When Alex Coppock from Communion Architects first approached us in 2012, he was keen to explore ways to improve search engine rankings and bring more visitors to his website. Since then, his website has remained in top two organic keyword positions and website traffic has grown 10x.
Alex has always taken a very thoughtful approach to his website and I invited him to write an article reflecting on his journey with his website. What follows are his thoughts on how he has changed the way projects are featured on his website over the years from a simple way to showcase the buildings Communion has worked on to something that has a much wider purpose. To my mind, the shift beautifully reflects Communion’s generous, people-focused spirit and its mission statement – working closely with people to deliver exceptional projects that transform spaces and change lives.
‘Brands always used to be able to get away with manipulation because consumers were mostly unaware of being manipulated. Even if they did realize(sic), the choice was limited, and so there was very little they could do. That is no longer true. The web has changed that.
We need to help management realize the fact that consumers have changed. That in every consumer’s pocket is instant access to every other company on the planet that offers the same thing as you. It is so easy to find your competitors and so simple to swap that one small annoyance is enough to make people switch.’
Dark patterns are tricks to make people do things they don’t mean to do. You’ve probably come across them on an airline website when booking seats or paying extra for insurance. Find out more about what they look like here.
While these tricks seem like a clever way to up-sell, here’s an example Paul cites as a reason why dark patterns are not as profitable as they might seem.
‘Sure enough, the sales of filters skyrocketed, and the e-commerce team was pleased because they were one step closer to meeting their targets.
Unfortunately what they were not aware of was what was happening elsewhere in the company.
The marketing team who ran the companies social media channels found themselves having to spend time addressing complaints on Twitter and Facebook.
The customer support team received an increase in calls asking for refunds or complaining. Each call was costing the company £3.21, more than the profit margin on the filters.’
‘“My main gripe is that you’re selling a course for $6,000 to a person from middle America who’s put all their funds into this, and you’re teaching them to sell avocado slicers online with 40 other people who are also selling avocado slicers,” he says.’
Get rich quick schemes almost never work out except for the people who start them or sell the courses. Much like MLM schemes and too-good-to-be-true share offers.
Heidi Chamberlain-Jones (Eat Sleep Live Herefordshire) and Ben Kinnaird (Rather Inventive Marketing) share their best ideas on using social media, email and presenting on video to stay connected during lockdown so you and your customers come out of this stronger together.
We’ll also look at the website and SEO improvements you could be making in this quiet time to prepare for a return to normality – Whatever that will look like!
Every podcaster who does interview shows struggles in booking, interviewing, and following up on their guests to some degree. Building rapport is an added hurdle at times too.
On this episode, we continue last week’s conversation with Rob & Kennedy of The Email Marketing Show and dig into the process of preparing, emailing, scheduling, & interviewing guests, and reconnecting with them after the podcast goes live.
Even though we’re changing tack on the podcast and reducing the number of guests, the idea of using automated emails to get guests excited for when their interview is published is a great idea and something I should have done years ago.
They say imitation is the sincerest form of flattery. But on Google Maps, it is anything but flattering to find out your Google My Business listing has a doppelgänger. A duplicate GMB listing can hurt your rankings and put your business listing at risk of suspension. Meanwhile, it’s not uncommon to see your competitors spamming Google Maps by creating multiple listings for one business.
Read more about how to remove duplicates on Whitespark