content marketing

Responsive Web design croydon

Website design and development key steps

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With the second lockdown in place across England, now is an ideal time to review your website for necessary updates to help potential customers navigate it easily and remind people of your any new services.

We find that most of our clients looking for web design and development already have a website but it’s somewhat out of date, perhaps on an old WordPress website version that could do with some new plugins or complete overhaul. With that in mind, we thought we’d run through the key steps to website design and development so that you know what to ask for from your developer. Even if you are just refreshing your website it will provide you with important tips to consider.

1. Website purpose

Before you embark on creating your website you need to have its main purpose at the back of your mind so that the website can be developed to your requirements and business goals.

Do you just want a brochure website with an overview of services or do you need e-commerce functionality for people to purchase products? Either way, know what you want from the outset to prevent any additional costs at later stages to add functionality.

If you haven’t already established your target audience then now is a good time as this could greatly impact the look and feel of your website. Follow our tips to create an online persona for your business.

2. CMS website

We tend to design websites on a Content Managed System (CMS). This gives you, the business owner, the ability to update content yourself once the website is created.

3. Security

Ensure you have established security at early stages include an SSL certificate as well as an updated privacy policy. A captcha is another security measure to determine whether users are human which you can add to forms or logins. Captcha helps to prevent bots from accessing these areas.

4. Develop your sitemap

Work with your web developer to create a sitemap. Sometimes a suggested map can be included in a proposal if you have already had in depth discussions. However, once you instruct a developer to create your website then the site map will be the first task to agree as the whole structure of the website will be based on this. Your web developer can offer advice on making your website easy to navigate which helps with Search Engine Optimisation (SEO).

5. Website design

If you’ve followed step one of this process then you will already have established your website purpose. This needs to be communicated with your web designer along with providing an understanding of your company values and branding. This helps a web designer to get a good understanding of your business. Allowing them to create a mock design for you – usually a wire frame. This allows you to see the homepage and perhaps one or two core pages so you can understand how the other pages will look too.

6. Content marketing

It’s not called a Content Managed System (CMS) for the fun of it. Your website needs content. You will need to establish up front with your web designer what content you already have, whether you need content edited or written from scratch. This can impact on the overall cost. Usually content is transferred from the old website or provided. If you need help with this, then make sure you get a quote initially for content including imagery so that you are aware of any additional costs.

7. SEO

Check with your developer that the website will be optimised and mobile friendly. SEO includes activity such as completing the meta descriptions. alt tags and H1 headings.

As SEO is a long-term strategy, you will need to keep up with adding fresh content to your website with keywords to help it rise in search engine rankings.

Just because you will have a new website, you still need to provide signposts to it to help people searching for services to find you. These include adding links into social posts, completing your Google My Business page, communicating with customers via email with website links. This all adds to your awareness. So, if your website is new you might want to consider a PPC campaign to give it a boost in search engine results pages (SERPS).

8. Review your website

You usually get a couple rounds of amends included in a web design quote. So, make sure you spend time reviewing it and flagging anything you think needs amending. Once you approve your website then you may find that any other changes cost money. It all depends what agreement you have in place, so check this up front.

9. Ongoing, maintenance and backups

Once everything is approved and your web developer has tested the functionality then you can go live.

When you get a quote for your website ask about ongoing costs for hosting and technical support. Most web developers will include a fee for weekly backups and updates to plugins. However, you may feel you want more support. So ask what is offered, whether that’s onsite SEO, blog writing or a complete digital marketing package.

Website design Croydon

Remember that the website is the centre of your digital world. Anything you share on social media, through email marketing or in a Pay Per Click (PPC) campaign should all link back to your website. Therefore, all digital marketing activity should have a consistent look and feel to help brand awareness and encourage loyalty.

We are a web design company in Croydon. Out digital marketing services include creating bespoke websites for accountants and other businesses, SEO, link building, social media marketing and PPC.

Read more about our web design services and get in touch for a consultation or a free website review.

PPC Agency

Overview of the different types of Google Ads

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You’ve more than likely heard of Google Adwords and you may be familiar with the term Pay Per Click (PPC) campaign. Well a Google Ad is a type of PPC campaign.

However, there’s a few different types of campaigns that you can actually run from your Google Ads account.

So, here’s a short summary of the types of Google ads you can run as part of an online marketing advertising campaign. There’s a wide choice so you can find the best fit based on your business objectives.  

Google Search ads  

If you set up a Google Search campaign then this is the type of ad that appears in the Google search results when you type in something that you want to find. In the search engine results pages, you’ll see a few suggestions at the top of your page with a little ‘Ad’ icon beside it which denotes a Google Ad.  

