Is your cell phone over 5 years old? Most of us would say no. In fact, today it’s pretty clear that you need to add technology to your personal or family budget just to keep up with the advances in how we interact with the world. So what about websites that are 5 years old? Unfortunately, it’s not that uncommon to see sites that have remained untouched and stagnant for that period of time.

In the last 5 years social media has exploded. Mobile devices including smart phones and tablets are growing exponentially. There are more choices in Web browsers and versions have changed many times over. HTML code has evolved and websites that were developed a number of years ago make it difficult for visitors to interact the way today’s technology demands. It has never been more important to have your site function by today’s standards.

Browsers
In 2002, Internet Explorer had 95% of the market share. Since then new browsers have entered the scene (Chrome) and there have been countless updates to the other players (IE, Firefox, Safari). Currently, Chrome and Firefox account for 70% of the market. Each new version promises to better the way you view the Internet, this often means older websites are left with usability and viewing issues. These issues are directly related to the code that is being used on the site. In the past five years, web design has shifted to HTML 5 and Cascading Style Sheets. If you are using a dated design your load time, usability and overall efficiency are lacking as well.

Devices
According to Pew Research Center, 22% of Americans use tablets and 35% are smartphone users, leading us to believe that you can no longer rely on one design for all devices. Most recently, websites have shifted towards responsive design layout that caters to multiple devices. Responsive layout adjusts according to the size of the browser being used. Websites that haven’t been touched in the past two years are getting lost in the shuffle. Navigation and user expectation differs greatly from each device, causing older sites to present frustration and poor user experience.

Traffic
Each obstacle the user faces prohibits them from navigating your website. Valuable traffic is lost due to usability and viewing issues. With each missed opportunity is a lost lead. If your site is over 5 years old, let’s talk.

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2. A Customer Centric Approach to Your Website

Sazama is a company based out of Wauwatosa, Wisconsin that designs, builds, and remodels homes. They recently contacted Starkmedia about redesigning their website. After gaining an understanding of their business, Starkmedia focused on four features to make the most impact.

Picture Perfect
Sazama’s image gallery is a clear testament of their work. A large portion of the home page is dedicated to showcasing their most recent remodels/designs. The images remain dominant throughout the website and serve as a virtual portfolio for the visitor. Are your products/services playing an important role on your website?

Connecting with the Community
Sazama is based out of Milwaukee, but their business stretches outside of the city. The expanded footer incorporates their areas of business so that they are relevant for searches done in those cities. The footer also serves as an excellent reference for visitors looking for references of work in their area. Is your website optimized for target audience(s)?

Expanding Socially
In order to connect with their online audience, we expanded their reach socially. Not only do they have spaces in the most popular social media platforms like Facebook, but they also found niche platforms like Houzz and Pinterest. Both of these platforms are not only geared towards their target audience, but they are visually oriented so they create another opportunity for Sazama’s work to make an impact. Have you found a platform to connect with your audience?

Acknowledging Accomplishments
Another way for Sazama to translate the quality of their work is to communicate their awards. A space on the website was created to highlight the awards and accolades they receive. To further validate their accomplishments, testimonials are posted along side several of the awards. Are you communicating the quality of your work?

To put the icing on the cake, we created a back office tool optimized for efficiency. In one convenient location, they are able to enter information that is fed to different areas of the site. The need to meticulously enter information into several updaters has been eliminated allowing Sazama more time to focus on what they do best; remodeling homes.

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2. Providing Direction with a Redesigned Website

Prairie School is a college preparatory school nestled in Racine, Wisconsin. This independent school sets itself apart with the quality of their education, unique opportunities, and top-notch facility. In order to translate these qualities online Prairie School needed to change their online marketing approach. While their previous website catered to their current students/parents, they needed to create more of an opportunity to speak to prospective parents. In the redesign, Starkmedia set out to ensure the new website was more marketing driven.

Find It Fast
In order to market your content it’s important to make it easily accessible to the visitor. Starkmedia was able to identify which areas of the site were used the most and then organized the main level navigation in an effort to present these areas in clear & logical groups. We also included quick access to the calendar, directory, and login portal for current families and staff. The first step to marketing your info online is making it easy to find through exceptional navigation.

