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Website Mastery is a comprehensive process that starts with creating a sales-centric website, and then shifts to training your team on how to continuously drive results using it. This results in an easy-to-use website, better educated prospects, and no dependence on (or budget for) an agency to keep your site up-to-date.
Whether service or product-based, B2B or B2C, local, national, or international, we have helped companies of all shapes, sizes, and industries worldwide optimize their websites and learn how to maintain their results in-house.
You’ve invested heavily into new websites in the past, but have yet to see the results you were hoping for.
Your team lacks the knowledge and expertise to sustain a website's sales and marketing performance over the long term.
You want to have more control over what you do with your website, but the way it was designed and built makes it almost impossible for you to make the necessary changes.
Your website isn’t keeping up with the wants of today’s modern buyers. The user experience is poor, and because of this, you’re losing serious ground to your competitors.
Your traffic and rankings are going down, and you’re not really sure how to fix this.
Based on some of the most successful client website case studies in the world, we’ve seen time and time again there are three simple, yet essential, elements of web success.
In a nutshell, you must have the following:
A clear framework to follow with your website content strategy and messaging.
A website that is easy to change, evolve, and improve — and that still looks incredibly professional and represents your brand.
A deep understanding and belief that your website is never done. It should be constantly improved, and you should have that ability in-house, WITHOUT having to call an agency to do it for you every time.
With rare exceptions, few marketing agencies in the world provide all three of these elements.
To get even more granular, as part of our Website Mastery program, you’ll experience:
In Website Mastery, your team will learn how to craft the right content and messaging to address your audience’s most important questions and optimize them for search engines. If you’ve ever been unclear about how to write content that will resonate with your users and clarify how you help them, this will now be a thing of the past.
Once people are on your website, you MUST get them in your pipeline. Our strategists will fully optimize your website to generate leads, then train you on how to keep the results long term through variant testing and other conversion rate optimization techniques.
When your website is properly leveraged by your team and gives prospects all of the information they need to make smart buying decisions for themselves, your sales cycles will decrease while your closing rates will rise. Along with this, your sales team will now have the ability to get VERY intentional with quality content in the sales process.
The end-goal is that your team has an updated, easily editable website that you don’t pay an agency month over month to maintain, update, and optimize. Your team will be trained on how to review reports/data so as to improve your buyer journey, increase qualified leads, and keep your website performing well.
Your team will finally have the knowledge necessary to keep your site optimized, converting, and growing by leveraging a flexible system built on HubSpot or WordPress. We provide you with robust features that can be used to make changes on your website, without the need of a developer (unless you need a brand new module design or functionality).
In the end, you’ll have an easy-to-use website, a defined strategy, and a team that knows exactly what to do next. What’s this mean? You’re free. Free to do your best work. Free to reach your potential.
Most people think of their website as something to be updated every few years. In reality, the companies that generate the best results make continuous improvements to their site based on user data, and leverage the site as a key part of their sales process.
The Website Mastery process starts with launching a conversion-optimized website quickly — usually within 4 months — then testing and iterating to drive the best results possible. All while training your team on how to do the same things in-house.
This is for companies that don’t think about their website as a project that they complete then move on from, but instead, constantly iterate and improve. They understand that a well-performing, buyer-focused website needs to have specific features and fundamentals to succeed.
This process teaches your team how to review data in a variety of tools so you can run experiments that can improve your user experience and conversion rates, and ultimately drive more revenue from qualified leads.
This is not “set-it-and-forget-it” website redesign.
What pages and content do you currently have? What’s missing? What’s working? What’s not? Web Mastery starts by working with your team to audit the current state of your website and diagnosing what needs to be done to achieve your marketing and sales goals.
With your marketing and sales goals in mind, we develop individual strategies for each of the core pages of your website. This includes their messaging, layout, conversion points, videos, and more to help your website be the best sales tool possible.
Communicating what your business does in a clear, concise, yet compelling way is easier said than done. In Website Mastery, you’ll start with a workshop where your team will learn how to streamline its message using the StoryBrand and They Ask, You Answer frameworks on your website, as well as in articles, video scripts, and more.
