Website Marketing Course

Lesson 1 • Understanding Your Target Audience

Covers audience segmentation, persona creation, and behavioral research methods. Connects audience insight to channel and message selection.

Lesson 2 • What Website Marketing Actually Is

Defines website marketing and distinguishes it from general digital advertising. Sets the conceptual baseline for all subsequent strategy decisions.

Lesson 3 • Overview of Core Marketing Channels

Surveys SEO, paid search, social, email, and content channels at a high level. Prepares students to evaluate channel fit before deep-diving into each.

Lesson 4 • Setting Goals and KPIs

Teaches SMART goal-setting and selection of leading versus lagging indicators. Ensures every tactic introduced later ties back to measurable outcomes.

Lesson 1 • Website Architecture for Marketing

Covers site hierarchy, URL structure, and internal linking as marketing assets. Connects information architecture to both SEO and user navigation.

Lesson 2 • User Experience Principles

Introduces usability heuristics, cognitive load, and visual hierarchy as conversion drivers. Grounds design decisions in measurable user behavior.

Lesson 3 • Mobile-First Design Considerations

Addresses responsive design, mobile page speed, and thumb-zone interaction patterns. Ensures marketing assets perform across all device types.

Lesson 4 • Website Audit and Prioritization

Provides a structured audit framework to identify UX, content, and technical gaps. Produces a prioritized action list students apply to real sites.

Lesson 1 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a conceptual level. Provides the mental model needed to make informed SEO decisions.

Lesson 2 • Link Building and Off-Page Authority

Covers backlink quality, outreach strategies, and digital PR for authority building. Completes the three-pillar SEO framework with off-page signals.

Lesson 3 • Technical SEO Fundamentals

Addresses site speed, crawl budget, structured data, and indexation controls. Ensures the site infrastructure supports all organic traffic efforts.

Lesson 4 • Measuring and Reporting SEO Performance

Teaches rank tracking, organic traffic analysis, and SEO reporting dashboards. Closes the loop between SEO execution and the KPIs set in Chapter 1.

Lesson 5 • Keyword Research and Strategy

Covers keyword discovery, competition analysis, and mapping terms to pages. Produces the keyword matrix used in content and on-page optimization.

Lesson 1 • Writing for the Web

Teaches scannable structure, persuasive copywriting, and SEO-integrated writing techniques. Ensures content serves both search engines and human readers.

Lesson 2 • Content Distribution and Promotion

Covers owned, earned, and paid distribution tactics to maximize content reach. Connects content output to the channel mix introduced in Chapter 1.

Lesson 3 • Editorial Planning and Calendars

Covers topic ideation, editorial calendar tools, and publishing cadence planning. Translates strategy into an actionable, team-ready production schedule.

Lesson 4 • Content Strategy Foundations

Defines content strategy as distinct from content creation and connects it to business goals. Establishes the strategic layer before any production begins.

Lesson 1 • Ad Copywriting for Paid Search

Covers headline formulas, description best practices, and ad extension usage. Strong copy directly improves click-through rate and Quality Score.

Lesson 2 • Bid Management and Budget Optimization

Covers manual vs. automated bidding strategies and budget pacing techniques. Ensures spend efficiency and connects campaign performance to ROI goals.

Lesson 3 • Display and Remarketing Campaigns

Introduces display network targeting, banner creative principles, and remarketing audiences. Extends paid reach beyond search intent to awareness and re-engagement.

Lesson 4 • Paid Search Fundamentals

Explains auction mechanics, Quality Score, and ad rank to demystify paid search. Provides the conceptual foundation before any campaign is built.

Lesson 1 • Social Paid Advertising Basics

Introduces paid social campaign objectives, audience targeting, and creative formats. Complements paid search by reaching users before active search intent forms.

Lesson 2 • Organic Social Content Strategy

Covers posting cadence, content pillars, and community engagement tactics for organic reach. Builds brand authority that supports paid social and SEO efforts.

Lesson 3 • Social Media Channel Selection

Matches audience demographics and content formats to the right social platforms. Prevents resource waste by focusing effort on highest-impact channels.

Lesson 4 • Social Media Analytics and Reporting

Covers native analytics, third-party tools, and social-to-site attribution reporting. Closes the measurement loop between social spend and website KPIs.

Lesson 1 • Marketing Automation and Drip Campaigns

Introduces automation workflows, trigger logic, and lead scoring for scalable nurturing. Automation extends email impact without proportional increases in manual effort.

Lesson 2 • Email Performance Analysis

Covers deliverability metrics, A/B testing methodology, and email revenue attribution. Connects email program performance to the revenue KPIs set in Chapter 1.

Lesson 3 • Copywriting and Design for Email

Teaches subject line formulas, preheader text, and mobile-responsive email layouts. Strong copy and design directly drive open and click-through rates.

Lesson 4 • Segmentation and Personalization

Covers behavioral, demographic, and engagement-based segmentation for targeted messaging. Personalized emails consistently outperform batch-and-blast campaigns.

Lesson 5 • Email List Building Strategies

Covers opt-in forms, lead magnets, and list hygiene practices to grow a quality subscriber base. A healthy list is the prerequisite for all email performance.

Lesson 1 • Interpreting Traffic and Behavior Data

Teaches session analysis, user flow reports, and behavior metrics to diagnose site issues. Translates raw data into actionable hypotheses for optimization.

Lesson 2 • Web Analytics Setup and Configuration

Covers tracking implementation, goal configuration, and data layer fundamentals. Accurate data collection is the prerequisite for every optimization decision.

Lesson 3 • Attribution Modeling and ROI Reporting

Compares attribution models and teaches multi-touch revenue reporting across channels. Enables accurate budget decisions based on true channel contribution.

Lesson 4 • Building a Growth Marketing Framework

Synthesizes all course channels into a repeatable growth loop and experimentation culture. Prepares students to lead ongoing marketing improvement programs.

Lesson 5 • Conversion Rate Optimization Principles

Introduces the CRO process: research, hypothesis, test, and iterate. Applies UX and copywriting knowledge from earlier chapters to systematic experimentation.