What you've always
wanted to know...

...but were afraid to ask? Let's put your mind at ease before we jump head-first into our project and build your new home on the Internet!

Frequently asked questions

Creating a new website usually takes me between 4 and 6 weeks. Meeting the deadline requires us both to do our homework: for instance, I'll need access to your hosting and possibly other accounts, text, image, video or audio content.

That's not the sort of SEO I do. There are two types of SEO, on-page and off-page.

What Brand Artery offers

The Brand Artery system does guarantee you ironclad on-page SEO, which means your website is indexed correctly and approved by search engines, provides proper previews to social media, is feature-complete and thoroughly optimized.

That includes modern tech and design necessities such as SSL encryption, speed optimization, keyword-enriched headings and content, complete meta titles, descriptions and image alt tags, featured images, responsive design (mobile compatibility), your favicon (what is this?).

In addition, I register your site as a property at Google Search Console and give you management access.

Off-Page SEO: Quick Guide

Off-page SEO is the kind that lands you top search engine rankings. It involves a comprehensive strategy and possibly a lot of campaigning, and there are marketing agencies who specialize in it.

Here's a quick overview of the field.

Assuming you've done your market research, carved out your niche and clearly defined your target audience with their needs and characteristics, you can practice off-page SEO to broaden your online footprint:

Place ads on Google, social media, the press and elsewhere, build visibility through backlinks (what is this?), perform a comprehensive keyword analysis (what is this?) and optimize your contents accordingly, build keyword-targeting landing pages, register with local business directories, constantly update your Google My Business entry, collect testimonials, campaign on social media and start a blog to push out frequent, high-quality content that is valuable for your audience.

On top of that, don't forget to campaign in the real world! Your business cards, pamphlets, flyers and other marketing materials should send people to your site and make them want to tell their friends. Hit me up about that.

As your web presence, reputation and authority grow, search engines take note and your rankings will improve.

It isn't, necessarily. I'm sure DIVI, Elementor and company are high-quality, professional products.

I started using Beaver Builder in 2016, and I've never looked back. It makes crafting and managing websites easy without dumbing it down. It gives you the autonomy to make your own edits without jumping through complex hoops or hiring a developer!

Meanwhile, it affords us web designers full creative control and the flexibility to use our own code whenever we wish to extend its functionality.

Beaver Builder is stable, fast and reliable, has world-class customer service and a community of thousands of knowledgeable, tech-savvy web designers to engage with.

No. My experience with the Beaver Builder page builder dates back to 2016, and I know the software's features, interface and intricacies inside-out. I also know which quirks to expect and work around.

The same doesn't apply to other page builders. Working with them would expand the scope and costs of the project significantly, and still leave us with a lesser product than I could have delivered using the software I'm an expert at.

No. The Brand Artery system can't be broken down or mixed with other components.

I'm happy to adapt contents you already have, like text and images. Structurally, however, any website that was started by somebody else will be rebuilt from scratch as an original Brand Artery project.

My system is a full development solution, composed of carefully-selected components to ensure maximum functionality and flexibility. That's how you receive the high level of quality a Brand Artery client should expect.

Yes. Responsive design, the art of designing dynamic websites that work and shine on any screen size, has been a modern necessity for a long time and I master it.

Yes! I draw on my experience in journalism dating back to 2000 to craft appealing, well-structured, search engine optimized text content for your website. Over the 2010s, I've also been specializing on copywriting for the web. Your website's written content will be based on material you provide and interviews we do together.

I offer copywriting and translation services in German and English. I'm a trained linguist and life-long pen wizard, have been working in journalism since 2000, studied German and English, spent 10 years in Montreal, worked in video game localization for 7 years and am 100% bilingual today.

At the end of phase 1 of our project (Conception), I provide you a written offer with a full breakdown of project scope, deadlines and pricing. You pay 50% of the price. The second half becomes due when the website is done and we're both happy with it.

I'm so excited about this, and I'm sure you will be too! Thanks to Beaver Builder, making edits on your website is child's play. See it in action in this trailer.

