3 reasons why you want a dedicated landing page

Getting people to your website is half the battle, now you need them to convert. That is where a dedicated landing page might help and boost your conversions significantly.

A well-designed and built home page can introduce your brand to new clients incredibly well, showing off everything your company can do for them. This is great but it allows for a lot of distraction and navigation when what you want is for them to convert. A dedicated landing page has the sole purpose of creating an interface that is directly focused on your goals and getting those conversions.

Together we are going to go over three reasons why you want your website development team to build custom landing pages for your website. But first, let’s go over exactly what a landing page is.

What you need to know about your next landing page.

Landing pages have a specialized approach to their purpose on your website. They prioritize a single goal and drive progress towards it. Their single purpose removes the chance for clients to get distracted or lost and allows them to see one goal.

They do this by removing links, navigation controls and all other distractions that your main website may have. Let’s learn more about why you want one on your website.

1. Visitors will take the specific actions you want.

The purpose of a landing page is endless but it is important for a landing page to be dedicated to just one. Landing pages will provide visitors with the exact steps in an easy-to-understand way to complete that goal making conversions quick and easy to happen. This is why good landing pages are accompanied by a great call to action (CTA).

There are very effective and flexible tools that you can use for any of your goals and they even make measuring those goals easy too. Setting up trackers becomes very easy to set up when there is only one conversion going on.

2. Dedicated UX.

Since a dedicated landing page is designed with a conversion goal in mind, you can make it even better with dedicated user experience (UX).

Your company might have multiple or a broad target audience, but when it comes to a landing page, you can design the UX to target the exact target audience that wants to convert here. You can even use the visitor’s familiarity with the website that redirected them to your website. This not only makes the process a smooth one for the visitor to take, but it also makes them much more comfortable with completing the conversion process.

3. Improve your customer experience.

Trust is everything when it comes to conversions. When it comes to your marketing efforts, many people are going to visit your website for the first time on a landing page. A professional and streamlined experience can improve the visitors’ opinion of your brand and will then be more likely to convert.

To further improve the experience, provide a concise confirmation message when they complete the conversion. This can eliminate confusion and multiple submissions from your clients.

Make your landing page count with Web2Web.

Dedicated landing pages need to be professional and designed in a way that meets your goals precisely. This is why when it comes to the design and development of your next landing page, you should speak with Web2Web.

With a highly-skilled team, that covers every aspect from the acquisition of viewers to the conversions that turn them into clients, your landing page will be set up for success. If you want to increase conversions on your website, contact Web2Web.

5 tips to improve your Core Web Vitals

When it comes to ranking well in search engines, it’s important to optimise for Google’s Core Web Vitals. These metrics aim to rank websites with a better user experience (UX) higher. So, not only do they improve your Search Engine Optimization (SEO), but also your UX.

In this article, we are going to give you five tips on how to improve the Core Web Vitals on your website, specifically a WordPress website. We have made an article about Core Web Vitals and how any website can use them to improve. If that applies to you better, read Google Core Web Vitals for SEO guide.

5 tips to improve your Core Web Vitals.

Google’s Core Web Vitals are used to assess the accessibility, mobile-friendliness and experience that your website provides. These metrics are incredibly important for your SEO, allowing you to rank higher and in turn, drive more traffic to your website. That has the upshot of increasing your conversions.

To help you gain those benefits, here are five tips that you can use to improve your website today.

TIP 1: Optimize images.

Images help websites convert but they are also a big reason why many websites don’t rank as high as they should. This is because they tend to be large files that take up a lot of storage and bandwidth, slowing your website down.

Optimizing your images by making them the correct size and compressing them will boost your Core Web Vitals score and your SEO in general.

TIP 2: Eliminate render-blocking elements

A render-blocking element refers to the static files on your site like CSS, HTML and JavaScript files. These scripts in files can sometimes block content on your web from being seen by users. As you can imagine, this is not only bad for your SEO but your entire website. Missing content can cost you sales.

There are three really helpful things that you can do to eliminate those render-blocking elements:

  • Minify your JavaScript and CSS
  • Combine your JavaScript and CSS files into one file
  • Defer the loading of JavaScript

TIP 3: Use a caching plugin

Our favourite part about this tip is that it requires very little on your end. Caching can help improve your website’s loading times and all you have to do is install a plugin. Even if your hosting provider has caching options, for WordPress websites, we recommend a proper WordPress caching plugin.

