• by Mal Peter
  • 15 Nov, 2016

I love a sunburnt country, a land of sweeping plains of ragged mountains ranges of droughts and flooding plains, and I love the fact there is no beating around the bush and no waffle in that great Poem written in 1908 by Dorothea Mackellar (everyone thinks it was Banjo Patterson).

I think every Australian can not only sing Waltzing Matilda (that was written by Banjo) but they can also recite at least one paragraph of that awesome poem. Straight to the point no beating around the bush and with no waffle. Both describe what Australia is truly like and as an Aussie what you miss when you’re far away from the old home land.

So what does, “Beating around the Bush” and “Avoid the Waffle” have to do with a great poem and song? Well, they are also great Australian Icons, typical Australia phrases that tell people to get on with it and get to the point and that is what this month’s blog is about.

Yes folks, when it comes to the front page of your Online Business Presence (website to old schoolers) you have to stop beating around the bush and avoid the waffle! At this stage you’re calling for a translation right?

People are visiting your site for the facts, why they should buy something or book with you. They want to know what is hot and what is not, what are the key benefits of your business, what is the major reason they should search no more and just spend their hard earned cash with you.

It’s not only your customers want to know that, by the way it’s also Google. It still amazes me how much waffle I see text wise on a site and rarely do I see key words or even a business name inserted into the text so Google can find it, no wonder sites have trouble ranking.

So yes your online presence has to be an awesome first impression but your content also needs to have a wiggle in its walk!

So how to avoid beating around the bush and too much waffle? Think about the Old Elevator Pitch. Yes, I know it’s an old school technique but it works. Imagine you’re in an elevator and the customer you have always wanted to get, the food critic you have always wanted to eat at your restaurant or bar, that famous celebrity you wish would walk into your store take a Selfie and you could Facebook your way to fame. Now? You have a few floors of, “Going Up” to impress them on why they should visit your business.

What would you tell them, what excitement would you share, and what facts would you bare?

Well those words of wisdom contain the secret sauce of what content should be on the front page of that first web impression. So write that elevator pitch down, read through it, clear away the bush and the waffle and not only will customers love you more, but so will Google.

Enjoy the day and remember, NO SECOND CHANCE ON A FIRST IMPRESSION
by Mal Peter 10 Jan, 2018

Then like a bolt of lightning, the man I admired (and feared) the most - my boss and my mentor - stared at me and screamed from his office, “Come Here!”. Like a little boy ready to meet the principal, I rose from my desk and slithered into his office ready to take the punishment I knew was coming.

He looked me in the eyes, threw a crumpled up brochure on his desked and simple said, “You know what son? Brochures don’t sell things, People Do” he ended that quote with “Now get out of my office and start selling and stop being a representative of Sam the Printer”

He also banned me from the cupboard that contained the brochures. It was scary and tough but I tell you it changed me so fast and I sold more than ever from then on and I enjoyed a great lifestyle all because I stopped the glossy brochure routine and started asking buying questions.

So how does this walk back in history, motivational gem of a story get us back on the subject of websites? Well, your site is a salesperson for your Company, so we have to take a look and ask ourselves: Does it ask buying questions, or is it really just a brochure? Pretty to look at but really people just smile say thank you and walk away until they find another that asks them the, “Do you want to buy today?” question.

Yes, sites have to have a sensational first impression and that is why we design Customer Attraction Program, but looking great at a party doesn’t mean you will be popular! You have to do something, talk to people, ask questions and then you will leave an impression.

So what’s the missing link?

Take a good look at your site right now. Does it look great? have Awesome images, videos, super relevant content, uses an easy to read font? Does it show all your products, services in a fashion that you are proud of? If you a restaurant, does your mouth get all mmmmmm when you look at the menu and the images? When your all excited, ready to book or buy is there a button ready and waiting for you to press and instantly like you’re in a trance enter your credit card details?

Is there a Call to Action? As that’s the missing link.