Provide a Vision
The online visitor needed to be given a sense of the atmosphere of the school. The combination of rotating banner images, color choice, and modern design layout all reflects the school itself. To further the visitor’s experience, aerial images are also included to provide a sense of the expansiveness of the grounds. The right combination of content and images gives the user a sense of the school’s atmosphere.

Highlight Your Assets
Starkmedia created a Feature Posts section that provides an opportunity for Prairie to highlight important and current happenings. With all of the unique offerings that Prairie School affords, this aspect was a necessary part of their new online marketing approach. Make sure that your current offerings are made apparent immediately.

Tell A Story
Through testimonials from students, teachers, parents and alumni, Prairie School is able to communicate the impact of their school. These stories add another layer of validity to the quality of education they provide. Let the power of your product/services shine through the words of your customers.

Gain Feedback
Enrollment is one way to gain insight on the school’s performance, but Prairie wanted insight into their visitor’s online experience. When a new visitor arrives on the site they are presented with the opportunity to give feedback on the website. Prairie school can use this information to better their online marketing approach moving forward. Let your audience help you improve your online experience.

Keep it Fresh
To encourage fresh content that bodes well with visitors and search engines it is important to have an easy to use content management system. Starkmedia deployed WordPress as a CMS platform for its efficient and user-friendly back office. We also integrated their existing Google calendars to add to the efficiency of their updating routine. A current website is crucial to online success, so be sure to use the right CMS to make this process easier.

Is it time to redo your website?

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1. Creating An Award Worthy Website
2. 10 Telltale Signs Your Website is in Need of a Redesign
3. Creating an Online Experience

Companies want to have control over the content in their websites and users want access to fresh content. The amount of control a company needs varies with each unique situation. The one size fits all approach of canned content management systems is rarely the perfect solution. Inevitably, there are functions in a CMS that will never be used or that need to be modified to be effective. Starkmedia works with each unique situation to create an effective solution. Let’s review some possible CMS solutions.

Custom Content Management System
Starkmedia has both the expertise and the experience necessary to create a custom CMS centered on your specific needs. One of the benefits to using a truly custom CMS is that it can grow with your needs. Many companies start out needing a simple updater for one specific area of the website, but as their business grows they need to add functionality. We have built updaters for everything from dealer locators to product catalogs and nothing we build is proprietary so when we’re done our clients not only own the design, but the functionality as well!

CMS Partner
Have you already invested in a CMS? Starkmedia has worked with numerous CMS solutions in order to help companies customize, integrate, and design a system that works for them. If your needs have changed since you implemented the CMS, Starkmedia can build new features and functionality into the existing framework. Content management systems often have extensive functionality, but lack the front end design necessary to integrate smoothly into a website. We can create a design to provide consistency throughout your website. Some of the programs that we have worked with include Sitecore, Magento, and Drupal.

WordPress
What originally started as a platform for bloggers has evolved into a content management solution for small businesses. Through the power of WordPress, a designer can use cascading style sheets to apply a design and layout that supports a company’s branding efforts. In addition to design capabilities, WordPress comes with a built-in content management system so that the user is given control over their website. Although there are benefits to using WordPress it isn’t always the right solution. The built-in content management system often needs the expertise of a programmer to enable specific functionality that works on the front end. For e-commerce websites or companies with complex product/service offerings, a custom CMS is often a better fit. Another downfall to WordPress is that plugin upgrades can often effect the design and functionality of the website. As with any solution there are pros and cons to using WordPress, so it is important to analyze your situation and choose accordingly.

Starkmedia caters to the specific needs of your business to build the most cost-effective solution. Contact us today so that we can help find a solution to your content management needs.

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No matter how robust a website is the first thing that grabs your attention is often the design. Reams Asset Management, a fixed income investment management firm, recently teamed with Starkmedia to improve the design of their website. To make an impact with their target audience, which includes many Fortune 500 companies, their current site needed an infusion of life. Their site wasn’t reflective of the quality of their business. In addition to design, Reams wanted a more interactive site with control over updating and maintaining content. To achieve their desired goals, Starkmedia focused on 3 specific areas for the redesign.

