Category: Branding

GE Vernova Has Created Toxic Nuclear Waste Sites Throughout the World

4/23/2024

"And the word of the Lord came to me, saying, “Son of man, set your face against Jerusalem, and speak prophetically against the sanctuaries and prophesy against the land of Israel; and say to the land of Israel, ‘This is what the Lord says: “Behold, I am against you; and I will draw My sword from its sheath and cut off from you the righteous and the wicked. Because I will cut off from you the righteous and the wicked, therefore My sword will go out from its sheath against my enemies from south to north. So my enemies will know that I, the Lord, have drawn My sword from its sheath It will not return to its sheath again.”’"
---Ezekiel 21:1-5

General Electric announced that it would split into three separate businesses in November of 2021. Those businesses are GE Medical, GE Aerospace, and GE Vernova. GE's Board of Directors made this move to restructure the company's debt. GE's Board of Directors owes more than $1 Trillion BPGS to A.T. Kearney. That debt marker carries with it a monthly interest rate of 10%.

General Electric's GE Power, GE Renewable Energy, GE Digital, and GE Energy Financial Services businesses were bonded together and renamed GE Vernova. The name refers to the Vernal Equinox and alludes to patent technologies engineers at Georgia Tech, MIT, Texas A&M, and the Colorado School of Mines developed during the 1970s.

Those patents were based on experiments that combined nuclear energy with petroleum and were referred to as Project Jewel." The technologies developed under those experiments were entirely unholy.

PROJECT JEWEL

Project Jewel's engineers placed uranium crystals inside drums of petroleum and passed electromagnetic currents through those drums. The current created a toxic radioactive energy source that "poisons the atmosphere and interferes with organic matter." One of the researchers raised warnings to GE Power's Executive Steering Committee and General Electric's Board of Directors and was demoted. She left the company.

Despite her warnings, General Electric's Board of Directors made the decision to "move foreward" with the project. In 1981, GE Power's Executive Steering Committee established a research facility in Cobb County, Georgia. That facility was used to develop "scale replicas" of a nuclear power plant capable of powering a city with 10 million inhabitants. Engineers at MIT called the replicas Blue Hue and numbered each model. In total, fourteen versions of Blue Hue were created.

In June 2007, General Electric's Board of Directors introduced the Blue Hue to North Korea's Kim Jong Il and China's Xi Jjnping and sold them on the concept. That same month, China's Ministry of Information advanced GE Capital $500MM BPGS to begin work on a plant in China's Guizou province. Completion was promised by 2018. General Electric's did not deliver on its promise.

During testing, drums used to house the petroleum either cracked or melted when Blue Hue's scale was increased. Engineers at the Colorado School of Mines warned GE Power's Executive Steering Committee that Blue Hue's concept was "impossible beyond residential scale", and in September of 2018 General Electric's Board of Directors decided to "redirect the project."

Upon the recommendations of A.T. Kearney's Managing Board of Partners, GE's engineering team attempted to "shrink" the power turbines "make it capable" of powering a residence. General Electric's Board of Directors met with Chinese Cabinet officials before a miniature concept was completed and sold them on the idea. China's Ministry of Information wired GE Capital another $500MM BPGS that same day.

In exchange, General Electric promised China's Ministry of the Interior they would "build and install" 100 million miniaturized Blue Hue turbines within "residential areas" of the Chinese Ministry of the Interior's "choosing by 2033. GE's engineering team then wen to work designing three different size turbines. One for "private living quarters" , one for "apartment villages", and one for "commercial venues".

On July 7th of 2021, General Electric's Board of Directors gifted 10,000 Blue Hues designed for private residences to Chinese and North Korean officials. GE Power's service teams installed all 10,000 units in homes owned by government officials. They installed another 44 Blue Hue units within the primary residences of A.T. Kearney's 44 Managing Board Partners. Each of those 10,000 nuclear turbines has been operational since at least January of 2023.

NUCLEAR BIOHAZARDS

Nuclear core reactors are cooled with water and the hard water plant turbines generate is generally isolated and quarantined in brick-encased vats for at least fifty years. The engineering teams that designed GE Vernova's Blue Hue did not take this into account when they designed their miniaturized systems. They also did not take into account the effects of petroleum infused with uranium and hydroelectric current. The half life for this material is 1100 times greater than uranium infused water alone.

GE's engineering team proceeded to dispose of these chemicals through residential sewer systems. Blue Hue's turbines are infused with water and the cooling systems are connected to residential sewers through PVC pipes. More than ten gallons of contaminated water has been pumped through these systems every day they are in use since their installation.

