April has been a big month for the Beacon team, with the launch of our Digital Communications offering at the end of March. With this being such a big topic, we’ve decided to spend the next couple of weeks breaking it down into smaller parts. Today we’re looking at Paid Media and the art of Cascading Bids.
Cascading Bids are a small, but very important part of running Paid Search campaigns. While this &#8216;5 minutes to&#8217; might not take five minutes to read, it’s something you should be able to apply in about five minutes.
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<h2>Match Types </h2>
Cascading Bids are a simple way of making the most of your Search Budget, and it relates to the different Match Types within Google Ads. When setting your Keywords, you have the ability to set them as Exact match, Phrase match, or Broad match (there also used to be the option of <a href="https://support.google.com/google-ads/answer/10286719?hl=en-GB">Broad Match Modifier</a> but Google Ads have discontinued this). 
For a refresher in Match Types, let’s use the example of “puppy classes”:
<ul>
<li style="font-weight: 400;" aria-level="1">Exact Match: Ads may show on searches that are the same meaning as your keyword &#8211; so if a user searches for “puppy classes”, you might appear.</li>
<li style="font-weight: 400;" aria-level="1">Phrase Match: Ads may show on searches that include the meaning of your keyword &#8211; so you’d appear for “puppy classes near me”.</li>
<li style="font-weight: 400;" aria-level="1">Broad Match: Ads may show on search results that relate to your keyword &#8211; for example “puppy behaviour”.</li>
</ul>
Each of these match types loosely correlate to a step in the consumer journey. Broad match tends to appear when people are gaining an awareness of a topic. Phrase match relates more to consumers who are researching their options, and are considering which to choose. Exact match tends to be a great tool for brand protection, and often covers the point where users are ready to make a decision.
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<h2>Cascading Priorities, Cascading Bids</h2>
Now, you probably have an idea of which keywords would be most valuable. Exact keywords are more likely to drive a conversion, and so you’d be happy to spend more money on appearing for exact match searches. That’s where Cascading Bids come in. 
In short, you’re varying your bids based on your priorities. You really want to appear for the exact match keyword, so you’ll spend more to increase your chance of winning the auction. You’re less concerned about appearing for the lower converting Broad Match terms, but they still provide a great opportunity to build awareness, so you might not want to spend as much on them.
Start with your average cost per click (CPC) &#8211; a midpoint average for what you’d like to spend. Then, adjust this amount for each match type, cascading from the highest bid (exact match) to the lowest (broad match). In practise, it’ll look something like this:
Exact Match: £1.50
Phrase Match: £1.25
Broad Match: £1.00
This is a very simple example and doesn’t take into account any nuances in performance once your campaign is running. However, if you’re stuck with where to start, or all of your keywords currently hold the same weight, this is a quick and easy way to make sure you’re spending your budget more effectively.
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And there you have it, a simple way to make your money work for you. By customising your bids you have greater control over your spend and your customer interactions. If you have any questions or would like us to help you with your paid media, please get in touch either through the chat function on our website or emailing hello@beaconagency.co.uk

5 Minutes To: Cascading Bids and Paid Media

Spring has sprung, the daffodils are blooming, and the shelves of supermarkets are filled with chocolate eggs; it can only mean one thing&#8230;It’s Easter! We’ve compiled some of the Beacon Team’s best Easter-themed treats to ensure you have a decadent, chocolate-filled holiday.
