June 17, 2025 • 42 mins
Your website isn't just a digital business card—it's the brain of your marketing ecosystem. In this revealing conversation, Bryan Acosta, CEO of Advent Trinity Marketing Agency, dismantles common misconceptions about digital asset building that cost businesses thousands in wasted marketing dollars.
The foundation of successful digital marketing isn't flashy ads or viral social posts—it starts with properly built assets that connect, convert, and provide crucial analytics. Bryan walks us through the three non-negotiable elements every business needs: a conversion-ready website that loads in under three seconds, comprehensive visual branding that maintains consistency across all platforms, and authentic content that establishes credibility in an AI-saturated world.
We unpack what separates a $500 template website from a $50,000 revenue-generating machine, exploring the critical roles of user experience design, proper SEO foundation, and strategic call-to-action placement. Bryan shares horror stories of businesses that skipped the build phase entirely, attempting to launch marketing campaigns without proper infrastructure—and the costly rebuilds that followed.
For entrepreneurs working with limited budgets, Bryan provides a practical roadmap for prioritizing digital investments: start with branding to establish your voice, capture authentic photography and video, build a strategic website, and ensure proper analytics connectivity before launching campaigns. This methodical approach ensures every marketing dollar is trackable, every conversion measurable, and every business decision data-driven.
Whether you're launching a new business or struggling with an underperforming digital presence, this episode offers a blueprint for building digital assets that genuinely drive revenue. Connect with our team at adventtrinity.com to transform your business from digital chaos to a fine-tuned revenue machine.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:10):
Welcome back to Market it with Atma, where we
share the tips, tools andstrategies you need to be
successful.
I'm your host, Dori, and I'mhere with Brian Acosta, the CEO
of Advent Trinity MarketingAgency.
The CEO of Advent TrinityMarketing Agency.
Today, we're talking about whatevery business needs, but if
(00:34):
you get right the build phase,We'll be uncovering how Brian
and the Atma team turned digitalchaos into revenue generating
machines.
This webinar is live, so don'tbe shy.
Drop your questions in the chatand we'll be answering them
throughout the webinar.
So, Brian, let's get right intoit.
Welcome.
Speaker 2 (00:47):
Thank you for joining us again yes, thank you guys
for having me.
We're going to be diving intobuilding a foundation which I'm
excited about.
Speaker 1 (00:56):
Um, I'm always excited, but um this is, this is
your life stream, isn't it?
Speaker 2 (01:02):
this is my life stream, this the super
excitement so let's start withthe big picture, Brian.
Speaker 1 (01:07):
What does it really mean to build digital assets?
What counts and what reallydoesn't count?
Speaker 2 (01:13):
So you know, when building assets right, you've
got to think about, primarilythinking about what is an actual
asset right?
Speaker 1 (01:21):
Okay.
Speaker 2 (01:22):
So what are assets?
One digital specifically,specifically is a website.
All right, making sure you havea prime, a solid website that's
going to help you convert, andwe'll talk a little bit about,
like you know, making surethat's designed to develop
properly branding branding isimportant because the you know
(01:42):
making sure you have the rightlogo, the colors of fonts and
messaging.
making sure your website is ADAcompliant, which is just
accessible, and then having theright photos, videos and content
for the website and even thecampaigns that we're going to be
doing as well.
Graphic design assets, like youknow making sure you have the
(02:05):
social media headers and thingsof that nature, if applicable.
You know if you need somethinglike application application
development or apps, mobile apps, or you know just mobile apps,
or even web apps.
So you know talking about whatit is to build a digital asset
(02:25):
you know, ensuring that you havethe right website that's doing
the right job for the business,right?
So too many times you knowpeople build websites without a
plan.
They just they know they need awebsite, so they just get a
website, just to get a website.
As if it's a business card.
Speaker 1 (02:42):
Right.
Speaker 2 (02:43):
As if it's a business card.
In fact, I hate when people sayit just needs to be a website,
as if it's a business card.
Right, as if it's a businesscard.
In fact, I hate when the peoplesay that I just it just needs to
be a business card and it'slike that's, that's not going to
do anything for you right um,you know, if you're using it as
a business card and that's it,then you're you're really not
maximizing your business withyour website, right, okay, uh,
branding, you know, um, you know, everything's about perception.
Everything's about perception,I agree you know everything's
(03:04):
about perception.
Speaker 1 (03:04):
Absolutely I agree.
Speaker 2 (03:05):
You know you think about when you go out and
network.
You meet people the way youtalk, the way you speak, the way
you smell, right, if you'reattractive, people are going to
more than likely come talk toyou.
Speaker 1 (03:16):
Or avoid you Right exactly avoid you.
Speaker 2 (03:19):
But if you're, you know it's not attractive it's.
Are you approachable?
Speaker 1 (03:23):
Exactly approachable is important.
Speaker 2 (03:25):
And we know it's not attractive.
Are you approachable?
Exactly, approachable isimportant, and so if your
business doesn't lookapproachable, it doesn't look
like a real business, right, andthat goes back to the assets,
right?
If it doesn't look like a realbusiness, it just looks mediocre
, amateur, right?
It looks like you don't havefunding.
They're not going to take yourbusiness serious.
Speaker 1 (03:45):
Absolutely, especially if you're not a long
brand standard with other in theindustry.
Right Yep.
Speaker 2 (03:50):
So you know, taking a look at your logo, taking a
look at those colors and fontsand how you, you know we went
back into the strategies howyou're saying things and
messaging things, to make surethat you're you're, you are
talking to your audience andthat they actually understand
what you do and what you, youknow here for right.
And so you have to have thebranding and branding is so
(04:11):
important Making sure you have asolid logo that represents you
and it also talks to thecommunity that you're trying to
target right.
Speaker 1 (04:20):
That's an interesting point.
So let's dive into websites ifwe could.
That's an interesting point, solet's dive into websites if we
could.
What separates a $500 templatewebsite that you could make
anywhere?
Speaker 2 (04:34):
or anyone can make at home from a $50,000 revenue
generating asset boils down toto uh, functionality, uh, and it
also boils down to um.
It also boils down toprofessionalism, right, okay, um
, so you, you know, you have allthese people.
I mean, wix does this all thetime, whereas you can build it
yourself you have all these,build it yourself you.
(04:56):
Now you have these ai softwaresright that I can build it for
you and and it's just, it's justthat it's to to get the
business card absolutely and so,uh, you know, if you want a
business card, then yeah, go forit.
Build your own website, and youknow, there's no point of you
hiring a professional if that'sall you want the website to do.
Right to actually accomplishgoal, like a lead generation
(05:27):
goal, if you want leadgeneration, like your website
actually has goals.
If you have a lead generationgoal, if you have a resource
goal, if you're, if you have agoal where your website actually
helps the consumer, theprospect, understand who your
bit, what your business does andwhat you do and you are trying
to you leads that way, you needan actual website, right?
A website that's not $500,right?
Speaker 1 (05:48):
Absolutely.
Speaker 2 (05:49):
Another thing is if you want to be found on Google,
you can't build a $500 website,right?
Speaker 1 (05:55):
Why is that?
Speaker 2 (05:56):
Because Google algorithm and we get into the
launch phase and that's a littlebit more for the launch phase,
but the SEO website, seo and howyou rank on Google is all
determined on your website.
Speaker 1 (06:09):
So pretty much the website is the foundation and
then everything else kind ofstems off of that and it has to
be connected to that is whatyou're saying.
Yeah, okay.
Speaker 2 (06:18):
So then you have to separate, you know.
So then you have okay.
So is it SEO friendly?
Is it a branded design versus ageneric thing?
Speaker 1 (06:26):
okay, brand design is .
Speaker 2 (06:28):
Did I have a professional design?
Wireframe it to uh specificallybe mapped out?
Uh for my specific uh usersthat that are going to be coming
onto this website that I wantthem to be guided on the
information from step one topoint.
A to point.
B to point C, to all the waydown through the customer
(06:50):
journey, was it what we call UI,ux design, which is a user
interface, user experiencedesign?
Did we design the entireexperience journey?
That's what separates a $500from a $50,000 website.
Right, okay, and then anotherthing that separates it is speed
.
Speed and how fast is thewebsite right when you built it
(07:12):
on CMS systems?
When you build it on, you'relimited on how fast the website
can operate.
Depending on what systems youbuild it on, depending on what
CMS systems you're building on,and then we talked about this
earlier but the SEO foundation,it's the website, the type of
content that's being written tobe on the website, the headers,
the descriptions, the metatitles all of that's within the
(07:35):
website itself.
Speaker 1 (07:35):
Including the font of everything and what flow it has
based on your audience, rightso?
Speaker 2 (07:41):
the font is more about the branding and the way
it looks right, but we'retalking about like, what is it
saying?
Speaker 1 (07:46):
Are you?
Speaker 2 (07:47):
saying it, enough for Google to register, for you to
be indexed on Google Interesting, uh and and.
So you have to build thewebsite properly to even be
considered by Google.
Speaker 1 (07:57):
Okay, so with that point being said, what are the
three?
Must have assets that everybusiness needs during the build
phase.
Speaker 2 (08:05):
So the build phase you have to have your website
has to be conversion ready.
Okay, so is it clean, Is itfast, Is it ADA compliant?
So most people don't realizehow important ADA compliance is
for the business.
So ADA is just.
Is it accessible for those whohave disabilities?
Uh, can you go to the websiteand click on voice and it will
(08:27):
read the website for you can yougo and click on it and will it
turn black and white forcontrast and things of that
nature.
So is it conversion ready, right, and does it have the right
forms?
There's the forms and the leadgeneration forms placed in the
proper aspects of the website,right?
So so?
Speaker 1 (08:42):
we're thinking about.
Speaker 2 (08:44):
you know a call to actions, right, and then you
know, is it fast?
Is your website fast enough tohandle the traffic that's coming
to your website?
Because we talked aboutstrategic right and I'm only on
point one, by the way, but I'mgoing to kind of go into detail
here we talked about strategylast time.
Speaker 1 (09:03):
Yes, we did.
Speaker 2 (09:03):
Right, and so part of it is.
You know, we talked about howonly 3% are going to convert on
the website on the first visit,and that's a very low Right, and
so you have to drive a lot oftraffic to those website in
order for you to startgenerating leads or engagement.
Speaker 1 (09:18):
Right, ok.
Speaker 2 (09:19):
So it isn't a crucial and it's very important that
you first understand that youhave to have a fast website.
Speaker 1 (09:26):
Right.
