155 | Digital Marketing: What’s Working Now Episode 3 of 3 Gene Hammett

155-Gene-Hammett-featuredI’ve spent hundreds of thousands of dollars on my website. I’ve learned what to do and what not to do and my advice is this: Be Tactful. Before you jump into handing over your credit card to the next service promising you leads, I want you to take a step back and get to really know your ideal client. Nothing you do can be effective if you are not drawing in your ideal clients to your website. And you know what else? If you’re not a big fan of marketing, I’ve got good news for you. When you do it right and when you provide real VALUE to your ideal clients, it doesn’t feel like marketing. Lean in for all this and more…

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Target Audience: Gene works with entrepreneurs who want to master themselves and their business so they can do work that matters.

Some of you may not know this, but I used to run e commerce business producing more than $30,000 million in sales online and offline. I think it’s safe to say that I’ve learned a thing or two about creating conversion online. But do you want to know the scary truth? Most websites out there don’t convert. Many small business owners also pay for things to be done on their sites more than once because they’re not done right the first time. If conversion and efficiency is what you’re after, then lean into this episode!

So, who is this episode FOR?

This is for Business Owners who want to get quality leads through their website. It is specifically for service providers selling the invisible.

Before we really dive in, do you want me to review your website? Go here http://leadersinthetrenches.com/help-me fill out the form and I will help you clarify your next steps!

There are 3 Basic Principles to Website Conversion:

  • Getting more subscribers to list
  • Creating free content
  • Building the Know, Like and trust Factor (KLT) also known as – showing your HUMAN side.

Gene HammettBut before you even get to adding subscribers, create content and work your butt off building that KLT, you must “Know your audience.” You hear this time and time again from me, but I will continue to emphasize that you can’t be all things to all people. You must know the problem you solve very well. When you know that- everything gets easier (I.e – the way you structure your page, your offers, your messaging, the way you connect, etc.)

“Thou shalt add value to the visitor. ” Does your site add value to the visitor’s experience? The marketing you create should be helping them and in turn increases that KLT factor. And remember, you cannot create a persuasive offer or add new subscribers without truly knowing  their pain and struggle. The opt in you create on your homepage should be valuable and bite sized – something they have time for.

You can also create a lead page for this by going to http://www.leadpages.net. You can also go to http://leadersinthetrenches.com/leadpages to help you specifically with this where you will find videos and how to’s on there.

5 Aspects You Constantly Want to Refine on Your Site

1) Your Home Page & Your About Page

Home page – is the most visited! Your homepage should reflect the clearest view of what you do, who you serve and how you can help them. If you don’t see conversions from there- there’s a problem. Images are key. Avoid stock images!

About Page – formula in 3 parts

A) Let them know how you serve them- don’t make it about you!

B) Subscribe them to your list

C) Your story (keep it brief). This should make your audience identify and connect with you. It should also reflect your credibility.

2) Analytics 

Make sure Analytics is installed. See what gets the most traffic. You will see it will mostly likely be the Homepage followed by the About page

3) Design

Less is more! Have a sign up option. Make sure it is organized well enough for people to easily navigate.

 4) Content

Context over content. Connect yourself to your content. Consistency and Quality is key. Quality gets shared more. Create content people will thank you for. Remember, the best marketing doesn’t feel like marketing

 5) Traffic

Just creating your site and content doesn’t get people to come. Plus, you want traffic made up of quality leads. There are paid ways to tell what’s working vs. what’s not. Google ad words and other search engines are not so expensive, but you must know what you are doing. This is all about TESTING. And let’s not forget about unpaid traffic such as SEO; natural/organic traffic and retargeting your custom audiences.


In this episode we’ll cover

  • Why you MUST KNOW your ideal client
  • Providing real value doesn’t feel like marketing
  • What to include on your Home Page
  • What to include on your About Page
  • The main principles to website conversion
  • Get an outsider’s opinion on your website (you can contact me too)

Practical and Actionable

If you want your website to give you leads , do it right. Know who you are speaking to and design and organize your site accordingly. Make it convertible to your email list. Be sure to download getting your website conversions checklist. Create content that’s made of quality and KNOW your ideal client!!

Resources and Links


Connect with me too on LinkedIn or Twitter @genehammett.

Do you have questions about today’s episode!?

Did you know that you can apply to chat with me by phone? This is a limited time offer to help anyone that is serious about refining their business as well as developing a clear & compelling strategy that will drive them forward. Complete the questions and our team will follow up with you to schedule time for your “Business Breakthrough Session”. These are limited to 30 minutes, completely free and oh, so valuable.  Apply Now!


And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!