Kayak Articles

AEO and AI Discoverability: Build a Content System AI Can Trust

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 01 May 2026 13:15:00 GMT

Most AEO guidance focuses on adding elements like schema, FAQs, and answer boxes. That work helps, but it doesn’t hold up for long once content is created across an active, live site.

The issue isn’t what you include. It’s how consistently that structure is applied as pages are built, updated, and reused. When structure varies, signals weaken. When it’s governed with a few rules, visibility improves across both search and AI systems.

The constraint isn't knowing what to include. It’s maintaining how those elements are applied.

How content creation actually happens

A marketer drafts a page or builds a brief. They run it through an AI tool to refine structure, fill gaps, and align to a framework. They may prompt for FAQs, definitions, or comparisons. The page gets built in the CMS. Sections are arranged. Modules are selected. Some structured elements make it in. Others don’t.

The next page follows a similar path, but not the same one. Over time, that variation compounds. The same idea is expressed differently across pages. Some sections lead with a direct answer. Others take a few paragraphs to get there. Some include clean FAQs. Others don’t. Schema may exist, but it reflects inconsistent content.

Nothing looks broken on any single page. But, the system loses consistency.

What’s actually breaking

AI systems don’t just extract answers. They evaluate how consistently those answers are expressed across sources.

When your site presents the same idea using different structures, it reduces confidence. When structured elements are applied unevenly, it creates gaps in how content is parsed. When off-site mentions don’t align with on-site positioning, authority weakens.

This is not a content quality issue. It’s a system reliability issue.

Why drag & drop platforms exists

Page-level flexibility solves real constraints. Teams move quickly. Content comes from different inputs. Stakeholders request changes. Pages evolve over time. Flexible components make publishing easier.

But, they also make consistency harder to maintain.

The shift: from content modules to patterns

The change is not adding more AEO elements. It’s defining how each one behaves and where it appears.

An answer-first structure becomes standard. Each section starts with a concise response to the primary query. Not because it reads better, but because it can be extracted and understood without surrounding context.

Sections are treated as modular, atomic units. Each one is built to stand on its own as a “knowledge block” that can be cited independently.

Information gain becomes a filter. If a section doesn’t add something distinct, whether that’s original data, a first-hand observation, or a clear framework, it doesn’t get built.

Content is organized into topic clusters. Pages reinforce each other because they follow consistent patterns and definitions, not just because they link to each other.

The structural layer, clarified

Most teams are already using the right components (like those listed here). The issue isn't what's being used in a layout, it's how consistently they’re applied.

Answer summaries lead with a direct response, typically within the first 40–100 words of a section, then expand. When they’re buried, extraction becomes less reliable.

FAQs reflect real query variations and answer them directly. They’re most effective when placed near relevant sections, not isolated at the bottom of the page.

Definitions establish shared meaning. A term should resolve the same way across pages, with a plain explanation followed by one clarifying sentence.

Comparison sections clarify differences between similar concepts or options. These help AI systems disambiguate intent.

Process explanations describe how something works in a few tight sentences. They are not step-by-step guides, but functional explanations that can be cited.

Decision logic provides a clear condition for choosing an approach. These are high-value because they align directly with user intent.

Schema reinforces what’s already clear in the content. It should mirror visible structure, not compensate for weak or inconsistent sections.

Internal linking and topic clusters connect related pages. This only strengthens authority when those pages follow consistent patterns.

Multimodal elements such as images and diagrams support context. Clear filenames and alt text help confirm meaning, especially as AI systems increasingly use non-text signals.

Technical AI readiness

Structure alone isn't enough. The website's underlying code needs to support it.

Semantic HTML helps define what matters. Using elements like <article> for main content and <aside> for supporting content clarifies what should be indexed.

Reducing DOM bloat improves how easily it can be read by crawlers. Excess wrappers, hidden elements, and unnecessary CSS can interfere with how content is read.

Bot management matters. Allowing AI crawlers such as GPTBot and Google-Extended ensures your content is accessible to systems that generate answers.

Multimodal (media) optimization extends beyond image ALT tags. Any supporting media should reinforce the context of the page with clear, descriptive signals.

Off-site authority and consistency

AI systems don’t rely on your website alone. They compare it against external sources.

Consistency across third-party platforms matters. Pricing, features, and positioning should align across LinkedIn, reputable directories, and even community discussions.

Unlinked brand mentions act as positive signals. Being referenced in credible publications or discussions contributes to perceived authority.

Community participation plays a role. Contributions in forums like Reddit or industry communities often surface in AI training and retrieval systems.

E-E-A-T signals in practice

Experience, expertise, authority, and trust are strong signals.

Author entities should be clear. Each contributor should have a defined presence, with links to verifiable profiles.

First-person proof strengthens credibility because statements based on direct experience signal something AI systems cannot easily replicate.

Freshness needs to be managed. Updating a portion of core content regularly and showing “last updated” dates helps maintain relevance.

What changes in day-to-day work

The shift shows up in how teams operate, not just how pages look.

Writers produce structured units, not just narrative pages. Each section starts with a clear answer, then expands. Definitions, comparisons, and explanations follow consistent formats. This reduces rework when content is reused across pages, emails, or other formats. (Journalists are trained to do this.)

Developers and CMS builders enforce patterns through modules. An answer block always resolves the same way. A comparison module always presents differences consistently. This removes interpretation at build time and reduces variation across pages.

Content managers assemble pages from predefined section types aligned to intent. Instead of designing each page, they select from known patterns. This speeds up publishing while maintaining consistency.

Content leads or operations roles govern the system. They define patterns, review usage, and adjust as needed. New content follows those patterns. Existing content is normalized over time, starting with high-impact pages.

Updates fit into existing structures. They don’t introduce new formats. This keeps signals aligned across the site and prevents gradual drift.

Where this content model holds up

This model fits teams dealing with content at scale. Multiple or rotating contributors. Ongoing publishing. Pages that get revised, repurposed, and extended over time (tip: continuous improvement is excellent strategy). In that environment, consistency becomes a dependency, not a preference.

A simple way to frame it: if content is being produced by more than one person and reused across more than a handful of pages, structure needs to be governed. Otherwise, variation accumulates and signals start to conflict.

For smaller sites with limited content and infrequent updates, the overhead may not be justified. If you’re publishing occasionally and not relying on search or AI-driven discovery for growth, a lighter approach can hold.

The model becomes necessary when content is expected to perform across multiple queries, formats, and retrieval systems.

The tradeoff of taking a structured approach

You lose page-level flexibility while gaining system-level consistency.

That introduces more structure upfront (web page design). More defined patterns, less creative license. More governance around how content is created and updated. It can slow initial production slightly, especially while patterns are being established.

In return, you reduce downstream rework. Content becomes easier to update, reuse, and extend. Signals stay aligned across pages. Performance becomes more stable because it’s not dependent on how any single page is written.

Improvement here is operational. Fewer inconsistencies, fewer rebuilds, and more predictable outcomes across both search and AI extraction.

Where this approach breaks down

The pushback is usually about effort and disruption. It can feel like a rebuild or constrain how teams work.

In practice, the approach can be phased. Define base patterns first. Apply them to new content. Then normalize existing pages based on impact and traffic. It's the same way we'd do a website migration in a live environment.

An example: start with service pages or high-intent landing pages. Introduce consistent answer summaries, definitions, and comparison structures. Leave lower-value pages alone until there’s a reason to update them.

The other hesitation is ownership. If no one is responsible for maintaining patterns, they degrade quickly. This is not a tooling issue, but a governance decision.

Governance (approvals) is fairly standard in larger organizations. For smaller organizations (or less experienced teams) it can be a more challenging task, but still an important one.

How to assess content alignment

Look for how the same idea is expressed across your site.

If two pages answer the same question differently, using different structures, formats, or levels of clarity, your visibility depends on which version performs better in isolation.

If those pages answer it the same way, with consistent structure, phrasing, and placement, you’re building a system that reinforces itself.

That consistency is what search engines and AI systems use to determine trust. When it’s present, inclusion becomes more reliable. When it’s not, performance becomes more elusive.

SEO, AEO, and AI Discoverability working together on this page (as an example)

Meta title
AEO and AI Discoverability: Building Content Systems That Scale

Meta description
Learn how to structure content for AEO and AI discoverability. Improve consistency, extraction, and SEO performance across your site.

URL slug
A descriptive URL is smart

Primary search intent
Informational with strategic application

Core on-page elements to include

Answer-first summaries at the start of key sections
Consistent heading hierarchy (H2 for topics, H3 for extractable units)
Embedded FAQs tied to real query variations
Clear definitions for key terms used across the site
Comparison sections where disambiguation is required
Decision logic statements that guide choices

Schema guidance
Uses <article> schema for the page. Adds FAQ schema where questions and answers are clearly defined and visible in the content (having a dedicated FAQs module is smart).

Internal linking approach
Link to related pages that reinforce topic clusters. Keeps anchor text consistent so relationships are clear to search engines and AI systems.

Technical considerations

Maintains a clean, semantic HTML structure
Reduces unnecessary DOM complexity
Ensures key content is accessible to crawlers
Uses descriptive alt text and filenames for images

Content governance

Plan: update a portion of the page (and linked pages) regularly
Do: maintain consistent definitions and positioning across pages
Do: Ensure author attribution is clear and consistent

Author signal
Include a defined author with a dedicated bio page linked to professional profiles. Keeps authorship consistent across related content.

All of this supports both traditional SEO and AI-driven retrieval by improving clarity, consistency, and trust across the entire content system.

Frequently asked questions about AEO and SEO

Adjust Your Workflow or Expect Drift. AI is Generating Options, Not Answers.

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 29 Apr 2026 14:30:00 GMT

You’re not asking AI to write content from scratch. You’re doing what experienced marketers do. You write a draft, feed it into your AI tool, and ask it to sharpen the thinking, tighten the structure, align it to a persona, or pressure test the message.

It works. The output is better. Cleaner. More structured.

Then you move to the next asset in the same campaign and do it again. New draft, same intent, similar instructions. That output is better too.

Individually, each piece improves. Taken together, they start to drift.

That’s the part that doesn’t feel right when you step back and look at the campaign as a whole.

Why “improved” content doesn’t line up

AI isn’t just editing your draft. It’s interpreting it. It decides what matters most, what should be emphasized, what can be simplified, and how the structure should flow. You’re still in control, but you’re working with a slightly reshaped version of your original thinking.

Run that process again on a different draft and the interpretation shifts. Not dramatically, just enough to change the emphasis, the order, or the framing.

That’s why two strong pieces of content aimed at the same audience can feel slightly out of sync. Each one has been improved in a different direction.

Where that shows up in your workflow

On a single page, it’s fine. The copy reads well. The message is clear.

The issue only becomes visible when the work needs to connect. A campaign rarely lives in one place. It spreads across landing pages, emails, follow-ups, and supporting assets.

That’s when you notice it.

The landing page leads with clarity.
The email leans harder into persuasion.
The follow-up introduces a slightly different angle.

None of those choices are wrong. They just weren’t made together.

That’s what slows teams down. Reviews turn into conversations about alignment instead of confirmation. Updates require touching multiple assets because the message isn’t consistent. Reuse becomes harder than it should be because there isn’t one version to reuse.

What’s going on here is simple once you see it. You’re not refining one message. You’re refining several.

Why HubSpot makes this harder, not easier

HubSpot is designed to reward consistency. Its structure assumes that once a message is defined, it can be reused across pages, modules, and campaigns without being rebuilt.

That assumption breaks when the content going into the system isn’t stable.

When each asset is based on a slightly different version, HubSpot can’t enforce alignment for you. You end up doing that work manually. That’s where the extra time comes from, and it’s why things start to feel heavier even though you’re using better tools.

What actually needs to change

The instinct is to keep refining. Better prompt. Better structure. Better output.

That’s not the fix.

The fix is deciding when the message is set.

AI is useful at the front of the process, when you’re shaping the thinking. It helps you get to a stronger version faster. But once you’ve arrived at the message you want to carry through a campaign, continuing to re-run that process on new drafts just creates parallel versions.

The work improves locally, but it drifts globally.

Add this section after you introduce the shift, before you get into HubSpot or operational impact.

Where the message actually gets locked

The point isn’t to lock the copy. It’s to lock what you’re saying.

Most teams skip this because they assume it happens naturally as they refine drafts. It doesn’t. Each pass through AI and each round of edits can nudge the message in a slightly different direction.

Locking the message means making a few decisions explicit before you build out assets.

What is the core claim you’re making?
Who is it for, in practical terms, not just a persona label?
What angle are you taking, and what are you deliberately not saying?
What supporting points need to show up every time this message appears?

You don’t need a long document. You need enough clarity that two people building different assets would land in the same place without comparing notes.

This is where AI still helps. You can use it to pressure test the message, highlight gaps, or tighten how it’s expressed. The difference is that you’re refining one version, not creating new ones.

What does “locking the message” actually mean? It means the core idea, positioning, and supporting points are agreed on before you start building pages, emails, or other assets, so everything is shaped from the same source instead of being improved independently.

Once that’s set, you move into execution.

Each asset can adapt the message to its format. The email can compress it. The page can expand it. The blog can explore it. But they’re all working from the same foundation.

That’s what keeps things aligned without forcing everything to sound identical.

Consider this a master prompt for your campaign.

What this looks like when it’s working

You still start with a draft. You still use AI to improve it. You still edit it yourself.

The difference is that you treat the result as a shared reference point before you start building out assets in HubSpot.

From there, pages, emails, and modules are built from the same core message. They can be adapted for context, but they aren’t reinterpreted from scratch each time.

That keeps the campaign aligned without slowing down the early stages where AI is most valuable.

The trade you’re making

You’re not giving up the benefits of AI. You’re putting a boundary around them.

Variation is useful when you’re figuring out what to say. It becomes a problem when you’re trying to say the same thing across multiple places.

The shift is simply choosing where that variation stops.

Keep using AI to improve your drafts. That part is working.

Just don’t let every asset become its own refinement cycle. Once the message is clear, carry it forward instead of rebuilding it.

If you don’t, nothing will break. It will just keep getting harder to keep everything lined up.

Thinking a bit of guidance might be wise? Reach out to the team at Kayak, now.

AI Discoverability on HubSpot CMS: What Actually Matters

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 27 Mar 2026 13:15:00 GMT

Most teams treat AI discoverability like an SEO task, which is a mistake. On HubSpot CMS, the bigger issue is whether your site is clear, consistent, and well governed enough for AI systems to understand it.

What is AI discoverability?

AI discoverability is how easily AI systems can understand, trust, and retrieve your content. It depends on structure, consistency, and clarity across your site, not just the quality of individual pages.

Most teams start in the wrong place.

They start with content edits. They add FAQs. They tweak headings. They expand copy. They assume stronger content will improve AI discoverability.

That's the main issue.

AI discoverability is not just about what your pages say. It is about whether your site is clear enough to interpret without guesswork. If your structure is inconsistent, your templates vary too much, and your governance is weak, AI systems will not understand your site well. Good writing won't fix that.

The real issue is clarity at the website system level.

If your site structure is inconsistent or unclear, AI models struggle to interpret relationships between pages. That could mean they'll ignore your content. - Randy Milanovic

Content is not the whole job

Why content alone is not enough.

Strong content does not guarantee visibility in AI systems. If your site structure is inconsistent or unclear, AI models struggle to interpret relationships between pages, which reduces trust and retrieval likelihood.

Content structure matters. It should be sound. But it's only one part of the picture.

AI systems look for patterns. They look for consistency. They look for clear relationships between pages, sections, topics, and entities. If your site sends mixed signals, it becomes harder to understand and harder to trust.

This is where many HubSpot sites run into trouble. The platform gives teams flexibility. That flexibility often leads to drift. Similar pages get built in different ways. Modules are used inconsistently. Metadata patterns change from one section to the next. Over time, the site loses shape.

That's a real problem to solve.

Structured data should be built into the system

What structured data does for AI.

Structured data gives AI systems explicit context about your content. It defines what a page represents, such as an article, service, or organization, so models do not have to infer meaning.

Schema should not be handled one page at a time.

On HubSpot, structured data should be built into templates and modules where it belongs. That includes the basics such as Organization, Article, Service, FAQ, and Breadcrumb schema where appropriate. The point is not to chase features in search results. The point is to make meaning explicit.

If schema is added manually, it will become inconsistent. Some pages will have it. Others will not. Some will be accurate. Others will be outdated. That's not a reliable system.

A better approach is to make schema part of the page architecture. When the template does the work, consistency becomes much easier to maintain.

HubSpot teams should build structured data into templates and modules, not add it page by page. At a minimum, that usually includes Organization, WebSite, BreadcrumbList, WebPage, Article or BlogPosting, Service, FAQPage where visible, and page-specific schema such as AboutPage or ContactPage where relevant.

A list of JSON schema teams working on HubSpot should include:

Core site-wide schema

Organization
WebSite
BreadcrumbList

Page-type schema

Article
BlogPosting
WebPage
CollectionPage
FAQPage
Service
AboutPage
ContactPage

Conditional schema, only where valid

Person
Author
Review
AggregateRating
Product
LocalBusiness
VideoObject
ImageObject

Important notes to keep in mind

Use Organization site-wide as the base entity
Use WebSite once at the site level
Use BreadcrumbList on key pages with clear hierarchy
Use Article or BlogPosting on blog posts, not both unless your implementation has a clear reason
Use Service on service pages
Use FAQPage only when the questions and answers are visible on the page
Use AboutPage and ContactPage where those page types exist
Use Review and AggregateRating only if the content is actually present and attributable
Use Product only if the page is truly product-led
Use LocalBusiness only if the business has a local operational presence relevant to the page
Do not stack schema types just because you can. Match schema to page purpose

Internal linking needs to reflect how topics relate

How internal links affect AI understanding.

Internal links help AI systems map relationships between topics. Clear linking structures show which pages are primary, which are supporting, and how subjects connect across your site.

A lot of teams think navigation is enough. It is not.

AI systems are trying to understand how your site is organized. Internal linking helps define that structure. It shows which pages support a topic, which pages are foundational, and which pages are closely related.

That means links need to be deliberate. They should support topic relationships, not just fill space or push users around the site. Anchor text should also be consistent. If five pages refer to the same topic five different ways, the signal becomes weaker.

HubSpot sites often rely too much on navigation menus and blog tags. Those tools can help, but they do not replace a clear internal linking model.

If a page matters, it should sit in a visible structure with logical links around it.

Reusable modules matter more than most teams think

Why consistency in modules matters.

Consistent page structures help AI systems recognize patterns. When similar pages follow the same layout and hierarchy, their purpose is easier to identify and compare.

This is one of the biggest HubSpot advantages. It is also one of the most common weak points.

Reusable modules can create consistency across page types. They can enforce heading logic, section order, layout rules, and even schema support. That's valuable because AI systems respond well to repeatable patterns.

The problem is that many teams treat modules as flexible building blocks with very few constraints. That creates variation where there should be consistency. Two service pages might cover similar topics but use completely different layouts. Two landing pages might handle intent in very different ways. That makes the site harder to interpret.

A site does not become stronger because it offers endless layout freedom. It becomes stronger when similar pages follow clear rules.

Metadata should follow patterns

What metadata signals to AI systems.

Metadata provides a concise summary of page intent. Consistent title and description formats make it easier for AI systems to classify and prioritize content.

Metadata is often treated as a small SEO task. It should be treated as a publishing standard.

Title tags, meta descriptions, open graph fields, and supporting page metadata should follow clear rules by page type. Service pages should use one naming logic. Blog posts should use another. Core site pages should have their own pattern as well.

This is not about making every title sound unique. It is about making page purpose clear and repeatable.

When similar pages use different metadata structures, your signals weaken. When the format is predictable, page intent becomes easier to understand.

Keep page intent clean

What is page intent?

Page intent defines the primary purpose of a page, such as informing, comparing, or converting. Clear intent improves how AI systems categorize and retrieve content.

One page should do one job.

This sounds obvious, but it is one of the easiest things to get wrong. A page starts as educational. Then someone wants stronger conversion language. Another stakeholder adds broader company messaging. Then more proof points get added. Eventually the page tries to do too much.

That hurts discoverability.

AI systems do better when the purpose of a page is clear. Is it informational? Is it transactional? Is it comparative? Is it a support resource? Each page should have a primary role. That role should be obvious in the headline, structure, metadata, and call to action.

When intent gets mixed, clarity drops.

Governance is what keeps the site useful over time

Why governance affects discoverability.

Governance ensures consistency across pages, templates, and updates. Without it, structural drift weakens the signals AI systems rely on to understand your site.

This is where a lot of otherwise solid sites break down.

A site may launch with a good structure. Then normal business pressure takes over. New pages get added quickly. Modules get adapted without enough review. Naming conventions drift. Internal links become inconsistent. Old pages stay live when they should be consolidated or retired.

That's not a content problem. That's a governance problem.

If AI discoverability matters, teams need publishing rules. They need standards for page types, metadata, linking, modules, and review. They also need someone responsible for keeping those standards intact.

Without governance, the site will slowly become less coherent. That decline may not be obvious day to day, but it adds up.

HubSpot-specific issues deserve attention

Common HubSpot issues that affect AI discoverability.

Inconsistent HubDB structures, unmanaged duplicate pages, and weak canonical controls can reduce clarity. These issues create conflicting signals that make content harder to interpret.

HubSpot CMS Pro gives teams a solid framework, but it does not prevent inconsistency on its own.

HubDB needs discipline if it is being used for dynamic content. Fields should be standardized. Page output should be predictable. Canonical tags need attention, especially in areas that can create duplicate paths or low-value indexable pages. Blog tags, filtered views, and pagination can all add noise if they are not managed carefully.

Another issue is environment drift. Teams often make changes in ways that create mismatches between intended standards and what actually gets published. Over time, those mismatches create structural problems that weaken the site.

These are not minor technical details. They affect how clearly the site communicates.

Performance still matters, but stability matters more

What performance signals indicate.

Performance signals show how reliable a site is. Stable layouts and predictable behavior improve trust, while inconsistent performance can weaken confidence in the content.

Page speed still matters. That has not changed. But for AI discoverability, consistency and stability deserve more attention than raw speed scores alone.

Heavy scripts, overloaded modules, and unstable layouts create a poor signal. They make the site less reliable. A page that shifts during load or behaves inconsistently across templates is harder to trust as part of a well-run system.

On HubSpot, this often comes down to restraint. Too many third-party tools. Too much one-off customization. Too little discipline around what gets loaded and why.

A stable site is easier to use, easier to maintain, and easier to interpret.

Brand and author clarity also support trust

Why entity clarity matters.

Clear organization and author signals help AI systems connect content to a credible source. This improves trust and strengthens how content is evaluated.

AI systems are not just evaluating pages in isolation. They are also trying to understand who is behind the content.

That means your organization identity should be clear across the site. Core pages should reinforce what the company does, who it serves, and what it knows. Where authorship matters, it should be consistent and credible. Supporting pages such as About, Team, and Expertise pages help provide context.

This is not about adding filler. It is about making the source of the information easier to trust.

Key factors that improve AI discoverability.

AI discoverability improves when a site is structured, consistent, and well governed. Important factors include clear internal linking, standardized metadata, strong templates, and clean page intent.

If your site needs interpretation, you are already making the job harder than it should be.

AI discoverability improves when your site is explicit, consistent, and well governed. Content still matters. But content on its own is not enough. The surrounding system has to support it.

For HubSpot teams, that means less focus on isolated page edits and more focus on repeatable standards. Clean templates. Consistent modules. Clear metadata rules. Strong internal linking. Better governance.

That's the work that holds up. That's also the work that scales.

AEO or AI Discoverability?

Before closing, I wanted to add that AEO is what is done to achieve AI Discoverability. AEO helps a page get chosen by providing the most precise answer for an AI to extract.

AEO is embedding Answer Boxes and AI Summaries (decision trees, schema, FAQs, etc.)
AI Discoverability is Brand mentions, sentiment analysis, data accuracy

Traditional SEO remains valid, as it helps a page rank and be found by search engines.

Section Order: The Part of Writing Most Marketers Skip, And Pay For Later

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 20 Mar 2026 13:45:00 GMT

Section order is the sequence of copy blocks on a page. It’s the reading path. It’s also the decision path. When section order is wrong, the page underperforms. Most of the time, poor performance isn’t a copy problem. It’s an order problem.

Good writing in the wrong order creates friction, doubt, and it makes people work to understand you. Busy readers don't want to figure out what you're saying, so it's an important thing to get right. Let's take a look at Section Order in a practical way.

In this article, I show you how to structure a page so the reader can say yes quicker.

What section order does

It reduces reader effort.

A visitor shows up with a short attention span and a goal. They scan, not read. They look for relevance, then credibility, then safety. If your page makes them hunt, they leave.

Section order is strategy. It decides what comes first, what comes next, and what you delay until the reader is ready.

The reader’s question stack

Most visitors run the same checks...

What is this?
Is it for me?
Is it credible?
What do I get?
How does it work?
What will it cost me in time, money, and risk?
What do I do next?
(And a whole lot more.)

Your sections should answer those in that order. Not perfectly. Not with the same words. But in sequence.

When the page answers question 6 before question 2, you lose people. When it answers question 5 before question 3, you create friction.

What each section is for

1. Above the fold: The job is orientation and a clear next step.

State the outcome. State who it is for. Show the primary CTA. Do not warm up. Do not lead with a brand statement that could fit any company. If the promise is bold, place a proof signal close by. One line. One number. One short testimonial.

2. Value: The job is to make the claim.

What you do. What changes for them. Why this approach. Keep it specific. One differentiator is enough if it is real. This section should make the reader think, “Okay, this fits.”

3. Proof: The job is to reduce doubt.

Proof should support the claim you just made. Put it near the claim, not at the bottom. Use proof that matches the offer and the audience. Generic praise is weak. Specific outcomes are stronger. A sample deliverable helps. A screenshot helps. A short mini case study helps.

4. Process: The job is to reduce uncertainty.

People do not fear effort. They fear unknown effort. Explain what happens after the click. Explain the steps at a high level. Keep it short. If the process is long, summarize it, then link to detail.

5. Deliverables: The job is to make “done”, concrete.

Deliverables prevent confusion and scope creep. They also make comparison easier for the buyer. If you cannot list deliverables clearly, the offer is not clear yet.

6. Timing and dependencies: The job is expectation control.

State a realistic timeline. State what you need from the buyer. State what slows things down. This prevents bad handoffs and messy projects.

7. Pricing model: The job is self-qualification.

If you cannot share numbers, share the model. Fixed scope. Range. Retainer. Minimum term. Cost drivers. What increases scope. What does not. This builds trust. It also filters out the wrong leads.

8. Objections and FAQ: The job is to remove blockers.

You don't want to fill this section with trivia. Answer the questions that stop action. Address fit. Risk. Switching pain. Internal approvals. Timeline concerns. Budget concerns. What happens if priorities change.

9. Secondary CTA: The job of a secondary call to action is to help a not-quite-ready-to-buy-yet type of visitor.

Make it relevant to the decision. A checklist. A guide. A sample. An account review. A pricing overview. Something that moves them forward without a sales call.

10. Primary CTA close: The job is a clean close.

Repeat the primary action. State what happens next. Set expectations. No hype.

Reliable default section orders for different page types:

First, the Section Order for an Offer page:

Above the fold: Outcome, who it’s for, primary CTA, one proof signal.
Offer and fit: What it is, what it is not, who it’s for, who it’s not.
Deliverables and process: What you get, how it works, timeline, inputs.
Proof: Testimonials, mini case, sample deliverable.
Price and risk: Price or pricing model, terms, guarantee or risk reducers.
FAQ: Cover the objections that stop action.
CTA close: Repeat CTA and state what happens after the click.

And next, Section Order for a Service page:

Above the fold: Outcome, who it’s for, primary CTA, one proof signal.
Service overview: What the service is, what problem it solves, what success looks like.
Fit and boundaries: Who it’s for, who it’s not for, scope limits.
Approach: How you work, what happens next, typical timeline, what you need from the client.
Proof: Case studies, outcomes, testimonials that match this service.
Pricing model: How pricing works and what drives scope.
FAQ: Objections, logistics, and “what if” questions.
CTA close: Repeat CTA and clarify next steps.

How you can set section order in just 10 minutes:

Do this before writing paragraphs. Start with a plain text document. Write your section headings. Under each heading, write one sentence that states the job of that section.

Then read only the headings and job sentences. If the flow feels wrong, fix the order now. Do not write “real copy” until the map makes sense.

This is a great way to prevent rewrites later.

Quick tests for section order on a live page:

First, read only the headings. The story should still work.
Second, read only the first sentence of each section. It should still make sense.
Third, scroll fast and stop at random points. You should still be able to answer, “What is this page selling and who is it for.”

If you cannot answer that, the order is off.

Common order problems to watch for:

Leading with story instead of outcome. Hiding proof. Putting process too early. Delaying pricing model until the end. Using a CTA once. These are not writing issues. They are sequencing issues. Fix the order first. Then tighten the copy.

Do this, and you'll easily beat the marketers who dare to skip Section Order when preparing their copy. Good luck!

HubSpot Website Builds: What Breaks, What Scales, What Works, And Why with HubSpot CMS Hub

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 12 Mar 2026 13:00:02 GMT

If you’re like me, stranded somewhere between trying to do content and making your website actually sell, you’ve probably bumped into a few big claims about HubSpot CMS.

What breaks, what scales, what works in HubSpot website builds

What breaks

Inconsistent page structures across templates
Over-reliance on custom modules without governance
Design-led decisions that ignore publishing workflows

What scales

Standardized, intent-based page frameworks
Reusable modules with defined constraints
Clear internal publishing and governance models

What works

Systems that prioritize consistency over flexibility
Pages built for usability, not visual variance
Content structures that support ongoing iteration

Practical rule: if your website is a living system with many editors and ongoing iteration, prioritize the operating model over the visual theme.

People will tell you a simple theme is all you need. Others will insist you have to go fully custom or you’re wasting your time. And if you’re migrating into HubSpot for the first time, you’ll also get the "it’s drag and drop, you’ll be fine" talk, which is comforting right up until you’re two months post-launch and nothing actually feels easier.

I’ve been on enough HubSpot website projects, migrations, and rescues to tell you this: the decision isn’t really theme vs custom. The decision is whether you’re building a site your team can run, improve, and keep consistent while the business changes around it. That’s the part most people miss.

It’s why theme switches so often disappoint. A different wrapper keeps the same operating problems. And, it's why migrations often under-deliver. The platform changes, but the operating model doesn’t.

This article is my attempt to explain the functional differences between three common approaches in HubSpot CMS: HubSpot Marketplace themes, developer themes, and custom web development.

Not from a designer’s point of view. Not from a developer’s point of view. But from the point of view of someone who cares about outcomes: publishing, consistency, conversion paths, sales enablement, and reporting that doesn’t collapse when leadership asks basic questions.

If you're contemplating switching themes, you’re probably not here because you’re bored. You’re here because the site is getting in your way. Publishing takes too long, pages are inconsistent, and every “small update” turns into a bigger effort than it should. This is about choosing a build approach that fixes that operational friction, not a new look.

If you’re planning a migration into HubSpot, you’re making a choice that will shape how your team publishes for years. This is about setting the site up so it stays manageable, consistent, and measurable after launch, not just getting through a migration checklist.

Quick note...I’m not writing this for retail, e-commerce storefronts, or set it and forget it websites. This is B2B: services, consulting, manufacturing, software, complex buying cycles, multiple stakeholders, and internal politics that can kill good marketing even when the strategy is solid.

A couple of things to keep in mind:

Theme switches are rarely cosmetic. Most teams switch because the current setup created too many obstacles over time. The fix isn’t “a nicer theme.” The fix is a better system. Migrations fail when the first build decision locks the team into a structure that can’t scale. It’s easy to choose something that ships fast. It’s harder to choose something the team can actually operate.

If either is your world, this choice matters more than most people think.

The problem isn’t how the site looks. It’s how it works.

A high-performing HubSpot website is defined by how it operates over time, not how it looks at launch.

I’m going to say something that doesn't always land well. A good website is not a look. A good website is a system that behaves the way you need it to behave.

That includes the obvious stuff, like whether pages load and forms submit. But it also includes the part teams live with for years: how page building works, how consistent pages stay when multiple people publish, and how many special cases you allow before the site becomes a patchwork you’re scared to touch.

Your buyer is not window-shopping. They’re reducing risk. They’re trying to answer questions they might not even say out loud. Can I trust you? Is this for companies like mine? Do you actually know what you’re doing? What happens if I take the next step? Your website either helps them answer those questions, or it doesn't. Believe me, you don't want to raise doubt or distrust.

And that’s where the function side matters. Because UX and UI aren’t just about screens. They’re about predictability, clarity, and confidence. For the buyer and for your team.

So when you ask, Should we use a Marketplace theme, a developer theme, or go custom? you’re really asking, What kind of system are we going to operate?

Quick decision tree (use this before you pick a theme)

This decision tree determines which build approach will actually scale based on your publishing reality.

Answer these in order:

How many people will publish content each month?

If it’s 1–2 people occasionally → Marketplace theme can be fine.
If it’s multiple contributors weekly → you need a developer theme (or custom).

Do you need governance (rules) more than design freedom?

If “yes” → developer theme or custom.
If “no” → Marketplace is usually adequate.

Do you need new “content behaviours,” not just page layouts?

If “yes” (dynamic filtering, unique templates, structured content types) → custom.
If “no” → developer theme.

Do you have budget for ongoing maintenance?

If “no” → avoid custom unless the business truly needs it.
If “yes” → custom becomes viable when it reduces operational cost long-term.

What actually changes between the three options.

The real differences between these options are structural and operational, not visual.

Here’s what does not change: you’re still using HubSpot CMS. You’re still building pages with templates and modules. You’re still dealing with internal stakeholders. You’re still trying to align messaging with sales reality.

Here’s what changes:

How opinionated the system is about page patterns.
How reusable and consistent the building blocks are.
How easy it is to create a new page type without breaking the site.
How governance happens when three marketers and a sales leader all want different things.
How many exceptions you can tolerate before you lose control.

Those are functional differences, not visual differences. Let’s walk through them.

Definitions (so we’re using the same language)

HubSpot Marketplace theme: a pre-built theme you buy/install that provides a basic set of page templates and modules with limited or restricted customization.
HubSpot developer theme: a highly flexible theme built with HubSpot CMS best practices and a module system designed for repeatable publishing (governance, consistency, maintainability).
Custom HubSpot CMS build: fully bespoke templates/modules (and sometimes custom objects/data patterns) designed around your specific content model, workflows, and requirements.

HubSpot Marketplace themes: fast starts, borrowed assumptions

Marketplace themes work when your needs are simple, but they introduce constraints that often surface as the site grows.

Marketplace themes are attractive for a reason. They’re beautifully packaged. They’re ready. They’re priced for convenience (sometimes even free). They promise a quick win.

In some situations, that’s exactly what you need.

If your site is relatively straightforward, and you’re not trying to do anything unusual, a Marketplace theme can get you to a decent baseline without spending months arguing about design.

But Marketplace themes come with an invisible cost: you inherit the theme developer's view.

It shows up in the templates that exist, the modules that exist, and the kinds of page patterns the theme makes easy for you to do. And it also shows up in what the theme doesn’t make easy.

