From the category archives:

Customer acquisition

Marketing departments are often keen to show videos of managers and directors promoting their organisation. But customers are often reluctant to watch video content. Why? The bottom-line is that marketing messages often have little value to customers – the messages o ften have little useful content, nothing that customers can act on here and now. […]

There’s three types of visitors to your web site and you need to target all of them.

Poorly presented copy is a barrier to customer conversion. Your text needs to propel visitors through your site, answer their questions, and persuade them to act.

Most visitors leave your site after landing on the homepage. Conversion rates are notoriously poor. Why? Your homepage needs to be persuasive, not just usable. It needs to compel visitors to dig deeper, to taste the honey.