The Pit Stop: #2

We’re all so busy. We’re in the digital race and there’s no sign of a finish line. We don’t want to pause, not even for a second, but we can’t afford to stop learning. Welcome to the necessary compromise. Welcome to The Pit Stop.

Not much has changed for the second edition of the Pit Stop. It’s still the place to be for digital truths, opinions and reasoning in 100 words or less, but there are new faces, topics and responses to look forward to.

Think explaining something in a few words is easy? Try it for yourself in the comments and share your response to any of the following topics:

Paid Search: Why last minute ad campaigns are often a bad idea

Account Management: Shaking off the keyword hangover

Web: “Why does that site change take THAT long!?”

Copy: “And….go!” Why copywriting shouldn’t be rushed

Anyway, I won't keep you. Here are the responses.


Simon Facey, Head of Paid Search

Dave Trott once said “90% of advertising doesn’t work”. I agree, and think last minute campaigns are one reason for a lot of this.

Not all people are looking for what you’re selling. Because of this, they’re actually blind to your ads. Our brains naturally filter out anything they deem unnecessary and effective planning is key to getting beyond this blind spot.

Hurried campaigns often skip this. They don’t learn about mediums, recognise their audience or build awareness.

90% of advertising may be ineffective, but with appropriate time to prepare you can be part of the 10% that isn’t.

Shaking off the keyword hangover

Ellie Gooder, Account Manager

Keywords used to mean everything to an SEO campaign. They enabled businesses to relate ranking success with keyword density but they were exploited and Google got smarter.

Nowadays, there are many factors as important to a website’s search performance as its keywords, but few are more crucial than user experience.

So, rather than worrying about the unnatural repetition of specific phrases, focus on useful, unique content. Use design elements and page structure to make your copy more than a series of sentences. Consider site speed and user journeys.

If you look after your visitors, Google will usually look after you.

“Why does that website change take THAT long!?”

Lee Cooper, Head of Help Desk

Cars have chassis that hold them together. Websites have HTML and back-end code.

Cars have engines to power them. Websites have C#, MVC and other languages and architectures.

Cars have bodies that are beautiful but functional. Websites have CSS and front-end codes.

Both are more likely to crash if they aren’t built correctly.

There are many layers to the structure, design and functionality of a website. Even a small change could mean going into every single layer or require several people’s talents.

You wouldn’t rush or cut corners with a car repair, so why should a website be any different?

“And….go!” Why copywriting shouldn’t be rushed

Rosie Arnold, Copywriter

Copywriters can work to tight deadlines and still produce good copy. It’s basically an expectation when working in an agency. However, strong writing still takes time. Time to determine tone of voice, time to get USPs across and time to make sure your final line calls readers to make the right action.

After receiving a brief, all writers need to think about how their article, page or headline is going to work. Without a clear understanding of the goal, client and audience, copywriters will never be able to produce their best work.

Urgency is one thing, but rushing is another.


If you have something on your mind or want to read a specialist’s perspective on the work they do, why not help to shape future editions of The Pit Stop? Submit your questions, reactions or requests in the comments below.

Till next time.

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