Atlantic Business Technologies, Inc.

Author: Atlantic BT

  • Voice Search Demands to be Heard by Your Website

    Google currently estimates that voice search traffic accounts for more than 20% of its queries. This amounts to at least one billion voice searches per day. Some experts think that number will double or even triple in the next two years.

    Either way, it’s clear that voice-assisted search is not only a big part of online marketing now. It is also a growing trend for the future. Consider the increasing technological options we have. We have voice search functionality through home devices and on our smart phones. And as Google recently demonstrated, this is nothing but the beginning.

    Unfortunately, many organizations are not taking voice search into consideration. They are still approaching search engine optimization (SEO) the way they were 5 or 10 years ago. Now is the time to start thinking about ways to stay ahead of the search visibility curve. Let’s look at a few things you can do to optimize your website for voice search.

    Learn to Think and Speak Like Your Best Customers

    When optimizing your site for voice search, it isn’t enough to know what your best customers want to learn or find.  You actually have to think like them, so you can use the same words and terminology as they would.

    A lot of business and industry insiders use jargon or brand names that the public hasn’t quite latched on to. That can be problematic if you want to attract buyers who are using voice search, looking for answers.

    Emphasize Spoken Phrases Over Traditional Search Keywords

    This goes hand-in-hand with our first point, but it’s worth mentioning. You’ll still want to have text on your website optimized for traditional queries. And yes, by traditional we mean typed. But you’ll also want conversational content that matches voice search strings.
     
    In reality, it’s not usually difficult to find a balance. Also, using natural language content is a solid strategy for any marketer now. Google has made significant advancements with artificial intelligence. It can now understand things, like context and meaning, through a website. Keeping this in mind is a win for marketing.

    Use Lots of Content to Make Your Website Into an Authoritative Resource

    Google isn’t sending voice search users to random corners of the internet. Instead, it’s tweaking its existing algorithm to make better matches. So, websites with lots of existing content are benefiting from new voice capabilities. And these sites are the ones already receiving the most search traffic.
     
    The more there is to your website, the more authoritative you can appear to searches. Search spiders, too! It will be easier for you to draw in traffic from apps and devices processing spoken queries.

    Is Your Online Strategy Forward-Thinking?

    At Atlantic BT, we use a unique blend of experience and innovation to help businesses of all sizes. If you need large-scale web development or a new way to bring in customers, our creative team is ready. We can find the answers you need.
     
    Contact us today! We can schedule a free consultation and give personalized recommendations. Come on in to learn more about our capabilities.

  • Information Finds Its Place in the World of Higher Education

    Information Architecture (IA) is the cardiovascular system of any large website. It pumps the lifeblood of content through intricate and specific paths. Information ends up exactly where it needs to be. It’s a system that gives life to a website, helping it to thrive. Every website can benefit from well designed IA, especially sites for Higher Education. 

    When prospective students begin their college search, they usually start on the internet. In fact, their first experience with any university is often through its website. The visit is rarely casual. The user has specific questions that need exact answers. If those answers are not provided, then the user will leave the site. A confusing website can also reflect poorly on the university’s brand.

    Implementing reliable IA can feel daunting. Worry not! Gather a great team, keep these tips in mind, and remember that it’s all worth it.

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    Know Your Audience

    The first step you’ll want to take, as you establish your new IA, is into research. You’ll need to discover what users look for the most on your website. This knowledge is crucial to knowing how to organize your site’s information. There are many different ways you can approach the research process. Interact with users who fall on all sides of the site spectrum. Talk with users who:

    • Access the site frequently
    • Have a passing knowledge of your site
    • Have never encountered the site but know what they would be looking for should they ever do

    What you discover from the research will inform your IA design choices. The result will be a cleaner, efficient user experience (UX). Even better, users will feel positive about what they’ve learned on your website. Good will for a website usually translates to good will for the site’s owner. Your prospective students will be in a good spot to make such an important personal decision.

    User led IA makes life easier for everyone using and maintaining the website. Many previous communication problems become non-existent. A productive dialogue can be begin between students and the university staff. Putting out misinformation fires will be a thing of the past. Basic questions will no longer be burdensome. The answers will be right on the website and easy to find.

    Consider Both Sides

    Understanding user habits and needs is essential to creating strong IA. But, you can’t forget those on the other side.  The people maintaining the website or who have a solid investment in the making and outcome of the site. These people are stakeholders and their buy-in can make or break a project. They may be wary of the complications involved with the creation of a new IA structure.

