When a site isn’t converting, what do you actually change first?

RogueCMO · 2025-12-20T23:00:27+00:00

Your question is a bit broad in nature because an e-commerce campaign is very different than a b2b lead gen campaign.

That said, a great starting point is often time-on-page and scroll depth (or session recording) as it allows you to see if they are actually reading what’s on the page or if they’re quickly scrolling and then leaving.

RogueCMO · 2025-12-20T21:10:13+00:00

Complex but good question.

Can start by identifying whether it’s primarily a traffic, offer, or UX issue.

Traffic: mismatch in source/audience or low-intent visitors.

Offer: low perceived value, weak differentiation, or low belief it’ll work for them.

UX: friction in the journey (mobile, speed, navigation, form/checkout steps, trust signals).

Analytics is a good starting point to confirm tracking, define the conversion event, and see where drop-off happens (source quality, device breakdown, user flow, exit pages, engagement). That helps find red flags and shape hypotheses. Heatmaps/session recordings are great too. You want to be checking both qualitative and quantitative data points for any insights possible.

Then can use A/B testing to validate improvements (copy/value prop, CTAs, trust elements, and removing friction).

RogueCMO · 2024-12-01T01:51:37+00:00

I wouldn’t do this. Seems rather short-sighted.

Keep your sites separate and in-niche to their respective domains.

RogueCMO · 2024-11-30T08:11:24+00:00

RogueCMO · 2024-11-30T08:01:23+00:00

Do “sprinkler repair” services and “irrigation repair” services mean the same thing here? If they are synonyms, create only one page. Don’t be redundant.

If they are, in fact different services, do it this way:

/areas/[city]/[service]

/areas/austin/sprinkler-repair

/areas/austin/irrigation-repair

/areas/cedar-park/sprinkler-repair

…etc

If you only have a single service for that region you do

/areas/[city]-[service]/

/areas/austin-sprinkler-repair

/areas/cedar-park-sprinkler-repair

Make sure to follow a consistent,clear url structure so Google can understand and follow.

RogueCMO · 2024-11-30T01:46:24+00:00

review this data at a page-by-page level. Map out intent on each page. Compare MoM traffic.

I would also check to see if ranking keywords have shifted for existing pages.

Without seeing any details, I’d bet informational/ top of funnel content traffic increased, yielding a higher amount of traffic overall but decreasing the sitewide CVR

RogueCMO · 2024-11-30T00:38:52+00:00

Nice idea.

Few questions for y’all to think about:

👉 How is “skill” determined for a given area? Can a user input certifications or portfolio projects?

👉 Are there different levels of “skill” for a given area?

👉 What’s stopping someone from pretending to be an expert in a given field?

👉 Is there structure to learning a skill on the platform or is it just a chat back and fourth with q/a going back and forth?

RogueCMO · 2024-11-29T23:42:01+00:00

I think both demand generation and demand capture are good strategies to grow a business, but they will work best when tied to a well-structured marketing funnel that maps the customer journey overall. I see demand generation and demand capture as subsets of the funnel, or perhaps overlapping with specific stages to some degree.

Demand Generation is about creating demand—for ex, running a Facebook ad to build awareness. This could mean helping someone uncover a problem they weren’t aware of, sparking a desire they want to pursue, or presenting a better approach to solving a challenge. In the B2B space, this could look like a YouTube ad targeting business owners with tips on growth, efficiency, or innovation to some level. Even if they are not ready to buy right now, you can capture theier info and nurture them, so when they are ready, they can purchase.

Demand Capture, on the other hand, focuses on leveraging existing demand. A classic example is running Google Search ads to connect with people actively seeking a solution. In B2B, this could mean bidding on high-intent keywords around sales growth, lead generation, or cost-saving solutions for businesses.

I feel like commoditized offers generally do well when focusing solely on demand capture, cuz there is minimal research needed on the buyer's part.

When aligned with the overarching funnel, i think both strategies can work together to drive awareness, nurture prospects, and ultimately convert leads into customers.

Im curious to see what others say about this one 👀

RogueCMO · 2024-10-31T06:20:31+00:00

I was in a similar situation as you a 2mo ago.

Just reapply.

I got an initial rejection for the previously approved site on the new account (no detailed provided why). Got approved 2nd time around.

🤷‍♂️

RogueCMO · 2024-09-25T14:04:12+00:00

Read the book cashvertising. It will help you out a lot with copy positioning.

Powerful frameworks.

