DIGITAL INFRASTRUCTURE — by Ray Costello

The Death of the Homepage: Why 'Welcome' is a Waste of Money

"Welcome to [Company Name]. We have been in business since 1995." This is not marketing. This is a brochure. And brochures do not sell.

If I look at your website right now, I bet I can guess the first word I see. 'Welcome.' This is not marketing. This is a brochure. And brochures do not sell.

The 'Squeeze' Philosophy

Most websites fail because they try to be everything to everyone. To dominate a market, you need a Squeeze Page dedicated to one problem and one solution.

The Result

The Doctor using the 'Brochure Site' got a 10% response rate. The Doctor using the 'Squeeze Page' got a 60% response rate. Same traffic. Same doctor. 6x the leads.

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