BRAND POSITIONING & IDENTITY
They key to successful marketing.
Q. What exactly is brand positioning and where do we start?
Brand positioning is a statement of how your business is positioned in your market. It defines who you are in the eyes of your audience, and in relation to your competition. My process for determining it brings a deeper understanding of your audience and the benefit you provide, and in doing so, drives your content and identity.
An intelligent and well-crafted positioning statement is an integral tool for bringing focus and clarity to your website content, promotional tactics and marketing strategies. Used properly, this statement will help us make effective decisions to differentiate your brand, attract your ideal clients, and have a competitive edge from your competition.
We start with a series of key questions and move into in-depth conversations which provide me with insight for defining your brand and brand positioning. This process has been describes as a journey of business self-discovery that leaves clients with a clear sense of where they are headed with their marketing.
WEBSITES
Answers to technical aspects, process and related services
TECHNICAL
Q. What is a domain name?
A domain name is your address on the internet. Typically this would be something like YourCompany.com. You would pay yearly for the use of the name. There are a number of companies that you can register with.
Q. What is web hosting?
Web hosting is a service that allows your website to be viewed on the Internet. You subscribe and pay monthly or yearly.
Q. Do I need my own domain name and web hosting?
Yes, and I can direct you to setup your domain name or use your existing one. Squarespace, the platform I work in, will host your website, and also provides an email service which can be coordinated with your site.
Q. What happens if I already have a website but want a completely new one?
First, I would create your new site. When it is complete and ready to go live, we will point your current domain to the new site. I will direct you to instructions for doing this with your current hosting service provider.
Q. Do you provide Search Engine Optimization (SEO)?
Search Engine Optimization is all about getting your website higher up search results. While the factors that search engines like Google, Bing, and Yahoo use to rank sites change frequently, all known SEO best practices are built into every Squarespace site that I create. We will take advantage of this through keyword-rich content and page descriptions.
Q. Will my website work on mobile devices?
Yes, absolutely. Every website I create will work well on all devices.
Q. What functionalities can you provide on the site?
Appointment scheduling, reservations, forms, search bars, blogs, and more. You can also add on outside services such as a chatbox. If there is a functionality that you require, there is generally a way to accommodate it.
Q. Do you provide E-commerce websites? Yes, I can create a commerce site on Squarespace… from products, to services, donations, events… with payment gateways such as PayPal, Stripe, and Square and affiliates such as Amazon and Zola.
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PROCESS
Q. How long will it take to complete my website?
The time it takes to produce a website depends on the size and complexity of your site, the readiness of your content, and your availability for meetings.
A very basic 5-pg business site with “ready-to-go” content typically takes between 4-6 weeks from beginning to end. If brand positioning and identity are needed before the content can be determined and site can be started, add an extra 3-5 weeks.
If you need something quick, a landing page can be set up while work is being completed on the full site.
Q. Who is responsible for the content for my site?
Depending on your budget and the nature of your content, we have 3 possibilities:
After gaining a thorough understanding of your company and mutual clarity on the goals for your site, I can provide and direct a professional copywriter to complete. All content will be reviewed and approved before starting the website.
You can provide your site content, and I can either modify it or direct you in modifying it as needed to best suit the goals and design of the site.
You can provide your written content as well as media (photos, videos, graphics, charts, etc)
All content will need to be prepared before we start on your new website.
Q. Can you also provide photography & video?
Yes. I can search appropriate stock photos, enhance your existing files, or identify and direct a professional photographer, be it portraits, location or video production. The site can also link to existing utube videos.
I have a strong eye for photography and also work with professional photographers and will set up photo shoots for your project and work with the photographer and videographer on the types of visuals we are looking for.
I can also create animated presentations.
Q. Do you provide training?
Yes, I can provide training as an additional service so that you can become more familiar with the features of your Squarespace dashboard (such as google analytics) and learn how to make updates to your content or post to your blog. A 1-hour basic review of the platform is included in the cost of your site. I am available to answer any additional questions or offer advice on an hourly basis.
Q. What about site maintenance?
System maintenance such as plug-in and security updates, back-up, etc. are part of your Squarespace subscription.
Regarding your website updates after the site is launched, I can be available on an hourly or monthly package rate basis, depending on your needs. I can take care of any changes needed (such as new content and/or functionality, blogging, SEO updates, etc) so that you can stay focused on your business. My assistance will guarantee maintenance of your site design investment.
PRINT DESIGN & PRODUCTION
Types of projects, printing logistics and more.
Q. What type of print pieces can you design?
Anything you need. Direct mail pieces, brochures, business cards, displays, posters, banners, publications. Something I didn’t mention? Please ask. I likely have experience with it.
Q. What role does Visual Insights play in the printing process?
I am happy to liaise between you and your printer to ensure a job done properly. I can also recommend printers who I have come to rely on and are suited for your particular project. You will have a separate printing contract independent of me.
I can also explore innovative solutions for your projects, as well as provide the proper written specifications in order that comparative pricing can be obtained.
Q. Can you also provide photography?
Yes. I can search appropriate stock photos, enhance or modify your existing files, or identify and direct a professional photographer.
I can also create charts, graphics and visuals, or an animated slide presentation.