Insights

News and best practices from our pros

Stay up-to-date on the latest digital news, trends, and resources. Each month, we will offer valuable insights and tools to our online community that focus on digital experiences, digital marketing, ecommerce, and support.

How to write engaging, informative, and persuasive product descriptions

PODCAST: S2E4 — We'll break down shopping algorithms and offer practical advice for increasing visibility by writing more helpful product descriptions for your ecommerce website.

Do you know your customer journey? (What it is & why it matters)

PODCAST: S2:E3 — If you are not sure, you need to put pen to paper. It is vital that you understand the different types of customers that are purchasing your product, how they interact with your sales process, and what type of support they need.

It's time to schedule your annual SEO audit

A great marketing strategy involves a consistent investment in SEO. If you don't have a monthly maintenance plan, be sure to at least conduct an annual audit.

Increasing your website's average order value

PODCAST: S2E2 — Understanding your average order value (AOV). How to simplify the checkout process and nudge customers towards adding more to their carts.

Reimagining your B2B sales process for a D2C market

Many companies face the same challenges when transitioning their sales process to a D2C market. With a new market, comes new strategies to deliver custom products.
People using sticky notes to create a flow chart for market research and user design.

We're hiring! Now seeking a Digital Project Coordinator

We’re seeking a digital project coordinator! The ideal candidate will work with our project management team to organize and execute the successful delivery of projects for a wide variety of clients.
Nora Lahl - News
Close-up of Google Ads PPC dashboard screen.

We're hiring! Now seeking a Digital Marketing Analyst

We're seeking a talented and versatile digital marketing analyst! In this position, you would help drive leads, revenue, and brand exposure across an array of marketing and advertising activities.
Nora Lahl - News
Image of books and a computer implying market research.

We're hiring! Now seeking a Client Strategist

We are seeking a client strategist to play a critical role in shaping our overall approach with new and existing clients. The ideal candidate will be well-versed in digital strategy and deeply committed to our clients’ overall success.
Nora Lahl - News

Beyond the Cart, Season Two: Where Are We Now?

PODCAST: E2E1 — If you were listening in season one, you know that we had some delays in getting our product launched. We're going to talk about where we're at with that, user testing, and what season two has in store.

How to properly deliver customer service using ecommerce automation

Learn how a photography business delivers exceptional customer service using ecommerce automation. No flash, no fuss, just good old-fashioned service; digitized and simplified.
A laptop with WordPress CMS pulled up on the screen sitting on a desk next to a phone and a window with buildings below

Our approach and philosophy for designing and developing websites in WordPress

If you use WordPress or are considering a migration, there are some use cases that you may want to consider when choosing a partner.
Staci Tischer - Platforms
Old website design for Milwaukee Film.

How to manage the real estate and hierarchy of your website's homepage

It is easy to find yourself stuck in the weeds when designing your website's homepage. More often than not, stakeholders will fight over its real estate and hierarchy.

How we helped a new ecommerce store grow 50% year-over-year using Google Shopping

Come see how we helped a primarily brick-and-mortar store "buy customers" using online advertising. Paid campaigns paired with Google Shopping had a nearly 2:1 return. 

Never outgrow your CMS again with the Kentico Xperience 13 MVC

Are you pushing the limits of your CMS? If so, consider migrating to Kentico 13. Its sophisticated configuration gives you the runway to deliver highly personalized experiences to diverse user types.
A business professional using a smartphone to get the job done.

How to create a thoughtful and well-defined brand voice for your digital presence

A well-crafted brand voice, combined with a focused marketing strategy, will make a huge impact on your brand. If you never took the time to develop a brand voice, now is the time.
Someone calculating conversion rate in their notebook planner

Improve your lead form conversion rates with click maps

Track users' activities on your website to learn how they interact with your materials. These insights can help you make the proper changes to improve conversions.
Web developer looking at code on a laptop

7 small updates that will make a big impact on your site’s accessibility

There are a number of “small wins” that will cover the vast majority of accessibility best practices without blowing your budget.
Corey Megown - Digital Experiences

How we managed big data to create a dynamic business directory for tourists

Discover the unseen organizational and data processing challenges some web directories face when filtering large amounts of information online.

TLDR; We read the 2022 digital marketing trend reports so you don't have to!

We tapped into the incredible resources of some of our top platform partners to offer you a collective overview of the marketing landscape.

Give your Netsuite business a facelift with a Kentico storefront

NetSuite is an amazing operational system, but marketing directors and sales leaders often prefer the editability and scalability of a Kentico website. Integrating these two platforms will create greater customer loyalty and enhance business automation for businesses with an ecommerce market. 