What’s good about a Google Ad campaign as this is the most popular search engine and by running ppc ads your business is visible on the first page of the search results.

This is a great way to get brand awareness of your business, a new site or new products and services. Plus, you can add in calls to action to really help drive visitors to your website.   

Google Display ads 

These type of Google ads can appear across a network of websites. Google says you can reach more than two million sites and apps across the internet using a Google Display ad.

These ads can also help increase awareness and reach to your core audience as you can target specific interests.  

Google Video ads 

Google video ads are still a form of PPC, meaning that you as the advertiser will only pay if someone decides to watch your video ad.  

A video ad can help you reach your target audience at scale by appearing when someone is perhaps researching a product or service. This way a potential customer has the chance to view your video as it appears on YouTube or the network of sites as mentioned in Display ads.  

Google Shopping ads 

You know the run of ads that appear at the top of search when you Google a product? That’s what these shopping ads are. Another great way to get your product to appear in search and next to other Google text/responsive ads.  

This is a great way to raise awareness of your products and boost traffic to your website for purchases.  

Google App 

According to Google, these ads run in search, play and YouTube. Plus a raft of its network of sites. This campaign is about getting downloads and you just need to add text, how much you will pay for the click of the ad (known as Bid) and then Google optimises it for the best results.   

Ad copy

The copy is a key part of the advertising and should stem from your overall content marketing plan. Your text ads should be succinct, to the point and specific to your target audience to really encourage your ads to be clicked.

Make sure that the landing page you choose is specific for your ads. It can take time to set up the ad campaigns so knowing that all the information relevant to your campaign is in the landing page is essential for success. YOur website landing page should also be mobile optimised – so do check that too before you make your ads live.

However, the beauty of Google ads is you can hone your campaign. So, you can tweak copy here and there depending on the CTR (click through rate) or maximum bid you have associated with the ad.

Lead generation with PPC marketing

A PPC marketing campaign such as running a Google Ad (in whichever ad form) is a great lead generation tool. With the sophisticated technology you can really target your audience so you can obtain good quality leads from conducting such a campaign.  

So, if you’re looking to increase brand awareness, promote your latest products or want to encourage people to take action, then perhaps a PPC campaign is right for your business. 

Pay per click Croydon

We’re a PPC agency in Croydon working with a range of businesses on their digital marketing activity. We can work with you on a standalone PPC campaign or create a mix and match of digital marketing approach depending on what your business goals are.  

If you would like your Google Ad Campaigns set up for you, we can do this and then let you continue to run the campaign yourself. Or we can provide this service on a monthly retainer basis.  Get in touch and let’s chat further.

Man working on laptop using marketing automation

Digital marketing tips to help your business during coronavirus

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Regardless of whether your business was already embracing the virtual world, or you were just starting out in the digital world, one this is for certain, these times have highlighted the need for online presence and maintaining it.  

So, we’ve gathered a few tips for you to action now to optimise your website to help improve your search engine rankings and online visibility.  

If you need a hand with any digital marketing activity just drop us a line as we offer free consultations and free website reviews. These can really highlight areas specific for you to implement.  

Website review  

Once a website is built, you’ve got to maintain it with up to date content. The hospitality industry has already had to change the way they do business quickly to offer takeaway and delivery services. Whatever your business, you and your customers are being impacted. So, take a few moments to see that you are offering the right advice on your website. Makes sure you’re being informative and a thought leader. Add a simple message to the homepage of your website about your opening hours, how to contact your team and ‘business as usual’ even though working remotely.   

Check your content details are up to date. The last thing you want is clients unable to get through to you when it may just mean a simple update of an out of office contact number. For most businesses, the use of VOIP phones mean no disruption when remote working. But it could be a simple overlook of not checking your website that could prevent business coming your way.  

Also make sure you have ease of navigation across your side. Internal link building can help the flow for a visitor. So, see where you can add links to other web pages on your site so that it’s easier to move from one page to another by just clicking a link.

Specific content marketing plan 

Review your content marketing plan, from blogs through to social media posts and offers. Make sure you’re answering your target audience’s specific challenges during this time.  

Think of the challenges and draw up a specific marketing plan for the next couple of months, if you haven’t already. Schedule planned content on specific themes to help your clients and prospects. With constant change in our everyday, revisit your plan regularly and adjust creating content accordingly. During these times you may find a ‘news jack’ offers timely advice as well as links to great resources. 

Search Engine Optimisation  

This is at the core of your content marketing plan and website updates. A Search Engine Optimisation (SEO) strategy is about getting your website seen. Now more than ever, you should make sure that you implement a few processes to continue moving forward.  

