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Content Strategy
What to Do When Prospects Don’t Read Your Case Studies
When I say that case studies “don’t work,” I mean that they don’t work alone as the primary way of...
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Prospect Experience Design
If Your Home Page Isn’t Doing This, It’s Broken
Words Determine Design, Design Determines Use First, let’s talk about language. Many things determine design decisions, including how we talk...
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Content Strategy
Three Ways Prospects Read Your Case Studies
If there is one type of website content I am asked most about, it is the case study. And while...
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Content Strategy
You Probably Need a Stock Imagery Style Guide
Let’s be clear about stock imagery. It’s not objectively bad. In fact, it can actually be pretty useful…in certain conditions....
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Prospect Experience Design
The Five Essential Prospect Engagement Points
Content is what attracts and informs prospects. And what provokes them to engage with you. But how they engage is...
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Article
Content Strategy
This is the Best Way to Design Your Content Marketing Article Pages
The article page is probably the simplest page type on your website, but it’s also the most important. As I’ve...
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Content Strategy
This is The Best Way to Design Your Content Hub
A content marketing hub is a landing page on your website that provides prospects with a portal to all your...
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Content Strategy
This is The Best Way to Design Your Case Studies
I’ve written several articles about case studies. Each one has included recommendations for how to design a more effective marketing...
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Prospect Experience Design
This is The Best Way to Design Your Service Landing Pages
A service landing page is a page that explains a unique service, discipline, solution or phase of work. A service...
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Prospect Experience Design
This is The Best Way to Design Your Capabilities Landing Page
A capabilities landing page is a simple page that explains the purpose of a firm. It’s about your business function,...
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