The Growing Importance of a Digital Presence in the Aerospace & Defense Industry

Aerospace Digital marketing

Marketing has rapidly evolved over the last 30 years, to the point where many of the marketing professionals today work in a vastly different way than they did just 10 years ago. While some big businesses still cling to outdated models of working for press clips and cold calling, most are moving online. Regardless of industry, B2B or B2C, customers now seek information from a variety of online sources. When they look for potential suppliers, they aren’t doing it by contacting the supplier directly. They’ll look at the company website, Yelp, Google and Facebook reviews and social media pages get an idea of who they are buying from before they ever contact a salesperson.

Statistically, most people research about 70% or more of the way through their purchase decision before contacting a business. In fact, Market Think showed that 81% of B2B decision makers use online communities, websites, and blogs to influence their purchasing decisions. According to SiriusDecisions today’s sales process takes 22% longer thanks to Internet research. Therefore, it is critical that you have a website.

2017 Infographic for Aviation and Aerospace Digital Brand importance


This shift in marketing approach has important ramifications for the aerospace industry as well, which has traditionally been offline, relatively secretive, and catering clients with long buying cycles. While the internet is often used to make quick sales, it can provide immense value for longer sales cycles as well. Besides facilitating good ROI for long buying cycles a strong online presence allows companies to showcase brand strength, reputation, credibility, and capability over time, which can be highly beneficial to companies in the aerospace industry who rely on these factors for sales.

Using Website as a Marketing & Lead Generation Tool

Marketing aerospace on the internet requires that you have a strong website to appropriately showcase the brand, capabilities, and quality. A poorly done website says unprofessional in the same way that slapping a brochure together out of an email would have said poor marketing in 2005. A website is the easiest place online to create leads, convert leads into opportunities, and to make sales. In fact, HubSpot’s 47 page report on the State of Inbound Marketing in 2015 shows that 54% more leads are generated using inbound marketing than traditional ads, and Demand Metric shows that content marketing generates 3 times as many leads as traditional marketing, but costs 62% less.

It’s also easy to create leads through natural traffic through SEO (search engine optimization) and PPC (Pay Per Click) marketing, which will allow you to drive visitors to specific web pages that you set up with relevant information.

However, bridging the gap between getting potential customers to a website and converting them into sales is something that takes a quality website, quality marketing, and an understanding of the target customer.

Assessing Company Needs

If you know the audience, then you have some idea of what they want to see. For aerospace, the target customer will vary based on what you manufacture or design and how much of it you manufacture or design. But, even the largest customers like NASA might actually find you through an online search.
Target customer or buyer profiles can help you decide on:

• Website style
• Website direction
• User friendliness
• Content style
• Amount of content
• Number of forms

You also want to consider company goals. If the goal is to increase your customer database by 500% over the next 5 years, then you need a very strong, interactive website with specific calls to action (CTAs) that will get people clicking and sharing. On the other hand, if the company is looking for a modest growth or even maintenance of current sales, you have much less to consider. It all depends on company goals.

Quality company goals should include the information you want to get acrossed, how you want to get it across (do you want downloadable whitepapers to generate leads?), what functions the website needs, which features it needs, and how often you have to update it.

Finally, you have to consider search. If you’re going to optimize a website for SEO, then you have to plan for it. While the aerospace industry isn’t a very high competition market, you still want to be able to come up in search above competitors. This means increasing your online presence, integrating a blog, creating documents and whitepapers and integrating social media, all while networking and creating content for peer and industry news sources. And, the website has to support all of that.

Creating Defined Goals and Objectives

If you know what you need, then you can create goals and objectives around those needs. This is important for web design, because it allows you to communicate company or brand needs and the defined objectives directly to the chosen website designer.

  • Message – The company brand, voice, value and mission statements, etc. How do you want clients to perceive the business? What do you want say? Who is the company’s ideal client? What are its proof points? How aware of its services are buyers when they first visit the site? How educated in aerospace is the typical buyer? What are the goals for someone who visits the website? A survey conducted by Google in partnership with The Corporate Executive Board (CEB) showed that 86% of buyers care less about differences between products and brands as an emotional connection with the brand. In fact, 60% of buyers who feel a high brand connection are more likely to purchase from a brand, even at a higher price, than from a brand they don’t connect with.
  • What Buyers Want – What is the client’s primary concern or pain points? How does the company address the industry pain points? How do you do it better than the competition? Research has shown that targeted content and marketing is twice as effective as non-targeted content, so it’s in your best interest to tackle these questions as you create your goals.

