September 12, 2020

Hey Tim, It was great talking to you on Friday! With a CMS system we can deploy our niched out landing pages, build a slick agency looking website, and give the company an opportunity to scale their digital efforts.

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Goals & objectives

Build a CMS website that will enable Fortified Pest Management to build their own landing pages that they own/control. This will help secure their assets, build opportunity for re-targeting, and enable them to scale successful strategies.

Key Components of the Build

Home Page Category Breakdown

  • The residential/commercial split is the first decision I'd assume a customer is making. We have that clear in the menu, and in the first section of the site.
  • I suggest a CMS system that has a MULTI-reference field of "sector". Once someone takes the first step of choosing residential/commercial you could reference pests to that sector.
  • The purpose of using multi-references is to have pests on both sectors if applicable. In other words, would present the information regrading commercial service and for the ant archive, and would have the information we log in for the residential sector and the ant archive
  • This is using the same information in multiple places in order to cater to exactly what your visitor needs. I think this is the best way to build the specific landing pages we were discussing.
  • Featured resources and services could be included on the home page. This is useful for representing the most important information first. What's important changes throughout the season I'm sure. Keep in mind, we can have a field that's a "feature on home page" switch. This way if there is a landing page link or resource link that you want displayed within this prime real estate you are able to do so with a flick of the switch.

Content Marketing

  • I see blogging can be started. We can use a multi-media strategy. You can do video, podcasting, archives, and traditional blogging all within a CMS. All of these can be efficient, it depends on time and resources. Blogging not just builds trust, but it also helps SEO. YouTube is also owned by Google which will help SEO. Using a content management system will allow us to quickly develop content, and also allow you to hire a content creator to easily update the site without needing any web knowledge.
  • There are automation tools and resources to help launch many of these strategies in a cost-effective and efficient way.
  • We can also use case studies of previous results. This puts us in a position to be a thought leader, promote the company, and provides another lucrative SEO strategy.

Mobile Friendliness and Responsiveness

  • I noticed that many of the images are used for both desktop and mobile. I'd recommend making some adjustments to the mobile version.
  • Visual hierarchy and fold adjustments.
  • Make sticky menu smaller and add a primary CTA in a floating position.


  • Micro-conversions are helpful for future email campaigns and re-targeting campaigns.
  • We can offer a coupon, guide, or resource in exchange for an email. We can automate this low-involvement conversion to push potential clients further down the funnel.
  • A micro-conversion could be simply signing up to be notified with updates and new blog post.

Automated Chat Bot

  • We can use a bot to quickly direct our visitors.
  • I am able to incorporate this into the structure of the site using Facebook messenger. This will have exponentially higher engagement rates.
  • People are always on Facebook which (in my opinion) makes it better for a chat option since you can now re-targeting them on Facebook and your messages are on a platform the visitor is constantly on.

Visual Hierarchy & Branding

  • I see there is a brand, but I would recommend a few things that could strengthen it.
  • We want to go for a minimal look, slick, and modern (agency feel)
  • In general, we would want more consistency and alignment. This can be done through a digital branding guide.
  • Headers, subheaders, paragraphs, etc. should be the same font, size style, etc.
  • This is not limited to text. Imagery, buttons, and links should also have a visual hierarchy and guidelines.

Part II - The Solution
The Solution

Build a lead generating website that caters to specific sectors/pests by showcasing content, services, specialties, and more through a content management system (CMS).

Content Management Systems (CMS)

CMS (Which stands for Content Management System) is typically used for digital content management and e-commerce management. We can do this for each sector/service that we offer. These systems include a back-end, meaning editors can edit without web knowledge to add/delete and edit text, images, and services on the site. As the operation scales so can the website. The CMS is like a database, or repository, of information that we can direct to certain parts of the website when building out pages for specific campaigns and sectors.

Tracking For Strong Analytics To Improve ROI

Development Should Include the Following Integrations

The golden rule in business is if you can't measure it, you can't manage it. We want to build a site that enables us to know who is coming to our site, when they are coming to our site, and where they are coming from. MD's web development includes the following tracking tools to know how the website is performing.

Google Tag Manager, Analytics, & Social Pixels (if applicable) - Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for the websites and ads, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture visitors interactions with our website (Video Recording).

This is crucial in tracking user experience and advertising efforts.

Automation For Scalability & Growth

I recommend using a customer relationship management system (CRM), but we can also build an integration that is compatible with a spreadsheet. Hubspot is a great CRM if we don't have one established. When people inquire online or complete a micro-conversion (such as the coupon) all order activity should be automated. Depending on the system that we are using we maybe able to automate order communications. This includes a "Thank you for your order" email, text reminders , and an email for a review once the service is completed.

Investment overview
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
October 16, 2020
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer

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Thank you again, Tim! It was a pleasure talking with you and being able to hit the drawing board for Fortified. I'm excited to hear your thoughts!