Recently, I wrote about the growing popularity of one-page website design, which condenses all the information a website needs to a single page. Rather than jumping from page to page to find what you’re looking for, you only need to scroll down. But just what are these designs well-suited for?
One-page website design shines in many settings. Here are just a few prime situations where one-page designs excel:
Often, new or small businesses have bold style but limited content. Breaking this content across many web pages can make it feel insignificant and incomplete. One-page design solves this problem.
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And while what’s important to cover isn’t always agreed upon, any savvy PR rep knows the value of a harmonious relationship with the news media—particularly when the pool of reporters covering each story is often the same.
As a former reporter, I’ve been a part of some great (and not-so-great) working relationships with many PR reps. I’d like to offer the following tips if you’re looking to maintain an affable relationship with your local news media.
1. Don’t assume the worst.
I can’t count the numbers of times I asked what I thought was an innocuous question about a company, only to be approached with suspicion. Ask yourself this: Is the company you represent currently embroiled in a scandal? No? Then don’t play defense. Approaching every media inquiry with suspicion looks, well, suspicious. Reporters aren’t always looking for the most salacious angle they can find—in fact, most of the time, they are just trying to do their job professionally and accurately.
It’s been a few years since I have seen a practice sweep the web in the contagious way one-page website design has. Also known as pageless design, it condenses all the information a website needs into a single page – so rather than bouncing from page to page to find what you’re looking for, you only need to scroll down.
In the last three months, approximately 50 percent of new WordPress themes have been developed in the one-page format. Even prestigious design review websites, such as thebestdesigns.com, are bestowing accolades upon pageless designs.
If you’re new to the one-page party or skeptical of its use, here are some of the best reasons to consider a pageless design for your next website project:
In case you missed it, the Pew Research Center came out with a report in December that lays out the social media preferences for online adults. While some statistics confirmed what we all know—that Facebook dominates—others were quite revealing.
For instance, did you know that statistically, if someone uses Twitter, they’re almost certainly on Instagram? Given this revelation, it makes sense to pick the platform best suited for your content and assume you’re reaching the same folks.
Or how about the fact that LinkedIn is the most-used social media platform behind Facebook? If you want to network, are looking for referrals for your clients, or want to show off your industry expertise, then it’s time to get connected.
To find out how you should concentrate your social media efforts given the audience you would like to reach, follow the scenarios below.
Note: I excluded the results for Facebook, which is used by 71% of online adults, because it is the first choice across all demographics. Meaning—you should already have a Facebook page.
If you’re marketing to women…
Reach them on Pinterest (33%) and Instagram (20%).
If you’re trying to reach males…
Get connected on LinkedIn (24%) and start tweeting on Twitter (17%).
At Pivot, we try to get to the essence of what our clients provide and whom they serve. Then it’s our job to layout strategies and tactics to tell their story in the right places (where customers are) and in the best ways (so customers understand and act).
Reaching customers can be done in many ways with varied tools. It might be through bylined articles or case studies highlighting successful work; maybe it’s a multi-pronged social media plan. Often companies need to update or design marketing materials to be more consistent and compelling, but one tool that is increasingly important is the website.
Websites have become the go-to place to find out about companies. And to be effective, websites should be updated regularly and re-thought every few years. Good websites don’t just happen; they take thoughtful planning and creative execution.
Essentially, the Hummingbird algorithm helps Google better understand conversational search queries. While before, Google’s search engine focused on finding matches for key words, it is now equipped to process the meaning behind the words, as well as the context in which the query is made: Who is searching, where they’re searching from, when the search is happening, etc.
Up until now, Google had trained us to search in a very particular way – we had to pose questions in short “keyword” phrases, see what results came up, and potentially reword those key phrases over and over until we found, by trial and error, what we were looking for – something that has been undoubtedly frustrating to anyone who has ever surfed the web (i.e. everyone). Effectively searching for the information you need has become a desirable skill.
The Google Hummingbird update will ideally release us from the tedious trial-and-error search query, while also allowing us to pose questions the way we would in a conversation. No more caveman-esque fragments; you can now type complete sentences into your search bar.
This approach will be particularly helpful as voice searches via phones and tablets grow in popularity – if you’re speaking aloud, you’re much more likely to speak naturally than if you’re typing on a keyboard.
One of the biggest buzz-phrases in social media marketing is “return on investment” or “ROI,” as in “What is the social media ROI of our company?” The discussion over social media ROI has spawned a legion of blog posts, papers, books and social media posts from experts and marketers. Some are firmly entrenched in the “social media ROI doesn’t exist” camp, while others advocate loudly for “ROI can always be measured for everything that has an associated business cost.”
The truth? As usual, it’s not so black and white. Social media ROI does exist and it can be measured – but it translates best when measured for particular posts and campaigns. It’s easier to assign value to a post that brought in 10 new customers, but harder to quantify the value of a social media presence in general.
In Part I, we covered the ways traditional measures of ROI can be recorded for social media. Now, let’s talk about some of the new indicators marketers use to evaluate social media effectiveness and whether they shed any light on the “social media ROI” debate.
Here at Pivot, we highly value WordPress as an effective and intuitive tool for designing websites. Our clients can easily make changes to their sites — update pages, write blog posts, edit comments, etc. — without touching any code at all.
This saves them a lot of time and frustration, and keeps us designers from having to fix the code if they make a mistake. On top of that, customizing your design is much simpler than building a website from scratch. WordPress is a win-win for both the client and designer.
As with any site where you need an account, WordPress always has a login screen. This appears for anyone who wants to edit the website. The login page has a simple gray background with the WordPress logo.
If you build a website for your own personal use, this may not matter at all. But when you’re designing for a client who wants to make changes down the road, you might want something more personalized. The standard WordPress-themed page could be confusing for the client, making them think they’re in the wrong place. Customize WordPress’s login page to help them feel more comfortable and to create a more professional look.
Boulder County DHHS selects Pivot for ‘Hope for the future, help when you need it’ outreach campaign
The Boulder County Department of Housing and Human Services selected Pivot Communication, a Boulder marketing firm, to complete a public outreach and branding campaign in fall 2013. The goal of the campaign was communicate the department’s capabilities to target audiences as well as to attempt to reduce the stigma of accessing public services. Boulder County DHHS is recognized nationally for its ability to develop sustainable community programs that support citizens with early intervention.
As part of its work, Pivot assisted the county with an integrated program, “Hope for the Future, help when you need it,” which included market research, logo development, website updates, public relations, marketing collateral, advertising and lobby layout at public centers.
For more information about Pivot, call 303-499-9291 or visit www.pivotcomm.com.
In a recent meeting with a client, we were discussing the brand strategy: what the client stood for, why it mattered to their customers, and how to keep the messaging uncluttered so it connected with the intended audience. One of the senior managers remarked, “I’m not sure I follow what a brand is.”
What is a brand? It is something that lives in your prospect or customer’s head. It’s a promise that links a product or service to a potential consumer. It includes words, images, emotions or a combination of these elements to generate associations that help shortcut decisions to select or support your product, service or cause.