Building a website can feel overwhelming. In this episode of Tech Qualified, Erin Ham, Account Director at Marketers in Demand, shares a clear roadmap for website strategy. She joins host Baylee Gunnell to discuss why every project must start with a single, defined goal. This foundation guides all future decisions, from content planning to tech stack integration.
Erin highlights common pitfalls, including overloaded menus and confusing jargon. She recommends a "five-second test" to ensure visitors immediately understand how you can help them. This means shifting from "selfish content" about your company to customer-centric messaging that solves a problem. It’s about focusing on what the user gets, not just what you do.
The discussion also covers practical tactics for improving an existing site. Erin suggests talking to your sales team to learn customer pain points and using tools like heat maps for user insights. The key takeaway is to build a simple, strategic path that guides users and helps them succeed.
This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.
With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.
