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This is more of a question than a full-blown blog post, but it's something that's been niggling at the back of my mind for some time.

It's this: why are some companies that are brilliant at search engine optimisation so bad at promoting their online brand in the real world?

Think about it. Some firms will invest thousands getting the layout of their websites perfect, drawing visitors into target pages through cleverly-placed calls to action and other techniques.

Then you meet an employee of the company, and they hand you a business card that has the company's website address in tiny letters. It's a wasted opportunity.

Or you see a poster for its services, with the URL tucked away in a corner - invisible at more than five paces.

There's often a tension between design and message, but I think digital direct marketing techniques could be much better employed in the real world. And I wonder why more online agencies don't offer them.

So, before you next order a batch of business cards, why not trial two versions? Distribute the same numbers of each at comparable events, several weeks apart. Then use Google Analytics to see which were the most effective.

There are a lot of people out there who aren't necessarily search engine savvy, but would be delighted to type in your URL if they were motivated enough to do so. Surely that's got to be good for business?

About the author

Ben Locker is a freelance writer who has contributed to a wide range of publications, from The Times to local newspapers and magazines. He has been blogging in various corners of the Internet since 2003, and is as interested in the mechanics of the web as he is its content.

A magazine journalist and qualified teacher, he has spent much of his career working for education charities and other voluntary sector organisations. He became a freelance writer in early 2006 and now runs a popular copywriting agency.

Ben is particularly interested in the craftmanship of writing, and most enjoys helping others crystallise their ideas in the right words. His first book, a satire of which he was co-author, was published by Atlantic in 2007.

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