Category Archives: Articles

Website Landing Page Examples

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A website landing page is a webpage that is specifically targeted to converting a user that is inbound from an identifiable call-to-action. That is, you’re about to run a ‘Spring Time is Fun Time’ email marketing campaign so instead of pointing everyone to your plain-jane contact form, you make a pretty Spring-time themed page specific to that campaign that reinforces the marketing content within the email itself.

Don’t Send People Back to Square Zero

If you get a click-through from a call-to-action impression, guess what? You’ve already convinced the user the CTA is worth clicking! If you’ve done a decent job at describing what the CTA is offering, chances are if the user gets that when they land on the destination page you’ll convert. Seems easy enough, right? Wrong. Many times the fluidity of experience, especially in shopping, has a huge impact on conversion rates and is not as intuitive as integrating a Guest Checkout. Messaging consistency, tone, word choice, and graphical reinforcements to stitch your CTAs together with the destination landing pages blossoms the exposure you’ve already achieved with the CTA impression.

Make it Painfully Easy to Purchase

Internet users assume they have an infinite amount of choices online (even if this isn’t true) so any user experience friction that distracts them from their intended purchase will hiccup their entire thought process – leaving room from such ideas as, “Wait, is this the same website?”, “Wow, I didn’t realize what time it is…I’ll do this later”, or “Do I really need an executive hoodie?” which are all going to make your conversion rate suffer.

Landing Page Examples

Here are a few examples from around the web which we think really get it done.

HubSpot’s EBook Offer Landing

HubSpot's eBook Landing Page
It should be no surprise that HubSpot is pretty good at this stuff. They coordinate the H1, the email campaign subject line, and the eBook title which provides a great sense of consistency to the user. They also hide their main navigation which stifles the user’s tendency to be flighty when presented with the data collection inputs required to download. Here they also leverage their social media efforts by assigning credibility to the resource by displaying how many other people engaged with this content.

Shall I Buy? Landing


Short, sweet, and to the point. Aesthetically pleasing and as engaging as a Times Square Billboard. This landing page does a great job of letting a visitor know extremely quickly what is available for them on the page and how to get it.

Live Chat Inc Landing


Live Chat Inc uses fun & playful cartoon design to lighten up their product offering. The branding and simplicity of the interfaces make the software product itself seem straight forward, easy, and fun to use. A large call-to-action for Trial Sign-up emphasizes ‘Trying it for Free’ and they’re client logos in the lower-middle exude consumer confidence.

LightSpeed Retail POS Webinars Landing


Arguably, LightSpeed wastes a lot of above-the-crease real-estate on this landing page. But they make up for it with a customized navigation just for the DIY trainers and user support. The packages, prices, and content included in the webinar curricula are clearly defined and lined up to not be overwhelming.

How to Convert Leads into Customers Through SEO

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Search engine optimization has solidified its role as a requirement for any serious web marketing strategy. Driving organic traffic by developing thoughtful, original, and engaging content on your website continues to be one of the most sustainable ways to build long-term authority and web presence. But how effectively are you converting the traffic you receive from your SEO efforts? Are you considering the opportunities that SEO provides for moving a visitor through your online conversion funnel? If not, you may be missing out on potential sales or lead generation.

The First Impression Isn’t Your Homepage

It’s your search engine result listing. Blending experience and marketing flair into your optimized page descriptions and titles can do wonders for your click-through rate, even if you’re not in the top 3-5 results. Consider the end-result your trying to drive, because just jamming keyword rich phrases into the description may do a very poor job of describing your brand, value-prop, or even what the end-user should expect if they click-through. For one client who’s business relied on organic search traffic reaching their website and being prompted to call a 1-800 phone number, we were able to create a Phone Call Lead Conversion Rate of greater than 100% – yes, more people were calling than even reaching the site – simply by injecting their phone number directly into the page descriptions that are displayed in the search engine results. Will this drive incremental traffic from the phone number being a popular keyword phrase? Of course not, but since the end goal was driving phone-leads it’s what made sense. Google Webmaster’s recommendations for the past several months to increase search engine performance has been to integrate any schema.org based micro-data that makes sense.

The ABCs of Web Marketing

There are many more parallels between real world commerce and eCommerce than not, but for some reason when it comes to online commerce there is a tendency to throw out the rule book. Focusing on basics like differentiation can yield fantastic results. Recommendations directly from Google suggest incorporating differentiating facts about your online or brick & mortar business such as ‘Oldest Skate Shop in Philadelphia’ or ‘Free Shipping on Orders Over $100′. This allows you to entice users to click-through and capitalizing on the opportunity to strike their interest beyond keyword phrase relevance.