Producing high-quality content that answers your buyer’s questions on your website instills that you are a trusted authority in your space. At IMPACT, we’ve seen time and time again the most user-friendly and effective way to deliver this information is through what we call a “Learning Center.” Once your website includes a fully optimized and easy-to-navigate learning center to display your articles, videos, etc., you’ll notice a massive uptick with such metrics as time on site, page views, qualified conversations, and more — so long as you’re generating consistent, quality content.
The quicker we can get your core website launched, the quicker we can start gathering real user data to fine-tune and improve future changes. Once the site is up, we’ll start training your team on how to analyze the website’s performance and guide you in making incremental changes to improve your results.
Understanding the health of your website is crucial to its long-term success. Not only will you launch an optimized website that’s strategized for search and conversion performance, but we will teach your team to be comfortable and confident in analyzing their own data using tools like HubSpot, Lucky Orange or Hotjar, Semrush, and Google Analytics 4. You’ll focus on reading data, performing tests, and making data-driven decisions based on their findings so you can continuously improve your results over time.
Here’s a sample of companies that have driven incredible success through their websites after going through Website Mastery and Ongoing Optimization.
Instead of following the pattern of most agencies that start by introducing you to a salesperson, our discovery process starts with an actual IMPACT Web Strategist. They’ll use this time to learn more about the challenges you’re facing, get a pulse on the current state of your organization and website, and go over next steps.
Instead of attempting to “sell” you, our goal here is to truly identify what type of help you need, what such a process would look like, and whether or not IMPACT would be the right fit for your organization. This includes figuring out if a website redesign is actually going to solve the pain you’re experiencing.
We’ll also talk through key decisions and process items such as:
Once an agreement is in place, build-out begins with a discovery session where the strategist will review your current site and marketing efforts to understand such factors as:
This discovery will inform your new site architecture, which is the bones of your site.
Once this is set, you'll move into design and page strategy, where we see what the site will look and feel like — both from an aesthetic point of view and a user flow standpoint.
The focus during the design process is to create a visually appealing site that is optimized for speed and ease-of-use for your team.
We don’t drag our feet when it comes to launching your website. We’ll work to get core website pages up and running first, then start gathering data to perfect them and build out the rest. During this time, we’ll also start training your team on how to make updates to your website using your custom modules. Then after launch, you’ll learn how to analyze and interpret your website analytics so you can keep improving on your own.
In Web Mastery optimization, we work with your team to audit the current state of your website and diagnose what needs to be done to achieve your marketing and sales goals. We’ll take into account what you’d like to maintain, as well as knowledge of your industry, audience, goals, search engine optimization, and conversions to determine next steps.
With your marketing and sales goals in mind, we develop individual strategies for each of the core pages of your website. This includes their messaging, design, conversion points, videos, and more to help your website be the best sales tool possible.
The quicker we can get your changes launched, the quicker we can start gathering real user data to fine tune and improve in the future. Once the changes and tests are live, we’ll start training your team on how to analyze the website’s performance and use the data to inform decisions in the future.
Of course, there are other sources of traffic like social media and referrals, but with most people starting their purchasing journey with a web search, optimizing your website and content for search engines can't be neglected. By the end of your Mastery program, we’ll have taught you everything you need to know to outrank competitors, including keyword research, optimizing headers, writing compelling meta descriptions, managing technical SEO, creating pillar content, and more.
Once you’ve got the traffic, you need to turn that traffic into opportunities. Your team will learn the ins and outs of conversion rate optimization, including behavioral data analysis, multivariate (A/B testing) in HubSpot, and how to view the data to make the best decisions for your users.
In our training, your team will learn to not only be comfortable, but also confident in analyzing your specific data using tools like HubSpot, Hotjar and Lucky Orange, Google Search Console and Analytics, and more.
You feel you already have the perfect website strategy as a business.
You don’t believe your website should be constantly updated to drive the best long-term results.
You’re generating the trust, traffic, leads, and sales you want, and don’t feel an urgency to improve these metrics.
You don’t want a website that is easy for you to change, update, etc. In fact, you’d rather just make a phone call and have an outside company do that for you.
You already have designs or strategies created and aren’t interested in feedback or improving them.
You’re not interested in making sure your team understands website best practices.
You’d rather reach out to an agency to get all your performance metrics than simply be able to find that information yourself.
You have no interest in ongoing website optimization and improvements.
Typically, “you get what you pay for” with website redesigns.