<h1>Jess</h1>
My Easter treat is a Creme Egg Rocky Road. You’ll need: 140g Butter, 150g rich tea biscuits, 250g milk chocolate, 120g dark chocolate, 4 tbsp golden syrup, 50g mini marshmallows, 50g raisins, 40g Glacé cherries, 16 mini creme eggs
<ol>
<li style="font-weight: 400;" aria-level="1">Put the mini creme eggs and marshmallows in the freezer for a couple of hours beforehand (ensuring the marshmallows are separated from each other) so that they hold their shape.</li>
<li style="font-weight: 400;" aria-level="1">On very low heat, melt the milk chocolate, dark chocolate, butter and golden syrup, stirring regularly so it doesn’t burn. Once the chocolate has melted, set aside 150ml to be used later. Leave the rest in the pan but turn off the heat.</li>
<li style="font-weight: 400;" aria-level="1">Crush the biscuits into small-ish pieces and fold into the chocolate mixture in the pan.</li>
<li style="font-weight: 400;" aria-level="1">Chop the cherries in half and add to the pan with the raisins and marshmallows.</li>
<li style="font-weight: 400;" aria-level="1">Chop the mini creme eggs in half. Set aside half to use later and put the other half in the pan and mix in gently.</li>
<li style="font-weight: 400;" aria-level="1">Lay out baking parchment onto a 20 x 26cm tray and spoon the mixture onto it. Press down firmly on the mixture so it forms an even layer.</li>
<li style="font-weight: 400;" aria-level="1">Pour the melted chocolate that you set aside earlier, evenly across the top of the mixture. It should only just cover all of the surface, so you may need to spread it with a spoon or spatula.</li>
<li style="font-weight: 400;" aria-level="1">Decorate with the remaining creme eggs and put it in the fridge to set. It will be solid enough to eat in about two hours, although I prefer to leave overnight. Once set, cut it into squares and serve.</li>
</ol>
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<h1>Ruthie</h1>
The worst thing about having all this chocolate around is worrying about eating it all in one sitting and feeling guilty. I’ll always break up my chocolate so that I have to keep going back to the fridge to get some more &#8211; so it’s no longer in a single sitting. Plus, this way you’re getting your steps in. Winner winner.
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<img loading="lazy" class="aligncenter wp-image-1153" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/04/michele-blackwell-evRB-x0TJkM-unsplash-300x200.jpg" alt="" width="500" height="333" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/04/michele-blackwell-evRB-x0TJkM-unsplash-300x200.jpg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/04/michele-blackwell-evRB-x0TJkM-unsplash-1024x683.jpg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2021/04/michele-blackwell-evRB-x0TJkM-unsplash-768x512.jpg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2021/04/michele-blackwell-evRB-x0TJkM-unsplash-1536x1024.jpg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2021/04/michele-blackwell-evRB-x0TJkM-unsplash-2048x1365.jpg 2048w" sizes="(max-width: 500px) 100vw, 500px" />
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<h1>Thomas</h1>
If you’re anything like my partner and I, then you know that the perfect cocktail is one of life’s true pleasures. We sat down earlier this week to pair up some of our favourite Easter treats with some delicious cocktails, and compiled links to the recipes we’d recommend, too! 
<h2>Hot Cross Buns</h2>
<a href="https://saltedplains.com/cinnamon-rosemary-old-fashioned/">Cinnamon Rosemary Old Fashioned</a>
My partner in particular loves an Old Fashioned, so we wanted to find a cocktail that had some of the spiciness that you get with a traditional hot cross bun. We love the addition of rosemary, too, to cut through some of the real stick sweetness of the buns. This is also a cocktail that works beautifully in the autumn in front of a roaring fire, too!
<h2>Cadbury’s Creme Egg</h2>
<a href="https://www.phenomenalphoods.com/campfire-white-russian/">Campfire White Russian</a>
Is there anything more iconic at Easter than the Creme Egg?! All that dripping fondant reminds us of toasted marshmallows, so, we wanted to find a cocktail that matches the oozing sweetness of the Creme Egg, so of course, it had to be a White Russian &#8211; and in the recipe below, served with a toasted marshmallow on top. Also a recipe that can be easily adapted for the vegetarian / vegan / lactose intolerant among us! 
<h2>Terry’s Chocolate Orange</h2>
<a href="https://sipsmith.com/cocktails/hot-chocolate-orange/">Hot Chocolate Orange</a>
We always had Terry’s Chocolate Oranges in the house as kids at Easter. Do they count as Easter treats? Personally, I think anything round and made of chocolate should be allowed at Easter, and this cocktail is a lovely pairing, made with Sipsmith’s Orange &amp; Cacao gin (or your homemade alternative) which is perfect for an early night and a Netflix binge!
<h2>Mini Eggs</h2>
<a href="https://www.bbcgoodfood.com/recipes/mini-egg-martini">Mini Egg Martini</a>
I bloody love Mini Eggs. And this cocktail is a delight, even featuring crushed Mini Eggs on the rim! Rich, sweet, creamy, moreish, a real Easter indulgence. I’m sure you couldn’t drink more than four or five of these in one sitting&#8230; 
<h2>Simnel Cake</h2>
<a href="https://recipes.sainsburys.co.uk/recipes/earl-grey-gin-and-tonic">Earl Grey Gin &amp; Tonic</a>
Mostly thanks to my grandmother, I think that Simnel Cake has always been a staple in our family at Easter time. Just like our Christmas cakes, we make them nice and boozy, and plenty of time in advance for a really moist, light fruit cake. And what better combination is there really than tea and cake? This lovely Earl Grey gin cocktail helps cut through the dense richness of a boozy Simnel Cake and the bergamot also complements any mixed citrus peel you may have in the cake itself!