Creating Perceived Value – Perceived value is the effect of using high quality media and design to convince the reader that they are looking at a quality website, which should naturally belong to a quality company. Just like you wouldn’t buy a custom bench from a carpenter with a crooked table in his waiting room, most won’t invest in a large aerospace project if the ‘waiting room’ (website) looks shabby. Perceived value is the idea that things that look expensive are expensive, and therefore belong to very successful companies. This means that quality web design, quality graphics and photos, and good UX (user experience) actually create credibility for the website and the brand, even if it is new to aerospace. How important is perceived value? A Harvard Business Review showed that a 1% price optimization towards creating value resulted in an 11.1% increase in operating profit.

Reviewing an Existing Website

If you have an existing website, you can and should analyze it. If you don’t yet have a website consider the following points when building a new website.

Visual Storytelling – Visual storytelling uses graphics, images, and video to tell the brand’s story, even indirectly. It’s important for web design because it backs up text, reduces the amount of necessary text, conveys different ideas and emotions, and can work as a proof of concept or proof or quality for things like design and manufacture. According to the Online Publisher’s Association, 80% of consumers are more responsive to websites with video than to text-only websites, 26% looked for more information about the subject of the video, and 46% took some action after viewing the video.

Effectiveness – Whether you have an existing website or not, the new one has to be effective at achieving goals. Your primary considerations should be whether the website assists your marketing efforts, helps you to generate leads, and provides a vehicle to create brand awareness. You also want to ensure that your website provides education and information for prospective customers just entering the purchase process. Finally, you want the website to make you a thought leader, to show that you are authoritative in a particular aerospace niche.

How Visual Design Affects Business

Visual design affects quality and perceived value, which we’ve already discussed, but it also affects a few other things. The first and most important is brand recognition. If someone can visit the site, see the logo, and then go away and not recognize the logo or remember the site, then you’re making a mistake and you’re probably losing customers because of it. Customers should be able to recognize the brand based on something as simple as colors and an attention-grabbing logo. Consistency is key. Use the same font, the same colors, and the same style, across the entire website. More importantly, you should know why you chose those things and how they tie into the brand. You also want to take some time here to do competitor research to ensure that the website stands out, so it doesn’t blend in with the competition. Adobe shows that 39% of viewers will stop loading a website if it is too slow, and another 38% will stop engaging with the site if it is unattractive or ugly.

Visual design also affects user experience. A clean, simple design that highlights the company’s primary offerings without offering too much is essential to success on the web. More than 50% of web traffic is on mobile, and number is set to rise, so simplicity is key to making an easy to use visual design. Website graphics affect usability, user experience, professionalism, and communication. In early 2015, LocalVox showed that 49% of sites fail to comply with basic usability principles, and 50% of online sales are lost because visitors can’t find content. You don’t want to make that mistake.

Integrating Changes

To get the best ROI on your website, know why you are doing what you are doing. For that reason, many site changes and the new site’s focus, should be based around creating a website that performs well in search, that creates leads, and that is capable of making your company money.

Optimizing for Aerospace Clients – In 2014, only about 67% of B2B businesses used the Internet to find leads. Today, that number is much higher – at 84% – according to Aberdeen. Customers look for businesses on LinkedIn and Facebook and then go to their website where they expect to be met with the information, quality assurance, and sales data that will allow them to make a purchase decision. You can meet these expectations with the following items:

