When Accelity signs on a new client, our copy team has 6 weeks to sound like we’ve worked with them for years. That means we need to quickly understand the ins and outs of their business, industry, customers and communication style.

To make that happen, we follow a tight onboarding process that goes way beyond surface-level brand notes. We dig into buyer personas, conduct competitive research and SEO audits, and lead interactive workshops to uncover the voice, tone and brand story that makes each company unique.

This isn’t just helpful for us, it’s a valuable process for any business looking to tighten up their content strategy. Whether you’re B2B, B2B2C, B2G or B2NGO, aligning your brand’s voice and style across channels matters. 

Here’s a look at how we do it—and what you can borrow for your own brand.

Brand personality and voice

Not every brand can, or should, say things like, “Our software is so crazy good, you’ll totally save a ton of time!” Your personality should match your audience’s expectations and your company’s goals.

Here’s how some example brand traits listed above translate into a brand writing style:

• Expert = Confident, not boastful. Prioritize clarity and insights over buzzwords.
  
• Bold = Direct and decisive. Don’t hedge. Take a stance.
  
• Precise = Cut the fluff. Say only what needs to be said.
  
• Trusted = Cite credible sources and ground opinions in industry facts.
  
• Innovative = Avoid the status quo. Focus on what’s next.

We’re not just looking to write in your voice—we want to embody your perspective. That means looking at how your team naturally speaks, what your audience responds to, and what role your brand plays in the market. Do you educate? Challenge the status quo? Reassure customers with a sense of stability? We shape your voice around what makes your brand stand out.

We also review your existing materials—website copy, social media, one-pagers, email campaigns—to identify inconsistencies and opportunities. And we work with your team to close the gaps.

From traits to tone: building your brand style

Once we land on brand traits, we translate them into a brand style guide—something every Accelity client walks away with. This isn’t a dry rules document; it’s a living, breathing reference our team and yours can use to write like one voice, across every channel.

Your guide covers things like:

• Tone of voice by channel (e.g., confident on LinkedIn, helpful in email nurture)
• Sentence structure and word choice
• What to say… and what not to
• Guidelines for formatting, punctuation and emojis (yes, we have rules for emojis)

We also share examples of “good, better, best” writing for your brand, so internal teams can understand how to apply the guide in real life.

Here’s an example of an awesome brand style guide from Firefox that covers visual and written brand—something we create for our clients too!

This brand style shows up everywhere—from your website copy to your outbound emails to your product descriptions. And the more consistent your voice, the more memorable your brand becomes.

How we uncover your messaging

Some companies come to us with a full brand book, audience research and content goals already defined. Others are still figuring out their value proposition. Either way, we meet you where you are.

Through facilitated workshops and interviews, we help companies:

• Identify their brand archetype
• Clarify their brand story and positioning
• Define and prioritize value propositions
• Create content pillars that shape their strategy

These aren’t off-the-shelf exercises. They’re guided by what your business needs. A startup trying to gain traction has different messaging priorities than a growth-stage company expanding into a new market. We adapt the process accordingly.

And while the outcomes are strategic, the process is creative and collaborative. We believe your team should walk away not just with deliverables, but with clarity. Knowing who you are, how you talk about your work and why it matters.

We get personal

As part of marketing a brand, we often write on behalf of individuals within the companies we support. (Personal brands are a huge growth opportunity and help generate trust.) Founders, executives, and subject matter experts need to show up consistently across channels. And we help make that happen.

We use a similar voice and style process to write for individuals:

• We review past writing, interviews or LinkedIn posts.
• We conduct a short voice activity to define tone, topics and takeaways.
• We map out goals for each content type (thought leadership, recruiting, brand building, etc.).

And most importantly, we listen. What someone wants to sound like and how they actually sound can be two different things. We align those pieces to make sure personal content feels authentic and aligned with the larger brand.

Copy that grows with your company

Your brand will evolve—and your voice should, too. We create documentation and systems that scale with you, so no matter who writes your content next quarter (or next year), they’ll sound like part of the team.

When it all comes together, your brand voice becomes more than just a marketing tool. It becomes a signal of who you are, what you believe, and how you work. It builds trust before you ever hop on a sales call. And it sets you apart in a crowded market.

At Accelity, we build that voice from the ground up, then bring it to life with content that gets results. That’s because great copy isn’t about writing more… it’s about saying the right thing, the right way, every time.

👋 Reach out to us here if you need help aligning your brand with your message.

If you’ve ever tried to get the word out about your business, you know that running a marketing campaign is easier said than done. 

As much as we wish it were simple, a campaign is so much more than picking a topic, creating a few content pieces, and hitting “publish.” There’s nuance, strategy—and a lot of moving parts. 

Whether you’re launching a new product or building thought leadership, Accelity follows a proven process to make every campaign strategic, impactful, and results-driven.

(more…)

This blog was originally published in 2023 and has been updated in 2025 to reflect how we’re using AI in copywriting today. At Accelity, we’re always testing new tools to help us work smarter and better serve our clients.

When you think of using AI for marketing, content is probably the first thing that comes to mind. If students are writing essays with it, marketers must be using it too… right?

Yes and no. AI tools like ChatGPT can crank out a blog post in seconds, complete with keywords and a passable attempt at brand voice—but let’s be real, it still sounds like a robot. So while it’s not replacing your marketing team anytime soon, it is helping us write stronger, faster, and more creatively.

