· It’s easy to think of the website as a tool for the marketing team to acquire new leads, but the website is a tool that the entire company can use to achieve their goals and provide value across the user’s journey.
· Once you’ve launched the initial website, expanding your efforts to also include paid marketing is key to continuing growth.
· The “expand” theme does not refer to company-wide growth; rather, it refers to expanding the focus of the website to include new personas that were not discovered in the strategy stage.
· To boost organic SEO traffic, your team must expand the number of pages to include a page focused at every single industry topic and keyword. You can then funnel the new traffic to different departments to help them gain exposure to the website visitors.