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Article

Content Strategy

What to Do When Prospects Don't Read Your Case Studies

an Article written by Christopher Butler on February 9, 2021

...page, our capabilities landing page, our service pages, our case studies, and our home page. The Cobbler’s Children Need to Go Someplace The age-old problem of producing case studies almost always invokes the same phrase, “the cobbler’s children have no...

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Article

Content Strategy

What Should A CMS Do?

an Article written by Mark O’Brien on August 30, 2012

...For example, if the page is the last page in a step-based series of pages which talk about how you work with clients, it could be assumed that this prospect may be interested in working with you, so you’d want...

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Article

Prospect Experience Design

How to Test a Website in Ten Seconds

an Article written by Christopher Butler on February 11, 2014

...the page’s design — pretty traditional, boxy. In the second test, he remembered much more. By the time I asked him about searching for this page, he even recalled the page’s title, almost exactly. So, the point: the second page...

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Article

Prospect Experience Design

Making Sense of the Data

an Article written by Christopher Butler on June 19, 2012

...a page along with the number of views it has received. If the report displays a page with 870 views and a bounce rate of 67%, it implies that 583 (870 x .67) of those views bounced. But that is...

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Publication

Making Sense of the Data

a Publication written by Christopher Butler on December 11, 2012

...a page along with the number of views it has received. If the report displays a page with 870 views and a bounce rate of 67%, it implies that 583 (870 x .67) of those views bounced. But that is...

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Article

Prospect Experience Design

Once You See This Telltale Sign of Bad Marketing, You’ll Never Look at Your Favorite Websites The Same Way Again

an Article written by Christopher Butler on August 26, 2021

...is Not Just the Home Page’s Job The home page is just one page of a website composed of many, all of which much take their design cues from the marketing function of the site itself and the paths its...

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Article

Prospect Experience Design

Visual Design Evolution

an Article published on November 3, 2014

...page layouts so we could explore more design options at the beginning of the process. A year ago we began including comprehensive style guides as a design deliverable (in addition to mood boards and page layouts). The style guide is...

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Article

Time and Experience Are Your Editors

an Article written by Christopher Butler on May 22, 2013

...how our positioning statement has evolved over the years. First, a disclaimer: Until November of 2002, Newfangled.com had some kind of splash page. Most of them were Flash, even. So yeah, it was bad. But we didn’t know any better...

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Podcast

Content Strategy

The Complexity of the Content Landscape

a Podcast hosted by Christopher Butler and Lauren O'Brien on August 20, 2019

...an article detail page, the reader can still get value from that page on the site without completing the form submission. So they can choose to submit the form and get the extra kind of bonus content or they can...

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Article

Prospect Experience Design

The Perils and Pitfalls of the Lazy-Loading Landing Page

an Article published on July 9, 2014

...loading, so you don’t have to load a new page. Nice. You see a sweet-looking green pack that looks promising, so you click on it to view the detail page and check out the specs. Nope, that one doesn’t have...

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