All 10,044 of these units have effectively created radioactive biohazards within a three-mile radius of the private residences where they were installed and within a three mile radius of the private residences' sewer systems. All 10,000 units delivered to the Chinese government were installed within villas in the Ural Mountain region and the 44 units delivered to A.T. Kearney's Managing Board of Partners are scattered throughout the world including eighteen in North America, eight is South America, eight in Asia, one in Manchester Birmingham, one in Melbourne, and eight within Africa's Gold Coast Region.

Since Purim of 2018, GE Vernova's Business Development executives have begun courting politicians and bureaucrats in Canada, Mexico, and the United States with the same concept. The Blue Hues are being touted as an "efficient energy solution" and GE's Board of. Directors has begun lobbying the legislative bodies of these three governments for research and developments grants.

CAPITALIZING ON THEIR CRIME

Cosa Nostra-backed real estate firms have begun to sell timeshare and residential villas concepts that employ GE Vernova's Blue Hue units. Workers in North American, South American, European, and Iceland with government clearances have been specifically targeted since 2018. Members of the Hollywood Screen Actor's Guild and the American Music Association's Recording Academy have also been targeted.

During Purim of 2018 the church councils of a handful of high-profile workers with government clearances were given presentations on what these real estate firms touted as "the opportunity of a lifetime." Council members were told "these properties are much like heaven" and that the overseas locations of these timeshares and villas did not contain "vermin". A slide presentation featuring homeless and impoverished residents of Atlanta Georgia's East Point District accompanied the presentation.

The asset management company that manages General Electric's Savings and Security Plan has purchased contaminated real estate within Eurasia's Ural Mountain region with plans to build villas and timeshares. The same firm has purchased property within Argentina's jungle region, and the desert regions of Chili and Peru for the same purpose. All four of these regions are essentially uninhabitable. GE's Board of Directors spent over $10 Billion BPGS on these properties.

Author: Erik Gagnon - Chi Rho Consulting

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ITUNES and Spotify Are Costing Music Artists Money

4/18/2024

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"Render unto Caesar what belongs to Caesar."
---(Matthew 14:7)

ITunes charges a $5.00 USD monthly fee per album for every artist that posts to their sight. Spotify charges a $1000.07 USD annual fee to every artist. Both sites are costing artists that wrote and recorded their music thousands of dollars annually.

Apple Music pays artists one tenth of a penny ($0.001) for every song that is played in full. Songs that are paused or stopped are paid nothing. On average, the top 1000 artists receive $100.75 USD per month. The top 1000 artists generally have seven full albums available in their portfolio. This means that the top 1000 artists on ITunes are receiving $0.25 per month per album.

ITunes pays artists $1.00 USD per month for every complete album their customers pay. On average, customers if the top 1000 artists complete slightly more than 11 albums per month.

Unlike ITunes, Spotify highlights five to ten songs in an artists portfolio. Spotify PLC pays the artists nothing when the highlighted songs are played. On average, Spotify pays its top 1000 artists $0.0876 a month for every completed album.

Without factoring in design, a basic website with retail capabilities can be maintained for $70-$250 USD per year. The variance in cost depends on the features used on the site. The most popular website builders are simple to use, Anyone with an artistic flair willing to spend three to seven days can build a site to their liking. The most popular web builders have several built-in templates and the templates can be greatly modified with little effort.

If the top 1000 artists were to build sites on their own and sold 2 albums per month at $11.00 USD an album, they would earn more on their own than they do with ITunes or Spotify. This assumes a $160 USD cost to maintain the site. For busy artists, professionally designed seven page site that includes a home page, a bio sheet, album notes, a retail portfolio, an appearance schedule, a blog page, and a contact form can be build for a one-time fee of $1100-$3000 USD.

Only one of the top 1000 selling artists on ITunes and/or Spotify controls their master recordings. Master recordings are the songs that appear on the albums record companies produce and market. Digitally recorded songs played through ITunes, Spotify, and radio stations derive from master recordings.

910 of the top 1000 artists on ITunes are presently bound by 360 Deals through their album labels or their record companies. 971 of the top 1000 artists on Spotify are bound by the same. On average, the originators of these contracts and the record producers that negotiated the deals keep 71% of the revenues from these artists master recordings.

On average, the originators of these contracts and the record producers that negotiate the deals also keep 57% of the revenues generated through appearance fees. They rarely do more than place five to seven phone calls to book the appearances.

