Category: News

Leading London web design and development agency Slate has secured the prestigious Web Excellence Award for their outstanding work on the Brandler Galleries website. This significant achievement reinforces Slate’s position as one of London’s premier web design agencies, known for delivering exceptional digital solutions that combine creative excellence with technical innovation.

The Web Excellence Awards, which recognise the most innovative and impactful websites globally, have highlighted Slate’s expertise in creating sophisticated, user-centric digital platforms. The award-winning Brandler Galleries project showcases why Slate has become one of London’s most sought-after web design agencies, demonstrating their ability to blend stunning design with technical brilliance seamlessly.

“As a London-based web design agency, this recognition validates our team’s commitment to digital excellence,” says Slate. “Our approach to web design and development consistently delivers exceptional quality that has become synonymous with the Slate name across London and beyond.”

The winning website exemplifies Slate’s professional web design services – combining meticulous attention to detail, deep understanding of client requirements, and commitment to delivering solutions that exceed expectations. From responsive design to intuitive user experience, every element was crafted by Slate’s expert London web design team.

This prestigious award underscores Slate’s position as a leading web design agency in London, consistently delivering outstanding results through a perfect blend of creativity, technical expertise, and unwavering dedication to client satisfaction. As an award-winning web design agency, Slate continues to push boundaries and set new standards in web development across London and the UK.

Looking for an award-winning London web design agency? Contact Slate today to discover how our expert team can transform your digital presence with our award-winning web design and development services.

Exciting news! Slate is thrilled to announce that we’ve won a prestigious Netty Award for our Website Design and Development work and secured the title of Small Agency of the Year for 2023!

The Netty Awards celebrate achievements in the digital landscape, honoring top companies and leaders across more than 100 distinct categories. It sets a benchmark for excellence and is a testament to the winners’ creativity, innovation, and technical prowess.

Netty Award recipients are selected based on a number of factors including creativity, technical proficiency, innovation, and overall excellence in the respective field. Slate’s win serves as an affirmation of the hard work, innovative thought, and dedication that we put in.

As we celebrate this achievement, we want to extend our deepest gratitude to our incredible team whose talent and commitment made this win possible. We would also like to thank our clients and customers for their unwavering support and trust in our work.

Established to celebrate achievement in the digital age, the Netty Awards are one of the most trusted accolades in the industry. Recognizing excellence across over 100 unique categories, the awards honor top leaders and companies that demonstrate creativity, technical proficiency, innovation, and overall impact in their field.

Contact Slate about your project here!

If you’re considering a website redesign for the new year, then now is a good time to start researching the options available to you; for example, whether to work with a professional design agency or a freelancer, and whether to integrate live social updates and other features to your site. 

With your website acting as the window to your business for both new and existing customers, introducing them to your brand, team, and products or services, it’s important that your website is both up to date and consistent with the way you present yourself across other platforms.

Now, there’s a lot to think about before launching a website – whether you have an existing online presence or not.

Firstly, do you want your website to be transactional or marketing-focussed? Is it designed to inform and encourage clients or customers to get in touch, or do you want them to be able to complete sales on your website? 

You also need to consider the role of the website in your customer journey. How do they find your website, what information do they need to access quickly, and how do you intend to retain their interest and keep them scrolling on your site?

Finally, you need to consider how you will maintain the site – that is, how do you plan to keep it up to date in terms of content, and operating efficiently?

To help answer those questions and more, we’ve created this blog focussing on two different paths to website design – focussing on the benefits of a bespoke design, and whether or not a website template could work for you. 

What’s the difference between a bespoke website and a website template?

A bespoke website is one which is designed from scratch according to your brief, taking your industry, customer base, product line and services, and building a website which supports the ideal experience that your users want and need.

It considers the type of business that you are running and creates a user journey which supports the end goal that you want users to take. 

Conversely, a website which is built from a template takes an existing style of site and inputs it with your business content, design, and detail. It typically follows a standard style and design and is a much more affordable alternative to a bespoke site which is designed specifically for you – however, it does offer that “cookie cutter” experience which may not be as unique.

Of course, there are a number of factors which can be used to influence your decision – with both bespoke and template websites boasting their own benefits and potential drawbacks. Keep reading to learn more about how both types of website design could support your business, before concluding which is the best option for you.

