Broadway Mall Association

Visit BroadwayMall.org The Challenge Broadway Mall Association had a WordPress website that they liked. A few technical and style issues, however, kept them from loving it. The home page slideshow was an integral part of their communication and design but was difficult to update. The widgets on the home page were attractive and quickly took visitors to key areas of the website. The photos, however, did not line up perfectly with the green text boxes and looked sloppy. Other pesky problems included: the SSL not being applied correctly resulting in the site showing as “unsecure” inconsistencies in styles and the mobile layout The Solution A checkup was all that was necessary to get the website humming again. The home page slider was created using a very sophisticated plugin that offered a multitude of professional-level settings. It was far more than what was needed. We replaced it with a plugin that…
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Not All WordPress Websites Are Created Equal

Read time: 8 minutes, 57 seconds WordPress is by far the most popular website platform out there. According to W3techs, WordPress has 58.55% of the Content Management System (CMS) market share, more than all other systems (e.g., Drupal, Joomla, Wix, Squarespace) combined, and is the platform for a full one-third of all websites on the web. But not all WordPress websites are created equal. We’ve seen some great sites and we’ve seen some duds. Let’s take a look at what WordPress is and what makes WordPress websites great! WordPress 101 WordPress is “open source” allowing users to freely distribute and modify the original code. This means that while you still need to register your domain and set up hosting there is no cost for the “software” itself. Being open source makes possible the development of plugins. A plugin is like a remote starter for your car; it is installed by someone other…
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10 Things You Must Know About Working With A Web Designer

Last updated: May 8, 2019Originally published: January 3, 2008 Read time: 8 minutes, 39 seconds There are a few different ways to create a website for your organization. One option is to do it yourself. There are certainly a lot of DIY website solutions available. Technology has gotten to the point where a drag and drop interface is available on most content management systems including WordPress, Wix, Squarespace. These platforms allow you to easily edit your website and keep your content up-to-date. The easier it is to edit content, the more likely it is to get done. And fresh content is good marketing and helps with search engine optimization. The drawback of building your own website, however, is it leaves you open to creating a website based on what you can figure out and not based on your marketing goals. So while homemade is great for cookies, it’s not so…
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Michael Stiller

Visit MichaelStiller.com The Challenge The team at upLIGHT had a simple and elegant looking website. They still liked the design aesthetic even though the site had been designed a few years back. But the site was built without a Content Management System (CMS) and as a result, adding new projects to their portfolio required hiring a professional. Because of this updates to the website were often pushed to the back burner. The Solution They called Westchester Marketing Cafe to make some basic updates on the website. Rather than focusing on just making the changes, however, we were able to provide a longer-term value. We migrated the entire site to a CMS, in this case, WordPress, that would allow the client to make changes themselves. The budget was kept in check by using many of the existing design elements and the content that was still current. We were able to improve…
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Developing An Email Marketing Strategy

Last updated: April 18, 2019Originally published: March 18, 2010 Read time: 6 minutes, 24 seconds Email marketing is one of the pillars of a successful online marketing plan. But, like any plan, it should be well thought out, with clear goals, a strategy, and specific tactics. The benefits of a well-designed email marketing strategy include: a higher open rate more clicks fewer opt-outs better conversion rates In this article we are going to cover; Defining your audience List management Developing your content Establishing a schedule More information Define Your Audience Defining your audience is simple in theory; the reality is often more difficult. The goal is to define your audience segments. Start with the broadest category and look at how you might break that down. Think about how you might talk to the individuals within that category differently. For example, let’s say you are an electrician. You do both commercial…
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Westchester Marketing Cafe Celebrates 20 Years By Giving Back

Westchester Marketing Cafe, LLC announced its 20th anniversary as a digital marketing agency serving small and mid-sized businesses and nonprofit organizations in Westchester County and beyond. Since it’s inception in 1999 the firm has focused on providing clients with strategic and tactical marketing support. In 2009, Founder and CEO, Jann Mirchandani repositioned the company as a digital marketing firm specializing in website development and email marketing. “I saw that clients really needed help understanding digital tools and adding the right tools to their toolbox,” says Mirchandani. “With so many shiny objects, and a rapidly changing landscape, it’s easy to become overwhelmed.” Westchester Marketing Cafe, LLC has since become a leader in digital marketing in Westchester County, helping clients not only navigate but master that same landscape. “It’s been an incredible journey both personally and professionally. I am super proud of what we’ve accomplished and the service we’ve provided to our…
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What Does My Web Hosting Company Do For My Business?

Last updated: June 20, 2019Originally published: April 24, 2012 Read time: 4 minutes, 58 seconds Clients are sometimes embarrassed to ask questions about how a website works. They often don’t understand what their web hosting company does and why it’s important to have a good one. Every so often though an intrepid soul will ask “what does my web hosting company do for my business?” With that very question in mind, here’s a breakdown of the components of a website. Think of it as a guide to everything you wanted to know about how your website works but were afraid to ask. The Basics At a fundamental level you will need three things to make your website work. content a domain a server an SSL (not required but STRONGLY recommended) Let’s take a look at each of these components. Website Content Your website is a collection of pages that include…
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Using Email Autoresponders To Boost Marketing Results

Read time: 3 minutes, 21 seconds What is an Email Autoresponder? Email autoresponders are a workflow that automatically sends emails under certain conditions. A new subscriber receiving a welcome message is an example of an autoresponder. Email remains one of the most effective ways to keep in touch with your audience. Automating campaigns can increase your efficiency and improve your marketing results. In fact, according to the Direct Marketing Association, the average ROI is 40:1. According to a study by Message Systems, 63% of marketers cite email as the channel that offers the best ROI. And our own experience, here at Westchester Marketing Cafe, shows that clients who send regular email campaign improve traffic to their website and get a higher response rate than those who don’t. Setting up an autoresponder isn’t complicated, but it requires some planning. There are four key steps to creating a successful email autoresponder campaign. Step 1: Establish your goal….
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How Do I Know If My Website Is Working?

Your website should help grow your business, drive your mission forward or create a positive impact for your organization. But how do you know if your website is working? A website can be pretty and still be ineffective.  A successful website should produce the following: Phone calls: Do you get phone calls after people visit your website? Website traffic: Are you getting visits from paid sources, such as Google Ads, print ads/media outlets Email subscribers: How many people are joining your mailing list or otherwise taking advantage of your online offers What are your analytics telling you? Use your website analytics to see the relative success of your marketing efforts. Don’t settle for plain vanilla reports; dig a bit deeper to get the data you need to make informed decisions. For example, we have a client who was running ads in a local magazine. His goal was to increase online registrations. His…
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