Everything is going online, apparently: grocery shopping, newspapers, music, booking holidays. We use Facebook or MSN to talk to friends rather than telephoning, and I’m not sure when I last bought an envelope…

But the largely unstoppable momentum of e-banking, e-shopping, e-everything seems increasingly driven by companies trying to drive down cost without passing these benefits back to their customers.  I haven’t had a paper electricity bill for nearly 3 years, since they suggested I did everything online, in return for which I would get a £15 annual saving on my bill. Not much, you might say, but definitely more than nothing.

Those generous days seem to be long gone. I’ve banked with First Direct for nearly 15 years, and handled most of my transactions online for the last couple. But every time I log on, they smack me in the face with this…

No hint of  ‘what’s in it for me’, nor a word about the savings FD will make from not having to process, print and despatch 12 monthly statements. Hmmmm.

And only last week, my mobile phone provider (from whom I also get broadband) wrote to inform me

More and more customers have asked us to provide full details in their bills, so we’re replacing the summary bill with itemised one for everyone. You’ll now be able to see exactly how you’ve used your phone - down to the time, length and cost of each call.

As it costs more to provide you with these itemised paper bills, these will cost you £1.47 per month.

I seem to remember a few years ago, when I was first a customer, I had itemised bills as standard. It was a great help for deciphering business vs personal calls. But now I have to pay for the privilege. I was going to shame them with a clue, but nothing rhymes with their name. Hmmmm.

Not everything is better online. The Argos and Ikea catalogues are staple items in households across the country. Glossy magazines and weekend newspapers help us create small windows of tranquility. Paper bills delivered through our letterbox can be important reminders to review what we’re spending, a useful event each month that makes us feel secure, or at least enables us to take action.

Online accounts put the onus on the customer to do the work, so I logged onto my electricity account for the first time in ages yesterday and discovered my account is in credit by over £100. They evidently thought I didn’t really care that I’ve effectively been overpaying and they’ve been sitting on my cash for months. So I’ve taken action on that.

Online relationships with brands can be more convenient and easier for all parties, but they should still be a dialogue, they need work, and they should not be taken for granted.

SEO should never be seen as an activity separable from the build of a website. It should be totally integral to that build - taken into account when defining

- the site architecture (how do I structure the site in a way that search engines will like?)

- the design (should I use graphical headers and if so, how can I make these search-engine friendly?)

- and the copywriting (what keywords should I be including in my copy?).

The guys over at cre8pc.com have some interesting view on web usability and SEO. Including “No matter how hard you try, there is always something wrong with your website“…there are always improvements that can be made to usability that affect conversion, referral and traffic.

Here’ their list of top 10 things that drive visitors crazy - that we should all take note of when designing our sites.