Your website is not a brochure. It is a sales conversation that runs 24 hours a day without you. Is it saying the right things?
In the 1990s, companies treated websites like digital brochures. You threw up a photo of your building, listed
I have built over 850 sites. The ones that generate real leads share six structural elements. Most sites have two of them.
I’ve built over 850 websites over my 40-year career. After looking at that much data, you start to
Most agencies will tell you exactly what you want to hear in the pitch. Three questions will tell you whether any of it is real.
Sales pitches in the agency world are art forms. Agencies know exactly what corporate leaders want to hear:
Before you sign an agency contract, ask them to show you the last campaign that did not work and what they learned from it. Watch what happens.
Every marketing agency brings their shiny case studies to the sales presentation. They show you their best work,
I have cleaned up after a lot of agency disasters. The CEOs who avoided them all asked some version of the same three questions before signing.
Over 40 years, I have stepped in to clean up after dozens of agency nightmares. Big checks written,
A sales-ready website is not a beautiful website. They are often completely different things. Here is what the converting version actually has.
Business owners hire web designers to make their site look pretty. Web designers win awards for sleek layouts,
Six months of testing across our client base. Here is the one thing that moved the needle on AI visibility more than anything else.
For the last six months, my team and I have been running real-world tests across our client base
AI does not rank pages. It recognizes patterns. If your brand does not have a consistent semantic signature across the web, you are invisible to it.
Most business owners think AI tools search the web just like Google used to. They assume that if
We ran the same search across ChatGPT, Perplexity, and two other LLMs for a client in commercial construction. Their competitor showed up four times. They showed up zero.
A few months ago, we decided to run an experiment for one of our commercial construction clients. We
The MQL debate is a symptom. The real issue is that marketing and sales are running two completely different conversations with the same prospect.
Companies spend endless hours arguing over what counts as a “Marketing Qualified Lead” (MQL). They make complex rules,
Before I touch a marketing budget, I ask five questions about operations. The answers usually change the entire plan.
Before I touch a marketing budget, I ask five operational questions. That usually changes the whole plan. When
How to Create Good Content With Help From AI
The advent of generative AI has made it easy to create content for websites, but creating good content
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