Greg McNeil, Author at 216digital

Are ADA Overlays a Liability? Here’s What Accessibility Experts Had to Say
Lawsuits for websites that are not ADA complaint continue to threaten many internet businesses.

These companies often turn to accessibility tools to quickly make their sites ADA compliant, thinking they’ll be protected from a lawsuit.

Accessibility tools (screen overlays and widgets,) such as UserWay, AccessiBe, and AudioEye, work by adapting website content to users’ needs.

Yet, the levels of accessibility that these tools offer varies from overlay to overlay. To cut through the noise surrounding website accessibility tools, we reached out to several industry experts.

The ADA Experts

Kim Testa: The Executive Vice President of the Bureau of Internet Accessibility, industry leaders in eliminating the accessibility digital divide since 2001.

Eli Freedman: The Senior Partnership Success Manager of accessiBe, a two-part web interface and ai accessibility tool hailed as “World-Leading Web Accessibility Technology.”

Richard Hunt: Partner, Hunt Huey PLLC. Hunt Huey PLLC has a national disability rights practice that includes defending real estate developers, retailers, restaurants, shopping centers, banks, apartment owners and managers, hotels, single-family developers, homeowners associations and other enterprises in ADA and FHA litigation.

With their professional insight, we find answers to some of the most pressing questions surrounding the use of website overlays to achieve ADA compliance online.
Are screen overlay products effective for making websites appear to be ADA compliant?

Screen overlay products improve website accessibility by adapting the existing assets of a website to best fit the needs of a disabled user.

These changes are not automatic and must be triggered by the user before making any visible adjustments to a site. We asked Kim, Eli, and Richard their perceptions of the effectiveness of these accessibility tools.

Kim Testa|The Bureau of Internet Accessibility

“In the world of digital inclusiveness and accessibility, overlay products do nothing to ensure the original website code is compliant to WCAG 2.1 A/AA.
They work by “recreating” the web pages with “their” code. A script is then inserted into the website’s original code, which in turn hijacks the user’s screen reader and forces them to learn a new technology. In some instances the overlay solutions make the user identify themselves as someone living with a disability.
Keep in mind that 99% of people that need assistive technology, have their own and do not need, nor want to be forced to use someone else’s. While overlays may sound like an easy, quick-fix – they do absolutely nothing to remediate the accessibility issues of a website, web-based applications, or native mobile apps.”

Eli Freedman | accessiBe

“There has been a lot of buzz in the marketplace discussing why web accessibility overlays are not compliant. We can say for certain that overlay companies pose their solutions as being compliant, when in fact they are not.
Research shows overlays only handle up to 25% of the WCAG requirements leaving the remaining 75% inaccessible and vulnerable to lawsuits. Why? Those overlays only handle the more simple requirements which are the CSS adjustments of a website. For instance, color contrast ratios, stop animations, larger cursors, font colors and sizing, and more.
Where accessiBe differs from other layover tools is that it handles both the foreground CSS adjustments and the 75% ‘heavy background lifting’ WCAG 2.1 AA requirements like Aria attributes, assistive technology compatibility, alt tags for images, contextual understanding Ai that assigns all the correct elemental structures like pop-ups, forms, icons, buttons, and website behaviors.”

Richard Hunt | Hunt Huey PLLC

““ADA compliant” isn’t really a meaningful question because there is no objective regulatory or judicial standard for business website ADA compliance (Government websites covered by the Rehabilitation Act have a standard almost identical to WCAG 2.0 AA). In fact, there isn’t even agreement on why a website has to be accessible under the ADA, and until you know why the website needs to be accessible it is impossible to say whether it meets that need.
We can say that in the broadest terms a website does what the ADA requires if a disabled individual has meaningful access to all the goods and services it offers. That is a subjective standard because it depends on the particular user and their assistive technology. Government agencies, businesses, and lawyers hate subjective standards, so most are using WCAG 2.1 or 2.0 AA as a kind of substitute measure of accessibility. Those standards involve compromises (that’s why there is an AAA standard) which means that even a website that conforms to WCAG 2.1 AA may not be accessible to all users and all assistive technologies.
The courts have not yet resolved whether the compromise represented by WCAG 2.1 AA is good enough to satisfy the ADA or is perhaps even better than the ADA requires. As for overlays, if you don’t know what the standard is you can hardly claim to meet that standard. A claim that an overlay makes a website ADA compliant will always be false, no matter how good the overlay is.”

Bonus Tip: To find out if your website is accessible, you can request our accessibility specialists to conduct a free site scan, by clicking here.

If you install a screen overlay product, will you be less likely or more likely to become the victim of an ADA non-compliance lawsuit?

For many companies, the purpose of installing an accessibility tool is to protect themselves from an ADA non-compliance lawsuit.

But how effective are accessibility screen overlays at protecting your business? Here’s what Kim, Eli, and Richard had to say.

Kim Testa|The Bureau of Internet Accessibility

“Since overlays really don’t fix the issues, websites are wide open for a lawsuit. There are tools on the market that are used to identify websites that are using overlays and widgets…
It’s simple for lawyers to get a list and target the companies using them. There is no magical solution to becoming digitally compliant, the only way to know if a website is compliant is to have a complete audit, both automated testing and manual testing (done by individuals living with disabilities) all done at the same time.”

Eli Freedman | accessiBe

“If a website owner has a layover tool that does not handle the ‘heavy background lifting’ as stated above, they are definitely at a greater risk of being served a demand letter or a lawsuit.

Reports have been received from people in the disabled community in tandem with law firms around the US are grouping together to find websites that are using layovers and targeting them with ADA lawsuits and demand letters as they too know those layovers are not making their websites accessible.”

Richard Hunt | Hunt Huey PLLC

“Plaintiff law firms use software scanning tools to look for non-conformance with WCAG 2.1 or 2.0 at success level AA. A product can only reduce the likelihood of a lawsuit if it makes the website look like it is in conformance when scanned by the most commonly used software tools.
As I understand it software scanning tools will not ordinarily trigger the accessibility features of an overlay that requires a user choice. Thus, if the website relies on the overlay to correct underlying non-conformities based on a user choice the overlay will not reduce the risk of a lawsuit.
It is also important to remember that software scanning tools not only miss errors, they also report false positives. For example, because a scanning tool can’t tell if an image is purely decorative it will mark a decorative image without alt text as a nonconformity even though such images are not required to have alt text under WCAG 2.1 AA.
To reduce the risk of litigation any solution must make the website appear perfect or almost so to the most commonly used scanning tools, whether or not that really makes the website easier to use for those with disabilities. As for plaintiffs targeting websites that use layovers, it would not be surprising if it were perceived by the plaintiff’s bar as a profitable enterprise.”