<h2>Rhubarb Crumble</h2>
<a href="https://realfood.tesco.com/recipes/rhubarb-bellini.html">Rhubarb Bellini</a>
Whilst it might be slightly too early in the year yet for rhubarb, as it’s one of the first fruits to be harvested in Britain in the year, so often, rhubarb would feature on our Easter tables. For a nice aperitif, this rhubarb bellini is perfect for a garden party &#8211; it’s nice, fresh, and just about sweet enough to make it a fizzy delight!
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<h1>Laura</h1>
For people looking for a treat a little earlier in the day I have the recipe for my ultimate (and slightly controversial) brew. Simply get a Double Twirl and a cup of tea, dunk your Twirl in the tea for around 3 seconds and eat…it melts in your mouth!
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<img loading="lazy" class="aligncenter wp-image-1148" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/elena-mozhvilo-0uKyCFudaOk-unsplash-300x199.jpg" alt="" width="500" height="332" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/elena-mozhvilo-0uKyCFudaOk-unsplash-300x199.jpg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/elena-mozhvilo-0uKyCFudaOk-unsplash-1024x681.jpg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/elena-mozhvilo-0uKyCFudaOk-unsplash-768x511.jpg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/elena-mozhvilo-0uKyCFudaOk-unsplash-1536x1021.jpg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/elena-mozhvilo-0uKyCFudaOk-unsplash-2048x1362.jpg 2048w" sizes="(max-width: 500px) 100vw, 500px" />
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<h1>Charlotte</h1>
My Easter treat doesn’t require any cooking, just some light assembly. I think this is a fun twist on the traditional breakfast, Dippy eggs and Soldiers. It’s memorable for kids and adults alike!
<h2>Caramel Dippy Eggs with Hot Cross Soldiers</h2>
Simply take off the tops of any Easter egg and fill it with caramel (store-bought is fine &#8211; thank you 
Nigella). Serve in an egg cup with a Hot Cross Bun sliced into soldiers. 
<a href="https://kitchen.nine.com.au/recipes/caramel-easter-egg-soldiers/ce7b702b-3eee-4d52-a38a-17701a88f572"><img loading="lazy" class="aligncenter wp-image-1146" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/dippy-easter-egg-300x169.png" alt="" width="500" height="282" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/dippy-easter-egg-300x169.png 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/dippy-easter-egg-768x433.png 768w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/dippy-easter-egg.png 802w" sizes="(max-width: 500px) 100vw, 500px" /></a>
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<h1>Tineshia</h1>
My favourite Easter egg is a Milkybar egg, and there&#8217;s only one way to enjoy it! Straight from the fridge, smashed to bits and slowly melted in the mouth! It&#8217;s one of life&#8217;s simple pleasures.
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<h1>Karen</h1>
How do I ‘eat’ my Easter eggs? Like this&#8230;
<h2>The Easter Egg</h2>
You will need: 50 g melted chocolate, 3 Tbsp Baileys Caramel, 3 Tbsp crème de cacao, 1 Tbsp butterscotch schnapps, Mini creme eggs.
<ol>
<li style="font-weight: 400;" aria-level="1">Twirl melted chocolate around the glass by slowly turning the glass and working your way from bottom to top.</li>
<li style="font-weight: 400;" aria-level="1">Add the alcohol to a cocktail shaker with ice and shake thoroughly, then strain and pour into the glass.</li>
<li style="font-weight: 400;" aria-level="1">Drop a chocolate mini creme egg into the drink to make it the ultimate Easter Cocktail.</li>
<li style="font-weight: 400;" aria-level="1">Pop some chilled tunes on, kick off your shoes and enjoy!</li>
</ol>
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So there you have it, an incomplete guide to Beacon’s Easter celebration. We’re not all entirely convinced by dunking chocolate in your tea, but to each their own. Happy Easter from the team at Beacon!

5 Minutes to: Easter Debauchery

The Beacon team are very excited to announce that today, we’re launching a brand new service as part of our marketing offering. The Digital Communications team now joins our Strategy team and our Creative Studio to help our clients bring their stories to life.
Digital Communications is a hugely important part of marketing, especially as clients are researching more, and spending more time and more money online than ever. From SEO to Social Media Management, Content Writing to Paid Media campaigns, there’s a whole host of different ways to reach your consumers in the digital ecosystem. 
