Web Design

Demystifying (logo) file types

So you had your logo designed and you are ready to share your new brand with the world … and then you send your business cards off to the printer, fantasizing about what it feels like to hand out these new, professional, branded cards… You finally receive the box in the mail only to feel disappointed when you open them and see a fuzzy-looking, crappy business card—to put it nicely—and you are left feeling defeated, confused, underwhelmed. Hopefully the printer warned you of this prior to making the print run (as any good printer would). But if not, I wrote this for you.

I receive inquiries about recreating logo files often. And usually, it’s because a client doesn’t have all of the logo file types they need. So, I created this to help you get the files you need right from the start. (If you’re working with another designer, I suggest running the below list of file types by your designer to ensure you have each of them in the correct format as a final deliverable.)

Let’s start with the type of file the logo should originate from: AI or EPS

An AI file is short for Adobe Illustrator. If you’re paying someone to help you create a logo it should be created using a vector-based application, like Adobe Illustrator. A vector file is a file created using points and paths to render a shape in a mathematically and infinitely scalable format (imagine your logo on the moon!). This means that you can print them on a large sign, add them to a billboard, have them turned into embroidery, an animation, a special stamp, or perhaps a wax seal—the sky is the limit with vector files. You’ll want your designer to save the AI file as an EPS—that’s the file you’ll need for future printing projects. An EPS file stands for Encapsulated PostScript. It’s basically a fancy way of saying a vector file—or a mathematical formula that establishes points on a grid. Have I lost you yet?

Ask for a vector-based PDF file

While your designer is at it (still in Illustrator) ask for a PDF file. EPS files are needed for your brand library and future use, but chances are you won’t be able to open them from your computer (unless you have Adobe design programs). PDFs can also be vector-based files when saved from Illustrator or other vector-based software. Have your designer save the vector art as a PDF so you can view it from your computer. What is a PDF anyway? It stands for a Portable Document Format and was originally created by Adobe to enable users to open up different files across operating systems, programs, and now devices.

One more Illustrator-based file you’ll need: SVG

Next up on your list of Illustrator files is an SVG file. This happens to be my personal favorite file type because it has so much information packed into a small file size. This file type enables logos to come across crisp and clean across devices on the web. SVG stands for Scalable Vector Graphics—and is an XML-based vector graphic that can scale and be manipulated using code. Creating this file is as easy as hitting File > Save As > Format > SVG and, voila!, you will have the perfect file type for your web designer to render your logo online.

The final two file types to request: PNG & JPEG

These two files are good to have for your use on social media and other platforms that aren’t currently supporting SVG files. Both are rasterized files—meaning that they are converted into pixels. Pixel-based files cannot be scaled up/enlarged. It’s important to request a specific dimension for these files. For instance, if you are using a 50 x 50 pixel (px) JPEG file but the requirements are 250 x 250 px the image will be scaled x5 and will look pretty awful in return—in other words, pixelated. I like to send logo files that are 1000 px or more for the client’s library. That way they can reduce the size if needed but they are working with a larger file type to begin. Why do you need a PNG and a JPEG(JPG)? PNGs have the ability to save a transparent background. JPGs are similar to PDFs, in that anyone can open them. I use them as a last resort. Whatever you do—do not save over the files sent to you—get into the practice of “saving as” so you don’t lose that original quality.

Let’s recap …

If you are printing or rendering your logo in a tactile medium, it’s best to use an EPS file (it’s good practice to include the vectorized PDF file for viewing purposes). If you are sending your logo around to your social circles to celebrate the beautiful design, send along a PDF. If you are passing your logo off to your web designer, send them an SVG file. They may request a PNG or JPEG but ask them why they can’t use an SVG… after all you just spent time and money on your new logo design. Showcase it in the best possible light. Finally, when you add your brand to all of your social media and email marketing platforms, upload a PNG. On the odd occasion, you might need a JPG file, but this can usually be a last resort if you have all of the other file types listed above. (I anticipate that SVGs will be supported by most social platforms very soon, so once that happens, I would use SVGs instead.)

And here’s a quick cheat sheet for you:

AI/EPS: A Vector-based file that is scalable and can be used in a variety of formats (and sizes!) while still looking crisp and clean. It’s the most important logo file type to have!
Vector-based PDF: A vector file you can open on your computer if you don’t have Adobe Creative Suite programs
SVG: The best file type to use on the web
PNG & JPG: Rasterized files used in specific sizes for social and other small-scale places

I hope this helps. Here’s to beautiful logos, and having the right file types to showcase them!