When using a screen overlay product, can site visitors use their own assistive technology?

Many disabled internet users have been dealing with accessible websites for a long time. Since most sites aren’t aware of their needs, they’ve had to rely on their own assistive technology to navigate the internet.

But if a disabled user tries to use their own tools on a site with an accessibility overlay, can both systems communicate with each other?

Kim Testa| The Bureau of Internet Accessibility

“Yes, but as [I] stated earlier, a user may come to the website with their own assistive technology but, upon entering the site, the script will take over and force the visitor to use the overlay technology, making the user abandon their own, known assistive technology.
Many times when this happens the user will leave the site and never return. Companies are looking to acquire new visitors not frustrate them to the point that they leave. ”

Eli Freedman | accessiBe

“In most cases, yes they can, however, that does not mean that it will be completely compatible with all assistive technologies like screen readers or keyboard navigation only.
In addition, there are certain layover tools that have screen readers embedded within their ‘solutions’ which is purely a marketing gimmick. This is actually counterproductive since those with disabilities have their own assistive technologies and the embedded screen reader’s conflict with their own technologies.”

Richard Hunt | Hunt Huey PLLC

“Whether a particular overlay is compatible with any particular assistive technology is not within my technical expertise. What I can say is that in general, the ADA requires that any facility be accessible to disabled individuals as they come to it; that is, with whatever technology they are accustomed to using. You can’t tell a wheelchair user, for example, that they need to switch to a mobility scooter to enter your store.
A similar principle exists in the Web Content Accessibility Guidelines; that is, they are intended to create accessibility solutions that do not depend on the user’s choice of assistive technology to the extent that is possible. An overlay that is incompatible with the most commonly used assistive technologies, and in particular with the most popular screen readers, won’t be regarded as improving the accessibility of a website for purposes of the ADA.
There may be some assistive technologies so old or so rare that they do not have to be accommodated, but to satisfy the ADA an overlay must work seamlessly with the most commonly used assistive technologies.”

Now it’s Your Turn

At this point, you might be thinking, “Do I need an accessibility screen overlay for my website?”

As you just learned from experts, while you can use a screen overlay to make your website appear more accessible, it’s only helpful to a certain extent.

Keep in mind that whether or not you use an accessibility overlay, there is still some manual remediation you’ll need to do within your website’s code.

Before installing or remediating anything on your own, you should know if your website is ADA compliant. Request a free ADA compliance scan today by clicking the link below.

Request A Free ADA Compliance Scan

After our ADA specialists scan your site you’ll have the expert information needed to proceed with improving your website’s accessibility.

As the environment around website accessibility continues to evolve, we want your business protected from an ADA lawsuit.
Greg McNeil

May 20, 2020

Legal Compliance

ADA Compliance, ADA Lawsuit, ADA non-compliance, Website Accessibility, Website Accessibility Tools
The Small Business Marketing Guide to Surviving COVID-19

The coronavirus (COVID-19) has been a drastic agent of change across the globe. It’s forced us to adapt how we live and work to the new pandemic environment.

If things go right and we flatten the coronavirus curve, we could be social distancing for quite a while. Already, this has put many small businesses in a difficult position, especially those that rely on in-store purchases.

It’s important to work together during this time. So, to help other small businesses, we’re sharing this guide to digital marketing during COVID-19. By improving your business’ presence on the internet, not only can you endure the pandemic, but build the foundation for success when it ends.

(more…)

Greg McNeil

April 17, 2020

SEO

Coronavirus, COVID-19, Digital Marketing, ecommerce website, SEO
Never Underestimate Your Social Value: Managing Your Brand’s Social Platforms

When planning your digital campaign for the coming year, be sure to invest in all areas of your business or website. Paid advertising and searching engine optimization are crucial to your rankings, as are technical optimizations on the site. Some regular maintenance and activity in your admin day-to-day really goes a long way. Having an active blog, for example, keeps your content fresh and your site relevant on the web.

When managing your brand don’t neglect your social media presence. Not only does a social media presence get your name out there, but it also strengthens your authority as a site and as an organization. By developing a following and being active on your platforms, it gives your organization more credibility in the business.

Keeping your brand’s multiple social platforms (Facebook, Pinterest and Twitter just to name a few) active, and engaging social media presence will influence not only your audience but the robots as well. With a little bit of activity each day, search engines will take notice of your online presence.

Optimizing Your Social Campaign with Best Practices

A common misconception with social media is that the pages aren’t as relevant as your actual website. They aren’t even on the same platform, so who would notice! Although the algorithms may differ from Google, each platform requires some sort of activity and attention on a regular schedule. Neglecting one of your channels could mean missing out on vital search visibility.

In addition to posting and being active in the news feed, there are many different strategies that will help optimize your social channels. Below are some tips to consider for your social media marketing. Incorporate some or all of them into next year’s campaign to stay relevant. These tactics will not only ensure your name is out there, but they are guaranteed to have a positive return on your investment. Make these tips a regular part of your best practices.

Slide into the DMs: Monitor Your Messengers

Whatever social channel you are on, never neglect your inbox. Messenger apps are a growing social trend. People like talking to an actual person. Similar to a customer service representative, apps and chat messengers can have a direct reach to the customer and make their social experience unique. A pleasant and unique user experience (UX) will never cease to keep your audience coming back for more. Never underestimate the power of human interaction, especially in real-time. Monitor your inbox often and don’t keep users waiting.

Another feature based on this tactic is a built-in chat feature on your website. Again, this focuses on the customer and seeks to meet their specific needs. Some organizations even have chat apps or social medias that directly engage the brand to the customer. Some popular apps that are used for this include, WhatsApp, Facebook Messenger and WeChat. In fact, they hold a large percentage of the messaging market. Just this past year, some have added interactive features to their “stories” and news updates. Having an automated bot for customer service and support issues can point users in the right direction and assist you in monitoring your inbox. This will have a huge impact on your overall eCommerce.

Make It InstaGood: Don’t Neglect an Instagram Presence

Instagram is a growing marketing giant and it is taking the eCommerce world by storm. Facebook has become somewhat saturated and brand advertising has taken a turn toward Instagram ads and stories. According to a recent study, ad spend on stories has more than doubled in 2018. Advertisers have seen a huge ROI from this, so don’t overlook it in your digital campaign. Having a presence on Instagram has become a staple in modern-day eCommerce.

Video Advertising Has Invaded the Market

If you aren’t making videos or posting interactive advertisements, you could be missing out on crucial advertisement. Videos not only catch the attention of many visitors, they have also shown to directly impact conversion rates. This could possibly be linked to the same theory of user experience. Making it more unique and interactive makes for a memorable interaction or UX. What better way to get your video advertisements out there than sharing on your social profiles?

