Top tips to make your website design sizzle!

Maybe you’re embarrassed about your existing website or perhaps you’re starting from scratch. What’s going to make your website design sizzle and build your brand online? To start, think long and hard and to what’s the point of your website – what do you want it to achieve?

sizzling sausages

make your website sizzle

 
Decide what your website is for

Think about who you are trying to reach and how you want to help your customers and new website visitors. Do you want them to…

  • Buy something they need – in a few clicks make a purchase
  • Find useful information – encourage conversion of sales
  • Save them money and time - a good deal will build loyalty
  • Talk to your company – build a two-way conversation
  • Enjoy an improved website experience – want them to come back for more
come back for more

come back for more

An excellent website ticks all these boxes plus it should reach your company objectives too. These might be to increase sales, save you money through cutting the cost of customer support or you might quite simply want to get closer to your customers.

Decide if you can design it yourself

Are you really confident that you can make your website look professional and trustworthy? You have three options – a DIY job, consider a fixed-price starter package or appoint a design agency. Whatever suits your needs (and pocket), remember the website has to look credible and make customers feel welcome. These are the key ingredients for great website design.

  • Proper use of colours – draw attention to the right things
  • Animations, gadgets – avoid things that might be cool to you but a turn-off for others
  • Layout – organise the pages clearly with lots of white space, avoid clutter!
  • Typography – make sure you use consistent font sizes and colours that are easy to read   
 
 

key ingredients - eggs

key ingredients - eggs

Decide if you really have that X factor

So what are the key factors will make them feel ‘hungry’ for your products to facilitate online sales and encourage return visits?

  • High quality content – offering the right information at the right time
  • Ease of use – find information easily with clear signposts
  • Quick download – visitors won’t wait for slow downloads
  • Updated frequently – stay fresh and add new relevant information
feel hungry

feel hungry

Great design is important but remember great content is what your visitors are really after. You won’t get a second chance to make a great first impression. Don’t leave them feeling ‘I still haven’t found what I’m looking for’.

What do you think makes good website design? If you want to chat more about this follow us on Twitter

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What’s the fuss about Google+?

For some, Google+ is the ‘greatest thing since sliced bread’ – for others the jury is still out.

sliced bread

What is Google+? It’s Google’s social network, their version of Facebook. Launched in June 2011, already it has got more than 62 million users – Facebook has one billion! But Google doesn’t want to be the largest social network – it’s aiming to be the easiest to use most integrated in the world.

Google+ has rolled out business pages to allow companies to create customised profiles. Google want to encourage you to create more ‘buzz’ about your company. They encourage brands to connect, share and engage with fans.

google +

Be warned, to get to grips with Google+ you need to get up to speed with their own bespoke terminology like ‘circles’ (share your messages with the people you choose) +1 (equivalent of Facebook like) endorse updates from others.

One of the most interesting features is ‘hangouts’ (video conference calls) which you can conduct with fans, prospects and customers. It’s this video chat that distinguishes Google+ from other social networks.

meringue mix

So, are you tempted to add that little bit extra to your marketing mix and improve your search results quality? Before creating your Google+ page ask yourself these questions:

  • How many of your customers actively use Google+?
  • Do you need to create a business page to strengthen your brand?
  • What content will you share, more importantly what will they want to engage with?
  • How will you use it differently to other social media?
  • Will you utilise services like the hangouts, for example?
  • Do you have the time, resources and processes to manage another outpost or will you just disappoint potential customers by taking days to respond?

When will Google+ be relevant for you? It’s unlikely to be now for most businesses – though an early presence is not a bad thing (claiming business names etc).

google + icon

But remember, don’t start what you’re not prepared to finish! Regularly share fresh content, be engaging and respond to your fans. And don’t forget to promote it on your blog and website. To create a Google+ page visit plus.google.com

If you want to chat more about this follow us on Twitter and Google+

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Digital marketing – do you know your cookies from your breadcrumbs?

Ever been in a situation when website techies are bombarding you with marketing jargon that you really ought to know? Do you honestly know your cookies from your breadcrumbs?

chocolate cookies

chocolate cookies

If, like many, you’re confused and don’t know your Google analytics from your 4G, there’s help at hand. alexandrapatrick has devised a succinct A-Z glossary of the top 100 digital marketing terms.

So, for example, many might think PPC and SEO are similar terms for the same thing. Think again. It’s fine to say the difference doesn’t matter, but understanding the difference helps you create a better approach to marketing your business effectively.

