[email protected] / Cranbrook, Kent

Provide customers the tools they need to make a purchase

Web development for great search engine optimisation results

There are 1,477,803,927 active websites on the Internet. A fair proportion of them are likely to be in the same business as you. It can be a real challenge to compete. Companies find that their website does not appear in the top search engine results and approach us to see if we are able to help increase their ranking.

How do I improve search engine optimisation?

One of the steps in our approach to search engine optimisation (SEO) is to review our client’s website to see what makes it unique compared to the competition. We work on the following to ensure the best SEO results:

  • Writing great content that can be shared on social media
  • Auditing and updating technical aspects to help search engines process the content of your website
  • Optimising local business profiles so they are engaging and contain the correct information

The above tasks are a staple part of SEO. Of course, your competitors may be engaging in the same process, so how do you set yourself apart?

Use your expertise to improve SEO

Imagine you are selling a local exercise group service that meets twice a week. Your potential customer performs a search for ‘exercise groups near me’ and finds your company in the top three search results. Your page title and description are optimised and encourage them to click the link and visit your website. Once you have gained a website visit is important to think about the steps they now need to take in order to become a potential new lead for your business. Normally this would consist of well-written copy optimised to best sell your products. Instead, imagine that the next step they take is to enter some information in to your website and receive a valuable result, already capturing some details to help sell your product. Following on with the exercise group example, consider developing a body mass index calculator tool with targeted actions on the next steps to take to improve the health of the website visitor. Such a tool will be incredibly effective in engaging a potential lead to register for your service. Once the visitor has received the result the tool could request their email address for the purpose of sending them further information or a newsletter.

Benefits of developing your own custom tools

There are a myriad of benefits to having a custom tool built for your website. Here is a list of the primary benefits:

  • A custom tool built for your website will put you ahead of your competitors
  • A tool that provides real value may be shared by others on social media and blog posts
  • Information can be captured by the tool that may inform future business direction

Unique features drive sales

By developing a unique tool aimed specifically at your audience you stand a greater chance of converting a website visitor to a customer. Consider how other websites use such tools. A bank may feature a mortgage calculator, a health website may provide a tool to calculate risk of a particular illness, or a travel website may include a currency converter. What tool would suit your website best?

Web development by Crane Interactive

We are able to develop unique and engaging tools that will provide value to your website. If this of interest please get in touch.

Should I blog on my business website?

We have recently been asked whether it is worth the effort of blogging on your business website. Our opinion on this is…. absolutely!

The process of blogging can be time consuming. Thinking of ideas for posts, researching those ideas, writing the content and taking photographs or finding appropriate imagery can easily eat in to your busy day.

The payoff is well worth it.

What are the SEO benefits?


Internet search engines (Google) loves finding good quality content to rank highly in search results. A blog gives you the opportunity to be an expert in your field. If you provide value to others in your posts Google’s algorithms may choose your site as an authority on a subject. For example, a plumber may explore a new business direction fitting smart heating devices. It may benefit others if they blog a tutorial on how others can install the kit themselves. Chances are some people may find the article, realise that it’s too much hassle installing the kit and call the plumber instead. If the plumber has some success with that side of their business they may choose to post regularly on the subject increasing the chances that their posts will be listed higher in search engine results.

Local search

A plumbing business may only aim to target a local customer base. It may be that the plumber’s blog is the only website taking about smart heating products within a 50 mile radius. In this case they may become the authority for those products within a local area.


A blog can help provide a sense of community around your business. If you express opinions, talk about your company culture or post the odd photo of your team it may help a potential client warm to your business rather than a dull competitor.

Inbound links

If you post great, valuable and insightful content others may link to it from their own website. Typically, the purpose of a business website is to bring attention to your business. Blogging is a great way to do so. The number and quality of links back to your website is one of the top metrics tracked by search engines when choosing how to rank your website in their results.

Our blogging processW

Find out how we design and develop WordPress blogs for business.