Chapter 5

Organizing Your Business Presence and Attracting Customers

In This Chapter

arrow Establishing your business presence(s)

arrow Organizing an easy-to-navigate business website

arrow Optimizing type and images to build a graphic identity

arrow Making your e-commerce site more usable with some digital Feng Shui

arrow Promoting trust with concise, well-designed web page content

arrow Inviting interaction through forms, e-mail, and more

No matter what you sell or where you sell it — on the web, in a brick-and-mortar store, or even on Facebook — you need to have a home base on the web, a presence. Not so long ago, a “home base” on the web automatically meant a website. A website is important, but you can sell online without one. That’s why I use the term presence instead of site.

It’s a subtle but significant difference. A presence can include a blog, ads on Craigslist, exposure for your app on iTunes, or storefronts ...

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