Tips for Website Planning and Strategy

PSA to new brands: fix your website bounce rate before investing in Paid Media. High bounce rates can be a signal that your website isn't meeting user expectations. So you're likely not ready to pay for more eyeballs yet. To reduce bounce rates and keep your audience engaged -- do the following. Provide High-Quality, Relevant Content 🌟 • Your content is king. Ensure it’s valuable, informative, and relevant to your audience’s needs. Improve Your Navigation 🧭 • Simplify your site nav to help users find things quickly & effortlessly. Ditch the Pop-Ups 🚫 • Keep pop-ups to a minimum (e.g. only to collect crucial info like email address) Speed Up Your Site ⚡ • Remember "Milliseconds Make Millions". Optimize site speed to keep users happy. Design for Mobile Users 📱 • With the vast majority of users accessing the web via mobile devices, responsive design is crucial. Too many web design projects are still done primarily with Desktop in mind. Improve Content Readability 📖 • Use clear headings, short paragraphs, and bullet points to make your content easy to read and digest. Use Eye-catching CTAs 🎯 • Well-designed, compelling calls to action can guide users to take the next step. Update Old Posts 📝 • Keep your content fresh and relevant by regularly updating older posts. Fix Broken Links 🔗 • Broken links frustrate users and can hurt your SEO. Regularly check and fix them to keep your site healthy. Add More Internal Links 🔗🔗 • Internal links can help guide users to related content, keeping them on your site longer. User Experience Personalization 🎨 • Tailor the user experience to individual visitors to make them feel valued and understood. Taking these steps will make a big difference in reducing bounce rates and improving user engagement. #DigitalMarketing #WebsiteOptimization #UserExperience #SEO #MarketingTips #WebDesign #ContentMarketing

It's no secret: your website's homepage is like the handshake of the digital world. It sets the first impression, determines if visitors stay or flee, and ultimately impacts your bottom line. But with so much conflicting advice out there, crafting a homepage that truly converts can feel like navigating a design jungle. Yeah, don't worry! I'm here to share some battle-tested tips to transform your homepage into a conversion machine. 1. Know Your Audience: Before you start pixel-perfecting, get inside your ideal customer's head. What are their needs, desires, and pain points? Craft your message specifically for them, speaking their language and addressing their unique challenges. 2. Value Proposition Front and Center: Don't make visitors hunt for your "why." Clearly articulate the value you offer within the first few seconds. Think concise, benefit-driven messaging that instantly resonates. 3. Visual Storytelling: Humans are visual creatures. Use high-quality images, videos, or even illustrations to capture attention and tell your brand story in a compelling way. Remember, visuals should complement your message, not distract from it. 4. Call to Action Clarity: What do you want visitors to do next? Whether it's subscribing, purchasing, or contacting you, make your call to action (CTA) crystal clear, compelling, and impossible to miss. Use strong verbs, contrasting colors, and strategic placement to guide them towards conversion. 5. Mobile-First Optimization: Let's face it, most browsing happens on smartphones these days. Ensure your homepage is responsive and user-friendly on all devices, offering a seamless experience no matter the screen size. Bonus Tip: A/B testing is your best friend! Don't be afraid to experiment with different layouts, copy, and CTAs to see what resonates best with your audience. Data-driven decisions always win! Remember: Your homepage is a living, breathing entity. Continuously analyze, test, and refine based on user behavior and industry trends. By following these tips and tailoring them to your unique brand, you can create a homepage that not only looks stunning but also converts like a charm. ✨ Now it's your turn! Share your homepage design wins and challenges in the comments below. Let's build a community of conversion champions! P.S. Want a free homepage conversion checklist? Drop your email in the comments and I'll send it your way!

Driving more visits to your website is great, but it's a little meaningless if those visits don't convert into sales. The smartest digital marketers pair SEO with conversion rate optimization (CRO) to attract qualified traffic and then guide visitors to convert. While SEO and CRO strategies sometimes conflict, with planning you can optimize for both search rankings and conversions. Here are afew best practices to align SEO and CRO to get more value from your website traffic: 𝗗𝗲𝗳𝗶𝗻𝗲 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗚𝗼𝗮𝗹𝘀 Determine your main website goal (e.g. online sales) and the smaller steps that lead to conversions. Macro conversions are purchases, micro conversions are downloads, newsletter signups, etc. Optimize content for both.  It can't all be macro goal focused. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗳𝗼𝗿 𝗦𝗲𝗮𝗿𝗰𝗵𝗲𝗿 𝗜𝗻𝘁𝗲𝗻𝘁 Align content to search intent. Transactional queries ("buy product X") need pricing, specs and clear calls-to-action. Informational searches ("best product X") require detailed content that informs and builds authority.  And - unless you're fantastic at content - it's hard to solve for both in a single piece. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝘄𝗶𝘁𝗵 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 Create content that speaks to your audience and attracts qualified traffic. Use an authoritative but conversational tone, share expertise through case studies, add graphics/videos. Develop content to guide visitors step-by-step toward conversion. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀𝗹𝘆 𝗧𝗲𝘀𝘁 𝗮𝗻𝗱 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 Use A/B testing to identify what converts best. Track key metrics - click-through rate, time on page, bounce rate. Quantify the user experience and remove what doesn't work. Refine and optimize what performs best to keep the metrics moving up and to the right. SEO brings more visitors. CRO converts those visitors to leads and buyers. With intent-focused content, frictionless UX, testing and refinement, you can align SEO and CRO to get more from those improving rankings. Focus on delivering value, not just ranking keywords. When your content informs and persuades, traffic and revenue will grow together. #SEO #contentmarketing #CRO #digitalmarketing

