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I launched my new site, now what?

Posted On June 13th, 2013 Author Kyle Racki Filed Under Business Development, Coding & Application Development, Branding & Web Design, Internet Marketing, User-Experience,

We work with a lot of companies and organizations at Headspace. For many of them, the process goes like this: 

  • find a budget to re-design the website
  • put out an RFP
  • hire the right company for the job
  • Work with said company and launch the site
  • Ignore the relaunched website for another 3-5 years until they get another budget to re-design.

Sadly, this is the way economics work for these organizations. 

But there's a better way.

Instead of blowing your entire budget on just the website relaunch, spend 50% of it. Then spread the other 50% evenly across the next 3 years so that by the time the 3 years are up, your website isn't in too bad shape.

This leaves many website owners left wondering: What the heck do I do after the website is launched? Here's a check list:


There's a ton of stuff you can be measuring every day or every week. Google Analytics contains a wealth of information about your website traffic. Don't just focus on traffic alone, although this is an indicator of how your website is performing. Look at…

Guest Post: Lean Analytics - Video Chat with Alastair Croll

Posted On April 15th, 2013 Author Amy Wheaton Filed Under Business Development, Internet Marketing, News,

The following post is guest content provided by the team at Software Advice, who hosted a recent discussion with Lean Analytics author Alistair Croll at SXSW in Austin. 

When launching a new company or marketing campaign, your major concern shouldn't bewhether or not you can execute on the plan. It should be whether the idea is worth investing in at all.

This was the major theme behind a discussion my company hosted recently with “Lean Analytics” author Alistair Croll. He suggests that instead of believing the mantra “if you build it, they will come,” companies should instead say, “if they would come, you should build it.” Fortunately, today we have access to enormous amounts of behavioral data that can answer this latter assertion. I regularly review and write about technology that analyzes such data from social media, so I wanted to know more about strategizing around such insights.

We shot the video during this year's SXSW Interactive Festival in Austin, Texas. Croll was in town leading a workshop called “Advanced Social Media Monitoring.” We discussed how companies can use data to test the riskiest…

Measure twice, cut once

Posted On April 2nd, 2013 Author Amy Wheaton Filed Under Business Development,

We've been beefing up our scoping process at Headspace to make sure that when we provide a quote on a new project, it's as accurate as possible from the initial estimate. By spending more time and energy upfront, we're hoping to avoid the awkwardness of addendums and budget discussions midstream as we work through a site design or app build.

There is nothing - NOTHING - more uncomfortable to discuss than money, and even more so when you're in the depths of a project, or almost finished, and you have to go back to the client to let them know you'll need additional budget to finish the job.

So many factors can cause a project to go over budget - scope creep, additional feature or functionality requests, a full moon. Sometimes it's completely unavoidable. But it's still never a fun topic to bring up to any client.

Every agency has a different approach when it comes to billing. Some lowball their initial estimate to get clients in the door and then issue addendums aplenty during the process. Some mark up estimates like crazy, adding contingency buffers like they're going out of style,…

New Year’s Resolutions for Marketers

Posted On January 7th, 2013 Author Amy Wheaton Filed Under Business Development, Internet Marketing,

One week into 2013, it's prime time for New Year's resolutions. Just walk into any gym in North America for proof. Of course, three weeks from now it'll be a very different story. It's easy to go out on January 1 with guns a-blazing only to crash and burn by the end of the month. 

As marketers, designers, and developers, no doubt there are tons of goals we could be setting for ourselves, but trying to do too much too quickly is often our downfall. Here are five resolutions for 2013 that are actually doable and can help yield rewards throughout the new year and beyond: 

1. Resolve to add value. Clients love working with agencies and design firms. Believe it or not, clients get excited about meeting with their agency team. Quite often it's the most fun part of their day. They get to look at new designs or concepts, ask questions, give feedback, and make decisions. But clients should be looking forward to working with you for other reasons, too. What value do you offer them? Are you regurgitating the same marketing plans over and over with a different client name in…

Corporate Social Media: Is there such thing as TMI?