When your website is finished, I provide you a short video series that explains the WordPress basics and how to make text edits, add images, write blog posts and more.

If you need to do anything more complex, you can engage with the large and knowledgeable Beaver Builder community on their forums or Facebook. On top of that, of course, I'm always there for you.

I will create a privacy policy, imprint and cookie notice plus cookie policy for your website using online generators and the WordPress plugin, Complianz. You can see examples on this here website.

Please bear in mind that I am not a lawyer and cannot guarantee legal certainty.

To be 100% sure, I recommend working with a lawyer or adding a data security agent to your team.

Your website will come equipped with the popular, free and powerful open-source tool Matomo, fully configured for GDPR compliance by Brand Artery. It's a self-hosted solution running on your website's server, providing visitor stats and other web analytics just like Google Analytics, but with the added benefit that it doesn't phone Google's servers. That way, it provides you full data ownership and protects your users' privacy.

Will set up Google Analytics instead if desired.

I use a WordPress plugin called Shield Security, which provides a firewall, automatic bot & IP blocking, login protection, access restrictions, spam filtering, two-factor authentication, reCAPTCHA, IP blacklisting, file scanning and more.

For the German-speaking world, I offer to manually build web forms with an explicitly GDPR-compliant Image Captcha plugin.

In addition, I manually add HTTP security headers to your .htaccess file that harden your site's security even more, e.g. by forcing browsers to only communicate over HTTPS, blocking code injection attacks or validating certificates used on your website.

I use UptimeRobot to monitor your website's uptime, so we can react quickly if it ever goes down for any significant amount of time.

Of course, there's no way to ever guarantee 100% safety, which is why I make backups of your site whenever I pass by.

If you'd like monthly backups alongside WordPress, theme and plugin updates, contact me about my Carefree Care plan. Let me hook you up and always receive the newest Brand Artery features and upgrades on your website.

Absolutely! I use the WordPress caching plugin, Breeze to optimize loading speeds and the a3 Lazy Load plugin to ensure images on your website only load when they scroll into view. That way, your website will be snappy and provide an exquisite user experience.

After using numerous caching/performance plugins over the years, including W3 Total Cache, WP Super Cache or Swift Performance, I found Breeze to offer the best compatibility and speed while being slim and reliable.

That said, the speed of your website depends on a lot of factors, such as your hosting company's server speed or location, and its distance to the user. These factors are out of my control or yours (unless you want to move to a different host).

As many as needed to make a website you're 100% satisfied with! In my experience, 1-2 rounds of revisions during a project are usually sufficient.

I usually develop your new website on a so-called "staging" environment, which has its own URL that you can access at any time: for example, https://lemon.brandartery.com. When your website is ready, I migrate it to its destination domain, e.g. www.mywebsite.com, where it then lives in its live environment.

Once ready, I take these final measures for your website's security, integrity, usability and SEO:

  • Move external fonts to the website (self-hosting)
  • Encryption: setup of SSL, HTTPS
  • HTTP Security Headers in .htaccess
  • Activation of reCAPTCHA in forms
  • Protection with the Shield WordPress plug-in
  • Implementation of your favicon for all devices
  • Creation of cookie banner and cookie notice
  • Setup of web analytics using Matomo
  • Speed ​​optimization using Breeze
  • Release to search engines for indexing
  • Registration with Google Search Console
  • Setup of live monitoring with UptimeRobot
  • Comprehensive testing: on-page SEO, functionality
  • Complete backup of the website

These steps are useless during development, or they only work correctly in the live environment. That is why I don't take them beforehand.

In your project, we may skip the staging environment and I build your website directly on its live domain. In this case, most of the above steps are taken at the beginning of development (e.g. security headers, SSL, reCAPTCHA, security, favicon ...).

You could, but there are common mistakes to avoid and best practices you should follow.


  • Make sure you own the photo or the rights to it.