We asked our Strategic Copy Manager, Michelle Breen (hi, it’s me 👋), to share which tools are actually worth your time and where human creativity still reigns supreme. Here’s what she had to say about AI in content marketing. ⬇️

Tools our copy team is testing

We don’t just talk about AI—we experiment with it regularly. These are the tools we’ve been hands-on with lately, along with some quick takes on when and how we use them.

ChatGPT

ChatGPT is still the most well-known AI writing tool. It’s flexible, fast, and—with the right prompt—can do everything from outlining a blog to planning your next vacation.

The paid version has been well worth the spend. I’ve been able to customize my chats to understand exactly how I prefer to write and what style I’m going for. Accelity’s recent rebrand was a breeze because I was able to upload our new brand guide, which included writing conventions, style and tone, and train ChatGPT to write in our brand voice. 

Google Gemini

Gemini is Google’s answer to ChatGPT: a generative artificial intelligence chatbot. Gemini is included with our Google Workspace membership, and it’s embedded within Google Docs. So while I write this, I can highlight a section of copy that I’m struggling with and ask for help rephrasing, shortening, elaborating or changing the tone. It’s not quite as robust as ChatGPT, but if the tool is already included in your Workspace, it’s great to test. 

GrammarlyGO

For years, Grammarly has been helping us tighten copy and triple-check for typos. The addition of generative AI features inside Grammarly Pro goes beyond grammar to rewrite, shorten, and shift tone based on your goals.

Perplexity

We haven’t used Perplexity as much yet, but it’s supposed to be the next big thing, even bigger than Google. We’ll see if that claim sticks. It’s on our list to try next!

If you’re curious about whether Perplexity or ChatGPT is the right tool for you, there are tons of comparison articles on the subject.

4 ways AI makes content marketing easier

AI can’t replace a great writer—but it’s a useful tool for getting started, moving faster, and exploring new angles.

1. Get unstuck with outlines

Staring at a blank screen is the worst. AI can create a solid content outline in seconds, giving you a running start and structure to build on.

Prompt: Write a high-level outline of a blog about writing a website that converts.

• Start with strategy: Know your audience and goals
• Nail your messaging hierarchy
• Write clear, compelling headlines
• Focus on benefits, not just features
• Use calls-to-action that inspire action
• Keep the copy scannable and easy to digest
• Build trust with social proof
• Optimize for search without sounding robotic
• Test, tweak, repeat: copywriting is never one-and-done

2. Say it differently (again and again)

Campaign messaging is often repetitive by design, but that doesn’t mean the copy has to be. AI helps shake up your phrasing without changing the message. This is especially helpful when testing variations for email and paid ads!

3. Tailor copy to different brand voices

Your marketing doesn’t have to be boring. With a little tweaking, AI can help adapt content for different tones and styles. Just keep in mind it still struggles with humor and nuance—your client’s voice will always need a human touch.

4. Brainstorm headlines, subject lines and microcopy

It’s easier to write 1,000 words than six perfect ones. AI tools are great for brainstorming short-form copy that grabs attention and includes the right keywords.

Prompt: Write 5 headlines for a blog about using generative AI in copywriting

1. How to use generative AI to write smarter, not lazier
2. The copywriter’s guide to working with—not against—AI
3. Generative AI won’t replace copywriters—but it will change the job
4. Exploring the role of generative AI in copywriting
5. Blending human creativity with AI: A modern approach to content creation

How NOT to use AI in copywriting

Let’s be clear: AI is a tool, not a replacement. 

If you’re thinking about overhauling your content process, keep these limitations in mind:

AI isn’t always up to date.

It can’t give you the latest on breaking news, industry trends, or even changes from the last few months. If you’re writing time-sensitive content, human research is non-negotiable.

It won’t generate unique ideas.

AI pulls from what’s already out there. It might help spark a new perspective, but it won’t create something truly original. That’s your job.

It lacks human nuance.

Marketing that resonates? It’s emotional. Sarcastic. Empathetic. Brand-savvy. AI can get you started, but people write the words that truly connect.

Where AI fits in your content strategy

Generative AI has come a long way, and it’s only getting better. While it won’t be taking over your copy team anytime soon, it’s already making our work sharper, faster, and more flexible. The key is knowing when to use it—and when to trust your gut instead.

Curious how we blend smart tools with human creativity to build bold, effective marketing? Let’s talk.

^ChatGPT wrote that. It’s pretty good! When I originally wrote this blog in 2023, the conclusion was way too long, spent too much time regurgitating what I said, and didn’t have the main takeaway I would’ve wanted to share. 

For more on using AI in your marketing strategy, check out Superpower Your Marketing Strategy with AI and Friend or Foe? Generative AI for Graphic Design.

You’ve captured a lead—now what? 

The next step is crucial: keeping that lead engaged and moving them closer to a sale. No matter the industry, lead nurturing is key to turning interest into action. One of the most effective ways to do this is through automated workflows. These allow you to educate prospects, build trust, and increase awareness of your brand—all of which boost the odds of conversion.

“67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more.”

So, how do you make the most of it? Below are the best practices for building a lead-nurturing strategy that actually works.

What is lead nurturing?

Lead nurturing is the process of engaging leads through a series of automated, targeted messages—usually via email—tailored to where they are in the buying journey. This allows you to build relationships, educate potential buyers, and guide them toward making a purchase.

Why lead nurturing?

• Qualified leads are more likely to convert. By engaging leads with the right content, you increase the chances of turning them into customers.
• Automation streamlines efficiency. Workflows ensure that your team stays in front of prospects consistently without the extra manual effort.
• Build credibility and trust. Sending personalized, valuable content instead of overly promotional messages positions your company as a helpful resource, not just another brand trying to sell something.

