From this day forward every local networking event I attend will be missing someone. This is because Debbie Howe won’t be there. An avid networker and all around loving person, Debbie knew how to make the most of every networking event. Here are the lessons Debbie shared with us through her networking style.

Business is living and living is business.

Life does not begin when you get home from the office – rather, it’s happening right now. Living life beautifully means appreciating the people in your life wherever you are.  Whenever we take others for granted we aren’t really living.

Networking is an opportunity to have fun.

The best part about networking with Debbie was she saw each gathering as an opportunity to have fun.  Remember, business is living, so, no matter where you are, sharing a good laugh or an interesting story will bring joy to your day.

We are a community.

Networking is more than a chance to talk about your business, it’s an opportunity to appreciate each individual who makes up our business community. Those people we see month after month at chamber mixers and other functions are our peer group. When one of us is gone our group is changed forever.

Networking is about relationships.

It’s about business and it’s about people.  Every time you interact with someone, even in the smallest way, you’re building a relationship. Shaking hands, meeting new people, and inquiring about someone’s well being are all acts of significance. When you do these things you step out of yourself and make a difference.  Never underestimate your impact.

We will miss you Debbie.

“No man is an island entire of itself; every man is a piece of the continent, a part of the main;  if a clod be washed away by the sea, Europe is the less, as well as if a promontory were, as well as a manor of thy friends or of thine own were; any man’s death diminishes me, because I am involved in mankind.  And therefore never send to know for whom the bell tolls; it tolls for thee.” – John Donne

2.  A Quality Marketing Company

Let’s assume you have a marketing budget. Who is the best field general for the job? (or in non-football speak, how do you know which marketing company to choose?) The answer, put them to the test with Website Grader and BlogGrader. Simply enter the prospective marketing company’s website and blog address into the grader tools and voila – digital marketing prowess is revealed.

CycloneMarketing.info scores big on Blog Grader!

A good rule of thumb – if they aren’t getting it right for themselves, they certainly won’t get it right for you.  Next step, make a list of the top scoring or  “A” grade companies and review their designs.   Studies show it is artistic design which generates interest.

oz 2 designs LLC gets an A!

With Grader and artistic design criteria you can narrow down which marketing company is capable of giving you the most for your money.  One more thing: If they don’t have a blog then they’re not even eligible for your draft.

Various digital marketing strategies impact your visibility on search. One often misunderstood yet extremely important marketing strategy is link building. Every month there are 14 billion searches (yes I said billion). Even more interesting, 63.7% of all searches are done on Google, therefore; it’s imperative you understand how Google rates websites and how this rating affects your visibility. Here we demystify the backlink.

Every website needs link love.
When I say link love, I mean backlinks. What is a backlink? Backlinks, also known as incoming links, inbound links, and inlinks, are incoming links to a website or web page. Is your website listed on your local chamber’s website? If so, then you are backlinked to them. The more backlinks you have (which are authoritative and relevant), the more likely you are to show up on Google’s natural search before your competitors.

What makes a backlink authoritative and relevant?
According to Wikipedia, “There are several factors that determine the value of a backlink. Backlinks from authoritative sites on a given topic are highly valuable.  If both sites have content geared toward the keyword topic, the backlink is considered relevant and believed to have strong influence on the search engine rankings of the webpage granted the backlink.” In other words, if you are a feather pillow maker and your website is listed on the nationally renowned Feathers Galore Directory, then you have one (authoritative and relevant) backlink. The more authoritative, relative backlinks you have, the more important you are to Google.

Who is backlinking to you and your competitors?
It’s a good idea to know who is currently backlinking to you. Here’s a fun and interesting way to find out who links to you now: Go to http://ericmiraglia.com/inlink/, watch the introductory video, and try his inlink page analyzer. You may be surprised by your results. Would you like to compare and contrast your backlinks with your competitors’ backlinks? My company can give you access to some fascinating link grading software which clearly shows who is linked to your competitors as well as the authority value attributed to those backlinks.  In the digital world where relevant, authoritative backlinks help determine your search standing, this information is invaluable.

How to generate your own backlinks.
Whether or not you hire a qualified marketing company to complete an aggressive link building campaign for you, your business (even the smallest of businesses) can generate backlinks. To start, visit the website of every professional organization to which you belong and be sure your URL is hotlinked (meaning it’s clickable) on each site. Blogging and commenting on blogs are two more smart ways to generate backlinks.

