Dreamweaver CS4 Beta Release!

Adobe released Dreamweaver CS4 Beta version last Tuesday for public download. The most noticeable feature is the interface makeover. You can choose to have more preset workspaces, such as app developer. Another noticeable (and nice) feature is the related files toolbar that shows the all files related to the opened file and lets you navigate among all of them.

The properties inspector also handles CSS development better than the previous version. There is the code navigator that works similarly to the CSS styles palette that shows the style rules of certain elements.

Live View is a new feature that allows you to display dynamic data without having to open a browser. And you can also "freeze" the JavaScript which helps when debugging.

Use your Dreamweaver CS3 serial number to use the beta until the full version is shipped, or use it for 48 hours if you don't have the previous version. Here's the link to the Adobe Labs download to try it out: http://www.adobe.com/cfusion/entitlement/index.cfm?e=labs_dreamweavercs4

Boring Headlines = Lost Visitors

It's true, if your Web site's headlines are dull then you can be assured that you will lose many visitors' attention and they will eventually leave - usually right away. As I mentioned in my previous post, visitors quickly scan the page to find the elements that stick out the most, and headlines are probably the first they look at. If these headlines are not compelling, the visitor will most likely not be motivated enough to read on.

Here are some tips to make sure your headlines have punch:

• Be bold and compelling - make sure that they grab your visitor's attention ASAP.

• Include keywords that your target audience is mostly likely to use while searching for your site.

• Be clear and concise.

• Write them with the target audience's needs in mind, not yours.

Always keep your target audience's needs in mind when writing headlines and other content. It's helpful to make up personas (fictitious people that represent your target audience) when planning out the Web site. They help to keep you on track.

Web Readers Don't Read - They Scan

It has been proven that the majority of Web site visitors don't read each and every single paragraph put in a Web page. Rather, they scan it looking for information that they want. They'll look at the elements that stand out the most, such as headlines, subtitles, links, lists, images, and bold or different color text. Visitors do this quickly, and they'll usually only stay on a page for less than a minute and leave if they don't find what they are looking for.

I'm sure that you yourself do this without thinking about it. It's true that reading on screen makes it tiring for eyes and slows down the reading process.

Here are some tips in improving the effectiveness of writing Web text:

• Write concisely - make your text short and to the point.
  
• Add an appropriate amount of whitespace between paragraphs.
• Use bulleted lists this this one.
• Add headings and bold or different color keywords that stand out from the rest of the text.
• Place the most important and relevant keywords near the top of the page where readers tend to begin scanning.

Using these tips will greatly increase the readability of Web site text. It's important to understand how people use the Web and then design pages accordingly. After all, without visitors a Web site is useless.

Get to Know Your Target Audience

When beginning the Web design process it is important to find out who the target audience is. Who will most likely come to your site and why? The answer to this question will greatly increase your chance of building a successful and highly usable Web site.

In the planning phase of the project, a designer should try to find out as much as s/he can about the target audience demographics:

• age
• gender
• income/occupation
• how they connect to the Internet (bandwidth)
• screen resolutions
• browsers used
• other technical capabilities

This is just a short list and there will be other aspects to discover depending on the type of Web site project. This information will keep the designer(s) focused on who they are designing for.

It is also very helpful to create a scenario of what a visitor will want to do when they visit the site. What are the main reasons the visitor will visit your site? Is it because they want to learn more about your product or service? Or do they want to contact your customer service department for help with their purchase? Planning for these events will greatly increase site usability - which ultimately means happy (and returning) customers.

Don't Make Your Email Newsletter look like Spam

Email maketing is an important way to connect with your customers. If you're familiar with the ROI of email marketing, then you know that sending email is a very good investment. But one of the obstacles of getting your email received, opened, and responded to is to make sure your email does not look like spam.

One of the ways to make your email look less like spam is to come up with an effective subject line. Don't make it look like an ad - people usually start deleting ads when they first open up their email program. Put keywords that highlight the most important information of your email in your subject line, but avoid using spam words and symbols that spam blockers usually look out for such as:
FREE
Saving
Guaranteed
$

Use a spam checker before sending out email. Some sites on the Web offer this as a free service. When you send your email message to this kind of service, it will be analyzed and then a score will be sent back to you. Depending on which service you choose, you may be sent recommedations on how to improve your score. Spam checkers are usually included in mail list software programs, so you may want to invest in one.

Make sure you personalize the "To" and "From" headings in your email. This gives your email a more personal impression. People are less likely to delete email that has a "From" heading with an email address they don't recognize. Use your name instead.

If you are interested in sending email for your business, I offer an Internet Marketing consultation service and I will be happy to assist you in creating a successful email campaign. Visit my Web site at: http://www.the-visual-element.com/ for more information.