Keyword Philosophy

Best practices

The best plan of action to build an SEO-friendly website is to create content that is already rich in keywords that your target audience is searching for, while also remaining authentic to your brand. This means that you are writing content that is true and valuable first and foremost. After you’ve generated content that reflects your brand, you can then do a few things to optimize what you’ve created to help your target audience find you online.

I believe creating a content strategy (and an SEO strategy) is always a wise move. I also feel that in order to create a cohesive content strategy that accurately represents your brand, it is SEO-rich keywords into your copy in a natural way. (Rather than trying to force-fit as many keywords as possible, which will diminish the authenticity of your content, and your brand). In my opinion, content drives the design. Whether you’re trying to design a layout or develop a strategy for your content, it needs to be driven by your brand voice, not the other way around.

Keyword Tools

If you already know the keywords that you’d like to be found for, you can use a tool like Wordtracker or Keyword Tool to find related words. Alongside your written content, these words can be added to your page title, description, and/or image alt tags to improve your potential search rankings (hint: they are typically related to your product or service in some way, shape, or form).

If you’re looking to add additional content that is trending (and similar to your current content), Google and Pinterest have excellent tools for sharing what people are currently searching worldwide. These can be useful if you want to see how searchable content fluctuates throughout the year. Both Google Trends Worldwide and Pinterest Trends are fascinating and useful tools for this purpose.

There are also resources available online that search your current site for keyword density—such as this Keyword Density Check. This can be a great tool for finding opportunities to add synonyms to words that are used frequently. Or generally, see which words currently rank higher for each page.

Algorithms are constantly changing and new tools are available frequently. When in doubt, search specifically for the SEO advice you need, and look for logic that aligns with you and your core values. There is a plethora of information available to us at all times. Integrate what works for you right now and keep a reference file for future goals.

For more information or to reach out directly contact me here

Understanding Your Site Services

One of the things I love about the web is how it changes and grows over time. It’s also one of the things that make it complex and hard to understand. While it can be confusing, and there are a lot of moving parts, there are also some constants. As a business owner and web designer, I value empowering my customers with the right terminology to understand their web services more fully. I like to compare a website to a physical space—think about your home address. The domain is your mailing address—you could have a PO Box or a mailbox at your physical location. Either way, it points to you. The hosting is the physical space that your home takes up—this would include the acreage and the square footage of your house. Security would be a security system, an added setup to protect your home, aside from your doors, windows, and locks. Since it’s all digital and not able to be seen in a physical capacity, it seems abstract. But when you break it down (and compare it to something tangible), it’s actually that simple. Your platform or CMS is like your design-build company or architect. The content featured is like the couch, coffee table, paintings, and other interior design elements—I think you get the point. Each page is a room in your home—serving a different function. The list goes on and on …

I created this list below as a resource for anyone hoping to understand their web services more fully.

Domain/URL: The domain name or URL is the actual address that is typed into a browser to locate your website. It’s actually pointed to an IP address but it is used to essentially brand your site by creating a name that memorable/recognizable versus sending someone to a bunch of numbers.

DNS: DNS or Domain Name System is a hierarchical naming system for devices and services connected to the internet. It’s essentially, how your domain gets its name.

IP Address: An Internet Protocol address (IP address) is a series of numbers assigned to any device connected to a network that uses the Internet for communication. The IP address is where the domain actually points to, and is generated by your host.

Host/Hosting Provider: A web hosting service is where your actual website is stored. Hosting providers create a server space for you to point your domain/URL and for your site, email, and CMS to function within. They also provide extra security features and often will allow you to register your domain all in one space. If you are looking for a reputable host I recommend Siteground.

FTP: FTP or File Transfer Protocol is a file delivery system by way of the internet. Your hosting provider will give you FTP access to your site files so you can add and change it at your leisure.

CName: A CName or Canonical Name is a way of mapping domain names to IP addresses. When you point your domain to a particular IP address or hosting provider you will need the CName of the host in order to effectively point your domain.

Content Management System (CMS): A CMS is a framework that allows users to create websites and build on them over time. In terms of websites, it allows users to manage and publish information on their site within a framework developed specifically for the chosen CMS. Examples of website content management systems include WordPress, Squarespace, Wix, and many others.

Control Panel: A control panel is located on with your hosting provider. It is an online user interface that provides tools for managing a website, the web hosting account, email, and other server/hosting options.

Search Engine Optimization (SEO): SEO is simply maximizing the number of visitors to your website by ensuring your site appears high on search engine results through quality content and proper site structure. Essentially increasing the quality and quantity of visitors to your site.

Responsive design: Responsive design is building your site to be flexible across devices. Ensuring your site design is not comprised by the screen size but flows naturally from one device to the next.

