Approach the Buyer’s Journey From The Buyer’s Point-of-View

Approach the Buyer’s Journey From The Buyer’s Point-of-View

B Y   T O M   T O R T O R I C I    Marketers tend to look at the buyer’s journey kind of like behavioral scientists watching mice in a maze. They may learn how to tweak their websites to marginally improve conversion metrics. But this approach tends to objectify...
Be Sure Your Web Images Are Optimized for Humans

Be Sure Your Web Images Are Optimized for Humans

B Y   T O M   T O R T O R I C I    I’ve always been fascinated by communication. All kinds of communication. What I’ve learned is, it’s not always just about transferring information. It’s also about, well, engaging people, drawing ‘em in, so they stick around long...
The 7 Buyer Persona Questions You Really Want to Ask

The 7 Buyer Persona Questions You Really Want to Ask

B Y   T O M   T O R T O R I C I      Of course I want to understand who I’m selling to; otherwise how would I know how to sell to them? But when marketing B2B products and services, strategists sometimes ask irrelevant, even pointless, buyer persona questions, while...
Brilliant Websites Start With Smart Discovery Interviews

Brilliant Websites Start With Smart Discovery Interviews

B Y   T O M   T O R T O R I C I    It happens: A company loves the design of their new website, yay. Analytics shows that it’s getting traffic, yay. But… it doesn’t seem to be drawing engagement, responses, or leads, boo. Way back when the designer...
What You Absolutely Must  Do Before Writing Web Copy

What You Absolutely Must Do Before Writing Web Copy

B Y   T O M   T O R T O R I C I      More often than not, when someone sits down to write copy for a new website, they open a blank page and start typing. What they don’t seem to realize is that they’re starting with the last step of the process instead of the first...
Copywriting vs. Content Writing: Hey, What’s the Difference?

Copywriting vs. Content Writing: Hey, What’s the Difference?

B Y   T O M   T O R T O R I C I      We tend to use the generic term ‘content’ for all the assets on a website. But understanding the difference between copywriting vs. content writing starts with knowing their different purposes. At its most basic, copywriting is...
Convey Your Unique Approach With a Unique Ebook

Convey Your Unique Approach With a Unique Ebook

B Y   T O M   T O R T O R I C I      Want to draw attention online, stand out from competitors, and showcase your particular brand of expertise? Of course you do. Just about all companies have websites, and many have...
Marketers Need To Stop Thinking Like Marketers

Marketers Need To Stop Thinking Like Marketers

B Y   T O M   T O R T O R I C I      I mean it. Start paying close attention to how you research and make purchases You may often notice a curious disconnect between how we buy and how we (try to) sell. Go figure. For...
Content Tips That Have Nothing To Do With Content

Content Tips That Have Nothing To Do With Content

B Y   T O M   T O R T O R I C I   You could hire the best writer to create compelling, conversion-optimized text for your website. But if no one is reading it, then no one is being compelled – or converted. Overall, people don’t read anymore – but you already knew...
A Web Designer Sits Waiting for Their Client’s Content

A Web Designer Sits Waiting for Their Client’s Content

B Y   T O M   T O R T O R I C I    At first, the designer is glad to get a signed agreement for that new website. The client is glad they’re finally getting a new website. The designer is responsible for dozens of steps and details. The client is responsible for one...