Website Marketing Strategy Course

Lesson 1 • Mapping the Customer Journey

Covers awareness-to-loyalty stages and how each maps to website touchpoints. Provides the strategic lens used throughout the course.

Lesson 2 • Understanding Your Target Audience

Introduces audience research methods and persona development. Connects audience insight to every downstream marketing decision.

Lesson 3 • Setting Marketing Goals and KPIs

Teaches goal-setting frameworks tied to measurable website outcomes. Ensures students can define success before executing any tactic.

Lesson 4 • Competitive Landscape Analysis

Introduces methods for auditing competitor websites and positioning. Grounds strategy in market reality from the start.

Lesson 1 • Building a Marketing Dashboard

Guides students in creating a concise, decision-ready reporting dashboard. Reinforces KPIs set in Chapter 1 with live data visualization.

Lesson 2 • Core Traffic Metrics Explained

Defines sessions, users, bounce rate, and engagement metrics. Students learn which numbers signal real marketing performance.

Lesson 3 • Conversion Funnel Reporting

Introduces funnel visualization and drop-off analysis within analytics tools. Enables students to pinpoint where visitors abandon the conversion path.

Lesson 4 • Traffic Source Analysis

Teaches how to segment traffic by channel and evaluate each source's quality. Connects channel data to budget and effort allocation decisions.

Lesson 1 • SEO Performance Tracking

Teaches ranking tracking, organic traffic reporting, and iterative improvement cycles. Closes the loop between SEO actions and measurable outcomes.

Lesson 2 • Keyword Research and Mapping

Teaches systematic keyword discovery and assignment to site pages. Keyword mapping ensures every page targets the right search demand.

Lesson 3 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a strategic level. Provides the technical context needed to make informed SEO decisions.

Lesson 4 • On-Page Optimization Techniques

Covers title tags, meta descriptions, headers, and content optimization. Directly improves page relevance signals for target keywords.

Lesson 5 • Link Building and Authority Growth

Introduces ethical link acquisition strategies and domain authority concepts. Authority signals amplify on-page optimization efforts.

Lesson 1 • Measuring Content Marketing ROI

Teaches attribution models and content-specific metrics for proving value. Connects content output to pipeline and revenue impact.

Lesson 2 • Content Formats and Channel Selection

Covers blog posts, video, infographics, and long-form assets by audience fit. Matching format to audience behavior maximizes content ROI.

Lesson 3 • Content Distribution and Promotion

Introduces owned, earned, and paid distribution tactics for content amplification. Great content without distribution fails to generate traffic or leads.

Lesson 4 • Content Strategy Fundamentals

Defines content strategy and its relationship to SEO and audience needs. Establishes the planning mindset before any content is created.

Lesson 5 • Writing for Conversion and Engagement

Covers persuasive writing principles, readability, and calls to action. Content must move readers toward measurable marketing outcomes.

Lesson 1 • Display and Retargeting Campaigns

Teaches audience targeting, creative formats, and retargeting pixel setup. Retargeting recaptures high-intent visitors who did not convert initially.

Lesson 2 • Search Advertising Campaign Structure

Covers campaign, ad group, keyword, and ad hierarchy for search platforms. Proper structure controls spend efficiency and targeting precision.

Lesson 3 • Bid Strategy and Budget Optimization

Covers manual and automated bidding strategies and budget pacing. Optimizing bids directly controls cost per acquisition.

Lesson 4 • Paid Advertising Ecosystem Overview

Maps the paid media landscape including search, display, and social ads. Provides context for choosing the right paid channels for each goal.

Lesson 5 • Paid Campaign Reporting and Iteration

Teaches reading campaign reports and applying data-driven optimizations. Continuous iteration is required to maintain paid channel profitability.

Lesson 1 • Landing Page Optimization

Applies CRO principles specifically to high-traffic landing pages. Landing pages are the highest-leverage conversion improvement opportunity.

Lesson 2 • A/B and Multivariate Testing

Teaches experiment design, statistical significance, and test execution. Controlled testing isolates which changes actually drive conversion lifts.

Lesson 3 • CRO Principles and Mindset

Introduces the scientific approach to conversion improvement and common biases. Establishes experimentation culture before any testing begins.

Lesson 4 • Qualitative Research Methods

Covers heatmaps, session recordings, surveys, and user interviews. Qualitative data reveals the why behind quantitative drop-off patterns.

Lesson 1 • Email Performance Analysis

Teaches open rate, click rate, and revenue attribution reporting for email. Data-driven iteration improves email ROI over each campaign cycle.

Lesson 2 • Automated Nurture Sequence Design

Guides building welcome, onboarding, and re-engagement automation flows. Automation delivers the right message at the right moment without manual effort.

Lesson 3 • Email Copywriting and Design

Covers subject line writing, email body structure, and mobile-responsive design. Copy and design directly determine open rates and click-through rates.

Lesson 4 • Email Marketing Strategy Foundations

Covers list building, permission-based marketing, and platform selection. A healthy, consented list is the foundation of effective email marketing.

Lesson 1 • Auditing Your Current Marketing Mix

Applies a structured audit framework across all channels covered in the course. Identifies gaps and redundancies before building the integrated plan.

Lesson 2 • Budget Allocation and Resource Planning

Covers frameworks for distributing marketing budget across channels and tactics. Allocation decisions must reflect audience behavior and business priorities.

Lesson 3 • Marketing Technology Stack Design

Guides selecting and integrating tools across analytics, CRM, and automation. A coherent tech stack eliminates data silos and enables full-funnel tracking.

Lesson 4 • Building a Multi-Channel Strategy

Teaches how to sequence and connect SEO, content, paid, and email channels. Channel synergy multiplies individual channel performance.