The functionality has to bequick.
Speaker 2 (09:28):
It has to be quick, it has to be loaded loaded in
less than three seconds, Right?
Wow, Strong visual identity.
So we go into.
This is where we talked aboutthe fonts, Right?
Yes, the logo, the colors, thetypography and the brand guide.
So most people they skip thebrand guide because they're just
like I just need a logo.
And so what happens is thattheir branding is all it's like
(09:49):
all over the place, Like you seeone thing on Facebook, you see
another thing on their printedand then you see another thing
on their website.
So nobody even remembers whothis business is because they
can't identify.
You know, everything's aboutpsychology and marketing.
Speaker 1 (10:00):
Absolutely.
Speaker 2 (10:01):
And you want consistency right psychology and
marketing Absolutely.
And you want consistency right.
And if your branding isinconsistent, if your branding
is inconsistent, what's going tohappen is the memory of you is
going to be inconsistent.
Speaker 1 (10:12):
Absolutely.
I would say I have to colorcode everything.
Everyone's not my type, but ifI see the same consistent brand
in my email and then I go tothat website, I instantly
remember what I talked with themabout.
Speaker 2 (10:23):
And it's all psychological, it's very
psychological.
The branding and memory of thepsychology is is 100.
In fact, a real deal, a realthing.
And then authentic content.
Speaker 1 (10:40):
So authentic content is videos and photography Okay.
Speaker 2 (10:41):
So is that a must have?
It is a must have, and I'lltell you why it's a must have
Everybody's in dated right nowin a dated with AI.
Everybody's like AI, AI, AI.
So let's just cut to the chasehere.
Everybody can build an AIwebsite, right, but it's not
authentic.
And so what's happening is youknow you as the business owner,
(11:02):
the business professional,you're building those websites
really quick because you wantyour return on investment or
what have you, but you're noteven thinking about the user.
The user wants real content,real business, a real person to
talk to.
They don't want to talk to arobot, they're tired of not
being able to talk to a realhuman being.
And so, even on a website, ifyou're using stock photography,
(11:26):
if you're using stock videos andit doesn't look real, it
doesn't look like a realbusiness, they are less likely
to do business with you.
Speaker 1 (11:34):
I agree.
I mean it goes back to what wetalked about in our last webinar
is you have to be in front ofthe competition.
You can't follow everything.
Ai has learned from yourcompetition, Right?
Speaker 2 (11:44):
Exactly.
So you have to.
At the end of the day, you can.
Yes, it's important that youunderstand your competition,
it's important that you areusing these awesome technologies
that AI has to offer, but youhave to be real, okay, and keep
it real.
Be real, in fact.
Did you know I'm not sure ifanybody you know follows the Gen
Z and the new generation?
(12:05):
I can't remember.
Speaker 1 (12:08):
What was it comes after Gen Z Alpha, I don't
remember, anyways.
Speaker 2 (12:13):
So they have a phrase and it's be real, okay, and
it's all over TikTok and stufflike that and it's, it's.
It's funny, you know.
They're like be real, be real.
Be real, you know why?
Because there's so much fakestuff out there, absolutely.
And so for you, as a businessowner, to come in and think all
you want is money, so you'regoing to do everything to be
automated.
Keep it cheap, keep itaffordable, because you need
(12:35):
return on investment and you'renot willing to invest in real,
authentic content, which isphotos, videos, a, a strong
website, a conversion readywebsite, branding that's going
to connect with your audience.
You're really just shootingyourself in the foot at that
point right not just connect butengage with them.
Speaker 1 (12:53):
I mean, I see this generation constantly sliding
through reels, but thensomething catches them.
Do you have that, somethingthat catches them?
Speaker 2 (13:00):
exactly so.
It's not, and it goes back tothis are you wanting quantity or
quality?
Right, I think that you have tohave both, because you need
consistency.
But if you don't have qualityover quantity and you don't have
these, I mean you're trying tomake the marketing more
effective.
Right ad on Facebook to seeing avideo which one's gonna get
(13:20):
more engagement right the videois gonna get more engagement the
authentic photos is gonna getmore engagement, because people
want to see real, authenticcontent, and it's no different
on a website than it is on everydigital asset that you have
interesting.
Speaker 1 (13:38):
Okay, so you've built hundreds of brands, right,
brian, and you've used thismethod throughout all of them.
What are the most commonmistakes that businesses make in
the build stage?
Speaker 2 (13:50):
So the most common mistakes that people make is
trying to go too affordable.
And I get it right, we're allin the business to make money.
But when you're trying to beaffordable because you're trying
to make a quick buck, yourbusiness is going to look like a
quick buck Right.
And so I've seen people buyinglogos off of Fiverr and then
(14:10):
expecting to carry out as abrand.
So all they get is a logo andthey don't really plan the logo
and the branding and themessaging and the message tone
and all that stuff, everythingthat goes involved in the
branding, which is likeunderstanding the concept mood
board.
What's your ISO?
Like understanding the conceptmood board.
You know the type.
What's your isotype of the logowhich people don't even know
what?
Speaker 1 (14:30):
that is.
What is that?
Please tell us.
Speaker 2 (14:31):
So an isotype, a logo or a favicon really?
Is what you know, you have thefavicon of the logo.
So is there a variation of thelogo that is going to be
basically an icon that you canuse on?
You know browsers and differenttypes of marketing, that you
can't have the entire logo, butyou need part of the logo that
(14:53):
you can put and use as acomponent for smaller, smaller
images right.
so, for instance, like on googlechrome, I'm looking at the
browser right now on the topleft over here and you see live
streaming or YouTube, and thenyou see the YouTube Play Favicon
.
It's not the actual YouTubelogo, the red and white, it's
(15:15):
the red box with the play buttonright.
So that's a Favicon.
So that was planned out,because they actually did
branding right.
And so you know that's one ofthe mistakes that I see business
owners make is they're skippingthe branding.
They're skipping, they're justgoing.
They just want a simple logo,uh, because it's simple, and
they just need a logo becausethey have a logo, right, uh.
The other thing I've seenpeople make a mistake on is
(15:38):
skipping, uh, the fact that theywant their need their website
ada compliant and a lot ofpeople don't know what that is.
I'm finding out, but it'snecessary you know, especially,
especially if you're anon-profit.
If you're a non-profit and orif you're a government agency,
right and you have to abide bylaws to ensure your website has
(15:59):
to be accessible to those whohave disability.
So it's a compliance right and,quite honestly, all websites
need ADA compliance.
Speaker 1 (16:06):
Absolutely.
Anytime you're bringing ininformation and you're trying to
learn something, you want it toappeal to every audience that
you have and if you grow as abusiness and you become a huge,
huge, massive, you know fortune500 company.
Speaker 2 (16:20):
you can get a lawsuit for not being ADA compliant,
and it's a big one.
Speaker 1 (16:23):
Wow.
So if you want to grow big,make sure you do it right on
this build face.
Speaker 2 (16:26):
Yep, you know a thing ?
Another thing once againrelying on stock photos and no
visuals at all.
So basically, I don't, I don'twant, I don't want any photos.
I don't want any authenticitywithin my website or business.
And that's where it begins tofail.
Everything graphics, just usinggraphics on the website.
It just makes you look like isthis a real business?
(16:48):
Who are these people?
Speaker 1 (16:50):
Right.
So a question to that is whattype of photos should they post?
If they're going to haveauthentic photos, Should they be
them speaking to people atwebinars or during conferences?
Speaker 2 (17:03):
Okay, so you can take a chapter out of my book here,
but what we usually do is yousee stock photos that you like,
right, and then you take thoseand you're like, okay, all we
got to do is take photos thatbasically can replace those,
right, but that there are realpeople in it.
Right, so just swapping themout, kind of Just swapping them
out there, but you're at leastgetting what you see on these
(17:26):
stock images and you like them.
But now you're getting themmore authentic.
Speaker 1 (17:32):
Okay, okay, just those little touch points really
do help, because you buy frompeople, you build like no
interest, right.
Speaker 2 (17:39):
Yep.
So if I can see who I'm talkingto it helps Exactly Another
mistake I've seen, and I wrotethese down because there's a lot
of them- I know asking mistakesis like a laundry list
sometimes Hosting their site oncheap platforms that crash.
You know you have somebody thatputs it on a server just to put
it on a server that's cheap andthey don't even understand the
(18:01):
basics of server management orservers.
Right, because there'sdifferent type of servers
there's a, there's sharedhosting, there's a dedicated
hosting right and then there's,there's cloud hosting, there's
all kinds of hosting.
So what hosting package is thebest for you?
So most people they start offon shared hosting.
Speaker 1 (18:18):
Okay, and what?
Speaker 2 (18:18):
they don't realize is especially if they're starting
out.
It's okay if you're startingout, but if you've got a lot of
users going to your website andyou don't realize you're sharing
all that bandwidth with otherwebsites and other businesses.
Speaker 1 (18:40):
So why do businesses typically go towards more of a
shared hosting site?
Is it cheaper?
Speaker 2 (18:46):
It is cheaper, okay, and they should only use shared
hosting.
Only use shared hosting whenthey don't have enough traffic
going to the website, right,okay, if they're a startup, you
know but.
Speaker 1 (18:55):
If you.
Speaker 2 (18:55):
You're a big, large business and you have thousands
of people going to your websiteon a day-to-day basis.
You're gonna need to upgrade.
You're gonna need okay, becauseyou have too many people on to
your website and you're you'regonna need to be on your own
island so that you can ensurethat every person that goes
through website has the sameexperience every single time.
Speaker 1 (19:13):
Wow.
So monitoring your analyticsand the views to your website is
very important, would you say,and somebody understanding that
server and seeing the spikes onyour server as well, right, okay
.
Speaker 2 (19:24):
And then another mistake I've seen is not
planning for scalability.
So they'll.
They build a website and it'snot scalable.
You can't edit it the way youwant to edit it and they have to
rebuild it.
And I've seen people rebuildand rebuild, and rebuild and
rebuild it over and over andspending thousands of dollars
just to rebuild things over andover again.
Speaker 1 (19:46):
Which goes back to your point from the beginning.
Building the foundationaccurately for your audience
from the jump of everythingright is very, very important to
your bottom line.
Speaker 2 (19:57):
Yep, exactly, and you know it's funny because it's
biblical the person that builthis house on the sand instead of
the rock, right?
So there's something to saythere.
I'm just saying, you know so.
Speaker 1 (20:10):
So to move on past the mistakes, because we all
know the negative sometimes.
