant a few choice keywords in the title and one headline.  This makes a smart “under construction” home page.  Set up Google Analytics, and see what your visit statistics can teach you.

Start your Email List builder if Your Audience Wants to See when You Launch

You can also begin building an email list.  Feedburner provides a no-cost email list signup form.   If your friends, contacts, and niche are actively searching, they may well land on your page just because they know your URL from your email signature, for example.  Or you may find your keywords are bringing in visits from your target market.

Make it easy for them to know when you’re public.  It shows you’re customer-minded even before you’re open for business.  Otherwise, you have to ask them to remember to check back.  Hmm.  That’s not very customer-friendly.

Public and  Private pages are important tools — because everyone knows the perfect website is always a work in progress.

Blogging DOES demand determination, commitment and time.

Main goals of blogging are:

1) to raise your visibility in search engines

2) to attract clients

3) to stay tuned to your market, what your ideal customer cares about, and what they need most (in the comments)

How Can You Reach Your Target Market if You Don’t Want to Blog?

You don’t have to create your own interest group (or blog) to enjoy the client-attraction benefits.

Here are 3 resources to help you find gatherings of people in your target audience:

1) Google Groups

Google Groups allows anyone to create and share questions, ideas or messages on a certain topic.  Anyone in the world can find this content by searching the Web.  This way, you can find a kind of focus group for your topic.  Google stores the content and the email list.

The value of Google Groups is you can search them to find what people in groups are concerned about.  I have a Google Alert for particular web design problems, that searches only Google groups.

A downside is limited visibility.  I don’t believe your Google Group discussion alone will place you in the Top 10 search result for even mildly popular topics. People don’t discover Google Groups unless they are actively looking for them. But if you want to know what people are talking about on your topic — even way back when — this is a good resource.

(Aside: Remember USENET?  This is the predecessor of Google Groups.   The terms of service reveal:

The Service contains the entire archive of Usenet discussion groups dating back to 1981. In addition to providing a Usenet archive,the Service enables you to create and maintain your own Group.

2) LinkedIN groups

One big benefit to LinkedIN:  Groups are very visible and easy to discover, once you have a LinkedIN account.  In the search box (upper right) of your account, a drop-down search box allows you to search for groups.  You can find very active threads on such topics as E-Commerce, Search Engine Optimization, or Public Speaking.

Want to post an article?  You can.  This week I’m watching an active discussion that began with an article on getting leads from LinkedIn.  The author listed 8 steps to optimize your LinkedIn actions to drive new business.

Yes, the group member posted what amounted to an article.  No one seemed upset about that — in fact, members jumped on it.  In the comments, I discovered the time vs payoff  problem people have with social media marketing, and the challenge of sticking to a plan.

You can post questions too.  Last week, my own question to a different group generated over 35 comments.  This post held the top position as the most active discussion in that group for almost 2 weeks.  That wasn’t my intention — but I got my answer and a lot of extra visibility to boot.

You too can get better visibility and market intelligence in LinkedIn groups.

3) Meet Ups

Ready to get offline and meet some real people face to face?  Meetup.com is a free source for finding live gatherings of people in your area.  My own test search turned up an Internet Entrepreneur meetup near where I live.

People can post discussions on Meetup.com too.  You don’ t even have to meet to find a discussion.

The downside is that the discussions I saw weren’t really discussions.  One was a job posting and one was self-promoting.  But you’ll find that in any group.

Any social network can be a grouping-ground for you to explore

Twitter Groups:

Twitter itself does not provide any means to group members together.  So a surge of 3rd party solutions is swelling to meet the demand for a Twitter group feature.

Some to explore:

Twibes.com

TweetDeck.com

TweetWorks.com

By using the direct tweet feature or direct messaging, you can instantly interact with members of informal groups you define yourself.

Places known for more group activity

Facebook Groups

YouTube Groups

Yahoo Groups

Squiddoo

You can learn a lot about your target market, just by exploring the activity of particular groups.

You can see the  which topics that generated the most attention.  You can see who is a member and view business profiles.

Without a blog, you can still engage deeply with like-minded people.  You can learn from with people who care about the same things you build your business on.  Their successes — and failures — can steer your own decisions about how to focus your valuable time and energy for your business.