Develop Content Driven By Data

Track what works, and what doesn’t. Develop content targeted at buying behaviors anticipated from projecting the historical performance of your web assets. Align the search result listing meta information you provide with the conversion funnel established for that specific keyword phrase vertical. That way, you can use the search result listing itself to begin to warm the user to the experience that you’ll be providing on the other end of the result link – more importantly you’ll see increases in KPIs targeted for increased emphasis by Google (such as time on site, bounce rate, page views) because searchers will know what they’re getting into before they click.

Website Business Consultants

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Sometimes it can be difficult when shopping for a web technology provider in a market that is continually expanding, exposing niche disciplines, and introducing new technologies and methods. Gone are the days where a HTML Webmaster is all a company with a thriving web presence needs. Shopping for an SEO, PPC Manager, Website Designer, and Social Media Expert can start becoming a daunting task – especially when you realize there isn’t anyone at your organization with the technical skill set to manage all of these roles.

This is where we find many of our new clients – trying to make sense of all the web marketing options available in order to decide where to spend their budgets most effectively. They’re searching for design, development, and implementation specialists when they really need to take a step back and re-access their efforts on a strategic planning level. Although this can be overwhelming at times, atomni’s strategic identification process allows us to gather from these new clients detailed information about what they’d like to achieve with their businesses online and extract precisely what pragmatically needs to happen in order to reach those goals. This might include a Pay-Per-Click advertising campaign, search engine optimization, a new website design, or the development of a mobile offering – it entirely depends on what you’re trying to achieve.

Hire business people that know technology

atomniTM has a deep understanding of today’s technologies and equally important a true appreciation for how these technologies can be leveraged to maximize the value-add to your business. Responsive web design, search algorithms, and big data analysis are only the beginning of what cutting edge technologies atomniTM can help your web marketing team tap into.

We consider your business – our business

Entrepreneurship runs in our blood – so whether you’re selling traffic cones, emergency dental leads, or asbestos abatement supplies – we treat each initiative with meticulous care executing for flawless success. We take pride in building web assets that deliver value for our clients and provide lasting positive impact on their businesses. Providing a clear & transparent route from your marketing dollars to increasing revenue is what we focus on providing to all of our customers – from there it’s all about setting goals that align with your business objectives and achieving them.

Organize, Prioritize, & Deploy

We can help you realize your goals, concepts, & even brainstorm ideas from the back of napkins. We’ll coordinate with your internal team for the entirety of our projects and provide seamless hand-off with external documentation & training. Our design & development processes ensure your corporate web project gets executed in a timely & effective manner with the supplementary strategies to drive qualified inbound leads.

Test, Improve, Iterate

There are a lot of variables in the real-world, even in the confines of the Internet there is a vast multitude of user, computer, and content behaviors adapting dynamically – so how do you ever keep up? The answer is you keep your feet moving! By hypothesizing, testing, and making iterative improvements along the most sustainable lines you will add value to your corporate web assets and engage growing online markets.

Marketing with QR Codes – Philly Tech Week

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Tonight’s presentation on marketing with QR codes – part of the 2nd Annual Philly Tech Week – will provide a framework for utilizing QR Codes in marketing initiatives. We’ll use a number of real world examples to illustrate how they can be used effectively to market to people with mobile-enabled devices, as well as some pitfalls to avoid that could otherwise potentially derail your business objectives. In case you can’t be there tonight, we will be posting the slide-deck, and hopefully a video as well as the a transcript of the presentation. Please check back or follow us on Twitter @atomni for the link.

As a warm up to the presentation, here’s a quick overview of the QR Code Marketing process. When we say QR Code Marketing what we mean is using Quick Response (QR) Codes in marketing collateral or advertising as a call-to-action for a brand-interaction on a mobile device.
1. A person with a mobile enabled device encounters a QR code.
2. They’re drawn-in, and somehow motivated to scan.
3. They take out their device, open their optical reader application, and scan the code, relying on their mobile device and wireless network to seamlessly route them to their destination.

4. With a little luck, they’re delivered a mobile experience that knocks their socks off, and drives them towards a conversion.

There are a number of places where these interactions can fall short, as well as a number of opportunities to help increase their effectiveness. Learn from your peers, as we dive into dozens of real-world examples, and consider what it takes to get the best return on your investment when marketing with QR codes.

