those that sell online services have a clear advantage: Prospects can sample the service right there on the site before they buy.

“specificity is a hallmark of conversion.”

It is not simply called a “guess,” because the word “hypothesis” implies a “tentative insight,” and “a concept that is not yet verified.” In other words, a guess is a shot in the dark. A hypothesis, on the other hand, can be tested to see if it is true.

You must collect explicit permission to send text messages, and be sure to remind the visitor that they may be charged by their mobile service provider before they agree.

mobile phone owners still see text messages as a personal, advertising-free channel, your content must conform closely to what you promised

if you’re going to convert, you’re going to have to publish.

Conversion is about providing the right information in the right format at the right time. An irrelevant page will never convert, no matter how much you optimize it.

Actually, this formula is primarily designed to support the champions at prospective client companies until a decision to buy has been reached. Therefore, it isn’t your sales team that should dictate what goes on the site, but your prospects.

“the pages I bring people to should keep the promise I make.”