DEV Community: Terrance Danielson

How Web Development Is Changing The Marketing Landscape

Terrance Danielson — Fri, 29 May 2026 07:36:05 +0000

Web development has shifted the marketing landscape completely in the last 40 years. Gone are the days when physical advertising was king, with billboards and flyers being the main form of advertisement. Online web development is now a core strategy when it comes to marketing in 2026. What was once a support tool for those seeking a bit of tech support for their website has become a fully integrated part of any type of online marketing, with modern web development being a core part of strategies such as SEO as well as integrated checkout policies. These days, if a website goes down, a company could lose thousands of pounds in the matter of hours. This highlights the significance of the web development landscape in the marketing world.

We know it has changed the marketing landscape; we can see it all around the internet, but the real question is how it has changed the landscape and what this means for current and future marketing. So from real-time personalisation through driving RIO through data-driven methods, here is how web development is changing the marketing landscape and what this menas for current and future marketers and the company that they work for.

Shift to ‘conversion architecture’

Marketing is no longer solely about driving traffic to a website whilst trying to boost brand awareness; it's now focused on creating conversions, the thing that actually makes businesses money. Web development is not just about the looks of the website anymore; it's about CRO, or conversion rate optimisation. This can be done through several methods, including actionable layouts and micro-interactions. Actionable layout ensures that websites are purposely built around distinct customer journeys, with developers ensuring that websites guide visitors directly towards the intended action, whether the website wants a customer to sign up or make a purchase of a particular product.

AI-driven personalisation

Website sthat are one size fits all and are generic for each person that visits the website are a thing of the past. To truly capture a user's attention and deliver something to them that they would actively want to purchase. An example of this could be showing a female user female clothing as opposed to men's clothing, as this will more likely lead to a purchase or showing a user the last thing that they viewed on the site in hopes that this time they will purchase it. All of this leads to a higher chance of a successful purchase and facilitates users' ease through the website.

In addition to this, chatbots and virtual assistants are also a crucial part of the consumer experience, handling complex queries that customers may have, making their experience smoother and answering common and simple questions within seconds. This not only frees up time for helplines but also makes the consumer experience quicker, which can reduce thinking time and lead to a successful purchase and sign-ups to businesses such as ecommerce digital marketing agencies.

Using Predictive Analytics to Fix Individual Training Gaps

Terrance Danielson — Thu, 28 May 2026 14:05:01 +0000

Predictive analytics looks at historical data to make predictions based on future outcomes. This is done through machine learning with artificial intelligence being able to identify patterns in past behaviour to recommend the best approach. Data-driven decisions can then be made that will improve efficiency and performance for their workforce, especially when it comes to training them so that they can use any new technology or strategies.

This technology is now being used by businesses to better identify any skill gaps within their team, so they can analyse what training they need to do. This gives them a more personalised training that will meet their specific needs. Traditional training programmes might not play into people’s strengths, making it less effective than using predictive analytics.

This guide will look deeper into predictive analytics and how it’s being used to develop individual training programmes. Continue reading to learn more.

Why Predictive Analytics is Better Than Traditional Training

Predictive analytics provides a data-driven approach to closing skill gaps that uses the stats to figure out the best training approach for each person. Here’s why it’s being preferred to traditional training:

Real-Time Monitoring: Analyses employee performance to figure out what areas of their skills need developing.

More Personalisation: Recommends specific courses tailored to the exact areas where an employee is predicted to fall behind.

Strategic Workforce Planning: Helps determine which team members will need to reskill.

When training is more suited to your workforce, you’ll see the best results. There’s no point in placing your entire team on the same training if some of them learn better in different ways. Some of them might be visual learners while others prefer getting hands-on.

How the Process Works
Performance metrics can be analysed by machine learning technologies to see whether employees' activity meets the business's satisfaction rate. It can then provide the simple datasets necessary for more accurate analysis, which helps with creating training programmes that will be the most effective.

These algorithms can perform predictive modeling to identify future performance trends and potential skills gaps, so they can be trained more effectively. It can also recommend specific interventions to ensure each employee has the best chance of success.

Benefits of Targeted Upskilling

Higher Retention
Employees are significantly more likely to stay at organisations that proactively invest in their personal career growth and nurture their talents. It can help with their career progression if they develop new skills in high-demand areas, such as HGV ADR training, which is the next level up from standard HGV driving.

