When potential customers come to your website for the first time, you usually have only seconds to grab their attention. Just think about yourself -- you're most likely a busy person, so you probably don't waste valuable time reading a book or article that doesn't immediately grab your interest. Your site, especially the homepage, needs to be memorable enough that visitors want to see more, then return again and again.

Simply put, content is everything on your website that people engage with. It's what sets you apart from your competition, and any site is basically empty without it. Quality content addresses the immediate question that most people have when they visit a site: "What's in it for me?" That's not a selfish question -- customers want to know what you can do for them and how you can improve their lives by your services or what you're selling. Well-designed sites give them the answers they're looking for -- fast -- and as a Fine Line client, we can give you advice, help you with brainstorming, or develop professionally written content itself.

Quality content gives new visitors valuable information about your business, services, and/or products. If a search engine led a potential customer to your site, you need to convince them that your products or services are better than all the other results they found. The more information they have, the more likely they'll be able to make an educated decision.

Once your site is live with excellent content, it's important not to rest on your laurels and keep it the same forever. Web crawlers such as Googlebots index a site based on a variety of algorithms, and one that's not updated frequently can be viewed by search engines as "dead." Content needs to be continuously produced and referenced for your site to be thought of as fresh.

Even with frequent content updates, be very careful not to emphasize quantity over quality. It's not in your best interest to put up second-rate articles with keywords stuffed in haphazardly. Yes, keywords should be part of your Search Engine Optimization (SEO) strategy, but those words need to fit organically within the content. You'll naturally include keywords simply by developing content that answers questions or explains how to do something for the reader.

First and foremost, your website is your business's online representative. If you ensure that your content strategy is well thought out, you raise the chances of being recognized as a leader within your industry.


Whether you’re the biggest company in the world or a small business just starting out, spending time building your brand is one of the most important things you can do. Simply put, branding helps you define your business to yourself, your employees, and your customers. It shows everyone not only what the business does exactly but also what its values are, and when people can connect with those values, it leads to loyalty and easier brand differentiation.

Your brand encompasses all the experiences customers have with your company, from marketing materials to website content to social network posts. Brands that stand out show at a glance what the business is while establishing credibility and trust at the same time.

To get started, think about what makes your business unique. What value do you provide, and how does that value, as well as your products or services set you apart from the competition? Spend time carving out your own distinct identity. It’s important to try not to imitate the look of big brands; nowadays, consumers seem to be trending toward small business shopping anyway, and larger companies are attempting to mimic their independent feel. If you’re a small- or medium-sized business, you already have leverage in today’s market with an existent customer base.

Next, you need to get to know your audience and pinpoint your target customer. Create a picture in your mind of that person -- what are their wants, needs, and habits? This will help you decide how you want to proceed, since branding should be geared directly to your main demographic.

Brand recognition begins with the name of your business; the more effective it is in immediately telling customers what your business does, the less time you’ll have to spend explaining it to them. This name will become associated with your products or services and will appear everywhere from your website to your business cards to your promotional materials. It’s important to spend considerable time deciding on the name that will make the most impact.

It’s also imperative that your logo be a strong representation of your company. Because it’s often a customer’s first encounter with your brand, things like color and design matter in that all-important first impression. Pick the hues that represent your business’s ideals, and be aware of the emotions you want to summon since different colors can cause a variety of reactions. For example, blue has a calming effect, and red is associated with power and danger.

Once you’ve established a name and logo, think about the look you want for your branding materials such as folders and signage. Consistency in presentation is important for building and maintaining a strong brand, and it leads to familiarity and eventually trust. This includes uniformity in messaging as well. Confusion can result when you have a serious, informative tone on your website and an easygoing, informal one on social media platforms.

Unlike big companies, smaller businesses can take advantage of many opportunities to bring together people who love their products or services. This can be done online with your Facebook page, Twitter feed and website blog or offline with store events like a book club or Friday night sale party. Your aim should be to build long-term relationships with your customers, and this can be created with honest branding. Customers who love your business are often the best referral source.

No matter how big or small a business is, it should develop a clear brand to determine how customers recognize them. How do you want your specific customer base to think about your company? At Fine Line, we can assist you with brainstorming the answer to this question, as well help you with developing your logo and other marketing materials.







Lately, we've noticed an increase in a specific type of spam worth mentioning, in the hopes of preventing a few headaches for our clients and friends.  We're all familiar with spam, but trust us... they are well-aware that you've been schooled to avoid rogue messages and random email attachments.

The next generation of spam is a close, personal experience.  This is NOT as pleasant as it sounds.  It begins innocently enough... an email from your boss, employee, bank, utility company... the list goes on.  A quick message from an actual acquaintance that you recognize, or perhaps a PDF attachment emailed from your company's Xerox machine.  But wait... the copier isn't even a Xerox... and you just double clicked the attachment.  SH**.... The issue here is the relative ease in faking the "from" address of an email.  This can be done as easily as hand-writing an envelope and putting "The North Pole" in the top left corner.

Fortunately, most email providers can recognize the attempted forgery and divert this to your spam folder.  On occasion, something may slip through, or maybe you were clearing out the spam folder and noticed an important invoice that "somehow" ended up in there.

Whatever the case, when receiving an "invoice" or any file attachment, especially an unexpected one (no matter the "from" address), approach with caution.  Verify with the sender, possibly even verbally, to confirm the legitimacy of the message.

