Everything you need to know about the latest Google Ads Update

In February 2021, Google announced that it will be changing how the search engine triggers ads – in the biggest change to the platform in many years. In short – Google are changing the way in which keywords are targeted and changing the definitions of their match types. Say goodbye to your trusty ‘Broad Match Modifiers’ and hello to a new type of ‘Phrase Match’.

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Top of Funnel Marketing Example - Sushi Shop

Getting Customers Through the Gate With ToFu (Top of Funnel) Marketing

The first time you saw the term “ToFu marketing,” you probably thought of ads for a vegan restaurant. While top of funnel marketing could do wonders for this type of business, it has positive, far-reaching effects for any organization that employs it. The truth is that companies often focus efforts exclusively on closing the sale, while missing opportunities to attract new buyers. Managers may also not realize that a heavy sales pitch too close to the top of the funnel may push people away.

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How to Boost Sales With a Digital Marketing Sales Funnel

There’s a series of steps involved in turning prospects into a customer. You have your product or service. You got a snazzy website up and running. You even have a strong social media presence. All that is fine, but it’s not enough to sustain long-term business growth. Potential buyers who are unfamiliar with your brand won’t likely make a purchase until they learn more about your company. You need a digital marketing sales funnel for developing customer relationships – and boosting sales.

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Franchise Digital Marketing Foundations

As a franchise you are part of a unique family of businesses which typically share the same pain points as other businesses but have the advantage of numbers – usually reserved to large corporate organisations. When franchise digital marketing is done consistently, right and across the entire family of territories the power of the group greatly outweighs the sum of the parts.

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How often should you update or redesign your website?

Your website is the face of your business, giving your clients, referrals and potential customers an understanding of what you offer and what your business is about. Your website typically serves as the first/second touch point after a referral, flyer, search or social media post. Therefore, it is a critical piece of the journey in the generation of leads and customers for your business.

When you look at your existing website from the point of view of your customer, think about what they are looking for (the problem they are wanting to solve) and whether this is represented clearly and thoroughly. Is the content engaging? Does it take the visitor on a journey from their initial search to where you want them to end up (e.g. filling out an enquiry, buying a product)? Where are the pitfalls that arise during this journey? Is your content up to date and represents your current offerings? Remember, your website is a representation of your business – an outdated site will be interpreted as an outdated business.

Before you start scrapping everything and starting over, let’s look at the different types of updates you can do and how often these should be done.

How often should I be updating our website?

We believe as much as possible. A website which is updated consistently on a regular basis shows that you are fresh and up to date with the latest going-ons in your business and industry. Your visitors pick up on this quickly which results in a more engaged visitor and better rankings in Google. Updates can include new blog posts, additional resources such as PDFs and product information as well as new portfolio items and case studies. Having a web design platform such as Joomla or WordPress makes this process simple and should be taken advantage of in-house or by an external marketing agency.

Consistency is important. We would recommend assigning someone in your organisation to review and add a new page to your website at least monthly. This should be done with both the reader’s intention and search engine optimisation in mind.

Leveraging your content with social posts and email marketing is also a great way to push your stories into view of your existing clients and followers giving you a bigger impact with every story.

What type of website updates should I be doing?

Adding new pages to your site around new and existing products services are a great way to get started. You don’t want to bog down your main navigation however, so link to the new pages from your main product/service pages instead of your header navigation.

For example, a furniture manufacturer’s page on tables could create new content pages around the wood or materials sourced, possible applications of the tables and/or maintaining your table. These would all be linked to from the tables page indicating to your readers and Google that you have an in-depth knowledge of what you offer and are at the forefront of your industry. These pages can also be linked to from your Facebook, LinkedIn and other social networks. They could also get creative, linking to these articles on their invoices for table purchases.

Planning your content

Many people struggle to know what content to write, or where to start. At iSonic, we love using mind-maps to build up the current site structure and topics discussed on those pages (We use MindMup). Once completed, we brainstorm new potential off-shoot pages and add them to the mind-map in a different colour. Once we are happy with our goal site structure, we then go about prioritising the content in order of what we want to promote and what our target market are searching for. Finally, we assign these to different staff members based on the topic and their area of knowledge.

It is also important that search engines know when your site has been updated. This is done through your sitemap.xml file. Within this document is an index of all your pages and when they were last updated. For Google this can be linked up using Webmaster Tools. Current CMS platforms such as WordPress and Joomla have plugins that create and update this file automatically, but it is always good practice to double check the contents for errors or missing pages.

How much do website updates cost?

This depends on what is required. We prefer to do a full review of your website before starting any paid work, providing you with a comprehensive list of improvements we recommend to take your website to the next level. Included in this document is our costings and time-frame to complete the updates.