These tools help to optimise file delivery but you should never use more than one. They can conflict with each other, causing worse problems. We recommend that you check with your hosting provider about the specific plugins they would recommend for your plan.

TIP 4: Get a Content Delivery Network (CDN)

A CDN loads images and files on your website from a server that is closest to where the visitor is browsing. This really improves load times and quality which also really helps your Core Web Vitals scores.

CDNs work by using a network of servers from around the globe, making it much easier for users to connect to your website.

TIP 5: Upgrade your hosting solution.

One of the biggest things affecting your Core Web Vitals is your hosting provider. If you don’t have a reliable and fast provider, you need to change where you host as soon as you can. If you are a medium or larger business, you should also consider upgrading to managed, cloud or dedicated hosting server to really improve load times.

On top of that, many quality hosting services also include caching and sometimes a CDN. As an added bonus, a better server means better security.

Improve your Core Web Vitals and every aspect of SEO with Web2Web.

Your SEO is critical for your online success and that means optimising your Core Web Vitals. Google values these highly and as the biggest search engine out there, you are going to want to rank highly. This is where our specialised SEO team comes in. With Web2Web, your Core Web Vitals and every other aspect of your website’s SEO will be taken care of.

Get in contact with Web2Web today.

How to relaunch a Google Ads campaign

You’ve had a Google Ads campaign in the past but it has been deactivated for a while. Now you want to start it up again. What do you do?

If you find yourself in this situation then there are several things you need to consider. The biggest one is if relaunching is the right solution for you. If your Google Ads campaign has been paused for a long time or your goals have changed, it would be best to start an entirely new campaign.

If you do want to restart it, we are going to teach you how to relaunch a Google Ads campaign. This will be a step by step process on what to do and how to find out what needs to change.

Look at your landing pages, images and videos.

Before we even look at your Google Ads campaign, we need to know if your current material is still useful to you. If your campaign was making use of a landing page, images or videos, take a good look at them now.

Do they still support your current goals?
Will they match your business identity?
Are they at a standard you are happy with?

If you can answer yes to all three of these questions then you can consider reusing them.

Were your previous efforts aggressive enough?

A good place to start with relaunching your Google Ads campaign is to assess how successful it was in the past. A great way to do this is to use the Lin-Rodnitzky ratio.

How to do the Lin-Rodnitzky ratio test.

  • Sett the date range of your campaign to be the last three months before it was paused.
  • Look at your keywords and enable all search terms.
  • Make sure your columns include conventions and cost/conversion.
  • Create a filter based on conversions and make it greater than 0 (>0).
  • Divide the total cost/conversion by the filtered cost/conversion.
  • You will now have your campaign’s Lin-Rodnitzky ratio.

So, what does this number mean?

Your ideal healthy Lin-Rodnitzky ratio is between 1.5 and 2. If your campaign was lower than 1.5 then you were playing it too conservatively in the past and can be more aggressive when you relaunch.

If your campaign is above 2 then it was being too aggressive. It was getting too many clicks without conversions. To mend this in the future, use less broad match keywords, add more negative keywords and increase the bids on high-quality keywords.

If you want to get a better understanding of the Lin-Rodnitzky ratio, keep your eye on the Web2Web blog. We will be posting how to use it even better in future articles.

Look at keywords.

Current keywords.

Your current keywords are likely out of date and need to be looked at again. What will help you eliminate keywords quickly is looking at how they performed for you before.

If they had zero impressions, remove them immediately or change their match type to broad match. If they had impressions but zero click-through rate (CTR), remove them too or change their match type to broad match. We would prefer to remove the keywords entirely for both cases.

New keyword research.

Keywords change with time which is especially important to note when your campaign has been on pause for a while. You will need to get a fresh set of keywords that support your goals when you restart your campaign.

We have a very comprehensive guide on how to perform keyword research on our blog: How to do keyword research for your website.

You might need to make new ads for search campaigns.

If your campaign was a search campaign, your ads might need to be changed or created again. By this point, you have new keywords and potentially a new landing page and your ads need to follow suit.

Make sure that the new ad copy is still strong and supports the new keywords while leaving the old keywords behind.

Change what your ads target.

If there were any devices that never converted, or hours of the day that didn’t either, consider taking those off. You can do the same for age and location too.

If you didn’t have a remarketing campaign before, you want to get one set up to run when you have a large enough audience for it as well.

You are finally ready to relaunch your Google Ads campaign.

