Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free: Assessment Does your website build trust with buyers and bring in revenue?

Close

Free: Assessment

Does your website build trust with buyers and bring in revenue?
Take this free 6 question assessment and learn how your website can start living up to its potential.
Bob Ruffolo

By Bob Ruffolo

Nov 11, 2019

Topics:

Web Design IMPACT Stories Marketing Strategy
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Web Design  |   IMPACT Stories  |   Marketing Strategy

Dynamic businesses need dynamic websites: Why IMPACT's is always evolving

Bob Ruffolo

By Bob Ruffolo

Nov 11, 2019

Dynamic businesses need dynamic websites: Why IMPACT's is always evolving

At IMPACT we embrace the idea that every day brings new opportunities for growth, iteration, and analysis.

When we began looking to create a demand generation position a few months ago, we used the hiring process as a chance to audit some of our digital offerings. 

After working so hard to develop the publication side of IMPACT, I was concerned that the pendulum had swung too far away from the services we provide.

The woman we eventually hired to be our director of demand generation, Kristen Harold, said something that really resonated with me. She had been to IMPACT Live, and I had explained to her what our company did. We had several long working meetings as part of her interview process.

Then after all of it — and after looking closely at our site, she told me, “your website and what you do don’t match.”

Keeping IMPACT’s audience up to date on everything we do

On any given day, more than 35,000 people visit our website. Some come to read articles or learn about HubSpot implementation, while others come to register for events or webinars. 

IMPACT publishes four podcasts per week. We also operate a Facebook group, send out a newsletter three times a week to tens of thousands of people, and run a huge marketing event each year. 

On top of that, we have a bevy of services we provide, from website development to video production to HubSpot consulting.

We know it is a challenge to present so many offerings in a way that is user-friendly without being overwhelming. 

After careful consideration, we began to feel that our publication side was outbalancing everything else. While we fully embrace the brand publishing model — putting out as many as two-dozen articles per week — we wanted to reset the balance to more fully focus on our role as teachers of They Ask, You Answer.

An increased focus on They Ask, You Answer

If you consider all that we do at IMPACT as a wheel, They Ask, You Answer is the hub. Everything else is a spoke coming off of it. This philosophy informs our publications, informs our services, and informs our events. 

We truly believe that every business that adopts They Ask, You Answer will see the results that they’ve been hoping to see from their digital efforts. Businesses will build trust and create a trajectory for growth if they follow the principles that Marcus Sheridan outlines. 

This is the core message of the homepage. It’s the first thing in our navigation. Even if visitors don’t hire us to implement it, we want them to understand They Ask, You Answer because it will change their business. It will change their life.

We repositioned a lot of elements on the website to say to our visitors, “Just get educated on They Ask, You Answer. Learn this. Dive Deeper.” As you navigate through our site, you will find a trove of free resources to help you on your journey. 

Again, whether you hire us or not, we consider it our mission to spread the word.

The visitor’s journey

To the extent we can, we want to guide our visitors through our website. Of course, we want to have an easy and intuitive navigation system to allow people to find their way, but what we found is that some visitors weren’t getting the full message.

We want to be delivering the right messages at the right time. 

We offer world-class services, but there’s a philosophy behind everything we do. If you’re seeing the services without knowing the philosophy, you’re not going to fully grasp our mission as a company.

We do things differently here, and there's a reason why we do things differently. We have gathered data from a decade of experience, and we have continually refined our approach as we’ve learned along the way. We know our model works, and we have the data and case studies to prove it — so we don’t want people just skipping that message to go straight into a content consulting agreement or a service offering. 

We want our new learning center to reflect these values as well. We publish a tremendous amount of content. So, how do we organize it in a way that solves for our users and solves for our sales team (who uses the content on sales calls) — all while creating a very clean experience?

It’s been completely redesigned, and we’re going to keep iterating and improving upon it. 

Over and over, we’ve seen a learning center as a core part of our most successful clients’ transformations as they implement They Ask, You Answer. 

A learning center is an embodiment of teaching people, and reaching them wherever they are and whatever their needs may be. We wanted to make sure we were living the practices we ask our clients to implement.

A moral obligation to help people

IMPACT is in the business of helping people. We consider ourselves a values-based organization built on passion, helpfulness, and dependability. 

If what we share is going to help people have better lives, then we should be doing it. I consider that a moral obligation. 

I sincerely believe the world is shifting. There used to be a very proprietary mindset in business. Companies would hold tightly to their practices and shield their true selves from everyone outside the organization. 

Whether stemming from egotism or anxiety, there was a tendency to present a perfect facade.

Now, I don’t believe that’s totally going away, but I do believe the world is changing. Now, when you see a company being vulnerable, you actually respect and trust them more because of it. 