Back to that PDF from the "Xerox" machine that your company doesn't even have... once infected, the trend of close-and-personal continues.  Viruses and malware come in many forms, but lately, a large percentage have been the "crypto" form.  You may have heard of these in the news.  Specifically, and most recently, when the entire IT infrastructure at the Los Angles Presbyterian Hospital was held hostage for ransom. 

Ransom-ware is a type of malware that, once installed, quickly scans your hard drive or network for any document of personal value.  Think about your pictures, office documents, PDFs, or any file that would most likely contain something a user put time and effort into.  The rogue parties here are targeting the real value of your computer, and hoping to extort a sum of money to release that data back to you.

Prevention of this type of malware requires covering multiple bases.  Antivirus alone cannot always stop this type of malware, nor can good surfing habits.  One of the more recent attack avenues had been the compromise of an advertising agency that supplied ads to MSN, BBC, CNN, Realtor.com, and others.  For a short period of time, browsing to these sites became a game of roulette as the advertisements loaded on the users screen.  Some ads did contain ransom-ware similar to Crypto Locker.  Quite a few were infected.

These viruses don't actually "infect" a system the way we are accustomed to in the past (scripts that replace system files, and root themselves deep into Windows), it becomes more difficult for antivirus to actually catch them.  A cat-and-mouse game of sorts.  These programs function much like any other legitimate Windows program, performing a simple task, though with undesired results.  Some of these "simple" crypto programs actually delete themselves in the process, leaving only your locked files and a set of instructions for paying the ransom.

Information is one of the best forms of prevention.  Our goal is to keep our clients and friends informed, to help keep them safe.  Of course it goes without saying... backups, backups, backups.  Along with that phrase that we as IT people drone on about regularly, we'll add: updates, updates, updates!  Up to date systems are less prone to the security holes that allow this software to run in the first place.  Still though.. proper backups can bring the damage inflicted by these crypto-style ransom viruses to near-zero.

If you have any questions or concerns, feel free to give us a call at 302-645-4549.  We're happy to review your backup policy and assist with any changes required to take the risk as close to zero as possible.  For now though, don't trust that from address when receiving an attachment.  Take a good second look.

Surely you’ve heard, “You only get one chance to make a first impression.” Usually that refers to personal introductions, but it’s also true when people meet your business. And these days, that’s likely to be on the web. If so, that first impression will be overwhelmingly visual and the element that will have the greatest initial punch will not be shapes, words, or photographs. It will be color. And research tells us that initial judgement will occur without your customers even being aware of it. This is how it works.

At Fine Line, the man responsible for ensuring the color you choose creates a positive and appropriate impression is veteran graphic design artist Tom Brown.

“Studies show people tend to make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing, and that between 65% and 90% of that assessment is based on color alone,” Tom says.

That’s why he often kicks off design meetings by asking clients for their favorite color. He follows that up with an explanation of how most people interpret specific colors and why. Fortunately, what different colors mean to people is pretty universal which is why you don’t see a lot of hardware stores branding themselves with pink.

Typically, says Tom, here is how most people interpret popular colors:

Green is comfortable. It implies health and tranquility while symbolizing money and nature. It falls into the most visible color range to the human eye and is mostly associated with relaxation and healing.

Blue implies clean, calm, and peaceful. It’s not hard to understand why. Blue is the color of the sky and the ocean (at least in the Caribbean.) And those are associated with weightless floating, fluffy clouds and leisure. Blue has also been found to increase productivity, make people feel cooler and curb appetite.

Black is seen as a practical and timeless color, suggesting serious, final and absolute.

Red is probably the most unambiguous color with the most obvious association. Red is the color of blood and is universally associated with an emergency and danger. It evokes strong emotion, increases heart rate and ramps up appetite. Used by a business it instantly signals a sale, as in “Red Tag Sale.”

Yellow is cheerful, warm and encourages communication, maybe why it is a popular color for kitchens.

Yellow tends to be associated with youth and draws attention. Though yellow stimulates thinking, it can also cause eyestrain.

Purple suggests royalty, wealth, success, and wisdom. It is often used to soothe or calm. In commercial design, it represents a creative or imaginative brand.

Current thinking is that our earliest color associations come from what researchers are calling a semantic vacuum. That’s when we learn something new but have nothing already in memory with which to associate it. Among our first stored anchors are colors, so with little else to choose from, infants use that to register information coming in from not just their eyes, but all of their senses. In that way colors are integrated into our whole network of information and language.

Though only a theory, it’s easy to imagine that happening in an infant. More surprising is the claim that it occurs to us all throughout life. Anchors increase exponentially, but it seems color is always among them. These original associations linger, though usually out of conscious awareness, even after we develop stronger associations. But some people retain unusually powerful connections between color and unexpected sensory input. For instance, they might hear or taste a color. This is called synesthesia and it occurs in about four percent of the population.

So though synesthetes are rare, the impact of color on our judgement is universal. For your business, that means the color you choose for branding your business is a critical choice.

“My favorite example is when Apple in the late 1990s introduced colored computers into the beige PC world and got a huge jump in sales and brand awareness,” said Tom. “Another example would be iPhones that come in a variety of colors even though almost all will end up being covered by cases. During the initial sale, people are drawn to specific colors.”

How important is color? “Marketers can point to statistics claiming 85% of consumers say color is the primary reason they purchase one particular product over another,” says Tom. And though he thinks 85 percent is a little high, it leaves little doubt that color is at least one of the top influencers in a client’s decision to buy.