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Content strategy: the 3 fatal mistakes 850 450 Web Creation London

Content strategy: the 3 fatal mistakes

In “ content strategy ” there is the word “strategy”, and it is best not to forget it! 

When we want to set up a content strategy, we quickly define an editorial calendar, then rush headlong with the sole aim of meeting the deadlines that we have imposed on ourselves. 

Very often, we neglect to think about the resources and the nature of the content that we are going to distribute. Yet this is where the “strategy” really comes into play. Reflection on the editorial line and formats is essential because it is this that will allow you to highlight your identity, your little extra, and thus engage your audience . 

If you rush daily to meet your deadlines, and ultimately your posts don’t generate more than 15 likes, it’s time to take a step back. The world isn’t going to stop spinning if you slow down your posting rate. However, if you continue on this path, you will never make your content a pillar of your marketing strategy. 

As an agency, we support a variety of clients, often confronted with this problem. Today, we give you three tips to get off to a good start. 

Breathe in breathe out…

Fatal mistake # 1: posting faster than your shadow

In 2019, content marketing spend increased by 56%.

Content Marketing Institute  

Today’s businesses know they need to produce branded content 

Content marketing actions require a budget that is twice less than the average and generate three times more business.

Demand Metric

Investments increase, therefore, and they yield more. Tempting for companies, which enthusiastic, can make a fatal mistake : launching too quickly in the distribution of content. It’s not uncommon to see companies hire a community manager, and ask them to post bursts of social media posts. A mistake frequently made by VSEs / SMEs and large companies without digital culture.

Publishing faster than its shadow is a bad habit that sets in when we confuse “development of content strategy ” and “increase in the rate of publication”. Often, it comes from a good intention: posting more to catch up with the competition. 

But it is not that simple. For this to work, it’s not enough to post a lot, you have to post quality content. Certainly, if you publish one post per week on Facebook and increase to five, you will surely get five times as many likes. But by taking the time to create strong formats, you could get 10 times more likes, and that by only posting once. 

Our advice:

Ask yourself the right questions : 

  • What are my goals? Set SMART goals (specific, measurable, ambitious, realistic and time-bound). It may sound academic, but it is the key to successful content marketing. Take the time to identify the right KPIs.
  • What communication channels should I invest to build my inbound marketing strategy ? Create a blog ? A newsletter? Post on social networks? The three ? Why ? In which order ?
  • What content formats can I offer to my audience? Do I have the resources to do it? Are they of good quality? Should I hire a photographer, editor, copywriter? What cost does this incur?

Fatal error # 2: Producing without an editorial charter

Do you know the difference between an editorial line and an editorial charter? The editorial charter is a document that sets the expectations of management in stone. A management tool that allows operational teams to follow clear instructions and use the right tone.

The editorial line is abstract, not materialized. It is a subjective vision carried by the person in charge of validating the content. 

The problem when you don’t have an editorial charter is that the validation of content rests entirely on the shoulders of the decision-maker. This can prove to be penalizing and harm the editorial planning, especially when the validator is not the one who creates the planning. 

Why ? Because he does not necessarily have the time to control if the content conforms to his vision, and that his vision can be altered by his moods. And yes, we are just humans. 

The editorial charter is a document that sets the expectations of management in stone. The editorial line is abstract, not materialized. It is a subjective vision carried by the person in charge of validating the content. 

Our advice:

To avoid falling into this trap, it is essential to freeze the vision by producing an editorial charter . 

The latter must address at least the following subjects:

  • Key : What state of mind should the speeches reflect? 
  • Style guide : grammar modes, punctuation standards, typographic conventions, internal grammar.
  • Formatting : semantics of images, alignment rules, color codes, fonts, use of bold, underlining, style of bulleted lists, style of quotes. 
  • Business terminology : which words should be used and which words should not be used? 
  • Personas : who are the communication targets? What are their brakes and their motivations. Should content entertain? Help make a choice? 

This approach has the merit of refocusing the reflection on content towards the audience, where too often, it is turned towards the expectations of the decision-maker / validator. 

Fatal mistake # 3: Think editorial, but not performance 

Thinking “ performance ” has two major advantages:

  • This pushes content producers to adopt best practices specific to each medium (blog article, newsletter, social networks, white paper). What is the point of publishing content if it is not seen? 
  • This makes it possible to motivate the troops by projecting them on the data fallout of their actions. A concrete assessment of the efforts made in a context where the subjectivity of the validator is too often the only performance indicator we can trust.

Our advice: 

Find out about the most efficient formats depending on the media. For example, the video on Facebook, or the polls on Twitter! Lead your thinking on this basis.

Optimize your content for SEO ! 

Start by desecrating this discipline, often considered an “occult” art mastered by a few gurus. Adopt a “scientific” posture. Rigor, concentration and method will allow you to obtain results. This is a lever with high added value that will allow you to increase your conversion rate. 

  • First, you will need to master keyword research. To do this, no mystery, you have to go through one of the many tools at your disposal. We recommend SEMrush , which is very comprehensive and offers free training . If you just want a taste, you can use the free UberSuggest tool .
  • Then you will need to be able to gain backlinks to increase your authority score. We do it again in French: get traffic from partner sites that are leaders in your market and become so in your turn.
  • Finally, you need to make sure that your site is technically well enough optimized. But that will not be a problem if you call on Web Creation London!

