How to Attract Visitors

The major element for any ecommerce website is how well it attracts visitors, capture attention and convert into sales. Here’s a list of effective tactics adopted by successful ecommerce websites:

1. Increasing organic visits by optimizing the site for search engines (SEO)

2. Promoting your website through online ads like Google AdWords

3. Performing off-page promotion like backlinking, and social media marketing etc.

4. Email marketing is another great way to reach potential customers

Once you’ve harnessed all the above steps to drive traffic, the next question is: how do you get people engaged and turn them into customers?

Key Factors That Improve Visitor Conversion

1. User friendly design with well defined calls to action.

2. Easily accessible and organized navigation.

3. A well planned sales funnel.

4. A site tuned for performance.

The first three points address a site’s core usability; for more on design related ways to enhanced your ecommerce website see Ryan’s post: Designing your Website to be a Sales Instrument!

Regarding the fourth point “performance,” there are many factors that affect the performance ecommerce websites. They typically fall into the following categories:

1. IMAGE OPTIMIZATION

It’s important that we use small file sizes for images and most importantly on our home page. Be very careful about using background images and wherever possible make sure to apply the bg-repeat option. When it comes to shopping carts, there are a lot of products that require images and in some cases multiple images. The categorization of thumbnail and actual images are important as well; images should be low-res (but viewable) and in an optimized format.

The website’s backend can have the ability to convert images to a required size/DPI so that the product images uploaded by the client are optimized automatically. Most clients directly upload photos taken on high resolution digital cameras; automatically resizing images, eliminates the need to reduce the file size in PhotoShop and makes the backend more user-friendly.

2. USING CSS

External CSS can also maximize the performance of the website. Effective use of AJAX also helps to provide a better user experience while background processing takes place.

3. OPTIMIZING DATABASE QUERIES

Even though, most available shopping carts (paid or unpaid) try to optimize, update and fetch the data to and from the Database, there are cases where we are compelled to customize certain modules. Before we customize for a specific requirement, we should make sure to completely understand the structure and dataflow of the database. Customizing without properly understanding the system can cause a lot of vulnerability and may affect the performance of the system, mainly due to the improper use of JOIN queries. When it comes to custom coding for an built-in shopping cart, we should always try to use the standard functions of the corresponding framework/open source package so that performance is not compromised.

In Conclusion

Be very conscious of the performance side while planning a shopping cart. If it’s not properly planned you may lose out on potential customers. With these tips achieving a balance between usability, performance and SEO are within reach.

See the official video below for getting an overall idea:

Best key features from a user perspective:

Refreshed Administrative UI seems much simpler, cleaner and friendlier.

After the last revamp of their admin dashboard in 2008, team WP has come with an improved Young & Faster Platform!

Some of the major changes we come across in the invigorated admin dashboard UI are as follows:

• Changed 'Post' to ‘All Posts.’
• Updated styles for the visual editor buttons
• Dropped change theme button
• Fixed pagination when searching for filtering posts and lots more…

But the new features I personally liked are:

• Theme Options – This is a chance to modify colour scheme, link colour and layout.
• Background – Gives the opportunity for admin to alter background image.

Full Screen Editor for Distraction Free Writing

WordPress have introduced a full-screen mode writing (zen) for Distraction Free Writing experience (DFW). This will allow the user to concentrate on writing by fading all buttons and interface elements. This is accessed via the toggle full screen mode tool in the visual editor and full screen button in the HTML editor. A much cleaner approach for editing posts/page content.

R.I.P – Good Bye to IE6, MySQL4 & PHP4

If the server doesn’t have either MySQL 5.0.15 or PHP 5.2.4 it might show an error as follows:

WordPress Officially Drops IE6!

For those who have not given up miserable IE6, this is the right time! MicroSoft too reinstates this fact with their official IE6 withdrawal countdown tool Microsoft IE count down. There is also a handy plug-in written by Ryan Duff called WordPress Requirements Check to ensure your server is geared up for WordPress3.2.

The latest version though provides Start to End-of-life (EOL) cycle support for Internet Explorer 7 and upwards.

New Default Theme "Twenty Eleven"

"Twenty Ten" has been modernized to be fully HTML5, "Twenty Eleven" is powered by with all latest theme features. This includes some astonishing features like cropping of custom image uploaded & randomly serving the image that was previously uploaded; easily showing users that can upload their ‘banner image’ or random display of images.