The benefits of a bespoke website

A bespoke website does what it says on the tin and is entirely unique and designed for you. In terms of benefits, this means that a bespoke site can stand out and offer the kind of unique experience which delights users and helps your business or brand to stand out. 

Everything from unique graphics to storytelling design techniques and integrated features elevate each bespoke website, with clients benefitting from complete control over how every aspect of their site looks and presents itself to users.

What’s more, the ability to add individual features to a bespoke site means that the online journey can be connected in harmony – integrating social feeds, review sites, and more to really optimise the overall user experience. 

Other benefits include the ability to present perfect unity between your bespoke website and other brand marketing, and the fact that a bespoke site which is built for you can be adjusted and expanded over time as required. This means that as your business grows, there is no chance of outgrowing a specific template – rather, your website designer can simply grow and adapt the site alongside your business. 

The benefits of a website template

A website which is built using an existing template is a website which is easy to navigate, presents a tried and tested design that users like and understand, and can be more easily maintained inhouse or by your chosen web developer. 

Templated designs also allow for websites to be built more quickly, populating existing content blocks with your own copy and business imagery, and enabling updates to be made quickly and effectively. What’s more, templated websites can be easier to maintain in terms of content updates and software updates, as most host sites rollout the necessary updates effortlessly and without the need for manual intervention. 

Having said that, working with an existing website template does limit you in terms of tailored features, and the look of your website will be reminiscent of other sites. Similarly, template sites are not as easy to scale and grow, and while they are considerably more affordable from the outset, if you need to make significant changes later down the line you can find that this becomes a major and experience obstacle. 

Which is right for you? 

There’s no doubt that both bespoke designs and existing website templates boast their own benefits and potential challenges. But while a bespoke site is undoubtedly more expensive, the benefits far outweigh the challenges for those businesses that want to be able to scale and expand according to demand and their growing customer base.

Business flexibility is one of the most important factors in the modern business world, embracing the ability to not just expand but diversify and grow into new areas. When you invest in a bespoke website, you open your business up to the future as well as serving your immediate needs – not to mention, you will finally have access to and be able to drive customers towards a site that you can be proud of.

Here at Slate, we offer bespoke web design as one of our core services. Get in touch to find out more about building a site from scratch, or to find out how your existing website can be finetuned in line with our bespoke services. 

There’s nothing worse than finding the perfect picture online and then realising it either comes at a cost or is covered in a greyed out copyright print. And while there are those who attempt to remove the print and use the image anyway, doing so can result in legal battles and big trouble for your business. 

Before we dive into the best resources on the internet for royalty free images, a word of warning. Finding an image on Google does not mean you have the right to use it on your own site or any of your own documentation or resources. By far the safest thing you can do is select one of the following sites and find your image there.

Now for a few definitions and introductions to terms you will come across in this article. 

Creative Commons: an organisation which manages the CC license and is intent on providing and opening the creative world up for artists to use, explore, and build upon. It is this license which enables web designers to use the work of photographers free of charge. 

Public Domain: free to use commercially and privately, public domain is another organisation which manages a catalogue of free images and encourages users to give “tips” in payment to artists and photographers who donate their images to the site. 

And the one we’ve been waiting for… Royalty Free: a condition put upon images and content which could otherwise be copyrighted, letting users know that it can be accessed and shared for free. 

 

FreePik 

A culmination of free and paid stock photos, FreePik is a site which offers the best of both worlds – allowing users to select free pictures or gain more variety and sometimes better quality images through a paid account. Searching exclusively for royalty free images is easy using the filters down the side bar of the search results page, or users can identify the paid and free images easily by looking out for the gold crown which means an image must be paid for. 

One of the great things about FreePik is its diversity in image style, offering photos alongside graphics and other vectors – all of which link to the same search terms and keywords. 

 

Canva

Canva is one of those online resources which boasts a series of different packages, ranging from the free package to the Pro package and the premium Enterprise package. The free option may require you to create a log in but beyond that it’s very non-committal – giving you access to all sorts of tools including hundreds of thousands of free photos and graphics which you can take directly or work into your own edited designs using the sites editing function. 

Make sure that when you use Canva and search for photos you switch the search tool to “Free” – as this will make sure you are only presented with search results which are available as part of your free package. 