I believe culture, in general, is more accepting now. Social media has certainly played a part in that. Today, every politician, every executive, every thought leader — they’re all on Twitter, they’re all on Instagram. Along with insights into their professional lives, we get insights into their personal lives as well. The world is getting smaller, and people are becoming more open about their challenges.

At IMPACT, we’ve made mistakes, and we try to be open about what we’ve been through and what we’ve learned from it. To those who visit our website and read our story, we hope this makes us appear relatable, open, and trustworthy.

Our company is made up of nearly 70 people from all walks of life. We are engaged, bought-in, and earnest, but we stumble and misjudge just like anyone else. And we think our struggles and growth are part of our story. 

As we think about helping people, being honest and open is always step one. 

Balancing agency services and publishing

We’ve been doing brand publishing for years now, and this has taken various forms along the way. Yet at every step, we’ve seen it the same way: if we have knowledge that will help people, we should make sure we share that knowledge. 

We’re living in a world where everyone is doing their research online. We want to put ourselves in a position to be found when we can be answering the questions people have. 

But we’re also growing a business, and the more people who are aware of the brand, the more people who know the brand, trust the brand, love the brand, and consume the content of the brand — it’s only going to help the company grow.

If the majority of visitors to our site are not paying us money, that’s fine because we’re still growing the overall positivity of the brand.

We know that some of what we are doing might not necessarily pay dividends immediately, but we think we are doing the right thing, and we know we’re building an identity. We’re building relationships, and, the stronger those get, the more likely that they will bear fruit.

As a business, we’ve always been willing to sacrifice some short-term profits for long-term gains. We have experiments going on in this organization that are very expensive and that won’t bear fruit for a long time, if they bear fruit at all. But we still believe in them, and we know that growth costs money. 

Doing the right thing, helping people, and living your values is a long-term play, which suits us just fine — because we’re in it for the long haul.

We hope our newly redesigned website better reflects what we do and what we believe, and tells the story of where we’ve been and where we’re going.

Free: Assessment

Does your website build trust with buyers and bring in revenue?
Take this free 6 question assessment and learn how your website can start living up to its potential.

Related Articles

20 Value Proposition Examples that Every Marketer Can Learn From in 2024

January 18, 2024
John Becker John Becker

HubSpot vs WordPress: Which is Better for Your Business Website?

January 11, 2024
Vin Gaeta Vin Gaeta

Website Conversions in 2024 — STOP, START, KEEP

December 25, 2023
Vin Gaeta Vin Gaeta

10 Pricing Page Examples for Business Websites (Updated for 2024)

November 30, 2023
Connor DeLaney Connor DeLaney

The Hidden Costs of a Cheap Website

November 29, 2023
Vin Gaeta Vin Gaeta

The Website Experience Your Customers Are Yearning For

November 27, 2023
Mary Brown Mary Brown

10 Examples of Company Profile Pages to Inspire Yours

November 22, 2023
John Becker John Becker

Is It Time for an AI-powered Chatbot on Your Website?

November 21, 2023
Will Smith Will Smith

Think of Your Business as ‘E-Commerce’ — No Matter What You Sell

November 15, 2023
John Becker John Becker

8 of the Best Business Website Designs to Inspire You in 2024

November 1, 2023
John Becker John Becker

Your Website in 2024: The Future of Trends, Tech, and Traffic

November 1, 2023
Vin Gaeta Vin Gaeta

Create Better Website Videos by Avoiding These 3 Mistakes

October 25, 2023
Bob Ruffolo Bob Ruffolo

4 Ways To Recession-proof Your Website In 2024

October 22, 2023
Marcus Sheridan Marcus Sheridan

Business Leaders: Do You ‘Own’ Your Own Website?

October 16, 2023
Mary Brown Mary Brown

8 Best Content Management Systems for Digital Marketing in 2024

October 1, 2023
Bob Ruffolo Bob Ruffolo

Can I Use AI Tools To Build My New Website?

September 18, 2023
Vin Gaeta Vin Gaeta

What Is a 'Learning Center' and Why Does My Website Need One?

September 14, 2023
John Becker John Becker

What Does a Great Inbound Marketing Website Look Like in 2024?

August 8, 2023
Bob Ruffolo Bob Ruffolo

How Much Does a Website Redesign Cost in 2024?

July 20, 2023
Vin Gaeta Vin Gaeta

Do You Need a New Website? Maybe Not

July 19, 2023
Vin Gaeta Vin Gaeta

14 Award-Winning Website Designs (& What They Did Right)

July 17, 2023
Christine Austin Christine Austin

What a New Self-Selection Tool for Your Website Will Cost

July 13, 2023
John Becker John Becker

9 Self-Service Tools to Inspire Your Business Website

July 10, 2023
John Becker John Becker

Your Website Strategy Must Include These 6 Things

March 20, 2023
Mary Brown Mary Brown

Website Mastery: A better redesign process for your business website

November 1, 2022
John Becker John Becker