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Brand messages and imagery
Worktripp had already defined their brand identity and had a business plan, but had not managed to gain traction in terms of enquiries or bookings. Advertising and search marketing were required to reach potential customers, but first a clear idea of key messages and imagery was required.
Working with the founders, we identified key brand attributes and message focus, plus a style of imagery. From this we developed LinkedIn display Ads and additional on-site content for search.
Having a 3rd party helkp you talk through your objectives and strategy always helps to hone the message. I have worked with many start-ups, many larger brands, and been part of the leadership team in a number of businesses, so can draw on this experience.
Development of eCommerce Website
Venetia’s Yarn Shop in Norfolk had a WordPress hosting and website template package, but were struggling to get the online presentation to match the shop’s high standard. Newsletters were also not well formatted.
I quickly reapplied a WordPress template and developed a new header and menu to make the site easier to navigate, then re-formatted the layout of key pages. All of this was done with minimal cost and time.
The next steps are to optimise the Shop section using SEO analysis, and then to change the template to improve eCommerce sales nationally, building on the strong local reputation.
Venetia’s Yarn Shop: eCommerce website for knitting and yarn shop
Shopify website SEO
Amano Knitwear moved to a new Shopify website, so wanted to use the move to optimise their SEO. By identifying high-traffic keywords releveant to the products, we were able to rename the product collections and page titles to rank higher in search.
Top 10 page rankings were achieved for several keyword phrases and a sustainable source of sales was secured. The next stage was creating new content to improve the user experience and conversion rates.
Foreveramano.com: Ethically-made Knitwear Since 1988
Business Start-up SEO
Worktripp is an innovative start-up, focussed on helping companies bring together remote or distributed teams in offsite events. Although they had already established their brand and had gained good traction in media through PR and social media activities, they wanted to build relevant traffic and attract enquiries.
By analysing search query data and using keyword research tools, I identified which were the highest value keywords that would bring relevant traffic and equiries. We then reorganised the website, creating new page title and descriptions to attract relevant users, and added keywords and links within page copy to improve relevance.
In addition to ongoing Google Ads, LinkedIn Ads were conceived and targeted to attract company Operations Directors and CEOs who were struggling with team motivation and cohesion.
Worktripp: Company Offsites for Remote Working Teams
Holiday cottages website
Paul and Angela had recently acquired a holiday cottages business in Herefordshire and needed to update their website.
The website was well designed visually, but was very slow, making the user experience (UX) difficult and damaging bookings. They also wanted it to emphasise ‘dog-friendly’.
They needed someone they could trust to update it, whilst they learned to manage the site and booking system themselves. Having seen the work completed for another property rentlal site, HappenOak treehouse, they asked me to speed up the site and help them learn how to manage it.
I moved the site to new hosting, removed unnecessary WordPress plugins that were slowing the site down and renamed key landing pages to improve search performance.
After initial reorganisation and upgrade of the site, I support the owners as they manage all day-to-day operations themselves.
White House Cottages: Holiday cottage in Herefordshire
Photography
Good photgraphs bring atmosphere and style to websites and online advertising. You can use the photos you have but sometimes additional photography is required to communicate a certain message or to complete a series of product shots.
I can advise you on how to take photos or can take some for you. Often this just requires a good mobile phone these days, but some guidance on format, camera position, lighting and depth of field can help.
Food photography is a personal favourite.
Advertising
Optimising advertising investment requires inclusion of tracking ‘tags’ within pages and associated with actions on a website.
With these in place we can see what sorts of users do what sorts of things and how cost-effective different media are in creating valuable visitors. Onsite sales can also be tracked.
I can set up Google Analytics, create goals for your GoogleAds and perform checks on advertising efficiency each month. In this way Return on Investment is optimised (ROI).
Media typically include Google, Facebook or LinkedIn, depending on category and target user.
Writing
Copy writer
As a planner working in advertising and digital agencies, it was a short step to ‘suggest’ headlines and copy that would simply and effectively communicate key messages. With a clear objective and a good understanding of SEO, I write for the user and for Google search. Use of pictures, graphics and editorial structure are also important for both.
I can help you define key messages, brief writers and content creators, or write copy myself. I can also help you structure yor website for SEO success.
Food writer
My interest in food goes back to the 1990’s when the UK High Street was becoming increasingly bland. So I created one of the first online food magazines and directories called About Food. I have written about food for 20 years and have been lucky enough to experience and write about many restuarants, hotels, ships and producers. I also worked as a chef for 3 years, so appreciate what goes into producing a great dining experience.
If you would like me to write a review or editorial content please get in touch.
Brand design
Brand colours and logos are just one aspect of ‘designing’ a brand. I will help you think about all aspects of your business or organisation, which can then be captured in a range of brand ‘behaviours’ and the image you project to the world.
Marketing services website
CustomServe wanted to promote their wider business to emphasise the value of their expertise rather than just provide an international feedback service to professional organisations.
Rebranding the company as Acuigen, a word based on acuity, meaning keenness of sight allowed them to promote additional services across multiple markets. It repositioned the company as being linked to the generation of business value, not research.
Featured: Brand redesign; website planning; sales materials;