  • Landing Pages – Landing pages should be easy to read, should tell a story, and should lead the person down the page from start to finish. Most landing pages get people to click by promising something and it is crucial that the landing page delivers on the marketing promise. You also have to convey enough information to interest a potential buyer, offer something of value, and create a call to action with a sign up form to get the reader into the sales funnel.
    Establishing a Blog – Companies that blog get 55% more web traffic, 97% more inbound links, and 434% more indexed pages than those that don’t according to HubSpot. That’s a lot, and it is worth consideration when you’re trying to build your company’s reputation as a thought leader in aerospace, and when you’re trying to draw potential customers to the site. Marketing Charts also shows that 75% of B2B buyers want brands to furnish substantive content that helps them to research business ideas, but 93% of brands focus their content on “marketing” their own products and services. Therefore, it’s in your best interest to create informative content that helps the audience make decisions.
    • Launch Whitepapers and Other Brand Leadership – Knowing the best way to create online whitepapers, reports, and other brand or thought leadership in aerospace will give you the freedom to do so when you’re ready. You should create original HTML content that requires users to sign up or give you their email for things that offer extra value to readers. If it’s primarily a promotional piece, it should be readily available. What should you include? What information does a prospective customer need to know when researching the product?
    • Search Optimization – SEO is necessary if you want to come up in search and this means optimizing the front and back end of the website, the content, and building the site’s links and reputation. You can start by researching a list of terms that you want the site to rank for and then devise a plan to improve ranking for those search terms over time.
    • Integrating Email Marketing – Email marketing is still one of the most powerful tools available for B2B businesses because it allows you to directly contact consumers who have expressed interest in available services, and offer them what they need. This means that the site has to support collecting email addresses for a newsletter. Done right, you can actually offer very direct marketing to an audience that wants to hear from you and create a great return on your investment.

Figuring out marketing goals and working to integrate them into the site is essential if you want to see a return on investment. These goals should be considered as you redesign or build your website.

Tracking Results

It doesn’t matter how much time, energy and money you put into a website, if you don’t know how it performs for you it’s just a pretty online billboard. You have to track the results and make sure that you’re getting the results you want, based on your business objectives and marketing goals. If you aren’t, then you need to tweak and adjust the website until you do. The first and most important step is integrating analytics so that you can reliably track visitors, bounce rate, and other data. Google Analytics is a tried and true option, and includes premium and free versions. Is it important? The CMO Survey showed that CMOs of major companies report they spend 8% of their marketing budgets on marketing analytics. But you don’t need to spend anything if you just install Google tracking code and use the free version of Google Analytics.

Using Data – Once you’ve started collecting data, you can use it to track individual statistics like which pages users visit most often , the bounce rate (the percentage of visitors who leave immediately after reading just one page), where users visit, exit rates, return visitors, visitor demographics, and many other details. Analytics can help you to track the success of marketing campaigns, help you to track the success of email campaigns, and can help you to track SEO. It also allows you to see which pages perform, which social media platforms drive the most traffic to your website, which pages get users to sign up to forms, and much more. This data will guide you in making conscious decisions about website revisions and optimizing. Long term optimization is crucial for ensuring that the website remains visible and stay on ahead of the competition.

A great website combines quality design with a value proposition that offers to solve problems for the company’s target customer. It shows visitors that the company is expert in aerospace design or manufacture, that it provides quality, and that its employees are professional. A great website also allows you to collect leads, post content and to show that the company is a leader in the industry. And, while that’s a lot for one website, it’s necessary if you want to stand out in the aerospace niche.

If you want to know more about what goes into a website, contact Rory Martin, specialists in aerospace web design, for more information, a free quote, or for a look at some of our previous work.


How to Choose a Web Developer for Your Business Website

Hiring a web developer can mean trial and error, but it should mean doing research in advance to make sure that you will be happy with your choice, that they offer enough results for the money, and that they will create something great for your business. While even the most stringent research won’t ensure that you end up with a top not developer every time, it will certainly help.

Seattle web development, seattle web design

For the most part, you’ll have to choose between independent contractors or freelancers, web development companies, and hiring a full time employee. You’ll also have to learn how to research and compare skills, qualifications, and reputation in order to ensure that your hire is a great one.

What Type of Web Developer to Choose?

If you live anywhere in the greater Seattle area then there is no shortage of web developers to choose from. With options ranging from award winning Seattle web development companies to independent contractors working on gig websites, you have a lot of options. Here, you can go over why some options will work for you and others won’t.

Freelance Developers – Freelancers are highly flexible, can be more affordable than any other option, can provide work very quickly, and are available in nearly every code and website niche. Your main problem will be finding a freelancer who can work within your budget, provide results instead of just logging hours, and who can work with the code or website type that you want. This means that you will spend a lot of time in research. You may also end up hiring multiple freelancers to meet different needs, which means keeping track of more people.

Web Development Companies – Web development companies combine flexibility with a team, which allows you to get as many services from the same company as possible. This can be advantageous to you, because you save time on searching for different talent to fill roles, benefit from a team that is experienced with working together, and have more than one person working on your site. However, costs can be slightly higher, and you’ll still have to make sure that they can provide results inside your budget.