 

Pexels

A hub of images shared by creators and photographers all over the world, Pexels is a great option for those who want scenic, geographical or candid shots of strangers in far flung places. The simple search tool lets users search for keywords or locations, presenting them with search results that share the location and the photographer who captured the image. 

Pexels is designed to empower content creators by giving them access to thousands of images, encouraging but not insisting on the photographer being referenced or tagged in the end post. Crucially, there is no paid license option for Pexels – it is simply an online tool which provides access to a world of images completely free of charge. 

 

Unsplash

Another online platform built around the sharing of images from all over the world, Unsplash is a hub of high resolution photography with a user friendly search bar and tabs which depict popular search categories and groups. Added tools such as the ability to search via colour, orientation, or certain tags means that this is a site built for usability – enabling photos to be used both commercially and privately as the user wishes. 

In short, a great option for those looking for both scenic and person-centred photos for their website, blog, or campaign. 

 

Stock Snap

Stock Snap offers a most limited but still high quality selection of photos under its royalty free banner, compiling the best contributions from photographers to deliver some stunning snaps according to your search term. The website operates under a CC0 license which means that any user can access any image and use it how they want – essentially removing all copyrights from the contributor and enabling the site to continue to operate its free image model. 

One of the best things about Stock Snap is its focus on the usability of images, offering categories and breakdowns which include virtual backgrounds for online conferences, mobile backgrounds, and specific searches according to the season. There is also a wide selection of scenic and people-centred images, tapping into and delivering on every possible image need. 

 

Jay Mantri

Our final site is a smaller one though it offers some spectacular images – all from the camera and the creative eye of Jay Mantri who has a CC0 license on his images which allows users to search through them and use them according to their needs. The photos listed on Jay Mantri’s site are particularly effective as background images and supporting cover photos for blogs and websites – with a heavy focus on skylines and scenery from all over the world. 

The perfect go-to if you want an image to set the scene and give your site or blog a natural vibe. 

 

Our Takeaway

Sourcing the right image or photo for your blog, website, or marketing campaign doesn’t have to be difficult when you know where to look – and with so many free resources available on the internet, there really is no excuse for getting yourself or your business into trouble over copyrighted images. 

For more advice and guidance on how to integrate images into your business presence, and to determine if photos or more abstract graphics are better for your business, get in touch with our team here at Slate.

As an organisation founded on the importance of a strong online presence, we are well attuned to the need for web copy and content which attracts, engages, and resonates with the reader. 

With technology becoming more intuitive and with websites becoming more advanced in the way they respond to the presence of users we have found that the way people engage with websites is changing. Users are becoming more demanding in what they expect, seeking instant information, fast download speeds and instant page loading, and all the answers to all their questions at the click of a button. 

Most crucially, they are looking for solutions to problems without having to read through pages of content and online guides. That’s where videos come in. 

There is a reason why Youtube is so popular. What Youtube provides is an endless supply of video content which is designed to provide answers to every possible question; often from every possible angle or thought system, and in every possible language. 

So, how can you take that concept and turn it into a system which works for your business website?

 

The benefit of videos in the creative sphere

As creatives, videos provide us with the perfect outlet to showcase the creative process in its most natural form. Selling, whether it be a direct sell or a soft sell, is all about telling a story in which your product or service becomes the solution to a problem experienced by the customer; and what better way to tell a believable story than through the power of video?

The simple fact is that video provides a context through which your service or product can be viewed in use – and that is invaluable when it comes to marketing. 

Let’s look a little more closely at why video content works so well on a business website. 

 

The main benefit of video content

As with any form of visual content, the main benefit that businesses get comes in relation to engagement and reliability. Both a well-placed image or video will cause the user to stop and take in the visual content, adding to their time on your site and giving you further opportunity to entice them into staying. The added bonus of video rather than static images is that video content allows you to bring your product or service to life – literally – on screen in front of your audience. 

This is where video content gets interesting. On one hand, showcasing your service or product in a video format is the very epitome of direct marketing. However, if you can get the script or the video storyboard right, that level of direct marketing is perceived in such a way that you can in fact achieve a soft sell approach which is neither intrusive nor over the top. It all depends on how you present your product or service through the power of a good story. 