PPC (pay per click) is when a company pays for text ads to be displayed on a search engine’s results pages when a specific key phrase is entered. The terms are quite different and mean entirely different things.

SEO (search engine optimisation) is the process used to get websites listed prominently within a search engine’s results. When you type in your company name, it’s how ‘finadable’ it is. It involves making a site search engine-friendly.

Being familiar with terms like this will help improve your overall understanding of marketing and more specifically digital marketing – that’s pretty important with the ever increasing volume of business being done online.

breadcrumbs

breadcrumbs

By the way, cookies are a small text file on your PC that identifies the browser so it’s ‘recognised’ when you re-visit a website. And breadcrumbs gives a visual trail/indication of where a visitor is on a website.

To download the alexandrapatrick digital marketing glossary click here

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As one kitchen door closes another one opens

2011 has been another interesting year for alexandrapatrick. We’ve done some of our most demanding (and satisfying) photographic work yet, including for a Very big Atlantic airline, Pierre Koffmann, a world leading food service plc, MEND, The Gallivant and many more.

chocolate cheesecake

chocolate cheesecake

The fruits of some of these shoots made it to our 2012 calendar. I hope you like them. One of the most rewarding elements of what I do is working in a truly diverse range of environments with a fascinating bunch of people.

foie gras, pierre koffmann's hands

foie gras, pierre koffmann's hands

Whether it’s with school kitchen staff or Michelin-starred chefs, the brief is always the same – to make sure I do justice to their efforts by producing a set of honest, good enough to eat images.

russian pasteries, canterbury market

russian pasteries, canterbury market

I’ve also been out and about attempting to capture the feel of a traditional street market.  Street food is increasingly popular, especially in towns such as Canterbury which have large student and tourist populations.
prawn noodles, inflight food

prawn noodles, inflight food

Just before that wedding in April I landed a dream job. Like most regular flyers, I’m not usually wowed by the quality of airline food – but for this job I got to shoot the fare intended for passengers at the front of the plane. I can’t name the airline but think Very high profile, Very well-known boss. It should be Very obvious – unless you’re an airline virgin.

fun strawberry smoothie

fun strawberry smoothie

I thoroughly enjoyed working for a charity that helps young people to eat more healthily – in short, to encourage them to lose weight. It really got me thinking about the relationship young people have with food and how it’s made. I encourage kids to make a mess, use different utensils, get them involved in the meal-making process. It should be fun.

camber sands picnic

camber sands picnic

One of the highlights of the year was the job in the Camber Sands dunes shooting some truly wonderful wedding food in the soft afterglow of a summer’s evening. Magical.

pain au chocolat, breakfast

pain au chocolat, breakfast

What’s up for 2012? Who knows? But one thing I have learned is that when one kitchen door closes, another one always opens.

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Ploughing on in Kent…

It’s always rewarding when a client calls up and asks me to do some more work. It (hopefully!) means they like what I’ve done and that we get along well together. I particularly enjoyed my first shoot at The Plough in Stalisfield Green, so was delighted when the phone rang with a request to book me again.

gurnard, the plough at stalisfield green

Famed for using only seasonal produce (practically everything is home-made, even the ketchup) owner Robert Lloyd and his small team have already picked up several prestigious awards in recognition of his commitment and passion to country pub dining.

'roger's' rabbit pie, the plough at stalisfield green

But never one to rest on his laurels, Robert has appointed a highly talented new chef (Alex) to drive the kitchen even further forward. It was my task to shoot some of the wonderful culinary creations that are proving very popular with locals and new diners alike.

ham, egg & chips, the plough at stalisfield green

I was treated to visually stunning plates of fish, cheese, pork, beef followed by some equally tantalising desserts. The main challenge for me was making best use of available light. At this time of year, and on a particularly grey day, we had to work fast and position the food as what little light we had moved around the restaurant. Mirrors and reflectors were the order of the day! Alex is a very fast worker so we managed to capture plenty of images, barely pausing for a minute between plates – just the way I like it!

chocolate brownie, salt caramel & milk sorbet, the plough at stalisfield green

Alex and Robert clearly have a great working relationship and a shared vision – plus they enjoy having a laugh. So we also spent a little time shooting some off the wall stuff – Alex with a pig’s head etc.! A fun way to end another very satisfying shoot.

alex with pig's head, the plough at stalisfield green

But it’s really about the food. I have to make sure that the chef’s efforts in the kitchen are rewarded in the final image. I can honestly say that The Plough’s food is not only a joy to look at but tastes wonderful too.

pressed pig's head, the plough at stalisfield green

Plus, I have a confession to make. It’s a rule that I never eat on the job ‑ on this occasion that rule had to be bent. It was just too tasty!