The steps you need to take are simple but they can take a lot of time. Make sure you don’t cut corners here because old Google Ads campaign data can ruin your marketing success.

If you want to make sure that every detail is taken care of professionally, Web2Web has your back. Our marketing team is highly trained in every aspect of Google Ads and PPC advertising. We can get your campaign up and running with success. Get in contact with us today to set up your Google Ads campaign.

5 website design mistakes to avoid

There are a number of mistakes that can be made in website design that can be easily avoided once you know what to look for. The choices you make and elements you decide on can very quickly make your business website difficult to navigate, connect with and worst of all, trust.

If you want to keep your clients around, then you are going to want to avoid these five website design mistakes:

  • Building before designing.
  • No visual hierarchy.
  • Too much clutter.
  • Neglecting accessibility.
  • Leaving mobile behind.

Building before designing.

We can sometimes be so quick to dive right into building the website before any proper groundwork has been made. While we will finally get to use a computer, the design process starts with paper and pen. Or a Word document if you’d prefer.

Before we go anywhere near the website, we need to start writing down the objectives you want to achieve with your website. With those in mind, you will then want to make a wireframe of your website to test the layout and element placing. This is the perfect time to ensure that your design is meeting those objectives. It will also allow you to spot any redundancies in your design that will just create clutter if they stayed around.

No visual hierarchy.

A very common website design mistake that we see on new websites is the lack of visual hierarchy. This is the orderly arrangement of elements based on their importance to your website. Without this, people won’t be guided properly around your website and ultimately to your call to action (CTA). This in turn means fewer conversions.

To avoid this mistake, think about why people will be coming to your website and get started with UX research. The end result will have your website’s elements flow in the way you want your clients to see and ultimately convert to.

Too much clutter.

By this point, you are already on track to avoid this website design mistake. Because current website design software has so much to offer, you can very quickly gain unwanted clutter.

Your website has a purpose and anything that does not support that purpose is clutter. Pop-ups are distracting and unnecessary videos will take your clients away from converting. Don’t let yourself be distracted by these design features. Stick to your plans and only add elements that support your goals.

Neglecting accessibility.

Many companies have already recognised that making their website accessible to people with a broad range of impairments is important. It’s not something that is as easy to add afterwards as it is when you are designing the website.

The more people your website can reach, the more it can convert. Making your website accessible to everyone will also make everyone happy. By adding accessibility features to your website from the very beginning, you will save on time and money.

Some simple points to get you started are to actively use alt tags to images, include audio descriptions and use an easy to read serif font.

Leaving mobile behind.

Despite all the data pointing toward mobile-first design, we still find many websites that fail to make their website mobile-friendly. Truth is, most people visiting your website will be doing so on their mobile devices. So, don’t make this website design mistake and start with mobile.

Many designers will actually design for mobile before they make the desktop website. This allows your website to give the best experience to the majority of your clients while still offering a fantastic desktop experience.

If you want to start making your designs more mobile-friendly, read our article: 5 tips for a more mobile-friendly website.

Avoid these website design mistakes with Web2Web.

Your business website can be a vital part of your success and these mistakes can be a huge hindrance. This is why so many brands go to website design and developers like us to make sure their website is perfect. With Web2Web, you get a dedicated team that knows exactly how to make your goals supported by your website.

If you are looking to make a new website or update your current one, don’t hesitate. Contact us today and find out how we can make your company convert online like never before.

Facebook advertising: What you need to know

So you want to know what Facebook advertising is or to learn about what it can offer your business? We are going to go over those exact points and give you a set-by-step guide on how to make one. That way, you will know exactly what to expect when you consider advertising on Facebook.

1.6 billion people around the world use Facebook to connect to small businesses on Facebook. This makes it a very valuable place for you to reach your audience. With every marketing venture, you want to reach more people and people that are interested in what you have to offer. You can get just that through Facebook advertising.

Facebook advertising in a nutshell.

Ads made through Facebook appear in the newsfeed or the right column from a desktop browser. These ads include copy, a visual element like images and video and a way for people to covert. It essentially looks like a regular Facebook post which allows it to blend in with the feed.

You can target these ads based on a variety of metrics and adjust how much you are willing to spend on them with ease.

Four reasons why you want to advertise on Facebook.

1 – When we think of big social media platforms, Facebook is always on that list. With over 2.8 billion users, it’s a no-brainer. With so many people on the platform, there is a huge chance that your target market is there right now.