YouTube presence is extremely common in the digital world and is as vital as Instagram ads. Many organizations keep a close eye on YouTube conversions, constantly monitoring them in their analytics. As video advertising becomes the new norm, use your social channels to get your videos viral and leave your mark in the digital world. This is a perfect way to ensure your videos are seen, no matter where users are looking. Not to mention, videos ensure users engage with your content and are more likely to share it with others.

Stay Relevant on the Web and On Top of Your Competitors

Social media marketing is a trusting relationship between the brand and the customer. Stay up to date with emerging technologies and new platforms by reviewing your social media marketing strategy and understanding your audience. Build trust with them in every campaign. If you need help managing social campaigns or don’t know where to invest your resources, contact 216digital. We can help get you headed towards an active and engaging social campaign. We also offer Cleveland SEO services, and Cleveland web development in addition to social media solutions. Optimize your social media marketing and transform your brand today.

Greg McNeil

December 30, 2018

Social Media Marketing
Marketing Meets the Age of eCommerce

In 2017, Cyber Monday shoppers raked in a record-breaking $6.59 billion dollars. It was recorded as the largest online shopping day ever with sales increasing 16.8% over the year prior. It even topped Black Friday online sales by $1.5 billion, if you can believe it. With numbers climbing each year, it will be interesting to see what sales 2018 bring.

Cyber Monday is the online equivalent to Black Friday shopping, without all of the chaos and waiting in line! It was birthed out of the ever-growing digital age, where millions of consumers have chosen to skip the 3 AM alarm and avoid the unruly mobs at major retail stores. Now with your computer, mobile phone or tablet, you can check out your favorite retail spots at your own convenience. The savings are usually just as good and you don’t even have to leave the comfort of your own home. This means no more cutting into your holiday and interrupting time with your friends and family.

Capitalize on Cyber Monday

If you are looking to take advantage of this growing trend, it is important to keep these tips in mind. Many people believe that most Cyber Monday shoppers already know what they want and are just waiting for sales to begin. This is not always the case. While it is common that most Black Friday and Cyber Monday shoppers form a game plan for where they are shopping, most consumers are visually driven. Don’t underestimate the ability to turn heads and draw attention, even on your website. Suggestive marketing and product placement work just as well in person as they do online, so keep cross-selling and suggestive selling products that are associated with one another. Dedicate an entire section to related products.

Start your content campaign by optimizing your products. SEO is a crucial tool to have all year, not just during this weekend. Doing your keyword research is a habit that never goes out of style, especially right before sales are expected to spike. Content and descriptions rich with SEO keywords will help your products be easily discoverable by the search engines. Be sure to include Black Friday/ Cyber Monday related keywords in your content and use wording that creates a sense of urgency to your consumers, such as “for a limited time only” or “while supplies last.”

Also, plan a schedule for your sales to ensure the correct discounts are applied at the appropriate times. Remember it is important to be competitive to stand out among the competition. Consumers are looking for a minimum of 20% off the original price, but Thanksgiving weekend is the time to go big or go home. You need to get yourself noticed among the thousands of competitors out there.

Social media is also a great way to capitalize on traffic. Not only is it a great way to gain exposure, but social media allows users to engage with your product. Your brand will get more visibility and others can engage with items, even users who aren’t shopping. This is extremely important as these are the users that come back in the future. Much of social media engagement depends on getting your name out there and developing a following.

The Amazon Myth

One thing to keep in mind is sales don’t always begin in the Amazon funnel. It is important to keep your Amazon storefront optimized accordingly, but don’t neglect regular search or PPC campaigns. Contrary to popular belief, most searches don’t begin with Amazon. A research study showed that 70% of searches begin as a query or a phrase in a search engine. If you are one of the consumers who aren’t sure what they want specifically or where to even find it, you would probably want to avoid Amazon initially. You would need to do your research first. Keywords that use phrases like “near me” are a great way to capitalize on that search. It makes more sense to ask a search engine than it does to start browsing blindly through products.

Often times the funnel does direct you towards Amazon if your products are optimized correctly. In optimizing your products for SEO, you actually have the opportunity to capture both types of search queries by using similar keywords. Don’t neglect your organic optimization by just focusing on Amazon when you are trying to gain visibility. It is better to be safe and plan for both than to miss a channel entirely.

Convenience Means Conversions

The beauty of online shopping is the ease of the transaction. Keep all the technical aspects of your page optimized to encourage a positive user experience. Site speed is crucial, especially during the chaos of Black Friday and Cyber Monday. If your site speed is slow or appears to have a lag time, your customers may take their business to one of your many competitors. Timing is everything, especially this weekend. If you can ensure a smooth transaction during heavy traffic, it is much more likely that users will remember this experience. Always leave an impression to keep them coming back, even once the holidays pass.

Greg McNeil

November 28, 2018

SEO

Black Friday, Cyber Monday, Digital Marketing, ecommerce design, SEO
Simplicity is Key to Conversions: User Experience (UX) Produces Profit
Our brains are handling a lot right now. Processing work, making plans for the weekend, reminding you to breathe. You clearly have a lot on your plate. When it comes to focus and cognitive thinking, however, as humans we operate a bit differently. The human brain is not an automated processor meant to produce output multiple times a minute. Automated problem solving vs. logic and reasoning are what separate man from machine. We prefer to take on one small task at a time, solve it, process what we learned and move on to the next. The more practical the process, the easier it is for us. It is much more efficient than juggling multiple balls in the air at once. Keep it simple.

Websites and eCommerce stores are no different. Simplistic design and rational navigation will always crank out the most conversions because these factors make sense to our brains. The structure is tailored towards the user. It helps define the overall experience for them and that is a crucial ranking factor with Google. Believe me, they will notice.

Guiding visitors towards the conversion funnel isn’t tricky marketing or a psychological sales trigger. It is just common sense. In fact, most users will expect some sort of assistance leading them through the process, especially the checkout. ECommerce developers know this, which is why the structure or layout of a site is one of many factors in the world of user experience or UX as it is commonly called.

What Makes Up User Experience

At its core, user experience (UX) is simply making the experience of the user, a pleasant one. That’s you. Whether you realize it or not, the structure, the placement, the ease of checkout and any other things related to the function of the site is designed for you. Let’s break down UX to some of its core features and discuss how a website can work with you to meet your goals. There are multiple factors that help a site function and most importantly, help you succeed. Some of the most common features that assist the user conversions include:
- The site’s navigation
- The site’s visual design
- The site’s technical optimization
- The site’s content
Here’s how each of these features makes your life easier and serve a purpose on a website.