Making a Hire – If you have a budget over $30,000 a year, think that all of your needs can be met by one person, and need continuous work, then a full time hire is right for you. This is a great option if you really need full time support and don’t want to pay for it individually each time. The secret is that you have to find someone who does fill all of your needs, or make the commitment to bringing on a team.

How to Choose the Right Web Developer

Whether you’re hiring a web development company or a one time contractor, it is important that you take the time to research your needs, their reputation, and their abilities before making a hire. A good website will take months to create depending on how much work is involved, so it’s important that you make the right choice.

Skills – Know what type of code you want, what CMS you are using, what features you need, or choose a web development company that can walk you through the options to help you pick something. You can narrow your options if you know that you want a Joomla site, which can help you to make a better choice.

Reputation – Nearly every web developer has a reputation, even if they are fresh out of college. If they don’t have a portfolio and existing work, make a few calls to their university, and learn more. While you should be choosing a more established developer for your business, you can get the point that it’s fairly easy to check up on someone’s worth ethic and reputation. Look at reviews online if they are available (A quick search of the company or freelancer will usually work), check their portfolio, and if you’re not sure, ask for references.

Timeframe and Budget – It is important that any web developer work with your time frame and budget, but it’s also important that your deadlines and intended budget are reasonable.  If you want to pay very little to have something put up very quickly, you will have to spend money fixing it later.

Hiring a great web developer requires that you have some idea of what you want or need, understand your budget, and be willing to do some research to find the best for your needs. If you’re ready to make a hire, contact Rory Martin, a local Seattle web development company, for a free consultation on your business website. Or take a look at our portfolio to see some of our previous work.

5 Questions to Ask Yourself or Your Web Designer

Most businesses need a website. In 2016, when the average Seattleite actually researches brick and mortar stores from their phone while standing outside the door, that is an undisputed fact. But, bridging the gap between “I need a website” and “I need this website” is a huge step for most small business owners, and that’s logical, especially considering that you’re probably not an expert in web design and development. But what do you need?


You can use these five basic questions to get a better idea of what you want, what you need, and what you can afford. You can ask your Seattle web designer to help.

  1. What Features Do You Need?– Not everyone will know the answer to this question, and that’s okay. You can have a meeting with a Seattle web designer who can walk you through different features and why you should have them. You can also start looking at competitor websites and deciding what they have, what you need, and why you need it. It’s always a good idea to make three lists of features, one of features that you absolutely need now, one of things that you might need later, and one of things that would be nice to have. This will be very useful when it comes time to budget, because if some things don’t quite fall into your budget, you know that you can cut them out.
  2. How Much Do You Know (Or Are You Willing To Learn) About Website Technology? – If you’re willing to handle hosting, security, website monitoring, and a bit of code every now and then, then you won’t need long-term website management. You also might work well with simple websites like WordPress or Joomla, which you can set up and install yourself after someone else designs the theme for you.  This can save you a lot, if you have the time and skill to make up for it.
  3. How Do You Want to Manage Your Website? – Do you want full control of everything or do you prefer that someone else comes in and handles it for you so that you don’t have to worry about accidentally deleting everything? Both have their pros and cons, but most business owners want at least some level of control. That means using a CMS (Content Management System). You can use an existing one like WordPress, Joomla, or Drupal, or have a web developer design you one from scratch.
  4. What Kind of Content Do You Want On Your Site? – If you want a one page website, you’re looking at significantly less issues than you are if you’re hoping to build a restaurant website with interactive menus. Content will affect costs, development time, and the CMS you should use.
  5. What is Your Realistic 1 Year Budget For Your Site? – It is important to understand that normal website costs extend well beyond development. You should consider costs of hosting, security, monthly maintenance, updates, debugging, adding new features/tools, etc. as part of your costs. Set a yearly budget that you can afford, and plan accordingly.

Working with a web designer means that you will have someone to walk you through your needs, options, and choices, but it’s always a good idea to do some research yourself so that you know what you want and how to get it. If you’re ready to get started with your website, contact Rory Martin at 206.355.0894 for a free consultation and quote.