If you are going through latest features by comparing with old version, I am sure that you will find many more updates in this latest version. According to WordPress, the goal is ‘lighter and faster’ I feel this nearly 100% achieved. Most of the plugins including “All in One SEO Pack 1.6.13.3” are fully working in WordPress3.2, resulting fewer worries for SEO, Internet Marketing professionals. Some other plugins like Get Social & Flickr Photo Album aren't yet fully functional and will need to wait for an update.

WordPress 3.2 'Gershwin' is catching on fast and has been downloaded more than 650K times within 48hrs. With fantastic new features Version 3.2 will definitely be a great support for the both technical and non technical people. Take a look at their new features and download it now!

Basic Features

1. Before entering the website you are asked to select the city where you plan to buy the product from.
2. Only one product / service is offered per day. The product varies from each location / city. The time duration will be shown.
3. Only limited number of products will be available for the sale. The site will constantly update the sold out and remaining available lists and details.
4. The deal will be canceled if the target sales are not met for the day. For example, if there are 500 iPads for sale and only 200 interested buyers, then the deal will be canceled since the target was not achieved. Customers account will be charged only when the deal is committed.
5. Sign Up is easy and free. Want to try some? Here it is – Woot, Dealfind, Dealaday etc.

The buyer benefits by getting a product / service for a discounted price which no other seller is offering at the moment.

So how does the seller make money from this style of Internet Marketing? The answer is– Bulk Purchase. He makes a deal with the producer / wholesale distributor for the products which he lists on his website. And if the target is met then the deal is done or else it is pulled off.

If you want to know more or utilize the business opportunity of One-Deal-A-Day Website rush to this page now !

Installing The Web Developer Toolbar for Google Chrome

Download The Web Developer Google Chrome add-on

Click on the Install button in the window to add this add-on to the browser. Once the installation is complete, the Web Developer icon appears at the top right region of the browser as shown in the image.

Click on the icon to view the popup window in the Chrome browser. Users can navigate to the corresponding sections on the toolbar easily. You can customize the tool according to your requirements and the count will be displayed on the icon.

So you can see a ‘3’ here to indicate the count of activated Options.

Installing Web Developer Toolbar for Mozilla Firefox

Download the Firefox Web Developer Addon from Here

Once you install the addon, restart the Firefox browser to get started with WD toolbar. The image below displayed helpful features that the WD toolbar in Firefox provides.

How Will The Web Developer Toolbar Help a Web Designer?

The Web Developer Toolbar helps the Web Designer in providing insights into the elements of any website such as the Frames, Tables, CSS, JavaScript, Images etc.

View & Editing CSS

From the CSS menu you have an option ‘Edit CSS’ which helps us to view and edit CSS Style sheets in the website easily.

For example, I have selected the ‘Edit CSS’ option to edit the CSS code of the Techwyse website. The changed CSS files are highlighted. I feel it’s easier to perform CSS tweaking using the WD toolbar than firebug. Once the changes are done, you can save the CSS file to your local machine and then upload the updated CSS file to the live website.

Disable Web Elements

You can easily disable many web elements like cookies, CSS and images easily from the menu. This helps Web Designers to identify elements that are causing a problem with their code.

Cookie Information

You can obtain more information on cookies from the 'Cookies' tab. Also you can clear the cookie session and disable it if needed.

Outline Website Elements Information

Web Designers can have even the elementary information from complex layouts by selecting ‘Display Element Information’ from the ‘Information’ tab.

Details of website elements such as paragraph, button, image etc provide a clear picture of the website structure.

Example: You can see the 'HOME' tag is selected from our website below. Check out the left hand side for detailed element listings such as Attributes, Position, Font information, Ancestors and Children.

Validation

The ‘Tools’ tab helps in validating

• CSS
• Feed
• HTML
• Links
• Section 508
• WAI

Ruler

The ‘Miscellaneous tab has two important features. One is the ‘Display Ruler’ which gives the width and height of the current selection. The other is ‘Line Grids’ which helps to identify the design and alignment issues in the website as well.

How Web Developer Toolbar Helps The SEO Professional?

Headings (H tags)

Image & Title Attributes

Title attributes can be viewed easily by enabling 'Display Title Attributes' from 'Information' .