User experience (UX): In terms of web design UX refers to how humans interact with the site and flow from one place to the next. A good user experience would consider how users are navigating through the site and ensure they are easily able find what they are searching for.

Landing Page: A landing page is a single published page that is meant to achieve a particular goal—such a capturing a lead (or an email). Often a landing page will be attached to a marketing campaign that lives on social media or elsewhere and points users to the landing page to capture their information or promote a product or service.

Website maintenance: Site maintenance means regularly checking your website for updates, potential issues, and generally keeping it relevant and up-to-date.

Site back-up: A website back up is a copy of your website that can be used to restore your site should it be hacked or otherwise compromised. If you regularly update your site you should regularly keep a backup.

This is only a short—and growing list—of web terms. If there is something you are looking to understand better, not included above, reach out via email and I’ll update the list accordingly.

8 Important Questions to Ask Before Hiring a Web Designer/Developer

I have always been intrinsically drawn to the beauty and freedom in artistic expression. Over time, that artistic expression has evolved to embrace the evolution and influence of technology, and it has taken my career down paths I never thought possible. When I was dreaming up my place in the world, I never imagined that my art would consist of HTML code, responsive design, CMS platforms, etc. In 2008, I took an evening class at University of the Arts in Philadelphia that went over basic CSS and HTML. I was hooked. I loved the idea of creating interactive visuals that could grow and change over time. What I didn’t realize is how rapidly the changes would occur—making the possibilities almost endless. After 10+ years of experience working on websites, I have ascribed a particular set of steps and preferences that I implement when working on a site. Much like the possibilities of any medium, a website will look and feel different depending on who created it. That said, I’d like to share with you a few key questions that will help you find the right web designer/developer for your next project.

What platform will you be working within? What are the benefits and limitations within that platform? Nowadays, anyone can design a website using the page building tools that are available. From WordPress to Wix, or Squarespace to Shopify—there are so many options available. Some of these tools are seriously awesome, while others can potentially cause long-term issues. No two are created equal, so depending on your product, service, or industry, you’ll want to work with someone who can help guide you and recommend the platforms and page-building tools that make the most sense for your unique needs. Before you begin any project, ask your potential web designer/developer what platforms they are experienced in. Share your website functionality and technical requirements with them, so they can suggest an appropriate platform. And listen for a clear explanation of how they have arrived at choosing their preferred platform for your site.
Do they have branding experience? If you are not a designer yourself, I highly recommend that you work with a web designer with some branding experience or a brand expert on their team. When you’re investing in a marketing tool for your business, it needs to represent your brand aesthetic. This means that it represents your brand voice and is cohesive with the rest of your marketing material. If you already have a style guide, you can pass that off to your web designer. If not, I recommend working with your web designer to start the project with a mood board to indicate color, fonts, photography, and illustration. In the absence of a style guide, this will provide the foundational look and feel for your project.
What does their process or methodology look like? Websites should not be created in a vacuum. Your site should reflect your business, and in order to do that, your web designer/developer will need to become very familiar with the work you are doing. This means that there should be multiple touchpoints, thoughtful conversations, in-depth collaboration, proactive communication, deadlines that are delivered upfront, and so much more. If your web designer can’t share with you their process, or doesn’t include this in the original agreement, then my advice is simple … run for the hills. Likewise, you should prepare yourself to commit and stick to a schedule to ensure your goals are met.
What type of SEO implementation is included with the package? When it comes to your web content—imagery, copy, and user experience—each element should be looked at through the lens of an SEO strategy. Your designer should have a base level SEO package built into your web design package. Ask them to explain what this looks like. Listen carefully … high quality, relevant content is the key driver to successful Search Engine Optimization. SEO implementation should continue after the site is launched and when new content is added to the site. Ask them how you can best ensure the continued optimization of your site long term.
What type of on-going support do they have? Who will make the changes? Websites are fluid—they can and should grow and change over time. You’ll most likely have new ideas for added content the minute you launch the site. How quickly are they available to make changes? Do they have monthly or quarterly support packages so you can reserve time in advance? If you or someone in your team would like to make changes to the site after launch, make sure this is a discussion point early on. They should be able to provide you with a tutorial that will help you understand the fundamentals needed in order to make changes to the content on your site or publish new content in the future.
What host do they recommend and why? No two hosting platforms are created equal. Your site speed is affected by many different components—the platform you’re running on, the size of your site, the interactive capabilities, and the overall form and functions. Your hosting account can make or break your website—literally—so you’ll want to ensure you are hosting your site on a trusted hosting platform, with excellent customer service, speed, and security. In addition to those features, it is always important to have a backup of your site. A good hosting platform will include a backup of your site, so double-check to be sure that feature is included. Two of my personal favorites are Rackspace.com (for multiple large sites) and Siteground.com.
What type of added security is available? Many hosting platforms have excellent security features built directly into their services. But to truly protect your site, prevent hacks, or reverse any damage caused by a site hack, you’ll need to implement a third-party security system. I like to compare this to a home security system. Is it mandatory to have a home security system? No. Will it protect you from break-ins or prevent damage. Yes. The same applies to our website. Your site might never get hacked, regardless of whether or not you have added security. But with malware and sophisticated site hacking nowadays, I strongly encourage all my clients to invest in added security—just in case. The security platform I recommend is sucuri.net. The good news is if something does happen to your site and you don’t currently have a system in place you can reach out to Sucuri and they will help you through the aftermath, getting you back up in running in no time.
What exactly is happening on the back end? In my opinion, it’s important for you to have control over your domain name, hosting, any added security or outside features, and access to your website files/backups. Imagine you had to contact your realtor every time you want to make a major change to your house. He or she would be in control of your insurance, your mortgage, your security system … you would be left in the dark without any control of your own property. The same logic applies to your website. You should own the domain, hosting, and added security so that you can make changes as your business grows and evolves over time. Transparency is key with your web services. If your web designer is reselling hosting to you, be sure to ask them what would happen if you ever wanted to move your site from their server. And make sure their contract specifies ownership details of everything that is “behind the scenes” of your website.