6 simple steps to strengthen your WordPress security 850 450 Web Creation London

6 simple steps to strengthen your WordPress security

Hardening a website means adding layers of security to reduce the risk of attacks and hacks. You can secure your WordPress site by following these six simple steps:

1 – Keep WordPress up to date
It is important to keep up with the latest WordPress updates. Whether it’s a security version or a maintenance version, make sure your WordPress site is running on the latest version. You can view the releases on the official WordPress site.
The automatic WordPress update is activated by adding this simple line to your wp-config.php file:

define ('WP_AUTO_UPDATE_CORE', true);

2 – Clean up your WordPress plugins
Step one – Less is more. Take a look at your inventory of WordPress plugins and make sure you only keep the ones that you actually use on your website. Remember that plugin you installed a while ago and never really used? Get rid of it! This means completely removing the plugin from the WordPress installation and not just deactivating it through the wp-admin interface.

Step Two – Now that you have only what you need, make sure all of your plugins are up to date. If there is a WordPress plugin that has not received any updates from its developer for over six months, consider removing it and looking for another plugin that does the job. Some developers stop paying attention to their plugins. When hackers get hold of it, these bad actors will use a vulnerable plugin to hack websites.

Step Three – Make sure that all the plugins you have installed on your WordPress site are in the official WordPress plugin repository. Some plugins are kicked out of the official repository for security concerns.
Once you have only updated and useful plugins in your website, it will be more difficult for malicious users to use a vulnerable plugin as a gateway into your WordPress installation.

3 – Not everyone needs to be a WordPress admin
If multiple people work on your website, you need to make sure that everyone has a user role that makes sense depending on the tasks they are doing. performs. It is a form of access control that is essential to secure an asset.
In WordPress itself, we can use the existing role-based access control system by assigning specific roles to our registered users. There are six user roles in WordPress. Each user role has its set of capabilities, including:
A – Super Admin: someone who has access to site network administration features
B – Administrator:someone who has access to the administration features of the site
C – Editor: someone who can post and make changes to all posts
D – Author: someone who can post and make changes to their own posts
E – Contributor: someone who can write and make changes to their own posts without being able to publish them
F – Subscriber: someone who only has access to their profile
When creating a new user in WordPress, think about tasks that this user will perform and what role will suit them best. For example, if a new copywriter joins your business, they may need an author or editor role.
If you already have more users in your WordPress installation, it is highly recommended that you audit their existing roles and make sure that they only have access to what is needed for their specific role.

4 – Use Two Factor Authentication (2FA)
There are many plugins that can offer you 2FA for a WordPress installation. The most common is the Google Authenticator plugin.

After downloading and activating the plugin in WordPress, it is very easy to use. All you need is to have the Google Authenticator app in your smartphone and scan a QR code.
Multi-factor authentication adds a layer of security to your website’s front door.

5 – Update All Your WordPress Passwords
Yes, no matter how hard you think your password is, hackers work around the clock to find ways to crack even the toughest passwords.
A few quick tips:
• Never use predictable passwords, like your birthday or your spouse’s name.
• Add as many characters as possible.
• Use a password manager, such as LastPass, to generate and store your passwords in a secure safe.
• Never reuse a password.
That said, the best practice is to change all of your passwords right now using a password manager. This way you only need to remember a single password – the LastPass master password, for example – and follow all password best practices.

6 – Behind a WordPress Firewall
Even following all of the best WordPress security practices, a website can still be hacked. However, if you have an active website firewall that filters out all the traffic your website receives, the chances of being affected by a WordPress hack are really minimal.

10 tips for maintaining your WordPress site 850 450 Web Creation London

10 tips for maintaining your WordPress site

Many believe that once they get their WordPress business website live, all that’s left is to update the content on the site and nothing else. But there is a long list of must-have tasks after getting your website live to keep it in good shape.

Keep this list in mind for the regular maintenance of your site:


One of the most essential parts of the maintenance program is regular backup of website content. Backing up helps ensure that your content will remain securely stored in your database in case any unfortunate event occurs that results in loss of website data.
At a minimum, a monthly backup is recommended. Business-oriented websites need to be updated weekly, and larger, regularly updated websites can be backed up daily. There are many plugins available, on which you can schedule the backups for convenience. We recommend BackWPup .
However, you can also opt for a backup via your host for more peace of mind. This is usually done on an external server located in another data center to minimize risk.


Old images, graphics and videos which are no longer attractive or useful only make the website heavier. Remove these elements from your website as soon as they have finished performing their function.


Another essential aspect that needs to be taken care of is the removal of unwanted plugins from your business website. You’ve probably already tried plugins that ultimately didn’t suit your needs and that you don’t use. These unused plugins can take up a significant amount of memory and also affect the performance and speed of your website by increasing page load time dramatically.
If you are not using any plugins and it has been a while since you have used them, be sure to remove those plugins.
It is also recommended to delete unused themes.


