Atlantic Business Technologies, Inc.

Author: Atlantic BT

  • 5 Good Places to Get Quality Web Design Advice

    Where do you go for web design advice and development inspiration?

    This is a question new clients sometimes ask, particularly if they’re starting from a blank slate or want to completely change an existing website. Naturally, we’re happy to work from scratch and narrow in on concepts as we go. However, it’s always helpful to understand what client preferences are like from the beginning. We are inspired by who they are and the big ideas they’re embracing. But with any big idea, it’s less about the ‘what’ and the ‘why’ and more about the ‘how’. 

    If you’re wondering where you could or should look for creative inspiration, or advice on features and functionality, here are five good places to turn.

    #1 Your Colleagues

    Your colleagues can tell you a lot about what has and hasn’t worked for them in the past. They can also share their sense of what customers respond to. That’s true even if they aren’t in the same field or industry. In this context, a colleague could be someone who has a similar role in a different type of organization. Their goals might not be exactly the same as yours, but a lot of the challenges probably overlap. 

    #2 The Competition

    It’s unlikely that your top competitors are going to tell you what they really think you should do with your website. They’re just as unlikely to be honest about how successful they are or aren’t with their own. However, by examining their websites and strategies (particularly over time) you can probably figure out which ideas and campaigns are paying off. This should go without saying but don’t copy anything from another organization. A little bit of reconnaissance will give you a more complete picture of the market. 

    #3 Vendors Who Serve Your Business

    It’s easy to overlook vendors when searching for advice and insights. However, they can be a valuable resource for information. Remember, they have a different perspective on your market than you do. Moreover, some of your vendors might work with the competition, or other businesses trying to do some of the same things you are. They may even have firsthand knowledge of success stories and failures. There’s nothing to lose by asking their opinion.

    #4 Your Best Customers

    The best thing about soliciting advice and feedback from your best customers is that they think just like the people you want to impress. That’s because they are the people you want to impress. What’s more, they probably know others who can buy from you. So, if they make recommendations about the layout of your website, the focus of your online marketing campaigns, etc., you should pay attention. It’s their experience, after all, that you’re crafting your new web project for. 

    #5 Web Design Professionals

    It’s clear that a great, experienced web design and programming team can give you a great deal of guidance about your project. So why include the professionals last on the list? Partly because we want to encourage you to develop your thoughts and impressions before you start getting advice from creative teams. Also, because we want you to be careful. Web designers only give good advice when they put your needs ahead of their desire to win a contract.This should be the standard practice for all creative teams. The best will always prioritize their client’s needs and vision in every situation. But, when it comes to winning a contract, some might not be so ethical.

    Each of these five groups can give you good advice, or at least a nudge in the right direction. Just remember, though, that it’s up to you. No one knows your company, your customers, and your organizational plan better than you do. So, take what works and then apply it to your situation in a way that moves you toward your goals.

    Looking for a web design partner who can help you come up with a results-driven strategy? Atlantic BT has a team ready to go who will always focus on your needs and goals. Contact Atlantic BT today to schedule a time to talk!

     

  • How to Write a Stronger RFP

    When it comes time to improve your website, you may find yourself without the resources to do so. To hire a team that will best help you achieve your goals, you’ll need to write an RFP (Request for Proposals). This short document is an invitation to creative firms to bid for the project by sharing their process and how they would approach the job.

    A successful RFP gives both the client and their web design team a head start on the work at hand. A poorly written or arranged RFP can lead to confusion and miscommunication. Without the right information and details present, you might struggle to make connections. Qualified teams will be less likely to offer up proposals, leaving you empty handed.

    How can you write the perfect RFP for website design? Believe it or not, the beginning of this process focuses on the end.

    1. Think in Terms of Outcomes First

    Before you write a single word of your RFP, one thing should be clear. You must understand what it is you’re aiming to achieve with your website development project. What is your ultimate goal? The more clarity you can provide a potential vendor, the better. What do you imagine the finished website to look like? Consider the project in terms of size and scope. How should the website function? Most importantly, what kind of measurable goals do you need to reach? RFP writing essentially becomes part of your planning process. 

    Any creative team you hire will want to know what your biggest success indicators will be. They’ll need to understand what they’re helping you with before they can figure out how to act. This allows them to know what kind of assistance to provide or which resources to deploy.

    2. Give Vendors Context

    For RFPs, ‘context’ refers to anything you would want a web design team to know about your organization. When you write an RFP for web design, remember that this project is about you. Your vision and who you are as a company is, of course, integral to the heart of the design process. You might include your history, leadership, branding strengths, or even your marketing personality. If you have initiatives that center on certain pieces of technology or social goals, state that within your RFP as well.

