Idea Marketing Group

In early 2023 the Idea Marketing Group website was rebuilt and launched for a second time during my tenure. For this new iteration we wanted to focus most on simplicity and ease of access. Users should be able to understand what we do, offer, and how to get to each CTA in order to convert into a potential client. Additionally, if users had any other kind of request, maintenance or otherwise, they’d be easily funneled into the right direction.

Of course one of the other main goals was to rank as high as possible on search engines and for that we had to turn to technical SEO optimization. Once our marketing team had gone through and put the finishing touches on the content I was able to get to work on issues that are reported in tools such as Lighthouse, PageSpeed, and GTMetrix. This can be a tricky and unique-to-each-site process, some of which I go over in this article, but really helps when you’re validating alongside the Google Search Console and seeing your efforts pay off.

With the combination of these optimizations, a CDN, caching, and high performance hosting (you really need all these things) we’ve been able to achieve and maintain exceptional PageSpeed Insight scores and Page Experience (Core Web Vitals) in the Google Search Console.

Due to the nature of the goals of the build there wasn’t a major technical hurdle to overcome so far as to how it was built or features to include. However, certain aspects of the design allowed me the chance to experiment with fluid typography – mainly to apply to the large CTA’s that are present near the footer.

The reason I wanted to try out this new technique is because of how many different types of CTA’s in this style that were present on the design. For instance, we had around 6 unique layout combinations of font sizes and text length. This presented quite a challenge for the responsiveness of this component. Additionally, since they were CTA’s we didn’t necessarily want the words to break in odd ways and definitely not overflow. I decided that fluid typography would be a great candidate for this problem.

What it allows is basically adding responsiveness to your font. It’ll size down as the space around it shrinks. This gave a lot more fine control over how to display each CTA on our breakpoints. Something to perhaps be careful about when using this is most of the time you actually want a uniform font size for your headings and what have you. You don’t necessarily want your h3 to be 2 pixels smaller because it was displayed somewhere other than another h3, for example. I would say, in my experience, this is better for decorative titles or at the very least used for large titles that appear on their own in distinct sections and components.