Think. Create. Design. WRL.

Using Title Tags to Define Your Website

It’s probably safe to say anyone with a computer has “googled” something in search of a website for information. From finding a local restaurant’s phone number to determining a definition of a word, using search engines is quick and easy and quite frankly a big reason the world has gone digital. The words being searched or “googled” will present a list of options, which often consist of websites – sometimes ads – that reference the originally searched words. That’s where title tags are important. Title tags are keywords websites use to tell Google (or Yahoo or Bing) which websites to include in the search results.

In the below snippet, the terms “title tags” were “googled”, and this website – a great informative source on the subject – is an example of one of several sites that turned up in the list of options or search engine results.


How to choose good keywords?

All businesses want their websites to turn up at the top of search engine results because it’s how customers find websites and ultimately drive conversions. In order to make sure a company website is being “found” or is “searchable”, it is necessary to choose good keywords that define the site.

Each webpage should have a topic that can be summed up in two to four words, which can be used as the keywords. These few words are essential to a web page because they show a focused topic, which ultimately generates good search results. So when creating a title tag for a website, summarize the web page into a few descriptive keywords.

Identifying keywords and developing website content that makes a website searchable is an important function of what WRL’s SEO (Search Engine Optimization) specialists do. All SEO efforts are constantly in competition with other companies’ efforts to get higher recognition in search engine results. Thus, our marketing experts keep on top of Google Analytics to use it as a tool to efficiently measure your performance.

Title tags and keywords are the basics of SEO, and there are many more layers that get even more technical, so if it’s overwhelming, fear not, WRL can help find the optimal solution for you. For more information about keywords, title tags and SEO services, visit or call 330.493.8866.

Doing Good in a Community

Community involvement is incredibly important to the staff at WRL. While we don’t all reside in the city of Canton, many of us are also deeply involved with activities in our hometowns as well as other local areas in which we do business.

WRL Senior Art Director David Jensen is very involved in the town of Orrville. As a member of the Orrville Chamber of Commerce, he has worked with many of his clients for the betterment of their community attending networking events, annual dinners, etc. This also includes a comprehensive rebranding of the city to help showcase Orrville’s unique blend of geography, history, and personality to pave the way for future community development.

As chairman of the local YMCA Marketing, Membership and Programs committee, David is part of the group responsible for looking at current marketing strategies and how they can help drive new membership and programming within the Y. He aims to lead the cause, through these efforts as well as through valuable connections with many business and community leaders in Stark County, to keep it as a viable community resource for many years to come.

“I have been honored to be on each board and being part of an organization that I believe makes a difference in every community they are present,” said David. “It is an inclusive organization that offers more than a gym or a pool, but an opportunity to become part of all that is good in a community.”

How UX Design Improves Brand Value

Vector graphic shape biuild by muti icon to UX / User Experience / type symbol for your design.

User experience design (UX) is a relatively new web design discipline practiced in our industry. However, it’s based on decades of practice backed up with psychology and design research.

Simply put, visitors to your website must have a good interactive experience. According to Econsultancy, 88% of online consumers are less likely to return to a site after a bad experience. Margin Media reports 48% of users who viewed a website not working well on a mobile device as a sign that the business simply doesn’t care. This brings us to the question, ‘What constitutes a bad user experience?’ The answer – Not being able to find the information you’re looking for, non-functioning mobile design and poor quality visual design.

Websites must be beautifully designed, well organized and most importantly, easy to understand. Visitors need to like what they see and understand how to navigate.
Here are some UX tips to have in mind when evaluating your site:

Do you have an easily visible and accessible search bar? Most Fortune 500 companies have a search bar on their homepages. This is an important element for sites that have several product pages. Additionally, search bars also help viewers find specific information featured on a company’s blog.

Your site needs to be quick! Anyone who remembers dial-up can recall how slow the World Wide Web once was. And now, with DSL 4G and faster, people want speed. According to Smashing Magazine, a one-second load time has actually been shown to increase conversions. There are several important elements to consider including image size, optimized code, and fast and secure hosting. These are all paramount in order to ensure people take action when visiting your company’s site.

You really like your site, but how about everyone else? A good indicator would be to test the site with a non-technical audience in order to really see how it will perform. Testing doesn’t have to be an ordeal.

