July sees the launch of a new website for recently created legal firm Wisharts Law. Very much a boutique law firm built on years of experience and expertise, based in Glasgow with an office in Edinburgh giving coverage to central Scotland. Frances Wishart runs the Property Conveyancing side of the business while Allan Nicolson is the solicitor advising on Wills, Powers of Attorney and Trusts & Estates.
The website has a fresh contemporary look and feel and has been created to allow them to update the content as they grow and also make great use of the blog via WordPress. There are already some interesting blogposts so do visit before you need legal help with Wills and Trusts!
The site can be seen here > Wisharts Law
By Neale Gilhooley, Evolution Design
By Neale Gilhooley, Evolution Design
True story, I once phoned the Marketing Manager of a company called Stirling Stone. He was a complete stranger but I asked if he was interested in discussing the redesign of his company website and he admitted that he had been pondering that subject all week. A very fruitful conversation followed and when we met a few days later and I demonstrated how I found him through my webstats; the previous day someone from a server named Stirling Stone had found our website on Google using the search term “Edinburgh website designers”, viewing 26 pages – a very deep site visit from the proverbial needle in the haystack. So when I phoned the odds were actually pretty good and I knew which service he might be in most urgent need of. When we met I demonstrated Google Analytics to him. He had not heard of it before and at first he was shocked and scared even, then like so many other Clients he saw the use that such business information could provide to assist his marketing effort.
This introduction is aimed to help you get great value from the clear market leader. Evolution Design has been using Google Analytics for years and installing on the websites we built since 2007. That’s a lot of data and a lot of changes most being enhancements. There is so much web usage data provided that most users ought to focus on their own key metrics to track, instead of getting lost in mounds of data.
You can often find a quick fix or a peak of interest but the most value you will get is from watching trends develop over time. It is not just about watching your website and making tweaks and improvements based on real user behaviour, it is about evaluating your entire marketing effort as most activities ought to generate at least more web traffic and enquiries ideally leading to sales.
Q. How does Google collect my data? A. Sign up for free and Google issues some tracking code which we then put on the back end of each page that you want to be tracked. Then log into your account to see your webstats this is your data that you share with us not the other way around.
Q. What does Google Analytics provide me with for free? A. Numbers of visitors to your website broken down into:
Q. How is this data presented? A. Like this and it is searchable, you can change the dates of your info slicing it up to a single day, or by week or month or even look at real time data. You can compare time periods to help you analyse your year on year growth.
Google uses this navigation method; Acquisition – how you earned that traffic and Behaviour – where they went on the site. The chart below splits up the traffic by source giving you a picture of where they came from at a glance. Split into Direct, E-mail, Social, Referring Sites, Paid and Organic search. If you know where your traffic comes from that helps you generate more, equally it can detect deficiencies that can be improved upon.
Also you can use Analytics to tell you how much traffic is being generated via Twitter, Facebook and other referring websites. Turn it on its head and ask who is not delivering, who could be encouraged to send more relevant traffic.
There is also Conversions such as events triggered, particularly relating to orders and e-commerce or for example when we send traffic from one Client website to another we can track the users data and advise the Client to alert their agent that some visit & e-mail enquiries have been generated by the main site. Clever but also useful in generating revenue so we can look for it again. The navigation is split into many sub-menu’s have a free tour and see which one give you the most useful business information. The best thing to do is to add Google Analytics to your website and start to track your own data, we can assist you with a demo or in-depth training if that would be of interest and business use.
Here are the names of some of the more familiar visitors to Evolution-Design.co.uk in 2013; erskine stewarts melville college, everton football club, johnston carmichael, northern rock plc, marathon oil uk, yellow pages, project trust, aptuit edinburgh ltd, innovation centres scotland ltd, city & wharf ltd, george watsons college, gillespie macandrew, glasgow caledonian university, hunter boot ltd, institution of civil engineers, j&m cameron properties ltd, laing the jeweller, microsoft corp, national library of Scotland, national museums of Scotland, royal botanical garden edinburgh, sapphire systems plc, scottish & newcastle ltd, stirling university innovation park, take 2 interactive software (rockstar games), teviot creative, conran group, glenmorangie, tods murray, university of the arts london.