2 – Out of that giant pool of people, the average user spends around forty minutes every day on Facebook. So the audience on the platform is spending a lot of time in which they can see your ads.

3 – Facebook gives you a lot of control over who your adverts get shown to. This is a huge benefit to advertising on Facebook since don’t have to waste a portion of your budget on people who would have no interest in the first place.

4 – Advertising on Facebook is super simple. They walk you through the whole process, taking you step-by-step to get the most out of your ad. Once it is ready, it can go live immediately. The whole process can take a few minutes if you have all your assets ready and we will show you how.

How to create Facebook Ads.

Now that you know why you want to advertise on Facebook, it’s time to actually do it. The process can be broken up into a simple five-step method:

  • Pick an objective.
  • Choose your audience.
  • Select a platform.
  • Set your budget.
  • Pick a format.

Pick an objective.

In three different categories, there are ten different marketing objectives for you to choose from. These fall under awareness, consideration and conversions. Choosing your goal here will allow Facebook to direct your ads in a way that supports your overall marketing goals.

Choose your audience.

Now that we have an objective set, you can choose who you want your ads to get shown to. For better and worse, Facebook tracks a lot of data about its users. By a lot, we really mean it. Age, location, interests, purchases and the people and places you have connected to. These can all be used to target your specific target market.

Have a clear persona you want to market to and choose from the options Facebook provides to match that.

Select a platform.

Facebook owns many different platforms that you can advertise on through Facebook. You can do it all through one platform choosing one or many. Currently, you can choose between:

  • Facebook
  • Instagram
  • Messenger
  • Audience Network.

You don’t have to choose just one here. You can have the same ad run on several at the same time. Make sure to do your research on exactly where you want your ads to appear.

Set your budget.

At this stage, you will be faced with two budget options – Lifetime budget and Daily budget. Lifetime budget sets the amount you want to spend over the whole course of your campaign. It’s fantastic if you have a large budget or if you don’t have a set end date for your campaign. Daily budget sets the amount that will get spent each day. This will allow your campaign to stretch out over the amount of time that you set.

Be careful with which one you pick. Lifetime budget can end your advertising campaign quickly while Daily can have you missing out on an audience later in the day after the daily budget is up.

Pick a format.

This is the last step in the process. Facebook offers many different formats for your ads to take. We will put the whole list right here for you to look at. It’s important to know what format you want to go for during the planning phase of your marketing. That way, when you get here, you will all the assets you need and all you have to do is put them in.

Every ad will have copy (or text) and a visual element. Here is the current list of formats that you can choose from:

  • Photo ads
  • Video ads
  • Carousel ads
  • Stories ads
  • Messenger ads
  • Slideshow ads
  • Collection ads
  • Playable ads
  • Instant Experiences

And that is it! You have just gone through the whole process of setting up a Facebook ad. We told you it was simple.

Set up and manage Facebook ads that convert Web2Web.

Facebook advertising offers more and high-quality traffic that you can use to boost your company. If this is the solution you are looking for and you want to get the most you can, with your budget, then get a professional social media marketing team, like Web2Web.

Our specialist team knows the ins and outs of Facebook and covers every aspect of ad creation. From copy to image design, we can lead your advertising efforts to success through this platform. Contact us today and a specialist will be in touch to help you get the most out of Facebook.

Design a hero image to make your website stand out

Almost every website has a hero image design, the big prominent image that you see first when landing on a website. It functions as both a banner and an introduction to your website and in turn, your brand. It also plays a larger role in keeping your visitors on your page, turning them into potential clients.

So how do you design a hero image that can do all of these things? In this article, we are going to discuss what a hero image can do for your website and five factors that you need to consider when designing one for your website.

What can a hero image do for your website?

Visitors will see your hero image every time they land on your homepage. This is the perfect place to create brand engagement and hook visitors’ attention to keep them scrolling.

A well-designed one will showcase your brand clearly. It can be animated, clickable, with or without text. What’s most important is that it catches attention and reassures the visitor that they are in the right place and can get what they want. To help you get this right, we have created a guide on how to design a successful hero image.

How to design the perfect hero image for your website.

A great hero image will show what your website is about without telling. Even the ones with text. They display your brand in a different way to your logo by offering a peek of the experience that a visitor can expect from the rest of the website and your brand.

To get you started on designing a hero image for your website, here are our five factors that need to be incorporated every time:

  • Use relevant images.
  • Set the tone for your website.
  • Work with your heading.
  • Work with a clear CTA.
  • Hero image size for mobile design.

