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Business blogs are essential marketing tools to inform existing and potential customers, increase brand awareness, and establish credibility. Whether you already have a business blog on your website or you’re considering adding one soon, the amount of copywriting required to make a success of your business blog is daunting.

Forget the SEO aspect for just a moment…and sourcing images…and coming up with ideas for it, the copywriting aspect alone is time-consuming and requires skill and dedication. Bearing that in mind, who is going to take responsibility for your blog and make sure it is regularly updated? Who is going to drive it and make sure they get the information they need to pull all the content together?

Options for copywriting your business blog

Perhaps you have an in-house employee in mind, who enjoys copywriting, or who you feel has some spare capacity. Perhaps you are considering outsourcing to an external freelance business blog copywriter. Or perhaps you want to give it a go yourself because only you know what you want to say and how you want to say it. (If this sounds like you but you know you’re time poor, you might find this article useful – ‘Will my business blog still sound like me if I outsource’).

Having worked in a marketing agency and been given responsibility for the company’s blog, and now working as a freelancer with companies outsourcing their copywriting needs to me, I have been on both sides of the blog writing fence and can see the pros and cons of each. So, if you have been agonising over this decision for a while and have delayed doing anything with your blog as a result, here are some advantages and disadvantages of in-house versus outsourcing.

In-House – Pros

If you employ someone to look after your business blog in-house or use an existing member of staff for your copywriting needs, they are a permanent fixture in your business. You can call on them whenever you like and keep a close eye on how things are progressing.

Someone who works within the business will also always be closer to the ‘action’ and other internal employees, to be able to download any necessary information for the purposes of copywriting for your business blog. Their level of access and perhaps even the way they extract ideas and information from others in the business, can be more informal and therefore possibly more effective.

In-House – Cons

When you give an internal employee the task of copywriting for your business blog, there is always the chance that when things get busy, they will get pulled onto other ‘more important’ tasks. Most businesses quite rightly put their customers’ needs before their own and so if there is something that needs to be done for a customer, your own blog will get pushed aside.

In addition, it might become more disruptive to have a copywriter working in-house. Because they are an employee, they might feel they can ask for more input from their fellow employees and become more of a nuisance than a freelancer who wholly considers it their responsibility to generate content for your blog.

Another downside of using an in-house copywriter is the cost. It is far more expensive to employ someone full-time, or even part-time, when you take into consideration salary, insurance, and benefits, than it is to recruit freelance support.

Outsourcing – Pros

The first and perhaps most obvious benefit of outsourcing copywriting for your business blog is that it is more affordable. You only need to pay for the hours worked, or deliverables produced, not an entire salary. On top of this, you have flexibility in the relationship too, so if at any point you need to reduce your costs, you can pull back a bit on the amount of work you outsource, and similarly increase the work when you need additional support.

Employing freelance support for your business blog is also likely to mean better consistency too. Unlike an in-house employee, a freelancer won’t get pulled onto other jobs. There is a slightly different attitude when you are dealing with a customer, as a freelancer is, than when you are an in-house writer writing for your own company.

By outsourcing the copywriting of your business blog, you can also benefit from a range of experience. Freelancers work with different companies simultaneously which means they have a breadth of knowledge and experience to bring to your blog.

Outsourcing – Cons

The downside of outsourcing your business blog, however, is that it is unlikely any freelancer will gain the same level of access to your employees as an in-house copywriter will. They’re not there to see the day-to-day work being completed, interaction with customers, and overall business culture.

Another concern with employing freelance support is whether they will always have time for you. What if you need a business blog written sooner rather than later and they’re not available? Of course, planning ahead and building an ongoing relationship can help with this, but it is a consideration with outsourcing that you don’t need to worry about if you employ an in-house copywriter.

And finally, what if you hire a bad one? How do you know which one is right for your business? Unfortunately, not all freelance copywriters are conscientious and even those that are simply may not fit with your team or your business culture. These Frequently Asked Questions about hiring a freelancer might help you through the process and ensure you find the right one for you, should this be the route you choose.

In summary

Building a successful business blog isn’t easy. Sometimes when you set out, it feels like it might be. You have lots to say and you have carved out time in your week to make it happen, but the reality is very different. Maintaining a consistent flow of content and copy requires complete focus and of course, a level of skill to get the words down on the page in the right way. The only way to make sure it happens is to have a dedicated person in charge of copywriting for your business blog. Whether you opt for in-house support or choose to outsource, getting that resource in place sooner rather than later is the best way to kickstart the blog you’ve been dreaming of!

