Under The Canopy: More Than a Marketing Podcast

In this episode of The Web Canopy Studio Podcast, Elizabeth and Jason dive into the world of AI and its transformative impact on marketing and design. Learn how AI can streamline workflows, overcome writer's block, and improve your marketing plans. From using tools like Grammarly and HubSpot's Breeze Copilot to crafting better content and identifying trends, this episode is packed with actionable insights. Plus, hear predictions on AI's future in 2025 and practical tips for marketers and designers just starting with AI. Tune in to boost your strategy and creativity with AI!

In this episode, Elizabeth dives into HubSpot's hidden gems and shares actionable tips to optimize your portal for the new year. Learn how to set up teams, customize views, perform a pre-spring cleaning of your workflows, and leverage underutilized features like snippets, templates, and analytics tools. Whether you're a seasoned HubSpot user or just starting out, these insights will help you uncover what's working in your marketing and streamline your operations. Don't miss out on these expert tips to make 2025 your most efficient year yet!

In this episode, Elizabeth dives into how marketers can prepare for a successful 2025 by reflecting on this year's efforts and aligning marketing strategies with company goals. Learn how to leverage HubSpot tools for deal tracking, lead scoring, and content auditing to ensure your campaigns are effective and targeted. Whether it's cleaning up data, optimizing email health, or using campaign comparisons, these tips will help you start the new year strong and demonstrate marketing ROI. Don't miss the strategies to set SMART goals and create actionable plans for the year ahead!

In this episode, we dive into the art of effective email marketing! Whether you're looking to increase engagement, improve deliverability, or maximize ROI, Elizabeth shares expert tips to help you get the most out of every campaign. From creating suppression lists and segmentation in HubSpot to building re-engagement strategies, this episode covers the essentials for marketers aiming to optimize their email performance. Perfect for anyone ready to clean up their lists, target the right audience, and achieve better results. Tune in and level up your email marketing game!

In this episode, Elizabeth tackles one of the biggest challenges marketers face—proving marketing ROI. Learn how to tie your efforts to revenue, work more effectively with your sales team, and use HubSpot to track the metrics that matter. Whether you're setting your 2025 marketing budget or simply trying to increase it, these practical tips on average deal size, MQLs, and lead scoring will get you there. Plus, Elizabeth shares her personal tricks to streamline reporting and collaboration between marketing and sales. Let's set you up for success!

Join Elizabeth as she recaps her first INBOUND experience, sharing all the must-know updates from HubSpot's new AI tools and the unforgettable keynote by Ryan Reynolds. Whether you're excited about Breeze, the Content Remix tool, or setting up custom dashboards for your team, this episode breaks it down in a relatable, easy-to-digest way. Discover why embracing curiosity and being unafraid to fail can help you maximize HubSpot's newest features. Ready to spark some joy in your marketing? Tune in now!

In this episode, join Elizabeth as she prepares for her first-ever HubSpot INBOUND conference!

In this episode, we're sharing our top tips for staying on top of your tasks and teams while you're on the move—like at a big conference such as INBOUND!

In this episode, we're taking a look back at the highlights from HubSpot's INBOUND 23 conference!

In today's episode, where we're diving into the essentials of connecting your email sending domains in HubSpot! We'll walk you through the process step by step, starting from the HubSpot homepage and navigating straight to the email sending domains settings.We'll talk about why verifying your domain is a must (hint: it keeps your emails out of spam folders) and how to add the necessary DNS records for verification. Plus, we'll cover the ins and outs of setting up DKIM, SPF, and DMARC records—no tech degree required.By the end of this episode, you'll be equipped with everything you need to have an authenticated email sending domain in HubSpot, making your emails more reliable and effective. Tune in and let's get your emails landing where they should—right in your audience's inboxes!

Join Elizabeth for a lively chat about mastering your email game!

In this episode of the The Web Canopy Studio Show, we're diving deep into the world of HubSpot with a focus on email templates and branding. Join us as we explore:The essential steps to set up a brand kit in HubSpotHow to customize email footers for a polished, professional lookTips for personalizing default values for properties to make your emails more engagingWe'll also guide you through creating and editing emails using saved sections and managing templates like a pro. Whether you're a seasoned marketer or just getting started, this episode is packed with insights to elevate your email marketing game.Don't miss out on this comprehensive guide to mastering email templates and branding in HubSpot. Tune in and take your email marketing to the next level!