A music artist's portfolio is considered intellectual property. Intellectual property can be bought or sold. By right, intellectual property owners must relinquish intellectual properties they sell in full to complete the sale. Record labels, album producers, and outside investors that purchase master recordings and use the original artist or artists name to promote intellectual properties they have purchased violate the terms of the sale.

Record labels and album producers that redistribute intellectual properties to other artists and fail to mention the name of the original artist or artists when the intellectual properties appear are also in violation of the terms of the sale. The originators of the intellectual properties have the right to take the artists, album producers, and record companies that violated international property laws to court and have their intellectual properties returned.

The same holds true for artists that originate screenplays and for novelists that have had film or theatre adaptations made from intellectual properties. Original screenplays that make it to theatre are often redressed as many as seven times. Original screenplays that make it it television are often redressed as many as eleven times.

The New York Times list of the 100 greatest novels ever written have appeared in theatre adaptations an average of 111 times. They have also each appeared in film adaptations more that 1100 times and in television dramas more than 111 times.

Novelists and screenwriters are rarely credited when adaptations are made of their works. By right, artists that copy their works are required to mention the name of the originating artist before they begin their adaptations and surrender 10% of the revenues they generate to the original artist.

Author: Erik Gagnon - Chi Rho Consulting

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We Are Trained to Lie

7/4/2023

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“The fear of the Lord is to hate evil;
Pride, arrogance, the evil way,
And the perverted mouth, I hate.
Advice is mine and sound wisdom;
I am understanding, power is mine.
By me kings reign,
And rulers decree justice.
By me princes rule, and nobles,
All who judge rightly.
love those who love me;
And those who diligently seek me will find me.”
---Proverbs 8:13-17

We live in a hyperbolic world. Through learned response, nifty adjectives punctuate most sentences, and we embellish the truth. As a society, we are comforted by grandiose-sounding plans, and we endear ourselves to illusory visions of future comfort. We ignore simple universal truths at our peril and romance sin-filled concepts of heaven.

The advertising industry is partially to blame for this. The terms marketing and promotions happen to be a polite way of couching the words bell whistles and bullshit. Entire research teams study stimulus responses to key words and catch phrases, and then concoct formulas to wrestle hard-earned dollars from the hands of the public at large through aspirational visions. This is the essence of marketing and sales.

Adding a tenth of a teaspoon of a preservative or an artificial sweetener to a box of processed cereal does not make your product “new” or “improved”. The same holds true for most beauty products labeled “healthy”, “natural”, or “organic”. The fact that 80% your beauty cream’s chemical compounds were grown outside a laboratory does not nullify the fact that hundreds of animals were murdered or mutilated testing the safety of the product before manufacturing began. Illusory claims of purity, freshness and safety are commonplace in our society today.

Popular forms of entertainment also shoulder much of the blame for our illusory culture. Most films, television, video games, and popular music promote narcissistic tales ladled with sex, violence, drug use, and nihilistic themes. Pleasure for pleasure’s sake is glorified and idealized, and Christ’s Commandments are routinely mocked or scorned. Given the scope and reach of modern entertainment, it’s little wonder that crime, drug use, and out of wedlock pregnancies are skyrocketing.

The fact that temptation is everywhere is nothing new. It was that way before the flood as well. (Genesis 6:17) That said, more and more people are turning away from the lessons learned from the flood and rejecting Christ’s teachings. Hubris has replaced wisdom, and most people have concluded that they are the masters of their own destiny. In effect, they have given the middle finger to Christ.

Most people who believe there is a heaven fail to accept that hell is real. They deny the fact that Christ not only knows of their sins before they occur, but also that he felt the pains of their sins upon the cross. They are under the illusion that when they die, they can plead their case before Christ, and that they will naturally be accepted into heaven. In effect, they believe themselves to be greater and wiser that the One that created heaven and the Earth in the first place.

The overwhelming rejection throughout the world of all Christ offered has reached a tipping point. On Thanksgiving Day of 2018, Christ sounded the Clarion Call, giving an audible signal to His faithful and His true that demons were on the advance and that the Four Horsemen of the Apocalypse were preparing to take wing. In a very real sense, Gabriel has blown his horn.

Deep-space sonar stations around the world received this signal weeks later. The signal defied physics and baffled the world’s top scientists and astronomers. Reports of the signal were largely, and deliberately, ignored by the media and by political leaders. Predators that long ago abandoned Christ’s commands buried the story so as not to alarm the public and carried on with their personal agendas. (Ezekiel 28:2-5)

Christ warned that the days ahead will offer an “Abomination of Desolation”. (Matthew 24:15). He warned that men and women that have succumbed to demons will attempt to deceive His faithful about His arrival: “Then if anyone says to you, ‘Behold, here is the Christ,’ or ‘He is over here,’ do not believe him.” (Matthew 24:23) He also warned that His faithful and His true would suffer through tribulations unlike any before.