Take a look at this comprehensive link building tactics list:
profiles
unpaid directories
paid directories
widgets
conference sponsorships
association sponsorships
aggregated content
research and surveys
blog reviews
job listings
testimonials
letters to the editor
contributed articles
rss feeds
blogroll
bookmarking
social media pages
squidoo page
applications
optimized press releases
build and host useful tools
awards (badge)
contest (badge)
cross link company-owned websites
write reviews
promote content on social sites
blog/rss feed directory submissions
ads on search friendly sites
classified ads
post ebook or substantial whitepaper
exchange links with marketing/business partners
post surveys
write guest posts on other blogs
speak at events, offer ppt with links embedded
donate where a link of donors is published
transcribe video interviews to text as separate posts
apply for industry awards, web site, and blog awards
ensure industry groups you’re involved with link to you
create a wiki
create microsites for causes, events, specific purposes
affiliate program
become a resource on Q/A websites like Yahoo Answers
slidewhare and similar content hosting
monitor 404 status and ask link sources to fix broken links
solicit links directly from sources
provide “link to us” content on blog or website
leverage publicity and media relations for links
digital asset submissions, images, audio, and video

Showing up on the first page of Google search is motivation for any company to hire a qualified marketing company or take care of backlinking in house.  Remember, Google don’t want none unless you’ve got backlinks hun! Above list as well as other pieces of information found in this post from http://inboundmarketing.com/university/seo-crash-course-to-get-found-gf102 (yes – this is a backlink).

3.  A search engine optimized blog is a marketing essential. Blogging is the number one – yes – number one way to get found on Google and drive traffic to your website. Google loves blogs because they are fresh and filled with links.  Your blog is not just a repeat of your website. Instead, it’s a marketing tool used to connect with customers through creative and informative articles.  It’s a place where your business can directly interact with your customers in a friendly manner encouraging affinity toward you and your brand.  A qualified marketing company sets up your blog so others may easily share your posts on platforms like Digg, Twitter, and FB. Your blog must have an RSS feed and optional email sign-up and should be constructed with security and SEO applications.  Your marketing department must learn how to use these or a qualified marketing company will use them for you.  Who hits your blog, how long they stay, which articles are favored and more can be found in your blog analytics.  Because a blog is considered the best social media marketing tool available, if you don’t have one or if you have one and aren’t using it properly, your business is missing out on the most important online conversation of all – the one about your business!

4. You need calls to action in order to generate leads. Your blog and your website are great places to launch creative calls to action. Each call to action should be created around a keyword or phrase (SEO) and include an offer.  A qualified marketing company will review your company goals, find your marketing weaknesses, and strengthen them through your brand identity, website construction, blog articles, and calls to action. An effective call to action asks for lead information from your prospect in exchange for useful/helpful information from your business. In other words, your prospect gladly gives you his email, business, title and phone number in exchange for instant (extremely useful) downloadable information which helps him now.  The prospect’s lead information is emailed directly to your sales people who then follow up.  Analytics are used to monitor the effectiveness of your calls to action allowing you and your quality marketing company to further enhance your ROI.

5.  Email marketing is a necessary  follow-up tool. A qualified marketing company will set up several follow-up emails (clearly sharing your brand identity) to thank your lead for making use of your call to action and ask her if she wants to learn more about your services or products. These follow up emails encourage further investigation into your products or services and may include additional calls to action. A qualified marketing company will provide you the means to handle this in-house or they will handle it for you.  Analytics are used to determine the effectiveness of your email marketing campaigns.

6. Your website and blog must be backlinked – a lot. A backlink is your website address found on a website that is not your own. (Yes, this is SEO related.)  The more backlinks you have on high ranking sites (because some sites are considered more valuable than others), the more valuable you are to Google. Those businesses who have the most backlinks on the most valuable sites get more exposure on Google search.   A qualified marketing company will show you how to generate backlinks yourself or generate them for you. They will also provide you with a list of your competitors’ backlinks and their value (exciting stuff).

