The 5 Biggest Website Mistakes

No Way Sign

We come into contact with a wide number of businesses and find the vast majority have ‘historical’ websites which often need urgent attention or complete overhaul. So, we decided to compile a list for you: go on, check your site against these, see how you stack up! In reverse order…

5. To Neglect Copywriting

This problem is so common it should be framed and put up on everyone’s wall (or sellotaped to a their screen, or stapled to foreheads).

Copy is treated as the poor cousin of design and technology when it comes to web. More often than not a project will be led by a designer (who has little or no interest in good copy, let alone an aptitude to write) or a developer who finds grammer a challenge, let alone copy.

The only other alternative is when a client nobly tries to write the content themselves: yet it normally ends up being long-winded, unengaging and full of facts without any mention of benefit. At worst, it can end up being just impenetrable ‘industry-speak’ and copious amounts of unnecessary detail.

If you were sending a mailer, would you get the printers to do the copywriting? The rules still stand for online – use a specialist to write your site, otherwise it will show.

If design is the bait, then copy is the hook, so allocate proper budget and make sure your copy really hits the mark.

4. To Forget This is a Marketing Medium

When we ask: “What do you see your website doing for your business?” Most clients either say ‘I don’t know’ or reel off a long list which practically covers the entire UK population and beyond. Yet the focused website is the one that gets the business.

What we mean by this is that a website that knows the target audience and what they are looking for has a MUCH greater chance of success than one which doesn’t.

OK, let’s change the question slightly: “If you could choose one thing that your website could do for your business, what would it be?”

Now, it’s easier isn’t it? The website is there to build your business: new customers and repeat customers. So, now you’ve got that in mind, strategy and implementation becomes a lot easier and suddenly you have a website on a mission.

3. To Fail to Measure the Traffic to the Site

With Google Analytics, there is now a FREE means to see who is visiting your website, when, for how long, from where and countless other valuable nuggets of information. The ‘cost’ of setting this up should be a maximum of 1 hour of website developer/designer time. If your site is not too large or has been well programmed in the first place, it could be just 30 minutes.

So, for about one hour of time you could get a free long-term resource which can tell you everything you need to about your website activity. If it sounds like a no-brainer, that’s because it is. If you don’t know what is happening on your site right now – make that change today! Oh, and make sure you get access to the data too.

2. To Perform No On-Site Optimisation

There are two main elements to Search Engine Optimisation – what you do on your site, and what you do outside of your site. The secret to Search Engine Optimisation is this: that what you do on your site is decisive. Totally decisive. If you don’t set it up right, then forget about any other activity.

And yet, the basics are so easy to get right: it is our view that not doing any optimisation is negligence. Corporate negligence on a massive scale!

Most businesses don’t have the resources, nor the capabilities to do the off-site work… but just getting your website right is so straightforward that it’s shocking to think that well over 60% of sites have no evidence of any optimisation, and a further 20-30% have tried, but done it badly.

If you want, drop us a line, and we’ll give you a 10 minute totally free debrief on your site, over the phone  – whether it is optimised and if not, what you can do about it.

1. To Leave The Site Alone Once It’s ‘Done’

The other part of optimisation that most website owners neglect is optimisation based on visitors feedback. The amazing thing (in our opinion) is that you have this medium here where you can amend, update, try and delete, improve and develop at any time of the day or night – yet most businesses ‘fire and forget’, once the site is done, it is left alone.

It is our view that even the best designed sites and pages can be improved by at least 50% post-launch. This can be from feedback, analytics, A/B testing… and just good ol’ instinct.

So, say you had 200 people visiting your site every month and you thought that getting 2 enquiries a month was ‘good’… it could easily be 4… or more.Then you could consider advertising and driving more traffic into your site. It could then be 8, 10, 12 … Once a site is effective in terms of developing new business out of traffic – it’s amazing how quickly it can become a source of new business.

But, only if you treat it as such. If it’s put in a corner, it will always be the dunce.

Achieve Growth That Works

Examples Of Our Content Work

Content Nautilus Sailing

On the Right Tack

It’s too easy to be carried away by the lifestyle and adventure of the Nautilus crew, from the Pacific to the Med, they deliver award-winning sailing experiences.

However, we are not helping them sell holidays, they sell skipper courses so that clients can sail their own yachts and catamarans. So the content is geared around this. It’s still beautiful, but it speaks to the right audience.

Perfect Platform

What is there not to love about kids and garden play? The photos are great, settings wonderful and the structures are pretty awesome. But, to be honest, you can’t have photos of children included and then all the structures are based around the same ‘ingredients’.

So, you need to become storytellers, as tree houses and adventure play is about the joy and fun to be had by small and large adventurers as their ideas spark into life. It’s the story we tell!

