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Category Archives: Marketing

Website Analytics…

Posted on November 6th, 2013 by :

Let’s talk analytics.

It constantly puzzles me how many businesses are ignoring their website analytics.

I believe that many of these cases are because a shoddy developer was hired for the job. Many times businesses choose to save money (theoretically) by hiring a low cost web developer. This usually leads them to a programmer who does not have any long term interest in the client. They design and launch the site, get paid and get out.

I believe this,  because if and decision maker was told about analytics I could never see a reason to decline this cost.

Analytics may be the lowest cost/highest reward aspect of any web marketing project.

Aside from the obvious “visit counter” capabilities to analytics, they now can serve as a virtual roadmap to success for your website.

Analytics tell you who is visiting your site, where they came from, what pages they are visiting,  what keywords they may have searched to find your site and more.

In a recent example I had an existing client that was interested in expanding their mobile website. Upon examining their analytics data we found that less than 2% of their traffic was visiting their site on a mobile device. This represents an astronomical disparity in relation to the averages from other sites, but in the end the data did make sense when we factored in the type of visitors the client attracts.

This data allowed us to advise the client to spend that money elsewhere,  and they were able to put it to better use.

Here at Pacer, we include analytics as part of all of the sites that we design.

We train our clients how to read analytic reports and offer very affordable reports for all.

If you are not taking advantage of analytics you need to call us today at 724.709.7261

Your Site, To-Go

Posted on September 5th, 2013 by :

There’s a 50% chance that you’re reading this on a mobile device. That means there’s a 50% chance your customers are too.


    Mobile web usage is poised to overtake traditional desktop web usage within the coming years. If your site is not optimized for tablets and smartphones, users may not have a good experience with your site – it may be too small to read, challenging to navigate, hard to click links, or require plugins that the user doesn’t have. These problems could cost you sales. While mobile apps may be the trendy new “it” marketing tool, they are costly, take a long time to develop, and may not be worth your company’s time and money.


    Responsive web design is the simple answer to this dilemma. A responsive website is created to resize and reshape itself to fit the dimensions and resolution of the user’s device. The content is the same, but the appearance is optimized for any and all platforms. Instead of spending time, money, and energy on multiple sites, you’ll have a one-size-fits all design. You get to choose which elements of your site are displayed for mobile device users, and which are hidden, to create a streamlined and highly efficient interface; for example, we recommend adding a “give us a call” button, since your user is likely to be on their phone already.

A responsive site is not just a miniaturized version of your site. It’s an adaptive format that makes browsing easier, faster, and less frustrating for mobile users. And more importantly, it’s a tool for reaching customers wherever they are and however they browse.

Pacer Design Studios has been on the cutting edge of web design for years and is poised to make sure your web presence is optimized for mobile viewing.

Call us today to learn more…724.709.7261

6 Golden Rules of Social Media Marketing

Posted on July 7th, 2013 by :

The Six Golden Rules of Social Media Marketing


In the hard-and-fast world of social media, it can be tempting to post the first thing that comes to mind – how many celebrities could I cite as an example? Good brand management through social media requires significantly more thought and planning. Consider the Golden Rules of social media marketing. Ask yourself these questions:


Are you letting your brand speak for itself?

    Facebook and Twitter have a very personal feel and can bring your brand to life. If your business were posting its own status update, what would it say about itself? Does your post reflect the voice of your company? If your company’s brand identity is fun and casual, your audience is likely to enjoy that (tasteful) joke or quirky infographic. But if your company takes its image very seriously, think carefully about using humor and graphics. Deviating from your brand image can feel very disconcerting to customers.


Are you always selling something?

    Don’t always be selling something. It’s a huge turnoff to followers. Social media is the place to build customer relations and brand identity, not to beat people over the head with your products/services. Don’t let your page be like the telemarketer who always calls at dinner time.


Did you proofread – and proofread again?

    Do not, under any circumstances, allow that misuse of “your” onto your page.  Even the most honest mistakes can make your page look careless or sloppy, and customers will notice. Consult an online resource or get a second opinion if you’re uncertain about grammar, spelling, etc.


When was the last time your posted?

    Instead of bombarding customers with posts just to stay at the top of their feed, restrict yourself to a few high-quality and engaging posts – these are more likely to get shares and retweets to nonfollowers. But then again, don’t let your Facebook page or Twitter feed go silent for days/weeks/months either. If you don’t update it, delete it.


Is it concise?

    Shorter is sweeter.


Are you inviting response?

    Talk with your audience, not at them. Encourage them to engage with your company by voicing their opinion, voting, sharing stories, and asking questions (which you promptly answer). Even criticism should be permitted, so that you can properly address it and learn from it – and so customer can see you reacting positively to their comments. This builds brand loyalty and turns followers into customers.