As of October 1 our client will have doubled their MoM revenue for the past 6 months by changing their navigation. It was a simple, not easy change that took a lot of convincing. Here are a few of the big learnings we took from it: Learning 1: Clear is always more important than clever. This company had their branding dialed in and as such, used a lot of "if you know, you know" naming conventions. That can be great in an ad or on merch, but is alienating for new entrants to your brand. Particularly in navigation where they don't even know what you offer yet. Using clear naming convention in navigation makes it 2x easier to shop. Learning 2: Decision fatigue is real. A lot of brands make the mistake of thinking that they will look more legitimate if they have mega menus in their navigation. That's not accurate. Those only really necessary if you're a department store with a million skus and clearly defined departments. If you are a single department brand or have fewer than 1000 UPCs you likely only have a few categories you're selling in. Keep it simple so that that customer sees themselves and specifically the solution they are looking to you for, when they get there. Recap: -Make sure your navigation is clear and easy to understand and not heavily branded. Helping new entrants to your brand, find what they need. -Reduce decision fatigue in the navigation, less is more. Making websites more efficient (but still beautiful!) is an ever-evolving art, if you have a favorite fix, I'd love to hear it! #customercentricity #profitablegrowth #digitalstrategy #seo

Imagine trying to make a decision when not just one, two, or even three people have a say, but 10 people (or more!) are throwing their opinions into the ring. That’s what the market looks like right now. So, those days when having a website was a cool bonus? Yeah, those days are looooong gone… If you’re not online at this point in some way, you’re practically invisible (yes, even a landing page with only your contact information is better than nothing). Think about the last time you went out to eat somewhere new. How many restaurants did you look up? How many reviews did you browse? Everyone, in every sector, goes through a buyer’s journey … Whether it’s for a new restaurant, new sub-flooring or commercial window and door options. 74% of B2B buyers conduct more than half of their research online before making an offline purchase. The buying process needs its own GPS system, and that’s where great digital marketing comes in. Each step of the journey is an opportunity for your digital marketing to make their decision much easier. Here’s how: 1. First up, someone figures out there’s a problem. This is your cue to shine with content that says, “Hey, we get it, and here’s what’s going on.” 2. Next, they’re on the hunt for solutions, and your website and content need to pop up like a friendly guide saying, “This way!” DO NOT SELL. You’re not telling them “This way to all of our products and look at this one. it comes in blue. buy now.” Answer questions. Yes. Give guidance. Yes. Flood their inbox with products, features and benefits. Nope. 3. Now, they’re looking for the specific requirements they need. Your site needs clear comparisons to help them find the best choice. Even if that’s not your product. 4. They’re almost ready to choose, and your digital ads, success stories, and active online presence will make sure your name is in the final hat. 5. Just before the finish line, they need reassurance. Make it easy for them to find glowing reviews and solid proof so that they know they’re making the right call by choosing you. 6. The last step is getting all decision-makers to nod yes. This is where marketing and sales alignment is crucial so you can address everyone’s concerns. You have to be a part of their journey from the get-go so that when it’s time to decide, you’re not just another option … you’re the only option. It all boils down to this: Your digital marketing’s sole purpose is to help customers and prospects move through a complex buyer journey. From that first "Hmm, we have a problem" moment to the final "Yes, let’s go with these guys," your online presence, content, and strategy should make the road easier to navigate. Forget about making it complex. Keep it simple, straightforward, and, most importantly, useful. That’s how you’ll simplify your customer’s journey and make sure your product stays top of mind. #buyersjourney #contentstrategy #marketingtips #digitalmarketing

2024 will be here soon, so it's time to ask a slightly uncomfortable yet essential question: Does your website feel like a relic from a bygone era? An outdated site is more than just a visual misstep—it's a barrier to growth. A great website prioritizes the patient experience while ensuring it’s anchored with a strong SEO foundation to maximize visibility and reach. Stepping into the new year with a powerful online presence means planning NOW. Here are some tips to help you get started on your digital transformation: 📊 Evaluate Your Current Position & Plan For the Future To discern a site's fit in your business plan, evaluate its organic visibility, current keyword rankings, and local market dominance while anticipating future expansions or changes. 🔎 Lay a Strong Foundation for SEO A successful SEO strategy goes beyond keyword-optimized content; it demands a robust website structure, architecture, and URL hierarchy. Your website should be organized, easily navigable, unique, linkable, consistent, and valuable to both patients and Google. 💻 Use Scalable Web Technologies Prioritize martech that’s scalable, user-friendly, and secure. Use WordPress as a CMS for its versatility and ease of management, Flywheel for reliable WordPress hosting that ensures minimal downtime. 📋 Plan For Migration Develop a migration strategy encompassing planning, pre-launch preparation, redirect implementation, and the actual launch. After migration, use tools like Google Analytics to monitor traffic and address any unexpected issues. As 2024 approaches, let's ensure your website is primed for success from the moment you launch!