The functional ceiling

The limitation of a theme is not how it looks, but whether it supports the pages your business actually needs.

The ceiling isn’t: can we make it look like our brand?, You usually can.
The ceiling is: can you build the pages your business actually needs, the way your buyers need them, without fighting the theme?

If you’re switching themes, you’ve already hit the ceiling once. The question now is whether the next theme raises the ceiling, or whether it just gives you a different set of constraints to hit in six months. If you’re migrating, you haven’t hit the ceiling yet. That’s the trap. It will feel fine during build and early launch, then you’ll discover the limits when the first real campaign lands and the second wave of pages needs to ship fast.

In B2B, a website isn’t just pages. It’s a set of repeatable patterns:

You need a consistent way to explain solutions and outcomes. You need a consistent way to show proof. You need a consistent way to handle objections. You need a consistent conversion path that doesn’t change every time someone gets creative. You need landing pages that don’t feel like a separate universe. You need sales enablement pages that don’t look like a forgotten corner of the site.

A Marketplace theme might support those patterns. Or it might support a generic version of them that becomes limiting when you start scaling.

And when you hit that limit, teams do what teams always do. They improvise.

The improvisation tax

Inconsistent websites are usually the result of teams solving problems one page at a time without a system.

Theme switchers usually don’t get into inconsistency by being careless. They get there by solving urgent problems one page at a time. Migrators usually don’t plan to create inconsistency. It happens when the team tries to ship fast and the build doesn’t provide clear enough patterns.

It starts with good intentions: We just need this one page. Then another. Then you realize your pages don’t match, your forms behave differently across templates, your sales team doesn’t trust where leads are coming from, and your site feels like it was built by a committee across several years.

That’s not because the marketers are bad. It’s because the system didn’t create enough constraints to protect consistency, or it created the wrong constraints and forced workarounds.

Governance risk: too rigid or too loose

Governance failures happen when a system either restricts necessary flexibility or allows too much variation.

Marketplace themes tend to fail in one of two directions.

Some are too rigid. They keep things consistent, but at the cost of flexibility. That sounds fine until you need to launch a new offer quickly and you realize the theme doesn’t have the page pattern you need.
Others are too loose. They give editors a ton of control because control sells. But when you give a team infinite options, you also get infinite outcomes. And then you need governance to pull it back into line.

Either way, the risk isn’t design. The risk is operations.

If your current theme created drift, “more flexibility” is not automatically the answer. It might be the reason you’re switching. And if you don’t decide governance early, governance gets decided by whoever publishes first.

When Marketplace themes make sense

I’m not anti-theme. I’m anti-confusion.

Marketplace themes can be a good choice when you need speed, your site needs are standard, and you have the discipline to stay inside the theme’s structure without constantly making exceptions.

If you can do that, the value is real.

What “website operations” actually includes (the part most teams underestimate)

Website performance in HubSpot depends on operational decisions, not just design or development.

A HubSpot website succeeds or fails on the system behind it. At minimum, you need decisions (and implementation) for:

A module library that matches your content reality: Modules for the pages you actually publish (not just a pretty demo homepage).

Publishing governance: Who can edit what, and how you prevent accidental layout breakage.
Reusable patterns: A consistent approach for CTAs, forms, banners, and content sections so pages don’t drift.
Performance + accessibility defaults: Images, typography, spacing, contrast, and headings that don’t rely on “editor discipline.”
Measurement integrity: Clean templates and consistent component usage so reporting isn’t a mess six months later.

If the site’s success depends on everyone “being careful,” you’ve already built the wrong system.

Developer themes: the PRO version of a theme

Developer themes provide the balance between flexibility and control required for consistent, scalable publishing.

If you’re switching themes, a developer theme is often the most practical upgrade because it reduces the need for one-off fixes and constant cleanup. If you’re migrating, a developer theme is often the safest foundation because it gives you repeatable patterns before bad habits get baked in.

This is where I see experienced teams get the best outcome most often.

Not because it’s more premium. Because it’s designed for how B2B teams actually work: lots of content changes, lots of stakeholders, lots of campaigns, and a constant tug-of-war between speed and consistency.

The real value: predictable building blocks

Predictable components reduce decision-making and maintain consistency across a growing site.

Developer themes shine when the component library is deliberate.

The components are reusable. The rules are clear. The patterns repeat. The site stays coherent as it grows.

That matters for many reasons. My top three...

First, your team can move faster without making new design decisions every time. Less decision-making is not a loss. It’s a win. It keeps people focused on message and offer instead of layout debates.
Second, quality becomes easier to maintain. If the system makes it hard to be inconsistent, then the site stays consistent without needing constant policing.
Third, iteration becomes sane. Improvements can be made to a pattern and applied across many pages, rather than fixing the same problem repeatedly on isolated pages.

This is the biggest difference I see in real-world performance: whether the site improves over time or slowly degrades.

UI and UX get operational

UI and UX directly affect how efficiently teams can build, review, and maintain pages.

Here’s a thing that’s hard to explain until you’ve lived it. UI isn’t a design layer – it's a productivity layer.

This is why the “our site feels messy” complaint is valid. Messy isn’t a design critique. It’s a symptom that the system is producing too many variations. This is why it’s worth getting patterns right early. Once a site grows, inconsistencies become expensive to fix because every fix is multiplied across dozens or hundreds of pages.

When your UI system is consistent, your reviews get faster. Your approvals get faster. Your QA gets faster. Your content team gets faster. Your site feels more trustworthy to buyers because it doesn’t look like a collection of different ideas.

And UX becomes easier to manage because your decision paths become consistent. Buyers can move from one page to another without feeling like they jumped into a different company.

That trust is not fluffy. It’s functional. It affects conversion.

The best fit use case

Developer themes are often the right choice when you need to publish consistently, multiple people touch the site, campaigns happen regularly, and you want a system that protects standards while still letting you build what you need.

Custom development: high fit, when you design the operating model too

Custom development is only effective when it is designed as a system, not a collection of bespoke pages.

Custom development is not the villain. It’s just the easiest path to expensive mistakes if you do it for the wrong reasons.

Custom should be chosen because you have real functional requirements that a theme system can’t support.

But here’s the part many teams miss: A custom website can still be a mess to operate if it’s built like a collection of bespoke pages instead of a system.

The most common custom failure

Custom builds most often fail when they are difficult to update and adapt after launch.

The most common failure isn’t, "it doesn’t work." The site works. The failure is that it becomes hard to change.

Marketing starts treating the site like glass. Sales complains they don’t have the pages they need. Campaigns take too long to launch. And the team starts accepting, "we’ll fix it in phase two."

Theme switchers often arrive here after they’ve already tried quick fixes. Custom can solve real problems, but only if it’s built for long-term change, not for a one-time reveal. And migrators can walk into this without realizing it. A custom build can look like the premium option, then become the option that’s hardest to change when the business evolves.

And that usually happens because custom builds often optimize for launch-day presentation instead of long-term operations.

What good custom looks like in HubSpot

Effective custom builds still rely on structured components, governance, and repeatable patterns.

Good custom development in HubSpot still needs: A reusable component library. Clear patterns. Limits where limits help. Flexibility where flexibility is needed. Documentation. Governance. A plan for ongoing improvement.

In other words, good custom looks a lot like a developer theme, except it’s built specifically for your organization.

If you build custom without that discipline, you end up with a website that requires developers for routine changes, which defeats the point of using a platform like HubSpot in the first place.

When custom is worth it

Custom is worth it when you truly need unique structure, unique content behaviour, or unique functional flows, and the organization is ready to treat the website as an ongoing asset that needs ownership.

Theme switchers and HubSpot migrators face different problems, but the same decision

Theme switches and migrations solve different problems but require the same structural decisions.

If you’re switching themes, you’re usually doing it because something isn’t working:

Your team can’t publish quickly. Pages look inconsistent. You have too many one-offs. Your theme is limiting. Or the theme has become a patchwork and nobody trusts it.

A theme switch can help. But it won’t fix messaging, positioning, or strategy on its own. It fixes the system you publish with.

If you’re migrating into HubSpot for the first time, you’re making a longer-term choice. You’re not just launching a site. You’re setting up a platform your team will live in. That platform will influence how cleanly your conversion paths are implemented and how consistent your web-to-CRM data capture becomes.

A theme switch is a chance to remove friction. But if the site’s content model is unclear, or publishing standards don’t exist, the new theme gets blamed for problems it didn’t create.

A migration is a chance to set standards early. If standards aren’t set, the platform will still work, but the system will slowly become harder to trust and harder to manage.

The part that ties websites to CRM and RevOps

Website structure directly impacts CRM data quality and reporting reliability.

In HubSpot, the website is not separate from the CRM.

Your site shapes what gets captured, how it gets captured, and whether your data is consistent enough to support reliable reporting.

If your website allows every landing page to invent its own form logic, its own naming conventions, its own conversion path, then your CRM will reflect that inconsistency. That’s when lifecycle stages become arguments. That’s when reporting becomes untrusted. That’s when teams stop using the system properly.

This is why I care so much about patterns and consistency. It’s not a web team issue. It’s an operations issue.

If reporting feels shaky today, a theme switch won’t fix it, but a more consistent site structure can stop making it worse. If reporting needs to be defensible, the website has to stop being a source of inconsistency. That’s a build decision, not a dashboard decision.

How I’d choose, if I were you

The right choice depends on publishing frequency, team size, and the need for consistency.

I’d start with a few direct questions.

How often does your website change? If it changes rarely, you can tolerate more constraints. If it changes weekly, you need a system.
How many people publish? One person can keep a messy system alive. A team can’t.
How important is consistency to your brand and buyer trust? If you sell high-trust services or high-stakes B2B solutions, consistency is part of credibility.
How unique are your requirements? If they’re truly unique, custom may be justified. If they’re not, custom is often just expensive uniqueness.

If you're contemplating switching themes...How disciplined has your organization actually been about governance so far? Your current site already answered that question. Build the next one accordingly.

If you're looking to migrate into HubSpot...How disciplined is your organization likely to be once the site grows and multiple people are publishing? Build for that reality, not the best-case scenario.

These questions tend to point to the right choice quickly.

Marketplace themes are fine when you need speed and your needs are standard.
Developer themes are often the best balance for experienced B2B teams because they support consistent publishing and long-term maintainability.
Custom development is appropriate when requirements justify it and the organization is prepared to own the operating model.

Theme readiness checklist (use this to evaluate any theme or agency proposal)

This checklist identifies whether a theme or build approach will hold up under real usage.

If you can’t answer these clearly, you’re buying risk.

Editing safety: Can an editor break layout by changing one setting?
Module reuse: Are modules designed to be reused across dozens of pages without custom tweaks each time?
Content model clarity: Do templates reflect how you structure information (services, industries, resources), not just how it looks?
Governance: Are there rules for headings, spacing, image ratios, and component usage?
Scalability: Will the site still feel consistent after 50 new pages and 5 different editors?
Hand-off quality: Is there documentation for “how we build pages here”?

Closing thoughts

Most website failures are the result of structural decisions made early in the build process.

These are the patterns we see when teams choose based on appearance.

Failure: the homepage looks great but internal pages drift
Fix: build a module library for the repeatable pages first (services, case studies, resource articles).
Failure: editors create one-off sections because “it was faster”
Fix: create approved section patterns and lock down the rest.
Failure: switching themes becomes a migration project
Fix: invest in a developer theme with stable templates and a content model that can survive redesigns.
Failure: analytics becomes unreliable
Fix: standardize components (CTAs, forms, resource cards) so events and conversions stay comparable over time.

FAQ: HubSpot themes vs custom builds

If you want, we can evaluate your current website (or planned build) against the operational requirements above.

We’ll review your publishing reality (who edits, what you publish, how often).
We’ll map it to the right build approach (Marketplace vs developer theme vs custom).
You’ll get a clear recommendation + the tradeoffs (cost, timeline, risk, maintainability).

If you take one thing from this, let it be this: Choose the option that makes it easier to operate the site next quarter, not just launch it this quarter. Because in B2B, the website isn’t a finished project. It’s at the centre of how your business runs.

How Natural Visitor Flow Builds Trust and Boosts Conversions

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 10 Sep 2025 14:17:00 GMT

Visitors stay longer. They explore more. They trust your site and take action on their own terms. This unique approach to creating a purposeful website visitor experience transforms browsing into connection, frustration into flow, and clicks into customers.

The way people move through your website shapes their entire experience. When visitors find what they need naturally and without pressure, they feel understood and respected. This builds trust, encouraging them to engage deeper and return again. By removing frustration and guiding visitors step by step, your site becomes a tool that supports real decision-making—helping grow your business through stronger relationships, not gimmicks or hard sells. That journey might be several pages and visits, or a single visit and purchase depending on your business model and your customers' behaviour.

(Note: Audio recording is shorter than the text. This content will soon be available in print and ebook formats via Amazon.)

Chances are you’re looking for a better way to connect with your audience, generate meaningful leads, and turn casual visitors into loyal customers.

You’re in the right place.

When I wrote The Art of Flowww (2020), my goal was simple: to help businesses stop chasing quick fixes and start building websites that genuinely work for their customers. In the years since, digital marketing has evolved dramatically. We’ve seen the rise of AI agents, shifts in how people search for information, a rise in transactional messaging, and a growing demand for authenticity in marketing.

This updated and expanded content reflects how I see those changes impacting you and offers fresh strategies, tools, and insights to help you do even better going forward.

Why This New Book Matters

Every marketer, business owner, or web developer has faced the same challenge: how do you turn website traffic into buyers? It’s a question I’ve been asked countless times at conferences, workshops, and in coaching sessions.

It’s not always an easy one to answer.

Most businesses rely on outdated tactics (pop-ups, aggressive "Buy Now" buttons, or poorly positioned squeeze pages) that frustrate users more than they convert them. These focus on short-term gains instead of long-term relationships. But here’s the truth: real conversions happen when you stop pushing and start connecting.

That’s where flowww comes in.

What Is Flowww?

Flowww is more than just a strategy – it’s a mindset. It’s about creating seamless pathways through your website (or web page) that feel natural and intuitive for your visitors. Instead of forcing them into action, you guide them step by step, building trust along the way. When done right, flowww doesn’t just increase conversions – it transforms visitors into champions for your brand.

With this information, you’ll learn how to:

Understand what your visitors truly want.
Structure your website so it works with human behaviour instead of against it.
Use proven frameworks like StoryBrand, Monroe’s Motivated Sequence, and PAS to craft compelling messages.
Adapt to emerging trends like AI-driven search and hyper-personalization.
Create content that resonates with your audience and keeps them coming back.

What’s New in This Edition?

Since the first edition, I’ve worked with a few hundred more businesses (from small startups to global enterprises) refining our approach with each engagement and new learning. This updated edition includes:

A deep dive into how AI agents are reshaping search behaviour and what it means for marketers.
Expanded sections on conversion frameworks like StoryBrand, PAS, and more.
New insights on structuring content for voice search and conversational queries.
Practical examples from real-world businesses that have successfully implemented flowww.
Pairing information pathways with conversion techniques.

Whether you’re new to digital marketing or a seasoned pro looking for fresh ideas, this book will give you actionable strategies you can start using today.

Who Is This Book For?

This book is for anyone who wants their website to work harder, and smarter:

Marketers who want to create campaigns that resonate better with their audience.
Business owners who are tired of wasting money on outdated tactics that don’t deliver.
Web developers looking for ways to build sites that drive engagement and conversions.

You don’t need to be an SEO expert or tech wizard to benefit from these strategies. Everything in this book is designed to be practical, straightforward, and easy to implement, without the jargon.

Why I Wrote This Book

In 2009, I was running a successful graphic design business when I received a stage four cancer diagnosis. Throughout the next year, during treatment and recovery (survival), I had time to reflect on what really mattered; not just in my personal life but in my work as well. I was determined to do more than just design websites and logos; I wanted to help business owners and managers succeed by guiding them on how to create real connections with their customers via more personalized marketing assets (not just websites.)

That realization led me to develop the art of flowww, an approach rooted in empathy, psychology, and a deep understanding of how people make decisions online. Since then, I’ve had the privilege of helping hundreds of organizations transform their websites, strategies, and marketing assets into powerful tools for growth.

I share everything I learn.

What You’ll Gain

By the end of this book, you’ll have a clear roadmap for turning your website and other marketing assets into a lead-generating machine. You’ll know how to:

Create content that speaks directly to your audience’s needs no matter if it’s informational or transactional.
Structure links and calls-to-action that guide visitors naturally through their buying journey.
Leverage tools like AI agents and voice search to stay ahead of the curve, or at the very least, stay up to date.
Build trust with your audience at every touchpoint.

Most importantly, you’ll learn how to stop chasing quick wins and start building lasting relationships (and solving big problems) with your customers and clients, because that’s where true success lies. When customers come back or refer their friends, it’s a heck of a lot easier to generate more revenue and pay the bills than chasing net new sales all the time.

Let’s Get Started

If you’re ready to take your website (and your business) to the next level, let’s get started. In Chapter 1, we’ll tackle one of the biggest challenges in marketing today: generating online conversions without resorting to outdated tactics or gimmicks.

Keeping Flowww Alive

Flowww is not a one-time fix. As your business and audience change, revisit your work often. Refresh information, try new formats, and listen to visitor feedback. Watch for changes in trends and technology, then tweak your approach so your message stays welcoming and clear.

An evolving website keeps its flowww by adapting and refreshing. This ensures your message and offers remain relevant long after its launch or redesign.

Let’s dive into The Art of Flowww, Expanded Edition. Together, we’ll create something extraordinary.

Contents

Introduction

- Purpose and Updates

- Who This Book Is For

- What You’ll Gain

Generating Conversions

- Common Challenges

- The Flowww Approach

- Conversion Frameworks (StoryBrand, Monroe’s, PAS, etc.)

Visitor Intent and Link Strategy

- Buyer’s Journey and Visitor Intent

- Types of Links and Their Roles

- Designing Links for Flow and SEO

Content and User Experience

- Importance of Quality Content

- Content Structuring Tips

- UX as a Conversion Tool

Advanced Topics

- AI and Voice Search Trends

- Real-World Examples

Dedication

This book is dedicated to my sister Lisa who has no idea how much I admire her.

Chapter 1: How Do You Generate Online Conversions?

Let’s talk about one of the biggest challenges in marketing: getting website visitors to convert into leads or customers.

I’ve spoken at countless conferences and workshops, and no matter the audience – whether it’s marketers, web designers, or business owners – this topic always comes up. Why? Because driving traffic to a website is hard enough, but turning that traffic into something meaningful, like a lead or sale, is even harder.

That’s why you see so many businesses relying on tactics like long squeeze pages, aggressive “Buy Now” buttons, or those annoying pop-ups we all hate. Marketers know these techniques frustrate real-life customers, but they’re under pressure to show results. When conversion rates are low, desperation kicks in, and they resort to methods that often do more harm than good.

I get it. Marketers focus on squeezing out conversions because it’s their job. But here’s the thing: those tactics just make it harder than it needs to be.

The Perfect World vs. Reality

Imagine this: A visitor lands on your website, goes straight to the exact page they need, and takes action immediately – whether that’s buying a product, signing up for a service, or booking an appointment. In that perfect scenario, it makes sense to push hard for a conversion because you’ve got the ideal customer in front of you at just the right moment.

But here’s the catch: that “perfect” scenario is hypothetical. That’s not how things work in real life.

In reality, most visitors to your website aren’t ready to buy right away. They’re not decision-makers prepared to pull the trigger on a purchase. Instead, they’re researchers…people gathering information so they can make an informed decision later on. Or maybe they’re doing research for someone else entirely (like a boss or work colleague, or even a family member).

For these visitors, hard-sell tactics don’t just fail, they actively turn people away. What they want isn’t pressure; but helpful information. They’re looking for resources that answer their questions and help them feel confident about their next steps.

The Numbers Don’t Lie

If you’re skeptical about this, take a closer look at your web analytics. Even the best landing pages only convert about 5% of visitors into leads or sales opportunities. And let’s be honest, most businesses would kill for numbers like that!

What does that mean? It means that in a best-case scenario, 95% of your potential business is slipping through your fingers. And in many cases, it’s closer to 99%. That means only one out of every 200 visitors finds enough value in your page to take action.

Alarming!

Cracking the information pathway approach: Flowww

This book is here to help you change that dynamic.

My goal is simple: I want to show you how to structure your website so it works with human nature instead of against it.

By understanding what most visitors actually want when they come to your site (and giving it to them) you can create an experience that feels natural and helpful instead of pushy or frustrating.

When you achieve what I call “flowww,” you guide people seamlessly through your website in a way that feels intuitive and effortless. Instead of pressuring them into taking action before they’re ready, you build trust by providing value at every step of their journey.

Here’s what happens when you embrace flowww:

Visitors stay on your site longer because they feel understood and respected.
They explore more pages because your content naturally leads them from one topic to another.
They leave with a positive impression of your brand – even if they don’t convert right away.
And when they are ready to act? They’ll come back to you because you’ve already earned their trust.

You can do this.

Whether you’re a marketer just starting out or an experienced web developer working on enterprise-level platforms, this book has something for you. The principles I’m sharing here are simple but powerful – and they work across industries and skill levels.

You don’t need to be an SEO expert or a tech wizard to put these ideas into practice. In fact, I’ve intentionally avoided diving too deep into technical jargon because I want this guide to be accessible to everyone – even business leaders who don’t have a background in marketing.

What I’m sharing with you isn’t based on theory – it’s based on real-world results. These concepts have been tested and refined over more than a decade through my work with 700+ organizations at Kayak Marketing and via our managed wordpress websites platform.

The bottom line? This approach works because it aligns with basic human psychology – not because it relies on tricks or gimmicks.

Making Flowww Work for Small Teams

You don’t need a big budget or advanced tech skills to apply Flowww. Focus on small steps like making messages clear and links helpful. Use basic website builders, free tracking tools, and simple surveys to get feedback. What matters most is care and attention to your visitor’s experience. With a bit of effort, even small teams can build great Flowww, earning loyalty and trust with each tweak.

Next Steps

Ready to get right into the good stuff? In this next chapter, we explore a trio of powerful conversion strategies.

Chapter 2: Introducing StoryBrand Framework, Monroe’s Motivated Sequence, and PAS

StoryBrand Framework: Clarify Your Message

The StoryBrand Framework, created by Donald Miller, is a powerful tool for simplifying your marketing message. At its core, it’s about telling a story where your customer is the hero, and your brand is the guide that helps them overcome challenges to achieve success. The framework is built around seven steps inspired by the "hero's journey," a narrative structure that resonates deeply with audiences.

How it Works

Character: Identify your customer as the hero with a specific goal or desire.
Problem: Define the external, internal, and philosophical problems they face.
Guide: Position your brand as the trusted guide with empathy and authority.
Plan: Provide a clear plan to help the hero succeed.
Call to Action Offer a direct call to action – what do you want them to do?
Avoid Failure: Show the risks of inaction or failure to solve their problem.
Success: Paint a picture of what success looks like when they follow your plan.

Why It Works

The StoryBrand Framework keeps your message simple and customer-focused. As Miller says, “If you confuse, you lose.” By making your audience’s journey clear and relatable, you increase engagement and conversions. This approach has been used by major brands like Intel and Chick-fil-A to create compelling campaigns.

Practical Application

Use this framework to craft landing pages, email campaigns, or sales pitches that resonate with your target. For example, instead of saying “We’re the best marketing agency,” say, “You want more leads – we’ll guide you there with proven strategies.”

Monroe’s Motivated Sequence: Inspire Action

Developed by Alan Monroe in the 1930s, MMA is a five-step framework designed to persuade audiences to take action. It’s widely used in advertising, political speeches, and sales presentations because it taps into human psychology.

The Five Steps

Attention: Grab attention with your opening – use a hard fact, question, or story.
Need: Identify a problem or pain point your audience is experiencing.
Satisfaction: Present your solution and explain how it addresses their need.
Visualization: Help your audience imagine the benefits of adopting your solution – or the consequences if they don’t.
Action: End with a clear call to action – tell them exactly what to do next.

Why It Works

This sequence works because it mirrors how people process information when making decisions. By addressing their pain points and painting a vivid picture of success, you create an emotional connection that motivates them to act.

Practical Application

Let’s say you’re selling software for small businesses:

Start with a shocking stat like “80% of small businesses fail within the first five years.” (Attention)
Highlight how poor financial management contributes to this failure. (Need)
Introduce your software as an easy-to-use solution for managing finances effectively. (Satisfaction)
Describe how users can save time and avoid costly mistakes by using your product – and what happens if they don’t act now. (Visualization)
End with “Sign up for a free trial today!” (Action)

PAS Formula: Problem-Agitate-Solution

The PAS formula – short for Problem-Agitate-Solution – is one of the simplest yet most effective frameworks for writing persuasive copy. It focuses on identifying a problem, intensifying the emotional impact of it, and then offering a solution.

How It Works

Problem: Clearly state the problem your audience is facing.
Agitate: Amplify the pain or frustration caused by this problem.
Solution: Present your product or service as the solution.

Why It Works

PAS works because it triggers our emotions – something we humans respond to instinctively – before offering any logic-based solutions. By making people feel understood and empathized with, you build trust. It impacts how open someone is to taking action towards solving that problem.

Practical Application

Imagine you’re promoting an online course:

Problem: “Are you struggling to grow your business because you don’t know how to market online?”
Agitate: “You’re not alone – most small business owners waste thousands of dollars on ineffective ads because they don’t have a clear strategy.”
Solution: “Our course will teach you step-by-step how to create profitable marketing campaigns, greatly reducing the chance of wasted time or money.”

How These Strategies Work Together

Each of these frameworks has its strengths:

The StoryBrand Framework helps clarify your message by focusing on your customer’s journey.
Monroe’s Motivated Sequence provides structure for persuasive communication.
PAS zeroes in on emotional triggers to drive immediate action.

When combined strategically, these approaches can transform how you engage with your audience across different channels – from landing pages to email campaigns to sales presentations.

For example:

Use StoryBrand principles to position yourself as the guide in all messaging.
Structure presentations or pitches using Monroe’s Motivated Sequence.
Write ad copy or headlines using PAS for instant impact.

By leveraging these proven frameworks, you’ll not only capture attention but also inspire meaningful action – leading to higher conversion rates and stronger customer relationships.

Chapter 3: How They Think vs. How We Link (Information Pathways)

Why Do Most Websites Miss the Mark?

Have you ever wondered why so many websites fail to convert visitors into leads or customers? The answer lies in a fundamental misunderstanding of how people make decisions.

Marketers often assume that visitors come to their websites ready to buy. They structure their pages with flashy discounts, urgent calls to action, and “limited-time offers,” hoping to nudge people into making a purchase. But here’s the problem: this approach ignores how real people think and behave.

The Reality of Decision-Making

The truth is, most purchasing decisions – especially for complex products or services – don’t happen instantly. Sure, someone might buy a pack of gum or a cup of coffee on impulse, but they’re not going to choose a CRM for their business or hire an agency that way.

Instead, buyers go through a process we call the buyer’s journey. This journey has four stages:

Awareness: The buyer realizes they have a problem or need.
Consideration: They start researching potential solutions.
Desire: They evaluate their options and narrow down their choices.
Action: They make a decision and take action (like making a purchase or booking a consultation).

This process isn’t new – it’s been studied and documented for decades. Yet, many marketers still act as though every visitor is ready to buy the moment they land on a website. That assumption couldn’t be further from reality.

Aligning with the Buyer’s Journey

If you want your website to convert more visitors, you need to stop pushing people toward action before they’re ready – and start meeting them where they are in their journey (and as they go through the transition to becoming your customer).

Let me show you what this looks like in practice with an example.

Example: A Bookkeeper’s Journey

Imagine you’re a bookkeeper, and it’s tax season. You’re struggling because some of your clients are slow to send in their receipts, which limits how many accounts you can process each week (Awareness).

You start looking for solutions online and asking peers for advice (Consideration). Eventually, you discover that cloud-based filing software could solve your problem by allowing clients to upload receipts instantly (Desire).

After comparing features and pricing across several vendors, you choose one that meets your needs and fits your budget (Action).

Now… let’s say one of those tax software vendors structured their website with this buyer journey in mind. On their homepage, they might highlight some of the more common challenges bookkeepers face during tax season (like time constraints caused by late receipts). Then, they might offer downloadable guides or videos showing how their product solves the problem(s). All without pressuring anyone to buy now.

By the time a prospect reaches a pricing/purchase/download page, trust is earned through providing valuable information at every step of the prospect’s journey.

What Happens When You Get This Right?

When your website aligns with the buyer’s journey, amazing things happen:

Visitors feel understood because your content speaks directly to their needs and concerns.
They engage more deeply with your site because it provides real value instead of just sales pitches.
And when they’re ready to take action? You’re already top of mind because you’ve earned their trust.

This approach doesn’t just improve conversions – it creates loyal customers who are more likely to recommend your business to others.

Start Thinking Like Your Customers

Take a moment to reflect on your own website. Are you assuming that every visitor is ready to buy? Or are you providing content that meets them where they are in their journey?

In the next chapter, we’ll dive into specific strategies for structuring links on your site so they guide visitors naturally through each stage of the buyer’s journey.

Chapter 4: Structuring Links to Maximize Flowww

Let’s talk about links.

Most people think of them as simple tools to move visitors from one page to another. But in reality, links are much more than that.

When used strategically, links guide visitors through your content in a way that feels natural and intuitive. They help people find what they’re looking for, keep them engaged longer, and ultimately lead them toward taking meaningful action.

But here’s the catch: not all links are created equal. Where you place them, how you phrase them, and even how they look can make or break your website’s ability to convert visitors.

Why Most Link Strategies Fall Short

Too often, website owners treat links as an afterthought. You might see a generic “Click Here” buried at the bottom of a page.

The problem? These kinds of links don’t guide visitors, because they lack context. And when people feel unsure about where to click next, they leave.

If your goal is to create a seamless experience that moves visitors deeper into your website (and closer to conversion), you need to be intentional about how you structure every link.

Four Types of Links That Drive Results

Over the years, I’ve found that there are four key types of links that work together to maximize flowww on a website. Let’s break them down:

1. Links Within Paragraphs

These are the unsung heroes of link strategy. When you put a link on topical words within a sentence, it does two important things:

It provides context, helping readers understand what kind of information they’ll find if they click.
It feels seamless and non-intrusive, encouraging visitors to explore further without disrupting their reading flow.

For example:

Weak Link: “Click here to learn more about link placement strategies.”
Strong Link: “Link placement is critical for improving website usability.”

See/hear the difference? The second example integrates the link into the sentence naturally while also giving search engines a clear idea of what the linked page is about – boosting its SEO value.

2. Contextual Navigation Links

Most websites have a main navigation bar at the top of the page, but contextual navigation takes things a step further. These are additional menus or sidebars that display links relevant to the content on a specific page.

For example, imagine you’re on a page about car engine maintenance. A contextual menu (inline or side or anchored) might include links to specifically related topics like oil filters, spark plugs, or DIY repair tips.

Why does this matter? Because people don’t think hierarchically – they think topically. By offering links that align with their current interests, you make it easier for them to explore your site in a way that feels intuitive and natural.

3. Graphical Calls-to-Action (CTAs)

At first glance, graphical CTAs might look like ads – but they’re not. Unlike traditional ads that push for immediate transactions (“Buy Now!”), these CTAs offer something valuable in exchange for engagement.

Think of things like downloadable PDFs, free toolkits, or access to exclusive resources. Visitors who click on graphical CTAs are usually in the Consideration stage of their journey – they’re looking for deeper insights but aren’t usually ready to commit just yet.

Here’s why this matters:

A well-designed CTA signals that there’s more value waiting for them beyond the current page. (A poorly designed one looks like an advertisement.)

It also creates an opportunity (optional) for you to collect contact information (like an email address) in exchange for access – turning visitors into leads.

Pro Tip: Make sure your graphical CTAs deliver on their promise. If someone downloads a resource and finds it lacking in value, you’ll have lost their trust – and likely their business as well.

4. Call to Action Buttons

These are the final step in your link strategy – the moment when visitors signal they’re ready to take action. These buttons should be clear and direct, with labels like:

“Request a Demo”

“Start Your Free Trial”

“Contact Us Today”

But here’s the key: avoid introducing call to action buttons too early in the process. Visitors who haven’t yet explored your content likely haven’t built trust with your brand enough to be ready to click a blatant “Buy Now” link.

Think of it like dating – you wouldn’t propose marriage on the first date! Instead, let your content guide visitors naturally toward this final step so it feels natural rather than forced.

How These Links Work Together

When you combine these four types of links strategically, your website transforms.

In-paragraph links keep readers engaged by offering context and insights.
Contextual navigation helps them dive deeper into topics they care about.
Graphical CTAs provide valuable resources that build trust and credibility.
Call to Action buttons close the deal when visitors are ready to take the next step.

The result? A seamless experience where every click feels purposeful – and every visitor feels supported.

A side note on this link strategy is for those who need to learn about your product. These are not people responding to ads, discounts, limited time offers, etc that they’d learn about from an ad or social post. For those types of visitors, we employ conversion strategies (also covered in this book).

Start Structuring Your Links Today

Take a look at your website right now. Are your links guiding visitors through their journey – or leaving them confused?

In the next chapter, we’ll explore how understanding visitor intent can help you fine-tune your link strategy even further for maximum impact.

Chapter 5: Deciphering Visitor Intent

Not All Click(er)s Are Created Equal

Have you ever wondered why some visitors click through multiple pages on your website while others leave after just a few seconds? It all comes down to intent.

Every visitor arrives at your site with a specific goal in mind. Some are just browsing, others are gathering information, and a small percentage want to take action. The challenge for you is understanding what each visitor wants – and tailoring their experience accordingly.

Tailoring Flowww for Personas and Channels

Recognize that visitors vary by buyer persona and traffic source. Segment your audience by demographics, behaviours, and channel (organic search, social media, paid ads). Customize pathways and content messaging to address each persona’s unique concerns and buying stages. Analyze channel behaviour separately to optimize flow and conversions per source. Personalization deepens relevance and maximizes conversion opportunities.

Why Understanding Intent Is Crucial

Here’s the problem: most websites treat all visitors the same. They assume everyone is ready to convert so they push aggressive calls-to-action (CTAs) like “Buy Now” or “Schedule a Demo” on every page.

This approach ignores a fundamental truth: most visitors aren’t ready to act. They’re still exploring, researching, or comparing options. If your website doesn’t align with their intent, they’ll leave – and they probably won’t come back.

To create a website that truly resonates with your audience, you need to understand why they’re there in the first place. Are they looking for quick answers? Detailed resources? Or are they ready to make a decision? When you can decipher their intent, you can guide them more effectively through your site.

Matching Links to Visitor Intent

The good news is that your website already holds clues about visitor intent – you just need to know where to look. By analyzing how people interact with different types of links, what parts of a web page they view, and how much information they consume on each visit, you can gain significant insights into their mindset and needs. Let’s break it down:

1. In-Paragraph Links

Visitors who click on in-paragraph links are usually in the Awareness or Consideration stage of their journey. They’re looking for more information about a specific topic but aren’t ready to commit to anything yet.

For example, someone reading an article about “The Benefits of Cloud Software” might click on a link to learn more about data security features. This tells you they’re interested in understanding how cloud software works – but they’re not ready to buy just yet.

