- A websites target audience should be thought about at absolutely all stages of the design process. Websites should be appropriately made for the target audiences to use and should provide them with all of the information that they're likely to need.

- Branding should be consistent throughout websites, where possible using brand colours, logos and stable messaging throughout.

- Think simplicity. Flashy, over-complicated websites can often provide poor user experiences; with too much going on in one place users can sometimes feel bombarded. The majority of the most effective websites are made up of simple and clean layouts that are easy to navigate.

- All images and videos on a website should be high quality. Fuzzy and low quality images can make any website look incredibly poor and create negative impacts on brands.

- SEO should be used to ensure websites get the attention which they deserve – there is no point in having the best website if no one is going to see it!

So you want to influence your audience’s view on a certain subject – whether that means changing their opinion completely or simply strengthening an already existing view. You can use a variety of arguments and strategies, most of which can be summed up into the three rhetorical appeals: ethos, logos, and pathos. When used effectively, these three appeals can be powerful tools for achieving a speaker’s persuasive goal.


1. Ethos

Ethos iis what signifies to the audience that the speaker knows what they’re talking about.


1.) The main thing a speaker needs to do is convince the audience that they know what they’re talking about. You must know both sides of an argument and presenting each of them accurately.

2.) It’s important for a speaker to understand the audience to which they’ll be speaking. You can then tailor your message in a way that resonates with that specific audience.

3.) In addition, citing credible sources is also a must. An audience can forgive the fact that you’re not a certified expert on the subject that you’re presenting, but they may not forgive you for not making an effort to provide an expert’s opinion.



Logos is the logical appeal based largely in facts or logic and attempts to appeal to a person’s ability to reason.


1.) Do not just list a fact or number and have that be your argument, but rather to use factual or agreed upon information to provide a foundation for your argument.

2.) This strategy uses a fact or event that can be compared to the current subject to prove its logic. This strategy follows an “if” “then” logic – “if” this is true “then” would this not also be true?

3.) Logos gives the audience a tangible comparison and is especially useful because it’s extremely difficult to argue with  logic.


3. Pathos

Persuading the audience by appealing to their emotions.


1.) Speeches or presentations, which use visual aids such as images or videos, depict scenes that are meant to invoke a strong emotional response in viewers.

2.) The same response could be achieved through a story, however, visuals are especially useful with a less confident speaker or a more emotionally vulnerable audience.

3.) Attempt to connect with the audience on a personal level.

Since your website is a critical part of your business, it is very important that it is routinely maintained and managed. Maintenance must be done on just about every site on the Internet to maintain or increase visitor traffic and to keep or better your rankings in the Search Engines. Frequent updates and continuing development give your visitors the feeling that you run a dynamic and innovative organization and helps attract business and return viewers. They can also save you from cyber attacks!

What needs updating?

  • Content (calendars, events, timely specials etc.)
  • Design
  • Graphic Changes
  • Checking links and correcting/deleting/adding as appropriate
  • Technical Upgrades
  • Checking search engines to ranking and making minor SEO adjustments as needed
  • Review of website statistics

The explosion in smartphone technology has meant that ordering products and services has never been so easy. A quick swipe and tap of the finger at home or on the go and the deal is done. If a company’s website is clumsy, full of pop-ups or difficult to navigate, that potential sale can vanish as the consumer moves on.

How then, does an Ecommerce store owner stand out against the fierce competition to attract and hold on to loyal customers that spread their experience across social platforms? Well, it won’t happen overnight but with some careful planning, some astute branding and using social media to your advantage, you can create an online presence that is ahead of the pack.


1. Create a reliable brand

This means that your logos, lettering and artwork need to be exactly same across your website and any social media platforms you use and that potential customers receive the same brand message and experience, whether on your Facebook page or your LinkedIn. Carefully consider the colors you use in your graphic design; there is a lot of evidence to suggest that thinking about the psychology of color can play an important role in successful digital marketing campaigns.


2. Bulk up your social media

Social media has the potential to catapult your brand. It also has the potential to do extensive damage to your online reputation so you need to use it intelligently. It may be tempting to share the same message 10 times a day or spam your subscribers endlessly but believe us when we say that nothing is more guaranteed to put off your followers! Less is most definitely more when it comes to social media. By coming up with well thought-out, entertaining and interesting posts and not overdoing how often you release them, you are far likelier to be rewarded with shares, likes and new customers.

Social media is a highly effective form of word-of-mouth marketing as customers “like” and “share” your brand pages. Looking after your reputation, then, is crucial. Never delete negative comments or messages from public pages, instead engage with the problem and resolve it in a helpful, friendly way. It goes without saying too that you should never get into arguments or petty squabbles with unhappy customers, no matter how frustrated you feel.


3. Create loyalty

Competitions or special offers are great ways to encourage loyalty among your growing customer base. Don’t overdo them though or you run the risk of consumers thinking your prices are artificially high, just so you can reduce them.


4. Provide live web chat

Brands are increasingly having a live web chat so that customers can have their queries answered as soon as they find the page. Most have someone available to chat through the day and a direct message after hours. This is a relatively simple thing to implement but is a great way of fostering trust and giving potential customers the impression that you are an accommodating and reliable company with a personal touch!


5. Stay on top of email

Email is the communication mode of choice for nearly half of online customers. This means questions and complaints should be answered promptly. In addition, email is still a fantastic marketing tool and personalized email campaigns should definitely be a feature of your online marketing.


6. Have a great delivery service

If you are delivering products to consumers, make sure that if they need to return items, they can do so easily and free-of-charge. If customers feel valued and they know that they can change their minds, they are far likelier to visit your site in the future.


7. Add great content

Great content plays a key role in today’s Ecommerce marketplace. The most effective campaigns are those in which exciting, thought-provoking and well thought-out blog posts and articles, such as this, are distributed to support the brand and its products. It can be search-engine optimised to give your page greater exposure as well as providing a talking-point on social media platforms.