RepEquity® Blog: Digital Brand Management Distilled

Landing Page Best Practices in the Real World

Pay-per-click advertising is an indispensable tool to have in your lead generation toolbox: not only does it increase brand awareness, but it brings qualified leads to your website. However, if a potential customer clicks on your ad after searching “new countertops” and is routed to your expansive homepage, you’ve immediately lost them. That’s where landing pages come into play – targeted landing pages help connect the right customers to your product, and allow you to capture information about those potential customers in order to follow up and complete the sale.

Landing Page Best Practices

A poorly-optimized landing page can cause you to miss sales and lose customers. Below, we’ve assembled a short list of best practices that will help eliminate confusion and drive conversions:

  • Display the form above the fold of the page
  • Make sure the form is not too long, include as few required fields as possible
  • Have one, clear call to action and place it prominently on the page
  • Include trust-building content such as videos, customer testimonials, satisfaction rates or company awards
  • Make sure the copy on the page is clear and succinct
  • Use directional cues to draw attention to your call to action
  • Give people the option of filling out a form or calling a direct line

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Taking the Reins – How to Control Your Online Reputation

Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.” Although Franklin predated the Internet by almost 300 years, his words ring truer than ever now that our lives are documented so thoroughly – and so publicly – online. In our years of helping clients manage their reputations online, we at RepEquity have developed a sizable toolbox of tips you can use to bolster your reputation in the digital sphere. Here are some basics that can get your online reputation moving in the right direction.

Claim Yourself Online

Google looks for a wide range of diversified content to place on page one. The standard set of top ten search results across most disciplines consists of official website content, news stories, videos, social media profiles, and third party sites. Your goal should be to develop and curate content in each of those areas to give yourself a well-rounded online presence – and more ammunition to push out potential negative content.

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Capital Camp 2014 Preso: Creating Multi-Step Forms with Ctools and Form API

RepEquity Presents at Capital Camp 2014

Two members of RepEquity’s development team recently took the stage at D.C.’s Capital Camp and Drupal Gov Days, a three-day conference for members of the area’s open source government, contractor and private sector companies. During their advanced session, entitled “Creating Multi-Step Forms with Ctools and Form API,” Jeremy Gottwig and Miro Scarfiotti walked attendees through their recommendations for multi-step forms, which we regularly use for RepEquity clients. Below, Jeremy gives an overview of their presentation and includes additional links for those who may be interested.

There are a number of ways to create multi-step forms in Drupal. The popular Webform module provides this functionality out of the box, and Entityform can also be coaxed into this with a little help from Field Group. However, if you need to perform any advanced processing at each step, you might find these tools difficult to use. For example, let’s say you needed to run a Solr query after step one and modify the step two form based on the results. This might not be impossible with Webform, but it would be quite difficult.

One solution we’ve found is to use the CTools multi-step wizard alongside the CTools object cache. This does require some know-how in using Drupal’s Form API along with basic module development, but it offers some key advantages over the other methods.

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In Praise of WordPress: A RepEquity Intern’s Perspective

Finding the balance between quality and speed can be a difficult task, especially in a field like web design where deadlines are constantly looming. Although the more time you spend on something the better it will look, I have found that WordPress is a great tool to have up your sleeve when you need to create a good site fast.

WordPress is a user-friendly system, enabling people to create a site without much knowledge of programming languages like CSS, PHP, or HTML: Rather than digging through lines of code to find exactly the tag that’s wrong, you can click a button and fix it right away. The tools offered in WordPress allow you to make just a few small changes to a main interface to get your own unique-looking website in a fraction of the time it would take to build one from the ground up.

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What Type of Story Are You?

It sounds like a bad pick-up line, but bear with me: knowing what your corporate story is, and what shape it should take, can boost your bottom line and create more warm fuzzies than you ever dreamed possible. Why is this? Because humans are social creatures; we’re hard-wired to connect with and love a good story.

When I was in college, I wrote a short play called “Broken Blinker” that won a national contest and played at The Kennedy Center. My play explored the complicated emotions surrounding the Vietnam War through the tale of two stoic Midwestern neighbors who struggle to fix a car blinker that won’t turn off. It took a complex issue and distilled it down to its essence for two ordinary people whose sons were in the war.

Big ideas – love, war, corporate values – become sticky when they’re packaged inside a compelling story. Which brings us back to your story. Which one(s) should your company tell? Here are some basic corporate story categories to get your brain storming:

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