For sons and second sons of Israel, men and women of faith, it is more imperative than ever that we take stock of the influencing factors in our lives and close the door on the ones that offer nothing of virtue. Cleansing ourselves of sensory sins brings us closer to Christ. It enables us to effectively receive knowledge of His will for us and carry His message forward in our everyday lives.

Christ commands us to: “Love with all your heart and hate what is evil.” (Romans 12:9) This command is the epitome of a well-lived Christian life. Weening ourselves away from the trappings of popular culture enables us to better assess the true nature of the persons, places, and things that surround us and distance ourselves from cancerous influences.

“I hate the assembly of evildoers,
And I will not sit with the wicked.
I will wash my hands in innocence,
And I will go around Your altar, Lord,
That I may proclaim with the voice of thanksgiving
And declare all Your wonders.”
---Proverbs 26:5-7

CHRIST RETURNITH. CHRIST TRANSLATES FROM BEAST TO YEAST.

Author: Erik Gagnon - Managing Partner, Chi Rho Consulting

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eBay is Ripe for Competition

6/27/2023

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“If you're a true warrior, competition doesn't scare you. It makes you better.”
---Andrew Whitworh (American football player)

eBay was founded in 1995. The company is an open distribution platform for retailers, and primarily caters to private sellers in both a “buy it now” and auction formats. eBay happens to be fronted by the CIA. The CIA uses the distribution platform to launder money and receive a percentage of the company’s commissions fees from every sale the site brokers.

The CIA generates large revenues from the sale of record albums, compact discs, DVD’s, and the like through BlackOps assets that sell their goods on the site. Like drug lords, the CIA’s assets charge exorbitantly marked up prices for most of these goods on eBay and price a few at reasonable prices to appear legitimate. This activity has been going on in earnest since 2004.

eBay’s business model is commission based. The site charges a 10%-12% commission fee on most goods sold, and tacks on additional fees for premium placement. The percentage of the fee depends upon the type of goods sold.

eBay’s platform is built around a hierarchical search engine. Sellers use drop-down menus to categorize their goods, and then add a text-based title along with a detailed description of each item they are selling. Buyers can search for items by category, or through text-based searches. eBay’s search technology includes both boolian and exact phrase matching capabilities.

eBay’s commission fees are exorbitant, and they have recently put the squeeze on sellers to provide a far greater level of personal information than originally required. Also, eBay has begun to withhold payments from sellers for up to thirty days under what they have labeled a “buyer protection” precaution. The added information requirement is being driven by both the CIA and the IRS. Based on all three of these factors, long-time sellers are growing increasingly dissatisfied.

From a technological standpoint, reverse engineering eBay would be simple enough. The greatest challenge being the bandwidth and the capacity to handle comparable traffic. The site does have a nifty, user-friendly design and this would have to be matched to compete with the monopolistic juggernaut.

eBay’s service model has two competitive advantages. First, the company provides high-level and accessible customer service over the phone as well as through text chat rooms. Second, the eBay offers buyers company-branded credit options directly through the point of sale. This second advantage happens to be a revenue generator for the company.

Aside from eBay’s service center, their entire business model has relatively low overhead. A savvy entrepreneur with a solid marketing plan could easily cut into their market share in a big way with a similarly featured site that charged reasonable flat-rate fees to their sellers.

Author: Erik Gagnon - Managing Partner, Chi Rho Consulting

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Follow These 12 Simple Rules To Design A Website That Grows Brand Value and Builds Brand Equity

12/14/2018

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Good Design is Powerful. Great Design is Invisible. - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

“Good design accelerates the adoption of new ideas.”
---Yves Behar (Swiss designer, entrepreneur and an educator)

Over the years, we’ve helped a good number of startup companies and non-profit organizations develop and implement long-term growth strategies. Without question, one of biggest challenges we typically face when working with their leadership teams is convincing them to invest aggressively in their brands.

We’ve found that entrepreneurs and non-profit executives often place branding on the lower end of the priority scale because it's difficult for them to see the tangible benefits. Oftentimes, they assume that money spent on branding diminishes their operational capacity. Such thinking tends to be a penny-wise but pound-foolish approach.

This is particularly true when it comes to web design. In today’s world, your website is typically one of the first points of contact between your organization and your target audience. Strong web design often propels your organization to success. Conversely, poor web design can completely subvert your mission.

