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A visitor lands on one of your landing pages. They scroll through, shrug their shoulders, and click away. “WHAT!?” you ask yourself. “How could this happen? I’ve spent hours optimizing that page, they read the whole thing, and still...no conversion.” Sound familiar? Marketers everywhere work tirelessly to optimize their landing pages, hoping for high conversion rates.
I’m constantly on Facebook, scrolling through my feed reading the news and looking at pics of cute Pomeranians. I’m not alone—the social media platform averages 1.09 billion daily active users. Despite talk that Facebook’s reach is waning, it’s pretty clear people love the site more than ever—70% of Facebook users in the U.S.
A few months ago, the CEO of a pet-supply company came to me with a problem. When people typed in the brand, Google auto-corrected the query to the name of a popular TV show. The brand was lost in the vastness of the Internet, and the CEO—let’s call him Mike—was worried that no one would be able to find his company via search.