Our latest offering brings Beacon’s passion for storytelling to new channels and platforms; helping smart home and technology businesses communicate with their audiences on their websites, social media, and beyond. With different users favouring multiple channels, having a tailored approach that considers different buyer personas and stages of the user journey is crucial to a successful digital marketing strategy
Ruthie Pinion, Digital Communications Strategist, will be heading up our Digital Communications team, bringing her expertise in the world of content creation, social media and paid advertising to the world of smart home and connected technology. “Digital Communications, in any and all of its forms, has been a big topic of consideration for many of our clients, particularly over the last year. We’re hearing how SEO has caught the attention of the C-Suite, and we’re acutely aware of the power that social media and communities can have for businesses. Helping brands, particularly those connected living brands who stand to gain a lot at this juncture, to navigate this temperature shift was the main catalyst for bringing our Digital Communications offering to market,” commented Ruthie on the launch.
You can find out more about Digital Communications and our offering during our upcoming webinar: “Getting Started with Digital Communications”. Register your interest below, and we’ll see you at 10:30 on April 14th!
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Announcing: Digital Communications Service

More people are listening to podcasts than ever before. And with so many people listening, the demand for audio content, especially when it comes to ‘niche’ content, is huge.
That means that there’s a great opportunity for you, your brand, or your business to get involved with what we marketeers call ‘audio marketing’. The average attention span of an internet user is a matter of seconds which means that video, or visual content, has to be quick, impactful, and, all too often, fleeting. 
But podcasts are different. Podcasts are long-form marketing. You can offer insights, information, training, community-building, humour, conversation, and in return, you get the undivided attention of your audience. That is marketing gold dust.
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<h1>So where do I begin?</h1>
That’s a great question. People these days are getting their podcast content from a whole host of different services, but the most popular platforms are Apple Podcasts, Google Podcasts, and Spotify. 
You may be wondering about the cost of recording, producing, and distributing your episodes, but fear not. This blog post is going to take you through every step of the process to create, launch, and distribute your podcast around the world totally free of charge.
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<h1>Setting up your podcast</h1>
Firstly, let’s introduce you to <a href="https://anchor.fm/">Anchor.fm</a> &#8211; a podcast management platform that allows you to record, edit, and distribute your podcast for free across all the major platforms.
Once you’ve created your account, you can go ahead and set the title, description, and album art of your podcast, and Anchor will create a public page for your podcast, too. You can also link it to your social media accounts, and your website, too. 
Then, you’re ready to begin!
And that’s one of things we love about podcasting &#8211; there are no rules whatsoever when it comes to the content of your podcast. It’s a totally different, unique way to talk about you or your brand, with the only limitations being the medium itself. 
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<h1>Creating your first episode</h1>
<h2>Recording</h2>
The first option you have to record your podcast is to do it the old fashioned way, with microphones, or more likely these days, over Zoom. If you don’t have the budget or scope for a full microphone setup, recording on your mobile device can still yield some great quality results.
A top tip for recording your podcast though is going to be to make sure each of your guests has a separate microphone / phone – trust me, when it comes to editing your episode, you’ll be really grateful! You’ll have control over the levels, and make sure the active speaker is always able to be heard with minimal background noise. 
Another top tip if you’re using several microphones in one place or apart, is using a loud clap or noise you can use to synchronise all the audio feeds. That’s exactly what the ‘clapperboard’ you see in film and television production is used for!
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<h2>Editing</h2>
Your editing style will be unique to your podcast,for this you should consider who your audience are, and what they’re going to want to hear. For example, if you’re creating an industry podcast, the chances are, your audience aren’t going to appreciate a whole lot of ‘in-jokes’, even if you’re having a laugh recording the episode! 
If you’ve set up your recording so each guest has their own microphone (or voice note file), then in the editing process, you’ll be using something called ‘multi-track’ editing. Many of you I’m sure will have heard of <a href="https://www.audacityteam.org/">Audacity</a>, an open source multi-track editing software you can download and use completely free. 
A great tip is to ‘mute’ all the other guests when someone else is speaking as it makes sure that things are that bit clearer. If you have a more informal, conversational style of podcast make sure you turn the volume back up for those little social cues that make it sound much more like a natural conversation. It can feel a little alien if the speaker makes a humorous comment and the pause for laughter is totally silent!
