Tony skinner
Hi, and welcome to the business podcast show, podcast my business. And today we have Bernard from lucidity. And we’re talking about websites and Website Customer Relationship Marketing. Hi, Bernard. Hey, Tony, how are you? I am awesome. It’s I just tell everyone, it’s Friday afternoon. So this is a Friday afternoon podcast. So read into that as you wish.
Tony skinner
It’s gonna be Yeah, exactly. I think it’s gonna be more of a fun one. And that’s the whole idea. And those who’ve seen Westworld and the name, Bernard, I did ask whether it’s Bernerd and I was told Bernard and Bernard has not seen the show. So don’t tell him what, who Bernard is. 
Bernard
Figure it out for yourself. I like it. I don’t like this mystery around my own name and this character.
Tony skinner
he’s a he’s a character. You’re right. That’s, that’s it. He’s He’s quite involved in something by by saying he but then it will add to the mystery there’s a St Bernard there’s a dog that’s one of those big dogs yes big slow things with a barrel with a Rum or something
Bernard
that’s it yeah for stranded people were stranded on avalanche had an accident when they’re skiing or snowboarding they take like medicine or or alcohol to to warm them up and and keep them going
Tony skinner
that’s it or unless you get to a Friday afternoon and you don’t have any alcohol and you’re stuck in Iso
Bernard
you just you call them St. Bernard
Tony skinner
Okay. All right. So tell us a little bit about Ucidity.
Bernard
Well, um, Ucidity is a end to end marketing agency. So the way we usually describe it is we go all the way until Pay Per Click so when we’re doing that, like bigend SEO, or pay per click advertising will bring on a partner but everything from figuring out your brand strategy getting your brand, right and then online, how it represents on your website and through your digital marketing. That’s what we do and we build strategies around that integrating your CRM as well so you can track and manage and have oversight over everything that’s happening. And that’s what you see delivers.
Tony skinner
Fantastic. Okay. That’s it easy. Thanks for your time.
Bernard
Yeah, easy, no problem.
Tony skinner
Okay, so on your sitet you’ve got three things. Business Analysis, which I like because understanding of business should be where the core of everything starts and ends, concept creations. So you’ve got your credits, looking at concepts and helping you be more unique and functional in the interactive web experiences, and then you test and deploy. Why would you test it? 
Bernard
Boy, why would you test? just deploy it and hope for the best? Yeah, isn’t that the normal way. And there there are some key things for sure around testing and one of those being ensuring that it’s responsive, making sure that the experience is as good on every device that you can possibly think of. As it is when you first built it. So you know, we all build on desktop. But people often forget to look at tablet and what does it respond like on tablet? How is the experience different on tablet, should it be a different experience, some brands can leverage different platforms for different entire experiences, taking over the entire screen or something like that when you’re when you’re using it on a tablet, because people are more familiar to that app like experience on a on a tablet or on a mobile. So taking those considerations into place, and then also seeing user experience if if a client invests in it. I think it’s always a good investment to make. You could AB test But even ABC test a couple of different styles on the site and see where the best response comes from. And that’s the best way to then obviously, make sure your your buck is getting the most return out of it.
Tony skinner
Alright, so I spotted some terminology there. I was like, getting clarification terminology you said responsive. Yeah. What does that mean? 
Bernard
So that is the way the site adapts based on the device. So, you know, on mobile, obviously, it’s long and thin on your desktop or your tablet, like a tablet could be either way. It could be long and thin, it could be landscape or portrait. Whereas the desktop is usually you know, your standard kind of a4 landscape shape. So you want to make sure that if your site when your site is built, that it responds adequately for each one of the different screen types, so that you can see as much content or the right content on every screen.
Tony skinner
Fantastic. Okay. So you had a couple things key things here. I know a lot of people are unhappy with a website, because it doesn’t really represent their business because it changes over time or the web dev doesn’t listen.
Bernard
That never happens. I don’t know what you’re talking about.
Tony skinner
So, or even more, so the client isn’t clear on their instructions. So how do you work around that? How do you make sure that you get a website that represents people’s businesses?
Bernard
Yeah, I think you caught you hit quite a few topics in there. I think, you know, you got to start off with a solid strategy. It’s always going to be about the strategy and the greater vision, you know, in the end, you got to understand who is your customer and what do they want, and that often, will come before what you want personally, and it’s great that you have a perception of of how you want your brand to represent. But if that doesn’t reflect the expectation of your customers, then it’s pointless. Making a A great website that’s all about you. Because they’re not buying you. They’re buying whatever the product or service it is that you’re offering. And you want to build a trusting relationship around that. So understanding the type of customer you want to you want to target, what their expectations are, how to communicate effectively to them, the type of language tone, that you use the type of color, what does that represent?
Bernard
More So from an industry perspective, I don’t get so concerned in the definition of colors, because they’re inconsistent. They’re not like a dictionary. So it’s time to validate the definition of a color for changes, depending on who’s who’s written the definition. But understanding industry and color and uniqueness, you know, how do you stand out can all be part of your strategy. Once you’ve got that strategy down, you need to construct something around it a brief, a brand document a brand guide Something that isolates and identifies those colors, which ones are primary colors, which ones are highlights that are used, you know, kind of more sparingly.
Bernard
And from that, you need to wireframe it and then mock it up. So you need to give something tangible to the developers make sure that they can transpose and communicate effectively what you want to represent as your online presence. And that is, like the right process to go through. If you want to end up with something that actually represents your brand. Not just a nice to have brochure website, that’s a tick box exercise. You know, you want to make sure that does something for the business.
