Start At The End Of Your Marketing Funnel: With Your Website

Marketing has a lot in common with software development. Because it’s done on mutable/editable platforms, you don’t have to over-plan, and you can cut right to action, by ‘hacking’ as coders say. There are a few exceptions, however. 

One of the few places where there actually are dependencies in your marketing operation are with complex GTM or integrating marketing launches. After much fanfare and cost, in the startup world, these typically fail. They may do better with new products offered by established companies, however. 

When it comes to a typical product or service launch, it’s self-evident that all roads lead to the website. 

This means: 1) creating site content, downloads and offers that will be visible on your website should happen before placing ads in funnel tops and 2) determining your unique sales proposition and messaging before you do either of these. 

Sort of obvious, right? You don’t want to drive traffic to an empty site or have no offers to mention in the ads you’ve placed. And you don’t want to even begin thinking about advertising a product or solution that’s not well-thought-out in terms of what you do and why people need it (messaging). 

As for the first point – the website: you don’t throw a house party without preparing your pad. This same mentality should inform your website. If you’re going to have guests, you want everybody to feel comfortable, to have refreshments. You want a nice atmosphere and good music. You cultivate an environment where the magic happens.

You clean your house, prepare food and beverages, perhaps buy party materials. You get a subscription to Spotify or Pandora to provide music without commercials. You might pick up some tiki torches and get logs for the fire pit – whatever it takes to make your home welcoming and fun.

Your website is no different. With a party, it’s just much, much more common to see people investing thought into how people will engage with the environment. Granted, at a party, guests will be engaging with each other. That’s the only real difference.

People are attracted to awesome. So, be awesome.

Before your party, you lure guests with offerings and appeals: “We’re having a live band,” or, “We’ve got a fire pit.” You tell them to bring trunks or a swimsuit for the hot tub. You tell them there will be food. You basically advertise what the experience will be like, and that impacts whether people make it or not (unless they’re your ‘ride or die friends’, in which case they’ll come no matter what).

The same kind of preparation has to happen for your website. Just like the party, you want to tell people about how awesome it is. In this case, the preparation amounts to design and content.

You can segment your content into a few categories. The first category is going to be content and creative pieces that are ready to go as they are. Maybe they’ve been lying around half-finished or need some quick touch-ups, but otherwise, they can be spun out into blog content or graphics as is.

You can leverage everybody at your startup or small company to make some contribution to the content. They don’t have to be marketing gurus. People are often very interested in the insights that salespeople, engineers, or even customer service professionals might have.

Sometimes though, fresh content needs to be created. In this case, there are a number of talent contracting websites like or Our favorite is They have a professional section for very high-quality and creative work – everything from engineering white papers and data sheets to industry and analysts reports. Excellent, cost-effective copy and even infographics can be created for your business by a workforce all over the world.