![\"Simon,](\"https://www.datocms-assets.com/38195/1621438407-screenshot-2021-05-19-at-16-27-40.png\")
\nSay hello to Skyward. A new agency I created to help you get faster, simpler, scalable websites.
\n","image":{"url":"https://www.datocms-assets.com/38195/1629287732-favicon.png","width":32,"height":32}},"allNavigations":[{"title":"Home","icon":"home-lg","primaryLink":false,"navigationItem":{"page":{"id":"11288021","_modelApiKey":"page","slug":"homepage"}},"children":[]},{"title":"About","icon":"user-astronaut","primaryLink":false,"navigationItem":{"page":{"id":"11288029","_modelApiKey":"page","slug":"about"}},"children":[]},{"title":"Projects","icon":"lightbulb","primaryLink":false,"navigationItem":{"page":{"id":"11288033","_modelApiKey":"page","slug":"projects"}},"children":[]},{"title":"Services","icon":"user-chart","primaryLink":false,"navigationItem":{"page":{"id":"11288034","_modelApiKey":"page","slug":"services"}},"children":[]},{"title":"Blog","icon":"book","primaryLink":false,"navigationItem":{"page":{"id":"11288046","_modelApiKey":"page","slug":"blog"}},"children":[]},{"title":"Hire me today","icon":"paper-plane","primaryLink":true,"navigationItem":{"page":{"id":"11288052","_modelApiKey":"page","slug":"contact"}},"children":[]}],"footer":{"title":"Dan Spratling","body":"I create beautiful websites your users will love. I work with you from start to finish to make sure your goals are reached and your users are happy.
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\n\nI email once a month to keep you updated with my new discoveries, latest projects and featured articles.
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100vw, 134px","aspectRatio":2.2416666666666667}}]},{"id":"11447550","_modelApiKey":"cardaction_section","title":"Where do we start?","image":{"responsiveImage":{"srcSet":"https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?dpr=0.25&h=550&w=510 127w,https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?dpr=0.5&h=550&w=510 254w,https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?dpr=0.75&h=550&w=510 382w,https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?h=550&w=510 509w,https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?dpr=1.5&h=550&w=510 764w,https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?dpr=2&h=550&w=510 1019w,https://www.datocms-assets.com/38195/1606582323-dengro-preview-grid.png?dpr=3&h=550&w=510 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learn about your product and we can discuss the best way to help you meet your goals. I only work with two people each month so book a call now to avoid missing out.
\n","button":{"title":"Level up your business","url":"/contact"}}]},"allProjects":[{"id":"39902026","slug":"feedhive","title":"Defining a strong brand for a SaaS scheduling tool gaining traction","publishDate":"2021-05-19T14:56:33+01:00","article":"Could you build and launch a product that is profitable in 63 days? FeedHive creator Simon Høiberg did exactly that! FeedHive is a scheduling tool for social media. It started with Twitter, being a tool that could only schedule tweets in the future but has rapidly grown both in terms of features and users.
\n\nSimon, by his own admittance, is not a designer. After all, no one person is expected to be good at every part of website creation, and there are a LOT of different areas to think about! Design, Copywriting, Frontend Development, Backend Development, SEO... The list goes on. So creating a successful product entirely on your own is an incredibly hard challenge.
\n\nSimon reached out to me looking for a redesign of the marketing website. The website was fast and built on modern tech (Gatsby), but the design was disconnected from the brand. The website also had no CMS which meant only developers could make content changes - not much of a problem while only developers are working on the website but once the team starts to expand that suddenly becomes a huge pain point.
\n\nThat design also needed to be adaptable and form the basis of the application design, so that the website and application felt like a singular brand, but also allowing both to expand without having to have direct designer intervention as the product grew.
\n\nThey needed a flexible design system with strong brand guidelines that could be used for their entire product, created on a platform that they could use without assistance.
\n\nWhen FeedHive first launched in beta, I was invited to use the product in its early stages. Having insight of the product as it was just starting out meant that I had a great understanding of Simon's vision and the challenges he was running into before working together was even considered.