Some businesses prefer to have all their digital marketing completed by a team of third party experts and as such we have Digital Marketing Programs available for companies of all shapes and sizes.

We find having a mix of in-house and external collaboration works best with the core ideas, goals and strategy being developed internally and then implemented by a web design agency such as iSonic.

At what point do we need a new web design?

This varies depending on your marketing strategy; how/if your business has changed since last doing a refresh; and also how complex your site is. A business in growth mode that is changing at a rapid pace may look at rejigging their entire online presence as often as once per year, whilst a complex eCommerce site with integrations into an inventory management and accounting system would be best left for 5-6 years with cosmetic adjustments made along the way to give it a fresh look.

Most of our clients fit somewhere in the middle of this with their sites being overhauled on average every 2 or 3 years and this is what we would recommend as a base. The internet is an ever-changing landscape of new technology, trends and search engine algorithms and as such a web design re-skin or overhaul will bring your site up to date and on-trend.

You may still be wondering whether a new web design is right for you. If this is the case then perhaps consider the following:

  • Your business is in a growth phase and are adding or trialing new products and services in the market?
  • Have you currently or recently re-branded?
  • Are you changing your target market or honing in on a niche within your industry?
  • Have your leads dropped off the past few months/years and you are unsure why?
  • Is your website mobile or tablet friendly?
  • Is your website slow to load and not found in search engines?

What’s the next step?

Option 1: Talk with us

If you would like to talk to one of our experts about how your site is performing and recommendations on what would take it to the next level fill out our enquiry form and mention this article.

Option 2: Free Digital Marketing Plan

You may also be interested in downloading our Free Digital Marketing Planner. This is a short (12 page) succinct practical walk-through on developing your painted picture, target personas, budget and WWW (Who What When).

Disciplined Team Leaders

Team leaders have to manage and motivate the team. As creativity and motivation can quickly drain from your team members, workplace failure is inevitable. Statistics suggest that 97% of business professionals don’t positively cooperate in a collaborative environment.

Perhaps this may be an act of poor team leadership. It is proven that business teams work better when equally collaborating together. It’s no secret that we need to diminish workplace failures – and if we can do this by gaining a better understanding of how we positively collaborate, then why wouldn’t we change?

Leaders are rushed with more pressured tasks, therefore having less time to focus on their employee’s daily productivity. From this, I have noted simple disciplines that will educate team leaders in creating great workflow and a better working environment.

So, the question we have to ask is: how can we develop a simple plan that can dramatically improve the working rate between team members?

Ensure everyone is always learning

The great thing about collaboration – is collaborating. Learning new things is a great way to engage colleagues in new, stimulating work.

Spice things up!

Try to incorporate new approaches when working individually and collaboratively. As the manager, try distributing different work to your employers. This diverse workload encourages the team to remain attentive and interested. Keep in mind, similar to a diverse team, the team will prefer to work in different ways.

Challenge Everything

Push team members to question and challenge everything. By doing so, not only does it increase employee confidence, but also can improve your standard business methods. When challenging ideas, it is important to note that every statement is valid. Don’t interrogate the person, rather challenge the idea.

Just remember – you are competing with your company’s competitors, not your team members.

Take the time to focus on your team members, and make sure that they are all learning and working to the best of their ability.

At iSonic – our clients mean everything to us. Getting to work with some of our greatest clients is such a rewarding experience. We can’t wait for new businesses to get on board! If you’d like more information, call iSonic today.

5 Simple Tricks to Gain More Customers with CRO

Conversion Rate Optimisation (CRO) is a method of improving the performance of your website. Successful CRO is found when a high rate of customers performs an action that was originally intended by you. This could be signing up for a subscription service, enquiring about your business, or simply just to bring traffic flow to your website. Whatever it may be, optimising your website will result in achieving your goals and ensuring you have satisfied customers.

CRO takes advantage of the foot traffic of your website by increasing clicks, engagement and therefore sales. It’s a method that analyses and tests user feedback in order to find ways to increase your site’s conversion rates. Improve your Conversion Rate percentage and maximise profits. It’s a no-brainer.

Whether it be a service or product-based business, we can all agree that Conversion Rate Optimisation is an important part in gaining more satisfied customers. Follow these simple tips to master CRO.

Good SEO

Search Engine Optimisation (SEO) is a great method to increase customer flow. Ranking higher in Google will allow customers to notice and visit your site above others.


Is your website user-friendly? Test out your site and analyse the placement, design and links. There may be ways in which you can improve the accessibility of your website.

Clarity & Avoiding Distraction

Is your intended action of the user easily noticeable? Having a clear navigation of the site will ensure customers will be able to direct themselves to your products/services. Simplicity is the key when it comes to allowing users have a clear vision of what to do.

Reduce Bounce & Exit Rates

Finding when and why the user exits your site will help you to update your site in order to reduce bounce and exit rates. Could you fix this problem by changing different elements on your site?