    This is more than an introduction to your company. This is an opportunity to let potential bidders know who you are. When they know what you value and see the same big-picture that you do, they can make stronger connections. These details can give them clues about the scope of your work. They can also know if they’re a good match for your organization’s culture. When client and vendor personalities align, a big web development project is off to a strong start.

    We’re Here to Help

    If you still have questions about how to write an RFP, would like to see some sample RFPs, or feel like you need a bit more guidance, we’re here to help. Contact our creative team today. We can schedule a free, no-obligation consultation to talk about what’s on your mind and give you the answers you need.

  • 4 Things You Need to Do Before Your Website Goes Live

    When you’re putting together a puzzle, there is no feeling more glorious than the triumph of adding the final piece. This bodes true for web development projects as well. The last bit of design, coding, and content all come together to make a complete whole. It’s exciting to finally reach that moment. At the finish line, executives are often anxious to see their new pages go online as soon as possible. However, there are a few details to take care of first, even with a finished website.

    We let our clients know about these steps before we even start creating mockups or designs. That’s partly because they’re so important. And because they’re so important, we want to set the right expectations from the outset. Executives need to know these extra steps are part of the plan. This helps to avoid a lot of understandable frustration. If they had to wait extra days or weeks to start seeing returns from their web design investments, without knowing why, that wouldn’t be fun for anyone.

    What would be so important that we would hold up the launch of a new website we were proud of creating? Here are four vital steps to follow before your new website can go on to the Internet.

    #1 Final Review

    It doesn’t matter if you’ve edited the visuals and content of your website 50 times over. It’s always a good idea to look at everything one more time.
     
    You never know what you may have overlooked as multiple parts come rushing together. It’s possible that certain elements combined won’t fit as well as predicted. A piece of code may work fine in the beginning, but then fall apart after adding other components. It’s painfully easy to forget important details. An extra glance will help you catch these potential errors. Even the savviest contributors can miss both hiccups and glaring issues. This is a classic “forest for the tress” situation. Stepping back for a final review can help stave off big mistakes.

    #2 Website Testing

    You should always test a new website extensively before going live. Projects are often very different on paper than they are in reality. You need to take the time to look at your website from the user’s point of view. Improving their experience has been a driving force for change. Now is the time to ensure that it has all come together accordingly.
     
    Automated tools on testing servers can measure a great deal of activity. Page loading speeds, mobile browser compatibility, and plug-in performance are all covered. Run the tests more than once, if possible, to be thorough. This is a last chance to identify any coding errors or conflicts that wouldn’t be visible to the naked eye.

    #3 Software QA

    Software quality assurance could technically fall under the umbrella of website testing. However, it deserves special attention. Your QA team is a vital component of a successful launch. They look into every nook and cranny to make sure each part is working correctly.
     
    Any custom programming on your site should be thoroughly evaluated by your development team. They’ll want to know that the results are quick and clean. They’ll also ensure that the underlying code hasn’t introduced any security concerns for your new website.

    #4 Launch Playbook

    The second your new website goes live, you should begin executing a plan for promoting it. You didn’t do all this hard work only to see the site get lost in the ether. You want your customers and users to know about the updates. Even employees or members will benefit from your new layout and capabilities. It’s time to share the news with everyone!
     
    A launch playbook should be complete and ready to go well in advance of the big day. This document should include search, social, and email strategies, at a minimum. Crafting a promotional plan ahead of time gets the entire team on the same page. It also reduces any last minute scrambling to gain the attention and momentum you want your new website to receive.

    Complex Web Design is About Precision

    A creative team that can manage details, logistics, and deadlines can be your greatest asset. Especially so when you’re facing a large web design and development project. The larger the project, the more important it is to have an experienced team on your side. At Atlantic BT, you can be sure that your pages and apps will look and perform the way you expect them to. Call our experts today. We’re ready to get to work for you.

  • How to Market Around the Holidays

    Holidays are always a great time for businesses to tap into seasonal spending spikes. There are endless amounts of benefits to be had from the holiday spending sprees. Customers are actively looking for your products and they’re on a deadline. Time is on your side, but you still need to use to wisely. In order to take full advantage of the heightened buyer environment, be sure to develop a smart digital marketing strategy. There is nothing quite like the rush of Holiday shopping. Avoid the distractions of twinkling lights and stay focused with these tips.