2. Contextual Navigation Links

When visitors use contextual navigation (like sidebar menus or related links), they’re often exploring broader topics or diving deeper into related areas of interest. This behaviour signals curiosity and engagement – they want more information but haven’t narrowed their focus yet.

For example, a visitor on a page about “Engine Maintenance Tips” might click on a sidebar link about “How to Choose the Right Oil Filter.” This tells you they’re actively researching solutions but still gathering knowledge.

3. Graphical CTAs

Clicking on a graphical call-to-action (like a banner offering a free guide or toolkit) is a strong signal that the visitor is in the Consideration stage. They’re looking for deeper insights or practical tools that can help them evaluate their options.

At this point, they may be willing to share their contact information (like an email address) in exchange for something valuable – but only if they trust you and see that there is a real benefit for them.

4. Call to Action Buttons

Visitors who click on call to action buttons (like “Request a Quote” or “Start a Free Trial”) are clearly in the Action stage of their journey. They’ve done their research, evaluated their options, and are now ready to take the next step.

This is your moment to shine – but only if your website has guided them there naturally and without unnecessary pressure.

The Power of Intent-Based Design

Imagine this: You’ve structured your website so that every link aligns perfectly with visitor intent.

A researcher finds helpful in-paragraph links that guide them toward deeper insights without overwhelming them.
A curious browser uses contextual navigation to explore related topics and stays on your site longer as a result.
Someone in the Consideration stage clicks on a graphical CTA, downloads your resource, and becomes a qualified lead.
And when a ready-to-buy customer clicks “Contact Us,” they feel confident because your site has already answered their questions and built trust.

By understanding and responding to visitor intent, you create an experience that feels personalized and intuitive – one that keeps people engaged and encourages them to take meaningful action.

Start Tracking Visitor Behaviour Today

If you’re not already tracking how visitors interact with your website, now’s the time to start. Tools like Google Analytics, HubSpot Tracking, or HotJar heat-maps (as examples) can show you where people are clicking, how far down a page they go, and which links or content are driving positive engagement.

Use this kind of data to identify patterns:

Which pages attract the most clicks? Popular?
What types of links get the most engagement? Popular?
Where do visitors drop off? Is something wrong or is it the end of the journey?

The more you understand about visitor behaviour, the better equipped you’ll be to optimize your site for intent-based navigation.

Links Aren’t Just for Navigation

Let’s shift gears a little and talk about how links impact something most every marketer cares about: search engine optimization (SEO).

You already know that links guide visitors through your website, but did you know they also play a critical role in how search engines rank your pages? When used strategically, links can boost your site’s visibility, helping you attract more traffic – and not just any traffic, but the kind that’s more likely to convert.

Technical SEO and Site Performance

Beyond content and links, technical SEO aspects impact both Flowww and rankings. Prioritize fast loading times by optimizing images, leveraging caching, and minimizing code. Use structured data (schema markup) to help search engines understand content context. Ensure your site is crawl-able with a clean URL structure and sitemap. Technical excellence supports user experience and search visibility, creating a solid foundation for conversion flow.

Why Most Websites Miss Out on SEO Benefits

Here’s the problem: many businesses treat links as an afterthought. They scatter them randomly across their pages without considering how search engines interpret them.

What they don’t realize is that links are like pathways. Search engines follow these pathways to understand which pages on your site are most important, how they’re connected, and what value they provide to users. If your link structure is messy or unintentional, you’re losing out on a huge opportunity to improve your rankings.

How to Use Links for Maximum SEO Impact

To make the most of your links, you need to think strategically about where they’re placed, how many you use, and what kind of value they provide. Let’s break it down:

1. The “Juice” Behind Links

Think of every page on your website as having a certain amount of “SEO juice.” This juice gets distributed through the links on that page. For example:

If a page has four links, each link gets 25% of the page’s juice to pass on to linked pages.
If it has 20 links, each one gets only 5%.

The takeaway? Be selective about where you place links. Too many can dilute their value, while too few might not provide enough pathways for search engines to follow that you want them to follow.

2. Internal Linking Matters

Internal links (links between pages on your own site) are one of the most powerful tools in your SEO arsenal. They help search engines understand which pages are most important and how they relate to each other.

For example: If you have a blog post about “The Benefits of Cloud Software,” linking it to a product page about your cloud software solution signals to search engines that these pages are connected – and that both are relevant to the topic.

3. Anchor Text Is Key

Anchor text (the clickable part of a link) tells search engines AND PEOPLE what the linked page is about. Descriptive anchor text like “cloud software security” is far more effective than generic phrases like “Click here.”

Not only does this improve SEO, but it also helps visitors understand what they’ll find when they click – building trust and encouraging engagement.

The Perfect Link Strategy

Imagine this: Your website has a clean, intentional link structure that guides visitors seamlessly from one page to another while signalling relevance and authority to search engines.

Visitors stay longer because they find exactly what they’re looking for.
Search engines rank your pages higher because they see clear connections between topics.
And as a result, you attract more qualified people that are primed to convert.

This isn’t just wishful thinking – it’s what happens when you combine flowww with smart SEO practices.

Audit Your Links Today

Take some time to review your website’s link structure. Ask yourself:

Are my internal links guiding visitors naturally through their journey?
Am I using descriptive anchor text that aligns with my target keywords?
Are there too many (or too few) links on each page?

By making small adjustments, you can create a link strategy that benefits both users and search engines alike.

In the next chapter, we’ll explore how content can boost not just engagement but also search engine rankings – helping you attract even more qualified visitors.

Chapter 6: The Importance of Quality Content for Flowww

Why Content Is King (Still)

You’ve probably heard it before: “Content is king.” But here’s the thing – content isn’t just important; it’s essential for creating flowww for visitor experience and website cohesion. Without great content, even the best link strategy in the world won’t keep visitors engaged or help them move through their journey.

Why Most Content Falls Flat

Many websites fail because their content doesn’t speak to their audience’s needs or interests. It’s either too generic (“We’re the best in our industry!”) or too self-focused (“Here’s why you should buy from us!”).

What visitors want isn’t fluff or sales pitches – they want valuable insights that help them solve problems or make informed decisions. Tip…tell them WHY, WHAT it does for them, and HOW it will impact them.

How Quality Content Drives Flowww

Great content does two things:

It attracts visitors by addressing their needs in clear, relatable language.
It keeps them engaged by answering their questions and guiding them toward solutions.

To create content that supports flowww:

Speak directly to your audience’s pain points and goals.
Use simple language that anyone can understand – avoid jargon!
Break up long blocks of text with subheadings, bullet points, and visuals to make it super easy to read and keep reading.

A Website That Works Like Magic

Imagine having a website where every piece of content feels like it was written just for your audience:

Blog posts answer their questions, clearly.
Product pages explain exactly how it/you solve their problems.
And every word builds trust and credibility – making them more likely to take action.

This is what happens when you prioritize quality content over filling pages.

Measuring Flowww Performance

Knowing if Flowww is working for you is simpler than it sounds. Start by checking how long people stay on your site and how many pages they visit in a session.

If readers move naturally through your content and come back again later, Flowww is likely working. Over time, track the number of meaningful actions. Small changes in these numbers signal big improvements.

Every site is different, so check your results regularly and adjust. The key is to look for upward movement in engagement and trust, not just hard conversion rates.

Start Creating Better Content Today

Take a look at your existing content and ask yourself: does this provide real value to my prospects? If not, it’s time to update.

Structuring Content to Flowww

Content structure matters just as much as the words themselves. Here are some quick tips:

1. Use one clear H1 title per page.

2. Place important keywords early in titles and paragraphs.

3. Break content into smaller sections with subheadings.

4. Use descriptive image file names (e.g., “orange-dome-tent.jpg”).

5. Add alt tags for every image.

6. Write meta descriptions that encourage clicks from search results.

Chapter 7: Design Matters

Why UX Is Your Secret Conversion Weapon

User experience (UX) ties everything together – it ensures visitors can find what they need quickly and easily without frustration:

Use legible fonts sized at least 16 pixels (we often we start at 18 pixels) to ensure easy reading. Avoid distracting elements such as carousels or sliders, and if you must use them, turn off auto-advance. Apply basic colour theory by using dark shades for text, light backgrounds, and bright colours for buttons or links. Include plenty of white space to improve readability. Finally, instead of generic “Submit” buttons, choose clear, action-oriented labels like “Download” to guide visitors effectively.

When UX feels intuitive, visitors trust you – and trust leads to conversions.

Flowww on Mobile Devices

More than half of web traffic comes from mobile devices, making it crucial to deliver an optimized mobile experience. Use responsive design to ensure your site adapts seamlessly across screen sizes. Simplify navigation, keep buttons touch-friendly, and minimize load times.

Test Flowww link strategies on mobile to ensure visitors can easily follow pathways without getting frustrated. Mobile-first design boosts engagement and conversions.

Accessibility and Inclusivity Matter

Websites that are easy for everyone to use carry a clear advantage. Consider things like readable colours, easy navigation for screen readers, and clear language. Make sure all images have descriptions for those who cannot see them.

When your site welcomes everyone, you reach more people and build lasting positive impressions. Flowww succeeds best when barriers are removed, creating a learning path that’s open and inviting to all.

Regularly test your website with accessibility tools and real users to maintain compliance and usability. Embracing inclusivity grows your audience and strengthens trust, which supports your Flowww and conversion goals.

Chapter 8: The Shift from Search Engines to AI Agents

The Search Landscape Is Changing

For years, search engines like Google and Bing have shaped how people find information online. But things are evolving quickly. AI agents – tools like ChatGPT, Google Gemini, and Microsoft Copilot – are changing the game.

Instead of typing a query into a search bar and scrolling through pages of results, users now ask AI agents direct questions. These tools understand intent, process vast amounts of information, and deliver clear, actionable answers almost instantly - complete with source citations you can verify. All without ads (for now).

This isn’t just a new way to search – it’s a fundamental shift in how people interact with information. AI agents are becoming digital assistants that recommend products, solve problems, and even predict what users need next. For marketers, this means rethinking how we connect with audiences.

Why Marketers Need to Adapt

As AI agents become more popular, traditional SEO strategies are losing ground. These tools don’t rely on search engine result pages (SERPs). Instead, they pull information directly from content to deliver personalized answers.

This shift changes how people discover products and services. Instead of visiting multiple websites, users trust AI agents to provide fast, concise recommendations. If your content isn’t optimized for this new approach, you risk being left out entirely.

But there’s also opportunity here: businesses that adapt can position themselves as trusted sources in this new ecosystem, capturing attention and driving conversions in ways that weren’t possible before.

How to Thrive in an AI-Driven World

To succeed, marketers need to adjust their strategies. The focus is no longer just on ranking high in search results – it’s about creating content that AI agents recognize as valuable, relevant, and trustworthy. A few tips:

1. Optimize for Conversational Queries

AI agents thrive on natural language queries. Instead of short keywords like “best CRM software,” focus on conversational phrases such as:

“What’s the best CRM software for my hair salon in New York City?”

“Do I need a CRM to help me improve my sales process? I’m currently using a spreadsheet to manage 20 regular customers and I want 20 more. Seems like more computer work to me.”

By aligning your content with the way people naturally ask questions, you increase the chances of appearing in AI-generated responses.

2. Embrace Personalization

AI tools excel at delivering personalized experiences based on user behaviour and preferences. To stay competitive:

Create dynamic landing pages tailored to individual users.
Use personalized calls-to-action (CTAs) that adapt based on where visitors are in their buyer’s journey.
Offer product recommendations based on past behaviour or preferences.

For example, an e-commerce site could suggest complementary products based on browsing history or offer exclusive discounts to repeat customers (showing the product in their favourite colour).

3. Build Trust Through Authority

AI agents prioritize content from credible sources. To establish your brand as a trusted resource:

Focus on creating high-quality content that solves real problems for your audience.
Use trust signals like customer reviews, case studies, and testimonials throughout your site.
Keep your content updated so it remains accurate and relevant over time.

Being seen as reliable is critical – not just for users but for the AI tools that might recommend your brand, service, or product.

4. Prepare for Voice Search

As AI agents integrate with voice assistants like Alexa or Siri, voice search is becoming increasingly important. Voice queries tend to be longer and more conversational than text-based searches:

Text: “Best restaurants near me”
Voice: “What’s a good Italian restaurant within walking distance?”

To optimize for voice interaction:

Use natural language in your content.
Answer specific questions directly.
Contractions are part of our spoken language. Don't be afraid to use them.
Focus on long-tail keywords that reflect how people speak.

By anticipating these kinda of nuances, you can prepare your messaging to do well with voice.

An ideal digital world.

Imagine this: A customer asks their AI agent something like, “What’s the best project management software for remote teams in oil & gas?” Your brand appears in the response because your content aligns perfectly with their needs.

The agent doesn’t just provide a link… it explains why your product stands out by highlighting features, reviews, and pricing pulled directly from your website. The prospect feels confident and clicks through to learn more or to make a purchase.

This is the future of conversion marketing: not just being part of the conversation but leading it.

Action Steps for Marketers

The rise of AI agents isn’t just a trend – it’s a fundamental shift in how people interact with information online. To stay ahead:

1. Audit your existing content to ensure it answers conversational queries effectively.

2. Invest in tools that enable hyper-personalization across your website and campaigns.

3. Build trust by showcasing expertise through high-quality content and strong authority signals.

The businesses that adapt now will be the ones thriving tomorrow – are you ready?

About Randy

Randy Milanovic is the CEO of Kayak Marketing. He’s also a cancer survivor who turned his battle into a mission: helping businesses succeed online by empowering them with knowledge instead of gimmicks.

In 2019, he launched wpsites.ca – a WordPress platform designed to help businesses implement these principles effortlessly.

Randy believes in doing business differently – by focusing on empowerment over dependency – and his strategies have helped over 550 organizations achieve remarkable growth.

More recently, Randy has taken up landscape and astro photography and was named in the Hugs 100 Photographers to Watch 2024.

A note on Randy’s writing style.

Randy Milanovic’s writing style, as seen in works such as Better Business Websites, Disruption, and The Art of Flowww, Expanded, is distinguished by its clarity, simplicity, and approachable tone. He writes in a conversational manner that makes complex ideas easy to grasp, deliberately avoiding jargon to ensure his content resonates with a broad audience, including marketers, business owners, and web developers. His style balances practicality with psychology, weaving together real-world examples, actionable advice, and motivational insights.

This combination creates writing that is not only instructive but also engaging and empathetic. Milanovic’s professional yet warm tone reflects his intent to empower readers at all levels of experience in digital marketing and web development, making his work both accessible and impactful.

Addendum: Real-World Examples of Conversion Strategies in Action

StoryBrand Framework Examples

StoryBrand Framework Recap

Character: Identify your customer as the hero with a specific goal or desire.
Problem: Define the external, internal, and philosophical problems they face.
Guide: Position your brand as the trusted guide with empathy and authority.
Plan: Provide a clear plan to help the hero succeed.
Call to Action Offer a direct call to action – what do you want them to do?
Avoid Failure: Show the risks of inaction or failure to solve their problem.
Success: Paint a picture of what success looks like when they follow your plan.

Spotify: Customer as Hero

Hero: Music lovers feeling overwhelmed by music discovery

Problem: Limited music exploration, repetitive playlists

Guide: Spotify's algorithm and personalized recommendations

Plan:

Create personalized weekly playlists
Discover new artists based on listening history

Call to Action: "Discover Your Sound"

Success: Feeling constantly inspired by perfectly curated music

Basecamp: Project Management Story

Hero: Overwhelmed team leaders struggling with communication

Problem: Scattered communication, missed deadlines

Guide: Basecamp's all-in-one project management platform

Plan:

Centralize team communication
Track project progress visually

Call to Action: "Rescue Your Team's Productivity"

Success: Seamless collaboration and project completion

Monroe's Motivated Sequence Examples

Monroe's 5 Steps Recap

Attention: Grab attention with your opening – use a hard fact, question, or story.
Need: Identify a problem or pain point your audience is experiencing.
Satisfaction: Present your solution and explain how it addresses their need.
Visualization: Help your audience imagine the benefits of adopting your solution – or the consequences if they don’t.
Action: End with a clear call to action – tell them exactly what to do next.

Slack's Enterprise Pitch

Attention: "Communication is breaking your business"

Need: Fragmented team communication wastes 20+ hours monthly

Satisfaction: Slack centralizes communication, increases productivity

Visualization:

Imagine teams collaborating effortlessly
Picture reduced email clutter

Action: "Start Your Free Enterprise Trial"

Coursera's Learning Platform

Attention: "Your career is waiting – are you prepared?"

Need: Skills gap preventing career advancement

Satisfaction: Online courses from top universities

Visualization:

Career progression
Higher earning potential

Action: "Enrol in Your First Course Today"

PAS Formula Examples

PAS Recap

Problem: Clearly state the problem your audience is facing.
Agitate: Amplify the pain or frustration caused by this problem.
Solution: Present your product or service as the solution.

Grammarly's Marketing

Problem: "Writing mistakes cost you credibility"

Agitate:

Typos can destroy professional reputation
Employers judge communication skills harshly

Solution: Grammarly's AI-powered writing assistant

Mailchimp's Email Marketing

Problem: "Small businesses struggle to reach customers"

Agitate:

Ineffective email campaigns waste marketing budget
Low open rates mean lost opportunities

Solution: Mailchimp's easy-to-use email marketing platform

StoryBrand Framework:

Hero: Growing businesses seeking marketing solutions

Guide: HubSpot's comprehensive marketing platform

Monroe's Sequence:

Attention: "Marketing doesn't have to be complicated"

Need: Fragmented marketing tools reduce efficiency

Satisfaction: All-in-one marketing platform

Visualization: Streamlined marketing, increased leads

Action: "Start Your Free Trial"

PAS Formula:

Problem: Marketing feels overwhelming

Agitate: Wasted time, missed opportunities

Solution: HubSpot's integrated marketing tools

HubSpot’s Integrated Approach

HubSpot masterfully combines all three strategies:

Key Takeaways

Always centre the customer as the hero
Address emotional and logical needs
Provide clear, actionable solutions
Make the path to success feel achievable

Pro Tips for Implementation

Test different approaches
Use customer language
Focus on transformation, not just features
Keep messaging clear and concise

By mastering these frameworks, you'll create marketing messages that don't just communicate – they connect and convert.

Inbound Marketing vs. StoryBrand: What Actually Works and How I Use Them

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 29 Jul 2025 01:59:49 GMT

If you’re like me, stranded somewhere between trying to “do content” and making your website actually sell, you’ve probably bumped into two big names...

Inbound Marketing and the StoryBrand framework. I’ve done deep dives into both, made my fair share of mistakes, and here’s what I’ve learned – without the jargon or agency-brochure speak.

My Take on Inbound Marketing

Let’s start with inbound. This is all about creating genuinely useful content like blogs, guides, videos, that build trust with information before you ever try to sell something. For me, inbound means showing up for customers with answers, not ads. When I publish blog posts like this one, offer free resources, and keep educating through emails, leads tend to arrive warmer, more confident, and much closer to a buying decision.

Why do I keep doing inbound?

The value stacks up over time. Old posts still draw traffic.
It builds real authority: people start coming to me with questions.
Sales that come through today often first landed on the site months ago, and came back.

The challenge? Inbound is a marathon, not a sprint. Creating consistent, high-quality content is no small task, and the competition can be fierce. Plus, sometimes it’s hard to pinpoint exactly which touchpoint led to a sale. Unless you're using HubSpot of course, then the tracking scripts help – a lot.

My Experience with StoryBrand

Here’s where StoryBrand changed my game – or I should say, caused me to relook at my game after talking with them a bit. StoryBrand, at its core, forces you to make your customer the focus and clarify how you help them. It’s narrative-driven, simple, and to many, a relief, because it offers a near instant response opportunity you won't likely see from an Inbound effort.

What StoryBrand's approach fixed for me:

I stopped writing long articles that made people think and started writing about real problems which makes people act.
Calls to action became more natural and obvious (and feel more genuine).
My audience actually started engaging with us – less bouncing, more booking.

But be warned: It’s easy to go too “template.” If you don’t adapt StoryBrand to your unique business, it can feel a bit cookie-cutter. While I follow some aspects of StoryBrand, I definitely go my own way. I've been doping this for 30+ years so tweaking it for me feels better than following it to a tee.

Which marketing approach is better? Honestly, both.

Let me boil it down:

	Inbound	StoryBrand
Strengths	Attracts and nurtures leads, earns trust long-term	Cuts through noise, boosts conversions quickly
Challenges	Slow to ramp up, resource heavy	Can feel formulaic if overdone
Best Use	Complex offerings, long sales cycles	Products in need of message clarity
Results	Sustainable organic growth	Immediate lift in engagement

How I Blend the Two

I find that the real magic happens when you combine both strategies:

StoryBrand gives my messaging clarity – so websites and emails convert better.
Inbound drives a steady stream of new leads, attracts organic traffic, and builds trust.
When someone discovers a blog post (inbound), then clear StoryBrand (conversion messaging) on a landing page helps them “get it” and take the next step.

Real world example: I collaborated with a professional training client to overhaul their website incorporating StoryBrand principles and making their offer clear and customer-focused. Meanwhile, he keeps publishing resources. As a result, both organic leads increase and a greater number of prospects convert.

SEO – What’s the Impact of Each?

I’ve seen firsthand that inbound is a cornerstone of SEO success. Every optimized article, resource page, or guide we produce adds to search visibility (organic and AI). StoryBrand, while not focused on search, makes my site more engaging, so people responding to ads do help boost scores and are a natural place to incorporate EEAT.

– Inbound = direct SEO fuel (content, links, structure)
– StoryBrand = stronger on-page engagement, better conversions

Put together, content gets found AND converts better.

So, Where Should You Start?

If you’re struggling to attract quality traffic, inbound is your friend. It’s a long haul but delivers compounding results. If visitors leave confused, nail down your messaging first – a key part of StoryBrand. And if you want the best of both worlds? Mix them. Use inbound to start the conversation, and StoryBrand to seal the deal.

A Practical Guide to EEAT Scoring for Business & Marketing Managers

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 10 Jun 2025 13:15:00 GMT

A marketing strategy grounded in EEAT helps establish your brand as a credible and trustworthy source.

The principles of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) are often considered a SEO content strategy, but they extend well beyond that. The reason they play an important role in SEO, is because they are critical in shaping effective marketing and sales strategies, guiding how brands build reputation, engage audiences, and convert prospects into customers.

When your content consistently demonstrates expertise and first-hand experience, it reassures potential customers that your business understands their needs and offers reliable solutions. This trust is a key factor in both attracting and retaining customers, which directly supports sales objectives.

Sales teams benefit from EEAT-aligned marketing assets. For example, case studies, testimonials, and expert-led webinars can be used as proof points during sales conversations. These materials help address buyer concerns about credibility and reliability, making it easier for sales professionals to build rapport and move prospects toward a purchase decision.

A strong online reputation, supported by positive reviews and transparent responses to customer feedback, is central to both marketing and sales. Monitoring and responding to reviews not only signals trustworthiness to new customers but also provides valuable insights for refining sales approaches and improving customer service.

What Is EEAT?

EEAT is a set of guidelines used by Google’s Search Quality Raters to assess whether content is reliable, accurate, and helpful. It’s particularly important for topics that affect people’s health, finances, or safety, but it applies to many types of content.

The four components of EEAT are:

Experience: This measures whether the content creator has first-hand or real-world experience with the topic. Including personal stories, case studies, or practical advice can demonstrate this.
Expertise: This relates to the depth of knowledge the author has. Content created or reviewed by individuals with relevant credentials or subject matter expertise tends to perform better.
Authoritativeness: This reflects the reputation of the content creator and the website. Recognition from other experts, backlinks from reputable sources, and mentions in industry publications contribute to authoritativeness.
Trustworthiness: This focuses on how reliable and safe the website and its content are. Secure websites (using HTTPS), clear contact information, and transparent author details help build trust.

By integrating EEAT principles, marketing efforts become more credible and persuasive, while sales teams are equipped with the trust signals needed to close deals more effectively. This alignment ultimately leads to stronger brand reputation, higher conversion rates, and long-term business growth.

How EEAT Is Used by Google

Google employs human quality raters who evaluate pages and websites based on EEAT guidelines. Their feedback helps Google refine its search algorithms to better prioritize content that meets these quality standards. While EEAT itself isn’t a direct ranking signal, websites that demonstrate strong EEAT characteristics tend to perform better, especially for sensitive topics often referred to as “Your Money or Your Life” (YMYL) content.

Why EEAT Matters for Marketers

EEAT helps Google identify content that users can rely on. For marketers, this means that focusing on these four areas can improve user trust, enhance your site’s reputation, and support better search performance over time. To strengthen your website’s EEAT profile, consider the following:

Start by highlighting experience through sharing real-world examples, case studies, or user testimonials. This shows that your content is grounded in practical knowledge.
Next, showcase expertise by including detailed author bios with relevant credentials and by referencing reputable, up-to-date sources within your content.
Building authoritativeness involves earning backlinks and mentions from trusted industry sites and participating in relevant industry events or publications.
Finally, enhance trustworthiness by securing your website with HTTPS, providing clear contact information and transparent “About Us” pages, and ensuring your content is accurate, well-cited, and regularly updated.

EEAT Checklist for Business Marketers

EEAT Element	Action Steps
Experience	Share personal stories, user reviews, case studies
Expertise	Display credentials, cite experts, update content
Authoritativeness	Earn backlinks, get industry mentions
Trustworthiness	Use HTTPS, show transparency, cite sources

EEAT offers a useful framework for creating content that both users and search engines can trust. By focusing on experience, expertise, authoritativeness, and trustworthiness, marketers can develop content that stands out for its quality and reliability. This approach helps improve search visibility and fosters stronger connections with your audience – everywhere, nit just in SEO.

The Art of Invisible Animation: Making Motion Feel Natural

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 11 Mar 2025 14:15:01 GMT

Val Head has a great line about UI animation: the best animation is the kind users barely notice. That’s not a creative preference. It’s a quality standard.

When animation is done well, it improves usability. It helps people understand what’s happening, what changed, and what to do next. When it’s done poorly, it slows users down, distracts them, and makes the interface feel less trustworthy. This article isn’t about flashy motion. It’s about using animation the way professionals use it: as functional feedback.

Why “natural” motion matters

People don’t experience an interface as a set of screens. They experience it as a system. Every time the system responds, their brain is asking a few quick questions.

Did it work?
What changed?
What should I do next?
Can I trust this?

Motion can help answer those questions, or it can add noise. “Natural” animation works because it aligns with what people already expect from the physical world. Things don’t teleport. They accelerate and decelerate. They ease into motion and ease out of it. When your UI respects that, it feels calmer and easier to follow.

When motion ignores that, it starts feeling mechanical or random. And in a business context, “random” is not a vibe you want.

Principle 1: motion needs a job

If an animation doesn’t have a purpose, it’s not helping. It’s just movement.

The best UI motion usually does one of three things. It confirms an action, it explains a change, or it guides attention.

A subtle hover treatment that makes a button feel interactive is useful. A loading state that reassures the user the system is working is useful. A transition that shows where something moved or what replaced it is useful.

If motion doesn’t make the product easier to use, it’s decoration. Decoration can be fine, but it shouldn’t compete with clarity.

Principle 2: easing is what makes motion feel “real”

Linear motion reads like a machine. Real-world movement rarely looks linear, and users can feel that difference even if they can’t describe it.

Easing is what makes motion feel human. Things start, speed up, and slow down. That’s how your interface should behave too.

The specific easing curve matters less than the discipline. Pick easing rules that feel right for your product, then apply them consistently. Inconsistency is what makes animation feel sloppy.

Principle 3: timing is a usability decision

Animation speed isn’t style. It’s usability.

Too fast and users miss the change. Too slow and the interface feels heavy. Both outcomes create friction.

As a general rule, most UI transitions should be short enough that they don’t feel like a wait, but long enough that the user can perceive what happened. The “right” timing also changes by context. A micro interaction can be quick. An onboarding moment can be slower because the goal isn’t speed, it’s comprehension.

The point is to make motion support the task, not compete with it.

Principle 4: subtle beats impressive

Subtle motion is easier to trust. It’s also easier to repeat across a product without becoming irritating.

A fade that helps a modal arrive cleanly is useful. A small shift that shows hierarchy is useful. A transition that reduces visual jarring is useful.

Big motion attracts attention. That’s not automatically a win. If everything is trying to be noticed, users stop knowing what matters.

Principle 5: consistency is the difference between “designed” and “random”

Consistency in motion makes a product feel coherent.

If one part of the app slides, another fades, another bounces, and another snaps, the system starts feeling stitched together. Users might not call it out, but they’ll feel it as friction.

Consistency means similar actions behave similarly. Similar elements animate similarly. It also means the same easing and timing choices appear across the product. This is where a design system helps, but even without one, the rule stands.

Motion should feel like a single language, not a bunch of isolated tricks.

Principle 6: accessibility isn’t optional

Some people are sensitive to motion. Some find it distracting. Some find it disorienting.

So motion needs guardrails. Avoid large, dramatic movement where users are trying to complete tasks. Pay special attention to forms and transactional flows. And respect user preferences to reduce motion.

This isn’t about being conservative. It’s about not creating barriers.

What “invisible animation” looks like in practice

When UI animation is working, it’s usually because it’s doing the basics well.

It provides feedback when something changes. It makes transitions easier to follow. It uses easing so motion feels natural. It stays consistent so the interface feels coherent. And it stays out of the user’s way.

That’s the standard: motion that improves usability without asking for credit.

If you want animation to feel professional, stop thinking of it as decoration. Treat it like product behavior.

Monroe’s Motivated Sequence: The Secret to Persuasive Communication

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 05 Mar 2025 17:08:01 GMT

Imagine having a proven formula to inspire action, captivate audiences, and deliver compelling messages. That’s exactly what Alan Monroe, a communication professor at Purdue University, created in the 1930s: Monroe’s Motivated Sequence (MMS).

This five-step method has stood the test of time, becoming a cornerstone for persuasive speeches, sales pitches, and even political campaigns. Whether you’re a professional speaker or simply looking to make your arguments more impactful, this technique can transform how you communicate.

What Is Monroe’s Motivated Sequence?

At its core, Monroe’s Motivated Sequence is a structured approach to persuasion. It mirrors the way humans process information and make decisions—starting with attention and ending with action. The sequence consists of five steps:

Attention: Grab your audience’s focus with something striking—an anecdote, statistic, or rhetorical question.
Need: Highlight a problem or need that resonates with your audience.
Satisfaction: Present a solution to address the problem.
Visualization: Help the audience imagine the positive outcomes of adopting your solution (or the negative consequences of ignoring it).
Action: Deliver a clear and compelling call to action.

Why Does MMS Work?

This method works because it taps into both logic and emotion. It builds urgency by showing the audience what’s at stake and then provides a clear pathway to resolution. By combining storytelling, problem-solving, and visualization, MMS ensures that your message not only resonates but also inspires action.

Real-World Applications of MMS

Let’s explore how this powerful technique can be applied in everyday scenarios:

Example 1: Renting Apartments

Attention: “Are you tired of scrolling endlessly through listings that don’t meet your needs or lifestyle?”
Need: “Finding an apartment that balances comfort, convenience, and affordability is harder than ever in today’s housing market.”
Satisfaction: “Our modern apartments offer spacious layouts, prime locations near public transit, and amenities like bike storage—all at an affordable price.”
Visualization: “Picture yourself enjoying coffee on your private balcony or hosting friends in the artist centre. This could be your reality.”
Action: “Don’t miss out! Contact us today to schedule a viewing and secure your home.”

Example 2: Carpet Cleaning Services

Attention: “Pet accidents happen—how are your carpets holding up?”
Need: “Vacuuming alone can’t tackle deep-seated stains and allergens that reduce your home’s cleanliness and your own health.”
Satisfaction: “Our eco-friendly carpet cleaning service restores carpets to their original cleanliness and beauty while eliminating harmful allergens.”
Visualization: “Imagine walking barefoot on soft, spotless carpets in a healthier home.”
Action: “Book our professional cleaning service today for peace of mind, pristine carpets, and prices that won't break the bank.”

How to Use MMS Effectively

Be Authentic: Your delivery should feel natural and passionate.
Know Your Audience: Tailor each step to their specific concerns and values.
Incorporate Emotion & Logic: Use data to build credibility but also appeal to their emotions with vivid imagery.
End Strong: Your call to action should leave no room for hesitation—be direct and urgent.

Monroe’s Motivated Sequence isn’t just a speechwriting tool—it’s a roadmap for influencing change—and making a sale. Whether you’re pitching an idea at work, selling a product, or advocating for a cause, this method empowers you to connect with your audience on a deeper level. By guiding them through attention-grabbing storytelling, practical solutions, and vivid visualization, you can inspire meaningful action every time you speak.

Ready to try it out? Start crafting your next message using Monroe’s Motivated Sequence—and watch how it transforms not just what you say but how people respond.

Prerendering Content on HubSpot Websites for Marketers

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 05 Mar 2025 17:01:55 GMT

Hardly a day goes by that clients don't ask about SEO. One way to improve your HubSpot site's performance is prerendering and serving static versions of web pages (not the same as caching). But, not all pages can be prerendered.

What Is Prerendering?

Prerendering is the process of creating static versions of your web pages ahead of time. Instead of dynamically assembling a page’s data and layout for every request, HubSpot renders these pages in advance and stores them on its Content Delivery Network (CDN). This ensures faster delivery to users, as local copies of the prerendered pages are distributed globally for quick access based on the visitor’s location.

Benefits of Prerendering:

Improved Page Load Speed: Static pages eliminate the need for server-side processing during each request, enabling near-instant loading times.
Enhanced Security: Static pages reduce exposure to vulnerabilities associated with dynamic code execution or database queries.

Prerendering vs. Caching

While caching temporarily stores frequently accessed resources like CSS or JavaScript files, prerendering creates a fully static version of the page itself. Even if a page isn’t cached, prerendering ensures faster delivery since the page is already preassembled in its final form.

Eligibility for Prerendering

Not all pages can be prerendered due to certain dynamic features (such as a date in the footer or a personalization token in the content). When a page includes elements like user-specific content or adaptive testing, HubSpot may serve it dynamically or use partial prerendering, where only static portions are prerendered while dynamic elements are rendered at serve-time.

How to Check If a Page Is Prerendered

You can verify whether a page is prerendered by inspecting its HTTP response headers:

Look for the X-HS-Prerendered header, which indicates the last time the page was prerendered.
Alternatively, use the query parameter ?hsDebugOnly=true to identify issues preventing prerendering. If debug information is hard to read, use ?hsDebug=true for a formatted HTML comment at the bottom of your page.

Optimizing Pages for Prerendering

To make your pages compatible with prerendering:

Use ?hsDebugOnly=true to identify incompatible features or variables.
Replace incompatible HubL variables (e.g., request.cookies, request.query) with JavaScript-based alternatives.
Shift dynamic rendering tasks to JavaScript executed in the user’s browser or use HubSpot Serverless Functions for dynamic data retrieval (advanced).

Partial Prerendering

For pages that include both static and dynamic content (e.g., personalized greetings), HubSpot employs partial prerendering. While these pages aren’t cacheable on the CDN, they still deliver faster than fully dynamic pages by rendering only specific elements at serve-time.

