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.
Lightburn expands its leadership team as digital agency celebrates its 25th anniversary
Lightburn, a Third Ward-based digital agency, is excited to share that it, in conjunction with its 25th anniversary, has evolved its leadership team to better reflect the agency’s continued growth.
The legitimate usability of AI writing tools (Our thoughts for now)
"Not another AI article!" [We know] Without adding to the deafening screams of the Internet, we are being asked what our opinion is on AI-written content. So here goes.
Are WebP images the file type of the future?
If "a picture is worth a thousand words" then consider the premium value of WebP format images. Its resurgence is due to Google’s continued focus on Core Web Vitals.
A digestible introduction to Schema markup and its impact on SEO
Schema provides context for search engines. It identifies and showcases key details for product pages, news articles, reviews, and events making its impact well worth the effort.
Digital marketing begins during the web development process, not after
[Checklist] The difference between a basic website and one that generates leads is how the website is built — with digital marketing tactics in mind.
Marketing during a recession: The best digital defense is a cost-effective offense
Although many consumers are price sensitive and some businesses are pulling back on expenditures, your brand must make smart investments to retain its position in the market.
Kentico need-to-knows: Xperience 13 Refresh 8
This platform 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 to increase sales.
The cold, hard business end of digital transformation: Tips to help scale your business
When we say “digital transformation,” do your eyes roll...or light up? This is one buzzword that shouldn’t be ignored. Here's what digital transformation can mean for you.
[Interview] Future-proofing your web and MarComm strategy with Kentico
Discover how to increase your website's processing power while laying the foundation for future marketing and personalization tactics.
Kentico need-to-knows: Xperience 13 Refresh 7 focuses on asset, widget, and reporting UX
On October 20, Kentico shared a video demo of Refresh 7. Overall, this refresh focuses on the smaller — but profoundly impactful — user experiences within Media Library, widget configuration, and integrated reports.
4 website features that can make or break a DMOs conversion rates
For destination marketing organizations, a website needs to inspire and connect travelers with a community. Here are the top 4 technical features that drive travel-centric conversions.
"Stuckage" & Accountability: Why DIY ecommerce is unrealistic (even for us)
PODCAST S2:E9 — Can't make any headway? Today, we're talking about how to move past logistical and emotional barriers by reinforcing the need for accountability.
The 5 key components every modern manufacturing website must have
In the last few years, successful manufacturers have launched D2C brands, invested in customer applications, and rethought how they showcase products. Here's how.
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. Here's the abridged version.
Selling Swag Online: A F&B Merch Story
Today, we're talking to one of our food and beverage clients about selling swag online. From t-shirts to gift cards, restaurants have evolved from local eateries to brand-name business groups.
A sneak peek at LinkedIn's new advertising toolbox
On August 17th, LinkedIn offered a sneak peek into its product roadmap for 2022 and beyond. Here are the most recent changes and updates that may impact our clients and community.
5 essential ingredients for your multi-location restaurant website
“Where should we go for dinner?” The deciding factor may vary on any given day. What doesn’t vary, however, is how a great website experience can influence your decision.
[Case Study] How a DMO increased email marketing impact in less than three months
Email marketing. It's the best and the worst. Refreshing how you manage, produce, and distribute emails can feel like a chore. Here are 5 ways you can streamline production and increase engagement.
Improve your website's user experience with Microsoft Clarity & FullStory
Clarity and FullStory allow you to see 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.
Subscriptions (they're so hot right now): When to consider an ecommerce subscription model
PODCAST S2: E7 — Today we're talking about subscriptions. They're all the rage right now from meal planning kits to makeup. It might seem simple to just add a subscription button to your product page, but there's a lot more to consider.
Our 25 most used (and lesser-known) web tools and resources
Outside of core platforms and design programs, every creative has an array of bookmarked web tools and trusted industry blogs they use for nearly every project. Here's ours.
Lightburn adds 6 new faces to its digital team, expanding company by 20%
Lightburn, an award-winning digital agency located in Milwaukee's Historic Third Ward, is excited to welcome six new faces to its team of digital professionals.
Abandoned Carts: How to Avoid Leaving Money on the Table
PODCAST: S2:E6 — Today, we're talking about abandoned carts. Learn how to avoid leaving money on the table by streamlining the checkout process and offering genuine value.
Not your boss’s office: 8 spots to work remotely in Milwaukee
We're big fans of taking things off-campus and working remote a few hours a week. Here are eight spots in the Milwaukee area that are ideal for setting up shop and getting down to business.
Kate Kallenberger
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Digital Experiences
Kentico need-to-knows: Xperience 13 Refresh 6 focuses on marketing and sales integrations
On June 15, Kentico invited partners to view a live demo of refresh 6. Overall this refresh focuses on marketing and sales integrations. Here are the most recent changes and updates that may impact our clients and community.
It’s time to implement GA4: Our 10-minute quick guide
It’s time to implement Google Analytics 4 (GA4) on your website. The uncomfortable truth is that you do not need to understand this new tool to get it started. Here's how...
The effects of seasonality on your PPC plan
PODCAST: S2:E5 — Today, we're discussing the unique challenges of running paid campaigns for products with extreme seasonality, with our director of digital marketing, Clay Patterson.
Mining new blog topics from your digital marketing tools
A healthy and holistic digital marketing plan includes content development. If you're low on inspiration, here are three ways to quickly mine new blog topics from your existing tools.
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.
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. For this reason, Clutch has recently named Lightburn as one of the finest B2B leaders in Wisconsin for 2022.
[Checklist] Navigating the fine line between a website refresh and a website redesign
It’s easy to get lost in the weeds when considering a website refresh or redesign. The following checklist showcases the complexities of a typical project and development tasks.
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.
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.
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.
[Case Study] Reimagining a manufacturing 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.
Kentico need-to-knows: Xperience 13 Refresh 5 helps simplifying asset management
On March 31, Kentico invited partners to view a live demo of Refresh 5. Overall this refresh focuses on images and asset management. Here are the top takeaways from our pros.
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.
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
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Platforms
[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 its real estate and hierarchy.
[Case Study] How we helped an ecommerce store grow 50% 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.
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.
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.
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
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Digital Experiences
[Case Study] 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
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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
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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
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Digital Experiences
Your inaccessible website may be 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
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Digital Experiences
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. To help sort fact from fiction, we've debunked four of the most common misconceptions about web accessibility.
Corey Megown
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Digital Experiences
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
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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
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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 agency's favorite harvest-time celebrations in Milwaukee and beyond.
Kate Kallenberger
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Events
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
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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.
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
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Platforms
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
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Maintenance & Support
Does user experience really matter for an 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.
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.
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.
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
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Platforms
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.
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.
Selecting the right ecommerce platform for your SMB
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.
SEO vs. SEM: What’s the difference and why you need both
SEO and SEM are different yet impactful interconnected digital marketing strategies. Both are a must-have in a solid digital marketing plan.
Taylor Belmer
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Digital Marketing
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.
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.
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.
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.
Upgrading to Kentico 13: When to replatform your legacy website
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.
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
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Digital Experiences
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 promoted to partner and principal at Lightburn
Lightburn is thrilled to announce that as of January 1st, Nora Lahl is a partner at Lightburn.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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. Let's learn more.
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.
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.
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.
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.
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...