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Whatever happened to taste?

It’s still a balmy 18 degrees in east Kent yet we’re being bombarded with images relating to cosy nights in with a hearty stew and a roaring log fire. And you’ll hardly have failed to notice all the Christmas paraphernalia that’s now creeping relentlessly onto supermarket shelves.

christmas chocolate coins

I know I’m a bit of an old humbug, but really. My son’s still going to school in shorts so my poor old brain can’t cope with all these conflicting messages. But I digress. It really is the time for food producers and sellers to cash in. For many, the ten-week run up to Christmas is when the majority of profits are made. A couple of weeks ago I worked at Eurofair with the Kent Food and Drink Festival in Canterbury. In spite of the incredibly hot weather it was really satisfying to see so many genuinely talented producers out promoting their wares. For them it’s all about the taste. But that’s not the case for everyone who buys or sells food.

taste kent sauce

This week alone is British Egg Week, Chocolate Week and National Curry Week (don’t try them all at once!). My point is this – because consumers are struggling to balance the food budget, producers and sellers are having to work ever harder to secure a purchase. So you can see why every type of food now seems to have a “week”. Let’s look at chocolate. Long gone are the days when we splurged just at Christmas and Easter.

easter nests

We’re now covered in the stuff – chocolate dinners, chocolate shops, chocolate toys and there are even TV programmes devoted entirely to the little bean. But the common theme throughout is how the product looks – who can do the most outrageous thing with chocolate. Why can’t I just enjoy a humble bar of Dairy Milk in peace?

macarons

It’s the same with cakes. Thankfully the cupcake craze seems to have passed. Instead we have macaroon mania. Brightly coloured and oddly flavoured – whatever happened to taste? I was at a 50th wedding anniversary bash at the weekend. Centre stage (apart from the golden couple, of course) was a magnificent cake. It looked glorious. But how did it taste with my after-dinner coffee? In two words – dry and bland. Maybe it’s the Katie Price effect – obsessed about how she looks but not much else.

50th anniversary cake

Of course I’m generalising. My recent experience in Canterbury reassured me that there’s still very much a place for simple but tasty food that’s best enjoyed shared.

garden of england cake

Katie Price – tasteless. Jo, the winner of the Great British Bake-Off – scrummy.

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Brain food

Nervous time in the Callow household. Our son takes the 11+ this week so we’re doing all we can to get him into the best possible shape. His tutors have fed his brain with solutions to all those fiendishly tricky non-verbal problems – now we’re feeding it with the type of food that will ensure he remembers it all!

cucumber fun

I’m serious too. Don’t get me wrong, we haven’t been loading him up with fish oil supplements from the time of conception, but I do believe that mental function is affected by what we eat. School teachers have been saying for some time how important good hydration is – it helps prolong concentration levels and keep pupils alert. Conversely, high-sugar content food and drink leads to hyperactivity and then lethargy. A poor combination for learning.

bananas

bananas

This is all true for us adults too. When I have to spend long hours in front of a computer screen and need an energy burst, I now turn to a banana or orange (well, most of the time anyway). It sounds a bit boring but healthy food really does a fine job of reinvigorating the mind and body.

mixed fruit for breakfast

mixed fruit for breakfast

So we’re aiming to steer a sensible course with our son. He is, after all, only 10, so needs a balance of the good and not so good. Luckily for us, he does love his fruit and veg and has always had a healthy appetite for breakfast. This means he alternates between eggs and cereal and always with some fruit – strawberries, grapes or watermelon. For his mid-morning snack it’s generally an apple and his water bottle seldom leaves his side (one of our biggest concerns for the 11+ is how many times he’ll ask to leave the test to visit the boys’ room!).

strawberry smoothie

strawberry smoothie

We often see his peers slugging down cans of Red Bull. I don’t object to the odd Coke but supercharged soft drinks like Red Bull are just wrong for kids. To feed our son’s brain and satisfy his sweet tooth, he slurps down fruit smoothies packed with superfoods such as blueberries, honey and yogurt (and even dark chocolate).