This video is about cleaning data in HubSpot, specifically focusing on removing and deduplicating data. Elizabeth emphasizes the importance of cleaning data and suggests a workflow of removing unnecessary data first before cleaning up the remaining data. She also provides tips on editing columns, creating lists of clients, unsubscribes, and bounces, and using filters to segment data. Elizabeth explains how to delete contacts and restore deleted records in HubSpot, and provides tips on mass deleting records. The key takeaway is to remove unwanted data first before deduplicating to make the process easier.

Join Tom Andrews and Elizabeth Winkelman as they tackle one of the biggest hurdles teams face when using HubSpot: adoption and change management. They discuss the fears and misconceptions that often accompany the implementation of a new tool and share strategies to encourage team buy-in and effective use of HubSpot's features. From personalized training to custom views and user permissions, Elizabeth provides actionable advice to ensure your team maximizes the potential of HubSpot. If you're struggling with team adoption or looking to optimize your HubSpot usage, this episode is a must-listen.

In this episode of The Web Canopy Studio Show, Tom Andrews and Elizabeth Winkelman dive into one of the most prevalent issues businesses face in HubSpot: dirty data. They explore the importance of clean data, common mistakes users make, and practical steps to fix them. Elizabeth shares insights on custom properties, proper data management, and how to ensure your HubSpot instance is set up for success. Whether you're a HubSpot admin or just getting started, this episode provides valuable tips to streamline your operations and improve data quality.

Join Tom and Elizabeth as they dive deep into the essentials of finding and vetting the perfect HubSpot agency. Through a mix of candid conversations, practical tips, and real-world examples, they guide you through the intricate process of choosing the right agency for your business needs.Tom and Elizabeth break down the critical aspects of agency selection, from understanding the importance of culture fit to ensuring the agency's flexibility and transparency. They share personal experiences, discuss industry red flags, and provide actionable advice to help you make informed decisions.Whether you're a business owner, marketer, or just curious about the world of HubSpot agencies, this episode offers valuable insights and entertaining stories to keep you engaged and informed. Connect with us today! -> https://meetings.hubspot.com/nick1872?uuid=0df4c042-2fbd-4deb-a6fd-1f3f1754df87

In this episode, Tom Andrews and Elizabeth Winkleman discuss the importance of feedback surveys and how to use the HubSpot survey tool effectively. They highlight the three standard survey types available in HubSpot: Net Promoter Score (NPS), Customer Satisfaction, and Customer Effort Score. They emphasize the need to set clear expectations and follow up with customers after receiving feedback. They also recommend reaching out to neutral respondents, as they have the potential to become either promoters or detractors. The episode concludes with a discussion on using automation and the Summarize with AI feature to analyze survey responses and make informed decisions.

In this episode of the Web Canopy Studio Show, Tom and Elizabeth explore how to leverage HubSpot to significantly improve the customer experience across all touchpoints of your business. They discuss the seamless integration of sales, marketing, and customer service within HubSpot, offering tips on how to utilize its full suite of tools to maintain a comprehensive and transparent record system. Learn about the pivotal features of HubSpot that can transform how your team interacts with customers, ensuring a consistent and satisfying customer journey.

Join Tom and Elizabeth as they delve into the practical challenges and strategies for integrating HubSpot into existing sales workflows. This episode unpacks the real-world hesitations sales teams face when transitioning to new technologies like HubSpot, with a focus on overcoming resistance and streamlining processes. Whether you're a sales manager or a team member, this discussion provides valuable insights on enhancing productivity and making the most of HubSpot's capabilities to drive your team's performance.

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back to show you a simple prompt you can plug into ChatGPT to get a highly detailed buyer persona in a matter of seconds.Elliott also reveals how to ask AI follow-up questions to drill deeper into your buyer persona, saving you hours (if not days or even weeks) on crafting this information.

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back, joining host Tom Andrews to discuss the importance of buyer personas.Most companies don't understand the importance of a buyer persona deep dive, meaning they either skip it entirely or spend a couple of minutes putting together a basic persona based on simple demographics.Big mistake!Elliott explains why you need to know your buyer persona on a deep level, to the point where you're able to talk about the very thing waking them up at 2am in a cold sweat. Just as importantly, you also need to know how to articulate various things in your copy in the right way. This isn't easy because if you're too direct, you might annoy them. Yet if you're too indirect, your copy might not resonate with them.

