www AKA wibbly wobbly websites


Getting out and about meeting people, one of the first things we tend to do back at the ranch is to take a peek at the company website on the back of their business card. Now if the business card is a barometer of a firm’s visual identity, the website often runs in tandem or, occasionally, ranks even lower in terms of self-promotion.

Working on the premise that your website is your shopfront to the world – whether you are selling finance services or couture fashion – it makes sense to ensure this reflects who you are and what you do. Today, not yesterday, and certainly not last year.

Just like most things, website design changes and the site that looked cutting-edge in 2000 or even 2007, seven years on looks, well, a bit wobbly. This isn’t just about changes in design (word is that logos need to be considered as thumbprints that fit within most social media display formats – is yours still the width of a business card?) but also changes to the way that websites are viewed.

Seven years ago we weren’t swiping tablets or looking for the nearest hotel or restaurant on our smartphones, but now you need to consider how your website appears on these devices.

Beyond functionality, there are changes to the use of colour and imagery – the latest trend is for fewer colours and use of imagery as a backdrop, rather than contained items. And is the imagery on your site original or of the stock variety – let’s keep it real, people.

There’s also that tricky issue of content to consider. We’ve seen some absolute shockers lately, with drops of copy in all sorts of places, inconsistent editorial styles and even a few grammatical errors thrown in for good measure. Again, thinking of this as the shopfront, it’s akin to having a business meeting with the boardroom table full of papers and dirty coffee cups. Think about key messaging, what needs to be presented in what order and how will the user explore your ‘store’?

Remember, your business changes daily, and your website needs to mirror this. Have your services or products changed or expanded? Does your website reflect this? If you’re not looking at your website as an outsider might at least weekly, you could be missing out on potential new business. Blogs too are a great way of creating a dialogue with customers, demonstrating your expertise in a particular sector or industry and getting yourself on the map as a thought leader.

Chances are you agree, but you’re busy running the business, right? Time to call in Chapel Road Creative – let us help you to tackle these aspects of marketing, rather than hope your customers don’t look too closely at your virtual presence.


Good tweeting


So, way back in week one, we were asked by smgvirtualpa.co.uk to create a logo for the @WNTweetup – a quick project that we were delighted to turn around after meeting her and a fantastic bunch of tweeps.

Since then we’ve had great fun tweeting and joining in the banter with some amazing businesses across our county and beyond. It’s early days and we’re still very much NKOTB, but what Twitter and other social media channels bring are a strong sense of community, connecting like-minded individuals and companies, all waving their banner.

It has been suggested that social media has eclipsed the website as a marketing tool, conveying far more about a company, its brand, values, customer engagement and personality. While we reckon the ‘old-fashioned’ website is still with us for a while, offering an unmissable shop front with the world, social media marketing can undoubtedly boost your business immeasurably.

To put this in context, we recently helped a client to market a leisure event on the North Norfolk coast. It grew its audience 1,000 per cent year-on-year using targeted consumer specialist display advertising, a regional newspaper supplement and a healthy dose of PR. But the magic secret ingredient? Social media. Each time a tweet or a post went live, ticket sales went through the roof. That’s real time business growth, right before your eyes.

But how do you go beyond the quick hit, keep the conversation going once you’ve caught the eye of your prospective customer? That’s where long-form marketing can work wonders – continuing the narrative, telling your story through blogs, interviews, case studies, articles and thought-leadership features.

If it sounds like an awful lot of effort, think how just 140-characters can boost your business profile – then consider how extending the messaging across all areas of your advertising and marketing collateral could impact your bottom line. We’re ready to help you make every word priceless.


Nice to meet you…


Week two, and we’ve been out and about, meeting some of North Norfolk’s businesses.

First we headed to a @WNTweetup, organised by Stella Gooch on behalf of Hunstanton On-line and hosted by ECS Computers. It was a fun evening during which we met a former Department for Trade employee, proving it is a small world indeed (BTW, have you read our interview with Norfolk man Sir James Dyson for UK Trade & Investment’s springboard magazine?) over tea and cake. We were delighted to be asked to create an ID for the group, which you can check out and follow here.

We met a number of companies that have been developed around people’s passions. Louise from Hands4Hounds told us about her amazing dog massage service. The proud owner of three labs, she’s created a thriving business around something she loves doing, proving the oft-quoted Confucius mantra, ‘Choose a job you love, and you will never have to work a day in your life.’ We also met the lovely Mary of Knotty Leads who, with her daughter, Melissa, uses the traditional craft of hand-knotting cord to make personalised dog leads and collars. Maybe a dog’s life isn’t such a bad one, after all.

We also bumped into Kev of The Solar Shed who talks almost as quickly and animatedly as we do. A man of many talents and interests, he aims to get the whole of the UK using renewable energy from his shed at the bottom of his garden. Ranked #43 as an influencer in his sector, he clearly knows his stuff, and we were delighted when he invited us to join him at BNI Hanse the following Tuesday morning.

Despite an early start on a hugely soggy post-Bank Holiday Tuesday, we hurtled along to The Globe to join 23 North Norfolk firms for a busy business breakfast briefing. While Kev set up for his 10-minute presentation, we had a chat with Paul White, senior architectural designer (what an awesome job!) at Russen & Turner, and it was interesting to have him confirm our view that business in Norfolk is gently booming.

What a great time to be starting out! We think we’re convinced about BNI being a good way to expand our network, so fingers crossed we will feel the love of Norfolk’s growth soon. In the meantime, if you know a company needing some help and guidance on marketing and design, send them our way, we’re feeling rather sociable.

What’s that then?



And we’re off… Chapel Road Creative has been 10 years in the making. I don’t mean that we’ve procrastinated so badly that an entire decade has passed, but our intention to create a content marketing agency that blends our skills and experience in editing and design was hatched long ago.

Unfortunately a great job came along and the plan was hijacked, with the twists and turns of life thrown in the mix. We worked side by side for all those years, but it took the start of 2014 and some monumental mountains to climb in the first few weeks that prompted us to go back to our original premise – that using our creativity to make a simple, enjoyable and successful living really shouldn’t be that hard.

So here we are. What an exciting place to be.

The first question we’ve been asked is, ‘What is content marketing?’

There seem to be a cagillion posts on this hot marketing topic, and I suspect many come from people who don’t really understand either content or marketing. There are some cunning thoughts on tricks and tips to get yourself seen by Google; how to max the numbers on social media channels; and even why millennials only want to read what they can see on their smartphones.

To our mind, successful content marketing is about getting the right message to the right audience in the right form at the right time. Right?

By editorialising that message, there’s a whole opportunity to engage with your customers – existing or potential – with a message that goes beyond the unsophisticated, ‘Look at this then buy it’.

Of course, consistently presenting this in a visually enticing way is equally key – the dullest message can (almost) work with the most fabulous creative and, conversely, a great message can be lost by dull, poorly executed design.

But what if you could strike that happy blend between visual impact and compelling content – bingo! You just envisaged content marketing.

We are so convinced by the power of great content marketing, that it’s at the very heart of our business concept. We’d love to share our vision, so please take us up on our offer of a FREE marketing audit to see the difference it can make to your business.