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How to brief a branding expert

Get the visual elements of your website perfect

Lead design, UX/CX, UID & brand development

Are there leads in your visitor data?

Pic: graphs and stats with a car

Can you gain valuable data from your website traffic?

By Steve Cooper

Some visitors to your website will be the sort of people you want to do business with. They will arrive, do exactly what you ask them to do, and turn into customers.

Other people will not do as you ask. Of this disobedient group, there will be some visitors who were never intending to buy from you. They will probably not be the sort of people you want to do business with. They may be there by accident; they may be from a competitor doing research; they might be looking to sell something to you.

But a fair proportion of ‘disobedient’ visitors are people you would like to do business with. They are potential clients. But for whatever reason they closed the browser window and did not follow your call to action.

Despite this, they can still help you.

The first step is to collect some data on them using a tool like Google Analytics.

Where have these disobedient leads come from?

Tracking the traffic on your website will tell you:

Where your visitors are coming in from

With web traffic data you can find out which social media sites and directories are working for you. You can understand the performance of advertising.

Some traffic tools can tell you which IP address people are coming to your website from, or which region. With a little detective work you may be able to narrow down a few organisations or individuals that would respond well to a direct marketing campaign.

What devices they are using

Analysis of your device data can flag up problems with your site. For example, if mobile visitors are leaving quickly, that’s a sign that your website is not working well on smaller screens.

What search terms they’re using

You can learn what questions people are asking about your products and services, and which terms are bringing them to your site via organic searches. Use this information to tweak your search engine optimisation, and perhaps to beef up your content to make it more helpful. Or consider using these search strings to make an irresistible newsletter subject line.

What pages they’re landing on and which page they are leaving from.

If you get a lot of people coming into a relatively obscure page – say it’s a knowledge base article on a topic – it suggests that this page contains information that is valuable to your potential clients. This could tell you about a pain point you didn’t know about. It could give you an idea for a new resource. And it tells you that it may be worth making more of this page.

When it comes to the pages that people leave your site from, that’s more useful information. Are they leaving because the page doesn’t work properly?

Your traffic stats can also tell you what people do on your website, and how long they stay. Look at how that compares with what you want them to do on your website and adjust as necessary.

Drilling deeper into your traffic stats

For Eonic, the West Kent web developer, analysing web traffic to optimise websites is all in a day’s work. If you think you might be missing out on clients, get in touch and learn how we can help.



How to brief a branding expert

Pic: A designer at work

Get the visual elements of your website perfect

By Victoria Jenkins

When you brief a web strategist, they will ask about your branding. But what is branding?

Branding is a visual reflection of your organisation’s goals and values. It is a set of aesthetic rules that govern the visual elements of your organisation, including your website, your signage, your publications, your products and your equipment. Branding helps your audience to recognise you.

Do I need branding for my website?

We won’t work a website build if there is no branding arrangement in place. The results would not be a good reflection on us. You need branding, otherwise your website will be confusing and incoherent, and it will stand out among your competitors for all the wrong reasons. That’s why we offer a brand development service.

Does my website need new branding?

We often get asked to ‘freshen up’ a website. This can mean anything from ‘make it look less 2010’ to ‘rebuild it from the ground up’.

Particularly with older websites it can be difficult to unpick the design elements from the website to take in changes to the brand. This is why we might suggest a new build if you need to rebrand.

Eonic’s experienced designers can give you as much support as you need, or they will work with your in-house designers, too, or with branding you already have in place.

Capturing your branding decisions

Should you want Eonic’s branding package, our discovery process is designed to capture information about your organisation that we can use to brief our designers, who then come up with a functional set of aesthetic rules that will govern your website. These rules govern everything from choice of font to colour palettes to decisions about what photographs best reflect your clients.

During our discovery process we will ask about your company’s values and goals, as well as your unique selling point. Some of our clients have a very clear idea about these already. For others, the discovery document is a kind of coaching process that gives them insights into the service they provide.

What about logos?

Many organisations already have a logo – or if you need a new one, Eonic can help with that: read more in our blogpost about logos.

Going to the designer

The designer takes this information and comes up with various branding options. You will receive a selection of colour palettes to choose from, and some sets of fonts, as well as two or three logos if that is needed.

Time to choose

Our clients care very much about their branding decisions and spend a lot of time getting them right.

We build websites in such a way that the technical people and the content writers can do their work before the design decisions have been finalised. The colours, fonts and visual elements can then be applied to the build at a later stage. This minimises delays and ensures the project keeps moving forward.

Another big advantage of working like this is that if your branding needs to change in future you can quickly and easily apply the new colours, fonts and logos to your website.

Are you ready for a great looking website?

As a web strategist based near Tonbridge, we’re waiting to help with your web development project. Get in touch with Eonic and find out what a really good website can do for you.