    Quick Tips for Holiday Marketing

    • Start early: Start planning 1-2 months away. You want to make sure that you have everything prepared, so that you are not rushing to do something last minute.
    • Promotion Schedule: Have a schedule of when you will be hosting certain promotions.
    • Relate your products and/or services to that holiday: If you can customize your products/services they will be more likely to buy.
    • Holiday message: Tailor your offer/promotion messaging to incorporate a holiday phase or slogan.
    • Pre-packaged, bundled, or theme-based: By already packaging products together you do the work for the buyer.
    • Promote gift cards: Gift cards are always great gifts and an easy way to make a sale.
    • Time sensitive offers: Make your offer expire before the holiday to create a urgency to buy.
    • Make your website festive: Use holiday specific images, photos, icons, buttons, etc to make your website inviting.
    • Holiday event: If you have a local store, host a holiday event. Give a special discount for a specific date and time.
    • Freebies: Everyone loves to get something for free. Have a chance to win sweepstakes or throw something in for free if they spend a certain amount.
    • E-Mail marketing: Create a holiday reminder email to all of your current customers reminding them about the holiday. Add some recommended products to the email.
    • PPC: Send traffic to targeted landing pages with the use of pay-per-click advertising. Use a consistent offer in your messaging.

    Make a List, Check it Twice

    Taking part in all of these seasonal shenanigans can be well worth it, and even fun. But if you want to maintain a festive spirit, there are a few things you should keep in mind.

    Know your goals and targets

    If your only goal is spread Christmas cheer by singing loud for all to hear, that’s great. It’s a noble, fine goal. But if you’re looking to hit certain bench marks as a result of your holiday promotions, then it’s best to know exactly what that looks like. Knowing what you aim to achieve allows you to dedicate more time and energy into the promotions that will actually help you reach the finish line. Be as specific as possible. Make the best use of your resources by only tapping into the essentials.

    Know your products and which to promote

    No one knows your store and products better than you do. Now is the time to dive into the microscopic details that make your offerings unique. Listen to your customers. What do they keep returning for? What items elicit the most feedback? Those answers coupled with your knowledge and intuition will lead you directly to the products that will shine the brightest. Once you’ve identified what you want to feature, be sure you have the inventory to keep up with increased sales. We all know what kind of chaos can happen when a popular item is perpetually out of stock. Remember this gem of advice from elementary school: if you don’t have enough for everybody, save it for later.

    Have tracking set up to monitor your campaigns

    Once you’ve laid out your goals, decked your halls, and started rocking around the Christmas tree, you’ll want to be able to see if everything works. Clearly. With numbers and metrics. Knowing which offers were most effective helps your marketing strategy in the long run. Compare your results with that of your competitors. How do they differ and why? What new pricing or promotional choices can you make in the future? With measurable results, you can count on each Holiday shopping season being stronger than the last.

    Joy to the World

    Keeping up with the holiday rush can be hectic. But with the right plan, strong goals, and dedicated energy, it can be positive and rewarding. If you’re looking to amp up your digital marketing presence in the New Year, the team at Atlantic BT is happy to cheer you on. Contact us today to learn more about how you can make an impact in an Internet world full of noise, noise, noise (as the Grinch would say). Our teams can collaborate on a strategy that’s both merry and bright.

  • Most Web Design Isn’t Good. But Does It Have to Be?

    We’ve written ad nauseum about the ins-and-outs of taxonomy. Which is important, but as dry as a talk on the Dewey Decimal System.

    Marketers are, by and large, focused on concerns that arise daily. They want to know how many visitors they can convert and how many dollars come from said conversions. The producible vs. theoretical is how they keep their careers in the black.
     
    Staying in the black is a base concern for any business owner. It’s required for the business to be, well, a business. It’s the same reason businesses are risk adverse toward having opinions. Or why they hesitate when they hear the price tag for a new website with rich design and functionality.
     
    Owners will often share how much they paid for their current website. Even if the site is several years old, they’ll insist that it still continues to produce new customers. It’s easy to understand. They are a concerned business owner trying to minimize their costs. Unfortunately, they’re not seeing the value of design. When this happens, we have to wonder. Are people obstinate or can they not see how bad their websites are?

    Why Web Design Doesn’t Always Translate to Profit

    This site is a good example of Raleigh web design: outdated and not often updated, but does well for SEO.
    This site, which hasn’t been updated in almost a decade, still ranks in the top 10 for “Raleigh landscaping”

    Sometimes people enjoy stating their personal worldview as a generally accepted fact, as in, “Bob, everyone knows you can’t skin a beaver with two shakes of a lamb’s tail.” You should be skeptical of statements of “fact”. In other words, take the following statement with a grain of salt:

    You don’t have to have a pretty website to be successful.