7. To excel in your market you must have compelling content. Content is king. Google loves to see fresh, relevant, linked content on your website and blog and people love to read compelling content. The creation of compelling content requires the art of writing and the art of SEO.  A qualified marketing company knows how to to pull readers in, inspiring them to willingly learn more about your business.   Whether your in-house marketing team writes your content or you have your marketing company to do it for you, search engine optimized compelling content is a non-negotiable ingredient in a successful marketing campaign.

8.  You need to participate in social media to drive potential customers to your calls of action. Your qualified marketing company will set up your Facebook, Linkedin, and Twitter accounts in a manner which effectively conveys your brand and best positions you with your demographic.  Each social media platform has it’s own culture and etiquette and it’s most effective to act within these cultural norms to attract others to your business.  A qualified marketing company can show you your social media  sphere of influence and traffic stats. More important, they can monitor and respond to social media conversations about your business or teach you how to do this giving your business the opportunity to provide exemplary online customer service and bolster your reputation.

Remember, a thorough understanding of all marketing subcategories is a prerequisite for quality marketing. This is because all marketing subcategories are intertwined and many build upon each other.  One qualified marketing company thoroughly beats a disjointed group of specialists every time.

“And remember, ‘YOU did it and you did it ALONE.’” This is something an acquaintance of mine loves to tell me whenever I share good news with her about my business. Her automatic response, “You did it alone.” A seemingly strong statement revealing great weakness.

Delusional thinking results in self-absorption
To believe one has “done it alone” is not healthy for business, communities, or families. There is an ugly result from this kind of delusional thinking and here’s how it goes:

• I attribute all of my success to me.
• I am amazing and a step (or maybe a staircase) above others because I did it alone.”
• I should not help others (even if they are relatives or friends) for if I do, they won’t learn to “do it alone” like I did.

Take a look at some of the most successful people in the world and you will see many were positioned for success by others who cared about them. Perhaps they were given control of a business by a parent, maybe they were connected to others by a mentor or professor, or maybe their family members were their first customers. The point is, none of this qualifies as “doing it alone.”

The value of a customer – our foundation

I look back and know, without a doubt, that Oz2′s modicum of success has come directly from those open minded, generous people who encouraged the growth of our business – our customers. Seven years in business and I still feel the same way. Of course, excellent customer service plays a large role in keeping the customers we have. Nevertheless; the real reason we’re able to have any success at all is thanks to our customers. Without them oz 2 designs LLC wouldn’t exist.

The value of a referrals – building us up

If you’ve been in business even a short time you learn quickly that word of mouth recommendations make a huge difference. No matter how good you are, your business doesn’t stand a chance if you don’t have a network of people recommending you. Acknowledging that recommendations from others has grown your business is healthy thinking which keeps you safe from the “I did it alone” tragedy. I’m very grateful to those who have taken time out of their busy lives to recommend my business to others. Without their recommendations, Oz2 wouldn’t exist.

You can stop the “I did it alone” tragedy
Sit down and make a list of those people who contributed to where you are today. Think about your childhood, your school years, your family circumstances. What were you given? What favors were done for you? Take a good look at your business and think about every customer you serve. Think about those people who take the time to spread the word about your business and introduce you to new customers. As you create your list you will experience an enlightened mindset that looks something like this:

• My business would not exist without customers or referrals.
• I ‘m grateful and will always remember those who have helped me get where I am today.
• I want to reach out and help others experience the kind of success I’m experiencing.

The heart and soul of social media and the foundation for influential business marketing is blogging. Don’t have a blog yet? Then you’re missing out on your chance to leave your indelible footprint in digital space.  A blog is your company’s media channel where your brand is created, expanded upon and recreated.  Every other form of social media points to a blog post somewhere.   Here’s what you need to do to launch a blog that inspires conversations, comments, and followers:

Compelling content is just the beginning.
And, it’s no easy task.  The creation of compelling content requires the art of writing and the art of SEO (more about SEO in the next paragraph).  People talk about, subscribe to, comment on, and read blogs that offer useful, compelling content.  Think about when you enjoy reading and when you don’t.  A professional blog content writer pulls rather than pushes the reader.  Her writing style entrances the brain, piques curiosity, and draws the reader into the story. This is what you need your blog posts to do – to pull not push – so your readers willingly learn more about your business.  Not everyone is a gifted writer who knows how to create compelling content.  Nevertheless; every business needs a great blog which is why hiring someone who diligently practices the art of writing is one of the best marketing investments a business can make. Whether you write your own posts or hire someone to help you, compelling content is a non-negotiable ingredient in every successful blog recipe.

