Atlantic Business Technologies, Inc.

Author: Lorelei Canne

What Your Website Really Wants for the Holidays

You’re not going to believe this, but the holiday season has arrived! Yes, it’s true: bells are jingling, lights are aglow, and the air carries a permanent whiff of snow and cookies. I’m sure you’re feeling festive, perhaps wearing an excessive amount of red or spinning a dreidel. You probably have a list of loved ones that you’re buying gifts for. I was just curious…did you include me? Me. Your website. I was wondering if I could get in on this.

Don’t freak out if you haven’t gotten me anything yet. It’s OK! I put together a list for you. It’s just some ideas I had as I was reminiscing about all of the moments we’ve shared together and what the new year might bring. No, this isn’t some weird Black Mirror twist. I simply want to help you help me help you.

Your Site’s Holiday Wish #1 – A Dependable Platform

I’ve been doing a lot of internal searching lately and I’ve come to the conclusion that I’m not as grounded as I’d like to be. Sure, I’d be grateful for a copy of Eat, Pray, Love but what I’d really like is a new platform to work with.

Remember that one time when we had a user trying to find content on a specific topic, but he couldn’t because we had buried it in a crevice of irrelevance and he was cursing and I was helpless and you cried a little? Or the time when I was hoping for a simple update but it was impossible to get the process going and you contemplated burning the whole place to the ground? OR that time when you wanted to design a page that didn’t fit in the template, and you had to call in three different IT guys, your cousin studying computer science, and a priest?

All Our Troubles Will Be Miles Away

As your website, I do the best that I can but I could be better if I was functioning on a platform like WordPress. No, it’s not just because all of the cool sites are doing it (although it is the most popular CMS out there and 99% SEO friendly). I just want to be prepared for every user that stops by for a visit, and that includes you!

An open-source platform like WordPress provides flexibility for all of us. It grants everyone at our company the autonomy to throw in any content you need me to have, while allowing governance that can determine if that content is actually something you want me to display. That’s called balance. Which is a great thing to have when you’re trying to manage content and create a positive, consistent UX for your consumers.

WordPress is also easy to use, maintain, and update. As your website, I could use that help to make my interactions with users significantly less stressful. It would be so nice to be called user-friendly because I feel I’m really friendly. I want that to be evident in what I have to offer.

Holiday Wish #2 – A Bodyguard

I’m only afraid of three things; pop up ads, the Reddit Hug of Death, and hackers. I have the power to block the ads, and WordPress can be my can of spinach, but hackers still have me anxious. I’m always wondering if there is a guy in a New Jersey basement planning to bust me open and steal my data.

We both value the trust our consumers place in us when they share sensitive data in exchange for our services. Keeping that information safe is imperative. But I can’t just say ‘Swiper, no swiping’ and keep a hacker at bay. I need to be savvy.

Merry Christmas, Ya Filthy Animal

For my second holiday gift, I would like a strong analysis that exposes any vulnerabilities I may have. My therapist says this is key to the healing process and will allow me to be more confident in the face of future dangers. Once we know which of my areas need the most protection, we can integrate security solutions right into my design.

We could also add another layer of resistance by monitoring my applications regularly and establishing back-up plans should there be a breach. When Kevin McCallister from Home Alone courageously defended his home from thieves, he didn’t just lay traps at the entrances. He used every tool that he had to ensure the entire house was protected to the max. That’s inspirational. That’s the mindset I’d like to see in action next year.

Holiday Wish #3 – Organization

There are those who say ‘not all those who wander are lost’ and then there are those who say ‘#$&% this piece of $@#^ stupid website’ as they throw their computer across the room. I know this because I have been the cause of such rage. Gee golly, I’d love for that to change.

Smart information architecture is the perfect companion gift to my aforementioned new site platform. Once your content is easier to manage and publish, don’t you want it to end up in the best location so it can be found? I do because I just can’t handle the users screaming anymore.

Visions of Sugar Plums

Every journey deserves to be productive and pleasant. Imagine me, the ideal guide for any user, whether they’re browsing or searching for something specific. What if I had the power to anticipate the user’s needs and provide a logical path that leads them to their desired location? I want to solve their problem before they even know how to articulate it. I want the illusion of omnipresence!

Thoughtful research can determine the habits of the average visiter and inform the ideal utilization of my structure. The information architecture can then play to my strengths which would do wonders for my self-esteem, as well as for your mental health. Everything would have a proper home. Isn’t that what the holidays are all about?

Holiday Wish #4 – Peace on Earth

Above all, I wish for happiness and joy for all people.

Just kidding. I only want that for the users who visit me. Everyone else can fa la la la la outta here.

For anyone who comes searching for your services, I wish for them a UX that is productive and enjoyable. A strong CMS, expert security, intelligent information architecture, and a unique design can all come together to do some good for those who need it. I want you and your clients to know you can count on me just as surely as you can count on your opinionated uncle to ruin Thanksgiving.

