You’ve heard the marketing mantra a bazillion times: people do business with people they know, like, and trust. Nowhere is this truer than on your About Page. When people click on your About Page, they want to get to know you. It’s a golden chance, and possibly your only chance, to…

The human population is made up of 65% of visual learners. This means that we can influence 65% of consumers using images. Since time immemorial, visuals have been used by marketers to grab their customers’ attention, which means that there must be something about the images that leads to conversions.…

Imagine this: As the Chief Marketing Officer of your company, you are tasked to report on the annual marketing results by your CEO – and you have to be quick, direct, and efficient in communicating the whole to every stakeholder sitting at the meeting. How do you do it? This…

Conversion rate is a metric that has a direct impact on your revenue. You can never have enough of it. A number of factors affect the conversion rate, such as brand trust, messaging, landing page design, etc. For instance, Amazon has an industry-leading conversion rate because of the years in…

Google’s algorithm is constantly evolving to better understand search intent, and content creators must adapt to survive — by throwing out their keyword lists and grouping content into topic-based clusters. A content cluster structure helps Google to understand the relationship between different pages and determine which topics you’re an authority…

At the end of the day, we use content marketing to build business results. These business results are usually represented by some form of conversion — usually an email subscriber, but sometimes a lead or a customer as well. In my estimation, content marketers spend more of their time creating content,…

It’s dangerous territory to make assumptions, over-generalize, or depend on logic or even so called “best practices” to make decisions about site changes. My team and I launched an e-commerce website a few years ago, and here are four ways we tried to break through common conversion pitfalls in order…

Comprehensive content, a tone of voice, storytelling, punchy texts, surplus value, social signals… While all these big words swallow up the digital marketing world today, one tiny detail sobs in the corner of your marketing strategy. Keywords. In 2018, search engines are smart and more concentrated on behavioral factors, so…

Take a moment and think about a first meeting with a prospective customer. A good salesman will not try to sell right away. Instead, he will start by asking specific questions and subsequently use the answers provided to give valuable advice. Why does this work? Because in this way, trust is developed…