10 best practices 

1. Know when to enroll your contacts

Before adding a contact to a workflow, make sure you have a valid reason. Did they download a content offer, sign up for a webinar, or request a consultation? Define your enrollment criteria first so that you can craft messages that are relevant and valuable instead of blasting generalized content to all leads.

2. Personalization matters

Adding a prospect’s name to an email is just the beginning. Use your CRM to collect data like demographics, engagement levels, and content preferences to tailor messaging accordingly. You can also use surveys to ask leads what kind of communication they prefer. The more relevant your messages, the better your engagement.

3. Send your messages from a real person

Your sender name matters. In fact, 69% of people are likely to open an email based on who it’s from. Avoid generic sender names like “Sales” or “Marketing”—use a real name to make your message feel human and trustworthy.

4. Follow up with relevant content

If a lead downloads a guide about solving a specific problem, follow up with content that expands on that topic. Add value rather than pushing a product. This helps establish your brand as a knowledgeable resource and keeps your audience engaged.

5. Adapt and be flexible

Every lead moves through the buying process at their own pace. Monitor engagement metrics to see what’s working—and what’s not. If open or click-through rates start to dip, it’s time to adjust. Tweak your messaging, test new formats, and don’t be afraid to switch things up.

Pro tip: Try A/B testing or using your CTA as the header—it’s a smart way to grab attention and guide action.

6. Know when to “break up”

Nurturing is important, but overdoing it can backfire. We’ve found 2–3 emails after a content download works well, but that can vary. Keep an eye on performance and adjust frequency based on how your audience responds.

7. Test cadence and timing

• Cadence: How often should you send emails? Some leads are fine receiving multiple emails in a week, while others may cool off if you wait too long. We recommend starting with an email every three days (espeically when you first start to warm up your sending authority) and adjusting based on engagement.
• Send Times: Many lead-nurturing platforms allow you to customize when emails go out. Test different times and track open rates to see what works best. We’ve seen strong performance when emails go out between 7–8 AM, before most people start their workday. This varies by industry and audience!

8. Identify profitable buyers & analyze the likelihood of purchase

Not all leads are created equal. Segment your audience based on how likely they are to buy. Leads who download multiple resources or revisit your site often should be prioritized. Align your strategy around your ideal customer profile and engagement data to spend time where it matters most.

9. Keep content fresh

Automated doesn’t mean “set it and forget it.” Industry trends shift, buyer needs change, and your messaging should too. Review and refresh your workflows every 6–12 months to stay relevant. Mix in evergreen content for long-term value—but always be ready to pivot when the market does.

10. Measure success & optimize

Track open rates, clicks, and conversions to see what’s working. Use your automation platform’s reporting tools—like an email effectiveness matrix—to fine-tune performance and continuously improve results.

Turn interest into action

Lead nurturing is a powerful way to move prospects closer to becoming customers. With the right strategy—backed by automation, personalization, and relevant content—you can build trust, increase conversions, and drive real results.

Need help turning leads into loyal customers?
Let’s create lead-nurturing workflows that deliver the right message at the right time.  Reach out to the Accelity team today.

Websites are key to any successful business’s online strategy. Almost every business—whether B2B, B2C, non-profit, local or global—needs an online presence to reach buyers in this digital age. The necessity of websites is clear, but what’s shocking is that 27% of small businesses still don’t have one. Even if you’re active on social media, operating without a website means far less visibility; it’s an essential piece of your marketing strategy and is often referred to as your brand’s digital storefront.

Whether you’re building your first site or optimizing an existing one, the goal is the same: create a strategy that makes your website work for you.

Having a website alone isn’t the key to great results. It needs to:

• Attract
• Educate
• Move visitors through the buyer’s journey

This is easier said than done. While websites were once static and cluttered with outdated features like Flash animation, today’s web demands fast, mobile-friendly, accessible design that integrates with search, content and social media.

That shift is driven by changing buyer behavior. Today’s customer prefers to self-educate, often long before they talk to a salesperson. Marketing content like podcasts, blogs and social media now play a critical role in the buying cycle.

Ultimately, your website is the hub where those channels converge. Traffic from blogs, organic and paid search and social platforms typically converts into leads or sales here. Without a website acting as an online basecamp, it would be difficult to attract new business to one main source. That’s why building an effective conversion-ready site is so crucial.

A great website is possible. This blog kicks off our 4-part series: 25 Must-Haves for Driving Web Traffic & Increasing Sales. In Part 1, we’ll cover the strategies that help your website get found online—from SEO to sitemaps.

Part One: Get found online

You can have a great, user-friendly website with appealing design, but that doesn’t matter if no one visits it. For that reason, the first part of this guide is dedicated to getting found online—an activity that occurs at the top of the funnel of your inbound marketing strategy. Search engine optimization (SEO) is an absolute must-have for any website strategy, but it takes hard work and consistency when aiming for top rankings.

These tips will help get you on your way to increasing your organic (non-paid) search engine visibility.

1. Building inbound links

Every website on the internet wants to reach the top position in search engines, but because there’s only one top spot per keyword phrase, not everyone gets there or is even on the first page. So how can you improve your chances?

Off-page search engine optimization (SEO) is one of the most important factors for increasing your ranking results.

Off-page SEO is about building inbound links: essentially getting other quality websites to link back to you. Search engines call this authority, or “link juice.” The more inbound links you have, the more important your site appears to be, and the higher you’ll rank.

Link building, when done right, isn’t easy, since adding links to other websites is often out of your control.