Marketing and SEO are required!
SEO is actually part of marketing and now a required skill for all marketers.  SEO stands for search engine optimization. When it comes to blogging, using good SEO strategies result in a blog post that is attractive to the search engines.  How is this done?  Your blog content writer must be adept at the creative integration of keywords and phrases into your blog article and title.  Competent and creative use of CMS options further allow the writer to tag and optimize your posts.  In order for your blog post to be found in search by your demographic, this creative use of keywords and phrases must be directed to the long tail.  After a blog post is written, it must be seeded or shared so that it generates backlinks. These backlinks improve your blog’s rank making it even more visible to your demographic.  When hiring a blog content provider, remember, a qualified candidate is a gifted writer who integrates sound SEO practices into compelling content, maximizes the SEO options on your blog platform, and uses social media conversations to seed/share the content she creates for you. Expect to pay at least $75 an hour for this kind of expertise.

Don’t blog on someone else’s platform.
You need to hire a professional to set up your blog rather than participate in Blogger or other blogging platforms.  Why? Because all of those coveted keywords and phrases your demographic uses to search for what you write about will be associated with Blogger (or the other platforms) instead of you and your business.  Poor SEO for you, good SEO for them.  Another tip: If your blog is part of your business web site, use a subdomain that reads like:  blog-name.YourWebsite.com.

Blog set-up makes a difference.
Too often Central PA and MD clients come to me lamenting their blog posts get no pageviews, receive no comments, and are not showing up in search.  Often, this is because their blog was not set-up properly.  They had a friend set-up their blog at a discount. Their brother’s sister in law just started a social media marketing business.   Competent, professional blog set-up requires a seasoned professional whose own business blog is successful.  Your blog set-up matters. It determines how well you will be found in search, how secure your blog is, and how others may share your posts. Use common sense when hiring your blog design company. If their blog gets the kind of results you want to see on yours, then you know who to hire.

Extend Your Brand.
Extending your visual brand in your blog design is a no brainer; the hard part is finding a designer capable of pulling your print and web brand into a CMS like WordPress. Great blog design creatively extends your brand generating interest and labeling your blog as top notch.  It’s your design which makes the first impression. Make sure your design is creative, professional, and extends your brand by hiring a professional blog designer when you’re ready for a successful blog.

More about the author
Catherine Lockey, successful business blogger for Cyclone Marketing, is now accepting a limited number of blog content creation customers.  Hiring Catherine Lockey to blog for your business means:

• Your blog posts are professionally written for you and published in your name.
• Your blog posts are filled with compelling content combined with sound SEO strategies maximizing your exposure on the internet.
• Your blog post will support a marketing campaign using a creative call to action and leverage social media to market that call to action.
• You receive a list of suggested changes to be made to your blog platform to maximize your blog’s SEO.
• You receive analytic data about each post so you see your return on investment (ROI).
• Your blog posts are seeded/shared with your and Catherine Lockey’s social media networks.

If you would like to be one of the select few to contract Catherine Lockey to blog for you, email her at cl@oz2designs.com.

Are you a woman owned business or someone who is looking to procure, finance, or hire a woman owned business? Then, the Power Network Expo 2010 on Saturday, August 21st, at the Gettysburg Eisenhower Hotel and Conference Center is an event you must attend.

Looking to hire a woman owned business?
PA and Federal procurement officers look out!  Power Network Expo 2010 creates the perfect partnering opportunity where you can find the woman owned businesses you need.

Yes, you can afford to be a vendor.
A multitude of vendors are already registered and because of the accommodating size of the Eisenhower, there is room to spare. Vendor tables cost only $100 making this expo a very affordable way for women to showcase their businesses. “This is an opportunity for women to shine; so often we are out in the background….here we can help each other and grow our businesses,” explains Carol Burns, Power Network Expo founder.

Buy local and support our community.

“Buying local is the greenest thing we can do…we can get great wares right here…” explains Burns. Pennsylvania is fortunate to have so many talented women – the Power Network Expo 2010 makes it easy to buy local. Stop in and get to know your local woman owned businesses.

