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Logbook

FASTSITE

The reputation of the real estate profession and the opportunities for development attract new applicants to work in real estate offices every year. According to REGON, more than 250 000 people work in the sector, 55 000 of whom are self-employed. The fierce competition requires special tools and measures in order to stand out from others. In this blog post, you will learn how an estate agency can develop an online presence.
<h2>Every website has its goals</h2>
Every investment has a clearly defined purpose, and the same is true of building an online presence and developing a website. Without a clearly defined need and function for your virtual business card, it will be difficult to realise its full potential. Unfortunately, from our observations, many real estate offices have a website just to add credibility. Yes, this is an important aspect of communicating your brand, but in our opinion it is also a waste of resources and a failure to exploit the potential that is your own website.
In our view, the estate agency website has <a href="https://api.fastsite.pl/2022/04/content-marketing-to-cos-wiecej-niz-blog-firmowy/">several tasks to fulfil</a>. Firstly, it serves as a differentiator so that the address is remembered among vast number of similar websites. Secondly, it aggregates traffic and directs it into the right paths of the purchase funnel, showing the offers it has or collecting data on the sellers of its properties. Thirdly and finally, your own website allows you to apply internet marketing and search engine positioning thereby increasing your exposure to new customers.
<h2>How do you make your estate agency stand out online? </h2>
Let&#8217;s start with the fact that the hundreds of websites used by real estate agencies are confusingly similar to each other, both in terms of the graphic tone and the design itself. Often, the scheme of a business card format page with a heavily exposed search engine for listings is replicated. Such a layout not only does not look good, but also often catches the eye, so that the user, instead of remembering the name of the office and its assets, will have the appearance of the search engine in mind.
In real estate brokerage, interpersonal relationships and the people behind them are valuable assets. A fruitful sale starts with a close-knit team and a personal touch, which is why we suggest introducing your employees on your website.
The bios and aesthetically pleasing photos add a human dimension to online communication with the customer. Additional tip: when designing your website, it is worth considering an easy way to add new bios, the number of which will increase as your business grows.
In addition to the personal communication with users and the unique aesthetics of the site, it is worth paying attention to the additional benefits to be had by visitors to our site. In addition to today&#8217;s standard offer search engine, this could include an interesting blog, templates of necessary documents, a Q&#038;A section, or perhaps even a podcast or video feature. All of these elements can make the visitor stay on the site longer and remember it better. This will not only have a positive impact on sales, but also on the site&#8217;s search engine positioning. 
<h2>Website as a part of the sales funnel</h2>
The clients of real estate agencies are divided into those who want to sell a property (the supply side) and those who want to buy a property (the demand side). Each of these groups has different needs and expectations when communicating with a real estate agency. Therefore, in the process of designing the website, it is worth thinking about the path of a particular customer&#8217;s journey through the sales process. It is also an excellent time to think about your sales strategy and select a specific group of customers to focus your marketing efforts on.
For demand customers, an important element of the website is an integrated search engine, which allows you to set the expected parameters of a property and view the offers. However, for the investment in a search engine to make economic sense you need many listings and a large number of visitors to the site. A search engine alone does not result in an increase in users, but only improves their conversion into potential warm sales leads.
Prospective property buyers are usually attracted by the high number of (current!) offers. Therefore, in order to manage them efficiently, it is advisable to use a listing management tool &#8211; CRM. There are a number of CRM systems available on the market that meet the needs of real estate agencies to varying degrees; we recommend testing various solutions and choosing the most advantageous one. In our opinion, a very solid tool is the CRM from Asari, whose operation is very intuitive and the system itself is subject to regular updates. We have also developed a proprietary plug-in for Asari that integrates the system with any website.
Managing the supply side online is more challenging than dealing with the expectations of the demand side. A client wishing to sell a property wants a professional service and a good price from the sale. Therefore, when communicating with this group, it is worth betting on showing your successes: successful realisations, interesting projects or extensive experience. It is with this group in mind that you should present your strengths and team, as well as highlight your specialisation and knowledge of market niches.
With supply-side customers in mind, you can use tools to aggregate contact data, forms, chatbots (or live chat) or integration with instant messaging. Keep in mind, however, that the more complex and advanced the data collection system, the lower the final conversion, so it is sometimes not worth overdoing the number of questions or points to be filled in.
<h2>Search engine positioning &#8211; organic or paid?</h2>
There are more than 900 real estate agents in Warsaw alone, and they position themselves for specific keywords, such as the type of real estate &#8211; &#8220;domy warszawa&#8221;, districts &#8211; &#8220;mieszkanie ursynów&#8221;, or other distinguishing features. The high competition in the industry, mentioned at the beginning of the post, makes organic search engine positioning of a website a very difficult and lengthy process. The specifics of this industry preclude quick ad hoc actions aimed at optimising website visibility.
Unfortunately, we know of many cases where SEO companies do not take into account the specifics of the real estate market and sell the same services as for other businesses. The increase in rankings they generate usually does not, unfortunately, translate into more real visits to the web address. Therefore, in our opinion, these are often pointless activities without any significant impact on the sales and business of the real estate agency. Of course <a href="https://api.fastsite.pl/2022/04/jak-prowadzic-blog-firmowy-skutecznie/">taking care of SEO is highly recommended</a>, however, this is a larger investment than a basic monthly subscription.
For this reason, we suggest considering paid search activities; in our opinion, with a specific monthly budget, they are much more effective than SEO alone. SEM activities, i.e. investing in search engine advertising, work especially well in industries where the demand for services is year-round and the volume of keyword searches is high. The effects of investment in SEM are far more measurable.
<h2>Summary</h2>
A website is an indispensable attribute of an estate agency, just like a business card or a charged smartphone. In our opinion, it is therefore worth ensuring that the virtual business card presents itself with dignity and generates profit, which is why we recommend treating its operation as an investment. In our experience, the better the website is matched to the business profile of the office, the better the results of its implementation.
We would therefore like to invite you to a free 45-minute consultation, during which we would be happy to talk about your estate agency&#8217;s online presence. We will be happy to share our experience and suggest what can be improved. Feel free to contact us!