In this episode of the Web Canopy Studio Show, Tom is joined by Elliott Sitkins and Jason Smith to discuss the best use cases for AI when it comes to marketing.A lot of people are just throwing a quick prompt at Chat GPT and publishing what comes out, which often ends up sounding pretty robotic. But you're about to discover how to use AI to boost your output tenfold without sacrificing any of the quality you're known for. In this episode, we discuss:How to ensure Chat GPT nails your brand voice so it doesn't even sound like AI.A creative way to understand everything you need to know about your buyer persona in just 5-10 minutes.Little-known prompts that result in DALL·E producing life-like images. (Hint: It goes way beyond simply asking it for a “realistic photo.”)Plus a whole lot more AI-related goodness, including the crazy reason why we say “please” and “thank you” to Chat GPT! 

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back to discuss how you can use HubSpot to squeeze the most juice out of your email marketing efforts. We cover: Why HubSpot's email marketing tool is so effective for B2B companiesHow to use personalization tokens to build a better rapport with your recipients (and how NOT to use them)The best way to conduct an email A/B split-test, including the ideal number of recipients per variation needed to achieve statistical significancePlus a whole lot more.

In this episode of the Web Canopy Studio Show, join Tom Andrews and special guest Elliott Sitkins as they dive deep into the world of B2B email marketing.We cover copywriting tips, such as how to write in a personal manner that builds trust and familiarity, alongside email design best practices, including why using images might be damaging your email marketing efforts.Elliott also reveals several key techniques to help with email deliverability, helping you stay out of the dreaded spam folder. 

In this episode of the Web Canopy Studio Show, join Tom Andrews and special guest Jason Smith as they embark on a deep dive into the transformative world of landing page design. Fresh off a recording hiccup, they're here to share even more golden insights the second time around, promising a no-fluff journey to turning you into a design expert, even if you've never created a landing page before! From the critical balance between compelling copy and captivating design to leveraging AI and responsive design for mobile-first users, they cover the strategies that make or break your landing page's success. Whether you're a seasoned designer or stepping into the design world, this episode is packed with invaluable tips and real-world analogies that bring the essence of effective landing page design to life. Don't miss this blend of expertise, humor, and practical advice that could redefine how you approach your next landing page project.

Host Tom Andrews is joined by Web Canopy Studio's CEO, John Aikin, who explains 5 reasons why he prefers HubSpot to Salesforce, underscored by real-world experiences. From unexpected cereal mishaps during sales calls to a 1920s murder mystery adventure, this episode is a rollercoaster of professional insights and personal anecdotes. Whether you're a seasoned CEO, a Salesforce admin worried about the idea of your company migrating to HubSpot, or just curious about CRM technologies, this episode offers a fresh perspective on making strategic tech transitions that align with business growth and efficiency. 

This episode dives into the world of chatbots and their evolving role in sales strategies. We discuss the underutilized potential of chatbots on websites for guiding customers through the sales process without direct human intervention. We also explore how chatbots can be tailored to collect crucial customer data and provide personalized pricing information, all while enhancing user engagement. The conversation also touches on future developments in AI and chatbots, emphasizing their significance in both sales and internal team operations. A key takeaway is the strategic advantage of implementing chatbots for a more interactive, informative customer experience and the anticipation of chatbots becoming an essential tool in digital marketing arsenals.

Host Tom Andrews is joined by Web Canopy Studio's Elizabeth Winkelman for an extra special episode of The Web Canopy Studio Show. HubSpot has just announced its new Content Hub, which will help to make your content marketing easier and faster to do than ever before.This transformation marks a key moment in content marketing, introducing an all-in-one, AI-powered software that redefines how marketers create, manage, and utilize content across the entire customer journey.The inception of Content Hub is not just about enhancing the capabilities of a CMS, but rather reimagining the essence of content marketing at its core.In this episode, we take a look at two of the most exciting new features, Brand Voice and Content Remix.

In this episode, we dive deep into effective marketing strategies for engaging ideal customers through masterclass funnels and the significance of linguistic nuances in copywriting. We discuss the power of providing valuable content to build trust and credibility, ensuring that when prospects are ready to make a buying decision, they choose you. This conversation also covers the art of crafting compelling offers, the importance of urgency, and the role of email marketing in nurturing and converting leads. This episode is packed with insights on elevating your marketing efforts to achieve better connection and conversion with your audience.

