With the big upsurge in the use of mobile devices to browse and make purchases it is essential for any business to offer a good user experience to these devices. It is NOT sufficient to just show a website that has been designed for a large desktop or laptop screen on these devices. All too often these are just not usable as the text is scaled so small it is not readable and when you try and click a button you often click something else as they are too small.

Saying the above is easy for a web design company but becomes a big burden for small businesses that need to get on with the business rather than administering a website.

If you have a bespoke website designed and created for you then the year on year costs are going to be high as you will need to engage with the design company to make adjustments. By far the best way is to go with one of the many frameworks  available as these are maintained and updated for you as technologies move on, leaving you to focus on the content and not the technology.

By far the biggest framework is WordPress. WordPress has 1000′s of plugins and themes available of which some are free and some are commercial but in most cases are significantly cheaper than engaging a developer to create something. One of the big WordPress plugin and theme companies is WPMU Dev that offer well supported plugins and themes.

If you need any advice on your website and in particular WordPress please get in touch.

They clearly show that the England receives a massive spend in the travel and tourism sector:

• £8.3bn is the amount spent on domestic holidays in England between Jan and Sept 2011.
• £225 is the average amount spent per overnight holiday trip in England between Jan and Sept 2011.

A number of surveys predict that as money gets tight more domestic holidays will be taken, add this to the focus of the Olympics and Diamond Jubilee celebrations, 2012 is a year of opportunities to UK travel and tourism businesses.

How can you as a small business help yourself get full occupancy, more visitors to your attraction, full teaching groups, or a greater number of visitors in through the door?

Well you can compete against the large corporations. In today’s online world a simple well thought out website can get you in front of the many potential clients searching around the World Wide Web. Unlike a few years ago people will book with small websites as long as the website obeys a few simple rules:

• Has a postal address and landline phone number.
• Has an email address the same as the domain name (www.praeparo.com, sales@praeparo.com)
• Has a privacy policy.
• Has clear, relevant terms and conditions.
• Has clear descriptions and pictures.

As well as the above you must be able to take online bookings and a deposit. If you force someone to pick up a phone or write then you may well loose out on the point-in-time purchase.

This all does not have to cost you a fortune but as more people start using mobile devices like smart phones and iPads then you need a website that works well on these devices. If you have not touched your website for a few years then you will more than likely look very outdated, why not compare it with some of your competitors to see how far you have fallen behind.

2012 is the year to get your website working as people expect it to work or risk loosing valuable business.

Coast Radar was faced with a problem that many other websites are also struggling with. The whole idea that visitors are using different sized devices and expect a tailored experience. At first we worked on a main website, mobile website and iphone application but this just became too expensive and complicated to keep in sync.

After listening to what the users were saying we decided on a completely new version of the website.

The beta is a mechanism where we can share our new vision and still have time to take on-board people’s comments.

At a high level the changes of the new website are:

• Clearer navigation outside of maps.
      We have provided a new text link navigation system where you start at a continent, then look at countries, then states, then actual listings.
• People who enter at a beach listing from the search engine said it is long winded to see other elements close by.
      We have added a breadcrumb at the top of a page labelled “You are at :: ” where the green parts are links to allow you to easily move backwards and forwards. This means you can easily move up from an entry to the region, from a region to the country, etc.
• People only want to be told about the area they are looking at rather than maps of the world with 1000′s of markers.
      We have changed the whole site to show information based on the context. For example, if you are looking at The United Kingdom you will see the regions/states, where as if you are looking at a state you will see the listings within it.
• People want a mechanism whereas they can ask businesses and other people for advice on a coastal area.
      We have expanded the community to provide a full social environment where people can freely ask questions and share experiences.
• People wanted a mechanism to plan plan and record a trip.
  We have allowed FREE travel Blogs within the community to plan, record and share a trip.
• People want a single website to map to the device they are using, a laptop, tablet or mobile phone and don’t want to have to swap between mobile, desktop and mobile application versions.
      This was a complete re-design to provide a responsive website that adapts to the screen size being used. We will discontinue our iphone and mobile website versions.
• Businesses wanted a mechanism to communicate with other businesses and people interested in the coast.
  The new community website allows people to discuss topics within what we calls groups. Groups can be PUBLIC – open to everyone, PRIVATE – people have to request membership of the group Admin or HIDDEN where people have top be invited. Anyone can start a group.
  
• People wanted a faster site.
  Although the beta does not use it, when the new website goes live it will use an international Content Delivery Network (CDN) to provide faster access to content.

Why not go and have a play at beta.coastradar.com

Technology wise, the main website is a custom HTML 5 fluid design and the community makes use of WordPress and Buddypress.

Any questions then just drop us an email or give us a call at +44 (0)20 8123 8159

Last year was over hyped on being the year for the mobile web but Praeparo strongly believes 2011 is the year.

The reasons for this is the adoption of smart phones and tablets like the iPad. When I look around my packed commuter train I see a large proportion using such devices. Yes, a proportion are playing games, watching movies or reading books but also a lot are on the Internet.

Not only do you have research and product purchases but also location based services. This is where someone is in a town center and searches for a shop selling product XX.

This year if you own a shop or an information site then you MUST be optimized for the mobile market or you WILL miss out as your competitors take these customers..

In the last 12 months mobile devices have become the norm and now more people spend time researching using mobile devices. They now expect websites to be optimized for such devices.

This means if you designed your website 12-18 months ago you need to be thinking if it fits this model.