Use relevant images.

The image you use for your hero image needs to be relevant to your website and your brand. This doesn’t matter if it’s a photo, video or an abstract image. It needs to speak for your brand and remind the visitor why they want to buy from you.

Quality is critical. This is not something you can cheap out on when planning your website. You need a high definition image that will look great on big and small screens. Trust us, people will notice an image that is too low in quality. This will immediately sell your brand as low quality and they will bounce.

While there are restrictions you have for the image, you can still make a lot of unique choices for your website. Photo, animation, video and even interactive design are all open for choice. So long as they support your brand, you can consider them as an option.

Set the tone for your website.

From the moment of landing, there are only a precious few seconds to hook the visitor before they make the decision to stay or leave. This time can be less than 15 seconds, so the experience your hero image gives needs to be convincing.

It should set the tone of your website and what you offer. Make sure to incorporate the way you want your clients to feel when they experience your brand. If your hero image can make your ideal customer feel excited, happy or inspired, you have a winning formula.

Work with your heading.

While not all hero images incorporate a heading into their design, many do and it’s important to make them work together. When done successfully, the two can work synergistically to create an even stronger message.

The heading in turn needs to work with the image. Just like it, it must show and not tell. You can do this by talking about what your client will feel about your product or service instead of what it is they are getting. Instead of “High-quality development,” you can say “Develop your future.”

Make sure that the heading is placed in a logical position and can be easily read over the image.

Create a clear CTA.

The call to action (CTA) is the text that tells the viewer what they need to do next. It can often be found on a button but depending on the functionality of your website, it can come in many different forms. What is important is that it shows visitors what to do after landing on your home page to continue their journey.

It is important that the hero image is designed in a way that makes that next step obvious. To do that, you must consider the hierarchy and balance of the design to have it all lead to where the call to action is. Put careful effort into this step and you will have a clear path for your visitors’ eyes to travel.

It is also important to make sure that there is no excess clutter in the hero image around the call to action. It needs to stand out and the hero image needs to help that.

Hero image size for mobile design.

It’s no secret that most internet browsing is done from mobile phones. This means that it is reasonable to say that most of your website traffic comes from mobile and you need to design for it. Included in that design is your hero image.

Responsive website design makes your website look great, no matter how big or small the screen viewing it is. When it comes to the hero image, you need to make sure that your design responds to different sizes just as well as the rest of the website. It needs to keep its effectiveness and message, so be sure to test multiple screen sizes.

Have your home page taken care of by our experts at Web2Web.

Your website is an extension of your business, so making sure it functions at its best is important. With an expert team of designers and developers, you can rest assured know that your website is in the best hands that will allow your business to soar online.

If you want results from your website, contact Web2Web and you will be put in touch with one of our experts.

5 tips to design an event page that converts

A successful event needs people and to get those people, you need to design an event page on your website. This type of website page provides people with all the information they need to know, the vibe and why they should be going. If done right, you will have a page that draws in people and gets them to register.

It might be tempting to just create a Facebook event or something similar and call that a day. But that doesn’t give you a realistic number on who will join. It also excludes everyone who doesn’t use Facebook. While social media should not be ignored for your event, a website page can be shared on those events.

Make an event page that converts with these five tips.

A website page can take viewers directly to conversion with no other distractions. Furthermore, this page opens up the potential for other types of advertising. From physical posters to Google Ads, a dedicated event page doesn’t limit you.

To make sure your event page performs at its best, we have put together five tips that will give your design process a boost.

  • Design an easy-to-read layout.
  • Engage your audience with visuals.
  • Pick the perfect colour palette.
  • Craft a strong and direct call to action.
  • Make your event page mobile-friendly.

Design an easy-to-read layout.

You have a very limited amount of time before a visitor to your website decides to stay or bounce. Less than 10 seconds. This is why creating a layout before we start adding visuals is crucial. For your event page to get the essentials across in such a short amount of time, you need to put the key information top and centre.

Here is a brief list of everything you want to be able to see on landing.

  • Event name and description.
  • Cost, date, time and location.
  • Sign up button with clear CTA.
  • Engaging images or video.

To keep these elements clear and easy to read, you need to make use of white space. It’s no good if people can’t find information or the sign-up button and white space will help you with that. Take time with the layout to get the use of white space just right. Too little will clutter the page. Too much will disconnect the elements.

The goal of your layout is to make the event page scannable, legible and lead the reader to the sign-up.

