Online Marketing Strategy + Web Design Consulting SMB
Art of Innovation Online Marketing Strategy Web ReDesign Consulting
Sometimes, the Concorde or a Boeing 787 is the right answer; sometimes a colorful, adventurous hot air balloon is just what the customer
needs and wants!
marketing strategy, plans, web Design  Art of Innovation Small Business
• San Francisco Bay Area
Online marketing strategy consultant
Achieve new heights
via high quality products + communications
that delight your customers
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Marketing Plan Bullet  Increased market share
Marketing Plan  Bullet  Awareness + mind share
Marketing Plan Bullet  Customer enthusiasm
Marketing Plan Bullet  Revenues + margins


By Refining + Aligning your

Marketing Strategy Bullet  Business goals
Marketing Strategy Bullet  Marketing strategy
Marketing Strategy Bullet  Products & services
Marketing Strategy Bullet  Web communications

High quality, innovative products require innovative, high quality marketing communications to increase customer awareness + appreciation of your brand promise, product value, and competitive superiority.

Online marketing strategy driven web content/ inbound marketing earns high rankings on Google, leads, sales & most importantly, customer satisfaction & loyalty.










Free Guide to Building Effective Websites

Simple, quick, jargon-free
Guide to building effective websites





































Effective Web ReDesign / Innovation Elements

Web redesign, innovation elements



















In search of The Art of Innovation



















Think SHARP! Strategy Horizons Architecture Requirements Plans



















Sharp Analysis Marketing Goals  Insights Marketing Goals  DNA

Innovating / Redesigning your Website /Portal from the right DNA

                  Web DNA


























Business Vision to Website Launch

A roadmap for
marketing analysis +
product strategy +
business planning
Marketing Goals  going from vision to reality



Resources  ::  Tips & Slides
Marketing Strategy driven Website ReDesign / Innovation

Isn't a great looking site the same as an Effective, Compelling site?

The visual polish and presentation of a website (like so many other things in our lives) undoubtedly make an initial impact ... inviting us in for a closer look. However, as the saying goes, your audience (customers, clients, users) may come for the looks but will stay for (or be influenced by) the content / key messages, services / functionality, benefits, and ease-of-use. Aspects that will help them meet their specific needs & goals.

Knowing these various aspects that impact your target audience (influencing their future behavior including visits, actions and purchases) — along with their relative importance and how they fit together — is vital to achieving a well-balanced, effective and compelling redesign.


Art of Innovation Logo  Components of an Effective AND Eye-Catching Website ReDesign

Visual Design (Colors/ Graphics/ Fonts ...) - is the aspect most easily & readily perceived by users - and focused upon by some web designers.  However, it is but one of many elements of site Architecture & Design - that together determine the usefulness & usability of the site - and how often users will actually visit / return to the site.

Website Redesign Strategy Architecture Components

A good way to appreciate this is to look back at some of the most successful and popular sites (in various categories e.g. News, Mail, Shopping, Entertainment, Banking, Trading, Education & Training, Online Services) .

Especially on their way to becoming famous - more so than after becoming famous (& cash rich!)

You will see that what's common is not any particular slick / polished / "flash"y look ... just as there isn't a movie or home decor style that is the "best" one.  It's the combination of visual design elements along with other aspects such as functionality, content, ease-of-use etc. that together make an impact on your site visitors / prospective customers. And it is the fit with the purpose, audience and constraints (e.g. budget, pre-existing logos etc.) that make the combination a good & effective choice. 

ABCs of Portal / Site Design and Development Of course, as the saying goes, when all you have is a hammer, everything looks like a nail!  Thus, experts in a particular style may be very vocal (and persuasive) proponents of that style (visual or technical).  But that may not be because it is the best choice for you or your users. 

Thus, it is very valuable (both as a user and site publisher) to remember to consciously look beyond the visual design and focus on all the factors that influence the "effectiveness" of the site - i.e. whether the site meets the goals of the site publisher and the targeted audience / stakeholders.

Here is a quick listing of some of these other influential aspects (other than visual appeal):  content (text + graphics), writing style, features & functionality, ease-of-use (aka user-friendliness, usability), freshness of content, responsiveness & absence of technical problems, site navigation / structure, ease of searching / finding specific items, how the site fares in comparison to similar sites ... and so on.

When all these elements / ingredients are shaped, balanced & integrated with the site's goals & target audience in mind, the final result can be a positive & rich user experience - and a high ROI for your organization's efforts.