Summing Up

I believe that this add-on is a very handy one to have in your SEO toolkit. It helps to reduce the time spent for website development and search engine optimization significantly. Thanks to Chris Pederick once again for developing this amazing addon for the web browsers.

Joomla: The CMS

Joomla was built with one function in mind: content management. Because of this, I have found it to be my own favorite tool for managing websites.  You can manage multiple users with various permission levels. This will help you to make sure that your marketing assistant doesn’t accidently change something they shouldn’t. Because it works on a template system, it lets users simply drop in their content and the website wraps the rest around it automatically. Building your website in a hierarchical manner (pages > sub pages etc) is also very easy with Joomla because it was built to do that in the first place. I particularly like the lack of code experience required to use it. Once it’s been built and skinned (a design applied), the client has full control over their content, menus, modules and the positions of all elements through the administrative panel.

Joomla Modules and Components

Because Joomla is open source users all over the world can create new add-ons and toys – similar to how WordPress works. A quick visit to the Joomla extensions directory and 9 times out of 10 you’ll find the tool that you need. To install a new plugin, simply install the .zip file through the admin panel. The only downside with this feature, which also goes for other CMS systems as well, is that for every few good modules, there are a few terrible ones. I have had the odd time where I’ve installed and uninstalled a few photo galleries to find the one that works the way I need it to.

I’ve also found that it takes considerable programming knowledge to re-design the look and feel of many of the downloadable features to match the look of your website. This is where the actual building of a Joomla website does require a professional hand. With that being said however, let’s say I have a quick contact form in the left panel of my website. Now let’s say that I want to move it to the right side. No problem. Since everything works on a serious of pre-defined zones known as “positions”, I can simply set the position of the form to “Right” and it will move to the other side of my screen. This makes it very easy to move content around as more important elements become available. One of my personal favorite components worth checking out is a complete project management tool called Project Fork. I’ve used this quite a bit myself and it’s a great little tool! If you’ve used programs like BaseCamp, you’ll find that this is very similar and even, in some ways, superior to it.

Integrating WordPress

While I have built many websites in WordPress and continue to do so, sometimes I do want to use another system like Joomla. I don’t however, want to lose the fantastic blogging functionality of WordPress. The solution is actually quite simple - use both! You can actually run a WordPress blog from within Joomla and manage everything with the one administrative login. To do this, you simply have your developer install the WordPress for Joomla plugin and link everything together. This allows you to use Joomla as your CMS and WordPress as your blog. Each system is doing what they were initially made to do, all within one admin.

eCommerce For Joomla

But what if you want to sell online? Not a problem, there are actually several eCommerce components available for Joomla. I like the ability to manage my products and my content in one place and other systems simply don’t do that very well.  For example, most stand alone eCommerce solutions do have some form of static page management but it’s almost always very basic – borderline useless. The standard for Joomla is Virtuemart.  Virtuemart is a great little eCommerce solution which offers many of the standard features for product management, shipping, payment gateways such as PayPal and Google Checkout, and even downloaded products like eBooks.  It’s fairly flexible and very easy to use.  Another eCommerce solution for Joomla is RokQuickCart.  While I haven’t run this through the same paces I have with Virtuemart, it does come highly recommended.

Let’s Wrap It Up

As you’ve seen, Joomla can be quite powerful. You can manage your content, blog and eCommerce all in one convenient place. The one drawback, which is the same for most other content management systems, is that considerable skills and experience are required to incorporate a custom design into it and setup many of the modules and components. Once you’ve done that however, managing it can be quite easy. While I do like Joomla a lot, I won’t necessarily recommend it for all websites. For some, Joomla may simply be the wrong fit or overkill and I may recommend building your website on WordPress.  For many others however, Joomla is a fantastic solution for managing your website and all the various tools and toys required to help your business grow.

The Barbecue Mindset

I need a barbecue to cook burgers in my backyard on weekends. I don’t need the biggest fanciest barbecue; I’m just cooking a couple burgers for my friends on Saturday afternoons. The $199 unit should do just fine as my requirements are really quite simple.

This is a perfectly acceptable mindset for purchasing a barbecue because fire is fire and both the cheap and expensive barbecues will cook your food more or less the same. But this mindset is NOT the way you need to think about your website development project. 

