Making the Call
Spam form submissions are skewing more than your inbox
Spam form submissions inflate conversion numbers, teach Google Ads to buy more junk, and bury real quote requests. How to fix the form and the data.
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Deciding when, why, and how to fix your website. Budgets, timing, and who should own it.
Posts in Making the Call
Making the Call
The decision under every website project
Most owners have thought hard about where the business is going. Almost none have written it down, and nothing in a normal week forces the issue.
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Making the Call
"We don't have time for a website project" is usually a memory, not an estimate
How involved do I need to be in a website redesign? Less than the last one, usually. The part only you can supply is a short list of facts.
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Making the Call
CRM website integration: what to connect first
Most CRM website integrations fail on the same tradeoff: every field you add to feed the CRM costs you inquiries. Here is the order that works.
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Making the Call
Website ROI: how to actually calculate it
Website ROI is hard to compute because the loss is invisible. Here's the arithmetic that works, using what the ad market says a visitor is worth.
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Making the Call
Website redesign timeline: how long it takes and what makes it late
A B2B website redesign timeline runs six to eight weeks. Where the time goes, and the four things that actually make a redesign slip past three months.
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Making the Call
3D product configurator: when a made-to-order manufacturer needs one
What a 3D product configurator does, the three questions that decide whether you need one, and the ongoing cost most vendors leave out of the quote.
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Making the Call
Are industrial directories still worth paying for?
Industrial directories still send real buyers, but the listing is doing less of the work than it used to. How to test yours before the renewal lands.
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Making the Call
Website maintenance plans: what you're paying for
Most website maintenance plans bill for three jobs at once. What a plan should specify, and a one-email test to check yours is doing anything.
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Making the Call
Google Ads for manufacturers: where leads leak
Running Google Ads for manufacturers and getting clicks but no quotes? The leak is usually at the destination, not the campaign. How to find out which.
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Making the Call
How to run a website content audit
A website content audit finds the pages you are missing, not just the ones to rewrite. Here is how to run one, including a version that needs no tools.
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Making the Call
The website KPIs worth tracking, and the ones wasting your time
Most website KPIs measure activity, not outcomes. Here are the few that tell an established B2B company whether the site is actually working.
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Making the Call
Manufacturing lead generation that doesn't depend on the next trade show
Manufacturing lead generation usually means trade shows and referrals. Here's how to build a second source of leads that runs while you're on the floor.
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Making the Call
An industrial marketing strategy that starts with the website
Most industrial marketing strategy fails at the same place: traffic arrives at a site that can't convert it. Here's the order that actually works.
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Making the Call
How to choose a web design company for a B2B website
How to choose a web design company for a B2B site: the questions that matter, the red flags, and why the prettiest portfolio is the wrong filter.
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Making the Call
How to increase your B2B website conversion rate without buying more traffic
How to increase your B2B website conversion rate: the changes that turn the visitors you already have into calls, without spending a dollar more on traffic.
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Making the Call
Why isn't my website showing up on Google? The real reasons for B2B companies
Why your website isn't showing up on Google, the real reasons an established B2B site stays invisible, and the order to fix them in.
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Making the Call
SEO for manufacturers: getting found when the referral isn't there
SEO for manufacturers isn't about traffic. It's being found by the specific buyers searching for what you make, and the AI they now ask.
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Making the Call
Marketing for manufacturers that actually works starts with the website
Most marketing for manufacturers fails because it drives traffic to a website that can't convert it. Here's what to fix first, and why.
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Making the Call
What a B2B website actually costs, and what drives the number
How much does a B2B website cost? At Alkali, most projects start at $15,000. Here are the drivers that set the final figure, new build or website redesign.
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Making the Call
Every quarter you put off the rebuild, the rebuild gets bigger
Refresh-instead-of-rebuild looks cheaper in the moment. The cost gets paid later, with interest.
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Making the Call
How to read your own website the way an outsider does.
The reason established-business owners miss obvious problems on their own site is the same reason hardly anyone notices the wear on their own front door. Here's how to get the outside perspective.
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Making the Call
Why your marketing team can't fix your website
When a small website change has been on the to-do list for two years, the problem is rarely effort. It is tooling. What to look for, and what to do about it.
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Making the Call
Your SEO budget is being spent on the wrong audience
Six-figure B2B buyers do not pick vendors off page one. Where the SEO budget at established service firms tends to go wrong, and what to do about it.
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