How to Boost Your Local Seattle SEO With Evergreen Content

Local search optimization requires that you consider a lot of factors, and that you optimize your entire website to come up in search. Content is a small part of that, but you can use it to help to ensure that local potential customers can find your website. More importantly, evergreen content is one way that you can ensure that happens. Seattle businesses face a lot of competition, and evergreen content helps you to tackle two important issues, branding and search optimization.


What is Evergreen Content

Quite simply, evergreen content is any content that is not dated. News is a great example of dated content. Evergreen content is designed to remain relevant for as long as possible, covers a general subject on a topic that does not change frequently, and is helpful to your customers. Great examples include a guide to fitting shoes for a shoe store or an introduction to your locally sourced ingredients for a restaurant. You can focus on offering helpful content, answering questions, and creating information for local visitors.

Evergreen content focuses on relevance first.

This is the direct opposite of news content, which often is only relevant within a few weeks of being published. You technically want some of each type of content.

How to Create Evergreen Content that Performs Well in Search

One of the most important considerations for evergreen content is that it has to perform well in search. This means tailoring your topics, content, and word usage towards what your potential customers are looking for. Understanding consumer needs allows you to meet those needs with content directly or indirectly related to your customers.

For example, if you frequently have customers asking you how to size your clothing without coming in to a store, you could very easily create a guide, a video, or a blog post that explains how to do so. By talking about your local store, mentioning where you ship to, and telling people where to come into your store, you include the local optimization.

In addition to using evergreen content to answer questions, you can also provide industry knowledge (such as locally sourced, eco-friendly, etc.), care guides (Caring For Walnut Furniture in Seattle Weather), beginners guides (How to create your own website), and case studies (How well our customer did after hiring us). Your three main concerns should be readability, relevance, and optimization. If you don’t see the title and want to click on it to read it, your potential customers won’t either. You also want it to fit into your business and tie into your products. If you’re a shoe store, a leather care article isn’t hugely relevant because the majority of people looking for the content won’t be looking for shoes.

Finally, you should research local keywords to find out what your customers are looking for.

Tips for Creating Great Evergreen Content

  1. Create topics based around questions, the basics of a subject, care, or other niche relevant ideas that will be just as relevant a year from now.
  2. Make sure that your topic is something your user will want to read
  3. Brainstorm ideas, read similar content items on the Internet, and create an outline that covers as much of the topic as possible. Remember that long-form content typically ranks better for evergreen content.
  4. Research keywords
  5. Create a plan for integrating optimization. Do you want to talk about your local business? Or talk directly to local consumers?
  6. Feel free to introduce content in multiple formats. Including a video or an infographic with a blog can be extremely helpful.
  7. Don’t write for experts (unless all of your customers are experts), use simple language, and try to offer something that only can offer (such as unique advice).
  8. Rather than writing one long post, consider writing multiple shorter posts divided into topics and link them together like chapters. This allows each page to function individually in search, and allows you to comprehensively cover a topic while still dividing it up into accessible posts that each tackle a very specific subject. For example, if you are talking about how to refinish walnut furniture, you could divide it into steps, and write a full blog post for each.


Evergreen content allows you to drive traffic to your website by putting up information that your potential customers are looking for. For this reason, it is crucial that you research so that you understand what they are looking for.

If you need help with local SEO or other on-site optimization, contact Rory Martin, a Seattle SEO company for more information.

5 Ways to Boost Your Social Media Marketing

Social media marketing isn’t easy, if it were, the more than 40 million active small businesses quoted by Facebook would be significantly more prominent. Instead, it often requires a combination of time, patience, knowledge, and an understanding of your market demographic, which is something that small business owners don’t really have in large supply. If you’re trying to improve your social media marketing, these tips and strategies from local Seattle social media marketing firm, Rory Martin, should help.


Understand Your Demographic

Out of all of the advice you could ever get for your social media pages is that you have to post for your demographic and not for yourself. Understanding what your audience wants, what they want to see, and what they need can help you to create and drive successful social media campaigns. This is especially important if you’re marketing to a specific subset of people. For example, if you’re selling budget fashion geared towards students, then you want to find out what’s happening in local campuses and make your posts relevant to them. This is even more relevant if you provide a service, such as a student café. In this example, you could easily get inspiration and stay up to date by following the Washington University on Facebook. If you’re marketing to business persons like yourself, you could post things that you want to see, but otherwise, you have to aim for your demographic.