\n\nI had also been growing my freelance business in public since becoming a freelancer in July last year. This meant that Simon had clearly seen not just the websites that I'd made, but the thought process behind them and the human element that went into each of them. As a founder also looking to grow in public, this gave us a mutual appreciation for engaging with our audiences.
\n\nI had the UI/UX design expertise sorely missing from the FeedHive team, and also had the development experience to be able to create the marketing website without much interaction, which allowed the FeedHive team to continue making strides in the application while I worked on the new marketing website. Plus with so many aligned philosophies between our businesses, working together made perfect sense, and the results spoke for themselves.
\n\n\n\nThe marketing website that was being used for FeedHive was technically functional - it informed you about the application and provided links to it.
\n\nIn order to get people to return to your website, you have to have a memorable brand.
\n\nTo get people to sign up for your product, you need to show them the benefits using the product might have.
\n\nBut if you look at any big-name website you'll notice one thing. They don't stay the same for long. With new product features, experiments and improvements happening all the time a truly great website needs to be iterative. It has to be easy to change quickly.
\n\nThis was the biggest success of the new FeedHive website. With a strong new brand created, well-defined repeatable code sections, and a CMS set up that allowed easy content updates the new website was in the perfect position to be changed quickly. And that's exactly what happened, with experiments constantly running to test and improve upon the different sections and new components being built as the brand changes.
\n\nFeedHive is now live and no longer in beta, but it is still relatively new. The team have a lot of goals they want to achieve but when the new website launched, FeedHive was still twitter exclusive. This meant that we needed to be careful how we sold the product.
\n\nSelling FeedHive as an "All in one social media scheduling tool" is tricky, as even though that's what it will eventually become it's not quite there yet and we don't want to trick customers into thinking that it's more than it is.
\n\nAnother challenge was adjusting the price from $5 per month to $9 per month.
\n\n![\"The](\"https://www.datocms-assets.com/38195/1621437423-screenshot2021-05-18at17-24-27.png\")
\nThe new pricing page for FeedHive with the Free and Creator tiers with the updated pricing models
With a significant amount of new features added and a complete overhaul of the application including adding a new dashboard the price increase was justifed, but increasing the price on any product is always going to be tough for users to swallow so it was important to show them exactly what the benefits of the application was.
\n\nUsers had to feel like the product was more premium and enhancing the product branding definitely helped give the feeling of a higher quality product ready for public use.
\n\nAs with any online product, you do not want to be restricted by your technologies as you grow. There are a lot of things you need to consider:
\n\nSetting good standards for the entire team to use going forwards is incredibly important at the early stages of a business and something often overlooked, leading to more time (and money) being spent further down the line when the issues become too big to ignore.
\n\nThe FeedHive team have since added new components that have not been created by a designer, but are still on brand for the product.
\n\n![\"A](\"https://www.datocms-assets.com/38195/1621437415-screenshot2021-05-18at17-11-49.png\")
\nA new feature component created by the FeedHive team without any design input
Along with these changes to the marketing site, the application has also had substantial design changes but still remains on brand.
\n\n![\"A](\"https://www.datocms-assets.com/38195/1621437673-screenshot-2021-05-19-at-16-20-19.png\")
\nA new application screen with completely custom components taking on the brand guidelines set up by our dashboard revisions
These changes mean 2 things
\n\nIf a team can take on board designs and code and run with them, making them their own and adapting and improving them for their purposes then that's a huge success.
\n\nBeing able to immediately expand code and add in custom designs is important, but so is giving the team ability to grow. The marketing site is built on top of Prismic, which is a CMS designed for quickly editing content. That means it's perfect for writing blog posts to capture SEO value and easily making changes without requiring changes to the code.
\n\nThat's perfect for making changes fast, but it's even better considering the team will be likely to grow in the near future, meaning that costly development effort doesn't need to be spent making content changes and can instead be focused on more important areas, like improving the application.
\n\nEven though the main focus of my work was to redesign and rebuild the marketing website, I also contributed to the app. It was important to get a consistent brand shared between the two products and set FeedHive up with the ability to take a core design and run with it.
\n\nThese changes took the form of designing a new dashboard, something that was sorely missed from the initial implementation of the app.
