[00:02:25] Where do you start when you're analyzing an existing website strategy
Look at backend issues – if you don't know what's going on, it can really slow down the site.
Try not to over-complicate things. There should be a call-to-action (CTA) and it should be one of your main points.
Through your advertising, you can bring people in and then give them something of value to drive conversion.
[00:04:20] What are some KPIs that you should be measuring to gauge your site's technical performance and conversion?
Track KPIs. How many people are booking meetings/demos or calling to set up appointments?
Bounce rate is very important. How many people are going to your site and only staying for a few seconds? It could mean that the wrong traffic is coming to your site or that your messaging is off base.
[00:13:35] What is the value of customized landing pages?
Depending on where the buyer is coming from, you need to tell a different story.
Homepages have a more general message, but landing pages can talk to buyers depending on where they are in their buying journey.
[00:15:40 How should a website tell your business' story and how are different pages part of that strategy?
“About” pages are very important. People want to do business with people.
People are looking for people they trust and if your company can tell their story, it's going to be a big plus.
Before you even begin to scroll, your website should answer three questions.
What do you do?
How are you going to make my life better?
How do I buy from you?
[00:21:30] What are the fundamental differences in how you should approach optimizing your strategy for e-commerce?
There aren't many differences.
Speed is still important.
Make sure that it's an effortless experience.
If the store is overwhelming or tough, navigate or confusing, people are going to leave.
Make sure your site is optimized for mobile.
[00:24:15] How do you make sure that your site is optimized for lead generation?
The message. Make sure your message is cohesive through your marketing strategy.
Don't overthink. Many times, you can see what you need without AB testing something.
Optimize your landing pages by telling a story.
Your selling point shouldn't be the features, but the benefits, especially on landing pages
Keep your call-to-action (CTA) simple
[00:33:00] What marketing strategies drive traffic?
Posting on social media and podcasting can educate the market
Sending out informational emails without trying to sell anything builds brand affinity and trust