Create Content Themes

Content themes can help you with creating great posts and great content that works well together and works inside of a single theme to bring your pages together. You can create large plans for your entire year or period, and then break them down into smaller themes. For example, summer is coming up, and if you’re marketing to the same students used in the example above, themes of summer vacation could include topics on traveling home to see family, studying while away, or etc. and could easily tie into your products or services, while creating a page that is relevant, informative, and useful to students.

Use Variation

You never want to post the same things again and again. This will get boring to you and to your viewers. If you must share the same content more than once, make sure you post it at least a few days apart, and that you specifically mention that you posted it before. One important thing is that Facebook’s promotional options allow you to pay to promote posts so that they keep showing up, so you don’t have to keep posting the same links. Similarly, you want some variation in the types of content you post. Images, links, and videos are the most popular by far, but make sure that everything you put up isn’t a link or a photo.

Jab, Jab, Jab, Right Hook

Gary Vaynerchuk’s bestselling book on social media marketing  has one primary point, and it is one that most marketers knew all along. In order to reach your audience you have to reach them first, and then close a sale. His boxing terminology might make the whole point seem like you have to connect three times and then market, but it’s not quite so simple. Instead, you have to keep your audience consistently engaged, make sure that the majority of content on your page is not promotional, and occasionally following through on your connections with a sale or promotional post they would be interested in.

Crowdsource Ideas

You probably have a great team of people working for you and chances are, they’re closer to your market demographic than you are. Ask them for advice, feedback, and even ideas when you’re planning ideas.

Be Consistent, but Be Real

Seattle is home to nearly 653,000 people and most of them are millennials. As you may know, millennials value authenticity, consistency, and brand values that align with their own. Taking the time to develop brand values, and to ‘walk the talk’ by supporting local causes and events, can help you to build your audience, engagement, and brand value. Finally, you should also make sure that you’re posting consistently, at least once per day, during active user hours.

Social media is a lot of work, and it’s an entirely new skill for many people. If you want to boost your results to make your social media more worthwhile, hiring a professional social media manager is the right way to go. If you want to learn more, or want to know what a local Seattle social media marketing company can do for you, contact Rory Martin, or take a look at our whitepapers to see some of our past results.


Is Mobile Killing Web Design?

If you follow marketing or business news of any kind you will most likely see the term “is dead” on a near weekly basis, with the term attached to everything from last year’s trends to cornerstones of marketing niches, and the latest trend to get the figurative guillotine is web design. Is web design dead? No. However, the advent of mobile, and the steady shift of users away from desktop and laptop devices towards mobile only platforms including laptops and phones is creating a definite shift in what web design should be.

While desktop web design often performs poorly on a phone or tablet, especially with slower 3G or 4G connections rather than WiFi, the trick to quality modern web design is not forgoing it in favor of apps or leaving websites behind in exchange for social platforms, but rather, in better design. This means that Seattle web designers have to create a significant shift in how they approach your websites.


Focus on Information Availability

Another very important switch that you have to keep in mind is that Google is now often providing information in search. Restaurant phone numbers, small business information, flight times and costs, and other information can now be seen directly in search, without ever clicking on a website. While this will lower your web page views and click throughs, it can make your website more profitable.

Here, you should focus on making information available, without forcing users to read through a lot of information they don’t need. For example, under “Contact Us” you really only need contact information. You also want to ensure that your business address and phone number are on your website so that Google can find them and bring them up when users search for you.

Designing Websites for the Mobile Web

Mobile users are on smaller screens, on less powerful devices, and often have less bandwidth available to them. This means that your mobile websites should be pared down, designed for mobile screens, and as simple as possible. While you can simply resize everything on your desktop website, stripping away nonessentials to provide a streamlined, information based site can be much more valuable to mobile users. This means completely redesigning your website, not just shrinking it, using hamburger or hidden menus to provide more space, and keeping options as simple as possible. Web pages still take longer to load on mobile, so it’s also a good idea to try to make sure that users find what they’re looking for in as few pages as possible.

If you visit any random website on your phone or tablet and then load it again on your computer, it will likely look very different. Unfortunately, not every website does a good job of switching between mobile and desktop, but if you try out a few, you’ll quickly see that some do. Single page interfaces, designed for mobile screen sizes, and responsive web design that adjusts based on the size of the screen.

