It’s hard to believe, but the holidays are right around the corner! And with the holidays comes Giving Tuesday – this year it will be on November 30th. Started in 2012, the Tuesday after Thanksgiving kicks off five days of giving back to our communities. The movement has evolved to be a promotion for donating to local nonprofits, in addition to volunteering. There are several organizations that compile a list of nonprofits for donors to discover, or nonprofits can accept donations through their own sites. With that said, is your site ready for:

  • An increase in traffic?
  • Smooth, secure transactions?
  • Explaining your mission to appeal to donors?

Here are four areas of your website that can be checked prior to any large influx of traffic to ensure that your site is running smoothly and you are able to complete all transactions too.

Load Time

With more traffic comes increased loading times. On average, a user will not wait longer than 3 seconds for a page to load. Don’t let potential donors bounce off your site! Prepare for increased traffic by updating your host, adding a Content Delivery Network to your site, and making sure that your site is up to date. This should include plugins and platform updates to ensure that your site is loading quickly enough to keep donors on the page.

Security

Unfortunately, organizations that are out doing good in the world have to worry about the security of their site – hackers don’t discriminate. Keep your site safe from being corrupted and your donors’ information safe from being stolen! Be sure that your security certificate is up to date – if you’re unsure, check your URL. If there is no “s” in “https” or you have a broken padlock in the address bar, then your site isn’t secure. Check with your hosting company to get an SSL certificate added. Next, be sure that your platform and plugins are up to date. Plugins, themes, and the version of WordPress on which your site runs all require regular updates in order to be secure.

*Added bonus – a secure site is great for boosting your SEO!

Testing

It may seem silly, but one of the easiest ways to know if your forms work or how your site looks on a mobile device is to test it out! Go to your website as if you were a visitor. Do you see all of the essential aspects? Fill out the form(s) on your site – do the notifications go to the correct email address or are they ending up in your spam folder? Is the correct confirmation message popping up after submitting? Even go as far as making a test donation to perform an end-to-end test of the donation form, ensuring that the donation processes completely.

Content

Before Giving Tuesday is the best time to take a close look at your content. Have you had any staffing changes that need to be updated? Is your mission and purpose clear to potential donors? Do you have any updated images that can be added? Do all of your images have complete information? These are just all examples of places to start really examining how the content on your site looks. And it might be the perfect time to start that blog! Blogs are a great way to share long-form content, images or videos, and updates about what is coming up for your organization.

Hammersmith Support Can Help

If all of this sounds overwhelming, don’t worry, we can help! Many of these tasks can be fulfilled by one of our website maintenance packages. Set up a complimentary 30-minute meeting and let’s talk about your business website needs and how Hammersmith Support can help make this Giving Tuesday one of the best yet for your nonprofit!

Jesse Csincsak Arizona Tree Trimming Hammersmith Support

We’re excited to bring you this client highlight about Arizona Tree Trimming and Removal! Our team enjoyed getting to know owner Jesse Csincsak and learning about his business and where his site needed improvement. Does his name sound familiar? If you’re a fan of The Bachelor, then you just might have been rooting for (or against!) Jesse and DeAnna on season 4.

These days, instead of chopping down his reality show competition, Jesse is cutting up new competitors – landscaping businesses. Jesse wanted to update Arizona Tree Trimming and Removal’s site to include better functionality around Google Maps and Google Reviews, which are a huge source of new business for him. In addition, we worked to update content and the overall look and feel of the site.

Content Updates

Arizona Tree Trimming provides A LOT of services! We worked to sort and organize the services provided, as well as update the content under each of the services. This was important for a few reasons. First, educating the customer is a key element to the services Jesse provides. “Trimming a tree” can mean a lot of different things to different people! Ensuring that his customers would know exactly what to expect from tree trimming services is important.

In addition to content updates throughout the site, a blog page was added. This is a great tool for further education around a variety of topics, including expanding on each type of service available. In addition, blog pages are great for building great SEO.

Color and Fonts

When it came to updating the colors and fonts, we simply modernized the overall feel of the site. While the main color is still green, we chose a brighter version. The fonts were updated to an edgier sans serif version and the layout was changed to highlight more images. The end result is a clean and crisp look, clear details throughout, and updated and interesting images as well.