Real estate agency on the internet

Ponad 250 000 osób w Polsce pracuje w pośrednictwie obrotu nieruchomościami. Dowiedz się, jak wyróżnić swoje biuro nieruchomości w internecie.

Real estate agency on the internet | FASTSITE

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Publishing on one&#8217;s own website has been used for years to build the reach of the site and to increase sales. There is no doubt that this is a noteworthy method, as it achieves good results both in terms of search engine positioning and lead generation. In our article, we answer the question of how to do this effectively.
We are FASTSITE, we create products that achieve our clients&#8217; goals online. We accompany companies, influencers and NGOs in building their brand online. This article is part of a series on developing your online visibility. Read also:
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2022/04/content-marketing-to-cos-wiecej-niz-blog-firmowy/">Content marketing is more than a company blog</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/12/popularne-bledy-w-tworzeniu-stron-internetowych/">Popular website design mistakes</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2022/01/trendy-w-marketingu-internetowym-w-2022-roku-by-fastsite/">Trends in online marketing in 2022</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2022/01/tworzenie-stron-internetowych-w-2022-roku-trendy/">Website development in 2022 &#8211; trends</a></li>
</ul>
<h2>How do you get high search engine rankings?</h2>
For several years now, the online marketing world has been conjugating the acronym &#8216;E-A-T&#8217; through all cases, which, as of 2018, defines Google&#8217;s standards for online content positioning. The expression is derived from three words:expertise, authority, and trustworthiness.These three buzzwords somehow define the search engine&#8217;s approach to displaying content by keyword.
<ul>
<li>Expertise &#8211; in a nutshell, this means entries armed with relevant keywords that address the needs of your audience. It is therefore content relating to the industry in which the company operates. Among other things, this is why, when we are in the business of creating a web presence for companies, we write guides on the subject.</li>
<li>Authority &#8211; this is the term used to describe the recognition by the public of and reference to the content created through commenting, quoting, linking or other forms of mentioning. As a rule, however, this boils down to obtaining so-called backlinks, i.e. citations in other articles, which increase the weight of the content in the eyes of search engine algorithms. </li>
<li>Trustworthiness &#8211; while the previous two factors boost search rankings, credibility keeps it relevant. In other words, all the positive feedback and reviews keep the search engine convinced that the services provided by the company are of a high standard. </li>
</ul>
Thus, the successful operation of a company blog requires adaptation to the rules set by the most important search engine, Google. Especially as other tools in this respect are extremely consistent with the leading search engine. In doing so, it is worth noting that these three aspects of content creation are primarily concerned with positioning and promoting content for search, we will expand on this perspective in the following section.
<h2>How frequently should you publish content?</h2>
This is quite a natural question, to which there is no clear answer. All advice on frequency answering directly can be treated like a magic spell, such as these: &#8220;Whoever publishes on the fourth day after the full moon, will be top 10 before the noon.”. So how do you properly approach the publishing frequency aspect and plan a blogging schedule? 
In our opinion, regularity is the key to everything; in our experience, frequency is of secondary importance here. The systematic appearance of content forms habits among regular viewers and makes them visit the site regularly in anticipation of a new post. This is one of the reasons why many blogs follow a strict publication schedule, for example every Thursday at 11 a.m. This way, regular readers know exactly when new content will appear and look at the site to generate organic traffic.
This is why it is advisable to adopt a single publishing model taking into account one&#8217;s own capacities; failure to meet deadlines hinders the formation of a permanent audience base and thus limits reach. Therefore, it is better to publish less frequently, but cyclically, than to share content in waves. This is not easy, as can be seen from our blog (we are working on making it better).
<h2>How do you build authority and gain backlinks?</h2>
As we have already mentioned, Google&#8217;s standards attach great importance to the authority of the domain on which the content is published, the higher the better the position in Google. By taking care with the selection of keywords, it is possible to achieve a top position in the search engine and, for example, display on the first page of searches for a specific keyword. By doing so, your business is reached by customers looking for a particular service at a specific time and place, it really works.
However, it takes a lot of effort to ensure authority and high positioning. Of course, this can be outsourced to external providers specialising in SEO, but this can be costly and risky, especially if the provider uses methods that are undesirable in the eyes of Google. However, we will write more about this in another article, so let&#8217;s get back to doing it yourself.
Backlink acquisition, also known as outreach, is a relatively new field of internet marketing that is 3-4 years old. It is particularly popular on the English-speaking Internet, but it is also becoming more common in Poland. We will undoubtedly devote a separate article to it. Outreach activities include guest posts and digital PR, which are discussed in more detail below:
<ul>
<li>Guests posts &#8211; publishing original articles on other domains with links to your content. Some industry blogs are happy to accept content from external sources in return for including a link in the content of such a post. The higher the Domain Authority / Domain Rating, the stronger the impact on domain positioning.</li>
<li>Press releases &#8211; Digital PR &#8211; i.e. the distribution of a press release with a link to the original blog post, where interesting, unique information has been included that may give rise to a press article or blog post. Established press titles and media with an online presence generally have a high authority in the eyes of Google, so a mention and link from their domains is very valuable.</li>
</ul>
Of course, these are not the only methods of obtaining links from external domains, but we will write more extensively about this whole procedure in an entry dedicated to outreach.
<h2>Summary</h2>
We are delighted that you have reached the end of our short guide to effective blogging. We hope that the tips we have presented have encouraged you to test out new methods of running your company blog. We will soon be publishing further posts on outreach and undesirable SEO (Black Hat SEO) practices, which will give you even more insight into the ins and outs of running a company blog.
We know very well how much effort it takes to publish content regularly, so we want you to do it effectively. If you have found our content helpful please share it, and if we have inspired you to make changes to your website please let us know. We would be happy to share our ideas with you in a consultation meeting. So feel free to contact us via our chatbot, we will reply as soon as possible!

