Monthly Archives: website design
A rough draft of how the UX content will look on a business's website

The Importance of UX Content and Its Knack for Conversions

As digital marketers, one of the biggest challenges we face is developing a high-performing user experience (UX). UX content is a key component in your digital marketing and has the power to attract and nurture customers to your brand.  It does not matter what industry or which customers you serve, an effective digital marketing strategy must be incorporated.

As one of Phoenix’s top digital marketing agencies, ON Advertising is an incredible resource for effective marketing that increases ROI. Our team of professionals are experts in helping you accomplish your goals with our wide range of services. Read our article below and learn more about the importance of UX and how it leads to conversions. 

What is UX Content?

User experience design is defined as the process design teams use to create meaningful and relevant experiences with a product. This involves designing the entire process of acquiring and integrating the product, including branding, design, usability, and function. UX is especially prominent in a company’s website.

In order to develop quality UX content, you need a deep understanding of your users’ needs, wants, abilities, what they value, and their limitations. Designers are experts in identifying these aspects and will take into account your business goals to develop an experience that leads to conversions.

UX Content Requires Extensive Research

A designer’s typical routine will vary, but there is one consistent part of developing user experience – consumer research. Rather than blindly theorizing who will engage with your product, why not utilize research to identify your users? This allows your designer to develop experiences that will more likely resonate with your target market. We often incorporate different means of research, like creating buyer personas, designing wireframes and interactive prototypes. 

User Experience Designers Understand Usability

After conducting extensive research on your users, we begin the design process. As we conceptualize and implement your design we figure out how your users will interact with the content. This is extremely important as interactions between customer and brand can make or break the relationship. Thankfully, UX content designers will have valuable information handy to figure out what your users might expect with your product. 

This involves designers putting their focus on what users might need/want to do with your product and ensure the design has elements that are easy to access, understand, and use in order to meet their needs. 

What Does UX Content Include?

When designing user experiences on a website, it incorporates various elements to create a cohesive concept. This involves creating an enjoyable environment by using attractive visual designs and a user-friendly interface. Additionally, UX content incorporates engaging copywriting to educate users on your product and brand. Not only does this inform your audience on what you are all about, but it also allows you to create a unique brand tone of voice.

Frankie Calandra, ON Advertising’s copywriter, explains, “In order for your business to truly resonate with your target customers, you need a unique identity. Not only will an attractive, easy-to-navigate interface engage consumers, developing a tone of voice will help your brand stand out and create a personality that generates interest towards your brand.”

The Importance of UX on Conversions

When users have a horrible experience on your website, they’re most likely not going to return or buy anything anytime soon. Not only that, their horrible experience will lead them to other options, i.e. your competitors. However, when you incorporate effective UX content into your digital marketing, you benefit tremendously.

The whole point of developing an engaging user experience is to produce leads. By streamlining the UX design you’re single-handedly manipulating your buyer’s journey by shortening the time from lead to sale. This in turn increases your ROI and generates more leads and greater customer loyalty. 

ON Advertising Builds High Engaging UX Content

For more than 25 years, ON Advertising has been one of Phoenix, Arizona’s premier marketing firms. We strive to provide excellent service for every one of our clients to ensure their goals are being met. Whether it’s designing user experiences, a unique brand tone of voice, or videography, we’re your choice for quality services. Contact us today and see how we can help your business grow to new heights.

A Peddler's Son Delivery truck parked outside of the facility

Client Spotlight: Peddler’s Son

The Peddler’s Son, a well-known produce supplier in Arizona, has a history that began in the summer of 1988. With an early start in the produce industry from his hometown in Wisconsin, founder Ted Palmisano brought his vision of wholesale produce delivery to life by spending $3,000 on a delivery truck. From the back of his flatbed one-ton pickup, he built customized racks and assembled an open-air produce market. Ted’s commitment to customer service, quality, and honest pricing enabled his dream to grow.