Thinking about starting your own business?

Young women, college students, and girls who dream of owning their own business, this is the place for you. Learn what it takes to run a successful small business from the women who work at it every day.

Enjoy a rich, full day.
The Expo begins at 11:00 a.m. and runs until 7:00 p.m. Business development workshops, good food, and musical entertainment will be interspersed throughout the day.  Power Network Expo founder Carol Burns has always had a heart for women in business. When asked what inspired her to organize this wonderful event she shares that it is the women who inspire her, “….meeting different women, hearing their stories, learning how they are trying to grow their businesses and make connections….I saw a need for it…,” says Burns.  Register online or buy your ticket at the door to enjoy this rich, full day!

“Whether you are focused on professional contacts, shopping for great buys, enjoying informative business development workshops and discussions or looking for a new career, we believe you will get what you put into it and gain a rich experience.  So make it a powerful girlfriends day and join us at Power Network Expo 2010.” – Carol Burns

Burns is also the founder of Women on Their Way, a successful Adams County business networking group.

Orthopedic Institute of Pennsylvania

Business Branding with Search Engine Optimized Web Site Redesign

Ranked #1 in search for orthopedics and PA, OIP.com is experiencing fantastic success on the internet.  When OIP came to us, their web results were average and their look was below average. Today, thanks to oz 2 designs LLC, OIP.com effectively shares the warmth and expertise they bring to all of their patients.  Now OIP receives over 20 online appointment forms every day. Whenever they’re hiring, Oz2 updates their site with the job opening and a multitude of applications come in.

There is an effective formula for results like these and step one is a true understanding of what potential and current customers want.  The second step is knowing what it takes to create a web site that is attractive to the search engines.  oz 2 designs LLC excels in these areas and more which is why OIP is ranked #1 in natural search.

“Thanks so much!” ~ Alan Davidson – Executive Director, The Orthopedic Institute of PA in Camp Hill.

Web site structure – HTML/CSS with Flash Modules

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Julie A. Lichty, LLC

Search Engine Optimized with Web Site Redesign

When Ms. Lichty approached Oz2 her site was not driving customers to her business. Oz2 evaluated her site and found several reasons for her unfortunate problem. Our remedy has been very effective and now Ms. Lichty receives calls from business owners and leaders from her web site.  This is the success Oz2 brings to all of our clients. Each customer is valued. Each web site is a workhorse which generates interest and converts visitors into customers.

Check out the Focus Discover Achieve blog for business and career coaching advice.

“Thanks, Rick!  I appreciate the extras very much – you and Catherine definitely have an ‘Olympian Attitude’ as defined in my most recent blog.”
~ Julie A. Lichty – The Career Coach in York, PA.

Web site structure – Flash web site, HTML / CSS Hybrid Design

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Willow Grove Orthopedics and Open MRI

Web Site Redesign with Content Management System

Web site structure – A CMS, WordPress, CSS, and Flash hybrid.

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All Pro Trailer Superstore

On-Line Interactive Sales Tool

This ingenious “customize your trailer” sales tool is ranked #1 nationally in search. Oz2 created it primarily in Flash embedded in CSS  focusing it exclusively on one area of All Pro’s business.  Not only is this site fun to use, visitors are quickly converted into customers through the intuitive interactive order form.  Talk about increasing business! This site has consistently provided AllPro with many, many dollars in return boosting their sales and beating their competition.  The first week allprocustomtrailers.com launched, it received sales leads from all over the world as well as over 7,000 hits! All Pro West is so pleased with the results they commended oz 2 designs LLC in a press release.

View the press release about oz 2 designs LLC  by All Pro West here: www.prweb.com.

“I gotta tell ya…….WE JUST LOVEEEE Itttttttttttttt!!!!!!!!!!!!” ~ Tammy Smith
Co-owner All Pro West Trailer Superstore in Mechanicsburg, PA.

Web site structure – Flash Interface in HTML/CSS

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Artistic Recycling

Identity Branding Package

Art – not layout - interests the brain which is why oz 2 designs LLC was the only choice for the new Artistic Recycling web site. Oz2 Art director Rick Brady created more than a web site design here – he created a web site experience which inspires sales.  Brady also created Artistic Recycling’s beautiful business cards in the same vein.  Artistic Recycling occasionally donates work to silent auctions for good causes and a stack of their business cards accompany all art displays driving traffic to this one of a kind web site.

