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 It was old fashioned, clunky and outdated.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, or to discuss how we can bring more leads to your door with no upfront costs to you. Call us on 01708 578 015 today!

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.

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.

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.

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 in July.

Many business owners are busy working ‘in’ their business and rarely take the time to work ‘on’ their business. Are you one of them?

When was the last time you really looked at your website? Does it really work for you in the way that you want it to - i.e. are you getting leads from it? Do you know how easy it is for potential customers to find you? Is your social media activity where it should be?

We all know that there is more that we can, and should, do. Often the, ‘time thief’, prevents us from taking action. But there are simple and relatively quick things that you can implement (if you haven’t already) that can make a big difference. Some elements cost you time, not money. And those that do cost money, can be scaled to what is affordable for you.
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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) and things that you can implement quickly.

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.
​

There are good websites and there are bad websites. If you have had a website for a while, but you find that you are not getting much from it, in terms of traffic, leads, calls etc, it could be that people are finding your website tricky to navigate or difficult to find the right information. I know it’s hard, but every six months or so, it is worth doing an audit of your website with, 'a fresh pair of eyes’, to check that everything is relevant and it all still makes sense.

Is it mobile-optimised?
The first thing to check is whether or not your website is on a mobile optimised platform? If not, the search engines will penalise your organic rankings. You will also find that customers, who have to pinch and expand the page to read the text, will more often bounce off to find another website that has a better user experience.
- Check: Is your website built on a mobile optimised platform?

Is your site easy to navigate with clear navigation buttons?
Most websites follow a similar structure which includes, a home page, an about page, pages on the services that you offer and a contact page. It may also be useful to have pages about the areas you serve, a portfolio of what you offer (whether it’s services or products) and even a testimonial page.
- Check: Are your navigation headers clear for a brand new visitor to understand?

Do you explain what you do?
It is all well and good you knowing what you do, but is this clear to your potential customers? If your business is selling products, do they have relevant descriptions that will help minimise the chance of those products being returned? If you offer a service, do you explain, in everyday language, what it is that you offer? When you work in a particular sector, it can become second nature to speak the jargon of that industry. But would everybody be able understand such specific terminology? Also make sure that you have clear headings throughout each page to make it easy to skim read. Often people are time-poor, so make your website a breeze to read through.
- Check: Is your website easy to understand? Ask a friend or family member to read through to see if it is clear to them. Do they have any questions about elements that remain unclear?
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Can you add more visual elements to your website?
As they saying goes: ‘A photo tells a thousand words.’ Remember to include high resolution photos (that are saved for web) that convey clearly your products and services. If you offer a service then show before and after photos of projects that you have worked on. Be proud of the transformation that you can achieve.
- Check: What are the photos like on your site? Do you have relevant images that are crystal clear? Blurry photos will convey a slap-dash image of your company.
 
Do you have ways that customers can reach you?
The majority of users will be viewing your website on a mobile device. No longer is it OK to have your phone number only on the Contact Us page. Think about adding your contact details in your footer, so that it is easy to find you. If you are on a mobile optimised platform your web designer will be able to enable phone number hyperlinks, so that visitors can click on your number and call you straight away. Also think about other Call to Action buttons that you could include on each page.
- Check: How you can optimise better user engagement on every page, so that visitors can contact you immediately. Does your footer have contact details?

What are your customers saying about you?
If you are getting positive feedback from clients, then add this to your website. Why not create a testimonial page to enable new visitors to see what your customers think of you. Lots of lovely reviews will more likely result in a new visitor engaging with you.
- Check: When did you last upload a testimonial? Visitors will look for recent reviews, so keep adding them to your site.

Is your logo on your website?
Add your logo to the top left of your pages. The readers’ eyes will read from left to right and top to bottom. So by adding your logo to the top left will ensure that it is the first thing the reader sees. This implants your branding into their memory; making it easier to remember you when they re-visit your site.
- Check: Is your logo positioned in the top left hand corner?

For more user-friendly tips for your website visit Hubspot’s article.
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Is your website in need of redesigning in order to make it a more user-friendly? Or perhaps you want to take this opportunity to start afresh? Either way, give Perfect Layout Digital Marketing a call on 01708 578 015.
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​​If you’re thinking about having a website built from scratch it may be wise to shop around. Prices can vary as well as the details of the packages that some companies offer.