You also want to take a look at your servers, what you’re hosting on the site, and how you’re presenting it. If your website is loading a great deal of media, flash scripts, external content, or video, it will probably take too long to load for most mobile users. Cut out everything but simple graphics and essentials so that your pages load quickly, even on slower mobile Internet.

Web design isn’t dead, and it never will be. Despite the random clickbait title claims, and the commonplace usage of themes, great web design can do a lot for your business, and it can make you stand out. However, it is crucial that you choose the right design company, get great mobile design, and optimize for the mobile web.

If you want to learn more about mobile web design, contact Rory Martin, a local Seattle web design company, for a free quote on your design, and if you agree, we’ll get started with a kickoff meeting to get to know your company, and your customers.

Using Web Development for Building Leads

Using Web Development for Building Leads

Web development, or the backend development of your website, is something that most people don’t think about for marketing, except for how it affects their SEO. However, web development can and does affect your marketing, simply because it affects your user experience. Because the user is the most crucial part of the sales process, great web development can be crucial for developing leads and turning those leads into customers.

For example, nearly 60% of people now occasionally research products in a store and before going to a store. If you make your website accessible online, they’re more likely to be able to quickly research things on your website. Or, for example, if you know your competitor’s offer lower pricing, you can offer a location based price matching deal, so that they will still buy from you instead of going home and ordering something on Amazon.


Smart web development means considering your users needs, their actions, and their motivations, so that you can predict behavior to provide an experience that boosts your sales. If you’re working with a Seattle web developer, consider bringing up the following items.

Website Speed

Website speed is probably something you’ve seen a lot of times before so we’ll keep it short. Your website speed affects every factor of a visit, it affects your SEO, and it affects user satisfaction after a visit. If your pages aren’t loading within a second, and hopefully in milliseconds, you’re doing something wrong. This requires great hosting, light code, and minimalistic web media.

Multi-Device Support

Your visitors will be arriving on multiple devices, and you should be prepared. If your website doesn’t work on one browser, you lose that customer. If your website menu is too small on an Android, the visitor will probably leave. Your developer has to understand how to code your website to respond seamlessly to different devices, and to resize, restructure, and redesign based on screen size and width.


Simplicity ties into web speed, ease of use, user satisfaction, and Google search optimization. If a user has to click through more than two pages to find what they’re looking for, you’re doing something wrong.


Great menus are invisible but easy to find, simple, and say exactly what they lead to. They’re also not very long. The days of websites having passes to include 40 menu items are well over, if they ever actually existed. Try to stick to 4 to 6 menu items at most, and if you need more, use sub menus.

A Plan

It is crucial that you have a plan and a goal for your website. Your web development should be set up around your website goals, so that every element of the site aligns with your goals. This makes web design easier, and makes it easier for the visitor to see and find what you want them to find. Your goal could be as simple as getting users to follow the page down and sign up, or as complex as getting them to try out a live demonstration of your browser oriented software on another page, but you should understand the goal, and how to achieve it.

Great web development starts with understanding your customer’s needs so that you can create a website for them. If you choose the right Seattle web development company, they will handle this for you.

If you want to know more, or are ready to get started with your website, contact Rory Martin, a local Seattle web development company for a free quote.

SEO For Businesses – What You Do & Do Not Need

SEO is a buzzword that almost everyone knows but few people actually understand. And, for the most part, that’s okay. Specialized internet marketing tactics aren’t really your business, and they shouldn’t have to be. But, it is important that you understand enough of SEO to make the right choice when hiring a search optimization or search marketing company to help you market your business.

First, unless your business is not making any money, you probably won’t have the time to run a complex search engine optimization strategy for your website. But, you should know the basics.


Search Optimization Is Just the Beginning

The first and most important thing to understand about your search optimization is that it’s just the tip of the iceberg. Many people mistakenly assume that SEO is a matter of using the right keywords, ketting backlinks, and you’re done. That isn’t true, although it may have been in 2009.

Google’s most recent search algorithm, Hummingbird, used a wide variety of data and signals to direct searches, and your keywords are just one of those.

You also have to utilize other marketing strategies including:

Mobile Optimization – Check your mobile optimization, and consider using Google’s free tool to test mobile load times, speed, and other data.

Content Marketing
– A quality content strategy will drive traffic, help you to convert leads, and will build your reputation as a voice or brand authority in your niche. It’s also a great basis for starting your search optimization strategy.