How to run a company blog effectively?

Google EAT, Outreach, Content Marketing to podstawy skutecznego prowadzenia bloga firmowego, dowiedz się o nich więcej czytając nasz artykuł.

How to run a company blog effectively? | FASTSITE

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Content marketing has become such a holy grail for marketers in recent years. More than one expert advises introducing this form of brand communication in order to build an expert image. Unfortunately, in our experience, many companies&#8217; efforts fail, so in this article we present a refreshed approach to content marketing.
We are FASTSITE, building an online presence. We support companies, freelancers, influencers or NGOs to develop their brand online. This article is aimed at anyone looking to increase their online visibility. See also:
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/12/popularne-bledy-w-tworzeniu-stron-internetowych/">Popular website design mistakes</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/11/zawod-przyszlosci-influencer/">Profession of the future &#8211; influencer</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/12/potrzebuje-strony-internetowej-co-musze-wiedziec-5-wskazowek-dla-przedsiebiorcow/">I need a website, what do I need to know? 5 tips for entrepreneurs</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2022/01/tworzenie-stron-internetowych-w-2022-roku-trendy/">Website development in 2022 &#8211; trends</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2022/01/trendy-w-marketingu-internetowym-w-2022-roku-by-fastsite/">Trends in digital marketing in 2022 by FASTSITE</a></li>
</ul>
<h3>Content marketing in a nutshell</h3>
Content marketing has for many years used traditional communication tools such as the press, radio and television, with the advent of the digital age it has also made its home on the web. Since the dawn of time, the essence of content marketing has been to provide the consumer with valuable content in the form of articles, infographics or audiovisual material. The aim is to intrigue the consumer with a specific dose of useful knowledge and build brand awareness.
<a href="https://www.iab.org.pl/baza-wiedzy/raport-iab-polska-content-marketing/">According to data from IAB Poland in 2017</a> (newer ones unfortunately not available for Poland) 8/10 Polish companies have used content marketing, 66% of which via the website and 87% on social media. The conclusion is simple, almost everyone is now using content marketing in communicating with customers and in acquiring new leads.
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<h3>Is a company blog a relic?</h3>
Five years of study have taught us that the best answer is: it depends, you sound over-expert then, so it fits this question perfectly. However, before we get carried away in this self-indulgence, let&#8217;s get back to the substance. Having a company blog is not a relic! The problem lies elsewhere, more precisely, in the way you run your own website and plan to publish content on your company blog.
Therefore, before a client decides on a website design that includes blog space, we ask about plans for ongoing maintenance of the domain and feeding it with new content. We want the website owner to be aware of the responsibilities and activities of having a company blog.
And here we ask the first question whether the client is planning regular posts, if so, we ask whether the client will be preparing the content in-house or outsourcing. Regardless of the answer, we then suggest planning guidelines in relation to blog posts so that content consistency is maintained. The final question concerns the quality of the content, whether the planned articles / material will be original or secondary to other sources. Copying or translating other sites significantly lowers Google&#8217;s confidence in a site.
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<h3>Do I need content marketing?</h3>
The reasons why people opt for content marketing vary: for some, SEO is important, others want to build an expert image, others want to create sales funnels based on content. And then there are those who focus on content because it&#8217;s the right thing to do and it&#8217;s the fashion. The latter usually get nothing out of it, apart from costs, extra work and posts that nobody reads.
The lack of a content strategy means that most efforts are unsuccessful. Content does not increase sales, and the only visitor to a company blog is the author of the posts and sometimes his relatives. To avoid this situation, it is worth answering five important questions before investing your time and money in an ineffective tool:
&nbsp;
<img loading="lazy" decoding="async" class="wp-image-372 aligncenter" src="https://api.fastsite.pl/wp-content/uploads/2022/04/infografika-1.png" alt="" width="900" height="900" srcset="https://api.fastsite.pl/wp-content/uploads/2022/04/infografika-1.png 1080w, https://api.fastsite.pl/wp-content/uploads/2022/04/infografika-1-300x300.png 300w, https://api.fastsite.pl/wp-content/uploads/2022/04/infografika-1-1024x1024.png 1024w, https://api.fastsite.pl/wp-content/uploads/2022/04/infografika-1-150x150.png 150w, https://api.fastsite.pl/wp-content/uploads/2022/04/infografika-1-768x768.png 768w" sizes="auto, (max-width: 900px) 100vw, 900px" />
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Finding the answers to these questions will allow you to assess whether it makes sense to introduce a content marketing strategy. In the event that questions 1-3 are difficult, you should seriously consider abandoning the idea, as it will be content that does not bring tangible benefits.
<h3>Summary</h3>
Thank you for reading the first of our articles in our series on realising the potential of a website every day. In future instalments, we will tell you more about marketing strategy for small and medium-sized businesses, taking care of SEO yourself, content strategy and using multiple communication channels. 
Many companies approach the design and development of their website with care, but this energy fades away afterwards. We therefore encourage you to take a critical look at your communication tools &#8211; your website or social media &#8211; and consider whether you are using them to their full potential.
If you like our analysis, please feel free to contact us. We would be happy to talk to you about your online business. Write to us or call us, you will find the contact information <a href="https://api.fastsite.pl/kontakt/">here</a>.
Photo by <a href="https://unsplash.com/@eliomendes?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText">Elio Santos</a> on <a href="https://unsplash.com/s/photos/marketing?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText">Unsplash</a>

Content marketing means much more than a company blog

Brak strategii contentowej sprawia, że większość podejmowanych wysiłków nie przynosi rezultatów. Treści nie zwiększają sprzedaży ani ruchu.