Good Tidings We Bring

In order to make the UX a glorious time for all of us, I need to be ready for any scenario. The odds of a user first encountering me on their mobile device rather than a desktop computer are ever in our favor. My design needs to be mobile-friendly, maintaining my clear, useful, super good looking self for the small screen. Siri and Alexa and I can be a squad. Mobile capabilities are crucial to keeping my head above water and can’t be overlooked.

We also need to ensure that anyone can access the content and services we offer. I want to be able to provide for all users, be it through properly spelled captions on video content or accurate and perhaps sassy descriptions of images. Design is in the details. Specific accessibility standards are now law but most importantly, it’s the right thing to do. If we can’t do the right thing during the holiday season, then what kind of monsters are we?

Providing a UX that is both engaging and helpful is what I’m really here for. I’m not a placeholder on the internet. I’m a (potentially) sharp, intelligent, and fantastic looking tool at your disposal. Nothing makes me happier than providing a positive interaction between you and your client before you even meet. It gives my life meaning. Knowing my own purpose is the most precious gift of all. (cue snow and music, sponsored by Hallmark)

There you have it! These are the gifts I’ve had my eye on for some time. Remember, it’s not about me, it’s about you and my desire to make your life merry and bright. Happy holidays, friends!

December 19, 2018
4 Reasons For You to Redesign Your Site
When cleaning my house, I tend to apply the “good enough” method. Sure, there is a pile of junk crammed into the closet, but the floor is cleared. True, the drawers are stuffed with balls of clothing, but at least I can say that the laundry is done. OK, something clearly smells amiss in the bathroom, but that’s why we have Febreze. The house is still presentable. However, if the house isn’t clean, I’m reluctant to invite guests to my home. It can be hard to even relax in my own environment. If I can see the problems, I know that others can see them as well. I’m aware that I am not presenting my best self. It’s good enough, but nowhere close to what it should be—and too many websites are the same way.

The website for your company is its home. Customers come and visit when they want to know more about what you have to offer. It is the best presentation of who you are as a company and as a service provider. Is your website in need of more attention and care? Have you realized that you’ve been settling for ‘good enough’? If the answer is a grimaced ‘maybe’ while your eyes dart nervously around the room, odds are your site would benefit from a deep clean or redesign.

There are many clues to look for when deciding if a redesigned site is right for you. The ‘good enough’ mentality can easily sweep these clues under the rug, delaying the change necessary for your site to truly thrive. Let’s take a deep breath and look under that rug, shall we?

Clue #1 – Your visitor traffic is plateauing or declining.

Growth rarely comes from routine. As consumers receive information from an ever-widening variety of platforms, it can be harder to grab and/or maintain their attention. If the numbers show that users are indifferent to your site or not passing the word around about their experience, odds are your site has become old news.

“How can that be?” you may ask. “We add new content regularly and promote our site where all of the cool kids hang out online.” While these efforts are not bad ideas, they can’t make up for a site design that fails to engage your users. Your stellar new content can’t be appreciated by someone who has already decided that the site isn’t worth their time.

The solution is a new effort to make your digital home more welcoming and engaging. Use Google Analytics to see how visitors enter your site, where they spend time, and which pages drive them to leave. While monitoring your site’s traffic, pay specific attention to visits via mobile devices. The number of people who will first encounter your site on their small screens increases every year. Retaining these customers is crucial to growth. Design a responsive site that meets these needs.

Clue #2 – Your site makes customers and employees sad.
- “I tried to use your website and I felt like I was lost in a labyrinth”
- “While waiting for your page to load, I was able to read all of ‘War and Peace’”
- “When I look at your site’s design, my eyes hurt and I need to visit eyebleach to wash away the pain.”
Are you regularly receiving feedback of this nature? If your website is only inspiring agony and gloom, it’s time for a redesign. Our homes can be a physical indicator of who we are personally. Like a home, your website gives customers a preview of what to expect from working with you.

Accessibility is also vital to the success of your company and you want your website to be welcoming to everyone. It should also be a priority. Section 508 regulations have been in effect since January 2018. That means a specific level of accessibility functionality is now the law. Failure to comply could lead to significant lawsuits. What do we mean when we talk about these kinds of updates? Common accessibility features include meta descriptions for images, captions for videos, and other user-friendly design additions. These features are helpful for anyone visiting your site.

When considering your site redesign, focus on what users complain about most and use this as a guide. Is the look off-putting? Are users struggling to navigate their way through the site? Is the general experience tedious? These issues could be caused by a variety of culprits. Poorly-optimized images, clunky coding, and slow loading can all be detriments to your site. One of the best ways to boost your site’s performance is by implementing a Content Delivery Network (CDN). This will cache your content and images ahead of time.

Clue #3 – The technical foundation of your site is old.

