What’s Your Website Design Saying?

As a business owner you know what looks good within your industry's vertical. You think you know what your site should, and most definitely should not look like. That doesn't mean that the design is working. As bloggers, designers and social media professionals, we all talk a lot about content and design. Every five years or so a bunch of people pick up rakes and light torches and scream, "We don't need graphics anymore!" Then no one comes back to their lifeless website. But what happened is they must have thought their words were that of the chosen. It's a balancing act to say the least, but creating a 'reason for return' is an essential key to winning in business.

What makes good design are visuals that enhance your brand, articles, posts and overall messaging. Fortunately, these practices can be broken down into some core functional components.

Navigation Styles:

You might say, "What does navigation have to do with design?" Just like laying out a print ad or billboard, the navigational foundation is the driving force behind your usability and therefore the most import decision in your approach to your website.

Left-align primary (or main) navigation can say to the user "I'm all about best practice", it can also say "I can't get away from antiquated thinking." Yes, it's what we all grew up with on the web and sometimes it really is the best option, just make sure your designers show you alternate scenarios before approval.

Right-align primary navigation can say "The content is king!", it can also say "We didn't want to left align the nave' but couldn't think of anything better." Growing with the popularity from bloggers, the right aligned and multi-column layout became a fast favorite for thin sites that wanted to lean on articles, archives and advertising space. It's still a good option, but only for sites that don't require showing prominence to other sub navigational areas.

Horizontal top primary navigation can say, "Efficient use of premier space above the fold", it can also say "We've got a ton of stuff to pack in underneath this thing and needed all the room we can get!" Most feature-rich sites use horizontal navigation to establish primary structure and then often build left and right handed "sub-navigation" beneath it. The important thing to watch out for if you use horizontal navigation is 'drop-down' sub navigation. Are they cluttering up your content to the point of illegibility? Make sure navigating your sight seems fluid.

"Grid Style" navigational compartmentalization can say, "We're foreword thinkers prepped for tablet and mobile" and it can also say "Good Lord this looks cluttered I have no idea where to go!" Many are prognostication that grid formats and content "modules" will boom in popularity for their ability to fill pages as they expand and retract in horizontal and vertical executions for more iPad and tablet environments.

Layout Theme - Symmetry vs. A-Symmetry

In layout styles for websites there are 'fixed' and 'elastic.' Fixed simply means that the size ration is going to be consistently at said width and the columns are a defined (or coded) width. Elastic layouts take into account variable screen sizes and expand and contract applicably to meet the need of the "screen real estate", or size of the user's monitor.

Symmetrical designs (often grid style) make for a visual balance. Apple.com's home page for instance is almost always symmetrical giving equal weight to elements from the left to the right hand side. Apple uses the LARGE PANORAMIC image at the top to denote importance of subject matter.

A-Symmetrical designs (left and right hand navigation) use areas of the website for copy or  larger images, then make smaller subordinate areas for things like sub-navigation and advertising. This visual draws the user to these portions of the page often referred to as "target areas" or areas of prominence. Amazon.com is a master of creating visual flow from their most recent product down into your profiled item selections.

So what do these pages say? Well think of size as volume. Larger areas of images and content are going to demand the most attention. As most blogs use A-Symmetrical design pushing the posts as the matter of importance. While larger business and services often opt for a more equal visual appeal. I would put it to you that if you have many items (products or services) that require equal and respective importance, then a symmetrical design is more than likely the best direction. One last point, if you do decide to gravitate to an a-symmetrical design, make sure that the prioritized content is speaking to your business goals.

Technology Usage

Simply stated, the day of the big giant flash open is over. Still seeing this is a testament to the egos of the company not taking into account platform adoption like iPad viewing and mobile. Additionally, it's important that your technology, albeit video or motion graphic, be as compliant as possible to the myriad of potential platforms that view it. For motion, use HTML5, for video stick with tried and true platforms like YouTube and Vimeo. Naturally, if you're writing reviews of beta technologies the sky's the limit, but remember when building your social graph it's best to stick with the platforms that offer the most traffic base and compliancy.

Colors & Fonts & Sizes

Consider colors, fonts and sizes the clothing you would wear to a pitch. Are you conservative and intellectual? Well then you might be a palette of grays and blues with Times New Roman and clean, amply spaced leading. Are you WILD, BOLD and YOUNG!? Well then you might be red and orange using CSS Font Face to embed some larger than life fonts like Aachen or ClarendonBT.

And just like that tie on your neck, the purse on your arm or the "hot gold" Dr. Marten's on your feet, colors speak volumes about who you are, what you sell and the friends that you keep.