Security is the most essential element of any website. Make sure you install a reliable security plug-in to ensure that the configuration is correct. We recommend Wordfence Security which protects your site in many ways.
Using simple, easy-to-crack passwords can also cause a lot of data and content issues on your website. Make sure additional layers of security are installed. Having a functioning firewall is essential for your business website. Make sure that your website is fully protected and that hackers cannot access your site. Install plugins that periodically scan for malicious viruses in your plugins, theme, and the core of your WordPress site, which should help protect it.


Speed ​​is necessary for any online business website because no one likes to wait today. The speed of a website is as essential as the security and the removal of unwanted plugins. Surveys show that most people abandon websites that take longer than 5 seconds to open. No matter how good your website content is, people won’t wait a minute. To increase the number of visitors, minimize website abandonment rate, and improve conversion rate, make sure you install the plugins that help maintain the proper speed of your business website. We recommend WP Fastest Cache for this task.

The hosting service also plays an important role in this regard as the speed of the website also depends on the hosting server. High speed websites are known to rank higher in Google search engines which makes it essential for the success of your business that your website load speed is maximized. You can contact us for your hosting solutions.


On an interactive website, spam is a common phenomenon faced by almost all popular web pages, especially the comments section of the website. In your daily maintenance, you should check for spam messages and promotional links that continue to be posted in the comments section, which may give the site a sloppy impression. Clean them weekly, if not daily.


The best way to do this is to put yourself in a visitor’s shoes and use the website to see how everything works. It also helps you verify that plugins are performing their intended function properly. It is possible that an update created an incompatibility between two plugins. The only method to check is to visit the entire website regularly. Always remember that your website is created for your visitors rather than you, so make sure it is user-centric.


Here are some things to check:

– Browsers: Always make sure to check your site on different browsers and devices with different setup to see if your website works fine on those or not.

– Form test : all forms are another essential aspect. Since you are running an online business, you need to make sure the forms work flawlessly, as this is usually the preferred contact medium for potential clients. Always review these forms and check if they are working properly or not.

– Navigation: Navigation is an essential aspect of any website because it is the main reason for its use. Make sure you provide all the information customers read or seek, easily and in one place. It is always advisable to add direct links to the content so that customers don’t feel lost and abandon your website.
Check for 404 errors and remove them: Another reason that might give you headaches is the 404 error. It also causes disappointment in your visitors, causing them to abandon your website. The Google Search Console can be easily used to find these errors and fix them before users see them.


To easily understand the needs of your potential customers, you can integrate Google Analytics, which tells you in detail everything that is requested and also the behavior of customers on your website. All of this information can help you develop a plan to sell more of your products quickly while increasing the number of visitors and also improving the conversion rate.


Dead links are absolutely to be banned. They become a double edged sword as customers get frustrated with these dead links and prevent search engines from crawling and indexing your website. Regularly check for download links and backlinks in your articles.

Logo creation, the rules to follow 850 450 Web Creation London

Logo creation, the rules to follow

Your logo is often the first interaction potential customers have with your business, which is why it is essential that it gives a favorable impression or you risk losing the sale. Beyond your customers, it is also aimed at prospects, suppliers, associates or even the press. It is good to take into account that it will be present on all of your communication tools and therefore on generally varied media (business card, letterhead, website, clothing, envelopes, leaflet, etc.)

Your logo design should therefore reflect your business in an honest and unique way. It should help your business stand out in the crowd while allowing the audience to easily identify your industry as well as your positioning against the competition.


Creating a logo that is simple in its concept does not mean simplistic. The perception of your target will be even more fluid and will allow to be recognized by the greatest number. This also makes it possible to have a scalable logo that can look great both in very large on display or signage media, but also in very small on stationery or goodies. That is why it is recommended that you test your logo in smaller sizes and also specify in your brand’s guidelines the smallest use allowed.

Over time, most of the globally recognized brands get simpler and simpler.

It is important to make sure that your logo also works well in black and white, this version often allows you to better see the impact of it. These different versions must be developed simultaneously so as not to have any surprises once a final version has been validated.


Illustrations or graphic symbols of the logo must be balanced. If you look at the logo, the eye should see the image harmoniously. Neither section of the logo should dominate the other. This is the case with any pictorial work, the greatest painters in the world mix certain colors so that none stands out too much to distract from the overall painting. It is also essential to use your logo always in a consistent way, not to modify your logo according to the different supports on which you wish to use it, and to apply rules in the space reserved for this one. For example, you can decide that your logo can never cover an image and that it should have free space around it.


Some names have little to do with the product itself, in this case the execution of the logo gives an idea of ​​the ethos of the brand. The Lego logo, for example, is written in a very playful typeface, using primary colors (red and yellow). It immediately conveys a sense of fun, youth and play despite the fact that the term Lego does not mean any of these.


Your logo should be designed to stand the test of time. Make sure that your design doesn’t overtly use current fashion trends, otherwise it can quickly look dated. As said above, it is always better to focus on understanding the concept rather than on the purely aesthetic aspect of the final rendering. The purpose of a logo remains rapid identification, it is not intended to be itself a decorative element.

Don’t try to say everything about your business in your logo design. There is a tendency to want your logo to say everything about your business, but remember that it will rarely be seen on its own unless you are sponsoring something.


