The benefits of working with a local design agency are many, but I’ll admit it – in nearly 20 years in digital, I’ve had the pleasure of working with people all over the world. Database consultants and clients in Canada, designers in The Netherlands. CMS experts in Australia, plugin developers in the U.S.A. and development teams in Brazil, China, India and some in Russia too. I ran one project that alone spanned 26 countries in Europe, the Middle East and Africa, with websites in 15 different languages including Arabic and Greek with close colleagues being Italians working in Switzerland.
But nothing beats working with a local design agency. Why?
As a client, one thing has so many benefits – and that’s simply being local. (more…)
Every Business Needs a Website, Right?
Of course, we are going to say that, aren’t we? We’ll tell you that you need funky business cards, glossy brochures, a nice prospectus, cool flyers, wicked posters, eye-catching bumper stickers, a shiny new website and some SEO and PPC services thrown in to boot, right?
Well, yes. We do all that. And more. We are Clever Marketing.
But we are not going to advise your business to do everything, especially if, in our experience, we can see it’s not an essential for you. Not every business will need brochures and flyers, posters and stickers.
However, every business needs a website, right? (more…)
A well thought through creative brief is where a successful project begins. It builds excitement around a forthcoming project and it’s the best way to inspire your graphic designer or graphic design agency.The outcome is more likely to result in a solution that’s interpreted the way you want it to be and within budget.
The outcome is more likely to result in a solution that’s interpreted the way you want it to be and within budget.
Depending on how well you know your graphic designer or graphic design company, briefings are most effective when conducted face-to-face. The information provided in your written brief forming the basis for discussion.
Regardless of whether you need a logo, a brochure or website design services, often sharing more information in a creative brief is more beneficial than not enough. But what are the essentials?
Here are Clever Marketing’s top 7 tips to get you started.
Imagine your graphic design agency has no knowledge of your business and what you do. Rather than assume what they might know, supply them with everything they need.
Thinking about where you are now, provide an overview of your business and your proposition. Consider the benefits of your products or services and your Unique Selling Points (USPs).
Within the marketplace, outline your positioning, your competitors and how your business is perceived. Depending on the scope of work, a SWOT analysis may also be beneficial.
Outline to your designer or graphic design company what you want to achieve from your project – lead generation, brand awareness or driving traffic may all be factors.
Think about what you want the call to action to be and how you’ll measure effectiveness.
You’ll then be able to set up your Key Performance Indicators to later guage how effective the campaign has been.
Once you know what your goals are, you can consider how to get there. What do you believe the scope of work is ie; a rebrand, collateral or a new website. If you’re unsure of all the elements, your graphic designer or design agency can help you. However, do outline exactly what you think needs to be done. It might be a 24-page brochure in full colour with an online version for your website for example.
Think about print quantities and who might do the printing – can your graphic designer or design agency organise this for you. Consider whether more than one version is required. For websites, think about the customer experience and how quickly visitors can get to the information they require. Consider the journey you want to take them on and how you’ll keep them there.
Think about your audience and what types of people you would most like to talk to.
Describe what they’re like professionally and personally including specific socio-economic classifications where relevant.
Does this audience know your business already or are they prospective clients?
Is there a need to design more than one version or create a separate page on a website?
Think about what will appeal to your target audience and why they should believe what you’re saying.
Before a new project commences, a budget must be agreed with your graphic design agency. The estimate should provide a detailed understanding of what’s included for the duration of the project. Payment terms should be agreed before work starts. Should the brief change once work has begun, additional costs can be incurred.
This is why it’s important to get the brief right from the outset. If printing is a requirement, this should be included in your budget along with any other extras like envelopes. For websites, consider how you’ll drive traffic to your new site. Do you require SEO services or social media support for example?
Think about the messaging, style and copy for the task in hand. What look and feel are you going for? Can you draft any outline copy? Take into account colours and fonts as well as examples of what you do and don’t like. Any mandatories and constraints should also feature.