Responsive Web Design

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Responsive web design is the creation of device-agnostic websites by using text scaling, HTML5, and hierarchically organized CSS3. The emergence of Responsive Website design has been fueled by the staggering increases in mobile device usage for Internet browsing. With thousands of device and screen combinations, web designers needed a better way to make a site that looks great on any device. So how do you effectively build responsive websites and include your customers in the process?

Prototype Soon, Prototype Often.

Prototyping is a hard hill to climb – even the most seasoned of designer at some point has thought while working on a iterative prototype, “Why I am doing all of this work when it will all change anyway?”. When struggling to convince yourself prototyping is worthwhile, remember all of the roadblocks and detours you avoid by thoroughly vetting design decisions with a conceptual working model. Prototypes make use-cases much more tangible and easy to grasp. When you don’t prototype, you often wind up with situations where elements weren’t properly considered or included at all. For example, when within a few weeks of delivery you realize that the ‘User Preferences’ screen the front-end development team says is required never got designed, coded into the user model, or included in the database schema. At that point the few extra hours you spent re-incorporating the client’s feedback into the Balsamiq mock-ups will be dwarfed by the (potentially avoidable) work needed to make the sweeping changes required downstream.

“Well now that I click it.”

Not everyone is a designer, a developer, or even technically savvy. Case in point, if your customers were as good as you at what you do – why would they be hiring you? The realm of website design blends the quantitative and qualitative – combining functionality, aesthetics, and usability into one powerful brand marketing package, but not everyone can look at a Requirement’s Document and see that. By creating touchable, (even usable) prototypes that best represent the end product based on the current progress of the design you’ll be clearly coordinating with the client exactly what they should be expecting – which can make or break any relationship no matter how solid.

Try Style Tiles

Style Tiles are a bit different than your traditional wireframes – they organize & arrange different web components to present clients with interface choices in a non-overwhelming format. It’s a design concept that facilitates the client communication of a particular web view in it’s different device iterations. More importantly for responsive web design, these hybrid moodboard/wireframe/mockups easily communicate the device-specific interface options without requiring the investment in photoshop mock-up iterations on the front-end of the design process.

Pick Your Look Greats and Look Goods

Responsive web design makes your website palatable to really any device, but you’ll definitely want to identify which devices your customer wants the site to look great on – so you can be sure to properly test and base your responsive logic accordingly.

A Responsive Website Design Example

Here is an example of how you can present a responsive design by quickly creating multiple wireframes using the same components across specific device constraints. Notice the smaller device (iPhone) only uses a paired down subset of the component from the full browser version. No new controls, styles, or information is presented, just tweaked for an optimized mobile experience.

PC Responsive Website Design Example

PC Responsive Website Design Example

Mobile Responsive Website Design Example

Mobile Responsive Website Design Example

How Sharable Is Your Content?

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It’s hard to be a business owner and not love what you do. From the warehouse to the board-room, great business owner’s need to be able to energize, excite, and effect positive change in all facets of their organizations – everyone’s their own brand’s #1 fan. The problem is, your potential customers do not own your business, or even one like it – so how do you create content about things others will find interesting…interesting enough to advocate to their friends by sharing via popular social media channels.

Social Media: Does it Make Sense for your Business?

There are many times that ‘Social Media’ comes up in our new client conversations. Most of the time the conversation goes a bit like this.

New Customer – “So what about Social Media?”
atomni – “Well, What about Social Media?”
New Customer – “Well, I know it’s big. I know a lot of people are on it. But is doing social media really going to reach my market.”

Typically this is where the sidebar conversation of exactly what doing social media means to the New Customer takes a wild tangent – but really there is a very simple answer to the question: Yes.

If you Believe in SEO, Believe in Social Media

If you consider most major search algorithms today, they’re in the business of delivering ‘the best’ web page results to the end-user. This is typically based on metrics measured on other websites – that is, search algorithms answer the question – “What is the website that all of the other websites out there ‘think’ is the best.”
Very quickly, the emphasis put on this quantitative data (like a website’s backlink count) is shifting towards user-based metrics. This means that it will become increasingly important to search algorithms what websites people think are the best, and what better place for search engines to look for mounds of applicable data than Social Media.

People Believe People – and for Free

Identify FAQs, new industry trends, tips, and top X lists to create webpages on your site specifically dedicated to providing useful information about those topics interesting to potential customers…then talk about it! Get on your company’s Twitter account, LinkedIn company profile, or Facebook fan page and start the social content churning. People are way more likely to get moved along the marketing arch by someone they know and you are making it painfully easy for fans to promote your brand for free.