First impressions matter. Make a bad impression, and you’ll likely lose potential conversions. Make a good one, and you’ll typically gain new customers. More importantly, you’ll potentially earn a customer for life if you make a great impression.

In other words, quality web design is crucial to your mission. A high-quality website greatly increases the value of your brand in the minds of your target audience. Furthermore, wise investments in your digital assets ultimately build brand equity for your organization. With this in mind, here are the twelve design rules we suggest you follow in order to squeeze the most out of your website.

RULE #1 – Visual Design Matters
Visual branding transcends every aspect of a company's presence in the marketplace. Consequently, effective graphic design is crucial if you wish to generate interest and attention from your target audience. The look and feel of your website often determines whether customers will interact or do business with you in just a few short seconds.

Effective design takes time, effort and a modicum of skill. That said, the effectiveness of your design will be evaluated instantly by your visitors. Their first impressions will likely determine if, when and how they decide to interact with your site, brand or business. A visually pleasing design scheme will create a favorable first impression and increase visitor engagement.

Here are the design elements that attract your visitor’s attention first and foremost:

Your images and graphics (particularly if they're large or over-sized)
Your logo and your branded elements
Your font and color schemes
Your main navigation menu
Your text headlines
Your website footer and contact information

Tip: Effective visuals and a crisp, clean design add credibility and legitimacy to your website. Effective design also helps establish trust in your brand. This is especially important if you're trying to convert a sale or sway opinions. A visitor will associate the experience they have on your website with the experience they are likely to have with you in real life.

RULE #2 – Get to Know SEO
To make the most of your Internet real estate, you need to design and build a website that can be found on the major search engines (Google, Bing, DuckDuckGo, etc.).

The art and science of ranking in search is commonly known as Search Engine Optimization (SEO). An effective content strategy accounts for the search terms your target audience uses on a day-to-day basis. An effective strategy also incorporates customized content (e.g. videos, blog articles, podcasts, e-books, etc.) based on your audience's demands and preferences.

Successful SEO requires patience and attention to detail. An extensive knowledge of how search engines work is helpful, and it generally takes time and practice to achieve sustainable success. That said, you’ll be off to a good start and probably gain an advantage over your competition once you get the basics down. After mastering the basics, you can always move on to advanced levels of SEO down the road.

Tip: If you’re just starting out with SEO, it’s a good idea to begin simple. For example, concentrate on improving your site in each of the following five areas:

The quantity and quality of inbound links to your website
Fresh and regular keyword-rich content updates
Optimized meta descriptions and title tags
Creating an efficient and effective User Experience (UX)
Mobile friendliness / mobile optimization

RULE #3 – Responsive Websites Rank Better
Mobile search now accounts for over 60% of total search volume; and that figure is only expected to increase over the next few years.

Indeed, 80% of internet users own a smartphone, and Google indicates that “61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.” Therefore, the look, feel, form and function of your website on mobile devices is crucial to your long-term success.

Today, every website should be responsive. If you don’t have the time or budget develop a mobile application, then responsive web design is the preferred solution.

Responsive Website Example - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

With responsive web design, a designer creates a site that “responds to” or automatically resizes based on the dimensions of the viewing device. For example, the look and feel of a site viewed on an over-sized desktop computer monitor, a laptop, or devices with small screens such as smartphones and tablets, is generally consistent across all devices.

Tip: Most of the major drag-and-drop website builders (e.g. Weebly, Wix, Squarespace, etc.) now include responsive design templates as part of their standard product offerings.

RULE #4 – Your Navigation Menu Matters
Navigation is a crucial component of effective website design. Your navigation menu is basically a map that displays the key places you want your visitors to explore. If your website’s navigation menu isn’t effective, visitors will overlook important content. Worse still, they may become frustrated and abandon your site altogether.

When examining the effectiveness of your website's navigation menu, it's important to ensure that it’s clear, concise and relatively simple. Common characteristics of an effective navigation menu include:

It’s easy to find – either across the top horizontally or on the left as a vertical sidebar
It’s consistent – visitors will find your navigation menu in the same location on every page
It’s specific – avoid overly generic phrases and buzzwords (use descriptive names instead)
It’s minimal – streamline the number of navigation links (seven main menu items is now considered a best-practice maximum)
It’s a location marker – it's best to provide visitors clues as to where they are once they navigate away from your home page (use a consistent highlight appearance throughout your site)

Tip: The bottom of your page isn’t necessarily the end of your site and the space for your copyright notice. An effective footer also allows visitors dig deeper into your site. Meaning, you shouldn't forget to include a secondary navigation menu in your website footer. As an added benefit, the additional internal links positively influence your page search rankings.
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RULE #5 – Take Time When Crafting Your Content Headers
If you effectively utilize and optimize your h1, h2 and h3 header tags, you can greatly improve your website’s search rankings and thereby increase organic traffic. That said, designers all too often miss the mark when creating the header tags for their web pages.

