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News and Best Practices From Our Pros

Stay up-to-date on the latest digital news, trends, and resources by joining our digital community.

Managing and Organizing Web Assets: Content Architecture and Beyond

It's easy for your website's performance to be bogged down by a messy content strategy. Learn the top tips that can keep your site optimized and organized.

Lessons Learned: How to Reinvest in Your Customers Without Rebuilding Your Storefront

In this episode, we discuss the biggest mistakes ecommerce companies make when realigning and reinvesting in their customer experience strategies — and how to avoid them.

A collaboration between Lightburn and the Wisconsin Food & Hospitality Expo

Lightburn Joins Its F&B Partners for Wisconsin Food & Hospitality Expo

Lightburn will host the Quick Bites speaker series at the WI Food & Hospitality Expo at State Fair Park. Find team members at booth 823.

Google Changes for GA4 Reporting Identity: What it Means for Your Website and Digital Marketing

Signals and report identity settings have caused data thresholding issues that limit the amount of data you see in GA4 reports. This was a major gripe when GA4 first rolled out — reports were missing UTM data, page view data, event data and other valuable info.

3 New Rules That Could Push Your Marketing Emails Straight to Spam

Google and Yahoo are on a mission to protect users from spam and unwanted email. Best practices are now requirements.

Say No to the HiPPO & Yes to Effective CX Roadmapping With a Prioritization Model

The right prioritization model can help balance your company's annual wish list against its budget, resources and customer needs.

Graphic illustration depicting how Clarity and FullStory allow you to see how users interact with your website.

A Glimpse Into the Future: Recapping 2024 Digital Marketing Trends (and How to Use Them)

Here is a recap of the top 2024 digital marketing trends to help your business take advantage of the changing MarComm landscape.

Illustration showing what is a customer journey and why it is important.

Missing a Customer Journey Map That Gives You Insights for Action? Here's Where to Start

Journey maps are critical for growing profit through customer loyalty — which only happens if they’re actionable.

Graphic illustration that shows why understanding user experience leads to better web design.

Put Buyer Personas Into Practice: Capturing the Voice of Your Customer Is Just the Beginning

Your best ROI bet is using data to identify common traits across those you sell to, then building out customer personas.

[Interview] How Paper to Digital Transformation Saved Thousands

Working in phases, DPC dug deep to understand multiple user types, optimizing data intake, saving thousands of dollars and man hours. 

Graphic illustration of authentic ecommerce experiences.

Cultivating Authentic Ecommerce Experiences for Connections That Convert

You may not have Amazon-level resources, but businesses have more options than ever to cultivate exceptional buying experiences.

[Case Study] How Untapped Data Optimized a Brewery’s PPC Ad Spend

For Lakefront Brewery, the mission was to boost visibility for a new Kolsch, classic IPA, and their gluten-free New Grist brew.

A close-up of a web development and strategy meeting at Lightburn.

Three Talented Digital Pros Join Lightburn, Three Others Change Roles

Lightburn welcomes three new faces to its roster of digital professionals, while three others have taken on new responsibilities.

Graphic illustration representing CS agency's philosophy for designing and developing websites in Wordpress.

Our 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.

A graphic interpretation of the building blocks used in app development and design.

Building a Scalable Mobile App: From UX to APIs and Beyond

App development is well worth the time, especially if it’s well-crafted and built to scale with your growing business.

A graphic representation of the lifecycle between email and SMS marketing automation.

4 Reasons We Love Klaviyo’s Email and SMS Marketing Automation Platform

Looking to evolve your email and SMS marketing tactics? Here are four reasons why our strategists love Klaviyo.

A graphic showcasing the many layers in market and user segmentation.

Easy(er) to Implement Examples of Segmentation Strategies

If you are about to jump into the segmentation and personalization pool, fear not. We'll help you start making waves!

Gain a Competitive Edge by Adding SMS to Your Marketing Strategy

SMS marketing is a powerful tool. It diversifies acquisition by building a community focused on customer experience and user value.

[Interview] Evolve Your Brand by Deploying a Design System

We asked our lead UX/UI designer, and front end developer to share why design systems strengthen brand communications.

Illustration of how to close gaps in your MarTech strategies.

Mind the Gap! How to Identify and Close Gaps in Your MarTech Stack

To keep your business moving forward, you must close gaps in your MarTech Stack. Create harmonious, repeatable, and profitable processes.

Graphic illustrating how important it is to step up your CRO strategies.