New, sharper programming is being created daily, providing better platforms for websites to be built on. If your software is outdated, it will inevitably cause your site to be slower, less professional, and vulnerable to cyberattacks.

Adobe Flash is an excellent example of ‘good enough’ web technology. While Flash may be keeping your website afloat, this technology is dated and will eventually leave you in the lurch as new browsers (including Safari and Chrome) stop supporting Flash. Websites still depending on Flash can also be unsafe for both the company and consumers. Flash’s programming has already proved itself a high security and performance risk.

Dated software can be a turn off, aesthetically, for potential visitors. If the interface of your web applications still looks like Windows XP, your site is begging to be updated (something that even Clippy, the talking paper clip, could tell you). Consumers will be less likely to engage with a site that comes across as amateurish or neglected.

Clue #4 – Your website design has not changed in a good long while.

Like it or not, we live in a fast-paced culture of change that is consistently adjusting and growing. There is no better representation of this culture than the internet. Of all the mediums at our disposal, the internet remains the most fluid. Unlike print or video, internet ideas and trends constantly reinvent and update themselves from week to week.

Your customer base is familiar with this kind of rapid change. They will not be put off by the release of a new website design— they expect it. In fact, an unchanged website could inadvertently communicate the company’s perceived lack of interest in keeping up with the modern state of the internet. A site redesign demonstrates your ability and desire to meet the evolving needs of your users.

Make Your Website a Happy Home

Your website can be better than ‘good enough’. When all of the clues point to some much-needed deep cleaning, take the plunge and begin planning your redesign. The process may seem daunting, but with the right team and a strong vision, your internet home can become a place to take pride in, and a welcoming open door for everyone. If you need inspiration, feel free to browse some of our favorite redesigns and we will be happy to tell you how we created them.
August 28, 2018
7 Mistakes That will Make Your High Seas Web Project Sink

Most institutional web development projects are unsuccessful. This is an unfortunate reality that many people are loath to talk about. Surveys show that many teams choose to abandon their web project outright. Even those completed often go over budget or aren’t launched on time. Many executives report displeasure with the websites and apps they end up with. Sad.

We’ve been in this industry for 20 years. Plenty of experience has taught us that there are a handful of predictable reasons at play here. These all gather together to throw a web programming project off the rails. Here are 7 all-too-common mistakes you can avoid with careful planning.

#1 Not Getting All Stakeholders on Board

When you’re setting out to sail across the open sea, you want to know that everyone on board the ship is on the same page. Do all crew members understand their responsibilities? Is everyone following the same map? If you asked each person why they got on the ship in the first place, would they have the same answer? If it’s all systems go, then you’re in good shape. The team is ready to conquer any storms that may come their way, and celebrate with rum at your destination.

You can see how this is a metaphor for web development projects, yes? Imagine if only some of your crew mates supported the ship’s journey. That could leave you at a stand still in the middle of the ocean. In the same regard, if only a few managers or departments are on board with your web development plan? Well, you’re asking for trouble. You’ll have difficulty gathering all the pieces you need to get from Point A to Point B, with success. Consider the content, input, and budget resources your site requires to make it to the finish line. Those who don’t see the value in the project will be unlikely to offer up those necessities. A ship without sails goes nowhere.

#2 Pursuing Goals That Aren’t Clearly Defined

As you embark on your seafaring web adventure, you need to know what the planned outcome of your journey will be. Are you aiming to reach an out of grasp location? Or do you have your eye on some serious treasure?

Web programming can help you transform an entire organization. It can give you tremendous advantages in the market by expanding your audience and reach. It can also shave huge amounts of money from your expenses, keeping your gold chest full. For any of these things to happen, though, you have to have a clear idea of how you will achieve them. What outcome, specifically, will prove that the end result is the success you aimed for? Without knowing what those end measurements will look like, you could end up lost. Unable to stay the course, you’ll drift on the waves, shifting from one task or priority to another.

#3 Letting the Project Creep in Scope

Project creep is something we warn all our web development clients about. It’s the band of pirates, looting everything you have. Or the whirlpool of doom, dragging your entire ship down into the depths of darkness. It’s Moby Dick, eating you. These shenanigans can, and should be, avoided.

There are so many things you could do with your website. The possibilities seem endless and exciting. As a result, it’s tempting to keep adding new features and ideas to the mix. You may find yourself drifting from your original vision. The whole, entire ocean is at your disposable! How could you not want to explore?

Slow down there, Odysseus. The occasional edit or course correction can be helpful, sure. But once your project becomes unrecognizable, it’s going to cost a lot of time and money to get it back on track. And a Cyclops is going to devour at least one of your guys, and that’s on you.

#4 Rushing the Web Development Process

Once you have a good thing going, excitement will naturally set in. This will be particularly noticeable among business owners and organizational executives. The possibilities associated with a big web development effort will be astounding. So, they will become eager. They’ll want to see their vision come to life as soon as possible. Full steam ahead.