Here at Perfect Layout we are upfront about the cost of all our services to ensure that you are kept clearly in the picture, right from the word go. The relationship that we develop with you is important to us as our aim is to always to give you an honest and professional service.
​

Ha​ving a website in 2018, is not the financial investment that it was a few years ago - where even a simple website would cost thousands of pounds.

These days there are many platforms that you can use to build a site yourself. For those of you less courageous or who want to ensure that your website not only looks good, but is going to be found at the top of search engines, commissioning the redesign of your website to a professional company will be the right choice.

At Perfect Layout Digital Marketing, we have website packages at affordable prices for all businesses, whether large or small.

For companies that already have a website and are looking for a redesign, we would charge an hourly rate for our services. We would have a consultation meeting to determine what your current website offers and what you want from your new site. We would advise whether the platform that your site is currently built on is one that we would work with, or whether we recommend changing to another one. Following the consultation meeting we would agree on the website’s site navigation.

If you are not confident at writing content, the copy editors at Perfect Layout Digital Marketing can do an analysis of your sector and determine the correct keywords that should be incorporated into your pages. They will then write keyword-rich content for each of your pages. This work is charged on an hourly basis.

We would also determine the colour scheme, photos and look of the website before beginning the construction of your pages.

However, if a client wishes to write the content and provide all the images for the website, the build-only cost for a redesign for a 10-page website would be in the region of £500.
​
If you are considering a monthly support package (which can help you move towards to the top of the search engine rankings) take a look at our other website packages.

Call Perfect Layout Digital Marketing Services today to talk through your website redesign.

​If you have a collection of your own photos we may be able to use those, alternatively, Perfect Layout Digital Marketing can source high-quality stock images for you.

So once the foundation is in place and all content and images have been approved – the turnaround time for showing you the first draft of your website can be as short as two weeks.
​
Call or email Perfect Layout Digital Marketing to find out how we can help you: 
01708 578 015 or hello@perfectlayout.co.uk
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Will I lose my existing SEO when I change platforms?
If done properly you shouldn’t see any impact of changing your website to a new platform.
These are some key points, as recommended by Digital Marketing Pro:

• Setup the new website on a temporary URL
• Test new website and make sure that everything is working and there are no broken links
• Create a list of all pages from your old website
• Create page by page 301 redirections to redirect old urls to new urls
• Switch to the new website (all at once)
• Make sure that the new website is verified with Google Webmaster tools
• Use 'Fetch as Google' to check that Google can properly read the new website
• Check robots.txt
• Resubmit sitemap to Google and Bing
• Monitor your rankings

 You can read more here about the considerations to be aware of when switching platforms on an existing domain.

​Talk to your web designers about any concerns that you may have and ensure that they are following all the recommended steps to ensure that everything transitions smoothly.
 
Now you can see that changing platform, but keeping your existing domain and SEO, is a straightforward process.

As the saying goes, ‘you shouldn’t mix business with pleasure’…In our business, quite often we are told by clients that their friend or a family member was building/has built their website but:
​
…they have spent months (even years) working on it and it’s still not finished
...it doesn’t look the way they thought it was going to
...it's not working the way that they want it to
 
Usually, when they are a friend or family member (and not a web designer), they invariably take an off-the-shelf package thinking 'how hard can it be?’. It’s true that building a website from one of these off-the shelf-packages isn't necessarily hard, but do they really know what they are doing? Do they really understand how to make a website perform well and not just look good?
 
There are thousands of cook books out there and it's easy to follow a recipe, but that doesn't mean the results will always be the same, or that what you make will even taste nice. There is a knack to good cooking and the same principle applies when building a website.
 
Often it's the things that look simple that can be complex underneath.

​Building a website in itself isn't rocket science, but there is a method to making a website great. A website with all the right elements in place will add value to your business. A nice looking website, may simply be aesthetically pleasing but does nothing for the growth of your business. The fundamental components you need include:
 
Superb content
By that it needs to be clear, well-written, grammatically correct and keyword rich. Content IS King. Being found in search results is determined by the search engines algorithms matching the users’ keywords with the content on the site. If your content is sparse, poorly written, not properly thought through (using a range of keywords) it is likely that you will feature low down in the rankings.
 
