Positioning

How to Write Your Mission, Vision, and Values Statements

Collectively, your company’s mission, vision, and values statements will serve as steady focal points for you to return to whenever you or your employees get... Read more

Introducing the Business Website Homepage

A good homepage attracts visitors through SEO and keeps them there with remarkable UX. It describes your business with prospect-oriented copy. It generates leads before sending visitors on. See an example of a homepage that does these things successfully. Read more

Identifying the Customer Personas and Keywords for Your Homepage

Getting the right traffic to your website requires that you create your customer persona, understand their pain points, and recognize what they search for when they're online looking for answers. This is how you'll determine your keywords for your SEO efforts. Read more

Introducing the About Us Page

While they may feel difficult to write, About Us pages are essential, as they're one of the first pages users visit on business websites. An About page should inspire prospect trust and help site visitors decide whether they're in the right place. Read more

Creating Compelling FAQ Content

Creating compelling FAQ content is as much about the answers as it is about the questions. It means posing actual frequently asked questions (even the difficult-to-answer ones); getting your tone just right; and aiming for brevity, variety, and currency. Read more

Introducing Customer Testimonials

Most businesses don't collect testimonials... and that's a shame, since the benefits of a good testimonial are manifold. A good testimonial contains four essential elements. Know what they are before you start collecting them. Read more

Cultivating a Diverse Set of Visitor Journeys

There's a full user spectrum to consider on your homepage, including your different buyer personas and the different journeys each of those personas will take through your sales pipeline. Make your homepage speak to all of them.  Read more

Positioning Your About Page

Positioning your About page means knowing who your site visitors are, what their pain points are, and how to phrase your value proposition so that prospects trust you can relieve those pain points. Read more

Determining Your Blog’s Ideal Reader

For your blog to be an asset to your business, you must prioritize consistent, high-quality content that educates readers and adds value to their lives. This means being clear about your blog's goal and your reader persona, and keeping the buyer's journey in mind in your posts. Read more

Choosing the Right Language and Tone for Your About Page

Your About Us page may be the place on your business website where you most get to reflect your company personality. Present your most authentic self by using genuine approachable language and a friendly tone.  Read more

Telling Your Business Story Through the About Page

There's a reason you chose the business you chose. That reason has a story behind it, and that story is what makes you unique among your competitors. Humanize your company by describing your values and the "why" of your existence. Read more

Improving Engagement and Conversions on Your About Us Page

True, your About page is there to tell your company story. But underlying that, the About Us page has a more fundamental purpose: to drive prospects further down the sales pipeline. Build your About page to maximize conversions and engagement. Read more