It is essential to ensure that your brand’s personality is aligned with the look and feel of your logo and other brand elements. For example, if your brand contains the word “elite” or “luxury” and your logo looks cheap, based on the discount graphic codes, it won’t look aligned.


Choosing the right font and the right size is an important decision. Some of the more famous brands use a font logo design only, like Nutella, Facebook, and Prada. If you are branding only with typography, it is recommended that you use a custom font so that your logo is unique and different from other logos. You can even choose to hide a shape like the arrow in the Fedex logo. You can also incorporate a graphic symbol into your typography like Amazon and the arrow going from A to Z.


Nowadays there are many inexpensive and accessible ways to create logos such as uploading logos or worse using royalty free images or icons. If you are looking to create an impactful brand, you are strongly advised not to resort to these cheap tactics. Is it unique? Has this already been done? Is this a visual cliché? These are questions that should be asked about any logo design. The creative process is usually 90% research and 10% design.


At Web Creation London, we take the time to get to know you, your business, your customers and your goals. Our logo design process begins with learning more about you. We offer quality and tailor-made service to ensure your business receives the attention it deserves. If you would like to know more about our visual identity creation services, contact us.

Track the behavior of your visitors with the Facebook pixel 850 450 Web Creation London

Track the behavior of your visitors with the Facebook pixel

Do you have a website that offers your services or products and a lot of visitors viewing your pages? 

Well, this is already a very good thing, because it means that your activity is visible online and that you attract prospects. 

Having said that, I imagine that you would like to know who visited your website, who are these prospects, where do they come from (Google, social networks…), what are they doing on your site … So many questions that deserve an answer! 

This is why today we are offering you a tutorial on integrating a Facebook pixel that will help you collect data to better understand the behavior of Internet users on your site (views of content, clicks on addition to the basket…)

There are different ways to integrate a Facebook pixel on a website such as installing the pixel code manually in the head tags of the pages of your site or using the Facebook assistant , in this tutorial, I suggest you learn how to do it with Google Tag Manager .

Wondering why do it with Google Tag Manager rather than with Facebook directly or some other method? 

First of all, because Google Tag Manager is a free tracking tag management system that has been designed to allow you to analyze your website traffic and optimize its marketing. 

Second, because it allows you to quickly and easily update your tags and tracking codes on all pages of your website with just a few clicks! 


If you are still in doubt here is a short official presentation of Google Tag Manager: 

Well, let’s not get too late, here is the tutorial to integrate an FB pixel and follow personalized events on your site through GTM.

Important information to follow the Tutorial! 

To perform this tracking operation on your site, you must have the following elements: 

  • profile on Facebook
  • an account on Facebook Business Manager
  • Google Tag Manager account
  • The chrome extension ”  facebook pixel helper ” 

First step: Creation of the FB pixel 

Before you can obtain information on the behavior of visitors to your website you must be able to collect data on these visitors (GDPR compliant).

To do this, you must first go to your Facebook business manager and perform the following actions to create your pixel:

  • Click on the Other tools tab in the left side bar 
  • Click on Event manager .
  • Click on Connect data sources in the left sidebar.

Then follow the steps of the different Facebook windows which will guide you:

  1. Select the “Web” source
  2. Click on Facebook Pixel and fill in the information of your new pixel (Name of your pixel + url of your website) 
  3. Select the type of partner integration you want to do (in our case, choose Google Tag Manager)
  4. Click on the “Activate advanced automatic correspondence” button if you want Facebook to help you expand your site’s audience.
  5. Select your Google account (the one with which you created your Google Tag Manager account) then select the container (your website) 
  6. Indicate the url of your website to complete the creation of your facebook pixel (do not close the window)

Second step: Publication of the Facebook pixel 

To start your data collection, you must first publish and install the Facebook pixel for it to be functional.

Go to your Google Tag manager account for this and check that in the Tags tab your new Pixel appears in the Facebook pixel id format with a series of numbers.

Then publish your new Facebook pixel, by first clicking on the blue send button at the top right of your Google Tag Manager dashboard.

To do this, you must indicate the name of the version of your Google Tag Manager tag (for example “Add Facebook Pixel”) then click on publish.

Third step: Checking the implementation of the Facebook pixel

To verify that your pixel has been added to your website, go to your website and click on your facebook pixel helper extension.

Step Four: Checking that the Facebook Pixel Works

In order to be able to test your pixel, and verify that your pixel is performing well by transmitting event information from your website to Facebook, you will need to create a new tracking event for your website. 

To do this, go back to your Facebook screen and click on Test Events in Events Manager .

Then click on the overview tab then on the gray add event button then on ”  from the pixel  ” to launch the Facebook events configuration wizard.

Follow the guided procedure (indicate your website url, access the website, then choose an item on your site to follow).

If you are already comfortable with the event management tool, you can also click on the green button created and in the drop-down menu select “create a personalized conversation” to fill in the fields.

How to follow an event on your website? 

Before you set up anything, first ask yourself which event you want to track and why? 

Remember in the introduction, when we told you that the pixel could record actions such as views of content, clicks on add to cart …

Then, once you know what you want to track and why, choose to follow a new button or follow a url.

