I can help you with:
User research, persona development, journey mapping
Positioning and content strategy
Marketing funnels and user flows
Landing page design and conversion rate optimization
Social media strategy
Email marketing and automation
Chatbots and conversational UX
Targeted messaging and writing persuasive copy
Below are more detailed offerings.
Landing Page Design
I will help you:
Create beautiful landing pages that are strategically designed and consistent with your brand and messenging.
Design a delightful and intuitive user experience with a clear user flow and next steps.
Utilize universal psychological principles and persuasion frameworks to write great copy and organize the content on the page.
Consider each stage of the sale funnels while designing each section and determining the most effective structural pattern1 to deliver your content.
Write clear headlines that communicate your unique value proposition.
Write action-oriented CTAs that are placed strategically throughout the page.
Optimize for SEO by targeting the right primary keyword using natural language and variations of long-tail keywords.
Optimize for mobile and performance across multiple viewports and devices.
Use analytics and optimization tools to study traffic patterns and exit rates, run A/B or multi-variant tests, and optimize conversions.
I will help you:
Conduct a site audit, make your site friendly to web crawlers, and improve your technical SEO.
Conduct keyword research, determine keyword difficulty, and improve keyword rankings.
Conduct competitor research to see what your competition is doing right, so you can do it better!
Conduct a backlink analysis and develop a link building strategy that will get high quality sites linking back to you.
Develop a content strategy and link building processes that scales with your business and aligns with your brand.
Track position rankings on different search engines, at country or city levels.
Run PPC campaigns using Google Adwords.
Social Media Strategy
I will help you:
Develop a social media content plan that clearly communicates your organization‘s brand and values while delivering helpful content that adds value to audience members.
Use visuals to capture attention and drive audiences to act.
Create shareable content appropriate for specific channels.
Distribute your content using different tactics to share or promote posts.
Optimize your content by considering how your users engage differently with your content on different platforms.
Tie social media efforts back to ROI by measuring reach, engagement, and audience growth.
I will help you:
Build and manage a rich content/editorial calendar.
Design highly personalized email campaigns that attract a qualified audience to your owned properties (blog posts, whitepapers, webinars, infographics, campaigns, etc).
Create email flows and opt-in funnels that will help you develop relationships with lead nuturing.
Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc).
Automate onboarding sequences that give your customers value and build trust.
Minimize list decay and unsubscribes while increasing the productivity of email sends.
Measure results and optimize the lead nurturing workflows for these segments to convert leads into customers.
Tracking and Analytics
I will help you:
Use marketing funnels to qualify and categorize your prospects according to their current stage in the buyer’s journey.3
Set key metrics (volume of visits, leads, customers) against a monthly goal or compared to previous months.
Track leads by their source. Set specific goals for each of your marketing sources, so that you can measure your progress for your email marketing contacts, social media followers, or organic website visitors.
Track leads by campaign. For each individual campaign you can analyze the results to understand which efforts are successfully driving visits, leads, and customers.
Use heatmaps 4 to understand what users want, care about and do on your site.
Utilize monthly reports. Provides the necessary time to analyze why you did or did not hit your targets and what to improve on for next month.
If you have a weird or usual project or just need a strategic partner, you might be my dream client.
Are you ready to get started?
You might be wondering…
What do you mean by “strategic design”?
My design process is based on a holistic approach to determine where design fits into your business and how it fits into your marketing funnel.
I combine creativity, strategy, and user-centered research to focus on impact rather than deliverables.
Meaning, I not only create content, but I create a plan ahead of time for how to share that content and how to measure the results.
What is your typical process for working with a new customer?
Step 1: I will send you a questionnaire to learn more about your project and business goals.
Step 2: Next, we’ll hop on a 30 minute call to figure out a design or marketing strategy that aligns with your business goals.
Step 3: If applicable, I will do an assessment of your existing web properties. I will take everything I learn about your business and customers to develop a roadmap.
Step 4: I will send you a contract detailing scope, milestones, deadlines, number of design reviews, client responsibilities, etc, along with a communication calendar to keep your project on track.
Step 5: I will begin working on your awesome project.
What types of customers have you worked with?
Small businesses, individuals and consultants, non-profits, coops, e-commerce.
Niches I’ve worked in: health and nutrition, education, machinery and manufacturing equipment, B2B and B2C landing pages, grassroots campaigns, arts, and academia
What if I already have a website that just needs updating? Can you help me?
If you have an existing website, I will do a site audit to evaluate the strengths and weaknesses of your website.
I will look at everything: mobile friendliness, header spacing, sidebars, heading fonts sizes, line spacing, colors, CTAs, schema, images, number of words on the page, how you link, your backlinks, user flows, copy/messaging, performance, everything.
Then, I will make recommendations to improve the user experience and develop a strategy to help grow your organic traffic and conversions.
What advice would you give a customer looking to hire a web designer or digital strategist?
Ask a lot of questions. And expect that your potential provider will do the same. Here is a great list of 44 questions you should ask before hiring a web professional to get you started.
What questions should customers think through before talking to web professionals about their project?
- Where is your business today and where do you want to go?
- If the project doesn’t succeed, what are the implications?
- Why is this project so important? What is the case for change?
- What are the key milestones? What are the most important dates?
- What are the most important decisions that need to be made?
- What are the biggest obstacles to getting this done?
- How do you measure success? What KPIs are you currently using?
I’m in! What do I do now?
Structural patterns are templates for delivering content in the right order. The human brain is hardwired to look for content in a specific order. You must use a different pattern depending on whether you are trying to inform, evaluate or persuade. Wrong pattern = wrong results. ↩︎
If used properly, email has an awesome return-on-investment of over 4000%, second only to search engine optimization (SEO) at 2200%. Compare that to banner ads at 50%. ↩︎
The Buyer’s Journey is made up of three phases: awareness stage, consideration stage, decision stage ↩︎
Heatmaps visually represent a user’s clicks, taps and scrolling behavior– strong indicators of visitor motivation that can be used to improve your funnels. ↩︎