Header tags are a critical on-page SEO factor because search engines use them to categorize your site’s content. Search engines prioritize the copy in your header tags above your text paragraph sections. The hierarchy begins with your h1 tag and moves down in importance to the h2, h3, etc. In other words, your header tags supplement the mission or purpose of your web pages.

It’s important to structure your header tags appropriately. To truly be effective, it’s important to include short-tail and long-tail keywords in your header tag content. When the search engines crawl your site, they read your header tags and recognize the keywords you’ve incorporated. They’re factored in to the algorithms the search engines use to prioritize and rank your pages in their search results.

Tip: Your h1 tag should contain keywords targeted toward your audience. Your keywords should relate directly to your page title as well as your body content. As a general rule, you should only use one h1 tag on each page.

Your h2 tags are subheadings. They should contain keywords related to your h1 tag. Subsequently, your h3 tags are subheadings for your h2 tags, etc. In short, order your header tags in a hierarchy based on importance.

Also, ensure that your header tags are grammatically correct and coherent. Packing your header tags with keywords may in-fact hurt your search rankings. Google and Bing’s algorithms are sophisticated – attempts to manipulate search rankings generally do more harm than good.

RULE #6 –Forget the Fold
The term “above the fold” refers to the portion of a web page that’s visible in a browser window when the page first loads. The remaining portion of the page that requires scrolling in order to view content is called the "below the fold" section.

Above the Fold Website Example - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

Old design standards emphasized keeping as much relevant content above the fold as the space allowed for. That said, above the fold rules are mostly old news today. Most visitors are comfortable scrolling a web page these days. Consequently, design emphasis has shifted toward optimizing aesthetics and form styling in recent years. A longer home page is now acceptable and offers some strategic advantages as well. Including 3-5 sections on your home page helps point visitors to key areas of your site. It also creates a more seamless user experience for your visitors.

Tip: Here’s a list of the key elements you should consider including in the sections of your home page:

An elevator pitch (brief about us)
A compelling value proposition
An introductory video
An overview of your products and/or services
A list of features and benefits
Testimonials or press mentions
Case studies/success stories

RULE #7 – Make Effective Use of White Space
Believe it or not, white space is a critical design element. The term refers to the areas around your page elements that are empty and lack content or visual items.

White space improves readability and helps you compartmentalize your content. It also tends to decrease the apprehension level of new visitors. A page stuffed full of text and/or graphics with minimal white space generally appears busy or cluttered. This diminishes your user experience (UX) and typically leads to a high bounce rate.

Incredibly, nearly 90% of all purchase decisions are made subconsciously. This means that your customers are driven by emotional processes, rather than intellectual ones.

Website Whitespace Example - White Space - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

In other words, comforting aesthetics, high-quality visual branding and positive user experiences tend to trigger calls to action.

Tip: If your web page lacks white space, review the page and strip elements or content that aren't necessary to the purpose of the page. After that, make sure this content is properly grouped so users are able to distinguish correlations on the page.

RULE #8 – Invest Time In Social Media
Effective use of social media really drives website traffic. In fact, over 26% of all traffic now comes from social media sites vs. 35% from search. Given that 62% of people list social media as a primary news source, your organization can’t afford to be silent on LinkedIn, Facebook, Twitter and other social media networks if you wish to stay relevant.
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Besides being a valuable traffic and lead source, social media offers a unique opportunity to strengthen your brand’s awareness and reach. While organic search and paid advertisements generate attention, social media tends to spark interest. For example, people can begin following you with a simple click of a button on most social media sites. This provides an opportunity to engage with an interested audience on a regular basis and likely generate additional revenues long-term.

If all this sounds new to you, then we suggest you begin by setting up branded social media accounts and then embed social sharing buttons on the key pages of your website. Social sharing buttons contain icons from your preferred social sites and allow your visitors to share your content directly on their social media feeds. In other words, engaged visitors amplify your brand within their social circles and ultimately drive new traffic to your website.

Tip: Facebook, Twitter, Instagram and LinkedIn are social media juggernauts. However, they aren't the only players in the game. Indeed, the social media landscape has changed considerably in recent years and the industry is becoming more and more competitive. A plethora of new “free speech” social media startups offer unique opportunities to quickly make a name for yourself. We suggest you check out up-and-coming players like Gab, InfinitySN, Minds and Free Talk which currently seem to be operating under the radar of most major brands.