Brand identity is the voice, the personality, and the face of your company. Social media is the place to bring these things to life.

When to Redesign Your Website

Posted on June 2nd, 2013 by :

Do you know if your website is getting results?

Is your website mobile friendly?

Is your website optimized for search engines?

Are you effectively promoting your company’s social media?

If your answer is no to most of these questions, Pacer is here to help! With so many recent advancements in design and programming technology, now is the time to redesign your website.


When Pacer designs a website, we set you up with the following:

1. Analytics: Who is visiting your website? How long do they stay on your website? This feature generates statistics about a website’s traffic, visitors from direct visits and referring sites.

2. Mobile: Mobile is the fastest growing way to access the web. Mobile sites are much simpler and easy to navigate for the person on the go. Mobile friendly sites turn users into customers. When customers visit a mobile friendly site, 74% of people say they’re more likely to return to the site in the future.

3. Search Engine Optimization (SEO): At Pacer, we install a content management system that makes it easy for you to add content to your site on a regular basis. In doing so you achieve better search engine rankings.

4.Social Media: Pacer can set your business up with all the social media outlets. Social media is a fantastic tool to advertise your company and speak directly to your customers.

Content is King

Posted on April 11th, 2013 by :

Google uses your website content to influence your search engine ranking, and your content greatly influences your potential customers.

Turning visitors into leads is often the most important task for a website, and if your content is not well thought out and well written, the design of your site may not even matter.

FEAR NOT…Pacer Design Studios can help you with your content.

We employ a 5 step strategy to ensure that our clients have content on their sites that helps them convert visitors to leads.  Our team of developers and writers uses the following proven process:visitors_leads

1. Define Goals

Our teams takes time to learn the goals of your business and your website.  By learning who your target customer is, what a great lead is, and what information you need from a lead, we can define legitimate goals for your website and/or social media presence.  Total visitors and number of “likes” are no hard evidence that a site is doing its jobs.  We work with you to define goals that drive conversions.

2. Research customer needs and expectation

What is a visitor to your site expecting? What are they looking for.  We conduct exhaustive research so that we can ensure your content delivers what the customer wants, and exceeds what they expect.

3. Develop Content Matrix

Armed with well defined goals and expectations, we then will create a comprehensive content matrix to ensure that the proper content is placed strategically throughout the site.  This will help funnel our wayward visitors to the conversion areas.

4. Create Content

At this point our team will create all the necessary content for your site.  Sometimes we write all the content from scratch, while other times we are rewriting content from a previous website.  Our team makes sure that all content is written so that it is appealing for consumers, but also makes Google happy.

5. Promote and Syndicate

Once the copy is up and the site is live we make sure that our work gets syndicated through RSS feeds, posted in directories, promoted through blogs, etc…

If you feel that your site is in need of a content make over, call us today at 724.709.7261 or fill out our online contact form and someone will contact you .

American Insulation

Posted on February 17th, 2013 by :

Family owned and operated since 1998, American Insulation Heating & Cooling came to Pacer with a simple request.  “I want it all” – Co-Owner Robert Pander told us.

We went to work re-branding the company from the ground up.

A new color scheme was chosen and a new logo was created.

Pacer customized Facebook and Google+ pages, as well as a complete new website with a friendly mobile version.

We also created vehicle graphics, yard signs, trade show banners and various literature hand outs.

“I am blown away at the image they created for my company, and the response it has received”
- Rob Pander, Co-Owner

Check out the new site at

American Insulation takes pride in providing quality workmanship at the lowest prices, so check them out today!

Every Door Direct Mail can help your business

Posted on August 31st, 2012 by :

Now you can tell the whole neighborhood what your business has to offer.

With Every Door Direct Mail® service from the U.S. Postal Service®, you
can reach the market that matters most to your business: nearby
neighborhoods. Postage is as low as 14.5¢ per piece – and you don’t
even need to know names or street addresses. You simply identify the
neighborhoods you want to target, and your printed piece is delivered
with the day’s mail to every address.Download Pacer's EDDM information paper

What Every Door Direct Mail brings
to your marketing efforts.

  • Reaches consumers in their homes – With Every Door Direct
    Mail, you can saturate an entire neighborhood with your message,
    and your mailing gets directly into the homes and hands of consumers.
  • Helps your messages work harder – With Every Door Direct Mail,
    you can include coupons, menus, event calendars, store maps,
    and more – all of which can help bring customers to your door.
  • As much or little space as you need – Every Door Direct Mail offers
    a flexible range of sizes – making it ideal for anything from a quick
    sales announcement to an in-depth product story.

We are experts in Every Door Direct Mail design and fulfillment.  If you have questions about getting your campaign off the ground call us today at 724.709.7261 or email us at and we will answer all of your direct mail questions.

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