Increased Agility
Organisations can close skills mismatches quickly, which ensures that the workforce remains competitive and sustainable when there’s any rapid technological changes. There’s new technologies being introduced all the time, so it’s important to get the workforce trained up on these as soon as possible.

Maximised ROI
Resources are spent exclusively on the training modules that will provide the highest impact for each specific employee, so it’s important that you get a good return on investment for this. If you spend money on training that doesn’t suit the person you’re giving it to, it will be wasted time and money. Predictive analytics can help you decide the most suitable training programme for them, boosting the chances of it being a success.

Real-World Examples

Sales Teams
Artificial intelligence can be used to see how successful workers are at closing deals. If it’s consistently seeing failures, it can suggest that you provide them with a short course that can help them improve their skills. It can also recommend types of training that will best suit the employee.

Tech Teams
The system notices a new software update is coming and can prepare training that can help employees get more used to it. You can give coding lessons to the team weeks before the update rolls out, so they are ready to work optimally with it when the update is eventually released.

Customer Service
If a worker is getting low satisfaction scores on phone calls, predictive analytics can flag this and schedule practice sessions with a manager to help them to improve. However, the low satisfaction scores sometimes might not be the workers fault, so it’s important to approach this with care.

Final Thoughts
Businesses that embrace predictive analytics can improve the way they teach their workforce new skills. It can help to create an environment where every employee is recognised for their unique growth and provided resources precisely when they are needed, which can help them to enhance their learning. This can boost individual confidence and help the business thrive in the long-term, as all of their workforce will have a better understanding of their role.

Companies that use data science to build a flexible and skilled team will have a real advantage in the future. This approach helps businesses stay ready for new challenges and innovations while creating lasting value that goes far beyond just basic efficiency.

Navigating the Tech Gold Rush: Financial Wisdom for Developers

Terrance Danielson — Fri, 25 Jul 2025 10:42:42 +0000

The tech industry has seen huge advancements over the past two decades with more updated technology taking the limelight and allowing developers to do more. This has made the tech industry somewhat of a modern day gold rush. Developers can earn great money for their role and navigate unique pay structures. However, the good pay is only a segment of it, as tech developers can find other treasures during their data explorations.

Developers also need sharp financial skills to strike gold and be secure for the long haul. This is especially true due to how much the tech industry changes, meaning you need to know how to manage complex pay, invest wisely, plan for taxes and adapt your finances as quickly as technology itself evolves.

This article will give you the key ideas to turn your growing tech career into lasting financial freedom. Continue reading to find out more.

How Tech Developers Can Navigate Finances

Master Compensation Packages

Tech developers can master compensation packages for better finances by understanding the full scope of their potential earnings and strategically negotiating for them. They can get a larger scope of their entire package, including benefits, bonuses and equity. Thoroughly researching market rates for their specific skills and experience using platforms like Glassdoor and LinkedIn, developers can confidently negotiate, leveraging their unique value and in-demand expertise.

For instance, an experienced AI/ML Specialist in London can expect to see salary ranges typically from £80,000 to £120,000 per annum, reflecting the high demand for these cutting-edge skills. Regularly consulting these up-to-date packages empowers tech professionals to enter negotiations well-informed, ensuring their compensation aligns with current market rates and their unique expertise.

Develop In-Demand Skills

Developing in-demand skills is paramount in a rapidly evolving market. While the UK tech sector remains one of the most robust in the world, with significant investment in areas like AI, the landscape for certain roles has seen a recent decline in job advertisements. This is partly due to the increasing capabilities of AI that underscores the need for strategic upskilling and specialisation.

Skills like properly using Natural Language Processing (NLP), deep learning, AI-driven automation and prompt engineering are highly sought after. AI Engineers and Data Scientists with AI expertise command top salaries and will get paid more for their services. AI-related jobs are growing significantly faster than the overall job market and professionals with these skills can earn a substantial wage premium.

Build and Sell Digital Products

Tech developers are uniquely positioned to build and sell digital products, transforming their specialised skills into scalable income streams and significantly improving their financial standing. This avenue offers remarkable benefits, including low overhead, high scalability and the ability to reach a global audience if they are able to create a digital product that resonates with their target market.

As a developer, you likely encounter common pain points in your daily work or within the broader tech community. What repetitive tasks can be automated? What knowledge gaps exist that you can fill? What tools are missing or could be improved? Figuring out the answers to these questions can help you develop a product that sells.