Reviews and Badges

A huge source of business for Arizona Tree Trimming comes from referrals and reviews. In the website redesign, we added an updating scroll that brings in the most recent Google Reviews. Badges earned from referral companies like Home Advisor were highlighted as well to showcase honors and awards.

Google Maps

A lot of Arizona Tree Trimming’s business comes from Google searches, and more specifically, Google Maps. We were able to refer and also partner with an SEO specialist who focuses on Google Maps. The result was an increase in site traffic from Google Maps and improved SEO as well.

See the finished product!

We’re Here to Help

Even if you’re not a reality show star, we’re still here to help! Whether your site needs to be refreshed or completely rebuilt – or if your site is in need of some maintenance, Hammersmith Support can help. Schedule your complimentary 30-minute consultation and let’s talk about what your website might need.

Over the past few weeks, we’ve looked at not only what website analytics are but also how to get actionable analytics on your website through Google Analytics too. One of the big reasons that analytics are helpful is that they can highlight where there might be issues on your website, but they can also inform creating an effective marketing strategy for your business.

We’re excited this week to have an expert – Lyndsay Clements of Ellen Grace marketing – weigh in on the topic of how analytics can and should drive your marketing strategy. Lyndsay is sharing with us how she uses data to help her clients and how you can do it too.

Lyndsay Clements, Ellen Grace Marketing

Take a look at where your marketing is today. Are you getting the results you want? Is your hard work paying off the way you want it to?

If you are tired of spinning your wheels, continuing to do the same things simply will not work. You’ll need to take an inventory of your marketing, determining what is working, what you need to improve, and where to get the help you need. You can do this by looking at your data and analytics. The best marketers, whether it be social media professionals, blog writers, email marketers, or web developers, all use data to make smart decisions that drive leads and sales. The more you can see, the more you can do.

Step 1

First, you’ll need to decide what you are trying to achieve through your marketing. Ideally, you want your customers to perform a certain action once seeing your post or opening your email. Some common things business owners want their customers to do would be to:

  • make a purchase directly from their website
  • make a donation to a cause they support
  • sign up for their email list
  • read through their blog posts
  • make an appointment to meet in person
  • watch a video about their products or services
  • follow them on social media
  • attend an event that they are a part of

If you don’t know what you are trying to achieve, you won’t be able to set clear goals or allocate your marketing dollars in the ways that work best for your business.

Step 2

Once you have a clear idea of what you are trying to achieve, it will be time to set up your conversion goals in Google Analytics. Goals can be set up in one of three ways.

  • You can create your goals from a template
  • You can create custom goals
  • You can use smart goals

Template goals are broken down into 4 categories: Revenue, Acquisition, Inquiry, and Engagement. Goal templates are tailored to the industry of your business. If you haven’t selected an industry in your settings, you may not see any template goals available.

Custom goals allow you pull data regarding almost every aspect of interaction with your potential customers. Custom goals can be one of four types. There are destination goals, duration goals, event goals, and pages/screens per session goals.

Smart goals are set up to measure conversions using Google Ads Conversion Tracking or imported Analytics Ecommerce transactions. Your analytic must meet certain prerequisites before Smart Goals are available. If you have access to Smart Goals, they are a great way to optimize your Google ad performance.

Adding Value To Your Goals…

Other than smart goals, all goals allow you to add a monetary value. For non-monetary measurements, you can add values of your own.  For example, I use $5 for my email subscribers.

Step 3

Now it’s time to measure the channels of traffic that are hitting these goals the most. Your marketing channels are things such as paid, organic, email, direct, and social. You can even break it down to specific platforms such as Facebook, Instagram, etc.

Do the channels you spend the most time on equate to the results you’re seeing? If one channel is blowing the others out of the water, it would be a good idea for you to invest a bit more time there.

Before spending your time doing any more marketing, it’s a good idea to understand which channels are performing the best so you can focus on these as you continue to grow your business.