To check if your page uses partial prerendering:

Add ?hsPrcDebug=true to your URL to view debug output about partially rendered content.

CSS Optimization Without Page-Level Combining

HubSpot no longer combines CSS at the page level due to advancements like HTTP/2, which supports simultaneous loading of multiple files over a single connection. Instead:

Place unique styles in module-specific CSS files using require_css.
Share common styles across modules by creating reusable CSS files tied to those modules.
For global components like headers and footers, centralize their CSS into shared files for better caching efficiency[5].

Prerendering is a great feature for content developers and marketers looking to enhance website performance on HubSpot CMS. By understanding its mechanisms and optimizing your site according to content optimization best practices, you can significantly improve load times, UX, and even search engine rankings.

For those of you evaluating HubSpot Themes for their SEO-worthiness, look no further than DropZone Pro Theme...fully customizable, installed, and warranted by our team at Kayak.

The 5 Parts of a Successful Service Desk Setup

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 05 Mar 2025 15:15:00 GMT

Studies show that resolving issues quickly is the top priority for both customers and support teams. To achieve this, a successful service desk operating as a five-part system is important: Intake, Triage, Troubleshooting, Solving, and Improving. Let's have a look at each.

1. Intake: The Gateway to Support

The intake process determines how customer issues are received and categorized. Different methods of intake are suited to varying levels of urgency and complexity:

Call/Phone: Best for urgent or complex issues requiring immediate attention.
Email: Ideal for less urgent matters where customers can provide detailed information, such as screenshots or logs.
Live Chat: Perfect for quick resolutions to simple problems, offering real-time interaction.
Forms: Useful when other channels are unavailable, though they often result in longer wait times.

The key here is to align intake methods with customer expectations while ensuring your team has the right tools to capture all necessary details.

2. Triage: Organizing and Prioritizing Issues

Triaging is the process of sorting and assigning incoming issues based on urgency, severity, and topic. This step ensures that each issue is routed to the right team member or department. Effective triage involves two key steps:

Organizing: Filter tickets by criteria such as intake method, date received, status (open/closed), or assigned agent.
Prioritizing: Rank tickets based on severity (e.g., operational impact), customer importance (e.g., revenue contribution), and service-level agreements (SLAs).

For example, a ticket from a high-value client experiencing an outage should take precedence over a minor query from a smaller account. Automation tools can also help streamline this process by flagging high-priority issues or routing tickets automatically.

3. Troubleshooting: Understanding the Problem

Troubleshooting is where your team dives into understanding the issue at hand. A structured approach ensures consistency and efficiency:

Understand the issue: Ask clarifying questions to pinpoint where the customer is stuck. If possible, replicate the problem.
Gather context: Review the customer’s account history or previous tickets. Consult your team for insights on similar past cases.
Diagnose the problem: Identify root causes and consider workarounds if an immediate fix isn’t available.

The goal here is not just to resolve the issue but to provide actionable outcomes that empower customers to move forward confidently.

4. Solving: Delivering Results

Once you’ve diagnosed the problem, focus on delivering a solution that meets both technical and customer satisfaction goals. Keep these questions in mind:

Does the solution address the customer’s immediate needs?
Is the customer satisfied with the resolution provided?
Are they equipped to continue working independently?

Clear communication during this stage is essential—explain the solution in terms that resonate with your audience, whether they are technical experts or non-technical users.

5. Improving: Learning from Every Interaction

Every resolved ticket is an opportunity to improve your service desk operations and overall business processes. Here’s how you can turn support interactions into actionable insights:

Document everything: Detailed notes help your team understand recurring pain points and identify trends.
Analyze metrics: Use reports to track inquiries by category, agent performance, average response times, and customer effort scores.
Refine processes: Continuously review workflows based on data insights to enhance efficiency and customer satisfaction.

By fostering a culture of continuous improvement, your service desk can evolve into a proactive force that anticipates customer needs rather than merely reacting to them.

A successful service desk setup revolves around staying organized, managing tickets effectively, prioritizing work intelligently, and solving problems efficiently. All, while keeping an eye on improvement opportunities. For managers overseeing these operations, aligning service desk goals with broader business objectives ensures that support becomes a strategic advantage rather than just a cost centre.

By mastering these five parts, you’ll not only deliver faster resolutions but also build stronger relationships with customers through reliable and empathetic support experiences.

Here's to always solving for the customer.

Calculate the Cost of Poor Quality (in Actual Dollars)

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 28 Feb 2025 01:11:23 GMT

The Cost of Poor Quality (COPQ) is a powerful strategic tool that helps businesses identify, measure, and eliminate inefficiencies. Unlike vague discussions about improvement, COPQ provides a concrete, financial method of understanding exactly how process failures impact your organization's bottom line.

What Exactly is the Cost of Poor Quality?

COPQ is more than just a metric – it's a simple way to understand and calculate hidden & visible costs related to poor performance. Use it to uncover where your business is losing money from inefficient processes, accidental mistakes, and preventable problems.

The Four Pillars of Cost of Poor Quality

1. Internal Failures: Catching Problems Before They Escape

Internal failures represent costs incurred within your organization before a product or service reaches the customer. These might include:

Wasted materials
Abandoned projects
Unfinished work
Time spent on rework
Scrapped inventory

Example: Your team discovers a complete batch of newly manufactured products don't meet quality or safety standards and must be completely discarded, and remanufactured.

2. External Failures: The Costly Consequences of Customer-Facing Problems

External failures occur after a product or service has been delivered to the customer. These can be particularly damaging and include:

Product returns
Warranty claims
Customer compensation
Reputation damage
Lost future business

Example: A software company must issue a product recall due to a bug, resulting in direct and indirect costs.

3. Appraisal Costs: The Price of Quality Control

Appraisal costs are expenses related to inspecting, testing, and verifying that products meet quality standards. While necessary, these costs can be substantial:

Quality inspection personnel
Testing equipment
Certification processes
Ongoing quality assurance activities

Example: A food production facility employing multiple quality control checkpoints throughout its plant.

4. Prevention Costs: Investing to Avoid Future Problems

Prevention costs are investments designed to stop problems before they occur. These typically include:

Employee training programs
Process improvement initiatives
Advanced technology implementation
Regular maintenance
Quality management systems

Example: A tech company investing in developer training and certification to reduce software defects.

Why COPQ Matters for Your Business

This exercise helps to transform instincts into real insights. Instead of saying "we could be (or could have been) more efficient," you can now precisely state "this improvement will save us X dollars annually."

COPQ Application, Step-by-Step Example

1. Identify a Specific Process Problem

Be precise about the issue (contents are leaking from bags)
Gather initial data and observations (10% of the contents have been wasted)

2. Break Down Associated Tasks

List every step involved (manufacturing, packaging, crating, shipping, reporting, replacing, etc)
Quantify time and resource expenditure (the time the plant or people put into addressing the issue)

3. Calculate Total Cost

Compute labor costs ($/hr, etc)
Include material expenses (new bags, repackaging, reshipping, etc)
Factor in indirect costs (agreements, administration, overtime, material and packaging waste, etc)

4. Estimate Annual Impact

Determine frequency of occurrence (25x in a year)
Project total yearly losses (add it all up)

5. Develop Targeted Recommendations

Propose specific improvements (source a new bag supplier, buy better quality bags)
Provide clear ROI projections (fewer issues, less admin, more product shipped = X dollars/year)

Customer: Ryan's Rye Grains
Problem: Product loss during shipping.
Type: External failure.

	Task	Time/Issue	Cost/Hr	Cost Per	Cost of Materials	Total Cost
1	Customer complaint	0.5	$200	$100	$0	$100
2	Service engages	1	$200	$200	$0	$200
3	Plant engages/tests	2	$200	$400	$500	$900
4	RMA issued	0.25	$200	$50	$0	$50
5	Product reorder	1	$200	$200	$1,200	$1,400
6	Service engages	0.25	$200	$50	$0	$50

Total Cost Per Incident:	$2,800
Number of Incidents Per Year:	25
Total Annual Cost:	$71,200

Real-World Scenario: Sales Team Efficiency

Consider a sales team spending excessive time on admin tasks like entering contact details into two different CRMs:

Average salesperson spends 2 hours daily on paperwork
Annual time lost: Approx. 520 hours per team member
Potential revenue impact: Large opportunity cost

By hiring a dedicated operations person to handle these tasks, the company could:

Redirect the sales team's focus to revenue generation
Reduce administrative overhead
Improve overall operational efficiency

Key Insights and Takeaways

COPQ is not just about cutting costs, but optimizing performance
Small improvements can yield substantial financial benefits
Continuous monitoring and improvement are crucial

The Cost of Poor Quality is more than a financial tool—it's a strategic approach to understanding and improving business performance. By systematically identifying, measuring, and addressing inefficiencies, organizations can unlock significant value and competitive advantage. Businesses that embrace COPQ don't just reduce costs; they create a culture of continuous improvement and strategic thinking.

In a nutshell, a Cost of Poor Quality (COPQ) calculation helps you understand how mistakes and inefficiencies cost you money, and exactly how much. So, which area of your business is ready to improve first?

Create a Better RFP for Your Next Marketing Project

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 21 Feb 2025 17:15:00 GMT

Crafting an effective Request for Proposal (RFP) is your first step in securing the right partner for your project, no matter the industry. Today I'll focus on crafting an RFP for a development project, but feel free to interpret this for your business. The advice works for all.

Whether you're marketing a new development or launching a new campaign, a well-structured RFP ensures you attract qualified vendors who understand your goals and can deliver results. Below is a blueprint for creating an effective RFP, designed to streamline the process and maximize the quality of responses.

Start with a Clear Introduction About Your Project

Begin your RFP by introducing your organization and the project. This sets the stage for potential vendors to understand who you are and what you're looking to achieve. Keep it concise but informative.

For example: "XYZ Developments is a Calgary-based real estate firm focused on creating sustainable urban communities. Our latest project, The Summit, is a 12-story apartment complex in Calgary's Beltline neighbourhood, offering modern amenities and close proximity to downtown attractions."

This introduction should also include the purpose of the RFP, such as finding a marketing partner to develop a campaign intended to lease X number of units by a certain date.

Define Your Project's Scope and Goals

Outline the scope of work and the objectives you aim to achieve. This helps vendors determine if their expertise aligns with your needs. Be specific about what you're looking for.

For instance: "We are seeking a marketing partner to design and execute a campaign that includes website development, leasing centre displays, ads, social, and outdoor advertising. The goal is to generate awareness, drive leads, and achieve 80% leased within 6 months of start."

Including measurable goals ensures clarity and allows vendors to propose strategies that align with your expectations.

Detail Marketing Deliverables

Clearly list the deliverables you expect from vendors. This eliminates ambiguity and ensures proposals address your requirements. You'll be able to compare responses more easily.

Website Development

Branding exists. Design doesn't. Create a visually appealing site with high-quality content.
Floor plans showing pricing, availability, and unit features.
Virtual tours of model units and amenities.
Local SEO optimization targeting keywords like "new apartments in the Beltline."
Embed lead generation tools such as contact forms and chatbots (provided).

Leasing Center Displays

Create a showcase of floor plans, pricing, and virtual tours.
Create branded brochures with leasing information.
High-quality signage highlighting key features like rooftop amenities or move-in specials.
A community wall featuring maps of nearby attractions like 8th Avenue SW or Prince’s Island Park.

Outdoor Advertising

Transit ads on buses and in C-Train stations.
Billboards on high-traffic roads like Macleod Trail or Crowchild.
Posters in local cafes, gyms, and grocery stores nearby.
Construction site signage.

Digital Advertising & Social Media

Google Display Ads.
Facebook Promoted Posts.
Social sharing/posting.
Rentfaster ads.

Provide Context About Your Desired Audience/Tenants

Help vendors by describing your target audience. Include demographics and psychographics.

For example: "Our primary audience includes young professionals (ages 25–40) seeking modern amenities near downtown Calgary, families looking for safe urban living with access to green spaces, and down-sizers interested in transportation alternatives to cars."

This context allows vendors to craft strategies that resonate with your audience.

Set Budget Expectations

Include a budget range to guide vendors in developing realistic proposals. This also helps filter out agencies that may not align with your financial parameters.

Example: "The total budget for this campaign is $30,000 CAD. Please provide a detailed cost breakdown across deliverables: $10000 for digital marketing (website development), $7500 for outdoor advertising, $5000 for leasing centre displays, and $7500 for PR efforts."

Being upfront about budget expectations saves time for both parties.

Outline RFP Response Submission Guidelines

Provide clear instructions on how vendors should submit their proposals. Specify deadlines, required formats, and points of contact.

Example: "Proposals must be submitted as PDFs via email to rfp@xyzdevelopments.com by March 15, 2025. Include 'RFP Submission – Marketing Partner for The Summit' in the subject line."

List required sections in proposals:

Executive Summary
Proposed Strategies
Timeline
Budget Breakdown
References
Case Studies
Recommendations on scope adjustments

Share Evaluation Criteria

Explain how proposals will be assessed so vendors know what matters most to you. For example:

Creativity in addressing the audience (30%)
Experience with similar projects (25%)
Cost-effectiveness (20%)
Measurable success metrics (15%)
Client references (10%)

Transparency in evaluation fosters trust and ensures submissions are aligned with your priorities.

Include Supporting Information

Attach or link relevant resources that help vendors understand your project better:

Renderings of the development.
Market research reports on Beltline resident demographics.
Maps showing proximity to local landmarks.

Providing this information ensures vendors have what they need to craft informed proposals.

By following this blueprint, you can create an RFP that is professional, comprehensive, and easy for vendors to respond to effectively. A well-crafted RFP not only attracts qualified partners but also sets the foundation for a successful collaboration that drives results.

Bonus tips that ought to be rules:

Pre-select and pre-qualify prospective partners. You'll save everyone time and effort.
Remain flexible on scope and budget. The pros know what it takes to complete your project.
Share all new information as it becomes available. Information is power.
Never issue an RFP after already deciding on a partner. That's abusive.
Finally, never request creative work in an RFP. Unless, you pay up front for it.

Pulling Together: Growing 25x and Surviving the Experience

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 30 Jan 2025 17:04:08 GMT

Today's article is a bit of a confession. How we grew too fast, and the pains that came with that. Our services and products were solid, team was talented, and customers appreciated us. So much, we grew 25x between 2011 and 2013. Yet, something was wrong, and we knew it.

We were generating leads that converted (yay) but often resulted in troubling fires (yikes). The good news (if we can say that) is that this wasn't just our challenge – it's a common growing pain for many businesses. Here are a few things that helped us get past all that.

Growing pains are real, and they usually come from silos. But there's more.

Most growth-related issues aren't about talent or product. They're about communication. Internal communications are affected when team members operate in isolation, trying to solve all problems for all people without taking the time to solve them well.

Externally, people heard about us and wanted to work with us, so we took them all on. In the process, we created a situation where friction occurred more often than results, simultaneously filling and eroding our bank account (and our brand).

There's only one thing we could do.

We stepped back and took a more holistic view of our business. Could we do something-anything that would make clients and our team happier, more productive, and profitable again? Revenue Operations (though at the time we didn't know the phrase) provided that framework. By aligning our goals, simplifying the tech, and updating our processes, we were able to productize our services and create more unified operations.

We know our customer pain points, so create helpful, valuable content (like this article) to address them. Most of all, we brought collaboration into the mix - not just between our team members, but with our clients as well, coaching, teaching, and training for clients to do our job. While many thought we were giving away the secret sauce, enablement led to more successful clients who are capable of managing their own efforts when needed.

As a result, we have been able to focus on building core competencies around business and marketing strategy instead of just labour. If you've come across our Vendor, Partner, Leader content, you'll know this is a huge accomplishment as well as a fantastic benefit to customers.

A unified strategy enabled magic for all of us.

Our teams and our tech are now aligned better than ever before. Our marketing generates much higher qualified leads. Our sales efforts have become more efficient (thanks as well to TEMO, a scoring method adopted from legendary sales guru, Marty Tascona). Customer success has moved from reactive problem-solving to proactive relationship building and empowerment. And, we've gained greater visibility into what drives growth for not only us but our clients, too.

Best of all, we've avoided the cost of standing still. You can too.

We saw that inaction wasn't neutral, but destructive. We witnessed inefficiencies compounding on one another. We experienced the frustration of friction. We didn't like it one bit, so worked to identify the gaps and do something about them. It wasn't easy, or fast. But it was needed. And the outcomes invaluable.

You can fix things too. Start by understanding your current processes (or problems) and where they can be improved. Involve all team members. Implement shared tools like HubSpot CMS and CRM. Create cross-functional training programs. Establish continuous feedback mechanisms.

Growth doesn't have to feel complicated or impossible. It begins with a commitment to breaking down barriers and creating a more connected, collaborative environment via a unified strategy. Your next conversation could be the turning point. Reach out if you'd like some help from someone who's been there. We're happy to help.

The Hidden Weight of Web Design: Keeping Your Layouts Simple and DOM Sizes Lean

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 10 Oct 2024 14:07:00 GMT

Speed is king. A slow visitor experience can break your website. Most websites on a CMS can become unbearably slow because they get too complex, causing excessive Document Object Model (DOM) size.

DOM is made up of all the layouts on your page (such as templates, modules, layouts, and scripts). Often overlooked, the size of your page's DOM significantly impacts how fast users browse your site. Excessive DOM size affects everything from load times to website performance scores. Let's take a look at how a hefty DOM could be weighing down your website and what you can do to lighten the load.

What Is the DOM and When Does It Become Excessive?

For those who might not be developers or familiar with the practice, the DOM is essentially the structural blueprint of your webpage. It's a representation of your HTML, CSS, and JavaScript files that the browser uses to render your site. When users load a page, the browser constructs this model to display all elements correctly.

However, if your DOM becomes excessively large (think thousands of unnecessary nodes) it can cause your site to become sluggish. This can lead to longer load times, increased memory usage, and a frustrating user experience.

Navigating a Bulky DOM

A large DOM size can impact users in various ways:

Slower Load Times: The browser takes more time to parse and render a complex DOM, which can leave users staring at a blank screen longer than they'd like.
Increased Memory Usage: More nodes mean more memory consumption, which can be particularly taxing on mobile devices.
Reduced Performance: An overcrowded DOM can slow down JavaScript execution and result in laggy animations or interactions.

Compare these layout examples that contribute to DOM size. The layout on the left is far simpler than the layout on the right. If you're viewing on mobile, the first is simpler, the second more complex.

Best Practices to Keep Your DOM Size Down

Creating a streamlined DOM doesn't mean compromising on design; it's about crafting efficient code. Here are some best practices:

Simplify Your HTML Structure: Avoid deep nesting of elements and unnecessary wrapper divs. Each layer adds complexity and size.
Use CSS for Decorative Elements: Where possible, lean on CSS rather than adding extra HTML elements to achieve design complexity.
Batch DOM Manipulations: When manipulating the DOM with JavaScript, do so in batches rather than one node at a time. This reduces reflows and repainting.
Implement Lazy Loading: Only load images and other media when they’re needed. This reduces the initial DOM size and quickens load times.
Clean Up Your CSS and JavaScript: Redundant styles and scripts can add to your DOM size indirectly. Regularly audit and streamline your assets.

Design Practices for HubSpot CMS

When building templates and pages on HubSpot CMS, keeping your DOM lean starts with smart design practices:

Leverage HubSpot’s Modules: Use drag-and-drop modules wisely. They help in keeping your code modular and maintainable but resist the urge to overload a page with lots of modules.
Optimize Templates: Create templates with reusable components that adhere to a minimalistic approach. This not only reduces DOM size but also enhances consistency across pages.
Use HubSpot’s Built-in Optimization Tools: HubSpot automatically minifies CSS/JS and optimizes images, which indirectly aids in managing DOM size.

Common Errors to Steer Clear Of

Overusing JavaScript Frameworks: While frameworks like React and Angular are powerful, they can contribute to DOM bloat if not used judiciously.
Unnecessary Libraries: Including entire libraries for a few features can add bloat. Opt for lightweight alternatives or custom code those features.
Neglecting Mobile Optimization: Always design with mobile-first in mind. This encourages lighter, more efficient DOM structures.

Our Best Advice: Keep It Simple, Smarty

Websites are cluttered enough; yours doesn’t need to contribute to the chaos. By maintaining a lean DOM, you’re offering users a snappy, delightful experience while improving your site's SEO and performance. Take time to audit your website’s DOM, prune unnecessary elements, and embrace simplicity. After all, the best experiences are often the simplest.

Let's Keep It Simple, Smarty!

Now is the perfect time to evaluate your website's structure. Why not kick off with an audit today and see where you can improve? Start with the free Chrome Inspect tool. Your users—and your website metrics—will surely thank you.

From Hanging Out a Shingle to Clicking Through Ads, Marketing is Evolving. Are you?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 04 Oct 2024 18:11:26 GMT

Imagine the first-ever marketer, eagerly hanging out a hand-painted sign in front of their farm house, a simple slab proclaiming goods for sale to passersby. Now, fast forward a few centuries.

Marketers are no longer bound to physical signs or even physical presence at all. In a world where change is the only constant, the marketing industry has evolved at a dizzying pace, sweeping businesses along a path from chuckwagon decks to cyberspace.

How do marketers keep up? Let’s explore how marketing has become an art form in itself.

Long before the internet or even electricity, marketing was as simple as offering goods from the rear deck of a chuckwagon. Imagine a rugged farmhand, not unlike a modern-day salesman, pitching goods to townsfolk gathered around his wagon. This was marketing in its most raw, tactile form—personal, direct. And, inherently limited by geography.

As time passed, so did our means of communication. Enter radio, with its invisible waves that reached beyond the dusty trails and into our living rooms.

Listeners tuned in and marketers realized the power of storytelling. Marketers adapted to this new medium, crafting jingles and scripts that resonated with the ears and ignited the imaginations of a wide, but unseen audience.

But even the radio couldn’t hold a candle to the drama of television, which ushered in the golden age of visual advertising...features, benefits. And FOMO.

Suddenly, marketers were tasked with capturing attention through vibrant imagery and catchy narratives. It was an era where the phrase "as seen on TV" became a mark of credibility, and adapting to this visual feast meant mastering the art of visual persuasion and presentation.

As car travel replaced walks down main-street, marketing took to the open road. Billboards dotted highways, vying for the attention of motorists with bold graphics and short, catchy messages.

Billboards required marketers to distill their messages into easily communicated bite-sized pieces of creativity that could make an impact in the blink of an eye.

Then came the internet, a game-changer of epic proportions.

Marketing was catapulted into the digital world, where boundaries dissolved and possibilities multiplied.

Marketers had to learn the tech of SEO, mass-production of content marketing, and how to hold conversations in social media, constantly adapting their strategies to keep pace with evolving algorithms and consumer behaviours.

Today, we stand at the crossroads of information-rich inbound marketing and right-fit-right-now sales conversion strategies.

Inbound and conversion approaches equally require marketers to embrace data-driven strategies and to better understand human behaviour at an entirely new level.

Throughout these transformations, one thing remains clear: adaptability is not just a skill, but a necessity for modern day marketers.

It’s not enough to simply keep up with change; we must seek to anticipate it, practice it, and remain adaptable.

The next time you encounter a new marketing trend or technology, you might want to embrace it, experiment with it, and consider how the knowledge might refine your strategy.

After all, the pace of change shows no signs of slowing for us, and the most successful tend to be the marketers who are willing to evolve with it.

In closing, I invite you to reflect on your own marketing approaches. Are you ready to adapt?

Bootstrap vs Pixel Perfect: Modern Web Design Approaches

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 20 Sep 2024 19:51:58 GMT

Agencies want perfection. Developers want speed and reliability. And, clients just want to get it done. Among front end design and development approaches, Bootstrap and Pixel Perfect stand out.

Each offers unique strengths and caters to different needs. To those in the know, the difference is between aesthetics & functionality, agency & developer & users, polish & technology. Let's take a look.

Bootstrap offers Speed, Flexibility, and Usability

A powerful no-code approach, Bootstrap has been a favourite among developers and users since it was conceived in 2010 by Twitter engineers. It contains a treasure trove of pre-designed drag and drop components called modules that fit into a grid to create page layouts. Editing these layouts doesn't require a developer but developers are still needed to create the templates and modules that allow users to build their pages independently.

Major CMS (website) platforms have integrated Bootstrap into their design toolset as a means of enabling end users to build websites quickly at low cost because they utilize global styles and content modules, set into a 12-column grid.

What are Global Styles?

For visual consistency, common website elements such as fonts, colours, padding, image treatments, and borders are designed in the website's code. Doing so eliminates the need to style each item separately...a huge time saver. When global styling is applied to more complex components like headers and footers, it also makes updating website designs faster, easier, potentially by the user, without a developer.

What are Content Modules?

Content modules are pre-developed (often pre-styled) layout elements like tabbed content, accordions, differing column widths, sliders, and other standard layout elements. They can be as simple as an image module, a YouTube link field, or rich text box. They can also be much more complex, such as a hero section incorporating background options, text formatting presets, adjustable overlays, and even content positioning as well as mobile variations.

Users can use any module or combination of modules to lay out a page quickly simply by adding or removing, and dragging them around the page. Individual modules can have settings for colours, padding, alignment, and backgrounds, and much more.

A 12-Column Grid is at the Core of Responsive Design

At Bootstrap's foundation is a 12-column grid framework, which enables responsive (mobile) design capabilities. Developers set breakpoints where the content to the right "wraps" under the content on the left. Just like word-wrap in MS Word. Content types don't matter, lines of text wrap, modules wrap, plus developers can incorporate functionality to swap out desktop or mobile formatted content depending on device widths.

Each column can be customized in terms of width, offset, and order, providing a high degree of flexibility and control over the layout, no matter the device. Gutters between each column automatically space content evenly which helps to avoid a poor user experience, poor design experience.

Why Use Bootstrap?

Given the use of columns, global styles and modules, Bootstrap streamlines the development process. It contains an extensive collection of CSS and JavaScript components, which enable developers to create modern, responsive websites with significantly less effort than manual coding does. Plus, Bootstrap's responsive design elements ensure that websites look great across a variety of device widths, from smartphones to large desktops. Given our mobile-first world, responsive design makes for good user-experience.

In the end, website owners who want to update content and manage pages on their website are wise to go the Bootstrap route.

With Great Convenience Comes Certain Trade-offs

While Bootstrap provides an incredibly powerful starting point, some people claim it can lead to a homogeneous look. Global settings, for example, can be a double-edged sword...users don't need to style each instance but in some cases they might want to. In most cases, they can still style inline. And of course, if you're working in a CMS (which is an app), it's not likely you'll be able to incorporate your own app, so it will need to live outside of the website. Most platforms allow integrations, embeds, links, and API connections, so options exist.

Addressing the homogenous claim...I feel that would be true if on-page content wasn't considered. Bootstrap's predefined styles, unless customized to the brand, might result in a site that lacks uniqueness. I have to ask, who would build a website without applying some degree of customization to it? I know zero designers who would pull just something off a shelf and not tailor it to their use.

Pixel Perfect Offers Precision

On the flip side of Bootstrap lies the long-established Pixel Perfect design approach. It's a philosophy that prioritizes exacting attention to detail. This method ensures that every part of a webpage matches the designer's vision, true to provided mock-ups.

If you've worked with or at a design agency, you'll know that design is paramount.

Pixel Perfect Design Holds the Belief that Every Pixel Matters

It emphasizes a design’s integrity and fidelity to the creator's initial concepts. It's the digital equivalent of crafting a bespoke suit, tailored to perfection. Earlier in my career, as a designer, I would nudge elements by millimetres, so I get it. Perfection is in our DNA.

It is particularly appealing for projects where exacting brand consistency and detailed aesthetics are paramount. It allows website designers to exercise complete control over the outcome, ensuring that the website mirrors their intended design. Such precision can enhance a brand's credibility without a doubt.

As someone who designed and developed pixel perfect websites between 2000 and 2015, I get it. Sometimes, it just HAS to be custom, complex, and costly to be beautiful.

Designers Design, Developers Develop

At the core of pixel perfect design is manually coding a website to match the designer's layouts. Manually coding allows for complete customization and control over every facet of the design. While Bootstrap offers convenience and efficiency via drag and drop modules, manual coding enables minute adjustments using any number of web technologies.

Achieving Pixel Perfect Design can be Tedious

It demands a high level of skill and attention to detail, which extends timelines and can bloat project costs. Maintaining such precision over time across various devices and screen sizes presents its own set of challenges - namely, it's likely you'll need to go back to the developer or your agency for edits.

Which Website Approach is Right for You?

Choosing between Bootstrap and Pixel Perfect design really comes down to what platform you're on (assuming you're on a platform), what your budget is, and how much time you have to spend on your website project.

Bootstrap is ideal for those who prioritize speed and responsiveness, offering a quick route to developing a polished product without reinventing the wheel. It’s particularly beneficial for startups and projects with tight deadlines, where time and resources are of the essence.

Pixel Perfect design is more suited to projects where design precision and brand identity take precedence. It calls for a more deliberate pace but rewards organizations with a unique, custom-tailored result that can set a brand apart from the competition.

Ultimately, the choice between Bootstrap and Pixel Perfect design is not about right or wrong but about finding the right fit for your project’s unique needs and if there's something not offered in the tech (such as an integrated app). Whether you opt for the flexibility of Bootstrap or the precision of Pixel Perfect design, both approaches offer real options for their website development.

The Best of Both Worlds?

Since we are a HubSpot Solutions Partner, and HubSpot uses Bootstrap, we've come to appreciate the speed and ease at which we can design and develop a website in the no-code editor. Bootstrap allows us to do several things - quickly - things such as create fully responsive themes, and phase efforts through MVP to ongoing, evolving websites. For example, we can separate template/theme development from content development, standing up a new website design long before ALL page content is ready. Building high quality MVP sites can happen really fast. After that, clients can add pages at their own pace.

The Power of HubSpot Themes

Themes contain all the core tech and functionality we need to stand up a website. All we really need to do it add content, apply branding to global elements, and set the Navigation. Pro-level HubSpot themes like DropZone Pro greatly extend HubSpot CMS functionality even further with advanced content modules, purpose-built themes, and customization. It's like having a bit of pixel perfect on top of the bootstrap, and it's at the core of why we create modern lead generating websites on HubSpot. I hope you take a look.

Networking for sales professionals isn't about sizing up your prospect's wallet thickness.

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 06 Sep 2024 17:01:09 GMT

People buy from people. Who they trust. Who won't jeopardize their job. Who will make them look good. And if they don't buy, will happily recommend others.

Knowing this, we'd be silly not to embrace the fact that trust-building is THE core goal of your networking activities.

Network like it's 1999 2024!

Old school networking activities like exchanging cards, asking about the kids, buying drinks, and announcing discounts still exist. They're kinda cute, though entirely our of step with modern networking techniques. Those in the know look to forge stronger relationships...friendships, if you will.

Consider the building blocks underpinning great relationships:

shared interests (hiking, camping, stamp collecting, cancer research)
sharing stories (vulnerability and overcoming obstacles, achievements)
active listening (hear what they say and follow up with relevant questions)
shared experiences (salmon fishing, gaming, marathons, horror movies, cancer battles)
honesty and transparency (knowing each other's real life good and bad times)

These things are just a glimpse into what real business relationships are made of. Levels above asking about the weather or worse, buying intentions. Getting to know your prospects as something other than a payday invites respect, camaraderie, and friendship.

Based on that friendship, you can expect to open new opportunities. They'll volunteer information about their needs, problems, and options. They'll even refer their other friends to you. No catch. Because your relationship with them is legitimately REAL. Because you were not sizing up how fat their wallet is. Because you gave them respect. Because you treated them fairly and authentically. Because you are able to give instead of take.

Case in point: You may have come across my posts in LinkedIn recently. If you did, you'll know I've been posting photos of landscapes and the night skies, a personal hobby. The number of views and off-line conversations this has garnered is incredible. Recently, I began placing my photos as Zoom backgrounds.

It isn't that hard to share more of you than your job, is it? Now, stop checking out their wallet and start making new friends.

The psychological reasons those older tactics are being replaced by the newer ones can be found in 12 Questions Your Prospects are Asking, Whether They Know it or Not. We've long known that our subconscious minds are looking for reasons to 'flee', and to engage. The right networking approach can make all the difference.

You know you've entered the Danger Zone when...

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 17 Jul 2024 13:45:00 GMT

Whenever a customer's main contact changes there's a risk of miscommunication, overlooking important information, or having things fall through the cracks. When that happens, you've entered the danger zone.

The people involved (or priorities) can change

It's easy for people to forget projects terms, scopes, and what success looks like when they've been defined by someone else. While nobody would ever want to put their customer success into the danger zone, it happens all the time. Usually, it's due to lack of knowledge transfer between outgoing and incoming team members (I.e. Marketing to Sales or Sales to Service). But just as often, it's due to lack of expectation setting for all the people involved.

Customers and providers can be affected

The Danger Zone can happen for customers and agency. For example, one of our long-time customers recently changed staff between two phases of a project. The outgoing customer diligently adhered to the scope and timelines of the project, even briefed the incoming person on the work in progress. The incoming person was excited to get going, and began executing updates, changes, and completing the project without having gone through the original training, obtaining a full briefing, or reviewing the engagement contract. You can imagine the chaos that caused, even though all parties had very good intentions.

Time to value drops like a rock

With completely good intentions, tasks and briefings must be repeated, strategies need revisiting, assignments reassigning, and much more. It can feel like two steps forward, one step back (or two). When there are deadlines involved, avoiding the danger zone and managing the transition becomes even more critical.

A few ways to avoid the danger zone

Document your project scope.
Share that scope with all members of the team.
Keep activities and updates transparent.
Brief all team members throughout the project lifetime.

By taking proactive steps, you can navigate transitions smoothly and maintain the momentum towards achieving project success and ensuring your customer sees a positive time-to-value for the project and not succumb to buyer's-remorse.

What a seamless Sales to Service handoff might look like

Consider creating a Handoff Blueprint that maps the assets, strategies, and buyer's journey to those responsible for them.
Create a Playbook that walks all team members through "the plan" that ensures all parties know what's involved and include Goals, Buddy System (participants from each team), Notes templates (include relevant info on all notes, reusable clips, recaps, etc), actionable Feedback (situation, behaviour, impact), and Resources (list who's who, responsibilities, specialties, etc). And set out measurement metrics for both Sales and Service teams such as retention, revenue, and customer satisfaction.
Move projects through stages, and communicate the movement with all affected parties.

6 Key Google Ranking Demotions (and confirmations) That You Should Know About

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 30 May 2024 14:15:00 GMT

A series of algorithmic demotions are discussed in the recently released (leaked?) Google docs. Descriptions are limited, but definitely worth a look so we can get some insight into how each impacts your SEO.

