Business name – Baby Bears Upminster
Owner – Hayley Worton
Location – Upminster, Essex

​Tell us a bit about you? 
When I went on maternity leave I wasn’t sure if I wanted to go back to teaching full time. I had done that for 15 years and felt that it was perhaps time to do something different. I thought about running a sensory group or something along those lines. At the end of the first year after my son was born, all the mummy friends that I had met returned to work. I realised that I didn’t see them anymore. They couldn’t take their children to classes either, as they were working. My son also suddenly stopped seeing his friends. My partner Jon and I had a chat about running a weekend baby and toddler group. We have started by running it once a month, so that it doesn’t eat too much into our own family time.
 
How long have you run Baby Bears? Can you explain what happens during a session?
We started it in August 2018. We were very lucky in that many of the items we use in the playgroup were donated from a local school and the community. I have a trailer to take things back and forth. My mum makes the cakes for us and does the refreshments. Each session has different toys for the children to play with, so that there is variety each time they come - we even have puppet shows. At the end of the session we have songs, bubbles, parachute etc and we sing happy birthday to anyone who has a birthday that month. They also get a birthday card too.
 
In the new year we are introducing messy play. We are also aiming to bring in other local businesses to showcase their products and services to the parents attending. Companies that we have invited include: Painted Peppermint, Logan’s Plate, The Little Letter Company. In December, all parents will have the chance to get a free neck and shoulder massage.
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Where are your premises?
It’s at St Lawrence’s Church Hall in Upminster. There are two halls in the building. We started in the smaller hall but have recently moved to the bigger one. It is more practical for the refreshments as it has its own kitchen, as well as allowing us to hold more families in each session – 25 families vs 15 families.
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How did you come up with your business name? 
After my son, it’s his nickname.

Did you need any formal training?
Not specifically for this role, as I am a qualified EarlyYears Teacher I am transferring my skills from that to the playgroup.

A recent Facebook post shows that you are fully booked in November and many of your December places are filling up fast; so business is going well. Do people book in blocks in advance?
Yes, they book online, which secures their place. Payment is taken on the day. The price is £4.50, and it includes homemade cakes and refreshments.

It’s unusual to have weekend groups. Do you find that both parents attend? Or do you find that it’s a chance for the parent that is working during the week to do some one-to-one, baby bonding?
I get a lot of families coming altogether although there are some dads who come on their own with their children. Sometimes grandparents and aunties join in as well. I have had some parents comment that they are surprised when we say that the whole family is welcome as there are some groups that only allow one parent. We welcome everyone and we ensure that dads feel comfortable coming on their own.
 
I have also had a group of NCT parents come together too. It’s lovely so see the word spreading and new people attending.

Do you have anything special planned to celebrate the Christmas season?
We are having a Christmas Party with Father Christmas and have an elf dropping by. We are finding out how old the children are and what they are in to, so that we can buy an age-related present that the children will enjoy. The play session will be all Christmassy too. ​

Setting up a new business comes with its challenges. What would you do differently if you started over?
Storage has been the biggest issue. It would be nice to have a hall with storage. Unfortunately, the one that we are using now, doesn’t. We had to buy a trailer to take things back and forth. The trailer also needs to be stored. So, if we could do things differently it would be to get the logistics more aligned.
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I also need to find a way to stop the repeat offenders who book and then don’t show up. I’ve noticed some people who book several slots in advance, but then don’t show up. It’s a shame as it means someone else could have used that space. We are not at the point of taking money in advance, as it’s such a small amount, but if we were bigger, it would be something I would investigate.

​What are your hopes for the business?
Continue to be fully booked for every session. I’d like to secure the bigger hall for all of 2019. I want to arrange more themed sessions. As I have done already, I would like to bring other local businesses into each session to give them some publicity. 
 
I want to add an educational slant to my sessions by adding numeracy and literacy activities. I have lots of ideas I just need to get them out of my head and action them.
 
Do you have a marketing strategy?
Not a structured and regular one, as such. I post regularly on the Baby Bears’ Facebook page and then I post out to other groups on Facebook. I am listed on Mums Guide to Romford. I also have a poster up in the Soft Play in Harold Hill. The business has grown from friends and word of mouth. A few mums have told me that they found me on Netmums.
 
I know I need to do more, but as we have strong numbers at this point, until we upscale, our marketing efforts are working.
 
Your business is doing well on social media, but have you thought about growing your business with a website?
Yes and no. I don’t think I have time to manage a website. Social media is more on the go. I don’t know how that will help me at this stage, with the business only running once per month, but when this grows there may be a need for it then.
 
