Is Your Website Ready for Your Content Marketing?

Make no mistake, content marketing is the buzzword of the year. Businesses across the board are jumping on the bandwagon in hopes to revitalize their marketing strategy and continually improve their relationships with consumers.

As information-hungry consumers who are constantly connected, we crave instant answers from Google and habitually search a new product or brand in order to determine its value – What is this product? What does it do? Where can I find it? Who makes it? Can it help me in my daily life? Is it worth buying?

This is where a polished website is crucial and builds the foundation to a successful content marketing program.

Build a Strong Home Base
A strong website will be the groundwork of your content marketing program, acting as the home base for your consumers as they go through their buying process.

Here they can always return to find original, high quality content such as blog posts, e-newsletters, product brochures, and other information about your business on a regular basis.

And since it’s your owned property, you can control your overall messaging, unlike other platforms, which can be confining in terms of creativity or distribution.

But don’t forget that although content is key, your website’s design and usability is just as important.

Guide Consumers Through Your Website
Your website should also be a consistent part of your strategy when creating new content.

Whenever relevant, a call-to-action should appear in blog posts or infographics to drive consumers to your website and even specific web pages for downloadable guides or related content that would be beneficial during their buying process.

This can be for a variety of reasons: to keep tabs on warm leads by collecting their contact information for future outreach; targeting certain consumers for future product deals; or testing the merits of a monthly newsletter.

By staying with consumers throughout their buying process, you’ll be able to reach out to them when appropriate and generate concrete leads for your business.

And when you house your content directly on your site and have multiple web pages with beneficial information, consumers are also more likely to stay on your website to explore instead of leaving after getting the information they need.

Measure, Report, Optimize, Repeat
According to the Content Marketing Institute’s 2015 Benchmarks, Budgets, and Trends – North America report, only 21 percent of B2B marketers say they are successful at tracking ROI in content marketing programs. But the number went up to 35 percent when businesses had a documented strategy in place.

In simple terms, those who have a standard process on measuring content performance will more than likely be better equipped to make the right decisions when it comes to content.

CMI also reported that website traffic is the top metric of choice for businesses looking for data to inform future content decisions – 63 percent of businesses say it’s a reliable measurement year-over-year.

By running an analytics program, like Google Analytics, you can easily see data on what content is attracting consumers, how it’s convincing consumers to stay on your website longer, and which consumers will be more receptive to direct contact by your sales team in the future.

Not only can analytics inform your strategy, creating consistent, quality content and distributing through a wide range of communication channels will help improve your overall SEO ranking.

If you take the time to build a solid web presence all directed through your site, next steps in building your content marketing program will be that much easier. So if your business plans to increase your content marketing output in 2016, make sure your home base is ready for your consumers.

Principal/Agency Director

Trick or Traits – Match Your Favorite Halloween Candy to your Perfect Job at Element

October 31st is right around the corner, and the team at Element is gearing up for the big day. To help get our followers into the Halloween spirit, we compiled a list of some classic candy favorites and conducted some very in-depth Googling to determine what candy preferences say about your personality. Ready to find out whether you are salty or sweet? Take a look at the selections below, pick your favorite, and see with whom at Element you might pair with best ….

halloween infographic

Skittles- Colorful and fun, those who enjoy Skittles as their favorite Halloween treat are happy-go-lucky and optimistic. With a flair for all things vibrant, you relate best with our Designers who have an eye for just the right color, pattern, and design.

Smarties- Sweet and always a great treat, this candy was designed for the diehard Type A’s who can’t help being helpful. Around Element, that organization and dedication can be found in our Account Executives, Account Assistants, and Business Managers who give sweet a little extra kick.

Milky Way- As a jack-of-all-trades candy, Milky Way has it all. It’s a sweet filled center with caramel and comes in light and dark chocolate. It’s the multitasking madman of the candy jar and people who love it usually are too. Known for your knowledge in a variety of fields, you relate best to Element’s Digital Marketing Specialists who know their stuff when it comes to digital marketing, search engine optimization, content marketing, and more.

