We’ll no doubt be including some of your comments in the book!

We’ve had really good feedback from customers about the website “beautiful” (the normal phrase to describe it!). We did aim to create a simple but eye catching website by keeping the background and logos simple but using strong visuals of the products. The photos generally entice the customers.

Written content was also kept simple, we’re selling cake not pharmaceutical products after all! The brand is reaffirmed in the language used i.e. the Airyfairies, Airyfairy Headquarters and Chief Airyfairies etc all works to build the image of the products being made in a fairyland by busy fairies, something children in particular love the idea of.

Thirdly we’ve found using the website as a communication tool to be really useful. We publish a monthly update for example, which lets customers read our latest news and show the events we’ve worked on. This has helped to show that we cater for a whole range of customers, the “Sweet Words” or recommendations section also helps build a good image and confidence in the brand.

Essentially we understand that people like to be informed in different ways, some through written description which builds a picture in their mind and some through pictures which whet their appetite. The next thing we’d love to do is smell them baking…so how about Smell-o-vision Pageplay?!

I’d add to this something worth bearing in mind… Google, and other search engines, are only so successful because they are good at finding what human beings are searching for – not what SEO ‘experts’ are trying to plug and promote. Harry’s last paragraph plays directly into this dynamic.

If the content is well-written, interesting and relevant – and your site code is correct – then you’ll be found by the people who *want* to find you (or what you offer).

- Chris

It’s far from a full summary, but I didn’t want to bore anybody too much. I am sure there will be more posts about productivity, getting things done and managing email in the coming months.

I don’t believe that you need to establish anything with customers as far as communication. 30 minutes to return a call is perfectly acceptable to any reasonable person. If you were in the office on your own and were on a call already when another call came in, you can’t answer the second, it must go to answer machine and there must be a delay before you can call back. Always having calls answered really isn’t a priority for most people as long as they get a call back.

I believe these are the important things for people calling you:

* They can call a local (0161 in our case) or 0800 number. I actually think 0161 is better.
* They get to speak to someone within a reasonable period of calling you. For me 30 mins is reasonable and it seems our clients are happy with that too.
* They get to speak to someone who understands and can deal with their issue. Calling someone back actually helps here because you can prepare and get the best person to return the call.

That said, at PagePlay / Modlia we always try and answer the phone to every call we get, but then we luckily have Matt around, and that’s part of his role.

For me, getting a well worded answer machine message is better than a person stopping you getting to the person you want, unless they know your project, the business and the other people in the office of course.

Harry

I know that you have been refining your methodologies over the past few years, and it’s great to see a full summary.

Small teams and studios struggle continuously with interruptions. Client communication and interaction – whether by email or phone – on the other hand is very important in order to deliver service (or the perception of delivering service).

Even though I completely agree with your communication rule, the challenge is to establish this with your customers. How does Modlia do this? We’re lucky (only just recently) to have Nicky administering the studio… our human firewall.

Frank