Website Archives - Trade Press Services

What Happens After the Click? How Website UX Breakdowns Undermine B2B Marketing

Posted on May 18, 2026 by Jamie Pagett

With more marketing channels available to B2B marketers, teams risk missing a critical blind spot: what happens after the first click on a website. While significant effort goes into driving traffic through campaigns, content, and paid media, the website experience itself often receives far less scrutiny. Yet it is precisely at this stage that interest is either converted into action or quietly lost. When a website underperforms, it doesn’t just hurt user experience (UX). It directly affects revenue by eroding sales pipeline, inflating customer acquisition costs, and wasting marketing investment.

How to Craft Compelling Website Copy: Tips for Success

Posted on April 15, 2024 by Gerri Knilans

Effective website copy can transform visitors into leads and leads into customers. Despite its power to convert, website copywriting is often overlooked for other website elements such as design, navigation, user experience, and SEO. In a marketplace where every business competes for online visibility and attention, the importance of well-crafted website copy cannot be overstated. Your website copy is the voice of your brand, conveying your message, values, and offerings to target audiences. It plays an important role at every stage of the buyer’s journey, from awareness to decision-making and beyond.

How Your Website’s Platform Affects SEO

Posted on August 7, 2023 by Gerri Knilans

Search engine optimization (SEO) plays a pivotal role in a website’s visibility. It’s estimated that 68 percent of online experiences begin with a search engine. As such, it’s essential to optimize online content so your website appears in searches when target audiences are seeking information about your industry, expertise, products and services.

8 Essential Attributes of a Landing Page that Converts

Posted on January 30, 2023 by Gerri Knilans

In digital marketing, a landing page is a standalone web page designed exclusively as a “landing” point for an individual marketing or advertising campaign. The landing page is where users are directed when they click a link from an ad, social media post, email or other marketing initiatives. The dedicated page typically details an offer, often in exchange for the user’s information.

Boost Your Lead Generation with Landing Pages: Do’s and Don’ts

Posted on March 21, 2022 by Gerri Knilans

In digital marketing, a landing page is a standalone web page designed exclusively for an individual marketing or advertising campaign. When users click a link on an ad, email, call to action request or other marketing initiatives, they are directed to a page that guides them to the next stage of the sales funnel.

The Death of Third-Party Cookies: What Every Marketer Needs to Know

Posted on February 14, 2022 by Gerri Knilans

For years, marketers have been using cookies to track website visitors, enhance user experience, collect data, target messaging and retain user account details and user preferences. But as users seek more and more privacy, governments are increasing regulations. As a result, internet browsers are responding by gradually phasing out third-party cookies. According to Google, “Users are demanding greater privacy—including transparency, choice, and control over how their data is used—and it’s clear the web ecosystem needs to evolve to meet these increasing demands.” To meet these demands, Google began making efforts to reduce third-party cookie usage, with the intent to have it fully phased out by 2023. With approximately 80 percent of advertisers and marketers relying on third-party cookies to boost the impact of their tactics, what does the phaseout mean for marketing professionals?

Improve Your Business by Enhancing Your Website’s User Experience (UX)

Posted on January 31, 2022 by Gerri Knilans

As the saying goes, “You never get a second chance to make a good first impression.” When it comes to a company’s website (often a prospect’s first experience with your organization), making a good impression is critical. In terms of website design and user experience (UX), focus on making a website appealing and easy to use. Think about how visitors first experience your website. Is it attractive, professional, simple to navigate, well-organized, full of resources and interactive?

How Link Building Adds Value to Your Marketing Strategy

Posted on November 15, 2021 by Gerri Knilans

Links are one of the top-two criteria considered in Google’s page ranking algorithm. In fact, 41 percent of SEO experts consider link building to be the most difficult aspect of search optimization. If you’re not currently using or considering how to strategically build a network of valuable content hyperlinks on your website, you’re missing out on a fundamental part of SEO and actively engaging with your target audiences.

3 Myths About Your Website’s Outbound Links

Posted on June 21, 2021 by Gerri Knilans

In today’s digital marketplace, an organization’s website serves as the headquarters for company information, products and services as well as thought leadership. As such, the search engine visibility of your website directly impacts how noticeable your brand is. Marketing tactics like search engine optimization, link building, advertising, content and media mentions contribute to increased website traffic.

Frequently Asked Questions (FAQ): A Vital Page on Your Website

Posted on April 19, 2021 by Gerri Knilans

The compilation of frequently-asked-questions (FAQ) pre-dates the internet. Salespeople and others have used it for years to learn and communicate what’s on the minds of others. In fact, the acronym FAQ was developed between 1982 and 1985 by Eugene Miya of NASA for the SPACE mailing list as a way to keep up with the common questions of system users. FAQs, whether they exist in print or digital format, help prospects and customers better understand your brand, your products and services, and your corporate distinction.

How to Optimize Your Website to Attract and Engage Visitors

Posted on May 4, 2020 by Gerri Knilans

Company websites are a vital platform for business interactions. In previous blogs, we’ve talked about how to continually revitalize your website and use KPIs to measure success. Yet, with so many working parts, there are still simple (yet essential) websites elements every company can assess, address and implement to optimize the user experience.

The Top KPIs for Evaluating Your Website Performance

Posted on January 27, 2020 by Gerri Knilans

A company’s website is one of its most vital resources. For most businesses, a website is an essential marketing tool. It provides visitors with valuable information that will help convert them from prospects to customers. Additionally, with the increase of digital communication and remote workplaces, a website can also act as a headquarters for business transactions, often more so than a physical storefront or office.

A Practical Guide to Link-Building

Posted on July 1, 2019 by Gerri Knilans

In the B2B marketplace, a polished and professional website is one of the most important factors in building a corporate presence. Even with new leading technologies, like mobile and voice-first technology, a website is the gateway to creating a positive first impression and the platform for customer interaction. That’s why it is essential to design an easy to find, search-engine optimized website.

How to Use Website Pop-Ups Effectively

Posted on October 9, 2018 by Gerri Knilans

Most of us don’t think favorably of the word pop-up. In fact, today’s browsers come preinstalled with pop-up blockers for those of us who remember the days of blinking “$1,000,000 cash winner!” pop-ups from unsafe websites. If you feel this way, you’re in the majority as 73% of people dislike pop-up ads. With a stigma like that, it’s hard to imagine why professional businesses utilize similar pop-up marketing on their websites.

4 Ways to Revitalize Your Website

Posted on March 5, 2018 by Gerri Knilans

Often, a company’s website is the first interface in establishing a business relationship. In fact, 48% of customers cited a website’s design as the number one factor in determining the credibility of a business. That initial impression either invites them to learn more or turns them away completely.

Seven Great Tips to Improve Your Website

Posted on September 21, 2015 by Gerri Knilans

Personal and corporate websites have been around since the early 1990s. In the beginning, sites were purely informational and were limited by the slow Internet speeds that plagued the early dial-up days of the World Wide Web. With text-heavy content, the sites served as online brochures. The same copy that was used in a marketing