Content Gardenatics

Examples Of Our Close Work

AI & Automations Toynbee Associates

Build Smarter

An engineering firm wanted to build business but also be equipped to grow. With a new practice manager in place who was committed to digital transformation, we integrated CRM, task management and project tracking systems to create a system that works for them.

It now tracks quotes, commissions business, pushes through deadlines, keeps clients aware of progress and helps them deliver high quality structural engineering projects on time and on brief.

Tech Leadership

When we first started working with Domin, we introduced them to Airtable and also recommended a CRM to streamline their account management. It was the start of a beautiful relationship.

They now use Airtable effectively as an ERP system for their order management and global supply chain, and the CRM drives the growth in sales and clients across the world as they add to their product lines.

AI & Automations Domin

Examples Of Our Ads Work

Ads Chargebase

Charging Up

With a number of local teams, we needed to come up with an ad strategy that ensured that the value of the job, and the journey time would make profitable commercial and residential enquiries for Chargebase.

A lightweight, geographically tight, precisely worded set of campaigns was plugged into the business. And the lights went on!

Giving Berths

The challenge with Nautilus isn’t the product, it’s amazing! The test is to avoid sailing enthusiasts and drill down to their audience: people who want to learn to skipper.

We have worked closely with Nautilus for over ten years distilling down a range of very precise advertising campaigns to deliver exactly what they wanted. A flow of future skippers looking for adventure.

Ads Nautilus Sailing

Examples Of Our Organic Work

Organic Unloq

Organically Sourced

Working in a high ticket specialist field means that every visit has value. Rather than focusing on volume, this was a more meticulous project which was driven by quality of enquiry as well as volume.

We recognised that there were certain keywords which significantly outperformed and provided the kinds of leads Unloq were looking for. We split the proposition into two websites for different audiences and focused each website for different keyword clusters. Client acquisitions soared.

To Another Level

Having worked with Flexspace on two iterations of their website the biggest challenge has been leveraging their sites and types of property to build a range of keywords to reach business owners.

Whilst the first website was effective in building traffic, we learned so much from that process that round two (six years later) was another step uo. Structure and internal linking was optimised for a wide range of relevant keywords which built a steady flow of converting organic traffic to Flexspace.

Organic Flexspace

Examples Of Our Social Work

Social Gardenatics

Quality Posts

Tree houses and climbing frames are really easy to share, every family loves some active play. However, for Gardenatics we needed to make sure that we selected the right strategies for the right platforms.

In particular, the Pinterest channel we created for them gave great scope and leverage for the brand, as photos of builds were pinned far and wide and, given the bespoke nature of the constructions – future customers knew the best brand to help them with their garden was, of course, our client.

Financially Vested

Unloq’s aim is to stand out and be different in the M&A world, but at the same time, to give confidence in the services they offer. They have to both be confident and discreet, persuasive but measured.

Our social media strategy is to ensure that we use a combination of videos, stings, dynamic messages and text to continue to reinforce the values and services which make our client the best route to inorganic business growth.

Social Unloq

Examples Of Our Email Work

Email HCL Fasteners

Securing Business

With a wide range of products, applications and service offerings, HCL could be seen as demanding. Yet, by integrating segmentation techniques on company size, sector and purchase history, we are able to choose the audiences to send emails to, and uncover what works.

Each email is scoped, the audience identified, professionally written, designed and then integrated with tracking from within the email as well as through analytics.

Delivering Value

High-value, low-volume email marketing requires a specialised approach. One that speaks the right language to partners, clients and prospects, whilst underpinning the values that make Unloq’s services unique.

With split lists, containing some shared and some unique content, we have created variety without the overhead of coming up with three completely new emails every time. Precise, targeted and confident – just like our client.

Email Unloq

Examples Of Our Websites Work

Websites Unloq

Leading Acquisitions

The ability to persuade visitors and generate leads in a field as challenging as mergers and acquisitions needed a very careful and considered approach. Attention to detail and the use of the right language are crucial to gaining the trust and confidence of the audience.

We worked closely with the client, embedding ourselves in their business so that we could learn more about the M&A marketplace, we mapped their audience and delivered two websites with specific strategic goals for their business. They remain the main lead-drivers for this rapidly growing enterprise.

From the Ground Up

How to prepare a structural engineering practice for growth? Firstly, make the website have real quality and impact. To communicate the values of the business as well as match the expectations of the target property owner and partners for the business.

The eventual site focuses on the outcome of working with our client, high-end solutions to reinvigorate homes to fit with a luxurious London and Home Counties lifestyle.

Websites Toynbee Associates

Examples Of Our Lead Generation Work

Lead Generation Chargebase

Charging Forward

It should be simple to find leads for EV charging in the South East of England, but sometimes what looks easy is, in fact, a real technical challenge.

