Hey, it's Bobby.

It feels like a hurricane just hit town.

Except, no. That's just what it feels like to be a new parent.

We're surfing the winds and learning every minute.

If you have a variety of resources, you don’t want to make people click around forever to try and find what they need. Otherwise they’ll bounce.

Instead, use your homepage to help visitors find what they’re looking for quickly so they can start getting value from you immediately.

Real-world Example: Masterclass has a large variety of courses, from writing a novel to playing tennis. So in the hero section of their homepage, they help their website visitors self-select what they’re looking for.

If you serve people along a continuum, it can be useful to know where they are on their journey. This way you can deliver the most relevant resources and provide the most value based on their specific situation.

Real-world Example: Stu McLaren used this segmentation question as part of his opt-in process to understand where each lead was at in their business-building journey.

People buy solutions to problems. And if your product or service solves more than one major problem, it can be very helpful to know which problem your new leads care most about.

This is key to tailoring your messaging to describe the exact ways your offer helps solve the problem that matters most to them.

Real-world Example: Amy Porterfield included this segmentation question after the user opted in for her webinar.

Pro Tip: Give a reason why you’re asking this question to get more people to complete the segmentation step.

💡 Bonus Idea: Try using a quiz or assessment as a "disguised" version of your client intake form. They get to self-diagnose while you see who'd be a good fit for your services.

Want help applying this week's Upgrade to your marketing? You know where to find me.

— Bobby

P.S. Let's connect on LinkedIn​

The Marketing Upgrade is produced by:

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