Tootsie Roll- A beloved Halloween staple, trick-or-treating just wouldn’t be the same without this Halloween sweet. Those who enjoy this famous classic treat are trusted individuals who make a big difference every day. In Element, these individuals are our Agency Owners who have shaped Element’s path from the very beginning.

Gummy Bears- Gummy Bear enthusiasts are fun-loving individuals who make going to work (or any place for that matter) a barrel of laughs. These individuals aren’t all fun and games, however. They also have the drive to make things stick, much like Element’s Copywriter who can turn jumbles into jargon and scribbles into scripts.

Hershey’s Bar- If candy had nobility, this would be it! Much like a king, individuals who favor Hershey’s bars are stable, quiet, and able to solve complex problems with ease. With the ability to talk technical, you relate best to our Programmers who slay coding and programming like a dragon.

Cricket Lollipops- Those who favor the most unique Halloween candy selection are outside-of-the-box thinkers who often offer interesting and unique perspectives on solving problems. These individuals are often at the forefront of what’s new and trending. At Element, you can find our Director of Public Relations shedding light on interesting products and services while offering tips on the new and noteworthy.

The Unofficial Element Spokes-Moose
Canuck is a surprisingly intelligent and humorous character that could talk your ear off. He loves life, learning new things and, most of all, sharing new insight with people. He’s adjusted well since emigrating to the U.S. from Canada and settling down at Element. In fact, he’s taken strongly to blogging about marketing, branding, social media, and the Element office happenings. He’s still very loyal to his homeland, insisting that hockey is the only real-man’s sport, pancakes are acceptable at any meal, and Canadian beer is superior to the swill made everywhere else.

Case Study: Helping Menasha’ s New Website “Go Beyond”

Menasha is the leader in retail-focused packaging and merchandising solutions. In other words, dynamic and cutting-edge displays that grab your eye as you shop.

When we initially met the Menasha team over a year ago, we immediately knew our company cultures aligned. Since then, we’ve worked together on a variety of projects from branding initiatives to trade show booth graphics. Yet, when we recently launched Menasha’s new website at, we knew it truly reflected their tagline, “Go Beyond.”

From kickoff to completion, the website was developed over a 12-week period, officially launching in August 2015.


During that time, Element was faced with several unique challenges:

  • Designing content areas that are easily digestible by all visitors while making more in-depth information easy to find when necessary.
  • Developing a site that is fully responsive for mobile devices while allowing for extensive backend editing capabilities in Kentico, a content management system.
  • Showcasing all Menasha products and services in a visually simulating way, beyond traditional photography or website structures.

Element’s solutions to these challenges resulted in an easy to navigate website, which goes beyond the latest design and programming trends to include:

  • Menasha-Packaging-Mobile-WebsiteDeveloping storytelling icons and information-based graphics that support individual content areas. These areas include content setup in accordion-style programming, expandable if visitors need further information.
  • Conducting content evaluations for every page throughout the website to define custom solutions for a user’s mobile experience. This determines what content is available on a mobile device and how it appears on the page, all while keeping full backend editing solutions in mind.
  • Taking photography specifically for the website, with the shot list based on the navigation plan. This stylized approach integrates Menasha’s retail displays and product packaging in unique ways throughout the website.


Since the launch, visitors are now more engaged with the website due to its optimized web presence, providing valuable sales opportunities for Menasha.

There are plans to integrate additional functionality into the website that will accommodate for the company’s expansion in the marketplace. Element is proud to partner with Menasha as ongoing success spurs continued growth.

Looking to revitalize your website? Learn more about Element’s web design and development services or give us a call at 920-983-9700.