Putting together a slick podcast takes a bit of practice. Smoothing out the cuts in the audio, working out the pace, and figuring out the bits of conversation to keep in (and those to leave out) takes time, but once you’re used to the editing process it can also be a really enjoyable, and a totally unique type of creative work.
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<h2>Using Anchor</h2>
You could potentially save yourself even more effort and time by using Anchor’s built-in episode creator. Whether you’re using their dedicated podcast recording app, or just using the website, there are a bunch of features that can be really useful in creating episodes quickly and easily. 
As well as the ability to record audio directly into Anchor, as Anchor is owned by Spotify, you’re also able to search and use Spotify’s music library in your episodes. They also have a comprehensive suite of title and transition sounds you can use to help build your episode. 
<img loading="lazy" class="aligncenter wp-image-1088" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-1-1-300x149.png" alt="" width="800" height="397" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-1-1-300x149.png 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-1-1-768x381.png 768w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-1-1.png 902w" sizes="(max-width: 800px) 100vw, 800px" />
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Another nifty feature, especially once you’ve established your podcast with a larger audience, is the ‘Messages’ feature, whereby you can send out a link over social media and ask people to submit feedback / questions as voice notes for you to use in your episode, great for panel discussions or FAQ style episodes, and a great way to engage your audience, too. 
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<h2>Publishing your podcast</h2>
Once you’re happy with your podcast, you can get about publishing it to all the platforms that Anchor supports. You’ll be asked to name the episode, give it a description, and then fill in some more details such as season and episode number, and then you’re good to go!
<img loading="lazy" class="aligncenter wp-image-1089" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-2-1-300x198.png" alt="" width="800" height="529" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-2-1-300x198.png 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-2-1-768x507.png 768w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-2-1.png 902w" sizes="(max-width: 800px) 100vw, 800px" />
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Hit publish, and then within a couple of hours, your podcast will be available worldwide on all the major platforms.
It can be a bit daunting launching a podcast, but there are a couple of tricks that will help build your audience, and one of the most important is ratings. For those platforms that support rating podcasts, including Apple and Google, the higher rated your podcast is, the more likely it is to appear in search results or as a recommendation for new listeners. It’s definitely worth prompting your audience in your episodes to rate the podcast and share it with their network if they’re enjoying it!
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<h1>Analysis</h1>
As marketers will tell you, knowing your audience is one of the fundamental pillars of good marketing! That’s why we love Anchor’s analytics capabilities. 
<img loading="lazy" class="aligncenter wp-image-1090" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-3-1.png" alt="" width="800" height="518" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-3-1.png 902w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-3-1-300x194.png 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-3-1-768x497.png 768w" sizes="(max-width: 800px) 100vw, 800px" />
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If you’re trying out new episode ideas or topics, it’s always useful to know which episodes are popular with your audience, and which of them might not capture their interest. The ability to see a report on individual episode audiences, as well as seeing an overall trend and how your audience is listening over time is incredibly useful.
Anchor is able to report on the reach of your podcast, in terms of listenership figures, as well as analyse the geographical location of your audience, and how they’re consuming your podcast. 
<img loading="lazy" class="aligncenter wp-image-1091" src="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-4.png" alt="" width="800" height="626" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-4.png 902w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-4-300x235.png 300w, https://api.beaconagency.co.uk/wp-content/uploads/2021/03/Picture-4-768x601.png 768w" sizes="(max-width: 800px) 100vw, 800px" />
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<h1>Growing your podcast</h1>
Currently available in the US, and hopefully coming soon to the UK and Europe market, is the ability to monetise your podcast directly from the Anchor platform. Anchor also works with sponsors, having the ability to work directly with a select group of brands, your podcast could prove a nice little earner! If you’re based in the US, you’re already able to make the most of this service, and if, like us, you’re in the UK, or elsewhere in the world, you can add your name to the request for monetisation which we hoping to see in the future.
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<h1>Let’s get going!</h1>
Podcasts have never been more popular, and with Anchor, you have the ability to get going and share your voice with the world quickly, easily, and for free. Plus, with tools like Audacity, you can put together professional-sounding podcasts with little more than your phone, an internet connection, and something to talk about. The potential reach and engagement of your audience is huge, so we wholeheartedly recommend thinking about your audio marketing strategy. 
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If you’d like to talk audio marketing, how to put together a great podcast, or even join us for an episode of <a href="https://podcasts.apple.com/gb/podcast/the-smart-life/id1450658887">The Smart Life</a>, reach out to the team at Beacon! Drop us an email at <a href="mailto:hello@beaconagency.co.uk">hello@beaconagency.co.uk</a> and find out more about how we can help bring your story to life.