Findability

When navigating a site, the easier it is to find what you are looking for, the better. Part of the reason is the conversion process. If you are looking to purchase something or submit a form, all signs should point to this. Users should not have to use a search toolbar to see products or checkout. Most eventually will get bored or frustrated and leave the page. This can lead to an ever-climbing bounce rate as you find more and more users navigating away. Make sure your menu or toolbar is practical and the placement of the pages makes sense. A website with a sensible layout can lead to maximum conversions.

Visibility

A site should absolutely be relatable and appealing. The aesthetic design should pull users and make them want to stay. The main toolbar should be eye-catching and draw the user to it. The best placement for the main navigation center is in the header or above the fold of the page. Most successful sites have their main features in this area, such as the blog, the cart or main login area.

It is often said “less is more” and the same is true of a website layout. In the digital age, the content should be compact and precise. Avoid lengthy paragraphs that would prevent a user from reading the entire post and break up information into more manageable pieces. Use bullets, logos, shorter lines and visual aids to draw the reader through the content. Also, be sure to include interactive buttons, hyperlinks or images that will keep your users stimulated. If it looks pretty, they are going to want to click on it.

Usability

A website has many visitors but they aren’t always human users. It is crucial to remember the robots are watching too. For a site to function properly, there are a number of technical optimization tools to use that will get you into the rankings. Things like SEO, page speed, image alt tags and mobile friendliness will earn you bonus points with the robots. In fact, some of these features are an absolute must with the Google algorithm updates. Missing any one of them could cost you rankings and site traffic.

Avoid the penalties and do your research. Get quality SEO keywords in your content and update it often. It is also vital that your site has an app that caches page content. This will dramatically decrease your load time, which the search engine robots will like. Humans will like it too.

Likability

One of the most challenging tactics to conquer is the site’s content. In order for a user to interact with your site and come back often, you have to have some sort of draw. Users have to like being there. Having quality images and technical cues are great, but at the end of the day, the users are reading your content. If it isn’t engaging or the content is difficult to follow, most users will leave. Some key things to remember in your content, along with optimizing for the search engines, are your style and voice. These should appeal to your audience, in addition to your topic choices. Never talk down to visitors or become too “preachy” in your delivery.

Also, do some marketing trends research. See what people are talking about and join the conversation. It is just as much your responsibility to be entertaining as to be informative. This will help build your audience and most importantly, keep them coming back for more. Focus on digital campaigns and enhancing your visibility.

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For those looking for assistance with digital marketing campaigns and enhancing visibility, 216digital offers Cleveland SEO services to help you with your rankings. We also offer Cleveland web development and digital marketing assistance. Let us help you build your brand and become successful. We are eCommerce developers with a passion to be creative and a drive to help you succeed. Contact us for help with Miva design or if you have been considering Miva developers for your website.
Greg McNeil

August 21, 2018

Ecommerce Platforms, SEO

Digital Marketing, SEO, User Experience, UX
5 SEO Metrics That Won’t Fail: The Recipe for A Good, Old-Fashioned Organic Listing

Between algorithms and techniques, SEO is constantly evolving in order to deliver the best results to users everywhere. With each and every update, best practices are changing and it is vital to stay on top of the game. The best way to remain relevant and become a front-runner with your content is to dedicate plenty of research and care when crafting each post. A well-informed page is a ranking page.

Do Your Research: Keywords Are Crucial

Before you set out to publish engaging and alluring content, it is important to develop a good baseline with in-depth keyword research. Not only does this research help to develop your topics, it allows you to get a sense for what readers are looking for. SEO keywords are your trail of breadcrumbs that help shape your article and give you a vision for the direction your content will go.

Keywords are also an insight into what is going on in the industry. Much like a fad, they are constantly changing depending on the times and trends. Digital marketing is a field where practices and methods can change by the hour, which is why it is so necessary to develop a good baseline of data and strategy. Best practices this month aren’t always in style by next month.

Target Users with SEO Content: Don’t Write for Robots

The best SEO content is natural, keyword-focused content. Google does not want to see content tailored towards the robots. Just write with a natural, conversational tone. People can sense when you talk above them or when writing becomes superfluous. Often times, adding multiple sentences to get a specific keyword ranking, or even dropping words can disrupt the content flow. Don’t ever compromise your quality. A quality SEO writer is first and foremost a writer.

It is vital to remember that content exists to help users and create the best user experience. SEO should reflect this in the tone, as well as the formula. Awkward verbiage or stuffed keywords can signal to Google that the page in question may not have the best SEO-driven content. Also, the language can take your reader out of their element or cause them to seek more engaging information. Similar to cooking, with SEO presentation is everything.

Keep it Fresh: Manage Content Regularly to Remain Relevant

An active domain is a happy domain. If Google scans your indexed pages and the number is regularly growing, it’s going to give your site some recognition. Although there is no penalty or suggested schedule for posting content, it is important to stay relevant. Activity shows the robots that the domain is updated regularly and is well-managed.

Similar to keyword research, keeping up with current trends and topics will also attract users looking for a fresh perspective and applicable tips. Writing about what’s in the news is also a great tactic to stay ahead of your competitors. Content writers that know the market are not only great resources to validate skills, but they are going to attract a larger audience. Websites with a generous following typically have a strong authority and will appear attractive to Google.

Don’t Ignore the Background: Technical Optimization is Crucial

If you haven’t already made the switch to HTTPS, stop whatever you’re doing right now and do it. It is one of the best things you can do for the health and integrity of your website. HTTPS is the most common and most secure protocol available. Not only is it a best practice, but HTTPS protects users from malicious parties that take advantage of your site. If Google detects a secure protocol, you’ve gained a major SEO advantage.

Also, be sure your site is mobile-friendly. Optimizing your site for AMP, or Accelerated Mobile Pages is not only something encouraged by Google, it is necessary to rank at all in the search results. Not having a mobile-friendly site can be a major penalty and hurt the integrity of your site.

Avoid 404 errors at all costs. Nothing will drop your ranking in the search results faster than having a bunch of 404 errors on your site. Fix these broken pages as fast as possible to ensure your links are in working order and boost the overall user experience.

Invest in Your Own Crawl: Audit Your Pages on a Regular Basis

Don’t wait for the search engine robots to crawl your pages. Technology is crucial to ensure your site is behaving as it should. Investing in crawling software to help you manage, strategize and audit your site on a regular basis. SEO strategy is ever-changing and a crawling software will be your best friend to help identify your trouble areas and stay on top of the SEO content. Also, it will help ensure every page is being properly indexed and visible.