But now, how should cut?
How should you prioritizebetween what comes first?
Branding the website, spo, seo,when they're just starting,
which one do you know toprioritize, or should you?
Speaker 2 (20:28):
yeah, so I'm gonna take you down.
My face is so the first thing Ialways start with is branding
okay so the first thing I alwaysdo is okay, do we have the
right logo, the fonts, the colorscheme?
Does it speak what we want?
And does it?
And just so you know, brandingalso involves of what we want
the business to look like right,what are we trying to model and
who are we trying to be so thatyou can speak clearly with your
(20:52):
brand voice?
and tone of voice for the restof the rest of your business.
Okay, right, and then you'vegot the videography photography.
Okay, okay, the reason you knowI put this right before website
, which we actually start thewebsite and do videography
photography at the same time,and so here's actually the
reason why we do that.
(21:12):
Here's actually the reason whywe do that.
So you create a website and youcan see the photos, the videos,
where things are supposed to go, and if you're using a theme,
you can see kind of like thestock images this theme is using
.
You kind of give it imagery ofwhere the website is going.
(21:34):
Okay where the website is going.
Okay, but then you do thephotos and the videos to ensure
that when you're building outthis website, it is as authentic
as it can be and it looks asreal as can be, with real photos
, genuine photos, authenticphotos and videos that speak to
the user and could relate to theuser.
Speaker 1 (21:53):
Okay, okay, so we're branding and then photos and
videos right con training photosand videos.
Speaker 2 (21:58):
then you Content Branding photos and videos, then
you've got the website designand development right, okay.
And then, once you're ready tolaunch the website and
development, okay.
So, right before we go into thelaunch phase, because we're
going to do what we call a softlaunch, right, a soft, you know.
You see these businesses, theydo soft openings okay, so what's
a soft?
launch.
So we do a soft launch.
(22:19):
We actually launch the website,but we don't announce that we
launch the website.
Okay, so we launch the websiteand we make it go live.
We, and then we have to do thefirst phase of seo, the first
phase of the website host andmaking sure we optimize the
website.
It's fast, it's nice, it's it's, it's clean.
And then we optimize for searchengine optimization as far as
(22:40):
the titles, the description.
We ensure that everything'sworking, we connect the data.
Speaker 1 (22:47):
And this is an important part I've learned
throughout working for you isconnection with your quote,
unquote business card, what mostpeople call call.
Your website is pivotal on yourorganic SEO.
Speaker 2 (22:58):
Yep and so then we got into the, we get into the
framework of the actual website.
So the website is the brain,okay.
Okay, it is the brain of allyour marketing.
You cannot go into the launchphase without ensuring that the
website is fully connected toall your social media channels,
right?
So here's what goes on.
The next phase of that, right,once you get the website, is to
(23:21):
ensure that you get listed onmultiple search engines.
We're diving a little bit intolaunch, but we're not there yet.
I'll explain kind of what we'redoing here.
So you've got your Facebookpage, you've got it set up.
You've got your Instagram, yourTikTok, and then you've got
your YouTube.
You've got your YouTube, you'vegot your Google, you've got all
of these pieces Created,created.
Okay, they're branded, they'recreated.
(23:42):
We're not posting, we're notdoing ads.
Yet the first thing we've gotto do before we even touch ads
is then go through each of thesethird parties and remember the
website is the brain.
Speaker 1 (23:53):
Okay.
Speaker 2 (23:54):
Okay.
So then you have to install theGoogle analytics.
Okay, you have to install thetracking codes.
You have to install uh, do youhave full visibility of what
your website is doing and thereturn on investment?
You're about to get on it, okay.
So, then you have um.
Then you go back to Facebook.
Did you put the, the, the, theuh, Facebook meta pixel?
(24:15):
Did you do the conversion API?
If you're doing e-commerce, didwe connect that to the Facebook
store?
Is there integration betweenShopify and Facebook?
Then you go to TikTok.
Did we install Pixel?
Okay.
Then you go to YouTube andGoogle.
Did we install the Google G-Tagso that you can track what is
actually working, what's notworking?
(24:36):
Okay.
Is the CRM set up properly?
Is your CRM set up properly?
What it was?
a CRM, customer relationmanagement system okay if
somebody fills out a form on thewebsite, where does that go?
Speaker 1 (24:49):
that's very important .
That leads to a lot ofquote-unquote misleads, right
yes, you know it's funny too.
Speaker 2 (24:56):
People miss emails all the time of course there's
so much.
If you have a lead and it comesthrough the website and for
whatever reason, you you forgotabout it and it just, um, you
know, uh, it got missed.
Your emails went spam.
Do you have a system where youcan go back in and see what all
the contacts that have beengenerated from the website a lot
(25:16):
of people don't have?
That it's another horror storythat I have right.
They just have no visibility.
Speaker 1 (25:21):
And why is that so important?
Those analytics, thoseanalytics?
Speaker 2 (25:25):
well, because, right, you're investing.
You're an investor.
Do you know where your money'sgoing?
If you can't tell me what yourcost per lead is, your cost per
acquisition is right, you'reburning money.
You're burning money.
You're burning money.
I mean, we just had a businessconsultation earlier this last
week about you know, you can'tmake business decisions and
here's a here's a success storyof of this building it right.
(25:47):
Okay, so we had a customer lastweek we did right and and we
were trying to figure out how tomake them more revenue.
Okay, because we had theanalytics in place.
Right, because we built thingsproperly.
We had the google analytics inplace, we had the facebook every
we knew exactly what wasgenerating leads from facebook
(26:08):
which, by the way, we had toswitch to google because
facebook wasn't generatinganything right.
So we found that out and wewere made able to make a pivot
in the marketing strategy.
That's just one case scenariowhere you think, hey, we're
gonna do facebook, and it'sreally not facebook, it's on
google that's right, but youhave to pivot anyway.
So, um, we found out, hey, we'regenerating tons of leads and we
found out exactly where they'rebeing generated.
(26:29):
So we got the leads.
Okay, the leads is not theproblem.
Okay, uh, the cost per lead.
We took a look the conversionhow many of those leads turned
into?
Speaker 1 (26:40):
paying clients right clients right and so it's
conversions right.
Speaker 2 (26:44):
So they say, man do, we got pretty high conversion
right and there was like out oflike 300, you know, 220
converted.
That's a big conversion rate bythe way so you know that's
pretty huge.
As far as digital marketing, uh,and then um, and then from
there I'm not going to go intorevenue, but we, we took a dive
into the revenue, we took a diveinto their, how many
(27:05):
transactions they had and wecould, and then we took a look,
a look at their average dollarsale, which is based on how many
people paid on average.
What was the dollar generalsale for this?
So you know, we identified, weidentified we need to be
charging more right, absolutelytheir clients.
Speaker 1 (27:24):
They need to be charging their clients more.
Yeah, not us, I'm sorry we arenot charging more.
Speaker 2 (27:30):
The customer needed to charge their clients more
because we had the data.
Had we not had the data, we nothad the data, we would make
over this pivot.
In the same case for the, thewebsite, which is the it should
be the brain of of all digitalmarketing is can you do you know
where the leads are coming from, what's working, what's not
working and if the website wasnot built properly, okay, and
(27:54):
you can't tell what channels areworking?
that's one okay properly, okay,and you can't tell what channels
are working.
That's one okay, um, you can'ttell what channels are working.
Number two is, if you didn'ttake the time to build out
proper assets and proper camp uhto uh assets, which is like
video photography, you're goingto start dumping a lot of money
into the launch page, which isthe campaigns.
Do you know if those campaignsare working, on which video it
(28:17):
works?
Which video is better?
Speaker 1 (28:19):
and on what platform to put those on right platform
to put those on.
Speaker 2 (28:22):
Do you know that?
Because all of that informationshould be derived from the
website, from the websiteanalytics, that you built rock
properly and you install GoogleAnalytics properly on the
website, mm-hmm to the, to thesocial media platforms, right.
Speaker 1 (28:38):
Absolutely.
Speaker 2 (28:39):
And so.
Speaker 1 (28:41):
And being able to monitor those sites and pivot
before you've burned up a bunchof money on the wrong campaigns.
This is important.
Speaker 2 (28:49):
Exactly so, my, you know the way we do things and
build here is.
You know we prioritize.
If you're going to ask me whatwe prioritize, it's first
branding Because you want weprioritize.
If you're gonna ask me what weprioritize, its first branding.
Mm-hmm because you want to makesure if you can't get anything
else right, if you don't, if youdon't know what the brand is
and you don't know how, what tosay, how to say Mm-hmm, then
it's the video, photography,videography and the website
(29:11):
together, okay, and then it'sthe soft launch to ensure that
you have the proper web hosting,the proper website, seo, basic
SEO, proper setup to catapultyou and scalable for the future.
So those would be the thingsthat I would say are my
priorities.
Speaker 1 (29:27):
Okay, okay, great.
So now, moving on from thepriorities, let's talk longevity
.
How do you make sure that whatyou built today, in this
ever-changing environment, stillperforms in 6 to 12 months from
now?
Speaker 2 (29:41):
So all of that has to do with did you do your
research on the CMS system thatyou built it on, which is a
content management system, whichis just a fancy word for where?
Did you build your websiteAbsolutely, and does that
website have scalability?
Can you customize that in thefuture?
So most people, when they wantto start cheap and affordable
(30:01):
and they start with a CMS systembecause it is affordable and it
is cheap great starting pointbut it doesn't have the
customization you can do later.
You can't do custom code, youcan't do custom products,
products, custom design indevelopment on tools and
applications that you truly needto actually operate the
(30:22):
business.
Speaker 1 (30:23):
Okay, okay, and that goes part in part to our
research is is which one shouldwe do it on right?
Speaker 2 (30:29):
yep, and then keep.
Keep a look at the bounce rateof the website, so this also
will tell you this.
Speaker 1 (30:34):
The bounce rate of the website.
Speaker 2 (30:35):
So this also will tell you this the bounce rate.
What the bounce rate is is howfast somebody actually goes onto
the website and and it comesoff Right and are they staying
long enough?
And if they're not staying longenough, is it because you know,
is it?
And that goes back to makingsure you have Google analytics
right.
Of course you have a Google asa website.
If your bounce rate is too high, then you have to take a look
(31:00):
at a couple things.
Speaker 1 (31:00):
Am I saying the right things?
Speaker 2 (31:01):
Goes back to branding Do I, am I leading the customer
to where I want to go and arethey understanding?