Anchor Text Mismatch – When the link does not match the target site or page it’s linking to, the link is demoted. Google is looking for relevance on both the linking page and the target page. Over the years, most SEOs are in agreement that relevance is assessed not only in the words within the link, but the paragraphs, and possibly whole pages (and now finally admitted, whole websites) at a time.
SERP Demotion – A signal indicating demotion based on factors observed from the search engine results page, suggesting possible user dissatisfaction with a page. This is likely measured by views, clicks, going back to SERPs (bounces), and more obviously visible things users hate such as pop-ups and thin content.
Navigation Demotion – Contextual, hamburger, inline, and others. Presumably, this is a demotion applied to pages ignoring navigation best practices or user experience. Even forgetting to use them can be a biggie.
Exact Match Domain Demotion – In late 2012, Google's Matt Cutts shared that exact match domains would not get as much value as they did historically. We can see now that there is a specific filter for exact match domain demotion, something that used to be very, VERY desirable.
Product Review Demotion – This is likely related to 2023’s product reviews update which focussed on ensuring reviews included "why/how" the user would benefit or be impacted by the product/service and other more valuable information...not just weak metrics like star ratings.
Location Demotions – Appears to be related to local SEO (precise location) where a physical location is available. Some larger sites may be demoted for people searching nearby when pitted against a local business offering the same or similar services/products. I.e. A café vs a grocery store that sells coffee.

While these six examples of how Google might demote your pages barely brushes the surface for SEO, important questions must be asked: Does SEO really matter to my business? Is search engine ranking a worthwhile business strategy? Can my website rank at all? If your answers are No, No, or No, then maybe you should focus on conversion strategies instead of attraction strategies.

And Seven (7) SEO Confirmations to Set Your Mind at Ease.

New Page Scores - New pages start out with the same ranking/score as your Home page...until they establish themselves, after which they could rank better or worse.
Top of Page Content is Favoured – Pages get truncated (cut off). So, it's best to keep your most valuable/actionable/informative content "above the fold", or within the visitor's initial view.
Short Content– Not to be confused with "Thin" content, short content is simply that. Valuable, just not that long. Google prefers this to be original (so forget using the AI generators that puke poor quality content - and if you do use them, edit, edit, edit). Your copywriting should be unique to the offering. Thin content means less valuable, boring, uninformed, useless as well as short (could be long, too).
META Data Character Counts – Not a thing. We're as guilty as the next in recommending min/max character counts for meta. In practice, we seldom want to go beyond the key marketing message anyway, so the absence of a character count doesn't impact us as much as a poor message can. Just keep in mind that Google may pull anything they want from your page or the META to display in SERPs. The better you craft it, the less likely they'll change it.
Dates are Important – they inform Google what's fresh or dated. Editing updated the date. Google might look back at the previous 10+ (they don't archive forever, just the past few) versions of a page to confirm this. Page content can confirm freshness just as much as a posting date/time stamp can.
Domain Age/Health is Critical – You'll want to ensure your domain doesn't have a bad history. Given thousands of domains are abandoned or expired or sold daily, doing your due diligence is smart. Case in point, one domain I recently registered has earlier hosted an electronics store for students. I'm still discovering sub-domains, product links, and whatnot months after getting it. Redirects and HTACCESS to the rescue, but still.
YMYL is Separate – Finance, Health, and Insurance websites are assessed on how well they adhere to a singular topic. Google applies a separate ranking score for these.

Conversion strategies: once a visitor arrives on your web page, everything (words, photos, videos, etc) must support their decision to purchase or otherwise make contact. Every small to medium size businesses should create conversion pages - one for each product or service, and run ads against them.

Attraction strategies: information helps people learn. For a business who's customers perform topical searches, content still reigns supreme. Go big, publish pages and pages and pages of content - just keep your page on a single topic. Pillar pages are good. Topic-specific supporting pages are better.

Moving Beyond SEO: Storytelling and Lead Generation Strategies for Small Businesses

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 15 Mar 2024 13:17:00 GMT

Like most website owners, you've probably invested heavily in search engine optimization (SEO) strategies to attract prospects and drive conversions. While SEO remains an important part of any digital marketing strategy, it's important to explore alternative approaches to boost lead generation.

Two promising strategies that have gained traction in recent years are storytelling and direct lead generation tactics. Let's take a look at each, and view a few examples.

1. StoryBrand: an Emotional Connection and Customer-Centric approach

The StoryBrand framework, developed by Donald Miller, positions the customer as the hero of the story and your business (or team members) as the guide. This approach focuses on creating emotional connections with prospects by crafting compelling (very) short stories that resonate with your prospect's challenges, desires, and aspirations.

Basically, you frame your products or services as a solution that can help customers overcome obstacles or achieve their goals. In doing so, you create a sense of empathy and build trust.

Prospects attracted by the StoryBrand approach are often those seeking more than just a transactional experience. They are drawn to brands that demonstrate an understanding of their struggles and offer a clear path to transformation.

These prospects value authenticity, relatability, and your ability to connect with them on a deeper level.

2. Direct Lead Generation Strategies: Pain Points, Benefits, and Urgency

On the other hand, direct lead generation strategies prioritize more immediate, actionable tactics. You may know these as transactional strategies. They include highlighting pain points and presenting your products or services as the solution, emphasizing unique benefits and advantages, creating a sense of scarcity or urgency, leveraging influencer endorsements, and incentivizing referrals. An example is this is an advertisement presenting a customer using that product (probably with video). No doubt you've seen many of these video type ads, especially on Twitter/X.

These strategies appeal to prospects who are primarily focused on addressing specific needs or problems, seeking tangible benefits, or responding to time-sensitive offers, now. They may be less swayed by emotional narratives and more motivated by clear value propositions, social proof, and compelling buy now buttons.

These web pages (pages, not sites as each page presents a conversion opportunity) incorporate a variety of lead generation techniques. Each is unique in their own way, though have one aspect in common...they are meant to convert prospects who are more ready to buy than a content-driven website might be, because the visitor is not searching for information, they are seeking to buy. (Click images to view sites.)

Finding the Right Balance for Your Small Business

While these two approaches may seem contrasting, incorporating elements of both storytelling and direct lead generation into marketing efforts can pay dividends. The key is to strike the right balance based on your target customer or influencer, industry norms, and business objectives.

For example, a local home services company may benefit from combining StoryBrand elements, such as positioning themselves as the trustworthy guide helping homeowners overcome maintenance challenges, with direct lead generation tactics such as highlighting service guarantees or promoting limited-time discounts.

Ultimately, the most effective strategy is one that resonates with your ideal prospects and speaks to their specific needs and motivations. By thoughtfully combining storytelling and direct lead generation tactics, you can create a well-rounded marketing approach that not only attracts prospects but also fosters lasting relationships and customer loyalty.

As you explore these strategies, remember to continually analyze and refine your approach based on customer feedback and other KPIs. Small business success often hinges on the ability to adapt and evolve, leveraging the power of both emotional connections and tangible value propositions to drive sustainable growth.

User Experience: Choosing the Right Navigation Approach for Your Website

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 01 Mar 2024 20:15:00 GMT

Your small business's website serves as THE online touchpoint for many prospects. Done right, it can showcase what you do and drive conversions. One aspect that can significantly impact your website's success is user experience. And within user experience, is your site's navigation approach.

By selecting the right navigation type, you can create an intuitive and seamless browsing experience. In this article, we're exploring different types of navigation and their use cases. While our focus today is on small business websites, the same principles apply to larger sites.

1. Horizontal Navigation

Horizontal navigation is ideal for small business websites that prioritize simplicity and straightforward access to different sections. Websites looking to categorize content into sections like Services, Products, and About can easily organize their website using (standard) horizontal navigation. One common error people make is adding too many things to their navigation, which serves to confuse rather than guide. Consider primary topic pages for your main NAV and put links to related pages within the page. If you've read my book "the art of flowww" which outlines matching link types to the buyer's journey, you'll recognize main menus and side-bars as "contextual" navigation types.

2. Vertical/Side Navigation

When it comes to content-heavy websites such as blogs or applications with extensive features, vertical navigation can provide a space-efficient way to display categories and recent posts. Businesses focusing on delivering educational content or industry insights can make good use of vertical navigation to help users navigate through the depth of the information they have available.

3. Dropdown Menu

For eCommerce websites (like the one shown in the featured image) with a wide range of product categories and subcategories, dropdown menus offer a structured and organized way to present product navigation options. Small businesses selling products online can leverage dropdown menus to streamline the shopping experience and help customers find what they're looking for quickly.

4. Hamburger Menu

Mobile menus were made for limited screen space and are most common there. I've seen and used 'Hamburger menus" on desktop websites as well...to discover that people don't really click them open unless very interested. My advice: go ahead and include a hamburger menu on desktop, just accompany it with a few standard horizontal visible menu words to attract use.

5. Mega Menu

Websites with a diverse range of products or topics, would be smart to leverage mega menus to display an array of items at a glance. Retailers and manufacturers especially should use these.

6. Breadcrumb Navigation

Breadcrumbs are those tiny "back" links once quite popular on desktop websites. Today, these are more appropriately used to display a user's current location within a course (for example) as it helps them track progress, sometimes providing a way to navigate back to previous sections.

7. Tabbed and Accordion Navigation

Once quite popular, accordions and tabs would segment different aspects of a product or service. However, using these means that some or most of your content is hidden from search engines (and visitors) which is a no-no. So, implement these types of navigation with caution.

8. Widgets Navigation

A great place for commonly used links. Can be an expanded version of your main navigation. Plus, it can include a blog roll, photos, and even map embeds.

9. Footer Navigation

Footer navigation usually appears site-wide. It's perfect for displaying important links to company details, such as legal pages and location information. The part about these being site-wide impacts your SEO. Search engines pay close attention to these types of links and score your website accordingly. Less is more. Quality is important.

Implementing the best navigation type for your website enhances visitor experience, improves navigation efficiency, and drives engagement. By understanding the unique characteristics of each nav type, you can create a seamless, user-friendly browsing experience. The key to a successful website lies in meeting the needs and preferences of your users, by providing an intuitive and effective way to discover, buy, and make contact.

An experiment in AI copywriting

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 22 Nov 2023 15:00:00 GMT

Following Ross Simmonds' lead... Ross is a Canadian marketer and content agency owner who's making a name for himself (and his agency) in Eastern Canada. He freely shares insights and learnings online. Recently, he'd been sharing good/bad AI prompts.

The prompt: You're a blend between two of the best email copywriters ever, Joanna Wiebe and Luciano Viterale. You've been tasked with writing an email drip campaign that gets sent when someone downloads an ebook titled [TOPIC]. Use their first principles when crafting this sequence of emails and strive to convert website owners who downloaded it into a [COMPANY] customer.

- Ross Simmonds

Never one to shy away from a helpful tip, I did just that. I chose one of our most important offers, 12 Questions Your prospects are Asking, Whether They Know it or Not, and ran it through ChatGPT using his prompt. This is what it produced:

[LANDING PAGE COPY]

Unlock the Deeper Questions Your Prospects are Asking

Learn the 12 Questions Behind What Truly Drives Your Audience to Act or Not

Welcome to a new perspective in understanding your prospects. Beyond the surface-level "What's in it for me?" lies a realm of deeper, more impactful questions. In our ebook, "Unlock the Deeper Questions...," we uncover the psychology that truly influences their decision-making.

What Awaits Inside:

Beyond the Surface: Learn to recognize the unspoken concerns and aspirations driving your audience.
Trust and Integrity: How to build credibility and foster trust with your prospects.
Understanding Needs: A dive into how perceptions, identity, and self-image shape customer decisions.
Actionable Insights: Practical strategies to address these deeper questions and positively influence buyer behavior.

For Whom? Website owners, marketers, and entrepreneurs seeking to connect more profoundly with their audience and drive meaningful engagement.

Take the First Step: Download the ebook and begin the journey to truly understanding your prospects. Equip yourself with the knowledge to not just ask the right questions, but to provide the answers your audience seeks.

Why Kayak Marketing? We're not just about digital strategies; we're about understanding the human elements behind every click and conversion. With a blend of psychological insight and marketing expertise, we guide our clients to not just meet, but exceed their audience's deepest needs.

Ready to Deepen Your Marketing Approach?
[Download Now Button]

Images generated by ChatGPT's DALL-E based on the same prompt.

[EMAIL SERIES COPY]

Email 1: Introduction to Deeper Insights

Subject Line: Going Beyond "What's in it for me?" Uncovering What Your Prospects Really Think
Content guidance: Introduce the deeper level of questions prospects ask, based on the ebook. Highlight how Kayak Marketing helps in understanding and addressing these complex queries.

Email 2: Delving into Prospect Psychology

Subject Line: The Psychology Behind Your Prospects' Choices
Content guidance: Discuss the importance of understanding the psychological aspects driving customer decisions, as outlined in the ebook. Relate this to how Kayak Marketing's approach is tailored to these insights.

Email 3: Trust and Credibility

Subject Line: Building Trust and Credibility with Your Audience
Content guidance: Focus on the importance of trust and integrity in customer relationships. Explain how Kayak Marketing's strategies help in fostering this trust.

Email 4: Addressing Deeper Concerns

Subject Line: Answering the Unasked Questions of Your Prospects
Content guidance: Discuss how Kayak Marketing helps in identifying and addressing the deeper, often unasked questions that prospects have, as mentioned in the ebook.

Email 5: Driving Decisions and Action

Subject Line: Guiding Prospects to Positive Decisions
Content guidance: Highlight how understanding deeper psychological triggers, as detailed in the ebook, can lead to more effective marketing strategies with Kayak Marketing.

Email 6: The Path to Enhanced Engagement

Subject Line: Transform Your Engagement with Deeper Insights
Content guidance: Conclude by emphasizing the importance of deeper customer understanding for effective engagement, inviting the reader to explore Kayak Marketing's services for achieving this.

What do you think?

Did ChatGPT live up to the prompt Ross created?

Landing Page rationale: In this copy, the focus is on encouraging website owners to delve deeper into understanding their prospects, positioning the ebook as a valuable resource for gaining this insight. The content aims to intrigue the reader, highlight the unique approach of Kayak Marketing, and prompt action through a clear call-to-action.

Email Series rationale: Each email in the series focuses on the psychological and deeper motivational aspects of customer behaviour, aligning closely with the content of the blog post and ebook. This approach aims to engage the reader on a more intellectual level, fostering a deeper understanding of the complex dynamics of customer engagement.

If you're curious about the eBook, check it out below.

Implication of Marketing Persona Identification Changes Since the 90s

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 17 Nov 2023 14:45:00 GMT

Understanding our customers has always been important. But how we've come to understand them – via persona identification – has undergone a significant evolution over time. Let’s take a look at that transformation, what it means for you.

The 90s: Stereotypes and Basic Demographics

In the 90s, persona identification was in its infancy. Marketers relied heavily on basic demographic information like age, gender, and income. This approach, while straightforward, was akin to looking at a shadow and guessing the person’s build. It was a rudimentary method, leaning on broad stereotypes and assumptions. Businesses saw their audiences as monolithic groups, devoid of nuanced differences in behaviour, role, and regional influences.

Early 2000s: Psychographics Entered the Scene

As we moved into the new millennium, marketers began to realize that demographics alone weren't enough. We began to study people's attitudes, aspirations, and other psychological considerations. This was a pivotal moment, a step towards understanding the 'why' behind consumer behaviour. Yet, this method still relied heavily on surveys and focus groups, tools that could only scratch the surface of the consumer psyche.

The 2010s: Digital Footprints and Data Analytics

The 2010s marked a significant shift towards data. The explosion of digital, from social media interactions to online shopping behaviours, gave marketers a treasure trove of information. Persona identification became more sophisticated, moving beyond basics of who customers "were" to understanding their behaviours and motivations. This era was about connecting the dots across various digital assets, creating a clearer target persona.

The 2020s: AI and Machine Learning

Today, artificial intelligence (AI) and machine learning are reshaping persona identification once again. These technologies enable the analysis of vast datasets, revealing patterns and trends that were previously just guesses. Now, persona identification is not just about who the customer is or what they do, but also about predicting what they will do next. It’s a deep dive into a sea of data, extracting not just patterns but also potential future behaviours.

Implications for You in Marketing and Sales

This evolution from simple demographics to complex, data-driven analyses has profound implications. Marketers and salespeople are becoming part data scientist, part psychologist. This change is at the core of why we pivoted from agency to consultancy in 2011. Understanding modern consumers requires a blend of technological savvy and empathy, an ability to read between the lines of big data and see the human story underneath. We're happy to guide you through that. Just reach out.

The Future: Ethical Considerations and Beyond

As we look to the future, the ethical implications of such deep persona analysis will take centre stage. The fine line between personalization and privacy protections need careful navigation. But, one thing is clear: the journey of persona identification over the years is a mirror to our technological and social evolution, a fascinating saga of how we understand those we seek to serve.

A thought...read 12 Questions Your Prospects are Asking, Whether They Know it or Not (or download the PDF) and tell me, what would you change about your approach, content, or messaging with this insight?

10 questions you should ask when defining your persona.

These questions delve deeper into the psyche, behavior, and preferences of the ideal customer, providing richer insights for creating more detailed and effective customer personas.

1. What Emotional Triggers Influence Your Ideal Customer's Purchasing Decisions?

Explore the emotional aspects that drive their buying behaviour, such as status, security, or personal fulfillment.

2. How Do They Measure Success in Their Personal or Professional Lives?

This helps in understanding their values and what they consider important, which can influence how they perceive products or services.

3. What Kind of Online Communities or Groups Do They Engage With?

Delve into their social interactions, including forums, social media groups, or professional networks they are part of.

4. Can You Describe a Time When Your Ideal Customer Was Extremely Satisfied with a Service/Product? What Made the Difference?

This question seeks to uncover specific attributes or experiences that deeply resonate with them.

5. What Are Their Long-Term Aspirations or Life Goals?

Going beyond immediate goals, this question aims to understand their broader life ambitions.

6. How Do They Prefer to Solve Problems or Overcome Challenges?

Understanding their problem-solving approach can inform how you position your products or services as solutions.

7. What Role Does Technology Play in Their Lives?

Probe into their comfort level with technology, dependence on digital tools, and openness to tech-driven solutions.

8. How Do They Stay Informed About Trends or Developments in Their Industry or Interests?

This can reveal their preferred sources of information and influencers they trust, which can be crucial for content strategy.

9. What Has Been Their Biggest Disappointment or Frustration with Products/Services in Your Category?

Instead of just focusing on positive aspects, understanding their negative experiences can offer insights into areas for improvement.

10. How Do They Define and Seek Quality in Products/Services?

Uncover their criteria for quality and excellence, which can help in aligning your offerings to these standards.

Streamlined Brand Management for Multiple Websites on HubSpot CMS

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 01 Nov 2023 16:45:00 GMT

Managing multiple websites and brands efficiently is a challenge for brand managers. The right pro-level theme can greatly simplify the effort. Let's take a look at multi-domain management on HubSpot CMS Hub.

The Challenge: Brand Management Across Multiple Websites

Deploying unique websites for brands/sub-brands and specific audiences is smart. However, managing consistency across multiple websites poses technical challenges:

Brand Management Complexity: The technical demands for multi-domain website deployment can be extensive and prone to issues without the proper technical team or strategy in place. Usually this means engaging a costly IT team or agency.
Brand Manager User Experience: Different platforms and designs typically mean inconsistent internal team user experiences that affect efficiency and reporting.

A Solution: (Pro) DropZone Pro Theme for HubSpot CMS Hub

DropZone Pro Theme is designed to alleviate these challenges, helping users manage multiple websites (domains, and business unites) through a consistent user interface within a single HubSpot Portal. Here’s how it works:

Modular Design: DropZone Pro Theme features advanced, pre-developed content modules and master templates. Content modules coexist natively alongside HubSpot Common Modules. The master templates address page types from a UX perspective and are styled via theme styling. Global content can be styled to each brand as desired (automatically or manually depending on result desired).
Centralized Content Management: DropZone unifies theme management within a HubSpot Pro or Enterprise portal, simplifying content organization and deployment as well as content updates across multiple websites from a familiar interface.
Easy Customization: Straightforward customization options for colors, typography, and layouts are provided for each brand within the theme settings.
Streamlined Development: DropZone Pro Theme dramatically reduces or eliminates the need for custom design and development, reducing errors and avoiding lost time waiting for development to be completed.
Consistent User Experience: A single theme delivers a uniform editing experience for brand managers and webmasters across all websites.
Multiple Languages: HubSpot CMS features Smart Content. DropZone Pro Theme modules support multiple language management.
Content Management: The theme promotes standardized content sizing, reducing the need for multiple formats. This streamlines content management across all websites.

Benefits of Using DropZone Pro Theme

Utilizing DropZone Pro Theme for managing multiple websites in a HubSpot portal has several advantages:

Cost-Efficiency and Data Preservation: Centralizing content management and streamlined deployment dramatically saves time and budget. Plus, future redesigns are executed through simple visual design reconfigurations that preserve valuable page data.
Brand Integrity: Keeping a consistent design experience across each website helps to maintain each website's brand identity.
Efficient Deployment: Near instant website launches and redesigns help businesses get to market or respond to market changes promptly.
Improved User Experience: Uniform design and functionality across all websites contribute to a brand manager's user-friendly experience.
Scalability: DropZone Pro Theme supports new websites easily. From website migrations to redesigns supporting existing and new brands, DropZone Pro Theme grows with the organization.

In a nutshell, DropZone Pro Theme simplifies the task of managing multiple websites within a single HubSpot portal.

It helps ease the process of multi-domain deployment for HubSpot CMS Hub users, aiming for a uniform user experience across all platforms. Its modular design, centralized content management, and easy customization features could be assets for businesses looking to manage their online presence efficiently on HubSpot CMS Hub.

How to Leverage Customer Stories, Case Studies, and Use Cases

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 24 Oct 2023 13:45:00 GMT

Strategic storytelling is a powerful tool for businesses aiming to forge a strong connection with their audience, effectively showcase their solutions, and catalyze business growth.

By weaving more compelling narratives, organizations can demonstrate the value of their products or services, foster trust, and gain credibility among potential clients. Let's look into three well-known storytelling formats: Case Studies, Use Cases, and Customer Stories and how they can be harnessed as secret weapons for success.

1. Mastering the Art of Case Studies

Defining the Case Study

A case study transcends the realm of mere storytelling, offering a deep dive into a particular challenge, the strategies employed to address it, and the outcomes achieved. It serves as a visual and narrative showcase, illustrating the tangible impact of your product or service in real-world situations.

Example: Transforming Project Management

Consider the scenario of an exhibit company grappling with inefficiencies in project management. By integrating a robust project management tool, they managed to improve delivery timelines by 300%. The case study documents this transformation, fortified by authentic data and heartfelt testimonials from the team.

Crafting Impactful Case Studies

When crafting your case studies, prioritize authenticity, deliver detailed storytelling, and ensure to highlight tangible, measurable results. Showcase the journey from challenge to solution, providing readers with a clear narrative that presents the efficacy of your product or service.

2. Unraveling the Potential of Use Cases

Understanding Use Cases

Use Cases offer concise, impactful short stories spotlighting specific features or functionalities of a product and how they address specific challenges. They are succinct and clarify the product’s application to various scenarios.

Example: Cybersecurity Solutions for Healthcare

Take, for instance, a cybersecurity firm that showcases the transformative power of its encryption software for a healthcare provider, underlining the critical need to safeguard patient data and adhere to stringent privacy regulations.

Crafting Effective Use Cases

Aim for clarity and brevity in your use cases, ensuring that you are highlighting the practical benefits and real-world applicability of your product. Showcase how your product or service directly addresses specific challenges, providing potential clients with a clear, concise understanding of its value.

3. Building Connections with Customer Stories

Defining Customer Stories

Customer stories are intimate, narrative-driven pieces that centre around the customer’s personal experience with a product or service. They adopt an informal tone, striving to forge an emotional connection with the audience.

Example: A Journey with an Eco-Friendly Brand

Consider a heartfelt story shared by a loyal customer of an eco-friendly clothing brand, detailing their years-long journey with the brand, their favourite products, and how the brand’s commitment to sustainability aligns with their personal values.

Maximizing the Impact of Customer Stories

Encourage your customers to share their stories, focusing on emotion-driven narratives and highlighting the shared values between the customer and your brand. These stories serve as powerful testimonials, showcasing the human side of your brand and fostering a deep, meaningful connection with your audience.

Leverage customer stories to transform audience engagement and driving real growth.

By effectively leveraging these storytelling formats, you position your brand as credible, trustworthy, and deeply connected with the needs and values of your audience. Showcase real-world applications, tangible results, and relatable experiences to transform the way you connect with your audience, build trust, and drive sustained business growth. These narratives serve as invaluable assets, propelling your brand forward and cementing your position in the market.

Understanding the Buyer’s Mindset

Ask almost any marketer about the thought process of customers when viewing a website, and they’ll likely emphasize the importance of addressing the “What’s in it for me?” (WIIFM) question. This question is crucial as it provides the incentive for visitors to keep reading or take action, encapsulating the buyer’s motivations in a clear and concise manner. However, this perspective, while useful, can be overly simplistic.

Recent studies into the brain science behind action, motivation, and persuasion reveal that there are deeper questions and considerations at play when individuals interact with marketing content. These questions go beyond the surface-level WIIFM inquiry, into aspects of trust, integrity, and the decision-making process.

Many years ago I participated in a Landmark Forum, where the concept of “Already Always Listening” was introduced, highlighting the internal monologue that evaluates everything we see and hear. This concept is particularly relevant when considering the deeper questions that potential clients are asking themselves, either consciously or subconsciously, as they interact with your content.

These questions include:

Is this statement true or false?
Is this service good or bad?
Should I or shouldn't I buy it?
Is this choice right or wrong?
Can I trust this company or person?
Do I agree or disagree with what this says?
How does it work?
Why does it work that way?
What's the problem?
What's the answer/solution?
What's in it for me/them?
In order to do this, what do I need to do first?

These questions represent a myriad of assumptions, worries, and larger concerns that go beyond the simple WIIFM query. They touch upon issues of trust, the decision-making process, and the perception of challenges and solutions.

Understanding that “what’s in it for me?” is not the only, nor the first question that matters, can significantly enhance your ability to connect with and convert potential clients. For instance, considerations of trust and understanding precede thoughts of potential benefits or payoffs.

Taking a higher-level view, it becomes evident that perceptions play a crucial role in the decision-making process. Individuals are not just concerned with the actual needs and risks associated with a product or service; they are also deeply influenced by their perceptions of how their choices will affect their identity, standing, and image.

For example, a potential client looking for website design services is not just viewing portfolios and case studies; they are also considering how their choice of agency will impact their income, career prospects, and credibility. They want to know if this decision will enhance their standing with their bosses or peers, and they are concerned about the potential negative implications of making the wrong choice.

These considerations are not always conscious or observable, but they play a critical role in the decision-making process. As marketers, being aware of these deeper questions and concerns allows us to better anticipate and respond to the needs of our potential clients, guiding them towards positive outcomes and building a deeper, more meaningful connection.

Transforming Audience Engagement and Driving Growth

By effectively leveraging the power of Case Studies, Use Cases, and Customer Stories, and by delving deeper into the mindset of our potential clients, we position our brand as credible, trustworthy, and deeply connected with the needs and values of our audience. These narratives serve as invaluable assets, propelling our brand forward and cementing our position in the market, ultimately driving sustained business growth.

F-Pattern and Z-Pattern Layouts in Website User Experience Design

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 03 Oct 2023 18:15:00 GMT

Understanding how users scan a webpage is crucial for creating engaging and effective sites. Two well-known scanning patterns are the F-pattern and the Z-pattern.

Let's take a look at guiding your users through the layout of a page by applying these concepts.

F-Pattern: Ideal for Text-Heavy Websites

The F-pattern is a common scanning pattern, particularly on text-heavy web pages like blogs or articles like this one. Users’ eyes generally move in the shape of the letter “F.” They start at the top left, move across the page to the right, down a bit, and then to the right again.

Top Bar: Place the most critical information, such as the logo and navigation menu, at the top. Users generally start scanning from here.
Headlines and Sub-headings: Use bold, clear headlines and sub-headings to break up long sections of text. This draws the reader’s attention as their eyes move down the page.
Left Alignment: Since eyes naturally go to the left side of the page, align important content to the left.

Z-Pattern: Perfect for Landing Pages

The Z-pattern is ideal for pages with less text and more visual content, such as landing pages or home pages. Eyes follow a “Z” shape: starting at the top left, moving to the right, then diagonally to the bottom left, and then to the right again.

Top Bar: Like the F-pattern, begin with crucial elements like the logo and navigation at the top.
Visuals: Use compelling images or graphics across the top and middle to guide the eyes from left to right.
Call to Action (CTA): Place a strong CTA at the final point of the Z, usually at the bottom right.

Understanding and applying the F-pattern and Z-pattern can significantly enhance the user experience on your website. The F-pattern is excellent for text-dense pages, helping guide users through a wealth of information.

Conversely, the Z-pattern shines for visually rich pages, leading users in a more linear and focused path towards action. Tailoring your web design approach using these patterns can undoubtedly improve the effectiveness and user-friendliness of your site.

The Impact of Sticky Navigation on F-Pattern and Z-Pattern Layouts

When optimizing your website's user experience, the integration of a sticky navigation bar (nav) is an important aspect to consider. The sticky nav remains fixed on the screen as users scroll through a website. But how does it interact with the F-pattern and Z-pattern layouts? Let's delve deeper into its impact on these prominent scanning patterns.

In an F-pattern layout, which is most suitable for text-heavy pages, a sticky nav can enhance the user experience by providing constant access to the main menu, no matter where the user scrolls. This uninterrupted access facilitates seamless navigation, enabling users to easily switch between sections without scrolling to the top. With extensive text content, the risk of information overload is real.

However, it's crucial to keep the sticky nav unobtrusive to avoid disrupting the F-pattern flow. If it's too large or distracting, it can detract from the content and hinder the natural scanning process.

In a Z-pattern layout, typically used for visually-oriented landing pages, a sticky nav can keep the call-to-action (CTA) visible at all times. This can potentially increase conversion rates by ensuring that users always have a clear and accessible path to take action.

For Z-pattern layouts, it’s essential to maintain a balance between visual elements and navigation. Ensure your sticky nav matches the rest of the page to complement the user's visual journey across the Z-path rather than disrupting it.

Best Practices for Using Sticky Nav with F-Pattern and Z-Pattern:

Ensure Responsiveness: Make your sticky nav responsive and unintrusive to fit various screen sizes and types.
Prioritize Clarity: Keep the design clear, concise, and consistent with the overall website theme to avoid confusing or overwhelming users.
Highlight Important Elements: Use the sticky nav to highlight and provide easy access to important elements, such as the CTA or key sections.

A sticky nav can positively impact both F-pattern and Z-pattern layouts when designed thoughtfully and effectively. It should enhance and simplify the navigation experience, contributing to the site’s usability and the user’s overall satisfaction.

Always consider the user’s perspective and ensure the sticky nav augments, rather than disrupts, their journey through your website.

Included with Kayak's DropZone Pro Theme are 8 pre-designed templates (page layouts) which are optimized for UX as well as SEO. It's a huge head start on your next design project.

Will Developer Themes Make Custom Website Design, History?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 29 Aug 2023 13:30:00 GMT

It's no secret that websites come in many flavours from good, to bad, to frankensite. As a result, we've set out to eliminate the worst and make the first one better. Our aim is to build a more beautiful, productive website for every client, and this is how we're doing it.

The good. The bad, The frankensite.

For the record, good sites focus on delivering clear messaging. They load fast, and look great. And, they’re easy to use (for site owners and visitors, alike).

You know what bad sites look like. They're ugly or slow (or both). Worse, they're vague, asking visitors to Subscribe or Buy Now without any trust-building effort, blindly ignorant of what the visitor needs. They've likely been written for (or by) the business, instead of the customer. Or they have been cobbled together by a technical team, easy for them to operate, not so easy for the client to use.

And then there’s the frankensite…a website so stuffed with differing technologies and bloated with (or lacking) content, that people leave faster that they arrive.

Businesses who have bad sites talk about them in terms of embarrassment. To them, their website is painful. Not because it looks bad, but because it’s hurting their business. Lowering their reputation. Killing deals. They have an urgency to change, to redesign, or to go to a new agency.

There are options.

Install a Starter theme
Design & Develop a custom site
Install and configure a Developer theme.

Starter themes

Truth...I’ve never met a client who didn’t like the sound of free. I like the sound of free. You probably do too. Until we see what free gets us, of course.

In fairness, free (in a website sense,) can be a solid win if your website needs are nominal.

Simple websites don’t require a lot of bells and whistles. If your website is that simple, a Starter theme from a marketplace may work perfectly. It’s why these themes exist. In HubSpot, the Free and Starter level CMSs are made for these types of easy sites.

Keep in mind that Starter themes are just that. You’ll probably need to lay out pages and adjust styling for every module…things like padding, margin, etc. While those actions only take a moment each…add them up and it can mean real time and effort. If you're an agency, be sure to bill for that effort. If you're a client, consider doing it yourself. It's easy, just time-consuming.

Starter themes can come at a cost.

Expect limited features, layouts, and manual design efforts. Sometimes these limits can send a client looking for a new theme. This is where things start to go wrong.

Most marketplace themes and templates are filled with gorgeous photos, fancy animations, and powerful text…all engineered to impress. Let’s call that “marketing.”

Marketplace themes feature beautiful photos and professional copy which influences us to select that theme, regardless if the features meet our needs. When this new theme doesn’t meet your needs, it’s back to the marketplace to select yet another theme...a vicious cycle of frustration that distracts from sales and marketing. The things that make us money and grow our businesses.

This approach doesn't solve problems. In fact, changing themes often leads to frustration, which leads to changing website partners, which isn't good for anyone.

In a nutshell, Starter themes are fine for DIY projects and simple websites. Anything more will require one of the next two website options.

Custom website design and development

We all love custom website design, because we care about how a new site will look and function. Custom design helps us be in control…a confirmation that our website is special. (Tip: It's not, really. It's just a tool...powerful if we do it right...but not special. There are millions (billions?) of them out there.)

On the flip side, we fear the budget. Clients (us, too) will spend countless hours writing RFPs, interviewing prospective partners, scoring responses, and justifying the investment to internal stakeholders.

Then, once budgets are approved, marketers come under dire pressure to get it done. It's a gamble for marketers. A bad experience can cost marketers their jobs, while a good experience can result in a promotion. Such a gamble makes a website redesign (or website migration) both exciting and stressful at the same time.

When it goes wrong, scope creep gets real. Complexity gets real. Budgets grow, re-negotiations happen, and deadlines are missed. All at a cost to sales and marketing (in the form of delays and lost opportunities).

For the vast majority these projects, in the end, clients just want to get it done.

A new reality emerges: changes. Design and development is in essence, custom manufacturing. Clients ask why "that" wasn’t that included? Wasn’t that your job? Why is it their responsibility? Who’s going to pay for that? Assuming the scope of work was met, the client pays of course…just before they start looking for a new website partner.

In all fairness, this is just one scenario. Many projects get completed without issue. They just take time and money. We've all got loads of that, right? ;)

Developer theme configuration

Enjoying the speed and usability of a starter theme, alongside the feature set of custom development, a developer theme becomes the great equalizer.

It’s a set of pre-developed modules and code files that are configured to a client’s brand. Fast.
Page edits can be made by marketers. Fast.
New templates can be created by marketers. Without developers. Fast.
Budget approvals are easier to get. Fast.
Marketers can modify the templates on-page. Fast.

Developer themes eliminate almost all of the time lost to custom development work, including the huge budget. In reality, they can make custom design & development efforts a waste of time. Exceptions happen of course, but wow, what a head start!