    It’s important that they see the benefits of IA, for their users and for themselves. Excellent IA can bridge information gaps between departments within the university. It allows for autonomy while establishing a united university brand. Continuity in a website provides the user with an easier and more enjoyable UX.

    The jobs of those running the school’s various departments are also made easier. Especially if you use WordPress. This platform provides management options that each department can use. As a result, they can all provide their unique offerings within the school’s unified brand. This streamlines communication between all students and staff. WordPress is an excellent option for supporting your IA.

    Prioritize Your Needs

    Information Architecture is, at it’s core, a system of organization. Any good organization project requires a deep clean. User research and stakeholder input will inform what content your site needs. It will also show where it needs to be. You will discover areas that you can do without. Or you may choose to replace those spots with something stronger.

    Content clutter can be distracting to users. It can also be a deterrent. A clean sweep of your content will make the restructuring process easier. The results will be noticeable. A website that is productive, easy to use, and professional. Your university’s message will be loud and clear.

    Putting it All Together

    The art of Information Architecture is just as complex and unique as the system itself. We could talk about the nuances of creating the right IA system specifically for your site all day and into the next. Yet, keeping these important considerations in mind gives you a good place to start. 

    Smart IA is the foundation of a usable and enjoyable website. Focus on connecting with and helping users. It will elevate the IA and the site as a whole. Invest in a team who knows how to best design IA for your needs. It’s a choice you won’t regret.   

  • The Courage To Be Imperfect

    Any business can only thrive if there are clients who have a need for them. So, no matter what level of success a business achieves, it is still in a constant state of vulnerability. This isn’t something most companies would want to admit. Strong corporations are exactly that: always confident and daring without fear. But as our culture shifts, is this lack of honesty still the right tactic?

    The Connection Economy is a term and theory posited by entrepreneur Seth Godin. The mass market, as he sees it, is phasing out. Consumers are looking for sincerity and authenticity. To achieve that, companies must be comfortable with vulnerability.   

    What is True Vulnerability?

    Research has shown that those who believe themselves worthy of acceptance achieve this by embracing their imperfections. They do not hide who they are, flaws and all. They are honest about areas in their lives they need to work on to grow. These acknowledgements place them in a vulnerable position. However, they are comfortable with that. Can companies do the same? Yes. They can and they should.

    The Need to Connect

    Marketing researchers have been speaking about the benefits of the Connection Economy for years. As the economic baton passes from the Boomers to Millennials, companies need to change how they approach their public persona. Consumers want brands and businesses that are authentic. They respond positively to companies that are honest and transparent. Also, they appreciate a business that can admit to mistakes, as well as those who take political stances, staying true to their social values. These company choices are risky but well worth it, as they foster customer loyalty and organic growth. Let’s look at how a variety of companies chose to be bold with their sincerity. 

    Honesty is the Best Policy

    Telling the truth can oftentimes be terrifying. What will the response be? What if others don’t like who you truly are? Even worse, what if they decide to abandon you as a result? This kind of exposure demands heaps of vulnerability. But, many companies value transparency and how it affects their consumers and brand. Not only are they willing to put all their cards on the table, they also can admit when another company may have a better option for their customer. Then, the customer is no longer making a choice based on finances. It’s now based on which company they trust more.

    Southwest Airlines launched their Transfarency campaign in 2015. It demonstrated their commitment to spurning hidden, non-disclosed fees. Most notable about the site is the Fee Hacker section. Southwest is still offering assistance even if you don’t choose to fly with them. The company’s priority is clearly the customer. This year, Southwest took this value even further with  175 Stories. With this campaign, Southwest is saying “Travel is personal and we know that”.

    B2B social media managing platform Buffer makes transparency a top tier value as well.  Their website page on the matter includes everything, from team members’ salaries to open source code. And Burger King created an award winning ad campaign that poked fun at one of the truths about the company. Since 1954, more Burger King restaurants have burned down than any other fast-food chain. It wasn’t a flattering fact but it was true. Burger King was willing to admit to it. It was the perfect balance, connecting with print and social media users alike. Most importantly, it was authentic.

    Taking a Stand

    Brands having an opinion on social issues used to be unheard of. Doing such a thing would surely isolate a slew of potential costumers and damage public good will. But these times, they are a’changing. When new, controversial laws are passed or a hot button topic is dominating the social conversation, consumers look to companies to have a say in the matter. This significant change in public discourse puts companies in a vulnerable position no matter what they decide to do. They can risk public backlash by speaking up or lose their narrative power by remaining silent and letting customers infer the company’s beliefs based on their non-action.

