Atlantic Business Technologies, Inc.

Category: Strategy & Design

  • The World of Institutional Web Design and How to Live There

    At Atlantic BT, we are leaders in the field of Institutional Web Design. New clients sometimes ask about this phrase; Institutional Web Design. They are curious. What does it mean and how is it different from other forms of web development?
     
    The short answer is this. Institutional Web Design involves building websites for large organizations. These could be corporations, universities, or even governmental departments. The budgets and proposals are large and complicated. So are the technical and creative requirements. This sets the web design process apart from that of a small business site. There are more considerations to juggle and organize.
     
    In the case of Institutional Web Design, “bigger” doesn’t mean adding more pages and content. It’s about managing a complex development process from the very beginning. The initial concept will lead to a web presence that is functional and secure. It will also align with the group’s ultimate goals. We’ll be there every step of the way.
     
    It’s always helpful to look at the big picture. Here are a few reasons Institutional Web Design is a unique specialty.

    There are Many Different Stakeholders

    A website built for any large company is going to have many different user groups. To make things even more interesting, few will overlap. There are customers, students, citizens, and shareholders to consider. Additionally, the website might need special features for members, faculty, or even management.
     
    Each of these user groups is going to have different needs and priorities. Generating a finished project that works for everyone is a big challenge. On top of that, there is the organizing of content. Every piece of content must be accessible and straightforward. It’s a lot to take on. Especially if you aren’t accustomed to working with large-scale web development.

    More Than One Outcome Matters

    Most small business owners have one goal in mind when they hire someone to design a website. They want to get more leads or sell more products and services. Their website is an extension of their existing sales and marketing efforts.
     
    But, at the institutional level, web design takes on other dimensions. Less tangible goals come into play. Public awareness or employee development can be important secondary priorities. This requires a bit more subtlety from a web design team. They must also have a firm understanding of what the client wants to achieve. The measurable outcomes are important. In this case, though, there are goals that have an impact that exist. You can’t measure them with hard numbers. But, they still need to have value to the whole team. Rather than looking for a quick fix, web designers are playing the long game.

    Institutions Have Existing Content and Branding to Consider

    Small business owners can begin their web design projects with a blank slate if they choose. They could carry over existing logos and text from a previous website or marketing piece. But their branding isn’t likely to see any damage done from the shift. If small elements change or something vanishes along the way, all will be well.
     
    For institutions, existing brand value might be extensive. Other campaigns that don’t involve a website could be ongoing. And, there could be a great deal of preservable content that needs to survive the journey to a new website. So, there has to be a strategy to integrate from one web presence to another. It must incorporate existing brand elements. Also, it has to keep any disruption to current users at a minimum.

    Need Help With Institutional Web Design?

    If you need help building a website for a large organization, why not turn to the experts? Contact Atlantic BT in North Carolina today to schedule a consultation. See how we can use our skills and experience to bring your vision to life.

     

  • Why You Need Expert Digital Problem Solvers

    At Atlantic BT, we don’t actually consider ourselves to be “web designers” in the traditional sense. Of course, we do create layouts and upload pages to the internet. But, that’s not the most valuable service we offer. So, what do we do for our clients that’s more important? Well, we do it all. We’re digital problem solvers.

    This isn’t only about semantics; it represents our philosophy as an organization. And, it has led to great results for the clients who hire us. Digital problem solving encompasses more than web design. It brings every component a strong website needs to thrive, together. We provide equal thought and care to every part your site requires. Here are two reasons why we approach digital design the way that we do.

    The Value of a Creative Team Isn’t in Web Design

    Let’s be clear: we do believe in the power and importance of a great web design. Your pages have to capture your brand’s essence. They need to have the right look to impress customers and to share your unique products and services.

    But, the look of a website is only the first step towards building an actual online presence. And not only a presence, but one that brings profitability. Strong web development requires artistry in many different design areas. The programming of your pages must be able to incorporate your business’s web needs. eCommerce purchasing systems, online registrations, database management; these all depend on great design. We recognize that these site elements can be vital to your bottom line, as much, if not more than, aesthetic. When we teamed up with Propper to strengthen their eCommerce platform, we knew that the way the site processed orders was just as important as the way products were displayed. Every part matters.

    The more you invest in a website, the more business growth you expect to see. Time and money spent on your site equates to steps towards your most important goals. A website that looks fantastic doesn’t exactly mean success. It also needs to generate sales, cut costs, or meet other important targets. No matter how shiny your website is, if it’s not effective, it’s not worth it. Substance and style have to come together.