Engage your audience with visuals.

People are going to look at the visuals to judge the tone and how much fun your event will be. So stay away from bland, low-quality and stock images. They will hurt your event page and in turn, your event.

Source high-quality images and videos that both represent the event and your personal brand. Through proper target market research, you will be able to narrow down the search for that perfect image.

Consider including 3D elements and interactable design if it would boost the goal of your event.

Pick the perfect colour palette.

Different colours evoke different emotions. We could create a whole blog post just on how certain colours and combinations of colours affect us.

Chances are, your brand already shares a similar tone or vibe that your event will have. Pick a palette that will use your brand colours and bring out the emotions you want readers to feel for your event.

Before you finalise your colours, consider how they will impact the colour of the text. Dark backgrounds need light text and vice versa. If not planned properly, your important text could annoy people struggling to read it.

Craft a strong and direct call to action.

The goal of every event page is to get people to sign up. To encourage this action, you need a strong call to action (CTA). When writing, think about what the next step in the registration process is, the target market and your brand’s voice.

Write many different versions and after a while, pick the one that gives the clearest instruction in your brand’s voice.

Make your event page mobile-friendly.

Most people browse the internet on their mobile devices which means that most of them will also see your event page on their smartphone or tablet. A mobile-friendly event page needs to prioritise the layout on a smaller screen and make the registration easy to do with thumbs.

To help you out, we have a whole blog to make a website more mobile-friendly. You can use that advice on your event page too – 5 tips for a more mobile-friendly website.

Make your next event page successful with Web2Web.

Every page on your website serves a purpose and an event page serves one of the most important ones, conversions. Because of this, it’s all-important that the design and development for that page are on point. This is where the expert team at Web2Web comes in.

Our designers, developers and copywriters have years of experience with creating website pages that convert. If you want your next event to speak to your audience on your website, contact us.

How to check and update PHP for WordPress

Something that can easily be overlooked, but is key to the security and functionality of your WordPress website, is having to update PHP. All websites that run on WordPress also run on PHP, an open-source programming language that is used on the server. Without it, your website wouldn’t exist, so it’s important to make sure it is up to date.

Why you should check and update the PHP version of your website.

Since PHP is the core of your WordPress website, everything about your website gets held back if the code isn’t at its best. The developers of the code are constantly working on the language supplying regular updates and improvements. This allows PHP to become more secure, faster and take less space.

Right now, the only versions of PHP that still receive support are 7 and 8. The latter having been released in November 2020. If your current version of PHP is not at least 7, we highly recommend making the upgrade for your website’s safety and performance.

But how would you check for that?

How to check your version of PHP for a WordPress website.

As with most things on WordPress, there are many ways to find the version of PHP that your website is using. For the sake of simplicity, we are going to cover the easiest method that isn’t just installing a plugin. Although there are several plugins that will do this for you like Display PHP Version.

Using the hosting management panel.

The easiest way to find your PHP version is to look right at the source. In the back end of your hosting account, there will be a menu with a name like PHP Settings, PHP Version Manager or something else along those lines. Find the menu for PHP.

It’s here that you can check with version your website uses. You can also update to another version, but there are a few more things we need to do before that.

How to update your version of PHP.

Whenever updates are made, there are always risks, but they way outweigh the risks of having a website with old code. Updating PHP will most likely run the risk of causing problems with WordPress core, themes, plugins or other scripts as they might not be compatible yet. To fix that you will need to update everything before you begin updating PHP.

Now we can start the process of updating PHP:

  • Back-up everything.
  • Double-check with a plugin.
  • Update PHP.
  • Test your website.

Back-up everything.

Any time any change is made to your website, it is crucial to back it up. The last thing you want is for things to go wrong and lose your whole website without something to recover it.

Ideally, before upgrading PHP, you should also create a copy of your website to test offline. That way you can test the changes and avoid the downtime that recovery would cause.

Double-check with a plugin.

Even though we have just updated everything else, things can still go wrong. To avoid that, WP Engine has made a free plugin. PHP Compatibility Checker.

This plugin will find parts of your website that are still not compatible with the new version of PHP. Still, there is a chance that this plugin may report a false positive. Fortunately, WP Engine has provided a list of plugins that are known to be flagged for compatibility issues when there aren’t any.

Update PHP.

Now that everything has been made ready for the update, it’s time to actually do it. Once again, there are several ways that you can do this. And once again, we are going to show you the simplest way of doing it.

