Madison Marketing Group Blog

A 3-Step, Data-Driven Process For Informing Smart Website Design

Too often, marketers make website design and user experience decisions for the wrong reasons.

A good website should, at once, teach potential customers about your product or service in a way that feels natural, help users find what they're looking for without effort, and help you meet business goals.

Designing a website based on hunches, blind expectations for user behavior or, even worse, the HiPPO, is a good way to put your website at risk of not accomplishing any of those things.

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Why You Should Gate Your Best Website Content

So, you've got a great new piece of content. It's been written and edited. It's been designed and approved. You can't wait to let your website visitors get their hands on it.

Now it's time to push it live. Or is it?

Have you considered gating your content to make it so visitors need to fill out a form before downloading it?

If you're thinking, "Why would I do that?" you're not alone. Many people react this way because their instincts tell them allowing open access to all of their website content will avoid creating friction and get their content to as many people as possible.While this is true on its face, there's a very strong case to be made for gated content. Put simply, it's best to collect email addresses from people who want to download your content so you can continue marketing to them via a lead nurturing workflow or even via advertising.

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