Firstly, whilst there is a lot of searching for EV points, we only want to target those who want an installation. Secondly, we also need to avoid congested areas where there is only on-street parking. Finally, they had a preference for commercial, not residential installations.

Not so simple, but we plugged away and found a steady flow of electric leads.

Recruiting Leads

We’re familiar working for clients with complex audience requirements. For Technical Resources it is a constant balancing act between job candidates and employers. If you don’t have enough flow of each, then the business struggles.

We helped them create specific sections with unique messages for each audience to give them the best chance of generating leads. Each section is then tracked independently so that we can get the client to candidate ratio just right.

Lead Generation Technical Resources

Examples Of Our Ecommerce Work

E-Commerce Nautilus Sailing

Another Class

Whilst Nautilus is setting the standard for real-life skippering courses, they recognise there is a substantial audience for online learning.

Having established their new website, we integrated their online courses and set up several routes into registering or trying their online masterclasses as well as tracking paid enquiries into the system to measure relative performance.

Manning the Pumps

If you’re challenging an established industry where cost, supply chain and value is a mystery, then what better way to differentiate than do the opposite.

We created transparent pricing, clear discounts, delivery expectations and global dispatch. Each product had about a thousand combinations, so clients could order exactly what they wanted.

E-Commerce Domin

Examples Of Our CRM Work

CRM HCL Fasteners

Attached to Clients

With an increasingly global customer base, a broad range of client needs, and a growing internal team overseeing proposals and quotations, HCL were in need of consolidation.

We helped them bring together all their prospects and clients in one place and recommended ways of segmenting the customer base. They are quoting more often, more quickly and closing more business and, by attaching the CRM to their email platform, also being able to build more repeat business.

Building Business

The practice had just recruited a manager and was looking to bring together all their enquiries and proposals into one place. We recommended, configured and launched a CRM for them that gave them visibility over all their leads.

As they developed their services, and added to their team, we let them adapt and shape the process to remain ahead of the pack.

CRM Toynbee Associates

Examples Of Our AI and Automations Work

AI & Automations Toynbee Associates

Build Smarter

An engineering firm wanted to build business but also be equipped to grow. With a new practice manager in place who was committed to digital transformation, we integrated CRM, task management and project tracking systems to create a system that works for them.

It now tracks quotes, commissions business, pushes through deadlines, keeps clients aware of progress and helps them deliver high quality structural engineering projects on time and on brief.

Tech Leadership

When we first started working with Domin, we introduced them to Airtable and also recommended a CRM to streamline their account management. It was the start of a beautiful relationship.

They now use Airtable effectively as an ERP system for their order management and global supply chain, and the CRM drives the growth in sales and clients across the world as they add to their product lines.

AI & Automations Domin

Examples Of Our Customer Success Work

Customer Success Flexspace

Prefilling Space

Offering short leases and contracts to small and startup businesses leads to challenges for Flexspace. Every unit is up for renewal every year. Furthermore, with standard attrition within small enterprises, there is always space coming available.

Yet, with a building database and a ready list of prospective, as well as existing clients, we have advised them on systems and strategies to convert more of their database and to see problems for fill rate before it becomes a critical problem.

Making Sales Buoyant

With a growing reputation, but skippering being seen as a one-hit sale, it seemed that repeat business would be a challenge. However, Nautilus had two strategies we were able to support with very effective marketing campaigns.

Firstly, they now have an Alumni network called ‘The Tribe’ who regularly go on flotillas with each other, coordinated by Nautilus. Secondly, they have catamaran deliveries where different teams are assembled to take their boats point to point, often across oceans – another level of experience!

Customer Success Nautilus Sailing

Examples Of Our Systems Work

IT Systems Unloq

Positively Paperless

Our client had already adopted some systems, and whilst using cloud-based technologies, it was still mainly mail, calendar, documents and spreadsheets.

We worked closely with them first putting in place a CRM, then a no-code platform to run their projects and have continued to make them more efficient, paperless and collaborative than ever before.

Navigating Technology

When we initially worked with Nautilus, they had grown successfully on an inbox and a spreadsheet. For a small business, that makes sense and keeps it simple, but it becomes harder the more conversations, quotes and bookings are managed.
It became clear that they needed to collaborate and track more.

With an envious Tripadvisor rating, their customers expect the perfect experience. Having scoped out their requirements, we helped them choose the right CRM and then helped scope it out to fit their needs perfectly. Now their office team of four can work together, using a range of communication channels to get the job done.

IT Systems Nautilus Sailing

Examples Of Our Uncategorized Work

Examples Of Our Analytics Work

Analytics Flexspace

Unit Measurements

One extensive website with an enormous range of pages and content, where offers adapt every month to the demands of the clients, and capacity changes meaning that conversions never stay the same.