Get In Touch

Have more questions about utilizing analytical data to drive your marketing strategy? Get in touch with Lyndsay:

www.ellengracemarketing.com

@ellengracemarketing

Last month we shared the importance of utilizing your website’s analytics. The measurement of traffic, bounce rates, mobile v desktop visitors, and duration of visits are just a few of the metrics that are tracked by analytical software. Understanding how, when, and why visitors are coming to your website can help shape your marketing strategy, site improvements, and more. So how exactly do you get this analytical information about your website? One of the easiest ways is to enroll in Google Analytics. This free app gives you a comprehensive analysis of your website traffic at any time! Ready to get started? Here’s how to sign up for Google Analytics according to their website:

Process Overview

  1. Get Organized: First, you’ll need a Google Account. If you have a Google email, you already have a Google Account. If you haven’t already, you may want to set up a free Google Business account and use these credentials for your business’ Google Analytics.
  2. Create a Property: Creating a property refers to setting up a code that will track traffic on your website. If you have more than one website you want to enroll, you would have a different property for each of them.
  3. Get a Tracking ID: After your property is created, follow the prompts to correctly identify your site. This includes industry type, time zone, data sharing settings, etc. After it’s complete, your property will be assigned a tracking ID for identification purposes.
  4. Add Your Tracking ID to Your Site: There are many ways to add the tracking ID to your site. A quick search for Google Analytics WordPress plugins results in numerous hits. Choose the one that best fits your needs.
  5. View Reporting: After your Tracking ID has been added to your site, you can begin collecting and reviewing data about how users engage with your site.

All Set Up. Now What?

Once your site is enrolled in Google Analytics and the app is tracking site traffic, reviewing the data will help you to identify any potential issues with your site (bounce rate), how visitors are finding your site (sources like Google, social media platforms, other websites), how they’re engaging with your site (which pages they click and for how long), and also which medium they use to view your site (mobile, desktop, etc.).

Hammersmith Support Can Help

If all of this sounds a bit overwhelming, or if this kind of work just isn’t in the time budget, Hammersmith Support has you covered! Our comprehensive maintenance packages include not only enrollment in Google Analytics but also Google Search Console too. In addition, our maintenance clients enjoy an easy-to-read report each month, along with a brief written summary from our team, including suggestions based on the analytics. Sound interesting? Visit our Calendly page and schedule a complimentary 30-minute consultation and let’s talk.

We are thrilled to have Robyn Patterson, founder of Mack Media Relations share with us how public relations can benefit your business. We got to know Robyn first through The W Source – Scottsdale/Arcadia, then as a Hammersmith Support client and had the privilege of building her latest website. We’ve also swapped places and enjoyed Robyn’s expertise in promoting Hammersmith Support. We know firsthand how impactful PR can be for a small business and we know you’ll enjoy learning about it too.

Tell Us About You and Mack Media Relations

“I started Mack Media Relations in 2016. Prior to launching my business, I had worked for a number of top agencies in Phoenix and Los Angeles where I represented and managed local and national brands in a bunch of different industries. This really gave me the experience I needed to go out on my own. I also worked in the media for a year, which gave me valuable experience from the other side of the fence.

Mack Media Relations is a boutique publicity firm with a decade of experience in brand awareness for startups, large corporations, and everything in between. I build and maintain relationships with the media to secure desirable television, magazine, newspaper, radio, and online coverage for local businesses. I believe in quality over quantity when it comes to earned media exposure and always being relevant! That is key to building a business. 

Having previously worked in the media, I provide great insight on both sides of the industry and an integrated approach to PR campaigns. My business is unique in that I do it all. I want to be the one pitching your brand to the media. I see it through and stand next to my clients when they are being interviewed. I live and breathe for my clients and they know it.

Over the past five years, I have had the opportunity to work with and represent some of the best local businesses in the Valley and I am beyond thankful for having these individuals believe in me to get the job done.“

How Do You See PR and Marketing Working Together?

“Public relations falls under the marketing umbrella as a branding tool that elevates awareness and drives interest in your business. It is the most efficient way to boost your company’s visibility and image in the marketplace.

Unlike marketing and advertising, PR is all about persuasion. You are trying to convince an audience to promote your idea, purchase your product, support your position, or recognize your accomplishments. And you’re doing this by working with trusted, not paid, sources.

Both are equally important when it comes to promoting you and your business. PR and marketing are similar in their actions and tactics, but their goals are quite different. The main goal of PR is to boost the reputation of your brand and generate media exposure. Focuses on brand awareness and it takes time. The main goal of marketing is to drive sales. Focuses on market trends and revenues, immediate ROI.

Using PR and marketing in tandem drives the best results. Someone connects with your brand as a result of your PR efforts and converts into a customer as a result of your marketing tactics.“

How Can PR Benefit a Small Business and Its Marketing? How Does Mack Media Fill that Need?

