A B2B website is the public stage where a stretch goal is tested.
So why does a book about stretch goals talk about websites?
For a company that delivers goods and services, there are not many places where it can change "how it works" to reach an ambitious peak-month goal. You cannot add people or time overnight. But you can change the words on your website starting today. That is why this book chooses your company's website—in other words, digital marketing—as the stage for testing stretch goals.
When you hear "digital marketing," you may picture one complicated thing after another: advertising, social media, analytics tools.
The digital marketing in this book is something more basic. In a word, it means turning your website into a salesperson who works 24 hours a day. It tells new prospects what kind of company you are and what kind of work you are suited for, and guides promising prospects all the way to an inquiry. It is about building the system that makes that possible.
A shop makes a useful comparison. The sign (the Line on the homepage), the sample in the window (the Sheet), the word at the register (the Closing), and the notice on the door (the Entrance). Each of these is placed so that customers can decide for themselves even when no salesperson is nearby. This book is about these "things you leave in place": what to prepare, when, and in what order.
Figure 3. The shop analogy: four things to leave in place on your website
Today, a prospect's contact person increasingly searches for companies not only with search engines but also by asking generative AI. The only things AI can pick up as grounds for its answers are facts preserved in writing on a page. That is why this book values putting the facts from your work onto your website in words, before worrying about appearance. How to prepare pages with generative-AI search in mind (GEO, generative engine optimization) is covered in Chapter 7.
Here is the scope of this book, matched against digital marketing terms.
• The Line on the homepage — the message in the first view (the area visible as soon as the page opens) (Chapters 1 and 6)
• The Scene Sentence — case studies and customer testimonials (Chapter 7)
• The Closing — the CTA (call to action) and the path to an inquiry (Chapters 3 and 10)
• The Entrance — lead (prospect) qualification (Chapter 11)
• The peak-month plan — a marketing plan adapted to seasonal fluctuations (Chapters 2, 4, and 12)
• The Weekly Memo — how to choose KPIs (the numbers to watch) (Chapter 5)
• Rules for generative-AI drafts — how to run content creation with AI (Chapter 8)
• Presenting prices and conditions — how to communicate prices and how to look at competitors (Chapter 9)
• Structured data and GEO — ways to convey your content to search engines and generative AI (Chapters 6 and 7)
• The Internal Memo — recording and handing over decisions (Chapter 14)
Conversely, this book does not cover how to run ads, how to manage social media, or how to operate tools. All of these matter. But if you haven't decided what to put on your website, then no matter how many people you attract with ads, you won't be able to receive the people who arrive.
Before you attract people, prepare to receive them. This book shows that order.
AQ GROW | AI Search Structure