It goes back to UI, ux, design,absolutely and then and then,
finally, it can my server handlethis?
So you know, keep your hostingreliable and fast.
You have to take a look at ismy website slow, right?
Speaker 1 (31:23):
okay for your audience especially right.
I mean, you've got this day andage, we all want it quickly.
And if I can't get to theinformation I want quickly, I'm
moving on in fact, I think I hadit backwards.
Speaker 2 (31:34):
I think you should take a look at your website.
Speed first, right and then forsure, if you look at your
website speed first and it'sslow, then that's the first
thing you fix, right.
But if it fits fast, if you gota website speed, you know three
seconds or less and then it'sfine.
That's not the website speed.
You know three seconds or lessand then it's fine.
That's not the website speed.
Speaker 1 (31:50):
We need to look at the content right.
Speaker 2 (31:51):
Branding and content.
Speaker 1 (31:53):
Absolutely Okay.
So, six to 12 months, make sureyou're building it on the right
platforms and optimizing yourcontent each and every time.
Watch those analytics.
Speaker 2 (32:02):
Yep.
And then one thing I would sayis, like you know, if you don't
know what ADA compliance is fora website, you should take a
look at that, because allwebsites need to be ADA
compliant.
Right, it's just one of thosethings that needs to be standard
.
You're going to pay extra forit, but guess what?
In the long run, it's going tokeep you out of a lot of
lawsuits, especially if you, ifyou expect your business to be
(32:24):
Well, actually if you're in thehealth and wellness you
definitely need to make.
Speaker 1 (32:28):
There's no option.
There's no option.
Speaker 2 (32:30):
If you're into health and wellness, you definitely
need to make sure there's nooption.
Yeah, there's no option.
I mean, come on, you're intohealth and wellness.
I mean you should, you know,think Obviously, this is I need
my website to be ADA compliantAbsolutely.
And if you're in a nonprofit,you know, if you're a nonprofit,
you have to make sure it's ADAcompliant.
If you're a government agency,ada compliant.
Speaker 1 (32:52):
You know industries get away with it, but it's
something that is becoming moreand more necessary for obvious
reasons, right, absolutely so.
So to my last question.
My last real question for youis do you have any horror
stories?
I mean, a lot of people thinkthey can skip the build phase,
right?
Do you have any horror storiesof clients who have skipped the
build pays build phase and arepraying the price for it?
Speaker 2 (33:10):
Actually, yes, you know, I would say is that most
businesses and this is why Idon't like taking on customers
it's not that I don't like itand don't want it, it's just
that I know for a fact thatthey're a high risk customer.
And the customers that are highrisk are those who don't allow
us to build out their websiteand build out the foundation of
(33:31):
their business before we launch.
They want us to go straightinto launching Google Ads and
doing Google Ads for them andthey want us to just, you know,
help them with lead generationand SEO, when they don't realize
that by skipping the buildphase, they are taking a massive
risk on the return oninvestment.
They're taking a massive riskon how much you're paying us.
(33:52):
And I will tell you right nowmost of the time it fails, and
I'll just be transparent withyou.
You know I want to help them andI don't want to say no, and
I've tried to say no, butthey're consistent and
consistent, and then, when I wasright, they end up leaving and
they'll come back with anotherbusiness and they'll actually do
(34:13):
it right.
I've had actually customersthat do that, like they'll.
You know that what thatbusiness didn't make it and so
they start a new business orlike all right, this time I
actually want a website and Iactually want to take the steps
and I'm like well, thank, you,and then you know it's funny the
same customers that did thatare the same ones that are still
around.
Speaker 1 (34:27):
They are still around and they are still working with
us through every modificationwe make.
I feel like a lot of peoplecome to us.
They already have anestablished website.
They're like, okay, I just needSEO, I just need ads campaigns.
But they don't realize in thatdiscovery phase that we do
sometimes.
We have to restart the buildphase, not restart a whole new
website, but optimize what youhave, because they're ignorant
(34:49):
to the fact that it's notoptimized.
Speaker 2 (34:52):
Yeah, so doing campaigns is not going to help
you yeah, so it's funny becausesometimes we take on clients and
they already have a websitedone and they want us to do seo
and then, as we're doing seo, wehave to literally rebuild the
website because there's nothingto optimize for search engine,
because it was a bill, right?
Speaker 1 (35:09):
and we don't want to waste your money, any more than
we want to waste our time rightat the end of the day.
I don't.
So I guess we can take it nowto the q a um q a does anyone
out there have any questions forbrian on how creating a sales
machine really works?
Speaker 2 (35:28):
yeah, um, I know I there's some delay on there, so
we'll let them, as they'regetting questions up and running
.
You got any questions for methat were pre-sent to us before
the show?
Speaker 1 (35:37):
Absolutely so.
One of the biggest questions Ihad through talking with clients
and having my meetings lastweek was my site looks good but
it doesn't get leads right.
So what's the first thing Ishould check or fix if I already
have a site and it's notgetting leads but it's optimal
on the aesthetics, so the firstthing we talked about earlier
(35:59):
was checking the website speed.
Speaker 2 (36:02):
Right, that's the first number one thing you've
got to do is check the websitespeed is check the website speed
.
Check the website speed to seeif your website is optimized for
people to actually come on toyou know that are coming on,
they can actually see thewebsite, Because if they can't
see the website, that's thefirst thing you should fix.
The second thing that youshould take a look at after you
(36:24):
take a look at the speed of thewebsite is now you're taking a
look at messaging.
Speaker 1 (36:31):
Okay.
Speaker 2 (36:32):
Am I saying the right things?
Mm-hmm, mm-hmm.
And then, finally, if you havethe messaging, you have the
right videos, you have the rightphotos.
Now you want to take a stepback into the UI UX world?
Okay, okay.
So now there's software outthere, like Hotjar, where you
can actually see what the useris doing on your website.
Speaker 1 (36:54):
Interesting.
So how would they go aboutchecking their website speed?
They just Google how to checkmy website speed and get stuff
like that.
Speaker 2 (37:01):
There's free software out there.
There's like Google PageSpeed.
There is GTmetrix Okay.
So there's different freesoftware out there that actually
checks yourrix Okay.
So there's different freesoftware out there that actually
checks your website Okay.
I would be careful not to justrun it over and over and over
again, because you could breakyour web hosting.
Speaker 1 (37:18):
Good point.
Thank you for that.
Speaker 2 (37:20):
And then, as you're doing it, you're actually
slowing down your website foreverybody else.
Oh, okay, so you want to do itwhen you know there's not people
on there?
Speaker 1 (37:28):
Okay, okay.
Speaker 2 (37:30):
And then so the UI, ux, right, you know, if you went
through Hotjar, use these fancytools to actually see what the
users are doing on your website.
The next thing you want to dois you want to see okay, did I
put the form in the right spot?
Okay, so, for instance, leadgeneration.
Here's just a kind of strategyI've always used.
(37:50):
I always like to have above thefold, especially for lead
generation, especially when I'mdoing lead generation.
Speaker 1 (37:57):
Why.
Speaker 2 (37:58):
Because it's like instant right.
So you have the call to actionand you have the form right next
to each other, above the fold.
Above the fold is like thefirst thing that they see on the
screen.
Speaker 1 (38:07):
Whether it be on phone, tablet or web browser.
Right.
Speaker 2 (38:11):
Exactly so.
You're seeing, you know like,for instance, we have get a free
, you know, book a tour forNuvaDesk.
It's like boom, right there.
It's smack dab metal in theheader and it's like book a tour
.
We know you've got a coworkingspace.
But the lead generation and, bythe way, this one fix, this one
, putting the form in the headerabove the fold just for the
(38:33):
coworking space, increased thelead generation by 30%.
It was crazy.
Speaker 1 (38:40):
Right, because I mean , if a coworking space
especially doesn't havefunctionality and can't get you
to the right place at the righttime, why would I want to work
there?
Exactly.
Speaker 2 (38:48):
Exactly In that facility.
Speaker 1 (38:49):
Okay, well, thank you for that, because I did not
know scanning my website thatmany times would slow it down.
So I learned something newtoday too, okay, so I had
another question If I don't havethe budget to do everything at
once, what should I do firstwith with the budget I have, if
I, if I have a landing page?
Should I focus on branding next, even though I have a logo, or
(39:12):
should I focus on FCO?
What could I do on a tightbudget?
Speaker 2 (39:17):
on a tight budget.
If it were me, to be honestwith you, if it were me, I would
do a branding Bible ensuring Ihave the right logo, the bright
branding.
I would do a landing page and Iwould go out and network with,
like, some business cards,generate some revenue, okay.
And then what I would do, quitehonestly, is generate enough
(39:37):
revenue to do a photography,videography session, get videos
and photos, okay, okay.
And then the next step to thatis then build out a full website
.
Speaker 1 (39:46):
Okay, that's what I would do, and with an address
and everything on it.
Because you mentioned, creatingyour social media profiles or
your Google profiles does notmean starting your campaigns
Right and the build phase.
You're just creating them.
But for Google to know you'relegitimate, you have to have
those photos and videos.
Almost right, Correct.
So you have.
Speaker 2 (40:04):
I mean, think about it when you look at a Google
profile.
You look at social media.
They're looking for whatthey're looking for authenticity
, to see if you're a realbusiness, right, and if you have
no photos, you have no videos,you have a lack of assets, a
lack of digital assets, as wetalked about in this podcast.
You have less likelihood ofchance of them actually
(40:24):
converting and actually becomingcustomers of your business,
absolutely.
Speaker 1 (40:29):
All right.
So do we have any otherquestions out there right now?
I think everyone's waiting toschedule a call to really dive
into it.
It's hard to admit what's goingwrong, but it's easy to admit
what's going right.
Right, yeah.
Speaker 2 (40:43):
I would say is like, even though there's a lot of
questions, I have, you know, alot of questions on web hosting
which one's the best web host?
And it's just, at the end ofthe day, guys, it boils down to
doing your research right Inyour industry, in your industry.
And it boils down to doing yourresearch right, um, in your
industry, in your industry, uh,and it goes back to doing the
strategy session and a discoveryit really does.
(41:05):
It really does.
So you know we're gonna besaying that a lot in the next
episodes.
It is it really boils down todid somebody actually do the
research on your marketing anddo your marketing plan?
That is going to be successful.
Speaker 1 (41:19):
Yeah, I'm actually looking forward to our next
webinar to really explain how wedo that research so that when
we create those campaigns right,you're optimizing that time,
that functionality.