The “Pending Approval” feature of WordPress* comes in handy here. A blog post reads very differently after you add a “skim layer” to the post — the keyword rich headings. As the writer, you may want to look it over, after your SEO expert has added your headings, to make sure the right meaning-at-a-glance comes across for your target audience.

How to save items as “Pending Review”

Here’s the procedure for using the Pending Review feature with your posts-in-process:

1. First, create your draft content (post or page). In the “Publish” box, look for the Status setting and click “Edit”



Set "Pending Review" status with the Edit button after Status

2. Click the down-arrow in the drop-down box to reveal the “Pending Review” option.
3. Activate “Pending Review” by selecting it in the drop down list; then click “ok” nearby.
4. Save your post with the “Save as Pending” button directly above. (Note: don’t use “Publish” yet.)

How to edit items “Pending Review”

1. Log into your WordPress system (you should have an administrator-level login)
2. Click the “Pages” link in the dashboard to view a page pending review. If the item is a post, click the “Posts” link.
3. Automatically, the top of the list shows items with the Pending status. Find your item.
4. Hover your cursor over the item to review, and click “Preview” to see it as your user would.
5. Click the “Back” button after previewing. Then hover over the item in the list again. Now click “Edit” to make any changes or publish.
6. Once you are on the Edit screen, you can click Publish to make the post visible to the world.

*version at time of writing: 2.9.2

And if you want your site on the first results page your target market sees, you need to pay attention to Search Engine Optimization (SEO).

The strategy of using keywords, or search terms, to attract your target audience is the core concept behind SEO

SEO a technique — a tool to help you rise above your competition. It’s a way to get more traffic to your website than you would without targeting the words your customers use when shopping.

Not every web design project comes with SEO services included.

Here is what a SEO Basics Project involves at BlueJ Projects

1. We work together to define 10 or so keywords you want “top 10” rank for, and can reasonably achieve
2. Making an “On Site SEO Plan”. This focuses on your site.
   • We edit current site content to optimize for those keywords chosen in Step 1.
   • Training on how to place keywords yourself in new content
3. Making an “Off Site SEO Plan”. This focuses on creating external listings for your business
   • In Google Local Business Center
   • In DMOZ directory
   • Sending updates to social networks – Facebook, LinkedIn, Twitter
   • In Media sites – YouTube, iTunes

SEO can appear overwhelming and mind-boggling when you first get into it.

But it really boils down to writing about what your target market wants to read, in their terms, and distributing it so it’s easy to find.

If you have questions, I’d be happy to address them in the comments below —

Great.

What do you Do First?

If you’re like some people, you may freeze up when you realize how many pieces you have to pull together.  Thinking of all the technical parts PLUS having to write your website copy may leave you drawing a complete blank.

Let’s take it 1 step at a time

Checklist for Your First Website

1. Purchase domain name and hosting space
2. Decide what pages you’ll need
3. Collect draft content
4. Organize content into pages — no more than 7 main-menu pages to start
5. Decide on 1 main graphic per page
6. Provide testimonials – use LinkedIn to start a profile, and ask people if you can use their testimonials first
7. Promote your website through social networks (Facebook, Twitter, LinkedIn), and Google Local Search

Action Plan – step by step tasks

1)      Spend a little time researching a domain name. Goal:  Use words that describe what you do.  It helps your rank in search engines to include words that people will use in searching.

Example:  If you do remodeling, the words “remodeling” or “remodel” or “construction” will help you. Then, add a word that signals the best outcome of working with you, or the niche you serve:  Examples for a made-up home construction contractor (all available at the moment)

• BathRemodelPro.com
• ProudHomeRemodeling.com
• GleamRemodeling.com

Where do you check for available domains?

I recommend the Domain Name Search tool at Network Solutions.

Why Network Solutions?  They are one of the early developers of the domain name registration system, in 1992.  In my personal experience, this means the domain name search engine — the one that tells you what’s “taken”‘ and what’s “available” — is a little more accurate than newer engines.

Not All Domain Name Search Tools are the Same

While I don’t have scientific proof, I have personal experience. When helping a client find just the right name, I did find a domain  listed as “available” on Network Solutions, which was listed “unavailable” everywhere else I checked.  My client was able to buy the domain of his choice through Network Solutions because it provided the most accurate information about availability.