Show Your People
Investment firms can often appear stale, but adding a face to finance brings an element of warmth to the website. Reams’ people are an integral part of the trust built into their services so they needed to play an equally important role in the design. Once arriving on the website, the importance of their people is immediately apparent as seen through the image rotator. To support the role their people play on the home page an entire section is devoted to them as well.

Portray Professionalism
There are many elements of design that give it a professional and current feel. Although imagery plays an important role in the design, it was equally important to find a balance by incorporating the right amount of text. The images supply the warmth, while the text provides a strong message. The colors, logo, and styling provide continuity among all their branding efforts. The end result is clean and modern, allowing Reams people and message to remain in the forefront.

Keep It Current
In order to keep the site updated, maintenance was important part of the process. After assessing their specific needs, Starkmedia integrated a CMS to give them complete control over all content and pages of the website. Reams is able to control the content throughout the site without jeopardizing the design. This system allows them to build onto the website, but still provide consistency for the visitor by carrying the same design throughout the site.

The design speaks for itself, but we take satisfaction in knowing that our client is satisfied.

“I want to give Starkmedia a glowing recommendation. We now feel that the site is a reflection of the work that we do. Both the process and outcome have exceeded our expectations.”

Cheryl Buffo
Business & Data Analyst
Reams Asset Management

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During the initial stages of a new client meeting, the discussion often turns to the integration of social media platforms. For some companies the potential is obvious and the strategy comes naturally. B2B social media strategy often takes more effort, but can hold enormous potential. Below are a few tips for B2B companies who want to dip their feet in the social media waters.

Start Small
Listening and observing the conversations that are going on in social media can provide immense understanding. Part of your strategy should include observing how your industry is using social media and how each platform is utilized. It is unwise to jump into every social media platform at once. Your success in any platform is directly related to how much time and energy you have to put into it. Social mention is a great tool to use so that you can see what conversations are going on and where. Take some time to search for conversations that include the products/services you sell and your company name. These conversations will help to guide you in the direction you should take.

Get Linked
LinkedIn is a great platform for B2B’s looking for a place to start in social media. It can be used for employment, making connections, and professional discussion. LinkedIn recently updated their personal profiles to create a sleek, simpler and more user friendly look. Business profiles could be on the horizon for an update as well, so it might be time to create a profile or add to the one that you have. LinkedIn groups are a great way to join a community or establish one. Starting a group requires time because you will need to promote the group and also moderate and start the discussion. Before starting your own group, join one to gain a better understanding of how it works and what to expect.

Build Credibility
A blog is an excellent place for businesses to create valuable content that holds mutual benefits for both the creator and the reader. Search engines look highly upon new content, so as long as your blog is embedded into your site you’ll begin to reap the rewards of creating fresh content. New content also gives your visitor a reason to return to your website. Up-to-date content presents an excellent opportunity for internal linking which is another way to optimize your site for search engines. Tie your social media efforts to your blog by providing sharing icons so that visitors can share your content through different social media platforms. In addition to the SEO opportunities, blogs also give companies an opportunity to build their reputation as an expert in your industry.

Whether you are starting your social media strategy or adding to one that already exists, Starkmedia can help. We have experience with everything from the creating a social media strategy to developing the applications that will support it.

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When it comes to marketing exposure on the web, search still reigns supreme. Google continues to get smarter at displaying the most relevant results. Users are getting the information they need faster than ever. A win, win right? Not if your website isn’t showing up in the first page of search results. 75% of search engine users never scroll past the first page of search results. The winners on the first page get the spoils; qualified leads and willing buyers. The losers are left with the leftovers. So, how do you show Google you mean business in 2012? We’re glad you asked…

BE SOCIAL
2012 has already been the year of social media. Not only has there been an increase in user engagement, but searchengines have incorporated social media into everything they do. Search results contain more social media pages and mentions. Ranking algorithms are now strongly affected by one’s social media presence. Why are search engines all about social media? Social media helps spread good information around among friends unlike ever before. It is not only helping businesses interact and engage with their fans, but it’s becoming vital for businesses to continue to display on the first page of search results. Studies have shown that a particular business’ social presence (especially on Google+) has a direct effect on where they rank in Google. At this point, social media is a no brainer. Develop a social strategy, find & engage with your fans, and watch your search results improve.