If you would like to find out more about Baby Bears Upminster go to:
Facebook - https://www.facebook.com/babybearsupminster
You can also book places by visiting: https://bookwhen.com/
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Revamped website for Antino and Associates
 
One of our most recent clients came to us seeking help with his current site. It was old fashioned, clunky and outdated. Whilst the content was good, it was too technical, and it wasn't the right tone for their ideal clients.
 
Based in Chelmsford, this Chartered Surveyor wanted a website that highlighted his skills to do with: party walls, injunctions and being an expert witness. The owner works across the UK and wanted his website to reflect this, whilst giving focus to East London, Norfolk, Cambridge and Essex.
 
We worked with him to achieve a website that was attractive to all. It needed clear navigation, relevant images and monthly blogs. His site went live 30 August and all of the keywords we are monitoring are already ranking well. Happy days…
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​​Last month, one of our clients reached their one-year anniversary. Arco, run a central heating and plumbing business in Collier Row and have clients across, Romford, Upminster, Gidea Park, Chelmsford, Shenfield, Billericay, Brentwood, Harold Wood and Dagenham.
 
They came to us wanting their site to be more visible. Their previous website had been built by a big, well known, website provider. The previous website did not rank highly and neither did it generate new business leads.

​This company is now visible on page one for the following search terms: central heating Romford, central heating Dagenham and central heating Upminster. We are still working with them on implementing some basic digital marketing strategies.
 
But what’s holding them back, I hear you ask? Are there actions that we should have taken but failed to do? No. The truth is, that like many businesses, there has got to be time put aside to work on the business. If not, the results just won’t be as they should be.
 
We are passionate about what we do. We get excited when websites we’ve worked on show up on organic search in the number one spot or within the map pack. Our job is to ensure that this continues to happen and by working alongside our clients (however busy!) we know that this will become a reality. Watch this space…

We'd love the opportunity to do SEO for your website, our to discuss how we can bring more leads to your door with no upfront costs to you. Call us on 01708 578 015 today!

This evening, thousands of people across the UK will come out of their homes, go out into the dark and stand in the cold night to watch a fire burn. It’s a tradition that has been observed for hundreds of years following the failed attempt by a group of young men in 1605 to blow up Parliament and King James I.

Guy Fawkes is the man that was captured and who jumped to his death to avoid being hung drawn and quartered. Today his name and memory lives on as he sits on top of bonfires across the country, in the form of a stuffed doll. All rather twisted and macabre, but a night out that appeals to the young and old. Add to the night some fireworks, glow sticks, fast food and drinks and it’s a night where profits can be made.​

​Is your business following the family traditions that has been passed down for generations? Or are you offering services and products in a way that is safe, earning you some money, but not the wealth you expected when you started on this journey?

Whilst some things are best left well alone, it’s still important to regularly give your business the once over to make sure that it’s working to its maximum capacity. Times change, people evolve and for the clever few that are able to predict the next big thing – big money is waiting for them.

Who would have thought that Bonfire Night, for example, would turn into an extravaganza that appealed to schools, sports clubs and parks as a way of making money? They open up their doors and charge an entrance fee, charge local businesses for a pitch and after their costs – make a profit!​

If you would a fresh pair of eyes to review your online business, get in touch. We are not just good a creating effective websites, we are also excellent at offering ideas on:
    -  how your business could work better
    -  how your business is working amongst your competitors and
    -  how you could expand your offerings to a wider market
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So, don’t be like these forgotten companies that were slow to respond to change. Aim to be a business with an evolving brand that has real connections and understanding of what their customers want and how.

Blackberry - remember this phone provider? This business thought they would stay at the top without having to think about their future customers and competitors, like Apple and Google.

Blockbuster – this shop hired out videos and games to an audience that didn't have much choice at the time. The CEO, however, couldn't see how good he had it and was blind to the big future of digital. He turned down an offer from Netflix to sell for $50 million.

Kodak – everyone knew this high street brand that sold quality camera film rolls and other  products in the shops. It was another firm that played it safe and failed to see the opportunities emerging with the digital times.

It's not just established businesses that can get it wrong. According to Bloomberg, 8 out of 10 start-up businesses fail within the first 18 months. Do not be one of them!
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Regular readers will be aware of us advocating the power of networking. If you want to grow your customer base, build relationships with local businesses in your area and get your name and face recognised - regular networking should be on your list of things to do.
 
As a consequence of presenting at a recent networking event, Perfect Layout Digital Marketing was invited to give the same presentation at another networking group called the Hornchurch Professional & Business Association. It is open to all business and professional people in Hornchurch and surrounding areas and has been in existence for over 70 years.
 