Here are some useful tips to build inbound links:

• Create high-quality, educational or entertaining content. If people like your content, they will naturally want to link to it
• Write guest posts for other blogs. This is a win-win—people want extra (quality) content, and in exchange, it’s a great way to build inbound links
• Research link-building opportunities with other websites, but always check the authority of the websites you’re trying to get links from. Tools like Moz’s Link Explorer, Ahrefs or HubSpot’s Website Grader can help
• Collaborate with partners and clients to create co-marketing content or case studies that naturally earn backlinks
• Never borrow, beg, barter, bribe or buy links

2. On-page search engine optimization (SEO) 

While off-page SEO is hugely important, don’t forget about on-page SEO. This consists of placing your most important keywords within the content elements of your actual pages. These elements include:

• Headlines
• Sub-headlines
• Body content
• Image tags
• Links

On-page SEO is sometimes referred to as “keyword density.” Before we post any blog to the Accelity website, we execute keyword research to ensure that our content includes relevant search terms.

It’s very common for businesses to do too little on-page optimization—or too much (keyword stuffing). While it’s important to include your keyword where necessary, don’t go overboard.

Tips for doing on-page SEO right:

• Pick a primary keyword for each page and optimize that page for it. Don’t oversaturate with too many keywords; the page will lose its importance and authority because search engines won’t have a clear idea of what the page is about. This is very common on homepages in particular, where too many keywords are used
• Place your primary keywords in the headline and sub-headline. These areas carry more weight with search engines
• Include the keywords in your body content, but use them in context
• Add keywords in image filenames (e.g., mykeyword.jpg) and ALT tags
• Use keywords in the page URL and keep the URL clean
• And most importantly: write for humans first, search engines second. Always prepare your content for your audience and then look to optimize it for search. Content written in the other order won’t read naturally and your visitors will notice and recognize it

Modern SEO also favors fast-loading, mobile-optimized pages. Clean structure, accessibility and relevance matter just as much as keywords.

3. Title tag & meta tags

While this may be the least sexy component of SEO, it is a definite must-have. A meta tag is a line of code that lives in the background of a webpage. Search engines use meta tags to learn what the page is about.

Meta tags don’t carry the same SEO weight they once did, but they’re still important—particularly the title and description. Years ago, websites overused keyword stuffing in meta tags, but search engines are now much smarter and prioritize high-quality content and inbound links.

Meta keywords no longer impact rankings and should be skipped altogether. Focus instead on a strong meta description that improves click-through rate.

Here is an example of what meta tags look like in an HTML document

Title: The title of the page, shown at the top of a web browser and in search results

<title>Accelity Content Marketing ROI Guide</title>

Description: A concise description of the page.

<meta name=”Description” content=”Do you know the ROI of content

marketing? Make your marketing count with this guide.”>

If you’re working with a CMS like WordPress, Squarespace or HubSpot, you can typically edit title and meta description tags directly in the page editor or SEO settings—no coding required.

4. Keywords

Keywords still matter—but only when used strategically.

By now, you’ve seen where keywords should live: headlines, sub-headlines, body copy, image ALT tags and URLs. These placements help search engines understand what your content is about—without overloading the page. As a rule of thumb, keep each page focused on a small number of keywords—ideally six or fewer—to ensure relevance and readability.

Note: Meta keywords are no longer used by Google or other major search engines, so you can skip those entirely.

5. XML sitemaps

An XML sitemap helps search engine crawlers (or “spiders”) efficiently navigate your site. It’s basically a map of all your pages and when they were last updated—helping Google and other engines index your content faster and more accurately.

You can still use sitemap generators to create this file manually, but most CMS platforms like WordPress, HubSpot and Squarespace now generate and update your sitemap automatically. Manual updates are rarely necessary.

To check your sitemap, try accessing www.[yourwebsite].com/sitemap.xml. If it’s there, you’re set.

6. 301 Redirects

We’ve all landed on a broken link before—usually met with a “404: Page Not Found.” Often this happens when a page is moved or deleted without a redirect in place. Think about the lost opportunity here! Your customers or potential buyers want information that they can no longer locate. 

To avoid this, use a 301 redirect, which permanently points the old URL to the new one.

301 redirects help:

• Preserve the SEO value of the original page
• Prevent user frustration and lost traffic
• Ensure a smooth user experience when content is moved or restructured

Without proper redirects, you could lose traffic, leads and valuable search rankings.

Getting found is the first step—but traffic alone won’t win you customers. In Part 2, we’ll dive into design and usability must-haves that keep visitors engaged once they land on your site.

Part Two: Design & Usability

Now that you’re generating traffic, your next focus is keeping those visitors engaged once they arrive. It depends on the industry, but most websites have a 30–60% bounce rate. That means a large majority of web traffic (often landing on your homepage) leaves without clicking to another page—and many of those visitors may never return.

Yikes, right? That’s why design and usability are so critical. In this section, we’ll share tips to make a strong first impression, improve user experience, and decrease bounce rates so visitors stick around.

7. The first impression

Your website represents who you are and what you have to offer. When people visit for the first time, they’re thinking:

• Is this site credible?
• Is it trustworthy?
• Is this a professional company?
• Is this company stable?
• Does this site make me feel welcome?
• Am I in the right place?

You need to ask yourself all of these questions when designing your website. Design may not be the most important factor for a website, but it does play an important role in making a good first impression.

For example, an in-depth study from Stanford University and Consumer Web Watch found that a website’s design was more important than credibility indicators like privacy policies or certifications. P-44 Technologies does a great job at summarizing this study, saying, “Visitors first evaluate a site’s overall design, including its use of multimedia.”