vegetarian pizza

vegetarian pizza

For many of us, healthy food can seem to be a bit of a chore to prepare and cook and I suppose it can look like hard work to eat too. A slice of pizza or a bowl of spinach? No contest.

salmon en croute

salmon en croute

So we all need to do what we can to make foods such as salmon, broccoli, peppers, leeks, oranges and tomatoes look as tasty as possible. From a photographic perspective, I’d rather shoot spinach than pizza any day of the week. Fresh food has structure and texture and reflects light. It creates many more photographic opportunities than, say, fried food. My advice is to keep it simple. To get healthy food to the top of the class it shouldn’t be messed around too much. If kids don’t enjoy eating a whole raw carrot get them involved in baking carrot cakes instead.

carrot cake

carrot cake

But all things in moderation. When the 11+ tests are over we’re heading into town for pizza, Coke and cheesecake. Even young brains need a night off.

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Baker days

I love shooting all types of food – the fresher the better. But if I had to choose a favourite type, I’d have to say baked goods. It’s where it all started for me.

steamed chocolate pudding

steamed chocolate pudding

My mum was always in the kitchen working up wonderful steamed puddings, Madeira cakes and Yorkshire puddings. With five hungry mouths to feed she became a skilled baker. Then along came my wife. Now she’s in another league altogether – her cakes, cookies and all things baked are a sight to behold (plus they taste pretty great too).

pink cupcake

pink cupcake

So when I chose to give up the day job and concentrate solely on food photography, I had a ready supply of “fresh from the oven” models on which to cut my teeth. And if the photos didn’t look so great, at least I never went hungry!

homemade flapjacks

I’m told that there’s quite a bit of science involved in baking – it’s no good throwing in the ingredients and hoping for the best. It’s all about precision – I gues that’s why there is a Bakery Industry Awards 2011.

folding meringue

folding meringue

So it is with shooting baked goods. To make the images look really appetising, I’ve developed quite a precise approach. Light, of course, is critical (it has to be natural – cakes just don’t work under studio strobes) but so is timing. A chocolate fondant is a real challenge!

chocolate fondant

chocolate fondant

For me, getting in close is critical – I like to capture the texture of what’s been baked to see how the science has worked.

sieved flour

sieved flour

I also like to convey some of the fun involved in baking – it can be a messy experience with lots of photo opportunities – cracking and whisking eggs, sieving flour, licking the bowl and watching the mixture rise in the oven. It’s an excellent way to get kids into the kitchen in a very hands-on way – the alternative Baker day.

chocolate cornflake cakes

chocolate cornflake cakes

The nation’s gone a bit mad about baking – and I think it’s great. “The great British bake off” is currently the most watched programme on BBC2. Down under, Masterchef is the most popular show on Australian TV and it’s always the desserts that create the most interest. Somehow, there seems to be more skill required to pull-off a really killer pudding, cake or brownie.

chocolate brownies

chocolate brownies

Then there’s the cupcake revolution. Seemingly everyone’s jumped on the bandwagon here in attempting to turn a humble muffin into a work of art. I’ve worked with some very capable cupcake makers and their creations have been a joy to shoot.

cupcake sponge

cupcake sponge

But if I’m honest, it’s still all about the taste. It’s National Cupcake Week 2011 coming up and you can cover a cupcake in all manner of decorations, but for me the sponge has to taste great. That’s the real joy of baking. You only need a few very simple ingredients, including a pinch of love, to create some of the most satisfying food you’ll ever eat. Can you really ever beat fresh from the oven bread?

homemade seeded bread

homemade seeded bread

Baker days? There aren’t nearly enough of them.

Posted in Uncategorized, alexandrapatrick, chocolate treats, food photography, food styling, kids in the kitchen, national food days | Tagged , , , , , , , | 1 Comment

Taste the dirt difference

Organic fruit and veg – what’s your take? During the economic crisis, sales have taken a bit of a hit with many cash strapped families opting for “supermarket perfect” apples, onions, tomatoes and carrots. OK, so the mass produced variety is generally cheaper than the organic alternative. But what about look, feel and taste?

kent apples

kent apples

Opinion’s divided about taste, but fresh from the field wins hands down in the look and feel department. Trouble is, we’ve all been conditioned to expect our fruit and veg to look so perfect, be of a uniform size and be sold in shrink-wrapped packaging without the merest hint that it’s actually been in contact with soil (in fact many salad vegetable have been grown under plastic, hydroponically, so that they’re effectively factory produced). This is all wrong.