A/B testing

A great way to ensure you’re optimising your website is by running A/B testing (sometimes called split testing) across variants. Before implementing significant updates, you might want to consider running an A/B test to justify your decision making. Netflix leads by example in this area. Unique to every user, they pool together data to produce a final homepage outcome based on behaviour and preferences. Todd Yellin, Vice President of Product at Netflix, confirms that the brand runs 250 A/B tests each year to test the different versions of the design. These tests also consider the ways in which users search for films and programs on the app (Wired, 2018). With a highly detailed level of tracking and various testing in place, Netflix’s success is entirely reliant upon data. Regularly implementing the variations from the results optimises the user experience.

Refresh your content regularly

It’s not uncommon for users to arrive at a website only to be deterred by complex language, over-stimulating features, or a lack of useful information. These websites tend to garner large drop off rates, with marketers left trying to figure out where they slipped up. This nearly always occurs when a website is built without a defined content strategy in place. Markets are ever-changing, and branded websites should reflect this. To stay top of mind, content needs to be relevant, useful, and findable. Marketers need to audit and refresh existing content on an ongoing basis, factoring in current trends and wider business objectives.

 

Prioritise SEO activity

SEO is often an afterthought when it comes to website builds. This is usually down to the fact that organic search rankings can take time to bear fruit in contrast to paid activity. But with 53.3% of all website traffic acquired through organic search, SEO should be a core consideration during, and after, a website build.Regular SEO activity can elevate your brand and take you to the top of search engines, surpassing your competition. The key to successful performance and conversion of your website is a content strategy that considers a user-friendly experience, with digestible information for both the user as well as search engines. (Search Engine Journal, 2022).

Whilst they are undoubtedly two separate entities, marketers should make sure their SEO and PPC strategies are aligned, and both have high prominence on their marketing agenda and budgets. On average, 5-10% of your revenue should be spent on SEO activity. (Search Engine Land, 2022).

Read more about our top tips to optimise your organic search in our blog here.

 

Monitor technical performance

Top performing websites don’t just need to look good, they need to be functional too. Ongoing website maintenance is required to keep your website running. This can be achieved by making sure your website is safe and secure, and that links and tools aren’t broken. It may seem simple but often brands focus on the launch of a new website and forget to check in on performance once it’s live. Some CMS updates can be relatively straight forward, but you’ll benefit from an experienced digital team to manage, monitor and prevent or react to any technical issues your website may encounter.

 

 

As a fully integrated agency, we build sites that talk the talk and walk the walk – from design to optimisation. If you’re looking to take your website to the next level, drop us a line today – we’d love to have a chat.

Discover more industry insights and opinions at saintnicks.uk.com/insights

What qualities should an app design company have? For every client, the response is different. It takes dedication, time, and talent to turn your concept into reality. Take into account the following advice to locate the ideal match for your objectives:

A reputable mobile app development company should have an extensive and detailed portfolio that showcases their expertise. You can evaluate a company’s design objectives and execution by looking at its previous projects. You can tell if they are compatible with the goals of your project by carefully analysing their portfolio.

Effective Communication

For any reputable app design company, effective communication techniques are crucial. They should be able to offer insightful commentary and feedback while you should be able to communicate your needs and expectations effectively. A successful partnership requires a relaxed atmosphere and frank communication. Without good communication, the enterprise can face serious difficulties.

References from Clients

In addition to a portfolio, references from clients can shed light on an agency’s work ethics and prior experiences. Examine their former clientele and gauge how satisfied they were with them. This study will help us comprehend the agency’s dependability and expertise.

Relevant Skills

Identify the goals that you want your app to achieve. While some companies offer a more thorough strategy that encompasses the full development process, others offer aesthetics and visual design as their primary areas of expertise. Select a company that shares your requirements and vision.

Define your expectations and the needs of the project in a clear brief. Even if a firm has experience working with difficult design briefs, your project may have special requirements. Make sure the organisation has the resources, expertise, and knowledge to meet your unique requirements.

Think about the agency’s project management methodology. While some companies may use freelance designers or divide up jobs among their team, others may offer a more personalised service with a single point of contact. Select a company whose procedures fit your criteria.

While selecting the ideal app design company may seem difficult, it is essential for the success of your project. To find the perfect fit, do extensive study and thoroughly consider your options.

It is impossible to exaggerate the value of expert site design. Visitors to websites today make an impression about them in under a second, and 38% of them will quit if they don’t find the page visually appealing. If you try to build your website on your own, it can turn up poorly and fail to hold your audience’s transitory attention. For this reason, hiring a web design expert has become crucial for business owners. Let’s look at the benefits of employing a web design company as a top priority.

