An AI tool said a TV season had already premiered three days before it aired, and Google’s AI found three R’s in “cookie dough.” Funny, until it isn’t. Air Canada was held responsible for its chatbot’s wrong refund advice. Here’s why AI gets things wrong and a few simple habits for checking its work before you publish.
Page one of Google in a few days and a flood of new customers? That’s not how marketing works, and expecting it leads straight to “marketing doesn’t work.” This post sets realistic expectations for SEO, traffic, engagement and paid ads, and explains why ten well-matched visitors beat a hundred who bounce.
What would happen if your business suddenly had 100 times more customers? A local restaurant handled an online-ordering rush with a simple pickup-time limit, while a mobile notary’s state-capped fees mean more customers don’t always mean more profit. Here’s what Wild Iris checks before a campaign, and why your marketing should grow at the pace your business can handle.
Remember yelling “agent” into an automated phone line? Leaning too hard on AI for your marketing frustrates customers the same way. This post covers why unedited AI content reads as generic, how Google treats unhelpful content, and how Wild Iris uses AI for brainstorming while a person edits and fact-checks everything that goes out.
Which looks more trustworthy, a free Gmail address or an email at your own business domain? A domain of your own makes your business look established, helps your emails stay out of spam folders once SPF, DKIM and DMARC are set up, and gives you an address you own instead of one a platform controls.
Stock photos are quick and cheap, but visitors may have already seen that smiling team on a competitor’s site. Real photos of your people, products and workspace build trust and help your SEO. Start with your homepage, About page and service pages, and see how professional job-site photos changed one generator company’s website.
Social media reach can vanish with one algorithm change, but your email list belongs to you. Here’s why newsletters stay one of the most cost-effective tools for small businesses and non-profits, what the return on email tends to look like, how to measure results, and practical tips for sending one people look forward to reading.
For years marketers called the homepage dead. Then The Verge rebuilt its homepage and saw a 47% jump in visits from loyal users. This post explains why people who find you through search or social media still check your homepage before they reach out, and what it has to answer at a glance.
When Colorado businesses had to close their doors in 2020, the ones that kept going leaned on the basics: updated Google Business Profiles, email and accurate websites. This look back covers what worked, including Denver’s Tessa Delicatessen, whose daily orders nearly doubled after it added simple website ordering, and why the same habits still help today.
Small UX mistakes can send visitors away before they ever call. The last part of our three-part UX series covers five common ones: skipping accessibility, burying people in choices, giving no feedback after a click, long clunky forms, and jargon your customers don’t use. Each comes with simple fixes you can apply to your own site.
Part 2 of the UX Roadmap series gets practical with five areas to work on: a clear path through your pages, a mobile site without pinching and zooming, content people can scan, fast load times and easy ways to take action. One example is a simple button color change that got clients better results.
Visitors decide within seconds whether your business looks credible, and a pretty website that’s hard to use costs you customers. Part 1 of our three-part UX series covers first impressions, clear calls to action and repeat customers, plus how mobile design, page speed, bounce rate and time on site feed into your Google rankings.
You don’t need unlimited resources. You need to make the resources you have work harder.
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