Director of Digital Marketing
Officially, Derek is Element's Digital Marketing Director, specializing in search engine optimization, social media marketing, and website user experience design. However, outside the office, Derek cannot be pinned down to a single title, so let's go with "happy-hour-turned-late-nighter," "driveway fire-starter," "fins-up-Parrotheader," "world traveler," "Frisbee-throwing-dog-lover," and "up-to-the-minute digital dominator."

Moraine Park Technical College Taps Element as New Agency Partner

We have some exciting news!

We’re happy to announce that we’ve been officially named the agency of record for Moraine Park Technical College, one of Wisconsin’s leading technical colleges.

“Moraine Park prides itself on the training and mentorship students receive through our programs and from industry-experienced instructors,” said Moraine Park President, Bonnie Baerwald. “Working with Element will help us tell our story to prospective students, local industry professionals, and the wider community.”

As the agency of record, we’ll work with Moraine Park on their overall brand message, their annual report to the community, and other general marketing projects for three years.

“We’re thrilled to be partners with Moraine Park Technical College,” said Lance Peroutka, director and agency principal of Element. “There’s no mistaking the value of technical education right now, especially with the need for skilled workers in a variety of fields. We look forward to working with Moraine Park and helping them achieve their goals.”

To learn more about Moraine Park, visit

Celebrating 12 Years! 12 Things You Didn’t Know About Element

To celebrate our 12th anniversary as a business, we put together a handful of amusing tidbits about our fun-loving group:

  1. We were originally River North Communications, an agency set up to exclusively serve a traveling trade show to promote lodges and hunting trips in Canada. It wasn’t until 2003 that we changed our name to Element Creative.
  2. Lance and Aldis celebrated this fond occasion earlier in the week with some champagne and award-winning Kringle from Uncle Mike’s Bake Shoppe. If you must know, the cork did hit the ceiling.
  3. Lance has admitted he was wrong at least once. It was an apology to Moose for not giving him an Element hat sooner.Moose-Element-Creative
  4. Lori, a graphic designer, and Molly, our receptionist, swear they have different dogs, Piper (left) and Harvey (right). But many in the office believe they are clones.
  5. Eric (to the right) is our copywriter and associate creative directorEric-Element-Creative, but also holds the title of beerman. He makes sure the fridge is stocked with both old favorites and new brews for when we celebrate birthdays, Packers games, or just need to crack a cold one on Friday afternoon.
  6. We haven’t always been at 2081 Profit Place. We were originally at 2080 Profit Place just next door. Yes, we literally moved about 300 feet.
    An early morning view of Profit Place.

    And before that, we worked out of a basement with just three egress windows for natural light.

  7. Nikki, our director of account services, was originally hired as a designer until it was discovered she “designed big.” It was quickly realized she would be better suited for account work.
  8. Moose loves to give tours. He greets visitors right outside Aldis’ office.
  9. A few of the designers have motorcycle drag races from time to time, and it gets interesting when winter rolls around.
  10. Lance and Derek perform as the karaoke duo, “InVESTed,” at least once a month. They take their karaoke nights pretty seriously.
  11. Sue, our office manager, has processed roughly 15,000 job tickets since she started on Oct. 13, 2003 when Lance and Aldis bought the agency.
  12. We could probably survive the apocalypse with the amount of frozen pizzas we have in our freezer. Plus, both Joel and Mike Thornton are avid The Walking Dead fans – their knowledge would be quite invaluable.

Here’s to the future of Element and many more years of Kringle, drag racing, and matching vests!

We’re Hiring: Content Marketing Specialist

Do you love to craft a sentence the way a bartender crafts a fine cocktail? Do you analyze your word choices the way an accountant audits a bank statement? Have your mad blogging skills earned you the nickname, the next Arianna Huffington? Are you the popular person who’s constantly connecting with people online?

If this is you, then please keep reading.

The role of the content marketing specialist will be to research, write, and develop engaging and relevant content across multiple communication channels and social platforms. They will assist in the development and execution of an overall content strategy while producing high-quality short, medium and long-form copy that incorporates best practices for digital use.