(You can read more about the history of Network Solutions and the Domain Registrar system here at Wikipedia – only if you’re interested — totally not required).

Where to BUY a domain name and Hosting Space

Stop! While you should act promptly, you don’t need to buy a domain the instant you find it!  First think about where you want to host your website.  Some hosting providers give you FREE domain registration for the LIFE of your business, if you also host your site with them.  This saves you a lot of hassle and expense.

• You save about $10/year
• You don’t have to worry about remembering to renew your domain registration — the right host can do it automatically!
• You don’t need to remember who your registrar is, and who your host is — they will be the same!

I recommend Hostmonster.com because domain fees are FREE FOREVER if you also host it there

• because you can host UNLIMITED websites there – for the same price! – regardless of how many sites you eventually run
• because you can have as many email addresses – and other services to help you – to you at no added cost
• because they have GREAT tech support if you have to call them – you will not wait long in line on the phone (unlike other places!)

DISCLOSURE:  I am a Hostmonster affiliate.  I love them, I use them, and I recommend them. I do get a small payment for every customer I send to them.  It costs YOU nothing more.  I simply believe they have great hosting service and very competitive prices, and I want you to be happy.

If you want to select a host yourself, please feel free. (or you can use my Hostmonster affiliate link here)

Decide What Pages You’ll Need

Here’s a typical list for launch, without further ado:

• Home
• Services
• Products
• About
• Gallery
• FAQ
• Contact Us

Get a Great Graphic for each key Page – Help visitors picture what it’s like to work with you

I recommend these free and low-cost sources for graphics you can LEGALLY use on your website.  A short list of sources

1. Stock Exchange: stock.xchng -  Much of the artwork is available for use on your website with no further action required — others require that you credit and link to the artist. Look at the artist’s restrictions, which are easy to find under each preview.   You can honor link requests without sending your visitor away by using a “credits” page, “resources” page, or “about this site” in a quiet but accessible place.
2. IStock Photo: istockphoto.com – very low cost source of excellent graphics, drawings, cartoons and photos.  Buy a batch of credits starting at around $12 — you can buy individual images with a license to use on your website, for as little as 1 credit.
3. RGBStock: rgbstock.com – it’s free, but you have to join however, you can join or free.  It’s  a smaller, more recent service providing images from people aiming to get more visibility for their work.  At the moment, the images are offered under a license that permits you to use them on your website for illustration purposes.
4. Include yourself! — People like to do business with people!  Get hold of a digital camera, turn off the flash, and have a few pictures taken of your self, at least from the shoulders up.  Smile in a nice way that says — “I like this work, and I’m easy to deal with”.  That will fit the bill for your About page.

Don’t be put off if the artists requests credit or a link back.  If it’s just the right image, you can honor link requests without sending your visitor away by using a “credits” page, “resources” page, or “about this site” in a quiet but accessible place.

Get Testimonials

You can create a profile on Linked In.  Start asking your former clients or colleagues for recommendations.  Then, compile them into testimonials.  If you need to edit them (for length or other small change) ask the person if your revised version is okay.

If you’re not into using a social networking site like LinkedIn, just ask your contacts by email

Testimonials add a whole 3rd dimension to your site.  They make you look alive and real, which is important on the web.  Many people read business offerings on the Web with caution and skepticism.  Your testimonials won’t seal the deal, but they help you look more credible than you would otherwise.

Promote Your Website and Keep Track of Traffic through the Google Local Business Center

Whether or not you want to put yourself on the map — as in Google Maps — creating a Google Local Business Center listing is worth the effort.

• It helps your site rank higher in Local Search Results for people searching with Google in your area
• You can place a pin on Google Maps to help people find your office location (if you have a storefront or office)
• You can stand out by adding coupons, and getting more testimonials and reviews, via  your Google Local Business record

Creating a Google Local Business listing is good even if you DON’T want to advertise your business location.  Your office may be a room in your private home.  Or your business may be mobile, and you don’t use a postal address.

Now Google provides a way to list service regions, instead of an address, in your public profile.  For more details, check out the Google Local Business Center.

Launching (and running) an Effective Website is Hard Work

If planning and launching a website for your business sounds like a lot of work, it is.  These steps are designed to be a workable action plan. These cover the basic tasks to get you started.

Of course, we’ve only scratched the surface on tasks involved in targeting your market, crafting a message in tune with what people need, and how to use your website to gather business leads.

