Join a group of web designers and developers, and you’ll hear the word “interactive” thrown around a few times. The term is used liberally in these circles, but from a business standpoint, it’s a fairly foreign concept. When is a site interactive, and what do you call a site that isn’t? More importantly, what does interactivity really mean for business?

Let’s start by defining the term. Interactive basically means that something is reciprocally active; that is, both parties can put their two cents into the mix. A phone line is interactive because people can talk on both ends. Likewise, a site is interactive when viewers can speak up and influence the way your site behaves. Games, forms, and shopping carts are all forms of web interactivity.

Interactivity and customer needs

If we go by the definition above, then 90% of active websites are interactive. But success lies not just on meeting that one standard. You can pay a fortune for a swanky Flash site, but if you don’t address customer needs, you can end up off the Web and/or out of business.

To do its job, an interactive site should address at least two important elements: information retrieval and social interaction. Customers go online first to get informed, and second to interact with others. Of course, there are countless other customer needs and we can spend all day discussing them, but when you’ve got these two covered, the rest can be addressed along the way.

Giving information

Providing information is a given for most web businesses. But presenting the info is where it gets tricky. Hyperlinks alone won’t get your readers where you want them; you have to direct them to the right pages with context clues and navigational design. Today’s websites use a menu-driven system where people are intuitively steered along a path, which eventually ends on the sales page.

Communication is another thorny patch in this area. Maybe you don’t have the staff to answer individual questions, or maybe you’re just strapped for time. But that’s no reason to give out canned responses. Make your information personal; when you receive a question, take five minutes to type out a reply instead of lifting it from your company manual. By personally addressing customers, you show them that you’re committed to helping out.

The human factor

Some years ago, come big fashion houses decided to strip down their site to a splash page—no links, no words, just one static image. In other words, they stopped being interactive. A bold move, to be sure, but not necessarily a smart one. Instead of the mysterious, alluring effect they were going for, what it did was alienate customers. It also drove home the fact that they were a money-making enterprise, rather than a human-run business.

Give your site a human side by keeping things light, casual and open. Encourage conversation by adding forums, chat rooms, and other interactive features. Keep your style friendly instead of formal. It’s these elements that anchored such big businesses as Yahoo! and AOL: by presenting themselves as fun and approachable, they drew in a large customer base and really took off.

You’ve heard it a thousand times: good design is essential to an online business. But you’d be surprised at the volume of marketing efforts that go to waste simply because of bad web design. Web marketing isn’t a personal project; it’s a public performance. You’re not designing for yourself; you’re addressing an entire potential market. Below are some design errors that can be fatal to your web marketing campaign.

Mistake #1: Putting design first

Don’t treat your SEO campaign as an afterthought, or an accessory to your design. The rule is to optimize first and design second. Pages should be built around search-optimized content, rather than the other way around. Do your keyword research (or bring in your search specialist) early in the site-building process, so you can plan out your navigation, headings, categories, and cross-links before building that first page.

Mistake #2: Unfocused content

Each of your pages must focus on one or two concepts. Even Amazon, the biggest retailer on the Web, will not overload you with products from every single department, even if you’re able to buy them all. Make sure each page has a focal point: something that looks clickable, a highlighted keyword phrase, or a few eye-catching pictures.

For example, with eCommerce sites, we recommend creating a custom front-page that focuses on the most important products. The objective is to guide your users to the sale with relative ease. Master the art of the unobtrustive sales pitch on the web.

Mistake #3: Making a splash page

Splash pages are those static images or Flash loops that require you to “Click to Enter” or “Skip Intro.” They may work for a teenager’s blog or an artist’s online portfolio. But in this search-engine-driven industry, they’ve long fallen  out of fashion. Splash pages ruin your marketing campaign because 1) they lack keywords; 2) they don’t have enough cross-links to boost your rankings; and 3) they turn off half your readers.

Mistake #4: The brochure syndrome

The brochure syndrome is common among older businesses moving their operations online. Its defining characteristic is a lack of forms—the site is basically a gallery, chic and impressive but unable to generate a single lead. Not everyone who visits your site will want to buy your stuff on the same day. Forms allow you to stay in touch and keep them interested until they’re ready to do business.

Artists have called web design the most erratic of creative pursuits, and for the most part, they’re right. While music trends last at least a couple of years, and art movements at least a few decades, web design can change its course in a matter of months. So if you’re still sporting last year’s designs, chances are you’ve already slipped from cutting edge to the age of dinosaurs. Smashing Magazine has come up with a lengthy list of design elements set to dominate 2009, and we’ve picked those that are likely to stay.

Large type

On the Web, large type often refers to texts of at least 36 pixels, or half an inch. Today’s designers have blown up their words to about 72, sometimes even more. It’s partly because screens are getting larger, but also because Web readers are more fickle than ever. Use large type to emphasize titles or highlight important parts of your copy.

Even larger pictures

If your site is more image-based than text-based, try supplementing your text with equally large imagery. Many successful websites use mascots—an illustrated character that guides the user through the site—and at the same time build a more solid corporate identity. If interested, the screen-shot located to the right is from MailChimp: a great online email marketing software.

The magazine look

Many websites are going back to their roots and adapting techniques traditionally used in print. Kickers (expanded titles or taglines) are showing up on blogs and newsletters, and photos now often come with captions. People seem to prefer the magazine look because it’s more intuitive and deviates from the no-frills look of most corporate sites.

Blocks and columns

This style is seen everywhere from news websites to artist blogs. Basically, you break up a row into three or more “blocks” each featuring a different type of content. One block may link to your corporate history, another to your product list, and another to the contact page. Use this style for sections that need to stand out, such as a sales page.

