If you run a lean organisation, don’t get a custom-coded website. Here’s why:
Multivariate testing., A/B testing, Heatmaps, Usability testing, User experience (UX), Conversion rate optimization (CRO), Call-to-action (CTA) optimization, Landing page optimization, Click-through rate optimisation, Exit pages, User behaviour analysis, Click depth, Site stickiness, Engagement rate, Average visit duration, Session duration, Time on site, User engagement metrics, Bounce rate reduction, Dwell time optimization, Domain authority, Keyword difficulty, Long-tail keywords, Keyword density, Anchor text diversity, Dofollow links, Nofollow links, Guest posting, Link building, Penalties, Duplicate content, Site architecture, Site speed, SEO, E-commerce, Voice search, Image optimization, Video optimization, Blogging, Content marketing, Social media optimization, Google My Business, Sitemaps, Robots.txt, Canonical tags, Knowledge graphs, Featured snippets, Schema markup, Local SEO, Mobile optimization, Rank tracking, Impressions, CTR (Click Through Rate), CPC (Cost Per Click), PPC (Pay Per Click), Paid search, Organic traffic, SERP (Search Engine Results Page), Google Analytics, Google search console, Anchor text, Alt tags, Header tags, Description tags, Title tags, Meta tags, Internal linking, Backlinks, Off-page optimization, On-page optimization, Keyword research Chris Shirley MA FRGS Multivariate testing., A/B testing, Heatmaps, Usability testing, User experience (UX), Conversion rate optimization (CRO), Call-to-action (CTA) optimization, Landing page optimization, Click-through rate optimisation, Exit pages, User behaviour analysis, Click depth, Site stickiness, Engagement rate, Average visit duration, Session duration, Time on site, User engagement metrics, Bounce rate reduction, Dwell time optimization, Domain authority, Keyword difficulty, Long-tail keywords, Keyword density, Anchor text diversity, Dofollow links, Nofollow links, Guest posting, Link building, Penalties, Duplicate content, Site architecture, Site speed, SEO, E-commerce, Voice search, Image optimization, Video optimization, Blogging, Content marketing, Social media optimization, Google My Business, Sitemaps, Robots.txt, Canonical tags, Knowledge graphs, Featured snippets, Schema markup, Local SEO, Mobile optimization, Rank tracking, Impressions, CTR (Click Through Rate), CPC (Cost Per Click), PPC (Pay Per Click), Paid search, Organic traffic, SERP (Search Engine Results Page), Google Analytics, Google search console, Anchor text, Alt tags, Header tags, Description tags, Title tags, Meta tags, Internal linking, Backlinks, Off-page optimization, On-page optimization, Keyword research Chris Shirley MA FRGS

If you run a lean organisation, don’t get a custom-coded website. Here’s why:

When it comes to creating a website, there are many options available to individuals and businesses alike, but two stand out above all others: custom-made websites and online website builders (such as WordPress, Wix, and Squarespace).

Each option has its advantages and disadvantages, and the choice between the two ultimately depends on a variety of factors, such as, budget, technical skills, and desired features – however, one stands head and shoulders above the other when it comes to search engine optimisation (SEO).

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If you offer complex services, consider making a shadow brand to use as a lead magnet
services, products, market segments, sales pipeline, sales funnel, advertising, marketing, branding, portfolio, sub-brand, Shadow brand, brand, brand activation, digital marketing, digital design, digital Chris Shirley MA FRGS services, products, market segments, sales pipeline, sales funnel, advertising, marketing, branding, portfolio, sub-brand, Shadow brand, brand, brand activation, digital marketing, digital design, digital Chris Shirley MA FRGS

If you offer complex services, consider making a shadow brand to use as a lead magnet

We commonly work with organisations that offer complex products and services that find it hard to concisely articulate the benefits without overdoing it. So sometimes, we advise a strategy of creating a shadow brand to use as a lead magnet for people that might have an interest and need for the service or product, so that there is space to detail more about what it actually is.

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Traditional marketing is dead. Get over it.
Marketing, SEO, Search Engine Optimisation, Influencer marketing, Content marketing, Advertising, Traditional marketing Chris Shirley MA FRGS Marketing, SEO, Search Engine Optimisation, Influencer marketing, Content marketing, Advertising, Traditional marketing Chris Shirley MA FRGS

Traditional marketing is dead. Get over it.

It’s time for companies to understand that we’re now in the era of content and influencer marketing, so your Pay-Per-Clicks (PPC) spend is almost irrelevant. And if you’re still reluctant to believe digital personalities make money by making content, let us signpost you to some astonishing examples.

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Map out your customer journeys to see your branding gaps
Customer journey, Advertising, Influencer marketing, Content marketing, Content, Marketing, Journey, Map Chris Shirley MA FRGS Customer journey, Advertising, Influencer marketing, Content marketing, Content, Marketing, Journey, Map Chris Shirley MA FRGS

Map out your customer journeys to see your branding gaps

Mapping out your customers’ journey helps to identify the effectiveness of your previous marketing campaigns and strategies, generate fresh ideas to take advantage of new technologies and platforms since the last campaign, and plan where and how the future ones might look to start conducting gap analysis and training needs analysis on.

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What is a key customer demographic analysis, and how do you do it?
Strategy, Start-ups, Customer journey, Customer Demographic Analysis, Target market analysis, Business, Planning Chris Shirley MA FRGS Strategy, Start-ups, Customer journey, Customer Demographic Analysis, Target market analysis, Business, Planning Chris Shirley MA FRGS

What is a key customer demographic analysis, and how do you do it?

By mapping out multiple customer profiles (unless your offering is really niche, you should have more than just one), you’ll be able to prioritise where to aim your efforts to increase awareness amongst their cohort, which one should be focussed on (as it might vary with the seasons), and how much resources to allocate to those efforts.

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Why you should optimise your branding for mobile-first customer journeys
Mobile- first marketing, Content marketing, Influencer marketing, Traditional marketing, Advertising, Marketing, Strategy, Content, Customer Demographic Analysis, Design theory, Search Engine Optimisation Chris Shirley MA FRGS Mobile- first marketing, Content marketing, Influencer marketing, Traditional marketing, Advertising, Marketing, Strategy, Content, Customer Demographic Analysis, Design theory, Search Engine Optimisation Chris Shirley MA FRGS

Why you should optimise your branding for mobile-first customer journeys

With the transition of most of our attention away from the outside world (especially over winter and in the last few years of the pandemic) towards social media, streaming content, and maybe soon – the metaverse, the reach of traditional marketing platforms like billboards is slowly dying off.

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