 

Different types of video content

One of the easiest ways to create a great storyboard for your video is to first understand what you are trying to achieve with that video. The most common examples of videos being used on business websites include:

 

– Introduction videos, introducing the audience to a product or service

– Explainer videos, like online guides and how-to’s

– Attention-grabbing and exciting videos with a strong call to action 

– Storytelling videos, moving from problem through to resolution thanks to or using your product or service

– Brand identity videos which introduce the team or face behind the product

 

All of these are valid and important to creating a trustworthy and successful brand, and once you know what you want your video to do you can start to go about working through where on your website it should go, and what kind of message you want it to deliver. 

Ending your video with a direct and clear call to action will help to increase both engagement and conversion. Making your videos shareable to social media sites will also allow and encourage users to widen the reach of each video significantly through their own personal networks. 

Things you need to consider before adding videos to your website

The main thing you need to consider before implementing videos into your website is something we touched on earlier: download speed, and the time it takes for a webpage to load. One of our primary focuses as a web development organisation is on the optimisation of your website and how well it responds for the user as well as in the eyes of Google, and so it’s important to acknowledge the ways in which videos can impact your website. 

For more information on how best to embed videos into your website, and for guidance on the best way to use video to your advantage, get in touch with us at info@helloslate.co.uk

 

In Conclusion

To conclude, video presents a number of opportunities to broaden the engagement potential of your website, inviting users to watch your products and services come to life through your chosen video storyboard. It can also ensure that potential customers build a connection with your brand and can be vital in ensuring that the messaging of your brand is fully portrayed. 

When used right, videos can be memorable and beneficial in increasing the conversion rate of your website, however, it is important to outweigh the benefits with the challenges, and make sure that you are only using videos in such a way that they add value to your site. 

Whenever you click on a campaign, a specific link in an email or via social media or enter the URL you saw on a poster or heard about from a friend, you are taken to a landing page. 

Not to be confused with simply the homepage of a website, a landing page is uniquely designed to drive a specific action. Instead of the many roles played by a homepage and the many calls to action that may be advertised, a landing page is a direct and very targeted extension of the campaign that you clicked on or link that interested you. It might encourage you to buy, it could be a call to join a mailing list or subscribe. Whatever it is, landing pages are built with an often short-term goal in mind, which contributes towards the overall marketing strategy of a business. 

In terms of conversion, landing pages are invaluable. They respond directly to the needs of the user and make decision-making easier by presenting just one or two key actions. In this article, we’re considering the role of a landing page, its benefits for businesses, and how to integrate them into your marketing plan.

But first, let’s share some examples of landing pages and how they work. 

 

Landing page examples and how they work

As an example, the launch of an eBook on social media might be supported by a landing page that asks for an email address in return for a sneak peek at the first chapter. 

A beauty brand might use a landing page to offer a discount to all those who enter their website by clicking a specific link. 

A B2B brand might use urgency to drive action or to encourage users to request a call back or schedule a meeting, by framing the landing page as a calendar. 

Typically, there are two different types of landing page available for businesses to choose from, the first being designed around lead generation while the second is designed to slot into the customer journey and encourage the right action. To understand which is better for your business, you need to answer one main question:

Am I hoping to collect customer information for further marketing and to broaden my active user circle, or do I want them to take action now?

While lead generation could be considered the long game in the world of marketing, encouraging action and building your landing page into the customer conversion journey can be more immediate but will likely see a much higher drop out rate. 

With that said, what are the benefits of both? 

 

The benefits of landing pages

 

They’re intentional

What better way to demonstrate to users and potential customers that you have their best interests in mind, than with a landing page that specifically answers their questions or offers them access to what they’re looking for?

Landing pages should be designed to offer quickfire information relating to specific outcomes and/or products – and for businesses can be an opportunity to showcase a highlights reel of information to drive conversion. 

 

Increased traffic and brand awareness

When you launch a campaign with a dedicated landing page, the likelihood is that you’ll see an uptake in clicks through to that page. What happens beyond there is down to the quality of the offer, but even earning this new traffic can help to boost brand awareness of you and your products/services. 

 

More controlled focus – any why stop at one?

