Comments 20

  1. Love this post! There is so much actionable advice. Need to start at the top and work my way down.
    Very valuable information. Sometimes as business owners we get caught up in the day to day tasks that we don’t see these things. We get so used to our website that we overlook areas that can be improved. It’s good to have some outside insights like this.

    I’m saving this one and starting this week working through the list.

    Ron yates

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  2. Thanks for the link to the article. Making some notes as I read it.

    Regarding point 1, this is PRECISELY the secret to our success with I try to put compelling content into each product page, but more than that our “EFI Pro Hangout” blog answers some of the most pressing questions regarding the EFI system that we sell. I do this in a clear, concise manner that is very professionally done (IMO.) Once I post an article I push links to a few strategic forums and FB pages and let folks eat what I’ve put out for them. I invite questions and provide great personalized answers when I get them.

    This is not something that lends itself to every website. It works for EFI System Pro because there are deep questions that need in-depth answers. It also works because there is a huge and growing community surrounding aftermarket EFI systems. There is neither for our website. This doesn’t mean it can’t be done, but it is viewed as contrived, at best, and disingenuous at worst. Shopping at sites like this needs to be like removing a bandaid. Help them get it done as quickly and painlessly as possible. They will see through anything else as a marketing ploy.

    Point 2: SO TRUE! I recognize the need to focus more of my time in this area and hope to do that. This is a great process for doing it.

    Point 3: As we’ve recently shown, this sometimes simply has limited impact. I think that certain types of product websites lend themselves to a serendipity marketing style. Energy drinks are a perfect example. If you try to market energy drinks with my style you are going to fail. However, when you try to market EFI Systems in an energy drink fashion the customer wonders if you are taking your product (and, by extension, them) seriously. Taking a light attitude toward energy drinks is very effective. Not so much for $2000+ EFI Systems being sold to baby boomers.

    Point 4: This is a great point I need to assign to our digital marketing team member.

    Point 5: Of course!

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  3. Rishi,
    As always, great post. I especially love the compelling story section of #1. It’s surprising to see how many companies we work with that don’t understand the value of the words on the site. WORDS matter and your points are right on.
    Thanks for sharing your brain.

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      Thanks, Brita. Means a lot. I think sometimes we’re so close to the problem it’s hard to see the obvious stuff. For example, my own site doesn’t do a good job telling a story. Cobblers Children Syndrome.

      But this is why it makes sense to hire an outsider.

  4. I’d love to see a “checklist” where you grade my according to each of these concepts.

    The only area I would question is making the site 100% focused on new users. This is great — and obvious — but our existing customers need to feel like a part of our community. I appreciate it when I go to a site, they recognize me, and welcome me back.

    “Sometimes you want to go
    Where everybody knows your name
    And they’re always glad you came
    You want to be where you can see
    The troubles are all the same
    You want to be where everybody knows your name”

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      Hi, Mark. Thanks for the comment. Just realized I made a mistake with the title for point #1. I called it “Focus on New Users”. I meant to say “Focus on Converting New Users”. A subtle but important distinction. Thanks for your input.

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  5. This part really stood out to me: “See what happened here? The reader completed the punch line for us. There can be no better marketing.”

    It’s so easy for me to get carried away talking, but it seems much smarter to focus on the conversation in the other persons head and focus on interacting with that.

    Cool stuff Rishi!! 🔥

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  6. I like that all of these are pretty straightforward and actionable.

    I think you make a great point about mobile first and how it can move the needle, and I also like the idea of focusing on converting the new people. I also like the product descriptions for your top products idea.

  7. Great post with a wide range of strategies to help businesses improve their site without having to “throw the baby out with the bathwater.” So many times we hear companies say they need to stop and redesign their site, when what they need to do is stop and rethink their site. This especially means viewing their site from multiple perspectives. Your second point on “Think mobile first, second and third” is so true. Most companies we talk to haven’t even realized that their mobile traffic has surpassed their desktop in the past 5 years. Going all-in on mobile can have immediate impacts to your business’s performance.

    One additional tip we recommend is having a Mobile Day at work. For one day, have everyone at the company work off their mobile devices to have them feel the frustration of navigating and consuming content on phones. Then in the afternoon, ask them to spend 30 minutes browsing their company’s site. Have them note what they like, don’t like, where they got confused or lost, and what they found useful or not. The amount of issues, questions, and ideas that come from all across the company can be invaluable to improving and evolving the site for your business. Tapping into the collective thoughts of your whole staff versus just relying on the web team will bring a completely fresh perspective to your process and often fill your testing pipeline with great new ideas.

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      I love the idea of “Mobile Day at work”. Great insight (I might steal this).

      I also like the added benefit of getting ideas from all employees (and not just the team responsible for the site).

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