\n\n![\"The](\"https://www.datocms-assets.com/38195/1621437411-desktop.jpg\")
\nThe new dashboard design created to help implement strong fundamentals for FeedHive's application
As I was on a strict budget for this line of work, I had to create a strong set of fundamentals that could be reused across the application easily and significantly improve the application as a whole.
\n\nAnd it worked! The team have taken the core of this design and run with it, updating old concepts to match the new branding on pages like in the schedule, and creating entirely new custom designs while still matching the core fundamentals like the analytics screen.
\n\n![\"The](\"https://www.datocms-assets.com/38195/1621437419-screenshot2021-05-18at17-20-47.png\")
\nThe new analytics screen which was built without any input from me but still provides a consistent branded design and clearly displays important information.
The changes to FeedHive have been a huge success, giving the FeedHive team a strong starting point that they've taken full advantage of. Being able to adapt their website on the fly to make the most of the data they were already receiving while having an welcoming new design for the application that they could easily expand upon meant that changes happened faster and improvements came quicker.
\n\nIt wasn't just a success internally either. Their audience loved the new look.
\n\n![\"137](\"https://www.datocms-assets.com/38195/1621438122-screenshot-2021-05-19-at-16-28-00.png\")
What the FeedHive team were left with, then, was a marketing website that worked exactly how they needed it to. It may not have immediately converted more leads, but what it did do was give them the ability to test and improve conversion rates themselves and continue easily making improvements to the website and application with a strong foundation to go from.
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\n\nBonsai is a managed elasticsearch platform which looks after your search tools and makes sure they're always running and performing the best for you. Their team is built up of mostly backend developers and marketers and they have a very relaxed company culture, which gives me the flexibility to work in a way which will be most beneficial to them.
\n\nWhen I began working with Bonsai, they were in a tough situation. They were working on a new marketing website which they desperately needed to make their brand feel fresh, but the site had only been half completed and they needed somebody who could pick up the project and finish it off.
\n\nThe website had been built using Jekyll, a headless platform that I'd not worked with before but was very familiar to a combination of other tools I'd used previously. With my experience using many different development platforms across my career including headless websites it was no problem for me to take over and help them finish creating their new marketing site.
\n\nThe next step was to make improvements to the site. Even though the marketing site had just been recreated, the new build only solved problems for the websites users but was still causing a ton of issues for the team. That wasn't good enough.
\n\nThe problem was the Jekyll/Parcel combination which resulted in 2 build processes and two different public folders, a very awkward experience for the team. This combination also caused other weird issues like not being able to check the 404 page.
\n\nThe next issue was poor maintainability. The site hadn't been created in an optimal way making changes time consuming and expensive. Most of the site needed to be adjusted so that it was easy to edit, and more beneficial for a team short on time.
\n\nTogether, we decided to convert the site to NextJS while using the current design. React was a favourite library of the team, and NextJS provides a ton of great benefits like flexibility, static pages and a load of optimisations built in.
\n\nRebuilding the site took a few weeks, but the benefits gained were tremendous, returning control of changes to the team and making it much easier for them to understand how their own website works. There were also some performance gains inherited from using improved tools which was a nice side effect.
\n\nI also built in Documentation and basic visual tests in the form of Storybook, which makes it much easier for the team to understand how the website fits together which encourages best practice. It also reduces bottlenecks as design and development can refer back to the documentation to remind themselves how everything works, rather than a single developer.
\n\nBonsai are always looking to improve their software and their website is no exception, and as a result we've already discussed changes which would further optimise their website improving its reliability and making it easier to work with.
\n\nPortman Dental Care needed help driving traffic to their Smile Clinics, practices specifically catering for smile improvement treatments.
\n\nPortman Dental Care is the leading private dental group in the UK, and their Smile Clinics are a group of practices focussed on aesthetic improvements for your smile.
\n\nSmile Clinics want to attract more customers for aesthetic improvements, as these types of treatments tend to be more profitable and more regular than general dentistry. However, the practices were strugging to bring in high quality leads on their own, so a website was proposed to gather leads for that specific market.
