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7 More Thanksgiving Reminders of How Damn Lucky We Are

7 More Thanksgiving Reminders of How Damn Lucky We Are

B Y   T O M   T O R T O R I C I    How would you get ready for work without indoor plumbing? In last year’s post of deep-dive thankfuls, hot showers were one of the highlights. It’s funny, so much stuff we naturally take for granted came along not long before we did....
The 3 Questions Every Web Buyer Asks

The 3 Questions Every Web Buyer Asks

B Y   T O M   T O R T O R I C I Question One: “Does this company have what I’m looking for?” Sometimes, businesses are so focused on what they want to say on their web home pages (“Serving customers since 2009;” “Striving to exceed expectations”) they may forget to...
Surprisingly Common Web Page Design Bloopers

Surprisingly Common Web Page Design Bloopers

B Y   T O M   T O R T O R I C I    Designers are hired to make things look good, and overall they succeed. But there’s a problem. The problem is, even the best web page designers can get so caught up in their own mission, they can forget that the site’s audience isn’t...
From We to You: My #1 Copywriting Tip

From We to You: My #1 Copywriting Tip

B Y   T O M   T O R T O R I C I    I can always tell when a company website is written by people who work at the company. I can tell because the headlines and text are so often filled with the words ‘we’, ‘our’, and ‘us’. I guess that makes sense, from their...
Why You Need To Tell Your Brand Story – Four Times

Why You Need To Tell Your Brand Story – Four Times

B Y   T O M   T O R T O R I C I    There’s a lot you need to convey to your website visitors. They’re more likely to absorb it all if you take a layered approach. You know your company. You know your product. You know your advantages, your process and your intended...
What Should Your Website ‘About’ Page Be About? (Part II)

What Should Your Website ‘About’ Page Be About? (Part II)

B Y   T O M   T O R T O R I C I  Have you read part one of this two-part series? You’ll find it here. Before we continue, let’s talk about what your About page shouldn’t be about: selling your product or service. Visitors click on that About link because they want to...
What Should Your Website ‘About’ Page Be About? (Part I)

What Should Your Website ‘About’ Page Be About? (Part I)

B Y   T O M   T O R T O R I C I    It turns out, there are a lot of different ways to approach your website About page. It can depend on what’s important to that company. It can depend on what’s important to its audience. It can also depend on whether the site is for...
What Would Aristotle Think of Your Website

What Would Aristotle Think of Your Website

B Y   T O M   T O R T O R I C I    Back in ancient Greece, Aristotle offered his students some smart tips about how to persuade their fellow humans. If your modern business website happens to includes his three modes of Classical Rhetoric to help convert your...
Optimizing for Search Engines and Humans Too

Optimizing for Search Engines and Humans Too

B Y   T O M   T O R T O R I C I    If you’ve tried to optimize your business website with keywords, you may have noticed that what appeals to Google isn’t always what appeals to flesh-and-blood customers. That’s especially...
Product Benefits vs. Process Benefits: Know the Difference

Product Benefits vs. Process Benefits: Know the Difference

B Y   T O M   T O R T O R I C I    In a competitive marketplace, every company naturally wants to you to know why you should buy from them, and not the other guy. Most of what we see and hear on websites, promotional emails, TV commercials, direct mail pieces,...