With DropZone Pro Theme, the portal license includes 10 hours of expert technical and strategic support (post-configuration or post-launch) to further customize the theme components if desired.

It really is a win, win, win, for everyone involved. Faster to market. Simplified delivery. Warranted.

The bonus benefit nobody talks about

Future redesigns are a re-configuration of the theme and modules. No more starting from scratch. No more lost data. No more frustrating or costly projects. No more broken links. Just a reconfiguration effort, even on a live site. You will NEVER need to purchase a new theme or enter a design and development project again. You can focus on sales and marketing. You can focus on leveraging your website to advance your work and convert your leads, instead of focusing on “the website.”

Nirvana? Maybe not, but it's as close as website design gets.

The Win, Win, Win scenario

If you are a partner in our DropZone Pro Theme partner program, refer your clients DropZone Pro Theme for HubSpot CMS. We reward you for helping your client get their best website ever with a 10% commission on portal license sales. And, we may engage your team to deploy DropZone Pro Theme. Pricing is set to sit at the lowest end of the custom design and development range - so it's affordable, while reflecting the 900+ hours we’ve committed to the theme’s development so far.

The theme includes 20+ advanced custom modules, eight UX-optimized templates, code files, and benefits such as 10 hours of technical support, 1st year of AccessiBe (Ai-enabled accessibility optimization to meet compliance laws - get a free accessibility audit), along with quarterly updates. Warranted.

After a year, customers may purchase Premium Support to renew the benefits annually. If they elect not to purchase premium support, the theme is still good to use, there just won’t be updates or the added 10 hours of technical support. Our license allows customers to skip renewals, then renew when needed…that’s no problem. Once renewed the benefits are restarted.

6 Copywriting Techniques You Wish You Knew Already

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 18 Aug 2023 18:01:50 GMT

Every member of your team should have an awareness or even command of these techniques. Learn 6 copywriting formulas, complete with outlines, examples, and recommend applications covering both Conversion and Information strategies.

AIDA – Attention Interest Desire Action

Attention: Grab the reader's attention.
Interest: Generate interest in the product/service.
Desire: Create a desire for the product/service.
Action: Encourage the reader to take action.

Example:

Attention: "Tired of sleepless nights?"
Interest: "Discover our revolutionary sleep aid formula."
Desire: "Imagine getting a full 8 hours of deep, restful sleep."
Action: "Order now and wake up refreshed tomorrow!"

Conversion Strategy: Use AIDA in sales pages, landing pages, and email campaigns to guide potential customers through the buying process.

Information Strategy: Use AIDA in educational content by grabbing attention with a compelling fact or question, generating interest with intriguing information, creating desire by showcasing the benefits of the knowledge, and then suggesting a next step (like reading another article or signing up for a newsletter).

PAS – Problem Agitation Solution

Problem: Identify a problem the reader is facing.
Agitate: Intensify the problem or its consequences.
Solution: Offer a solution to the problem.

Example:

Problem: "Struggling with persistent acne?"
Agitate: "Left untreated, acne can lead to scars and lower self-esteem."
Solution: "Our dermatologically-tested cream clears acne in just 7 days."

Conversion Strategy: Use PAS in product descriptions, ads, emails, and landing pages to highlight the value proposition.

Information Strategy: Use PAS in blog posts or articles by identifying common problems, discussing their implications, and then providing educational solutions or advice.

4 Ps – Promise Picture Proof Push

Promise: Promise a benefit.
Picture: Paint a picture of life with the benefit.
Proof: Provide evidence supporting the promise.
Push: Give a push to take action.

Example:

Promise: "Achieve radiant skin in just 2 weeks."
Picture: "Imagine stepping out confidently, turning heads wherever you go."
Proof: "9 out of 10 users saw visible results within the first week!"
Push: "Don't wait. Get yours today!"

Conversion Strategy: Use the 4 Ps in sales pitches, video scripts, and product pages.

Information Strategy: Use the 4 Ps in how-to guides or tutorials by promising a result, illustrating the outcome, providing evidence (like case studies), and then pushing readers to try the method or learn more.

FAB – Features Advantages Benefits

Features: Describe the product's features.
Advantages: Explain the advantages of those features.
Benefits: Highlight the benefits the user will receive.

Example:

Features: "Our laptop has a 12-hour battery life."
Advantages: "This means fewer interruptions and no need to carry a charger everywhere."
Benefits: "Stay productive and enjoy uninterrupted work or entertainment."

Conversion Strategy: Use FAB in product listings, brochures, and catalogs.

Information Strategy: Use FAB when reviewing products or explaining new concepts or tech, helping your readers understand the full value of what's being discussed.

BAB – Before After Bridge

Before: Describe life before the product.
After: Paint a picture of life after using the product.
Bridge: Show how the product creates that transformation.

Example:

Before: "Before our app, managing finances was a chaotic task."
After: "Now, track every penny with ease and clarity."
Bridge: "With our intuitive interface and smart analytics, take control of your financial future."

Conversion Strategy: Use BAB in testimonials, case studies, and video ads.

Information Strategy: Use BAB in transformation stories or case studies, showcasing the journey and the tools or methods that led to the change.

5Cs – Command Convey Communicate Create Call

Command Attention: Grab the reader's attention.
Convey Information: Provide necessary details.
Communicate Benefits: Highlight the benefits.
Create Desire: Stir a desire for the product/service.
Call to Action: Urge the reader to act.

Example:

Command Attention: "Introducing the future of smartphones!"
Convey Information: "With a 108MP camera, 1TB storage, and a foldable screen."
Communicate Benefits: "Capture memories in stunning detail, store endless data, and enjoy a versatile design."
Create Desire: "Be the envy of every tech enthusiast."
Call to Action: "Pre-order now and be the first to experience innovation."

Conversion Strategy: Use the 5Cs in product launches, email campaigns, and landing pages.

Information Strategy: Use the 5Cs in news articles or announcements, guiding readers through the importance of the information and suggesting next steps.

The choice of formulae and its application can impact the effectiveness of your content strategy, whether you're aiming to inform or convert.

Check out how each might impact your work:

1. Purpose: Different formulas are designed for different purposes. For instance, if your primary goal is to persuade a reader to take action, a formula like AIDA (Attention, Interest, Desire, Action) might be more effective than a purely informational structure.

2. Audience: Some formulas are crafted to engage the audience emotionally, while others might be more logical or informational. Choosing the right formula can help you resonate more deeply with your target audience.

3. Structure: A good formula provides a clear structure for your content, ensuring that you don't miss any critical elements. This structure can guide the reader smoothly from the beginning to the end of your content.

4. Conversion: If you're in the business of selling products or services, the right copywriting formula can significantly boost your conversion rates. For instance, the PAS (Problem, Agitate, Solution) formula can be particularly effective in sales copy because it directly addresses the reader's pain points.

5. Consistency: Using a consistent formula or set of formulas across your content can provide a consistent brand voice and message, which can enhance brand recognition and trust.

6. Efficiency: Once you're familiar with a formula, it can speed up the content creation process. Instead of starting from scratch each time, you have a blueprint to follow.

7. Optimization: Recognizing and using specific formulas allows for more structured A/B testing. You can tweak specific parts of the formula to see what resonates best with your audience, leading to continuous improvement in your copy's performance.

8. Learning: Many of these formulas have been around for decades and have been used in some of the most successful advertising campaigns. By understanding and using these formulas, you're leveraging proven strategies that have stood the test of time.

You don't have to stick to a specific formula, but understanding the various copywriting formulas and their strengths can be powerful tools in your content creation efforts. They can help you make your content purposeful, engaging, and effective.

UI Best Practices for HubSpot CMS: A Marketer's Guide

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 09 Aug 2023 17:19:28 GMT

Your website migration is more than just moving content from one platform to another. It's an opportunity to enhance your website's user experience, improve accessibility, and realign your website with your brand's goals.

UI best practices that can make your HubSpot website more engaging and user-friendly (resulting in better or more leads).

HubSpot CMS offers a robust environment for marketers to create, manage, and optimize websites. By following a few easy-to-do UI best practices, your site will not only look great but also provide an intuitive and accessible experience for all users.

UI = User Interface.
UX = User Experience.

Page Layout Design Best Practices

Why It's Important: A well-designed page layout is the foundation of a user-friendly website. It guides users through your content, making it easy to find information and take action. Consistency in layout builds trust and helps users navigate your site effortlessly.

How to Implement in HubSpot: HubSpot's drag-and-drop editor makes it easy to create grid-based layouts that align elements consistently across your site. When your design includes a balance of white space, it prevents clutter and enhances readability. HubSpot's built-in tools for responsiveness (mobile) helps you ensure that your design looks great on all devices.

Migration Benefit: Migration is the perfect time to standardize your page layouts. By creating templates that follow best practices for user experience, you can provide a cohesive and user-friendly experience across all pages, enhancing both aesthetics and usability.

Header Design Best Practices

Why It's Important: The header is often the first thing users see and plays a crucial role in shaping their first impression. A well-designed header provides clear navigation, reflects your brand, and sets the stage for the user's journey through your site.

How to Implement in HubSpot: Contextual navigation is key to guide users to your most essential pages (and not every page). If your website is extensive, consider adding search functionality to help users find what they're looking for quickly. Your logo should be prominent (but not distracting) in the header, aligning with your overall brand style and messaging.

Migration Benefit: Redesigning your header during migration ensures that it offers optimal usability. Website migrations provide an opportunity to reassess your site's navigation and make improvements that enhance the user experience.

Footer Design Best Practices

Why It's Important: The footer often serves as a secondary navigation area and a place for additional information like a map to your location or blog roll. Though it might seem less significant, a well-designed footer can enhance user experience by providing essential information and navigation options for visitors who are seeking details.

How to Implement in HubSpot: Include privacy policy and terms of service. Add contact details (not email addresses as those can go to spam and missing them makes you seem unresponsive, plus you can't track random emails) and social media links makes it easy for visitors to connect with you. Consider offering additional navigation to popular pages like your resources or a support area.

Migration Benefit: A website migration is an ideal time to rethink your footer design (widgets are a, too). By organizing and presenting information effectively, you can turn the footer into a valuable resource for your visitors, enhancing usability and engagement.

Information Pages vs Conversion Pages Best Practices

Why It's Important: Information pages and conversion pages serve different purposes and should be designed with those specific goals in mind. Information pages aim to educate and engage, while conversion pages focus on driving specific actions like sign-ups or purchases.

How to Implement in HubSpot: For information pages, focus on providing valuable content, clear headings, and easy navigation to related topics. Contextual navigation such as table of contents or list of related posts is smart. For conversion pages, do the opposite...minimize distractions, use compelling calls to action (CTAs), eliminate links, and make the conversion process as easy and friction less as possible. Thankfully, HubSpot's tools allow you to create tailored layouts and elements for each type of page.

Migration Benefit: Migration allows you to review and optimize the design of both information and conversion pages. By understanding the distinct needs of these pages and implementing best practices, you can ensure that each serves its purpose effectively, whether it's educating visitors or driving conversions.

Website migration to HubSpot CMS is a strategic move that goes beyond mere content transfer.

It's a chance to rethink, redesign, and revitalize your site's design in alignment with your marketing goals. By focusing on these best practices for page layout, header and footer design, and the unique needs of information and conversion pages, you can create a website that's not only visually appealing but also strategically aligned with your objectives. Embrace this opportunity to make your site more engaging, user-friendly, and effective. Happy migrating!

We'd be remiss not to include additional resources.

HubSpot Website Migration Service
DropZone Pro Theme for HubSpot CMS
$4,000 credit towards your website migration (sometimes, this means it's free)
Migrating from any CMS to HubSpot CMS
Boost Conversions with UX Best Practices

Consider creating your most powerful website ever with DropZone Pro Theme. Advanced content modules and purpose-built templates help you create a website that converts better, looks better, and lets you design without code. License the theme for your next website project on HubSpot. It'll be the last theme you ever need to purchase. DropZone Pro Theme is so cost-effective and flexible, you'll never have to go to finance again for a budget to redesign your website.

I do marketing. Why do I need to know SEO?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 07 Jul 2023 15:30:00 GMT

As a modern marketer, you've likely heard about Search Engine Optimization (SEO). But why is it so important? And why should you, as a marketer (or business person), need to understand it?

Today, we'll delve into the essentials of SEO, its significance in marketing, and the components that make it up.

The Importance of SEO for Marketers

SEO is a crucial part of digital marketing. It's the process of optimizing your online content so that a search engine, like Google, will show it as a top result for searches of a certain keyword. But why is it so important for marketers?

1. Visibility and Ranking: SEO helps your website or content rank higher in search engine results, making it more visible to potential customers. The higher you rank, the more likely users are to see your website and click through to it.

2. Web Traffic: SEO is a primary source of organic (free) traffic. Users who find your website through a search engine are more likely to engage with your content, products, or services.

3. Credibility and Trust: Websites that appear higher in search results are generally perceived as more trustworthy and credible. SEO can help you build this credibility.

4. User Experience: SEO involves making your website user-friendly. A good SEO strategy includes improving site speed, making your site mobile-friendly, and ensuring that your site is secure, all of which enhance user experience.

5. Competitive Advantage: If your competitors are using SEO and you're not, you're giving them a significant advantage. By understanding and applying SEO, you can compete on a more level playing field.

6. Cost-Effective Marketing: Compared to paid advertising, SEO is cost-effective. While it takes time to see results, in the long run, it can deliver a high return on investment.

7. Understanding User Behaviour: SEO requires you to understand what your potential customers are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. This understanding can help you refine your marketing strategy.

8. Long-Term Strategy: SEO is a long-term strategy. While you may not see immediate results, over time, a well-executed SEO strategy can continue to deliver benefits.

SEO is a key part of any digital marketing strategy. It helps you attract quality traffic, build trust and credibility, and understand your user's behaviour, all while being a cost-effective and long-term strategy. Consider having a technical SEO audit performed to identify problems on your website.

Why Marketers Should Understand SEO

You might be thinking, "Why can't I just hire an SEO expert?" You certainly can, and many businesses do. However, there are several reasons why it's beneficial for you as a marketer to understand SEO even if you hire it out:

1. Communication: If you understand SEO, you'll be able to communicate more effectively with your SEO expert. You'll understand the strategies they're implementing and why, and you'll be able to ask informed questions and make better decisions.

2. Quality Control: Understanding SEO allows you to evaluate the quality of the work done by your SEO expert. SEO is a field where some practitioners use questionable techniques that can harm your site's ranking in the long run. If you understand SEO, you'll be better able to ensure that your expert is using "white hat" techniques that are beneficial in the long term. Hint: if the offer is too good to be true, it likely is.

3. Strategic Planning: SEO should be integrated with your overall marketing strategy. If you understand SEO, you'll be better able to see how it fits with your other marketing efforts and plan accordingly.

4. Cost Management: By understanding SEO, you can better assess the value of the services provided by your SEO expert and ensure that you're getting a good return on your investment.

5. Adaptability: SEO is a rapidly changing field. By understanding it, you'll be better able to adapt to changes and ensure that your SEO strategy remains effective.

In essence, while you can hire an SEO expert to do the work, understanding SEO yourself can help you work more effectively with your expert, ensure the quality of their work, integrate SEO with your overall marketing strategy, manage costs, and adapt to changes. (There are always changes.)

On-Page SEO vs. Technical SEO: What's the Difference?

Now that we've established the importance of understanding SEO, let's delve into its components. SEO can be broadly divided into two categories: On-Page SEO and Technical SEO.

On-Page SEO refers to the optimization of content and elements on a webpage itself. It involves strategies to optimize an individual page on a website. These factors (including keyword placement, meta descriptions, HTML tags, and high-quality content) help search engines understand the topic of the content and see that the website is a valuable source that users would want to find. Here are some key elements of on-page SEO:

Keyword optimization: Ensuring your page's content includes keywords that people are actually searching for.
Meta tags: Writing relevant and engaging meta titles and descriptions that inform text readers.
Content quality: Creating high-quality, informative, and original content that answers visitor questions.
Image optimization: Cropping/saving/file-naming images, incorporating alt tags, and making sure images are properly compressed for fast loading.
URL structure: Making URLs readable and ensuring they contain keywords/phrases.

Technical SEO, on the other hand, refers to the backend optimizations of your website that help search engine spiders crawl and index your website more effectively. It has less to do with the content itself and more with the site's infrastructure. Here are some key elements of technical SEO:

Site speed: Ensuring your site loads quickly, as this is a ranking factor used by search engines.
Mobile-friendliness: Make sure your site looks good and functions well on mobile devices.
Indexing: Ensuring your site can be crawled and indexed by search engines.
XML sitemap: Submitting a sitemap to search engines helps them understand what's on your site.
Security: Having a secure site (HTTPS/SSL) is considered a positive ranking signal by Google.
Structured data: This helps search engines understand and provide better results to searchers.

On-page SEO is about your content and how well it's optimized for both users and search engines, and technical SEO is about how well search engines can crawl and index your site. Both are crucial for a successful marketing and SEO strategy.

Kayak's DropZone Pro Theme features UX- and SEO-optimized components. Consider licensing DropZone Pro Theme for your next HubSpot website migration or design project.

SEO Wrap-up

Understanding SEO is not just about knowing what it stands for. It's about learning how to improve your website's visibility and rankings, how to generate organic traffic, and how to offer a better user experience. As a marketer, your goal is to reach your target audience, and SEO is an effective tool to help you do that. By understanding the basics of on-page and technical SEO, you can ensure that your website is not only user-friendly but also search-engine-friendly. Remember, SEO is a long-term investment, but the results are well worth it.

Tip: if the quality of your website's SEO is in question, reach out to us at SEOAudits, an SEO service created by the team at Kayak Marketing.

Understanding Visitor Trust: Referrals vs. Search

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 23 Jun 2023 19:00:00 GMT

Assuming you have or do what they want, when it comes to website visitors, there are two main types...those who arrive based on a referral or recommendation and those who arrive via a topic search.

These two types of visitors arrive with different levels of trust. Understanding their behaviours can help you tailor your approach to greeting them.

Arrives at your website via Referral

Let's start with the visitors who come to your website based on a referral or recommendation. These folks have been directed to your site by someone they trust—a friend, colleague, or maybe even another website they rely on for good information. When they arrive, they already have a certain level of trust in you and your brand because of the endorsement they received.

Let's think about it. When a friend tells you, "Hey, check out this website, they have amazing products!" or "I found this website that provides great tips for home improvement," you're more likely to trust their recommendation and approach the website with a positive mindset. They'll give the website a benefit of a doubt and be more open to exploring what it has to offer.

Arrives at your website via Topic Search

On the other hand, we have visitors who arrive at your website via topic search. These individuals are actively seeking information or solutions related to a specific topic or problem they're facing at the moment. They turn to search engines like Google to find relevant websites that can provide answers or resources they seek.

These visitors are starting with a blank slate. As they haven't received a referral or recommendation (except from Google/Bing/etc), they may approach your website with a bit more scepticism. They're looking for signs that your website is credible, informative, and trustworthy. They rely on various signals such as well-structured content, authoritative sources, customer testimonials, and user-friendly design to assess the reliability of your website.

As a website owner, how can you address these different levels of trust?

For visitors who arrive based on a referral or recommendation, you already have a head start. Make sure your website delivers on the promise (and uses the words) that led them to you in the first place. Highlight the endorsements or testimonials that brought them in, showcasing the positive experiences of others. Provide easy navigation and clear calls to action to help them find what they're looking for quickly.

One strategy is to let your referral sources know what to say to people. You might coach them, or more casually, use your preferred terms when talking with potential referrers.

For visitors who arrive via topic search, focus on building trust from the moment they land on your website. Provide high-quality, well-researched content that addresses their specific needs and questions. Cite reliable sources and include statistics or case studies to support your claims. Make sure your website is visually appealing, easy to navigate, and mobile-friendly, as these factors contribute to a positive user experience.

Regardless of the type of visitor, you'll want to consistently deliver value that meets their expectations. Keep your content updated, provide accurate information, and engage with your audience online. This will not only help you build trust but also encourage visitors to share your website or name with others, expanding your reach and influence.

Trust (or rather, lack of trust) is what makes your website work for those searching for (and buying) your products and services.

By understanding the different types of website visitors and their anticipated levels of trust, you can create a website that not only meets their needs but also earns their confidence. Whether they arrive through a referral or a search, we all want to make sure our websites are reliable resources that leave a great impression.

Migrating to HubSpot CMS from another CMS

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Mon, 19 Jun 2023 14:00:00 GMT

Website migration can be a complex task, especially when it involves moving between different CMS platforms. Careful planning will help avoid or minimize downtime as well as the potential loss of data.

1. Planning and Preparatory Stage:

1.1. Define Objectives and Scope:

Before proceeding with any technical work, it's important to define your objectives for the migration. Why are you moving to HubSpot? What benefits do you expect to see? Also, identify which parts of your website you plan to migrate (e.g., blog posts, landing pages, etc.)

1.2. Audit Your Current Site:

Review your existing website and note down key elements such as current SEO performance, website speed, the total number of pages, the layout of pages/templates, files, blog posts, forms, hidden pages, draft pages, and so forth. This will give you a baseline to compare against after the migration. Audits may be completed in a number of ways, from logging into the site and manually reviewing/counting assets to running external software crawls that identify assets as well as provide technical insight into any publicly crawlable pages and content.

1.3. Create a Migration Plan:

Based on your objectives and site audit, create a detailed migration plan. This should include which pages will be migrated, how they will be restructured (if necessary), and a timeline for the migration.

2. Technical Preparation:

2.1. Set Up Your HubSpot CMS:

Purchase a HubSpot subscription with the appropriate level of access to CMS Hub. Set up the HubSpot CMS account. During the setup, you can customize the system according to your company's specific requirements.

2.2. Backup Your Current Site:

Maintain your current website until the new site on HubSpot is ready to launch. Before launching, make a full backup of your current site. This will provide a safety net in case anything goes wrong.

2.3. Set up other HubSpot Hubs:

You may have subscribed to Marketing, Sales, Service, and/or Operations Hubs. At the very least you'll have access to the Free subscription level of each. All Hubs are connected to the CRM, which is the central tool that connects everything. And in practice, is the tool you'll access the most, regardless of Hub. Consider migrating your CRM into HubSpot for a seamless experience.

3. Content Migration:

3.1. Manual Content Migration:

For smaller websites, you might prefer to copy and paste the content manually from your old CMS to HubSpot. This can be time-consuming but gives you the most control over the process.

3.2. Use HubSpot's Migration Services Smaller (<30-Page) Sites:

For smaller websites, consider using HubSpot's automated migration services. HubSpot has a dedicated migrations team that can handle the entire process for you. But, it comes with several caveats. Not all content can be migrated. No changes are permitted. The service is limited to a maximum number of pages. If there's anything complex or unique about your website, contact the team at Kayak.

3.3. Custom Scripting, Tools Creation, MegaMenus, Member areas, etc:

If you have unique migration needs that aren't covered by HubSpot's standard offerings, you may need to hire a developer to write a custom script for your migration. These items are typically not migrated. Some tools, such as membership areas require an Enterprise level subscription or may not be reproducible at all.

3.4. Database, Blog, and Pages Migration:

Typically the most complex part of the process. HubSpot has a collection of tools capable of importing CSV files and RSS feeds. CSVs or data matching and RSS for blog-type content. Additionally, website pages may be imported, just be aware that pages import only URLs, Titles, etc, but no page content. Page import is useful to create an initial sitemap, but must be manually completed. Similarly, blog imports do import text content, and metadata, but do not import images. Dynamic pages may be created by importing data into HubDB and presented in special templates. HubDB content is editable by marketers, but the templates are managed by developers.

3.5. Third-Party Integrations

HubSpot enjoys robust integration options. Many (not all) popular tools can be connected to HubSpot to enable content bi-directional or single-direction sync. Each tool has different requirements, so reach out to your HubSpot Partner to assess integration options.

4. Design Migration:

4.1. HubSpot Theme:

If you are okay with changing your design, you can simply choose a new theme from HubSpot's theme marketplace. That said, there's a good chance you'll want to refine or improve your website design to improve conversions, functionality, or aesthetics. Consider licensing Kayak's DropZone Pro Theme as it includes 20+ content modules and preconfigured page layouts optimized for user experience. DropZone Pro Theme is intended to reduce or eliminate the custom development stage of a typical website migration.

4.2. Custom Design:

If you want to maintain your existing design, you'll need to recreate it within HubSpot's design manager. You can use HubSpot's drag-and-drop tools to create your design or code it using HubL (HubSpot's next-generation coding language). Consider DropZone Pro Theme for this as it'll save you a lot of work and significantly speed up your time to market over the cost and labour of creating from scratch.

4.3. Re-Create Website Navigation(s):

HubSpot features two navigation options...Selectable menus from the Navigation tool and Simple Navigation where you can manually add links. Your developer may use a combination of these navigation types depending on if they just sit in one area (sidebar or inline, for example) or are visible over multiple pages (main nav, for example)

4.4. Design Refinements:

The migration process provides an opportunity to improve your website. At the very least, to fix errors. Due to the nature of most CMS platforms, pages are largely built on templates that contain content modules. This means that the templates hold website design and branding components, whereas modules contain your content. Therefore, modifying the template(s) allows you to create a new look and feel without affecting the content. The only caveat is that the same content modules remain in the templates.

4.5 HubSpot BrandKit:

In an effort to help you maintain control of key branding elements like colours, logos, and fonts, HubSpot's BrandKit feeds these elements into your templates. Change your logo, colours, or fonts and it immediately populates throughout the site. The exception is when the BrandKit is overridden via CSS code or user selections on-page to in-template. While this can be frustrating, it may be the only way to display two versions of your logo, such as a solid and a reverse version or multiple colours on the CTA buttons.

4.6. Browser Caching:

HubSpot has partnered with Cloudflare to help your website load fast. Cloudflare settings are not accessible to HubSpot users. While the website loads fast, it also means that designs may not refresh without several forced-refresh attempts. While a bit inconvenient, this is working as intended.

5. Testing:

5.1. Content and Functionality:

Review all of your migrated content to ensure it's accurate and functional. Check that all forms, buttons, and links work properly. If migrating forms of 3rd party tools note that not all functionality may be reproducible in HubSpot.

5.2. SEO:

Test your new site to ensure it maintains the SEO value of your old site. Check that all redirects are in place, meta descriptions and titles are correct, your sitemap is updated, and analytics codes are included in the migration. Consider granting Google Analytics and Search Console admin access to your migration team so they can complete the integrations for you.

6. Website Launch:

6.1. Set Up Your Domain:

Connect your domain to your new HubSpot site. This process varies depending on your domain provider but involves modifying or adding CNAME records to your DNS settings. Optionally, add DKIM and SPF records to enhance email-sending efforts. Set the Home page simple by changing the URL to a "/". It's generally advised to publish pages from the outside in...meaning, start with deep pages and end with the home page. Connecting your domain is essentially the launch.

6.2. Test:

Test everything...view pages, complete forms, check navigation, confirm alerts, etc.

6.3. Reporting:

HubSpot's Reporting tools offer a wide variety of presentations selectable by users based on their roles. Sales professionals can view sales and deals information, while marketers can see online leads and website traffic information. Admins can see everything. Several permissions sets are available.

7. Post-Migration:

7.1. Monitor Performance:

After your new site goes live, closely monitor its performance. Check metrics like site speed, bounce rate, and SEO performance to ensure they're in line with or better than your old site.

7.2. Regularly Update and Maintain:

HubSpot's CMS is designed to be easy to update and maintain, so you should be able to handle most tasks yourself. If you need help, you can always turn to HubSpot's support team or hire a HubSpot agency partner.

7.3 SEO Audit:

Perform a post-launch audit at 15-30 days to verify improvement or spot issues to be addressed. Repeat the audit quarterly.

This guide offers a starting point for Migrating to HubSpot. It is not exhaustive, as every migration project is different. Reach out to your HubSpot Solutions Partner to assess the requirements for migration to HubSpot CMS based on your business goals, needs, and the nature of your current website.

The key to a successful website migration into the HubSpot CMS is careful planning, thorough testing, and regular monitoring post-migration. With the right approach, you can make a transition to HubSpot the best decision you've ever made.

Effective Websites Incorporate Content Design, Website Design, and Template Design

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 16 Jun 2023 18:51:00 GMT

If you're here, you're likely seeking to understand the relationship between content design, website design, and template design in the context of effective website creation.

Content Design focuses on planning, developing, and structuring content that aligns with user needs and business goals. It deals with what the content is, how it is organized, and how it is optimized for search engines and accessibility.

Website Design relates to the visual aesthetics and user experience of the website. It focuses on how the site looks, feels, and functions, making sure it's both visually appealing and easy to use.

Template Design involves creating a ready-to-use webpage framework that organizations can customize with their own content and branding. It establishes a consistent, responsive, and customizable base for the design and layout of web pages.

All three — content design, website design, and template design — are vital components of building an effective website, each with its specific focus and role in the overall process. In the end, it's all about creating a balance between the content (what you're saying), the website design (how it looks and feels), and the template (how it's structured and functions).

The business of website creation is diverse, with different experts specializing in various parts. Among these, content design, website design, and template design are fundamental. While they often overlap, each has its unique focus and role in the website design process.

Content Design: The Strategic Foundation

Content design involves planning, creating, and arranging your content (text, images, videos, infographics, and more) in a way that aligns with your user's needs and your business goals. Here's a breakdown of what it might involve:

1. Identifying User Needs: Research to understand what your audience is looking for when they land on your website.

2. Content Structuring: Think of this as arranging your content in a logical flow that makes it easy for your audience to find what they need. Learn to love white space and keep it simple, smarty.

3. Accessibility: Ensure your content can be consumed by all website visitors, including those with disabilities.

In essence, content design is about shaping content that fits both your audience's expectations and your business objectives.

Website Design: The Visual and Functional Appeal

The look, feel, and functionality of your website. This is where your website's visual aesthetics and usability come into play. This typically entails:

1. User Interface (UI) Design: This involves creating an appealing and user-friendly layout with an appropriate colour scheme, typography, and interactive elements.

2. User Experience (UX) Design: This focuses on providing a smooth, intuitive, and enjoyable experience for your audience.

3. Responsive Design: This ensures your website adapts to different devices, maintaining a consistent user experience whether your audience is on a desktop device or mobile.

4. Navigation Design: This creates a logical flow that makes it easy for users to move around your site. Navigation is not limited to Menus. Navigation incorporates the positioning of content, links, and imagery.

5. Graphic Design: This is where visual elements like logos, icons, and images come into play.

In short, website design focuses on making your site visually attractive and easy to navigate, promoting a positive user experience.

Template Design: The Ready-to-use Framework

Finally, let's touch on template design. This is a subset of website design where you're creating a ready-to-use framework for your web pages. A template (or set of templates) provides a pre-designed structure that you can fill with your content, saving time and cost, and promoting consistency across your website. Core template design considerations include:

1. Layout and Structure: This is about designing the basic framework of the webpage, including where to place headers, footers, content blocks, and navigation elements. An advanced template will take visitor intent into consideration.

2. Styling: This sets the base typography, colour scheme, and other stylistic elements that will remain consistent across your website. A professional template will incorporate your branding elements so you don't need to reproduce them on every page.

3. Responsiveness: Just like in website design, your template and content modules should automatically adjust to fit the screen size and resolution of the device it's viewed on.

4. Customizability: Your template should offer room for customization to fit the unique needs and branding of your organization and unique page/communication requirements.

5. Code Quality: Good template design involves writing clean, efficient, and accessible code. This ensures that the template and modules work well and help with SEO and usability, and are well-documented.

In essence, template design creates a customizable, reusable base for your web pages, ensuring consistency and ease of use. Often this leads to both significant cost savings and shortens the time to market/launch.

Now you understand that content design, website design, and template design, while interconnected, each plays a unique role in creating an effective website. Whether you're designing a blog, an e-commerce site, or a corporate web page, you'll need to consider all three areas.

Consider using the DropZone Pro Theme for Hubspot CMS. If it’s time to maximize your HubSpot ROI, DropZone Pro Theme comes with expert support today and in the future. Safe. Smart. Solid.

HubSpot's CMS Hub: A User Experience-Centric Guide for Marketing Managers

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 13 Jun 2023 11:30:00 GMT

A well-structured website is more than just a pretty face. It's about creating a user experience (UX) that not only delights visitors but also drives conversions.

One of the most effective ways to achieve conversions is by properly assembling modules and templates in HubSpot's CMS Hub so you have the right foundation to start with. This article will guide you through the strategy behind this process and provide seven important considerations to keep in mind.

Sections of this page:

Understanding Modules and Templates in HubSpot's CMS Hub
7 Smart Considerations for Assembling HubSpot Modules and Templates
Incorporating the 5 Rules of User Experience (UX)
Optimizing Modules and Templates for Search Engines and Users
DropZone Pro Theme Templates and Modules

Understanding Modules and Templates in HubSpot's CMS Hub

Before we delve into the strategy, let's first understand what modules and templates are. Modules are the building blocks of your website, encompassing various "content" elements such as images, text, sliders, and social sharing features. They provide the flexibility to create unique and engaging content for your website. Templates, on the other hand, are the blueprints of your website, ensuring uniformity across all pages. They provide the structure and layout of your website, making it easier for users to navigate and find the information they're looking for.

Consider this...a website's template or theme design is similar to the foundation of a house, concrete and lumber. How the homeowner finishes the building gives it curb appeal. And, how they furnish it makes it a home. To this point, consider templates to be the foundation, layouts to be the finishings, and content to be the furniture. Once we understand that, we see how themes can be crafted into a cabin or a mansion and that while having many similarities, no two are the same.

7 Smart Considerations for Assembling HubSpot Modules and Templates

The strategy behind assembling modules and templates in HubSpot's CMS Hub revolves around creating a user-friendly, aesthetically pleasing, and conversion-optimized website. Here are seven considerations to guide you:

1. Customization: HubSpot allows for the development of content modules, providing added functionality beyond HubSpot's core capabilities. This enables you to tailor your website to your specific needs, ensuring that it aligns with your brand and meets your business objectives.

Content modules can include anything from multi-part layouts to interactive or animated features, giving you the freedom to create a unique and engaging user experience.

2. Consistency: Templates allow you to establish a user-friendly and consistent global design across your entire website. This promotes usability and just feels good. Consistency in design not only makes your website look professional but also helps users navigate more easily.

When elements such as buttons, links, and menus look and function the same way across different pages and sections of your site, users quickly learn how to use your site, making their experience enjoyable and efficient.

3. Flexibility: HubSpot's CMS Hub offers page-level reconfiguration of modules to allow content creators to add or remove modules and reorder layouts. You can easily adjust layouts as needed, giving you the freedom to dial in your user's experience. This flexibility is particularly useful when you want to test different layouts to see which one performs better in terms of user engagement and conversions.

4. Integration: HubSpot's CMS seamlessly integrates with their Marketing Hub, Sales Hub, and Service Hub. The multi-hub approach allows you to work in a cohesive digital environment, where all your marketing, sales, and service efforts are aligned and working together. This makes all of your team's efforts more efficient.

5. Global Modules: These are modules that appear on multiple templates throughout the website. Use global modules for elements that need to remain consistent across different pages, such as headers, footers, and navigation menus. This not only saves you time and effort in creating and managing these components, but it also ensures consistency across your site, which is crucial for usability and brand recognition.