Forget about these 3 standard pieces of advice: 1) Post daily, no matter the quality. 2) Use complex language to impress. 3) Focus on quantity over quality. Instead, start doing these 5: 1) Connect through aspirational identity. → Tap into universal desires. ↪︎ Align your brand with customers' aspirations. 2) Answer your audience's burning questions. → Use AI tools for research and keywords. ↪︎ Create content that solves specific problems. 3) Manage your content strategically. → Categorize content by purpose. ↪︎ Divide content into demand creation, conversion, and loyalty. 4) Edit for clarity and simplicity. → Utilize AI and editing tools. ↪︎ Keep language at a 5th-grade level for accessibility. 5) Use powerful visuals and storytelling. → Incorporate graphics and videos. ↪︎ Visuals that let customers see themselves using your product Ditch the spray-and-pray content approach. Avoid overcomplicating your message. Run from the one-size-fits-all strategy.

“We want to increase our leads by 25% this year. How much more do we have to spend on ads to do this?” Zero. Spending more to make more doesn’t necessarily equate to scaling profitably. You could just be treading water at a higher level. The best way to double your leads is to double your conversion rate. How? Take the money you were going to spend ramping up your ad budgets and use it on these 3 things: 1. Speaking to your audience For people that do buy, why did they buy? For people that didn’t, why did they not? For people that bought once and then never again, why did they not come back? 2. Investing in your brand identity Despite what others might tell you, how good you look is an important trust factor. People will be skeptical to buy if you don't look or sound credible. It's really that simple. Make sure you take the time to invest in a visual and verbal identity that stands out. 3. Improving your website experience Make prospects confident they have landed in the right place by matching your web copy to your ad messaging. Make sure your website looks good, loads fast, answers any purchase blockers they could have, shows off social proof from other happy customers, and lets them contact you quickly with whatever method they prefer. 👇 Fix those business fundamentals first, and I bet you could easily make 10-30% more revenue from the EXACT SAME ad spend. When was the last time you invested in one of these? --- 👋 I'm Jeff, co-founder of Huemor - A digital agency dedicated to building memorable websites. I post daily, M-F @ 7:45am US ET Follow me if you want to learn more about... - How to out-rank and out-convert your competition - How to turn your website into a sales asset - How to make your website your industry's gold standard #marketing #digitalmarketing #CRO

Hey folks, I want to share some insights from our experience in helping industrial companies implement and refine their digital marketing. There are common gaps that companies should be aware of. Think of this as a checklist of sorts for your next campaign: 1️⃣ Clear Goals: Without clear and measurable objectives, your marketing can’t be successful. Remember that the end-game is generating revenue and profit for your company. Marketing goals can encompass top-of-funnel metrics such as increasing website traffic, as well as bottom-of-funnel metrics such as sales qualified leads and pipeline value. 2️⃣ Technology Stack: The right technology stack is critical for capturing data and measuring the performance of your marketing efforts. Your tech stack should include analytics tools, a CRM system, and a marketing automation platform, all of which should be connected to seamlessly share data and route leads. 3️⃣ Well-Defined Target Customers: Knowing your target audience inside and out is critical. Develop detailed customer personas. Understand their pain points, preferences, and buying triggers. This knowledge will guide your content creation and messaging, making it more relevant and engaging to your audience. 4️⃣ Messaging: Your messaging should resonate with your audience and clearly communicate your value proposition. It’s tempting to talk about our products, and there is a time and place for this. But a sales-first message will often be ignored by people who aren’t ready to buy. Instead, start by offering helpful, informative, interesting, and educational content. This approach builds trust and strengthens your brand. 5️⃣ Distribution of Content: Creating great content is just the first step. Ensure it reaches the right audience through effective distribution. In short, get your content and message out in front of your target customers so they have the opportunity to engage with it. Utilize social media, email marketing, SEO, and industry-specific platforms to amplify your content's reach. 6️⃣ Test and Optimize: Continuous improvement is key in digital marketing. Implement testing and optimization on all of your campaigns so that you can learn and improve. A/B testing of ad copy, landing pages, and email subject lines, for example, can uncover what resonates best with your audience. 7️⃣ Lead Nurturing: This is often missing from campaigns, in my experience. Establish a lead nurturing process to build trust and help transition leads through your sales funnel.  Drip email campaigns, personalized content, and targeted follow-ups can keep leads engaged and move them closer to conversion. Addressing these potential marketing gaps will help your company win in 2024 and beyond. 📊📈💼 Feel free to message me with any questions if you want to go a bit deeper on any of these items. As always, I’m happy to share/talk.  #DigitalMarketing #IndustrialMarketing #Growth