February 2010
Atkinson Public Relations launched our new Web site last month. If you’ve enjoyed the Atkinson Advisor all these years, we think you’re going to like the new Web site.
Our plan is to publish frequently and in a number of different formats. We still have articles. We’ve added a blog, podcasts, and even a slidecast. And we have plans for more.
Don’t worry. We will still write the Atkinson Advisor every other month.
Find out more about the Web site here.
August 2003
Customers are more likely to do business with a company if they buy into the CEO’s vision. The same holds true for investors. Why then, do so few companies take advantage of what is perhaps the best way to showcase their CEOs?
A 2002 survey by Burson-Marsteller found that only 12 percent of organizations dedicate a section of their website to the top executive. Of those companies, most hide their CEO’s profile somewhere in an “About Us” or “Our Management Team” section.
Here are some thoughts to give the CEO a more commanding web presence:
- Put a link to information about the CEO on the front page of the website rather than leading visitors through an electronic trail. Include a link to his/her e-mail address.
- Provide streaming video and/or audio of speeches and interviews the CEO has given.
- Give the company a face by allowing visitors a peek into his/her personal life. Michael Dell details what models of computer he uses at home and on the road. In addition to a catalog of speeches and the usual background information, Intel’s site includes a section on CEO Dr. Craig Barrett’s commitment to education.
- Maintain a frequently updated question and answer forum.
- Showcase the CEO on the job recruitment page.
August 2003
http://www.useit.com/alertbox/
Useit.com is the official homepage of Dr. Jakob Nielsen, one of the foremost experts on web usability. Website usability is the study of whether or not people can find and use information on a particular website. The theory is that people will visit and return to websites that simplify a task, e.g. searching the Internet or finding the latest soccer standing. The Alertbox is Neilsen’s frequent column on usability topics. Readers can peruse “Top Ten Web-Design Mistakes Of 2002,” tips for improving an investor relations section, and much more. Alertbox articles are archived back to 1995.
June 2003
Guest Columnist, Chip Gallent
Nearly 80 percent of first-time website visitors find those websites through a search engine. In fact, search engines have surpassed television advertising as the top means of customer acquisition, according to the Direct Marketing Association.
Most companies and websites have failed to incorporate basic search engine programming, a.k.a. “search engine optimization,” into their marketing mix. With a couple of modifications, websites can realize their quest for a top 10 rank in key search engines like Google. Here are some keys to know:
- Search engines like text links. Therefore, switch all navigation/menu to a text-based system. Fancy graphics are nice, but search engines cannot interpret graphics or pictures of words on your site. While you’re at it, get rid of that Flash introduction. Search engines can’t read content using Macromedia’s Flash technology either.
- Make sure to use page titles correctly. Every page on a website should have a title indicating content and containing as many relevant keywords as possible.
- Think high school and become popular. Many of the search engines use what is called “link popularity” to help rank your website. Link popularity is the number of links from other websites to your website. Your ranking will rise if you can get all of your friends, associates, vendors, partners and clients to put a link to your site on their website. In turn, you should kindly reciprocate the favor.
Chip Gallent is the president and CEO of Fourthturn, a Nashville digital marketing firm.