That's my favorite part ofeverything that we do here is
being able to see it grow thecorrect way and see the results
from it.
So thank you, brian, forstrategizing with us and letting
(41:43):
us know where we are first,because then you can't grow if
you don't know where you areright.
Speaker 2 (41:47):
Exactly All right.
Speaker 1 (41:48):
So that wraps up episode two of the Atma podcast
and live webinar series.
If you're still rocking a DIYwebsite and feeling stuck, maybe
it's time to level up.
If anything, go ahead and giveus a call.
You can go to adventtrainingcomto connect with our team and
join us, please.
(42:09):
On the next week's webinar, wewill be talking about that scale
phase and how the strategy andthe build phase is so important.
Until then, we'll see you nexttime on Market it With Atma.
Bye.
Welcome back to Market it with Atma, where we
share the tips, tools andstrategies you need to be
successful.
I'm your host, Dori, and I'mhere with Brian Acosta, the CEO
of Advent Trinity MarketingAgency.
The CEO of Advent TrinityMarketing Agency.
Today, we're talking about whatevery business needs, but if
(00:34):
you get right the build phase,We'll be uncovering how Brian
and the Atma team turned digitalchaos into revenue generating
machines.
This webinar is live, so don'tbe shy.
Drop your questions in the chatand we'll be answering them
throughout the webinar.
So, Brian, let's get right intoit.
Welcome.
Speaker 2 (00:47):
Thank you for joining us again yes, thank you guys
for having me.
We're going to be diving intobuilding a foundation which I'm
excited about.
Speaker 1 (00:56):
Um, I'm always excited, but um this is, this is
your life stream, isn't it?
Speaker 2 (01:02):
this is my life stream, this the super
excitement so let's start withthe big picture, Brian.
Speaker 1 (01:07):
What does it really mean to build digital assets?
What counts and what reallydoesn't count?
Speaker 2 (01:13):
So you know, when building assets right, you've
got to think about, primarilythinking about what is an actual
asset right?
Speaker 1 (01:21):
Okay.
Speaker 2 (01:22):
So what are assets?
One digital specifically,specifically is a website.
All right, making sure you havea prime, a solid website that's
going to help you convert, andwe'll talk a little bit about,
like you know, making surethat's designed to develop
properly branding branding isimportant because the you know
(01:42):
making sure you have the rightlogo, the colors of fonts and
messaging.
making sure your website is ADAcompliant, which is just
accessible, and then having theright photos, videos and content
for the website and even thecampaigns that we're going to be
doing as well.
Graphic design assets, like youknow making sure you have the
(02:05):
social media headers and thingsof that nature, if applicable.
You know if you need somethinglike application application
development or apps, mobile apps, or you know just mobile apps,
or even web apps.
So you know talking about whatit is to build a digital asset
(02:25):
you know, ensuring that you havethe right website that's doing
the right job for the business,right?
So too many times you knowpeople build websites without a
plan.
They just they know they need awebsite, so they just get a
website, just to get a website.
As if it's a business card.
Speaker 1 (02:42):
Right.
Speaker 2 (02:43):
As if it's a business card.
In fact, I hate when people sayit just needs to be a website,
as if it's a business card.
Right, as if it's a businesscard.
In fact, I hate when the peoplesay that I just it just needs to
be a business card and it'slike that's, that's not going to
do anything for you right um,you know, if you're using it as
a business card and that's it,then you're you're really not
maximizing your business withyour website, right, okay, uh,
branding, you know, um, you know, everything's about perception.
Everything's about perception,I agree you know everything's
(03:04):
about perception.
Speaker 1 (03:04):
Absolutely I agree.
Speaker 2 (03:05):
You know you think about when you go out and
network.
You meet people the way youtalk, the way you speak, the way
you smell, right, if you'reattractive, people are going to
more than likely come talk toyou.
Speaker 1 (03:16):
Or avoid you Right exactly avoid you.
Speaker 2 (03:19):
But if you're, you know it's not attractive it's.
Are you approachable?
Speaker 1 (03:23):
Exactly approachable is important.
Speaker 2 (03:25):
And we know it's not attractive.
Are you approachable?
Exactly, approachable isimportant, and so if your
business doesn't lookapproachable, it doesn't look
like a real business, right, andthat goes back to the assets,
right?
If it doesn't look like a realbusiness, it just looks mediocre
, amateur, right?
It looks like you don't havefunding.
They're not going to take yourbusiness serious.
Speaker 1 (03:45):
Absolutely, especially if you're not a long
brand standard with other in theindustry.
Right Yep.
Speaker 2 (03:50):
So you know, taking a look at your logo, taking a
look at those colors and fontsand how you, you know we went
back into the strategies howyou're saying things and
messaging things, to make surethat you're you're, you are
talking to your audience andthat they actually understand
what you do and what you, youknow here for right.
And so you have to have thebranding and branding is so
(04:11):
important Making sure you have asolid logo that represents you
and it also talks to thecommunity that you're trying to
target right.
Speaker 1 (04:20):
That's an interesting point.
So let's dive into websites ifwe could.
That's an interesting point, solet's dive into websites if we
could.
What separates a $500 templatewebsite that you could make
anywhere?
Speaker 2 (04:34):
or anyone can make at home from a $50,000 revenue
generating asset boils down toto uh, functionality, uh, and it
also boils down to um.
It also boils down toprofessionalism, right, okay, um
, so you, you know, you have allthese people.
I mean, wix does this all thetime, whereas you can build it
yourself you have all these,build it yourself you.
(04:56):
Now you have these ai softwaresright that I can build it for
you and and it's just, it's justthat it's to to get the
business card absolutely and so,uh, you know, if you want a
business card, then yeah, go forit.
Build your own website, and youknow, there's no point of you
hiring a professional if that'sall you want the website to do.
Right to actually accomplishgoal, like a lead generation
(05:27):
goal, if you want leadgeneration, like your website
actually has goals.
If you have a lead generationgoal, if you have a resource
goal, if you're, if you have agoal where your website actually
helps the consumer, theprospect, understand who your
bit, what your business does andwhat you do and you are trying
to you leads that way, you needan actual website, right?
A website that's not $500,right?
Speaker 1 (05:48):
Absolutely.
Speaker 2 (05:49):
Another thing is if you want to be found on Google,
you can't build a $500 website,right?
Speaker 1 (05:55):
Why is that?
Speaker 2 (05:56):
Because Google algorithm and we get into the
launch phase and that's a littlebit more for the launch phase,
but the SEO website, seo and howyou rank on Google is all
determined on your website.
Speaker 1 (06:09):
So pretty much the website is the foundation and
then everything else kind ofstems off of that and it has to
be connected to that is whatyou're saying.
Yeah, okay.
Speaker 2 (06:18):
So then you have to separate, you know.
So then you have okay.
So is it SEO friendly?
Is it a branded design versus ageneric thing?
Speaker 1 (06:26):
okay, brand design is .
Speaker 2 (06:28):
Did I have a professional design?
Wireframe it to uh specificallybe mapped out?
Uh for my specific uh usersthat that are going to be coming
onto this website that I wantthem to be guided on the
information from step one topoint.
A to point.
B to point C, to all the waydown through the customer
(06:50):
journey, was it what we call UI,ux design, which is a user
interface, user experiencedesign?
Did we design the entireexperience journey?
That's what separates a $500from a $50,000 website.
Right, okay, and then anotherthing that separates it is speed
.
Speed and how fast is thewebsite right when you built it
(07:12):
on CMS systems?
When you build it on, you'relimited on how fast the website
can operate.
Depending on what systems youbuild it on, depending on what
CMS systems you're building on,and then we talked about this
earlier but the SEO foundation,it's the website, the type of
content that's being written tobe on the website, the headers,
the descriptions, the metatitles all of that's within the
(07:35):
website itself.
Speaker 1 (07:35):
Including the font of everything and what flow it has
based on your audience, rightso?
Speaker 2 (07:41):
the font is more about the branding and the way
it looks right, but we'retalking about like, what is it
saying?
Speaker 1 (07:46):
Are you?
Speaker 2 (07:47):
saying it, enough for Google to register, for you to
be indexed on Google Interesting, uh and and.
So you have to build thewebsite properly to even be
considered by Google.
Speaker 1 (07:57):
Okay, so with that point being said, what are the
three?
Must have assets that everybusiness needs during the build
phase.
Speaker 2 (08:05):
So the build phase you have to have your website
has to be conversion ready.
Okay, so is it clean, Is itfast, Is it ADA compliant?
So most people don't realizehow important ADA compliance is
for the business.
So ADA is just.
Is it accessible for those whohave disabilities?
Uh, can you go to the websiteand click on voice and it will
(08:27):
read the website for you can yougo and click on it and will it
turn black and white forcontrast and things of that
nature.
So is it conversion ready, right, and does it have the right
forms?
There's the forms and the leadgeneration forms placed in the
proper aspects of the website,right?
So so?
Speaker 1 (08:42):
we're thinking about.
Speaker 2 (08:44):
you know a call to actions, right, and then you
know, is it fast?
Is your website fast enough tohandle the traffic that's coming
to your website?
Because we talked aboutstrategic right and I'm only on
point one, by the way, but I'mgoing to kind of go into detail
here we talked about strategylast time.
Speaker 1 (09:03):
Yes, we did.
Speaker 2 (09:03):
Right, and so part of it is.
You know, we talked about howonly 3% are going to convert on
the website on the first visit,and that's a very low Right, and
so you have to drive a lot oftraffic to those website in
order for you to startgenerating leads or engagement.
Speaker 1 (09:18):
Right, ok.
Speaker 2 (09:19):
So it isn't a crucial and it's very important that
you first understand that youhave to have a fast website.
Speaker 1 (09:26):
Right.
The functionality has to bequick.
Speaker 2 (09:28):
It has to be quick, it has to be loaded loaded in
less than three seconds, Right?
Wow, Strong visual identity.
So we go into.
This is where we talked aboutthe fonts, Right?
Yes, the logo, the colors, thetypography and the brand guide.
So most people they skip thebrand guide because they're just
like I just need a logo.
And so what happens is thattheir branding is all it's like
(09:49):
all over the place, Like you seeone thing on Facebook, you see
another thing on their printedand then you see another thing
on their website.
So nobody even remembers whothis business is because they
can't identify.
You know, everything's aboutpsychology and marketing.
Speaker 1 (10:00):
Absolutely.
Speaker 2 (10:01):
And you want consistency right psychology and
marketing Absolutely.