To compare a landing page with a homepage, the intention and outcome of a landing page is clear whereas a homepage could send the user in any and all directions. Think of your homepage as the reception desk of your office, while the landing page is like someone calling a direct line – they are there for a specific reason, and the action you’re encouraging is incredibly targeted.

The benefit of landing pages is that you can have as many as you want, with businesses creating and sharing different landing pages for different campaigns, as well as testing multiple versions of the same landing page to see which wording and which layout drives the best conversion. 

 

It’s easy to manage and measure

It’s very easy to measure the success rate of a CTA when there is just one action you’re hoping to track. Whether it’s getting users to sign up for an email list, book a call, or buy something, when you’re only looking for one action it becomes very easy to measure the success rate. 

 

Design flexibility 

This benefit is for all our designer friends out there – typically a landing page sits outside of the main website and so when it comes to design, the brief is often more flexible and creative. Outside the confines of your branding guidelines and the layout of the website, which for many reasons should always remain as consistent as possible, landing pages can be as unique or controlled as you like. Under this brief, brands can explore everything from seasonal designs to new trends, with the recent trend of affiliates and partnerships between brands and businesses creating a rise in landing pages that are made to capture the data from not one brand but two working together. 

 

How to make landing pages work for you

In many ways, landing pages are easy to design and build. They focus on one product or service, can be as creative as you like, and they are designed to drive a very specific type of customers towards a very targeted action or outcome. 

Having said that, there’s a knack to building an effective landing page – finding the balance between targeted content and not giving enough information and ensuring that the page stands out while still complimenting your overall brand presence. 

Here at Slate, we offer website consultation and design services from full redesigns to the creation of new landing pages and more. Reach out to us before 2023 and let us help you bring your next campaign to life, ready for the new year. 

Google is the online tool that every business owner loves to hate – but unfortunately it is part and parcel of business success across virtually every industry and sector. 

The simple fact is, if you want to succeed, enticing your target audience and converting browsers into buyers, you need to have Google on your side. 

There are many secret hacks that can quickly and easily get you into Google’s good books and help you ride the algorithm – but today’s blog is all about Google’s secrets and the things that you might not know (but will want to know) about the search engine. 

1. Google has advanced search options beyond the standard ones

We all know about standard search, images, maps, and shopping. But were you aware of the advanced search options and functions which can help your business stand out against more niche and industry-specific searches?

These include:

• A ‘related’ or similar-content search function which means that searches can be broadened while keeping them within the same sector or industry. For business owners, searching your business name or product and adding the world “related” at the end will help you to uncover some of the competitors who are ranking on similar searches to you.
• Search for social media profiles by adding “@” before the business name. 
• Search for specific content both online and across social media by adding “#” at the start of the search. This particular tool allows business owners to see what other hashtags are trending alongside and associated with their own business hashtags. 

Using these tools can help you to find out more about your competitors and uncover a whole reem of search terms and keywords that you hadn’t even considered working into your content. 

2. Google’s updates are more frequent than you think

In fact, the search engine releases thousands of tiny changes every year – many of which impact the overall algorithm and can change the way that your site is found by users. 

In order to ensure that your website is future-proof, check out our blog on helping your content rank in 2022. [link blog]

3. Google monitors bounce rate

The bounce rate of a webpage is when a user lands on it and quickly moves away from the page – something which can occur after an accidental click, or because they are instantly put off by the design, formatting, or on-page experience that that land on. While business owners are well aware of bounce rate, did you know that Google has access to that information too and can use it to assess the reputation and reliability of your website in light of the searches that bring users to your landing page?

This is why it’s so important to make sure that your content strategy is on point and that the keywords and ranking terms you use are cohesive with and complimentary of the content that you are posting. 

4. Google doesn’t try to hide its SEO guidelines

Far from it, in fact! Google releases its very own SEO guides which are designed to educate business owners and website operators on exactly what they need to do in order to rank highly through the search engine. 

Seems like all of those “impossible to guess” SEO excuses are on the way out!

5. Google is fun – with the logo changing according to global days of recognition

While a useful and highly functional online tool, Google also has its own light-hearted side – for example changing and adjusting its logo in line with days of recognition as they are observed around the world. 

It also works online games into the search engine, allowing users to play against Google’s AI, and can replicate all manner of unexpected and funny noises that can entertain for hours.