We felt honoured by the invitation and made to feel immediately at home by the Chairman, Robert Copeland, and Secretary, Ian Gorsuch. We sat down for a delicious three course lunch and got to know the members. It was an informal occasion, with conversation that went from business talk to deep discussions about the current performance of West Ham football club.
 
Our presentation followed. We gave the guests four practical exercises to do on their mobile phone. The aim, to reveal whether their website was visible and working to bring in new leads to their business.
 
Here are the four tests. Check to see how visible your company is. In your browser…
 
1. Type in your business type and location, i.e. plumber Romford. Where is your business listed? If it is not on page one, you have an issue with the content on your site.

2. Type in your exact company name i.e. Perfect Layout Digital Marketing – is there a Google My Business listing for your company. If you haven’t got one, you are missing a digital marketing trick.

3. Looking at the organic results of this page. Is your business listed in external directories? If they are not, we recommend that you invest time in creating them, they are a valuable asset for your online visibility.

4. Does your company have a blog/news section? If you don’t, you are missing out in enriching your site with new, fresh and relevant content for your audience. These blogs are additional ways of reaching customers via your website.
 
There was mixed feedback following each of these exercises. Participants were:
 
 - surprised to see how invisible their company was when searched for locally
 - happy to view their google my business profile
 - in the dark about their business being listed on local directories
 - accepting that they were not posting regular content to their customers
 
If you have just done the same test and found that your business is missing out on some or all of these points, get in touch with the Perfect Layout team today to see how we can help.
 
Interested in joining this informal networking organisation? For £160 per year, you will have the opportunity of mixing with some friendly, local business owners. Membership is for one person, but if you are unable to attend, you are welcome to send someone in your place. In addition to a lavish lunch, once a month, there is the chance to mingle and discuss the outcome of that afternoon’s presentation.
 
For further information contact Ian Gorsuch: IGorsuch@hwca.com
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Are you failing to get leads from your website? Does it feel like a ghoul has hijacked business leads? Are you scared about this ever-changing world of digital marketing? Well, Perfect Layout are here to rescue you from your nightmares as we explain how Search Engine Optimisation (SEO) works. If you put in place these strategies, you will see your ranking improve. Are you ready to handle more leads coming to your business?
 
If you’re serious about wanting people to find you through a Google search, Search engine Optimisation (SEO) must be at the top of your priority list. You won’t be able to generate leads for your business if nobody can find you.
 
So, what happens after someone makes a search? Here is the likelihood of someone clicking on a link, depending on their organic positioning.
 
Breakdown of Google Click-Through Rates in by position
Position 1 – 20.5%
Position 2 – 13.32%
Position 3 – 13.14%
Position 4 – 8.98%
Position 5 – 9.21%
Position 6 – 6.73%
Position 7 – 7.61%
Position 8 – 6.92%
Position 9 – 5.52%
Position 10 – 7.95%

That means if you’re not number one on the page, you just missed out on a fifth of potential traffic. Most people won’t even click on the second page of the search results. If you are wondering why other websites are ranking higher than you on Google. It is because they are making a concerted effort to work on their SEO.
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The good news is that it's never too late to start...you just have some catching up to do. There are techniques and strategies that you can apply to get you going.  

​9. More than words
Your website shouldn’t be only written words. Break up the pages with relevant, high-quality pictures. Consider also adding videos, slideshows, or audio to your site. This improves the user experience, as not everyone enjoys just reading.
 
Also remember what we said about the time people spend on your site. Videos, for example, can extend significantly the amount of time spent on your website. If that happens, it will boost your search ranking.

​​Social Media Integration
​Do you want to grow your market and reach a broader audience?  Then the key is to integrate your business into social media.  Social media channels and your website should work together to promote your online brand. Opening accounts in these platforms is completely free. They are a very good tool to increase your popularity and online presence.
 
Add links to your social channels from your website to increase the chance that search engine users will find your website.
 
Being active on social media channels can help build (or retain) a solid audience. Post regularly and keep your audience updated on your products and services as well as what's new on the market.
 
Unless you are able to do it yourself, marketing requires a lot of time, effort and money. But when it is done correctly and consistently across the various channels, it can be extremely powerful and rewarding.
 
Getting your brand, marketing strategy, website and social media platforms to where you want them to be, takes time and a lot of effort. If you are a small company, it might be worth considering hiring external professionals to help you.

If you want to know more about this important topic read our blog How important is branding for my company?

You might also like: 50 meticulous style guides every startup should see before launching by Canva.