There’s always a cheaper way to do things when it comes to your website. Unfortunately, that usually leads to additional work needed or lackluster results, because lower costs may come with inexperienced people doing the work or cutting corners to help drive better margins.
We’ve invested in experts who have a track record of driving real website growth and can train your team on how to keep it growing — helping you keep costs down over the long term.
With that in mind, a typical client will invest $50,000 to $120,000+ on the Website Mastery program over 8-12 months. This range includes your initial website strategy, design, and development, as well as your ongoing training and optimization for the 8-12 months you’re with our Website Mastery team. Some invest more, some less, depending on their specific requirements and the scale of their website and operations.
Our programs are tailored to meet the unique needs and budgets of our diverse clients. On average, a typical client invests around $8,500 per month on website optimization with us. Some invest more, some less, depending on their specific requirements and the knowledge of their team.
In addition to the monthly investment, there is a setup fee at the beginning of our engagement. However, it's important to note that this setup fee includes an IMPACT+ for Teams membership. This membership provides access to a comprehensive suite of courses and training tools that our team utilizes during the process and resources on how to scale your website and SEO for the long term.
“This has definitely helped our sales process and helped drive more visitors to our site. Our traffic & inbound leads have significantly increased.”
“We had really great training built into the package which eliminated the need to go out and do additional courses and certifications. We were trained on all kinds of different integrations and software.”
“It has differentiated us in the marketplace and shifted our culture. It was exactly the right thing for us, and we haven't looked back.”
In your journey with us, you'll work with a seasoned web strategist and team fully versed in the challenges you confront daily. They have strategized, designed, and developed hundreds of websites for a wide variety of industries across the globe. Their diverse experience ensures that they won’t just talk the talk, but walk the walk.
Results & Success Stories
Ethos Insurance Partners is a liability insurance wholesaler.
Challenge
Ethos Insurance Partners was struggling to be seen as a cutting edge company with a website built more than 15 years ago. Beyond aesthetics, the site didn’t speak to their customers’ needs. It was just a digital billboard. And a flawed one at that.
Solution
From their first meeting with IMPACT, the Ethos team realized something was different. They were not just having discussions about branding and UX, like they were with other agencies. The IMPACT team was asking questions about marketing and sales strategy. It was clear that both sides understood that a website was not just a marketing project. It needed to be a part of a larger effort that served the customer from beginning to end.
Result
The Ethos team was excited to have an up-to-date new website that doubled their daily traffic within a week of launch. But even more important were the in-house skills they gained. IMPACT trained them to update the site, gather user data, and test messaging and design. Today, the website unites their sales and marketing efforts — and provides visitors with all the information they need to become customers.
Coeo Solutions is a Chicago-based telecom company.
Challenge
Coeo Solutions was trying to swim with a weight around its neck. Its old website was clunky and outdated, and the team didn’t have the ability to make updates. In a fast-moving industry like telecommunications, this held up the launch of new offers and content — and the site didn’t give customers the image of a cutting edge company.
Solution
In the past, Coeo had worked with agencies that did everything behind closed doors. IMPACT was different. The process was collaborative, with design and strategy meetings mixed in with training sessions. The Coeo team met regularly with their IMPACT counterparts to make sure the final site would serve them now and in the future.
Result
Coeo didn’t just get a new site from IMPACT — it got the training to use it. The team no longer needs to reach out to agencies or freelancers to create content, test messaging, or build a landing page. No longer does Coeo have a digital liability that was dragging it down. Coeo’s new site is a traffic- and lead-generating resource that can support new initiatives and reflect a forward-thinking business.
Neumann Munson in an architecture firm based in Iowa
Challenge
Architects are used to having their work speak for itself. But Neumann Monson came to realize a website all about the firm’s accomplishments didn’t necessarily resonate with customers. Instead, the website was a digital billboard. Nice to look at, but ineffective at converting visitors.
Solution
After working with IMPACT on content training, Neumann Monson needed a website that would house and display that content, making it easier for visitors to find the site — and the information they were looking for. IMPACT’s web team took the time to really understand the firm’s customers, making sure the new site would serve their needs.
Result
Within a month of the new site launching, Neumann Monson was in disbelief. Not only was the new site faster and cleaner, it was built with the customers in mind, and those customers were coming in droves. The new site (filled with content the Neumann Monson team had created) quickly became a trust-building workhorse that truly reflected the firm.