Ask yourself:

• Who are we as a company?
• What is our attitude?
• Who is our demographic?
• How loud is our voice?
• What is our perceived level of quality and professionalism?

All these can be expressed with very fundamental tools for expression. If your company doesn't already have a brand standards manuals now might be the time to establish this level of thinking BEFORE spending money on a website or marketing materials.

Photography & Graphics

A picture says a thousand words right? So is the photography on your site saying, "Hey look who bought a digital camera at Wal Mart!" or is it saying "We're here to make your company as successful as we intend to make our own." And then of course there's the middle of the road in the land of (often) inconsistent stock photography. The thing to remember is this, your imagery must enhance the content, not distract your customer. If it's a blog post then a cell phone pic might be the most appropriate way to tell the story. But if it comes down to showing your product, the best money you spend might be on the images you sell.

Voice, Consistency & Timeliness Of Content

What is the "voice" or the "tone" of your content? Just like music, the way you and or your co-authors write your blog says a lot more than you think. If the content is to set a mood make sure that it does, but pay off your posts consistently. Differentiation may be right in some cases, but people that bind to your content and become loyalists are looking for two things: consistency and timeliness.

All of these elements combine to make the harmony of great design. No one thing will make or break a blog or website. Just be sure that whatever visual and conceptual expectation you are going for is being paid off throughout.

Mobile Ready?

Another remaining point should be is how your design looks on a mobile device. More than likely after all that time and money it will resemble a postage stamp addressed from hell. Make sure that your design team, agency or interactive firm show you a "MOBI" execution. This will speak volumes to certain consumers that run their life from the palm of their hand.

Testing, Testing 123

Lastly, take time to analyze your user data at 30, 60 and 90 days out. If it’s growing progressively then don’t change a thing and continue to monitor. If it’s failing to meet your expectations you can always address design changes and test it again. Pre-launch testing, heat mapping and surveys are also a great way to maximize on your investment. Design “optimization” is a necessary evil when it comes to making the most from your site and if steadfast you’ll find the winning combination.

So have you put the proper planning into your site? Share this article with others that it might benefit and comment below if I can answer anything else.

Quick Hit From Vegas

Here's a few things that I learned from my recent trip to Vegas.

• Holy crap has everything gone downhill!
• The 'City Center' (and their casinos) are now the prime Jewel of the strip just edging out the Wynn & The Encore
• The casinos plan heavily for Chinese new year
• There are so many Cirque du Soleil shows they're no longer special
• There are two kinds of drinkers, those who cannot find a scantly clad waitress to serve them something for free and those with a plastic "yard" in the shape of a titty sucking down grain alcohol
• The closer you walk to Las Vegas BLVD. the closer you come to depravity and emotional doom
• Finest line from a pan-handler selling bottled water "the water is free ladies, it's just a one dollar handling fee"
• A new coat of paint does not equal a renovation
• All cab drivers should be put on suicide watch
• People don't know how to have fun anymore
• "Porn Slappers" (these are the people that slap escort service flyers at you on the strip as you walk by) do not clean up bygone marketing materials
• Smokers you are a dying breed even in Vegas
• You can get away with shooting cell phone pictures in the casino, but the same cannot be said for USING a cell phone while playing in a casino
• Less social media advocacy than I would have imagined from casinos
• Although more location-based services (LBS) offers than I would have thought
• There still are black-tie events that are not weddings
• There's nothing funnier than drunk women fighting their CFMP's trying to fall into an elevator
• Asian card dealers will take all your money
• Betting 'with the craps table' is still the best way to enjoy the game
• Penny slots are treated like the plague; while $1 slots are now treated as the default rate
• Vegas is still not family friendly
• There are far more coffee shops in casinos now
• People really do get up at 7AM to workout in the fitness center
• Don't even look at the mini-bar unless your Indiana Jones and you have a bag of sand
• The Excalibur, New York New York, The Flamingo, Circus Circus (anything Bally's) and the Stratosphere all need summoned back to Satan
• All the servers hate you
• Tip the cleaning staff and you'll win more mini shampoos than a slot machine on a progressive payout
• Don't quote "The Hangover" if you don't want pee in your drink
• Aria Hotel & Casino and Wynn's "Encore" are top-notch
• No, you'll never be able to afford that necklace
• Two words: "hand sanitizer"

Cycling: A Growing Love Affair

If you would have said that I'd enjoy cycling a couple of months ago I'd inform you that 'meth kills' and seek help at your local rehab center.

That being said my legacy with the bicycles is a trail of Vikings tears but I don't know why.