“I always say you are hiring me to tell your story. PR is a great opportunity to try something new when it comes to getting the word out about your business. I’ve seen it drastically impact businesses of all sizes in ways that money can’t buy. That’s because the perception of PR far exceeds that of any paid media opportunity (advertising). PR is a powerful tool that helps give credibility to a small business without breaking the bank. At Mack Media Relations, we leverage our relationships to help businesses, big and small, get noticed, whether that’s an editorial feature, a podcast interview, working with influencers, or establishing partnerships and participating in community events. We like to work closely with our clients to make sure their marketing and business goals are met.“

What’s the Best Advice You Have for a Business Contemplating Hiring a PR Company?

“Just do it! But make sure you are hiring the right person to tell your story. You want to trust them with your brand. Find someone who is authentic, creative, and doesn’t overpromise and underdeliver. I would also say that the best time to hire a PR person is when you are ready for everyone to really see your business. You obviously don’t want to draw attention to a brand if you are not ready for eyes on your website, social media, etc. PR can be an intimidating investment but it’s worth it. I promise!”

Get In Touch

Mack Media Relations

@mackmediarelations

480-269-0140

4500 S Lakeshore Drive
Suite 321
Tempe, Arizona 85282

Robyn@MackMediaRelations.com
Contact@MackMediaRelations.com

At Hammersmith Support, website maintenance is one of our core services. We know that you can build a beautiful and responsive website, but if that site isn’t maintained, it can cause major headaches and be expensive to fix if issues occur. We have five maintenance tips to keep your website running smoothly, and five additional tips in our download in the link below.

Check Credentials

Be sure that all of your contact information on the site platform is correct. Missed renewal emails can spell disaster with loss of security – or even your domain. Regularly check that emails, contact information, and credit card information, including the expiration date, are current.

Update

While it may seem obvious, it is very easy to miss or ignore the need for updates. In addition, it’s important to pay close attention to what you are updating. Plugins, platform, themes, and PHP are all separate areas that need to be updated regularly. Don’t risk the site crashing due to trying to catch up on too many updates – be consistent.

Security

Maintain the integrity of your site, as well as your place in Google search rankings, with a valid security certificate: Security Sockets Layer (SSL). If your domain doesn’t have an “s” after “http” or if it has a broken padlock in the address bar, then your site isn’t secure. Ensure your customers’ information stays safe with a current security certificate. Browsers will check for the SSL automatically and will alert you if it’s not present on the site you’re visiting. A current security certificate will also avoid downtime from the chaos a hacker can cause.

Content Updates

Updated content is not only good for customers, it’s great for SEO as well. Google Ranking Factors look for not only fresh content but also the magnitude of the content update to evaluate. Check your site’s information and make changes and additions, including images too (don’t forget to complete the image information!). Consider starting a business blog to share more detailed information as well.

Enroll in Google Search Console

See your site the way Google sees your site by using Google Search Console. This free and valuable tool will let you know if any parts of your site need work. This can include areas that are not visible on mobile, a page that can’t be indexed, broken links, lack of accessibility, or missing pages. Google Search Console is fantastic for maximizing your SEO and ensuring that your site is functioning.

Want More?

These tips are just the beginning! Click to download our “10 Tips for Website Maintenance to Keep Your Site Running Smoothly” to get five additional ways to maintain your website.

Hammersmith Support is Here to Help

If this sounds like another task on your list that you don’t have time for, don’t worry, we can help! Our monthly maintenance packages cover all of this – and more! Schedule your complimentary 30-minute consultation today and let’s talk through your business needs and find the perfect package for you. 

Lisa Finn, Support Specialist
Lisa Finn, Support Specialist

We’re certain you’ve read all about our Hammersmith Support maintenance packages by now, but are you still curious about exactly how the process works? We asked our own Lisa Finn to break down how she and her team maintain our clients’ sites each month, the reporting provided after maintenance, and what she says every client should do with the information she sends them.