    A great creative team is always going to give you a website that meets your visual expectations. Digital problem solvers will additionally take on the challenges of programming and marketing. That is exactly what you need.

    Stability, Security, and Planning All Matter

    As we’ve said, a website can be beautiful without performing the way you’d like it to. It’s far too common to come across a page overloaded with large images or bulky plug-ins. These design choices slow the website down and can make it hard to use.

    A positive user experience (UX) is crucial to consumer engagement. If a site is confusing and difficult to navigate, the customer won’t value the design or your brand. In fact, it can send them running in the other direction to your competitors. Stability and consistency will build trust with your users. They’ll appreciate the look and the ease of your website, leading to more potential sales.

    Cyber security is every bit as important as marketing power in today’s environment. Hardly a week goes by without news of another major hack or theft taking place on the internet. No organization wants to be the next one in the spotlight for the wrong reasons. Unfortunately, an attention grabbing layout won’t protect you from criminals. Though they may enjoy the ambiance while they steal all your information.

    A great digital agency will prioritize stability and security. Both are vital components of the web development process. They provide a strong foundation for your website and ensure continued growth. So, you can make the most of your investment and have a template for changes or upgrades. Digital problem solvers learn from the past, create in the present, and plan for the future.

    Ready to Work With the Digital Problem Solvers?

    Is this it? Are you ready to move beyond basic web design and look at the big picture? We have a team of digital problem solvers ready to give you their best creative work.

  • Every Move You’ll Find in a Successful Digital Marketing Playbook

    Is your organization covering the basics of digital marketing? Are you nailing the MUST DO tasks online that bring in customers month after month? 

    A surprising number of new clients we meet with don’t actually know. Sure, they may be aware that they’re spending lots of time and money on Internet strategies. But, they aren’t 100% sure that they’re doing the right things or following a well-rounded plan.

    That’s understandable. Digital marketing is always changing. It can be difficult to know if you’re on the right track. Especially if you don’t plan and execute digital marketing campaigns every day, like we do. Let’s take a look at a handful of core ideas that should definitely be part of any ongoing strategy.

    An Organic Search Engine Optimization Plan

    Google processes more than 5 billion search queries per day. Mind boggling, right? The good news for you is that Google can provide a reliable stream of new buyers to your website. To get those customers coming to you over your competitors, there are some useful things you need. Keyword research and optimized pages will make your site easier to find. A strategy for turning visitors into leads or customers will help to make the most of the new wave of consumers. To achieve this, you’ll need to know how search algorithms work. You’ll also need to configure your website to be more visible.

    And let’s not forget about backlinks. In fact, a top ranking factor is the quality of websites linking back to you. If your website isn’t naturally getting attention, you will have to come up with an outreach plan to request links from quality websites

    Targeted Internet Advertising

    There are Google searchers out there who are looking for you. Yes, you!  You and your product or service. There are many ways to make a direct connection to your potential customers. Paid ads are effective, whether you invest in Google AdWords, Bing Ads, Facebook, or Twitter – to name a few.

    You can also take your digital strategy a step further with retargeting. Even if someone organically lands on your website, they might not convert right away. You can use retargeting to continue to advertise to site visitors and give them opportunities to re-engage with your website. Best of all, you can do this for only a few cents per every sales opportunity.

    Email Newsletters & Automation

    An email newsletter is hard to beat when you’re looking for cost effectiveness. Even in the age of advanced SEO and social media marketing, a newsletter is a sure component of your strategy. It will help you stay at the top of a customer’s mind and help drive traffic back to your website. After all, you should have retargeting campaigns set up to continue to advertise after someone clicks on your newsletter link.

    You can also create series of automated messages that guide buyers through successive conversions. This eliminates a lot of redundant steps en route to making a sale, boosting your profit margins.

    Conversion Rate Optimization

    You should always focus and act on regular conversion rate optimization. The only scenario in which you shouldn’t? Every single customer who comes to your site ends up buying your product or requesting your service. As fantastic as we know your business is… we find that very unlikely.

    Conversion rate optimization involves consistent improvements of your messaging and design. Check in on your analytics, review heat maps to identify patterns in behavior, and A/B test new content or promotions. These actions can all result in getting more potential customers to the finish line. It can be an intensive process, but it will make your website continue to grow and profit over time.