Search Engine Optimised headings
Headings carry more weight than body text, so ensure that your headings are relevant to what your audience is searching for. Using keyword-rich content in header tags will improve the search engine visibility for your target keyword. Mashable also recommends not having the same article title as you would for your page title, and advises how to write a good meta description.
 
Easy to use navigation
If your user experience is cumbersome and clunky, it's likely to put customers off. Make sure that you think carefully about how your users might navigate through your web site. Keep it clean and simple. Before you ‘go live’, test your website out as if you were visiting it for the first time. Can customers navigate your website easily? Is it clear and easy to understand? Could any steps be simplified?
 
High quality images, but not high resolution
There are so many stock photo agencies these days, that having low quality images is not an excuse any more. Your photos need to be clear and crisp, but they must also be saved as smaller files. Large image files will make loading your page slow, which may put people off staying on your website.
 
Calls to Action
A Call to Action (CTA) on a website is a prompt to get the user to take some specified action. It could be a button asking you to ‘Buy Now’ or ‘Subscribe’. Visually it can be a button or hyperlink. When designing your website consider how your customer might want to get in touch with your business. Are you making it easy for them to do so? Are you giving them choice; email, online forms, telephone numbers? Find out more about why Calls to Actions are important.
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​When Perfect Layout Digital Marketing works with customers, these are the core principles which we adhere to as the starting point for building their website. These fundamental steps are the foundations to having the building blocks for great online presence. Though don’t be mistaken with thinking that the work starts and ends with a website alone. Consider the website edging of the puzzle - there are still other pieces to put together before the picture is complete. Perfect Layout Digital Marketing can talk you through what other digital strategies would work best for your business.
 
Perfect Layout can of course create a website that looks great and functions well - but we prefer not to do that. Because we want your business to beat your competitors and bring in a consistent stream of genuine customers, we encourage our customers to take up a support package. Month-by-month we will monitor your website against the competition, check where it is ranking in organic search and, if needed, suggest tweaks.
 
We also apply other digital strategies to ensure that your visibility online is not just limited to your website. Are you active on the right social media channels? Is your business listed correctly in external directories?
 
If you are unsure of what your next step should be, give us a call and let’s have a chat today.

Looking back at 2016, I can’t help feeling what a remarkable year it was. The month of September was the most memorable as Perfect Layout Digital Marketing was born. Like many small business owners venturing into the world of self-employment, feelings were mixed; excitement, anticipation, enthusiasm, fear, trepidation, worry…the list goes on. I’m delighted to report that the negative emotions have dissipated somewhat, due to the early success of our business.

We’ve worked hard to understand our sector, the needs of our customers and diligently apply our style of website design and SEO to meet their needs. We have passion for what we do and hope that this comes across when you meet us. Our aim is to understand you, as well as your business, to ensure that our website creations represent your services and products in the best possible light. We also want you to start being found for relevant keyword searches on organic search. Let’s be honest, who goes beyond page 2, when looking for a product or service?
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When we meet a client for the first time and talk through their needs, we always make sure to tell them that it will take a while for their websites to begin ranking. Whilst we can’t guarantee that your business will be found on page 1 within 6 months – what we can guarantee is that we’ll try our hardest to make it happen. We are realistic as well as eternally optimistic about the services we provide.One year ago today...On 1 December 2016, our very first website: Carly's Ice Cream Vans went live. We were excited and nervous at serving the needs of our very first customer. Recently, she was kind enough to undertake an interview with us outlining her journey so far…​

​I know the clue is in the title, but could you explain what services and products Carly’s Ice Cream Vans sell?
We sell soft and hard ice cream locally and attend school fetes, weddings, christenings, birthday parties, corporate events, festivals and football tournaments etc. Our ice creams range from the traditional 99’s, different flavoured hard ice-creams and various lollies. Bubblegum flavour is really popular at the moment.