Step 1: Enroll

The first step for every new maintenance client is to enroll the site in Google Search Console and review the Google Analytics account (or add this tracking if it’s not on the site already). Google Search Console allows users to see how search engines are crawling the site and flags anything that requires attention, including flagging broken pages (404 errors), pages that Google isn’t able to index, and other issues as well. Google Search Console also enables users to submit their sitemap, which is especially important when new content is added or outdated pages are updated or removed. Google Analytics provides valuable feedback such as:

  • where site traffic is originating
  • how users are viewing the site (mobile or desktop)
  • when they are visiting
  • what pages they view the most and for how long
  • how quickly they are leaving the site (bounce rate)

Step 2: Update

Before beginning any updates, a backup of the site is made. This is done to protect the integrity of the site should anything “break” during the update process. Next, the site is updated one area at a time and continually checked after each section is complete to ensure that the update was completed and that nothing unexpected occurred. The updated areas include plugins, plugin licenses, the WordPress platform, theme, and PHP – the language the language on which the site is built – as well. Updates are vital for the security of the site. Out-of-date plugins and versions of WordPress can leave security holes unpatched.

Step 3: Test

After the updates are complete, the team tests the site. Each area that was updated is examined and checked. In addition, we test site forms. Everything from contact forms, to sign-ups, and links are reviewed. While sending a test through the signup forms may sound like overkill, it really is a vital part of the process. Email servers may update their spam filters without notice. These spam updates could then block or send to your spam folder a legitimate website submission. Consistent checking and testing can avoid missed site submissions and broken forms/site feeds as well (Instagram feeds, real estate listing feeds, etc.).

Step 4: Report

Once all of the maintenance steps are completed, the client is sent an email with an easy-to-digest summary of the work completed. This includes a request for confirmation that the client received a test email from their website and the Google Analytics report. The email will also include notes with suggestions for minor updates and changes to keep the site healthy over time.

Key Take-Aways

While Hammersmith Support maintenance is convenient and hassle-free for our clients, there are two things we ask of our clients each month. First, be sure to confirm that you received the test email submission. While we can test the form, only the client can confirm that the email was received. Second, read our brief summary of work. Many months the report will be purely informational, but often we call out issues or changes that need to be made to improve the site or address issues.

Get Started

Ready to get started? Set up a complimentary 30-minute meeting and let’s talk about your business website needs. In addition to monthly maintenance, Hammersmith Support also provides website redesigns and rebuilds too.

Your new business website has launched – hooray! It’s an exciting time as your clients and potential clients get to see your business’ new digital look and feel. But beware! There are some mistakes that are easy to make and that can cause a lot of issues. Be sure to avoid these three mistakes after your website launches!

Not Promoting

Did you know that on average, it takes consumers being shown the same ad seven times before they even begin to think about it? That means not only do you need to tell your customers, potential customers, and the general public about your site launch, you need to do it more than once. So as not to beat people over the head, consider several different channels like your newsletter, a press release, and social media (personal and business) too. Be sure to keep your message consistent but interesting by highlighting different areas of your new site.

Keeping Stale Content

Not only are customers bored with old content, so are search engines. Engage new and existing customers with updated content and organically boost SEO too. This includes new, high resolution images, complete with alt text, captions, and titles. A site launch is the perfect time to kick off a business blog as well. Blogs are great for business and fantastic for SEO, as a blog post hits several Google Ranking Factors that can help your site gain a more favorable return ranking.

Skipping Maintenance

You wouldn’t skip your first oil change in a new car, so don’t skip maintenance on your new (or existing!) website either. Just like there is a need to tell customers about your new site, you need to let search engines know too. Setting up and testing your Google Analytics as well as submitting your sitemap to Google Search Console will help you track where your site traffic is coming from and find out if a search engine is having problems analyzing parts of your site.

Sound Like a Lot of Work?

Good news! We can help. Hammersmith Support has you covered. Our monthly Maintenance packages include:

  • Site backups and live staging copy maintained
  • Security scans and malware prevention
  • Site optimization
  • Full site test each month
  • Sitemap submission to Google Search Console
  • Premium hosting on a WP Engine dedicated server (premium package) for improved loading times
  • 2-4 hours of content updates each month

Ready to Get Started?

Hammersmith Support is here to help! Click over to our Calendly page to set up a complimentary 30-minute meeting and let’s talk about your business website needs. We can assist with redesigns, full site rebuilds, and cover your monthly maintenance needs!