Welcome to a groundbreaking episode of The Web Canopy Studio Show, where you're set to discover a revolution in B2B lead generation systems. In this episode, host Tom Andrews is joined by Web Canopy Studio's CEO John Aikin to explore the transformative approach of “Marketing Backwards”. We'll dive deep into the heart of sales and marketing alignment, and uncover the strategies that promise not just to bridge the gap but to build a superhighway between these two pivotal departments. From the art and science of lead scoring to leveraging educational content for trust-building, we're uncovering the keys to unlocking unprecedented growth and efficiency in your B2B marketing efforts. Whether you're a seasoned marketer, a sales professional looking to up your game, or a business leader seeking to drive your organization forward, this episode is packed with insights, tips, and actionable strategies to revolutionize your approach to B2B lead generation. Tune in to discover how aligning your sales and marketing teams can transform your business dynamics and propel you towards success in the competitive B2B landscape.

Are you looking for new campaign ideas?Have your recent marketing campaigns started to fall flat? Are you ready to try new ideas that actually convert your contacts into paying customers?In this episode, John Aikin covers three unique campaign ideas that Web Canopy Studio uses to generate sales. Here is a sneak peek of what we cover:

Are you stuck with a website that fails over and over again to convert your visitors?Is your messaging falling flat with what your audience really wants?Are you ready to make make the right adjustments to skyrocket your conversion rates?In this episode, John Aikin reveals the secrets to creating a website that converts by harnessing the power of your buyer persona. Here is a taste of what we cover:

Watch the Video: https://youtu.be/zkDBHJHhCyMA well-designed landing page can help increase conversion rates, improve lead quality, and provide valuable insights into customer behavior and preferences.In this podcast, John Aikin walks through 12 unique landing page examples that focus on both top-of-funnel and bottom-of-funnel conversions. These landing pages are intended for audiences who don't know much about the brand and are used for lead generation. John highlights various landing page examples, such as: E-book Landing Page  Gated Case Study Landing Page Quiz-based Landing Page Demo Landing Page Video Sales Letter (VSL) Landing Page  Comparison Guide Landing Page And more! Be sure to watch this episode if you are looking for inspiration or examples of all different kinds of effective landing pages.------- If you're using HubSpot for your marketing campaigns, you probably already know that creating a landing page that converts visitors into leads can be a real challenge. You have to sift through your portal and the marketplace just to find the right page, and even then, it can be a complicated process.It's frustrating, right?As marketers, we don't always have the time or the resources and often have to settle. But you deserve more. This is where Landing Page Studio Pro comes in! This theme is a collection of all the different pages we have developed over the past decade, including high-impact landing page templates designed to create beautiful and effective pages that convert.Landing Page Studio is more than just a theme. When you purchase this theme, you get access to an entire training library that includes: ✅ 3 hours of video training on how to build landing pages, how to plan a masterclass, how to generate offers and more✅  Fill in the blank wireframes that work with Photoshop, Illustrator, and PDF✅ Downloadable Guides for planning and building your offersWhether you're brand new or a veteran in HubSpot, be sure to check out Landing Page Studio Pro to take your landing pages to the next level!

A landing page, according to HubSpot's terminology, is a specific page, usually on a sub-domain with a form, and it's used to gate some kind of offer, like a guide, checklist, or webinar, to name a few.If you want to create a landing page that converts, it's crucial to know what type of information and sections of the page should be included. In this episode, John Aikin discusses the layout and wireframe of a proper landing page by giving a sneak peek into the wireframe methodology Web Canopy Studio has used to generate conversions and drive sales for clients across the globe.-------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

The term "landing page" is often used interchangeably, leaving many people wondering what exactly is a landing page?The main purpose of a landing page is to encourage the user to take a specific action, such as submitting information through the form. The landing page should be designed to minimize distractions and make it easy for the user to take the desired action. This is achieved by limiting the number of options and creating a dead-end page focusing on a single goal.In this episode, John Aikin goes in-depth discussing how landing pages can be a powerful tool for growing your business through careful planning, thoughtful design, and ongoing optimization. John covers: The what and how of landing pages Landing pages in the context of HubSpot The benefits of using landing pages Landing page best practices And more! This episode is for you if you are looking for a complete guide to understanding, building, and utilizing landing pages to help your business create more conversions. -------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

