Erin Vezzetti

Recent Posts

3 Ways to Build a Winning Homepage

March 09, 2015 by Erin Vezzetti

Before we start... What is a"winning homepage"?

Your homepage is your brand's welcome mat on the web. People will stop there before crossing the threshold to your website content. They'll form an impression about who you are, how welcome they are, and how you treat your guests. A winning homepage is one that does a great job with all of those things.

Think about the welcome mats of your friends & relatives. There's your festive aunt who has a personalized mat for each holiday, the dog lover with "Wipe Your Paws" out front, and the sibling who sorely needs to replace their threadbare mat (it's so useless, you don't bother wiping your shoes on it!)

What does your welcome mat - your website homepage - say about your business? (Pro tip: Be like your aunt!) How do you invite people in? Do you send the right message, drive users deeper into the site, and help qualified visitors do business with you?

That's what a winning homepage does.  Let's talk about how to make one.

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Marketing Through Website Design, Marketing Your Business, Search Engine Marketing

Kickstart Your Goals for 2014

December 13, 2013 by Erin Vezzetti

It’s that time of year again. Time to set some goals. For many, goal-setting is an oft-dreaded activity, one where you sit in front of a blank screen or sheet of paper, infected with writer’s block, unable to bring anything of value to mind.

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Consulting for Business Growth

AdWords Success Tip: Prioritize Your Campaigns

August 15, 2013 by Erin Vezzetti

Working with Google AdWords you quickly learn: It is one thing to create and monitor the activity of a campaign. It’s another thing to know what actions to take based on the data you collect. You'll see AdWords Success when you learn to Prioritize your Campaigns.

Out of my own frustration, I researched and came across a system to analyze and improve campaigns, turning what used to be a drudgery into a relatively easy and enjoyable task.

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Marketing via Pay-Per-Click Programs

The Flip Side of Google AdWords "Automated Intelligence"

July 24, 2013 by Erin Vezzetti

Be careful when you let Google do the thinking for you in pay-per-click!

Last week, one of my Google AdWords clients ran through their entire ad budget within a few of days. That might be fine for some campaigns, but in this case, the plan was for those dollars to take them through the entire month.

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Marketing via Pay-Per-Click Programs

Reading Between a Spammer's Lines

March 21, 2013 by Erin Vezzetti

Every so often I get an email from a client saying, “Hi Erin, do you know anything about this?” with a questionable website contact form attached. They want to know if the message is legitimate.

Perhaps it is a side effect of my profession, but my brain operates a little differently than most. I don’t “read” these messages, I dissect them, looking for the tell-tale signs of spam and/or fraud that other readers might pass right over.

I regularly take messages like this apart:

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Marketing through SEO

Website Liability: Get Smart on Security

March 21, 2013 by Erin Vezzetti

With ownership comes liability, whether the thing you own is a house, a car, or a website. Yes, as the owner of a website, you assume liability – but it’s not something to fear.

Just as you take steps to keep your wallet, credit cards, and keys safe, you should keep the computers used to update and manage your website free of viruses and other cyber-threats, and manage the security of your site as well.

Here are a few basic tips, learned through bumps & bruises in my years as a web professional, which can help you be a smarter, safer website owner:

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Marketing Through Website Design

Why Your Facebook Fan Page Should Include Coupons

January 11, 2013 by Erin Vezzetti

You built your business FB page in order to engage with customers and prospects, right?

There's an entire generation - the Millennials - who are finishing their education and becoming adult consumers, right?

And how do you think they are engaging with the world? You can be quite sure they're not flipping through catalogs or walking the streets seeking a new place to hang out.

They're on the internet, searching for what they want from the comfort of their apartment - searching before buying, and looking for deals.

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Marketing through Social Media

Adventures in Adwords #1

January 07, 2013 by Erin Vezzetti

"No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads," says the Google Adwords landing page.

Yep. That's the plain and simple truth. No matter what your budget, you can create ads for display on the Google network. It's simple, too, and the costs are reasonable.

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Marketing via Pay-Per-Click Programs

Rating Your Website Customer Service

October 08, 2012 by Erin Vezzetti

If you’re like most business owners, you’ll probably rate your phone and in-person customer service as “pretty good.” Customers are, of course, a high priority.

Now, how about the quality of customer service on your website?

I don’t mean how quickly you respond to e-mails originating from the site, or even how well your FAQ page resolves questions web visitors may have.

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Consulting for Business

Are your Shopping Cart Customers Abandoning you Before the Deal is Done?

September 20, 2012 by Erin Vezzetti

 

Shopping cart abandonment is often caused by visitors getting confused & frustrated with the purchase experience on your website.

During a monthly check up with a retail client, we discovered that 68% of people who had clicked through to their Shopping Cart in the last 30 days also clicked out of the cart before a sale was completed.

68%? OUCH! As if that’s not bad enough, in the visitor-to-sales ratio, this customer was losing tens of thousands every month as a result. Shopping Cart Abandonment, as our client is experiencing, has become such a huge problem that even “big gun” researchers are setting up studies.

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