Opes Partners is a New Zealand-based property investment company.
Challenge
These meeting will be facilitated by your coach with representatives from your leadership, sales, and marketing teams. This will include an open invitation, predetermined by your coach, based on your organizational current challenges and objectives.
Solution
These meeting will be facilitated by your coach with representatives from your leadership, sales, and marketing teams. This will include an open invitation, predetermined by your coach, based on your organizational current challenges and objectives.
Result
These meeting will be facilitated by your coach with representatives from your leadership, sales, and marketing teams. This will include an open invitation, predetermined by your coach, based on your organizational current challenges and objectives.
How To Get Started
It’s go time. If you feel like you’re ready to take the next step, let’s schedule a call with one of our Web Strategists. This is a very “safe” call, and as mentioned above, there is no hard-selling. Rather, we’ll have a productive conversation and we’ll start to understand you and your business while you get a sense for how we work.
Courses & Additional Insights
At our core, IMPACT is a business coaching and consulting company. Our obsession is that of helping organizations learn to become world-class internally with their sales, marketing, and overall business skills. We believe deeply in the motto of, “Give a person a fish, feed them for a day. Teach them how to fish, feed them for a lifetime.”
With this belief, we empower companies to reach their greatest potential by teaching them how to implement proven frameworks (like They Ask, You Answer, StoryBrand, Question First, etc.), ultimately helping them become self-reliant and fully in charge of their own destinies.
In order to “teach a person to fish,” we knew education, training, and community had to be at our core. For this reason, we started IMPACT+, a world-class learning platform that is loaded with educational video courses, a variety of tools, and a large community of sales, marketing, and business leaders — all sharing the philosophies and frameworks (like They Ask, You Answer) we teach and preach here at IMPACT.
IMPACT+ has FREE and paid portions of the platform, designed for individuals and teams alike.
IMPACT has worked with companies literally all over the world. With team members spread throughout the US, Europe, and Oceania — we’re prepared to engage our clients wherever they may be. At the time of this writing, IMPACT has worked with clients in over 17 different countries.
Our belief is that if you’re in an engagement with IMPACT, then you must be receiving clear, measurable value. And if that value stops, then you have the right to stop the engagement.
It’s really that simple.
So although we go into every client engagement with the mindset that we will be working together for an extended period of time, you are not “locked in” to said commitment.
We’ve always believed in the mindset of “there’s room on top for everyone” when it comes to the agency space. Therefore, we absolutely work with marketing agencies in a variety of ways — whether it’s They Ask, You Answer Mastery, sales training, web work, etc.
Just ask us. There’s actually a very good chance we’ve worked with someone either in your space or in a similar industry.
That being said, at IMPACT, our focus is that of teaching organizations *principles* of sales, marketing, and leadership. With this approach, the key becomes that of understanding HOW to apply said principles to your unique niche, business, etc. — something that we clearly know how to do.
So whether you’re B2B, B2C, B2G, etc., let’s have a conversation to figure out together as to whether or not our services are truly right for your business.
It’s not required, but it’s strongly recommended. Once the launchpad site goes live, that’s the time to check the assumptions made during the strategy process with user data. Using information from A/B testing, heatmaps, click tracking, traffic analytics, and more, we teach you to tweak your site to optimize conversion paths, design elements, site structure, landing pages, and content to best serve your users. You’ll build and test additional site elements with this data in mind.
Your end-users — or visitors to your site — will become the focus of everything we do. You'll discover how site updates will impact the user at every turn — what they might say or think about them — and may need to gather additional feedback from them to make this determination.
This step is crucial to optimizing your site for conversion and can’t happen without spending the time to review user data after site launch.
As a general ballpark, you can expect a full website redesign to last for three to six months.
If, however, you are looking to do a website refresh instead of a full redesign — that is, aesthetic updating but not many structural changes — you’d be looking at two to four months.
On the client’s side, the biggest unanticipated difficulty is content. Although the agency will be building the site for you, it will be populated with content you and your team write or produce.
On the agency side, the actual development and testing of the site take the longest. Once the design is agreed upon, common elements are carried through as templates for various pages and sections, but the development is slow going and intricate.