One of the major keys to successful marketing is to understand the customer and communicate with them at their level.That's why it's crucial to understand the customer's journey and their problems in order to create an effective and successful offer. Start by identifying your customer's current state, including the challenges and frustrations they are experiencing, in order to engage with them and build trust.In this episode, John dives into the ways you can start to think through and understand your customer's journey in order to outline the components of your company's offer.---------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

Some companies tend to prioritize their own interests above those of their customers. Often those priorities will affect their website design, especially on homepages. These companies often focus too much on talking about the company and its products, which can cause high bounce rates and prevent people from getting the information they needIn this episode, John discusses ways to identify and fix these issues by acknowledging the problem that potential customers are facing and showing that they understand their struggles and concerns.---------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

Learning sales copy is a valuable skill for anyone in any career.If you master the art of writing effective sales copy or get even just a little good at writing sales copy, you will be so much more successful because it is such a skill that can be utilized in so many different ways. It will provide an immense amount of value to your career and professional growth. It's a skill that can be applied in various fields and will bring significant value to your job and overall performance.In this episode, John discusses the importance of understanding psychology and the problems of the target audience when creating marketing copy for your website.---------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

The internet is constantly evolving.It's impossible to know what it will look like even 2, 3, or 4 years down the road. That's part of the reason you need to focus on adaptability when you're creating a website.Whether you're a small business owner, a marketing director, or anyone looking to build a new website, there are many things you need to consider before you even get started. In this episode, John outlines a handful of the steps that you should never leave out before you go and build a new website, including:

So many people talk about SEO, buying new tools, and adding all kinds of stuff to their websites like calculators and quizzes when they are looking for ways to generate more leads.  All that stuff is great and can be effective. But when it comes to bringing in new leads immediately these additions aren't going to move the needle.In this episode, John Aikin breaks down how copywriting (done the right way) can help you build a relationship with the people who are viewing your site and get them to take an action. This episode is for you if you are looking for effective ways to increase the number of leads your website is bringing in immediately. --------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

--------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

Understanding lifecycle stages is a key component to lead identification.We have all different types of labels for contacts inside of our CRM such as Subscriber, Lead, MQL, SQL, Opportunity, Customer, and Evangelist (sometimes even more granular types like sales accepted leads.) Most people understand lifecycle stages but they often skip the most important step in utilizing them. You must universally define each lead stage, ensuring that it is accepted across your sales and marketing teams. In this episode, John breaks down the steps to defining the stages and how you can use automation to simplify lead identification and the lead hand-off between your teams.--------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

For most SAAS companies, their bottom of funnel call to action used for prospective customers is to push people on to a call with a salesperson. These companies don't realize that these people want to sign up for a product demo. Getting people into a product or sales demo takes people's guard down because they're there to see something really cool and valuable and don't feel like they are being sold to. Therefore, demos convert at a much higher rate than sales calls.But the sales demos we run are very different than watching a video on how to use a platform works or how to use a system.How you structure them and set these demos up is super important. In this episode, John Aikin breaks down the steps you should take to shift your sales calls into more effective sales demos.--------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

Wireframes are a crucial component of any successful website build or redesign.In part 1, John Aikin talked through two major wireframe concepts: Where to get started How to start thinking about answering questions based on what people actually need In part 2, John goes through the process of wireframing a homepage using his tried and true methods. Along with that example, John shows the different sections someone could use as a starting point for any website framework they would like to build. This episode is for you if you have started to wireframe your website page and are having trouble moving forward with the different sections on the page. -------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

There are lots of different ways that you can engage your audience.But the greatest way to ensure that your audience is being adequately nurtured and engaged is by creating marketing and sales funnels.You might find that different funnels, whether geared towards social ads, lead magnets, or sales videos, will perform better for you.In this episode, John walks through his personal favorite; email funnels, and why they work so well when he follows this conversion path, along with the steps you should follow to create and execute email funnels.This episode is for you if you are looking for the types of emails you should include and the steps to take to set up a funnel that will help increase conversions on your website.-------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

Out of every possible thing that could have an impact on the functionality or the purpose of your website, wireframes are one of the most critical components.Many of us want to skip through wireframes and get straight to designing.