If you need help with these tips or some are out of your control, contact 216digital to get the help you need! We are a local agency and Miva developer in Cleveland, OH. For Cleveland web development or assistance with SEO services, 216digital is the extra set of eyes your site needs. We specialize in social media, Cleveland web design and are experts with Miva design.

Though trends are ever-changing and updates come more often than not, one fact remains the same. Google is always seeking to capitalize on user experience. Whether you have a personal blog, a directory or an eCommerce page, keep in mind that your content has a larger audience than you may realize. After all, the robots aren’t the only ones who are watching.

Greg McNeil

July 3, 2018

Content Marketing, SEO

Digital Marketing, Miva Design, responsive web design, SEO
SEO in 2018: Times They are a Changin’
A new year is upon us and with it a plethora of updates and algorithm changes to make you second guess your ranking methods. From Google’s surprise, mid-december Maccabee update to the FCC’s net neutrality repeal, 2017 was full of web-related shifts. So to help, we’ve compiled a list of some the best SEO & digital marketing articles covering the 2018 trends to look out for.
The rise of Voice Search

Image courtesy of NDB Photos. Licensed under Creative Commons 2.0.

With the increase in smart speaker sales like Alexa and Google Home, there may soon be a shift in the way people search online. Though the impact of new voice search related keywords is unsure, it seems likely this’ll be a factor in the coming years.
- SEO in 2018: Optimizing for voice search and SEO without SERPs is here with Google Assistant, Home and Amazon Echo. Here’s how to survive. by Bryson Meunier
- OK, Google: How Do I Optimize My Site for Voice Search? By Dan Shewan
- How to Optimize for Voice Search by Sherry Bonelli
The push for Featured Snippets

Google’s continued focus on user friendly experiences means featured/rich snippets or knowledge boxes are becoming the norm. In fact, back in 2015 Ben Goodsell reported that the CTR on a featured page increased from 2% to 8% after it was placed in an featured snippet. And the number of these featured snippets in search engines has only grown – meaning that optimizing for them now could mean a huge boost in organic traffic.
- Google’s latest search updates brings more content to Featured Snippets & Knowledge Panel info by Amy Gesenhues
- Featured snippets: Optimization tips & how to ID candidate snippets by Brian Ussery
- How to optimize featured snippets for voice search by Jessie Moore
The start of Mobile-first indexing

Following the trend of users searching mostly on mobile, Google announced in November that it planned to move towards indexing the mobile versions of sites first. This means that Google will consider the mobile version of your site before the desktop version when ranking. So more than just having a responsive site, it’s key to have a truly mobile friendly version.
- Google’s Mobile First Indexing: Tracking When Google Moves Your Site and Preparing for the Switch by Vanessa Fox
- Google Begins Mobile-First Indexing by Moving M-Dot Site to Responsive by Andreea Sauciuc
- Mobile-First Indexing: Everything we know, and how it could affect you by Sam Underwood
The increase in meta-description length

For anyone doing SEO, the 155 character limit is all too familiar. However, the frustration of crafting a tempting summary with a targeted keyword in the limited character length is about to be a thing of the past. Google recently boosted their snippet limit to 300 characters!
- How Long Should Your Meta Description Be? (2018 Edition) by Dr. Peter J. Meyers
- Google officially increases length of snippets in search results by Barry Schwartz
- (Update) 5 Tips for Google’s New Meta Title Guidelines in 2018 by Adam Fifield
The growth of video content

Youtube is the second largest search engine after Google, and the growth in video search is only projected to continue. After all, watching a video is more engaging than reading text. And the use of visuals, voice, and written text to explain ideas is a lot easier for people to understand.
- The 3-Part Secret to Video Marketing in 2018 by Anthony Helmstetter
- YouTube SEO: The Ultimate Guide by Brian Dean
- 4 Exciting Video Marketing Trends for 2018 by Michael Brenner
And for all you All-In-One Guide fans –
- How are you changing your content marketing program in 2018? By Rachel Lindteigen
- How to Rank in 2018: The SEO Checklist – Whiteboard Friday by Rand Fishkin
- Digital advertising in 2018: 5 trends to watch by Ginny Marvin
- 29 Experts on the Most Important 2018 Social Media Trends by Danny Goodwin
Anything we’re missing? Let us know!
Greg McNeil

January 2, 2018

Content Marketing, Responsive, SEO
Quick Tips & Tools for Startup Entrepreneurs a la the Cleveland Browns
Whether you’re fleshing out stage-one ideas or enjoying the fruits of your entrepreneurial labors, you’re likely aware of how difficult creating a startup can be. The myriad of ups and downs, consistent pressure to perform, and often minute and seemingly unremarkable victories can be depressing. Still, despite the early and often repeated failures, there’s nothing quite like seeing a dream fully realized. And more than that, seeing other people enjoy it too. More than a passion project, starting your own business takes a sort of relentless drive and blind faith – a blind faith that I, as a Clevelander, am all too familiar with. After all, what is it besides blind faith that keeps a person rooting for a team that’s been relatively unsuccessful for 18 years? Clevelanders understand what it means to be up against long odds and thrive despite them. They’re a city of people willing to believe even when it seems illogical to do so, which may be why it’s become a place for other people to come and believe, too. That entrepreneurial spirit is prime in a city where hope is second only to the King. So for those of you still knee-deep in the trenches, I’ve compiled a list of helpful startup tools to aid you in the most Cleveland way I know how – a sports analogy.
Crafting a winning season
Image courtesy of Erik Drost. Licensed under Creative Commons 2.0. Looking at the odds for a startup isn’t that different than calculating the odds for a winning Browns season – they’re both bad. In the first year, 9 out of 10 startups are likely to fail. The upside is that most startups that survive their first two years stand a better chance of continued survival with every preceding year from that point on. So how do you make sure your business is the 1 out of 10? Let’s start by taking a look at some of the mistakes commonly cited as to why the Cleveland Browns are so bad. Though they’re unlikely to clarify why we haven’t won an opening game in 13 years, it’s always nice to know what you’re up against.

Drafting the wrong players (quarterbacks, so many quarterbacks.)

Not paying attention to what’s going on (drafts? anyone?)

Poor leadership and communication (regardless of your opinion on where to lay the blame, there’s a problem)

Making no progress

Not that different from the reasons most startups fail.