To follow a new button 

First click on follow a new button.

You should see your site buttons appear highlighted, select the button you want to follow by clicking on it.

Then indicate to Facebook the type of button by selecting an event (for example add to cart if you have clicked on the add to cart button) and click on confirm.

To follow a url

Go to the page you want to follow and then click on follow url.

Then, tell Facebook the type of button by selecting an event (for example contact if you have selected the contact form url) and click on confirm.

Now it’s your turn! 

We hope that this tutorial has enabled you to set up a follow-up of your visitors to better understand their actions on your website with your new Facebook pixel and Google Tag Manager.

Did you follow our advice but are stuck on a stage? Or do you want personalized support to go further? 

Contact our SEO experts directly to set up advanced tracking of your showcase or e-commerce site! 

Work From Home Successfully: advice, tools, tips! 850 450 Web Creation London

Work From Home Successfully: advice, tools, tips!

With the coronavirus epidemic, millions of people have been confined to their homes and many of them telecommuting. Although the reason is of capital importance, it requires everyone to review their personal and professional organization. Reorganization of time and workspace, new IT tools, disruption of relationships between colleagues. The implementation of teleworking is also a transformative and mobilizing project for the entire company. So how to initiate and succeed the pivot towards teleworking? Web Creation London tells you everything!

77% of employees who work remotely are more productive at home

Telecommuting: 5 tips to be productive

When it is properly mastered and supervised, teleworking has many benefits for the employee as well as for his employer. A personal working environment, more time to give to loved ones, no time wasted in transport … teleworking also means accessing autonomy and a certain freedom (on condition that you are not stuck with your children … ). However, working remotely requires being organized, arguably even better than when you are in the office, in order to maximize productivity, motivation and mental health. So how do you get this experience right? Web Creation London gives you 5 practical tips:

1-Take care of your workspace

Even if the temptation to work from your sofa or bed is great, having a real desk or, failing that, a delimited workspace, makes things easier. Creating a pleasant workspace allows you to develop in good conditions and have everything at hand (computer, documents, tools, etc.) to stay productive.

2-Set daily and realistic goals

Teleworking means being free to organize your schedule… but it is also easier to spread out! Setting goals, via a “to do list” for example, allows you to establish a daily roadmap and derive a certain satisfaction when you carry out all the planned tasks at the end of the day.

3- Stay in touch with the company

One of the main dangers of teleworking is staying alone in your corner and gradually moving away from your colleagues and the life of the company. Activity monitoring, sharing of ideas, team games, virtual coffee breaks… making regular appointments with the company allows you to keep pace and maximize everyone’s motivation!

4-Delimiting professional and private life

This is another difficulty of teleworking, the fact of staying at home exposes the risk of easily switching between work and the private sphere. Self-discipline, set work schedules and rest times, know how to stop, the key is to succeed in defining a framework by taking care to separate each activity.

5-Use the right communication tools

Working well remotely is above all learning to communicate differently with colleagues. Exit the intranet, new means of communication now make it possible to work in a network, to mobilize the whole team and to stay in touch with the life of the company.

WCL’s toolbox for successful teleworking

Management of daily tasks, remote collaborative work, sending large files … Web Creation London offers a selection of practical tools to help you organize yourself!

A fabulous collaboration tool, Slack allows the whole team to stay in touch intuitively. It offers an impressive catalog of productivity tools: workspace, chat channels, private messaging, audio and video calls, file sharing, and many more!

Trello is the most comprehensive online project management tool. It is inspired by agile methods and kanban, to easily visualize the progress of a project in real time. In particular, it allows you to set goals using “to-do lists”. It also allows you to share your dashboards and tasks with all or part of the team.

Similar to Skype,  ZOOM  allows you to organize one-to-one or team phone calls in virtual meeting rooms. It also offers extremely practical features such as the ability to record conversations, share your screen or even create webinars.

With  G suite , Google offers a set of cloud-based services. Agenda, videoconferencing, spreadsheets, word processing, presentations, this toolbox makes it possible to streamline and facilitate collaborative work by modifying and sharing progress directly online. Very intuitive, it does not require any software installation… only a Gmail account.

Very easy to use, WeTransfer is certainly the tool most used by professionals to send large files. It allows you to send an email or generate a download link, free of charge and without registration!

SEO trends for 2021 850 450 Web Creation London

SEO trends for 2021

Medic, Fred, Bert, Penguin, Panda, these names may not ring a bell, but these are the various updates to Google’s indexing algorithm  (94% market share *). In other words, these are the different criteria used by the Mountain View giant to  classify the content of your website and rank them by relevance in search results . This algorithm is constantly being refined, we are talking about several thousand updates each year, but major SEO trends are emerging for 2020 and the years to come… Come on, let’s explain!

90% of the pages identified by Google register zero traffic, due to the lack of an SEO strategy *

* Source Ahrefs

Machine learning for SEO

Thanks to its artificial intelligence, Google is now able to better understand the intentions of users and thus anticipate their needs. This is the subject of the update named  RankBrain  which looks at the intentions of consumers when they search on Google.