All in all, these questions will help you get the conversation started with a potential web designer and/or developer. Use them to spur helpful dialogue and to make sure you know exactly what you are getting. A good web designer will ask insightful questions in return to help you think through the content that should truly exist on your site. And they will bring much more to the table than user experience, SEO, and design. They’ll collaborate. They’ll guide. They’ll troubleshoot. And they’ll provide feedback, direction, visuals, and verbiage. And when you partner with the right web designer/developer, they’ll help you build a powerful marketing tool, extending beyond the device, and into the hands of your target audience.

Your site is up and running, now what?

Congratulations! You’ve made it through the messy middle and launched your website. There is probably so much more you’d like to do. Can I tell you a secret? That is a good thing. Your website is a living, breathing business asset and it can and should grow and change over time—just as your business does. Features like email marketing, payment processing, calendars, social media, and much more can seamlessly integrate with your website. As you’re working on your marketing and communication platforms as a whole, keep in mind that you may be able to connect them directly to your website to help streamline your efforts and save time. There are endless possibilities, so let’s just start with my top five …

1. SEO Strategy

If you don’t have an SEO Strategy now is the time to get one started. What do you want to be known for? Write about it. What new and relevant content can you share about within your industry? Building and sharing relevant content will enhance your SEO naturally. You’ll want to group like-minded pages or content on your site by linking and categorizing appropriately. This helps to show that there is relevant content throughout your site and helps search engines rank it accordingly. Incorporate your mission, values, and core marketing messages to attract your ideal client. Your core marketing messages typically correlate with your SEO Strategy. Building on your keywords over time looks like building content that is relevant to your core messaging and adding it throughout your site—whether it’s updating the main pages or building on your blog pages. Within your strategy include how you anticipate sharing your content throughout all of your communication platforms—outside of your website (i.e. social media, email marketing) as well as within.

2. Google Analytics & Search Console

Reviewing your Google Analytics and Search Console week over week, month over month, year over year, will help to inform you regarding what marketing efforts are working and what isn’t. Make a note of the pages that users are staying on the longest, navigating to other pages, and generally visiting the most. How can you utilize those locations to obtain your goals? Are there pages that users are dropping off quickly or not navigating to other pages? How can you develop relevant content and an opt-in that will enable users to reengage? Pay attention to where users are coming from—both in location and referral. What keywords are you being found for? Are users clicking through to your site when it appears on a Google search? There is so much that you can dive into with Google Analytics and Search Console. I recommend reviewing reports either monthly or quarterly to optimize your content and be aware of how your site is working for you. Then make changes to the site accordingly.

3. Opt-ins, Automated Emails & Landing Pages

Sync your site with your email marketing provider and ensure that you have locations for the user to opt-in or sign up for your list. I recommend setting up an automated email sequence so that when a user signs up to receive news they’ll receive a few informative emails that include some of your most important content. This way they feel welcomed and you already begin to build trust. Explore utilizing the opt-ins in different locations on the site. Remove the ones that have been there a while and experiment to see what works both visually and verbally. Streamline your goals through creating landing pages. These would be simple pages, targeted specifically to one of your audiences. They can help to achieve a specific goal by engaging the users to take action—sign up for your list, contact you, purchase your offering, follow you on social media, etc. Users could arrive to the landing page via social media, an email blast, another webpage, a digital ad, etc. This is just another way you can build on your site and engage your audience.

