branding
The logo, the colours, the typefaces, and what somebody can say about you after they leave. Most of it is not drawing.
The last news item is three years oldThere is a News item in the menu with three posts under it, the newest dated three years ago. A visitor reads the date before the headline, and the date asks a question the page never answers: is this company still there? This is not a Google penalty, it is a signal to a person. Three honest options for a dead news page, and a list of the dates that make promises on your site.Read more
Google your own company nameYou type your web address from memory; you have never typed your own company name into Google. Your customer does, and does it last of all, just before calling. What meets them there: your site under a heading you did not choose, the state figures, a competitor advert, an old Facebook page. Who put each row there, what you can change, and how to run that search as a stranger.Read more
The testimonial you wrote yourself"Very happy, highly recommend!" - Mari K., satisfied customer. You did not invent it; Mari really said it, on the phone. But what reached the page does nothing any more, because there is nothing in it anybody could check. The four questions a testimonial has to answer, and the one shift in asking that changes everything.Read more
A logo is not a brandThe new logo has been delivered, six months have gone by and nothing else has changed. A brand has five parts and the mark is the last of them: here are the other four, in the order in which they actually decide things.Read more