As the business continued to boom, Ted enlisted the assistance of his brother Joe, whose background in finance helped Peddler’s Son progress to the next level. With Ted now able to focus on purchasing and warehouse operations and Joe overseeing sales and finance, the company was able to more fiercely contend with the competition while maintaining its customer-centric mindset. Today, the company boasts an annual revenue of over $50 million, with 130 employees and more than 35 vehicles serving Arizona and the Southwest.

When Peddler’s Son approached ON Advertising to assist them in overhauling their brand to make it more modern and competitive, we knew, because their background and way of doing business are as wholesome as the products they sell, we could create something unique and wonderful for the company. 

Redeveloping the Peddler’s Son Brand

The first item on the list was Peddler’s Son’s brand identity, including logo, color scheme, and brand voice. The goal was to create a look that embodied the Peddler’s Son culture while showing the company’s growth and sophistication.

ON Advertising’s Creative Director and Partner Eric Garcia described the design process behind the new look. 

“We created a custom font that was a bit more modern while paying homage to Peddler’s Son’s past,” he said. “Utilizing red to reflect the original brand and green leaves to symbolize the company’s transition. We stayed away from creating trendy designs, so the branding can be appreciated for a longer period.“

Creating a New Website to Highlight the Peddler’s Son Brand

While Peddler’s Son’s previous website generated traffic for the company, the site failed to convey the company’s competitive advantages. The ON Advertising team examined several of their competitor’s websites to see how their competition was presenting their brands. We knew that Peddler’s needed to create an engaging UX (user experience) that had compelling messaging and an easy-to-follow design. 

Peddler’s Son has a strong presence in several industries, including healthcare, education, restaurants, and catering. So we geared the company’s brand tone of voice towards these industries by incorporating effective SEO practices, industry-related imagery, and highlighting why they’re the right partner for goods and produce delivery. 

Since its launch, Peddler’s Son has seen a 99% growth in the number of users who visit the website, including increases in traffic from organic, direct, social media, and referral sources. We’re pleased with the increased exposure Peddler’s Son has achieved thanks to its updated website. 

Creating Peddler’s Son Brand Tone with Visuals

Peddler’s Son is an ideal subject for storytelling through video — the company’s owners have a compelling presence on camera, and its culture and commitment to freshness come through vividly on the screen to help tell the Peddler’s Son story, ON Advertising’s Director of Video Production Nate Sorensen created a mood board to develop the look and feel of the videos. He put together a collage of images and keywords that the company wanted to convey, including subjects such as sunshine, farm-fresh produce, and wholesomeness. 

The videos were an ideal way of conveying the company’s new brand and telling the company’s story clearly and compellingly.

From spotlighting the company’s new technology to the warm smiles of the employees, putting visuals to the Peddler’s Son brand was a rewarding and enjoyable project.

Connecting With Customers Through Social Media

Another key element of Peddler’s Son’s rebranding was incorporating a new strategy for social media outreach. Our goal is to resonate with clients, old and new, to ensure Peddler’s Son is top-of-mind for their produce delivery needs. Our social media team focuses heavily on the company’s excellent customer service and quality of products while establishing a personable tone to communicate with their followers. 

In addition to highlighting the company’s customer service, the Peddler’s Son social media feeds share company news, community involvement, local partnerships, and team member spotlights. The overall goal is to further reflect the company’s culture, expertise, and commitment to quality customer service.  

Since enlisting ON Advertising’s social media services, Peddler’s Son has seen a spike in followers and enjoyed significant engagement and traffic towards its website. According to Google Analytics, the company has enjoyed a 208% increase in traffic to the website from its social media year over year.

Enhance Your Brand with ON Advertising

We’re proud of the work we accomplished for Peddler’s Son, and we’re excited to continue our partnership with them. As one of the top advertising agencies in Phoenix, ON Advertising, is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.

A smartphone lying on a countertop with Google SEO up

SEO – What is Search Engine Optimization?

If you are reading this blog post, you may have found it through a Google or Bing search. But, have you ever wondered how websites like this one end up on your search list? The answer is simple – search engine optimization, or as it is more commonly referred to, SEO. 