    User-Level Marketing Tools

    Advanced tools, like Mixpanel, can allow you to zero in on individual buyer behaviors. Track each user’s journey on your website from start to finish.Then, you can further customize and boost your online campaigns.

    Imagine being able to close a sales loop because you know someone has downloaded an ebook or viewed a video. Now, think of what it would be like to track revenue and user behavior from everything. The entirety of your campaigns. Such information would help you to devote your resources to the appropriate areas. That’s the power of user-level marketing tools.

    Need Help Winning New Customers Online?

    If you need help creating a new website, or drawing qualified buyers to the one you already have, we’ve got your back. Contact the web design, development, and marketing team at Atlantic BT. A free consultation is yours to have. Our experts are on your side.

  • Knowing How to Design the Best Government Sites Users Trust

    Every web design project is different. But, building a functional web presence for a Government agency? That is a unique challenge that is hard to match, no matter what the size of the municipality. Government web design is no small feat. 

    We’ve already talked about how important it is for a Government website to have a strategy in place. We’ve also covered how Government agencies can engage their stakeholders online. None of these tips will be helpful to you, though, if you don’t have the right design and development team on your side. After all, you need a vendor who can turn your vision into a stable and useful finished project. You also need a team who can help you avoid common pitfalls along the way.

    At Atlantic BT, we love the challenge that Government web design presents. With years of experience and plenty of know how, we’re well suited to collaborate and create. Here are a few reasons Governments at every level turn to us again and again.

    Drupal and Why It’s Great for Government Websites

    A good content management system is to a website what a foundation is to a home. So, you need one that’s functional and sturdy. For Governmental agencies, Drupal is the ideal choice. Not only is it free and open source, it’s security is also strong and versatile. Personal information is safe as hackers have a hard time breaking in. It can also work for almost any type of website or purpose. Even better, Drupal works on a regular release schedule. This means that you can plan future changes without any unexpected downtime.

    AWS GovCloud and Public Partnership Certification

    All businesses and organizations want to take advantage of cloud computing technologies. But, Governmental agencies have to be careful when doing so. They have unique needs when it comes to budgeting, privacy, and security. Atlantic BT is a proud partner in the Amazon Web Services GovCloud. We can help you take advantage of special pricing and custom plans. You can rely on real-time information sharing, data backups, and much more. Your website stays fast and protected, without burning a hole in your budget.

    The Ins and Outs of Regulatory Compliance

    The regulations surrounding FISMA, SCAP, FDCC, and USGCB (to name a few) can be overwhelming. Worry not, we’re familiar with each one. As a result, we can get you online faster with every detail in place. This will ensure that you’re always compliant with the latest standards. Thanks to our AWS Public Partnership, we have the tools needed to adhere to your guidelines.

    Citizen and User-Friendly Experiences Across Agencies

    What you’ll find is a web presence that has something for every citizen and user. An 18 year old registering to vote or a senior who wants to check their community calendar can both do so. Every user, no matter what they need, can access and navigate the site with ease. We can help you build and launch a website that serves everyone. No matter how large your audience is or how diverse their needs might be, we’re committed to your citizens. Every single one.

    Need Help With Your Government Web Design Project?

    At Atlantic BT we are your government project bid and proposal experts.  We also know how to take a huge project and break it down into actionable steps. This keeps our clients on schedule and within budget. #Winning, right?  Contact us today to learn more about our work or get the answers to your most pressing web design questions.

  • Statistics That Really Matter for Website Success

    Is your website a valuable part of your organization? Is it helping you meet your business goals? When you hired a web designer, you must have had expectations in mind for the site. Is it even reaching the lowest bar? Do you have the website statistics you really need? 
     
    Unfortunately, most business owners and executives can’t answer these questions. We see this often in interviews with new clients. They might know what their websites look like. Or, they may even point to a few statistics. But many can’t go into much detail about their online marketing performance. Nor can they do it in real-world terms.
     
    That’s easy to understand. It can be hard to know which metrics to pay attention to, or to find the time to review them at all. Yet, we believe that every decision-maker should know how their website is doing. It’s such an important part of their organization. They should be aware of what they are and aren’t getting from it.
     
    You need actionable information to get the most from online marketing. We’re going to give you a handful of questions. Use them to figure out if your website performance is as strong as it should be.

    What Are You Trying to Accomplish?