Hiring the wrong employees (non-versatile or adaptable)

Not paying attention to what’s going on (startups are small and require everyone to be looking out for potential issues and opportunities)

Poor leadership and communication (communicating expectations to your staff and having them speak to you, in turn, is incredibly important)

Making no progress

Fortunately, many of these pitfalls are avoidable. Though we may not solve the Browns conundrum in my lifetime, there is a myriad of business startup tips, tools, and applications for those entrepreneurs hoping to avoid being another failed statistic.
Drafting the right players
The first step to entrepreneurial success is to be careful when hiring. While searching for the ideal candidate take a lesson from the Browns’ standard recruitment practices – don’t overthink. Though you want to make sure you’re hiring the right person for your team, being too specific can lead to second-guessing, and in turn you may end up overlooking what’s right in front of your face. (And what’s right in front of your face may move on to bigger and better things like the Eagles.) Utilize sites like Indeed.com, ZipRecruiter, and Linkedin where you can be very specific in your requirements and reach the most people.
Paying attention to what’s going on – i.e. your fanbase
Image courtesy of Erik Drost. Licensed under Creative Commons 2.0. The next step to a successful venture is understanding your market and whether or not the product or service you’re offering is actually needed. For example, anyone looking to make a buck off a Browns fan is likely not going to come to them in full Steelers gear – or carrying any glass bottles. You need to understand the thought process behind your customer’s purchasing habits – what they like and dislike. To do this, try utilizing a few marketing tools and programs like –

Google Analytics will give you a clear insight as to who your customers are; including gender, age, and search habits. It will also give you an insight to which pages people are spending the most time on and which pages they’re not.

Buzzsumo will show you not only what your customers are interested in, but what content works best for them.

Moz Open Site Explorer allows you to check the ranking of your domain, your competitor’s domain, and how both your targeted keywords and content are tracking.

Ahrefs can help you find out what topics and keywords are trending for your business. It will also let you look into who is linking back to your site.

Spaces’ free logo maker can be helpful for new business without a huge budget to hire a logo designer.

Then, once you understand your market, apps like Mailchimp, Hootsuite, and FollowerWonk will help you reach out and stay on top of it.
Keeping your team on track with proper leadership
Image courtesy of Erik Drost. Licensed under Creative Commons 2.0. Now that you know your base, it’s important to make sure your team is on the same page. Setting up clear guidelines about expectations and goals and giving those that work for you the tools they need to openly communicate and collaborate will go a long way. Rather than texting your employees from your office, or say, sending nasty remarks to less-than-happy customers from afar, try speaking with people directly. I recommend –

Slack is a useful office messenger system that will allow your team to set up specific channels for projects and send files with ease.

Cashboard is ideal for tracking hours and managing tasks.

Wrike is another great program for monitoring the time you put into each project. You can assign team members to share in on project hours as well.

These apps will help keep productivity high and that communication going into the end of the season.
Measuring progress – or making it in the first place
Image courtesy of Erik Drost. Licensed under Creative Commons 2.0. Lastly, moving beyond your market, team, and leadership skills, it’s vital to keep track of your progress. Because no matter how great your product is or how committed the people that work for you are, if you aren’t getting anywhere then it doesn’t matter. So how do you measure your success? Most would say it comes through income. While I can’t speak to the profitability of the current Browns roster (that Amazon re-sell is rough), as an employee of one of the Top Small Business eCommerce Companies, I can say that tracking your own as a small business is simple.

WHMCS is a great client database that can be used as a record keeper as well as billing, invoicing and more.

Intuit allows you to easily maintain all of your accounting through QuickBooks. It will help you keep track of taxes, payroll, invoicing, and more.

Financial apps like Mint or Qapital will also help you maintain a set a budget and put money away for the future.
Making it to the playoffs
In the end, any fledgling business is susceptible to forces outside their control. But having a clear vision and learning to adapt in the face of unexpected hiccups will make the road easier. And remember, as with the Browns, any victory should be celebrated. Have more startup tips and tools? Let us know!
Greg McNeil

November 10, 2017

Uncategorized

Entrepreneurs, New Businesses, Startups
Black Friday Shopping: Is Your Online Business Ready?
America’s favorite shopping season is right around the corner and with it a barrage of online bargain shoppers. Is your site ready to handle the Black Friday shopping rush? If the answer is anything but yes, you may want to consider a quick preparatory revamp. Why? Because the year-end holiday season is not only the best time to meet your annual sales goals, but a great time to capture new customers. Following Thanksgiving, Black Friday and the last two months of the year are prime for gift-giving; people are shopping for themselves, their family, and their friends. Not to mention, over the last eight years, Black Friday retail e-commerce spending alone went from $534 million USD to $1970 million USD – and it’s only expected to rise again this year. Which means optimizing your site for online sales now can ensure your business is ready to roll this holiday season. So how can you prepare? The first step is to decide which holidays you want to run promotions on. Once you’ve determined that and set up a promotional calendar, you can move on to polishing your website and online holiday marketing strategy. To make it easier, we’ve compiled a checklist to help get you on your way.
Getting Your Website in Gear
Image of a person browsing an ecommerce platform

Check Your Server Traffic Capacity. Black Friday weekend is sure to draw a lot of traffic to your site, especially if you are running promotional deals. So making sure your server can handle the influx of customers is likely to make both their and your experience easier. Check your server capacity before the season starts at LoadImpact.com or Blitz.io.

Create Landing Pages for Your Black Friday Deals. If you plan on setting your customers up with some awesome deals, it’s important to make sure they know what they are and where to find them. Landing pages on your website specifically made for the Black Friday/Cyber Monday promotions can help alert your customers to all the seasonal discounts you have on offer. Going the extra mile and creating a banner for your deals to be displayed on every page, will also help ensure no one misses out!

Make sure your website is mobile friendly. The share of mobile sales on Black Friday in 2013 went from 27% to 48% in 2016. And with more and more customers turning to their phones for online shopping, having a site with responsive design is more important than ever. Don’t know whether your site is mobile ready? Check it out with Google’s Mobile-Friendly Test. And if you still can’t figure it out, let us take a look!

Test and troubleshoot everything. Even with the best promotions, the holiday shopping season could still be a complete bust if your customers aren’t able to make purchases from your site. Whether it’s a broken link or simply a slow loading page, it’s important to make sure you’ve tested the durability of your landing pages and made sure your promotional coupons are working fine.

Make the checkout process as seamless as possible. Simplicity is key. Customers like it when they can make a purchase with the fewest clicks possible – and obvious clicks at that. So spend some time ensuring your website has a user friendly interface with clear add/delete item and checkout buttons. And if you need a little help, let us know.

Have your Shipping and Returns Policy for the shopping season in fine print. To prevent any future misunderstandings or complaints, it’s best to have your holiday season shipping and returns policy listed on your website where customers can easily access or see it.