[Maturity Quiz] Ecommerce CRO Strategies to Increase Your AOV

DTC marketplaces are rapidly advancing their digital customer experiences (CX), and small- and mid-sized businesses must keep up.

5 Uncomfortable A/B Testing Questions to Ask When Starting a Testing Program

A/B testing programs are powerful. But only if you are ready to push aside assumptions to make room for improvement.

Graphic illustrating the importance of website maintenance post-launch.

Maintain and Maximize Your Website’s Performance Post-launch

It’s important to react to website challenges in real-time, while creating the white space you need to proactively evolve features.

Illustration depicting the benefits of working with design constraints.

Transforming Your Digital Footprint: How Project Constraints Fuel Creativity

Limited resources are often seen as obstacles when designing web experiences. However, constraints can actually help fuel creativity.

Graphic illustrating Lightburn's 25 year anniversary as a CX Agency.

Lightburn Expands Its Leadership Team As Digital Agency Celebrates Its 25th Anniversary

In conjunction with our 25th anniversary, we've evolved our leadership team to better reflect the agency’s continued growth.

Graphic representing how to pick the right CMS for your website.

Cracking the Code: How to Pick the Right CMS for Your Website

Vetting a new CMS is often like comparing apples to oranges. But there are ways to make it easier to choose which is best for your team.

Graphic representation that simple-looking web design is easy.

Simple-Looking Web Design Is Easy, and Five Other UX Misconceptions That Still Exist

It's easy to get caught up in the rhetoric around "beautiful" web designs "that pop." Let's demystify these top misconceptions.

Graphic depicting how WebP can help improve SEO rankings.

Are WebP Images the File Type of the Future?

If "a picture is worth a thousand words" then consider the value of WebP format. Its resurgence is due to Google’s focus on Core Web Vitals.

Graphic illustration of an introduction to Schema markup and it's importance to SEO.

A Digestible Introduction to Schema Markup and Its Impact on SEO and SERP Snippets

Schema provides context for search engines, showcasing key details for product pages, news articles, reviews, and events.

An illustrative representation of the legitimacy and use cases of AI-written content.

The Legitimate Usability of AI Writing Tools (Our Thoughts for Now)

Without adding to the screams of the Internet, we *are* being asked what our opinion is on AI-written content. So here goes.

Illustration representing how to pick the right CMS for your website.

Rightsizing Your Website's Content Management System (CMS)

Set your business up for success. Rather than comparing features, let's discuss some real world examples of rightsizing your CMS.

Digital Marketing Begins During the Web Design Process, Not After

[Checklist] The difference between a basic website and one that generates leads is how the website is built — with digital marketing in mind.

Illustration representing a cost-effective offense for marketing during a recession.

Marketing During a Recession: The Best Defense is a Cost-Effective Offense

Although many businesses are pulling back on expenditures, your brand must make smart investments to retain its position in the market.

Graphic representation of Kentico's Xperience 13 Refresh 8 recent changes and updates.

Kentico Need-to-Knows: Xperience 13 Refresh 8

This refresh helps marketers automate redirects and page metadata while integrating SMS, CMS, and task management programs.

[Case Study] How to Modernize Your Business by Evolving Its Brand Identity

Evolving your brand can make a big impact on your market reach. This is especially true if you are also investing in other digital projects.

Graphic illustration of tips on how to scale your business.

The Cold, Hard Business End of Digital Transformation: Level Up With These Growth Tips

When we say “digital transformation,” do your eyes roll...or light up? This is one buzzword that shouldn’t be ignored. Here's why.

Illustration depicting how to future-proof your web strategy with Kentico.

[Interview] Future-Proofing a DMO's Web & MarComm Strategy with Kentico

Discover how to increase your website's processing power while laying the foundation for future marketing and personalization tactics.

Illustration of Kentico Xperience 13 Refresh 7 need-to-knows.

Kentico Need-to-Knows: Xperience 13 Refresh 7 Focuses on Asset, Widget, and Reporting UX

This refresh focuses on profoundly impactful user experiences within Media Library, widget configuration, and integrated reports.

Graphic illustration depicting features that can make or break a DMOs conversion rates.

4 Website Features That Make or Break a DMOs Conversion Rates

For destination marketing organizations, a website needs to inspire and connect. Here are the top 4 features that drive travel-centric conversions.

Graphic illustration of why DIY ecommerce is unrealistic.

"Stuckage" & Accountability: Why DIY Ecommerce is Unrealistic (Even For Us)

Today, we're talking about how to move past logistical and emotional barriers by reinforcing the need for accountability.

