Marketing

Conversion Momentum: the art (and science) of maintaining trust, emotion, and engagement after the first action.

Even beautifully designed websites often fail to convert because the words aren’t doing their job.

There's a lot of buzz - some echoing the “websites are dead” camp - driven by the rise of generative AI. It sounds dramatic, catchy. But in reality, websites remain the backbone of discovery in the AI era. Without fresh, well-structured web content, AI search tools - ChatGPT, Perplexity, Bard, etc. - have nothing to read.

With the right frameworks, data sources, and tools, brand impact can be measured. And when measured, brand becomes more than a visual identity - it becomes a business driver.

A trust gap is a moment in the customer journey where doubt, hesitation, or unnecessary friction causes a prospect to second-guess their next step. This blog covers how to identify and close trust gaps in the buyer journey.

Many companies fall into this default corporate-style archetype, presenting themselves as overly formal, professional, and, let’s be honest, indistinguishable from competitors. The result is a sea of blue suits blending together, making it harder for buyers to connect, engage, and ultimately choose one brand over another.