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Category Archives: Website Design

Why a Website is Still Your Most Important Piece of Marketing Collateral

- October 17, 2017

With so much talk of virtual and augmented reality, experiential content and digital solutions, it’s easy for businesses owners to think a fantastic brand can only be built through expensive, high-tech strategies. Whilst the digital revolution has opened up incredible opportunities for marketing your company, allowing you to bring campaigns to life like never before, […]

With so much talk of virtual and augmented reality, experiential content and digital solutions, it’s easy for businesses owners to think a fantastic brand can only be built through expensive, high-tech strategies.

Whilst the digital revolution has opened up incredible opportunities for marketing your company, allowing you to bring campaigns to life like never before, brands are at risk of neglecting some of their core piece of marketing collateral, in the rush to jump on the tech bandwagon.

Whilst most companies will have had a website for years or even decades, they are often neglected. The website is the shop window to your organisation and normally the first port of call for anyone checking you out. But how often have you visited a website only to see out of date information, a dormant blog or (worst of all) typos? It happens all the time, even with household name brands.

Depending on the company, websites serve a range of purposes. But the most fundamental of these is acting as a communication tool. The platform should clearly articulate what you do, what you stand for and what the culture of your company is. Many organisations hide their light under a bushel when it comes to their digital platforms. They are represented online by boring or dated websites, whilst a host of engaged, enthusiastic people sit in the office. The contrast is often stark.

So why do so many companies neglect this most basic of digital platforms? It often comes down to time, money and remembering to post regular updates. Investing in a re-design and website upgrade might not sound like a great investment, especially when there’s more exciting things to be rolling out or experimenting with. So whilst some businesses are tripping over themselves to invest in jazzy digital concepts, they are weakening their overall brand by neglecting the building blocks that make up a great marketing strategy.

Take a look at your website, compare it to your competitors. Is it really the best it can be? Does its functionality stand up to 2017 standards? Does it do enough to showcase your brand? If the answer to any of these is no, it might be time to take it back to ‘basics’ and make sure your marketing plans don’t neglect the fundamentals.

Read more at: http://www.hastingsobserver.co.uk/news/business/why-a-website-is-still-your-most-important-piece-of-marketing-collateral-1-7948480

Case Studies

- October 30, 2014

2m2U Sunsweet Case Study Mo Shapiro Pond Liners Skyline Whitespace

2m2U

Sunsweet Case Study

Mo Shapiro

Pond Liners

Skyline Whitespace

Testimonials

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I wanted to let you know how pleased I am with the service you are providing CountyClean Environmental Services. You make sure that our advertisements consistently appear on page one for many of the key words and search terms our potential customers use and this is resulting in some excellent sales leads. We find the […]

I wanted to let you know how pleased I am with the service you are providing CountyClean Environmental Services. You make sure that our advertisements consistently appear on page one for many of the key words and search terms our potential customers use and this is resulting in some excellent sales leads.

We find the regular updates and reports you give us very helpful as they demonstrate the effectiveness of the work you are doing for us. Most importantly, outsourcing our paid search marketing campaign has freed up time to concentrate on the day-to-day business.

Mike Walker, Managing Director, County Clean Environmental Services Ltd
www.countycleanenvironmental.co.uk


 

The Travel Industry is changing all the time, and there is little doubt that our most effective selling tool is our website. Thank you Anne and Graham for your professional assistance and guidance in the re-building and on-going maintenance of our website – www.experienceholidays.co.uk – we are delighted with the layout, content and design of the site, and even more delighted with the response in terms of enquiries that it is generating. It is clear to me that search engine optimization is not only important at the outset, but on an on-going basis – your choice of support packages suits our business plan, and your flexibility to address on-going issues makes a refreshing change in the cut-throat world we find ourselves.

Jackie Appleton, Director, Experience Holidays
www.experienceholidays.co.uk


 

I have just had the most fabulous response to our website – a lady phoned up and asked to come and see us with a view to booking a holiday, and when I asked her how she had heard about us, she told me she had googled tailor-made holidays western Canada and up we popped along with another company in East Grinstead. She looked at both websites and decided that from the impression of the website alone, we were the company she wanted to book with – well done you!!

Jackie Appleton, Director, Experience Holidays
www.experienceholidays.co.uk


 

Thanks for the search engine ranking report Graham – it makes interesting reading, and to watch the trends. We have chatted about this long and hard in the office, and overall, we are finding that we get less ‘time-waster’ enquiries, and more really good leads – which are more likely to convert. Overall, we are really pleased with the way the website is working and have had lots of good positive comments back from clients both existing and new.

