Summary:
Stop treating your website like a brochure! Most businesses invest heavily in content creation but fail to evolve their website based on real customer conversations. Meanwhile, they're spending countless hours on social media and sales outreach without leveraging those insights to improve their most valuable digital asset.
In this episode of The Agency Hour, Troy Dean sits down with Simon Kelly, CEO and Head of Growth at SGD, to explore how to transform your website from a static brochure into a powerful sales asset that gains value over time.
You'll discover:
- Why your website is the only platform you truly control in a digital landscape
- How to incorporate sales conversation insights into your website content
- The importance of focusing on bottom-of-funnel content for maximum ROI
- Why consistency and “mastering the mundane” beats chasing marketing tricks
- Practical tips for creating one high-impact piece of content weekly
The most successful agencies aren't looking for marketing shortcuts—they're systematically improving their websites based on real customer interactions, building a valuable asset that works for them 24/7.
What You Will Learn:
- Website as an Asset vs. Brochure – Most businesses treat their website like a static brochure instead of a dynamic sales tool that gains value over time through continuous improvement.
- Focus on Bottom-of-Funnel Content – Target the 5% of prospects ready to buy rather than the 95% who aren't ready; this provides the highest ROI for your content efforts.
- Accurate Business Representation – Your website must first accurately represent what your business does before any other improvements can be effective.
- Content Creation Strategy – Commit to creating one high-quality piece of content weekly that addresses common questions, shifts beliefs, and includes a call to action.
- Multiple Marketing Channels – Don't rely on a single platform; use at least two channels (LinkedIn and YouTube recommended for B2B) to protect against platform changes.
- Website as the Mothership – Use social platforms to attract attention but always direct traffic back to your website where you control the user experience and conversion process.
- Practical Action Item – Update your FAQs and process pages based on questions that arise in sales calls to preemptively address objections for future prospects.
Handy Links:
- MavCon – https://mvrx.link/mavcon
- Simon’s Web Design Process – https://sgd.com.au/our-web-design-process/
- Simon’s Paid Discovery Page – https://sgd.com.au/digital-strategy-workshop/
- E2M Solutions – https://www.e2msolutions.com/agency-mavericks
- WP Remote – https://wpremote.com
Watch Now
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