Remember what happened to the Titanic when executives decided to show off? You can’t go ahead and fire up the boilers all willy nilly. A great deal of planning, design, and testing has to take place, even if it seems like everything is fine. Rushing the work or failing to provide detailed feedback could lead to big problems. Duplicated work, for example, could waste everyone’s’ time. Or an unforeseen iceberg could sink it all.

#5 Ignoring Customer or User Concerns

Relevant new concepts and web designs will pop up as your project moves forward. You need to be testing and re-evaluating these additions consistently. As you do so, it can be tempting to ignore feedback from customers or users. Your passengers are not making any decisions on this journey. They’re just along for the ride. Why should their opinions matter?

Come on, you scalawag! Your users are the ones you’re designing for, yes? They’re the whole reason you began this trip in the first place. They wanted to get somewhere and chose you to help them. The feedback they provide can be invaluable. You should address any concerns they may have. Listen for comments that come up more than once. If someone says there is a hole in the ship, they shouldn’t have to be a boat expert to report that observation. Always listen to concerns that could affect the successful outcome of your project. The source of the concern is irrelevant.

#6 Settling For Low-Quality Web Design Work

Web development is more about power and programming than aesthetics. A pretty ship is pointless if it can’t float. But, that doesn’t mean visuals and interfaces don’t matter. A strong foundation deserves a sleek appearance. Without it, users won’t feel compelled to look into what you’ve created.

If your finished website or apps don’t look sleek and streamlined, well, yikes. You’re going to have a hard time getting others to engage, or climb on board, so to speak. However, don’t allow blind devotion to icon and colors ignore the necessities of a strong web design. Remember, again, the Titanic? They thought too many lifeboats made the deck look ugly. That was a terrible, terrible decision. Find the balance between giving thought and care to the aesthetic of your site and making sure that NO ONE DIES.

#7 Trying to Follow Unrealistic Schedules or Budgets

Good web development takes time, money, and effort. Anyone who tells you otherwise is suffering from scurvy. Don’t undermine your project by not providing the funds it needs to succeed. A website that will serve you and your consumers long term, is a worthy investment.

Another stumbling block leaving your project in an uncomfortable position, is unrealistic demands. If your crew is hard at work but you lack patience, the problems will be two-fold. First, the job will not be well done, as it’s not complete. Jumping the gun leads to lackluster, rushed, work. This will also diminish team morale. Then, it’s only a matter of time before you have a mutiny on your hands and a weak ship to try to escape on. Low funding and irrational expectations? That’s shortsighted and will almost always cost you more in the long run.

Start Your Web Development Project Off on the Right Foot

If you want to stretch your sea legs and get your web project started on the right foot, here’s some advice. Work with a creative team who knows what it takes to get the job done. They’ll gather the right information, craft the ideal map, and keep everyone sailing forward.

Contact Atlantic BT today to schedule a consultation with our experts. We know a thing or two about the ocean.

August 20, 2018
Want to be a Digital Marketing Super Star? 26 Letters is All You Need

The ABCs of Digital Marketing

Your Handy Guide to Important Digital Marketing Terms, Alphabetized

Welcome to the world of Digital Marketing! Like all communities, digital marketers have their own language when they talk about their work. We’ve compiled every acronym and term that digital marketers use most to help you keep your vocabulary up to date. Don’t get lost in the jargon. We’ve got you covered and in alphabetical order.

A is for…

Application: There are two main types of applications. A Mobile Application, commonly called an app, is any program designed to run on smartphones, tablets, and other mobile devices. A Web Application, or web app, is a client-server software application where the user interface runs in a web browser. Tools like Blaze, wikis, or platforms that support eCommerce sites, are all examples.

Fun Fact: There is no correlation between number of apps maintained and having one’s life together.

B is for…

Banner Ad: A form of online advertisement found on desktop and mobile, usually in image format. Largely seen as annoying and ironically slated for banishment if they can’t behave.

Do Not Confuse With: Banner years, Banners that wave, Bruce Banner

Blog: Content written for a website, usually in a conversational style, and updated regularly with keywords to drive traffic. These posts typically focus on a particular subject matter or service. Often timely, blogs are usually written, published, and read relatively quickly (as opposed to site content like product pages, which remain live for months or years).

Movie Quote: ‘You best start believing in blogs, Ms. Turner. You’re in one.’

Browser: The digital tool you use to navigate the internet, both on mobile and desktop. Examples include Google Chrome, Firefox, and Safari.

National Holiday: AOL Remembrance Day remains on hold because Linda won’t get off of the phone.

C is for…

Click Through Rate (CTR): The number of times users click on an item of interest, like an advertisement, in comparison to the number of impressions (foreshadowing!)

For Example: While playing Racquetball, the number of times the ball hits you in the face would be the Hit Through Rate. The number of times you actually saw the ball would be the impression.