WRITE VALUABLE CONTENT
With all this talk about social media, one thing is certain. Content is still the king of SEO. Nothing is more important than fresh, quality content that users find as valuable information. It’s not acceptable anymore to create a website, ignore it for years, and expect to show up on the first page in search engines. Explore opportunities to create valuableand link-worthy content on your website. As a result, Google will recognize you as an authority in your industry, andreward your search results accordingly. Create a blog about the latest advancements in the industry. Statistics show that companies who blog have 434% more indexed pages in Google, which means more leads. Update your blog with the latest news stories about your business on a consistent basis. Remember to write content with the end user in mind, not search engines. If people like the content on your page, they will share it on their social networks, and your website will reap the rewards.

RICH SNIPPET OPTIMIZATION
One of the newest and most effective ways to gain trust with Google and increase exposure in search results is having rich snippets for the pages of your website. By applying microdata on your website’s source code, you are able to tellGoogle to display even more information in your search results such as the author, recipes, video, products, business locations, events, and more. The implementation of rich snippets on top results has been shown to increase click-through-rates dramatically because of the perceived value of the content.

The value of SEO simply cannot be overlooked as 93% of all online experiences begin with a search engine. Understand the keywords your potential leads are using to search, develop an SEO friendly website, and implement a solid social media & content marketing strategy. Need help understanding how SEO works? Interested in integrating a blog or social media platforms to your website? Starkmedia understands the importance these elements have on a web presence, and we’d like to help.

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2. Make Your Search Results Stand Out Using Rich Snippets

We see them everywhere on a daily basis when we search for something, but many people do not know what they are or even how they work. Rich Snippets provide a great opportunity to display more information about your webpage in the search results. In short, they are designed to give a user a sense of what the webpage might contain. The benefits of using rich snippets include:

1. Giving users quicker access to useful information
2. Providing aesthetically pleasing layouts to draw a user’s attention more than a regular search result
3. Increasing click-through rates resulting in more relevant visitors to your site

Rich Snippets can be used for a variety of information that includes but is not limited to:

1. Events
2. Author & Author Photos
3. Locations
4. Reviews
5. Ratings
6. Products

In order to use rich snippets, you must know how to properly markup the content on your website using markup formats such as Microdata, Microformats, or Schema.

Starkmedia is constantly finding ways to implement rich snippets for our client’s websites to help them succeed online. As rich snippets evolve, they could be used in even bigger ways in the future in search. How can you mark up data to include rich snippets in your search engine results?

Check out this helpful infographic to learn more:

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Image courtesy of FreeDigitalPhotos.net

The Internet is a constantly changing smorgasbord of new marketing platforms. At it’s current pace it is difficult to differentiate what tools are worth your time. We’ve listed a few new platforms and laid out whom they will benefit the most.

Mobile Websites
Although mobile websites have been around for a while, they have moved from an emerging trend to a mandatory marketing tool. Half of all local searches are done via mobile phone. Hubspot.com reports that Mobile Internet users will reach 113.9 million in 2012, up 17% from 2011. Mobile must be considered for businesses that are currently using their websites as a main source of marketing – meaning it’s important for all.

Web Apps
With so many new devices for browsing the web, companies are finding it necessary to create specific apps for each device, which can prove costly. Web apps provide companies with a cost effective approach. A web application uses the power of the Internet to drive its functionality and since it is accessed via browser it performs cross platform. Updates are done seamlessly without the need for downloading the latest version, which benefits both the user and the company.

Responsive Web Design
Now that desktops aren’t the only tools for browsing the web responsive web design has come into the picture. The design is built to adjust to the size of the browser for whatever device you are using (mobile phone, tablet, etc.). The benefit lies in its ability to adjust the layout of the design to fit the device as well as convenient updating. Instead of meticulously updating several sites, updates are done in one location and apply to all layouts. Companies who have a tech savy target audience are prime candidates for this design. In order to reap the benefits of this design style, it is also important to look at your product and services offering. If these areas of your website are text heavy you may be better served by a customized mobile website with select information.

Pinterest
With all the attention it’s gathered lately, this virtual pinboard has gained much popularity. Pinterest gives you the ability to organize and share all the things you find on the web. With a primary demographic consisting of women ranging from ages 25-34, it holds potential for businesses that are retail focused and have a target audience that matches the demographic. Some companies that have found creative ways to use Pinterest for business are Gap and The Travel Channel.