Referrals act as a great way to convince new customers of your products/services. This can also be done by showing testimonials of previous customers that have been satisfied with your business. This method can help to increase profit as well as exit rates.

Still not sure where to start?

Testing out your website is a great way to identify any barriers that may be limiting your users.

A system that allows you to test your site is HotJar. HotJar is a recording system that follows user movements throughout your website. By viewing user movements, it is easy to see where any barriers may occur. The HotJar system is an easy platform for you to be able to improve your website and make sure it’s performing to its optimum level.

Click here to learn more about HotJar.

iSonic will help you to master SEO and CRO methods. Check out our blog post discussing the basics of SEO and how important it is to ensure your site has a high search engine ranking.

SEO Basics That You Need to Know

Search Engine Optimisation (SEO) is a great marketing technique that organically increases your website’s visibility within Google searches. Getting a higher rank in Google will increase awareness and traffic flow through your site as users are more likely to visit. SEO is essentially structuring your website in a way that search engines recognise. It is easy to understand the basics of SEO as it usually comes down to great content. Take advantage of SEO marketing and increase your business’s credibility and customer flow.

Why your website needs SEO

When it comes to optimising your website, search engines need that boost to rank your site higher on Google. Search engines give a reasonable ranking depending on the quality of your site. Usually, the search engines are able to find sites that are preferred over others.

Marketing your website and business through SEO is a great way to maximise profits and build credibility within your website and it’s customers. Search engine marketing is most successful if the site’s content is commonly shared and linked to other websites. If your business is discussed on other platforms and websites, the search engines will recognise that your site has high-quality content. Creating relevant meta descriptions and tags will help to increase web traffic and click-through rates.

There are some ways to ensure your site gets a high ranking in Google.

  • Provide credible, organic and relevant content
  • Promote your site through other platforms
  • Produce an updated, modern and professionally designed website

How can iSonic help?

Providing quality content can just start with relevant information, use of multimedia and engagement with your business and site. iSonic will provide you with a range of solutions to help with traffic generation and conversion rates. If you need more help with SEO, contact iSonic for a free discussion and we will help to optimise your website to it’s fullest potential.

Using analytics to get real feedback on your site

When you get your website built and hosted with iSonic there are some great advantages which you may not be taking advantage of which you may have forgotten about or not be aware of. In this blog, we wanted to cover some different aspects of what we offer in addition to website design which includes a mix of both free and paid services.

If you feel you are not getting enough value from your website, or you are ready to take your results to the next level, then perhaps you need to look at some of the below options to give it the kick start it needs to get noticed.

Free Training!

Since iSonic’s inception more than 10 years ago we have given FREE training to all our hosted customer’s since our very first client. At one of our first training sessions with us, this would include how to keep your website up to date with content management, slideshows, using your blog etc. However, we are more than happy to take your training to the next level with a heavier focus on SEO including tricks to better your ranking, understand your competition and some cool tools you can use to get the insight you need for maximum results. Some of these tips can also be found on the iSonic blog, however, we know its nice to get just the bits that apply to your scenario.

If you feel like you could do with a refresher, or would like to go through a few things with one of our friendly staff, then call our office to book in a time with us.

Brainstorming Sessions

Similar to our training we are also more than happy to help you solve your business problems with technology. Whether it is the age-old problem of growing your customer base, we can help with processes you can implement to push you up in search, social media or by other methods. Alternatively, you may be struggling with an internal recurring business processing issue that could be solved with technology. We can again brainstorm solutions with you that will automate this process, or give your staff an interface to improve that process and reduce errors. An example of this may be a CRM platform, internal ordering system, online project management platform, marketing automation, point of sale apps and back-end staff management.

We are always on the lookout for great platforms that help small business, so give us a shout with your issue and we’ll see what’s possible.

Traffic Generation & Conversion

Finally, iSonic also have the in-house knowledge to get more of the right eyes looking at your business. Whether it be Adwords and SEO, Email newsletters, social media marketing or SMS marketing, iSonic have a range of solutions available on hand to help build your traffic to your website, leads and ultimately conversions.

All of these services have varying levels of support from DIY software only, to a retainer-style service which gives the iSonic team a set amount of hours each month that we dedicate to your business success. We achieve this using a range of platforms that we use on our own business to improve its performance. 

If you want a dedicated team to help grow your business then call our office to arrange a time with our director Matt to discuss further.

If you want to catch up with one of our team members about any of these opportunities then contact iSonic for a free discussion – coffee included as always.

Call us today & let's
create something beautiful.

We work with businesses of all shapes and sizes. So if you’re in the market for professional web design and digital marketing, give us a call or drop us a line with a few details on your business goals and one of our digital marketing experts will get back to you with some great ideas.