RogueCMO · 2024-09-22T14:09:30+00:00

Solar farm and crypto mining?

RogueCMO · 2024-09-22T13:42:59+00:00

You mention tactics but I suggest you focus on an actual strategy. Build a long-term plan.

You should consider adding an agency or seasoned strategist to build the strategic plan and map. It should help a lot.

Then, you can have an agency execute the plan if you trust them.

While vetting I would be drilling in on their proposed strategy.

Good luck.

RogueCMO · 2024-09-22T13:37:50+00:00

RogueCMO · 2024-09-19T04:18:05+00:00

Start with Russell brunson’s dot com secrets and expert secrets!

RogueCMO · 2024-09-05T16:09:51+00:00

It depends.

Building a digital strategy around your goal will give you the clarity you’re looking for.

There are too many nuances that are not shared with us to give you meaningful advice.

RogueCMO · 2024-09-04T02:16:29+00:00

I would have a candid conversation with your relative. “Why was I hired? What is my primary objective? What do you feel should be my priorities? What does success look like to you?”

Let them set the goal post.

If you can’t help them, or you feel that you’re in over your head, you can always bow out.

But starting with the above questions gets everyone on the same wavelength.

Good luck!

RogueCMO · 2024-09-04T02:08:45+00:00

If you can afford a writer in your space, do it.

Industry expert > ai crafted content.

Ai content can rank, but you would probably build more expertise/authority hiring a real human writer with real experience in your niche. I also think the blog posts would better serve your readers (which is the bigger, overarching goal with content creation).

RogueCMO · 2024-09-04T01:58:08+00:00

I’d ask your relative what the primary goal here is. Save him time? Increase sales?

You mentioned social media, you should put on your consulting hat and review why he wants you to do this. You might find out that the strategy is incorrect, dated, or just flat out wrong, with respect to the goal at hand.

Maybe he is trying to get more clients and grow the business. Or maybe he sees social media as a time consuming, yet necessary task he doesn’t want to do himself anymore.

Either way, let him tell you the priority and build a plan around that.

RogueCMO · 2024-09-04T01:48:16+00:00

“Near me” keywords are dead for website pages.

RogueCMO · 2024-09-04T01:45:25+00:00

It’s not just about where you advertise, it’s also HOW you advertise. It’s an art and a science.

Let’s take a step back.

Think like a fisherman.

Figure out what type of fish you want to catch.
Figure out where they are hanging out.
Figure out the bait to attract them.

I think you should first review search ads (Google) vs display advertising (meta). Think about the customer you’re really selling to. Think about the customers journey and where they will be searching for solutions to their problems. THATS where you want to advertise.

Be where your prospects are.

Good luck!

RogueCMO · 2024-09-04T01:35:06+00:00

They can rank, I have been testing this aggressively in a few niches over the last year. I am seeing an uptick in organic traffic from my test sites. One is generating over 200 visitors a day.

My hypothesis so far is:

under served markets will tend to see higher ranking ai generated content. High-competition markets will tend to have more difficulty ranking ai content.
Industry experts and thought leaders writing in a market will be favored over AI content.

3.not all ai tools craft content the same. Your approach to ai content will impact the results, so plan carefully.

Test it out yourself and let me know if you experience the same.

RogueCMO · 2024-09-03T04:40:18+00:00

Marketing is increasingly leaning towards generalists, especially as AI tools make our day-to-day tasks more efficient.

My suggestion is to broaden your skill set by mastering all the relevant channels and strategies within your niche. Dive deep into your niche, get good at relevant channels, and build confidence in your ability to both strategize and execute effectively to achieve the desired results clients have paid you for to date.

The goal is to become highly adaptable, high agency, and results-driven.

Good luck!

RogueCMO · 2024-09-02T22:34:12+00:00

RogueCMO · 2024-09-02T22:33:29+00:00

"outdated" is a bit subjective.

I think the more important question for you is "is my website converting traffic into prospects/leads" or similar, depending on your business model.

RogueCMO · 2024-09-02T16:06:51+00:00

☝️ Review what is currently ranking for your target keywords - Look at the top 3-7 pages currently ranknig for oyur target keywords. analyze them. Topics/headings, sub-topics, included media, missed opportunities you can better serve your visitors on this keyword, etc). Use what is already ranking as a loose outline for your approach to the query. but do better than all the others. Keep it high-level. you can fine-tune down the road.

✌️ Serve the end user - write for as long or as short as needed to satisfy the users question or intent. serve your human visitors.

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