The Investment Versus Expense Mindset

You wouldn’t apply the same strategy above to hire a sales person would you? $20 an hour spent on someone who doesn’t generate anything for you is money wasted. When you hire a sales person for your company what is more important is the revenue he or she generates for the business — and the quality of clients he or she brings in!  

A website is exactly the same.

When you shop for a website development company, make sure you look at it not as a cost but as an investment. If you think in terms of investing in a sales tool, you may be inclined to ask a very different set of questions.

Things To Consider When Hiring A Web Development Firm

Here are some things to consider when choosing a website development firm or individual developer:

1) Is the person developing your new website just a graphics person or do they have actual marketing experience? Remember, it’s their job to make a website that SELLS, not just looks pretty.

2) Does the person building your website have website analytics experience? Is your website based on “design standards” or actual study of visitor behavior? It’s not just about pretty colors, it’s about psychology and data driven decisions.

3) What does your developer know about website conversion? Do they know what conversion is?  Do they ask questions about what the goals of your site are? Can they explain which elements on your homepage will convert visitors into customers? Drill them. Ask them to explain to you how the website will convert. This is the key to your success.

4) Look at the prospective web development company's other client’s websites. When you look at the website portfolio do you understand what the company does and what action you’re supposed to take next in 3 seconds or less? Is it easy to navigate? Does it load quickly or is it a slow moving flash website?

When you have all of the right elements working together, spending $10,000 – $20,000 on a website makes perfect sense because it has been expertly built by a company with experience and data behind it to yield a positive return on investment. Sure – you can go and buy that $1000-$2000 website –  but that rarely comes with the process and experience necessary to drive traffic and convert it into paying customers.  And afterall — isn't that why you are building a website in the first place? 

And remember, in today's world –  your website is often your top sales person.

Importance of Optimizing Websites for Mobile Gadgets

According to ICT statistics internet access by mobile phones will be almost 1 billion by 2014.  Moreover, more than 80% of cell phones now come bundled with a web browser.

Websites Suitable for Mobile Gadgets

Generally there is specific information which people browse through mobile phones. Some examples include booking a movie ticket or air ticket, to learn the latest news, buying pizza or to learn the way to a particular location etc.

With these types of capabilities all on your phone mobile gadgets are suddently becoming a very attractive choice.  Now lets learn how to get your website optimized for Mobile Gadgets?

Planning Your Domain For Mobile Gadgets

Before you start your gadget design you should plan how your URL will view for mobile devices. The same domain can be integrated to the mobile phone adding the design and css for mobiles but there would be lots of testing that needs to be done before launching to the web. Also remember to keep things simple. For extremely complex or dynamic website content this is not a recommended plan.

There are standard URL methods to access for mobile phones.

a) Adding a sub domain to your existing site like http://mobile.yoursite.com.

In this case it is possible to deliver the content quickly and effectively on mobile Gadgets as the design and css elements are separate from the main domain. Examples of sites using mobile as sub domains are MSN,Reuters, Newsweek, Washington Post etc.

b)The internet now offers a special domain name that has been designated for mobile users called ".MOBI".  By using this extension your site can be accessed by http://yoursite.mobi. This is not widely known by users at this time.  You can read more about MOBI here. Sites using MOBI are BMW, Business Week, ESPN etc. Talk about sports and football!

c) Even though standards are set, popular websites use the different sub domains for Mobile Phones  like Google, Yahoo etc.

So we have planned how the URL for mobiles will display, now let's start designing.

Designing for Mobile Gadgets

As mobile devices have a different screen layout than PC/Notebook, you have to work differently with the available screen size. One of the major changes compared to your desktop is the screen resolution.

1. Once you have a specific place to put content for mobile users, you should consider the design limitations of the mobile client.  The common resolution of both Smartphone and Pocket PCs is 320 x 240.

2. Due to the narrow width you may find that the vertical design of web pages with navigation at the side may not be practical due to the small screen.  Always avoid horizontal scrolling.

3. Use less graphics.  It is recommended not to use big pictures / banners as it takes time to get the page loaded. Place only brief meaningful content as people won't be interested to read long articles or description.

4. Add alt and title tag for pictures because Smart Phone users may block images so they get content to load faster.

5. Never use scripting languages as there is no native support for Java, Flash or other ActiveX controls which users can download on their PC. Only limited versions of JavaScript are supported.