    Website metrics and analytics are meaningless if you don’t have business goals to tie them to. You must know what direction your business is going in. Otherwise, how can you feel good about the time and money spent on online marketing? No amount of planning or design can make up for that. Surprisingly, eCommerce sites can struggle with this often. Those starting from scratch can lack a business plan.  As John Proctor, Atlantic BT’s Senior Solutions Account Executive, states, “It’s always vital to begin with a business focus rather than a technical one…The technology is designed to accommodate the business, not the other way around.”

    Also, having firm goals in place makes everything easier. You can narrow in on the strategies and tactics needed to reach them. This can also keep your entire team on the same page. When everyone shares a goal, the best ideas and contributions can get the entire group over the finish line.

    Do You Have Intermediate Conversion Steps?

    In a lot of organizations, getting to a new sale or partnership takes several different steps. It might not be the case that someone will visit your website, read an article, and then take action right away. When that happens, it’s crucial to measure progress towards the little conversions. Look at repeat visits to a specific page or an e-book download. These are the things that move your prospect towards the right end result.

    Are You Focusing on Meaningless Statistics?

    There are several stats marketers pay attention to that don’t mean a lot. For instance, the number of ‘likes’ you get on a Facebook post. This doesn’t tell you much about your branding or potential for future sales. Likewise, page views are wildly overrated. These kind of indicators can tell you something about popularity, sure. But, initial interest has to turn into follow-up actions. That is what will create real value for your organization and your customers. There is a difference between entertaining potential customers and engaging with potential customers. The ones you actually connect with, will come back. And their interest will most likely lead to business results. 

    What Do the Trends and Results Say?

    The truth is, real results, like sales, will determine how good your online marketing is. But, perhaps you’ve only recently launched a new website or you’re testing fresh ideas. As a result, these types of statistics are not available. Then it’s a good idea to see whether things are at least trending in the right direction. That can give you a sense of whether your efforts will pay off in the long run. Giving up at the very start won’t allow you to learn anything new or see the real results that could come to pass. Even small numbers are valuable as long as they continue to grow.

    Start Getting Better Online Marketing Results Now

    At Atlantic BT, we design and develop websites. But that’s not all. We also specialize in helping our clients see real-world indicators of success. If that’s what you’d like from your creative team, contact us today to schedule a free consultation.

  • Win With This Proven Path to Successful Information Architecture

    In my last post, I wrote about common information architecture problems we see on government websites. Government sites have special challenges, but I’m happy to tell you that there are ways to work out the kinks.

    These are some of the approaches we use to clear up information architecture problems. With that said, any problem will have its own specificities that make it hard to present one-size-fits-all solutions.

    Techniques: Content Inventory and Content Audit

    These two techniques are all about getting a handle on the content on your current site. Information Architect Abby Covert calls this “Identify[ing] the mess.”

    Content inventories help you understand where your content stands from a high level perspective. You can grasp how much content you have, what kind of content it is, and where that content exists.

    Content audits are much more detailed. They require you to go into the weeds. During a content audit, you have to make decisions about which content you want to keep on a new site and which content can hit the recycle bin. This brings me to something I can’t stress enough: this will be easier if you’re prepared to let go of old things. Bloated content is causing information overload for your users. Leaner content makes it easier to create effective information architecture.

    But here’s a warning: you don’t want to go into a content audit without more specific goals. You want to have some ideas about the future of your site so you can make decisions based on those.

    Techniques: Card Sorting and Tree Testing

    One of the most visible parts of your information architecture is your navigation. Unfortunately, good navigation requires a lot of work. Card sorting and tree testing are important tools for planning navigation. They also help you see how users understand the topics and information on your site.

    Card sorting is an exercise to find out the topic groupings that you can create from your content. These groupings are very valuable when you’re setting up your navigation.

    Tree testing is the reverse. You won’t ask people to create groupings. Instead, you’ll see if people understand groupings that you have already created. . This is similar to asking people if they can navigate through your site. There’s one key difference, though. Users click through your labels to find where they think certain types of information belong. There is no design or context to help them so they have to navigate based on labels alone. This is a good first step to understanding if users will know how to navigate through your site. Of course on your real site, users will have visual cues to help them. But, the tree test is a check to make sure that the labels and groupings make sense.

    Government information architecture problems tend to come from years of growth on a site. Your web presence will always be changing and growing more sophisticated. It’s natural to have to regroup and realign. These techniques can help.

    With that in mind, each project is different. The bottom line is to make sure that any website redesign is supported by good information architecture. In turn, that information architecture must be supported by thoughtful, deliberate publishing practices and by understanding the ways that users see your content.