Posted On December 11th, 2012 Author Amy Wheaton Filed Under Business Development,

Growing up, my mom used to say, "Those who have nothing to hide hide nothing", usually right before she'd read my diary. Transparency may not be the best policy when you're 16, but the mentality is well-regarded in the professional world. Corporations make their financial records public too, whether online, in an annual report, or in a press release.  Charities are open about sharing their financial information so the public can see where their money is spent. Everybody likes to toot their own horn a little bit, so agencies of all sizes often issue a release when they win a new client or a new piece of work. 

Transparency goes beyond financial information and a public client roster. It can mean things such as sharing information about how your business is run - your internal processes, your full client list, the way you work. Most companies have a section of their website dedicated to profiling their team members, perhaps a few images of their office - a little peek inside the doors of an organization, a way to put a face to the names of the people you're working with. 

Some companies take it…

Office Space

Posted On November 19th, 2012 Author Amy Wheaton Filed Under Business Development,

Since its incorporation, Headspace has changed locations a few times. Our office used to be located in downtown Dartmouth, followed by about a year of working remotely. Since the summer, we've been in our new home in the Hydrostone Market in Halifax.

Our team is well versed in the pros and cons of both scenarios.

Working In An Office: The Good

There are obvious benefits to working in an office, which is why probably 99 per cent of people with jobs in any industry don't work from home. 

For our team, having an office means there's always a meeting space available to chat with clients - no scrambling to find a coffee shop that isn't too noisy or showing up at our clients' location for every discussion.

Having a central workspace builds a sense of camaraderie amongst the team. It's easier to ask questions and get information from colleagues when you can see them face to face. 

I believe it also looks better for potential clients when we have a physical address. While many clients don't care where the work is taking place as long as…


Posted On November 7th, 2012 Author Amy Wheaton Filed Under Business Development, News,

I returned to work this week after a year's maternity leave and was surprised by how much has changed since I left Headspace last fall to have my munchkin. 

Things are different at the office. Our little team of five has grown to nine. We've gone from remote offices to a lovely new spot in the Hydrostone. We have a new process in place, new clients, new projects galore and a new website. 

The work we do has changed, too. Last fall we were beginning to test the waters of responsive design and had launched a couple of mobile applications for clients. This year, responsive is almost second nature, and apps and software design and development are a huge part of our business. 

It makes me think about how quickly things change, not just in the digital realm, but in the communications industry in general. I started working in advertising in 2006 and looking back on those early days slaving away as an account coordinator, there are tons of differences. Smartphones and tablets didn't exist then. There were no QR codes. Online advertising is no longer an afterthought - in fact,…

9 ways we (nearly) perfected our development process

Posted On September 8th, 2012 Author Kyle Racki Filed Under Business Development, Coding & Application Development, Branding & Web Design,

I used to think process was an ugly word. Who wants to be neck deep in charts and documentation, wasting time when we could be actually doing the design or dev work? And it’s that kind of thinking that got us screwed over on jobs our first couple of years in business.

Well this year, I think we finally got it right. Sure, there’s always room for improvement, but there are several ways in which we nailed down, perhaps our most efficient, effective process of building websites and applications, and one that actually enhances the fun for us, while also ensuring clients get what they want in the end.

Take a look at this process chart I made a few months ago:

This process shows a more refined way that we go about a project that fits into one of two camps; Either a website built in ExpressionEngine or an application built within the CodeIgniter framework.

Putting the visuals first: UX first

We’ve recently adopted a UX-first approach to most projects. The bigger and more complex the application, the more important this approach is.

SEO is a whole new game

Posted On June 23rd, 2012 Author Kyle Racki Filed Under Business Development, Internet Marketing,

It used to be that the average person thought of Search Engine Optimization (SEO) as a series of tricks that a professional expert used to trick Google into ranking their site above a competitors'.

And for the most part, that was true. There's the old definition of a SEO being either black hat, someone employing cheap nasty tricks that got huge results for the short term, and white hat, someone focusing on quality content and link building which takes longer but gets long-term results.

In 2011 Google made black hats pretty well redundant for good, and even some strategies that the quality SEO's utilized has become less relevant. Google has updated their search algorithms with something called "Panda" which takes into account ratings from real human beings visiting a website. More than ever, this means that Google's criteria for ranking a website is based off of the following:

  • How trustworthy does the site feel?
  • How easy is it to use and navigate?
  • How engaging is the content?

What has become much less important are things like meta tags, headings and other technical tricks that…

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