Start At The End Of Your Marketing Funnel With Your Website

Marketing shares a lot with software development, in that, because it’s done on mutable/editable platforms, you don’t have to overplan, and you can cut right to action, or hacking as coders say. There are a few exceptions, however.  

One of the few places where there actually are dependencies is 1) creating site content and downloads that will be visible on your website before placing ads with offers at any funnel tops (aka ‘attention markets’), 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.

You don’t throw a house party without preparing your pad. This same mentality should inform how you design your website. You want everybody to feel comfortable, to have refreshments. To have a nice atmosphere and good experience. You cultivate an environment where that happens.

You clean your house first, prepare food and beverages, perhaps buy party materials and get a subscription to Spotify or Pandora to provide music. You might pick up some tiki torches and gets 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.

And before your party, you share with your guests “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 dramatically impacts whether people make it or not.

The same kind of preparation has to happen for your website as a party; and 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 from the ground up. In this case, there are a number of talent contracting websites like or My 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.