Focus on the Factoid

The little excerpt or blurb of text thrown in on either side of a hyperlink in a Facebook status update or Tweet has a HUGE impact on the clickability of your social media content. Make this something interesting, compelling, even disruptive and you’ll be surprised at the impact it has on the reach of your social media campaigns. Accompanying posts, pins, tweets, and updates with thumbnails and information defining the content can help immensely in social media search results as well. Be sure to check out our post on Social Media Optimization and Integrating Pinterest for WordPress for more information.

Make a Schedule and Stick To It – It Doesn’t Have to Be Perfect.

In the every day run-around it’s easy to forget about the little things, don’t. In the infancy of atomni’s content generation efforts we employed a regimented draft, revision, and approval process which we thought was required to preserve the sanctity of our online brand presence – what happened was we’d go weeks without posting anything because the path of resistance was too great. In hindsite, we would have done much better to release smaller content pieces regularly (as we do now) revising, retooling, or created response content to our legacy materials that came off a bit too light or performed well. Finding regular industry publications to draft management responses or releases in conjunction with other marketing efforts you’re already doing like company newsletters or press releases are a great way gain synergies from your traditional marketing and resonate consistency throughout your web marketing campaigns. Consistently releasing even small bites of useful material rather than letting your online content channels lie dormant ensures you won’t loose any momentum.

Thought Leadership Through Content

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Looking to stand out in your vertical? Step up within your industry and establish your brand as a provider of thoughtful resources by using your website and blog as a publishing portal for news and useful information about your company and products.

Get On Your Soapbox

Taking a stand on an important & current issue relevant to your target market – Search engines are increasing the amount of authority they attribute to timely, fresh content and guess what? It’s what your potential customers are actually looking for online. Provide some value-adding details or insight that will intrigue, engage, and stimulate on-going conversation.

Don’t be Afraid to Be Disruptive

The most viral web content is the most controversial, this doesn’t mean you need to produce Kony 2013 – but you can find creative ways to stimulate constructive dialogue and tie your business into issues that may be just a tad more interesting to your potential customers than your latest breakthrough in non-uniform rational b-spline modeling.

Follow the Trends

The creation of new content online is a living beast, 56 million new domains are registered a year which doesn’t even account for massive amount of social media content being generated at an accelerating rate. What this means is web content consumers are constantly searching for new ways to summarize, aggregate, and organize this content into a palatable format. This has given birth to some great web-based technologies such as HootSuite that allow users to organize social media content creation & consumption based on their global preferences. So how do you capitalize on this trend? By following the trends! Look for buzzwords, twitter hashmark keywords, events, and popular brands within your industry vertical and consider how your content can use these popular trends to get your brand out in front of new customers.

Be Honest & Consistent With Your Brand

Don’t try to be something you’re not, instead take the opportunity and ease of publication that developing web content provides to develop the voice of your brand and company. Engage other players within your industry, suppliers, customers, even other companies that attend the same tradeshows – always making sure to maintain a fair, honest, and reputable demeanor consistent with your core company values.

You Know You’re Doing It Right When…

Readers actually start creating content for you. The best type of content is user generated content – especially if you’re properly syndicating it throughout your social media web assets. If readers are being compelled to interact with your content they’ve become personally invested in it which is extremely powerful brand awareness. The more actual people that are engaging your brand online, the greater the reach of your web marketing activities.

Showing More Results From Your Domain in Google

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From time to time we get approached with the question every search engine optimizer hates, “I have this website about X…how do I show up in Search Results?”. For starters, this is a ridiculously loaded question which we could spend an entire post dissecting, but for now it will suffice that it is usually followed by the answer “It depends…” and several follow-up questions:

1. Have You Completed General Best Practices for Your Website?
2. What Search Engines Would You Like to Perform In?
3. Do You Have Any Keyword Phrase Targets Identified?

If we even get to #3 with an answer, immediately the next question is – “Why?”.

Why have you identified that keyword phrase as a desirable SEO target? That’s typically when the conversation falls apart. Most people optimize for keywords they’ve qualitatively decided are ‘the best’ without any quantitative support or rationale.

How To Rank in Search

Really what you should be asking yourself is, “Why Do I Want to Rank Better in Search?”. This will help you identify how your business goals align with what you’re planning to do with your web marketing efforts. SEO is the means to an end, but if you haven’t decided to which ends you’d like to arrive – how will you even know when you get there? Once you have clearly defined objectives, companies like atomni can come to the table with the 3rd party industry data, search trends, and other analysis to provide keyword phrase targets & actionable directives that will achieve your business objectives by improving your search rank for those keyword phrases.

Big Secret…It’s All Computers!

