Andy Crestodina is the Co-founder and Chief Marketing Officer at Orbit Media Studios, an award-winning 40-person digital agency in Chicago. Over the past 20 years, Andy had provided digital marketing advice to thousands of businesses and has written countless articles on content strategy, SEO, visitor psychology, and analytics before it was even popular. He is the Author of the book Content Chemistry: The Illustrated Handbook for Content Marketing.
Here’s a glimpse of what you’ll learn:
- Live case study: which message should your website’s home page convey for better conversions?
- What Andy Crestodina’s company did for Advanced Dermatology
- A report of broken dreams — why analytics is a big deal and how to determine if your site is unsatisfying to visitors
- The thought process behind Andy’s development of the Pat Tillman Foundation’s website
- Tools Andy uses for website analysis
- Tips to direct visitors to important information on your website
- Service page checklist and mistakes to avoid
- What makes an excellent thank-you page?
In this episode…
If you take a deep dive analysis of your website, you’ll probably discover countless ways your website is unsatisfying visitors. If that’s happening on your site, your business is leaking leads — and that’s a possible report of broken dreams.
Many businesses have content gaps on their website, and they drop off several leads even through their thank-you page. How do you uncover all of these problem areas on your website? Which message should your website convey to meet the information needs of your visitors?
Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz featuring the Co-founder and Chief Marketing Officer of Orbit Media Studios, Andy Crestodina. They discuss practical ways to tweak your website for conversions, the report of broken dreams you should avoid, the service page checklist every website should satisfy, and much more.
Resources mentioned in this episode:
- Content Chemistry: The Illustrated Handbook for Content Marketing by Andy Crestodina
- Breakthrough Advertising by Eugene M. Schwartz
- Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C. C. Chapman
- Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses by Joe Pulizzi
- KNOWN: The handbook for building and unleashing your personal brand in the digital age by Mark W. Schaefer
- “[Top Agency Series] Most Valuable Advice When Selling Your Agency With Todd Taskey of Potomac Business Capital”
- “[Top Agency Series] How to Remove Friction From Your Sales Process with John Doherty, Founder and CEO of Credo”
- “The Intersection Between Comedy and Business with Comedian Elon Gold and CEO of Get Visible, Jason Ciment”
- “[Top Agency Series] How To Structure a Membership Site That Sells With Matt Inglot of Tilted Pixel”
Sponsor for this episode
At Rise25, we’re committed to helping you connect with your Dream 100 referral partners, clients, and strategic partners through our done-for-you podcast solution.
We’re a professional podcast production agency that makes creating a podcast effortless. Since 2009, our proven system has helped thousands of B2B businesses build strong relationships with referral partners, clients, and audiences without doing the hard work.
When you use our proven system, all you need is an idea and a voice. We handle the strategy, production, and distribution – you just need to show up and talk.
The Rise25 podcasting solution is designed to help you build a profitable podcast. This requires a specific strategy, and we’ve got that down pat. We focus on making sure you have a direct path to ROI, which is the most important component. Plus, our podcast production company takes any heavy lifting of production and distribution off your plate.
We make distribution easy.
We’ll distribute each episode across more than 11 unique channels, including iTunes, Spotify, and Google Podcasts. We’ll also create copy for each episode and promote your show across social media.
Cofounders Dr. Jeremy Weisz and John Corcoran credit podcasting as being the best thing they have ever done for their businesses. Podcasting connected them with the founders/CEOs of P90x, Atari, Einstein Bagels, Mattel, Rx Bars, YPO, EO, Lending Tree, Freshdesk, and many more.
The relationships you form through podcasting run deep. Jeremy and John became business partners through podcasting. They have even gone on family vacations and attended weddings of guests who have been on the podcast.
Podcast production has a lot of moving parts and is a big commitment on our end; we only want to work with people who are committed to their business and to cultivating amazing relationships.
Rise25 Cofounders, Dr. Jeremy Weisz and John Corcoran, have been podcasting and advising about podcasting since 2008.
Insider Stories from Top Leaders & Entrepreneurs…
Jeremy Weisz 0:19
Dr. Jeremy Weisz here, Founder of InspiredInsider.com, I talk with inspirational entrepreneurs and leaders, and today is going to be a treat Andy Crestodina Orbit Media, I will formally introduce Andy in a second. And I always like to point out other episodes people should check out and along these lines of, you know, conversion and websites and agencies, people should check out the episode I did with Todd Taskey. He talks about actually the do’s and don’ts when about selling your agency and he runs a Second Bite podcast. So check that one out is really good, how to remove friction from your sales process. With John Doherty. He’s Founder and CEO of Credo and the intersection between comedy and business I geek out and on comedy. And so you know, I typically don’t have committees on a podcast but I you know, had one of my favorites Elon Gold on with his good friend who’s CEO of Get Visible, Jason Ciment. And that was a fantastic one as well. And before we get into Andy, this episode is brought to you by Rise25 at Rise25 we help businesses give to and connect to their dream 100 relationships. And we do that by helping you run your podcasts, you know, for me, and the number one thing in my life is relationships, I’m always looking at ways to give to my best relationships, I found no better way over the past decade to profile the people and the companies and their thought leadership that I respect on my podcast and share it with the world. So if you’ve thought about podcasting, I think you should and if you have questions, you can go to Rise25.com. Email us, we’re happy to answer any questions. And my business partner and I both been doing it for over a decade. And I’m excited to introduce Andy Crestodina. He’s the Co-founder of Orbit Media, which is an award winning 40 person digital agency in Chicago, used to live right down the street from each other at one point. And over the past 20 years, Andy has provided digital marketing advice over 1000s of businesses and has written countless articles on content strategy, SEO, visitor psychology analytics before it was even popular. He’s been doing this for decades. And he’s also authored the book, Content Chemistry: The Illustrated Handbook for Content Marketing. And Andy, thanks for joining me.
Andy Crestodina 2:33
Thanks for having me on. Jeremy, I’m excited to be here.
Jeremy Weisz 2:35
You know, just, you know, I, I listened to another podcast that you did an episode you did. And it I wouldn’t say it was a heated debate. But it was a debate. And I love when people kind of disagree with each other and have differing opinions. And you said, you know, I just, I have a different take on this. And so I’m going to share my screen, we’re going to go through several websites, and Andy does not necessarily know what I’m going to pull up, we, we prepped a little bit, but um, I’m going to share one of the debates that you are having, since you’re an expert in all these things, website conversion analytics, SEO is about messaging. You know, and you mentioned on there, like, one of your I don’t know if it’s your favorite book, but you were reading breakthrough advertising at a time and I geek out on direct response as much as anyone and this debate was about, um, the messaging, do you make it clever? Do you make it to go straight to the point like, if you look at yours, John here, you know, you’re like, we’re an award winning Chicago Web Design Development Company. Right? And this conversation around bold, you talk about the value first. And then what you do do you talk about is what you do. And you’re, you were saying, Well, you want someone to hit the page and, and really realize if they’re in the right place, okay, so I you know, this is your get a website that’s easy to update drives, conversions and capture your story, it’s time to love your website, again, show me a portfolio and you have pages and pages of a portfolio. So we’re gonna go through some of these, because we’ll go through real time and we’ll go through your page two and some of the thought process and this will help people think through their own website and company but sure, I’m going to bring up this you know, ours, which is because we’ve had this debate internally and honestly, we’re not sure okay. You know, to be transparent, do you know this is the value driven what we do for people right create a referral client pipeline and more below it’s we help businesses through a done for you pot easy button for your podcast. So sure, I love you to tear this apart. You know, and, and what you think.