“You can discover and correct most of your problems by allowing five or more users to provide you with feedback on the user-experience,” said WRL Front End Web Developer Randal Pope II.

You put a lot of effort into marketing and advertising efforts that drive people to your site. Make sure they’re having a great user experience while they’re there.

If you’re interested in WRL’s comprehensive web programming and design services, Contact Us and let us know how we can Think. Create. Design. for you.

WRL & Pathway Partner for the Giving [Tree] Season


This holiday season, WRL employees will give back to local children through the Pathway Caring for Children’s annual giving tree program. A giving tree – adorned with snowflake tags, each including a child’s name, age and a suggested gift – is on display in the WRL entrance. Members of the WRL team can choose a tag and provide a gift for a child based on his or her wishes.

WRL clients and community members are invited to join us in this gift giving effort. Those interested are encouraged to stop by our office and choose a name off the giving tree and donate a gift for a child. Gifts will be collected at WRL and delivered to Pathway where members of our team will help wrap. Pathway associates will then give the gifts to the children who not only appreciate the gift, but are often most grateful to know they are loved and thought of throughout the holiday season.

Pathway Caring for Children is a non-profit social service agency that provides foster care, adoption and mental health services to over 600 children and families in the northeast Ohio community each year.

Giving back to the community is important to our team. Here’s a look at what WRL staffers have planned this holiday season. James, Director of Motion Graphics, will volunteer with his children at the Stark County Humane Society and also donate new coats to an Akron family who lost all belongings in a fire. Jacquie, Public Relations Director, and her family are volunteering at St. John’s Food Pantry, and Nathan, SEO Specialist, volunteers at his church’s holiday festival. Joannie, Office Manager, and her family buy gifts to fill shoe boxes to send to children in third-world countries as part of her church’s initiative, and Steve, Senior Account Executive, and his family host a 5K race, the Frosty Frolic, that raises money for Hammer & Nails, a local ministry that assists disadvantaged Stark County homeowners with home and property repairs.

Why Not Tell Your Story with Infographics and Motion Graphics

By Jeff LeBeau

Show, don’t tell. We’ve all heard this famous phrase reiterated throughout our industry, and attempts at showing a client’s story can challenge even the best storytellers to ask themselves, “What have you really done to differentiate and go above and beyond to inform your audience?” Powerful tools to consider for your stand out communication solutions are infographics and motion graphics, crafted by WRL Advertising.

Infographics and motion graphics both convey complex ideas that defy easy, written descriptions by visualizing in universally recognized symbols. This approach utilizes the visual part of our brains to see patterns and make what would be dull or difficult in words, exciting and engaging visually.

Motion graphics are powerful communication tools, and through innovative strategy that appeals to the complex human intellect, WRL Advertising is certainly capturing attention.

Showing vs. telling through video has shown to be an extremely effective method that conveys a core message to consumers who choose what they see and what they retain. Motion graphics are an integral part of reaching today’s audiences and are among the most highly engaging forms of content. While our society has progressively developed shorter attention spans, video has consistently shown itself to be one of the most engaging forms of media, with people willing to watch on average of just over two minutes.

Infographics are great for delivering your core messaging. They use visual images, charts or graphics to seamlessness tell a story or to represent data. Infographics take advantage of something known as the Picture Superiority Effect – a phenomenon that demonstrates images are more likely to be remembered than words.

Both kinds of content, motion graphics and infographics, can form the cornerstone of an integrated campaign. Motion graphics raise search engine rankings for site pages and blogs, are the number one type of content uploaded to social media, and have been shown to increase email click-through rates by up to 13 percent. Infographics are just as at home in these channels and are equally effective in print.

WRL Advertising interactive media professionals have developed motion graphics for the healthcare industry, Fortune 500 companies, educational institutions and other organizations, which have used the medium to explain products and services as well as to train employees.

WRL’s Director of Motion Graphics, James Hill is ranked among the top 100 mixed media talents in the United Sates by AV Video Multimedia Producer Magazine.

If you’re interested in WRL’s comprehensive video services, check out our Motion Graphic and Infographic Portfolio or Contact Us and let us know how we can Think. Create. Design. for you.