Share your brand guidelines if you have them to maintain brand consistency. Always supply your logo as well as images you’d like to feature unless these are being sourced. Consider too the tone of voice that should be used to identify with your target audience. Existing collateral can be referred to as a style guide. For websites, also take into account the keywords you need to include.
Realistic timings are essential before commencement of any project. A timeline should be drawn up which include key stages from briefing to delivery. Actions should include who has responsibility for what and by when. Where the requirement includes printed collateral, print lead times should also be incorporated. The same applies to any internal sign off procedures.
Although this might sound like it’s a lot to think about, you will know much of it already. After all, you know your business better than anyone else. But by sticking to these steps, briefing your graphic design agency will be far more effective!
Briefing your graphic design agency is a really important starting point to every project, so getting it right from the beginning is key to a smooth and successful campaign. Once you’ve got your brief in place, give us a call on 020 3146 4341 or email email@example.com and we will be happy to discuss your next venture.
If you believed everything you read on the internet, you’d think that mobile phones are taking over the world.
In a way, though, they are – last year for the first time mobile traffic exceeded desktop traffic, reflecting the momentous shift that’s been happening in consumer browsing habits for some time now. Namely that we now use our mobiles for everything. Checking social media, browsing the news, shopping – our mobiles are never out of our hands.
And this is why brands with mobile optimised or responsive websites have been enjoying the spoils of higher traffic and increased conversion. A lot of companies are trailing behind when it comes to making their website pleasant and easy to use on mobile. Where does your website fall on the spectrum?
To help you make boost your mobile conversion rates, here are five ways to improve your mobile website.
First things first; is your website responsive, or do you have a mobile optimised version? If the answer to both of these questions is no, then don’t read the rest of this blogpost and get yourself a responsive website!
If you need help checking to see if your website is mobile friendly, visit Google’s Mobile-friendly test and enter the URL of the web page you need to test.
If you’re still relying on the desktop version of your site to carry you through, your conversions are likely to be suffering. The standard of mobile websites is so high these days that consumers have little to no patience with pinching, scrolling and squinting in order to just read content or perform an action. If your website acts this way, it’s likely to be slow to load and will also make you appear dated and old-fashioned in comparison to competitors.
We all have pretty high standards when it comes to mobile browsing these days, and will quickly lose interest and move on to something better if any process becomes too difficult or takes too long (our attention span is only getting shorter – we can only spend a few seconds on any one webpage now without giving up). Consider one click ordering and guest checkout options to encourage conversion.
Consumers will also be put off by payment forms which are too long. Keep questions rudimentary and also consider features such as a postcode finder and numerical calendar to make things as user-friendly as possible.
Put simply, you have a lot less space on a mobile screen than you do on a desktop, or even a tablet. There’s less room for distractions, such as pop-up ads or external links. Padding out your content with too many added extras will make your pages look cluttered and visually unappealing to a consumer.
In addition, if they’re too busy being distracted by ads and banners then they’re less likely to be doing that one thing you’ve brought them to your website to do: convert. Keep your mobile webpages as clean and simple as possible and only prioritise the most relevant content in order to see the highest conversion rates.
Are you noticing a theme emerging here? To be successful on mobile, you basically need to serve up a cleaner, more streamlined and simplified version of your website.
For starters, your navigation menu should be collapsed to allow a user to expand it and explore their options with one tap. Secondly, present them with only the most essential layers of navigation to prevent confusion and the possibility that they’ll get lost in your website and leave out of frustration. Bring your product pages to the forefront and reduce the number of clicks it takes them to reach the checkout.
We’ll say it again – mobile screens are (comparatively) small! To make sure a user doesn’t miss anything, (remember, they’re likely to be commuting, watching TV or chatting away to a friend at the same time) make your calls to action as big and as inviting as possible.
Don’t be afraid to use large or colourful buttons to draw attention. There’s a dual reasoning behind making your calls to action even more prominent than on desktop – users also need to be able to click them easily with one tap. Too small, and we’re back to that pinching and scrolling issue which leads to nothing but frustration – and a failed conversion.