The mobile first index

As its name suggests, this algorithm proposes to rank search results using the mobile version of web pages as a basis. When we know that  68 million searches are carried out every minute on Google from mobile devices  (source ), we quickly understand the need for a website and mobile SEO friendly (optimized for smartphones and tablets).


The  SXO eXperience Optimization for Search , closely related to the user experience, designates what to do (or not do) to a lively user a positive experience on a website. Intuitive ergonomics, fluid navigation, relevance of the internal mesh and action buttons, Google could look into these themes very soon to penalize bad students.

The development of voice searches

Voice search consists of  making a request on search engines by voice,  for example Siri or Google Assistant. What does this change for SEO? Almost all ! Voice queries are generally formulated in more natural language with fewer keywords. They are often interrogative and in a large majority, the research is  local  (ex: What restaurants are there around me?).

Visual search

Google Images is now the  second largest search engine behind Google Search . Visual search allows you to upload an image to use as the basis for the query. Based on artificial intelligence, this feature is able to  read the image and interpret it in order to provide suitable search results . With ever more intense competition for “search”, image search is certainly a major opportunity.

The Topic Cluster

Closely linked to content marketing, this new approach to SEO strategy consists of grouping content by theme by working on a series of identified keywords. These contents are then linked to each other by a well-tied internal mesh. The benefits of such a strategy are notable:

–  the website sees its authority increased  since the search engines consider it as an expert on a theme

– Internet users benefit from  additional content  that allows them to go further on the subject initially sought

– the variety of keywords processed allows the website to position itself on  more target queries and to attract a greater diversity of Internet users .

As you can see, major SEO trends are emerging for 2020 and the years to come. Google strives to be ever more precise in its search results by taking into account the new uses of Internet users and the way they search for information on its search engine. There is no doubt that the algorithmic evolutions of the giant of Mountain View will still be numerous in the coming months, Web Creation London remains on the spot!

10 tips for a successful emailing 850 450 Web Creation London

10 tips for a successful emailing

In recent years, a large number of digital marketing channels have emerged: social networks , natural & paid referencing , blogs, and many others! While these new acquisition solutions demonstrate their efficiency and perform well, emailing still remains the leader in terms of return on investment (ROI). With emailing, you can expect a gain of £30 for each £ spent (DMA 2019). We quickly understand the interest of looking into the development of a powerful and relevant emailing strategy and tools. So how do you maximize the ROI of your email campaigns? WCL explains everything to you!

1. Take care of the object and the sender

You only have two seconds to convince your customers! Your subject must be between 30 and 50 characters long. It must present your mailing as clearly as possible. To make your emailing objects more visible, more attractive and more expressive, you can use emojis. However, this should be qualified if your activity is not compatible with a lighter tone (lawyers, accountants, etc.). You also need to think about humanizing your sender. For example, putting a first name next to the name of the company will reassure your recipients and make your email warmer. We prefer “David from the WCL agency” to “WCL Agency”.

2. Respect of the graphic charter

Your emails must be recognizable and express the vision and values ​​conveyed by your brand or your products: 

  • Place your brand’s logo
  • Use your brand’s graphic charter (colors, fonts, etc.)

3. Insert a call-to-action

Your action buttons are there to trigger the action. They send to your website, your online store or your social networks. These buttons must be visible to attract attention and the short, catchy words used: “Buy”, “Discover” “Find out more”.

4. Balance images and texts

The content of your email is the most important criterion. It is estimated that an “ideal” ratio in an email is 60% text and 40% images. Make your recipients remember you with eye-catching layouts and high-quality images. An overloaded newsletter risks ending up in the spam emails of your recipients.

5. Connect your social networks

Remember, your customers are your first fans. You can easily integrate share buttons into your emailings so that your content is distributed on social networks, this will allow you to expand your audience and interact with it.

6. Unsubscribe link and mandatory information

You must offer the recipients of your emails an unsubscribe feature. Indeed, email marketing is governed by the General Data Protection Regulation (GDPR). This means that you must obtain the consent of your targets to send them an email. This unsubscribe link must be identifiable, it is often placed at the top or bottom of the email. Other mentions must also appear on your emailings such as a link to a web version of your email, the name of your company & its postal address.

7. Think responsive

55% of emails are opened on a smartphone today! Your email must therefore be adapted to different screen sizes (smartphones, tablets, computers, etc.).

8. Choose the time and day of sending

Depending on your industry and target, certain days and times give better open and click-through rates. By choosing the right time to send your campaigns, you increase your chances of generating engagement. The principle is simple: Test & learn. A L earn to know your audience, looking at what works best with specific indicators: openings, clicks, etc.

9. Pay attention to the sending frequency

Your customers’ inboxes are cluttered and their attention is increasingly difficult to capture.

You need to adapt your sending frequency depending on who subscribes to your contact list, the type of content you send and even the time of year. No one likes to receive flirtatious emails from the same advertiser multiple times in the same week.

10. Test your campaign on the various mailboxes

It is necessary to test your emails by checking their quality and their compatibility with the different messaging systems. By testing your emailings on the main messaging systems (Gmail, Outlook, Yahoo, etc.), you will quickly see the improvements to be made.