​3) Evaluate your existing digital marketing channels and assets. Which ones are you using? Should you be on others?
The digital landscape changes quite often, so it’s a good idea to do your homework and find out what is out there, who is using it, why are they using it and if it’s a method that will fit in with your business. Not all platforms or assets are right for every business.

7) Bring it all together.​
It’s never too late to start implementing a good digital marketing strategy for your online business. A combination of owned, earned and paid for media can often give you better results.

​Remember to plan ahead (as much as is realistically possible) and schedule regular meetings to evaluate the impact and performance of what has gone out. What lessons have you learned? Going forward, does the marketing plan you have in place need to be tweaked?

Digital marketing checklist: 

  - Profile of your buyer persona
  - One or more marketing-specific goals
  - An inventory and audit of your existing owned, earned, and paid media
  - An owned content strategy plan
  - Social media marketing plan
  - Ideas of how you can create earned content
  - A budget and plan for paid for content (advertising)

Have you got everything covered? We’d love to hear how you plan and action your digital marketing strategy. Leave a comment below to get the discussion started.

Absolutely!
 
Whether you’re a small start-up business or an established company looking to increase your visibility, it’s important to spread the word about what you do, the service you provide and the products you sell. You can do this in a variety of ways, such as online and print. However, you can't beat meeting people face-to-face. 
 
Networking is a way of introducing your company to other business owners. You never know, what they do that might be of interest to you.
 
There are many different networking groups and each one has their own style. Perfect Layout are members of the Havering Chamber of Commerce and Industry (HCCI). It's a friendly group and each month it has a breakfast meeting. Within each meeting there is a talk/presentation given by two members, as well as the opportunity to network with other members and guests.
 
HCCI also organises its annual business showcase. (In fact, this is where the start of our networking journey began!)
 
Come and join us. We will be exhibiting at the Havering Chamber of Commerce Business Showcase 2018. It takes place on Monday 1st October 6.30pm-9.00pm at the Queen's Theatre, Hornchurch.
 
The event includes:

• Complimentary drink reception and buffet
• Opening by the Mayor of Havering
• Guest speaker: Andrew Blake-Herbert, Chief Executive of Havering Council
• Networking Area
• Free Prize Draw for pre-registered visitors
• HCCI draw for 1 Year's free Membership
• Department of International Trade Export Hub 

 
It’s free to attend. All you have to do is register your place on Eventbrite. 
 
Are you interested in exhibiting information? Contact Barry Hicks, Chairman, Havering Chamber: enquiries@hcci.org.uk  or on 01708 560066

Interviewing local businesses is a bi-monthly ritual that the team at Perfect Layout really enjoy. It allows us to become more known in the community and learn from the experiences of other businesses. By undertaking an interview in this way, Perfect Layout believes that we are able to help our readers learn how to run their business better by taking on board the pros and cons of how a business has conducted themselves.

We hope that sharing the personal experiences of these companies will give them exposure to readers that may need their services as well as providing insights into what has worked for them and what they could do a little better…
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This month, we interview Jennie Bardrick, Co-Owner and Co-Director of Radfield Home Care Havering & Brentwood. ​

Where do you see yourself and this business going in the next 5-10 years?
Longer term, we have big growth plans to expand beyond Havering and across Essex to help more people, and ultimately support Radfield Home Care to become a national brand with a network of passionate franchise partners.

You can find out more about Radfield Home Care by logging onto their website or by accessing them via: Facebook, Twitter or Instagram.

​If you have a business that you would like to feature in this regular slot, why not get in touch? We’d love to hear from you!

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​Search Engine Optimisation, also known as SEO, is the techy way of describing how to make the most of a website’s online visibility. Imagine you have purchased a house that was in desperate need of repair. How would you go about getting it to look it’s best?
 
There are various things that you could do. You could: replace the windows, build an extension, re-plaster the walls inside out and landscape the garden. After completing these jobs, the house would serve better as a home. It would also be more comfortable and functional. That’s what SEO is. It’s a way of making the purpose of a website work better and be found by people looking for it.

If you have a website, blog or online store, SEO can help your business grow and get your business found online. SEO techniques vary. It’s a good idea to make sure that you put in place the  basic strategies and check them regularly. The process of optimisation is not a one-time process. It requires regular maintenance and fine tuning alongside continuous testing and monitoring.
 
SEO can increase the quality of a website by making it user friendly, faster and easier to navigate. In today’s competitive market, undertaking SEO is more important than ever. Search engines serve millions of users per day. They look for answers to questions and solutions to their problems. The job of a search engine is to come up with the best options for its users. When applied correctly, good SEO will bring in online traffic and grow your customer base.

