Tuesday, October 14, 2008

Information about Fusionbox

Here's some info on Fusionbox that not everyone knows:

Fusionbox is a Denver interactive agency with offices in Denver, Colorado and New Orleans, Louisiana. We've helped companies create brand awareness, increase sales, and optimize operations through their websites since 2001. Our work results in a direct and measurable financial impact on your business. We are unlike many interactive agencies, because we were founded by a programmer and a business strategist, not a designer. That combination makes our work technically superior and gives us the expertise needed to solve your business challenges and increase revenues. Our list of achievements is long. Here are a couple of highlights from recent years:

- Fusionbox had been ranked as one of the top five fastest -growing small companies in Colorado by the Denver Business Journal two years in a row.
- Fusionbox was ranked as one of the top national interactive agencies by BtoB Magazine.
- Fusionbox has earned numerous local and national awards for its work.
- Fusionbox has been recognized as one of the top Denver interactive agencies by the Denver Business Journal for three years in a row.

Fusionbox is a profitable, debt-free, private organization with over seven years of operation in Denver and New Orleans. Fusionbox was initially incorporated in 2001 and has enjoyed persistent and stable growth since its inception. We employ a dedicated team whom we have hand-picked from among the top talent in the industry.

In addition to working with clients, we firmly believe in giving back to the community. Fusionbox works actively to support Arts Street--a Denver non-profit that helps young people pursue creative careers. Arts Street mostly employs at-risk youth who are talented but may not learn well in a traditional environment. The organization matches youth up with programs where they can cultivate their creative and job skills in an encouraging and safe environment. Arts Street graduates go on to have successful careers in many industries. Arts Streets provides Fusionbox with a steady stream of bright young interns interested in web design and development, many of whom go on to have successful careers in the industry. Ivy Hastings sits on the Board of Directors of this organization.

The Future of Copywriting

It's no secret that the art of copywriting is changing with the evolution of the web. Fueled by a fast-paced desire to digest information, users no longer read, they scan. Many of the old copywriting "rules" no longer make sense in an online atmosphere.

Changing trends are the future of online copywriting. So how can you make sure users read your content instead of ignoring it? Follow these suggestions to increase user engagement and "stickiness."

- Know your audience. The better you understand your target audience, the better you can connect with user motivations. You must emphasize unique advantages about whatever you're offering and convey this message free of fluff.

- Readers will stop reading when they encounter marketing speak, so don't give them a reason to leave. There's a 5 second rule (that's quickly becoming 3 seconds) in which a user must find what they want. If they don't, they'll abandon the page and add to your "bounce rate." Highlight benefits immediately and address a pain point and it's solution.

- Adopt a more conversational tone with less formality. As online advertising shifts to more alternative media, connecting with readers grows more difficult, especially younger audiences. This demographic values honesty and lacks patience, so a conversational tone is much more effective. Rarely are chances in this world given twice. In an online atmosphere, once you lose the trust of a reader, you can't get it back. Instead, offer the promise of action and cater to Web 2.0 readers' desire for immediate results.

- This translates to formatting as well. Don't write in thick verbose paragraphs. Instead, utilize short sentences and bullet points. Always leave a healthy amount of negative space so you don't overwhelm readers with text.

- Test and test some more. Multivariate testing can reveal what type of copy readers respond best to. A quick test can point you in the right direction and boost your site's conversion rate. Use web site analytics to look at the bounce rate and time on site/page before and after reformatting.

Follow these copywriting guidelines and your words will get noticed in a Web 2.0 atmosphere.

contributed by Nick Yorchak