RULE #9 – Leverage and Grow Your Brand Assets
Your website is your public persona. It creates a lasting image of who you are. Therefore, carefully consider what you want your local, domestic and international communities to know about you, your product or your services. Once you've identified your desired game plan, meticulously craft your image and effectively manage your message.

An effective website engages your audience but still conveys critical information in an obvious way. It also allows you tell your brand story in a memorable fashion.

Consequently, your website should contain content and images that affirm your vision, mission and values with your target audience. In other words, images and text should come together seamlessly and reflect the attitude and tone of your organization.

Therefore, consider the following as you define or re-evaluate your brand:

Put your customer first. What’s the primary purpose of your website? Typically, it’s to drive sales or generally influence behavior. Therefore, ensure that all of your content elements are crafted with your target audience in mind.
Develop a “voice" for your organization that reflects your persona. Ideally, your brand voice should be adopted into all your marketing communications materials. It should be applied to all of your visual elements as well. Is your persona informal? Then, be conversational and fun. Is it upscale? Then be more formal.
Create a logo. Consistently use your logo in all your digital communications materials so your target market begins to associate the image with your mission, vision and values.
Develop a tagline. Write a clear and concise statement that captures the essence of your brand and seeds your vision in the minds of your target audience.
Develop consistency. Ensure that you’re using the same color scheme, logo placement, look and feel throughout all your marketing communications materials.
Be true to your brand persona. It’s all for naught if you don't deliver on your brand promises.

Tip: Start by defining your ideal target market before you do anything else. Identify common attribute characteristics like:

Age
Marital status
Education level
Political values
Ethnicity
Location
Hobbies and interests
Household income

Once you’ve profiled your ideal customers, create content tailored to the audience. Use language and imagery relevant to your target audience and relate on their terms.

RULE #10 – Font and Color Palettes Really Matter
One of the keys to effective web design is to remember that digital marketing is principally text communication. According to Ryan Shafer (Lead Digital Designer at MTV & VH1), “I encourage all budding web designers to embrace that the web is fundamentally about typography design.”

The fundamental truths of type design have been proven out over the centuries. Consequently, there are some basic rules that all web designers should adhere to:

For Headlines

Make your titles bold and easy to scan.
San serif typefaces are ideal for headlines because of their starkness. Also, they are easy to read at larger font sizes.

For Body Text

Solve for maximum legibility.
Larger font sizes work better. A 16px font should be the minimum you consider.
Limit your line sizes. A good rule of thumb is to avoid lines of text greater than 80 characters long.

Color Theory Infographic - Website Design - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

As far as your color palette is concerned, the key is to pick a single palette and strictly adhere to it. ALL of your marketing communications materials should maintain the same color palette. Consistency is extremely important when it comes to creating a cohesive color palette for your website and your other mar-comm materials.

A three-color palette is a good rule of thumb. That said, adhere to basic best practices in color theory no matter what color scheme you choose for your brand.

Tip: If you’re a design novice, a number of free online tools and resources are available to point you in the right direction. For color palettes, we recommend Adobe Creative Cloud’s Color Wheel and Paletton. For font type selection, check out: Adobe Fonts, Wordmark and Type Scale.

RULE #11 – Maintain Fresh Content
The expression, “content is king” is widely-used these days in digital marketing circles. So, what exactly does it mean?

For starters, it refers to the fact that the search engines place a premium on new content. Indeed, the quality and relevancy of your content is essential in determining your page's position in search query results.

Simply updating or refreshing your pages on a regular basis doesn’t make your site “fresh” and more likely to rank effectively within the search engines. Similarly, adding new pages just for the sake of increasing the size of your digital footprint won’t necessarily boost your site on the freshness meter.

Google employs a tool referred to as "Query Deserves Freshness" (QDF) to rank and prioritize new content. This tool monitors search query activities and identifies trending topics that stand out from normal activity. When QDF is triggered, Google looks to see if there’s any fresh content on the topic and then gives that content a boost in their search results.

In other words, if you have fresh content on a trending topic, you’ll likely enjoy a ride at the top of the search results for a period of time. Once the QDF boost wears off, your page generally shuffles back to its original position in the search results.

If you’re a savvy and nimble organization, the QDF algorithm provides opportunities to generate a significant competitive advantage. For example, if you create relevant and robust content in pulse with the hottest trends in your market, you can quickly establish yourself as a thought leader within your industry.