It’s a digital marketing tool for businesses to use to ensure the visibility of a website in a search engine through relevant searches. You may be asking yourself, what exactly is SEO, and how does it work? As one of the top digital marketing agencies in Arizona, we have you covered.

What Is Search Engine Optimization?

As we mentioned, SEO brings organic internet users to your website. In simplest terms, SEO is influenced in several ways, such as keyword usage, website design, and backlinks.

Keywords

Keywords are the words people plug into Google to find relevant information about their query.  For example, you may have searched for keywords, such as SEO, content strategist, SEO strategist, or DIY SEO tips, and stumbled onto a plethora of websites (ours included). Use targeted keywords in the written content and meta descriptions of each page to assist users in finding the information they desire.

Website Design

Creating a well-designed, user-friendly website is key to engaging people who visit your site. Things to consider include content length, readability, uniqueness, and page loading speeds.

Backlinks

Backlinks are links that are from one website to another website. These are especially important for SEO as they act almost like a voucher for your content. 

The above is only a fraction of what goes into search engine optimization. By partnering with the right digital marketing agency, your website can be optimized to its fullest potential.

Benefits To Having An SEO-Friendly Website

The benefit of optimizing your website is the ability to get more users to visit it. By having a website that ranks higher on search results, you are creating a sense of brand credibility. By becoming one of the first three websites that show up on a search, users may view your business as a popular option in your industry.

SEO will synergize with your other online marketing activities, such as blogging, social media, email marketing, e-commerce, and much more. By working hand-in-hand, your marketing strategy has a greater chance of achieving success. 

Another benefit to optimizing your website to be more SEO-friendly is it may become one of the business’s primary sources of leads. When it comes to B2B, B2C, and non-profit organizations, inbound strategies are the most effective ways to gain leads. With more traffic coming into your website it will inevitably generate more interest in your product and or services.  

Make Your Website SEO-Friendly with ON Advertising

To attract prospective customers, having an online presence is essential in today’s business world. By employing strategic SEO activities into your website, you can effectively reach your target audience and generate more leads. 

As one of Arizona’s top digital marketing agencies, ON Advertising specializes in website development and search engine optimization. By enlisting in our digital services, your brand will get on the first page of your favorite search engine and maximize your conversions and revenue. Sounds promising? Contact us today to get started.

Mikaela working on storyboards for a project while writing on a dry erase board

Content Marketing is Still King

Content is important to Businesses, Consumers, and Search Engines. In today’s competitive climate, one cannot afford to pass over the pull and power of content marketing. With technology advancing, the number of small and large businesses increasing and the competition between them becoming more intense, it raises the question between these establishments – “How will we stand out among the others?” The number of extreme similarities of services and products that businesses are selling makes for a competitive market in most modern-day retailers. To be successful in these types of markets, the quality of the product that is being sold does not totally determine its success. To be competitive, it is becoming more and more apparent that how you market and advertise your company pulls a heavyweight on its triumph. 

Content is as important as ever because it not only serves as a way to create customer loyalty and build trust between your company and the consumer but also encourages dialogue and conversations by giving them what they need. This, in turn, allows them to make an educated purchasing decision, which has become a new normal from the consumer side.

Content marketing in itself is helping to develop what the consumer expects from the brand that they are interacting with, which is why it is vital to have quality content to correctly and effectively advertise and market a company. By creating a strategic marketing approach, it focuses on distributing relevant, valuable, consistent, and specific content to retain and attract a specific audience. This ultimately creates profitable consumer action and neglecting or overlooking content marketing can create a setback that any brand can not afford. In this day in age, what fashion, food, or travel brand can exist without components like campaigns, videos, or an eye-catching Instagram feed?

In 2019, there are countless types of content ranging from blog posts to videos to infographics and so much more. Each of these components is vital to your brand and company as a whole and how it is being marketed. Let’s dive in and find out how each of these types of content can benefit your business.