Track EVERYTHING. To make sure you’re getting the results you want and your leads are converting into sales, keep a detailed track record of every change you’ve made to your site and how it has affected your conversions. A great way to do this is through tracking your Google Analytics and Facebook Pixel data.

Marketing Yourself Right
Now that you have your website ready to go the next thing to tackle is your marketing strategy. To start, look at your past marketing data to see how your business performed during previous years. This will make it easier to plan a marketing strategy as you’ll have a better idea of what worked and what didn’t. Once you have that data, you can start to plan for the future holiday season. And the following tips will help you put your best foot forward!

Research your customers. A good marketing strategy starts with great research. For example, do you know 100% who your customers are? Have you created buyer personas? If you haven’t, check your Google Analytics demographics to ensure that the personas you have in mind match the factual customer data retrieved by Google. This will help you market to not only your current customers, but all potential buyers as well. Still unsure? Take a look at this helpful B2B Buyer Persona Guide for a more in-depth look on how to make your customer-data work for you.

Create a winning PPC Campaign. Pay-per-click is one of the best ways to reach targeted customers. If you have optimized your campaign with the right keywords, your ad should appear at the top of Google’s search results. However, if you did not have the time to get your SEO and keyword targeting in place, PPC can help! For example:

Shopping Ads is one of the best ways to get your products in front of your customers, because its CPC is much lower when compared to a Text Ad, and it can get you better conversion rates. You can also target local customers with Google’s Zip Code Targeting.

And if you are already running PPC campaigns, the holiday season is a good time to start a remarketing campaign. Reach your customers who are actively searching for your products, or are loyal to your business with remarketing campaigns.

Utilize social media for customer insights. Your social media channels can be a treasure trove of information. Places like Facebook, Twitter, and Instagram are full of consumer opinions on products and services. And not just on products they currently use, but items they are interested in buying. Put this information to use by –

Promoting your Black Friday deals on social media sites like Twitter or Facebook.

Creating product hype and awareness by offering special discounts to your followers.

Closely monitoring comments or mentions on your social channels and responding to any customer queries and feedback promptly. You can even make use of social listening tools to listen to what people are saying online about your brand or products.

Creating your own hashtags for the holiday season. You can stick to the regular hashtags of #BlackFriday and #CyberMonday, of course, but you can also create hashtags specific to your business. If you do, make sure you plug them on all your marketing channels- website, social media, and emails.

Using Facebook Dynamic Shopping ads, which are a great way target customers who visited your website and added a product to their cart but never followed through with the purchase.

Start an email campaign targeting current customers. When it comes to getting results, email marketing is still very effective. Triggered emails like those to customers that abandoned full online shopping carts, still tend to bring in more customers than many social media campaigns. To get the most out of your email campaign –

Categorize your email lists. Segmenting your emails into specific customer lists based on products they’ve looked at or purchased is likely to get you more email open rates.

Personalize! Include the name of the subscriber and offer specific promotions based on their location.

Create and manage your email workflows in advance. This will ensure that every email is catered to the customer receiving it, and be less work for you in the long run.

Leverage your current customer base through exclusive deals. Not only will this help build anticipation for future Black Friday deals, but it will show your loyal customers that there is some advantage in following you.

Create a countdown timer for your emails to promote urgency.

In the End
No one knows your customers as well as you do and any website adjustment or marketing campaign should be planned with them in mind. However, we hope these tips will help get you and your site on your way to holiday-ready! And if you still have questions, let us know!
Sources
Desktop retail spending on Thanksgiving Day, Black Friday and Cyber Monday in the United States from 2008 to 2016 Share of mobile online sales on Black Friday from 2013 to 2016 How to Create Detailed Buyer Personas for Your Business Get Local with ZIP Code targeting Effects of List Segmentation on Email Marketing Stats Why You Should Spend More on Google Shopping vs Text Ads
Greg McNeil

October 18, 2017

Ecommerce Platforms, Google AdWords, Google Analytics, PPC, Responsive, SEO, Social Media Marketing

Digital Marketing, ecommerce design, ecommerce website, PPC, responsive design, responsive web design, SEO
8 Features of Excellent Websites in 2017
By now many of us have earned our stripes in web surfing. We’ve experienced a countless number of websites, and are savvy enough to know which sites are well crafted and which could use a serious face-lift – usually within the first five seconds of a visit. But what is it that makes a website “great?” Below are eight features many high-performing websites currently employ that put them at the top of their rank.

1. High Quality, Authentic Images

Humans are visual creatures. Think back to the last time you sat through a presentation where the speaker went on for seemingly forever without any graphics or visuals to break through the monotony. You may have absorbed some of the information, but chances are you walked away without having gained anything more than a headache.

This same principle applies to websites. Throw large columns of text at a user when they’re not expecting it (i.e. not a blog post) and they will leave your site without even a basic understanding of what you were trying to communicate. Studies show that users only read about 28% of the words on a page. Add that in with the fact that humans process images 60,000 times faster than words, and the best way to quickly express a message becomes obvious.

Not just any image will do, however. The best performing images for a website follow a few guiding rules:
- High Quality: With faster internet speeds comes more capability of loading high resolution images. Low quality, pixilated imagery will make your site appear dated and untrustworthy.
- Authentic: Gone are the days when users would be appeased by staged stock images of smiling business people shaking hands. We know they’re fake, your users know they’re fake, and they no longer represent real businesses made of real people. It’s recommended to use images of your own team, office, and products to boost authenticity.
- Closely Related: That beautiful image of a sprawling scenic overlook may be eye catching, but if it doesn’t do much to describe what you’re selling, it won’t be an effective use of browser real estate. Images on your website should be companions to your content and remind users why they’re there.
2. Consistent Brand Voice

Though not limited to website design, a well thought-out brand voice is an important part of engaging users. All of your content on your website should follow the tone of your brand and reflect the core values of your business. Users will come to recognize your brand by various factors:
- Tone: How do you want to communicate with your users? Consider your audience and the way that they use your site. For example, a financial institution may want to use a tone of voice that comes across as being professional and cordial, whereas a toy store can speak more whimsically.
- Buzzwords: What kind of language will resonate best with your users? The types of words you might use for a gym will differ greatly from those used for a spa. Think of the types of keywords a user might search for, or what will draw them in.
- Conciseness: How quickly should the user be taking in your content? If you want to draw your viewers in with a well-crafted aesthetic, you may need to pad your copy with the appropriate amount of wordage to paint the right picture. However, if you want your users to quickly flow through your site and into a purchase or action, you’ll want to keep your copy short and sweet.
Once you have your brand voice, be sure to keep it consistent on every page of your site. This will keep your business recognizable and put users at ease.