6. Don't uses frames or objects that have a fixed size, like tables.

7. Using the phone attribute -

<a href=?#? tel=?1.866.410.7090?>Call Us Now</a>

Windows Mobile supports <a ref="1.866.410.7090">Call Us Now</a>

This attribute allows you to directly dial the toll-free number. This will significantly improve calling rates!

8. Meta Tags – If you have mobile optimized website pages, give them a mobile meta-tag: MOBILEOPTIMIZED.  Mobile meta tags can be incorporated into mobile optimized. How do HTML documents identify the document as made for mobile?.

9. You can learn more about Google Mobile Site Maps here.

To add to this, the Google Mobile team recently launched Google Latitude, a fun new way to share your live location with friends. For those of you who aren't familiar, Google Latitude is a feature of Google Maps for Mobile that allows you to share your whereabouts and receive updates about your friends' approximate locations.

If you are using WordPress as a blog just install this plugin and let users browse your posts using mobile.

Conclusion

As this is a new era of web and as the developments and standardizations practices are getting formulated please get in touch to get updated. It is the right time to capture the market!  Just remember – while you are sitting pondering getting into mobile gadgets, some of your competitors are already pouncing on the opportunity!

In our own industry we sometimes face this exact issue when we are quoting the time it will take to complete a conversion friendly website or perform regular maintenance on client websites. 

While clients have a need to get something updated online, they sometimes do not understand the time it takes to make changes and often do not want to pay to have it done.

If you can relate to this issue, this blog is for you!

The purpose of this blog is really just to lightly add some context to the topic.

Attaching Value To Your Online Brand

For many old school business owners you may have a storefront.  Depending on your business category, companies need to consider including things like maintenance, upkeep and changing the design of your store to ensure the company appears well kept.  These things are usually accepted and included in the company budget.

Guess what?  Your website is now your most highly visible store front!  Since your website is accessible to anyone 24/7/365, it is incredibly important to allocate a budget to the regular maintenance and upkeep of your online brand.

Why wouldn’t you?  Your website is now a key component in generating business for your company!  The expectation should be the same as companies in the past that operated brick and mortar.  In fact, when you really consider the value of your online brand, the cost to keep it up to date and current is miniscule compared to how things would have been in the past in traditional environments.   So why do so many companies fight tooth and nail when a developer wants to charge money for there time to make changes to a company website?

Websites Generate Significant Awareness & Revenue For Your Business

If you don’t know this already, then take it from someone that has been doing it for years.  I could recount 100’s of instances that we have taken a client that was concerned about their ability to make money online and had them thrilled with the results in just a few short months.

Website Maintenance As An Essential Service

Now if you are a company that has a marketing firm (like ours) managing your online property here is your opportunity to have a glimpse into how we are often treated in our daily activities. 

Since we have no tangible product that we hand to you, the only way a company that builds websites can be paid for is their time.  Time is our commodity.  The value you are receiving by employing a top notch company should be recognized.  After all, your website directly affects your companies ability to make money.

To illustrate the way many of us web guys feel on a daily basis I offer you the best thing that I can to help you understand how we feel.  And I offer this to you warm heartedly.  Take a watch and I promise it will give you a smile.

Show Us Developers Some Love

Since time is our currency we need to get paid for the work we provide.   The purpose of this article was to provoke some thought into what us web development and marketing companies go through and also help raise some awareness about the importance / value of what we do for your company.

So next time you feel puzzled that you had to put a couple hundred dollars to update your website remember the time that had to go into that effort and remember that us poor guys need to make a living too!

Methods Spammers Use to Hijack a Form

1.  View-Source & URL submission

From the view source of web pages spammers know the field names as well as form action. Mostly this action page is used to send emails. For example, let’s say the action is set to send_mail.php and the field names are name and email_address. Spammers can easily submit the values through a URL like www.yoursite.com/send_mail.php?name=Jeff&email_address=jeff@gmail.com. They will have an automated program to change the name and email and will keep on submitting the URL and mails are sent.

2. Page submission

In this case spammers use their own page to submit the form, and the form action is set to www.yoursite.com/mail.php. This method is used so that the POST validation used in the mail script is over ridden. This process can also be automated.

3. Manual submission

Here – spammers manually insert the values and submit the form. This method, however, is rarely used and the solution to block manual submission are limited.

