The Web Canopy Studio Show

What can Kate Bush teach us about reviving old content? Season four of Stranger Things just wrapped up, and it's made major waves in the music world with the reintroduction of Kate Bush's 1985 release called, "Running Up That Hill (Make a Deal With God)" from her Hounds Of Love album. It's fascinating that it has not only become such a pivotal part of the show (no spoilers here!), but it has also...

HubSpot recently released FREE CMS Tools, which has been making big news in the world of website development. But what does that mean for you? What is included in these tools? How can this be helpful for companies not currently on HubSpot? I'm breaking this down, and much much more on this episode of the Website Conversion Show! In this episode I’m outlining exactly: - what is included inside this...

How do you know how much you should be spending each year on your marketing?  On your website?  On your ads?  On your staff salaries and vendors? What kind of return should you be expecting? How do you know that you’re making the right decisions and not just “winging” it with your best guess?    These are pretty important things to figure out so we don’t end up wasting our time, energy, and money...

We do a lot of work with companies who sell consulting services or high-end software products, and this is what almost all of their sales processes look like:  We’re going to get people on a call We’re going to schedule a time to meet We’re going to start asking them some background questions about their business to show them we’re interested in them Sounds like a pretty good sales process, right?...

Most people see all the different elements of their marketing as separate entities that float around independently of each other.  They have the tools and channels they manage, and they see the website as just a PIECE of that.  But where this strategy fails miserably, and why so many business owners and marketers massively miss the boat on scaling their lead generation. is because they are not loo...

“How much content do I need to put out to generate more organic traffic and leads?” This is one of the most common SEO questions people tend to ask. People feel like they need to constantly create content and continue building a ton of stuff. In doing so, they often forget a crucial step.   Creating Topic Clusters.  By grouping your content into smart topic clusters and developing an internal link...

Why do most marketers fail miserably today? The truth is that agencies and marketers alike are often not that great at generating and closing quality leads because they get lost in the stuff that should be considered ongoing maintenance. Most agencies will build entire proposals around nothing but services that exist in the attract phase of the flywheel. There's a significant flaw with this. That...

We have to hook the audience like we're fishing, right?  We have to hook them, or we're never going to get them in the boat. If we don't do our job of putting the correct information out there that catches their attention, that appeals to them, our efforts become a complete loss. But you shouldn't just stop there.  In this episode, John Aikin uncovers critical actions you should take to successful...

One of the hardest parts of building a strong marketing machine is regular content production.  Coming up with relevant content is not always easy.  Building on the same topic over and over again is even harder.  However, it doesn’t necessarily have to be that way.  In this episode, John Aikin dives into 3 keyword strategies for creating more content around 1 topic to help you revamp your SEO stra...

One of the great things about automation is that it eliminates so much manual labor and allows you to optimize your data with ease. There are countless things that you can do with automation when somebody fills out a form on your website. And if you're using a tool like HubSpot, there are so many simple workflows that you can set up to streamline your entire marketing and sales operation from the...

When we look at websites from a decade ago, we see websites that included a logo, section one at the top, section two in the middle, and section three at the bottom of the page.  People decided that section one would have an image background. Section two is all white. And section three section will include a line that’s all black.  This used to work great.  As the internet has evolved, so has webs...

The majority of content that you find on a website is generally centered around that company's product or services. We want to show people how cool our product is. We want to show how this service actually works. This feels like the right kind of information to show because why else would someone come to our website?  The issue with this?  We're not solving problems. The lion's share of people who...

Conversion rate optimization is not something you do right away on your website. On the other hand, it's not something that just happens on its own, either.  You need the foundation first before you can start thinking about improving the overall goals and improving the overall performance of what you're trying to accomplish. But once the groundwork has been laid, you can start to hone in on your e...

What metrics should you be tracking to monitor your website and overall marketing performance? We are constantly asked, “what KPIs do you track on your website, what metrics matter the most?'' Today there are a lot of tools and dashboards that capture data of even the tiniest elements of any website. …And that is exactly why people get overwhelmed by data because they further complicate the proces...

Businesses across the world spend a ton of money every year to fine-tune their SEO strategy just so they could drive more visitors to their website. But is it the only way to reach your qualified customers? Are there any other reliable, consistent, and cost-effective ways of reaching your qualified customers?  Absolutely!  In this episode John Aikin talks about the one simple funnel that can add c...

Whether you sell a product or a service, keeping the salespeople busy is a common problem that every business deals with.  Regardless of the type of business you operate, there are three distinct phases every customer must go through before they become a paying customer. Generally, the most important phase in this process is booking a call or demo before entering the sales process.  The problem is...

Brand awareness is one of the most critical components to your marketing… Yet it’s probably the hardest aspect of your job to measure.  We are hardwired to think that brand awareness means buying huge billboards, large social media campaigns, astronomically high ad budgets, SEO everywhere, and more. But where does your website fit into this picture of building brand awareness? Does it play any rol...

The home page is generally the most visited page on your website.  You have about two seconds to convince your visitors to stay before they choose to bounce.  That means getting your home page to convert better leads is a huge deal.  Unless you're a recognized brand in the industry, the weight of keeping the visitor on your website lies solely on your content and layout of that home page…  So how...

Planning on a new website or a redesign in the next year? In this episode, we’re taking a look at the top 3 factors that you should consider when choosing the best platform for your next website.  We’re also going through the biggest trap of using free or cheap platforms, and why cheap is rarely the best option.  Sticking with the wrong tools can have a drastic effect on the conversion rate of you...

What are the biggest keys to creating a successful website for your business that allows customers to find you, engage with you, and ultimately buy from you again and again? Over the last decade John Aikin and team have been a part of thousands of website projects and have seen consistent trends in what makes a successful website… successful. And here’s the absolute truth: What most people think m...

Beginning our journey on understanding the website process with brand, messaging, and strategy

Are you in danger of measuring the wrong KPIs? Today we're talking about vanity metrics - what makes them dangerous, what red flags to look out for, and how you can avoid them altogether!

Today we’re talking about selling the next step, not the entire staircase. Salespeople and marketers tend to get excited and try to pitch “the big thing” when you should really be thinking in terms of small wins, next steps, and earning the trust it takes to win the big opportunity.

Today we're talking about flipping the flywheel - why you should be focusing on revenue first and what so many marketers get wrong about this. Host Tim Wirzburger is joined by special guest John Aikin, CEO and founder of Web Canopy Studio.

Lead scoring is an awesome way to build a qualification process for your leads. Let's do a high-level overview and discuss the fit and engagement of your leads!