Key Functional Areas of Responsibility:

  • Research, write and edit copy for a variety of content including, but not limited to: blogs, press releases, social media, websites and email.
  • Develop a distinct and unique tone of voice for each client and brand.
  • Determine the most impactful way to re-purpose content for a variety of channels.
  • Analyze campaign results using social media monitoring tools and make recommendations to maximize the effectiveness of the campaigns.
  • Work with the creative team to develop visual assets.
  • Collaborate with SEO/SEM Analyst to ensure content meets established SEO guidelines, implementing keyword research and optimization recommendations into content pieces.
  • Perform ongoing research on industry trends to maintain fresh and relevant perspective in all communications.
  • Interact with various agency teams to ensure successful client outcomes.
  • Be responsible for editing all copy and overseeing the proofing process for the content marketing team.


  • 3-5 years of experience as a writer, public relations professional, marketing communications specialist, journalist or editor.
  • A bachelor’s degree in communications, public relations or marketing.
  • A passion for writing and a journalistic approach to story ideation and creation.
  • Have a general understanding of marketing fundamentals and strategies.
  • Understand the fundamentals of conducting research and interviews.
  • Have a thirst for knowledge and be comfortable working with unfamiliar industries and audiences.
  • Proficient knowledge of content marketing practices, tactics and strategies.
  • Extensive experience with copywriting and editing for marketing campaigns.
  • A strong understanding and experience using WordPress.
  • Experience using Photoshop to modify, resize and create web friendly images.
  • A working knowledge of website analytics tools (e.g. Google Analytics, WebTrends)
  • Understanding of SEO and keyword optimization.
  • Be a very strong editor and proofreader with exceptional attention to detail.
  • Excellent verbal, written and presentation skills.
  • Self-motivated with proven ability to multi-task and solve problems.
  • Be capable of working in a deadline-driven environment.
  • Be highly organized.

Interested applicants should send their resume, cover letter and three recent project samples to

Speaking to Silence? Find Your Audience with LinkedIn’s Native Advertising

LinkedIn gives companies a reliable way to promote content and connect with potential leads, but being successful involves more than simply updating your company’s page.

By publishing consistent, quality content and sharing it with multiple networks, you can easily attract professionals to your company page to generate leads and position yourself as a thought leader.

But what if you’re no longer seeing a steady stream of new and engaged followers?

It’s time to try something new, but what?

Don’t be discouraged. With a niche platform like LinkedIn, your content may just need a boost to ensure it’s in front of the right audience.

Promote Your Content to the Right People
When organic distribution of your content doesn’t seem to be hitting the mark, it’s time to consider LinkedIn’s paid native advertising to reach relevant audiences. Native advertisements – also known as sponsored updates – read like an editorial and less like a display ad, which can lead to higher engagement.

These updates allow you to specifically target professionals through their newsfeed. It’ll help you attract new followers to your company page and increase engagement. Plus, it’s optimized for any device!

Create Valuable Professional Content
To get the most out of these campaigns, choose a piece of content that has “showcaseability” – meaning a great piece of professional content that makes your target audience pause and say, I want to know more about that!

This could be a new project or service announcement video, a smart infographic detailing findings from a recent study, or even a fun post that highlights your company’s culture which can attract potential employees to your page.

When you put forth the effort in making your content stand out – whether that’s adding a compelling image, a captivating title, or a clear call-to-action – people will want to share it, which will expand your total reach.

Set Campaign Goals
Once you have selected your message, define your target audience to build a paid campaign.

You will first need to pick between two paid options: cost-per-click (CPC) and cost-per-impression (CPM).

To help you decide, you need to understand your end goal. CPC is best for lead generation while CPM should be reserved for brand awareness initiatives.

Next, think about who your target audience should be. LinkedIn lets you focus your efforts on either location, industry, or job titles.

Also, keep in mind that on LinkedIn, keeping target audiences specific and including more than 300,000 members, usually gets better results. In 2015, Pew Research Center reported only 25% of online adults say they use LinkedIn regularly compared to 72% who use Facebook, so a targeted approach will help ensure your content is seen by professionals not checking their LinkedIn daily.

