09 Nov The Three Most Common Tech Jobs Our Clients Need

Posted at 15:34h in Blog, Copywriting, PPC, SEO by BORN EDITOR 0 Comments

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The Three Most Common Tech Jobs Our Clients Need

There’s no doubt that the tools to build your own website are out there and that with perseverance and quite a bit of time you might be able to build yourself a satisfactory site.

But, is satisfactory going to cut it in today’s online space? Can you really afford to make mistakes when building your website and potentially lose clients when you’ve spent precious marketing budget just getting them to your website in the first place?

Here at BORN, before we start working with a potential client, we take a deep dive into their website to analyse the potential for improvement. The outcome of our analysis creates a schedule of work which may include a number of items including content writing, design and SEO.

However, for many clients, there will be a number of technical elements that are stopping their websites and their marketing strategies from performing how they want i.e. gaining traffic and conversions.

Here we look at the three most common technical and web development issues that need addressing when we start work on an existing website.

Site Speed

In 2010, Google integrated site speed into their search ranking algorithm for desktop searches, and, in 2018, announced that it would be a ranking factor for mobile searches as well. Google stated that more than 50% of mobile site visits are abandoned if a page takes more than three seconds to load. Site speed is so crucial that if you don’t get it right, you will almost certainly lose business – it’s as simple as that.

When we commence working on a website we will use performance evaluation tools to analyse the areas in which site speed improvements could be made. The most common solutions that BORN implements are:

Using compression, browser caching and CDNs (content distribution networks)
Improving server response times
Optimising images
Minifying Javascript and CSS (minimising code and markup)
Removing unnecessary redirects

Successful marketing and site speed are intrinsically linked and Google has even gone so far as to state that faster landing pages deliver better ROI on PPC spend.

Google ads are one of the go-to marketing tools in many website owners’ marketing strategies, so, it’s important to understand which landing pages are going to have that ‘wow’ factor in terms of load speed. If in doubt, BORN can help you build dedicated landing pages that will perform well, not only in terms of load speed, but also in terms of UX and conversion.

We adhere to the Google mantra of Measure, Optimise, Monitor, Repeat – Why? Because it’s the only way to ensure your page speeds are not going to cause loss of business.

Conversion tracking

Without key metrics data and analytics we would be unable to track how successful our web design, UX and marketing strategies are, but setting up the right data gathering can be tricky.

BORN uses Google Analytics and Google Tag Manager to create events and goals tailored to each client so that we can track the key data associated with their individual website and goals.

We can track:

Phone calls
Form completions
Sales
Video views

Plus, it’s crucial to know where your converting visitors are coming from so you can make sure your marketing spend is being targeted only in the most appropriate areas.

Knowing which visitors called, completed a sale, or filled in a contact form is essential for Google Adwords. If you can tell Google Ads who your most valued visitors/customers are, it will use that data to identify other similar potential customers and will present your ad in their search results.

Making certain that conversion tracking is working properly and the correct metrics have been imported into Google Ads is essential to ensure Google can work hard on your behalf.

Sophisticated SERPs

Have you noticed how sophisticated the search engine results pages (SERPs) are when you search for a keyword phrase or ask a question? Will your website be appearing in any of the unique SERP features?

Depending on the type of search phrase used, Google will deliver a number of features, including:

Ads – paid-for marketing
Maps – providing details of local businesses, facilities and amenities relating to your search
‘Find results on:‘ – providing directories and other useful sources
Primary featured snippets – typically providing an explanation of your search term
‘People also ask:‘ – snippet accordions with questions relating to your original search term

We can work with you on your Google Ads management and Google Ad campaigns across website and mobile to help you improve sales and enquiries. We use various strategies and will build up responsive, targeted campaigns tailored to your needs and budget.

Your Google business listing should include all relevant information so that your Google My Business page, which might feature on a local search map, will invite users to click-through to your website. We can write tailored content and make sure your first impression is the right one when people see your listing. Google My Business listings on maps are likely to be featured alongside a number of other local businesses, so ultimately, if your Google business profile is compelling, it can drive traffic to your website. As a free tool, it should be high on your list of marketing priorities.

Getting a featured snippet relating to certain keywords and search terms is not a matter of chance but the result of employing clear, well-structured content using key formats that will allow it to be picked up for use by the search engine spiders. If your page ranks in the top ten for a specific keyword or search term, you have a chance of gaining the snippet which might mean you can outshine the page in the No.1 ranking spot. At BORN Thinking we will analyse the page and keyword possibilities for your website to maximise your chances of gaining featured snippets and then write the content that you need.