\n\nThe key improvement to be made was increasing the ease of finding practices which offered this kind of treatment. Most potential leads already knew what kind of treatment they wanted, so the focus was on capturing that and directing them to the right practice.
\n\nThe goals were the following:
\n\nThe new website has a lot of details explaining different treatments, as well as a practical ‘Practice Finder’ for encouraging leads to follow through with their enquiry. This makes referral as easy as possible.
\n\nThe new website was a more prominent way for leads to find their desired treatments through search, and the easy-to-use interface drove traffic through to the practices and resulted in capturing more high quality leads.
\n\nPigeon Loans were about to launch and had an excellent system in place, but were missing the polish of a strong frontend. Users were left feeling confused and the site was unusable on mobile. Things needed to change, fast.
\n\nPigeon Loans is a brand new platform for sharing loans between family and friends. The biggest issue people face when lending money privately is the unknown situation around repayment. Pigeon Loans makes that simple, by keeping track of everything for you.
\n\nThe design of the website wasn't user focussed and was missing critical aspects which would help convert the users. This was especially prominent on the homepage, which relied almost exclusively on the introductory video to convince users to sign up for the product. The homepage needed a redesign.
\n\nI started by doubling down on the branding for the website. The colour scheme had already been decided upon but it wasn't used effectively. The attention of the user was brought to the sign up form, which was great, and the footer, which made less sense.
\n\nUsing the branding to draw users attention to the right places meant that the homepage became much more scannable, and a subconscious association between the brand colour and the most important parts of the page was formed.
\n\nThe homepage also gained some new much-needed content. While most websites suffer from too much content, Pigeon Loans suffered from too little, and there was no reason to click the video, which was the only thing used to convince users to sign up. Now the video is still important, but you can find out about and understand the product without being required to watch the video.
\n\nThe improved homepage design made the website much easier to navigate. With improved branding, better layout and stronger content the site now encourages users to sign up. It demonstrates the benefits users could recieve without requiring them to take uneccessary steps to find out.
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\n\nDenGro is a CRM platform for dentists, used to capture leads, manage treatments, and stay in touch with patients. It brings practices into the 21st century, as many were still using spreadsheets for the task, which don't scale well.
\n\nDenGro had grown fairly quickly, receiving interest from hundreds of practices through good networking, but their website left a lot to be desired. It only had a few pages, was boring to look at, and didn't really demonstrate what DenGro could do. Practices who looked at it were very unlikely to purchase.
\n\nWe decided that there were a two key areas that needed improvement
\n\nBeing able to focus the website in a way which meant it could be used without having to have previous context was crucial. There was only so much which could be done through networking and, as direct marketing is expensive for a small company. There were other more efficient marketing methods which could have been utilised.
\n\nOther means of marketing, like SEO and online advertising can drive traffic to the website but the website has to be engaging in order to keep visitors' attention. Before money could be spent on other marketing techniques, the website had to be improved.
\n\nAfter improving the website, lead generation was increased from a wider variety of marketing channels. This allows DenGro to break the barrier into being a profitable startup, a huge milestone in any new business.
\n\nSt Austell were facing a problem. Their business had grown exponentially, coming from a small Cornish town selling craft ales, and they were now a national business needing a B2B (business-to-business) platform suitable of supporting their demand.
\n\nSt Austell brewery is a national brewery company within the UK. They are known for selling beers like Tribute, Korev and Proper Job, but their business expands far further than that. Their plan is to expand nationally and increase trading performance as a supplier of pubs, restaurants and stores.
\n\nDue to rapid expansion St Austell have accrued a number of different websites spreading across their many revenue streams. Many websites had been created for individual purposes and it was becoming impossible for the business to manage all of their different products at once.
\n\nThe proposed solution was to begin rebuilding their corporate websites and combining them into only a few platforms. Allowing wholesale customers to create orders on a single website provides them with numerous benefits.
\n\nIt was noted that a lot of customers chose to call to place their orders, instead of ordering online. Manually having to place and track orders created a substantial workload which could be avoided.
\n\nDue to the new web build, more web orders were placed while the required effort for accepting new orders was reduced. Managing content was easier, as thousands of products could be organised in a single space, which meant happier team members.
\n\n