You have to start somewhere.  Your website is one of the most important tools you can use to attract your target market to your business, and start carving a place for yourself on the Web.

If you don’t want to tackle this on your own, I’m here to help.  Let me know what you need, and I’ll be happy to help you decide what’s a good investment of time, work and money for your business website.

What do you want most from your website visitor?  You want them to come, see, and grasp your value.  High reading ease is the key.

You work hard to grab attention. You draw web traffic with keywords.  You greet visitors with an attractive design.  You use subheadings so people can tell at a glance what you’re all about.

They can see the words.  But do they understand?  The good news is — you CAN help even the fastest speed-reader see what you mean.   After all your hard work to get someone to look over your words, you can raise the odds you’ll be understood.  Reading ease is the key.

How’s your Reading Ease?

What is reading ease?  It’s the amount of work needed to read and understand some text.  You want your web text to be very easy to read. Why?  Most visitors skim.  High reading ease improves the odds they’ll make sense of what they’re skimming.

It’s measured two ways.  There’s a scale called the Flesch Reading Ease score.  It’s a scale from 0 to 100, 0 being hard, 100 being easy.  Developed by the author of Why Johnny Can’t Read, Rudolph Flesch, it’s based on simple math: [average sentence length] – [average syllables per word].  The complete formula includes weighting factors to create the scale 0 to 100.

The second measure is called the Flesch Kincaid Grade Level.  It translates the reading ease score into a school grade level.   For example, A Flesch Reading Ease score of 77 is about what your average 6th grader can understand.   Flesch cared so much about making his reading ease score easy to understand, he used grade levels for our reference.  Wasn’t that nice of him?

So how do you find out your Flesch Reading Ease score or Grade Level?

You don’t need to know the actual formula to measure your reading ease. This is straight math.  So a computer can measure reading ease for you 100% of the time.

You have 2 options for running a tool over your text. Option 1 is during word processing.  Option 2 is after posting to the Web.

Option 1: Word Processing Tools

If you are using a text editor or word processor, your word processing program may have a tool. Microsoft Word’s reading ease tool is part of the spell checker.  First, activate readability statistics.  Look at the Spelling & Grammar tab under Tools > Options:

To turn it on when you spell check, just select the “Check grammar” box:

After your spell check is complete, you get a pop-up window with data about your text. The last 2 rows are Flesch Reading Ease and Flesch Kinkaid Grade Level.

Option 2:  Web tools

The same formulas work using web-based tools.  You just need to know the page where you can run them.  Here are a few I like:

• Readability tool at Juicy Studio Here is a readability tester for a web page. Just paste in your URL on the form. You may have to scroll down to see the form (grrrrr).(BlueJProjects is not affiliated with Juicy Studio in any way.)
• Readability tester for pasted text Just copy your text and paste it into the form. (BlueJProjects likes this tool, but is not affiliated with standards-schmandards.com.)
• Downloadable readability tester to run on your own computer. Sourceforge offers software under a GPL license that you can copy and install on your computer. This page links to readability programs that read a range of file formats, like .pdf, .doc, and .txt. If you want a checker of your own, check these out. (BlueJProjects uses files from SourceForge but hasn’t tested this particular tool itself.)

How easy should it be?

What grade level should you aim for? This is up to you. I like to aim for 6th grade. Easy to read doesn’t mean dumbed down or meaningless. It means giving your visitor an easy time, not a tough time, when they decide to dig into your words.

If you’re easy to read, and your competitor is hard to read, who wins?

When writing copy, customer focus is always good.

It is even better if you can speak your customers’ language.

But sometimes, even with your best intentions, things go horribly wrong.

It might be time to laugh. I hope you found these signs-gone-wrong funny enough to make you cry. I did.

Well-Meant signs gone wrong

Even More Well-Meant Signs Gone Wrong

She wondered, how do I refer to myself?  “I”? “She”? “Jill Doe Consulting”?

Wondering whether to use “I” or “she”  should set off a little warning bell in your mind.

Why aren’t you using the word “you?”

May I suggest — turn everything around.  Talk about your user’s problems, your customer’s needs, your customer’s benefits, your customer’s solutions.

Yes, even in your bio and free offers.

