Website design has changed significantly over the years and is constantly evolving as our use of the web via different devices increases.

Web-design-and-user-interfaceA web designer will consider a number of factors that will determine the navigation, layout and placement of content on a website to get the desired action from the user.

You may have noticed that modern web designs generally follow a similar theme these days. There is a good reason for this. From studies on user interface and the use of eye tracking software, we now understand what attracts a viewer’s eyes and where they tend to look first. We can then make sure the important information such as menu and calls to action are placed within these areas.

There are other factors to consider, such as how search engines will rank your web pages from the content and keywords on the page. The headings and where they are placed will influence which keywords search engines will prioritise and rank your page for.

These are the stages a designer will go through when developing your new website:

  • Competitors.
  • Keywords (software is available to help with this).
  • What makes your business unique in your market?
  • Visitor analysis if you have an existing website (use Google Analytics, if installed).
Site map, navigation and wireframe
  • What do you want to communicate?
  • Plan the navigation and pages needed.
  • Consider content for each page, text and images.
  • It is more efficient to design around your content than fit your content into a design.
  • Create a wireframe for your website.
Copywriting and keywords
  • Identify best performing keywords.
  • Include keywords in your headers and your content.
  • Break down information into bite sized chunks with sub headings.
  • Write a new page for each subject and set of keywords.
  • Select suitable images to complement and break up large areas of text.
Engage and convert
  • What are your main messages?
  • What do you do, how do you do it?
  • Required call to action: sign up, telephone call, gather information or email?
  • Testimonials, reviews or case studies to back up your content.
Search Engine Optimisation
  • Build your site to the latest web standards.
  • Develop the site to ensure search engines can crawl all of your pages.
  • Check for errors and site issues before going live.
  • Continuous research and improvements to pages and content.
  • Measure and monitor keywords and site rankings.
Your input is valuable at every stage to of the design process. Whether you decide to write the content yourself and supply images or hire a copywriter and photographer, you should always have the final approval on how your business is presented on the World Wide Web.

Mark Langston
Type the above phrase into a Google search bar and take a look at some of the posts on the page.
Most of these posts have been written by WordPress developers advising ways of getting around some of the issues that are inherent in WordPress, such as:
  • Security
  • Poor quality plugins
  • Software updates causing problems
  • Server needing constant surveillance
  • SEO limitations
  • Content management difficulties
There are advantages of using a WordPress theme. You get an off the shelf design that is “mobile ready” which can save time and money.

You may have to compromise on quality and your content will have to fit into the design theme that has been selected, but if you are on a tight budget, then this solution may suit you. Design themes can be sourced from a variety of providers; some are free but most have to be purchased.

Design theme costs
Most themes are governed by a licence fee and, depending on the provider there will be a one off payment or monthly cost for the use of the theme. One source of themes is Envatomarket’s Themeforest. They offer two licence options (taken from their website):
  1. Regular licence (typically $59) - Use, by you or one client, in a single end product which end users are not charged for
  2. Extended licence (typically $2,950) - Use, by you or one client, in a single end product which end users can be charged for
If the end product, including the theme, is going to be free to the end user then a Regular License is what you need. An Extended License is required if the end user must pay to use the end product.

These themes take a considerable amount of time to develop and design, so agencies using these themes will have to pay to use them and will pass those costs on to their fee paying clients.

You may want to check with your developers how this cost is being passed on and that the theme they are using to build your website has been licensed for you.

Custom design and build or WordPress theme?
There are some initial questions you need to ask to help you decide which route to take:
  1. Do you want a design and custom built functionality that is unique to your business? Do you want your developers to understand your business and its requirements and design a website that is built around your content? Then you will want a custom design and build
  2. Are you happy to select a design theme that you can insert your content into? Do you mind if your website looks similar to a lot of other websites? Then a design theme may save some time and cost, depending on how much the licence fee is
At Crystal Thought, our preference is to build custom websites after meeting you to find out about your business, target audience and competitors. This way, you get a unique site that will meet the challenges of your business that also has the ability to grow as your business develops.

However, we understand there are times when a design theme will work well for a business and with this in mind we have developed a selection of design themes customers can choose from. The advantage of developing our own themes are as follows:
  • Wordpress-problemsBetter security
  • Intuitive content management system
  • More stable and better build quality
  • Better control of the hosting and server maintenance
  • Mobile optimised
  • Improved SEO
  • No license fees
Call us to discuss your preferred option.

Mark Langston

Successful content marketing relies on developing a strategy that is tailored to your own individual business requirements. The strategy you adopt will depend on the most effective media that reaches your customer base.

Content marketing covers a wide range of media, from writing articles for your blog, email newsletters and posting to social media. Other methods include:
  • Case studies and white papers
  • Webinars and videos
  • Press articles
  • Printed materials
Your content marketing strategy needs to be planned to achieve specific measurable goals. For example, one of our clients provides commercial insurance to businesses and their aim is to use content marketing to build brand awareness, establish themselves as experts in their field, improve customer retention, and generate leads.

Their strategy includes producing regular articles covering detailed information about insurance services that businesses may need to protect themselves from financial risk.

