At SpinWeb, we create professional websites and online marketing initiatives. We’ve been doing it since 1996 and have gotten very good at it. We’ve gotten so good at it that it amazes me how fast and how well we deploy new websites on time, on budget, and with amazing design quality.

Sometimes, however, I think we get so caught up in the mechanics of our systems and processes at the “runway” level that we can lose sight of why we are doing what we do. How does our work make a difference? How does it change the world? How does it change lives?

I think it’s important to stay focused on these questions and the answers that go with them. So what does our work really mean?

One very exciting part of our work is seeing how a beautiful new website can inspire confidence, pride, and brand strength in the organizations that we work with. Often, we work with businesses that are looking for that extra push to help take them to the next level and reach new markets and when we create a website that helps them look like an industry leader, it has direct application to business growth and especially company morale.

We also love to empower individuals within the organization to do their jobs well. When we help the marketing director launch her online campaigns in a fraction of the time it used to take, she now has more time to work on other activities or spend time with her family. This improves her quality of life.

It brings a smile to my face when we can help a non-profit modernize the online donation, fund raising, and volunteer recruiting process so that they are able to help more people in need and bring positive change to the world.

When we can provide online tools that help event planners promote and manage successful conferences, we are helping bring together professionals who learn from each other and grow in their professions.

When we provide businesses with a website that helps them reach their customers and deliver solutions in a more efficient way, we are giving them the ability to grow faster and create jobs.

There are so many ways that online marketing and technology can improve the quality of life for those who embrace it. I love being a part of it and creating the solutions and tools that change lives.

No matter what you do, make sure you understand why you are doing it and how it makes a difference, no matter how small. At SpinWeb, we create professional websites and online marketing initiatives that change lives.

Have you heard of Foursquare? Chances are, you've most likely seen it in action on Twitter or Facebook. With all the new social media add-ons and apps, it's tough to decide what is going to be useful and actually fun to use. Foursquare is a location based social networking game where you get points for "checking in" at different spots. I find that most people, including myself, use Foursquare for dining and retail, but you can also use it to check into banks, parks, offices, theatres, and even the moon, if you had the necessary mode of transportation to get there.

By accumulating points, you unlock certain badges over time like "newbie" for your first check in, and the "adventurer" for checking in at over ten different locations. Not only do you receive badges, but if you "check in" the most at a certain location, you are crowned the Mayor of that spot. Therein lies the fun of competition. Recently, I ousted someone as the Mayor of Kona Grill, and I am also the Mayor of Cardinal Fitness and Mudsocks Grill (I work nights and weekends at Mudsocks, and no, it's not cheating).

Once Foursquare users check in, they can leave tips and recommendations behind. Fellow user Lindsay Manfredi raves about the fish tacos at Zest. I hear that Hubbard & Cravens Coffee & Tea is the perfect pick-me-up for these cold winter days. A recommendation from a Foursquare user was all I needed to finally have lunch at Best Bet, a small and delightful diner in front of my apartment I've wanted to try for months. I've only been using Foursquare for just over a month, and I've already found at least ten spots in Indy I want to check out. And it's not just the Indy area where Foursquare can shine. I already have plans to use Foursquare for my vacation in March in Punta Gorda, Florida, where I've never been. I'm going to rely on the good people of Foursquare to check in and help me check out Florida's hot spots.

Currently, Foursquare does not offer anything for accumulating the most points or for earning badges except bragging rights among the community. However, some businesses are offering deals for being the Mayor, such as free appetizers or a free cup of coffee. Foursquare is a great tool for finding new things to do and try around Indy; but the best part about Foursquare is the connections made through using this app. Since my Foursquare account is linked to Twitter, it automatically updates my status, whether I've just checked in at Target, or I'm enjoying a hazelnut latte from Starbucks. 

If you're new to social media, Foursquare is a great way to get involved and meet people in your community. I've met three people in the past week who checked into Mudsocks Grill and I've added these people to my network. Foursquare has many other cool features, but I'll let you discover those for yourself.

I get a lot of email promotions. Some are newsletters I have asked for, while some are spam from Indy Chamber members who have decided to subscribe me to their mailing lists against my will. In any case, one thing I notice about many of these email campaigns is that no matter how well-designed or appealing they are, they frequently miss the boat on the call to action.

For example, I often get an email inviting me to an event. Let’s say I want to go – what do I have to do? Much of the time, the campaign invites me to call a number to register, fill out a paper form, or reply to the email. If it’s a paid event, sometimes I’m told that I should bring a check or cash to pay at the door. Really? All I should have to do is click a link and register online. Anything more complicated than that is guaranteed to encourage people to ignore your message.

What about a spa offering 20% off selected services this week? The email should contain a prominent link that allows the recipient to book services online immediately.

Here’s the thing. When people are scanning emails, they are in a certain context. That context is clicking on things and getting information as a result of that clicking. Trying to make the user change contexts to make a call or print a form is working against the momentum that is already in place. The path of least resistance to the user is to remain in that context of clicking and processing. This is why you should allow your customers to get what they need or perform a transaction with a few clicks.

Don’t make it difficult for your customers to do business with you. Make sure your call to action is a click.