3. Fast Loading Times

Have you ever clicked on a link to a website and hit the back button in frustration when it took too long to load? Users today have grown accustomed to fast load times and don’t want to wait. About 50% of all web users expect a web page to load in 2 seconds or less, and 40% will completely abandon the attempt after 3 seconds.

This means that if your website is slow to load, you will only be gaining at maximum 60% of the traffic that you could get. There are many factors when considering the speed of your website:
- Image sizes: Remember those high quality images we talked about? Unfortunately, images can have large file sizes that will bog down the performance of your site. Consider keeping the number of images on your site down to raise site speed, or use a program to optimize their size.
- Hosting: Your site speed may be completely out of your hands if you’ve chosen an inexpensive hosting plan. Though cheap, oftentimes you are sharing a server with many other money-conscious business owners, which will slow down your site’s performance. If it’s your hosting that’s the issue, consider upping your plan.
- Optimization: There are several ways to improve your site’s overall speed from the backend; too many to name here. If your site is slow, consider asking a web developer to optimize all of your settings.
4. Simple Navigation

Have you ever gone to a store for something basic like toothpaste and been completely overwhelmed by the number of choices you have to pick from? Suddenly, a simple errand has turned into a confusing situation. Users feel the same about website navigation; give them too many choices and they will give up and leave.

This phenomenon, called the paradox of choice, deems that the more options presented to us, the more likely we are to become overwhelmed and not pick anything at all. In web design, 7 navigation links is generally considered the maximum number to hold, with 5 being the more optimal number. When choosing navigation links for your site, consider the purpose of your website and which ones would be absolutely necessary for a user to have a positive experience. If your site is very large and requires a multitude of navigation items, consider using a mega menu.

5. Mobile First

Mobile-friendly websites are no longer a nice feature to have in 2017; they’re absolutely necessary. More people are browsing the web on mobile devices than desktops, pulling in at a ratio of about 56:44. This means that if you’re not catering to your mobile audience, you’re missing out on over half of your potential!

Creating a great mobile experience is more than just having a responsive website, however. Mobile first design means exactly what it sounds like. Rather than designing based on a desktop monitor and shrinking it down for mobile, modern websites are now being designed first for mobile to create the best possible experience. Some factors that make mobile an entirely different medium from desktop:
- Screen ratio: Many phones and tablets are designed to be held horizontally by default, meaning the screen size sits at a completely different ratio than most Desktop monitors. Side-by-side columns on desktop screens become far too narrow on mobile devices. Simply stacking the columns on top of each other for mobile is not the best solution either. After all, which column is more important/should be on top? Mobile first design addresses this issue before it even arises.
- Screen size: Mobile devices have far less screen real estate than desktop monitors. Thus, making a desktop first design and paring it down for mobile often becomes a task of cutting out content that isn’t necessary. Mobile first design forces designers to first consider what is important for the user to have, preventing unnecessary content in your desktop view.
- Touch interaction: Unlike most desktop monitors, mobile devices can be tapped and pinched, adding another dimension to the user’s experience. Rather than adding these features as an afterthought, mobile first design ensures that the entirety of the site is easily accessible to mobile users.
6. Engaging Micro Interactions

Micro interactions are those little experiences we encounter on the web that serve a single purpose, such as a checkmark showing us that we filled in a form field correctly, or a confirmation that an order went through. These interactions are so common now that most of us barely take notice, but their effectiveness is anything but miniscule.

Micro interactions serve to delight, engage, and deliver positive reinforcement to users to let them know that they’re performing the correct actions. Imagine hitting “send” in an email app and not receiving any indication that the button had been clicked or the email had been sent. How can you be sure that your email went out? Small indicators, such as the button changing color when clicked, the browser sending you out of your draft and into your inbox, or a notification alerting you that your mail has been sent tells the user that they have done everything correctly and that their job is done. Other examples of micro interactions include:
- Play buttons turning into pause buttons when clicked
- Form fields highlighting with a colored border when clicked
- Load animations indicating that content is being loaded
- Links changing color when hovered over to indicate that they can be clicked
7. Frictionless (In the Right Places)

Friction in web design refers to anything that stands between a user and their desired action. For example, a multi-page form before ordering a product, or a pop-up intrusion when reading an article. Generally speaking, friction on a website is frustrating for users and can drastically reduce conversion rates. Web users are in a hurry and want to consume content quickly – why stop them from doing what they came to your site to accomplish? Friction can be reduced in multiple ways, including:
- Reducing the number of form inputs. Do you really need to ask for a user’s phone number, middle name, etc?
- Clear call to actions. Users don’t want to have to search all over your website to find what they’re looking for. Identify what users most want to accomplish on your site and make it easy for them to access.
- Make your header sticky. Users are now used to scrolling, however it can be frustrating to have to scroll all the way back to the top of a page just to access the navigation. Keep your header always in view for easy, seamless navigation.
Though friction prevents users from doing what they want, it is not necessarily always a bad thing; in fact, there are times when you want to add friction to create a better experience, as it makes users stop and think. Experienced web designers know when to apply the brakes on a user’s journey, such as making a user confirm before deleting something. Accidental clicks are a real occurrence, so asking a user if they’re sure they want to delete something before it disappears for good can prevent frustrating experiences.

8. Expert Usage of Color

Have you ever wondered why so many fast-food restaurants use red and yellow for their logos, or why so many businesses paint everything with blue? Design isn’t just about making things look nice; a good designer understands the psychology of color and how best to employ them on a website. Each color can evoke an emotion from users. (Keep in mind that these meanings can vary from culture to culture.)
- Red: The color of passion and aggression, red is full of energy and can evoke a sense of urgency.
- Orange: This color is a mixture of red’s passion and yellow’s optimism, creating an upbeat hue that expresses playfulness. It is also the color of impulse, and thus is often used in “buy now” buttons.
- Yellow: Bright and fun, yellow expresses happiness, sunlight, and a cheery tone.
- Green: The color of both money and the earth, green is used to express wealth and environmental consciousness.
- Blue: This color evokes trustworthiness and professionalism, making it an excellent choice for many businesses. However, blue can also express sadness and moodiness, so be careful.
- Purple: Wisdom and royalty come to mind with purple, making it a good choice for businesses that want to express reverence or knowledge.
- Black: Though not technically a color, black evokes luxury, making it excellent for expressing wealth.
In Conclusion

Though none of the features listed above are absolutely necessary to craft a high-performing website (I’m looking at you, Craigslist), they are important to keep in mind when considering the performance of your own site. If your numbers are down or you’re looking into a redesign, keep these tips in mind and you’ll be well on your way to an excellent website in 2017.

Sources
Greg McNeil

September 18, 2017

Responsive