Step-by-step support for small businesses and NGOs that are struggling to make their website and marketing profitable.
You don’t need the fanciest cutting-edge website to increase website conversions. In fact, many times the bells and whistles become an obstacle by making the website more complex, slowing down load times, and obscuring important information.
Focusing on consistency in your website’s design and balancing it with optimal load times and SEO best-practices allows your design to exist in cohesion with your brand, make a good impression, and put your buyers front and center in the content of your website.
If your website is not clearly aligned with a specific type of buyer, then how is that buyer supposed to realize that your business is their best option?
Narrowing down the Audience (who your business serves), Image (how your business presents itself to the Audience) and Messaging (distinct benefits your business offers) allows your website a better chance at retaining visitors who are more likely to convert, while kindly demonstrating to others that perhaps they aren’t the right fit for your business just yet.
Without a clear A.I.M., your efforts to drive traffic become muddy and difficult to measure, and your key metrics become diluted.
How many ways does your website allow a customer to convert? Do you know how many convert through each method on a monthly basis? What if only one type of conversion is necessary for your website to be effective?
Whether you’re running multiple marketing funnels or simply building an email list, it is critical to have answers to these questions in order to convert more of the right types of visitors into your core offers. With a strategic approach, user-friendly analytical tools, and tactical offer organization it is possible to make your website more impactful for your business and its visitors.
Now that you’re measuring your website’s performance, it’s time to look at the impact with a broader lens.
By focusing on the cost to acquire customers, the typical volume of customers coming on a regular basis, and the typical value of a new customer to your business we can start to understand where your pipeline is leaking (or hemorrhaging) cash flow and act to reduce the damage.
Not only can we identify problem areas, but by measuring and recording key performance indicators we also gain fact-based confidence that even when performance is less than ideal, the plan is still heading in the right direction.
Would you rather stand up in front of 100 people who are actively looking for what you sell, or 1 million people who just happen to be there?
Many small businesses exhaust their limited time and promotional budget on organic marketing efforts, and then let their website sit idle for three years before looking for a new website designer and spending thousands on creating a new website entirely.
How much has this already cost you? How much opportunity has slipped through the cracks as a result? Organic marketing, such as writing articles, publishing newsletters, and producing video content is powerful in the long run, but often takes years to pay itself back. Redesigning your website every couple of years only changes how visitors interact with your business, and doesn’t inherently draw much traffic.
Alternatively, leveraging pay-per-click advertising on Google and social media offers a clear and measurable source of traffic that is more likely to appear in front of your next potential customer, and with careful management allows your business to properly leverage and scale your promotional budget.
If advertising allows you to determine how much your business can spend to acquire a new customer, then marketing allows you to reduce that cost over time.
Content marketing, while incredibly competitive, is one of the best ways to gain traction with your ideal audience and build loyalty towards your brand. Whether this is through video on YouTube, writing on social media and blog articles, or recording a podcast, organic content allows you to reach a wider audience with your expertise and eventually warm up a mass market to buying one of your offers without going through your advertising funnels.
To do this well requires systems, people, equipment, and patience – all of this costs money, and none of it is guaranteed to produce revenue right away. Nevertheless, this is an invaluable process that you can start early and scale when the time is right.
Now that your website is converting traffic at an acceptable rate, your advertising is profitable, and your marketing is building up a library of high-grade content for your audience, kick things up to the next level by optimizing the business as a whole.
Bringing important tasks in house, training remote teams to provide redundancy, automating business systems and experimenting with website features and design changes are all ways to take your business to the next level.
I’m a lifelong analytical creative who has helped dozens of small businesses and NGOs find clarity around marketing, content management, team organization, and overall aesthetics.
I work directly with decision-makers to define clear and tangible measurements of success.
I apply over a decade of design and development experience to help your website thrive.
I facilitate conversations between multiple stakeholders to resolve conflicts and progress the work.