Instagram
Since photo sharing is one of the most common practices of social platforms, the creators of Instagram hit the nail on the head. This popular app allows you to snap a picture, make edits and apply filters then share it on Instagram or another social platform of your choice. Recently, Facebook decided to buy Instagram, so you’ll only be seeing more of this popular app in the future. If you have already built a following on Facebook or your followers are receptive to images, adding this app to your posting repertoire can help add interest to your updates.

QR Codes
These barcodes are popping up all over the place from magazines to store front windows. To use a QR code, a mobile user scans the barcode with an app on their phone and is given direct access to whatever information the creator intends. They are most commonly used to link to a contest or additional information about a product. The important thing to remember is that they are often accessed via smart phone so whatever destination you plan on sending them to should be created for a mobile device. If your target audience consists of tech savy smart phone users, this marketing tool is for you.

Is it time to try one of these platforms? Starkmedia can help.

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A website is much more than just a website. It tells a story. It produces leads. It sells your products. Because of this, a website’s performance is not something to be taken lightly. But far too often businesses and marketers don’t have a clue as to how their websites are performing and how to improve them. These two initiatives are vital for the success of any company.

Google Analytics, a free site performance service, provides website owners with just that: helpful and actionable data about a website so you can make insightful improvements. But using Google Analytics without understanding the data of your website is like giving an 8 year old the keys to your car. It’s bound to be a disaster. To ensure this doesn’t happen, we hope to help you understand how to make the most out of Google Analytics.

IDENTIFY THE GOAL OF YOUR WEBSITE
Before Analytics can be used to gauge success for a business, a clear goal for the website must be thought out. Some businesses use their websites to generate leads or newsletter subscribers while others are looking to generate revenue from their products. Establishing clear goals will not only allow you to determine the success of your website, but measure it over time. Measurable goals can be tracked very easily in Google Analytics. A specific page view, visit duration, or pages per visit can all be tracked as a conversion for your site. Many of our clients choose to direct users to a thank you page after a completed conversion to measure a conversion more easily. This makes success measurable, which allows you to see trends over time.

LEARN ABOUT YOUR AUDIENCE
Google Analytics allows you gain an insight as to who is visiting your site. For example, under the Audience reports, you are able to discover the demographic of your visitors and break down where users are visiting from all the way down to the city. You are also able to see how many users have visited from a mobile device. Knowing what percentage of your total traffic are mobile users can dictate how seriously you take your mobile presence on the web. The Keyword report allows you to get in the mind of the user, exploring which keywords visitors typed into search engines to find your website. By filtering out branded keywords, you are instantly able to see what general keywords you are showing up for in search. This information can help base your decisions on expanding certain areas of your site.

REALIZE WHERE TRAFFIC IS COMING FROM
Arguably the most important report that Google Analytics provides is the Traffic Sources report that lays out how users are reaching your site. Google displays whether they are directly typing in the URL (direct), being directed from another website (referral), or finding your website via search engines (search). Understanding this data is the foundation for any online marketing initiatives. For example, a small percentage of referral traffic may mean that you might want to explore building links on other websites, even expanding your social networks to gain more referral traffic.

UNDERSTAND YOUR MOST VISITED PAGES
The Content report gives you a sense of the performance of all the webpages on your site. Why is this so important? First, it may help many businesses realize which products are the most popular. Understanding your most visited webpages can help you determine which information to focus on and expand. It can also help determine which areas of the website to call out on your homepage. The Content reports also help identify which pages have the least amount of page views and the highest bounce rates (when a user visits and clicks back). This information can be used to improve poor performing webpages, turn them into something of value or eliminate them altogether.

The insights that Google Analytics provides are essential to make data-driven decisions for your business. It has the ability to give you simple data or focus on more complex and robust pieces of information that give you the tools you need to improve the performance of your website. Are you unfamiliar with Google Analytics? Do you want to understand how your website is performing? Whether you want to begin integrating your site with Google Analytics, understand how to implement your site’s goals, or simply learn more about how it works, let the team at Starkmedia help.

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