WRL’s Medium for Media – Jacquie Mazziotta

Jacquie headshot

With the wave of strategic communications and social media options continuing to grow, and the ever-increasing need for creative, attention getting content, WRL Advertising is expanding public relations support to meet client demands. Recently, Jacquie Mazziotta joined WRL as public relations director for the agency and leads the PR department expanding media outreach, communication initiatives and promotion support for clients.

“It’s great to be at WRL and work with a dynamic and talented team of creative professionals. Our team brings a lot to the table in terms of experience, strategy and innovation,” she said.

Jacquie brings a breadth of experience to WRL. From working on local education initiatives to national retail and corporate client branding, she has worked in the fields of education, agency marketing and public relations and communications as well as freelance reporting.

Prior to her years in education, she worked with nonprofit organizations, a major national convenience store chain as well as in the travel and tourism markets. Perhaps her most notable accomplishment is her contributions on the Silver Anvil Award winning Ohio Bicentennial Campaign.

A published journalist, her work has appeared in Ohio School Boards Association Journal,  Chronicle of the Horse, an international equestrian magazine, Record Publishing’s Stow Magazine and Hudson Monthly, as well as Patch online news outlets and Lawn and Landscape Magazine.

Why WordPress Makes Sense for Your Business

CMS concept image with technology icons and copyspace

Your website is your primary marketing tool. It’s the public face you show the world and for many businesses, it’s the primary point of contact for customers.

Every modern website is created using some form of content management system (CMS). When picking a CMS to build your site, the most important question to answer is, do you choose a proprietary or open-source system?

Both function and features of competing systems may seem the same, but there are critical differences between open-source systems versus proprietary ones.

WordPress is now used by 59% of all sites that use content management systems – that’s over 26% of all websites.


The threat of hackers is real and ever-present and online security is a constantly evolving game. A site that was secure last week may be open to a newly discovered vulnerability this week. With the right setup and correctly implemented security features, WordPress can be made highly secure. In addition, WordPress security features are updated more frequently than those of competing proprietary systems.


One of the core features of WordPress is plugins. With plugins, you can easily add advanced features to your site to expand your Web page’s capabilities. Want to add ecommerce or multilingual support? WordPress makes these features easier to implement. There are thousands of plugins available to enhance your site overall.


With automatic code and multiple SEO plugins, WordPress puts you ahead of the curve by doing many otherwise complicated SEO tasks for you. WordPress allows you to use meta tags for each page, post and image, thus allowing for fine-tuned, precise search engine optimization.


Relationships change. Agencies are bought and dissolved; companies go out of business, management changes and want to go in a different direction. These are the realities of modern business. If you’re using a proprietary CMS, you’re “married” to the provider in no uncertain terms. If they stop operating or if you want to pursue a relationship with another agency or vendor, you’ll be saddled with the cost of recreating your entire site with another system.

WordPress offers a tremendous amount of power, security and flexibility. That’s why we use it for our sites, to give our clients the best online presence, functionality and features possible. WRL has a dedicated web team with specialists in security, SEO, and front end development.

Contact us to learn what we can do for you.


Google Analytics and the Big Picture

A businessman using a mobile phone to check stock market data.

By Bob Isenberg

Although I’ve come to advertising from the creative point of view, I’ve always had a strong need to understand the way the various advertising channels work in unison to create effective campaigns. By understanding how all of these pieces work together, it allows me to become a better project manager and strategist for our clients as well as a better communicator with the many specialists within WRL. I get a glimpse of their capabilities and thought processes and, along with all these pieces, I am able to see the big picture.

To be great at something like SEO and SEM, one has to work at it on a daily basis.  For that, we have specialists such as Nathan Kappel. He dedicates every day to maintaining up-to-date knowledge of the latest trends and online marketing tactics. Unfortunately, with my other pressing duties, I’m unable to dedicate the kind of effort necessary for that role. However, with a firm knowledge of Google Analytics’ processes, I can understand how the data is collected, filtered and tracked, and what the tactics are for setting up goals, funnels and conversions.