That was a quick summary/ overview of what to look for / strive towards when you are building an effective and compelling website / portal - or when you are assessing a site's potential. To discuss your business / organization's situation, goals, options in detail, please contact us to get started.


See Also:

Visual Checklist / Roadmap for Marketing Analysis and Planning

3 Tips for Successful Marketing Innovation




Art-of-Innovation Consulting Services - a solid combination of experience - from the Business Analysis & Marketing Planning side as well as the Web Design & Communications area. Helping clients with insightful analysis & planning for their business & product innovation, as well as their marketing communications and website redesign efforts.

Want to take your business / website to the NEXT LEVEL?   We can help YOU make it happen.

►  Get started  with  an  OBJECTIVE  and  INSIGHTFUL   Website  REVIEW   |   Business Plan  REVIEW


With a free initial consultation to discuss your needs & goals and how we can help you achieve them..


SF Bay Area based Online Marketing Consultant for Small Business, SMB and Large Companies.

We help you grow your business with fresh ideas, sharp insights, solid business plans. High quality professional consulting services guided by your business vision and priorities.

      © 2002-16  Auri Biswas -
Contact Bay Area Digital Marketing Strategist

Art of Innovation - Online Marketing Consultant SF Bay Area

Marketing Strategy driven Product Innovation, Online Marketing Communications, Business Plans & Marketing Plans.

Management Consulting

San Francisco Bay Area, CA

Auri Biswas

B.S., M.B.A. (Duke Univ.)

Marketing Strategy driven Innovation of Products, Key Messages, Digital Marketing Plans

Auri Biswas, Director
M.B.A. Duke University

Product innovation +
online marketing
consulting services

Site Map    Business & marketing consultant: analysis, insights, strategy, marketing plans. For large to small businesses, startups & SMB. Based in Silicon Valley aka San Francisco Bay Area, California. Palo Alto, San Jose, Oakland, Berkeley, Fremont.

Core values

Art of Innovation Values Creativity Creativity

Art of Innovation Values Quality Quality

Art of Innovation Values Professionalism Professionalism

We can help you apply sound, ethical marketing strategy concepts to increase sales & market share by improving your business's mind share, brand awareness, brand reputation.

Solid background & sharp skills in business analysis & planning, strategic marketing consulting, and online communications.


iterative approach

Art of Innovation Spiral Iterative Growth


Take your business to a new level with customer-focused, marketing strategy driven product innovation and website redesign.

Enhance your marketing plan (product set, feature set, benefits, customer value proposition, competitive positioning + messaging) - as well as effective web content, SEO strategy, SEM. Website reviews.


Marketing Plan Brainstorming Ideas


Top-tier boutique consulting services to help small business owners, CEOs, entrepreneurs, startup teams, midsize SMB businesses ...





Achieve better results

- in a "Work smart, then work hard" way!

Business strategy & marketing strategy need to be reviewed & refined periodically in light of changes in competition, trends, technologies. You need solid business analysis and marketing planning to assess those changes and refine your direction and plans.

Focus on high-level aspects from a wide, strategic perspective - to drive overall effectiveness, ROI, and customer satisfaction. Start with product and site goals & strategy, online content, online functionality, UI / UE, usability, user centered design.

We can help you draft key messages for all your marketing communications and web content, with web-optimized text and illustrative infographics.





High level insights, plans, MRD, PRD, rec'd improvements.

Website reviews to identify issues and opportunities for improvement in key areas including: web content, functionality and workflows / processes, user interface / visual design, user experience / usability. Organic SEO strategy, review and implementation.

All our efforts (analysis, solutions, recommendations, deliverables) are shaped and driven by your specific goals, needs, situation, constraints and preferences.

Well rounded marketing and product management consultant with a wide range of top-tier skills & experience - based in the SF Bay Area.





The ABCs of
web & product innovation


Refine your business strategy by analyzing & understanding your competition (SWOT / competitive analysis), market trends, target users and customer segments.


Get insights & ideas to enhance your website (web content & functionality, visual & interaction design, information architecture, user experience) - as well as your services & product offerings, branding & positioning, communications strategy - core themes & messages.


Don't lose sight of the fundamentals - effective differentiation, a clear value proposition, understanding and anticipating user needs, gathering & utilizing feedback, key metrics & analytics. i.e. real feedback for real-world results.









Marketing strategy professional website reviews
Marketing strategy professional website reviews