Optimise Investments

Quantitative analysis and modelling are skills that all tech developers are expected to master, which means that they excel at working with data. They can use programming skills like Python with libraries like Pandas, NumPy and Matplotlib to collect financial data, analyse trends and patterns, build predictive models and backtest investment strategies. Creating custom dashboards and visualisations can also help them track portfolio performance, market trends and key financial metrics in real-time, offering a much deeper and more tailored insight than generic investment platforms.

Utilising AI/ML to sift through vast amounts of financial news, company reports and social media data can help tech developers identify emerging trends and potential investment opportunities. AI tools can now even gauge the emotional tone of financial discussions. This makes learning how AI works will be very beneficial for boosting finances for tech developers.

Strategic Tax Planning

For UK tech contractors, understanding the Off-Payroll Working Rules, commonly known as IR35, is absolutely critical for strategic tax planning. These rules determine whether an engagement is deemed "inside" or "outside" IR35. An "outside IR35" determination signifies genuine self-employment, allowing the contractor to operate through a limited company and benefit from tax efficiencies like lower Corporation Tax rates and flexible extraction of profits via dividends.

An "inside IR35" determination means the contractor is treated as an employee for tax purposes, with Income Tax and National Insurance deducted at source. Tech developers can leverage their analytical skills to meticulously assess contracts to either ensure genuine "outside IR35" compliance or negotiate appropriate compensation if the engagement falls "inside."

Manage Debt Wisely

While excellent budgeting apps like Moneyhub, Plum and YNAB exist, developers can leverage their coding skills to build custom spreadsheets or even simple web applications. These tools can be tailored precisely to their income streams, including complex equity vesting schedules or contractor invoices. They can also split information into expenditure categories, providing more granular insights than off-the-shelf solutions.

PH Credit insurance can also be a wise way to manage and control debt, as it can protect your business from any missed payments from customers you have. This can coincide with one of the previous points, as if tech developers use their skills to create a product and begin to sell it, credit insurance will help them with this.

For tech professionals, turning a thriving career into lasting financial security means applying their technical prowess not just to code, but to every aspect of their personal finances. Adapting with the same agility that defines their industry will allow them to find new avenues that can further extend their finances.

Upgrade Their Web, Grow Your Biz: Outreach Tactics for Developers

Terrance Danielson — Mon, 02 Jun 2025 15:50:58 +0000

As a developer, it can be headache-inducing to see a website living in the early 2000s. With just a few simple changes and uses of your expertise, you know that you can transform businesses stuck in the past. Each one of these websites just so happens to be a potential client So, what would happen if you turned this pet peeve into a profitable start-up? The barrier likely isn't your skillset, because if you can recognise the problem and consider a solution, you already have an attractive product to sell. The real struggle is getting the owners of these dated websites to give you the time of day to pitch, never mind begin to do the work.

Outreach is more than cold calls and emailing; it requires a strategy built for optimal results. It starts with identifying weak spots in the digital ecosystem and ends with signed contracts and completed projects. This guide walks you through the outreach process step by step, from finding sites that need help to turning those leads into clients.

1. Identifying Outdated Websites

The first step in growing your web dev side hustle is to identify the websites that are falling behind the curve. Perhaps you have collated a list of websites during your search journey online already, or maybe you hit a jackpot of businesses that generate consistent income but stay stuck in the past with the non-user-friendly setups. A site doesn’t need to be completely broken to be considered outdated, as typically, it’s subtle: an old-school layout, sluggish load times, or a site that collapses on mobile devices.

To start, use what you know. Browse your local directories (as businesses that are old school usually prefer working with someone local), and even search through marketplaces. Look out for the basics such as:

Non-responsive layouts that don’t adjust to phones or tablets
Outdated fonts, styling, and Flash-based content
Lack of SSL (i.e., the site still uses HTTP instead of HTTPS)
Visual clutter, inconsistent branding, or hard-to-read layouts
Broken links, missing images, and content that hasn’t been updated in years

Some tools can help you dig deeper. Use services like BuiltWith or Wappalyzer to see what stack a site is running on. If you see outdated CMS versions, old JavaScript libraries, or deprecated frameworks, you’ve found a prime candidate to get in touch with.