Remember the Admin dashboard of your hosting provider? We went there to check the version of the PHP. Here you need to find a menu named PHP Version Manager and then find your website’s location. Once here, pick the version you want to change to and press Save.

If you are unable to find these menus or options, your hosting provider may have disabled them. In that case, get in touch with them.

Another way to do this is through SSH commands, but that is a much more complicated process. For more on the installation and configuration of PHP, visit their official page here.

Test your website.

At this point, the updates are done and your website has never been more secure, but our work isn’t quite done yet. There is still a chance that an issue has slipped through the cracks. To make sure everything is running just as it should, visit every page and inspect all their features. Test the plugins and theme features too.

If everything is running smoothly, then congratulations! Your website is now running on the latest version of PHP.

Keep your website at its best with WordPress maintenance from Web2Web.

Every website has many moving parts that need to be kept up to date to ensure your company stays safe and secure online. This means regular checks and backups as well as major updates like PHP. This is why we offer WordPress maintenance at Web2Web.

With us, you get an expert WordPress development team based in Cape Town that can make this process smooth and simple with minimal downtime. If you want your website to be at its best, contact us today and we can find the best solution for you.

Get your website brand image right (5 tips)

A good website has a strong brand image. When done successfully, opening your website feels like walking into a well-planned store. It’s immersive, reassures the client that they are in the right place and most importantly, reminds them why they chose you to solve their problems.

If your company has a real-life shop front and your website gives you the exact same feeling, you are doing something right. If you only have an online presence, fret not, we are going to finish this article with five ways that you can improve your website brand image.

What is branding for websites?

Everything about your business website expands and represents your brand. Some examples are:

  • Images & Colour.
  • Typeface & Copy.
  • Layout & Shapes.

They all come together to form an experience that your clients will get. When done successfully, this will be immersive and enjoyable. Something people will want to experience again.

In the same way that you would go to a lot of effort to make a physical store look great, your website needs that too. We would even argue that your website is even more important because most people will look for a company online before travelling to their shop.

Using the three points we detailed above, you should work with a strong design team to create a brand identity that can be used as a reference with the tips that we will are giving you below.

5 core tips for your website brand image.

Keeping your website brand image accurate to your company is crucial for online success. If a client lands on your website and doesn’t feel like they are in the right spot, they could bounce and find other solutions. To help you keep your website on point, here are our 5 core website branding tips.

1) Get the functionality.

What does your website do? Is it a blog, e-commerce shop or a lead builder?

Whatever the purpose of your website is, you need to single that down and make sure it does it well. This means making e-commerce websites have a simple and straightforward path to secure purchase.

Every company does something and your website informs how well you can do it for your clients. If your website isn’t up to par, it can let your whole brand down. On the contrary, if your website reflects the purpose of the brand and what it does, it can set you apart from the competition.

Take time with this tip. Note everything your website does and how that interacts with your brand. You can come up with some really creative answers that clients will love.

2) Strategise your content.

Your company exists in a bigger place than a physical store and a website. It’s in every place that your brand appears on. A content strategy will position what gets seen and where to communicate about what your brand is and what it offers. You can:

  • Make people familiar with your brand.
  • Create more solutions for clients.
  • Expand your digital footprint.

If you haven’t considered social media platforms and an emailer, now is the time to do so. Give your clients that want to engage with your brand a way to do so by extending your website. This gives you the perfect opportunity to show why they should choose you over the competition.

3) Take a look at the layout.

Something that can easily be forgotten when looking at colours and images is the layout. This key part of website branding is needs careful attention to ensure that the website is user friendly and has clean navigation.

If your website has a focus on visuals, make the images the hero. If you need to convey a lot of information, make the text clear and break it up to help the reader’s out. There can be many different aspects to consider here, but whatever you do, keep it easy to understand. Clients should be able to do what they want without any holding back.

4) Clean up the UX and UI.

While both user experience (UX) and user interface (UI) work together, they are whole topics on their own. Both of which we have discussed individually before. To get each of these parts to your website that much better, we recommend you take a look at these two blog posts:

5) Consistency is key.

None of the above will help if it does not remain consistent. This means that every page on your website should have the same template, share the same visual feel and speak with the same voice and tone. If your brand has more than one website or uses more platforms, There should be a consistent look and feel there too.

Creating a very clear brand identity guide will help you and everyone in charge of your website and content out. We have written a whole article on brand identity which includes advice to making the guide.