At Praeparo we point a lot of our customers towards WordPress nowadays for a number of reasons:

1) It is easy to keep up with trends. WordPress has lots of plugins to do all the latest things and provides upgrades that mean you don’t loose anything previously done.
2) You have full control and not your web design agency or web development team. For example, I am typing this on my FREE iPhone WordPress application whilst on the train. This used to be wasted time.
3) WordPress has mobile plugins that just detect a mobile device and then change automatically.
4) Want a new design just change the theme and don’t worry about the content.
5) Want a social media site, membership site, online shop; WordPress plugins exist for all.

These are just some reasons that enables organizations big or small to get a website to meet needs at a cost suitable to business size. The website then keeps with all the latest trends at a very cheap cost.

Speak to Praeparo today for ideas on how WordPress can eliminate the expensive task of a website rewrite every few years.

Get your website in front of all your customers.

Praeparo thinks this is a good idea as we all should be creating a good user experience. Page load time is critical in a user experience as if we can’t convince the user the site is good in a few seconds they will just bounce.

The only area of concern is that some sites to create a good user experience are rich in content that slows the page down. This is acknowledged and accepted by the users BUT how will Google handle this? In this case we should just accept that these pages will not rank so high and thus create other more focused landing pages that then direct to the slower pages for more information.

Very important for all website owners to evaluate page speed and create an action plan to rectify any pain points. This does not have to be expensive, we suggest find the quick wins and make any changes as part of your usual maintenance or content refresh processes.

But remember DON’T PANIC as content is still the leading factor. Page speed is only a very small element of the overall ranking algorithms.

If you have concerns please get in touch with Praeparo and we can quickly help you find out if you have a problem or not.

This technically works but loses you points in the search engine optimisation game. Thus, it is much better to have a human understandable URL, for example www.mydomain.com/menswear/jumpers

However, this can create problems where the same end page can be reached through multiple navigation paths. This can result in what the search engine sees as duplicate content. A search engine flags duplicate content when it sees the same content at more than one URL.

You need to have a careful naming strategy to ensure this does not happen. For example in an ecommerce web site:

Categories: www.mydomain.com/category

Subcategories: www.mydomain.com/category/subcategory

Products: www.mydomain.com/products

The key element of the above strategy is that the products are not listed under categories. This means that if multiple categories have the same product they will point at the ONE product page, helping with much valued internal links.

The example above refers to an ecommerce site like oscommerce or OSCMax but the problem can also occur in blogging software like WordPress or web site builder packages.

Praeparo can work with you and help you understand the correct strategies for your web site and also help with an implementation plan that will have limited risk on your current search engine rankings.

By optimised we are not talking about a technical web developer just adding some keywords into the address bar URL or some relevant keyword titles, descriptions based on the page content. We are talking about applying marketing principles to each page.

Praeparo believes SEO is about actually attaining marketing goals. These goals are not just about traffic but more linked to conversions.

So how do we get a marketing optimised website? Website optimisation needs to take the marketing goals and link these to a specific website page(s). Once this is done we have a goal to achieve and the page needs to be worked to meet this goal. Items to consider are:

• Keyword Research: We need to understand the keywords that Search Engine users type that we want to get our website page in front of.
• Sales Pitch: Treat the Search Engine Results (SERPs) as a sales advert. We need to convince the viewer in around 160 characters that our page is relevant – we need to sell our landing page.
• Relevant Page: The landing page needs to clearly match the sales pitch in our SERPs advert, if not the visitor will just leave [bounce].
• Call to Action: The page needs to get the visitor to convert, i.e. achieve the marketing goal.
• Secondary Action: We need to handle a secondary option for the visitor just in case the page is OK but not quite what they were looking for. This is about keeping them interested and on the site by going to a secondary page.

The web site design and development process needs to be tightly integrated into the marketing plan so that as new content is delivered it has a clear objective.

In conclusion, website optimisation is about meeting marketing goals and optimising for those goals. Thus, you can’t optimise a website without having first developed a Digital Marketing strategy or plan.

Often this is because any new visitor will want to gain confidence that the organisation behind the website is real and not too risky to do business with. In the offline world you automatically evaluate a company based on physical details like premises, staff politeness, packaging etc. Website visitors need to do the same but they don’t have the physical aspects at hand. Some of the items they look for and thus you need to plan into your website design are:

• High quality website design.
• Website always available (good hosting).
• Postal address clearly displayed (not a PO Box).
• Real phone number (not just a mobile).
• Secure website (SSL – https) when entering any personal details.
• Privacy policy.
• Terms and conditions.
• Guarantees/refund policies.
• Customer list or portfolio.
• Trade body memberships.
• Fresh content.
• External recommendations or reviews.

If a website is not managed correctly with respect to the above list it can damage a brand that has been heavily invested in offline or traditional marketing. In all cases a brand must be protected at all costs.

Take a step back and have a look at your website and measure against your competitors. Ask the question – would I do business with these people?

Praeparo have long been designing and marketing websites and can provide a free evaluation of your current website – click here!

The first step is consider what type of online presence you want, these fall roughly into 5 categories although a number of websites do offer more than one.

1. e-commerce:
   provision of products available to purchase online.
2. information:
   typically help to generate offline sales of services by providing information.
3. brand:
   focus is to support your brand.
4. portal:
   provision of news and information around a range of topics.
5. social networks or community:
   enables community interactions between different consumers.

All these categories influence in slightly different ways when it comes to website design, development, website launch, operational ongoing costs and marketing. For example, a brand building site needs less monthly work than an e-commerce or portal site which depend on fresh updated information.