By respecting certain good practices, emailing becomes a powerful tool for winning over and building customer loyalty. Its association with other channels and with “tracking” of recipient behavior make it possible to develop sophisticated and profitable digital marketing strategies.

How to successfully create your brand identity? 850 450 Web Creation London

How to successfully create your brand identity?

Your brand identity is the identity card of your business , your products and services. This image will allow your future customers to recognize you, evaluate you and differentiate you from other companies and particularly from your competition. For your identity to have a memorable impact, it must be attractive and instill a sense of trust in your future customers. Your brand identity is the lasting personality of your business. Around this image, you will plan and build your communication strategy .

The identity of a brand is first and foremost a visual identity.

visual identity represents the graphic and visual components of a brand: logo , color codes, typographies, icons, illustrations, animations… in short, everything we can see! Its design involves a process of reflection and creation.

Its purpose is to:

– Inform about the nature of your products or services – Give an emotional impact – Tell your story through images and words, for example by associating an inbound marketing strategy – Give meaning and communicate a message – Promote your business through visual aids

A visual identity is shaped by creatives, designers and image and marketing specialists. They generally meet your specifications. Brand identity is closely linked to visual identity. It brings together many elements including the visual identity itself and other non-visual elements. These non-visual elements include company history, writing style, values, tone, language, etc; that you will use to address your target. 

The steps to take care of the visual identity

1- Collect information to better understand your project

Before starting to work on creating your brand identity, it is important to ask yourself a few questions and collect as much information as possible: What is your brand name? What is his identity? What sets you apart and sets you apart from your competitors? What are your values? Who is your target? What are your goals ? What is your market? Who are your competitors? How would you like your customers to describe your business? How do you want people to perceive you?….

You also need to collect images and brands that inspire you.

This essential information should be communicated to your agency and to the creatives who will develop the image of your brand so that they can understand who you are and position you.

2- Create a quality logo

The logo is the main element of a visual identity. It is on him that the foundations of your communication rests, it must reflect the image of your company and its activities. It is composed of typographies, colors, signs and shapes… This graphic symbol can be accompanied by a base line which is a brief summary of the company or a slogan which is more of a commercial catchphrase The logo must be able to adapt to all types of media (website, business card, poster, etc.). It must be meaningful, simple, unique, legible and durable …

3- Give personality through a brand universe

A logo does not usually live on its own, it is part of a set of graphic elements that gives character to your brand. These graphic elements can be illustrations, pictograms, images, photos, signs… but also communication media. They will help bring your brand to life. It is therefore important to create this universe to personalize your brand so that you are easily identified.

The personality and consistency of your brand will depend on 5 tangible elements:

– Authenticity : Are you sincere? Do you have a corporate culture?

– Memorability : How will you be remembered? Are you original?

– Reliability : Are you telling the truth?

– Credibility : Are you an expert, can we trust you?

4- Have a repository for your identity

The graphic charter is the repository that contains all the fundamental rules for using the graphic signs of your visual identity (logo, typography, colors, communication media, etc.). It ensures consistency across all the communication media you produce. It also allows you to explain to your teams and communication agencies how to use your visual identity. This is why it is essential to put it in place in order to give consistency to your brand and the supports on which it will live.

5- Have a brand speech

Much like images, editorial content, style and tone, help communicate with your target audience. It brings another level of information. The message is what you are communicating to your audience and the tone helps get it across. Your speech should reflect the personality of your brand and its business.

The tone will enhance the personality of your brand, express your values, communicate on an emotional axis with your target, influence the behavior of your audience.

6- Choose the right media to communicate

Choosing the right media to communicate helps ensure good understanding, convince your target audience and stand out.

One of the best ways to make your brand identity interact with your target audience is through the use of digital media . Your brand identity can be expressed through the graphic interface of your website or through the creation of images using the elements of your branding on your social networks. Your visual identity

will aim to guide your Internet users to accomplish actions using many elements such as the layout, the colors of your charter, the content, the animations, the icons and graphic elements, the buttons and much more. The digital medium also makes it possible to work on other aspects of your brand such as for example your notoriety and the engagement of your target.

In short, your brand identity is a powerful tool that allows you to create a link with your target and give added value to your business. Giving coherence to your communication allows you to identify yourself and be remembered. Building a brand is a process that requires time and careful thought around its personality, values ​​and purpose. The brand identity must also be able to evolve and adapt to the challenges of the market as well as to the new strategic orientations of the company.

Pandemic time – to advertise or not? 850 450 Web Creation London

Pandemic time – to advertise or not?

The coronavirus pandemic has completely transformed our daily lives. It has triggered an extensive chain reaction that has a huge impact on social and economic issues. It affected practically every industry, often causing panic and sudden decisions related to the further functioning of the company and the way it is run during the prevailing pandemic.

The changes that will be introduced in such a difficult period will be reflected in the near future and in the longer term. By taking any steps now, remember that they will not only transform your business while you isolate your existing and potential customers in their homes.