And you want consistency right.
And if your branding isinconsistent, if your branding
is inconsistent, what's going tohappen is the memory of you is
going to be inconsistent.
Speaker 1 (10:12):
Absolutely.
I would say I have to colorcode everything.
Everyone's not my type, but ifI see the same consistent brand
in my email and then I go tothat website, I instantly
remember what I talked with themabout.
Speaker 2 (10:23):
And it's all psychological, it's very
psychological.
The branding and memory of thepsychology is is 100.
In fact, a real deal, a realthing.
And then authentic content.
Speaker 1 (10:40):
So authentic content is videos and photography Okay.
Speaker 2 (10:41):
So is that a must have?
It is a must have, and I'lltell you why it's a must have
Everybody's in dated right nowin a dated with AI.
Everybody's like AI, AI, AI.
So let's just cut to the chasehere.
Everybody can build an AIwebsite, right, but it's not
authentic.
And so what's happening is youknow you as the business owner,
(11:02):
the business professional,you're building those websites
really quick because you wantyour return on investment or
what have you, but you're noteven thinking about the user.
The user wants real content,real business, a real person to
talk to.
They don't want to talk to arobot, they're tired of not
being able to talk to a realhuman being.
And so, even on a website, ifyou're using stock photography,
(11:26):
if you're using stock videos andit doesn't look real, it
doesn't look like a realbusiness, they are less likely
to do business with you.
Speaker 1 (11:34):
I agree.
I mean it goes back to what wetalked about in our last webinar
is you have to be in front ofthe competition.
You can't follow everything.
Ai has learned from yourcompetition, Right?
Speaker 2 (11:44):
Exactly.
So you have to.
At the end of the day, you can.
Yes, it's important that youunderstand your competition,
it's important that you areusing these awesome technologies
that AI has to offer, but youhave to be real, okay, and keep
it real.
Be real, in fact.
Did you know I'm not sure ifanybody you know follows the Gen
Z and the new generation?
(12:05):
I can't remember.
Speaker 1 (12:08):
What was it comes after Gen Z Alpha, I don't
remember, anyways.
Speaker 2 (12:13):
So they have a phrase and it's be real, okay, and
it's all over TikTok and stufflike that and it's, it's.
It's funny, you know.
They're like be real, be real.
Be real, you know why?
Because there's so much fakestuff out there, absolutely.
And so for you, as a businessowner, to come in and think all
you want is money, so you'regoing to do everything to be
automated.
Keep it cheap, keep itaffordable, because you need
(12:35):
return on investment and you'renot willing to invest in real,
authentic content, which isphotos, videos, a, a strong
website, a conversion readywebsite, branding that's going
to connect with your audience.
You're really just shootingyourself in the foot at that
point right not just connect butengage with them.
Speaker 1 (12:53):
I mean, I see this generation constantly sliding
through reels, but thensomething catches them.
Do you have that, somethingthat catches them?
Speaker 2 (13:00):
exactly so.
It's not, and it goes back tothis are you wanting quantity or
quality?
Right, I think that you have tohave both, because you need
consistency.
But if you don't have qualityover quantity and you don't have
these, I mean you're trying tomake the marketing more
effective.
Right ad on Facebook to seeing avideo which one's gonna get
(13:20):
more engagement right the videois gonna get more engagement the
authentic photos is gonna getmore engagement, because people
want to see real, authenticcontent, and it's no different
on a website than it is on everydigital asset that you have
interesting.
Speaker 1 (13:38):
Okay, so you've built hundreds of brands, right,
brian, and you've used thismethod throughout all of them.
What are the most commonmistakes that businesses make in
the build stage?
Speaker 2 (13:50):
So the most common mistakes that people make is
trying to go too affordable.
And I get it right, we're allin the business to make money.
But when you're trying to beaffordable because you're trying
to make a quick buck, yourbusiness is going to look like a
quick buck Right.
And so I've seen people buyinglogos off of Fiverr and then
(14:10):
expecting to carry out as abrand.
So all they get is a logo andthey don't really plan the logo
and the branding and themessaging and the message tone
and all that stuff, everythingthat goes involved in the
branding, which is likeunderstanding the concept mood
board.
What's your ISO?
Like understanding the conceptmood board.
You know the type.
What's your isotype of the logowhich people don't even know
what?
Speaker 1 (14:30):
that is.
What is that?
Please tell us.
Speaker 2 (14:31):
So an isotype, a logo or a favicon really?
Is what you know, you have thefavicon of the logo.
So is there a variation of thelogo that is going to be
basically an icon that you canuse on?
You know browsers and differenttypes of marketing, that you
can't have the entire logo, butyou need part of the logo that
(14:53):
you can put and use as acomponent for smaller, smaller
images right.
so, for instance, like on googlechrome, I'm looking at the
browser right now on the topleft over here and you see live
streaming or YouTube, and thenyou see the YouTube Play Favicon
.
It's not the actual YouTubelogo, the red and white, it's
(15:15):
the red box with the play buttonright.
So that's a Favicon.
So that was planned out,because they actually did
branding right.
And so you know that's one ofthe mistakes that I see business
owners make is they're skippingthe branding.
They're skipping, they're justgoing.
They just want a simple logo,uh, because it's simple, and
they just need a logo becausethey have a logo, right, uh.
The other thing I've seenpeople make a mistake on is
(15:38):
skipping, uh, the fact that theywant their need their website
ada compliant and a lot ofpeople don't know what that is.
I'm finding out, but it'snecessary you know, especially,
especially if you're anon-profit.
If you're a non-profit and orif you're a government agency,
right and you have to abide bylaws to ensure your website has
(15:59):
to be accessible to those whohave disability.
So it's a compliance right and,quite honestly, all websites
need ADA compliance.
Speaker 1 (16:06):
Absolutely.
Anytime you're bringing ininformation and you're trying to
learn something, you want it toappeal to every audience that
you have and if you grow as abusiness and you become a huge,
huge, massive, you know fortune500 company.
Speaker 2 (16:20):
you can get a lawsuit for not being ADA compliant,
and it's a big one.
Speaker 1 (16:23):
Wow.
So if you want to grow big,make sure you do it right on
this build face.
Speaker 2 (16:26):
Yep, you know a thing ?
Another thing once againrelying on stock photos and no
visuals at all.
So basically, I don't, I don'twant, I don't want any photos.
I don't want any authenticitywithin my website or business.
And that's where it begins tofail.
Everything graphics, just usinggraphics on the website.
It just makes you look like isthis a real business?
(16:48):
Who are these people?
Speaker 1 (16:50):
Right.
So a question to that is whattype of photos should they post?
If they're going to haveauthentic photos, Should they be
them speaking to people atwebinars or during conferences?
Speaker 2 (17:03):
Okay, so you can take a chapter out of my book here,
but what we usually do is yousee stock photos that you like,
right, and then you take thoseand you're like, okay, all we
got to do is take photos thatbasically can replace those,
right, but that there are realpeople in it.
Right, so just swapping themout, kind of Just swapping them
out there, but you're at leastgetting what you see on these
(17:26):
stock images and you like them.
But now you're getting themmore authentic.
Speaker 1 (17:32):
Okay, okay, just those little touch points really
do help, because you buy frompeople, you build like no
interest, right.
Speaker 2 (17:39):
Yep.
So if I can see who I'm talkingto it helps Exactly Another
mistake I've seen, and I wrotethese down because there's a lot
of them- I know asking mistakesis like a laundry list
sometimes Hosting their site oncheap platforms that crash.
You know you have somebody thatputs it on a server just to put
it on a server that's cheap andthey don't even understand the
(18:01):
basics of server management orservers.
Right, because there'sdifferent type of servers
there's a, there's sharedhosting, there's a dedicated
hosting right and then there's,there's cloud hosting, there's
all kinds of hosting.
So what hosting package is thebest for you?
So most people they start offon shared hosting.
Speaker 1 (18:18):
Okay, and what?
Speaker 2 (18:18):
they don't realize is especially if they're starting
out.
It's okay if you're startingout, but if you've got a lot of
users going to your website andyou don't realize you're sharing
all that bandwidth with otherwebsites and other businesses.
Speaker 1 (18:40):
So why do businesses typically go towards more of a
shared hosting site?
Is it cheaper?
Speaker 2 (18:46):
It is cheaper, okay, and they should only use shared
hosting.
Only use shared hosting whenthey don't have enough traffic
going to the website, right,okay, if they're a startup, you
know but.
Speaker 1 (18:55):
If you.
Speaker 2 (18:55):
You're a big, large business and you have thousands
of people going to your websiteon a day-to-day basis.
You're gonna need to upgrade.
You're gonna need okay, becauseyou have too many people on to
your website and you're you'regonna need to be on your own
island so that you can ensurethat every person that goes
through website has the sameexperience every single time.
Speaker 1 (19:13):
Wow.
So monitoring your analyticsand the views to your website is
very important, would you say,and somebody understanding that
server and seeing the spikes onyour server as well, right, okay
.
Speaker 2 (19:24):
And then another mistake I've seen is not
planning for scalability.
So they'll.
They build a website and it'snot scalable.
You can't edit it the way youwant to edit it and they have to
rebuild it.
And I've seen people rebuildand rebuild, and rebuild and
rebuild it over and over andspending thousands of dollars
just to rebuild things over andover again.
Speaker 1 (19:46):
Which goes back to your point from the beginning.
Building the foundationaccurately for your audience
from the jump of everythingright is very, very important to
your bottom line.
Speaker 2 (19:57):
Yep, exactly, and you know it's funny because it's
biblical the person that builthis house on the sand instead of
the rock, right?
So there's something to saythere.
I'm just saying, you know so.
Speaker 1 (20:10):
So to move on past the mistakes, because we all
know the negative sometimes.
But now, how should cut?
How should you prioritizebetween what comes first?
Branding the website, spo, seo,when they're just starting,
which one do you know toprioritize, or should you?
Speaker 2 (20:28):
yeah, so I'm gonna take you down.
My face is so the first thing Ialways start with is branding
okay so the first thing I alwaysdo is okay, do we have the
right logo, the fonts, the colorscheme?
Does it speak what we want?
And does it?
And just so you know, brandingalso involves of what we want
the business to look like right,what are we trying to model and
who are we trying to be so thatyou can speak clearly with your
(20:52):
brand voice?
and tone of voice for the restof the rest of your business.
Okay, right, and then you'vegot the videography photography.