6. Google and Google Maps work well across both platforms

 If you don’t have access to a Google Maps app, you can simply type a request for directions into the search bar of Google and the search engine will provide you with end-to-end instructions on how to reach your destination. 

TOP BUSINESS TIP: Make sure that your business is listed on ‘Google My Business’ so that it appears as a local business for those searching and using the maps function in your local area. Google My Business gives you the power to edit and manage your own online presence across Google Maps, featuring reviews, images, and information – making it crucial for supporting local businesses.

How to keep on top of Google’s many twists and turns

Maintaining a successful online presence in the eyes of Google means not only keeping an eye on its many algorithm changes and requests – it also means making sure that your website is an adaptive and flexible space which can roll with those changes. 

In 2020, when Google announced its Core Web Vitals update, the focus was placed heavily on the user experience – with page speed and stability leading factors in high ranking. Meanwhile, SEO is always at the top of the list for creating content that ranks, and an effective keyword strategy is the best way to ensure that you always top the competition. 

The more time you spend getting to know Google, the better your experience as a website owner will be. And if you need support or advice, the team at Slate are always here to help build out a website which ticks all of your business boxes and gives your target customer the information and solutions they need, when they need it.

How many times have you created an SEO strategy and a content plan, making sure to tick all of Google’s many boxes and finite needs, only to find that a few weeks or months down the line the algorithm changes and everything becomes outdated again?

A content strategy is a way of ensuring that the copy and content on your website is up to date, accurate, and portraying the value of both your business and your product or service – but how do you make sure that the content you share, in all its formats, ranks well on Google?

In this blog, we share some of our top tips for creating content that ranks. 

The importance of staying ahead

Before we get into the tips themselves, it’s important to understand the recognise the importance of staying ahead of the curve and future-proofing their content strategy in light of Google’s algorithms and demands. The simple fact is Google will always undergo changes, and if you are only working to put out fires then you will soon find your own updates usurped by upgrades and changes.

All of the following tips are designed to help you ensure that your content ranks well today, tomorrow, and next year as well. 

How to write content that ranks well 

• What is the reader looking for?

One of the quickest and easiest ways of ensuring that your content ranks well in Google is by phrasing both your copy and your keywords to match the things that readers are searching for.  

Think about the way a user types into Google. More often than not they will pose a question to the search engine – meaning that one of the best ways to write content that ranks is to directly answer that question.

In addition to this, think about the means through which users activate Google. Some type while others use voice search – something which often changes the framing of the question and therefore the approach of the answer. By broadening the ways that you speak to the user through your content, you will prove to Google time and time again that your website can answer the questions that users have.

• Enhance content with useful media

A great example of this would be a guide or a how-to piece of content, which can be enhanced and complimented by images and even tutorial videos where necessary. As part of this, consider how long the content needs to be and minimise waffling by focussing on exactly what the user needs in order to solve their problem. 

Remember, Google will always be focussed on streamlining the experience for the user at the very core of every algorithm and update, so the more you can do to support this, the better.

• Spend more time than you think you need on your headline

More often than not we see businesses who create a headline first, spent about a minute doing it, and then spend the rest of their time shaping the content. But let’s be honest – if the headline isn’t enough to draw attention and entice the user to keep reading, everything else is pointless.

Our advice is to create the content then shape an effective and enticing headline last – using it to hook and create FOMO in the reader. They need to feel like, until they read the full content, they are missing out on something huge!

• Research the right keywords

This means choosing keywords which are linked to the topic you are writing about, that are relevant to your industry, and that are used by your competitors as well as searched by your target audience. Remember the old adage ‘if it isn’t broke, don’t fix it?’ – well, the same applies to keyword research. Use your competitors for inspiration and if they have a focus point that is working for them, replicate it for your own business. 

From there, once you have a main keyword, anchor all of your smaller keywords, headings, and content focuses to that main keyword. 

• Share advice that helps your target reader

If your content is there to solve a problem or provide an answer, then make sure it does so! If you can hook the reader and leave them feeling like what they read provided genuine value, then the chances are high that they will seek you out again next time they need advice or a solution. 

This is also where your content will receive more shares, which add to its reputation in the eyes of Google. All of which can help you to rank better in 2022. 

• Linking!