How long have you been in the ice cream business?
I’ve been in the ice cream business for over 20 years now. My partner, Peri, has been around ice cream for even longer - over 30 years! Together, we know about ice cream, inside and out!

Before you had a website how did you promote your vans/get business?
Purely by word of mouth. We also supply our ice creams to people in local shopping centres.

What made you diversify and invest in having a website?
Whilst getting work via word of mouth is okay, a website is seen by everyone and offers me the chance to get around to different areas and attend different events. It also means that I’m making more money.

Why did you choose Perfect Layout as your website providers?
You were very nice and approachable. During our consultation, things were explained to me really well and I was able to understand exactly how my website would be laid out. I was also impressed with the amount of communication and quick response rate that I had from you whilst the site was being built. I was also pleased that I knew exactly what my website would look like before it went live.

How has the site made a difference to your business?
Local people are hearing about us, which means more jobs. This wouldn’t have happened if we didn’t have the website.

What kind of interest have you received since your website went live?
We’ve had loads of leads via the forms and direct calls.

Are you surprised at the number of leads the site has generated?
Yes, I’ve been surprised at the amount of extra work the website has generated - and very pleased!

What would you say to business owners who have not yet committed to having a website for their business?
Definitely get one! It’s made a real difference to our income and weighed against the cost of the site, it paid for itself quickly.
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How do you see the future of the business evolving in the next 5 years?
I hope to be doing more of the same. To continue getting leads from the website and responding to the needs of those that fancy an ice cream!

The proof is in the pudding, or should I say ice cream!
To give the sceptics out there something to munch on, below is a snap shot of statistics showing how well her site did in a very short space of time. The information relates to just a couple of the keyword search terms we track as part of our ongoing SEO. Please note that not all months have been detailed.

Go live date - 1 December 2016
7 December 2016
Ice cream vans Romford – page 2, position 12
Ice cream vans Essex – page 5, position 47
 
24 February
Ice cream vans Romford - page 1, position 2,
Ice cream vans Essex - page 1, position 4
 
7 June
Ice cream vans Romford - page 1, position 3, Google My Business (GMB) listing showed
Ice cream vans Essex - page 1, position 8, position 2 on Map Pack
 
29 September
Ice cream vans Romford – page 1, GMB showed, plus 4 mentions on the organic page
Ice cream vans Essex - page 1, position 3 on Map pack and position 5
 
30 November
Ice cream vans Romford -  page 1, position 1 on Map pack and positions 3, 4, 6 and 8
Ice cream vans Essex – page 1, position 2
 
This demonstrates that the various digital strategies that Perfect Layout Digital Marketing implemented are making a difference. You’ve got to admit that these are pretty impressive results! Carly is happy and so are we.
 
If you would like your business to have results on page one of organic search, give us a call and let’s see how we can help your business be more visible online.

The term ‘Content is King’ has been bandied about for many years. It’s something that you may have heard mentioned on one of the blogs at Perfect Layout or whilst perusing the internet for news and top tips on how to make your website attract customers.

So, what does the term Content is King mean and from where did it originate?
The term ‘Content is King’ came from an essay that Bill Gates wrote in January 1996 entitled, ’Content is King’. It was published on the Microsoft website and stated…
 
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
 
Imagine, Bill Gates, the creator of Microsoft computers made this statement over 20 years ago! Did he have a crystal ball? We’ll never know, but his intuition was certainly firing on all cylinders as his prediction has become a reality. Today, content is a huge factor in what drives the internet. It’s what search engines love to find and use to rank a website as an authoritative and trustworthy site - hence content being at the top of the pecking order when it comes having a great website.
 
Is content on a site that important?
There’s really no getting away from the fact that having interesting, informative, content on your website is great news for your business. Think of it this way, you wouldn’t buy a book entitled: ‘How to create a great blog’ if the ideas contained within it was not about blogs and full of grammatical mistakes.
 
It’s the same with a website. Nowadays consumers aren’t solely surfing to buy a product or service. They want to be clued-up, educated or tickled with something that will draw them in to press the buy, subscribe, like or recommend button, and ultimately come back for more. The right content on a website can help a business achieve these things – but it can’t do it on its own. That’s where the rest of the royal family come into play…next up, ‘The Queen’. 
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So, what is the role of the Queen?
My thoughts are that having great content is not a stand-alone facet of getting customers to a site. There has to be a strategy behind the content to ensure that it’s relevant and directed at the right customers at the right time.

