Web Writing… Direct Action Calls Increase Results Web writing that includes a clear call to action brings more results than words that do not. Direct marketers have known for decades that when you tell people to do what you want them to do, more people will do it if they are at all inclined to […]
Just back late last night from Gerry McGovern’s 3rd annual meeting for Customer Carewords partners, this year in Belfast. The partners are an international group. People attended from 8 countries: Canada, Denmark, Holland, Ireland, Norway, Sweden, United Kingdom, and United States. While my notes are still fresh to mind, here are some highlights we shared from our experiences this year working with universities, corporations, and […]
Customer Carewords Expanding Client Base Despite the world-wide economic slowdown (or perhaps because of it), major firms and organizations are investing in Customer Carewords research to better plan web content: the words and phrases that visitors see when they first arrive at critical web pages and navigation that lets them find it as quickly as possible. That reminds me […]
Customer Carewords and Top Website Tasks Gerry McGovern gave a webinar yesterday to 60+ plus people from around the world, including several from the higher education sector in the U.S. and Canada. The purpose: focus on the special ability of Carewords research to identify top tasks that people coming to a website want to get done and to generate interest in future […]
Registrar’s Website is a Link of the Week Success It surprised me. When I was searching for a May 8 Link of the Week selection, motivation already existed to search among college and university websites for a strong example of a “service marketing” site that was oriented to students as the primary audience. We are about […]
My first task this morning left me smiling. I was reviewing several web pages sent from a potential Customer Carewords research client, a regional public university “down South” here in the States. The pages were not online yet… this was a series in redesign to replace the current site not long from now. Something was missing… and […]
Customer Centric Index (CCI) survey responses are now in from 1,294 alumni. We haven’t finished the formal tabulations yet, but one thing is quite obvious… alumni, like “future students” are far more positive about the website experience at their college or university than are the current student and faculty/staff users. To recap… in the survey, […]
Yes, “future” or “prospective” students are happier with their college and university web experience than are current students or faculty and staff. That’s based on early results from the first of three schools completing Customer Carewords Index (CCI) surveys. In about two weeks, we’ll have results from five more schools. Four audiences (current students; faculty & […]
Back from Florida last night and reading a summary of a recent Carewords research project put together by the client. Just about perfect with one exception… an advisory to people working on their websites that they had about 30 seconds to make an impression and engage with a visitor to the page. It would be […]
Writing this morning from the Gleacher Center at the University of Chicago, where 90+ people are exploring marketing communications in the online world at a conference by The Aslanian Group. One of the surprising nuggets of information has been the popularity of “distance learning” as a frequently used keyword search term. That’s a relatively rare […]