Tony skinner
Well, it’s interesting, you talk about a brochure and the way I explain it to people, you can have the best looking website or the best looking brochure. And if it’s in your bottom drawer, and nobody hears about it, then what’s the point? So takes me to another thing here. Look, I’ve done an awesome segway. I’m proud of myself
Bernard
you’re good at this. Have you done it before?
Tony skinner
I’ve once or twice. Like I explained to people I’ve got a great face for radio. Yeah. Oh god. Yeah, exactly. podcasts. Well, podcasting is the new radio. There we go had to get that one in. Alright, so another one you’ve got here. I have a great website, but it’s not bringing me any business.
Bernard
So what are some strategies to fix that? Look, I think there’s a huge misnomer that once you build the website, you’re done. Your job is done. And and then you never see anything come from it. And the next time some web developer calls you and says, Hey, you should upgrade your website, you turn around, go make websites never done anything for me. Why would I put any money in that? You know, and that completely makes sense. But then the question is, what did you do with the website? It’s exactly like you just said, if you take a brochure and you put it in your bottom drawer, it doesn’t do anything for anyone. So it’s the same with your website. So you’ve got to look like at the options for inbound marketing and and kind of multi channel marketing
Bernard
So, depending on your budgets, there’s so many different ways you can cut this offering up, you could do anything from, you know, you could go through the whole kit and caboodle put in your automation and put in your social media content strategies, put in your landing pages and blog posts and content writing and had all of these things funneling traffic towards your website. But you could even start smaller than that. Pick a single niche in your business that you find to be the one you’re either the most excited and, and brings in the most return, it might not be the best dollar figure. But the projects are more streamlined so that the amount of energy you put into it for the amount of work done, you actually max maximize the the cash flow that comes in from those projects. Identify that write a single landing page that’s scripted for that and the way that we talked about landing pages as you there’s got to be a process and you can’t start straightaway with buy buy buy because you haven’t any trust With a customer, right? So the first thing you want to start off with is just identify what the problem is, and you hear it all the time identify what the problem is, and really just got the problem. What is the problem, really just stick the screwdriver in it, you know, but don’t go too hard on on the problem, what you want to focus on is drawing them towards the opportunity. So you talk about the problem, and then identify straight away what is the opportunity they can get by taking advantage of whatever it is that you’re offering. From there, make it very industry specific. So, you know, we typically write a set of questions like, are you facing these problems? And these are the kind of questions they’ll be asking themselves in their head all the time. And you’ve just put them straight out there and said, Okay, these are the questions we know you’re asking yourself. And if you read on to the next section, here is where we’re going to answer your questions. So there’s a bit of a there’s a bit of a process to it, you want to lead them through this story.
Bernard
Want to lead them from one stage to the next, we’ve identified the big overwhelming problem, we’ve identified the macro problems that are underneath that are the micro problems underneath that. Underneath that, you want to start to talk about solutions, but solutions as a set of offerings, so you don’t want to get into the nuts and bolts every little bit and pace of things that you’re going to offer to fix this problem. But more of an overview of the things that could be possible. If they if they take on the opportunity. And through this, you know, after each one of these sections, you’ll then have a call to action. And each call to action will refer to where they are at within that process. So the first one would be more of a soft touch. We’d be like if you’re interested in more information, click here. The next one would be more like, are you ready for the next step? Are you ready to put in your strategy, click here, you know, the next one after that you want to start to add some credibility around it. So a case study or video, something about the business and the team that’s going to support it, experience knowledge, any kind of certifications, awards, anything like that, that adds
Bernard
Some real substance. So if somebody’s still a little bit shy to make, the first step, this is going to this is where it’s really gonna say hit home for them, and they’re gonna be like, wow, these guys really know this stuff. And if you hit that process every time, and at the end of that you hit them with another call to action, or a downloadable guide or something like that, then that’s where you’re going to get your ROI. And now you can stop using all your other strategies to pull people towards that. So multi channel strategies where you’re doing social media posts and content that all refer back to that landing page. You know, leverage LinkedIn, right LinkedIn articles, because when you write a LinkedIn article, it notifies your entire network that you’ve produced an article, that notification is gold, you know, that you can then use to refer people back to your site in that offering. You know, you could use a, if you have the budget, you go into pay per click advertising on through social media channels advertising through Google the pages, because they’re so nice and specific, they’ll be highly SEO. So you can look at 
Bernard
Doing some keyword research and seeing where keyword research can allow you to really target and refine your copy. So the copy really targets and so there’s so many things you can wrap into just one single landing page but at least starting with that landing page means you’ve already cut out a little segment and you’re talking directly to a customer that potentially you’re your competition on your competition could have the same generic website that says all the beautiful offerings and everything, but they haven’t targeted it down you know?
Tony skinner
Well, a lot of what you’re saying sounds like a similar strategy when you’re trying to find a new lover. So are you the website love doctor,
Bernard
we we are the custom customer relationship, love doctor. We want to create long lasting relationships with your customers. 
Tony skinner
Fantastic and you have I always look for interesting titles to put on the podcasts and our thought are going to get that that wording in Somehow I’ve done it now. I’m very, very happy.
Tony skinner
Bernard, look, thanks very much for your time. And you’ve given some great tips there. And certainly the landing page strategy. Yep, you’ve got to have a good, high performing landing page. And a good call to action. Call to Action is important. And on your website, all over the site, you’ve got book a 15 minute call, or get in touch with us. So please, everyone head to Ucidity that’s like lucidity without the L. We don’t have time to go through that story today.
Bernard
Have to do do another one.
Tony skinner
Have to do another one, but that’s fantastic. All right. Well, thanks so much for your time.
Bernard
Likewise,