Blog Posts

Blogs are one of the most popular types of content marketing for businesses and for a good reason! Blogging is the foundation of Content Marketing and has become commonplace in the business world. It allows consumers to access high-quality information for free. Blogs are one of the best ways to improve SEO and create more organic traffic to your website from search engines like Google. Not only does blogging improve search engine optimization, but it also builds relationships with current customers and leads. 

Videos

Videos are oftentimes a change in pace that is more engaging to your consumers. Videos are a great content marketing tactic especially for small businesses because they provide an appealing return on investment. They help increase the time spent on site which greater the company’s chances of making a sale.  

Infographics

Infographics often assist businesses in educating an audience by providing information that can add value to the consumers. Consumers take value in research and statistics on how useful the product they are looking to buy before they buy it. This makes infographics so useful to better visualize data, such as statistics so they can have a better idea of how valuable or how the service works. 

How can ON Advertising help?

Those are just a few of the types of content marketing that can be used to market your business. Content marketing can be difficult, however with research and effort, it can be worthwhile and bring high investment to your business. If your company is not taking part in any of the content marketing techniques above or any at all we are here to help. At ON Advertising, we are constantly looking for new and innovative ways to market, advertise and promote businesses. Check out some of our many content strategy services and ways that we can help you. If you would like to learn more about content marketing and how it can benefit you, Contact us!

At ON Advertising, our team of talented web developers and graphic designers come together to create an innovative solution for all your website development needs. We know the vast amount of competition that takes place between businesses online and we recognize how important it is to be unique and stand out amongst the crowd. Our team is well equipped to build an eCommerce site from scratch or fix an existing one. Contact us today if you’re ready to take your site to the next level. 

Top 15 eCommerce Design ON Advertising banner showcasing mock-up websites

Ranked 12 in eCommerce Design

Recently, ON Advertising was voted one of the Top 25 eCommerce Design and Development companies of 2019, according to DesignRush. DesignRush, a B2B digital marketplace that connects brands with agencies, discovered the leading eCommerce design and development firms that can provide custom eCommerce solutions, build functional websites, and ultimately increase online conversions. We are pleased to announce that we ranked number 12 out of the 25 of the top agencies in the nation!

At ON Advertising, our team of talented web developers and graphic designers come together to create an innovative solution for all your website development needs. We know the vast amount of competition that takes place between businesses online and we recognize how important it is to be unique and stand out amongst the crowd. Our team is well equipped to build an eCommerce site from scratch or fix an existing one. Contact us today if you’re ready to take your site to the next level. 

High Rising Schools of Phoenix Logo with colored pencils on the far left

High Rising Schools Phoenix

This week, we are introducing our client, Phoenix Community Alliance. We have been working with the PCA Education Committee on a fun project designed to promote the fantastic schools that are located in Downtown Phoenix. The campaign is called High Rising Schools of Phoenix. We created a pretty nifty brochure, original brand materials, and a whole website devoted to this campaign: https://highrisingschoolsphx.com

So what is High Rising Schools of Phoenix?

The vision behind this dynamic website is to enlighten the business community to the quality schools available in Downtown Phoenix. This campaign will serve as a very useful tool for community and economic development organizations that work to attract, retain and grow companies in Downtown Phoenix. The website is a resource for the families in those businesses who want to learn more about Downtown Phoenix schools.  As more employees want to live where they work, this campaign speaks to the quality education choices that exist in Downtown Phoenix.

The U.S. Census Bureau estimates that by 2030 the population of Phoenix will grow to 2.2 million, and the population of the metro area will reach 6.3 million. 11,000 additional residents are expected to move to Downtown Phoenix in the next 5 years alone. In fact, Maricopa County was ranked #1 for population growth last year. With growth on this scale and more families moving to Downtown Phoenix, having an educational resource like High Rising Schools of Phoenix is important for families moving to the core of the Valley.

How Does ON Help?

Our overarching goal is to help bring awareness to families and business leaders that Downtown Phoenix offers preschool through doctoral programs within walking distance of any type of home or business in Downtown Phoenix.