We are thrilled to share with you something that has been in the works for quite a while….Hammersmith Support has launched in Nashville, Tennessee! This new location for Hammersmith Support is a huge homecoming for founder Heather Locke. Born and raised in Knoxville, and educated at the University of Tennessee, bringing a branch of her business to her home state is a big part of Heather’s dream for her business and her family. Read on to find out more about this exciting news!

Same Great Service in an Additional Location

Having relocated from Knoxville to Phoenix twenty years ago, Heather always dreamed of being back near her extended family someday. But after starting a family and a business in Arizona, getting back east seemed unreachable. However, with the success of Hammersmith Support, the opportunity to expand the business to her home state started to look like it could actually work. Heather had this to say about why Nashville felt like the ideal location for the expansion:

“There’s a mural in Nashville that says ‘I believe in Nashville.’ I took a picture of my daughter in front of it last summer and I thought, ‘Why not Nashville?’. I started putting the pieces in place to expand my business here so that we could spend more time near family and in the other state I love!”

Meet the Team

Having boots on the ground in Tennessee was a must. The Hammersmith Support team grew by two to now include the Nashville team: Kelly Foster and Kaylie Nordin. Kaylie is the owner of Only1 Marketing and is expertly handling the marketing and launch of Hammersmith Support. Kelly is the administrative assistant for Heather and skillfully manages the inner workings of the office, keeping things moving smoothly.

Schedule Your In-Person Meetings This Summer

We are thrilled to be able to offer in-person meetings in Nashville this summer! And as always, our 30-minute virtual complimentary consultations are always available too. Book your appointment! Learn more about all of the services Hammersmith Support offers. And lastly, if you are hungry for more posts, visit our blog page.

We tell you often about Hammersmith Support maintenance and how it can benefit your business, so we thought you might enjoy reading about a client’s experience with our maintenance package and how it has worked for their business. We’re excited to introduce you to Debbie Porter of Derma Health Skin & Laser, tell you about the issues she was experiencing with her business website, and how a Hammersmith Support maintenance package solved the problems for her and her business.

First, Some Background

Derma Health Skin & Laser is a Phoenix, Arizona-based full-service medical aesthetics group that has been operating for more than 16 years. Currently, they operate 3 clinics here in the Valley, located in North Phoenix, Chandler, and Gilbert. Their main services include laser skin treatments, microneedling, injectables (Botox & dermal fillers), CoolSculpting & Body Contouring, and aesthetic services. Debbie has served as the Marketing Director of Derma Health for the past three years.

The Challenges

Despite the Derma Health website having been built just prior to Debbie joining the organization, it was quickly becoming out of date and ineffective. As the aesthetic industry was rapidly evolving, Derma Health needed to transform its business model, marketing, and brand strategy to better serve its patients, employees, and the community as well. And their website needed to pivot with them.

The Changes

One of the first projects to be tackled was integrating e-commerce with the existing site. This was a unique challenge in that Derma Health has two e-commerce sites that work independently – one through Allergan and another that they created through Shopify. Because the two sites are integrated, Derma Health needed a solution to help visitors understand how to better navigate the site to find and purchase the products they were looking for without becoming confused by the navigation. In addition, Hammersmith helped Debbie create a microsite landing page for CoolSculpting services, which was a huge success:

“I launched our digital campaign late last year and it has achieved incredible success for us. We are now ranked #1 in the Southwest for CoolSculpting and are ranked #18 in the entire nation for CoolSculpting.”

That’s quite an accomplishment, Debbie!

The Benefits

As a maintenance client, Derma Health enjoys not only the hours of content changes each month but also site, platform, and plugin updates, as well as lead testing, site testing, security scans, a full site backup and hosting, and site optimization too. Debbie also receives a report each month of the findings, information regarding Google Search Console and a Google Analytics report that outlines the most visited pages, where traffic came from, and more.

Here’s what Debbie had to say about the maintenance package and the Hammersmith Support team:

“The team at Hammersmith is talented, responsive, helpful and creative. They listen, respond to requests and help create and execute web solutions quickly. They are also flexible in structuring payments and retainers, which was very helpful during the pandemic when so many of us had to close for a period of time. The team is a pleasure to work with, affordable and does excellent quality work. I highly recommend their services.”

Ready to Get Started?

Click over to schedule your complimentary 30-minute consultation. We can talk through any questions you have and discuss which maintenance package is right for you and your business.