Okay, okay, the reason you knowI put this right before website
, which we actually start thewebsite and do videography
photography at the same time,and so here's actually the
reason why we do that.
(21:12):
Here's actually the reason whywe do that.
So you create a website and youcan see the photos, the videos,
where things are supposed to go, and if you're using a theme,
you can see kind of like thestock images this theme is using
.
You kind of give it imagery ofwhere the website is going.
(21:34):
Okay where the website is going.
Okay, but then you do thephotos and the videos to ensure
that when you're building outthis website, it is as authentic
as it can be and it looks asreal as can be, with real photos
, genuine photos, authenticphotos and videos that speak to
the user and could relate to theuser.
Speaker 1 (21:53):
Okay, okay, so we're branding and then photos and
videos right con training photosand videos.
Speaker 2 (21:58):
then you Content Branding photos and videos, then
you've got the website designand development right, okay.
And then, once you're ready tolaunch the website and
development, okay.
So, right before we go into thelaunch phase, because we're
going to do what we call a softlaunch, right, a soft, you know.
You see these businesses, theydo soft openings okay, so what's
a soft?
launch.
So we do a soft launch.
(22:19):
We actually launch the website,but we don't announce that we
launch the website.
Okay, so we launch the websiteand we make it go live.
We, and then we have to do thefirst phase of seo, the first
phase of the website host andmaking sure we optimize the
website.
It's fast, it's nice, it's it's, it's clean.
And then we optimize for searchengine optimization as far as
(22:40):
the titles, the description.
We ensure that everything'sworking, we connect the data.
Speaker 1 (22:47):
And this is an important part I've learned
throughout working for you isconnection with your quote,
unquote business card, what mostpeople call call.
Your website is pivotal on yourorganic SEO.
Speaker 2 (22:58):
Yep and so then we got into the, we get into the
framework of the actual website.
So the website is the brain,okay.
Okay, it is the brain of allyour marketing.
You cannot go into the launchphase without ensuring that the
website is fully connected toall your social media channels,
right?
So here's what goes on.
The next phase of that, right,once you get the website, is to
(23:21):
ensure that you get listed onmultiple search engines.
We're diving a little bit intolaunch, but we're not there yet.
I'll explain kind of what we'redoing here.
So you've got your Facebookpage, you've got it set up.
You've got your Instagram, yourTikTok, and then you've got
your YouTube.
You've got your YouTube, you'vegot your Google, you've got all
of these pieces Created,created.
Okay, they're branded, they'recreated.
(23:42):
We're not posting, we're notdoing ads.
Yet the first thing we've gotto do before we even touch ads
is then go through each of thesethird parties and remember the
website is the brain.
Speaker 1 (23:53):
Okay.
Speaker 2 (23:54):
Okay.
So then you have to install theGoogle analytics.
Okay, you have to install thetracking codes.
You have to install uh, do youhave full visibility of what
your website is doing and thereturn on investment?
You're about to get on it, okay.
So, then you have um.
Then you go back to Facebook.
Did you put the, the, the, theuh, Facebook meta pixel?
(24:15):
Did you do the conversion API?
If you're doing e-commerce, didwe connect that to the Facebook
store?
Is there integration betweenShopify and Facebook?
Then you go to TikTok.
Did we install Pixel?
Okay.
Then you go to YouTube andGoogle.
Did we install the Google G-Tagso that you can track what is
actually working, what's notworking?
(24:36):
Okay.
Is the CRM set up properly?
Is your CRM set up properly?
What it was?
a CRM, customer relationmanagement system okay if
somebody fills out a form on thewebsite, where does that go?
Speaker 1 (24:49):
that's very important .
That leads to a lot ofquote-unquote misleads, right
yes, you know it's funny too.
Speaker 2 (24:56):
People miss emails all the time of course there's
so much.
If you have a lead and it comesthrough the website and for
whatever reason, you you forgotabout it and it just, um, you
know, uh, it got missed.
Your emails went spam.
Do you have a system where youcan go back in and see what all
the contacts that have beengenerated from the website a lot
(25:16):
of people don't have?
That it's another horror storythat I have right.
They just have no visibility.
Speaker 1 (25:21):
And why is that so important?
Those analytics, thoseanalytics?
Speaker 2 (25:25):
well, because, right, you're investing.
You're an investor.
Do you know where your money'sgoing?
If you can't tell me what yourcost per lead is, your cost per
acquisition is right, you'reburning money.
You're burning money.
You're burning money.
I mean, we just had a businessconsultation earlier this last
week about you know, you can'tmake business decisions and
here's a here's a success storyof of this building it right.
(25:47):
Okay, so we had a customer lastweek we did right and and we
were trying to figure out how tomake them more revenue.
Okay, because we had theanalytics in place.
Right, because we built thingsproperly.
We had the google analytics inplace, we had the facebook every
we knew exactly what wasgenerating leads from facebook
(26:08):
which, by the way, we had toswitch to google because
facebook wasn't generatinganything right.
So we found that out and wewere made able to make a pivot
in the marketing strategy.
That's just one case scenariowhere you think, hey, we're
gonna do facebook, and it'sreally not facebook, it's on
google that's right, but youhave to pivot anyway.
So, um, we found out, hey, we'regenerating tons of leads and we
found out exactly where they'rebeing generated.
(26:29):
So we got the leads.
Okay, the leads is not theproblem.
Okay, uh, the cost per lead.
We took a look the conversionhow many of those leads turned
into?
Speaker 1 (26:40):
paying clients right clients right and so it's
conversions right.
Speaker 2 (26:44):
So they say, man do, we got pretty high conversion
right and there was like out oflike 300, you know, 220
converted.
That's a big conversion rate bythe way so you know that's
pretty huge.
As far as digital marketing, uh,and then um, and then from
there I'm not going to go intorevenue, but we, we took a dive
into the revenue, we took a diveinto their, how many
(27:05):
transactions they had and wecould, and then we took a look,
a look at their average dollarsale, which is based on how many
people paid on average.
What was the dollar generalsale for this?
So you know, we identified, weidentified we need to be
charging more right, absolutelytheir clients.
Speaker 1 (27:24):
They need to be charging their clients more.
Yeah, not us, I'm sorry we arenot charging more.
Speaker 2 (27:30):
The customer needed to charge their clients more
because we had the data.
Had we not had the data, we nothad the data, we would make
over this pivot.
In the same case for the, thewebsite, which is the it should
be the brain of of all digitalmarketing is can you do you know
where the leads are coming from, what's working, what's not
working and if the website wasnot built properly, okay, and
(27:54):
you can't tell what channels areworking?
that's one okay properly, okay,and you can't tell what channels
are working.
That's one okay, um, you can'ttell what channels are working.
Number two is, if you didn'ttake the time to build out
proper assets and proper camp uhto uh assets, which is like
video photography, you're goingto start dumping a lot of money
into the launch page, which isthe campaigns.
Do you know if those campaignsare working, on which video it
(28:17):
works?
Which video is better?
Speaker 1 (28:19):
and on what platform to put those on right platform
to put those on.
Speaker 2 (28:22):
Do you know that?
Because all of that informationshould be derived from the
website, from the websiteanalytics, that you built rock
properly and you install GoogleAnalytics properly on the
website, mm-hmm to the, to thesocial media platforms, right.
Speaker 1 (28:38):
Absolutely.
Speaker 2 (28:39):
And so.
Speaker 1 (28:41):
And being able to monitor those sites and pivot
before you've burned up a bunchof money on the wrong campaigns.
This is important.
Speaker 2 (28:49):
Exactly so, my, you know the way we do things and
build here is.
You know we prioritize.
If you're going to ask me whatwe prioritize, it's first
branding Because you want weprioritize.
If you're gonna ask me what weprioritize, its first branding.
Mm-hmm because you want to makesure if you can't get anything
else right, if you don't, if youdon't know what the brand is
and you don't know how, what tosay, how to say Mm-hmm, then
it's the video, photography,videography and the website
(29:11):
together, okay, and then it'sthe soft launch to ensure that
you have the proper web hosting,the proper website, seo, basic
SEO, proper setup to catapultyou and scalable for the future.
So those would be the thingsthat I would say are my
priorities.
Speaker 1 (29:27):
Okay, okay, great.
So now, moving on from thepriorities, let's talk longevity
.
How do you make sure that whatyou built today, in this
ever-changing environment, stillperforms in 6 to 12 months from
now?
Speaker 2 (29:41):
So all of that has to do with did you do your
research on the CMS system thatyou built it on, which is a
content management system, whichis just a fancy word for where?
Did you build your websiteAbsolutely, and does that
website have scalability?
Can you customize that in thefuture?
So most people, when they wantto start cheap and affordable
(30:01):
and they start with a CMS systembecause it is affordable and it
is cheap great starting pointbut it doesn't have the
customization you can do later.
You can't do custom code, youcan't do custom products,
products, custom design indevelopment on tools and
applications that you truly needto actually operate the
(30:22):
business.
Speaker 1 (30:23):
Okay, okay, and that goes part in part to our
research is is which one shouldwe do it on right?
Speaker 2 (30:29):
yep, and then keep.
Keep a look at the bounce rateof the website, so this also
will tell you this.
Speaker 1 (30:34):
The bounce rate of the website.
Speaker 2 (30:35):
So this also will tell you this the bounce rate.
What the bounce rate is is howfast somebody actually goes onto
the website and and it comesoff Right and are they staying
long enough?
And if they're not staying longenough, is it because you know,
is it?
And that goes back to makingsure you have Google analytics
right.
Of course you have a Google asa website.
If your bounce rate is too high, then you have to take a look
(31:00):
at a couple things.
Speaker 1 (31:00):
Am I saying the right things?
Speaker 2 (31:01):
Goes back to branding Do I, am I leading the customer
to where I want to go and arethey understanding?
It goes back to UI, ux, design,absolutely and then and then,
finally, it can my server handlethis?
So you know, keep your hostingreliable and fast.
You have to take a look at ismy website slow, right?
Speaker 1 (31:23):
okay for your audience especially right.
I mean, you've got this day andage, we all want it quickly.
And if I can't get to theinformation I want quickly, I'm
moving on in fact, I think I hadit backwards.
Speaker 2 (31:34):
I think you should take a look at your website.
Speed first, right and then forsure, if you look at your
website speed first and it'sslow, then that's the first
thing you fix, right.
But if it fits fast, if you gota website speed, you know three
seconds or less and then it'sfine.
That's not the website speed.
You know three seconds or lessand then it's fine.
That's not the website speed.
Speaker 1 (31:50):
We need to look at the content right.