    This topic hits home for us at Atlantic BT. After North Carolina Republicans passed laws that threatened the safety and well-being of the LGBTQ community, most of the country was outraged. And numerous brands had something to say about it. Google, PayPal, and the NBA were among many who spoke out against the laws. The NBA threatened to not have Charlotte host their All-Star Game, costing North Carolina millions of dollars. Such a stance that is coupled with direct action, creates change. Companies are realizing this and consumers are saying “It’s about time”.

    Consumers also care about how products are made, preferring companies who value sustainability. And they care about how a company gives back to the community. When a company advocates for a specific cause, customers are more likely to want to engage. Supporting a business that supports others adds value to the brand/customer relationship.

    How to Say ‘I’m Sorry’

    Every once in a while, a company is going to make a terrible mistake. They are more likely to recover from that mistake if they own up to it and sincerely apologize. Saying you’re wrong is peak vulnerability. But if businesses want to maintain their consumer base, they have to show humility.

    Long, long ago, Netflix mailed DVDs to customers’ homes. Then, in 2011, the entertainment giant decided to make some changes. They separated the DVD and streaming options into two different plans. If a customer wanted both, they would have to pay extra. The backlash was swift. Netflix listened to their customers and reverted their policy. The CEO released a thoughtful apology. Good will was restored and Netflix went on to become the behemoth it is today.

    Some companies take a different risk. Earlier this year, the unthinkable happened to KFC in the UK. They ran out of chicken. Many KFC restaurants were shut down. Weeping could be heard throughout the land. KFC issued an apology that got right to the heart of the matter. It was short, to the point, and funny. KFC showed real authenticity. It was appreciated.

    Be You

    Courage was originally defined as the act of telling who you are with your whole heart. This means presenting yourself as is, with every strength and every weakness.The companies that embrace that kind of vulnerability will draw in loyal customers. But most importantly, they’ll be a part of something great, producing work they can be proud of. Stand out and stand strong. 

  • The Best Way to Overcome Web Development Anxiety

    Modern web development is a wonderful thing. Almost anything you can envision about a website can now come to life. Custom programming provides a wealth of opportunities. With the right development team, you can create exactly what you need. Amazing layouts, new features and apps, and interactive tools make for a great website.

    The bad news about having this many opportunities is that it comes with a cost. Projects can become so large and complex that they are difficult to explain and outline. There are concerns about schedules and financial resources. And that actual first step? Knowing when to begin and how can be overwhelming.
     
    Business owners and executives can feel paralyzed. These realities can leave them feeling unsure on how to move forward. This blog provides a concept that can help you overcome these worries. You’ll be ready to take the first steps with your large web development project in no time.

    Introducing the MVP Development

    In the world of web development, MVP refers to Minimum Viable Product. What does that mean? It’s a scaled-down version of your finished website. It includes all the basics and essentials.
     
    The MVP version of your website might include basic content and core features. It may not include custom plug-ins or videos added in later. Your MVP site could incorporate some automation and data-collection features. But it might not integrate real-time inventory or shipping logistics.
     
    These are only examples, of course. But they help to illustrate how you can launch a new website without worrying so much. You don’t have to stress about including each different feature or idea at once. That doesn’t mean they won’t be a part of the final product. The concept of beginning with MVP development allows you to prioritize each piece.

    Why MVP Development First Pays Off in a Big Way

    Why bother having your web development team create a scaled-down version of your website? What you really want is more features and functionality, right? There are a lot of practical reasons to do things one step at a time.
     
    First of all, your MVP website is going to be easier to plan and manage. It won’t need as large of an investment like a bigger job would. Creating an institutional website takes a lot of time and money. Is this a concern for you? Then the MVP development first strategy is the ideal path for your project. It generates movement without dipping too much into your schedule or budget.
     
    Another plus is that an MVP website gives you the chance to test out concepts. You can find out what is essential to meeting your organizational goals. You can also see what users will respond to. This helps you make informed decisions before you commit to a larger effort. If you want to test the viability of certain apps or ideas, you can do so without risking too much in the process.
     