Content: Any digital material provided on a website. This includes text-based content like blogs, company bios, product descriptions, and other informational copy. Content also covers images, video, and audio (which is often used to supplement text-based copy).

Do Not Confuse With: Feeling content, otherwise known as contentment, because that does not exist.

Conversion: An action taken by a persuaded user to engage directly with the website. Examples of this include eCommerce purchases, form submissions, and phone calls. Conversion Optimization is the process of increasing the percentage of visitors who convert. Conversion Rate is the ratio of conversions to visits, often used to measure digital performance.

Other Entities With High Rates of Conversion: Theatres bringing Hamilton to town, any team playing against the Patriots in the Super Bowl, Girl Scouts selling cookies outside of a pot dispensary, etc.

C is excessive…

Cost Per Click (CPC): The amount of money required to produce a single click on a digital advertisement. CPC calculation is by the ratio of clicks to money spent.

Otherwise Known As: Marketing Department tears

Cost Per Thousand Impressions (CPM): An ad payment that charges based on the value of impression (per 1,000 impressions) as opposed to clicks measured with the CPM.

Say It With Me Now: Location, location, location.

Crawler: A program that visits websites and reads their code to create entries for a search engine index (such as Google, Bing, or Yahoo). These programs are also called spiders or bots. Crawlers programming are for sites submitted by their owners as new or updated. They visit entire sites or specific pages, indexing each one. These programs are so named because they crawl through a site one page at a time, following the links to other pages on the site until they have finished reading all of them.

For Visual Reference: Your baby has learned how to crawl and this action has caused you to see your home in a brand new light, namely as the hellish death trap it truly is, thereby inspiring you to make some significant changes.

D is for…

Desktop: A non-mobile computing device like a personal or laptop computer.

Do Not Confuse With: The desktop that the desktop is on, meaning the top of a desk, being the desktop and a common place where one can find or put a desktop. This name could have used more thought.

E is for…

eCommerce: Everything related to the sale of products and services online falls under this term. This includes applications, analytics, and strategy to reach more customers. Some examples of eCommerce platforms include Magento, Shopify, and WooCommerce.

Movie Quote: ‘We are now the Knights who say ‘EtsyEtsyEtsykabangWooCommerceMagentoShopifiy’

E-mail Marketing: The process of using mass email messages to share information and to promote products and services. This is often done by collecting email addresses through a web form on the site in order for users to ‘subscribe’. Email marketing is often automated, firing off a targeted email after someone takes an action on your website.

Can Also Be: A way to feel like your favorite store is your personal friend, who really does care that it’s your birthday.

F is for…

I think we all know what word belongs here.

G is for…

Google Analytics: A free analytics service offered by Google that shows acquisition and behaviors on your website. A variety of measurements can inform a marketer of a site’s strengths and weaknesses. With Google Analytics, users can review general website performance, pain points and pages that need help, traffic channels, and the success of campaigns.

Also Known As: The poor man’s Mixpanel.

H is for…

Homepage: The introductory or main page of a website.

Flashback: Remember Homestar Runner? This has nothing to do with homepage, I just wanted you to remember him.

HTML (Hypertext Mark-Up Language): A language used by web developers to create websites. It is a standardized system for tagging text files to achieve font, color, graphics, and hyperlink effects on web pages.

Flashforward: In the future, HTML will be an acronym used by youth to mean Hip To My Loo

I is for…

Impressions: The number of times one user sees a displayed advertisement. Commonly found on websites, Google searches, and Facebook, every time a viewer sees an ad on a site, that is one impression. Ad clicks or conversions are unnecessary to make an impression.

Nugget of Wisdom: Outside the internet, you only get one chance to make a great impression. Unless it involves amnesia.

Index: A searchable catalogue of web pages and digital content used by search engines, like Google, Bing, and Yahoo, to provide relevant results.

Also: A finger. But not the finger.

J is for…

Java: A programming language used to create applications that can run on a digital device. It’s scripting language sibling, Javascript, is only used in web browsers.

Fun Fact: The word ‘java’ is now infamous thanks to Brendan Fraser and his critically acclaimed turn as George of the Jungle. Though he was high on coffee and not on code.

K is for…

Keyword: A word or phrase indicative of the main theme of a piece of content. How often a keyword appears on a webpage in comparison to other words refers to keyword density. Keyword stuffing is when a keyword is too often used, and in an attempt to manipulate search engines. This unnatural use of keywords can land your website with a penalty.

You Know That Feeling: When you’re trying to explain something to someone and they stare at you blankly and you feel like you’re losing your mind until all of a sudden you say a specific word and their eyes light up and they say “Ohhhhh!!” because they finally get it? That magic word was a keyword.

L is for…

Landing Page: The first page on a website that a user sees. This is not necessarily the homepage of that website. It could be a form to subscribe to emails or a display of top sellers for an eCommerce store. The homepage remains accessible but it is not the first place visited when users access the site.