organic carrots

organic carrots

This summer we’ve been travelling a bit in the tropics. There, savvy buyers seek out green bananas, misshapen tomatoes and green beans that are often yellow. They know what fruit and veg should taste like – image is immaterial. Go to any market in France, Spain or Italy and you’ll witness the same buying behaviour.

brian's rocket

brian's rocket

We’re lucky enough to be able to eat vegetables that have been grown the way nature intended. Brian, our good friend, has a sizeable plot on which he grows everything from rocket to rhubarb. He lifts it from the ground when it’s ready to eat – complete with the well-rotted horse manure that nourished it.

red onions

red onions

Nothing is perfect. Carrots are misshapen, onions have long stems, the tomatoes are seldom a supermarket red and the beans never of a uniform length. He also provides us with eggs – again they’d fail the “quality controls” of the large buyers, but we don’t care. They taste great fried and boiled!

brian's boiled egg

brian's boiled egg

We really can taste the difference. Tomatoes are sweet and juicy and actually have flavour (what a joke that some supermarkets boast that their tomatoes are “grown for flavour”.

brian's tomatoes

brian's tomatoes

Er, why else would you grow them?). Cucumbers are fresh and crisp, chillies hot and zingy – perfect with locally caught fish. Ok, so we have to spend a few minutes rinsing, peeling and preparing. But that’s all part of the joy of cooking.

homemade carrot cake

homemade carrot cake

The carrots scrub up and make for wonderful cakes. There’s a real connection with the ground – the realisation that something’s actually had a life cycle. So many things we buy today are mere commodities, bought without giving a second thought to how they ever appeared on the shelf.

organic veg box

organic veg box

We know that the supermarkets are ruthless in rejecting fruit and veg that don’t meet the mark. But that mark is set by us, the consumer. So where you can, get dirty and buy produce that doesn’t look perfect. You’ll really taste the difference and might even save yourself a few pence. Every little helps.

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Summer’s gone, school’s back

Remember all that beautiful weather back in April? Around us the farmers we in a bit of a tizz worrying about their crops. Well, the warm dry spell didn’t last long. In fact, it’s been a pretty miserable summer. Damp, cool and unsettled,

kent field

At the end of next week, many schools are back. And guess what? The forecast looks much more promising! Still, at least we don’t have Hurricane Irene to worry about. 

hairoun beer, bequia

Talking of tropical weather, we did get away this summer and enjoyed some hot sunshine in Bequia, Mustique and Barbados. Three very different islands but all charming in their own way. We’ve been travelling to Bequia (it’s in St Vincent & the Grenadines) for many years. Barely developed, it still provides a taste of how the Caribbean used to be 40 years ago.

mustique

Mustique is just seven miles away (we took a speed boat) but might as well be in a different solar system. It’s a private island dotted with palatial homes owned by the super-rich and famous. It’s so well tended it has the feel of a Berkshire golf course. Great fun though – especially the tiny airstrip. And finally, there was Barbados – or little England, as it’s affectionately known. Safe, sunny and sophisticated – it has it all. 

barbados

Holiday over and it was straight in with a back to school job. We’ve worked with one of the major suppliers of school meals before (think of a device to get your bearings). This time they wanted images of a new range of food in time for the start of term. The food’s great – genuinely tasty and well-balanced but we had precious little time to enjoy it. 

chocolate & sultana sponge with hot custard

Our task was to plate and shoot the food, edit the images and then project manage the production of a series of ten flash cards (for use in the kitchens and so that the children can identify with what’s on offer). From shoot to print there were only a few days so we had to be organised and disciplined.

mild chilli jacket potato

Given the lousy weather forecast I opted to play it safe and ditch my favoured light source – daylight. Instead, I went for a three head (fluorescent) set up on a plain white shooting table. The designers had specified a wide shot so they could crop on a consistent basis – OK for me though I prefer the close in stuff.

fruit jelly

The shoot went well. With three people in the kitchen and me out front with my Nikons, we made short work of the ten dishes. Then it was a couple of hours processing the RAW images in Lightroom before a fast drive to the designers with a CD for them to start their work. My part of the job done.

toffee & raisin sponge

Next week the flash cards will be printed and on display in school kitchens throughout the south-east. It was a great commission to work on. Jobs like this will never get us a place in Mustique but they will keep us happy.

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