4. Social Media

As you develop your website content share it on social media platforms in smaller, digestible chunks, that link back to your site. While you are working on your strategy consider the goal that each of your social media platforms aim to achieve. Be mindful of that goal when sharing socially. For example, let’s say your business Facebook page serves as a fun, informative way, to connect with your current and potential customers. While your LinkedIn account may be acting as a place for you to connect with like-minded businesses or potential partnerships. In this case you may share smaller, lighter imagery and posts that align with your mission and values on Facebook. On LinkedIn you may be writing articles that share more about your process and business development. This is only one example. Understanding the goal and your audience on the platform will help you to determine the types of content you should be sharing. For a more in-depth look at some of your options click here.

5. Perform Updates & Added Security

If you worked with me to design and develop your site then it is a WordPress site. WordPress is an Open Source Platform that has many contributors from all over the world. There are updates to themes, plugins, and the WordPress platform often. Just as computers and phones perform updates your website should be updated to remain compatible and protected with technology as a whole. I recommend making these updates on a monthly or quarterly basis. Additionally, as time goes on you may decide to add another level of security to your site. This can be helpful if you notice there are frequent visitors from one location with an 100% bounce rate. In this instance you can assume they are trying to hack into your site. If you’re working with me I would have you set up with—SiteGround—which has an excellent security platform. Should you want to add another level I recommend Sucuri.net. This is not necessary from the start but it may be worth investing in as your site and audience grows.

If you don’t have the time or desire to invest in the above let’s connect. I’d love to chat with you about your business goals and see how we might be able to partner on a monthly or quarterly basis to achieve your business goals. Schedule a connection call to get started.

5 Essential Steps For Building A Successful Website

So you’d like to update your web design or create one from scratch? The task ahead of you is time consuming. The middle is messy. And the end result, if not properly planned, can leave you feeling underwhelmed. I’d like to share some tips with you I’ve learned over time that can help setup your website for success right from the start.

1. The first and most important task is defining your goals for the website.

It could be that you’d like to generate new leads, target and attract a specific audience that you haven’t been able to reach, or maybe it’s an informative marketing tool that will save you time and money. Write out your desired outcome for how this site update or launch will aid your business goals and make your job easier. Websites are versatile and multi-faceted tools that will grow and change over time and therefore will continue to help you achieve your goals.

2. What basic or complex functions could your site include that will make your business run smoother?

This answer should reveal itself through defining your goals. I have many different types of customers that are all achieving a variety of goals through their site designs. Let me run you through a few examples that may help you come up with your own list:

• Defining a process or service visually to use as a sales or marketing tool
• Creating a map of locations that include where your products can be found
• Growing your email list through offering free tools and resources
• Creating a form that allows your customers to give you all of the information needed to generate an estimate
• Display your portfolio of work in an interactive and user-friendly way
• Creating a resource archive that customers have access to so that you only have to share information one time

I could keep going but the possibilities are endless so I’ll let you use your imagination.

3. How are you going to point your potential viewers, customers, clients, colleagues, buyers, friends, etc. to your site?

Whether your site is an informative resource or a storefront, part of the goal is to have viewers on the site. This could be your number one reason for developing a site in the first place. Honing in on your target audience will help you define an SEO strategy and develop a plan that ensures your site has visitors. You can have the most beautifully designed website but if you aren’t aware of how to integrate an SEO strategy, before you structure your content and design, you may miss out on big opportunities. For tips on improving your SEO starting today click here.

4. Content will drive the design.

By now you have a clear picture of what the major goal of your website is, what basic or complex functions you’d like it to perform, and a rough idea of your target audience. It’s time to gather your content. A web designer or developer can help you through this process or you can gather some resources in advance. Start by creating an outline that includes your mission, values, product or services, body copy from your current marketing materials, brand elements, style guide, logo versions, and other brand resources. Having this all in one location will speed up the process and give your designer a head start on understanding your brand. For more information on gathering your site content click here.

5. Last but not least let’s dive into the web design.

This step is a process within itself but it should begin with wireframes. Once you are clear on steps 1-4 the goal of your designer should be to take all of that information and implement it into a user-friendly experience for your target audience. The best way to do this is to visualize the entire site through wireframes. This way you are thinking through the web of possibilities before you set anything into stone. Also, you create a visual guide for gathering content and building out the entire site. This saves you time and money in the long run and allows you to create a doable action plan from the start.

Ready to dive into your next marketing project? Click here >>>