There is no better way to ensure that all of your content is viewed as relevant and reputable, than by valuable internal linking throughout your various content pieces. When you can genuinely and authentically create links between blogs and other content pieces on your website, adding in clickable links to other resources which the reader may benefit from while reading a specific piece, Google will see that your whole website is geared towards helping the reader and giving them the information that they need – when they need it. 

Still unsure on how to rank well with your content?

If content isn’t your strong point, or you and your team are looking for some support and advice on building a comprehensive and effective content strategy for 2022 and beyond, then Slate is here to help. Our team work with a range of industries and businesses, building websites from scratch as well as enhancing existing online sites to give them a boost and ensure that they are performing well. 

For more information, get in touch with us today. 

Your logo is to your business what your face is to you. That is, it’s a visual representation of who you are and what you do, and has the power to stick in customers’ and clients’ minds for a long time, or disappear as soon as they look away. 

Have you ever noticed how big businesses will recreate and redesign their logo fairly regularly – sometimes with small adjustments and other times with big sweeping changes? More often than not, these changes are not random, but are instead cleverly designed to bring the business and its visual representation in line with their new audience, or to reflect changes to the business. 

In this blog we look at the importance of your logo, and then ask the question around modernisation – and whether now could be the time to give your logo the update it deserves. 

The importance of your business logo

You only have to look at social media to see how important logos have become in the modern world of online and offline customer experience. From the small circular profile picture on Instagram, to the header banner on Facebook, social media has been built to support logo placement – making it the first thing that users see when they land on your profile. What does this tell you? Your logo should be designed to stand out and reflect your brand in a simple but memorable way. 

– Your logo is likely the first thing your customer will see when they first interact with or find you (online or offline), so it needs to stand out but still communicate what you do

– Your logo should make your target customer or client want to learn more about your business

– Like it or not, your logo forms the basis of your entire brand identity, with the colour scheme and font being used across all of your branded material in order to ensure a cohesive and consistent aesthetic

– It should separate you from the competition but still look like it belongs in the same industry

– Your logo has the power to build brand loyalty – with customers seeking your logo in a room or online forum full of competing logos

So, how do you know when it’s time for a redesign or an update? After all, if your logo is working and customers remember it, do you really need to change it?

This depends on your business and your position in the industry. Almost all businesses, aside from a few exceptionally successful ones, need to make aesthetic changes at some point in order to remain relevant and continue to speak to and attract customers. Here’s how to know if your logo needs a redesign – and what to do when it does. 

How to know if it’s time for a logo redesign

If a logo redesign feels like a daunting concept, remember this. A redesign doesn’t have to mean that you are changing your brand identity. In fact, in most cases your customer or client base likely won’t even notice the change – especially if you retain the same brand colours and the same business name (and no customer is going to stop buying from you because you changed the font of your logo). And so, it follows that the most important thing to consider is that most logo redesigns are not there to impact your existing customer or client base – rather, the aim is to ensure your business continues to attract new customers and clients. 

So, is it time for a logo change?

– Has your competition shifted? If you were once top of the league and are now being hounded by competition or are looking for a little boost that will push you out in front of those pesky competitors, then a logo redesign can give your business an edge and show that you are modern and able to adapt to the ever-changing climate of industry. 

– Is your business growing or expanding into new areas? Reflecting internal changes through your logo can be a powerful move, whether that means adding words, taking words away, or changing the graphics to reflect the most accurate representation of your business. 

– Does your logo look dated? This is certainly the easiest way of recognising whether or not your business logo needs an update – placing it on different platforms and seeing how it looks against the modern and simple designs of other businesses. While eye-catching once meant bright colours and bold designs, a neutral and simplistic design is now far more likely to garner and entice the 21^st century customer.

– Where does your logo appear? Once upon a time, most logos stretched out horizontally because they only sat at the top of paper, across desks, and along the top of a website. Now, logos need to fit inside those circular profile pictures on social media and in all manner of different online placements – and so it follows that logos have been redesigned to fit with this new design specification. 

– Consider your audience and the target demographic of your ideal customer. Trends change across different generations, with many businesses finding that small adjustments to their logo enable them to remain relevant for existing customers while also enticing new customers from a new, younger demographic. This means looking at what is on trend as well as taking into account the changing views and values of the next generation – being sure to create and design something that is accessible to all and does not alienate any potential customer groups. 