Tip: Follow these five simple guidelines if you struggle to create fresh content:

Get involved In the conversation - Social media platforms and discussion groups are great for keeping a pulse on trending topics in your industry.
Monitor your competition – Get an idea of what, when and how your competition communicates. Build off their model and take the things that seem to work for them one step further. In other words, beat them at their own game.
Archive inspirational ideas – Broaden your interests beyond your industry category. Identify best practices from other industries and adopt them into your business model. If you’re running dry on fresh ideas, refer to your archive for inspiration.
Leverage existing web resources – There are several online tools designed to kick-start the creative process. For example, BuzzSumo allows you to analyze content trends in a variety of industries and identify what works well for various market segments.
Employ a copywriter – Copywriters often offer a fresh perspective. A good copywriter will identify fresh content opportunities from your target audience's perspective and keep your organization on the cutting edge of your industry.

RULE #12 –Utilize High-Quality Images and Graphics
Eye-catching visual elements that complement your branding have a tremendous impact when used properly. Here are a few factors to consider when selecting graphics and images for your website:

Thematic images that represent your products or services
Photos that create emotional effects relating to the value of your brand
Proprietary photos (i.e. high-quality images of your location, your team members, your products, etc.)
Images and graphics that complement your brand standards (color palette consistency, theme, etc.)
Maintain a consistent look and feel to the elements throughout your site

No matter what, you’ll want to ensure that the graphics and images you select are high-quality files. Otherwise, your audience may walk away with a negative perception of your organization

Quality Value Quadrant Chart - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

(e.g. a belief that you products and/or services are low-quality or that you're unlikely to deliver on your brand promises).

Ideally, your organization should use proprietary photos from a professional photographer and customized graphics from a professional designer. That said, there are plenty of affordable stock image sites to choose from if you happen to have tight resource constraints (e.g. iStock, Adobe Stock, Wikimedia Commons, etc.)

If you do decide to use stock images instead of proprietary artwork, be careful to ensure that every image you select matches your brand persona and correlates with your written content. Also, you want to establish a unique brand identity and protect your site from having a generic look and feel, so be sure to avoid popular images if you can.

Tip: Remember that page load time factors in to your site’s search rankings. This is especially true for mobile. Therefore, you’ll want to pay close attention to the size of your image files. Familiarize yourself with Google’s “Image Optimization” guidelines if you want to completely optimize your images.

CONCLUSIONS
As we stated earlier, your website is often your organization’s primary public persona. It holds enormous influence over your target market’s perception of your products and/or services. More often than not, healthy and flourishing organizations tend to have effective websites; while struggling organizations often have ineffective websites.

Investing in the quality of your website tends to pay substantial dividends over the long run. It’s a direct investment in your brand; and there are countless case studies available online which attest to the bottom-line results that successful branding efforts often achieve.

Subjectively, prudent investments in your brand assets often create a variety of strategic advantages. For example:

Effective branding improves recognition - Brand recognition is a driving factor for any company or organization that wishes to grow. It generates traffic and fuels conversions.)
Effective websites establish trust - People tend to purchase or frequent businesses that appear polished and legitimate. They’re also much more likely to refer them to their friends.)

78% of Buying Decisions are Based on Others Perceptions of a Company and the Experience it Delivers Infographic - Chi Rho Consulting - Strategic Consultancy for Entrepreneurs and Startups

Well-branded websites increase advertising effectiveness – Again, branding influences your conversion rate. By investing in your quality of your digital assets, you can lower your marketing spend over the long run.
Effective branding builds financial value – If your organization requires loans, investments or an IPO to meet your future growth targets, your brand’s perceived value will play a significant role during negotiations. The greater your devotion to growing your brand's value and building brand equity, the better your negotiating leverage will be.
A cohesive brand inspires employees and attracts top-tier talent – If employees are inspired by your public persona they tend to perform better. Similarly, a cohesive brand identity helps you recruit qualified talent to your organization. Having a strong brand turns your logo into a rally flag and your tagline into a source of pride.
Effective branding often generates a competitive advantage – Highly profitable companies tend to have one thing in common. They establish themselves as leaders in their particular industry by building a strong brand and consistently living up to their brand’s promises.

Author: Erik Gagnon - Managing Partner, Chi Rho Consulting

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JUMPSTART STRATEGIES

Strategic insights for investors and entrepreneurs on a variety of topics.

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GE Vernova Has Created Toxic Nuclear Waste Sites Throughout the World

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NUCLEAR BIOHAZARDS

​CAPITALIZING ON THEIR CRIME

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We Are Trained to Lie

eBay is Ripe for Competition

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