We start with your brand’s mission and core message. Then … the colour palette including the hexadecimal code for each colour. Next, the fonts your brand uses … Following the font is the brand voice and guidelines for the copy… Lastly is the imagery and how it is used.

For the whole article, read ‘Why you should keep your Brand Identity consistent.’

Create a website that speaks your brand image with Web2Web.

As the digital storefront to your company, your website is often the first place that clients will experience your brand. It’s in these precious moments that you need to stand out and let your client know how exactly why they are visiting you. This is why you want to get it right and you can do that with Web2Web.

Our expert design and development team will apply your brand to every part of your website. To build a new website or update your preexisting one, get in touch with us today.

5 landing page tips that convert

Your marketing efforts are only as strong as your landing page, so it comes as no surprise when tips for making them successful are so valuable. In this article, we are going to discuss five tips that you can use right now to make a landing page that converts.

You have put a lot of effort into the marketing that has gotten people onto your website, but where do you go from there? A landing page is crucial for online marketing success. to give you more information about them, here is an excerpt from our article ‘Make a more successful landing page‘. We recommend that you give that one a read too.

A landing page is the web page a user goes to during a marketing campaign… Landing pages keep the user’s attention and increase conversions way better than a home page can. This is because they are centred around one call to action (CTA). It removes unnecessary distractions for your goal. With other links and information out of the way, you can reinforce your message which can increase your conversions.

5 landing page tips that convert.

So now that we are all caught up on landing pages, let’s dive right into our five tips that you can use to get more conversions. These are:

  • Neat and clean UI.
  • Avoid scrolling.
  • Pick engaging visuals.
  • Use minimum text.
  • A/B test the design.

Tip 1 – Neat and clean UI.

You want the path to conversion to be very clear to the people who land on your website. Keeping things simple improves clarity and makes it much easier for a visitor to take in the value of your product or service.

You can achieve this by keeping lots of white space, structuring the copy in an easy to read way and minimizing the amount of input a visitor needs to put in. If your landing page strays too far away from these points, there’s a good chance that there is too much clutter for maximum conversions.

Keeping in line with a clean user interface (UI), another way to minimize the input a visitor needs to make is to use the next tip.

Tip 2 – Avoid scrolling.

You should aim to have a landing page that doesn’t need any scrolling to convert. People can make their mind up on whether they want to convert in a matter of seconds. If that time is taken away by scrolling, you could be losing out. That’s if the visitor scrolled at all. People might not scroll, so if the key information is below the fold, they won’t get it.

On the first page of your landing page, you want a strong headline and a call to action (CTA) with a clear button that can be pressed to convert. If your visitors can learn what they need to and convert without scrolling, your landing page will be more successful.

What if your product or service is very complex and requires a more detailed explanation? You can still follow the advice above and put that information in. First, consider other forms of education other than reading. This could be images or video. If those don’t work, then put that information below the fold and indicate to the visitor that they can scroll down for more information.

If you do use scrolling, remember to repeat the CTA at the bottom so that the reader doesn’t need to scroll back up.

Tip 3 – Pick engaging visuals.

Having a visual element on your landing page is very important to keep your visitors engaged. These visuals should follow Tip 1, follow your brand identity and look good. This will break up the text, making it easier to read.

If what you are offering is not a physical product, find a way to represent it via one. For products like software, you can create a logo specifically for that product. If it’s a service, take an image of that service being performed.

Tip 4 – Use minimum text.

The text, or copy, on a landing page is incredibly important, but it can very quickly overwhelm visitors when it is too long. You want to provide convincing details about your brand while keeping your copy short. A rather delicate balancing game.

Write down the most important information that you need to convert and condense that as much as possible into a strong headline and supporting text. If you can turn the features you wrote down into the feeling your product services gives, even better.

Tip 5 – A/B test the design.

We have discussed different ways to test a landing page using tools and data, but that doesn’t compare two different pages directly to find the best version you have made.

What we think and how people act can sometimes be very different, so it always helps to make more than one version of your landing page. With A/B testing, you can test different versions at the same time and find out which ones convert best.

On average, landing pages convert at a rate of 9.7%. The pages that achieve that or get higher are very good options. Obviously, your goal should be above that.

Create the perfect landing page with Web2Web.

Let the fruits of your marketing efforts come to fruition. Make your landing page with the design and development team at Web2Web and get a page that supports your goals, draws the attention of your visitors and most importantly, gets them to convert.

Get the boost to your online marketing today and contact us today.

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