Adding to your knowledge base on a regular basis is important to remain engaged and energized in your career. This is crucial when you are in an industry like advertising that is constantly evolving at a staggering rate, and I expect this trend to continue or possibly accelerate now and into the future. After decades in this business, I’ve gained perspective and see those people who are swallowed by change, but I also see those who jump on board, excited to discover where they are headed. WRL is all hands-on-deck when it comes to continually advancing, and together, we can create the big picture for you.

Keep it Simple with Your Grammar on Fleek if You Want Millennials to Pay Attention

Diversity Friends Connection Global Communication Concept

By Jeff LeBeau, President, WRL Advertising

I have seen some amazing marketing campaigns with bells, whistles and even flashing lights complete with the latest tools to share everything a company can say about its brand. They can certainly be eye-catching, but not necessarily effective. In today’s world of advertising, public relations, graphic design and overall marketing strategy, less is more rings true for the next generation of buyers. And of course, content is always king.

Forbes reports that beginning next year the Millennial generation aka Gen Y (made of up consumers ages 17 to 34) is predicted to begin spending $200 billion annually throughout their lifetimes. That equates to a whopping $10 trillion! As companies seek to attract this generation of buyers, there are a few things to keep in mind.

This is the selfie generation. Millennials have grown up with computers, apps and smart phones. They document a mundane trip to the local coffee house through photo journaling. The most tech savvy generation in history values reviews and buyer feedback. These multi-taskers can be found with a smart phone in their hands at almost any given time. Yes, that includes when they are eating out, watching television, and beyond. In order to capture their attention, your message must be simple and concise.

Mobile-apps are fully ingrained as an integral part of the Millennial way of life. These handheld communications tools naturally provide a 24-hour shopping opportunity as well as a means to communicate and see influencers’ opinions. Do not be fooled by emojis and LOLs. This generation views themselves as highly educated and holds themselves to higher standards, especially when it comes to proper grammar. Yes, they have “zero chill” when it comes to letting improper grammar fly. According to a recent Los Angeles Times article, “Millennials are annoyed when your grammar’s not on fleek.” So proofread your content before you post.

I must disclose I, too, am a Millennial and when talking with our other Millennial staff members at WRL I find this group of consumers are cost conscious and loyal buyers. They actively seek opinions and reviews and are not necessarily impressed with bling and catchy ad campaigns. The more online content and positive reviews available about your product or service, the higher the likelihood that Millennial purchases will increase.

I asked a couple of WRL staffers their thoughts about major considerations when making a purchase and found their responses to be strikingly similar.

“When I buy something, I consider whether I can find a better price for the same quality, which I value in a product. I do as much research as needed to make sure if the amount of money I’m spending on something is justified,” said Olivia Tharp, WRL social media strategist.

Interestingly, when I posed the same question to WRL website developer, Randal Pope he said, “Can I get this cheaper online/elsewhere? Is there a better/less expensive alternative?”

When putting together your next campaign strategy, a great opportunity exists to capture the Millennial audience. By keeping your message simple, concise and grammatically correct you may develop a lifelong customer.

Athena Awards – The Impact of One Woman



“Behind every successful woman is a tribe of other successful women who have her back.” – Unknown

WRL Art Director, Tracy Arenson believes this couldn’t be more true for the Greater Stark County Athena International Awards. In 2015, she chaired this program and is honored to be a part of the organization’s effort once again as the Nominations Chair for the upcoming 2017 ATHENA Awards, presented by Women’s Impact Inc.“It was an opportunity I will never forget,” said Tracy. “To work with such an influential group of women and to be able to hear all of their encouraging stories firsthand was truly inspiring.”

The ATHENA Awards Program® began in 1982 to recognize exceptional woman leaders who demonstrate the highest levels of professional excellence and give back to their communities. Most importantly, it looks to promote their mission of assisting other women in realizing their full leadership potential. They have since expanded the award programs to include the ATHENA Young Professional Leadership Award and the ATHENA Organizational Award to recognize emerging leaders and organizations that value ATHENA’s mission. “I am so proud to be involved with Women’s Impact Inc., an organization that encourages growth and success for women in our community. I’m very grateful that these women have put their trust in me to, once again, be involved in this wonderful event. I couldn’t be more excited to meet and work with a new class of nominees!”

ATHENA says that simply to be an inspiring presence among women in our community is to win. For that reason, Tracy and these many amazing women have already won.