Call me, Buy me, Book me, Find me, Carrier Pidgeon me. Is there one or is there more Call to Actions when you have the buyer or booker ready willing and able to spend cold hard cash?

If the answer is Yes? Well done your website is a Salesman, if the answer is No? Better get rid of the Brochure and call Trilogy Web Solutions . !!!

by Mal Peter 26 Sep, 2017

Have you ever received those random emails guaranteeing you a page 1 ranking for your website key words and phrases or worse still actually signed up to an SEO company that will state they will get you onto page 1? if you have, then you probably need to know that truth about what it actually means because i am sure it surprises you.

The reality is that being on page 1 means virtually nothing if you are down the bottom of that page, because the lower rankings get very very little click through. Position 9 on page 1 gets only approx. 3% click through and position 10 gets a paltry 2% click through. In some surveys position 1 of page 2 ranks higher than 10 on page 1.

Whilst the various research results vary, they all have a consistent theme and that is they all drop quickly from position 1. Here is the typical percentage click through rates of page 1 positions.

position 1 – 33%
position 2 – 18%
position 3 – 12%
position 4 – 8%
position 5 – 6%
position 6 – 5%
position 7 – 4%
position 8 – 3%
position 9 – 3%
Position 10 – 2%

As you can see a massive 63% come from the first three and 77% from the top five. What this means is if you do appoint an SEO company you need to make sure that not only do the performance benchmarks need to include page 1 rankings but also:

The Number/% of position 1 rankings
The Number/% of TOP 3 rankings
The Number/% of TOP 5 rankings

Hope this helps !!!

by Mal Peter 31 Aug, 2017

That’s French for three people having fun. You might be thinking “OMG! The Trilogy blog has gone X rated” or I have moved to the dark side of the force and am writing saucy 450-word romantic blogs. Well, sorry to disappoint you kids. This blog is about “3somes” but the tame version. I just wanted to get your attention with the title. LOL.

But let’s give the blog title some legitimacy huh. Let’s think of some famous, “3somes”.

I must admit though that as a pimple-faced teenager, my mind did go wandering with the Trio of Charlie’s Angels. Farrah Fawcett with the freshly blow waved hair running along the beach was pretty exciting. And, let’s not forget the sensational Beyoncé heading up, “Destiny’s Child” – ahhh memories.

When you see flared tight pants, big hair, open shirts with a rug of hair, what music comes to your mind? Do you start to hum, “You should be Dancing…Yeh”? Do you then imagine three brothers singing in high pitched voices (Helped by the tight pants)? Yep, the Bee Gees, were an awesome Trio and they got us dancing in the 70’s.

If you think of 3 crazy funny guys, you might think of the 3 Amigos Movie. But if you go back in the day, the original crazy guys were Mo, Larry and Curly. These guys pocked each other’s eyes, hit each other over the head with barbells, got up to all sorts of NO Good as the Three Stooges.

The Three Tenors, Ghostbusters, Alvin and The Chipmunks, The Three Musketeers, Three Blind Mice – wow so many 3somes have been famous over the years. And now? What is the 3some that’s on your mind, the “Ménage a Trois” of your business’ life? Drum Roll Please…

MULTI SCREEN WEB DESIGN. Meaning a purpose built version for Desktop, Tablet and Mobile.

Yep, gone are the days of being loyal to the one and only. That one and only being desktop. Now, it’s a case of getting adventuress with a 50 Shades of Grey attitude and inviting Tablet and Mobile to the party. What happened to the loyalty? Why can’t we have the monogamous relationship we were so
comfortable with? Why do we have to get down and dirty with 3 devices? Well folks, it’s the Sodom and Gomorrah attitude of Wi-Fi and 3g, 4g oh gee has created.

Yes, anywhere access has turned us all into shameless hussies, and no choice you best get with the program. Having the attitude that when all is right with a 26-inch screen is not going to cut it anymore with your customers. Shrinking that big view down to a smaller, then smaller view is no longer acceptable if you don’t supply a multi-screen solution to your customers viewing needs. They will leave you sooner than a bad smell in a bar!