Content marketing means much more than a company blog | FASTSITE

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Looking after your online visibility means keeping an eye on trends in online marketing. Hence our second article on predictions for 2022. Once again, we have relied on our own thoughts rather than bailing on popular reports. In addition, we asked our community on LinkedIn about the most relevant direction in online marketing. You can find out our conclusions and the results of the survey by reading this article.
We are FASTSITE, building an online presence. We support companies, freelancers, influencers or NGOs to develop their brand online. This article is aimed at entrepreneurs looking to develop their online visibility. See also:
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/12/popularne-bledy-w-tworzeniu-stron-internetowych/">Popular mistakes in website design</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/11/zawod-przyszlosci-influencer/">The profession of the future &#8211; influencer</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2021/12/potrzebuje-strony-internetowej-co-musze-wiedziec-5-wskazowek-dla-przedsiebiorcow/">I need a website, what do I need to know? 5 tips for entrepreneurs</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://api.fastsite.pl/2022/01/tworzenie-stron-internetowych-w-2022-roku-trendy/">Website development in 2022 &#8211; the trend</a></li>
</ul>
Video content achieved the best score in the FASTSITE survey
The results of the survey did not surprise us, ⅔ of the indications of video content and chatbots in second place fit with our analysis and confirm our conclusions.<a href="https://www.businessofapps.com/data/tik-tok-statistics/">TikTok&#8217;s 1.2 billion users</a>, Instagram introducing Reels, YouTube making Shorts available only show how high the interest in the short audiovisual content format is on the internet. 
So how do you adapt video for your company&#8217;s online communication? Social media is a goldmine of valuable material for learning new skills or interesting information. Short audiovisual formats are therefore suitable for educating an audience, i.e. using content marketing. The creations can be varied, for example, training companies can smuggle in extracts from training courses in the form of short teasers. The only limit is the ingenuity of the creators.
Chatbot always on duty
According to research by Tidio, a Polish startup developing chatbots for SMEs, <a href="https://www.tidio.com/blog/ai-trends/">68% of those surveyed are willing to put household budget planning and chores in the hands of artificial technology. </a>The advantage of using chatbots in customer service, especially in e-commerce, is that they are permanently ready to act. Even if the algorithm does not know the answer to the customer&#8217;s query, it will pass it on and enable a faster solution to the problem. 
Unlike voicebots, chatbots are not so rejecting to the audience. This is confirmed by online research.<a href="https://spidersweb.pl/plus/2021/09/automat-telemarketingowy-plaga-robocalls-czy-pani-na-pewno-jest-czlowiekiem">In the past year, voice robots have had an outstandingly bad reputation, especially with those who don&#8217;t need PV!</a>Written communication is not as personally perceived as a voice conversation, hence causes less discomfort for the participant. It is therefore worth considering casting a chatbot as the online receptionist for your business.
Transparent business, honest communication
The past year has shown that lies and manipulations are relatively easy to expose.<a href="https://www.donald.pl/artykuly/ZNAxCLtc/influencerka-martyna-kaczmarek-przyznaje-ze-kopiowala-tresci-feministyczne-z-mniejszych-kont">Content plagiarism</a>, <a href="https://www.wirtualnemedia.pl/artykul/uokik-740-tys-zl-kara-influencer-mateusz-guzda-zbigniew-lemanski-bartlomiej-zukiewicz-promowanie-piramid-finansowych">reklamowanie szkodliwych produktów </a>and other misdeeds sooner or later come to light and damage the reputation of those caught. This applies to influencers, media personalities, entrepreneurs and companies alike. Socially responsible business carried out with mere slogans and insignificant actions reflects negatively on the brand.
Hence, we anticipate that the role of transparency, understood as honesty and truthfulness, will play an increasingly important role. Number of organisations <a href="https://www.polskieradio.pl/9/9001/Artykul/2883836,News-czy-fake-news-Jak-dzialaja-organizacje-factcheckingowe">fact-checking continues to grow</a>therefore, the probability of detecting inaccuracies becomes much higher. Hence, actions such as greenwashing will, in the long term, have a negative impact on brand image and reputation.
Microinfluencers better integrate small communities 
What is the dream job of the average teenager today?<a href="https://www.wirtualnemedia.pl/artykul/nastolatki-marza-o-karierze-internetowych-influecenrek">Influencer, YouTuber, TikToker</a>.Leaving aside the legitimacy of such an occupation, we cannot get past the fact that being a social media celebrity today is simply fashionable. Up to now, the spotlight of publicity and business has focused on individuals with reach in the millions or at least hundreds of thousands. However, over time, the costs of such collaborations have become detached from measurable effects calculated by reaching a well-defined audience.
In our opinion, the coming year will show that smaller influencers are much better at reaching their audience by staying in close contact with them. In our opinion, directional activities using several personalities will result in a much better reach to the target audience. Heavily exploited accounts of popular influencers are simply becoming less convincing. A recommendation from someone closer will therefore mean more than using a well-known face in a campaign.
What else is worth paying attention to?
We would like to highlight two more trends. We describe them collectively because their nature is not as universal as the above-mentioned inspirations.
<ul>
<li style="font-weight: 400;" aria-level="1">The rebel archetype &#8211; going outside the box and against the rules is very appealing. This was shown, for example, by the reaction of some brands to the youth word of the year. Some brands such as Pizza Giuseppe, Inpost and Samsung made fun of marketers&#8217; attempts to incorporate &#8216;youth&#8217; words. This was met with a positive reaction from audiences bored with successive attempts at creations containing winning words.</li>
<li style="font-weight: 400;" aria-level="1">Strenghtening the local brand &#8211; standing up to globalisation is nothing new, but with the rise of micro-influencers, this is gaining more traction. In an age of material shortages and delivery delays, brands with a local focus can ensure that their consumers get their orders delivered on time. Thus, they gain satisfied customers and brand ambassadors.</li>
</ul>
Summary
As is the case with such predictions, we do not know if all our observations will come true in 2022. However, we are confident that betting on transparent communication will always be a good choice. Tools change, but some principles are universal. As for the tools, there is no doubt that short video content will continue to grow in importance. If you need to talk about developing your company&#8217;s online presence, write to us. We&#8217;d be happy to consult with you and share our ideas. Until we hear from you!
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Trends in digital marketing in 2022 by FASTSITE

