Author Archives: Christopher Butler

About Christopher Butler

Christopher Butler is the Chief Operating Officer at Newfangled, a writer for PRINT Magazine and the author of The Strategic Web Designer. You can follow him @chrbutler on Twitter.

They Are Watching: How Web Tracking Works

For most people, the notion that they are in some way being tracked while they use the internet is no longer surprising. The subtlety of how it’s done keeps us from experiencing that creepy feeling of being watched, the feeling we get when being followed around by a salesperson in a store—which, by the...

Storytelling Is the Future of the Web

Most of the successful marketing campaigns that stand out in my memory all revolve around characters. Some of them are simply charismatic spokespeople, like Geico’s gecko, Nationwide’s “Greatest Spokesperson in the World,” or, I suppose, Burger King’s creepy king. Others keenly represent the intended customer—think way back to Wendy’s “where’s the beef?” lady, or...

How to Do SEO Right

A wise man once said, you can’t judge a philosophy by its abuse. True right? And yet, most of us do just that all the time. I can think of plenty of examples from every corner of my life, but here’s one that is relevant to you: I stumble upon quite a bit of...

How Search Engines Really Work

Arthur C. Clarke once wrote that “any sufficiently advanced technology is indistinguishable from magic” an insight that sheds a great deal of light on why our historical predecessors, without access to much of the knowledge we take for granted today, believed some of what they did. But it also applies to contemporary technologies, some...

10 Reasons to Rethink Your Website

Websites don’t last forever. Without consistent upkeep, sometimes they barely even make it three years! The rapid change of web technology can overtake what was once state-of-the-art and reduce a website to a quaint relic in pretty short order, which is why it’s so critical to realistically consider the “shelf life” of your website...

Offline Thinking for Screen Workers

“We are what we know.” Science historian James Burke created a ten-part mini series for the BBC, called “The Day the Universe Changed,” around this idea—that our experience of the world is shaped by the things we discover and create. Typical of the kind of profound and pithy statements for which he is well...

The Accountability of Reality

Do you like working with data? I’m guessing your answer was a quick yes. So I’ll ask again: Do you really like working with data? Before you answer, let me clarify something. What I don’t have in mind is the kind of data visualization work that we all probably dream about, the kind that...

Your Website Is Not for You

You know that old gag where the husband gives his wife a bowling ball for her birthday? Or the much-reviled (but sadly true) stereotype of the overzealous soccer parents who are one outburst away from joining the game themselves? Each of these are classic examples of what happens when you make the mistake of...

Why Are You Building This Website?

The picture you’re looking at is a broken promise. I’m sure it doesn’t surprise you; on the contrary, you’ve probably come to expect disappointment from products like these. You’re not alone. Our low-level, day-to-day state of marketing-induced jadedness—the kind that deflates even the laughter (and then, outrage) that should erupt over the reality depicted...

Money First

Talking about money can be awkward, which is why it’s often brought up too late. But no other diagnostic question you ask matters unless your client can afford to pay you for the work they’re hoping you’ll do. And oh boy does that mean that you had better be charging enough. But that’s another...