​The following is a list of some SEO techniques that you can apply to your site:
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​If your competitors appear above you in organic search, it’s likely that they are applying SEO techniques. If it can work for them, it can work for you too. Invest time doing it yourself or employing someone to do it for you.

​Backlinking is a key feature of Search Engine Optimisation. Also known as ‘incoming links’ and ‘inbound links’. This is when a link from an external website is directed towards yours. Websites that link to a variety of authoritative sites will rank higher in search engine results pages compared to those who have links to sites that are not as powerful. Getting it right is key.
 
If you have inbound links on your site that don't relate to the content on the page, they will be considered irrelevant. Your website could be penalised. The higher the relevancy of inbound links, the greater their quality.

Linking to related articles, or pages, on your own website helps search engines better understand the importance and topical focus of each page. Creating links this way assists Google in determining the relevancy of your website. The more people like and share your content, the more visibility you’ll receive from these social media channels. As you develop quality backlinks, it will help to boost and sustain your rankings over the long term.​

​Complete the page title, page description and meta keywords for each page of your website. Search engine algorithms select websites with keywords that match the users search terms.

It’s important to continually review the movement of your website.  Where does it sit alongside your competitors? You will achieve good results if you consistently undertake these SEO principles. A common mistake is to focus on the quantity, rather than the quality, of backlinks. If you’ve ranked for a particular keyword, there is no need to build excessive backlinks to that page. Google can detect if a site is gaining links at an unreasonable pace. Building links too fast is like waving a red flag that can potentially get your website closed down. If you want to maintain your keyword ranking, try to expand your inbound links to the various pages on your site. This strategy will diversify your backlinking profile and increase your website authority.

If this sounds confusing, fear not. The team at Perfect Layout Digital Marketing, would love to help fix your website with some SEO TLC. Give us a call on ​01708 578 015

This blog has been inspired following a friend’s recent experience with the medical system in the UK. Said friend went in for a routine operation about seven weeks ago. The procedure lasted only five minutes and the recovery was supposed to be a week.

To cut a long story short. She was nowhere near better by the end of that first week. In the past seven weeks she has been back and forth to GP’s, consultants and hospitals, being misdiagnosed. It took four days of waiting in a hospital bed and a lot of pain-relief drugs before they did any scans. As it turned out she needed another operation. I am keeping my fingers crossed that she is now on the path to a full recovery.

As this story unfolded, I despaired at the way things were being run. It seemed such an inefficient use of time, money, medication etc. It got me thinking. How can hospitals - or any business for that matter - afford to be inefficient? And so, I have identified some areas that you might want to look for in your business.  

​Maybe the institution itself has such rigid and old ways of doing things. Just because ‘that’s the way we always do it’, doesn’t mean it is still fit for purpose. Here are some common mistakes to avoid:

1. Bad financial management 

Many businesses find themselves running out of money. Cash flow is key for all businesses. How this happens usually falls into one of these categories:

• You are overspending / or spending in the wrong places
• Revenue is not as you had forecast
• You may have failed to secure appropriate funding at the right time

To avoid this, you have to know your figures inside and out. You need to keep an eye on them regularly, so that you can spot dips or downward trends. Make sure that your financial projections are on track. If you see things changing, then something elsewhere may need to change too. Try to stick within your budget. Cut any unnecessary expenses. Always invoice straight away and get paid on time. Where possible set up automatic billing that you can be in control of. 

2. Bad Management

Every organisation needs someone at the helm, leading, taking charge. They have to ensure that no matter how big the company is, that the right processes and procedures are in place. The entire organisation should be seamless and efficient. This is true for both the staff and its customers.  

For that to happen, there needs to be regular training, communication and policies. Everyone must be on the same page. No one person or department should be the ones doing it all. Every role should work as a cog to help the wheel roll smoothly. There also has to be a single point of authority. Larger companies often appoint department heads and team leaders to make decisions.

So, do you have the right staff in place? Do they do the job with pride, care and attention. Are you paying them what they deserve? Do you offer rewards and incentives? Your staff are your biggest asset, so you need to treat them well. Good management also recognises when they don’t have motivated staff. First you need to address it to see if you are able to change this, otherwise you face the tough task of letting them go. Dead weights can also hinder a company and have devastating consequences.

Can you honestly say that your company is working as efficient as it could be? Do you conduct regular days on the business with staff? Do you ask them how things are, what could be better, what needs to stop, what to introduce? The people on the ground can often find solutions. Do you spend time thinking about what the business might look like in 12 months’ time, or in five years? Be forward thinking, be proactive.