Illustration depicting key components every website must have.

5 Components Every Modern Manufacturing Website Must Have

Successful manufacturers are launching D2C brands, investing in customer applications, and rethinking how they showcase products.

Graphic representation of the facts and myths within SEO ranking systems.

Let’s Talk SEO Ranking Factors: Real vs. Not vs. Maybe

Which SEO tactics *actually* help you rank? We read Search Engine Journal's 550-page fact or fiction report, so you don't have to.

Selling Swag Online: A F&B Merchandising Story

From t-shirts to gift cards, restaurants have evolved from local eateries to brand-name business groups.

Illustration representing a sneak peek into LinkedIn's new advertising toolbox.

A Sneak Peek at LinkedIn's New Advertising Toolbox

LinkedIn offered a sneak peek into its product roadmap. Here are the most recent changes and updates that may impact its community.

Graphic illustration of a great website experience for your restaurant.

5 Essential Ingredients for Your Multi-Location Restaurant Website

“Where should we go for dinner?” The deciding factor may vary. What doesn’t, is how a great web experience can make or break the sale.

[Case Study] How a DMO Increased Email Marketing Impact in Less Than Three Months

Email marketing. It's the best and the worst. Here are 5 ways you can streamline production and increase engagement.

Graphic illustration depicting how Clarity and FullStory allow you to see how users interact with your website.

Improve Your Website's User Experience With Microsoft Clarity & FullStory

See how users interact with (and potentially struggle with) your website. Here are a few of our favorite ways to improve CX.

Graphic illustration of when to consider an ecommerce subscription model.

Subscriptions (They're So Hot Right Now): Ecommerce Subscription Models

Subscriptions are all the rage, from meal planning kits to makeup. There's a lot to consider.

Bookmarked resources on web

Our 25 Most Used (And Lesser-Known) Web Tools And Resources

Outside of platforms and design programs, every creative has an array of bookmarked web tools and trusted blogs. Here's ours.

A close-up of a web development and strategy meeting at Lightburn.

Lightburn Adds 6 New Faces to its Digital Team, Expanding by 20%

Lightburn, an award-winning CX agency in Milwaukee's Historic Third Ward, is excited to welcome six new faces to its team of digital pros.

Graphic illustration of how to recover abandoned carts from customers.

Abandoned Carts: How to Avoid Leaving Money on the Table

In this episode, we're talking about abandoned carts. Learn how to avoid leaving money on the table by streamlining the checkout process.

Graphic illustration of Kentico's Xperience 13 Refresh 6 and it's focus on marketing and sales integrations.

Kentico Need-to-Knows: Xperience 13 Refresh 6 Focuses on Marketing Integrations

Overall this refresh focuses on marketing and sales integrations. Here are the most recent changes and updates.

Graphic illustration of the effects of seasonality on your PPC plan.

The Effects of Seasonality On Your PPC Plan

In this episode, we're discussing the unique challenges of running paid ad campaigns for products with extreme seasonality.

Graphic illustration of how to dig up new blog topics.

Mining New Blog Topics From Your Digital Marketing Tools

A healthy digital marketing plan includes content development. If you're low on inspiration, here are three ways to mine new blog topics.

Graphic representation of how to write product descriptions for your ecommerce site.

How to Write Informative & Persuasive Product Descriptions

From ecommerce shopping algorithms and beyond, we're offering ways to increase visibility by writing more helpful product descriptions.

Graphic representation of Lightburn named as one of Wisconsin's finest B2B leaders by Clutch.

Lightburn Named by Clutch as One of Wisconsin's Finest B2B leaders

We know how to capture quick wins, invest resources and build thoughtful, scalable, and impactful digital solutions.

[Checklist] Navigating the Fine Line Between a Website Refresh & Website Redesign

It’s easy to get lost in the weeds when considering a website refresh or redesign. Here's how to determine what you'll need.

Illustration showing what is a customer journey and why it is important.

How Well Do You *Really* Know Your Customer's Journey?

It is vital that you understand the different types of customers that are purchasing your product.

Graphic illustration of why your website needs an SEO audit.

It's Time to Schedule Your Annual SEO Audit

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

Graphic illustration of how to increase your website's average order value (OAV).

How to Increase Your Website's Average Order Value

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

[Case Study] Reimagining a Manufacturing Sales Process for a D2C Market

Many manufacturers face the same challenges when transitioning their process to a D2C market. With a new market, comes new strategies.

Graphic representation of Kentico's Xperience 13 Refresh 5 it's focus on asset management.