Multi-screen Design, dynamic content, different design styles for all devices, views and actions that want to make the users say, “Yummy! That’s what it’s all about now”. Get to the point buttons and bars. People don’t have the patience to scroll and scroll to find that important information anymore, they want it NOW!

So with Bee Gees screaming “Staying Alive” in the background, I leave you with words from a song of another famous 3some, Peter, Paul and Mary. This song pretty well sums up what’s going on in the web world now and why multi-screen is so important.

“The times they are a changin’

Have a great day and remember there’s NO second chance at a first impression

by Mal Peter 14 Aug, 2017
Ok famous line from a famous Movie, Top Gun. Wow, adrenalin packed 90 minutes, F18’s zooming across the sky, dog fights, it was awesome and that one line from Tom Cruise, “I feel the need, the need for speed” has become the catch cry before you put the pedal to the metal and zoom off down the highway or if you’re lucky strap yourself into your F18 and go and catch the clouds. I don’t think many of us would have an F18 sitting in our garage huh.

These days though, I feel the need for speed is no longer just screamed out by the petrol heads and sky pilots, that one line has become part and parcel of every web site build design sheet presented to a builder.

Yep, thanks to good old Google making us all 100% paranoid our potential customers will leave us quicker than you can say “Chester’s Dead” (another famous line in Top Gun) if our websites don’t load in under a few seconds. “The Need for Speed” is high on a customers want list.

The point is though that the majority of customers want this speed, but they also want the site to be sexy, awesome, state of the art, graphically enhanced, a few special effects here and there, like hey I need to stand out from the crowd type site. (This is on top of the often asked for minor request of being page one in Google)

So, at this point let me clarify a major issue, for something to go fast? We must consider a very important issue and that is weight. Formula One cars, MotoGP bikes, F18’s, horses even humans can go fast as long as long as they don’t weigh a lot, and if you want to go faster in any of these? Well, you have to start throwing out some ballast.

Heavyweights don’t win the 100 meters at the Olympics, folks.

So, let’s look at that website. Do you really need those 5000 pictures? What about that 190 pages of technical text? Those three videos you wanted to play on the slider? Do you think you can do without them?

When your customer is requesting speed but they still want all the goodies, maybe you should start singing “Highway to the danger zone” and remind them that’s it’s hard for a pig to fly and we might need to let go of some of the goodies, streamline the site a little, stick to facts and click to call, use more PDF’s and zippyty doo dah that site will fly.

Then you can ride off into the sunset on the back of a motorcycle and let the credits roll.

Enjoy the day and remember there’s NO SECOND CHANCE ON A FIRST IMPRESSION
by Mal Peter 13 Jun, 2017

Your website should make it extremely clear what your business does, and what products or services it offers. It should be able to convey this information speedily – any visitor should be able to ascertain this basic information within five seconds of browsing .

Avoid technical, obscure, corporate or highly industry-specific jargon – keep language plain and simple. Also ensure that your copy is specific. Avoid descriptors that are vague, unqualified, and don’t really mean anything like “innovative”, “high quality”, “first-rate” and “superior”.

The saying “There is no second chance at a first impression” is particularly true with websites meaning the home page of you site MUST be very clear and concise what your business does and what products or services you are selling. If it’s not, you will have a high bounce rate and potential customers will remain just that, potential customers.

by Mal Peter 05 Jun, 2017


Oh, you thought you’d use Times New Roman on your website? Well, now your site looks like it was written by a year 10 school student who waited until half an hour before an assignment was due to start it. Not so professional or reassuring, right?  

The thing is, fonts are about usability, and should inform your website’s ability to provide a smooth, pleasant user experience. Fonts should be easier to read, visually appealing, and not headache-inducing. Some things to bear in mind:

1)    Don’t use too many. The more fonts you have on a page, the more cluttered it looks. My advice is to pick no more than two.

