This piece:
MarketingWonk: Agency Egos Get in the Way of Good SEM
referring to another, rather rambling, piece blames creatives for some badly marketed Web sites.
Been there. How many times am I told that people don’t read Web site content? Roll on Flash, bullet points, snippets of copy and all sorts of other stuff that can get in the way of the message.
But problems with creative vanity are only one end of a continuum leading to the tecchy approach that says everything can be accomplished by applications and tweaks to HTML pages.
That’s rubbish, too. On the one hand, replacing humanity with the coldly mechanistic. And on the other, sinking your site on the search engines.
The most successful Web sites have carefully written, substantial copy, targeted at human visitors as well as search engine spiders, clean HTML, and a usable, inviting design.
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