Fortunately, design doesn’t need to be flashy—it needs to support your content. A visually strong website earns a second look. A cluttered, dated or confusing site? That bounce rate is going up.

As Beau Brendler of Consumer Web Watch noted, “While consumers say they judge on substance, these studies demonstrate that consumers judge on aesthetics and get distracted by bells and whistles.”

8. Website design

Once visitors land on your site, how it looks and feels matters. Your design should be visually appealing, easy to navigate and built to support—not distract from—your content.

Tips for a great website design:

• Use brand-aligned colors that draw attention to key content—without overloading the page. As a best practice, pick two to four colors for your template and marketing materials
• Avoid unnecessary gadgets, background audio or outdated animations. Only use media and animations to support your message
• Organize your content using a grid-based layout to create clarity and consistency
• Typography matters—use legible fonts, bulleted lists, headers and short paragraphs. If your site is in English, ensure information flows left to right and top to bottom
• Let your content breathe. White space isn’t wasted space—it helps guide the eye

Your design should also prioritize mobile-first formatting and fast performance. Users often visit from their phones, and Google now factors in mobile responsiveness and Core Web Vitals (like load speed and layout stability) when ranking pages.

While design is important, don’t forget that offering great content is what your visitors are ultimately after. A well-designed website might convince visitors to take a closer look, but they won’t look twice if the content isn’t useful or well organized. After all, you never get a second chance to make a first impression.

9. Maintain consistency

It’s best to keep design elements consistent from page to page. That includes colors, font sizes, layout and navigation placement. Visitors should be able to move through your site without reorienting themselves at every step.

Most sites benefit from three core layout templates: a homepage, a content page and a landing/form page. These can look different from each other, but should still feel cohesive across the experience.

When in doubt, simplify. Your visitors shouldn’t have to guess where they are or how to get back.

10. Using the right images

Images can be a powerful part of your website—but only if they’re used with purpose. Stock photos are easy to access and affordable, which makes them tempting. But generic images often come off as staged, irrelevant or even untrustworthy.

A 2023 study from CXL found that real photos of customers outperformed stock photos by 35% in conversion tests. The reasoning? Authentic visuals increase trust, improve recall and create stronger emotional connections.

CXL also notes that context matters. Photos should support your message, not just decorate the page. For example, if you sell a product, show it in use—not just floating on a white background. Selling a service? Show your team collaborating, not shaking hands in front of a stock skyline. This kind of contextual imagery brings copy to life, giving users visual cues that match what they’re reading and help them imagine the experience.

Here’s how to use imagery wisely:

• Avoid overused stock photos (reverse image tools like TinEye can help check where else a photo appears)
• Use real images of your team, customers or product whenever possible
• Match visuals to your message—every image sends a signal, whether you intend it or not
• If you must use stock, choose unique, high-quality visuals and customize them with overlays, cropping or brand elements to make them feel your own

Stock imagery isn’t inherently bad—but lazy image use is. Every photo you choose should support your message, reflect your brand and give users the visual context they need to trust what they see.

11. Navigation

Perhaps one of the biggest factors in keeping visitors on your site is simple, intuitive navigation. In fact, more than three-quarters of survey respondents in a HubSpot study said the most important website feature is “ease of finding information.” If it’s not easy to navigate your website, then consider some changes!

If people can’t find what they are looking for, they will give up and leave. Important factors in a site’s navigation are to: 

• Keep your top navigation simple and visible across every page
• Add footer navigation as a backup
• Use breadcrumbs (except on the homepage) so visitors always know where they are
• Include links within your page copy and make it clear where those links lead—this is great for both usability and SEO
• Use a site-wide search feature
• Don’t overload the nav bar—less is more
• Don’t dig too deep—ideally no more than three levels deep
• Avoid using complicated JavaScript or any tech that can break on mobile

Clear navigation means visitors spend more time with your content—and more time moving through your buyer’s journey.

12. Accessibility

Accessibility isn’t just about browser compatibility anymore—it’s about creating an inclusive experience for every visitor.

To improve accessibility:

• Follow WCAG guidelines—this includes using proper heading structure, descriptive ALT text and ensuring keyboard navigation works
• Avoid low-contrast color combinations that are difficult to read
• Make all interactive elements (buttons, links, forms) easy to find and use
• Ensure screen readers can interpret your site’s structure and content correctly
• Use descriptive link text like “Download the guide” instead of “Click here”

A website that’s accessible to all users isn’t just more ethical—it’s better for search rankings and usability, too. A polished, user-friendly site earns attention—but it’s your content that wins trust. In Part 3, we’ll share content strategies that connect with your audience and inspire action.

Part Three: Content

Now, it’s time for the heart of your website: content. Your website content is what connects your audience to your brand—design and SEO might get them there, but content earns their trust, answers their questions, and turns visitors into confident buyers.

In this section, we’ll outline what great content looks like, how it should be structured, and what to avoid—plus how to create messaging, blogs, and resources that actually move people to act.

13. Messaging

There are four key questions your website should answer within seconds:

• What is this page about?
• Who is it for?
• What can I do here?
• Why should I choose this over another option?

Visitors should never have to guess. Your homepage and key pages should make the message immediately clear.

Here’s how to sharpen your messaging:

• Write clear, specific headlines that reflect your value—not vague taglines or filler
• Use subheadings to support your main point and lead the visitor through the page
• Include concise, direct calls-to-action with logical next steps
• Link within your copy to related pages and resources to help visitors explore
• Avoid industry clichés or buzzwords that dilute your message—clarity builds trust
• Test headline and CTA variations using A/B testing tools (like HubSpot or 5 Second Test) to see what drives action

A strong message makes it easy for visitors to understand your value and know exactly what to do next.