Construct a Professional and Customised Website

A professional web design firm can construct a website that is especially suited to your company and its particular needs because they have years of experience in the field. While there’s a chance that your marketing staff has some web development experience, it’s doubtful that they have the same level of experience and industry knowledge as a dedicated web design specialist. A well-designed website is an essential marketing tool that supports your sales and marketing objectives throughout time.

Improve Marketing and SEO

A web design company is knowledgeable about how to build a website that not only complies with design standards but also performs exceptionally well in SEO. Your website can gain more customers and outperform rivals on different search engines, including Google, by improving search engine rankings. A web design agency can help you achieve your goals if you want to create leads from several nations or target various languages. For foreign companies looking to compete on a global basis, this is especially important.

Improve Website Loading Speed

According to research, 47% of visitors will abandon a page that takes longer than two seconds to load. Customers increasingly expect rapid results in the fast-paced digital environment. A skilled site designer is essential in this situation. Even if your website has many features and high-resolution photos, they can make sure it stays lightweight and quick. Amateur or inexperienced developers lack the knowledge necessary to successfully optimise loading speed.

Numerous web design firms offer continuous monthly maintenance and assistance, sparing you the trouble of managing website downtime and the potential loss of clients or sales. These services also maintain your website current with the newest design fads and SEO guidelines that search engines like Google are always implementing.

In conclusion, consulting a web design expert is essential to the achievement of your website. They are equipped with the knowledge and expertise required to develop a highly functional and aesthetically pleasing website that supports your company’s goals. Contact us right away if you’re looking for a web design company in the UK. We are excited to make your ideas a reality and support the growth of your company in the digital sphere.

 

Performance marketing agency Launch, based in Exeter and Bristol, won two accolades at the European Search Awards in Portugal last night (25 May).

The awards included Most Innovative PPC Campaign for Launch’s forward-thinking work with orangery designer and manufacturer, David Salisbury, and Best Small PPC Agency. The latter represents an especially significant achievement – not only for outdoing the stiff competition to take home the coveted prize, but doing so for a second consecutive year.

The event, held at the Pátio da Galé in Lisbon, represented a gathering of some of the biggest and brightest names in search marketing, with categories spanning sectors, campaigns and companies. To win on an international stage is no mean feat, but Launch stood out for its people-centric approach, which benefits both employees and clients alike.

The judges said of Launch: “We were impressed by Launch’s focus on the wellbeing of their team, which is a refreshing approach in this industry. Their commitment to creating a positive work culture, while also delivering great results for their clients, is truly impressive. Their results speak for themselves, and we are thrilled to see their hard work pay off.”

Jaye Cowle, Managing Director and Founder of Launch, said: “These award wins represent our team’s hard work and dedication to our clients. I’m so proud of each of them for the way they work, day in day out, to push the boundaries and find new and exciting ways to get our clients great results. Happy people do great work, and I hope to see more businesses making happiness a key metric of success.”

Personalization is the zenith of modern marketing, delivering us all better customer experiences, higher conversion rates and increased loyalty. Or is it?

It’s true that by leveraging data and technology, brands can create tailored experiences that make customers feel seen, heard and valued. However, as with any buzzword, there is a danger of overusing and misusing personalization, leading to consumer fatigue and even backlash.

This is why relevancy should be the primary focus of zero- and first-party data marketing, rather than generic personalization.

More than a name at the top of an email

Using personalization has been the most often pitched tactic at every customer relationship management (CRM) conference and pitch I’ve ever heard. But what do people mean by it? Is it personalized to repeat back to someone what they’ve already shared – even when no additional thought has been put into it? I’ve got loads of emails or letters addressed to ‘Mr.’ or saying things like ‘Hey R, don’t miss out on…’. My name is not even included, and, honestly, even if they had gotten it right, does a company I bought a hairbrush from two years ago need to be on a first-name basis with me?

To the average user, personalization has become synonymous with the ever-present third-party cookie, which feels like an invitation to follow me around the internet trying to sell me a sofa I idly glanced at on my lunch break. This blunt tool means people often respond negatively to the idea of personalized digital experiences. Being regularly encouraged to do something that one doesn’t want to do can be so jarring that it will stop people from letting a brand interact with them. This isn’t just part of my campaign to force a ‘reject all’ option on all cookie pop-ups. But seriously, stop making users untick 30 boxes.

Relevancy, on the other hand, is about ensuring a marketing message or experience is useful, valuable and meaningful to the consumer. It’s looking deeper into who customers really are – not just assessing a one-dimensional scrape of their data.

Relevancy is what is useful to the individual

Working in a world of data-led marketing is a privilege. People have given us their trust, but we have to earn the right to keep that trust and keep using that data.