6. User Permissions: HubSpot allows you to control who can edit/view content (and more) in the back end of your website. Set permissions to maintain quality and prevent unauthorized changes/access. By setting user permissions, you can ensure that only authorized personnel can make changes to your site, avoiding surprises that could disrupt your site's functionality or design.

7. Testing and Optimization: Always test your website for usability and conversion optimization. HubSpot provides robust testing tools to help you achieve the best results. Regular testing allows you to identify any issues or areas of improvement on your site, ensuring that your site is always performing at its best. It's also important to continuously optimize your site based on the results of your tests. This could involve tweaking your design, adjusting your content, or changing your call-to-actions to improve your conversion rates.

Incorporating the 5 Rules of User Experience (UX)

User experience is a crucial aspect of any website. It's about making your website not only functional but also enjoyable for the user. Here's how you can incorporate UX into your HubSpot CMS Hub strategy:

1. Simplicity: Keep it simple smarty. The easier it is for users to navigate your website, the more likely they are to stay and convert. A simple design doesn't mean boring; it means making it easy for users to find what they're looking for without any unnecessary distractions or complications. This can involve things like having a clear and concise menu, using understandable language, and ensuring that your content is easy to read. Comprehension is key to conversions.

2. Responsiveness: Ensure your website looks great on all devices. This is especially important as most people browse the web on their phones first, then move to desktop. A responsive design automatically adjusts your website's layout and content to fit the screen size of the device it's being viewed on, ensuring that your users have a great experience no matter what device they're using.

3. Speed: A slow website can frustrate users and lead them to leave. Make sure your website loads quickly to provide a smooth user experience. This involves optimizing your images and videos, minimizing your code, and using a reliable hosting service. A fast-loading website not only improves user experience but can also improve your search engine rankings (Core Web Vitals), as speed is one of the factors that search engines consider when ranking websites.

4. Accessibility: Make your website accessible to all users, including those with vision disabilities or fine motor impairments. This not only improves UX but also helps you reach a wider audience. Accessibility involves things like providing alt text for images, using clear and readable fonts, and having contrasting visual elements.

5. Personalization: Personalize your website content based on user behaviour (think visitor intent) and preferences. This can significantly enhance UX and increase conversions. Personalization can involve things like showing relevant product recommendations, personalizing your email messages, and supporting the languages you work in.

Optimizing Modules and Templates for Search Engines and Users

Having a well-structured and user-friendly website is only half the battle. To truly stand out and reach your audience, you need to ensure your website is optimized for search engines, right down to the module code. This involves adhering to Google's search essentials (formerly Webmaster Guidelines) and implementing both SEO and development best practices into your modules and templates.

Optimizing your modules and templates for search engines can significantly improve your website's SEO, leading to increased organic traffic and higher conversion rates.

Module & File Naming

Module file naming and file organization are really important. File names should be descriptive and follow a consistent naming pattern, making it easy to identify the module's purpose at a glance. For instance, if you're creating a module for a media/text module that repeats in an alternating pattern, a name like "checkerboard_repeater_module" might be appropriate.

This is not to be confused with file naming that uses dashes, such as a URL or image file name. For example, "image-file-name.jpg" connects three words into a phrase. Should you use underscores, it would join the 3 words into a single word, which is not advised.

A combination of a streamlined file structure and thoughtful file naming convention makes your developer environment efficient and organized. It also facilitates the reuse of various components, serving as the building blocks for future custom work.

Preview/Placeholder Text

Preview text is an essential component of your custom module. It provides a snapshot of the content and helps users understand what they can expect. In HubSpot, the Preview Data column shows options available for editors while adding their content. This feature allows content writers to change the look and feel of a section without having to worry about the code.

User Prompts

User prompts are another critical aspect of content modules. They guide users through the process of interacting with your module. In HubSpot, editable fields are created using HubL so that editors can fill them with their own content. This approach ensures consistency across module instances, providing a cohesive user experience in terms of styling and functionality.

Comments in Code

In HubSpot, you can add comments to your HTML, CSS, and JavaScript code. It's a good practice to add comments at the beginning of each module, function, or complex operation. This helps to segment your code, making it easier to navigate and understand.

Remember, the goal of comments is to improve the readability and maintainability of your code. They should not be used excessively to the point where they clutter your code. Instead, use them strategically to provide valuable insights into your code's functionality.

By optimizing your modules and templates for search engines, you can improve your website's visibility, reach a wider audience, and drive more conversions. Remember, SEO is an ongoing process that requires regular testing and optimization, so always keep up with the latest best practices and Google guidelines.

The approach you take to assembling modules and templates in HubSpot's CMS Hub is a strategic one that can significantly enhance your website's conversion potential. By considering customization, consistency, flexibility, integration, global modules, user permissions, testing, SEO, and user experience, you can create a website that not only looks great but also drives new and repeat customer conversions.

DropZone Pro Theme Templates and Modules

Would you like some help designing your website to convert? Get a head start with Kayak's DropZone Pro Theme for HubSpot CMS. It's a complete system of Templates, Advanced Content Modules, and Page Layouts engineered to extend HubSpot's CMS capabilities and grow your conversions.

A Leading Website Design Approach that Boosts Conversions Following UX Best Practices

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Mon, 12 Jun 2023 14:30:00 GMT

User Experience (UX) is a critical component in website design, directly influencing conversion rates and bounce rates.

The way users interact with a website can significantly affect their decision to engage with a call to action (CTA button or statement), ultimately impacting a business's bottom line. This article explores five ways in which UX for website design, particularly when considering a new theme or redesign, can facilitate conversions.

1. Customization of User Journey

A custom theme allows you to tailor the user journey to your specific audience and goals. By designing the flow of your website, the navigation, and the CTAs, you can guide users through a specific path. This makes it easier for them to find what they're looking for, thereby increasing the chances of conversion. Remember, a well-designed CTA is a cornerstone of effective UX design. It acts as a signpost that directs users to take the desired action, whether it's signing up for a newsletter, making a purchase, or downloading a resource.

2. Personalized Interactions and Advanced Functionality

A custom theme enables you to create personalized interactions and touchpoints that can enhance the user experience. This could include interactive elements, animations, personalized (smart) content, and more. These elements can make your website more engaging and memorable, driving conversions. It's crucial to understand the needs, preferences, and behaviours of your target audience to create a design that resonates with them. Market research and user testing can provide valuable insights into what features matter most to your audience.

3. Accessibility and Inclusivity

A custom theme gives you the opportunity to prioritize accessibility and inclusivity in your design. You can ensure that your website is accessible to people with disabilities, works well on different devices and screen sizes, and caters to different user preferences. While some marketplace themes may have these features, with a custom theme you have full control to implement them as needed. This not only improves the user experience but also reinforces your brand's credibility and professionalism.

4. Performance Optimization

Optimizing for speed is a key aspect of user experience. A slow website can frustrate users and lead to high bounce rates. With a custom theme, you can work with your development team to ensure that your site loads quickly, functions smoothly, and provides a seamless experience for your users. This can significantly improve usability, leading to higher engagement and conversion rates. Core to speed is keeping it simple, smarty. The more "things" it can do, the more code it'll need to load.

5. Unique Design

A clean, aesthetically pleasing design can enhance the user experience by making your website more enjoyable to navigate. A custom theme can reflect your brand's identity and create a cohesive, visually engaging experience for your visitors. Consistent branding across all elements of a website can enhance user trust and recognition, leading to higher conversion rates. From colour schemes and typography to logo placement and messaging, every aspect of your website should reflect your brand identity.

6. Data-Driven Decisions and User Testing

Incorporating data-driven decisions and user testing into your UX design process is a powerful way to optimize conversions. By conducting user testing, you can gather feedback from real users to identify any pain points or areas for improvement in your UX design. This feedback can be used to make necessary changes and improve the overall user experience.

Moreover, data-driven decisions allow you to understand your users' behaviour better, enabling you to make informed design choices that resonate with your target audience. For instance, you can use A/B testing to compare different design elements and see which ones lead to higher conversion rates. This approach ensures that every design decision you make is backed by data and is likely to improve your conversion rates.

In closing, UX design is a powerful driver of website conversions. By focusing on the customization of user journeys, personalized interactions, accessibility and inclusivity, performance optimization, unique design, and data-driven decisions, businesses can create a website that not only attracts visitors but also converts them into customers.

Kayak's DropZone Pro Theme for the Hubspot CMS applied UX best practices to master templates, global styling, and more. Pre-configured Advanced Content Modules are assembled into page layouts that are UX-friendly. Reach out to learn more about DropZone Pro Theme for HubSpot CMS.

Will "Original" Generative Images Replace Your Stock Image Subscription?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 02 Jun 2023 14:47:58 GMT

See that rectangle at the top? That’s my original photo. Well, almost. Check out the original, original photo below. The rest is generative fill. The original image was both extended and redrawn using Photoshop (Beta).

And, it's done in high-resolution. No puny 500 px x 500 px Ai images anymore.

Original Photograph

Edited in Photoshop with Generative Fill

To me, that’s exciting. And scary. And thought-provoking. Zoom in. Tell me I’m not imagining this, but I feel that the quality is astounding. Has Adobe (via Photoshop) just toasted the entire stock image industry?

I’ve been thinking about how easy it was to create this image. I simply two-clicked my way through the creation of the majority of this piece, only having to write in descriptive text prompts for the finer details, like "crow" and carefully selecting the area to generate the detail. The whole process took about four hours.

Is it art? Is it photoshopping? Is it something you can use to illustrate your products and services? I'd say yes to it all.

If you want to add finer detail, just select an area, select Generative Fill from the Edit menu, and type in a description. In this example, I added a flock of quail in diffused low light. It took three attempts (about 5 minutes) to get the birds on the dirt road looking decent.

So now, thanks to Generative Fill in Photoshop, it's possible to create entirely new scenes based on source photos, where the photos are the prompts. Text prompts, your time came and is going in a flash. Maybe this is the life preserver for stock companies...providing source images intentionally for generative extension and editing.

What about copyright protection/infringement?

What does this mean to creatives and businesses going forward? This was easy. Maybe too easy. I fully expect original photos and illustrations to be ‘borrowed’, extended, and presented as new work. In many circles, this would be considered creative license or fair use. In others, it might be seen as copyright infringement.

As a creative person and a business owner, I believe in copyright protection and am aware that substantial alterations may result in non-infringement rulings or fair use. Which test does an image re-created or extended with tools like Photoshop's Generative Fill meet? I’m not a lawyer or a judge, so I don't know the answer to that question.

Perhaps if a resulting image is an extension of the original (not substantially different) it may not pass the test. So, possibly infringement. What if it's seen as being only one component of a generative image? Extended vs incorporated.

This image I originally shot at Dry Island Provincial Park in Central Alberta has been extended dramatically, using only two typed words, "river" and "mountains". The rest of the image was created using the Generative Fill tool, making selections and clicking twice (many times over two hours). Please attribute me and link this page if sharing.

How will we know what's real, realistic, generative, composite, or unique?

For creators of original works, I ask…will behind-the-scenes footage and imagery (BTS) become the ultimate proof of origin? Should artists voluntary disclosure if a work is generative? Is that the right, ethical, and maybe legal thing to do?

And, will anyone really care?

Unlocking the Power of HubSpot CMS: A Guide to Modern Website Design

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 01 Jun 2023 15:00:00 GMT

This guide focuses on the HTML + HubL approach to template and custom module development in HubSpot's next-gen approach to website deployment.

1: Why use the HubSpot CMS for your Website?

HubSpot CMS is a powerful website design platform that offers a host of benefits for business owners and website managers that other platforms haven't been able to match. And, it provides seamless integration with HubSpot's powerful CRM, marketing, sales, and service tools (Hubs). This allows for a unified and efficient approach to managing your online presence (and your business) within a familiar and powerful suite of tools.

The CMS is designed to be user-friendly, with a page-level drag-and-drop interface that makes it easy to manage your website pages. While it offers a range of pre-designed templates which can be customized to suit your brand and business needs, developers can create more advanced content modules and design page layouts into themes that greatly extend HubSpot's core functionality.

Current users of the HubSpot CMS enjoy near real-time analytics reporting details at the page level, a core aspect of HubSpot that supports your business goals.

2: The HTML + HubL Approach, HubSpot's Next-Gen CMS Environment

HubSpot CMS uses a combination of HTML and HubL (based on Python), for theme, template, and custom module development. This approach allows for a high degree of customization, enabling you to create a high-calibre website.

HTML provides the structure for your web pages, while HubL allows you to incorporate advanced content elements into your page templates, such as repeating sections and complex combinations of modules. A combination of static and dynamic content can be made available to website visitors, resulting in a more engaging and interactive user experience. Marketers can combine modules to create templates that offer you a massive head start to creating powerful page layouts.

3: Content Module Development

Content modules in HubSpot CMS are reusable multi-part components that can be added to any page on your website via HubSpot's page-level drag & drop functionality. Content modules can include anything from a simple text block to a complex form or interactive features that can be enhanced with scroll animation, hover states, and much more.

Developing content modules involves using HTML and HubL to define the structure and functionality of the module, and CSS to style it. Some also use JScript for advanced functionality. Once a custom module has been created, it can be added to any page or template on your website, providing a flexible and efficient way to manage your content.

4: Configuring Templates with Content Modules

Configuring templates with content modules allows you to create unique page layouts to start each page's creation. On the page, you can add, remove, or rearrange modules to suit the goals of each page, providing a high degree of flexibility and control over your website design without going back to a developer.

Ideally, you'd plan for a small set of page layouts that provide consistency of layout and user expertise, that take both SEO and conversion strategy into consideration. This approach means more consistent layouts and a more efficient design & development process than traditional website design is able to achieve.

Note that it's a common user experience error to design templates based on specific pages. Websites that maintain a consistent approach to page layouts, navigation style and position, and on-page functionality (with only minor variations) are less likely to interrupt the visitor's journey or distract them from their buying/researching efforts.

5: Responsive Design

Responsive design is a crucial aspect of modern website design. It ensures that your website looks and functions well on all devices, from desktop computers to smartphones and even big screens.

HubSpot CMS makes it easy to create a responsive design, with a range of built-in tools and features designed to help you optimize your website for different screen sizes. This includes a responsive preview tool, which allows you to see how your website will look on different devices before you publish it.

6: UX Best Practices

User Experience (UX) is a key consideration for your website. Good UX ensures that your website is easy to navigate, intuitive to use, and guides your visitors in terms of content presentation and flow.

The HubSpot CMS provides a range of tools and features to help you implement UX best practices. This includes a visual editor that allows you to see how your design choices will affect the user experience. It also offers analytics tools that can help you understand how users are interacting with your website, allowing you to make informed decisions about what needs refinement.

Consider making UX decisions based on visitor intent, page by page. Are visitors coming to buy or browse? Can all the info they need be displayed on a single page or section or does it require a drill down to deeper details? Is the page a destination (linked from an advertisement) or a point of entry (located on a path or within a buyer's journey)? Your choices can draw visitors in, or repel them by mismatching with their intent.

7: SEO Best Practices

Optimization (SEO) is crucial for increasing the visibility of your website in search engine results. Build your website for search engines in three main ways (all of which impact how quickly your page loads in a browser):

Optimize your content (image sizing, text formatting, colour application, quality graphics, and white space all matter)
Optimize your templates and modules (clean code, minimized external calls, reduced complexity)
Attract external links (craft great content supported by rich media, promote and distribute it)

The HubSpot CMS includes SEO tools that provide suggestions for improving your text content and meta descriptions, as well as monitoring inbound links.

8: Understanding Page Width, Full Width, and Content Width

Page width, full width, and content width are key concepts in website design. Page width is the total horizontal space your website takes up on a screen, adjusting to fit different screen sizes in responsive design.

Full width refers to page elements that stretch to fit the full width of the browser window, often used for headers, footers, or background sections. Page width refers to the maximum width you want the page to display, regardless of the browser window width. Dividing the page width into columns optimizes readability by ensuring lines of text are not too long for the human eye to track.

Content width is the area where the main content is displayed, allowing for padding (or gutter) between columns and space from the edge of the browser border. Understanding and manipulating these widths allows you to create a visually appealing, easy-to-navigate website optimized for all screen sizes.

9: Resources for Further Learning

If you're interested in learning more about the HubSpot CMS, there are many resources available. From HubSpot's own knowledge-base and academy courses to community forums. You can also book tools training (HubSpot Objectives-based Onboarding) and strategic coaching with the team at Kayak. If you're considering website design and development on HubSpot, or objectives-based onboarding of the software, please take a look at our DropZone Pro Theme for HubSpot.

Kayak's DropZone Pro Theme for the Hubspot CMS utilizes master templates to set branding, global styling, and headers/footers (website design and development); Pre-configures Advanced Content Modules to create page layouts; and is ready to populate with your content. Want to make a change in the layout? Simply drag and drop or add/remove modules at the page level. It's a fantastically custom website experience executed in a fraction of the time and budget of a traditional website design or redesign project.

HubSpot CMS in a Nutshell

HubSpot CMS offers a powerful and flexible platform for website design. These are some of the business reasons we selected HubSpot as our website platform back in 2011, and those reasons remain today. Powerful development tools, marker-friendly user interface, and more recently, HTML + HubL approach to template and custom module development, support our objectives for responsive design, UX, and SEO. It's a compelling website choice.

Whether you're a seasoned web designer or a beginner, a large organization, or a start-up, the HubSpot CMS offers the tools and features you need to create a stellar website. Thank you for taking the time to read this article. We hope that it has provided you with a deeper understanding of designing a website on the HubSpot CMS and the potential it holds for your business.

No-Code Editor vs Custom-Designed HTML Templates: Which is Right for You?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 24 May 2023 15:15:00 GMT

The debate between using no-code editors and custom-designed HTML templates has been around a few years. Both methods have their niches, catering to different audiences with different needs.

Understanding the strengths, limitations, and best-use cases for each is important. In this article, we'll look at both approaches to help you make an informed decision.

The Rise of No-Code Editors

No-code editors have revolutionized the way we think about web development. Gone are the days when creating a website was a task reserved for developers. Today, with platforms like HubSpot and WordPress, anyone with a vision can bring a website to life. It's not because developers aren't needed...it's because developers have made page layouts accessible for marketers.

What Makes No-Code Editors Stand Out?

1. User-Friendly Interface: The primary allure of no-code platforms is their user-friendly interface. With intuitive drag-and-drop features, these editors eliminate the steep learning curve traditionally associated with website development. Features like drop zones further streamline the page design process, guiding users towards more cohesive designs.

2. Rapid Development: If you're looking to get a website up and running in record time, no-code editors are your best bet. With a number of modules at your disposal, you can configure a functional and aesthetically pleasing site in a matter of hours. What's possible is only limited by what modules are available and how you configure them.

3. Cost-Effective: For marketers who wish to manage a budget, a no-code approach can be one of the smartest decisions they can make. Commonly available on a subscription model, robust themes containing advanced modules are made accessible without the large initial investment commonly experienced with custom development.

No-code editors are not without their limitations. Just like most things, there are levels to this game. For starter levels, the very features that make them accessible can also be restrictive. The range of customization may be bound by the theme developer's business model. Professional level "developer" themes can be highly customizable, they just come in at a higher price point. As they say, we get what we pay for.

The Appeal of Custom-Designed HTML Templates

For those with enough budget and desire to develop, custom-designed templates offer a world of possibilities. Advertising agencies and individual designers utilize HTML as the foundation for their client websites. A completely other world from no-code approaches, the "code" approach offers very few limitations. If you can imagine it, it can probably be done.

Why Opt for Custom-Designed HTML Templates?

1. Unparalleled Customization: With access to the source code, the sky's the limit. Every aspect of the website, from its design to its functionality, can be tailored to your exact specifications.

2. Unique Design: While no-code platforms offer a range of design options, there's always the risk of your website resembling another, especially at the starter end. With custom templates, such concerns are alleviated. With the right tweaks, your site will stand out from the crowd.

3. Applications: Many websites have applications built in. These websites do not sit on a platform like HubSpot, which itself is an App. We can't put an app inside an app. Coded websites are stand-alone.

The flexibility of custom-designed templates are custom manufactured. Maintenance, security or content updates, and troubleshooting can fall squarely on your developer's shoulders, limiting your ability to turn on a dime or seize an opportunity. Submitting a support ticket to an agency can get you expert support, but at a cost to budget and time. Plus, the initial design and development process can be costly and time-consuming, especially if extensive work is required.

Making the Right Choice (for You)

Project Scope: For small to medium projects with a quick turnaround needs, no-code editors are ideal. For larger, more complex sites or those requiring custom-coded features, HTML templates might offer the depth and flexibility you need.

Technical Expertise: If you're a novice with no interest in the technicalities of website development, no-code platforms are a godsend. But, if you're comfortable with HTML, CSS, and perhaps a bit of JavaScript, or are willing to hire someone who is, custom templates provide fantastic flexibility.

Budget Considerations: No-code platforms, with their subscription models, can be cost-effective. Lower level features of no-code editors can be limited, more advanced features less so. Custom templates have incredible flexibility along with a much higher upfront cost (time and money).

Future-Proofing: Websites aren't static entities. As your needs evolve, your website will need to adapt. Custom-designed templates, with their inherent flexibility, can be more adaptable to future changes and expansions.

HubSpot CMS: Thankfully, HubSpot CMS supports both approaches. Customers can use the no-code website editor to work with custom templates created by a HubSpot Solutions Partner like Kayak Marketing.

The Design and Development vs. No Code Editor Debate

Opting for a no-code editor or custom-designed HTML templates isn't about which is objectively better. It's about which is better for you. By understanding the strengths and limitations of each approach, you can choose a path that aligns with your vision, skills, and goals.

In a slightly biassed nutshell:

Have an application or a limitless budget and all the time in the world? Hire a developer.
Want to design yourself and get it done now? Use the no code editor.
Have/want both? Talk to us.

Whether you're looking for a quick solution to establish an online presence or aiming to craft a unique digital presentation, both approaches have the tools. The key is choosing a website option that meets your business goals first.

Kayak's DropZone Pro Theme for the Hubspot CMS utilizes master templates for branding, global styling, and headers/footers; Pre-configures Advanced Content Modules to design page layouts; and lets you modify them at the page level. It's a welcome custom website design experience executed in a fraction of the time and budget of a traditional website design or redesign project. Reach out to learn more.

6 Smart Ways User Experience Makes Conversions Possible

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 19 May 2023 19:30:00 GMT

User experience (UX) is a crucial factor to consider when selecting your theme. UX has a direct impact on how visitors interact with your website and can influence important metrics.

Here's how UX factors into your website when you are considering a new theme or redesign:

1. Customization of User Journey: With a custom theme, you have the ability to tailor the user journey to your specific audience and goals. You can design the flow of your website, the navigation, and the call-to-actions to guide users through a specific path, making it easier for them to find what they're looking for, and increasing the chances of conversion.

2. Personalized Interactions: A custom theme allows you to create personalized interactions and touchpoints that can enhance the user experience. This could include interactive elements, animations, personalized (smart) content, and more. These elements can make your website more engaging and memorable.

3. Accessibility and Inclusivity: A custom theme gives you the opportunity to prioritize accessibility and inclusivity in your design. You can ensure that your website is accessible to people with disabilities, works well on all devices and screen sizes, and caters to different user preferences. While some marketplace themes may have these features, with a custom theme you have full control to implement them as needed.

4. Performance Optimization: Optimizing for performance is a key aspect of user experience. A slow website can frustrate users and lead to high bounce rates. With a custom theme, you can work with your dev team to ensure that your site loads quickly, functions smoothly, and provides a seamless experience for your users.

5. Unique Design: A unique, aesthetically pleasing design can enhance the user experience by making your website more enjoyable to navigate. A custom theme can reflect your brand's identity and create a cohesive, visually engaging experience for your visitors.

6. Data-Driven Decisions and User Testing: Incorporating data-driven decisions and user testing into your UX design process is a powerful way to optimize conversions. By conducting user testing, you can gather feedback from real users to identify any pain points or areas for improvement in your UX design. This feedback can be used to make necessary changes and improve the overall user experience.

Important to note that a website's template or theme design is similar to the foundation of a house, concrete and lumber. How the homeowner finishes the building gives it curb appeal. And, how they furnish it makes it a home. To this point, consider templates to be the foundation, layouts to be the finishings, and content to be the furniture. Once we understand that, we see how themes can be crafted into a cabin or a mansion and that while having many similarities, no two are the same.

While general marketplace themes can provide a solid starting point or foundation, a custom theme gives you the ability to design a user experience that's tailored to your audience, your brand, and your goals. This can lead to higher user satisfaction, better engagement, and ultimately, higher conversion rates.

5 Reasons You'll Regret Getting a Theme from the HubSpot Marketplace

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 10 May 2023 01:29:00 GMT

While themes from the HubSpot Marketplace can offer a level of convenience, there are 5 circumstances where a theme might not be the best fit for your needs.

When Not To Use A Theme From The HubSpot Marketplace:

1. Your Business Has Unique Branding Needs the Theme Can't Deliver

If your brand has very specific or unique design needs, a pre-made theme may not be able to accurately or effectively represent your brand. This is especially true for brands with unique aesthetics, unconventional branding elements, or elaborate animation needs. In such cases, a custom-built theme is a much more appropriate choice.

2. You Need Advanced Functionality Not Available in the Theme

While many marketplace themes offer a range of features, they may not support certain advanced or custom functionalities that your website needs. For example, if you require dynamic content, integrations with other systems, or specific user interactions, a marketplace theme is unlikely to even get close to getting the job done. Theme developers count on this to upsell services to you once you've committed.

3. Theme Modification Can Cost a Lot Because the Developer Isn't Interested in Making Edits

While some themes are free, tweaking them can be quite expensive, especially if you need to customize them a lot. Further, editing a theme might not be permitted by the copyright holder, or it may simply be out of date or not of interest. There are many business models and countless theme developers with varying skill levels. While HubSpot enforces minimums, you're still taking a risk that they turn out to be unresponsive, causing you to start again.

4. The Theme Was Never Meant to Scale

If you foresee significant changes or growth in your website's future, a pre-made theme might not offer the flexibility and scalability needed. Changes to the structure or functionality of a theme could be time-consuming or technically challenging, making a more custom solution a better long-term solution for your business. Many free and low-cost themes are purpose-built to satisfy a single need...like a landing page or a portfolio. There's a good chance the developers didn't build other formats or is selling them separately.

5. You Bought it Based on the Visual Design

This happens ALL the time. Most theme developers pre-fill layouts with beautiful demo content that's been designed by professionals. On the surface, these themes can look pretty exciting. But, once you look under the hood, you learn that all of the fancy stuff is pretty much lipstick on a pig. You're paying good money for an otherwise simple tool because it "looked" good, not because it works. This leads to switching themes, again and again. It can be a vicious circle.

While HubSpot's Marketplace themes can provide a great starting point for tight budgets, it's critical to consider your business needs, website visitor experience, and your own team's ability to update content or adjust functionality easily.

The wrong theme can look nice but not convert. The right theme can look fantastic and help you convert.

Contrary to popular belief, when it comes to website design, there's no one-size-fits-all solution. Customization is always needed to meet the needs of your brand, your visitors' intent, and your business goals. That's why the team at Kayak developed DropZone Pro Theme for the HubSpot CMS.

Kayak's DropZone Pro Theme for the Hubspot CMS utilizes master templates to set branding, global styling, and headers/footers (website design and development); Pre-configures Advanced Content Modules to create UX-friendly page layouts; and are ready to populate with your content. Want to make a change in the layout? Simply drag and drop or add/remove modules at the page level. It's a fantastically custom website experience executed in a fraction of the time and budget of a traditional website design or redesign project. It's a business-first approach to HubSpot Themes. The way websites should be done.

Just how serious is that 404 error?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 19 Apr 2023 05:23:00 GMT

A 404 error is a standard HTTP status code that indicates your web browser was able to communicate with the server, but the server could not find the requested page. Let's take a look at 10 of the more common 404s you could encounter.

Tip: I've included their degree of severity, tips on how to address them, and tips on how to set redirects in HubSpot.

The Top 10 Causes of 404 Errors Are...

1. An incorrect URL was entered by the user

This happens when a user manually types a URL into the address bar and makes a typo. To fix this, ensure that all internal links on your website are correct and encourage users to bookmark their favourite pages.

(It's a typo: 1/5 severity)

2. Link to a password-protected page

If a link points to a page that is password-protected and the user hasn't already entered the password (saved in a cookie), a 404 error may occur. To fix this, do not set links to password-protected pages, and set them to no-index.

(Easy fix: 2/5 severity)

3. Link to a page behind a login

Similar to linking to a password-protected page, if a link points to a page that is only accessible after login and the user is not logged in, a 404 error may occur. To fix this, don't set links to pages behind a login. If you notice users attempting to link to these pages when not logged in, ask them to log in first.

(Don't link private pages: 2/5 severity)

4. Broken internal link

If an internal link on your website points to a page that no longer exists or the link has a typo, a 404 error will occur. To fix this, update the link.

(Fix the link: 2/5 severity)

5. Broken external link

If another website links to a page on your site that doesn't exist, a 404 error will occur. To fix this, contact the owner of the external website and ask them to update the link. It's really smart.

(Monitor and manage your inbound links: 2/5 severity)

6. Page deleted

If a page has been deleted and the URL is not redirected to another page, a 404 error will occur. To fix this, set up a 301 redirect from the deleted page to a relevant live page. One thing about the internet is that it never forgets. It thinks your old page is there until you prove otherwise.

(Decommission pages by setting redirects to relevant pages at the time of making the change: 3/5 severity)

7. URL changed

If the URL of a page changes and the old URL is not redirected (usually as the result of a URL edit - or even sloppy SEO optimization work), a 404 error will occur. To fix this, set up a redirect from the old URL to the new one. This is the 404 error most people experience.

(Actively manage 301/302 redirects: 3/5 severity)

8. Domain name has been changed

If you change the domain, and the old domain is not redirected to the new one, a 404 error will occur likely on all pages except the home page. Your website is basically down. To fix this, set up a domain redirect from the old domain to the new one.

(Proactively manage 301 and 302 redirects: 4/5 severity)

9. Website migration shortcuts

If your website is migrated to a new platform or server and the URLs change without proper redirects, a 404 error will occur. To fix this, ensure that all old URLs are redirected to the new ones during the migration process. This is such a common error, it's near unbelievable it still occurs. And it's entirely preventable.

Inexperienced website owners or rushed developers might attempt to short cut the prospect of 404 errors by redirecting everything to the home page. Doing so only postpones the issues as you begin to create new pages and discover the address can't be used because it's been redirected.

(Proactively manage 301 and 302 redirects: 4/5 severity)

10. Server Misconfiguration

If the server is misconfigured, it may return a 404 error for all pages on the site. Your site is officially down and if there are other websites on the server, they are likely down too. To address this, check your server configuration or contact your webmaster to figure it out.

(Contact your webmaster, hosting provider, or IT department: 5/5 severity)

To set a redirect in HubSpot:

301 or 302 Redirect?

301 is the code for permanent, set this type of redirect if you don't expect it to be used again in the future. 302 is the code for a temporary redirect, set this one if you plan to reuse it in the near future. For the more experienced technical people, you may want to look under the options menu where you can set priority, query strings, and more.

If you're new to redirects or are experiencing a lot of issues with your website, consider purchasing a Technical SEO Audit from our friends at SEO Audits. Don't guess about your SEO, know!

Important Considerations for Migrating Your Website to HubSpot CMS

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 14 Mar 2023 22:47:00 GMT

It's not just the website that's getting moved. Your business is being migrated, improved, and optimized...when it's done right. And that's about the best outcome you can achieve from a website migration.

First, know that HubSpot is an application. You can't simply download and zip your current website and then unzip it into HubSpot. What gets migrated is the content. Content includes obvious things like text and images, as well as less obvious things like redirects, special codes, and contact properties. Everything else is rebuilt...templates, page layouts and design, animations, content modules and more are a result of new development efforts.

To facilitate this technical process, a HubSpot website migration expert manages it. This expert oversees the transfer of digital assets from your current website platform to HubSpot's CMS (Content Management System) and potentially the CRM (Customer Relationship Management) system, too - because forms and conversion pages overlap multiple HubSpot Hubs. It is possible to do CMS and CRM migrations separately or together.

Managing the process well is critical. Get it right, and incredible opportunities present themselves. Getting it wrong will likely experience frustration, downtime, and job insecurity. Website migrations offer an opportunity for businesses looking to leverage the advanced features of HubSpot to grow their business.

First, check out the considerations, then learn what can and cannot be migrated.

Six primary considerations for website migrations.

1: Can You Loop in the Right People?

The first step in the migration process is to involve the right people. This doesn't necessarily mean the CEO needs to be involved in every detail, but relevant team members should be included. The involvement of users increases confidence and accuracy of migration results.

Website migration experts coordinate with these key stakeholders to ensure a streamlined migration process. This includes project managers, marketing and sales teams, and IT personnel. Their input and cooperation are essential to identify the current system's limitations and set expectations for the new HubSpot system.

A head's up to sales and marketing execs, great website migrations are never not hands-off, nor are they something to delegate to a junior or external firm. Too many strategic decisions are made during the process to risk in the hands of newbs. It's best practice (and smart) to assign an internal stakeholder to the process who'll work closely with the migration team.

2: What are the Method(s) of Migration?

Next, the expert will determine the method of migration. This could involve using HubSpot's built-in tools or third-party services, or good old manual labor. The method chosen will be based on the business's specific requirements and the complexity of the migration.

The expert will evaluate the current system's structure, the volume of data, and the types of data to be migrated. They will then choose the most efficient and risk-adverse method to ensure the smoothest migration possible.

3: What Data Should You Migrate?

The migration expert leads a team who will then work with your team to determine which data to move and what to exclude. This step is crucial to avoid transferring unnecessary or outdated information to the new system. The data to be migrated could include contacts, sales data, marketing data, and content such as blog posts and pages. The expert creates a migration plan outlining what data will be moved, ensuring that all stakeholders are aware and in agreement.

4: Can You Groom or Prep Your Data Ahead of Time?

Before the actual migration, your internal team must perform a cleanup of the data. This involves addressing issues such as invalid email addresses, contacts with no owner, duplicates, and lost deals, discontinued offers, etc. This step ensures that only clean, useful data is transferred to HubSpot. There's no sense paying to transfer outdated content or data.

5: Who Will Set Up Your New HubSpot CRM and CMS?

The migration team may assign setup tasks or undertake them for you. Adding users, assigning permissions, etc are typically your responsibility. If your process involves the export/import of data, decide cut-off dates well before execution. This step ensures that the new system is ready to receive the data and function as expected and the old system worked as long as needed. Ask the expert to set up HubSpot CMS and CRM if you're not as familiar with the tools.

6: Can You Set and Stick To a Cut-off Date?

Finally, a cut-off date should be established for entering data into the old system. This date is used to migrate the most up-to-date data and prevent loss of updates or new records. After this date, any new actions should be performed in HubSpot. Be prepared for the switch.

Throughout the migration process, the expert will be in regular communication to keep your team informed. Post launch, you'll collaboratively perform testing to ensure that all components of the new system are working as anticipated. Once the migration is complete, consider engaging the migration team to support and train your team make the most of your website on HubSpot.