    Finally, it’s worth reiterating this point. A smaller version of your website can serve as a launching point for future growth. You’re in a hurry to get a new web presence online? Why not build an MVP? It gets you on the web and then allows you to expand over the coming months and years.
    One of the biggest benefits to an MVP approach is reducing the size and scope of deployed changes and increasing the deployment frequency. It allows for smaller learning curves, and signals to users that the site is regularly updated and cared for. – Jon Karnofsky, Director of Operations

    Want to Learn More about Complex Web Development?

    We’ve been there. We implemented the MVP development strategy for one of our clients. It served their needs well. We planned and developed a full rebuild of their existing web application. The primary goal was twofold. We needed to keep the existing functionality while creating a more resilient application. The project took a year and a half of documentation and development. It involved brand new hosting services, networking aspects, and visual design. Yet, the tasks the users performed were effectively the same.

    It may not sound like it, but this project was a successful MVP. The entire team had plenty of ideas for improvement. Together, we decided to keep the initial changes in features limited. This allowed for three helpful things:

    • Shorter development before the initial deployment
    • Less changes to the end users
    • Easier migration of data

    Once that application was deployed, we had a large backlog of features to add or improve. This work still continues today. We’re proud of what we were able to accomplish, using MVP.

    The design and programming team at Atlantic BT are your website experts. We’ve designed sites for large groups and institutions on many occasions. Contact us today to schedule a complimentary consultation.

  • Is Your Website Protected From Disasters and User Errors?

    Did you know that your website can vanish or suffer irreparable damage in just a few seconds? Many business owners and executives don’t. This can lead to nasty surprises. Especially if the site’s layouts, data, and content have no protection. Terrifying, no? Website protection is a vital part of your business’s internet success.  

    Your stored files and information can disappear at a moment’s notice. Every single one. It’s true. There are many events that can cause this to happen. Power surges and outages, hardware failures and simple employee mistakes. Even attacks made by Artificial Intelligence! These things can make retrieving different parts of your website impossible. Of course, it goes without saying that hackers love breaking into websites. They aren’t particularly concerned about what they leave behind.
     
    For these reasons and more, website protection makes good sense. It prepares your pages to stand strong against the unknown. Building an effective website presence takes an investment of time and money. That can be hard to recoup after the fact. Here are some quick tips you can use to safeguard against a variety of circumstances that lead to data loss.

    The best thing an organization can keep in mind is how long can they afford to be down after a disaster. Atlantic BT leverages Amazon for precisely this consideration. It allows us to plan for potential disasters and keep our client’s sites and applications up and running, while recovering as fast as they need to based on their objectives. Being prepared for the unknown can feel impossible, but with the right strategy, it’s far from it.  –Eric Lloyd, Security Solutions Consultant 

    Update Your Website and CMS

    Content Management Systems (CMS), such as WordPress, thrive on frequent updates. New, available features keep the systems on par with evolving technology. But consistent updates are also important for security and stability.
     
    If you let yours get out of date for too long, it could become a prime target for hackers. It’s also possible that an outdated CMS will stop working with certain plug-ins. Also frustrating, it could fail to connect with servers as designed. Any of these could lead to parts of your website suddenly disappearing.

    Make Sure You Have Regular Backups of Your Website and Data

    It’s impossible to say your website will never have problems, despite taking proper precautions. Effective website protection won’t always be fool-proof. That’s why it’s a good idea to have your files backed up on a regular basis. Be sure to store extra copies of your website with any new changes.
     
    This rule applies to content and to data that you exchange with customers. Databases, newsletter subscription lists, this type of information needs protection as well.

    Check Your Web Analytics

    Often, you can’t see the first signs of a problem with your website. But,there are other clues. You’ll see a lack of incoming traffic, or new redirects to other websites. Content is not accessed as it used to be. Someone must keep a close eye on your web analytics. Otherwise, these problem indicators will go unnoticed. Website protection is more than just having guardians at the gate. Your watchmen are also important. 
     

    This is something a reputable web design and development team will do on your behalf. They’ll track statistics from your pages. They’ll also schedule frequent website audits and performance reviews. This will allow them to know what’s going on behind the scenes. But choose your team wisely. A bargain-basement development company might not have the kind of monitoring you need.

    Worried About Your Website?

    Are you worried that your website isn’t as protected as it could be? Then now is the time to get the expert advice and monitoring you need. Contact the team at Atlantic BT today. There are three things they’re ready to combine.
    • Creative Thinking
    • Smart business strategies
    • Technical know-how
    See what the results are for your business.

