Website Branding for Small Businesses by Nahai, Nathalie -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Dedication Contents Thanks Publisher’s acknowledgements About the author Introduction PART 1 KNOW WHO YOU’RE TARGETING

1 The human brain 2 The psychology of decision-making 3 Who’s online and why? 4 Who are you targeting? 5 Cultural quirks 6 Individual differences

PART 2 COMMUNICATE PERSUASIVELY

7 Basic principles 8 Your website 9 Your images 10 Your videos 11 Your colors 12 Your social media

PART 3 SELL WITH INTEGRITY

13 Influence: an introduction 14 Principles of online influence 15 Building reputational capital 16 Increase your sales 17 Pricing and value 18 The “behavior chain” 19 Risk, trust and privacy

A closing note Notes Glossary Index

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