In order to get the most out of your paid campaign, make sure you also have measured goals set before you start.

If you’re new to LinkedIn, focus on building organic campaigns emphasizing your content and distribution plans. By analyzing your organic reach, you can estimate what you’d like to see from a paid campaign.

You can also do a trial run of a sponsored campaign that lasts a few days to record some initial data. The best feature about LinkedIn is that they provide built-in analytics so you can see your campaigns in action.

Don’t Be Afraid to Experiment

Experimenting is key to understanding what works and what doesn’t. Try to switch up your content every two weeks and once you get the hang of it, promote new content up to one or two times per week.

One of the most important things to remember is to keep everything in context. If you’re a smaller business, keep your goals reasonable. Use analytics to inform your next move and constantly review your current strategy.

Looking to start a more in-depth content marketing strategy? Learn more about Element’s content marketing programs here.

LinkedIn’s Native Advertising
Mobile Messaging and Social Media 2015, Pew Research Center

Director of Public Relations
A self-decribed chatterbox, it’s rumored that Tara was born with a phone in her hand. It was only a natural that she ended up in the marketing communications industry. With more than 12 years of industry experience, Tara specializes in campaign strategy, planning, publicity, and content marketing. In addition to socializing with just about anyone, Tara enjoys running, yoga, and watching her beloved Wisconsin Badgers. She also appreciates the occasional quiet weekend at home cooking and relaxing with her husband Ryan and daughter Julia.

8 Ways to Tell It’s Time for a New Website

Clients often ask us how frequently they should redo their website. With design and functionality trends changing constantly, it can be a challenge to determine when a site should be redesigned and programmed to stay current.

Typically, I recommend businesses reevaluate their entire site annually to make minor revisions and updates. A complete overhaul should be considered every 3-4 years.

Not sure where you stand? Here are eight questions to help determine if now is the time for a new website:

  1. Is your website search engine optimized?
    I’m sure you’ve heard this a million times, but if nobody can find your site, what’s the point of having one? Your website should appear in relevant web searches and be working hard to attract new visitors.
  1. Has your business strategy, product, or target audience changed since your last site launch?
    Your site should reflect your current business plan and be an accurate representation of the products and services you offer. It’s not uncommon for businesses to expand product lines or add markets, so make sure your website matches the direction your company is headed.
  1. Is it easy to find things on your site?
    Ease of use is crucial for consumers. With new trends in design and functionality, navigating a website should be effortless.
  1. Is your content overwhelming and stale?
    Content on your site should be relevant and fresh. Plus, when possible, use visuals to communicate your information in an easy, consumable way.
  1. Is your site mobile-friendly or responsive?
    According to Smart Insights, 80% of users search the Internet on smartphones. Plus, as of April 2015, Google is using mobile-friendliness as a ranking signal so determine if your site is mobile-friendly with this quick test.
  1. Do images date your site?
    Stock photography with dated fashion and hairstyles can age your business as well as people’s perception of your brand. Even if your site is not due for a complete overall, updating the photography alone can freshen up the appearance.
  1. Does your traditional marketing integrate with your digital strategy?
    For brand consistency, your traditional marketing should align with, and complement, your digital strategies. Messaging and imagery should be consistent from print to your website.
  1. Is your website working as hard as it can?
    Long gone are the days of static sites. It’s time to think about how your site can act as a virtual salesperson, generating leads. Or, maybe you can increase internal efficiencies by automating processes. And, let’s not forget about using your website to recruit new talent.

Element understands all facets of marketing, including the digital world. We have an entire team dedicated to staying on top of trends, and our experts develop integrated marketing strategies blending both traditional and digital tactics.

When you’re looking for an honest opinion of your current site, call Element at 920-983-9700 for a complete evaluation and honest discussion.