5 Minutes To: Creating and Launching Your Podcast, For Free

Does ‘Big Tech’ Design Have an Authenticity Problem?

Your website is one of the most important aspects of your business, it is your online shopfront and the first port of call for any potential customer after they first come across your brand. 
<h1>Where to Start</h1>
There is so much to consider when thinking about improving your website, from design to technical performance, and SEO to CTAs. There&#8217;s a never-ending list to consider, all while maintaining a budget. They&#8217;re not even finished when you launch them; it’s an ongoing process to keep them at their best. 
So how do you decide if a full refresh is required and where do you start when you&#8217;re thinking about it? Well, we&#8217;ve created a website questionnaire that will help guide you and allow you to collect all your thoughts on your website. you can download it <a href="https://f.hubspotusercontent00.net/hubfs/5899851/Website-review-Document-1%20(2).pdf">here</a>.
However, before you busily start filling it out here are a few things to do, to give you the information you need:
<h2>Test Your Website&#8217;s Performance </h2>
We utilize a number of tools to periodically test our site. It&#8217;s a great way to see if you need large changes to your website or if it&#8217;s simply in need of Maintenance. It&#8217;s always good to look at the technical side of your website and test those parts of the site you want to improve. We recommend the following testing tools:
<a href="https://gtmetrix.com/">GTMetrix </a>
<a href="https://www.thinkwithgoogle.com/intl/en-gb/feature/testmysite/">Think with google</a>
<h2>Gathering Design Ideas</h2>
If you&#8217;re thinking that a design refresh is the way to go then pulling together what you like to see can be quite tricky. However, there are lots of tools out there to give you a helping hand. Firstly we&#8217;d recommend taking a look at <a href="https://www.awwwards.com/">Website Awards</a>. This site pulls together the best the web has to offer and can be a bit of a rabbit hole for top-notch website designs. It&#8217;s an amazing place to start looking at what your best design could look like.
Next, we&#8217;d recommend that you look at other websites in your industry either from peers or competitors, now you don&#8217;t want to end up with a carbon copy of their website however it&#8217;s always useful to take a look through and write down the following
<ul>
<li style="font-weight: 400;" aria-level="1">What you liked </li>
<li style="font-weight: 400;" aria-level="1">What you don&#8217;t like</li>
<li style="font-weight: 400;" aria-level="1">Any quirky bits of functionality you&#8217;d like to explore further </li>
<li style="font-weight: 400;" aria-level="1">Any animation style you’d like to replace but with different use-case</li>
<li style="font-weight: 400;" aria-level="1">How they integrate their website with other social platforms, CRM system or tools you can visibly see </li>
</ul>
<h2>Check Your Copy </h2>
As a website develops over time and multiple people add tweaks to a site it can erode the sharpness of the copy. A great way to check this is to use <a href="https://hemingwayapp.com/">Hemmingway Editor</a> as a way to rate the readability and effectiveness of your copy. It&#8217;s a great way to see if you need some help smartening it up. It’s worth mentioning that while this is a fantastic way to see if you need to make improvements, it never beats the detailed eye of a professional copywriter.
<h2>Run a Short Survey </h2>
Getting feedback from the people that use your site is invaluable. You could send a small survey out to your customers at this stage to get their feedback on your site. Or ongoing you can install <a href="https://www.hotjar.com/">HotJar</a> for free. It will allow you to enable any visitor to your website to give you feedback on your site, as well as give you a heatmap of usage so you can see where your site performs well and where it might need more to grab attention. 
<h2>Check SEO Performance </h2>
When it comes to whether your site is performing well in terms of SEO you can use a few free plugin tools such as <a href="https://yoast.com/wordpress/plugins/seo/">Yoast SEO</a> to get a very topline health check.  
We&#8217;d also recommend going back to your keywords list and reviewing if they are still relevant to your business now. Check <a href="https://analytics.google.com/analytics/web/provision/#/provision">Google Analytics</a> and see what your customers are really searching to find your site and review whether to add these keywords to your site.
We are offering 5 businesses a free SEO website report that will give you a full breakdown of the SEO health of your site and some tips on how to improve it. Apply here for one of the first come first served places.
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If you have any questions or would like us to help you conduct the review, please get in touch either through the chat function on our website or emailing hello@beaconagency.co.uk

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