More is better in terms of web traffic, right? Well, it depends. Marketers frequently analyze metrics such as pageviews, pages per session, average session duration and bounce rate to assess how well a website is performing. These metrics, however, do not necessarily provide the full context, particularly when it comes to new or redesigned websites.
Do you know when to rebalance your 401k? How much will you need to contribute to reach your retirement goals? What’s the right asset mix for your age? Even if you do know what you need, it’s bound to be different than what the person next to you requires. How can we guide decisions when everybody’s situation is different?
Here at Electronic Ink, although we design websites, more often our work entails designing and developing intranets, applications, and other business systems that our clients’ customers never see. Most companies come to us for help identifying ways to work more efficiently. They want systems that will work faster and be easier to use, have more functionality, and integrate smoothly with their technology and culture. As one of Electronic Ink’s content strategists, I spend a lot of my time getting prospects and clients to turn their attention to something they often overlook: the content on their internal systems.
Somehow, it’s difficult for people to appreciate that it tak