Director of Account Services
Nikki Peroutka has handled account service duties at Element for more than a decade. She remembers pre-PDF days when every proof required a face-to-face client meeting, and the number of colors in an ad determined its price. This, of course, makes her feel like an old marketing-weary battle-ax. Yet, she brings a youthful, fresh perspective to overseeing all client relationships as well as managing her own accounts. When her daily Director of Account Services duties are done, she enjoys relaxing with a good magazine or book, chasing around her son Oakley, and doing DIY projects around the house.

Element Welcomes Three New Team Members

While it’s crunch time for the Green Bay Packers – they need to cut down their roster by tomorrow – we keep adding new talent to our team!

And instead of the usual office icebreaker, we emailed them a quick BuzzFeed quiz on social media habits. It’s basic knowledge these quirky quizzes tell us everything we need to know about new employees so we couldn’t resist.

Element-Creative-Receptionist-Molly-WentworthMolly Wentworth
Title: Receptionist/Account Assistant
Specialties: Customer service, account management and photography
Background: Originally from the UP, Molly is a Grand Valley State University graduate with a B.A. in photography and advertising PR. Before Element, she worked as an assistant photographer and retoucher at Evenson Photography.

element-new-employee-buzzfeed-quiz Are you truly “The Private Introvert”?
I’d say this is pretty accurate… I have friends who are constantly glued to their phones while we’re out to dinner, and it drives me crazy! I like to enjoy experiences while they’re happening instead of posting about them. But I must admit, I do love a good throwback Thursday.

What’s the one thing you can’t help but share on social media?
Pictures of my dog, Harvey. He’s just too cute! I can’t avoid the temptation when he’s decked out in Green Bay Packers apparel or helping me decorate my house for Christmas. Everyone loves him and photos of his latest adventures!

Rachel MuellerElement-Creative-Content-Marketing-Specialist-Rachel-Mueller
Title: Content Marketing Specialist
Specialties: Content marketing strategy, editorial and digital content management, and public relations
Background: A Chilton native, Rachel graduated from nearby St. Norbert College with a B.A. in communication and media studies. Her love of her alma mater turned into working for their communications office in three different roles: web and design intern, communications assistant, and interim web and social media specialist, before coming to Element.
element-new-employee-rachel-muellerSo, do you consider yourself “The Accomplished Achiever”?
Yes and no. I do tend to put more thought into big life updates when I share them with the social media world, but if I think something is culturally relevant, newsworthy or funny, I don’t hesitate to post it.

What’s the most embarrassing thing you’ve done on Facebook?
I’m very cautious when posting on social media, especially Facebook because of older family members. But, the most embarrassing thing I’ve done is the time I posted a Facebook status as if I was writing on my friend’s wall. It was up for over two hours before I noticed. I’m still a little horrified thinking about it…

Element-Creative-Art-Director-Aaron-GraffAaron Graff
Title: Art Director
Specialties: Brand and marketing design for print and digital communications
Background: Aaron is an alum of UW-Oshkosh with a B.F.A. in graphic communication. He’s worked for more than 12 years in agencies throughout Northeast Wisconsin, before landing at Element.

Did this BuzzFeed quiz get it right?
Yup, it’s got me pegged. I primarily use Instagram and post edited, curated photos, never in-the-moment. I’ll use Facebook for big life announcements, but that’s about it.

What’s your favorite Instagram account to follow?
I follow a lot of artists, designers and makers, but my favorite would have to be @malimish_airstream. He’s a web developer with a family of five who works remotely as they travel the country in an Airstream trailer. Great photos, great locations, great captions.

Their lifestyle is kind of a retirement goal for me.

We’re ecstatic to have Molly, Rachel and Aaron on our team, and hope you’ll drop by to say hello!

Don’t forget! For more behind-the-scenes updates from Element, make sure you like us on Facebook.