3. Bad customer service 

It is surprising to see how many businesses have bad customer service. This could be because of what we have discussed about management and procedures. Yet, without any customers, you wouldn’t have any business. Giving good customer service should come easy. Ask yourself, how would you like to be treated and map that out. Use your common sense. Good customer service doesn’t need to be expensive. If you do get complaints, listen to your customers and put it right fast. Then tell your staff what you have learned from the experience. Explain how you want them to do things from now on, so that you ensure that it doesn’t happen again. Good interdepartmental communication will pay dividends. You don’t want to end up with a bad reputation. Some businesses never recover.

4. Staying up-to-date with technology

Technology covers a wide range of things. Computers, phones, broadband and IT servers. It can also include websites and social media platforms. Whatever it is, make sure that you invest in the best technology and support that you can afford. If all your computers are old and staff are struggling to complete simple tasks, invest in new ones. This downtime could start costing you thousands. Is your website current? Does it reflect your business as it stands today? Is it mobile optimised? If the answer is no to any of these, you need to plan to change this. If you are not active on the right social media channels, you could be missing on potential clients. I know that social media is a hungry beast that needs feeding all the time, but it’s essential to do it these day. Now more than ever you must have an efficient website, that it is mobile and SEO friendly. You need to be active on social media and posting every day (or more). If this is not part of your expertise, don’t hesitate to seek advice from a professional, like us at Perfect Layout Digital Marketing.

Running a business is about always being willing to learn. Things around us are changing all the time. We all will make mistakes. It’s those that carry on doing it, ‘because that’s the way we do it’ will find that they will get left behind. Acting fast and making necessary changes can determine the future of your business.

Regularly check that your business is in good health. If there are signs that things need a reboot, then do something about it before it takes over.

Wow, so the six-week summer break comes to an end this week.

Families up and down the country have had a chance to break from the usual routine, spend more time with loved ones and recharge the batteries. With the glorious summer weather 2018 has given us, we've had plenty of time to enjoy the outdoors, go for days out and do things that we don't get to do the rest of the year. Holidays also give you the chance to ponder life and what you want out of it.

For me, it feels like September brings a chance to start afresh...almost like the feeling the new year brings. For our children, they get to start a new adventure as they embark on the next school year; new teachers, new uniform, for some it might even mean new schools. It's even a chance to shake up the routine a little, as the things that you may be doing in this final stretch of the year, may be different to what you were doing just a few weeks ago. Will your children start new after-school activities? Do you want to start a class and learn a new skill or spend time developing a talent? Do you want to get fitter / eat better?
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​For us at Perfect Layout, we have spent part of the summer break reflecting on where we are in the year, we've looked at what we have achieved and we are looking forward to this next period to push ourselves harder.

​We are dedicated to learning about our industry and looking at what strategies we could implement to make the websites that we look after perform even better. Off the back of an industry conference we attended just before the summer break, we are eager to put those tactics into practice at to see how it improves the rankings of our clients.Today is not just the start of another week, it is milestone week.  

We could easily slip back into old ways and habits or we can take this week as a way to begin on a new path and ​take those ideas that we had over the summer and work towards making them a reality. What will you do?

​The Havering Museum came about eight years ago thanks to a small band of local people. This included librarians and historians, who wanted a home to celebrate the rich history of Havering from pre-history to the present day. It acknowledges the achievements of local people while exploring how the areas that make up the Borough were formed and developed. The Museum, located in the old Romford Brewery building, opened in May 2010 and is completely volunteer led.​
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The summer months can often see things slowing down for many businesses. It's a chance to take some time off, perhaps get away from the usual routine and relax in a sunny location at home or abroad. It may even be a time for reflection and to see what you have done well so far this year and what you want to achieve before the year is out.  For other business owners, it’s time to roll up those sleeves and get ready for an upsurge in productivity as their services and/or products rely on tourism to bring the money in. Whatever your situation, the team at Perfect Layout hope that you are managing to squeeze in some relaxation and reflection time. 
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We ask, what has worked for you; what is special about your business and what you offer; and what you would have done differently if you had your time over again. It really does require minimal effort, as we come to you (or talk over the phone) to conduct the interview and you get to tell all our readers about your business. Who doesn’t want some free advertising?

It’s even more important for local businesses to get exposure, as often marketing budgets are small (or non-existent). That’s what we are trying to do; to create a sense of community. We believe that sharing such valuable information can motivate and inspire others, as well as assist them in finding solutions that they might not have thought about before.
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The team at Perfect Layout are not your typical website designers. We don’t only take instruction on how you want your website to look, build it and then leave you to it. We care about the businesses we work with and we strive to give you the best website for your business by asking relevant questions that others may not bother to query. We want to really get to know your business, understand where and how you want to grow and make sure that the website that we build for you caters for expansion.