Looking after your online visibility means keeping an eye on trends in online marketing. Hence our second article on predictions [&hellip;]

Trends in digital marketing in 2022 by FASTSITE | FASTSITE

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The start of a new year is conducive to predicting the direction of the industry for the next 12 months. Unfortunately, such forecasting is fraught with two problems &#8211; a high degree of generality and copying leading reports and quoting empty slogans. Therefore, in our article, we focus only on the author&#8217;s trends as they relate to web design.
We are FASTSITE, we create an online presence. We support companies, freelancers, influencers or NGOs in developing their brand online. This article is part of a series of advice and tips for entrepreneurs who want to develop their business online. You may be interested in other articles in this series: 
<ul>
<li><a href="https://api.fastsite.pl/2021/12/popularne-bledy-w-tworzeniu-stron-internetowych/">Popular website design mistakes</a></li>
<li><a href="https://api.fastsite.pl/2021/11/zawod-przyszlosci-influencer/">Profession of the future &#8211; influencer</a></li>
<li><a href="https://api.fastsite.pl/2021/12/potrzebuje-strony-internetowej-co-musze-wiedziec-5-wskazowek-dla-przedsiebiorcow/">I need a website, what do I need to know? 5 tips for entrepreneurs</a></li>
</ul>
<h2>Trend No. 1: Core Web Vitals are gaining ground</h2>
From an enterprise perspective, the industry term Core Web Vitals does not say much. However, these &#8216;google&#8217; metrics have a lot to say about a site&#8217;s SEO and search visibility. Until now, the leading metrics for page load time were speed tests such as PageSpeed or GTmetrix. Page designers usually just referred to the results obtained on these testers.
For over a year now, Google has been betting on a new type of indicator, known as Core Web Vitals. This has been going on for more than 12 months, so we think the next year will see further expansion of these particular indicators. They are worth paying attention to in the context of planned changes or building a new website. The values measured by these indicators can be monitored using Google Search Console. The three most important Core Web Vitals parameters consist of:
<ul>
<li style="font-weight: 400;" aria-level="1">LCP (Largest Contentful Paint) &#8211; is the time it takes for a website to load the largest content element present in the viewport. This can be a graphic, video or block of text. [The desired value is less than 2.5 seconds].</li>
<li style="font-weight: 400;" aria-level="1">FID (First Input Delay) is the time after which interaction with a web page is possible. It is the time between the start of loading and when the browser is able to respond to the interaction.[The desired value is less than 100 milliseconds].</li>
<li style="font-weight: 400;" aria-level="1">CLS (Cumulative Layout Shift) is the time measuring all dynamic content movements occurring during the loading of a web page. [The desired value is below 0.1].</li>
</ul>
<h2>Trend No. 2: Will WordPress speak with the voice of Gutenberg? </h2>
In 2021, WordPress will power 37% of all websites on the internet. Hence, all the changes and trends associated with this environment affect multitudes of internet users and website owners. To date, the most popular content editor for WordPress-based sites has been the TinyMCE tool. In the past year, it was used by more than 230,000 sites in the USA alone.
As of 2019, the Gutenberg project is being developed and is well on its way to replacing the current leader in the WordPress environment. TinyMCE is already a bit out of date, limiting the visual development of the site, which is very important today. Its competitor and successor effectively eliminates this drawback. But will it conquer and conquer the WordPress world? In our opinion &#8211; no, or at least not in the coming year.
Why? Gutenberg is characterised by childhood defects. Firstly, the compatibility of the block editor is at a relatively low level &#8211; its absence prevents a significant number of webmasters from using the solution. Secondly, there are still bugs and system errors that reduce the user experience. Thirdly, switching from one system to another is a rather labour-intensive process that deters individual web developers from making such a fundamental change. All of this means that the number of Gutenberg users will grow, but it will not be such a rapid and dynamic process. In addition, there will certainly be a growing awareness of Gutenberg&#8217;s capabilities among web developers and any other web solutions.