Speaker 2 (31:51):
Branding and content.
Speaker 1 (31:53):
Absolutely Okay.
So, six to 12 months, make sureyou're building it on the right
platforms and optimizing yourcontent each and every time.
Watch those analytics.
Speaker 2 (32:02):
Yep.
And then one thing I would sayis, like you know, if you don't
know what ADA compliance is fora website, you should take a
look at that, because allwebsites need to be ADA
compliant.
Right, it's just one of thosethings that needs to be standard
.
You're going to pay extra forit, but guess what?
In the long run, it's going tokeep you out of a lot of
lawsuits, especially if you, ifyou expect your business to be
(32:24):
Well, actually if you're in thehealth and wellness you
definitely need to make.
Speaker 1 (32:28):
There's no option.
There's no option.
Speaker 2 (32:30):
If you're into health and wellness, you definitely
need to make sure there's nooption.
Yeah, there's no option.
I mean, come on, you're intohealth and wellness.
I mean you should, you know,think Obviously, this is I need
my website to be ADA compliantAbsolutely.
And if you're in a nonprofit,you know, if you're a nonprofit,
you have to make sure it's ADAcompliant.
If you're a government agency,ada compliant.
Speaker 1 (32:52):
You know industries get away with it, but it's
something that is becoming moreand more necessary for obvious
reasons, right, absolutely so.
So to my last question.
My last real question for youis do you have any horror
stories?
I mean, a lot of people thinkthey can skip the build phase,
right?
Do you have any horror storiesof clients who have skipped the
build pays build phase and arepraying the price for it?
Speaker 2 (33:10):
Actually, yes, you know, I would say is that most
businesses and this is why Idon't like taking on customers
it's not that I don't like itand don't want it, it's just
that I know for a fact thatthey're a high risk customer.
And the customers that are highrisk are those who don't allow
us to build out their websiteand build out the foundation of
(33:31):
their business before we launch.
They want us to go straightinto launching Google Ads and
doing Google Ads for them andthey want us to just, you know,
help them with lead generationand SEO, when they don't realize
that by skipping the buildphase, they are taking a massive
risk on the return oninvestment.
They're taking a massive riskon how much you're paying us.
(33:52):
And I will tell you right nowmost of the time it fails, and
I'll just be transparent withyou.
You know I want to help them andI don't want to say no, and
I've tried to say no, butthey're consistent and
consistent, and then, when I wasright, they end up leaving and
they'll come back with anotherbusiness and they'll actually do
(34:13):
it right.
I've had actually customersthat do that, like they'll.
You know that what thatbusiness didn't make it and so
they start a new business orlike all right, this time I
actually want a website and Iactually want to take the steps
and I'm like well, thank, you,and then you know it's funny the
same customers that did thatare the same ones that are still
around.
Speaker 1 (34:27):
They are still around and they are still working with
us through every modificationwe make.
I feel like a lot of peoplecome to us.
They already have anestablished website.
They're like, okay, I just needSEO, I just need ads campaigns.
But they don't realize in thatdiscovery phase that we do
sometimes.
We have to restart the buildphase, not restart a whole new
website, but optimize what youhave, because they're ignorant
(34:49):
to the fact that it's notoptimized.
Speaker 2 (34:52):
Yeah, so doing campaigns is not going to help
you yeah, so it's funny becausesometimes we take on clients and
they already have a websitedone and they want us to do seo
and then, as we're doing seo, wehave to literally rebuild the
website because there's nothingto optimize for search engine,
because it was a bill, right?
Speaker 1 (35:09):
and we don't want to waste your money, any more than
we want to waste our time rightat the end of the day.
I don't.
So I guess we can take it nowto the q a um q a does anyone
out there have any questions forbrian on how creating a sales
machine really works?
Speaker 2 (35:28):
yeah, um, I know I there's some delay on there, so
we'll let them, as they'regetting questions up and running
.
You got any questions for methat were pre-sent to us before
the show?
Speaker 1 (35:37):
Absolutely so.
One of the biggest questions Ihad through talking with clients
and having my meetings lastweek was my site looks good but
it doesn't get leads right.
So what's the first thing Ishould check or fix if I already
have a site and it's notgetting leads but it's optimal
on the aesthetics, so the firstthing we talked about earlier
(35:59):
was checking the website speed.
Speaker 2 (36:02):
Right, that's the first number one thing you've
got to do is check the websitespeed is check the website speed
.
Check the website speed to seeif your website is optimized for
people to actually come on toyou know that are coming on,
they can actually see thewebsite, Because if they can't
see the website, that's thefirst thing you should fix.
The second thing that youshould take a look at after you
(36:24):
take a look at the speed of thewebsite is now you're taking a
look at messaging.
Speaker 1 (36:31):
Okay.
Speaker 2 (36:32):
Am I saying the right things?
Mm-hmm, mm-hmm.
And then, finally, if you havethe messaging, you have the
right videos, you have the rightphotos.
Now you want to take a stepback into the UI UX world?
Okay, okay.
So now there's software outthere, like Hotjar, where you
can actually see what the useris doing on your website.
Speaker 1 (36:54):
Interesting.
So how would they go aboutchecking their website speed?
They just Google how to checkmy website speed and get stuff
like that.
Speaker 2 (37:01):
There's free software out there.
There's like Google PageSpeed.
There is GTmetrix Okay.
So there's different freesoftware out there that actually
checks yourrix Okay.
So there's different freesoftware out there that actually
checks your website Okay.
I would be careful not to justrun it over and over and over
again, because you could breakyour web hosting.
Speaker 1 (37:18):
Good point.
Thank you for that.
Speaker 2 (37:20):
And then, as you're doing it, you're actually
slowing down your website foreverybody else.
Oh, okay, so you want to do itwhen you know there's not people
on there?
Speaker 1 (37:28):
Okay, okay.
Speaker 2 (37:30):
And then so the UI, ux, right, you know, if you went
through Hotjar, use these fancytools to actually see what the
users are doing on your website.
The next thing you want to dois you want to see okay, did I
put the form in the right spot?
Okay, so, for instance, leadgeneration.
Here's just a kind of strategyI've always used.
(37:50):
I always like to have above thefold, especially for lead
generation, especially when I'mdoing lead generation.
Speaker 1 (37:57):
Why.
Speaker 2 (37:58):
Because it's like instant right.
So you have the call to actionand you have the form right next
to each other, above the fold.
Above the fold is like thefirst thing that they see on the
screen.
Speaker 1 (38:07):
Whether it be on phone, tablet or web browser.
Right.
Speaker 2 (38:11):
Exactly so.
You're seeing, you know like,for instance, we have get a free
, you know, book a tour forNuvaDesk.
It's like boom, right there.
It's smack dab metal in theheader and it's like book a tour
.
We know you've got a coworkingspace.
But the lead generation and, bythe way, this one fix, this one
, putting the form in the headerabove the fold just for the
(38:33):
coworking space, increased thelead generation by 30%.
It was crazy.
Speaker 1 (38:40):
Right, because I mean , if a coworking space
especially doesn't havefunctionality and can't get you
to the right place at the righttime, why would I want to work
there?
Exactly.
Speaker 2 (38:48):
Exactly In that facility.
Speaker 1 (38:49):
Okay, well, thank you for that, because I did not
know scanning my website thatmany times would slow it down.
So I learned something newtoday too, okay, so I had
another question If I don't havethe budget to do everything at
once, what should I do firstwith with the budget I have, if
I, if I have a landing page?
Should I focus on branding next, even though I have a logo, or
(39:12):
should I focus on FCO?
What could I do on a tightbudget?
Speaker 2 (39:17):
on a tight budget.
If it were me, to be honestwith you, if it were me, I would
do a branding Bible ensuring Ihave the right logo, the bright
branding.
I would do a landing page and Iwould go out and network with,
like, some business cards,generate some revenue, okay.
And then what I would do, quitehonestly, is generate enough
(39:37):
revenue to do a photography,videography session, get videos
and photos, okay, okay.
And then the next step to thatis then build out a full website
.
Speaker 1 (39:46):
Okay, that's what I would do, and with an address
and everything on it.
Because you mentioned, creatingyour social media profiles or
your Google profiles does notmean starting your campaigns
Right and the build phase.
You're just creating them.
But for Google to know you'relegitimate, you have to have
those photos and videos.
Almost right, Correct.
So you have.
Speaker 2 (40:04):
I mean, think about it when you look at a Google
profile.
You look at social media.
They're looking for whatthey're looking for authenticity
, to see if you're a realbusiness, right, and if you have
no photos, you have no videos,you have a lack of assets, a
lack of digital assets, as wetalked about in this podcast.
You have less likelihood ofchance of them actually
(40:24):
converting and actually becomingcustomers of your business,
absolutely.
Speaker 1 (40:29):
All right.
So do we have any otherquestions out there right now?
I think everyone's waiting toschedule a call to really dive
into it.
It's hard to admit what's goingwrong, but it's easy to admit
what's going right.
Right, yeah.
Speaker 2 (40:43):
I would say is like, even though there's a lot of
questions, I have, you know, alot of questions on web hosting
which one's the best web host?
And it's just, at the end ofthe day, guys, it boils down to
doing your research right Inyour industry, in your industry.
And it boils down to doing yourresearch right, um, in your
industry, in your industry, uh,and it goes back to doing the
strategy session and a discoveryit really does.
(41:05):
It really does.
So you know we're gonna besaying that a lot in the next
episodes.
It is it really boils down todid somebody actually do the
research on your marketing anddo your marketing plan?
That is going to be successful.
Speaker 1 (41:19):
Yeah, I'm actually looking forward to our next
webinar to really explain how wedo that research so that when
we create those campaigns right,you're optimizing that time,
that functionality.
That's my favorite part ofeverything that we do here is
being able to see it grow thecorrect way and see the results
from it.
So thank you, brian, forstrategizing with us and letting
(41:43):
us know where we are first,because then you can't grow if
you don't know where you areright.
Speaker 2 (41:47):
Exactly All right.
Speaker 1 (41:48):
So that wraps up episode two of the Atma podcast
and live webinar series.
If you're still rocking a DIYwebsite and feeling stuck, maybe
it's time to level up.
If anything, go ahead and giveus a call.
You can go to adventtrainingcomto connect with our team and
join us, please.
(42:09):
On the next week's webinar, wewill be talking about that scale
phase and how the strategy andthe build phase is so important.
Until then, we'll see you nexttime on Market it With Atma.
Bye.
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