In addition to our branding work and website management, we also handle the social media campaign for High Rising. By utilizing Instagram, Facebook, and Twitter, we can attract a wider audience by showing them the quality of schools in Downtown Phoenix while driving traffic back to the website we created for the audience to explore the High Rising campaign even further. We are also encouraging the schools of Downtown Phoenix to interact and engage with the High Rising social media feed as well as encouraging students, parents, teachers and administrators to share what their favorite part is of being a part of the Downtown Phoenix school system with a social campaign of “What Makes Your School Special”. Our ultimate goal of using social media for this client and brand campaign is to show that Downtown Phoenix is more than just a bustling cityscape; there are excellent quality schools right in the city. We want to show everyone that you can work, eat, play and send your children to an outstanding school all in a 5-mile radius. “It’s an exciting project to be working on especially being located in Downtown Phoenix ourselves. We can speak to the amazing environment the downtown area can offer” says Senior Account Manager, Matt Grodsky who is spearheading the High Rising campaign. We are thrilled to continue this helping the Phoenix Community Alliance spread the word about the excellent schools located right in Downtown Phoenix.

ON Advertising’s mission is to bring ROI for our clients to improve their business. Whether you’re in need of a new website, updated social media, or an advertising campaign, contact us. We can assist you in creating a strategy to help marketing efforts resulting in more business. Learn more about us and the services we provide.

Meet Marketing Mastermind: Darren Higgs

Here at ON Advertising, we have such a diverse range of people with different talents and interests. One of our Senior Account Executives, Darren Higgs, sits down and shares with us a little more about himself. Originally from Bowen Island, Canada, Darren has come to the states to pursue his career in marketing and advertising.

ON: What do you do to recharge?

DH: I love spending time with my wife and my 22-month-old son. It’s great being a dad and seeing the development process of a toddler; watching him grow and learn new things every day. On Sunday nights, I play goalie for my ice hockey league in Chandler. Naturally, being from Canada, I am a huge fan of hockey and enjoy being out on the ice whenever I can be.

ON: What was your first job?

DH: My first job ever was a dishwasher when I was 15 during one of my summers in high school. It was a humbling experience and I built a lot of character from it. However, my first job in the states was working as a marketing assistant at an interior plaster company. This experience is what really got me interested in the marketing/advertising world.

ON: What is the most rewarding part of your job?

DH: The most rewarding part of my job is the satisfaction of a client. It brings me joy when we can help and grow their business and watch it evolve. In addition to that, working together as a team to make clients happy is very rewarding in itself because we have such an amazing team here at ON.

ON: What is the most challenging part of your job?

DH: One is balancing all of our clients’ needs. Having a timeline that works with our schedule and the clients’ needs can be challenging because there is not enough time in the day. Additionally, balancing various departments. I have backgrounds in project management and creative work,  sometimes I have a conflict with both sides of my brain to do one thing over another.

ON: What inspires you to succeed every day?

DH: The marketing industry is constantly changing with new technologies and evolving trends. The desire I have to improve and learn new techniques really inspires me to grow and flourish.
We love having Darren here on the ON team because of his friendly personality and his plethora of talents. Darren does it all, from project management to creative work, he is really a shining star in the advertising world!

Top Social Media Practices for Restaurants

Having a trendy, up to date social media is vital for attracting new and repeat business for your restaurant. There is a significant difference in restaurants that have relevant social media pages as opposed to restaurants that have abandoned or uninteresting pages. Some key content that should be posted on your social media pages include:


Responses to Online Reviews on Social Media

Responding to reviews, good or bad, creates a friendly and transparent image for your restaurant. It can show customers that you will work to improve flaws and appreciate the compliments you receive. When people see how you’ve engaged with individuals and addressed their concerns, it can make them feel special or recognized, especially if a bad review is left for potential new customers can see how you respond. A great resource to learn more about this is Jay Baer’s book Hug Your Haters.

Share Customer-Generated Content

By using specific hashtags to showcase customer photos on your public pages, it creates organic exposure and reaches users that may not normally be reached. You are turning regular people into brand ambassadors to represent the restaurant at almost no cost. People get excited to be featured on a popular page and feel appreciative for being recognized.

