What is low code and how this trend can increase the productivity of marketing agencies

The pandemic has made it imperative for any business to have a digital presence, increasing demand for this service from digital marketing agencies and freelance professionals. In the last two years, it was possible to see a movement of digital marketing agencies restructuring themselves to become full service, meeting the most varied customer needs in an integrated manner: digital presence, lead generation campaigns, social media management, etc. The creation of ‘eugências’ – one-person agencies – also gained strength, which serve few companies, but which manage to deliver various types of services, which would provide low code sites.

Along these lines, the organizations also started to structure internally specialized teams in digital presence, the house agencies, which are part of a marketing team and serve solely and exclusively the company’s needs. Both agencies and companies started to include the construction of websites and landing pages as an addition to their portfolio of services.

A recent survey by the American company Salesforce identified that 83% of IT leaders are already betting on low-code platforms. By 2024, according to global consultancy Gartner, 80% of technology products will be made by professionals who are not fully technical and 65% of them on low-code platforms.

Every day, low code/no code solutions are releasing new features and innovations to meet the growing demand for agility and productivity in web development. Needless to say, low code/ no code is the future. After all, why would any web pro would waste time and resources on new code when a low code/no code platform allows them to do the same thing in half the time?

Web professionals and marketing agencies around the world are beginning to reap the benefits of using low code website building platforms, ranging from faster delivery to automated structuring for SEO. For marketing agencies it is important to identify the main factors behind this trend and fully understand the benefits it brings.

What exactly is low code/ no code?

Low code/no code is broadly defined as a visual approach to web development. Low-code technology consists of platforms that provide modular solutions that can be used by professionals with a lot or little knowledge of programming to develop projects for websites and internet applications. Low code is an easy and accessible structure that can be customized according to the client’s needs.

In recent years, this technology has gained considerable market share with the growth of application development platforms, from the simplest to the most complex, such as Wix, Duda and Creatio.

Marketing agencies often use their own branded white label solutions to expand customer service without the need to add expensive staff or develop sophisticated software. With low code/no code, website building platforms can automate almost every step of development, process and streamline builds, dramatically increasing development speed for web professionals.

“One of the main benefits of low code website building platforms is that they allow web professionals to be much bolder in the scope of design projects, speeding up delivery time and enabling the expansion of the client base. Low code platforms save countless hours of development, reducing development time by an average of 50-90% compared to professionals who develop websites from scratch.” says Alessandra Sadan, vice president of Duda website development platform.

“This is typically done through the use of intuitive build toolkits and powerful content management systems that enable website development at scale. Duda, for example, also allows agencies to manage a library of templates, website sections and widgets to accelerate future projects.” complements Alessandra.

Instead of starting from scratch every time, web professionals can build a collection of existing sites and their components to leverage when building.

new sites. In this way, the building process is more like putting pieces of a puzzle together rather than an uphill battle to meet a deadline with almost no existing resources.

“More sophisticated platforms like Duda allow web professionals to code as much as they like and can complete projects with little or no coding, or they can decide to dive deep into custom coding in JavaScript, CSS, HTML and APIs to meet their needs. ” explains Alessandra. This option offers web professionals the best of both worlds and is a good indicator of what to expect from future website building platforms.

Forrester consultancy estimates that turnover in the low-code development platform sector will reach US$ 21.2 billion in 2022, which means growth above 40% per year, compared to the US$ 1.7 billion recorded. in 2017.

This is a digital transformation process that most companies have gone through, in which it is necessary to gain more productivity and agility to meet the demands of the public. “The ideal for projects that require recurrent maintenance is to look for a website development platform that aggregates design and programming tools in one place, which, promptly, already reduces the cost of isolated and costly tools”, highlights Alessandra.

Advantages of low-code for agencies:

More agility and productivity

The time to build a website is drastically reduced, as the developer doesn’t always need to create code from scratch. Low code platforms also allow more autonomy for marketing teams to not depend on the information technology team to develop and update websites and landing pages. Thus, IT does not become a bottleneck – a common complaint today.

According to Alessandra, an important feature of Duda is the Custom Widget Builder that allows you to add numerous features to the platform. “It allows developers to create custom widgets that can be reused by the team, giving more autonomy to designers, content producers and any other professionals involved, including the client,” he says.

Cost reduction

Direct consequence of the greater agility and productivity provided by low code platforms, since there is a better use of the team, in addition to the possibility of selling services by recurrence.

Performance

Here what stands out the most are the Google Core Web Vitals metrics, used to measure the performance of a web page. The top three Core Web Vitals today measure page load speed (LCP), page responsiveness (FID) and visual stability (CLS). Here is a comparison made based on data provided by Google Chrome User Experience Report (CrUX).

Optimization for Core Web Vitals is a significant tiebreaker among sites. A site that ranks highly on these metrics has an advantage over competitors in searches when content and ranking are comparable.

Safety

A low-code platform offers more security by having teams dedicated to securing all sites on the platform, preventing intrusions and attacks compared to open source solutions.

In summary, low code platforms allow you to develop websites as impressive as highly coded ones, and do so in less than half the time. Ignoring this trend would be to deny the reality that low code will replace “full code” for most projects, while developers (a scarce and expensive resource) have more free time to focus more of their time and technical expertise on more complex projects and that require more customization.

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