So, we report and analyse every month, understand how the different areas of the website are performing, receive briefings from our client and adapt for the month ahead.

On the Right Track

Two websites offering a wide range of services, where quality leads are of high value, but there are large volumes of time-wasters, it is vital to ensure that every lead is accounted for.

Our ‘secret source’ for them tracks from Ads, Organic, Google Analytics 4 and in their CRM to make sure that we know exactly the cost of every good opportunity. In that way, we can flex accordingly.

Analytics Unloq

Examples Of Our Branding Work

Branding HCL Fasteners

Keeping it Secure

It’s always a challenge taking an established business, with all the heritage that comes with the old. However, backed by a supportive client, we took them from a ‘WordArt’ style to something that is as flexible as their clamps!

You can see the nod to the product range, but this is such a versatile logo, portrait, landscape, white out of colour. It allows imagery, buttons and offers to pop as it has clarity and style.

A Fluid Solution

Taking on an unexpected full rebrand in thirty days was not necessarily part of the remit, but we’re always up for a challenge.

New iconography in place with a subtle and yet distinct nod to hydraulics and the ‘D’ for Domin. We also founded and formed a proper brand book to ensure that consistency remains in place for cross-media activity.

Branding Domin

Examples Of Our Create Work

Content Nautilus Sailing

On the Right Tack

It’s too easy to be carried away by the lifestyle and adventure of the Nautilus crew, from the Pacific to the Med, they deliver award-winning sailing experiences.

However, we are not helping them sell holidays, they sell skipper courses so that clients can sail their own yachts and catamarans. So the content is geared around this. It’s still beautiful, but it speaks to the right audience.

Perfect Platform

What is there not to love about kids and garden play? The photos are great, settings wonderful and the structures are pretty awesome. But, to be honest, you can’t have photos of children included and then all the structures are based around the same ‘ingredients’.

So, you need to become storytellers, as tree houses and adventure play is about the joy and fun to be had by small and large adventurers as their ideas spark into life. It’s the story we tell!

Content Gardenatics

Examples Of Our Graphics Work

Graphics Domin

Beautifully Engineered

The most valuable aspect of Domin’s products is hidden in the ‘secret sauce’ of how they build the most efficient and compact hydraulic systems. The products are well-engineered, but the outcomes

An Acquired Taste

Mergers and acquisitions marketing imagery rife with stock photos of business meetings, office blocks and cityscapes. But Unloq is different. The name is the focus: to unlock opportunities, unpick information and open up value for clients.

So the imagery is simple, clean and relates to the process of unlocking rather than the environment. We recommended striking black and white imagery that nails the brief, engages the viewer and turns attention to messaging and actions, whilst complementing the brand palette.

Graphics Unloq

Examples Of Our Communicate Work

Email HCL Fasteners

Securing Business

With a wide range of products, applications and service offerings, HCL could be seen as demanding. Yet, by integrating segmentation techniques on company size, sector and purchase history, we are able to choose the audiences to send emails to, and uncover what works.

Each email is scoped, the audience identified, professionally written, designed and then integrated with tracking from within the email as well as through analytics.

Delivering Value

High-value, low-volume email marketing requires a specialised approach. One that speaks the right language to partners, clients and prospects, whilst underpinning the values that make Unloq’s services unique.

With split lists, containing some shared and some unique content, we have created variety without the overhead of coming up with three completely new emails every time. Precise, targeted and confident – just like our client.

Email Unloq

Examples Of Our Video Work

Video Unloq

It's a Big Deal

When it comes to mergers and acquisitions, clarity of message and presentation is paramount. We worked closely with the client, writing a script, choosing a voice-over artist, stitching together images, video and illustrations.

The two videos were short enough to share on social media, but professional enough to take pride of place on the website – raising the profile and credibility of Unloq and with more to come.

Another Level

How best to display some of the finest tree houses and climbing frame builds in the UK? We used a combination of close-up and drone footage to showcase Gardenatics’ custom builds.

It makes the website stand out, differentiating from the competition and justifying the quality and value on display. It has helped them continue to win new clients across England and Wales looking for that premium option.

Video Gardenatics

Examples Of Our Convert Work

Analytics Flexspace

Unit Measurements

One extensive website with an enormous range of pages and content, where offers adapt every month to the demands of the clients, and capacity changes meaning that conversions never stay the same.

So, we report and analyse every month, understand how the different areas of the website are performing, receive briefings from our client and adapt for the month ahead.

On the Right Track

Two websites offering a wide range of services, where quality leads are of high value, but there are large volumes of time-wasters, it is vital to ensure that every lead is accounted for.

Our ‘secret source’ for them tracks from Ads, Organic, Google Analytics 4 and in their CRM to make sure that we know exactly the cost of every good opportunity. In that way, we can flex accordingly.

Analytics Unloq
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