Quickly monitor the health of your website with these top five performance indicators

Many factors determine the health of your website. Take a look at these five easy-to-track troublemakers (and other usual suspects).
Staci Tischer - Maintenance & Support

A branding case study for a new D2C ecommerce company

Branding is a vital part of your digital strategy. The following case study highlights the branding process for Bilberry West, our new direct-to-consumer ecommerce business.
Staci Tischer - Digital Experiences

Become a hiring hero by optimizing your website to attract top talent

In today's market, the recruitment process begins online. Organizations need to bare their proverbial soul and communicate through exceptional cultural branding.
Staci Tischer - Digital Experiences
Banner image for Accessibility page featuring a "Welcome We Are Open" sign.

Your inaccessible website is costing you money

Web accessibility is a web-development issue, legal issue, and social-justice issue—it's a financial one. If you make money from your website or hope to, you will want to invest in accessibility.
Corey Megown - Digital Experiences

Top web accessibility myths

Web accessibility is getting a lot of buzz, but most people don't have a clear idea of what it means to their business. To help sort fact from fiction, we've debunked four of the most common misconceptions about web accessibility.
Corey Megown - Digital Experiences
A person holding a phone with the Shopify login screen on it and about to press the button to log in

Spotlight on Shopify: Top features & use cases

Shopify offers unique flexibility for midmarket companies looking to sell direct-to-consumer (D2C). Come discover the top features and use cases that make it a fan-favorite ecommerce platform.
Staci Tischer - Platforms

What you need to know before you begin your next digital project

When embarking on a new digital project, it may seem like there are a thousand things to worry about. Here are our top tips for a ​smooth, collaborative, pleasant, and ultimately successful digital project.
Stacy Hannemann - Digital Experiences

Building your retail brand through customer service

PODCAST EP: 10 — In the final episode of season one, Nora and Andy are talking all things customer service, and how small choices you make can have a big impact on your brand and customer loyalty.

Top Oktoberfest celebrations in Wisconsin

Looking for a way to celebrate Oktoberfest and enjoy a little good cheer and gemütlichkeit? Here are five of our favorite harvest-time celebrations in Milwaukee and beyond.
Kate Kallenberger - Events
A team planning a website design.

5 web design trends that evolved how we use the internet

Some design trends are flashes-in-the-pan, others fundamentally change the way we understand how users think about and interact with the internet. Come discover five new trends that are here to stay.
Betsy Cook - Digital Experiences

Simplifying ecommerce tax compliance featuring Avalara

PODCAST EP: 09 — Today, in episode nine, Nora chats about the ins and outs of ecommerce tax compliance, collection, and reporting with Meg Higgins, VP and GM, ecommerce and marketplaces at Avalara.

Bringing brick and mortar stores online with Callisters Christmas 

PODCAST EP:08 — Today in episode eight, we're talking to one of our largest ecommerce success stories. Come discover how we brought this traditionally brick and mortar business online.
A bright yellow MailChimp logo page on a laptop screen

New Ecommerce Tool: Mailchimp's doing what?

PODCAST: BONUS EPISODE — Today we're discussing Mailchimp's new ecommerce tool and the current state (see: abundance) of tools available for businesses looking to include retail. 

Spotlight on Kentico: Top features & use cases

Companies considering the Kentico system are often looking for a long-term digital solutions that can grow with their business. Come discover our favorite tools and use cases that leverage the full power of the Kentico.
Staci Tischer - Platforms
A lady writing and planning for website and marketing content.

Our 60-minute content audit: An investment in the user experience

We've distilled our process down into a 60-minute-or-less content audit that your team can use to identify gaps to create a stronger user experience.
Kate Kallenberger, Taylor Belmer - Maintenance & Support
Person sketching out wireframes and user goals for UX design

Does user experience really matter for online storefront?

PODCAST EP: 07 — Today, in episode seven, we are digging deep into user design. Join hosts Andy and Nora as they welcome Lightburn's lead UX/UI designer, Caitlin Mackay.

Markets, Markets, Everywhere: Omnichannel and You

PODCAST EP: 06 — Today, in episode six, we're shifting over to marketplaces. How omnichannel markets are a key part of our plan, and why you may want to take advantage of this strategy.
A crowd celebrating and clapping with award image.

Lightburn named by Clutch as top SEO and UX/UI design company

Lightburn, an award-winning digital agency located in the heart of Milwaukee's Historic Third Ward, announced today that they were named by Clutch as Top SEO and UX/UI Design Company in Wisconsin.
Image of books and a computer implying market research.

