Content comes first

There is no point in having the most engaging website on the web if nobody visits it.

 Things used to work like this:

          1. Client approaches agency with a budget

          2. Agency draws up a schedule and a specification

          3. Agency builds a website according to this budget, schedule and spec

          4. Everyone walks away

But times have changed. Products must evolve, develop and improve over time - and a huge part of that is traffic generation. There are no set rules to how this is done: we let the content inform our approach, rather than imposing a predefined strategy on each situation.

There is no magic wand that will drive traffic to your website. Search visibility starts with good content. Search engines have become hugely sophisticated, and they build their robots to think like humans. They want to give their users the most useful results, and they've got pretty good at it. If your content has value, we can help you structure and present it in a way which will give you maximum exposure.

From a marketing perspective, it is about reaching an audience to whom your content will appeal. We can reach that audience for you, and help you convince them to find out more. The channels, tools and tactics used here will depend (as ever) on the content - but options include affiliate marketing, keyword optimisation, social media activity, paid search campaigns, email newsletters, and viral marketing.

If your content is valuable to its audience, well-structured and intelligently-marketed, users will find it. Simple.

The expertise you need

That, however, is a fairly sizeable 'if'. The value of the content itself is often outside our control - but the ways in which it is structured and marketed are very much our domain.

We think hard about the way sites are laid out, coded and ordered: ensuring the best experience for the user and the easiest access for search engine robots. Once live, it is a question of looking at the data and responding accordingly. It's not rocket science, but it does require a dash of know-how, a measure of planning, and a healthy dose of careful execution. Serving up this mix happens to be our forte.

Likewise our marketing approach is bespoke and logical.

Bespoke, because it goes without saying that each product (be it a website, a smartphone app, a learning platform or an online campaign) requires its own marketing strategy to succeed. Some types of content lend themselves to a Pay Per Click campaign targeting specific search terms. Others require more active engagement with users, via social media channels like Facebook, Twitter and YouTube.

And logical, because (whatever some agencies will have you believe), there is a straightforward, simple logic to achieving digital success. Give us a call if you'd like to discuss how this could work for you.