Confluent Forms LLC, located in Easthampton MA, is a boutique branding, graphic design, web design, web development, Blogger development, and PHP/MySQL application development firm providing services to customers from the Fortune 100 to local non-profit organizations and academic institutions. Serving Western Massachusetts and beyond.

Portfolio: Renew Pilates


Renew Pilates is a pilates studio in Easthampton, MA located in the Eastworks building teaching private and small group instruction. Renew serves the greater Northampton, Easthampton, Florence, Hadley, Amherst, Holyoke and Springfield areas.

Develop a user-centric content strategy instead of SEO

We don't like talking about Search Engine Optimization (SEO), nor do we like focusing on it in any significant way as it's own service. We get calls every week (and perhaps a dozen emails a day!) from "search engine marketers" and "search engine specialists" trying to sell us their services. We find this exceedingly amusing, especially when we demonstrate that yes, our websites are being found for most of our major keywords (we're #2 behind Wikipedia for "rfp" and "request for proposal").

But people do fall for this trap every day. They feel that they're doing something wrong if they're not "optimizing their site for search engines" and using a "search optimized template". And they're focusing their efforts (and time and money) on this rather than working on their content. Which is why this article based on this interview made us happy.

Using metrics to increase your ROI and save you money

Too often businesses spend money without truly understanding what they are receiving for those dollars. These businesses will spend money on services and strategies without being able to evaluate how effective those dollars were in creating tangible benefits to the company. In these cases they are unable to determine their purchase's Return on Investment and might as well be throwing their hard-earned dollars into a bonfire. As we're in the technology field it's easiest to give an example in that arena to showcase how we'd approach a new initiative.