Conversion Framework

Conversion makes marketing affordable.

Doubling a website’s conversion rate from 1% to 2%, you only need half as many clicks.

Click Value is Inherent

The level of commercial intent is built into the words, it is value analytics

We established this framework to define the demand and locate intent most relevant to you, your products and services.

Step 1: Identify your specific converting keywords in advance.

Benefits of a Conversion Framework

It’s easier to write content and build out a website when you have a blueprint

Click-Specific Content

When you match your content to commercial intent, you convert more interest

Step 2: Build content around the visitor interest and identity

Targeting conversions with the website

Target the true target audiences behind the keywords and start to see the gaps in the content strategy.

• Markets are groups of people interested in achieving. Intent starts here and gets specific.
• Their identity, traditional audience targeting is focused on the things they care about
• Your products and services are part of the buyer journey, solutions to help their problems – stage specific

The combination is where it gets more interesting to visitors, organise around their interests for more action.

Congruent Content

High conversion rates for growth (via Search or Social) supported by delivering the right content to your visitors at the right time. Their journey towards the specific can be better supported.

• Conversion is primary to SEO
• Website structure is as important as the design and the writing.
• Navigation is how you ask ambiguous visitors what they are most interested in.

If visitors are in the wrong place, it does not matter what you say.

Structure

Build a website that uses the words that represent your target market, target audience and leverage intent to win bigger.

• Use those words purposefully in the URL, headlines, breadcrumbs, and most importantly, internal links.

• Knowing the value of words matters when you build out the structure.

The proper structure attracts the right people, generates more clicks and engagement, and leads to higher rankings for the words that matter.

The conversion rate relies more on the website build than the copy.

Unless you are in front of the right person at the right time, it doesn’t matter what you say.

How do you build a website around your target markets and audiences? How do you get in front of the right people at the right time and understand what they want?

Organise content around the visitors

BY understanding what people want, who they are, and how far along with research, we can make more connections.

Just moving content can make a huge difference.

Many websites are focused on what we want to say, rather than what visitors want to hear.

Connect Marketing and Sales

• Marketing is disconnected from Sales
• Brand is disconnected from Performance
• Search is disconnected from Social
• Websites are disconnected from Markets, Journey Stages and Audiences

Defining Markets and Audiences will help us navigate

Universal Language of Marketing and Sales

Defining what a market and an audience is should be our first principle.

There are very few definitions that we stick to,

• What is a funnel?
• What is a target market
• How does the buyer journey map out decision making

This isn’t just an SEO approach. It’s a fundamental rethinking of how words work in all marketing and sales. Keywords are just one highly-evidenced way to look at it.

Yes, by understanding the value of search terms in advance, we’ve developed a system that transforms ads, content and how websites are built. The vision is beyond product-focused landing pages to serve the complete buyer’s journey with precision.

There are no words to describe the words, we seek to put that right.

Key Principles

It stems from search data and is usable in real life.

Search Data as Unfiltered Market & Audience Research

People write down precisely what they want at the precise moment they want it. The timing makes it commercially valuable, and for the same reason, research-rich.

Results from individual keywords are highly ambiguous, but when analysed collectively, clear patterns emerge that represent the most timely, unfiltered market and audience research available. We’re excited to see where this goes.

Practical Applications

Content Strategy

• Map markets, audiences and buyer journeys in granular detail
• Create content that addresses specific decision stages
• Introduce craft into previously slavishly followed and thin keyword pieces
• Focus on high-value opportunities

Website Strategy

• Structure websites around visitor intent rather than internal organisational logic
• Use words in the fabric of the site that convert
• Take audiences into account and help navigate the sale
• Convert more visitors by addressing their needs at every stage, not just when they’re ready to buy

Channel Integration

• Apply audience insights across search, social, and partnership channels
• Make marketing cohesive across platforms
• Re-use content in multiple locations to compound the results.

Competitive Advantage

• This framework provides unique insights that current models lack
• The smaller and more specific your audience targeting, the less competition you’ll face
• Exclusive market-audience combinations create a sustainable competitive advantage

Conversion patterns are consistent and predictable when properly analysed

Implementation Process

1. Break search keywords into individual words
2. Group together by market words
3. Deduplicate words for clarity
4. Classify every word into the three categories
5. Measure combinations to infer intent levels
6. Create content tailored to these specific combinations
7. Track conversion to validate and refine the approach

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“We show how to map what audiences are looking for to make content productive, to convert more.”