If you are a local business owner and would like us to feature your company in our regular blog, get in touch with a member of the team today to arrange for your interview. Either call on 01708 578 015 or email us at hello@perfectlayout.co.uk

​The success of your website is determined primarily by its content. Good content is what sets your website apart from the masses and delivers the right message into the minds of your customers or audience.

Having clear, relevant and keyword-rich content that delivers the right message with power and conviction is the key to success. The content of your website should always begin with proper market research.

​Taglines and slogans that are customer-centric (focusing on the needs of the customer) are essential to capturing their attention. The content on your website should target your audience, engage them and persuade them to take action.
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Content marketing involves the creation and publishing of content and sharing that content in order to acquire customers. This information can be presented in a variety of formats, including blog posts, videos, white papers, infographics, case studies, and so on. Posting relevant, valuable and frequently updated information on your website will help boost your Search Engine Optimisation (SEO). It will also help by placing you in the position of an expert and allow you to build relationships with your audience professionally.
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Another important detail to keep in mind are long-tail keywords. These are keyword phrases that contain at least three words, and sometimes more. Long-tail keywords are used to target niche demographics rather than mass audiences. In other words, they're more specific and often less competitive than generic keyword terms. They are very specific to whatever you are selling. So, said more specifically, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy.

Some businesses choose to include keywords relevant to their business in their domain name. This strategy works as long as the name is in line with the brand identity for the website. It is also important not to limit your business by choosing a name that is applicable for your business only in the short term. Let your 5 to 10 year business plan reflect where you want to be long term.

​One way in which to create relevant and powerful SEO keyword-content for your website, is through brainstorming. Try and put yourself in the position of your customers and think about the words they might use to search for the services and/or products you are offering. This process can be undertaken on your own or in a group.
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​Because algorithms are constantly changing, it’s paramount that you keep a fresh eye on the content of your site. If people are changing the way in which they search for you – the keywords on your website will need to reflect this too.

​Why not have a look at your site today and think through some of the keywords your customers might be using. Do they appear on the pages of your site?
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​14 Top tips for optimising your website…

The following steps are proven to increase not only conversions, but also your site's trust factor and presence. For good optimisation of your website that will help generate more customers it's worth considering the following...
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Top tip 2 -  start with a basic CTA on your homepage
If your homepage's design is what catches a person's attention, the CTA (Call to Action) is what keeps it. Your homepage sits at the top of the marketing funnel and should therefore offer either a free trial or subscription to a recurring campaign, such as a newsletter. Consider including one of the following CTAs on the front of your website:
 

• 'Subscribe to Updates'- Invite them to subscribe to an email that notifies them of industry trends and product updates.

 

• 'Try Us for Free'- On your homepage, have your product available to try for free for a limited time using a CTA and form where you can collect their names and email addresses. At the end of each active product demo, kindly follow up with the user to find out what they thought of it. This will be very beneficial for improving your site.

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​Last week, 13 July, Christine Huntingford from Perfect Layout Digital Marketing was invited to give a presentation at the Havering Chamber of Commerce and Industry (HCCI) breakfast meeting, where members and visitors attended. She thought long and hard about what to talk to them about and decided to make it an interactive session with the participants and let them know in 10 minutes, after a few simple checks, whether their website was working well for their business and whether their website and digital marketing need some real Tender Loving Care (TLC).

Firstly, to get a sense of their initial thoughts she asked the following questions:

• Do you have a website?
• Is your website generating you regular leads, either through phone calls, emails or contact forms?
• Was your website was redesigned and updated in the last 12-18 months?
• Are you happy with your website provider?

This gave everyone a moment to reflect not only if were they genuinely happy with their current service, but also to validate if this was a way in which they were bringing in customers.
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Now we know its all very easy to think that everything is fine with our website, but how do we really know? Well, these next simple tasks can reveal whether your website is working for you. You can do this for your site at any time.

Task 2
Whilst before you were asked not to type in your company name into the browser, this time, do exactly that. For example, for our Company it would be, ‘Perfect Layout Digital Marketing’.

Can you see the Google My Business (GMB) listing for your business? Can you also see photos, posts and full details about your company? Do you have reviews?

If it’s a ‘yes’ for all of that, that is excellent! You are on track with taking full advantage of GMB’s latest updates and features.
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If you didn’t, Perfect Layout can help you either set up a Google My Business, or help you enhance what you already have there.