  • The Best Content Strategy for Time and Space

    Does Your Website Need Time-Sensitive Content?

    The web design and online marketing communities have been debating an interesting issue. Is time-sensitive content necessary for websites?

    Some developers and experts will argue that it’s more important than ever. Addressing hot topics can lead to immediate search and social visibility. It takes advantage of the fact that current events are already on the minds of users. Yet, there are others who will tell you that you should strive to generate “evergreen” content. These kinds of articles and videos can keep drawing traffic, views, and leads for years to come. They will always be relevant. It only makes sense to get as much mileage from them as you can. Especially given the time and expense involved in fleshing out your new ideas.

     

    How does your choice of content affect your brand as well? Many brand prognosticators believe that companies must make statements on current issues in order to stay relevant. They also believe that brands choosing to stay out of cultural conversations reduces the amount of trust consumers have in them. If a company will not state what their thoughts are, consumers will create those thoughts for them. Then they will associate that with the brand, most likely causing damage. Equally damaging? The odds of isolating potential consumers who disagree with what you have to say. Is it worth the risk?

    So, which viewpoint is the correct one? Does your website or blog actually need time-sensitive content? In our experience, there isn’t a single answer to these questions. Instead, there are a set of simple guidelines you might want to follow.

    Find a Blend of Hot and Lasting Topics

    You must establish your website as a source of information on new topics and evergreen tips. For example, our blog will feature articles about voice-assisted search technology one week. The next week, we will feature a piece about general design and development ideas.

    We jumped right into events as they were happening, posting about the Equifax Data Breach within the week of it occurring. We also anticipated events that would potentially influence our users. We were ready to go and shared our thoughts on the expiration of Amazon One Click the day it happened.

    But we also want our users to know that they can count on us to be consistent. We care about the work we do everyday and we know what we’re doing. Being a resource of fundamental knowledge is equally important. We provide our eCommerce customers with payment information. Anyone wondering about how we approach designing a new website can easily find out. And we’re happy to share the unique things that inspire our team and set us apart from the competition.

    Your users and prospects most likely want to know about what is happening in your industry. But, they also need some general strategies they can use week after week. Consider the most important piece of advice on the topic. Give them a good mixture to choose from.

    Work From an Editorial Calendar

    Establish an editorial calendar. It’s much easier to balance your content strategy with this kind of tool. It allows you to even out the publication of newand older ideas. It also gives you room to actually create articles and videos that can fit right into the ideal schedule. A calendar will let you know what kinds of themes, events, and milestones are on the horizon. You’ll also be able to see if you tend to gravitate to one kind of content over another. That kind of reference point will help you see if you lean to far towards one end of the content spectrum.

    When you have a written plan and schedule in place, content marketing gets easier. An editorial calendar lets you organize your campaigns. It also ensures that your message comes through consistently.

    Here at Atlantic BT, our marketing team relies on the content calendar for many reasons. It keeps us all on the same page. Everyone knows what topics are on deck and what we can look forward to down the road. It also allows us some flexibility should time sensitive content come into play. Do we have new information we need to communicate quickly? Do we have a piece that we can’t publish just yet? Our calendar lets us adjust for that easily.  Again, it also communicates that adjustment to the entire team.

    Don’t Forget to Update Your Content

    Posting on current events or trends will show users that you’re always living in modern times. Remember, then, that it’s important to return to your content once in a while and update your ideas. That could mean a few different things. You may have to write new posts or follow up on case studies. You might even have to delete old material that is no longer relevant. Don’t forget to redirect your pages if you do.

    Consider the quality of the work as well. Are your thoughts being communicated clearly? Is the idea compelling? Can your audience connect with the stories you have to tell? This is relevant to both ‘evergreen’ and current event topics. It’s ok to scrap pieces because they’re simply no good. Content quantity is important. It’s no substitute, though, for making real connections with your users. You always want to give your consumers the very best. That belief should be clear in the quality of your content.

    Revising or pruning different pieces of content helps your users. This is a great way to keep your website fresh. Your prospects and customers are never getting information that is out of date. Also, a website that is consistently up to date reflects a company that is always moving forward.

    Need Help Putting Together a Solid Content Strategy?

    At Atlantic BT in North Carolina, we know what it takes to build a great website and make the most of it. Are you looking for ways to make design, development, apps, and content all work together? Especially in a way that moves you towards your bottom line revenue goals? Contact us today for a free consultation.