We are also seeing the benefits of the optimisation – as you said we would – so we are happy bunnies at the moment.

Jackie Appleton, Director, Experience Holidays
www.experienceholidays.co.uk


 

I have been meaning to write to you for some time to tell you how impressed I have been with the enquiries we have received as a result of your assistance.

As you know we have been considering how best to market our services and having tried tele sales and mail shots in the past we approached the internet with some trepidation.

You helped us to develop the strategy and decide a budget and we have been quite amazed with the results. We have a relatively small client base and have always struggled to find new clients other than by the old faithful “word of mouth”. In the few months that we have been using your services we have received new enquiries valued well in excess of £100,000 and have at least 3 new clients directly as a result.

Following your advice we are also considering updating our website to further increase our enquiries.

Thank you for all your help so far and we look forward to working with you in the future.

Paul Gietzen, Director, Identity Holdings Ltd
www.identity-online.co.uk


 

Cobb PR looked at several SEO companies before choosing WSI. All companies we spoke to offered similar levels of service, but with varying charges. WSI was cost-effective and managed our expectations well. They also explained their role in a language we could understand.

The results have been impressive. Within four weeks we had climbed from nowhere to making regular appearances on page 1 of Google, Yahoo and MSN. Our highlight this week was being No 1 on a Google search of London PR agencies. This had the direct result of a phone call from a company some 300 miles away asking us to quote for a project. A company in Newquay selecting a small company in Eastbourne to undertake a major project in London – now that is impressive!

WSI offer outstanding value for money and I am delighted to recommend their services.

Tim Cobb, Managing Director, Cobb PR
www.cobbpr.com


 

I think the web site looks bloody great. Thanks for all your input.

David Cooper, Managing Director, LECS (UK) Ltd
www.lecs.co.uk


 

We just signed up a new client this week – a lady from Australia was searching on Google for an accountancy firm to handle her mother’s affairs in Eastbourne. We came up on page 1 and she like what she saw and read and contacted us. Our new website has only been live for six weeks and I must say we have had more enquiries in 4 weeks than we have in the past 4 years on our old site. Thank you.

Peter Hill, Dominic Hill Chartered Accountants.
www.dominichill.co.uk


 

We mystery shop hundreds of websites and offer companies feedback on the customer experience. There is little doubt that some of the most functional customer friendly websites are those developed by Graham Buchanan and his team at WSI. Companies that use WSI consistently score well on the mystery shopping.

Jonathan Winchester, Managing Director, Shopper Anonymous UK
www.shopperanonymous.co.uk


 

Our Portfolio

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Our case studies and website portfolio speak for themselves The benefits of the Internet are not reserved solely for retail or commodity based businesses – WSI Internet Consultants have developed practical and profitable Internet Solutions for businesses in almost every industry imaginable. Here’s a look at just some of the industries we’ve served in the […]

Our case studies and website portfolio speak for themselves

The benefits of the Internet are not reserved solely for retail or commodity based businesses – WSI Internet Consultants have developed practical and profitable Internet Solutions for businesses in almost every industry imaginable. Here’s a look at just some of the industries we’ve served in the past and what they’ve had to say about working with WSI. Your business could be next!

Portfolio:

Check out some of our best work.

Case Studies:

We will take you through some of the processes involved in the development of the Marketing strategy and Website implementation for a couple of our clients.

Sunsweet Case Study

How to create a user friendly website design?

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How to create a user friendly website design? Visitors are ruthless and give your website a valuation within first seconds. The first impression is critical and will decide how the visitor will act on your page. Why else would web developers put so much emphasize on design? To create the wow-effect. But this doesn’t mean […]

How to create a user friendly website design?

Visitors are ruthless and give your website a valuation within first seconds. The first impression is critical and will decide how the visitor will act on your page. Why else would web developers put so much emphasize on design? To create the wow-effect. But this doesn’t mean a stylish website is all flashy, shiny and colourful, not at all. We are talking about user friendly websites that are gentle for eyes and easy to use. Here are 7 tips how to create a user friendly website.

Navigation and structure

Imagine yourself in a big mall you’ve never visited before. During the shopping you have lost your way and don’t know exactly which way is the exit. So what do you do? Probably look for a centre plan and navigation signs.

The same behaviour appears online. When surfing the web people look for clear navigation. When planning a website you should keep a logical structure and menu. Let visitors find information without effort.

Don’t forget that no one likes to feel lost – it increases the bounce rate meaning that people will abandon your page without any clicks as they don’t know how to move on or what to do next. It also causes negative emotions and decreases sales and number of queries.