For Example: If The Wet Bandits were breaking into your home through your kitchen, that would not be the proper home entrance but it would be the first part of your house they would see before their heads were aflame.

Link: A text or image that transitions users from one web page or website to another.

Do Not Confuse With: This guy (IMAGINE A LEGAL PICTURE OF LINK FROM ZELDA HERE)

M is for…

Mobile Device: A smartphone or tablet capable of browsing the internet or loading applications.

PSA: To seek help with your mobile device addiction…set it down.

N is for…

Nofollow: An HTML link attribute that communicates to web crawlers and search engines that the link to the destination web page should not transfer SEO equity. Any link that has been “unnaturally” acquired (monetarily) should have a nofollow tag.

Just Like: That sign that said “I’d Turn Back If I Were You” that only the Cowardly Lion was smart enough to respect.

Newsfeed: The central hub on social media, made up of posts from friends and followers. It is consistently and constantly updated.

Also Known As: The most consistent cause of despair and agony on a daily basis.

O is for…

Organic Listings: Sometimes referred to as organic search results or natural listings, these are results from searches that are not paid advertisements. Keywords pair a user’s search with an appropriate piece of content. The user finds the site naturally.

Just So You Know: These listings are also cage and chemical free, grown in the freshest of fresh locations and treated humanely.

P is for…

Paid Listings: Advertisements that appear on search engines’ results pages based on particular keywords or demographics. They are often found at the top of search results.

In Other Words: The search results with the word ‘ad’ underneath that you will scroll past to click on the same link without the word ‘ad’.

Pay Per Click (PPC): A type of paid listing in which advertisers pay when users click their ads. This is essentially a way of buying visits to a site, rather than attempting to ‘earn’ visits from organic listings.

I’m Not Saying: It’s like an escort or anything….

Q is for…

Query: Also called a search term, this is a keyword or phrase that a user types into a search engine in order to find a product, service, or an answer to a question.

It’s How People Talk: When they are trying to win Jeopardy.

R is for…

Ranking: A listing’s position on a search results pages, both natural and paid.

Origin Story: The invention of Facebook centered around the college male’s desire to rank girls based on their attractiveness. Isn’t that something fun to recall now?

S is for…

Search Engine: A tool that indexes and returns relevant digital content in response to users’ keywords. Popular search engines include Google, Bing, and Yahoo.

A Limerick: There once was a guy named Jeeves

      Who would answer whatever you please

      Until Google and Bing

      Said We’ve got this thing

      And Jeeves could do nothing but leave

Search Engine Optimization (SEO): The practice of making changes to web pages, content, and the promotion of that content to improve visibility in natural and paid search engine results, often using keywords.

Best Friend Tough Love: “Look, I’m not saying you should change yourself for other people, I’m just saying that maybe some SEO would help you land an actual date.”

Search Engine Marketing (SEM): Although SEM can refer to both paid and organic search, it traditionally only refers to paid (think Google Adwords). Marketers bid for their ads to appear with search results for keywords that users are typing in. This form of advertising allows users searching for services to see relevant businesses. Marketers provide a daily budget based on how often the ad displays in a day, while daily ad engagement and allotted funds determine how many impressions the ad gets.

It’s Kind of Like: ebay….but not.

Oh, yeah, still on S…

Search Engine Results Page (SERP): The list of results appearing in a search engine in response to the user’s search query.

Fun Fact: The most common phrase uttered after the appearance of the SERP is ‘I have regrets.’

Session: Sometimes called a visit, this is how much traffic a website gets within a given time frame. A single session can contain multiple screen or page views, events, social interactions, and eCommerce transactions.

Just Like: Therapy…but not as limited and less likely to end abruptly in the middle of a sobbing lag.

Social Media: Content such as text, images, or videos created by individuals, shared across the internet, often on social networks.

Everyone’s Favorite Disease: Where you won’t freak out if you hear the word ‘viral’.

Social Network: A community of individuals creating and sharing social media on programs such as Facebook, Twitter, Instagram, and Pinterest.

Also: An award-winning film. Jesse Eisenberg took home the prize for most words spoken in under 30 seconds.

T is for…

Traffic Acquisition: The process of attracting visitors, often referred to as traffic, to websites, mobile apps, and other digital assets.

The Truth: It’s our Bat Signal. We have a Bat Signal.

U is for…

Unique Visitor: A single visitor to a website during a specific period of time, or session.

Often Thought As: The One! That special person that sparkles with glitter! Maybe it’s you!

Uniform Resource Locator (URL): The unique address of a page or piece of digital content on the internet.

So Unique: That if you mistype one letter, Lord knows where you’ll end up…but certainly not where you meant to be.

V is for…

Visitor: A user of a website over a particular period of time. In a given time frame there are new visitors (those there for the first time) and returning visitors (those who have already browsed during this period).

But Not: Unique. Just there. With no glitter. Maybe it’s you.