Kentico Need-To-Knows: Xperience 13 Refresh 5 Simplifies Asset Management

Overall this refresh focuses on images and asset management. Here are the top takeaways from our pros.

Graphic illustration of the effects of seasonality on your PPC plan.

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

If you were listening in season one, you know that we had some delays in getting our product launched. Hear where we are now.

Old website design for Milwaukee Film.

[Case Study] How to Manage the 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 real estate.

[Case Study] How an Ecommerce Store Grew 50% With 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. 

Graphic representation of how Kentico gives you regular feature development which reduces the risk of outgrowing your platform provider.

Never Outgrow Your CMS Again With The Kentico Xperience 13 MVC

Kentico offers configuration tools that gives you the runway to deliver highly personalized experiences to diverse user types.

Graphic representation of how to create a thoughtful brand voice.

How to Create a Well-Defined Brand Voice For Your Business

A well-crafted brand voice, combined with a focused marketing strategy, will make a huge impact on your brand.

Illustration of how to improve your lead form conversion rates with click maps.

Improve Your Lead Form Conversion Rates With Click Maps

Track activities on your website! These insights can help you make the proper changes to improve conversions.

Graphic illustration of updates that will impact your website's accessibility.

7 Small Updates That Will Make a Big Impact on Your Website’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

[Case Study] How We Managed Big Data To Create a Dynamic Business Directory For Tourists

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

Illustration representing marketing trends for 2022.

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.

Graphic illustration of giving your Netsuite business a facelift with Kentico.

Give Your Netsuite Business a Facelift With a Kentico Storefront

NetSuite is an amazing operational system, but marketing and sales leaders often prefer the editability and scalability of a Kentico website. 

Graphic representation of the top 5 KPIs to monitor your website.

Quickly Monitor the Health of Your Website With These Top Five KPIs

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

screenshot of Bilberry West branding design

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
Graphic representation of how to optimize your website to attract employees.

Optimizing Your Website to Attract and Excite Top Talent

The hiring process begins online. Organizations need to bare their proverbial souls through exceptional cultural branding.

Staci Tischer - Digital Experiences
Illustration of top web accessibility myths from our WCAG expert.

Top Web Accessibility Myths: Busted by Our Resident WCAG Expert

Web accessibility is getting a lot of buzz, but most people don't have a clear idea of what it means to their business.

Corey Megown - Digital Experiences
Graphic illustration of top features and use cases.

Spotlight on Shopify: Top Features & Use Cases

Shopify offers unique flexibility for midmarket companies looking to sell direct-to-consumer (D2C).

Staci Tischer - Technology
Graphic illustration of what you need to know before you begin your next digital project.

What You Need to Know Before You Begin Your Next Digital Project

Here are our top tips for a ​smooth, collaborative, pleasant and ultimately successful digital project.

Stacy Hannemann - Digital Experiences
Graphic illustration of how to build your retail brand through customer service.

Building Your Retail Brand Through Customer Service

We're talking 'all things customer service' and how small choices have a big impact on customer loyalty.

Illustration of 5 web design trends that evolved how we use the internet.

5 Web Design Trends That Evolved How We Use The Internet

Some web design trends are flashes-in-the-pan, others fundamentally change the way customers interact with brands.

Graphic that shows simplifying ecommerce tax compliance with Avalara.

Simplifying Ecommerce Tax Compliance Featuring Avalara

Learn the ins and outs of ecommerce tax compliance with Meg Higgins, VP and GM, ecommerce and marketplaces at Avalara.

Illustration of bringing back brick and mortar stores feature.

Bringing Brick and Mortar Stores Online with Callisters Christmas 

Today we're talking to one of our largest ecommerce success stories. Discover how we brought this brick and mortar business online.

Graphic illustration of top features and use cases in Kentico.

Spotlight on Kentico: Top Features & Use Cases

Come discover our favorite tools and use cases that leverage the full power of the Kentico DXP.

Staci Tischer - Technology
Graphic illustration of why your website needs an SEO audit.

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.

Graphic representation of whether user experience matters for an online storefront.

Does User Experience Really Matter For An Online Storefront?

Today we're digging deep into user design. Join us as we welcome Lightburn's lead UX/UI designer, Caitlin Mackay.

Graphic illustration of how omnichannel markets are a key part of our plan.

Markets, Markets, Everywhere: Omnichannel and You

Learn how omnichannel markets are a key part of our plan, and why you may want to take advantage of this strategy.

Graphic illustration of Lightburn named as top SEO partner by Clutch.