It’s also a nice move to name pages with commonly known terms. For example the information about the company could be labelled as “About” not “Full Disclosure” or something else that people are not used to. This is not the place to show your creativity which most probably will result in confused visitors.

Content

Too often it is taught that a website is fundamentally ready when design and functionality is done. What can go wrong with content insertion? Well, actually a lot!

It takes 25% more time to read text from the screen than printed text and it’s stressful for the eyes. This means that the text readability decides whether the visitor cares to dwell on the page at all, or not.

Pay attention to writing style, text length and breaks:

  • Writing style – Use simple style that is easy to read and commonly understandable. Avoid technical terms and abbreviations that first time visitor may not understand. One idea per sentence is enough. Keep the text fluent.
  • Text length – The length of the text depends on what you have to say. Don’t write an encyclopaedia on your page. Too long and clumsy text looks scary. Think of your own perspective, whether you’d bother to read it again? Avoid other extreme as well, as not that much information will leave too many unanswered questions in the air.
  • Breaks – To make your content easy to consume you need to break it up. Add space between paragraphs and lines, it brings out more important statements and makes the text easy to scan. You have worked hard on your content so don’t ruin it with big text blocks that are impossible to read.

Font and text size

When choosing font for your website pay attention to the readability. For longer content pages use simple font types like Arial, Verdana or Trebuchet.

Common mistake done in website designs is using miniature fonts – small font may look great but if a 20+ visitor cannot read a line it’s pretty bad. In contrast, watch out for too big fonts that might affect the overall design. Find the golden mean.

Pictures

Pictures help break up the text and make it easy to read and more alive. The rule of using pictures is to avoid random photos. Even the prettiest picture in the world won’t make any difference when a visitor cannot make any conclusions what’s the company about.

Try to avoid typical stock photos. They are so overused and no one believes that this lady with million dollar smile works at your company. Use pictures of real people and products. They add credibility and distinguish you from competitors.

Colours

A hot trend in web design is tone on tone style. You can actually see it quite often – light grey background with darker grey text.

When creating a website it’s necessary to find colours that fit and complete each other. Tone on tone style is an easy way to go and it usually looks really stylish. But unfortunately on cost of user experience. Low contrast makes it hard to read the content. Remember, not everyone has eagle vision.

Choose 2-3 basic colours that you build up the entire website. The colours should fit in the colour palette and have enough contrast to be easily readable. You can check the colour match from colourlovers.com website. Set background and text colour. Use separate colour for hyperlinks so that they stand out from plain text.

Keep in mind that light background with dark text is a lot more user friendly than light text on dark background. Last one creates delusions and makes you feel like your eyes are bleeding. Not to talk about the desperate attempts to try to read something out.

Page Speed

Few years ago Google Vice President Marissa Mayer asked web surfers whether they prefer 30 results instead of 10. The users agreed that 30 results per page sounded like a good idea. So Google implemented it on some results pages. The result?  Pages that displayed 30 results each had traffic to them drop 20%.

What was the cause?

Page load speed dropped half a second.

Amazon saw a similar effect on traffic decrease when their page load speed dropped 100 milliseconds.

Internet users are impatient. So page load speed is critical factor of usability. Visitors don’t have the time to wait one minute to load the page, even a few seconds is too long. According to research made by Gomez an average internet shopper expects the page to load at least with 2 seconds. More than 3 seconds delay in page load means 40% of visitors leave the page. So a slow website has its own prize – lost visitors and lost revenue.

Remember that more content means a slower page. The easiest way to regulate your page speed is to resize the images. Make them smaller to fit the page, but not too small so that they wouldn’t appear blurry.

You can test your page speed with free tools like PageSpeed Insights or pingdom (more free tools from Six Revisions blog).

Pop-ups

Every web surfer knows that pop-ups are annoying. Especially those that appear right after you have landed on the page and block all the content. Usually they invite to join the e-mail list to get free advice. A great idea and maybe it will bring few subscribers but the possibility to piss off ten times more visitors is a lot bigger. How can a visitor judge your content when they cannot have a chance to read it?

Pop-ups can be used in a decent way. For example an e-mail list invitation that appears after a visitor has scanned the page for some time. This ensures the visitor had enough time to get an idea what’s your business is about and whether they like to subscribe.

Bonus: SEO

User friendly website has a great advantage. Google prefers websites that appeal to the users. Logical website structure which provides temporal content and value to the user, earns plus points in the eyes of Google and they get better rankings than those pages that leave visitors wander aimlessly.

Conclusion

When planning a website design keep the visitor in mind. What are they looking for and how they search the information? Crazy design might create the first wow-effect but if it lasts only for a second it will not bring you the results you need. A well planned website is equally good in design, content and user experience.