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The Academy


Why You Should Never Title Your Links “Click Here”

Click here to read more about link titling. A very common phrase for linking on the web, where only the word “here” would be turned into a link. Recognize yourself? You’ll be pleased to know that you’re not alone.

Deciding on how to title a link can be harder than one first thinks. Sometimes seemingly nothing feels good, and the urge to just write “Click here” presents itself.

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The 8 WordPress Plugins We Always Rely On

Here at Bernskiold Media we work a lot with WordPress as a framework of choice. Even though many of the projects we do for clients are diverse, some plugins are used all the time.

With the tens and tens of thousand plugins available for WordPress (and growing!), it’s important to find reliable plugins. These, we entrust important work on client websites with. That’s not something to be taken lightly.

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What Is Your #1 Website Goal?

When we start a new website project with a client, the first thing we discuss is what the primary goal is for the website.

We do this for one primary reason: It gets everyone on board and behind the same vision. Right from the start, it forces everyone involved to think about the desired outcome, and agree on it together.

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How To Find Blog Post Ideas? Repurpose & Expand Your Existing Content

Finding ideas for blogging can be exhausting. You sit there, know that there is an article due tomorrow but you just can’t find anything good to write about.

In fact, that is exactly what your writer is doing right now. There are several tricks to get you out of this immediate problem of finding topics to write about, even when you have no apparent inspiration. One of these tricks is to repurpose your existing, old content. Continue Reading »


Landing Pages: What They Are, Why You Need Them, and How They Help SEO

We talk a lot about landing pages nowadays on the web. Landing pages have grown from being just an web analysis term to a successful technique for conversion optimization.

The best part is, it’s a win-win technique. Landing pages are efficient both for the website’s best interest, and for the user’s!

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Create More Effective Content Using Storytelling

We just can’t help it but love a good story. When we hear a story, something happens to our brains. We get excited. We listen. And we embrace the story.

Think about all the TV shows and movies you have watched. Some have likely connected deeper with you than others. Think back. After at least some of these, you feel like you too would be part of the story. You mimic the feelings and behaviors of the protagonists in the story.

Storytelling Allows us to Connect With the Reader

Through storytelling, we connect with the reader or listener. In an article in Harvard Business Review (2014) Paul J. Zak shares “Why Your Brain Loves Storytelling”. He shares bits from his scientific research, whose specific details I will spare you from here.

What matters here though, is the conclusion. By “developing tension through the narrative”, the story can sustain attention. When this happens, we are indeed likely to mimic the feelings and behaviors from the story. A very powerful thing.

Sharing Why Something Matters in a Human Way

Part of what makes storytelling work for content is that when we share a story, we also share why something matters in a bigger perspective. And we do this in a human way.

Whether you are selling something to a business or individual, it is still always going to be an individual who makes the decision. Appeal to them with your own story of why what you do matters, and they will get onboard much easier.

Writing Like You Talk Seals the Story

If research and past experiences has taught us anything about communicating in writing, it is that when we do it like we talk, it is much more effective. It seems more human. It seems personal. Just like your story.


Storytelling is the best way to grab your audience’s attention. Whether this is writing or speaking, we humans just can’t seem to pass on a good story. And when we can relate to the story, we form a stronger bond, much easier than with other methods.

Next time you need to write content, be it for a marketing campaign or a talk, try using storytelling. Tell your story, and take your audience for a ride with you.


How Often Should You Update Your Small Business Website?

Once every ________. You kind of hoped that I would be able to give you a clear cut answer here, right? Sorry. The answer is: It depends. On what? Glad you asked!

Over the years, I have been involved in creating websites for and advising hundreds of companies on their websites. Some are built to be updated frequently (but never are), some are built not to require any real updating, while a few are updated frequently as planned. Continue Reading »


Top 3 Reasons Why Your Company Needs A Monthly Newsletter

Do you think that email is dead? Think again! Well-crafted newsletters and mailings are among the best converting marketing materials that you can employ. And there are a number of easily explained and powerful reasons as to why.

It doesn’t matter either if you are a small business providing consulting projects, or if you are an online store selling more standard items. You can benefit alike.

So put aside your initial feelings, and follow on for the reasons why you should absolutely have a monthly newsletter. Continue Reading »


4 Reasons You Shouldn’t Run Your Website Without a Website Maintenance Service

Is your website important to you? If you are reading this, I am going to assume that your answer is yes. Now imagine your site going down. Would you know about it?

Far too many business owners do not. Despite having invested a considerable sum of money into their websites, they aren’t constantly monitoring them. Don’t be one of them. Here are four reasons why you would absolutely invest in a monitoring or maintenance service.

1. You Want to Protect Your Investment

With a monitoring service that keeps track of how your website is doing, you can be sure that your site is tip-top: That it is up and running, that it isn’t loading unbearably slowly (which is bad for both users and SEO!) and that it isn’t getting hacked.

2. Your Website Reflects Your Brand

When a customer visits your website they are learning about your brand and about who you are as a company and what your values are. While designing the website, you took great care to have this reflected, but what about after? Your website always reflects your brand and isn’t doing it so well if it is offline, hacked or not running smoothly.

Think about all the IT breaches you read about and how they quickly damage a company’s brand. Prevent yourself from having your brand damaged by being the first to know and act.

3. You Lose Profits

If your site is down or unavailable, your website can’t do any good. Since your customers rely on it for information or even purchase, downtime directly means lost profits. It is even worse of course if you have an online store, in which case the correlation between lost profits and downtime is even clearer.

With the investment you made in your website, can you afford for it to be offline?

4. Nobody Else Does It For You

It is easy to think that maybe your hosting company does this for you. They don’t. You need to do this yourself, or hire an agency to do it for you. The latter option can be very cost-effective and means you don’t have to worry about anything, but can trust them to keep it in top shape all the time.