A website migration expert manages the process of transferring your company's digital assets to HubSpot's CMS and CRM systems. They'll need your participation to ensure a smooth and efficient migration process to meet your business goals.

What Exactly Can Be Migrated?

When migrating to HubSpot, a wide range of data and content can be transferred. Here are some of the key items that can be migrated:

Contacts: All your contacts, including their details and associated records, can be migrated to HubSpot. This includes both individual and company contacts.
Sales Data: Information related to deals, tasks, and sales pipelines can be migrated.
Marketing Data: This includes data related to your marketing efforts, such as email campaigns, landing pages, forms, and CTAs (Call-to-Action).
Content: Blog posts, website pages, and other content can be migrated to HubSpot. This includes the metadata associated with these elements, which is crucial for SEO.
Custom Fields/Properties: If you have custom fields in your current CRM, these can be recreated in HubSpot during the migration process.
Integrations: Many third-party integrations can be reconnected in HubSpot. HubSpot has a robust ecosystem of integrations, so most popular services can be integrated directly.

What Cannot Be Migrated?

While HubSpot supports the migration of a wide range of data, there are some limitations to be aware of:

Certain Website Elements: Some website elements, such as certain types of dynamic content, proprietary scripts, or plugins, may not be compatible with HubSpot and therefore cannot be migrated.
Some Integrations: While HubSpot supports a wide range of integrations, not all third-party services can be integrated. In HubSpot, integrations primarily sync data. It's important to check if your critical services can be integrated with HubSpot. And if not, what options are available.
eCommerce Functionality: If your current website has eCommerce functionality, this may not be fully replicable in HubSpot. While HubSpot does have some eCommerce features and integrations, it may not be able to fully replace a dedicated eCommerce platform. Consider transitioning your products to Ecwid as it is platform-agnostic, easy to use, and very cost effective.
Blog Comments: If your current website platform supports comments on blog posts, these comments cannot be migrated to HubSpot.
Importing: Some elements, like blog posts, can be imported fairly reliably. Pages, only partially.

While a website migration expert can migrate a wide range of data and content to HubSpot, these are some of the limitations. And it's not just HubSpot...similarities hold true whenever you transition between different platforms. It's important to understand these limitations and plan your migration accordingly. Got a question? Reach out.

When is the "Answer" not really the solution?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Fri, 03 Mar 2023 17:22:00 GMT

As an amateur photographer, the Arsenal appeared to be just what I'd been hoping for. From the moment I saw that first ad, I was sold. AI-Assisted photography promised to set up my camera perfectly for any shot. Who wouldn't want that?

I dreamt of all the glorious sunsets and sunrises I would take. I read the manual, purchased the accessories, and even made photo trip plans, intending to fly to South Africa for a self-driven photo safari from campsite basecamps...lions and hyenas be damned!

What caught my interest the most though, was the device's Smart AI feature. "Smart" would help me to shoot perfect images at the click of a button. For "button clicking" practice, I drove to Dry Island Buffalo Jump, a deep canyon featuring a winding river at its base. From atop the nearby hillside, one tap on the Arsenal's mobile App and the river valley popped into perfect focus. "This is easy," I remember saying aloud.

Over the ensuing weeks, I used the device many times. My photo composition improved. The number of good images I captured improved. My photos got noticeably better. But...

Not everything is roses.

Late one night I tried something more adventurous, Night Assist. Astrophotography was something I never really thought I could do, but I was willing to try it. I set up in a farmer's field and followed the App's directions. Not going to lie...watching my first Milky Way appear on my screen had me jumping with joy. I’d never seen such colour or clarity. I’ll never forget that moment, nor the sounds of cows mooing & coyotes howling in the distance.

Then I thought, hey, who needs Smart mode? Isn’t that the same as leaving my camera on Auto?

I flipped the switch to manual. Turned this dial, slid that slider, and promptly blew up all the settings. 😫

Subsequent images were blown out white or too dark to see. In a bit of a panic, I quickly switched back to Smart mode hoping to undo what I'd done. My images continued to turn out poorly. I spent hours frantically chatting with Arsenal's tech support, asked how to reset the device and app, and suggested something was wrong with it.

The failure, of course, was mine.

Had I learned to set the camera myself, I may have still gotten good or bad pics, but I would have known better how to address the outcomes. Without the frustration.

I’ve since sought out advice and training and learned a lot more about adjusting my camera settings independently. I’ve invested time and effort to do so, and my images turn much out better. They aren’t perfect, but definitely better.

A victim of the Answer.

As I look back on the roller coaster of emotions and costly trips that yielded poor results, I recognize that I was a victim of (participant in?) “the Answer.” It's one of the things our minds look for when problem-solving, like "can't I take better photos?" Consciously or not, our minds process questions like that, along with “what's in it for me," or more accurately, "will it feed me or will it eat me?” As humans, we all do it.

Marketing experts love the Answer. Staples leveraged it for their marketing campaign, “the easy button” and Apple marketing suggests, “there’s an app for that.” In fact, the entire sales and marketing world does it on a daily basis.

What’s in it for me; Trust us, other people do; Our paint colors will light up your life...all parts of the same thing. It’s simply how our brains work. In recognizing that we are creatures of eons-old habits, we have an opportunity to process these things with more clarity and less emotion.

You may not think the Answer impacts website design, but it does. How many times have you switched platforms or tried new plugins? What about Apps on your phone? The Answer makes you do that.

You and I both thought we were making informed decisions all along. Sobering.

Want to learn more about how our minds play tricks on us? Download the 12 Questions PDF below.

What are Website Accessibility Best Practices in North America?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 08 Feb 2023 21:49:00 GMT

Website accessibility is ensuring all users can access and enjoy your content, services, and products without undo limitations. The goal is to foster inclusivity and provide a seamless experience for everyone, regardless of their abilities or circumstances.

Request a free accessibility audit.

Frequently asked website accessibility questions (FAQs)

1. What is website accessibility?

Website accessibility refers to the practice of designing and developing websites to be usable and accessible to all individuals, including those with disabilities. It ensures that people with various impairments can perceive, navigate, and interact with website content effectively and independently.

2. Why is website accessibility important in North America?

Website accessibility is crucial in North America to promote inclusivity and equal access to information and services for all individuals, regardless of their abilities. It aligns with various laws and regulations, such as the Americans with Disabilities Act (ADA) in the United States, the Accessibility for Ontarian with Disabilities Act (AODA) in Ontario, and the WCAG2x guidelines in other areas which require organizations to make their digital platforms accessible to people with disabilities.

3. What are the legal requirements for website accessibility in North America?

Legal requirements may vary depending on the country and jurisdiction, but in general, organizations in North America must adhere to laws such as the ADA and AODA. These laws mandate that websites and digital content be accessible to individuals with disabilities, including but not limited to visual, hearing, cognitive, and motor impairments.

4. What are some common disabilities that impact website accessibility?

Common disabilities that may affect website accessibility include visual impairments (e.g., blindness or low vision), hearing impairments (e.g., deafness or hard of hearing), cognitive impairments (e.g., learning disabilities), motor impairments (e.g., limited dexterity), and more.

5. What are some key website accessibility best practices?

Some essential website accessibility best practices include providing alternative text for images, using descriptive headings and proper semantic markup, ensuring keyboard accessibility, offering resizable text and clear contrast, providing closed captions for videos, avoiding content that flashes or blinks, and designing a consistent and intuitive navigation system.

6. How can I test the accessibility of my website?

There are various online tools and manual testing methods available to evaluate the accessibility of your website. Automated accessibility testing tools can help identify some issues, but it's crucial to conduct manual testing as well. Engaging users with disabilities in usability testing can provide valuable insights into potential accessibility barriers.

The team at Kayak Marketing offers an accessibility tool to make adjustments for Seizures, Vision impairments, ADHD, Cognitive disabilities, Keyboard navigation, and Blind users. In addition, the tolls allow users to make display adjustments easily. Just view any page to locate the adjustments icon on the lower left of your screen (desktop) and lower right (mobile).

7. What is the role of color contrast in website accessibility?

Color contrast is essential in ensuring that text and other visual elements are easily distinguishable for users with low vision or color blindness. It's crucial to maintain sufficient contrast between text and its background to improve readability and accessibility.

8. What is the Web Content Accessibility Guidelines (WCAG)?

WCAG(21) is a set of guidelines developed by the World Wide Web Consortium (W3C) that provide web developers and designers with the technical standards and recommendations to make websites accessible to people with disabilities. WCAG has different levels of conformance, including A, AA, and AAA, with AA being the minimum recommended level.

9. What are accessible alternative formats for downloadable documents?

Providing accessible alternative formats, such as HTML, plain text, or tagged PDFs, for downloadable documents like PDFs or Word files, ensures that users with assistive technologies can access and understand the content.

10. Can I make my website accessible without redesigning it completely?

Yes, it is often possible to make your website accessible without a complete redesign. By following WCAG guidelines and implementing specific accessibility fixes, you can gradually improve the accessibility of your existing website.

Website accessibility is an ongoing commitment to your website visitors. It's also a legal requirement in many jurisdictions. And, it's essential to stay updated on the latest best practices and guidelines to ensure a fully inclusive online experience for all users in North America and beyond.

What do website accessibility guidelines cover?

\Website accessibility addresses a wide range of abilities to ensure that individuals with diverse disabilities can access and interact with web content effectively. Some of the key abilities that website accessibility aims to address include:

1. Visual Impairments: Ensuring that individuals with blindness, low vision, or color blindness can perceive and navigate web content using screen readers, magnifiers, or other assistive technologies.

2. Hearing Impairments: Providing alternatives, such as captions or transcripts, for audio content to enable individuals with hearing impairments or deafness to access multimedia elements.

3. Motor Impairments: Making websites navigable using keyboards alone, as some users may have difficulty using a mouse due to motor impairments.

4. Cognitive Disabilities: Creating clear and straightforward content, logical navigation, and avoiding distractions to accommodate individuals with cognitive disabilities or learning difficulties.

5. Speech Impairments: Offering alternative ways to interact with websites beyond voice-based commands for individuals with speech impairments.

6. Photosensitivity and Seizure Disorders: Avoiding content that flashes or blinks excessively, as it can trigger seizures or cause discomfort for users with certain photosensitivity conditions.

7. Language and Reading Difficulties: Providing plain and straightforward language to facilitate understanding for users with language barriers or reading difficulties.

8. Older Adults: Designing websites with clear typography, intuitive navigation, and straightforward layouts to cater to the needs of older users, who may have age-related challenges.

9. Temporary Disabilities: Taking into consideration individuals who may have temporary impairments due to injury or other factors by providing flexible and adaptable website design.

10. Situational Disabilities: Recognizing that website accessibility can benefit individuals in various situations, such as those in noisy environments or with limited bandwidth.

So by addressing these various abilities, website accessibility ensures that people with disabilities can fully participate in the digital world, access information, and engage with online services and content on an equal basis with others. Additionally, accessible websites often lead to better user experiences for all users, regardless of ability.

How does Kayak Marketing address accessibility?

We are committed to making the web accessible for all users. Our webmasters take accessibility into consideration when developing content modules, templates, migrating, and designing websites. Kayak provides accessibility audit services as well as access to an accessibility widget that is able to monitor your website and provide hints on where you can make improvements. The widget allow visitors to make adjustments as needed to address their disability.

Bye bye pixel perfect. Website design and dev practices have changed.

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Tue, 14 Jun 2022 12:35:00 GMT

The introduction of high-performance templates and content modules over the past few years has opened the door to quicker deployment of higher-quality websites.

It has also changed the way website design is done.

Professional templates and modules incorporate user-experience (UX) norms for common visitor intents. Ultimately, this helps you close more leads of higher quality because the experience feels 'right' with minimal friction.

This change impacts marketing teams most in the visual design area. Refocussed to fall under Content Design, it's handled differently from development tasks, and generally, in separate layers or phases.

Remember the good old days of matching Photoshop flats "pixel perfect" or selecting WordPress Themes? These still exist, of course. Pixel-perfect designs are often found at the high-cost custom design & development end, whereas pre-made basic themes are found at the low-cost, one-size-fits-all end. The pre-developed templates and modules approach can be found somewhere in the middle (and is our preferred approach).

In modern template-based design & development, we have 4 primary layers where different aspects of web design are handled:

Content Layer. Format text and place image/rich media within Modules.
Page Layer. Assemble purpose-built Content Modules into a page layout.
Template Layer. Incorporate brand elements and the website's foundational structure.
Platform Layer. Houses the underlying technology.

Developers generally address Platform, Template, Modules, and Page Layout elements. Marketers generally address Content Design elements. Developers are able to build frameworks that support UX right into their templates, making it easier and quicker for marketers to deploy websites with greater potential for conversion.

Why shouldn't I select an off-the-shelf pre-made theme?

Themes and ready-made templates are interesting things. Clients love them. Professional developers love them, too. But, for entirely different reasons. Clients love them because the imagery and marketing presentation position them as an instant visual design at the press of a button. Developers love them because they offer an opportunity to optimize templates for performance.

Templates and themes like those found in the HubSpot marketplace can be beautiful. However, as with any pre-made item, come with a hidden cost. They are created without your ideal prospects, journey mapping, or business processes in mind. It's the website equivalent of one-size-fits-all.

They can work of course, but in our experience, they amount to temporary fixes that distract your attention, rather than long-term solutions. They'll almost certainly require extensive edits or even a full redevelopment very quickly. So, saving time and cost isn't really an outcome. Plus when that happens, you'll end up doing the job twice.

What makes DropZone Pro Theme with Templates and Modules different?

Great question. As the components are pre-developed, our dev team can quickly brand, configure, and assemble them for clients while adhering to UX best practices for lead gen and search optimization...in a fraction of the time and at significant savings when compared to the high costs associated with custom development.

A typical kayak website deployment places Templates, Modules, and Page layouts in Kayak's care, and Content design in our clients' hands. If clients opt into our content and coaching programs or our HubSpot Objective-based Onboarding programs, we provide guidance in that as well.

This new approach to website design and development offers the best of both old worlds and a win for everybody involved. Except for your competitors, of course. But that's pretty much the whole point.

Should I Use Ai-Assisted Writing Tools?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Wed, 06 Apr 2022 17:19:17 GMT

When I'm stuck in a content rut, it can be helpful to get an outside perspective. That usually means engaging a copywriter, briefing them, and awaiting their first draft.

Today, I have another option: ai-assisted copywriting. Ai can help get my content going and help me improve my website's SEO at the same time.

So how does ai-assisted copywriting work?

It's pretty easy, actually. I provide the tool with a briefing. It then analyzes it against other top content on the web. From there, it drafts original content based on what it has read.

The initial draft needs some fine-tuning to get it on message. But the bones are there. If it's not quite right, I'll update my briefing and push the button to re-draft it. Having learned how to brief the Ai through trial and error, the rough drafts have gotten better.

Here are six ways ai-assisted copywriting tools have helped me:

1. Improved my website's SEO

An important factor in website success is optimizing my content for search engines. Using an ai-assisted copywriting tool has helped me fine-tune my content to improve my SEO.

Most ai tools understand SEO best practices and prompt me to edit. They may also check grammar, and mood, depending on which tool I am using. I've listed a few of my favourites below.

2. Saves content creation time

Copywriting can be a time-consuming task. Using an AI tool can help me save time by automating some of the work.

For example, I wrote three articles last week for three different websites. Each article took approx 45 minutes from start to finish. Without ai, I'll draft articles in perhaps 30 minutes. Using ai, I was able to do the three drafts in under 15 minutes each.

That gets me to edit quicker. The turnaround can be quick.

3. Get better search engine results

When I use AI tools, I can discover keywords, related topics, and more, all within the app. Then adjust accordingly.

4. Improved my skills as a content creator

I began my career as a designer. Still, 500+ posts and 5 books somehow happened. I still don't consider myself a writer because I had the help of professional editors along the way.

If you're not a natural-born writer, an AI tool can guide you to improve your writing and editing skills. Because, even though ai is drafting the content, you are still in control, still editing. It's still your content.

5. Helped me to streamline my workflow

A good copywriting workflow is essential to getting it done. An ai tool can take a lot of the guesswork out of content writing.

My content creation and copywriting workflow goes like this:

Draft my article (get it down via pen, keyboard, voice recorder, or Jasper ai)
Pop my draft into Hemingway Editor (simplify to improve first-read comprehension)
Pop it into INKai (improve search engine optimization, emotional intelligence, power words)
If in WordPress, fine-tune with RankMathSEO ai (on-page scoring)
Add images, and publish!

There are many AI-assisted copywriting tools. It's important to do your research and find one that will work best for you and your website. My preferred ai content tools are:

Jasper ai for drafting content
INK ai for search optimization, and
RankMath ai for on-page fine-tuning (in WordPress).

6. Helped me to avoid writer's block

Writer's block is a real problem for many people. Using ai copywriting tools has helped keep my writing flowing.

When I'm not 100% sure what to write, ai-assisted writing tools can help me brainstorm ideas. Ai can provide me with a list of potential topics and keywords to use. Ai takes the guesswork out of writing for SEO. Ai has helped me produce content that is both helpful and optimized for search engines.

In fact, about 50% of this article is ai-generated. Content writing is no longer a chore. With ai tools, a topic, and a workflow, I don't get stressed about creating content anymore.

It's important to remind myself that no AI tool can replace the creativity and expertise of a human. I edit every part of ai-generated content.

While ai can be a valuable tool in my content toolbox. It's just that. A tool. Without a human to operate it, a tool can be pretty useless.

My preferred ai software:

Jasper.ai: Get High-Quality Copy Written Fast With AI
INK4All.com: Let our AI help you find the right words to communicate with compelling and authentic content.
RankMathSEO: Your personal AI Assistant for creating SEO-friendly content.

Why keep it simple, smarty?

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 02 Dec 2021 15:47:00 GMT

At Kayak, we believe that trust sells. And, that transparency, clarity, and affinity remove barriers to trust. I also believe that keeping it simple, smarty, creates fertile grounds for trust-building.

Trust is the most critical communication element we see businesses overlook, pretty much every day. But, don’t take my word for it… consider the last 10 websites you visited…how many of them honestly earned your trust, or at least tried? If you signed up for something, did you use a throw-away email address? Many do.

Failure to earn trust is at the root of business failures. Thankfully, there is something you can do about it: keep it simple, smarty.

What does ‘keeping it simple, smarty’ mean to us, and why does it help us gain trust?

people don’t want to feel stupid: first-read comprehension is a result of using plain language and simplified sentences
people like structure: follow the inverted pyramid style of writing used by journalists, for example
people don’t want to be fooled: use imagery that is believable, professional, unfiltered, authentic
people want to know what to do next: add a relevant call-to-action: Buy, Call, Download, Read…

Check out this “keeping it simple, smarty” example (probably not your industry, but you get the idea).

How do we demonstrate keeping it simple, smarty?

make a claim: (example: sharpest knife, never dulls)
qualify the claim: (example: made with high-tensile steel, doesn’t dent when struck with a ball-peen hammer)
use quality images: high resolution, relatable to the end-user
focus on the user: write conversational content for the individual to help them grasp benefits and anticipate outcomes
prove the claim: back up claims with user testimonials, research studies, relevant manufacturing details, etc.
manage client expectations: disclose delivery times, shelf life, re-order guidelines, etc.

In a nutshell, transparency, clarity, and simplicity help you earn your prospect’s trust, smarty.

Does this sound like a winning approach to you and your business communications? Let's talk.

Learn more on how to earn trust with great content.

We can't solve big business problems alone.

randy.milanovic@kayakcreative.ca (Randy Milanovic) — Thu, 11 Nov 2021 16:15:00 GMT

We're talking about delivering results through done-with-you services. In other words, shifting from doing the "thing" to setting the strategy with the client, collaborating with them on the decision-making, and sharing responsibility for the execution.

This article is part transcript/part rewrite, inspired by a conversation between Matt Johnson (YouX Podcast) and Randy Milanovic, the founder of Kayak Marketing. Matt and Randy discuss the convergence of two business models, heralding the future of agency/client relationships.

(Matt Johnson) I love this conversation for a few reasons. Number one, Randy is one of those guys that are obsessed with the results of what they do for clients, even to the point of looking at what they do and looking at what is traditionally done in the agency world and questioning it according to the ultimate standard, that clients get the results that they expect when they engage us.

He talks about a few things in here that I love. Number one is how to use digital marketing to prevent getting on the phone with unqualified prospects. Which, when you have a very specific customer profile, is key to maximizing your time converting the right leads.

Understanding how digital marketing can be used to amp up your marketing and generate more leads without generating a flood of unqualified leads. Extremely important. We also talk about how Randy developed a unique five-step program for getting his clients the best results.

And that translates into one of the most interesting things about this conversation, which is when you have that process and you're obsessed with the results, it changes the conversation.

Randy shares how that approach completely shifted his business and elevated the quality of the conversations he has with clients. The conversations stopped being around, hey, what do you guys do? What kind of website are we going to get out of this? What platform will it be on? Where it was all about the deliverables. The process elevates that conversation to where you're talking about the result. The deliverables become tools to achieve the result.

We also talk about how that translates into other areas downstream, which is that they're not seeking a retainer. It also allows them to go from strategy to execution very quickly. In other words, taking on a new client making decisions quickly, looking at what the data is, telling them about what their clients need, and then shifting into executing the actual marketing very quickly by getting the client's involvement and collaboration in the decision making and execution. All participants then take responsibility for what's being done.

We talk about why your website is not for you.

If you're the agency that is building websites, you must understand that it doesn't really matter whether your client likes it. If you are a client, you don't even have to like it. What matters is whether the people who are coming to the website like it. That's something we can all keep in mind: our website is not for us. It's for our prospects. Are we attracting the right prospects? Do they like the website? Does it resonate with them and does it convert into actual conversations with qualified appointments?

We went into a bunch of stuff on this episode. It is phenomenal. But the key thing I want you to take away is shifting, elevating the conversation, selling the concept, selling the result that you are delivering and not the thing that you do is I think the key here and definitely go check out Randy's company and just I love their viewpoint.

I love Kayak's approach and their perspective on things. So I'm excited for you to dig in. I don't care if you're a business coach or a consultant or you're an agency owner.

We're talking about shifting to charging/paying for strategy, not just for the thing that is delivered.

There's a bunch of different directions we could go. But I do want to talk about your own personal experience when you guys really started to see things turn was when you started to use more inbound marketing. You started to see the quality of leads go up, while the quantity went down.

That's something that really jumped out to me in our pre-interview conversation. So let's talk a little bit about that because most people are concerned about that. They don't want to jump on the phone with an unqualified prospect, and they're worried that if they initiate more marketing activities, they're just going to end up being contacted by more people who aren't ready to buy or hire them.

Sounds like you guys had the opposite experience. So what was unique about that?

(Randy Milanovic) When people came to us in the past, it would typically be with a question. "Can you send me a quote to redesign my website?" Or, "How much is your SEO retainer per month?" We could easily give them a quote and win/lose based on the price. But...

I'm a very curious person. I'll ask, "Why?" I'd like to know what prompted the request to redesign their website. Or I'm wondering why the business feels they need an SEO retainer. In most cases, they don't know why. They are asking for redesigns and retainers because "everybody" does it, checking it off their list of things to do. For me, that's not nearly a good enough reason. It suggests there's an easy button to press or a formula to follow. While standards and best practices definitely exist, website redesigns done right solve a business problem. I guarantee you it's not about visual appearance, even if the site is ugly. It's going to be a lack of conversions, or lack of trust, or lack of clarity. While a redesign can make it look better, it will never solve the real problem.

When a prospect asks us to quote a website redesign, I want to know if they have a simple or complex sales process, what they sell, how they sell it, and to whom. If their sales process is complex, I'm going to recommend HubSpot's CMS to create that new design, because their CMS displays detailed data on how people engage with that content. Whereas, if somebody has a simpler or more transactional sales process, I'm going to suggest more cost-effective solutions, such as WordPress in a managed website environment. And occasionally, a self-installed WordPress instance if they also have complex technical needs. Platform selection means different scopes, which affect budgets. That all said, requesting a quote isn't an elevated conversation.

An elevated conversation looks more like this...a prospect comes approaches us with a more specific question, such as "How do I write a lead-nurturing sequence in HubSpot", I know that the person I'm talking to is legit and more experienced as a marketer. It's someone I can actually help. The conversation is at the right level.

As we progress through our lead qualification process, I listen for evidence indicating which of our three arrows is present. The first arrow points to an operations-level conversation. The second points to a manager-level conversation. And the third, to an executive-level conversation. Asking for a website redesign quote – for example – is an operations-level question.

It's not difficult to determine which role a prospect is in from the questions they ask. For example, if somebody asks me about how to optimize or improve, it's likely management. And, if they're asking me how to beat all the competition is likely an executive seeking big gains and business growth. While I say roles, it may not be the role so much as the individual's mindset.

Engaging with prospects at operations, management, and executive levels mean being fluent in each. If you've worked with an executive, you'll know that a common focus is business growth. And that individuals in operations generally look at your numbers while mentally comparing your quote against their salary. Viewed through these lenses, you can quickly see how important it is to know which conversation to have with each role.

In the spring of 2010, the task of clarifying and identifying our ideal client was brought into the sharpest focus ever.

I'd returned to work after a year of battling and beating stage 4 cancer. Due to my absence and the economic downturn, business was down. Way down. My team and I had no choice but to generate new business or lose our livelihood. As a result, we took on some less-than-desirable new clients. Some of whom left me sleepless with worry or frustration at a time when I was trying to heal.

I came out of the cancer battle with a different perspective (definition) on success and future and longevity. At the core of it all was a realization that the volume of work we'd done over the past decade wasn't in the best interest of the client. That every time we took on a project without asking why/what/how etc. had ultimately been a disservice. We did what every agency and freelancer and most companies do...we did it for the money.

Because it paid the bills. But, that's all it did. It checked a box. Even highly successful projects didn't add to the world. Didn't make us better people, didn't further a cause, didn't matter.

(Matt Johnson) Yeah, it's funny you say that because I've been thinking a lot about this. Basically, you went from transactional to relational and thinking about it in terms of like, hey, if this person was in my life all the time, am I giving them the service that's actually going to get them results, to where, if I have to see this person next week and every week for the next two years after I've done my thing for them, are they still happy with what I've done? And is it actually getting them results?

If you're used to a transaction style, just get people in and do the best job that you can? Yeah. It's a very different mental shift, and I don't know about you, but I've learned to think more like that. And it does force you to think about your business because you start thinking in terms of am I doing everything that I could be doing to get them results? Not just, "am I doing the best work I can in this little slice of what I do". And it sounds like that led to what is now your five-step kind of unique process, right?

(Randy Milanovic) It is. And thanks for the lead into that, because I love our process. Now we don't design a website unless we know who we're designing it for. I tell you right now, it's never for the client. It's for the client's client. Again, it's not for the client.

Some days I'll go into a meeting and I'll be a little rigid on that. I'll say, if you want to make money, we have to make it for your client. As an example, if the research says your ideal client prefers blue, guess what? We're going to use blue. If you want to pick a certain shade, go ahead. Otherwise, don't worry about the colour. I'm letting you know what the research says, and I have no problem pushing back on that type of thing. To be honest, I only push back on things that I believe will be detrimental to a positive outcome.

We can't do this without first getting to know the client's client. Sales and operations can be excellent sources of great information. Outside sources can be rabbit holes at times. To avoid falling in, we apply meta-analysis techniques to our research, which means we look at trends. And, by reviewing actual historical data on a topic in a client's existing website or from one of several tools we use in the performance of our work. Hopefully, clients are collecting data. With research in hand, we craft ideal client and ideal persona profiles. We want to identify both moneymakers and happiness makers. Because who doesn't like the idea of working with people they love.

It's win, win, win. We're winning because we are helping others succeed. Clients are winning because we've done a great job together, and their clients are winning because they were delivered the product or service they needed. It works for everybody. To do anything else, would mean someone lost. I don't want anyone to lose, which is rooted in my having survived cancer. I refuse to do anything that doesn't make me feel good. I want to see people win, in my heart.

Simon Sinek's "Start with why" book has been transformational to our process. Point blank, we'll ask several whys (and whats) of each key person at a company. Why are you here? Are you really motivated to be here? What's stopping you from succeeding? Share your motivation with us. Learning everything we can is critical to helping you succeed.

Through working with hundreds of companies so far, we've learned what whys differ, a lot. Almost every time, it starts funny because people answer, "Well, I'm here because I want to make money." I challenge them, "that's not your why. That's an outcome. Let's figure out your why." If we can't get somebody to share their why, the outcome will invariably be weak.

We work hard to get their why. For example, several years ago, we had a client from Edmonton. I worked with him for almost a year before I could convince him to share. The day he told me, he broke down and cried. It had everything to do with his mother. It was personal. Unaware of the power it held, his why drove him to succeed in every aspect of his life. Including his business. He's in a regulated industry, yet he's getting business like nobody else now because he's become transparent about his motivation, openly sharing his story. If you've been in marketing for long, you'll know just how powerful stories are when they resonate with people.

On a related note, we've had times when senior-level people left companies because they realized they weren't there for the right reason. Purpose matters to us all. our why matters to us all.

(Matt Johnson) Yeah. I have a book right beside me here by a guy named David Meister. Law firms and accounting firms used to bring him in as a consultant to optimize the business. In one of his books, he shared, just be careful doing that, because when I come in and we talk about partnership issues, about half the time, some of the partners realize that they need to leave. Yeah. Because that's just natural. You realize you have a values conflict or something, and you realize that you're just in the wrong partnership. That's it, nothing's wrong. You're just in the wrong partnership.

That what's interesting about you guys at Kayak. And I didn't know this about you before we hopped on our pre-interview call, is that you're elevating the conversation in a very unique way. You're not having a conversation about how your client can make more money. You're not even just having a conversation about marketing. You're having a conversation about growing the business and why they want to grow the business because I think you've learned what we're all starting to learn, which is that you just can't disconnect it. You can't just come in and say, I'm going to generate some leads for you.

(Randy Milanovic) Agreed. And to be honest with you, this is actually one of the things that are a little bit different about us when compared to a typical HubSpot agency, because we are not seeking a retainer. In all honestly, I don't want to do your work. Besides, you are way more qualified to do it than I am.

(Matt Johnson) I was going to ask you about that. In this whole journey from transactional to relational has the structure of how you sell the services changed?

(Randy Milanovic) It has. When we launched Kayak, our intention was to empower clients to do it themselves. Marketing isn't rocket science. There's a lot of strategy, for sure. But strategy can be learned. Plus, every time we learn something new, we're going to share it with you. We consider ourselves to be your partner, not your supplier.

We want to help get you up and rolling and then help you keep it rolling. Part of that means you do some of the work. What I mean by some of it is that we do the first one together, as a real-world go-live project, and as a teaching exercise. And then you do the next one. Once you've got it, we'll go up another step and share an even higher-level strategy. We go at your pace. That said, our program does follow a schedule and an order.

Our process is collaborative, where our clients participate, practice, and master each aspect. We'll never do it for you and then send a bill. We don't believe in that.

The origin of this approach was learned while doing creative work in the past. We'd create something for a client, who'd have another supplier deploy it, and another firm measure it...you get the idea. When a piece didn't perform well, the fingers would start pointing. Not fun. Unfortunately, many companies still run under that disconnected model. Nobody's fault really... It's naturally difficult to respect or value something that you didn't experience.

By contrast, taking a collaborative approach and making decisions together means that we all take ownership of the project. As a result, it's incredibly rare to experience rejections. Everyone approves it as an aspect of being part of it. So things move forward. There's one presentation. Not three. There's one option. Not three. Solutions are based on data. We move forward quicker, efficiently, and cost-effectively.

We move from planning to execution very quickly. It doesn't matter if we are building a landing page or a website. We focus on marketing and sales where businesses make money, instead of design and development where you spend money. We'd rather not spend time and money on a redesign when content optimization could solve the problem.

I'm embarrassed by the number of firms that would engage in a redesign when it isn't necessary. Can't blame them. They're doing it for the money. They have kids in school, mortgage payments, salaries to pay. Problem is, they didn't do what was in the best interest of the client which is insidious, really, because that client will likely return in a year or so and ask for another redesign - because the previous redesign didn't address the real problem. At best, it was a bandaid.

Instead, we should be creating and deploying powerful offers that capture the attention of your target personas. Make your website work for you. Let's go to or participate in virtual events. Let's get our executives onto social platforms. For business, social media presents a networking activity, not a broadcast activity (unless you're in retail).

Recently, we were working with the executives of a New York-based global consultancy. I shared that and they shook their heads saying, "you're so right." And so now they're brushing up on their networking skills instead of avoiding social media. As a result, they are attracting multi-million-dollar deals. They saw what a huge miss it is to task a junior marketer to handle their company's social media accounts. A junior just doesn't have the trust or experience or credibility to reach a CEO.

(Matt Johnson) Yeah. And that's one of the things I love about taking the approach that you guys have taken, which is from the outside, looking in is almost a hybrid of business coaching with some implementation, which I love, by the way. And I know what you're doing. It's absolutely the right thing. But I don't dare say it's business coaching because the words tend to be taken - right or wrong - as synonymous with low end or basics. I'm sitting there thinking, no one has ever expected their website design firm to ask, "why are you in this business?" I love that.

(Randy Milanovic) It's funny because I went to a local meet-up recently that was organized by a really wonderful coach and a few of his peers. The event was for aspiring coaches. I was the first one in the door. It was a wonderful event, with around 45 attendees. The first thing the panel spoke about was wearing the tag of business coach proudly. They recognized that much of the world has a stigma that business coaches are a dime a dozen. Unfortunately, I think that's true. So, I don't say I'm a business coach. I say I'm a marketer and that I coach. Or I can say I'm going to coach you through this. It's the same reason I don't talk about social media with an executive. I talk to them about social networking. Words matter.

(Matt Johnson) I think we're going to see this happen more and more. The business model that you guys are running, is exactly what David Baker talks about shifting more of the service into the strategy realm, which takes you straight into business coaching. But you're selling something tangible.

At the end of the day, there is something there that's tangible and to me, it makes it infinitely easier to sell than when calling yourself a business coach. Plus, you're selling time doing the coaching, even though it's technically the same thing. And it might be a lot of the same questions and processes.

The fact that you're offering something tangible makes your job so much easier, and it makes you a better agency owner. So to me, I see those two things are converging. I don't think people understand why I started a podcast for coaches, consultants, and agency owners because they seem like they're two different worlds. My theory is that they're not. And the people who are really smart are converging and building a hybrid-type business. I think the differentiator is whether or not you're working as a partner or a supplier.

(Randy Milanovic) One of the dirty truths out there is that when a client views you as a vendor, you will be working transactionally, like it or not. You might sign a retainer, but they're going to be thinking about what they spend with you. Their measure of success will be dollars (how little spent, how much made) before other gains.

When it comes to sharing the space with other agencies, I recognize both competitors (they put their cash flow first) and peers (they put their client's interests first). In my view, operating as a vendor is evidence they are focussed more on the thickness of their own wallet than yours. It's take, not give. These ones are also doing siloed work. They are happy to redesign your website, create a logo, or whatever. It's work. As long as they operate this way, neither the client nor the agency benefit in any meaningful way beyond that moment.

The clients that discover that partnership truly is greater than vendor-ship see greater results, hands down.

I'll end with this... Given the options, which relationship would you prefer?