Brand Strategy – Your brand strategy is crucial to making a sale once you get traffic. If you can’t convert leads into sales, there is no point in creating them in the first place.

SEO ties into each of these strategies, in Google’s Hummingbird, Yahoo Search, and Bing Search.

What About Keywords?

Keywords are becoming less and less important as algorithms are able to increase their ability to scan content to see what it is about. You still want to make sure that readers and search engines know what content is about, but keyword optimization is significantly less important than it used to be.

And Backlinks?

Backlinks are still important, but if you do it the wrong way, you will likely be blacklisted on Google. If your SEO firm is offering hundreds of links a day or mentioning directories and comments, back away quickly and save your website. Black hat tactics like link farming are extremely harmful to your site, and are unlikely to ever be beneficial in the future. The best practice, build natural relationships to build links.

So What Is Involved in SEO?

Search engine optimization involves over 200 different practices including content optimization, search marketing optimization to improve click through rates, content wording, offering quality content, understanding user needs and what Google thinks those users need, backend optimization, website speed, website quality, inbound links, social media, and much more. Moreover, because these signals are constantly changing, it’s important that you have you someone who knows what they’re doing, and has the time to stay updated, on your marketing team.

Choosing the right SEO company to help you out means paying attention to their strategies, what they’re offering, and making sure that they stay up to date on changing Google and Bing search engine optimization strategies. You want someone who knows that SEO is more than keywords and backlinks, and who can show you their results from their previous clients.

If you want to learn more about our processes, see some of our case studies, or get a quote for your search optimization, contact Rory Martin

How to Plan to Have Your Website Pay Itself Off

Building a website is an investment that you will probably benefit from if you take the time and resources to market and create a sales platform. Unfortunately, most small business owners forget that in order for an investment to pay off, you have to continue marketing and putting effort into it. ROI, or return on investment, may be a jargon term that is now everywhere, but it is one that applies very much to every decision you make in business. If it doesn’t have a return, or at least break even, then there is no point in doing it, and that applies to your website.


The biggest mistake business owners make when they launch a website is failing to plan beyond the launch. This leaves you with a fancy, and probably pretty, website that really isn’t doing much but costing you money. The following should help you to take that and turn it into a profit. Unfortunately, websites are not an “If you build it, they will come”, deal. You have to prepare to invest time, money, and marketing efforts into your website to create a tangible return on investment.

Search Optimization & Marketing

Marketing to consumers who find you in search, and making sure they can find you in the first place, is crucial to earning money off of your website. Search optimization is one of the easiest ways to direct traffic to your site, but it is important that you do so carefully, and do your best to ensure that all of your traffic is relevant and interested in your products or services. This means researching and utilizing keywords, creating valuable and helpful content aimed at your geographic and target demographic, and creating brand authority to help your website rank.

Create a Sales Funnel

Whether you’re creating leads offline or online, you should have a sales funnel on your website to direct anyone who visits your site towards making a purchase. Your sales funnel can include content, an email marketing campaign, or even a discount code, but you should have one on your website. This should include:

  • Landing pages to inform people who click on ads and search terms about what you’re offering. These should be optimized for search, directed at the customer, and have a strong, clear call to action.
  • Information pages, clearly detailing what your products or services are, and why your customer should be interested.
  • A sign up form asking visitors to join a newsletter for more information OR, a sign up form offering valuable information, a quote, or other service’s.
  • A clear call to action offering value in exchange for acting (I.E., Get a free quote, Save 10%, etc.).

Social Media

Social media is a great way to promote your website, and vice versa, but it is important to be consistent. Post informative, helpful, and funny content to your page along with your website, so that your social pages are valuable or fun to follow.

Email Marketing

Email marketing allows you to market to leads you gain through your website, which can turn visitors into buyers. Integrating a good email marketing strategy is one of the best ways to make money off of a website, even for product oriented businesses.

Making money with a website requires great design, quality content, and a product or service that works. Your reputation, search optimization, social media marketing, content, and marketing strategies will all play into whether or not you make a return. Just keep in mind that while your first goal is to get a website, other goals, like driving people to that website, and convincing those people they should make a purchase, are more important.

If you’re ready to get started planning your website, or your marketing campaign, contact Rory Martin for more information, or to get started with a free quote.

© Copyright © 2012 Rory Martin Inc.