14. Educate and offer value

Even though your website exists to showcase your products or services, not every visitor is ready to buy the moment they arrive. You need to meet them where they are.

Second—remember, it’s not all about you. What’s in it for them?

To earn interest, keep your visitors’ needs front and center. Helpful, educational content builds trust and keeps people engaged as they move through the buyer’s journey.

Offer more than just product details. Provide eBooks, whitepapers, videos and other content that teach, explain or guide. Educational content not only nurtures prospects until they’re ready to buy—it also helps them feel like they’re learning, not being sold to.

When writing product-specific content:

• Speak directly to your audience using “you” and “we”
• Be transparent, conversational and human
• Use language they understand—speak their language
• Focus on how your product helps solve their problem
• Avoid phrases like “we’re the best”—let the benefits speak for themselves

Great content doesn’t just inform—it builds confidence, establishes credibility and leads people to act.

15. Importance of quality

Having a lot of content is good—but in a world where search engines are getting smarter and buyers are becoming more selective, quality content is what actually drives results.

Quality content is a must-have for any website. That means:

• Offer unique content—people (and search engines) notice originality
• Write for humans, not algorithms—robotic language loses attention fast
• Provide value—teach, explain or guide your audience
• Vet third-party writers—do your research before outsourcing content
• Keep your site fresh—outdated pages signal neglect
• Know your audience—the more specific the content, the more likely it is to convert
• Back up what you say—use credible sources for stats, quotes and claims
• Know your subject matter—accuracy is everything

Great content builds trust, keeps visitors engaged and makes your brand more memorable. Don’t just fill space—earn attention.

16. Avoid overused jargon

A polished, professional brand is important—but that doesn’t mean loading your site with empty buzzwords.

Corporate jargon refers to words and phrases that get overused to the point of meaninglessness. They’re often intended to sound impressive, but usually just feel generic or vague—and they’re easy for buyers to tune out.

Avoid these words and phrases across your site:

• Next generation
• Flexible
• Robust
• Scalable
• Cutting-edge
• Best of breed
• Groundbreaking
• Mission critical
• Seamless integration
• Results-driven
• AI-powered (unless you actually use AI)
• Synergy
• Game changer

Jargon dilutes your message. Instead, say what you mean—clearly, directly and in your audience’s language.

17. Be clear, not clever

Clever headlines might win creativity points—but they rarely win trust.

Today’s buyers are overloaded with marketing fluff and over-promises. What they really want is clarity: what you do, how it helps and what to do next.

Wouldn’t it be easier to just say what you mean?

When your content is clear and direct, people feel more confident engaging with your brand—and confidence drives action. Here’s how to stay clear:

• Use simple, straightforward language
• Say what you want your audience to do—then make it easy to do it
• Avoid vague claims or wordplay that distracts from your message
• Make sure every headline and CTA is easy to understand at a glance

Confusion kills conversions. Clear content earns trust, and trust drives results.

18. Blogging

Blogging is still one of the most important content assets your website can have—and it’s the perfect complement to your SEO and inbound marketing strategy.

Here’s why your business needs a blog:

• It creates fresh content that improves search visibility
• It helps establish authority and build trust with your audience
• It drives ongoing traffic and leads back to your site
• It gives you a place to engage with your audience and share insights
• It creates linkable content that supports your inbound efforts

Blogging doesn’t have to be intimidating. At Accelity, everyone contributes—from our marketing assistant to our CEO. Your team’s real-world perspective is what makes your blog valuable.

If writing capacity is your main barrier, there are plenty of tools and services that can help. Start small, stay consistent and focus on delivering value—one post at a time.

19. Make content shareable and multi-format

Content isn’t just meant to be read—it’s meant to be shared, repurposed and re-experienced across channels.

When people find something helpful, inspiring or just plain interesting, they naturally want to share it. That’s where social-friendly content and thoughtful formats come in.

Make your content easy to share:

• Add copy-link buttons or native share integrations to blog posts and resources
• Create graphics, quotes or stats that are easily repurposed on social
• Include sharing options that work across devices—without relying on clunky plugins

Make your content worth sharing:

• Write blog posts with a fresh point of view
• Use visuals that spark insight or emotion
• Share tips, takeaways or frameworks people can apply immediately
• Show social proof—customer examples, testimonials, screenshots of real results

Experiment with multiple content formats to meet different audience preferences:

• Imagery — infographics, charts, quote cards
• Video — explainer videos, short Reels, demos or behind-the-scenes clips
• Audio — podcast snippets, voiceovers, embedded clips
• Interactive tools — quizzes, calculators or checklists
• Lightweight visuals — GIFs, motion graphics, social carousels

Content that’s easy to share—and easy to digest—extends your reach far beyond your website. The more ways you give people to engage, the more likely they are to come back, share and convert.

20. Customer proof

No matter what you’re selling, potential buyers want to know others have trusted—and loved—your work. Testimonials, reviews, case studies and client logos help build confidence and move people closer to a decision.

Make this proof easy to access. Instead of burying it behind a form or in a gated PDF, feature it directly on your site.

