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- Sticky Content blog
Emirates Air Line, and other misleading names
10 May 2013Product names and labels that are too focused on your internal priorities can create a real barrier for users. Looking in the lower right hand corner of the standard Tube map, you’ll find a key explaining which lines are which in the
Is the 'web magazine' obsolete?
03 May 2013Bundling up your web content and releasing it monthly could be counterintuitive, argues our head of production – as mimicking print conventions can come at the cost of usability… People often ask us – what’s the best frequency
In search of the perfect navigation bar
26 April 2013The usability of your website needs a good nav bar as a foundation. It’s a big way that people jump around your site and find what they need. Confusing and illogical nav bars can stump your users and get them tangled in your site. What should
10 quick wins for writing a great landing page
19 April 2013The landing page is an integral step in any digital marketing campaign – it reinforces key messages and guides readers toward conversion. Here are 10 quick tips for getting it right 1. Plan each landing page as a self-contained page –
Clean up your content
12 April 2013Online content that no longer reflects who you are can do you a lot of damage, as the case of Paris Brown shows… The unedifying story of Paris Brown, Britain’s first youth crime commissioner, is an obvious lesson in the dangers of social
Our favourite quotes about digital content: the visionary and the misguided
05 April 2013We’ve curated a few of our favourite quotes about digital – some to pin up on your wall, others to remind you that we can’t all get it right, all the time… The visionary… ‘On average, 5 times as many people
How to make your content shareable
28 March 2013A few years ago, social media shares were a footnote to most seo techniques. Now they’re a force to be reckoned with. In the US at least, social media shares ousted link-building as the biggest contributor to Google rankings during 2012 So, if you
10 usability heuristics - and what they mean for copywriters
22 March 2013How Nielsen’s 10 core usability principles for interface design can guide copywriters – even after 2 decades… We’re regular readers of Jakob Nielsen’s Alertbox emails, which deliver the latest pearls of usability wisdom in
How to make Google fall in love with you
15 March 20131. Get to know your usersUnderstand what your users want and you’ll have a great starting point for generating content. Google rewards content people like – it clocks when a user selects your page from search results, and that
The top 5 things tablet users want
01 March 20131. No information overload Smaller tablet screens mean that you need to make decisions about what to include and what to ditch. Migrating your whole website across to your tablet site makes it less focused and harder to navigate. It’s a good idea
Readability v Cloze tests: how good are they for checking how understandable your content is?
25 February 2013Readability tests were originally designed to help teachers understand how well children were reading and to help assess the suitability of a book for a particular age group. Typically, they look at things like word and sentence length, and the frequency
Email works - so why not work your emails?
13 February 2013DMA’s new research shows email marketing is delivering proven, effective results – despite still not getting the attention it deserves. Open rates are up, clickthroughs are up, conversions are increasing and we’re expecting to see
Personalisation - should we use our customers' names?
08 February 2013‘Over-familiarity has spread like the plague across the internet.’ That’s the opinion of Colm O’Regan who complains in a BBC article about what he sees as the excessive use of first names on social networks and in other internet
Copy nudges and the referendum on Scottish independence
01 February 2013The referendum on Scottish independence was announced last year. Alex Salmond, leader of the SNP and the Yes movement, was quick to propose a question. He plumped for: "Do you agree that Scotland should be an independent country?" Salmond, presumably
Being a good seo copywriter is about more than just keywords
25 January 2013Sometimes, your seo copywriter looks like an online estate agent. You want them to secure you a good spot, high up in the rankings, close enough to your competitors to pinch a slice of their passing trade. As you see it, the seo writer’s job is to
Why great copywriters are like great tightrope walkers
18 January 2013You have to thank the actor Ryan Gosling for this blog. I was sitting on the tube reading an interview in which he talked about his first foray into directing. ‘Great directors are like tightrope walkers; they just don't look down,’ he said.
Billboards and benefits
14 January 2013Media Studies graduate Adam Pacitti hit the headlines recently when he took drastic action to find a job. Adam produced a billboard to advertise himself to prospective employers It said: “I spent my last £500 on this billboard. Please give
Copy tips 006: Act in parallel
04 January 2013Bulleted lists are a core elements of scannability. But that doesn’t mean, of course, that everything that can be listed should be bulleted. It would be odd, for instance, to employ bullets to express a sentiment like this: I’m leaving you
The business case for content: 5 ways to build it
21 December 2012If you're going to battle for content budget there's 5 ways to persuade the board. Read our latest Content confidential and find out how
Copy tips 005: Extricating feedback
20 December 2012One of the most thankless tasks in marketing copywriting is the request for user feedback or opinion. You might be trying to elicit feedback from customers on a recent purchase, or looking for respondents to a survey. Either way, it’s hard to