Your friendly neighborhood Web professional

Want to know about Brandon?

I guess I should tell you a little more about myself. I made my first website in 1995. I’ve been working in the Web industry since 1999 (starting as a student employee for my college), and I’ve been doing the agency thing since 2006. I’m currently working for Intouch Solutions in the Kansas City area as a technical architect focusing on front-end technologies. I research new technologies, document them, and provide training for my coworkers.

In addition to web technologies, I’m also big on collaboration. I’ve written articles on how we can better understand each other, and, with experience in design, writing, front end, back end, and management, I quickly put together how we should be working together.

If it doesn’t sell, it isn’t creative.
–David Ogilvy

Creative Philosophy

Step 1: Define success as a metric

Before any creative decisions are made, you need to know what success means for a project, and it needs to be measurable. If you want more email sign-ups, that's a much different goal than if you want to increase user engagement with your content.

Step 2: Use data to inform creative decisions

Once you know what you’re going to be measuring, every creative decision should be geared toward improving that number, and preferably backed up with data. There’s data out there on what converts and what doesn’t. If you don’t have data, do some A/B testing and get some.

Step 3: Measure, measure, measure

Once a project launches, that’s when the real work begins. You now have a baseline—a score for your site. That number needs to get better every six months. Measure the success of every new change, and don’t be afraid to test new things to see if they help further your goal.