Slinky, founded by Peter Brittain in East Perth in 1998, has evolved from a telecommunications and internet services startup into a full-service digital agency specializing in web design and SEO.
In this interview with
Website Planet, Peter shares how Slinky has embraced data-driven strategies and cutting-edge technology to deliver measurable results for clients across Australia and Southeast Asia. Over the past 25+ years, the agency has stayed ahead of industry trends, integrating emerging tools like AI and voice search optimization to drive revenue and enhance client experiences.
With a collaborative team of specialists, Slinky continues to set the standard in digital marketing innovation.
What inspired the establishment of Slinky, and how has the agency evolved since its inception?
I founded Slinky in East Perth back in June 1998. We initially started in telecommunications and internet services, but I saw clear signs of where business was heading – toward digital marketing and web presence. This early insight proved valuable as we grew to offer web design and SEO services.
Over the past 25+ years, we’ve built an elite team of specialists across all digital disciplines. What started as a small operation has grown into a full-service digital agency serving clients across Australia and Southeast Asia. We’ve maintained our commitment to results-driven strategies while expanding our services to meet changing client needs.
How does Slinky integrate data-driven strategies into its digital marketing campaigns to drive revenue for clients?
Our approach to data is comprehensive but focused. We use a mix of tools including Google Analytics 4, Search Console, and specialized SEO platforms to gather detailed insights. But what sets us apart is how we translate this data into practical action.
We start by identifying specific KPIs that matter most to each client – whether that’s website traffic, lead generation, or direct sales. Then we implement detailed tracking through tools like Google Tag Manager and create custom dashboards that show clear progress toward these goals.
For ROI tracking, we go beyond basic metrics. We calculate true return by measuring campaign investment against generated revenue, while also considering non-monetary metrics like lead quality and brand awareness when relevant. This gives our clients a complete picture of their campaign’s performance and real business impact.
Can you share a success story where Slinky’s approach significantly increased a client’s organic traffic?
The Balcony Garden is a perfect example of our approach to delivering results. They came to us in March 2015, looking to boost their online presence in the competitive garden and outdoor living space. Through a carefully planned SEO campaign, we completely transformed their visibility.
We started with a thorough site audit and competition research, then implemented both on-page and off-page optimization strategies. This included restructuring their navigation, optimizing page loading times, and building high-quality backlinks. The results were dramatic – we moved their primary keywords from the 5th and 6th pages of Google to the first page, and their organic traffic has increased by over 645% since we started working together.
This success came from understanding their unique market position and creating a strategy that aligned with their business goals.
What role does responsive web design play in enhancing user experience and client engagement?
We take a mobile-first approach to web design, which has proven crucial as mobile traffic continues to grow. Our process starts by designing for smaller screens and then progressively enhancing the layout for larger devices. This ensures a smooth experience across all platforms.
We follow key design principles that prioritize both function and form. Our sites use flexible grids and layouts that adapt based on screen size, but we go beyond just making things fit – we focus on creating truly engaging experiences. For example, we optimize images and implement lazy loading to ensure fast performance, which is crucial for keeping users engaged.
We measure success through multiple metrics – from user engagement data like bounce rates and time on site to conversion rates and accessibility scores. We also use heatmaps and click tracking to understand exactly how users interact with our designs, allowing us to continuously refine and improve the user experience.
How does Slinky’s team collaborate across various services to deliver comprehensive solutions?
Our team structure is designed for seamless collaboration. We have dedicated specialists across all key areas – project managers, designers, developers, content creators, and SEO experts – but they don’t work in isolation. Instead, we use an integrated approach where teams work together from the start of each project.
Project managers serve as the central point of contact, coordinating between teams and clients. We use agile methodology, breaking projects into manageable phases while maintaining flexibility to adapt to feedback and changes. Our teams share project management systems like Slack and Trello and participate in regular cross-department reviews to ensure everything aligns with client goals.
This collaborative approach means our clients get the benefit of multiple perspectives and expertise at every stage. Whether it’s designers working with SEO specialists to create search-friendly layouts, or content writers coordinating with developers to optimize user experience, every aspect of a project is considered from multiple angles.
What emerging trends in digital marketing is Slinky currently focusing on to maintain its competitive edge?
We’re seeing exciting developments across several areas. In web design, we’re focusing on minimalist, clean designs that prioritize user experience, while incorporating features like dark mode options and micro-interactions to enhance engagement. We’re also emphasizing accessibility and AI-powered personalization to create more inclusive and targeted user experiences.
In social media marketing, we’re adapting to the rise of short-form video content and interactive elements. We’re helping clients leverage platform-specific strategies, from LinkedIn thought leadership to Instagram’s visual storytelling capabilities.
Technology-wise, we’re implementing AI-driven tools for SEO and content creation, voice search optimization, and advanced analytics. We’re also exploring AR/VR experiences for specific industries and staying ahead of data privacy requirements with robust compliance solutions.
What’s particularly interesting is how these trends interconnect. For instance, our focus on data privacy influences both our technical implementations and content strategies, while our AI integrations help us deliver more personalized experiences across all platforms.
Find out more at:
www.slinky.au