<h2>Trend No. 3: Emotion-driven design</h2>
Although the slogan &#8211; emotions sell &#8211; sounds rather trite, it is indeed the case that business communications focused on relational-emotional aspects are very popular. Not enough to say that global brands such as<a href="https://crn.pl/artykuly/dell-technologies-odslania-tajniki-social-sellingu/"> Dell rely on social selling in the B2B channel</a> and are rewarded for it in industry plebiscites. So there is nothing to expect a revolution in this aspect in 2022.
Large, emotive creations &#8211; photos, graphics, videos &#8211; will continue to be in fashion. In addition, the design of websites will tend to be characterised by minimalism and simple graphic forms. Websites tend to be oriented towards vertical movement &#8211; scrolling content. Thus, another visual trend will continue.
Scrolling down is particularly useful for mobile users, who, as we mentioned, now make up the majority of website visitors. Adapting and modelling pages for viewers on tablets and smartphones is another aspect of the evolution of websites. In short, we expect web design to evolve and continue the trends we have been seeing for several years.
<h2>Trend No. 4: Optimising ecommerce purchase paths</h2>
The past two years have seen a real boom in online sales. The closure or reduction of stationary trade has meant that many retailers have even been forced to sell online. The result? 20,000 new e-shops were registered in 2020 alone. However, one in four went out of business in the first year? Why?
The hurriedly opened sites struggled to remain profitable from the start. With near-perfect competition, it is difficult to increase sales when the technological aspect falls short. 2021 has only continued this trend. Those shops that were created out of the need of the moment were either modernised or simply closed. Therefore, in the next year, the leitmotif of e-commerce will be the optimisation of shopping paths.
Reducing the purchase time to just a few clicks (ideally 1-2) is a goal that both large players and small ones are pursuing. Added to this is the issue of simplifying the payment path and the aspect of abandoned baskets. Undoubtedly, we can expect increased activity in the context of optimising online sales processes in the coming period. Advertising will continue to be an important element of online sales.
<h2>Trend No. 5: Subsidies and programmes are changing the Polish Internet</h2>
The fourth quarter of this year saw the end of the call for applications for the Polish Agency for Enterprise Development&#8217;s programme called &#8211; Vouchers for digitisation. As a result, funds earmarked for the digitisation of companies will soon be disbursed. We assume that a significant portion of the funds will be distributed for the modernisation of the websites of small and medium-sized enterprises.
Counter-intuitively, there is plenty to change, as the COVID-19 pandemic painfully exposed the shortcomings of some companies in terms of web communications. Outdated or inefficient websites or entire systems could not cope with the increase in users. And the lack of in-house online shops requires paying commissions to available marketplaces on every good sold. Therefore, we expect that the next tranche of EU funding for digitisation will accelerate the process of upgrading websites, as well as moving more business online.
This is all the more important as there are standards, such as WCAG 2.1, which set out specific requirements for websites. Admittedly, this mainly applies to public institutions and related entities. However, there is nothing to prevent private entities from adapting their websites to the needs of people with disabilities (OHS). Indeed, the fight against digital exclusion does not only concern OzN, but also older people. This is particularly important at a time when the number of seniors is increasing. This is why sites should be more accessible to them.
<h2>Summary</h2>
In front of you are four key trends in website design and development from our perspective. In our opinion, no revolution should be expected in the coming year. There are no sudden changes on the horizon that could dynamically transform the industry. Nevertheless, the trends we have identified above describe the direction of development of contemporary websites.
We therefore encourage you to take a critical look at your website, perhaps the coming year is a good time for some changes? In our opinion, it is not worth delaying in modernising your online presence. Developing your online communication is not only about keeping up with the competition, but also about building your own brand, which today needs the internet to grow.

