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With Coulisse The Fashion Brand of Window Décor ®


Authorized Distributor Family Distributors Contact: Danny Buxbaum p 954-973-9820 e

Authorized Dealer BTX Window Fashion Contact: Joe Granitz p 800-422-8839 e

Authorized Dealer Unique Wholesale Distributors Contact: Sal Nocera p 800-824-1277 e

Authorized Dealer TMS - Menagerie Contact: Brad Campbell p 407- 339-4768 e

Coulisse Inc. Miami Design District 30 NE 39th Street Miami FL 33137 USA

t (786) 431-5539 e i i


The basics of an appealing website

Building a Website for the Audience by Tamara Coalwell

ver the course of 16 years in business, I’ve met with hundreds of business owners to build an online presence for their businesses, usually in the form of websites and email marketing. When asked about what their customers and prospects wish to learn by going to their website and/or receiving their emails, I frequently get the ‘deer in the headlights’ look from them. Then the questions start: You want me to think about my business differently? You want me to learn something new? You want me to write an email blast message that will go to my prospects and customers, monthly, for the entire world to see? Understanding FEAR Yes, they will need to learn something new in order to bring their businesses to the virtual (Internet) world. And when you get right down to it, FEAR has stopped these business owners from not making this move already.

But enough about why some business owners haven’t taken the step online. Here’s some advice to help those of you who want to improve your online presence. Build the Website for Your Prospects and Customers—Not for You. To be more successful in your business, produce more leads, generate more sales and increase your profits, you must get better at attracting and engaging your audience. That won’t happen until you focus on your prospects and clients. Remember it’s not about you, your product or service, or your company. It’s about your prospect and customers. So where is the focus of your website? Is it on your target market? Create Your Web Site Plan Where do you start when building a client-focused website? First you need to ask yourself a few questions: • What are you hoping to achieve?

FEAR = False Evidence Appearing Real FEAR is just an illusion. It’s not real. The only way we move forward, with anything in life, is to learn, stretch our minds, grow and try something new. Mistakes have always been my best teacher. Over the years, I’ve learned that the more I make mistakes, the more information I learn and the closer I get to obtaining my big, lofty goals. 20


• What category, if any, does your site fall into: e-commerce, informational, educational, social networking, etc. •H  ow visually exciting does your site need to be? Remember content is KING; graphic design isn’t as important, as long as the graphics aren’t confusing or otherwise distracting from the information you need to deliver.

• Does it need to be interactive? If so, in what way? With these answers, you can now begin to map out the content, images and structure of your website. The most important aspect of your website is its ‘structural design’. How will the viewer navigate the site? Is navigation easy to understand? Can the website viewer locate the information they are looking for quickly? If you currently have a website you want to revamp, ask your current customers the important questions listed above. Change Your Web Site Often A recent survey stated that most websites are updated quarterly with the large majority only updated 1-3 times a year. This is a BIG problem considering that the survey was taken with small businesses, the group that has the most to gain from their website. Search engines love websites that are updated frequently. The more you update your website, the higher organic rank your website will receive on search engines. This means potentially many more people visiting your site. Unfortunately, most people hear this and immediately think “I don’t have time to change my website.” But updating your site does not have to be a chore. I suggest updating twice a month, more if you can manage.

You can update the site with simple announcements, special offers, news, etc. Remember updates don’t have to be big, just information your viewers can use. Remind yourself to do this by adding a 30-minute appointment to your calendar every other week to update your web site. When you update twice a month, you will see your ranking on search engines improve within just a few months. Create Emotion Through Images Pictures always help you explain it better; even when the product is intangible, you still need a picture. Viewers are always looking for clues as to what you are speaking about. If you don’t provide them with pictures, they create their own image—and it may not be how you want them to visualize your products or services. Remember, people buy on emotions. Good photography can make or break a web site; just take a peek at Apple. com. It’s a very simple site, but what makes it engaging and draws you in is the superior photography. Great photography does not happen using your mobile phone’s camera or any camera without a good lens. Pay for a professional to come and take pictures. You’ll be amazed at the difference and how much positive, emotional energy your website will provide your viewers. Create Emotion Through Images Search engines can make or break your site since they control your website’s ranking. There’s always someone spam email floating around mentioning the ‘tricks’ that can be used to get higher rankings on search engines. But guess what? Many of these ‘tricks’ will actually negatively affect your site, moving it down to extremely low rankings or even blacklist your site from search engines, meaning your website will not show up in any rankings.

are many tools available to help your ranking. Here are the top three: Title Meta Tag: Avoid using generic descriptions like: home page, about us, contact, etc. Instead: • Create unique, accurate page titles. • Accurately describe the page’s content • Create unique title tags for each page • Use brief, descriptive titles Description Meta Tags: Search engines sometimes use them as snippets for your page description. These should: • Accurately summarize the page’s content

Tamara (Tami) Coalwell has 16 years experience sharing her Internet marketing expertise with small businesses, turning their online presence into customers and profit. Her results have earned her numerous awards including ‘Women Business Industry Leader’. Tami is sought to speak throughout the United States on small business website marketing strategies that create business growth. As Senior Vice President, she has steadfastly steered iEditWeb into becoming one of the Top 25 Hosting Firms by the Business Journal. To learn more visit or email

• Use unique descriptions for each page—using a single description across all your sites pages will get you lower ranking. Keyword Meta Tags: Avoid using duplicate words and phrases. For example, if you offer custom window treatments, you shouldn’t just repeat ‘custom draperies’ over and over again in the meta tag.