    We have physically seen multiple websites and datasets that prove sites can compete and win business despite being ugly, dated, and not matching an aesthetic that anyone enjoys looking at. Sites that continue to win business despite seemingly ignoring what their customers want. Of course, the assumption is that good design is what people want.

    Winning Customers In Spite of Bad Web Design

    The problem with arguing that a site should be redesigned is, in many cases, your customers just don’t care. They aren’t looking for someone with an immaculately crafted website or even good brand. A customer who needs a plumber doesn’t care about site design; they want someone who can reliably fix a clogged pipe for a relatively cheap price. An organization who wants in-depth customer analysis doesn’t mind a bland-looking site; they want a company with proven expertise in data analysis.

    In both these examples, the customer need can be so specific that it transcends the website (really only one portion of a much larger brand). There are all kinds of scenarios where a new website may not be the answer.

    1. Your Consumers (and Business) Are Local

    If you offer a local service (like electricians or plumbers) and most of your customers are local, you can probably get away with having an exceptionally ugly website and still be successful. Why? Because most people have bigger concerns. According to Consumer Barometer with Google, Price, Proximity, Quality, and Past Experience with Business were the biggest factors in how customers choose a local business.

    Web design may be the furthest thing from your visitor's mind.
    Web design may be the furthest thing from your visitor’s mind.

    This is especially true when you consider how having good reviews and local listings play into converting customers. We already know that quantity and quality of reviews play a factor for local SEO (meaning oft-reviewed businesses are more visible). But even more to the point, an estimated 50% of consumers make a very quick decision on whether to hire someone based on reviews and may not even visit your website. 

    We’ve personally seen this in our own data sets—phone call conversions represent up to 50% of all conversions with no corresponding website visit.

    2. You Rank Well on Google (or Your Brand Is Well-Known)

    Sometimes, you’re so successful at marketing that you succeed despite your disheveled digital appearance. Let’s pick on Oak City Landscaping, a Raleigh landscaping company, as an example of a dated website that still does well for SEO.

    This site is dated. Our educated guess is it was originally put up around 2010 (according to WayBackMachine) and doesn’t appear to have fundamentally changed since then. It’s still using Flash, meta keyword tags, and isn’t responsive. Despite all that, it still ranks 9th on Google for “Raleigh landscaper”.

    Even websites that aren't up-to-date and function perfectly well for some businesses.
    Even websites that aren’t up-to-date and function perfectly well for some businesses.

    We have no idea how well organic traffic drives results for this company, since we don’t have access to their analytics. However, it is a good example of how design, even if it’s unappealing and outdated, does not necessarily prevent a website from reaching and converting its customers.

    We’ve always believed making consumers aware of your company is the first step towards making them a customer. Awareness of your brand, even through non-digital sources, can effectively nullify the importance of your site.

    3. Re-engagement and Loyalty

    We talk to so many clients who act as if customer loyalty is some great mystery they will never understand. Take email marketing as an example. Despite its low cost and relatively low barrier to entry, many companies fail to use simple emails to reengage past customers. The worst examples are email-only newsletters with no attached website.

    You want to keep customers aware you exist by updating them about a particular service, seasonal event, or concept. Forrester Research showed the potential return on investment for customer loyalty programs could range between 42% to 61% (despite companies continuing to invest in acquisition over retention).

    Whether you’re offering referral bonuses, incentives for continued loyalty, or educational materials to keep your customers up-to-date, loyalty matters. It places the emphasis on actual interaction and brand experience versus merely the experience of your website.

    Do I Need A New Website?

    We’re going to blow your mind right now: if you go to an organization that sells something, they’ll probably try to sell you that thing. If you start a conversation with a web design company, they are likely going to recommend a new website to improve your bottom line.

    Our argument is there are many cases where your business goals may be better fulfilled with things that aren’t another website. This is the explicit promise of our Discovery Process, which we designed to assess the most appropriate things needed to accomplish business owner goals, rather than hawking you website design you don’t need. If you’re interested in starting the conversation about what will best accomplish your marketing goals, feel free to contact us.

  • What a Web Development Project Nightmare is Made Of

    With a web development project, businesses like to think of the best-case scenarios. It’s more fun to imagine what could be possible with a brand-new website. And it’s often more productive. Fear can be a deterrent. Dwelling on potential mistakes or problems can steal your focus. You won’t be able to see the opportunities that are right in front of you. You can’t fix something that doesn’t exist.
     