Tips to make your customer proof more effective:

• Use real names, titles and photos—even a LinkedIn profile image adds authenticity
• Match testimonials to relevant pages (e.g., a quote about service on your support page, or one about ROI on your pricing page)
• Make collection part of your process—gather feedback, create case studies, and update them often
• Include a mix of formats: short quotes, logos, video snippets, before-and-afters, screenshots
• If you sell a product, include links to review platforms where buyers already look for feedback (e.g., G2, Capterra, Google Reviews)

Social proof helps your audience imagine themselves as your next success story. The more relevant and specific it is, the more powerful it becomes. Great content builds trust—but trust needs a clear next step. In Part 4, we’ll wrap up the series with the conversion must-haves that turn visitors into leads and sales.

Part Four: Conversion

Welcome to the final part of our series. We’ve walked through SEO, design, and content—now it’s time to bring it all together with strategies that drive conversions. You’ve brought in traffic. You’ve engaged visitors with valuable content. Now it’s about turning that attention into action.

The goal isn’t to chase leads—it’s to guide the right people toward taking the next step. Whether they’re downloading a resource, requesting a demo, or joining your list, you want to make it easy for them to convert. This section covers the must-haves for increasing website conversions and building trust—without friction or fluff.

21. Effective calls to action

A successful call-to-action (CTA) drives a visitor to take a clear, specific next step. Whether it’s downloading a guide, requesting a quote or scheduling a demo, CTAs help convert interest into action.

CTAs are key to lead generation—but they only work when they’re visible, relevant and frictionless. Place them where users naturally pause or take action—on mobile and desktop alike—and design them to stand out without overwhelming the page.

Tips to optimize your CTAs:

• Make them stand out – Use size, contrast and spacing to draw attention, but don’t let the CTA overpower the page
• Use intentional color – Choose a color that contrasts with the rest of your design and signals action
• Offer real value – Use CTAs to promote helpful content (like guides, calculators or free tools). Avoid vague prompts like “Contact Us” as your only conversion point
• Make it look interactive – Use buttons, hover states or animation to signal that it’s clickable—especially on desktop
• Keep it simple – Clear, concise copy converts better than clever phrasing or over-explaining
• Test often – Experiment with wording, colors, placement and size to see what drives more clicks and conversions

Strong CTAs don’t shout—they guide. The best ones are obvious, valuable and easy to act on.

22. CTA positioning

Having strong calls to action is only part of the equation—where and when they appear makes a big difference.

Here’s how to position CTAs effectively:

• Align CTAs with funnel stage – Use top-of-funnel offers (e.g. downloads, guides) on higher-level pages, and introduce middle-of-funnel CTAs (e.g. trial, pricing, request a quote) deeper in the site when the visitor has more context
• Place CTAs in multiple spots – While CTAs above the fold get high visibility, don’t stop there. Include them in body content, at the end of pages and anywhere the visitor might be ready to act
• Use thank-you pages strategically – After someone completes a form, offer additional resources or next steps—without making them fill out another form
• Avoid overload – Don’t stack too many CTAs on one screen. Match the ask to the context
• Test placement – Page layout, screen size and audience behavior all affect what works. Test different CTA placements to find what performs best

Thoughtful positioning ensures your CTAs show up at the right time—without distracting or overwhelming your visitor.

23. Landing pages

Your CTAs need a place to go—and that’s where landing pages come in. These focused, distraction-free pages are built to convert visitors into leads by offering something valuable in exchange for their information.

A strong landing page includes:

• A clear headline (and optional sub-headline)
• A concise description of the offer
• A supporting image
• Social proof or trust signals (optional but helpful)
• A lead capture form

The goal of a landing page is singular: complete the conversion. Everything on the page should support that.

Best practices for effective landing pages:

• Keep the layout clean and distraction-free—remove main site navigation
• Make sure your offer matches the CTA that led to the page
• Use concise copy and bullets to improve readability
• Focus on value, not just features
• Collect only the info you need—shorter forms convert better
• Add customer proof to reinforce trust
• Use responsive design so the page works seamlessly on all devices

Avoid common mistakes:

• Vague offers or unclear messaging
• Long blocks of text or overly long pages
• Low-quality or confusing visuals
• No form or broken submission
• Overselling without value
• Missing proof points like testimonials or logos

A great landing page removes friction and makes the next step feel obvious. Done right, it’s one of the most powerful tools in your conversion strategy.

24. Forms

Forms are the gateway to conversion. They collect the information you need to qualify leads, deliver content or follow up—and they’re a critical part of every landing page.

The key to high-performing forms is reducing friction. The fewer fields you ask for, the more likely someone is to complete it. But more fields can lead to higher-quality leads. The balance depends on your goals—and you won’t know what works best without testing.

Tips for creating better forms:

• Only collect what you need – Don’t ask for unnecessary or sensitive information. Match the form length to the value of the offer
• Use clear, action-based buttons – Replace “Submit” with something specific like “Download the guide” or “Get my estimate”
• Leverage autofill – Make it easy for returning users to complete forms faster
• Consider multi-step forms – Breaking longer forms into multiple pages can improve completion rates by making the process feel easier
• Reduce resistance – Add a short privacy statement or a link to your privacy policy. Reassure users their info won’t be shared or sold
• Deliver instantly – If you’re offering a download, provide the asset immediately on the thank-you page and/or via email—don’t make users wait or dig

Newsletters count, too.
Not every form needs to promote a big offer. Newsletter signups are an easy, low-barrier way to collect email addresses and nurture prospects over time. Just make sure the subscription form is easy to find—and make the value of the newsletter clear (“Get monthly tips,” “Stay ahead on marketing trends,” etc.).

Great forms don’t feel like work. They feel like a natural next step—clear, fast and trustworthy.