• My first bike was a Schwinn Sting-Ray "Orange Krate" Bicycle with orange metallic fleck banana seat. I cannot tell you what I would give for this bike today.
• Then I had a Raleigh Rampar that I drove into the grave
• I dabbled with using my Mother's (then antique 1971 Raleigh Grand Prix 10-speed).
• Then in 1991 a Cannondale M400 Mountain Bike.
• Then in 1999 a Cannondale M800 Mountain Bike.
• Then a cruiser to change things up, I got an Electra Ghostrider.
• ...And now a 2010 Cannondale Quick 4 with carbon fiber stays.

I've tried NOT to be a Cannondale fan but I just find on the days I go to buy a bike that I end up liking the Cannondale as much if not more than anything I test. I know they're supposedly overrated and not worth the sticker on the frame but whatever. Like I said I don't tell you what to ride.

The difference this time is that I'm road riding. And I can see a much more expensive bike in my future I'm afraid, as this sport has really bit me in the ass for some reason. Just like most humans, I'm not much of a fan of working out in the gym. I hate the muscle heads and that stink, and the guy that has -14 body fat talking to the triathlete chick that's been running like a cheetah on the treadmill since I got there and still is after I leave. Biking offers a lot of benefits, especially for me as I've had an ACL replaced and I have bad knees to begin with.

• Different terrain challenges

• Low-impact workout with extreme aerobic benefits

• Exploring new and varying geographical landscape opportunities (this is also why I like golf)

So far my primary struggles with increasing my distances has been saddle (bike seat) pain. Let's face it I have a boney ass and the San Marco bike seat that came with the Cannondale was clearly constructed to retrieve enemy data from GITMO detainees. They should give riders of this brand a necklace with "The Patron Saint Of The Battered Taint" inscribed on it. That being said, I'm researching other options and finding that this hobby is incredibly fun and interesting as well.

Some other interesting facts I've learned in the past few months:

• You can get by by simply adjusting your seat to reduce the numbing in your hands from long-term riding (no more than 2 to 3º nose upward).
• That "drafting" is for pussies.
• Good gloves can save your hands from numbness.
• Be sure to eat some protein prior to a long ride to ensure you don't "bonk."
• That people with bikes they perceive as more expensive than yours (or at this point any bike that has drop handlebars) will not smile or nod at you when passing. Therefore I classify them as "douchcopters."
• The cold weather totally sucks to ride in; breezy and gusty cold weather is the doorway to Hell.
• You must drink an adequate amount of fluids while riding.
• Hardcore Italian bicycle guys are cooler than I would have thought.
• Make sure your "sit bones" are properly measured and you have the correct, style, height and installation of your seat.
• Do your best to establish proper riding form, leg position and back angle throughout your ride.
• Wear a helmet; or don't if you're an aforementioned douchcopter.

If you're shopping for a bike in Orlando, Florida here's a my short list of vendors:

Orange Cycle of College Park: World-class shop with awesome selection of bikes and accessories, friendly staff. Go see my boy Andrew Spears for the best bike buying experience of your life. He's the tall, skinny kid that with a giant beard and looks like Grizzly Adams joined the NBA. Far and away my favorite shop for all level or riders, and bike styles – even recumbents!

David's World Cycles of College Park: If you're a pretentious cyclist that only cares about a 100mile ride even if the world was under attack by naked porn starlets looking to mate, then David's is for you. Located just down the street from Orange Cycle, the angry staff will be sure to take the time to laugh at you under their breath if your not willing to pay more than $1,000 for a bike.

Advanced Cycles of Orlando: If you're looking to race and want the very best bicycles and advice then go here. This place is filled with Italian cats that know their weight in grams and can back it up on the road. They're not only knowledgeable but extremely nice not matter what level of rider you are. It's a smaller shop but worth the drive if you're into racing. If you're looking for the best (and most expensive) racing bikes then look no further.

Lastly, please hit up --> http://bit.ly/TourdeCureFL <-- the "Tour de Cure" to help me raise a couple of bucks for the American Diabetes Association and thanks a million. Ride with us on March 6, 2011!

Facebook Business 101

So what's Facebook good for?

Wasting time, yes I cannot agree with you more there. It's a time-suck the likes of a black hole on the internet. But understanding that in this case will help you better embrace what kind of content is appropriate and where best to make allegiances to better your Facebook clout. There are couple of key things to remember about Facebook.