For example:

No:  Click here for our free 10-step guide and get our insights on better newsletter success

Yes:  Get your free 10-step guide here, and discover how you can better connect with your community in your newsletter, right away

Your best bio isn’t really about you

Marketing guru Marcia Yudkin first sold me on the idea about important signals your reader is looking for in your business bio. Are you low-cost? High-end for delivering the right impact? Readers are looking for your fit with their goals. Your bio works best (to attract the right clients) when it isn’t about you — it’s about the better world your customers move into when they work with you.

On almost every website I see, the bio is an under-used place to really connect with your market.  Your bio can home in on what your prospects need, instead of just telling them about yourself.

I’m wondering if I could sort of demonstrate… Here is a bit from a random coach’s bio on the web right now (name and content paraphrased to protect the innocent).

Jill Doe is a coach, strategist, writer, entrepreneur, speaker and principal of Jill Doe Coaching, with clients in 6 countries.

She works with business owners, leaders and executives who want strategies to be successful, achieve excellence and bring about more profound breakthroughs.

Jill Doe is passionate, inspiring, enthusiastic and her contagious sense of humor makes her fun to work with.  She sees herself as the catalyst to lead you to the most effective answers, thoughts and ideas.  Jill believes you can find the quickest and easiest route to success by looking at running your business in terms of the most to basic elements…

Does this have to be strictly about Jill? No.  (It squanders a golden opportunity to respond to the needs of Jill’s customers)

Tell me if you think this works any better (totally fictional bio)

I’m Jill Doe, and I’m passionate about building success for your business with a “back to basics” approach.  Running your business doesn’t mean you have to cut out time with family, evenings with friends, or precious time alone just to think.  The key focus at Jill Doe Consulting is to provide you with a clear, simple system for task management, so you feel confident you have time to carry out your commitments at work and in your life.

I founded Jill Doe consulting to work with established leaders and business owners want to have personal productivity plan in place.   Our mission is to balance structure and freedom in your life.  We help you develop your own action plan that gives you time for everything you have to do, eliminates tasks that aren’t effective, and gives you time you need to do the things that recharge you.

Jill Doe Consulting serves clients in 6 countries, and since 1995 has helped hundreds of business managers like your build on your most profitable ideas.

Have a new look at your About page. Does a vision of the better life for your customers come through?

See how often you use “you.” And see if you can do more to make your reader an active part of the conversation.

People Come To Solve Their Problems. Not Yours

Here is the #1 biggest mistake WPTS drives home: 1. believing people care about you and your website (here’s the article.)

He’s onto something.  How often do you find a business telling you what to think about them?  You’ve seen the claims: “We’re your experts in X Y and Z.”  “Our site’s mission is to promote the best [blah blah blah]…” “Let me show you what I can do for you”

Flanders claims people visit a website to solve one of  4 problems (I’m paraphrasing):

1) to find information

2) to buy or donate

3) to be entertained

4) to join a group

Nowhere do we see this reason: read your promotions. Sure, when you’re searching the Web, you want to find the best products, services and sources.  But you want what’s best in your terms.  Not the seller’s.

Jakob Nielsen is a long time expert on the science of making web sites useful.  In his “Top 10 Mistakes in web Design,” he includes “not answering user’s questions.”

Who do you think you’re talking to?

Check your content. Who is it about?  Who is it for?  If your answer to both isn’t “the customer,” then it’s time for some basic fixes.

5 Questions That Check if you’re about You or Your Customer:

1)    What problem is your customer dealing with?
2)    How do people with this problem describe it?
3)    Where do you use the words in #2 on your website? (“Page Title” must be in your answer.)
4)    Count how many times you say “you” in your web copy.  Now count how many times you say “I” or “we”.  If the “you’s” are fewer, your copy is probably about you, and isn’t engaging your people.
5)    What is the reading level of your copy? If it’s above 8th grade, check out of the ivory tower.  Write for the ground floor.  If people don’t get it, they won’t buy it.  (Check your reading ease here: http://juicystudio.com/services/readability.php)

Your customers are people who want information, a product, to donate, to learn, or join in something.

So that’s what your content and design should deliver. Help.  Answer.  Entertain me. Do what you say you do best.

Care most about giving what your market is looking for.

To fix the biggest mistake in web design, make it brain-dead easy to see you’re all about what your people need.