And don’t forget to analyse other outbound media that you use such as Twitter, Pinterest etc. We will add more to this blog post. If you have any questions do not hesitate to ask or make a comment in the box and we will endeavour to reply in 24 hours.
Google Analytics Product Tour
How to get up and running with Google Analytics in six steps
If you are not paying for lunch then you are lunch!
It’s a new media adage that suits free offerings such as Facebook, yes it’s free for users but only free as they are the product. This audience is segmented and delivered to advertisers and your personal likes or tastes is now their big data and is incredibly valuable when sold on as targeted adverts as relevance is valuable as it reduces budget wastage. And you did opt in via the T&C’s.
The next level of user data exploitation is the Approved Supplier Directories, who really ought to be named as Lead Generation Brokers. Unlike Facebook who supply you with a benefits laden experience, they just ask you to upload your details, need and budget which they sell on, yes they really do. Why would you give a stranger so much commercial information? You may not have heard of the way they gather and sell data but you will have heard of the names such as Rated People, Approved Supplier Index,WebsiteDesignerPrices (with 75% saving before without even knowing what you want).
These Brokers appear to offer you a link to approved verified, authorised suppliers near you. However all they do is take the data that you gave them when you filled in the webform and sell it on as a red hot sales prospect to between 3-5 companies, no questions asked, other than can I have your credit card number? They do not audit, verify or check out these suppliers they just sell the data on, multiple times. So are their customers getting access to the best in the market? No the opposite in fact.
How do the Brokers get the customers from? They users through disguised websites with the devil in the detail, in the small print they will mention the word leads. But to be generate web traffic themselves they need to spend a lot on SEO (Search Engine Optimisation) to get their websites up the search engines rankings or by paid results viaPPC (Pay Per Click). So the lead generators are paying Google to buy the attention of unsuspecting users whose business needs are then sold on to others. It’s a kind of marketplace of the blind, as they do not even suspect they are being exploited an sold on as leads. We recently came across an Edinburgh based web design firm now in liquidation who admitted to buying £17,000 worth of leads at £50 each, that’s not a great business model. If that lead is being sold on 3-5 times plus there in absolutely no guarantee that the end client will buy from any of the lead purchasers, or at all. So the cost of customer acquisition could be way higher than the £15-£50 prospect lead fee. Evolution has been targeted and even tried this route as it seemed to be too good to be true. And it was, usually the actual customer interest was way over reported and the budgets were not as high as stated, nor was the urgency as imminent. So a weak cheap cool lead was sold as a red hot one of high value.
Another Lead Generation Broker who contacted us recently is QuotationJunction, who ‘specialise’ in such diverse areas as Web Development to Franking Machines and Golf Buggies, any way to gather a lead. They spend a lot on PPC and their leads range from £15-£40 based on the project value and promise to only sell to 3 companies. 3 seems to be a common number but in such a wild west industry I’d not be 100% confident of that though. Perhaps they are even selling their own customers data on to other lead Generation companies?
But what if the Lead Generator is set up as some kind of industry body, how fair honest legal and decent is that? We recently joined one for the internet and after joining we were offered leads that their site had generated. They really do look sound and act like the quality control of the internet brigade. QC for your PC, but are in fact generating leads for sale.
Promises made by these online services really need to seen to be believed.
Take LogoDesignGuarantee they offer you a guaranteed 50% discount if you sign now as the sale always ends today – recently had website adverts banned by the ASA on 5 different complaints but will that stop them? They cannot even spell stationEry on their homepage, small point but desperately worrying as it is one of their core services. Not to mention would you buy a logo from a company called LogoDesignGuarantee who do not even appear to have a logo themselves. They also sell website design, and the same question should be asked judging by their website would you buy?
It seems to be a common error amongst online ‘designers’ here you can see WiLogo services page, would you buy stationery from them or rather stay stationary.
A mnemonic is that stationEry has an E for Envelope and stationAry has an A for Arrived.
By Neale Gilhooley Evolution Design®