Don’t panic

The recommendation to stay at home is to contribute to eliminating the risk of further illness in the society as soon as possible . These restrictions mean that some sectors, such as mass events, travel or transport, have to practically suspend their activities . A sudden drop in the use of this type of services causes a difficult economic situation also in the industries that closely cooperate with them. One of the first costs to cut in this situation are marketing budgets . Reducing them is at first glance the easiest way to minimize spending in a recession. However, whether the sudden stopping of marketing activities or their drastic reduction will it bring positive effects not only in times of economic downturn, but also in the longer term? In many industries (but not all), regardless of whether you completely stop your marketing activities, reduce them to a minimum or only slightly reduce them, unfortunately you will not avoid a decline in the profitability of your business. However, if you do not give up your marketing communication completely, you will earn a future increase in income , greater brand recognition or an enhanced image of the brand . Every crisis has its end and when planning cuts in marketing investments in this difficult time, this aspect should also be taken into account.

Already during the previous economic crises, it has been observed that brands that continued to promote and shrink, and even decided to increase their marketing budgets during the recession, saw substantial gains after the crises . By increasing their advertising expenditure by 48%, they were able to double their market share after the recession ended (source: “Options and Opportunities for Consumer Business: Advertising During a Recession”, by Alexander L. Biel and Stephen King).

Show your commitment

Running a type of business that cannot function at the moment due to restrictions (because, for example, you run a beauty salon or a hairdresser) does not mean that promoting your brand at this time is pointless . Resigning from conducting typical advertising communication (that is related to your product or service being offered) saved the money you donate to help financially supporting hospitals, organizing meals for physicians, providing products needy institutions. It is equally important now to support your employees, who, not knowing how the coronavirus pandemic will affect their professional situation, need attention and being kept informed on issues related to the development of the situation and its impact onthe future of the company .

By showing your existing clients how you care for your employees and how you engage in helping others in this difficult time, you build a positive image and even greater attachment to your company. However, for potential new customers, you become a trustworthy entrepreneur. Image-building activities are a strategic element of business promotion . Therefore, do not forget about them in times of crisis, because relatively small financial outlays incurred during this time will certainly pay off after the crisis .

Resignation or relocation?

You should also consider relocating advertising budgets . The declines in investments mostly affected the outdoor and cinema advertising segments . It is a natural symptom that we stayed in our homes by following the rulers’ recommendations . The recipients of our ads, however, did not disappear, but shifted their attention to other media . The Internet has gained in importance and we now treat it as the main channel of contact with customers. Remember that by resigning from outdoor advertising and not shifting communication to another channel, we lose the potential of gaining customers and building a brand. This could be even more damaging to your business’s future, if yoursthe competition will not give up advertising and image activities, and will even intensify them. With such a procedure, it will not only gain your potential new customers, but will also most likely take over the existing ones.
Moving budgets from offline to online should be the main strategic move at this point , which will guarantee high exposure of communication (both advertising and image).

If to relocate, where?

Not only the Google search engine is recording a significant increase in queries, which prompts you to consider launching an advertising campaign in Google Ads .

According to the research of the GetHero Agency, dealing with, inter alia, cooperation with the creators of YouTube channels , since the closure of educational institutions, the number of views of films on the website has increased by over 30% . On the other hand, viewing time increased by almost 17% .

According to a report by the MediaCom group, already in the first week of March, when the restrictions related to the pandemic were not yet so restrictive, the number of users active on Facebook and Instagram has clearly increased .

The intensity of the use of instant messaging is also increasing . Their users spend more and more time on them and make more hits.

So regardless of the sector in which you run your business, these channels should now become your main method of marketing communication .

Pandemic and an increase in advertising budgets?

The shift of customers from offline to online is particularly evident in the e-commerce industry . Google Trends data shows, the interest in online shopping in the search engine increased in March more than 20 times .

In order to avoid crowds of people, purchases will be made more and more in the online world . The Google search engine facilitates the process of finding the necessary product and it becomes an intermediary in making online purchases. Therefore, it is worth conducting Google Ads advertising activities that will allow your business to appear on the first page of search results .
In the case of e-commerce, the pandemic causes an increase in traffic and an increase in the number of orders (especially in the food, pharmaceutical and drugstore sectors). Increased demand may result in more competition . Accordingly, greater marketing expenditure in this industry may prove necessary. A study conducted by GropuM shows that only from March 12 (when educational and cultural institutions were closed) to March 16, the e-commerce segment increased advertising spending by approximately 30% .

The transition from the traditional way of shopping to e-shopping in the current climate may change consumer habits permanently. A large part of the current e-shop customers are people who make this type of shopping for the first time , forced by the current situation. After the pandemic such persons (if the amount of this change a positive experience ) may remain faithful to purchasing through online . For e-commerce, it is therefore a time of increased work, both in terms of marketing and related to customer service and the orders themselves. E-commerce brands that will prepare the right online presence strategy they can now not only limit sales drops, but even gain a long-term competitive advantage .

Don’t be afraid of change!

It is natural for you to consider changes in communication with your clients and how to acquire new ones . The thought of reducing advertising budgets is also a natural instinct in the current situation. However, do not give up your marketing investments completely. Just change your communication plan. Find the right channels and the right way to replace typical advertising activities with those that fit the current situation .

Do you need help with organizing a new marketing strategy ? Are you looking for alternative solutions for your business during a pandemic ? Contact us! We will help you in conducting effective marketing communication.