How to beat the competition with a ecommerce marketing strategy

PODCAST EP: 05 — When you think of marketing, do your eyes light up, or do they glaze over? Today, in episode five, we'll help you understand how to get the ball rolling with your own marketing strategy. It's a big, beefy topic and we cover a lot of ground, offering real-world advice on how to move forward without getting in your own way. 
Someone reviewing a digital branding deck.

Branding an ecommerce company: So, what do we call this thing?

PODCAST EP:04 — Today, in episode four, we'll explore the process of branding our fledgling ecommerce company. We'll give you a sneak peek into how we did this with a startup mindset, that is, quickly and cost-effectively.

Migrating your Sitecore website to Kentico

In industry reviews, both Sitecore and Kentico have an overall successful ranking in the marketplace, with Kentico outranking its competitor by just a few points in pricing, integration, deployment, and support.
Staci Tischer - Platforms
Wood worker hammering a nail.

Designing a product: OMG, making a consumer product Is sooo hard!

PODCAST EP:03 — Today, in episode three, we've started to skim the surface of product design from folks who have exactly zero experience designing a product. Fun times. Topics include; creating a production process, managing feedback overload, sourcing product materials, and creating physical prototypes.
Close-up of Microsoft Windows dashboard screen.

Microsoft and WordPress bid farewell to Internet Explorer

On May 19, Microsoft officially announced that it would be retiring the Internet Explorer (IE) desktop application on June 15, 2022. It will be in the best interest of organizations to transition their legacy materials sooner than later to ensure the evolution of their websites and applications are seamless into a more modern environment before integration and support disappear entirely.
A person using their phone and credit card to purchase something within a mobile Ecommerce experience.

Selecting an ecommerce platform

PODCAST EP:02 — Today we're talking about picking the right ecommerce platform for a small or medium-sized business. Topics include; the history of ecommerce platforms, common assumptions, product personalization, back-end management, and fee considerations.
A person looking at Google Maps search listings on their laptop with a Lightburn logo-branded coffee cup next to them

SEO vs SEM: What’s the difference and why It matters

The largest differentiator between SEO and SEM is that SEO influences organic traffic (unpaid) to your website and SEM delivers paid traffic. Learn more...
Taylor Belmer - Digital Marketing
A pair of Adirondack chairs in a yard.

Launching an ecommerce company

PODCAST EP:01 — Join us as our digital agency launches an ecommerce company and the challenges we — and you — are going to face along the way. This series will focus on solving the complicated minutia involved in starting a direct-to-consumer business.
close up of headphone and microphone used for podcast production

Lightburn launches ecommerce podcast: Beyond the Cart

Lightburn, an award-winning digital agency located in the heart of Milwaukee's Historic Third Ward, announced today the release of their new podcast series, Beyond the Cart. Topics will include; Getting Started, Selecting an Ecommerce Platform, Product Development, Branding, Market Research, Customer Challenges, Overhead, Operations, Inventory, and Customer Service.
Large email icon overlaying an email inbox on a desktop

Marketing automation: The power of personalized content

Marketing automation, email marketing, and content personalization are two tactics with relatively low barriers to entry, which makes them a surefire way to take your digital marketing strategy to the next level.
Screenshot of Lightburn's new hompage.

Digital brand strategy: Behind the scenes of Lightburn's new look

After countless iterations, and nearly five years of tinkering with the idea of evolving our brand, we had finally committed to bringing this reality to life.
Looking over the shoulder of a web developer monitoring a website on multiple monitors

Upgrading your Kentico website from 12 to 13: What you need to know

Every year, Kentico releases a major version upgrade with exciting new features, but "immediately" isn't always the best time to implement it. Here’s what you need to know before taking the leap into the next version of Kentico.
Banner image for Accessibility page featuring a "Welcome We Are Open" sign.

Accessible for all: An introduction to web accessibility

In this blog we've demystify the jargon, legalese, and technical complexities surrounding web accessibility.
Nora Lahl - Digital Experiences
A picture of the Lightburn logo through glass with employee in the foreground.

Lightburn named a 2019 Best and Brightest Company to Work For

Lightburn was named a 2019 Best and Brightest Company to Work For in Milwaukee, an honor that reflects the ongoing personal and professional growth that forms the foundation of Lightburn’s culture.
Nora Lahl seated under a lit Lightburn sign, working on her laptop and smiling

Nora Lahl promoted to partner and principal at Lightburn

Lightburn is thrilled to announce that as of January 1st, Nora Lahl is a partner at Lightburn.
skyline of Milwaukee, WI shot from Lake Michigan

5 Milwaukee nonprofits that need your Help

If you're looking to get more involved with the community in 2019, we're here to help! Here's a list of five non-profits in Milwaukee that are always on the lookout for volunteers.
Lightburn team members in a meeting at a coffee shop.