W is for…

Webinar: A online seminar used to educate, train, or sell to viewers who signed up for the presentation.

A Place For Us: Who like to learn of the things and on the internet for the learning.

White Hat: Ethical digital marketers who don’t participate in work viewed as unethical or as spam.

Did You Know?: A White Hat, never spotted in the wild, leads to some believing them to be a myth. But I believe.

Wireframe: A cursory layout drawing of a webpage that acts as the first step in the design process.

Do Not Confuse With: Regretful choice of glasses.

X is for…

XML: Or eXtensible Markup Language, it is similar to HTML as it is primarily used to categorize various data for more effective use. XML allows for customizable tags

for marking up information that would be otherwise difficult for computers to understand. For example, it is frequently used to build sitemaps.

Or Could It Be: The New Crossfit? Because XML sounds just like an exercise program I do not want to do because I have Netflix.

Y is for…

YouTube: A video sharing website, now owned by Google and part of their ad network. It is the 2nd most used search engine in the world.

Guess What: I know you’re thinking about your favorite video on YouTube and now you’re going to go watch it. #mindreader

Z is for…

Zapier: A web-based service that allows end users to integrate the web applications they use (such as GitHub and Slack) and is often described as a translator for web APIs. This allows data to remain consistent across applications.

Rhymes With: Rapier, which is a sword and not an action.

You did it! It takes real commitment to be a cracker jack digital marketer. By making it all the way to the letter Z, you’ve proven yourself up for the task. Now grab a beer and get to marketing!

April 26, 2018
Employing New Technology for an Innovative Health Clinic
Atlantic BT is proud to announce a new partnership with Wake Forest Baptist Health and Allegacy Federal Credit Union for their joint endeavor, WellQ.

WellQ is a first of its kind health clinic and credit union. The clinic provides on-site medical services for minor illnesses. It also provides financial planning and education. Other services offered for individuals include:
- Wellness checks
- Health and financial workshops
- Personal and medical budgeting tools
- Monitoring of chronic conditions
This is just the beginning. Companies can also employ WellQ for employee use.

WFBH and Allegacy created WellQ to enhance the physical and financial health of its members. They saw a correlation between personal well-being and stress caused by both financial and health issues. And so, WFBH and Allegacy decided to combine forces to alleviate that type of anxiety. Allegacy President and CEO, Cathy J. Pace, says, “Healthcare expense can be one of the top costs for families and a WellQ membership can be a vital part of financial planning for those who need an affordable, convenient place to go for minor illnesses, as well as valuable financial education and planning assistance.” The WellQ project needed a team player who wouldn’t shy away from challenges and new ideas. Atlantic BT jumped on board.

Creating New Services From Scratch

The partnership between the three companies had a positive and productive start. A well-communicated kick off session resulted in a strong vision for moving forward. Every step and goal was clear to all involved. The long term objectives of the WFBH/Allegacy team were inspiring. Atlantic BT began to develop software that would lay the groundwork for WellQ’s inaugural website. The aim was to create a strong foundation for the initial establishment of WellQ, as well as the big plans in store for the future.

Modern Technology For a Strong Future

WellQ offered a particular and unique set of services. ABT utilized Angular and other new technology to provide the most up to date platform and site abilities. This custom healthcare software allows users to sign up for a membership. Then they can log in and manage their membership through a dashboard. All options and plans are kept and organized efficiently in one place. WellQ employees are also able to utilize the software to track clinic visits and member needs. Json Web Tokens (JWT) work to securely manage user information. JWTs verify a member and authenticate shared data between that member and WellQ. All personal health and financial records remain safe and tamper-free. Angular offers modern, clean code that allows the WellQ site to be more than a simple, static page. The site includes interactive, app-like features to enhance the UX. As ABT .NET Developer Dan Sweet says:

“It’s a rare opportunity to develop a website for a brand new company. ABT worked in tandem with the physical building of the new office, bringing life to the idea both on- and offline. Being the first means less to emulate and an increased number of risks involved to see if this brand new idea would work. The WellQ process remained flexible for all teams on board to accommodate changes and adjusted needs as the project evolved. This flexibility allowed for stronger work to be produced in a supportive team environment.”

WellQ – Powered by Dedication and Partnership

The result was the building of something wholly original. Atlantic BT will continue to be on deck as WellQ grows. We will adapt the dashboard software to accommodate new services. Customer feedback inspire UX design and WellQ’s marketing presence. With ten production departments, ABT is uniquely situated to provide a wealth of knowledge across the internet spectrum. Daniel Hooks, Director of Project Management said it best. “You have to care. That is part of the value that ABT provides. We’re personally invested in the success of every project we work on.”

WFBH, Allegacy, and Atlantic BT are all dedicated to serving their communities. Providing opportunities for others to receive the care they need is important. Helping others be aware of how their health can affect their financial future (and vice versa) is empowering for all involved. ABT is proud to move forward with this partnership. We will continue to create exemplary work that strengthens clients and consumers alike.