If you’re not convinced at this point that computers are faster than you at computationally processing information, read a bit about Project Blue Gene and a fellow by the name of Moore (because they definitely are). That’s why search engines are so great, they collect data in seconds that it would take a human-being months to compile. A fundamental fact of this (which most SEO consultants would have you just as soon ignore) is that trying to game a system run by computers via analog ‘consulting’ or ‘strategy’ alone is a flawed approach doomed for mediocre results. To beat search engine algorithms you have to think like a computer then use computers to your advantage through custom scripts, data-mining, automation, and data churning to provide decision support at economies of scale otherwise unobtainable. This means the best SEO comes from the same type of people that are designing the search engine algorithms for Google – Computer Scientists – which is a big part of why atomni can deliver such sustainable organic results.

Search Engine Optimization and Positioning

Optimizing for search is something you’ll want to continually refine for several reasons, but mostly because search trends (how many people are searching which keyword phrases) will change – and you’ll always have more data to make better decisions. A good search optimization strategy should seek to create an ecosystem of rendering actionable campaign information from the various streams of data being collected. This ecosystem will allow you to systematically develop new content, expand your web footprint, and get more results from your domain ranked.

Supplement Your Marketing Team with Online Experts

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As mobile and web technologies continually integrate into our daily routines, many corporations are leaning on their marketing departments to step-up and leverage the Internet to provide a hybrid online marketing services for the company. Often the management and continued development of the company’s main website is the sole responsibility of the marketing department. As web marketing continues to expand in both importance and complexity sometimes there is a gap in the available internal skill sets which is best supplemented with 3rd party service providers.

Web Marketing Skills Inventory

First step is to figure out exactly which skills you have at your disposal. Ask your resources what their comfort level is with web marketing, if they have any experience with Internet technologies, and if they’d be willing to spear-head learning (or better yet presenting) any new technologies for improving your marketing efforts. You might find you’ve got more talent than you think already sitting in your office: your summer intern might be a whiz at WordPress. At the very least you’ll know what you’ve got in your toolbox. One of the best channels for new online content is publishing the press releases, newsletters, and other material you’re already producing as a marketing department. Take what you’re already doing that could be easily distributed or supplemented with online media and add it into the mix. You might be surprised at what you’ve already got covered.

Fill in the Gaps with Online Consultants

Whether its designing a landing page, developing custom web applications, or using a combination of our proven strategies to craft a detailed game plan for maximizing your web assets within your industry vertical – we can support almost any ad hoc web services. Our qualified professionals work with your team to develop proven strategies that leverage web technologies to create business value.

Web Marketing Experts for a Few Days a Month

The economies of scale available by using technology are baffeling. With our unique processes and technology, in just a few days a month atomni online experts can provide the structure, campaign design, data analysis, & thoughtful management required to maximize the potential of your internal resources. Our analysis can provide your team detailed parameters for content generation, online advertising strategy, and sustainable organic optimization.

Get Your Facebook Fan Page Ready for Timeline

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Individuals may have been noticing a few interface changes in Facebook over the last few months. The ‘Timeline’ profile view is Facebook’s attempt to allow users to craft and tell their own life story in a way they feel best describes them. But how will this effect your business’s Facebook Fan Page? March 30th, 2012 will be the drop-dead date for adopting the new Timeline layout – so be prepared with any customized skins, widgets, apps, or Facebook canvas’s you host in other locations, because things will get shifted around.

What Does This Mean Going Forward?

The timeline layout was generated through thousands of hours of user research and experience design, adopting it means you can leverage all of this great research to maximize the brand command you have in social media.

Your Banner Image

Instead of trying to jam important business information such as your Twitter username, website, phone number, or address into a small left-justified profile picture, the timeline layout gives you a nice wide banner image to best represent your brand online. It’s the first thing people will see when they get to your Fan Page and should be given significantly more consideration in the context of social media camapaigns in the upcoming months. Mirroring homepage slides, special offers, or upcoming events becomes incredibly more powerful than just posting it on your Fan Page Wall.

Get Chronological

The new layout puts an emphasis on when you create which content, so saving all of your company photos until the week before Christmas to upload isn’t going to cut it anymore. You’ll have to make social media content creation an intrinsic and routine part of your online marketing efforts to gain the greatest exposure for your efforts. Customers will also have the progress and age of your content generation efforts may extremely apparent to them, so if you’ve been steering clear of beginning social media marketing efforts – now would be a good time to start.

For more information on how to get started on your own social media marketing campaign, or to discuss further the Timeline Business Fan Page user interface changes upcoming March 30th, 2012 – please contact us anytime.