Click Here to read the entire Oz2 blog article about this project.

“I’m so dazzled. Reading about me and my stuff impressed me so much I forgot it was about me. I just love it!” ~ Alison Peterson – Owner of Artistic Recycling in Littlestown, PA.

Web site structure – Flash Navigation Interface in HTML/CSS

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LaCucina Italian Restaurant

Web Site Redesign

When Armando, owner of LaCucina Italian Restaurant in Hanover, PA met with us, he felt his web site didn’t properly represent his business. Even worse, his former web designer was unreliable.  Armando knew Oz2 would give him a beautiful site that allowed customers to feel like they were in his restaurant while at home on their computers.  Today Armando consistently receives compliments about his site. His customers love it. This is what we do at Oz2. We determine your customer’s needs and meet those needs through your marketing materials.  Along with Armando’s new design, we added downloadable menus and keyword optimized pages to market his banquet rooms.

“I gotta tell you guys – every day I get compliments about my web site.” - Amando Malvone, owner of La Cucina Italian Restaurant in Hanover, PA.

Web site structure – Flash navigation interface in HTML/CSS

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When you’re part of a group who mutually support each other, you’re part of a tribe.  A Twitter tribe is a group on Twitter who express their mutual affinity for one another by retweeting each other’s posts. This means your post is viewed by your tribe’s followers (and their followers and their followers and their followers….) Talk about being on the top of everyone’s mind! Twitter transforms into an amazing marketing tool when you are part of a Twitter tribe. Here’s how to cultivate a tribe of your own:

1.  Get comfortable with the search bar.

In order to cultivate a tribe, you need to view the Twittersphere in real time. Do you see the search bar on the right side of your home page?  Play with it. Search any term that comes to mind. Now search hashmarked terms as well.  Observe how hashmarks are used in posts.

Familiarize yourself with the search bar because through search you will find interesting people to follow and interesting people will find you. This is where you will “hear” about state, national and global happenings in real time making this Twitter feature utterly fascinating.

2.  Post like a person.

You’re human so act like it. In other words, post about more than your business. Are you meeting some associates for lunch. Post the restaurant name with a hashmark and share what you think of the food.

Do you have a favorite team or a hobby you love?  Share information about who you’re with or what you’re doing.  People like and remember people. People do business with people.

3. Marketing on Twitter is about pull.

Your tweets label you.  Do you want to be perceived as someone who takes or someone who shares?   Today it’s all about pull rather than push marketing. What’s pull marketing? It’s offering useful information to your followers – the kind of information which was once kept close to the vest.  For example, I often share how to effectively use social media. This labels me as an expert who wants to help. If I care enough to help you on Twitter for free, imagine how helpful I am when you hire my business to create your website or write your blog posts.

Don’t forget those hashmarks at the end of your posts. They allow like-minded professionals and potential customers to find and follow you.

4. Remember Twitter etiquette.

To cultivate a tribe, it’s essential you follow Twitter etiquette. A few rules to remember:

• Don’t post excessively in a short time frame. Your followers will wonder if you’re spamming them and you’ll look like a Twitter hog since your tweets will be hogging up their digital space.
• Retweet: As you retweet so shall you be retweeted. If you thoughtfully search for interesting posts made by your followers and retweet them, you’re acting like a member of a tribe.
• Check your @yourname every day and see who went out of their way to support you. Make an effort to return the favor and follow when possible.
• Interact with your followers. Those who choose to interact with you are choosing to be part of your tribe.
• Don’t follow people, wait for them to follow you back, then drop them. This is a serious Twitter etiquette offense.  On the flip side, this may happen to you. To put a stop to it, go to FriendorFollow. Enter your Twitter name and you have to option to delete those you are following who are not following you back.
• Groups are a great way to categorize and keep track of important contacts and information.
• Remember to follow me @oz2designs. I promise a follow back.