Relevancy builds trust, loyalty and advocacy. When a brand shows that it understands the consumer’s context, intent and value proposition, it can create a positive emotional connection that goes beyond transactional relationships.

A great example to illustrate what I’m talking about here is film trailers. Film trailers shown in theaters sometimes only go as far as to suggest films in the same genre as the ones being shown in the theater at present. But maybe a film would interest a given consumer because of a specific actor – or maybe the consumer likes comedy more than big explosions. But trailers aren’t necessarily tailored to these nuances and preferences. A truly relevant film trailer would tell consumers why they should go see the movie, tell them what time it‘s on at the local theater and then give them an offer to use on the days they might regularly go.

My much wiser friend helped me understand this principle a few years ago by talking about the purchasing cycle of something like skin cream. A personalized journey would entail reacting to someone’s purchase by telling them all about what they’d bought, making recommendations based on what other people who bought that cream bought next and hitting them with friendly nudges to repurchase. It would probably be somewhat successful. But it’s not actually interested in who that customer is or why they bought the product. What if they were trying it for the first time? What if they bought it as a gift? That journey wouldn’t maximize or entice some of those consumers; in fact, it might put them off.

Even the consumers for whom such a campaign was mostly spot-on aren’t getting any sense of real relevance; people are much savvier now. They understand that a digital transaction of any kind has implications beyond the purchase. One of my favorite tweets of the last few years saw a user poking fun at Amazon for re-targeting them for something they surely don‘t need more of – like an air conditioning unit.

What does this mean in real terms? It means looking at more of the inputs a customer provides through their behavior. What are they browsing? What does their purchase history look like beyond the last action they took? When are they likely to purchase (either in a day or as a frequency)?

But – and here’s an option that‘s too often overlooked – a brand can ask its customers specific questions. And – get this – they will probably tell you. People love being excited about the things they like. And they want more of them. And they like being seen as experts.

It’d be lazy not to (if the right tech is on hand)

Advances in marketing technology mean it’s easier than ever before to apply these extra dimensions to a brand‘s communication approach. Tools like Braze make it easy to use data-driven, multi-channel insights to create messages that are relevant and timely, leading to higher levels of engagement and better customer experiences. With the ability to track customer behavior in real-time, across web, app, email and more, businesses can quickly identify trends and patterns that can be used to create personalized messaging.

Providing personalized experiences to customers has become essential for building brand loyalty and driving growth. However, many businesses struggle to deliver relevancy in their CRM efforts, which can lead to disengaged customers and lost revenue. Ultimately, customers won’t feel like their privacy is invaded if a brand is providing real value – and that happens through relevancy.

The article was first published on The Drum, 15 May 2023

Written by Rob Pellow, Executive Technical Director

Whether you’re an employer looking to attract and retain the best talent, or a job seeker looking to negotiate a competitive salary, you’re in the right place. The Digital Tonic salary guide offers the latest salary information for Marketing, Digital and eCommerce roles in the South West. 

Get yours here. There’s no need to input your details in exchange for a copy – just hit the download button to get yours. 

The salary guide covers:

Employers

If you’re an employer, this guide will help you to make informed decisions about remuneration.

Job Seekers

And if you’re a job seeker, you’ll be able to better understand the market value of your skills and experience. Plus, it’s pretty interesting to see how your salary stacks up compared to others in your field. 

‘User experience’ is a term you may be familiar with. It’s a term that’s frequently used in the context of web design, and for many good reasons. A user’s first impression of your company can make or break their perception after they visit your website. The navigation of the website is another crucial component of the user experience. Learn more about the significance of navigation in web design and what to look for in a web design firm that prioritises strong navigation by reading on.

What is Navigation in Web Design?

The term “navigation” describes how a user navigates a website. It has buttons, menus, and links that users may utilise to access the site’s various pages and functions. The navigation of a website functions essentially as a map for users.

Why is Good Navigation So Important?

As you will see in the reasons listed below, navigation should be given priority in web design.

1.     Improve the User Experience

The user experience is important when it comes to web design, as was already established. A professional web development company is aware that effective navigation enables people to quickly access the information they are looking for on a website. If a user can’t quickly and easily locate what they’re looking for on your website, they’ll probably leave and never come back. On the other hand, users are more likely to interact with the website and perhaps even make a purchase when they encounter smart, user-friendly navigation.

2.     Boost SEO

The practise of improving a website to appear higher on search engine results pages (SERPs) is known as search engine optimisation (SEO). It should always come first when selecting a UK web development company. Since search engines use it to crawl and index the site’s pages, effective navigation is essential for SEO. The navigation of a website might make it difficult for search engines to comprehend the site’s structure when it is disorganised or unclear. The ranking of the website may suffer as a result.