Social icons

You’d be hard pressed these days to find a blog that doesn’t have a Twitter feed or a Flickr slideshow. These are all effective ways to promote your content, but more importantly, they add a human face to your company. Readers like to know that behind all that business talk, you’re still on Facebook like everyone else.

The Mr. Window Company has named AB Strategic its agency-of-record. AB Strategic will be responsible for online brand and product support, including launching a significant online campaign incorporating multiple channels to improve search engine reach.

“Mr. Window wants to leverage strategic online marketing this year to increase sales and website visitor conversions. It’s great to see firms embracing the concepts of online marketing and search strategies. This is the direction marketing is headed, and companies are beginning to understand the positive impact it can have on their business,” said Benjamin Blanco, owner of AB Strategic.

Client Note: The Mr. Window Company, located in Carmel, Indiana, was established in 1987. Mr. Window has been in the replacement window and siding business for over 28 years. Mr. Window serves the Indianapolis area and surrounding counties. Website Link: Indianapolis Windows and Siding

AB Strategic launches a new agency web site, www.abstrategic.com. The new web site arrives after nearly six months of brainstorming, multiple design concepts, and copy revisions. The core objective of our branding campaign is to re-introduce ourselves to the Indianapolis market and beyond.

Our focus is develop a service line that focuses on simplifying the challenges that face small businesses both on the web and in their office computer network. “We form relationships of trust with our clients that enable us to go beyond providing niche services,” explains agency founder Benjamin Blanco. “I am pleased to offer both marketing services and IT Consulting services under the same name. It enables us to work seamlessly with the clients to bring their ideas to fruition.”Essentially, we become clients go-to partner for everything technology related.

Our team has more web sites to launch in the coming months. We’ll be launching Benjamin Blanco’s blog and a new online portal focusing on Do It Yourself computer repair. Either subscribe to our RSS feed or check back often to receive updates on our work. Our team is excited about what the future holds for the new AB Strategic.

AB Strategic assisted our client with the transfer of hosting and continued development of OriginOne. Upon successful transfer we found the platform powering the e-commerce solution insufficient for future development. As a result, we examined several replacement e-commerce solutions that would enable a balance of power and usability.

Our team came across a new plugin, Shopp, that seamlessly integrated with WordPress. In addition, the Shopp e-commerce plugin supports Authorize.net gateway, promotional features (coupons), and templates for our developers. The ability to utilize ‘template tags’ to customize our clients website instead of hacking core files was the most important aspect of the plugin. We’ve used a similar plugin, wp e-commerce, in the past and found it very hard to customize due to lack of support for built-in template tags.

Overall, the Shopp e-commerce WordPress plugin was a perfect fit to power the e-commerce shop of OriginOne and we highly recommend it. Give it a try and let us know if you need help.

Client Information:
The OriginOne movement is about aggressively promoting human oneness through beautifully crafted clothing with bold messaging. Our goal is to create a community of people who “get it” and want to share the movement with others. To further support the cause, we cheerfully donate a double-digit percentage of all profits to organizations and charities that support oneness. Support Couture for a Cause by visiting iamOriginOne.com

AB Strategic launched a new website for Murphy CPA Group. The new website is the first official online presence for the CPA firm located in Fishers, IN. The site is complete with a service overview, tax calculators, and company blog. The website is powered by a content management system to enable the client to have full control over future updates. Our team enjoyed working on the project and look forward to working with Murphy CPA Group in the future.

Client Information:
Murphy CPA Group is a full service CPA firm focusing on the needs of Small Business. In addition to the traditional Accounting, Tax, Review and Audit services, we offer services specific to the unique challenges that face the Small Business Owner such as Financial Consulting, Business Valuation, Exit Strategy Analysis and Financing Assistance.

Robert J Murphy, CPA, CVA has over 30 years of business experience.

Over the past few weeks we’ve been hard at work on the new S.P.O.R.T.S. website. The Fishers based non-profit organization three main objectives were met; community awareness, improved communication with leagues, and strategic placement of sponsors in the new web layout. The website is complete with a full content management system that enables SPORTS staff to update sponsorships and league news.

Client Information:
S.P.O.R.T.S. (Southeastern Program of Recreational Team Sports) is a private, not-for-profit organization dedicated to providing youth in the Hamilton Southeastern community with the opportunity to participate in recreational and competitive team sports that promote character development, leadership and physical fitness.

We enable the various youth sports member organizations a means of communication, administration and coordination of efforts, including fields and facility block scheduling.

S.P.O.R.T.S. and the Member Leagues provide an invaluable service to the Hamilton Southeastern Community.

Sign Craft Industries, Inc. of Indianapolis collaborated with AB Strategic to design and develop a custom website for their QUICKSIGN business division. Using Flash technology we created an interactive movie that showcases examples of QUICKSIGN work. The layout is complete with a full work portfolio and company blog powered by a content management system.

Client Information:
Sign Craft Industries is an Indianapolis sign company providing customers full-service signage solutions including: custom fabricated, neon, channel letter, truck painting and lettering, and event signs. Company leaders focus on providing the most cutting edge and sophisticated sign production techniques while providing customers the service and relationship they deserve in today’s market.

This week, AB Strategic launched a new website for Affordable Trees.  A clean, professional look enhanced with the strategic placement of their weekly advertisement on the front-page.  In addition, the ‘Search Trees’ page has been optimized to take advantage of the wider page design that improves usability.  Finally, the entire website is powered by a CMS (content management system).  The feature set includes ‘automatic image branding’ on upload and the ability to add/edit new trees to the inventory.

Client Information:
Affordable Trees sells quality trees at wholesale prices that are complimented by the best guarantee in the business. Take a look at www.affordabletrees.com for the “Best Price… Period!”