    Despite this, we still ask our clients to think ahead. What could go wrong during the discovery and project planning phases? Anything that requires a large investment of time or money should be well thought out. Risk management is essential for large website projects. We want to avoid loss as much as possible. What parts of the project are worth the effort? By figuring out what could go wrong, we can plan for the unknown. In some cases, we can even prevent it.
     
    What kind of risks should you watch out for with your web development project? Here are a few we try to be wary of.

    Missed Deadlines

    What will happen to your project if work takes longer than expected? Your creative firm could fall behind. Members of your team could be unable to provide content or feedback. These are two examples of scenarios that can cause major hold ups. Without necessary information, everything can sit at a stand still. If you’re working on a tight deadline, such a halt can have long term consequences.
     
    Building a flexible schedule at the onset can help when time management issues arise. As much as we want to avoid mistakes, you can not work on the assumption that nothing will go wrong. When you run into a roadblock, what will be your plan? Will it be better for you to delay the launch of your website? Should you release a scaled-down version online instead? Being aware of your options, should your schedule derail. Leaving some wiggle room and having a Plan B will keep your project moving forward.

    Over Budget

    Do you have room in your web development project budget to accommodate any cost overruns? That’s important to know, particularly if you decide to add new features, pages, or ideas as you go. During the planning phase of your project, dig deep into the research. Having a clear understanding of your user’s needs and your company’s goals will help. What components of the website matter most? Prioritizing your needs and wants will allow you to make smart, budgetary decisions.
     
    Be aware that new ideas may develop during the web development project. Or your team may discover more issues that need resolution. Can your budget handle such changes? Decide in advance how you want to address unforeseen adjustments. This will lessen the monetary pains of any surprises.

    Big Changes in Creative Direction

    A complex web development project is strenuous. Changing course mid way can seem ludicrous. But, it’s not completely unheard of. Though rare, clients will want to switch strategies well after work has commenced. Despite significant progress, they want to implement a completely different design. Would your project be able to survive such a dramatic turn around?
     
    Proposing major changes can alter budgets and schedules alike. It can also affect team morale and be a mental strain. If you know where your priorities lie, you’ll still be able to get there, even if you end up taking a new path. A laser sharp focus on your ultimate goals can navigate any shifts in the plan.

    Competitor Actions

    Unfortunately, you can never know exactly what your competition is thinking. But, it’s possible they’re planning something that will alter your web design. It could also affect your online marketing strategy. The actions of your competitors could come light well after work on your website has begun. Despite the direction you’re going in, their work could cause yours to change course with your web development project.
     
    If that happens, there might be tough choices to make. How much stock do you put into what your competitors are doing? If you believe their plans will be a detriment to yours, how do you adjust? Some companies may choose to pick up the speed and be the first out the door with a new feature. Others might want to do the opposite of what their competitors are doing. As always, if you know your priorities, the path there will be clear, no matter what arises.

    New Regulatory Guidelines

    Certain industries have very stringent guidelines about reporting and compliance. The financial, medical, and credit-processing fields must adhere to specific rules. They are not alone. Governments also have numerous, and sometimes complicated, regulations to follow. Therefore, their websites must fall in line with these requirements.
     
    Policies, though, can change. Sometimes they are gradual. There is plenty of advance notice that a new law will soon go into effect. For example, government websites had years to be in 508 compliance. There was plenty of time to add the new developments before the regulations became law. It’s possible to anticipate changes in certain policies and prepare for them. However, it’s always possible new regulations could force you to adapt on the spot. Sudden changes are rare but not impossible. Be sure to stay up to date with any regulations your site must comply with.

    Leadership Changes

    Organizations often face changes in leadership. This naturally affects a project’s decision-making tree. This could mean that existing preferences and priorities could go out the window. New leaders often come with new ideas. Maintaining realistic expectations will help as your project changes gears. Consistent and clear communication will also be your friend.
     
    Leadership changes are not the only staff shake ups that can affect your project. The loss of any team member can require adjustments or alter the work. Big web development projects take time. Try to anticipate any turnover that might affect your project before it’s completed.

    It’s unlikely that you’ll run into any of these issues during your web development project. In fact, it’s not all that probable you’ll encounter several of them. But, thinking in advance about the issues that might arise gives you an advantage. While you’re building a new website, you can focus on just that. You’ll be better prepared to overcome the challenges you thought about. Even better, you’ll be ready for the ones that didn’t even occur to you to begin with.

    Want to work with a web development partner who can help you prepare for anything? Contact Atlantic BT today to learn about our work for corporations, universities, government agencies, and nonprofits.