2)    Be wary of fancy fonts. What may look beautiful to you and may work on artwork, might be difficult for your prospective customer to read.              Ensure that the fonts you’re using are clear and accessible.

3)    Also ensure that they’re big enough to be read with ease. You need to cater for everyone !!

4)    Avoid using low contrast fonts. This refers to a lighter font on a light background or a darker font on a dark background. Again, this is about           usability.

by Mal Peter 04 Jun, 2017

In a similar way to Auto Play Videos, Music that plays automatically on your website is a terrible, terrible idea, and amounts to one of the most egregious cardinal sins in website design. It will irritate your visitors, and they will leave the site immediately, give them a bad experience and they will potentially NEVER return.

It’s okay to include music on your website, if that is, it serves some kind of purpose, and is relevant to your business objectives and digital marketing strategy. But it’s important to let visitors decide whether or not they want to hear it, as you have NO idea what their musical tastes are, you have NO idea where they and who they are with are when they open your web page and you have NO idea how loud they have their computer volume set.

So don’t force them to listen to it by playing it automatically . Simple as that!!!!

by Mal Peter 29 May, 2017

One of the most critical components of the functionality of your website is the load time of the pages, in particular the home page. Even if your site is visually spectacular, if the loading time of pages is too slow, this won’t make the slightest difference. We’ve all been there – a site that takes forever to load is infuriating and put simply, visitors will not wait for pages to load. They will grow impatient and they will leave the site, meaning your bounce rate will be very high and they wont even look at the site as they don't know how much longer they have to wait.

There are many things that may affect loading time including:

·       Java

·       Flash

·       Excessive usage of ads

·       Redirect codes

·       Non-optimised, bloated images

·       A mediocre web host

·       Dead links

·       Bulky code

In addition to the fact that visitors to your site will leave before it opens or at the very best be frustrated and annoyed, Google will now severely penalise you for an excessively slow site. The best way to check the speed of your site is to go to Google page speed insights at this link:   type in you URL and check the speed. If your site is under 85/100 you have an issue and need to fix it.

by Mal Peter 26 May, 2017

To employ a rather overused phrase, a picture is worth a thousand words. The images on your site should be of considerable quality. If these images are actually of the product you are selling, this speaks for itself – you want them to be as clear and self-explanatory as possible for prospective customers.

Generally speaking, it’s better to use no image at all than to use something that’s over-compressed, poorly resized, pixelated, of a low resolution, or otherwise dubious-looking. Be careful because some images look fine when you are viewing then in a small size on your computer screen however when they are increased in size for a website they can look very blurry. This situation is exacerbated when someone is using a large screen monitor.

The importance of high-quality images is also heavily related to the kind of “feel” or message you want to create with your site. Images have the power to instantly evoke an impression, emotion or idea, and can give depth and context to a description, story or testimonial. This is amazingly important to the way you construct your brand.

Maddeningly, however, this size issue can go both ways. Oversized images are also inadvisable. However spectacular or evocative an image you select may be, if it takes too long to load, it will only turn potential customers off. Loading time counts for a lot, and a slow site will cost you customers (more on that in a moment). Select images judiciously and optimise them.

by Mal Peter 25 May, 2017

Nothing frustrates a potential customer more than a site that’s difficult to navigate. Inconsistent, vague or overly complicated navigation can result in frustrated and confused visitors , which means they’re not likely to stick around to actually buy your products or services and can leave with a negative opinion of your brand.

Your website navigation should be intuitive, logical and user-friendly. It should also require very little thought to actually get around. Ensure that your navigation structure enables visitors to easily access information and to quickly meet their objectives.

Easy navigation is even more important when visitors to your website are on their mobile phones so you should look to potentially differentiate the navigation on a mobile version as customers want very simple and clear “click to call” and “click to action” when using a mobile device.

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