Well written, informative articles with unique content posted on their website and shared on social media, together with a regular newsletter to clients, provides a number of benefits for them:
  • Informs existing clients of other insurance products available
  • Communicates their industry knowledge and expertise
  • Earns customer trust
  • Creates content for social media sites and newsletter
  • Provides effective Search Engine Optimisation to improve their website rankings

Effective Search Engine Optimisation (SEO)
One of the key benefits of adding content to your website via a blog is SEO. Search engines such as Google regularly update the way they rank websites and deliver search results. Consistently, the most important factor that affects a website’s ranking is the visible content on the site.

Regularly adding relevant content to your website, either by adding pages or writing blog articles, enables the search engines to rank your site against your competitors.

What makes content relevant?
Content is more relevant if the subject you are writing about is being searched for by your customers. For example, if you write an article on “videotapes” you will attract fewer searches than for “Blu Ray DVDs” because videotapes are now obsolete. Therefore, before you start your article, you will need to do some keyword research to ensure you are writing for your target audience.

I find it useful to have a list of relevant keywords at the top of my page when writing an article to make sure the most searched for keywords are included in the article. I use SEO software to help with this research. This applies to any content added to your website.

If you need help with keywords or writing articles for your website, give me a call.

Mark Langston
Mobile-websitesHaving just completed mobile optimised websites for 2 of our clients, it seems a timely opportunity to review the latest thinking around the subject.

We covered the differences between “adaptive web design” and “responsive web design” in our article of the 24th January 2014. For those of you who missed this article, here are the basics put as simply as possible:

Adaptive web design uses the server to detect the device being used (eg. mobile, Tablet, Desktop) and serves the content in a layout specifically designed for that device; for example, you may get a different design for each device. A large image that is not needed on a mobile phone may be removed completely when the website is viewed on a mobile phone.

Responsive web design uses the browser to automatically rearrange content on the website. If you were to reduce your browser window making the width smaller, the content will move to fit the new window size. The design remains the same for all devices.

To muddy the waters even more, there is now a third method being discussed – RESS. This method uses the Adaptive web design method under a different name. However, some would argue it uses a combination of Adaptive and Responsive web design. For example; the home page could be adaptive while the rest of the pages are responsive.

We can advise you on the best method for your website and carry out research to find out what devices your website visitors are using.

Mark Langston

18th February 2016
*Some mind-bending statistics:
  • Latest figures show that Google now processes around 3.5 billion searches per day, worldwide.
  • By the year 2020 access to the internet on mobile phones will increase by around 40%.
  • In 2014, it was estimated that the world spent $1.2 million dollars online every 30 seconds.
Stand out from the crowd
The internet has revolutionised the way we communicate and attract new customers. Newspapers moving online, ecommerce is still growing and statistics show that in 2015, over 80% of consumers conducted research online prior to buying. These days, whatever your business, you need an effective online presence.

Aquatic_Subsea_1With this in mind, it is more important than ever to find a web design company capable of meeting your current needs as well as your future web development and business growth requirements.

In a crowded online arena, your website needs to have immediate impact and be easy to navigate:
  • Having a structured menu.
  • Providing useful and interesting content.
  • Being visually appealing and informative.
  • Able to evolve as the internet develops.
  • Delivering new content as your business expands.
Web designers use a variety of platforms to build websites, from a fully bespoke offer to an off the shelf template.

Off the shelf templates may be cost effective, but can limit future development and growth. Bespoke platforms are more flexible and have the ability to provide for future growth and development. You may pay a little more to get exactly what you want but you won’t have to completely scrap the site and start again in a few years’ time when you want to update the site.

Different screen sizes
The growth in the number of devices being used to access the internet is expanding (over 76% of adults in the UK now own smartphones). Most businesses will need to consider optimising their websites for multiple devices in future if this is where your audience is active. You can use Google Analytics to find out the percentage of users who visit your website on mobile, tablet or desktop to help make a decision on this.

Promoting your website, online and offline
Marketing_ServicesA lot of website design companies are purely web designers and do not employ anyone with the necessary marketing skills needed to help promote your business. They probably won’t have the skills to write the content for your website or research the keywords you will need.

This can prove to be a stumbling block when you come to marketing your website online. You will either have to employ a marketing person within your business or outsource to an experienced marketing person or agency.

Choosing a web design company with in house marketing services means they will be able to advise you on the best marketing strategy to help grow your business. They will be in a better position to carry out any necessary changes on the site because they will have intimate knowledge of the platform, especially when it comes to SEO work (Search Engine Optimisation).

A good web design company will be able to offer copywriting for content, develop profitable Google Adwords advertising, provide effective SEO for Google rankings and create email marketing campaigns and more. Other support you may need includes logo development, branding and graphic design.

Website design company
When it comes to choosing a web design company, you need to think about future requirements and whether they can offer the services you will need to grow your business.

A few things to find out when looking for a good web design company include:
  • How long have they been in business?
  • How many people do they employ and what skills do they have?
  • Is their client portfolio available to view and contact?
  • What other services can they provide?
You don’t want to find out in a few years’ time that your web developer has decided to go back to paid employment leaving your website without support or any means of updating it.

Mark Langston

*Information taken from

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