Lightburn Named by Clutch as Top SEO and UX/UI Design Company

Lightburn announced today that they were named by Clutch as Top SEO and UX/UI Design Company in Wisconsin.

Graphic illustration for building your retail brand through customer service.

How to Beat the Competition with a Strategic Marketing Plan

We cover a lot of ground, offering real-world advice on how to move forward without getting in your own way. 

Illustration representation of how to brand an ecommerce company.

Branding an Ecommerce Company: What Do We Call This Thing?

Today we'll explore the process of branding our fledgling ecommerce company with a start-up mindset.

Graphic illustration of migrating your Sitecore website to Kentico.

Migrating Your Sitecore Website to Kentico

Kentico often outranks its competitor by just a few points in pricing, integration, deployment, and support.

Graphic illustration of designing a consumer product.

Designing a Product: OMG, Making a Consumer Product Is Sooo Hard!

Hear about product design from folks who have exactly zero experience designing a product. Fun times.

Graphic representation of selecting the right ecommerce platform.

Selecting The Right Ecommerce Platform For Your SMB

Today we're talking about picking the right ecommerce platform for a small or medium-sized business.

Illustration of SEO vs. SEM digital marketing and why you need both.

SEO vs. SEM: What’s The Difference & Why You Need Both

SEO and SEM are different yet impactful interconnected digital marketing strategies. Both are a must-haves.

Illustration of launching an ecommerce company.

Launching an Ecommerce Company

This series will focus on solving the complicated minutia involved in starting a direct-to-consumer business.

Graphic representation of Lightburn's podcast on Ecommerce.

Lightburn Launches Ecommerce Podcast: Beyond The Cart

Topics will include; Getting Started, Selecting an Ecommerce Platform, Product Development, Branding, Market Research and more.

Graphic illustration of the power of personalized content with marketing automation.

Marketing Automation: The Power of Personalized Web Content

Marketing automation is a surefire way to take your digital marketing strategy to the next level.

Screenshot of Lightburn's homepage.

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.

Illustration of when to upgrade your legacy website to Kentico 13.

Upgrading to Kentico 13: When to Replatform Your Website

Every year, Kentico upgrades its DXP with exciting new features, but "immediately" isn't always the best time to replatform to it.

Nora Lahl seated under a lit Lightburn sign, working on her laptop and smiling

Nora Lahl Promoted to Partner & Principal at Lightburn

Lightburn is thrilled to announce that as of January 1st, Nora Lahl is a partner at Lightburn.

Graphic representation of what we love about the Kentico-Salesforce integration.

Three Things We Love About The Kentico-Salesforce Integration

Close the gap between sales and marketing, allowing your team to increase productivity and create a more meaningful connection.

Graphic representation of a Kentico email marketing quick guide.

Kentico Email Marketing Quick Guide

With its lead scoring, contact management, personalization, and workflow tools Kentico will simplify your marketing efforts.

Graphic illustration that shows why understanding user experience leads to better web design.

How User Experience (UI) Leads to Better Web Design

By partnering UX and visual design, you can create a website that is visually appealing and allows users to easily accomplish their goals.

Graphic illustration of why your website needs an SEO audit.

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.

Illustration representing conversion rate tips for ecommerce sites.

Improve Your Ecommerce Conversion Rate With These Top Tips

Conversion rate is one of your most important metrics. Here are three things you can do to improve your bottom line.

Illustration of taking your Mailchimp email marketing to the next level.

4 Next-Level Ways to Get The Most Out of Mailchimp

MailChimp is one of the most popular email marketing platforms on the market. Here are some tips and tricks to get to the most of the service.

Graphic representation of how wireframes are a vital part of UX design.

Wireframes Are More Than Just a Website's Blueprint: They're a Vital Part of UX design

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.

Graphic illustration of whether Shopify is right for your online store.

Is Shopify Right For Your Online Store? (It Most Likely Is)

What makes Shopify such a fantastic ecommerce platform and when you may want to think about choosing a more complex platform.

Graphic illustration of common pay-per-click mistakes that are costing you money.

5 Common Paid Ad Mistakes & How to Avoid Them

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.

Graphic representation of enhancement strategies for ecommerce.

3 Ecommerce Website Enhancements to Increase Online Sales

Here are three simple ecommerce projects that can increase your conversion rates, improve your CX, and help your business grow.

Illustration of how website page speed is critical to a site's SEO success.

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...

Graphic illustration of why your website needs a proper content strategy.

Still Winging It? Why Your Website Needs a Proper Content Strategy

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