The content that’s being offered should have the right ‘context’ which means offering information that is relevant and helpful to the customer in their current situation. The more relevant a post is to that person’s need, at that point, the more that person is likely to buy that product or service. To fully merge the right context into your content means thinking about what context would be helpful for your customers and then identifying the kind of factual data you need to identify that context.
 
The work of The Queen doesn’t stop there. Her role also holds the title of ‘creative development’. Making your content stand out and really shine amongst the competition isn’t easy. Depending on your niche you will have a particular demographic and age-range that you need to appeal to. Do your research and tailor your content to appeal to them.
 
I believe that the final role of The Queen (such a busy lady!) is that of ‘distribution’. What platforms are the best to get your content seen by those that need to see it? Nowadays, there’s a plethora of social media platforms that can be used to get your content seen by the right people. Facebook, Twitter, LinkedIn, Instagram, Pinterest and Google+ are just some of the ways in which you can distribute your content directly to the people that want to see it.

So, during the planning stages you will need to think about:

• what your content will contain
• how it will be worded
• identifying who its appeal will be aimed at
• and how it will be found

And last but not least…The Prince and Princess

Whilst there’s little written about the off-spring of this royal family, I’ve taken the liberty of identifying who they are and the role they play in keeping the King on his throne.

The key to ensuring that your website, and the content contained within it, are working optimally, are Web Designers – surprise! They may also go under different Marketing titles, but I’m writing this blog so have the freedom to be biased!  
 
If you are unable to write content like a King with the right context and undertake all the other tasks included within the role of the Queen, the Princesses within this company can assist you to:

• position your business as an expert
• improve your search engine ranking
• acquire and retain customers
• generate (blog) traffic
• generate new leads

Good content is not enough because everyone has good content. You also need to promote it, understand how to get it out there; reach new audiences and then make sure the traffic that you do get converts into a subscriber or customer.

Be inspired to… think and write creatively
My husband has a beard. Not a moustache, goatie or bit of stubble – he has a full-grown cave man beard. It suits him. It draws him attention and makes him stand out from the crowd for his unique style.
 
These days, having a business online can be difficult to master. Depending on your niche, getting a foothold amongst your competitors can be a daunting task. You have to think outside the box, be unique and have the equivalent of a really big beard (!) to draw customers in.
 
We are accustomed to writing content and thinking outside the box when it comes to promoting local online businesses. We write content that’s relevant, interesting and full of keywords that will get you seen by the right audience. The key is to making the text sound natural, interweaving an outline of your services and products into the content all the while helping you to stand out from the crowd.

What role do you think The Prince and Princess play in this royal family?

​It was earlier this year, when we were away for my son's rugby tour, when the stars seemed to align and offer me another opening for a client for newly formed Perfect Layout. As you do (when staying in a holiday camp as part of a rugby tour) I headed to the club house to socialise with other parents from the team and partake in a little beverage - mine was a white wine!

As I arrived at the table, I heard one of the dads moan about his website and how it was doing 'nothing' for his business. In the seven years that he had been with this reputable household-name web design company, he said that the only calls he was getting were cold calls. All of his work came from word of mouth. He was thinking of ending the contract, as he was paying a considerable amount of money each month with no real results and couldn’t see the point in continuing.

I decided to join in the conversation and let him know about Perfect Layout Digital Marketing and the work that we do. I didn't lay it on thick; that's not how we work. But I asked him what the domain was and that when I had a moment I would take a look, do a quick website analysis and let him know my observations. Over that weekend, when I found a connection to Wi-Fi (not so great in the middle of the country) and had a look. I was shocked!