What to do next

Design is just one part of our service offering here at Slate, with our team experts in creating memorable and eye-catching logos and delivering consistent design and quality across each online touchpoint. To discuss your logo and how we could help your business in 2022, get in touch with the team today.

Being active online has never been more important, regardless of which industry your business sits in or who your target audience may be. From impressing Google with your SEO-driven content, to creating a cohesive journey from social media or email marketing through to purchase, having a plan for your digital strategy is an integral part of success in the modern world of business. 

But in order to build a digital strategy, you need to have an online hub which collects customers and users from every individual journey and provides them with the information and answers they need in order to complete a purchase or reach out to you directly. We are of course talking about your website. 

Your website is the online storefront of your business and is your most valuable resource when it comes to competing in the digital world. So, it follows that getting your website right is pretty important – wouldn’t you agree? That’s why, to help you to navigate the benefits of a great website in the new year, and to support you whether you’re looking for site upgrades, updates, or a whole new look, we’ve created this blog on how to present a great website brief. 

The Importance of a Website Brief

The website brief is what you will provide to your developer or third party design company – such as our team here at Slate. It is the job of a developer and designer to translate your brief into a site which reflects your business vision, portrays your personality, entices your target customer, and ticks the boxes of completing the customer journey to contact or purchase. 

In short, the website brief is your way of communicating what you envision for your website, through to the people who will be bringing that vision to life for you. It is also the touchpoint through which you can ensure that deadlines and timelines and understood and will be your main tool in ensuring that your website is completed to the agreed budget for the project. 

So yes – to cut a long story short, the brief is important.

How to Build Your Website Brief

STEP ONE: Discuss the brief 

Before putting pen to paper or fingertips to keypads, your brief should start with a harmonious understanding of the kind of your website you need for your business. This is a conversation that should be had with all stakeholders, and we recommend that the more insight and input you can gather, the better your long term gain will be – after all, your website will be seen by a great many eyes, and so the more input you can get from different perspectives, the better the odds of creating something that will appeal to the masses. 

STEP TWO: Who are you?

The very first part of your website brief should deal with who you are as a business, what your vision is, and who you want to appeal to and sell to. This deep dive exploration should go into great detail around who the website is being designed for – a decision which will have huge implications on the way that the user experience is designed and navigated during the design and development process. 

During this stage we also recommend communicating information regarding the stakeholders of the business, as knowing this can have an effect on the way certain information is presented. It will also provide your developer or designer with contacts should they have specific questions or challenges further down the line. 

STEP THREE: Create your project overview

Now it’s time to answer some key questions. 

– Is the project a redesign or a new-from-scratch website?

– What do you expect as part of the overall project delivery?

– What obstacles do you anticipate arising, and how can you overcome them?

– What sort of involvement do you expect to have as the client?

– How often do you want the design company to touch base with updates?

– Will you be providing the content yourself, or is it important for your design and development team to have an understanding of your brand’s tone of voice too?

STEP FOUR: Define the goals

What will your website be looking to achieve, and what are your key success indicators with the build and launch of the new site?

This is the information that will help to ensure your design is created and your website is built with its goals in mind – for example pushing visitors towards certain actions, encouraging them to engage, or introducing new products or a new business concept. 

STEP FIVE: Who are your competitors?

When it comes to website design and build, there is a widespread understanding that if something isn’t broken, it doesn’t need to be fixed. In this context, it means that you don’t need to completely redefine the journey or website structure if there are examples of good practice already floating around in your industry. Providing your design and development company with some competitors to your business will give them insight and ideas into how you want your site to look and will let them explore what is already working and driving success in the industry. 

STEP SIX: Your requirements

This is where it gets more detailed, as you need to outline what you want in terms of your design spec, what your ideal timeline is, and what your ideal budget is. This is the step that will likely require some back and forth as both you and your third party negotiate on deliverables and what is realistic and fair for both parties – however, you need to note that work will not be commenced until this is cleared up, so it is an important discussion to have. 

Most design and development companies will operate under set rates for website build projects, so it may be worth collecting a few quotes before deciding on the right company for you. 

To learn more about the website build process, and to collect a quote for your next project from Slate, get in touch with us today.