8 Web Trends to Revitalize Your Site

Keeping up with web trends is a surefire way to make sure you’re not left behind in the digital world. Not every trend on this list is applicable to every website or situation, but by utilizing the ones that fit your specific strategy, you’ll keep a visitor’s attention and encourage them to keep coming back.

1. Be Responsive!

Without a doubt, responsive design is the most important on this list. This buzzword of 2015 has transcended “trendy” and solidified itself as the new standard for web design. With more and more users viewing websites on mobile devices and tablets, it is crucial websites across the board be designed to automatically adjust for different device sizes.

By optimizing for both desktop and mobile, we helped The Business Bank give their customers much more user-friendly banking options.

2. Simple, Flat and Elegant

Since responsive design has to fit different sized screens, it begs the question – which design is best for which format? Simple, flat and elegant has become the solution overall, which our programmers helped implement as the prominent design theme for Solarus. Although flat design has been around for a few years, it’s growing up. The use of subtle gradients and layering to retain a sense of tangibility is also starting to emerge.

3. More Scrolling, Less Clicking

With the rise of mobile (seeing a pattern?), visitors are being trained to flick and scroll to view content. This action is now expected while using a desktop computer. Scrolling sites – like we created for Northern Concrete – have less load time overall, allow for more dynamic interaction, and create a more intuitive, easier-to-use website. The transitions are also smoother with no jarring refreshes, which keeps your content flowing.

4. Emphasize Typography

With type kits, such as Google Web Fonts, becoming more affordable and free, typography can now be fully utilized.

Mixing thick and thin with boxy and elegant typesetting is now appropriate for the web. Not sure how it would appear? Check out our work for Oh Snap Pickling Company!

5. Large and in Charge!

Large imagery, large text, large videos. With less bandwidth restrictions, large is now possible. It’s an easy way to display your content prominently and elegantly without feeling gimmicky, as seen on the website we created for Pella Windows and Doors of Wisconsin. Full-screen content also creates emotion and a better canvas on which to tell your story.

Parallaxing these large images and videos not only looks really cool, it’s a great way to utilize large graphics and create a sense of depth.

6. Make it Visual! – Use Illustrations and Infographics

Simple illustrations are a great way to add creativity to a site without adding clutter. They can be most useful in an infographic to explain complicated information since a visual representation of data is always easier to digest.

Back to Oh Snap! Instead of a text-heavy list to explain why their pickles are extraordinary, we collaborated on illustrations instead.

7. Reinvent Your Navigation

With scrolling sites becoming more prevalent, floating and sticky navs have emerged. Navigation that slides down, slides up, pops up, and includes imagery and dynamic animations will start showing up. Along with new navigation, new button styles are also making headway.

“Ghost buttons” – buttons with no fill, and are transparent – have become popular because they are elegant and don’t block background imagery. Since Verhalen Commercial Interiors needed to showcase their product visually, we made sure their landing pages used this feature instead of a typical nav menu.

8. Tell Your Story!

Your company’s story becomes more compelling and vivid across all devices through the use of the above trends. When users interact with your content, they will be more engaged and feel a stronger connection with your brand. Check out how we helped Saverne Products use their “Field to You” story to emphasize how it impacts their consumers.

Staying ahead of the website game can be tough at first, but a sleek, user-friendly site is well worth the effort!

Here at Element, we work every day with businesses on maintaining websites and implementing state-of-the-art programming. We give our clients the stress-free and reliable option of providing all web services within one agency.

Have a web project you’d like us to tackle? Give us a call at 920-973-9700!


Director of Account Services
Nikki Peroutka has handled account service duties at Element for more than a decade. She remembers pre-PDF days when every proof required a face-to-face client meeting, and the number of colors in an ad determined its price. This, of course, makes her feel like an old marketing-weary battle-ax. Yet, she brings a youthful, fresh perspective to overseeing all client relationships as well as managing her own accounts. When her daily Director of Account Services duties are done, she enjoys relaxing with a good magazine or book, chasing around her son Oakley, and doing DIY projects around the house.