3.     Improve Accessibility

Accessibility should be taken into account while creating websites. When a website provides clear navigation, people with disabilities—like those who use screen readers to navigate the site—will find it easier to use. Always work with a web design company that is aware of how well-organised and labelled websites are simpler for screen readers to traverse.

4.     Reduce Bounce Rate

The amount of visitors to your website that leave without interacting with it is referred to as the “bounce rate.” A high bounce rate frequently indicates that users are having problems accessing the website. Users can locate what they’re looking for more easily when the navigation is improved, which also boosts engagement and lowers the bounce rate.

5.     Boost Conversions

The basic objective of a website is to turn visitors into paying clients. By making it simpler for visitors to carry out desired actions, such filling out a contact form or finishing the checkout process, effective navigation can play a significant role in this.

A successful website must have effective navigation since it affects a number of variables, including user experience, accessibility, and SEO. It’s crucial to pick a web design company that prioritises and sets a high value on effective navigation.

Why should I employ a web development company? Have you ever thought. Without an excellent website, your business simply cannot develop in the current digital era. It would be simple if all you required was a website, but what you actually need is a strong and effective online presence. However, many business owners are still ignorant of this fact today. Some people still give little thought to whether a website’s claims about its goals, its vision, and the services it provides are accurate.  Fortunately, you are not one of them, and you have come to this page looking for information and solutions. You are probably wondering why working with a skilled web development company is the best way to achieve the desired outcome, which is an excellent website.

We are available to you to discuss the advantages of working with a web design and development company like WeAgile when creating a new website or redesigning an existing one.

Let’s start by responding to some often asked queries.

What does a web development agency do?

A web development business with expertise may build a website from the ground up. Professional programmers and web designers at WeAgile have a wealth of experience creating digital goods (such as websites, applications, e-commerce sites, and software) for a variety of sectors. In order to find the best solution for you, web designers and web developers work together. They construct frameworks and databases, come up with innovative concepts, and decide on a language for both front-end and back-end development. The task of a web designer is to create the user interface or user experience. The team at WeAgile is skilled in many areas, including testing, deploying, and maintaining digital products.

Why shouldn’t I just choose a web developer or a web designer who is a freelancer?

First off, WeAgile has a team of web developers, web designers, SEO experts, project managers, testers, and more. Since a single freelancer simply cannot have all of this knowledge, you will undoubtedly receive a product that is subpar. Not because they are not professionals, but simply because it is difficult for one person to be an authority in so many different fields.

Second, the WeAgile team will be able to continue offering you assistance and upkeep long after the website has launched. Many people are unaware that even after the website is launched, it will need to be updated frequently for a variety of reasons. For example, if your website is built in WordPress, there are frequent updates to the platform and plugins; if you want your website to rank well on Google, Google regularly updates its algorithm; etc. You need to stay on top of all of this, and more often than not, a freelancer won’t be able to support you long-term due to other commitments.

Thirdly, clients will obtain the best level of service possible because a web development agency sets a great value on both its reputation and its long-term goals. Because you won’t be able to leave a Google review or a Trustpilot review for an independent freelancer, work is frequently completed a little sloppier and, most likely, no one will ever find out if your website is not functioning as intended.  It is not even an exaggeration to say that we work with the best freelancers in the world. They are each true experts in their respective fields, but when it comes to web design and development, it takes a team (designers, developers, project managers, SEO experts, testers) to produce a top-notch outcome.

Fourth, your website will be delivered quickly and efficiently, and it will be a well-rounded final product because many professionals will have had input in the end product, often coming up with innovative ideas that will greatly benefit your company’s digital presence. This assumes nothing completely unforeseeable happens (like a significant change in the scope of work). For instance, if a freelancer you are working with experiences a personal setback (such as illness or a vacation), your project will be completely abandoned.

Let’s add another “layer of safety” for choosing a web design agency over a freelancer if the list above hasn’t already persuaded you. An agency is always a legitimate firm with owners, directors, insurance, etc. They won’t suddenly vanish one day or stop returning calls while the project is still in process.

Can you build your website without the help of a web development agency?

Yes, there are platforms like Squarespace or Wix where you can try your best to build a straightforward and appealing website. No matter how much you know about designing and constructing websites, you will never be able to match the experience of a web development business.

Working with a web development company like WeAgile has a lot of benefits. Here is a succinct list of them:

We hope we answered some of your questions and removed any doubts you might have had about choosing a web design and development agency. But if you still have any questions, please do reach out and we will get back to you in no time.