Interested in partnering with Atlantic BT? Contact us here.
March 26, 2018
How to Earn an A+ in Strong Higher Ed Branding

130 years of history.

100 educational disciplines.

6,000 students.

1 dedicated camel.

It all adds up to Campbell University.

University president Dr. J. Bradley Creed wanted to expand Campbell’s message to reach a nationwide audience. In order to do so, Campbell University needed to strengthen their higher ed brand. As a result, they chose Atlantic BT as their branding partner.

Researching the Existing Higher Ed Brand

Atlantic BT believes that effective knowledge comes from extensive research. We began the brand project accordingly with a two-fold discovery process. First, we needed to establish a base knowledge of the current Campbell brand. This required us to analyze its strengths and weaknesses. Next, we needed a clear understanding of Campbell’s goals. Additionally, we needed to know which aspects of the current brand could change and which must remain the same.

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First, we learned the Campbell brand didn’t apply to one central school domain. There were multiple schools and departments within the university, each with their own purpose and message. However, they all fell under the same banner. Balancing unity with autonomy was tricky. It required thoughtful communication and consideration. This in mind, ABT spent time with each department. During these meetings, they would share their messaging and brand needs. Listening was key to the entire branding process. It was imperative to understanding and appreciating the entire Campbell story.

Several surveys, created by ABT, measured how many people across the region, state, and country had heard of Campbell University. We also made note of what their perceptions were. We conducted interviews among stakeholders inside and outside the university. This ranged from faculty to administrators to students. ABT was able to learn which aspects of the university’s existing brand were already strongly established. By comparison, we could also see which areas required more emphasis.

Collaborating to Build the New Higher Ed Brand

After outlining the current status of the Campbell brand and crafting a plan to move forward, ABT began the creative process in earnest. We worked alongside Campbell’s Communications and Marketing team. Both teams would come together weekly to discuss and share brand ideas and concepts. Campbell would bring new brand mark designs to the table. ABT would provide feedback. Accordingly, adjustments would be made to make Campbell’s vision stronger.

While the branding project was being developed, ABT was in the process of redesigning Campbell’s website. Capturing Campbell’s chosen design aesthetic and enabling it to be effective on the website helped improve the UX for all consumers. Concurrently, it elevated the standing of the Campbell brand.

During the rebranding process, one thing became certain; Kivett Hall would be the literal icon of Campbell University. It was a powerful symbol of triumph in the face of loss. The building represented resolve in times of struggle. Most importantly, it resonated deeply within the Campbell community. Clearly, it was a source of pride in their university. Our teams worked together to establish the new brand mark featuring Kivett Hall.

Uniting the Past and the Future

The new brand mark of Campbell University featured Kivett Hall.

But even as Campbell honored their past, the brand also needed to look forward. The university was founded with a Baptist affiliation. Their Christian identity stood out among other colleges state and nationwide. Campbell would never deter from this core part of their identity. However, in their search for the best possible students, they wanted to welcome all people, regardless of religion, to their institution. This introduced a unique brand challenge. How could we strike the balance between the past and the future? It was necessary to maintain the Christian identity that was the school’s specific selling point. But it was equally important to expand that ideal into something more universal and inclusive.

ABT was ready to address this challenge. We wanted to craft a brand slogan that managed to convey two things. It would encompass the spiritual foundation Campbell stood on. Also, it would avoid any specificity that could unintentionally isolate the university. We worked through phrasing with the Campbell team. The aim was to capture the essence of living a faith-based life and how it could connect with a diverse student base. ‘Lead With Purpose’ was the result. It effectively established Campbell as a place where students can prepare to grow as leaders in their field. Campbell students shared a common dedication to serving a higher purpose—and by extension, the world around them.

The Future of the New Higher Ed Brand

In order for a brand to grow into an established foundation, it needs to be timeless. It must be able to evolve with changing times and a variety of media. Furthermore, the brand must maintain continuity. This in mind, we provided application guidelines for the Campbell team. These guidelines provided long term support. They would help the team make the strongest choices for brand use in the future.

The guidelines represented an official ‘handing over’ of the project. They allowed others to use the brand effectively in all areas of marketing and communication. We offered suggestions on how to adapt the brand across various media. For example, we specified that Campbell use an orange color that would be compliant with common web browsers. These suggestions were outlined with photographic examples and content formats.

Empowering our clients to use the brands we helped define is a vital part of an ABT partnership. Campbell University was built on a foundation of community. They accommodate to their growing ranks. Most importantly, they always make room for more. Campbell’s new higher ed brand is one of leadership and camaraderie. It allows the university family to grow. Atlantic BT is proud of the partnership established with Campbell. The work created by two united teams fulfilled the Campbell ideal of leading with purpose.

March 22, 2018