What am I missing? I need help? Website feedback (0 conversions)
Ghostit | All In One Content Creation, Strategy, & Distribution
So I launched the new version of the website, tight succinct copy, easy to understand, free trial and around 1500 sessions/month.
No conversions.
Am I missing something? Can anyone here give me some feedback for the website I would love a second opinion on this. It strikes me as odd that we have a conversion rate of zero....
Our previous site had 3ish percent conversion rate so its not like people don't want what we have. We have paying customers.
There are a couple problems I see as a potential customer. First, you don't do any of the things you're saying I need to do on your landing page. There's no email newsletter, no ebook, etc.
The copy seems over the top. Any time I read something about how a company creates perfect content, viral social media, amazing newsletters, and top notch landing pages, my bullshit detector goes off. It's too salesy and the scope is way too wide. I'd rather hire an agency that is good in one channel, than one that claims to be great at everything.
The site is missing case studies and testimonials. You need evidence to back up these claims. If it were my site, I'd be spending less time convincing people they need a marketing strategy. Every one of your potential customers already knows that. You should spend your time outlining why your strategy works vs someone else. Case studies are great at showing the process of examining someone's market positioning, diagnosing problems, implementing your changes, and then showing real results.
Thanks for the feedback.
That's a great point about how our copy is over the top I totally understand where you are coming from.
Again, I agree on the case studies as well. I think showing that the content, process and strategy actually works will win a lot of people over.
The biggest problem I had understanding what you do came from the incongruence between the lead image and the copy.
The landing page fits the same mold as an app or regular SaaS product, when really you provide strategy service enabled by technology (from what I gather based on the copy). I had to spend a few minutes reading closely to put it all together.
IMO the laptop + screenshot provides virtually no usefulness in communicating what you do; it's just a simple calendar screen. Communicate the value you provide through imagery (i.e. a diagram, intercom.com has always done a nice job with this sort of thing). At the very least, if you want to use a screenshot make sure it's clear what you want the viewer to take from it, and very rarely should it ever be a full screen view.
Not sure if that's the cause, but hope that helps!
This is actually very helpful thank you.
The idea behind Ghostit is a self-filling Hootsuite. We create the content in-house and you get access to the platform which automatically publishes everything for you syncing with your social channels, blog and email newsletters.
The image and text difference is pretty interesting and not something I thought of so I may do a version of intercom's landing page.
Again thank you for the feedback!
Happy to help. One more thing based on your comment and the site: it's really hard for me to discern who this is for.
Is it to replace my marketing intern who writes and schedules tweets?
Is it for a SMB that's trying to build a social presence but doesn't have the resources/expertise to do that in house?
Is it to be an outsourced marketing team for a digital product?
There's a whole spectrum of services that this could provide for different types of orgs, with costs ranging from a few hundred bucks a month to literally tens of thousands of dollars.
I'd either focus on one of those niche segments specifically, or allow a prospect to quickly identify what it is they need from you. Don't sell me on your tech (I don't care, the platform is what provides you with high margins), sell me on all the things you're going to do for me (increase brand, MQLs, and thus increased sales). Focus on the benefits from this high value service, if that's what you are. Give me some stats about how you've done this for others.
It's really expensive to do content marketing well, and if you're a group of experts who can spin up a content marketing engine for me, that's worth a big check (if that's what you're going for).
That is actually something we have struggled with as we have built out, who exactly our perfect customer is. Because our existing customer base is so wide it has been hard for me to niche down but I completely agree I need to tailor everything to a specific niche and go deep.
In terms of providing you (the customer) with stats case studies would be beneficial or surface level screenshots?
Again to address your last point, yes its worth a big check and we have a very large enterprise customer with us (which coincidentally we have been getting the best results for) but I have always thought about this as being an SMB solution. Thoughts on going SMB vs enterprise?
Can't really answer that question for you (SMB vs. Enterprise). I'd start with what you think you're best at, and create a hypothesis on what segment needs those skills most. SMBs may need more hand holding and consulting to figure out a marketing strategy, whereas Enterprise clients may already know how to tell their story and need more tactical work.
Then that gets into what you actually offer; if you're coming up with strategy, then part of your value add is selecting the channels. If you're given the strategy, that client may want to choose the channels and thus specific services (email marketing, blog, social).
The sales cycle/process will be different for each segment and each offering, which is critical as input to your marketing web site.
In terms of case studies/stats/social proof: it again depends on the above, but you should be able to measure the results of your work in terms of increase in audience (visitors/followers/subscribers), brand (impressions), and/or leads/sales if you're indeed an outsourced content marketing team. I'd ask your clients what you've enabled them to do that was previously impossible, if you're stuck. Get some testimonials from them as well.