We've all heard the old adage, “you never get a second chance to make a first impression.” While the context of this quote was probably in meeting new people, the same can be said of your website’s homepage. If your homepage content doesn’t capture the attention of your users, and then keep it, your prospects will leave your website and never return. Your website is your opportunity to sell your business to a cold lead, or provide validation for a warm lead. In either case, what you communicate to these leads will determine whether they decide to take the next step—to make a purchase, schedule a consultation, or give you their email address in exchange for more information. In this article, I will provide a few tips to help you write homepage content that’s effective, and will give website visitors a great first impression of your business, too!
 
Is your company struggling to define its identity? Do your customers prefer to do business with your competitors? Have you evolved to the degree that you need new messaging to describe your business offering? If the answer to any of these is yes, you might need a new tagline.
 
As an Art Director here at Zion & Zion and as a past graphic design instructor, I know firsthand that design students are some of the hardest working kids on campus. Between slaving all hours of the night on their projects, ruining their coffee table with spray mount, and somehow finding time to work to pay the rent, there seems to be something that gets lost. I went through a really notable design program, and I valued every bit of what I learned. We were taught to be thinkers--that the concept is the most important aspect to your design. This is absolutely true, but so is having the necessary skill set to be able to execute truly great design.  I have interviewed countless interns, and I see that if they are assigned to design a logo, they've got things covered. A brochure? No problem! Design students tend to know Adobe Illustrator and InDesign like the back of their hands. But when it comes to Photoshop, nine times out of ten, they fall flat. It’s one of those “yeah, I know it… I can color correct a picture” type scenarios. However, I firmly believe there are seven key reasons design students need to make Adobe Photoshop their best friend.
 
One of the best ways to ensure that your online marketing strategies are successful is to use analytics. There are plenty of official and third-party tools that can help with this process, especially when it comes to social media. In this guide, we're going to show you how to leverage analytics and insights to increase the effectiveness of your organic social media campaigns. As a leading social media agency, Zion & Zion strongly emphasizes analytics. We use an array of tools to better track, test, and analyze our client social media pages (as well as our own). After reading this article, you’ll be able to begin leveraging analytics to enhance your organic social media growth.
 
As a leading advertising agency, Zion & Zion relies not only on our entire team to build and nurture client relationships, but specifically on our account management team. As an account manager, I often like to think of my relationship with a client as a friendship or romantic relationship. Although business relationships are much different than personal ones, you must trust, nurture, and communicate in order to keep any relationship strong—and the same goes for client relationships. In order for the agency to be a successful business partner, they must truly act as a partner to their clients. It’s important to keep communication frequent, create timelines and concrete deadlines, understand your client’s business goals, and always ask questions.
 
Planning how to spend your advertising dollars is one of the biggest challenges a retail or service-based business has, whether you are a small, local business or a major, household name brand. There are so many ways to get your message in front of consumers and so many media sales reps making big promises and selling everything under the sun: newspaper, direct mail, radio, TV, billboards, online display ads, email lists, magazines, and more. With all of these options available, how do you know where to invest your budget? The fact that there are more and more ways every year to reach consumers (market fragmentation) makes selecting these tactics more difficult. Some veteran media buyers actually recall when you could reach an entire market with just a few ads across the three (and only three) TV networks.
 
Lots of companies debate whether or not to host their videos with YouTube as opposed to embedding them on their own site. Their fear is that YouTube will always rank better for the content than their own site will. This fear is warranted as it can be quite difficult to outrank YouTube for the same content. I have come up with a process that should have your website ranking higher than YouTube for the same video.
 
User experience (UX) and information architecture (IA) are two areas of expertise that are truly crucial to successful website development. However, people tend to be confused by what UX and IA actually are, and, more commonly, the differences between the two. Throughout this article, I’ll explain and define UX and IA, and then dive into the key differences, as well as how these two areas work together. Believe me when I tell you that they are different, and knowing and understanding the differences will allow you to plan for and create even better websites in the future!