Capitalize on Trending Topics

Posting about relevant topics on your pages shows customers you are up to date and it makes your content new and exciting. This will create more exposure as well because users who are following these popular trends, will come across your restaurant unexpectedly.
There are many more techniques you can use to enhance your restaurant’s social media. At ON Advertising, we have significant restaurant experience to improve content on your social media pages. Contact us to see how your restaurant’s social media can be enhanced to reach its full potential. 

New Website? 4 Things to Consider Before You Go Live

Whether you’re building a brand new site for a soon-to-be launched business or revamping your existing website with fresh content and design, chances are that you already know how vital your online presence is. The web is often the first place that potential customers or prospective clients will go to find information about you. And since you don’t get a second chance to make a first impression, your website is not the place to take shortcuts or rush to launch.
We’ve helped 19 clients launch or revamp their websites this past year. And while we would love to say it was all rainbows and unicorns, that would be a total fantasy of, well…rainbows and unicorns. Instead of keeping all of the valuable wisdom we gained to ourselves, we like to share the love. In that spirit, here are four common problem areas that businesses run into when launching a website. Eliminating these issues can really have a positive impact on both SEO quality and the visitor experience.


1. The more options for engagement, the better for your website.

The whole point of a website is to showcase (and sell) your brand, products, and services. With today’s pressure to market visually and simply, businesses can sometimes forget one of the basics – How can someone contact you to learn more? You want your website to generate leads, so you need to provide multiple touchpoints. The most effective touchpoints we recommend during the website design process are:

  • Spread multiple contact forms throughout the site – not just at the footer or on the contact us page.
  • If you have an active social community, include direct links in the header, blogs and articles, and on product and services pages.
  • Offer email sign-ups throughout the site with details about email frequency. Once a month typically performs better than weekly on B2B sites.  

 
2. Don’t let your images drag your website down

When you update your website with large, attractive images, the design team loves it. Executives love it. Visitors love it too. Who doesn’t love it? Search engines.
Optimization for speed is key for Google rankings, which we all know is one of the primary end goals of a website. What most people don’t know is that the compression tool in Adobe isn’t enough. Your development team should be using other methods to optimize the file sizes (for an average size decrease of 25-30%), to essentially increase your site speed. Studies consistently find that most visitors will bail on any websites that don’t load in 2-3 seconds. Website speed can make or break user engagement (and ultimately revenue), so it’s worth spending the effort on optimizing your images.


3. A mobile-friendly website is a must-have.


When a website ignores mobile users, it will diminish its ranking, visibility and usability. With just 10.6% of web traffic coming from non-mobile devices, gone are the days when a mobile-friendly wordpress template does the trick. There are occasions when the template you bought and paid a company to customize will work, but often the out-of-the-box “stack” simply doesn’t cut it. Don’t be afraid to question and change your mobile site. You might not need all of the content. Or you may want to rearrange images and text for easier readability on mobile devices. A truly mobile-friendly site should go beyond the standard responsive queries to consider the mobile site experience per device.
desktop-and-mobile-comparison
4. Be ready to learn and teach

At the start of a website rebuild or redesign, everyone is excited and positive. However, when reality sets in, the process can turn into a struggle for every pixel space. Decision-makers don’t all have the same experience or understanding; technical or design team members want to stick to a specific set of rules, and the company may even struggle to define the goals and priorities for the new site. We like to apply a variation of the 5 Whys technique, which is commonly used in process improvement exercises to find the root of any problem or unexpected situation. When a major change pops up, ask why it’s needed or why the change is important. After asking why five times, you’ll get to the cause of the change and uncover some really great solutions to consider along the way. The process is also an effective two-way learning experience: we learn more about the company and the company team learns about the best practices and benefits of the solutions proposed.

If you’re building a new website or thinking about redesigning your current site, contact On Advertising. We have the expertise you need to ensure the process goes as smoothly as possible – rainbows and unicorns sometimes included.

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