This reputable company was taking a fair amount of money each month, for nothing. Their web account manager appeared to be always on the upsell telling him if he did x, y and z, their organic search would improve. What a joke!!!
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The only credit I can give - and don't get too excited - is that their website was on a mobile friendly platform, but the content was next to nothing! Across the entire site was a total of approximately 500 words. How would his company ever be recognised for the services he offered when there was no content talking about what he did on his website? How were search engines expected to return his company in organic search when there was so little to go on?
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Through a few sketchy headings, you got a sense of what they did, but it didn't even come close to what the recommendations are today regarding the amount of content there should be on a website. It also failed to explain the services they provided and there was no geographic explanation of which areas they served. No wonder he was miffed in spending money each month on this.

To cut a long story short, we recently launched his new website (Oct 2017). We created a comprehensive home page giving a full overview of the company and developed unique pages for each of the services offered. Each page is rich in keywords, making it easier for the algorithms to decipher the business that this company is in. We are confident that in the next few weeks, we are going to see his site climbing up in organic search and that in the near future he is going to be receiving calls and winning new business.
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​If you’re a business with offices in Emerson Park, how do you get seen online in other Essex areas like Romford, Hornchurch, Upminster and Chadwell Heath, or further afield like Brentwood, Chelmsford and Loughton? Read on as branching out may not be as difficult as you first thought. 
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Question 1
Will I get more business if my website name reflects the area I’m working in?

Yes and no. For businesses that are looking to service one area only, putting the location in the domain name may help get you more customers. For example, Website Designers Essex is okay if Essex is the only location to be serviced.  However, if your long-term plan is to seek clients in London, Kent and other home counties, making your business name broader (i.e. Perfect Layout Digital Marketing) would be more beneficial.
 
Question 2
If I have more than one website to represent other areas I work in will this bring in more customers?

There are many companies that use this method and whilst some yield results, it isn’t the most productive use of resources. The more sites a business has the more marketing input into each site it will have to make.  Duplicating content is hugely frowned upon so each site would again need individual attention to ensure that it’s unique.  If your business is cited on business directories it’s important that the name, address and phone number (NAP) being listed appears on only one site.  If not, search engines like Google and Yahoo, will become confused and their confusion may negatively affect your rankings.

Question 3
How can one website be designed to incorporate all the areas where I want my business to be seen?

A website designer that can’t create for you a site that reflects multiple business areas is not doing their job! Along with the usual page headings there should be an areas we cover page that lists the services offered in an original format, including naturally interweaved keywords to get each page found.

What this goes back to is having a plan.  Having a strategy helps your business focus and maximise what you already have. Well designed, optimised city pages may be the breakthrough you’ve been looking for to beat your competition.
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So how far does your business go geographically?  Are you missing out on being visible in these areas?

​What's your website status?
If you’re a business that’s just starting out, jotting down ideas, creating a strategy, it’s never too early to start thinking about the type of website design you might have. Perfect Layout is a company that gets excited about helping new and established clients obtain a website that’s designed just right for their business. Every project is met with enthusiasm and we are happy to offer our advice about how your ideas can be translated and understood by your customers when in website format.
Identifying your target audience is key to ensuring that your future plan takes into account the ebbs and flow of the ever-moving online traffic. Your website design should include photographs that are personal and reflective of the service you provide. Content should be interesting and applicable to your product and written in a language that draws people in.

During your free consultation, Perfect Layout can help you focus and offer ideas that you may not have thought about. As an online business, it’s paramount that you get this right or otherwise you’ll end up stuck, going nowhere fast.

Be inspired - have a well thought out strategy
Travelling home on the motorway recently (from a wonderful week in Cornwall!) the strangeness of people’s behaviour whilst driving really struck a chord. All lanes had traffic, but it didn’t stop many drivers constantly swapping lanes. The effect? The traffic slowed down even more rather than speeding up. And there I was thinking that us British were always patient whilst queueing!

If you’re a business that is constantly changing its strategy, trying to get ahead of your competitors but getting nowhere fast, it may be time for you to take a new approach. If you’re a new start up business or your website hasn’t been looked at for a while or you’re a business working without a website – now is the time to make that change and get in the right lane to making your business work.

We’re not like some motorway drivers that can’t help but change lanes when they come up to a bit of traffic.  We think long term and avoid reactionary behaviour. A constant 55 mph is way better than bombing it at 70mph for a quarter of the journey then travelling at 30mph for the remainder.