Website development in 2022 - trends

Początek nowego roku sprzyja prognozowaniu branżowych trendów na kolejne 12 miesięcy. W naszym artykule przedstawiamy trendy w projektowaniu stron internetowych.

Website development in 2022 - trends | FASTSITE

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Having and maintaining your own website on the web is nowadays an obligatory item on a company&#8217;s task list. It is advisable to have your website designed and built by specialists. So what should you expect in order to be satisfied with your website? These and other questions about investing in a website are answered in our latest article.
We are FASTSITE, we create an online presence. We support companies, freelancers, influencers or NGOs in building their brand online. This article is part of a series of tips and advice for entrepreneurs looking to grow their business online. Read other articles in this series:
<ul>
<li><a href="https://api.fastsite.pl/2021/12/popularne-bledy-w-tworzeniu-stron-internetowych/">Popular mistakes in website design</a></li>
<li><a href="https://api.fastsite.pl/2021/11/zawod-przyszlosci-influencer/">Profession of the future &#8211; influencer</a></li>
</ul>
Contents:
<ul>
<li>Tip #1: Think about what you need your website for on the internet. What role does it play in the sales funnel?</li>
<li>Tip #2: Find out what resources you currently have at your disposal.</li>
<li>Tip #3: Rethink content and frequency of publication.</li>
<li>Tip #4: Discuss your ideas and needs with the contractor.</li>
<li>Tip #5: Don&#8217;t forget the synergy with your presence elsewhere in the network.</li>
<li>Summary and acknowledgement</li>
</ul>
Tip #1: Think about what you need your website for on the internet. What role does it play in the sales funnel?
Although this question may seem trivial, establishing the purpose of your web presence is crucial. It helps you choose the type, size, complexity of your planned site. A person planning to publish regularly on their blog will need different tools, while a company selling online will need different ones. Therefore, it is worth looking for the answer to the first important question: What role does your website play in the sales funnel?
Re 1. A professional website provider will probably ask this question. Especially, during a workshop or the preparation of a briefing for the entire project. Therefore, it is all the more reason to think about these questions beforehand.
This is a fundamental question. Because websites are divided into many types. We can mention, for example, a business card, a blog site, a landing page or an online shop. Each of these sites has a different added value in the sales funnel. Below are the special features of the three most commonly used websites.
Business showcase page: This is a simple page with only basic information about the company. It usually contains a brief history of the company, a description of the company, a basic offer and contact details. A business card usually confirms that the company is in operation. Customers who come to it have heard about the company elsewhere. They come to the site to obtain information about the company or in search of a contact. The website usually does not stand out with search engine positioning, thus generating fewer leads.
Blog site Like a showcase page, it contains basic information about the business supplemented by longer content. In addition to the blog, it can include testimonials and case studies. Content enables better search engine positioning and strengthens the expert position of the industry. Websites that include a blog require constant and regular publishing. 
For some businesses, this may not be feasible. It is worth considering whether the business has the resources to create content. Leaving a blog tab without posts acts as a deterrent to potential customers.
Ecommerce website: Driving sales online is done through leading marketplace platforms or through your own website. Take a peek at the article:<a href="https://api.fastsite.pl/2021/11/zawod-przyszlosci-influencer/">Profession of the future &#8211; influencer</a> to see the advantages of having your own ecommerce. A website that includes ecommerce features is more sophisticated. The aesthetics of the site and credibility must be taken care of. The sales funnel directs traffic precisely to the e-commerce site, and the site becomes the destination point of the sales process.
Tip #2: Find out what resources you currently have at your disposal.
Before starting to design the website, we encourage you to carry out a search of your own materials. This involves analysing the resources you have at your disposal, such as reports you have compiled, articles you have written, references you have received or projects you have carried out. In order to develop a website with content, we need specific information that we can show off on the internet.
Very often, such material has already been prepared, but is sometimes scattered and not catalogued. Therefore, they sometimes escape memory, which is a pity! Collecting all materials in one place significantly speeds up the process of building a website. A newly created website should not be empty, so it is worth checking what ready-made materials are available, and what materials need to be prepared.
Tip #3: Rethink content and frequency of publication.
This guidance brings us back to the question of what to publish and how often? It is worth answering this question at the planning stage. The frequency of publication determines the volume of content that needs to be delivered on a regular basis (it takes resources &#8211; time or money).
This could be video content, podcasts, articles or reports. If you are planning any of your own publications, it is worth thinking about a suitable tab for them. What&#8217;s more, until the material is published, the subpage in question can be hidden. You can only make it visible once content of value to your customers has appeared on it.
Depending on the type of business, companies may or may not create content during their regular business processes. For example: a person providing plumbing services needs a different website and a lawyer needs a different one. In the case of the former, reviews from satisfied customers regarding the professionalism of the services will play a greater role. For the latter, in addition to testimonials and won cases, it is useful to present case studies undertaken.
Tip #4: Discuss your ideas and needs with the contractor.
Not every website development company offers the opportunity for a workshop to define the aims and needs of projects. In our opinion, this is a must, as it allows you to clearly define the expectations of the website owner. We use <a href="https://api.fastsite.pl/uslugi/">workshop based analitycal approach</a> in our work. 
1️⃣ Analysis &#8211; Without knowing the needs and expectations, we will not start designing. Therefore, the first step is to conduct a workshop where we identify the customer&#8217;s needs online. In doing so, we analyse the market, observe the activities of the competition and draw conclusions. The final product of the analysis is the website concept.
2️⃣ Design &#8211; This is the process of visualising a prepared concept. For us, it is important to keep the welfare of the end user in mind during the prototyping stage. This is why we focus so much on the user experience.
3️⃣ Implementation &#8211; For us, this is the finale of a complex analytical and creative process. Hard skills, attentiveness and meticulousness are important at this stage. Then it is possible to deliver the highest quality. This is why all those responsible for the previous steps are involved in this stage, so that no detail is overlooked.
Tip #5: Don&#8217;t forget the synergy with your presence elsewhere in the network.
In the age of social media, it is worth ensuring that there is synergy between it and the website you are creating. Therefore, if you are undertaking a redesign, or creating a new website from scratch, it is a good idea for it to correspond with your existing pages on sites such as Facebook, Instagram, LinkedIn, Twitter, Dribble or Clutch.
With such a wide-ranging investment, think about a unified graphic identity and social media descriptions. Don&#8217;t forget the links to other media, too. Although this is a detail that seems quite obvious, many people forget about it at the stage of selecting a contractor and preparing the project briefing. That&#8217;s why, now that you&#8217;ve arrived here, we want to remind you.
Summary and acknowledgement
At the outset, we thank you for reading our article. We hope it was helpful. Back to the topic at hand. Creating your own website is a challenge. To avoid a project stalling and grey hairs, it is worth following our tips. From our experience of several years, we know that an informed client is the best client. Cooperation then progresses smoothly, without unnecessary changes and turbulence.
If you like our analysis, please feel free to contact us. We would be happy to talk to you about your online business. Write or call us, you will find contact information <a href="https://api.fastsite.pl/kontakt/">here</a>.
&nbsp;

I need a website, what do I need to know? 5 tips for entrepreneurs

Having and maintaining your own website on the web is nowadays an obligatory item on a company&#8217;s task list. It [&hellip;]