2. Researching Potential Clients

Before you even consider pressing send to a quick formulated email with zero depth, take some time to understand who it is you’re getting in touch with. Some research into the business and its objectives will go a long way, especially if you can convey your interest in what they do. Keeping the message personal and relevant will earn you far more brownie points than boasting about what you can do for their website.

Do a deep dive into the business's LinkedIn pages, the meet the team pages, and their key initiatives as stated on their website. Are they a local shop? Or perhaps a long-established London immigration solicitors trusted by all the locals? What makes their business unique, and how would a better website elevate their success?

As much as you may feel like you’re selling your services, that’s not how to view it. You need to sell them the outcome and the potential benefits that will come with upgrading their sites. If they’re customer-centric and need to drive online conversions, mention design features you’d like to include as a top-level focus. If, as mentioned, they’re an immigration lawyer, discuss the integration of review platforms such as Trustpilot, and how essential building trust is from the moment the user lands on the website. Use what you learn to speak their language and frame your services as a solution to their problems, not just a technical upgrade.

3. Crafting the Outreach Message

Once you've gathered all of the relevant information, keep it short, simple and most importantly, personal. You don’t want to send bulk content which will likely be skipped over. Make the key points concise, and clear and leave them wanting to know more.

Start with a quick introduction: who you are, what you do, and why you’re reaching out. Then, bring out what you’ve found on their website. Possibly mention competitors, but only if it's clear who their direct competitors are.

Next, outline the value you can bring. Don’t just say, “I can redesign your site.” Say how that redesign could make their business faster, more user-friendly, and more effective at converting visitors into customers.

End with your CTA (call to action), prompting them to get in touch to find out more.
Here’s an example:

Hi [First Name],

I came across your site while researching [industry or niche], and I noticed that it doesn’t adjust well on mobile screens, which can affect user experience and search rankings.
I’m a web developer who helps small businesses modernise their online presence. If you're interested, I’d love to offer a quick, no-strings-attached audit of how your site could perform better—and how that could translate to more leads or conversions.

Let me know if you’d like to connect.

Best,
[Your Name]

4. Showcasing Your Work

If they bite, be ready to show them you’re the real deal. A good portfolio isn’t just a collection of links—it tells a story. Focus on outcomes. Before-and-after comparisons are powerful, especially when you can explain what changed and why it mattered.

Even better: back it up with data. If a past client saw a 40% drop in bounce rate or doubled their form submissions after your redesign, lead with that.

Here’s what to include in a strong portfolio:

Screenshots of past projects, ideally with context or short case studies
A summary of what problems the old site had and what you improved
Metrics if available (faster load times, better UX, increased conversions)
Testimonials or quotes from past clients (if you’re starting, ask a friend to create fake testimonials, not by the books but it’ll get you the business)
A short blurb about your process—how you approach projects, communicate, and deliver results

Host it on your own domain if possible, and make it easy to navigate. You want them to say, “This person knows what they’re doing,” within 30 seconds.

Handling Responses

Once your outreach is live, responses will start trickling in. Some people will be interested right away. Others will need more info. Some won’t reply at all.

Here’s how to handle each case:

Interested: Respond quickly. Be clear, confident, and organized. Set up a call or meeting. Have your pitch ready but listen more than you talk.

On the fence: They might ask for pricing or examples. Point them to your portfolio, offer to do a quick audit, or explain how you’ve helped similar businesses.

No reply: Follow up once—just once. Wait about a week, then send a short message to see if they had a chance to look over your offer. If you don’t hear back after that, move on.
Rejection: Stay gracious. When one door closes, another one opens, so rest assured that you will work with the people best suited to your interests and skill set.

Staying professional is key. Especially when so many businesses share the people they work with with other clients and professionals. Even if you face rejection, the same client can come back to you seeking your services years later, just because you came across so well and stuck in their minds.

Conclusion

Most businesses don’t know how much their outdated website is costing them. As a developer, you have the experience and knowledge to offer them a solution, but this can be difficult, especially when they don’t recognise it as an issue.

Your outreach process shouldn’t offend them (or make them feel as though you’re looking down on their current setups). Follow the ‘negative sandwich’ approach. Start with an introduction and how you can see they're leaders in their industry, highlight the issues you’ve spotted, and then discuss the importance of a website built for UX, and how you can help them achieve this.
Build your list of target businesses, create your tailored messages, and wait for the responses. One response out of 100 can be one of the most lucrative sites you work on, so stay consistent and the results will follow!