Not your boss’s office: 8 spots to work remotely in Milwaukee

As a big fan of taking things off-campus and working remote a few hours a week, I’ve compiled eight spots in the Milwaukee area that are ideal for setting up shop and getting down to business.
Kate Kallenberger - Digital Experiences
Lightburn 404 error page graphic.

8 clever 404 error pages we love

404 error pages are a great opportunity to show off a website’s personality while also offering help to potentially confused or lost users. Here are a few 404 pages we love.
Web development team in a collaborative meeting.

Three things we love about the Kentico-Salesforce integration

By leveraging the integration between Kentico and Salesforce, you're able to close the gap between sales and marketing, allowing your team to increase productivity and create a more meaningful connection with your users.
Close-up of the Kentico CMS interface on a screen someone is holding

Kentico email marketing quick guide

With its lead scoring, contact management, personalization, and workflow tools Kentico creates is a robust system that will simplify your marketing efforts.
A person using a laptop with Hubspot pulled up on the screen

Is HubSpot the right CRM for your business?

HubSpot offers a free, high-powered CRM, so no matter the size of your company or your budget, you can take your business to the next level. We’re here to provide you with an overview that will help you determine if HubSpot’s CRM is the right tool for your business.
UX designer using a white board to sketch out wire frame designs

How understanding user experience (UI) leads to better design

By partnering UX and visual design at the earliest stages, you can create a website that is both visually appealing and allows users to easily accomplish their goals.
A close-up of a mockup of a search engine results page (SERP) on a laptop with a fireplace in the background.

SEO Audit: Does your website need one?

An SEO audit gives you a behind-the-scenes glimpse into the factors that affect your website's performance on search engines.
Lightburn team members meeting in a coffee shop discussing digital planning for clients.

Recruiting for user research: There's got to be a better way!

Finding users for interviews or usability tests doesn't have to be an overwhelming task. Here are some tips to keep in mind as you embark on the recruiting process.
Web developer looking at code on a laptop

Schema.org and its impact on SEO

Schema provides SEO context for blogs, news, product reviews, videos, and hosted events, making them an essential part of your digital marketing strategy.
Sticky notes on large sheets of paper for strategic planning

Improve your ecommerce conversion rate with these top tips

Conversion rate is one of the most important metrics for measuring performance. Here are three things you can do to lift conversion rates and improve your bottom line.
A web developer writing code on their laptop

Three ways to improve user experience with FullStory

FullStory gives you a look at how users interact with (and potentially struggle with) your website. Here are a few of our favorite ways to use those insights to improve the user experience.
photographer checking his camera at twilight in the middle of a photography shoot

Why your website needs professional photography

Being bland or unmemorable—among other design faux pas—is one of the worst crimes a company trying to establish its brand can commit. Here's why you need professional photos for your website.
A bright yellow MailChimp logo page on a laptop screen

4 next-level ways to get the most out of Mailchimp

MailChimp is one of the most popular email marketing platforms on the market, and for good reason. Here are some tips and tricks to get to the most of the service.
Lo-fi UX wire frame sketches.

So, what are wireframes and why are they used in website development?

Given that wireframes are such a prominent part of the UX process, it’s important to talk about their role in the larger design process. Let's learn more.
A person holding a phone with the Shopify login screen on it and about to press the button to log in

Is Shopify right for your online store? (It most likely is)

Here’s our take on what makes Shopify such a fantastic ecommerce platform and when you may want to think about choosing a more complex platform.
Close-up of Google Ads PPC dashboard screen.

5 common pay-per-click (PPC) mistakes that are costing you money

Google AdWords and Bing are amazingly powerful digital marketing tools. Here are five common issues we’ve encountered in accounts of all budgets and sizes.
Someone using a credit card to buy something on their laptop

3 ecommerce enhancements that could lift your online sales

Here are three simple ecommerce projects that can increase your conversion rates, improve your customer experience, and help your ecommerce business grow.
A phone showing SERP results showcasing SEO and organic rankings.

1.1 trillion reasons SEO is still important

Even as Google increases the visibility of paid ads, organic search is absolutely, 100%, without a doubt still important, and as long as organic search is important, organic search optimization remains important.
A person speeding by on a motorbike.

Is website page speed all it's cracked up to be?

Make no mistake, page and site speed is critical to a site's success from both search engine and user perspectives. However, is it the gold standard by which the performance of a site should be measured? Well, not exactly...
Someone using pens and highlighters to map out strategic planning on paper with their phone next to them

Stop winging it; Why your website needs a content strategy

Content strategy is an integral part of a successful business and starts with a solid understanding of your organization, audience, and desired outcomes.