This is where good marketing starts

Your website isn’t just a digital presence—it’s the heart of your marketing strategy. It’s where education, trust and conversion come together. But simply launching a site isn’t enough. Driving real results takes a connected strategy: SEO, content, CTAs, landing pages, accessibility, performance and continuous optimization. If you’ve worked through this guide, you’ve already taken the first step toward building a smarter, higher-converting website.

But don’t stop here.

Your site should evolve alongside your audience. Test what works. Double down on what delivers. And keep looking for ways to improve the experience at every stage—from first click to closed deal.

Bet on us.

Explore how Accelity builds conversion-focused websites for companies like yours here.

Let’s build something that actually works.

Growing your brand’s presence in a crowded market is tough. It’s how you show up in your buyers’ inboxes, feeds, search results and sales calls. It’s what your audience feels when they come across your name, and the action they take next.

With AI-fueled noise flooding every channel and audiences savvier than before, flashy branding alone doesn’t cut it. You need clarity, consistency and creativity.

The good news? You don’t need a massive budget to get there. With the right strategy and smart, targeted moves, even emerging brands can build meaningful awareness, earn trust and generate pipeline.

In this guide, we’ll walk you through actionable branding tactics to help you punch above your weight and start growing your brand today.

(more…)

Sending campaign emails is a great way to attract and convert leads—unless they never land in the inbox.

If your emails are vanishing into the void (or worse, spam), don’t panic. We’re breaking down the 5 biggest reasons your campaigns have email deliverability issues—and how to fix them fast.

(more…)

Inbound marketing works because it builds trust. Instead of pushing your way into a prospect’s life, you create content that helps them at every stage of their buyer’s journey. That way, whether they’re just starting to research or ready to buy, you stay top of mind.

Here’s how to build an inbound campaign that actually drives results.

1. Identify your campaign audience

Before you create a single blog or email, know who you’re talking to. That means defining your buyer persona—a semi-fictional snapshot of your ideal customer. Think: job role, goals, challenges, financial situation, and motivators.

Skip this step, and your campaign will miss the mark.

2. Set goals and benchmarks

At Accelity, we stick with the SMART framework: specific, measurable, attainable, relevant and timely. Vague goals like “get more leads” won’t cut it. Instead, aim for something like: “Generate 100 qualified leads in Q4.” That way, you’ll know if your campaign worked—or didn’t.

3. Do SEO & GEO research

SEO & GEO shouldn’t be afterthoughts. If you’re going to create content, make sure people can actually find it.

Ask: What questions are my prospects Googling? How are they using tools like ChatGPT? Use a tool like SEMrush to validate, then weave those long-tail keywords into:

• Titles
• Headers
• URLs
• Meta descriptions
• Image alt text
• Naturally in your copy (3–6 times per page)

Additionally, use a tool like ChatGPT or Perplexity to ask questions like, “What would an unbiased, neutral party think of [your company] as it relates to [campaign topic]?” See what brand sentiments exist as a result of AI’s answer and fold in insights as needed.

4. Create your offer

This is the hook. Your content offer should solve a real problem your persona cares about. It could be an ebook, checklist, video, podcast interview, webinar, free trial—you name it!

The key? Don’t make fluff. If it’s not valuable, people won’t download it. Take time to brainstorm and really sit in the minds of your buyers.

5. Build a landing page

Landing pages are where the magic happens. The ultimate goal of a landing page is to help you convert leads. A good page is:

• Clear. Simple copy, straight to the point.
• Optimized. Keywords in place, SEO-friendly.
• Action-oriented. A form with a strong CTA.

Tip: gate your content with care. High-value educational content is okay to gate. If you have sales pieces or shorter educational content, don’t put up a wall.

6. Plan your automation & nurturing workflows

Getting a lead isn’t the finish line; it’s the start. Use automated workflows to follow up with leads in a timely, relevant way.

Example: If someone downloads a guide about SEO, enroll them in a series of emails on SEO best practices. Automation lets you nurture without manually chasing every lead.

7. Write a supporting blog post (…or a few)

Blog posts boost visibility and help prospects stumble upon your offer organically. Tie your post to the campaign content, sprinkle in keywords, and link readers directly to your landing page. 

8. Share on social media

If you’re not promoting your content, no one’s going to see it. Share across LinkedIn, Reddit, Instagram, or wherever your audience hangs out. Social puts more people into your funnel, and the right people, if you target smartly. 

Tag others to boost post visibility and encourage your team to share with their audience when it makes sense.

9. Consider paid search and social

Paid search can give your inbound campaign a major boost. Yes, it requires a budget, but it pays for itself with qualified leads when implemented well. Just remember: track ROI closely. If a channel isn’t working, cut it. 

Need help with LinkedIn ads campaigns? This blog could help.

10. Track your URLs

Where is your traffic coming from, and how are visitors finding you? Not all traffic is created equal. Use tracking URLs (UTMs) to see what’s driving leads and what’s falling flat. Double down on what works. Learn from what doesn’t.

11. Analyze and celebrate your results 🥳

Did you hit your SMART goals? Which content pulled the most leads? Which channel flopped? Gather insights, share wins with your team, and apply lessons to the next campaign.

Pro tip: don’t skip the celebration. Marketing is a grind, and acknowledging wins keeps your team motivated.

Plan for inbound success

Inbound campaigns aren’t about one-off tactics. They’re about creating a system that attracts, engages and converts the right people over and over again.

Follow these 11 steps, and you’ll give your campaigns the structure they need to succeed (plus a repeatable process you can refine over time). Don’t just run campaigns… run ones that convert. See how Accelity can help.