See Tami build out a live website at IWCE in her free presentations:

• Keywords must reflect the information within that web page within your site.

In the Vendor Theater on the show floor: Friday, April 19, 1:00-1:30 “Is Your Website Googlicious?”

• Keywords give search engines a summary of what the page is all about, helping them index your website in the correct areas.

Saturday, April 20, 2:30 -3:00 “Website Navigation Demystified”

A website is never finished—your business is constantly changing and your website should change too. And in this case, change is good because search engines love change. Plus, new content gives your prospects and customers a reason to come back and visit your site again and again. V

Tami Coalwell At IWCE: VISION ’13

And in seminar room 208 Saturday, April 20, 1:00 - 2:00 “Website Success Revealed”

Each search engines has guidelines on how to build your keyword information. Within each website there WF-VISION.COM | MAR/APRIL 13 | 21


Capricious Fancy: When too much was not enough

130 Years of Curtain and Drapery by Judy Soccio

ail Caskey Winkler’s latest design reference book, Capricious Fancy: Draping and Curtaining the Historic Interior, 1800-1930, (University of Pennsylvania Press, ISBN:9780-8122-4322-2) chronicles the changes in fashionable curtain and drapery styles in the United States and Europe during the Industrial Revolution. It features over 300 illustrations taken from rare pattern books, workroom manuals, trade catalogs and examples of design literature. These have been selected from the collections of The Athanaeum of Philadelphia, and focus on the Samuel J. Dornsife Collection of The Victorian Society in America. In illustration after illustration there are swags, horns, pipes, draperies, curtains, passementerie­—and often all present on the same window treatment. Too much was obviously not enough! Winkler’s essay and commentary on these illustrations are informative and highly readable. As an academic (Winkler is a lecturer at the Graduate Program in Historic Preservation at the University of Pennsylvania School of Design and Senior Partner of LCA Associates, a design firm specializing 22


in historic interiors) Winkler offers footnotes at the end of her introductory essay. Don’t pass these up. They are full of additional, sometimes quirky information on such diverse subjects as window screens and ‘moschetos’, the growth and success of mail order companies, and the impact on trade made by a national monetary system.

ered before windows, usually to keep in body warmth at night and to keep out harmful ‘vapours’ thought to float on the night air. Today’s lace canopy or stationary side panels at the head or foot of the bed evolved from a completely covered canopy with cornices around the canopy, draperies that would enclose the bed on all four sides and bedspreads that went to the floor.

Three designs for individual windows from Osmont’s 5eme. Cahier (c. 1825) required elaborate poles from which to suspend swags and tails. Modern drapery workrooms rarely know how to drape poles such as these when found in museum collections.

All this goes to show that interior decoration and window fashions are regularly affected by current events, technical advances in other areas, trade and commerce, as well as necessity. You’ll learn that beds were cov-

There are illustrations for chandelier bags, curtained bookcases, draped fireplace mantels and several awesome staircases draped in festoons and pennants all the way up the handrail. It’s fun to speculate on why

Judy Soccio resides in Monongahela, PA, where she operates her 21st century drapery design and workroom (begun in 2001) from her 19th century home (built Design for continued curtains with a valance composed of swags separated by piped pleats and ornamented with bullion fringe illustrated in The Practical Cabinet Maker, Upholsterer, and Complete Decorator (1826). The pier mirrors provide an in 1852). Soccio is a expensive decorative convention—a wall of glass. J. Stokes simplified the design when he borrowed it for his own book. WFCP Specialist and Judy adds: Note the decorative hardware on the walls rather than above each window. winner of both the Ingenuity and Envision Awards for winsome of these items were draped, but ate to the 21st century? Capricious dow treatments she designed based on I often think the rationale is as simple Fancy by Gail Caskey Winkler offers historic inspirations. Soccio is currently as a desire to embellish, a need to a wealth of ideas for the creative using her Victorian home as a design add the draper’s softening touch to a mind of the professional drapery incubator for local homeowners, hosting wooden or stone object. designer, drapery fabricator, set quarterly design trunk shows and semidesigner and others committed to nars that incorporate current fabric and Some of the sources Winkler cites are design history. V design trends, and a little chocolate, for a familiar to window treatment fabricasatisfying learning/buying experience. tion specialists – Frank Moreland’s The Curtain-Maker’s Handbook 1889, Practical Drapery Cutting by E. Noetzli first published in 1906, Drapery Cutting and Making by John W. Stephenson originally published in 1934, and Trait Theorique et Practique Dekoration 1890. These sources are full of cutting patterns, suggestions for installing treatments and period designs. Capricious Fancy is a compendium of these sources and as such, is not a useful text on how to create these designs of the past. Its value is as a source of inspiration for the modern drapery designer and custom workroom. How were these historic treatments installed? How were the various patterns created? Were these drapery panels a simple length of fabric tied back or strung up? Or were they fabricated in pieces and attached in place? How can we adapt these methods to create truly custom window treatments appropri-

This unusual design employs a geometric valance placed between the overcurtains and glass curtains; the color of the valance matches the lining of the curtain panels. The design was illustrated in King’s Decorations for Windows and Beds (c. 1834).


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