File names

  • Should be descriptive. new-york-central-park.jpg, not IMG_4495.jpg.
  • Avoid spaces in file names. new-york.jpg, not new york.jpg.
  • Avoid special characters (&, %, $, ä, é, ...), especially if they're not in the English alphabet
  • For consistency, use all lower-caps. new-york.jpg, not New-York.jpg.

File/image size

  • Keep it small, below 300 kb if possible.
  • 2000 Pixels width/height is more than enough.

Metadata is at the core of your on-page SEO and it is absolutely essential. It's a set of text or images assigned to elements on your website to describe them. For example, your pages have meta titles and descriptions that appear in Google's search results:

SEO: Metadata on Google / Description and Title · Web Design, Photography & Branding Studio · Brand Artery

Pages and posts also require so-called OpenGraph metadata for social media. That way, proper preview images, titles and descriptions load when somebody shares your content on Facebook, Twitter, Instagram, WhatsApp, Skype...

SEO: Metadata on Facebook / OpenGraph Image, Description and Title · Web Design, Photography & Branding Studio · Brand Artery

In addition, the images on your website have so-called "alt tags" that describe what can be seen on the image. These texts are used by e.g. screen reader software for blind people or by search engines for their image searches:

imgm alt tags on Google's image search · Web Design, Photography & Branding Studio · Brand Artery

  1. In your WordPress dashboard, click on Posts > Add new
  2. At the top of the screen, click on Screen Options
  3. Under "Boxes", ensure "Yoast SEO" is enabled
  4. Scroll down to the "Yoast SEO" box
  5. Enter a focus keyphrase that describes the content of your post, e.g. "chocolate pudding recipe"
  6. Click on "Edit Snippet"
  7. Write a descriptive, keyword-rich, relevant title and description for your post. Make sure they're not too short or too long. The indicator bar below your input fields needs to be green (not orange or red).
  8. Near the top of the "Yoast SEO" box, click on "Social"
  9. Paste the title and description you wrote into the "Title" and "Description" boxes for Facebook and Twitter
  10. For "Facebook image" and "Twitter image", respectively, click on "Upload image"
  11. Pick the OpenGraph images I prepared for Facebook and Twitter by typing "facebook" or "twitter" into the search field at the top right

Alternately, you can use your own images as OpenGraph preview images.

If you do so, be sure to follow the guidelines in the question above, "Can I just upload any photo to my website?"

Search engines like Google and co. want to provide their users with the best answers to their questions.

Hence: produce quality! Make sure your text contains the words your potential customer types into Google.

This is especially important for page title, meta description (see above) and headlines in your content.

If somebody searches for "dog grooming in Montreal", they will find pages that prominently feature the words, "dog grooming" and "Montreal".

A home page is the starting page of your website, while the term "website" denotes the entirety of the website.

Also known as a shortcut icon, website icon, tab icon, URL icon, or bookmark icon, the favicon was introduced in 1999. It was originally the small icon that sits to the left of your site's title in browser tabs.

Today, it's evolved to appear in many different scenarios, e.g. in bookmarks or on phone home screens. Using the Real Favicon Generator service, I ensure your website's favicon is implemented correctly in all areas:

Favicon examples · Web Design, Photography & Branding Studio · Brand Artery

The 404 page (also known as "HTTP 404", "404 Not Found", "404", "Page not Found" or "Server not Found") is a standard page that comes up when certain content is not found on a website. This might happen if you mis-type a URL or try to access a link that no longer exists. This page should be user-friendly, i.e., provide clear information about what happened and what the user could do next. See an example.

Imagine your website is a house you want to build:

  • The domain is your home address. Example: www.iamontheinternet.com
  • The webspace, provided by a web hosting company is your real estate.
  • WordPress is the functional foundation of your website, set up on the webspace (i.e., real estate).
  • Plugins are a set of tools plugged into WordPress to provide additional functionality, features, optimizations and stability to the website.

The following infographic and video provide a quick overview and more detailed breakdown, respectively:

Domain and Hosting Explained · Web Design, Photography & Branding Studio · Brand Artery

How do I work? What services and packages do I offer? Learn more!