What exactly is a sitemap? Often, marketers think about site architecture as the site navigation bar and the dropdowns across the top of the site. But that's not necessarily their sitemap.And when people think this way, they tend to forget many pages that don't exist in the navigation.Instead, create a planning diagram to ensure all the different pages are accounted for and allotted inside that diagram. This will make website redesign planning much more manageable and opens the door for SEO and structural elements that typically go by the wayside. In this episode, John covers the correct way to organize and frame your sitemap, detailing the elements and steps you should be thinking about when you talk about the structure of your website, including:  The correct definition of a sitemap The major questions you should ask yourself in planning The critical elements around SEO This episode is for you if you want to create a go-to source for your site structure that allows you to understand, organize and plan your website pages. ------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

Far too often, people like to focus on the wrong things during the website design and copywriting process.Many fail to realize what good website content looks like, whether it's talking too much about themselves, using bland imagery, or including industry jargon that people won't understand.Nine times out of ten, issues like these create a disconnect with your audience.Filling in for John today, Liz McIntyre and Elizabeth Winkelman discuss some of the most common website misconceptions they have seen and cover the right and wrong ways to: Write website copy Showcase products Create social proof Utilize contact/demo pages Build chatbots And more! This episode is for you if you'd like to understand and learn how to avoid these pitfalls and build a website that captures your audience's attention.-------View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  How well does your website perform today?Get This Free Website Assessment Report Today!Are you frustrated with your website's performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessmentIt only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.When you fill out this assessment, you will receive a personalized report which includes:✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework✅  Detailed descriptions of the areas you should focus on and why they are critical to your company's success✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step formatAdditional resources to help your website perform betterAnd the best part?You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.Get your free self-guided assessment and see how your website fares today!https://www.webcanopystudio.com/assessment

About pages are one of the most underutilized and misused pages on a company's website. Most people use the About page on their website to talk all about how great they are, how awesome their company is, all this useless information, and the history of the company.Nobody cares about that stuff. It's fluff. It's not important.In today's episode, John breaks down what you should think about when you're building an about page and goes over these 10 things you might want to include on your page:1️⃣ The Main Problem2️⃣ The Mission3️⃣ The Values 4️⃣ The Transformation 5️⃣ The Clients 6️⃣ The Founder Statement 7️⃣ The Authority Factors 8️⃣ The Team 9️⃣ The Culture

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 taken over the airwaves 37 years later.The success of "Running Up That Hill" has raised a question for me and for the team here at Web Canopy Studio:...Can old content become relevant again?In the marketing world, it's pretty easy to put out a piece of content and watch it go off into the ether and die, where we never really hear from it again.But it doesn't necessarily have to be that way.It took "Running Up That Hill" almost 40 years with relatively low recognition before it took off thanks to a new medium. It hit #1 on the Billboard Global 100.It has been used 1.8 million times in TikTok videos. It has been streamed 465 million times globally, which is a 16,000% increase before the show aired.And it's now the most-streamed song on both the US and global markets for the last few weeks.So how do we take a page out of Kate Bush's book and get our old marketing content to be relevant again? In this episode, I'm breaking down:- how to find old content that you produced and make it relevant again- how to expand on your content and make it better- how to reach a wider audience- and how to create an awesome experience for your audience And I promise - no spoilers! View the full blog article here to escape the upside down: https://www.webcanopystudio.com/blog/running-up-that-hill-with-content-marketing -----Ready to get more out of your website? Be sure to check out our newest program called the Website Accelerator!https://www.webcanopystudio.com/startThe Website Accelerator is the only program of its kind that helps you create a low-stress, easy-to-manage website that generates customers.Inside, we're going to guide you through all the ins-and-outs of building a high-converting website that generates results.You'll get access to all of our templates, themes, and resources, access to our team through group masterminds, and 1-on-1 specialized training.You'll work 1-on-1 with our team of strategists, developers, designers, and content writers on regular calls and communication so we can work side by sideYou'll also be able to join others just like you who are going through this process, as members of our team lead group masterminds and Q&A sessions.We're going to give you everything you need to design and build a beautiful, conversion-focused website inside your own HubSpot portal.We'll give you copy templates for landing pages, templates for email copy, HubSpot theme templates, swipe files, video training, audio files, PDFs, checklists, and guides to take ALL the difficult stuff off your plate.We're going through HubSpot tips, tricks, and strategies, how to get more out of the platform, and how to streamline and optimize your usage so you aren't spending hours a week just trying to keep up...And that just scratches the surface! Check out the Website Accelerator here: https://www.webcanopystudio.com/start