Get your technical backend SEO sorted and up to date. This includes Meta Descriptions, Alt Tags, Meta title tag (H1 and H2 headers). Do this now and continue to do so. This helps your website in search engine rankings and is particularly good for local search.  

Create at least a couple of blogs a month, if not more, to help with adding fresh content to your website. All the time think about what you want to be found for – those are your keywords you want to weave into your content. This keyword research will help with where you appear in the search engine result pages.

Social media marketing  

Keep on sharing posts on your social channels throughout this time. Keep communicating with your followers letting know any business changes, how you can help them.  

Take a moment to review of your channels. LinkedIn is great for networking but so often we’ve found that business profiles aren’t updated as best as they could. Add as much detail as you can about your business. Start following relevant hashtags and join groups. Start engaging. We’ve certainly noticed that engagement has increased as more and more people are reaching out as they find that the business world they were used to has changed.  

Be thoughtful of your content. Share articles you found interesting. And, use imagery to help your posts stand out.  

Video and webinars 

Talk directly to your audience. You can make videos efficiently, simply and at no extra cost on your mobile phone.  

Repurpose content from your blogs and make short and snappy videos to accompany them to bring your social posts to life and your web pages.   

Read our blog on using video for business for tips on setting up videos for your business for some useful dos and don’ts.  

Seek out local networking groups and see if you can create beneficial webinars for fellow members which can be hosted via channels such as Zoom.  

We’re a member of London Chamber and will soon, be hosting a webinar on How to grow your business through online lead generation on 20th May at 12:45. We’ll post details of how to register to join in due course.  

Free resources  

We’re a digital marketing agency in Croydon and we have the following resources you can draw on during this time. Get in touch with us today to talk through your requirements.

Free website review: Find out how to improve your website’s performance.  

Free digital marketing consultation: Our Free consultation should be between 15 and 30 minutes. The goal is to provide you with thoughts on how to start an effective marketing campaign and for us both to see if it would benefit your firm. No obligation at all, we just want the best for you. 

SEO croydon

The benefits of local search

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Having an optimised website is essential to maintaining online presence and rising in search engine rankings.  

Search Engine Optimisation (SEO) goes hand in hand with the term ‘local search’. We’ve added resources at the end of the blog for more broader detail on website optimisation but for the main purpose of this blog we’re focussing on what small businesses can do to improve local search. We’ll cover how local search can help you target local clients and prospects, particularly now when we’re reliant on the online world. 

Target areas for local search with relevant content  

As part of your marketing campaign you should be focussing on areas you want to target to find new clients.  

Review the content on your  website and check if it is specific for the location you’re targeting. 

Make sure you start to weave in information about the area you’re targeting in blogs and on your contact page.  

Read ‘Why Blog’ which will give you more tips on why you should have a blog or news page. Ultimately, it’s about keeping content fresh and provides a great way to add local information which search engines will trawl helping your website to Google rank.   

You want to be the authority in your field, especially locally. For your content marketing plan, think about tips you can provide your target audience, key dates you can use as a news hook and add links to useful resources.

Google My Business 

Make sure you have completed your Google My Business page. It helps Google verify your business. But not only that your business could also appear in the sidebar when a prospect searches a relevant business.  

You can continue to add fresh content to your Google My Business page by repurposing your blogs and adding images. Also ask clients to add reviews.  

Ensure all your contact details on external sources are consistent with your website.  

Online directories 

It’s not just about Google My Business. Inclusion on other online directories will help in search results. For example, Yelp and Bing through to industry associations you may be linked with such as Chamber of Commerce. 

When you first embark on SEO, you should include this within your wider marketing strategy rather than look at it in silo.

Internal links  

When you conduct a review of your website to check you have good quality relevant local content for your target audience. But also remember to review the navigation too. Is it simple to follow? Is there anything you can do to help website visitors? This all helps the user experience and helps keep visitors on a web page for longer.

A quick win is adding internal links throughout your website so that if a visitor is on one web page it not only provides additional information but helps guide the visitor easily to another page.  

Social media engagement  

Maintain your presence on social media as this will help you with local search too. If content is shared by your followers, this can help with search ranking too as it is helping position you as an authority.  

Resources 

If you’d like to work with a digital marketing agency to help you navigate Search Engine Optimisation as part of your wider marketing plan and give your business a boost in search, get in touch today. Take advantage of our FREE WEBSITE REVIEW to help discover the areas that you may need to improve initially.

We also have links to blogs below with further information on local search to help you and your business.

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