Imagine your favorite painting. Think about the details, colors, lighting and texture.  Allow yourself to experience the emotions this work of art evokes within you.  Did you know when we look at beautiful art the brain is stimulated and we feel a sense of reward? This feeling of reward encourages us to further enjoy what we’re viewing. This is good news for anyone who wants to be remembered on the web.  If your business has a truly interesting web site (artistic) then those who stop to view your site will do more than stop and view it – they will savor and favor it. Real art gets the world’s attention.   Let’s take a look at what it is which makes one design artistic and another one simply layout.

Specifically, what is it about art that interests the brain?

A legitimate artist knows how to intelligently use contrast, closure, continuance, and symmetry. The brain savors contrast which is changes in light, shadow, and color, preferring contrast over a homogeneous look. Contrast focuses our attention. The brain is also rewarded by the clever use of closure. In using closure the artist subtly leaves out portions of the design so the brain gets to complete it.  Closure allows the viewer to further imagine and immerse himself in the design.  Continuance, another important brain pleasing art strategy, directs the eye, leading the viewer on a journey of appreciation. Lastly, balance both symmetrical and asymmetrical (asymmetrical being the most interesting to the brain) is a required component of stunning art. Asymmetrical balance can be achieved through contrasting larger objects with several smaller ones as well as the careful use of shadow/darkness/richness and light.

Brain rewarding web design is art.

Yes, the restaurant web site design shown above is beautiful and yes, it pleases and interests every viewer.  Can you see the exquisite contrast, closure, continuance, and balance in it?  Oz2 Art Director Rick Brady shares the methods behind his talent, “When you look at the LaCucina site you perceive a depth in your mind that isn’t really there. Closure is subliminal – there’s arching, a stucco wall, beyond that there is the sense of the restaurant itself.  Everything is created in planes. The image which projects the view back into the restaurant is in the background, with a very soft focus and next is the first layer of interaction. The cards and bottles are active buttons which are seemingly on a shelf in the middle ground. The main buttons are in the foreground.”

“Darkness and light as well as soft focus give this piece depth and vibrancy. The colors I used – ochers and golds – have been long associated with stimulating hunger.  I even used textures which are present in the restaurant itself.  I think the success of La Cucina’s web site is everyone who visits the site says there is a feel for the restaurant right there on the web.”  Brady also offers the following suggestion: “The last thing anyone should do when designing for a restaurant is regurgitate a web 2.0 layout with glossy buttons and standard modules/columns. We’re trying to generate interest and hold attention here. Brain rewarding, interest generating web design requires art.”

Art vs. Layout > Art wins!

Above, one can see the obvious difference between layout and art. The “before” site, on the left, exemplifies a homogenous look.  Oz2 Art Director Rick Brady explains, “When you look at the “before” example the first thing that stands out is the yellow machinery at the bottom. The logo is lost in the design. Everything is lost in this. It’s muddy, dull, uninviting, and a perfect example of what doesn’t work in web or print. Uninspiring.”

Take a look at the “after” visual.  Stambaugh Metal’s new web site features stunning contrast and continuance using color variation behind the logo with a subtle spotlight effect and horizontal lines leading the eye first to the logo and then downward to the navigation buttons.  Shape, color, and light create a unique balance.   Brady explains, “Stambaugh Metal came to us because their logo, print materials, and web site weren’t cutting it.  I started with the redesign of their logo, finding a look they could use flexibly within their different areas of business. From the beginning one can see their new logo conveys that they deal with metals.  The blues, blacks, golds, and silver are masculine. Metal plate is used in the background and all of these features were carried into all of their materials including their brochure, signs, and business cards. Businesses need to convey an experience to the viewer in order to stop them in their tracks and evoke a feeling. This is not accomplished by slapping a logo across the banner of a site. Even more interesting, Stambaugh Metal’s new look creates a feeling of pride in the employees themselves.”

Follow your gut.

Today, the internet is the premiere place to market your business to the world. What an opportunity! Handing this amazing opportunity to touch the minds and hearts of your client base to someone who only understands layout is wasteful and foolish.   Remember, if you hire a “designer” who follows a layout standard, then layout is what you will get.  Instead, follow your gut because every brain is stimulated and rewarded by art. Look at what you will get. Do you feel rewarded?  If you have an award winning artist, like Oz2’s Rick Brady by your side, you have the opportunity to offer a powerful, memorable digital experience, one that rewards the viewer and inspires her appreciation and loyalty.