I need a website, what do I need to know? 5 tips for entrepreneurs | FASTSITE

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You run a business &#8211; do you have an online presence? Even in the age of social media, having a website is important. As we turn around in the digital world, we notice that a lot of websites are difficult to navigate. In this article, you&#8217;ll read about four basic website design mistakes.
Mismatch between the language of communication and the audience
&#8220;Howdy Fellows&#8221;, &#8220;Welcome to you&#8221;, &#8220;Bubbler 3000 is the best thing that could happen to you&#8221;. &#8211; anyone who has not encountered such expressions online should be the first to switch off the computer. Linguistic convention is fundamental in building a relationship with the audience. Unfortunately, the language used on websites is often not adapted to the audience.
The first of the common mistakes is the infantilisation of communication. The overuse of colloquial language effectively covers up the professionalism of the company in question. It makes the recipient not understand what the sender wants to communicate. On the opposite side is the second linguistic problem, namely overly professional language. Excessive professionalism is also a barrier for recipients, especially those outside the industry. Therefore, it is advisable to rely on professional vocabulary given in an accessible form.
A third weakness of company websites is an excessive focus on SEO. It is hard to read a text that consists mainly of keywords, often not conjugated. Indigestible communication causes the visitor to leave the site quickly. This reflects negatively on its SEO and destroys all the effort devoted to SEO.
Unintuitive website navigation
&#8220;Nice website, but where can I find information about&#8230;&#8221;. &#8211; The visitor comes to the site with a specific purpose. He usually needs to find the answer to a specific question. The visual layer then becomes his ally or enemy. If aesthetics win out over ergonomics, it is likely that the quality of the user experience will be low.
Why? Because they came to the site with a specific need. When the effort spent on fulfilling a particular expectation has been too great, the viewer will abandon further search. Therefore, it is worth taking the time to intuitively include all the basic information and messages for which the visitor comes to the site.
Incompatible mobile version
Where do you browse the internet most often? On a phone, tablet or perhaps a computer? Data from the sites we manage shows that more than 70% of website traffic comes from mobile devices. What&#8217;s more, the first contact with the website is usually from a phone. The share of visits via computers is currently less than 25%, while tablets generate around 3-5% of traffic. The term &#8216;mobile first&#8217; did not come out of nowhere.
So what is the mistake of corporate websites? Designing for desktop and only then adapting the site for mobile. An overemphasis on PC users has a negative impact on those using smartphones and tablets. Creative ideas implemented on a desktop site can sometimes be difficult to replicate on a mobile site. Therefore, it makes sense to design a great mobile version that catches the viewer&#8217;s attention first and then to transfer these ideas to the desktop version.
An excess of pop-ups and other distractors
&#8220;Sign up for the newsletter!&#8221; or &#8220;Last chance for training!!!!!&#8221; &#8211; aren&#8217;t such messages sometimes annoying for us? Especially when they pop up from everywhere and obscure the main content of the page? Site visitors are more likely to perceive such aggressive communication negatively, so that the benefits achieved from potential clicks on the banner are less than the effort expended to launch it. The mere appearance of a banner is no bad thing, but clicking through more than one pop-up is already a gaffe today.
Also, flashy aesthetics can sometimes be tiresome for the visitor. Too many elements on a page are distracting and lead to frustration. The modern internet user develops subconscious habits by visiting hundreds of websites a day. Therefore, he or she automatically searches for specific information in specific places. Such behaviour is analysed using heat maps that show where the visitor&#8217;s attention is focused. Failure to take into account the preferences of the audience reduces their satisfaction with the site visit.
How can these mistakes be avoided?
We are of the opinion that building a website requires a longer analytical process, during which the needs and expectations of future visitors are researched. It is therefore worth taking the time to do this. Even if a website is already in place, it can usually be modified with little effort, thus eliminating at least some of the errors described.
Something we strongly advise against is procrastinating upgrading your website. An archaic website is the most discouraging, so it&#8217;s worth refreshing your virtual business card once in a while (every 5-8 years, for example). Your online image matters, so we encourage you to take a critical look at your website and implement the necessary changes to avoid the mistakes described in our article.

Popular mistakes in website design

You run a business &#8211; do you have an online presence? Even in the age of social media, having a [&hellip;]

Popular mistakes in website design | FASTSITE

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At FASTSITE, we help businesses conquer the internet through outstanding digital products. We provide digital consulting, UX/UI design, content creation, website development, data analysis, and more. Using our analytical approach, we ensure project implementations are deliberate and efficient. Our team of developers, designers, and analysts is knowledgeable of modern technologies and market trends, allowing them to overcome any business challenge!
We’re excited to announce that we recently joined Clutch and received our very first review on the platform!
Clutch is a B2B listing resource and reviews platform based in Washington, DC. They evaluate companies based on their quality of work, industry experience, and client reviews. Clutch has become the go-to resource in the B2B space for connecting small, mid-market, and enterprise businesses with the perfect service provider. Their analysts perform in-depth interviews with clients about the quality of their interaction with a Clutch-registered company. They also conduct extensive B2B research and formulate a fair ranking of firms per industry and location.
The review came from Studia na Horyzoncie, a Polish NGO that helps high school students. Due to the COVID-19 pandemic, the events and conferences organized by the client had been disrupted. As such, they hired us to create a platform that would allow them to continue having their events. The project had a tight schedule, as the client wanted the platform completed before students choose college degrees.
The client found us online and hired us because of our diverse skill set and our readiness to accept their timeline. First, we built the website and an app, and we integrated them with Zoom. We also developed the platform’s backend and included a robust database of users and their records. Our two co-founders worked directly with the client.
We successfully delivered the platform on time! The client was delighted, as the app was used by thousands of students and it received positive feedback due to its intuitive interface. Additionally, the client praised our communication skills, responsiveness, and ownership of the project.
“All the time we knew what FASTSITE team&#8217;s working on, how are we pacing, and what&#8217;s the next step,” said Philip Kubinski, CEO of Studia na Horyzoncie. “They were flexible with incorporating minor changes to the app throughout the development process.”
The client then rated us for our work quality, scheduling, cost-effectiveness, likelihood to be referred, and their overall experience working with our team. We’re happy to receive perfect five-star ratings across the board!
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Incidentally, we’re excited to announce that the Manifest named us a Top WordPress Development Company in Poland! Clutch’s sister website, the Manifest is a business news and how-to platform that analyzes and compiles industry data. The platform features <a href="https://themanifest.com/pl/web-development/wordpress/companies?page=1#fastsite" target="_blank" rel="noopener">company rankings</a> of various service providers to showcase industry leaders. That said, we’re excited to be featured as a leading agency on the Manifest!
We thank Studia na Horyzoncie for providing our first review on Clutch! We appreciate their detailed and honest feedback about our work. Their positive review validates our hard work, as it speaks to our expertise as an IT development agency. We look forward to reading our other clients’ reviews through Clutch!
Do you have any projects in mind? <a href="https://api.fastsite.pl/kontakt/" target="_blank" rel="noopener">Contact us today</a>, and let’s discuss how we can work together to reach your goals!

[ENG] FASTSITE’s First Clutch Review: Five Stars!

At FASTSITE, we help businesses conquer the internet through outstanding digital products. We provide digital consulting, UX/UI design, content creation, [&hellip;]

[ENG] FASTSITE’s First Clutch Review: Five Stars! | FASTSITE

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