Content Design | Unskippable - Marketing Keynote Speaker - Jim Kukral

Category Archives for "Content Design"

Do You Know How To Make An Amazing “About” Page?

My Cleveland friend Anita Campbell, who is also the super small business guru over at, recently interviewed me for a piece she was writing about “About pages” for INC Magazine. The finished piece went live today on the Internet at entitled ‘About Your Website’s “About” Page‘.

So, Do You Know The Keys To A Good About Page?


The “About” page — also known as the “About Us” page — is one of the most clicked-on webpages on a business website. It’s right up there after the home page. Yet some website owners pass up opportunities to write killer About pages that will help sell services and products, and turn one-time visitors into newsletter subscribers or regular readers.

It’s a good piece, on a topic that I think a lot of people don’t really consider when building their websites and now blogs.

Gotta love the direct link from to my blog too eh? :)

Is Your Shopping Cart & Ecommerce Site The Best It Can Be?

MarketingSherpa’s 2007 Ecommerce Study was published today and distributed via email with a pdf download. There are, of course, some pretty interesting results included in the report. I’ve detailed a few of my favorites that will hopefully help you out.

Click here to buy the full report.

If you’re in the business of affiliate marketing, as either an affiliate or merchant, this benchmark guide should be of particular interest to you.


Shopping Cart Abandonment Rates Dropped 7.7% From 2006 To 2007

That’s a drop from an abandonment rate of 59.8% to 52.1%. According to the report, the tremendous shift came about because of marketers taking over cart design from the tech team. Why you would let your tech team design your shopping cart, I have no idea.

Tip: Mix Your Promotional Offers In Your Transactional & Receipt Emails

The report tells that “consumers are far more likely to open transactional emails from you, like shipping and receipts”. So why not start adding your promotional items and cross-sells into those emails? Just be carefule and don’t push too hard.

Consumers Prefer Sites With Reviews


58% of consumers “strongly” prefer sites that have customer reviews. Think about it, don’t you like to read more about the product you want to buy? Don’t you want to hear what others have to say as long as you feel they are reputable? So what’s stopping your ecom site from adding reviews?

I demo’d a neat review product last fall at a trade show called ProductReviews. It might be worth a look.

What Do Consumers Do When They First Visit Your Ecommerce Site?

According to the report, 27% go straight for the search box and type a product name in, while 23% go directly to click on a product category link on the home page. What does that tell you? Get those search boxes up high and label your categories well.

Help Me Fix My Blog Template In Firefox?

I got a nice note from a concerned css guru tonight letting me know that my template was all messed up in FF. I use the Akon template, but I tried to customize it a lot, and I guess I messed up the stylesheet in the process, specifically I see a massive breakdown on the sidebar.

Anyone have any clue and can help me fix it? I admit, I am not a css guru. I learned html before tables came out over ten years ago, and as of about 5-years ago, I gave up trying to stay up on the new stuff.

If you can help me fix it, I’ve got a bunch of free Awesome Million signups for you to have as a reward. It’s not much, but hey, it’s fun.

Bad Copywriting Is A Waste Of My Time

In my surfing tonight I came across a site with some seriously bad buzz-word copywriting. This has been on my mind lately, so I’d thought I’d share this. From their site main feature area…

365 Media provides the ideal combination of advanced technology and expertise to information providers. Our solutions and services lower costs, streamline operations, create efficiencies and generate new revenue for our customers. Our mission is to unlock the true potential of your market and partner with you in growth.


Let me rewrite that for you into what that content translated to in my brain.

365 Media provides blah, blah, blah-blah, blahblah, blah. Blah, blahblah, blah blah, blah! Our mission is to completely confuse the crap out of you with this horrible content that makes most people leave our site instantly by wasting their time instead of just saying simply what we do and how we can solve your problems. Wow, you’re still here?

Here’s a tip guys. Get rid of all the buzz-words. If you sell software, say “We sell software”. If you sell consulting, say “We sell consulting”. If your software solves problems, tell me what problems it can solve for me. It’s not about you, it’s about me, the customer!

Just keep it simple, say what you do and quit wasting my time. Help me. I could care less what you do. How can you help ME!

By the way, the rest of the content on that page is just as bad. Someone get the copyblogger in there please?