• Facebook is the Jr. High School of Social Networks. You need to be there and be active because there is such a time-synch there from users. But remember making your content too heavy can backfire on Facebook. Leave the intellectual banter to your blog, white papers and case-studies.
• For most savvy companies using Facebook as a way to advertise, the presence of incredibly detailed profiles is what makes it such a fertile ground to advertise on. Users spend a tremendous amount of time, among many things "LIKE-ing" products, services, brands, entertainment and personal extensions of themselves such as liking "sleeping in" and drinking "merlot." This may all seem very silly to some but your customer is an intricate fabric of likes and dislikes, and the more you drill down to a granular 'target profile,' the more apt you will be to convert on your ROI.
• Keep in mind that your Facebook "page" is a platform for timeliness within your vertical, thus creating greater awareness. The best thing your page can do is drive you to your website  where you can begin the process or real conversion.
• Remember that the most liked pages are things that connect people to entertainment, such as music, movies and television. †he least are things like local business and services. So the closer you can align your messaging with the popular culture of your demographic, the more apt they will be to connect with you.
• Keep your content simple, entertaining and topical. And for God's sake have someone from the demographic you're trying to appeal to hired to connect with the user base. If you own a car that's more than 30k don't fool yourself, you DON'T know what Millenias are thinking.
• Lastly, and possibly the most important, work with a social media professional or agency to construct a 'Social SOP.' You have an employee manual for your day-to-day business and you break down professional expectation in an employee description don't you? Social Media MUST have guidelines of usage, voice and directives. This will ensure that your brand speaks properly and consistently.

Do the math:

Both men and women on Facebook, on average have 130 friends. Start compounding the number exponentially should you message yourself correctly and people begin to "LIKE" your messaging. Because when someone likes you, this action is placed on their profile and dependent upon the trust level one has with that person, others often have the propensity to like things in return.

Will Facebook Ever Burn-Out?

So I'm talking with my Father-In-Law who is convinced that Facebook is one of those "dot coms" that will be gone tomorrow. And while in a way I can't say that I blame him, having been through a VC funded .com startup, I can say that I don't see Facebook leaving us like a drunken mall gypsy that stole a mini van.

That being said there's many reasons why this is the case, they are as follows (but are not limited too):

• We put an amazing amount of personal time into nurturing and communication with our account, therefore the ability to break-up with it becomes harder and harder the longer we maintain the relationship.
• They have created both a B2C and B2B platforms respectively, with pages and profiles. I'd consider a tonal variation to denote this but I digress.
• Based on the "Likes" that I submit to my profile the more granular and topical the information I tend to find myself in. I find that people within my faceposse' tend to gravitate to various link-minded topics. And do to the way that Facebook puts your your life on display (given that you've set your privacy settings to make it so) you find yourself quickly attached to people within the same conversational and topical mindset.
• The UI, while it changes seemingly constantly, it's pretty user-friendly and revisions to its layout are more often than not progressively better.
• Facebook as a revenue model! OMG, what a concept. Beyond simply advertising, their are Facebook "credits"  (and soon Zynga's "rewardville") that are available at most all major department stores.
• Lastly, they have a progressive acquisition model that adopts pretty sound technologies, therefore it's not a .com, it's a cluster of relevant properties that support an overall initiative.

While I'm not a Facebook fanboy per se I will say that I use it for a great many things outside of simply just communication. I will explore these in my next post.

So what are your thoughts? Share this article with your friends and give me your thoughts and comments below. Thanks, I look forward to hearing from you.

Trolls: Turn That Frown Upside Down

Well often the community as a whole will take care of the 'trolls' (as they are called), but if your community is not loyal or not strong (active) enough there are a couple of tactics to take:

• "Kill them with kindness." Nothing looks worse for a troll than a company doing their very best to appease his requests.
• Outline the problem in great detail publicly (on Facebook, twitter, etc.) and resolve with as much care.
• If you can always overtly familiarize the troll with product or service.
• If they're being slanderous (privately) extend a very polite and legal cease and desist - he may post it publicly so it's important that you're not threatening in any way.
• Show them your SocialMedia SOP (or create one) and insure them that you're speaking to them honestly.
• Unless completely profane don't remove the posts; it will just fuel their fire.
• Click through to their Facebook profile and go down to the lower left hand corner and "Report/Block This Person" and detail the reason if need be.
• Assign him a "shrink" - this is a social media expert that will work one-on-one with the person to resolve the issue if there is indeed a way to resolve it.
• If all else fails and they've made you a "hobby of hate" you can sue them for "Tortious Interference" - when a person intentionally damages the plaintiff's contractual or other business relationships. This is often hard to prove, but to your credit you'll have had all the posts to reference with digital time stamps. If you can prove a legitimate association to dropping sales or negative feedback during the time of the individual you [might] have a case. 

Though let it be known I'm not an attorney, I'm a superhero.