Methods to Block Spam Leads

1. Captcha Code

Captcha code is one of the best methods used by web masters to avoid spam mail. It is dynamic text, and is generally shown in an image box. With every load / refresh click, the captcha code changes. The user will need to enter the text shown in the image to an adjacent text field. Successful submission can only be made when both the values match in the server side. Captcha code can be integrated easily using PHP Captcha Library. A simple captcha code using icons would be more preferable so as to make it more user- friendly.

2. Server side validation

Make sure that all mandatory fields are validated properly In the server side. PHP Filter function can be used to attain this.  Java script validation won’t work if it’s disabled from the client browser; so server side validation is a must.

3. Filter all the Contents

Filter all the inputs from the form as spammers usually insert script tags or URLs in to form. It’s then mandatory to strip the html tags and characters which are mostly used by spammers such as ‘http://’,'mailto:’,'viagra’ etc.

4. Use “POST” Method

Always make the form method to POST (<form method="post">) and the mail sending script should check only for POST values and not GET or REQUEST method. This will make sure that URL submission won’t execute the script.

5. HTTP Referrer

HTTP Referer will make sure that the request has come from the same domain. Submission of forms from another domain can be blocked using this method.

6. Blocking IP

If spamming is done through manual submission, the solution is to block the IP address and for this the htaccess file can be used to implement this.

7. SQL Injection

If the form details are saved in to database use mysql_real_escape_string to avoid SQL injection.

Spam Mail Summary

All methods mentioned above, either singly or in combination, could insulate you from a host of spam leads that one is confronted with in every day life. These could ultimately turn out to be your bulwark against all unethical practices resorted to by spammers, who as we all know, do create inconveniences for all web masters.

This post, showcasing the methods adopted by spammers and the counter measured to be initiated, is intended to enlighten every one on the ways and means of making your website more secure and trustworthy.  If none of these work, maybe you know where to buy a shot gun?

Determine The Product / Service You Are Selling

If you are selling environmental or ‘green’ products, it would not be appropriate to use colors like red or orange.  Instead you would want to use greens, and/or earth tones.  Choose a color that matches the product or service that you are offering.

Focus on the Target Audience

When deciding on the appropriate color for a website, consideration should be given to the target audience. The color used for a product focused on the elderly may not fare well with teens or younger generations. Also, over use of extremely bright colors like red, yellow, blue etc causes eye fatigue and could drive visitor away.

Background Color

We often find it helpful to have a different colour background.  By doing this, it punches the body of the website page forward and keeps the focus on the website itself.

Make Your Text Black

When it comes to reading text, people are used to reading black text.  It is the easiest on the eye.  There is no need to stray from what people have grown up using.

Color should relative to products being highlighted

As stated earlier, it is important to relate your product / service to a color relevant to your industry.

• Red is attractive and powerful and would go well for websites that are focused on products meant for children and also for inducing a visitor to take action with a “Book now”,  and/or “Reserve now”.  Red invokes emotion.
• Orange is used in websites that promote food products. It is known to promote positive thinking and increase creativity. The color also appeals to the younger generation.  Many technical companies use Orange.
• Yellow signifies cheerfulness and creativity. It appeals to children and is used in sites that promote leisure products. Yellow, however,  can tend to strain the eyes and should be used as an accent color in most cases.
• Green is pleasing to the human eye and is apt for tourism sites and sites that relate to nature. Green symbolizes prosperity and wealth.  Green also invokes trust and is one of the most trendy / corporate colors.
• Blue is a conservative color with incredibly high trust value and is known to relax the nervous system. It is suitable for sites offering high- tech products and also for diet products. Many people mistakenly use blue for text color.  This should be avoided as it is not a standard color for the human eye to read with.
• Black is useful for sites that relate to photography and art.
• Purple is used in religious sites and vacation sites.

Helpful Colour Chooser Tools

We all love tools that help make our lives easier. On an earlier blog post about color we had someone comment about a great color scheme tool.  We recommend you have a look at this one if you need help picking colours that work well together.

Don’t Make Your Website A Rainbow

A final note – the temptation with people starting out in web design is to use many colours.  The most impactful websites are the ones that keep the use of colour to a minimum.  As a rule, we recommend that your website employ the use of 2 – 3 colors at a maximum.   Often the biggest statement your site can make is in its simplicity.