Steve Krug

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

Anyone who’s spent any time around me at all knows I’m a fan of Steve Krug’s book, "Don’t Make Me Think." But what exactly does that mean? Clearly, we do want them to think about our content. What we don’t want them to think about is how to find our content or the contact form or anything else for that matter. We want to avoid playing with expectations. Cleverness should not get in the way of clarity.

Okay, so maybe I'm being extreme and making a blanket statement. But we've all seen them: Beautiful sites that really do little to help the client sell its products or services, full of clever or trendy functionality, cool artwork and photos, and an "elegant" design that's often impossible to read.

The Web has come a long way since the early days of 3D tables and dancing hamsters. Optimizing websites for conversion is catching on, but there are still some major blunders that companies and organizations seem doomed to repeat. Here are seven blunders that should not be taken into 2013. Blunder No. 1: If you have to tell me how to get around your site, you’re doing it wrong. Visitors don’t have the time or the inclination to learn how to navigate your site. You can tell this site was designed by engineers

If you’re new to pay-per-click (PPC) advertising or are responsible for training new PPC staff, you can never have enough training resources. With that in mind, I’ve assembled a number of resources for PPC beginners—and for PPC pros. Here are 21 blogs, websites and books to learn and improve your PPC skills. Blogs: PPC professionals should have an arsenal of blogs that they read regularly. Blogs are ideal for continuing education, because the good ones are constantly updated. As with all the resources in this post, these are in no particular order. 1. PPC Hero. One of the most comprehensive

Regardless of your industry or who your target audience is, the goal of your landing page is simple: It must efficiently and effectively inspire the visitor to complete your conversion action. Unfortunately, Web designers are rarely trained in conversion optimization, and marketers are often hampered with brand standards that end up taking priority over basic optimization principles. The end result is often a landing page that turns away visitors instead of engaging them.

When you sell something that’s a little more complicated to explain than, say, dresses or books, your Web site design cannot complicate matters. Pete Burgeson, marketing director for Chicago-based crowdSPRING, a startup that offers businesses and creative professionals a transparent process for freelance creative projects, faced the challenge of developing a site that not only introduces a new business concept, but that also must induce visitors to transact online. Target Marketing: What were crowdSPRING’s goals for its Web site? Pete Burgeson: Our goals for the Web site were to have a very simple, streamlined design that could accommodate future changes well. Because we’re just

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