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​Task 3
Keeping the page that you had open for task 2, now scroll down the results page, do you have your business listed in external directories? Such as Yell, Thomson, Netmums, or any online directory for your sector?

If you have more than 3 external directory listings, you are doing well, these connections on external sites help give your website relevancy and demonstrate that you are an active business.
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If you are not  listed on any external directories, it is recommended that this strategy is employed in order to help your business get found.

​Task 4
Does your website have a blog section? If it does, was the last post published within the last month?
If this is you - congratulations! You are doing a good job of sharing news about your company’s activities and products to your community.

If you don’t, get in touch with Perfect Layout about the benefits of a blog, which can help your website rank better.
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​In the second half of the presentation we introduced an alternative strategy for phone-based businesses who don’t have the money to invest in a new website or redesign of their current website -  but need to be earning more money and secure new customers.

To clarify, a phone-based business is when people would call you as their primary way of contacting you, rather than via email or walking into your business premises.

Let’s imagine the following:
Our client, a dentist, gets some enquiries from his website, but he would like more. His family is growing and they need a bigger house, but what he is currently earning isn’t quite enough to be able to move, just yet. He doesn’t have the money to rebuild his website and invest in keyword-rich content.

However, as a phone-based business, he has the option of securing potential customers through a customer generating website that’s run by a digital marketing agency. This website will generate new contacts specifically for his business by creating a new website free of charge. It will be found organically on the top pages of search engines and could bring him that extra revenue that he is looking for. From these new clients there’s a high likelihood of them becoming repeat customers, who will visit for check-ups, as well as the need for ad hoc additional treatments. Fabulous recurring revenue for years to come.

It’s a no brainer – so where's the catch? It’s simply a matter of paying a small fee to the digital marketing agency for each enquiry that comes via that website.
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If this has struck a chord with you and you would like your business to build up its client base and recurring customers, give us a call today to talk about whether your niche would suit such a website.

5- LinkedIn
LinkedIn is easily one of the most popular professional social networking sites or apps and is available in over 20 languages.

It is used across the globe by all types of professionals and serves as an ideal platform to connect with different businesses, locate and hire ideal candidates and more. It also boasts over 500 million members.

The more precise demographical data about people you are connected with is usually behind a pay-wall (a tool to monetize digital content securely and efficiently) such as on LinkedIn. 171 million users are based in Europe, the Middle East and Africa. The U.S. has the largest national user base (146 million members), followed by India, China and Brazil.

49% of college graduates use LinkedIn.

45% of adults making more than US$75,000 per year are on LinkedIn.

More than 46 million students and recent college graduates use LinkedIn. They are the networking site’s fastest-growing demographic.

Number of active users per month: 250 million approximately

Love them or loathe them, social media platforms are a must for all business owners to use. Denying your business a presence on the right social media platforms could lose you leads, revenue and repeat custom.

If you are overwhelmed with where you should start, give Perfect Layout Digital Marketing a call to see how we can help build the right social media strategy for you.

Christine Huntingford, CEO, Perfect Layout Digital Marketing will be one of the guest speakers at the Havering Chamber of Commerce and Industry’s (HCCI) breakfast meeting this Friday (13 July). She will talk about how businesses need to invest in their website and digital marketing; in order to stay ahead of the competition. Breakfast meetings are free to members and guests are welcome too.

​Come along on Friday 13 July to the Havering Museum in Romford and join the members and guests of the Havering Chamber of Commerce and Industry to hear Christine share ways for you to check if your website is easily found (or not); your website is the foundation of your digital marketing strategy and if that isn’t right, that is where you need to start first. From there we can build the blocks to ensure that you are engaging with potential customers on a regular basis.

​The meeting starts at 7:30am for networking and the speakers will be presenting between 8am and 9am. There is a further opportunity to network until 9:30am.
​Guests welcome: £10 on the door.

Tip 4 – create different device campaigns
It’s common that households today have multiple laptops, tablets and smartphones that cater for the uses of all the family. According to KISSMetrics, “over 40% of smartphone users watch TV while browsing a smartphone.” Because people are now adept at multi-tasking on this level, it’s important that marketing campaigns are adjusted to take into account the device, location and time of day of the end user. This way, you will be able to maximise your return on investment by delivering content that is relevant to different members of your audience.
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Tip 5 – send out timely alerts
Have you ever found yourself checking your phone even when it’s not made one of those little ‘ping’ noises? Well you’re not alone. If you have done your research and truly know your audience and the time they would like to receive these alerts, take advantage of people wanting to look busy by sending out notifications of your latest discounts, savings or next big event.

Please note that this list is not exhaustive and is offered as a starting point to help businesses create a strategy.​