11 important considerations for building your website

Kyle Patterson • September 27, 2021

How to make your website a strategic brand building and business asset

Whether you’re just starting a new business or have been established for quite some time, building the right website to represent your business is an important decision every business owner needs to make.

In today’s competitive marketplace, distinguishing your business from the rest of the crowd starts with a well built, high quality website with well written copy that converts. The truth is anyone can throw up a website and say they’re open for business but just because the website is online, doesn’t mean it’s going to bring in new customers or communicate the value of your business in the marketplace. The fact is, your customers or prospective customers can likely find a competitor that can do the same thing you can do.

Our philosophy around creating a website is such that your website is a very central part of your brand and a distinguishing part of your business. Therefore, the right amount of time, effort, creativity needs to go into producing the right website for your business so that it produces the results you’re hoping for and brings in new business for your bottom line. Here are a few questions to consider as you embark on a website redesign or website launch.

What is the main goal or action you want people to take when they arrive on your website?

It could be eCommerce, appointments, contacts, blog readers, email subscribers, etc.

Branding?

Have you expressed your mission, vision, values, and used this to inspire your visual identity and messaging. Advertising agencies like L2 Digital can help you connect these areas to build a brand your customers love.

Brand Heart: This is an articulation of your brand’s core principles
Brand name.
Brand essence: This is your voice, tone, and personality.
Competitive Analysis/SWOT Analysis. Understanding what differentiates you in the marketplace.
Customer Personas/Market Analysis. Knowing you your customers are and who you are trying to reach.
Messaging: Know your tagline, value proposition, and messaging pillars to ensure your visual identity communicates the right story.
Marketing plan strategy.

What colors represent your company?

This should be consistent from your logo, to your social, to your website. A consistent look and feel builds trust and distinguishes your company.

Typeface - Your typeface selection can say a lot about who you are as a company. This should be consistent across the board.

Content - The quality of the content on your website is communicating either positively or negatively about your business. The tone of voice are you using for your content is so important and should be consistent. Spend the most time on your ABOUT page as it's one of the most viewed pages on any website.

Logo - should be a visual representation of your branding.

Photography - The importance of your visual identity can't be overemphasized.

What features do you want included?
Scheduling

Ecommerce

Credit Card Processing

What time frame do you need your website created in?

This is the actual design time on the website once you've solidified the content, brand, colors, logo, goals for the website and more.

How will you update the website?

Creating a website and letting it sit there and get stale is a waste of time. You need to keep the content fresh, update your pages, maintain an active blog, and update your products and services regularly so your business continues to grow.

What’s your marketing plan for your website?

Build it and they will come is not the right strategy for your website. Build it and promote it is. Starting with SEO and moving to social, keyword ads, and more will help you connect with the right people looking for your products and services.

Hopefully this list will help you think about the time and detail that needs to go into creating your website. L2 Digital Marketing handles the entire branding, visual, photography, content development and solutions for your company. If you've already completed some of these steps, we can simply design the layout of the site based on your specs and to your exact liking. Either way, we're here to serve. Contact us here to learn more.

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Best Practices for Startup Marketing

By Kyle Patterson • September 5, 2025

Launching a startup is exciting—but also overwhelming. With limited time, tight budgets, and pressure to prove traction, a strong, solid marketing plan if often overlooked for a fly by the seat of your pants, paid ads here and there when you get around to it. Yet, the truth is clear: without smart marketing, even the best products and services struggle to find their audience. At Thrive Marketing, we’ve seen too many startups delay or underinvest in marketing, only to scramble later. The good news? You don’t need a huge budget or a massive team. What you need is a focused strategy, consistent execution, and clear measurement. Here are the best practices every startup should follow when building their marketing foundation: 1. Define Your Core Audience First Don’t try to market to “everyone.” Successful startups start small and grow big. Identify: Who your ideal customer is Their biggest pain points Where they spend time online The more specific your audience definition, the easier it will be to create messaging that resonates. 2. Build a Brand Story That Connects People don’t just buy products—they buy into a story. Share why you started, the problem you’re solving, and the vision you’re chasing. This creates emotional connection and sets you apart from competitors. 3. Focus on Digital Channels That Drive Early Wins Instead of spreading yourself thin across every platform, double down on what works: Social Media: Pick 1–2 platforms where your customers spend the most time. Email Marketing: Build your list early; it’s your most valuable owned channel. Paid Ads (with Testing): Even small ad budgets can validate messaging fast. 4. Track Metrics That Matter Vanity metrics (likes, followers) look good but don’t pay the bills. For startups, focus on: Cost per lead Conversion rate Customer acquisition cost Lifetime value A lean dashboard of 3–5 KPIs is better than chasing 20. 5. Iterate Constantly Startups thrive on agility. Test campaigns, measure results, and pivot quickly. The goal is not perfection—it’s momentum, learning, and improving constantly. 6. Don’t Go It Alone Many founders try to do all their marketing themselves, only to burn out. Outsourcing to trusted marketing partners or hiring fractional marketing support gives you expertise without full-time costs—so you can stay focused on growing your business. Final Thoughts Startup marketing doesn’t have to be overwhelming. By defining your audience, telling a compelling story, choosing the right channels, tracking meaningful metrics, and staying agile, you’ll set your company up for long-term growth. At Thrive Marketing, our mission is simple: to help startups and small businesses build marketing systems that work. Whether you’re pre-launch, newly launched, or scaling, the right marketing foundation will help you attract customers and investors—and thrive in a competitive market.

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The Power of Direct Selling

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Leveraging AI in Digital Marketing

By Kyle Patterson • June 25, 2024

A New Era in Marketing with L2 Digital Marketing & AI In today's rapidly evolving digital landscape, staying ahead of the curve is essential for any business aiming to thrive. At L2 Digital Marketing, we recognize the transformative power of artificial intelligence (AI) in impacting how we engage with customers, optimize campaigns, and drive growth. This article delves into our capabilities with AI and explores how leading platforms like HubSpot harness this technology to deliver unparalleled results. The AI Advantage in Digital Marketing AI has emerged as a game-changer in digital marketing, offering tools and techniques that enhance efficiency, accuracy, and personalization. Here are key areas where AI makes a significant impact: 1. Data Analysis and Insights: AI excels at processing vast amounts of data swiftly and accurately. At L2 Digital Marketing, we utilize AI-powered analytics to gain deeper insights into customer behavior, preferences, and trends. This enables us to make data-driven decisions that enhance the effectiveness of our marketing strategies. 2. Personalization: One of the most significant advantages of AI is its ability to deliver personalized experiences. By analyzing customer data, AI can create highly tailored content and recommendations. This personalization fosters stronger customer relationships and increases conversion rates. 3. Automation : AI-powered automation tools streamline repetitive tasks such as email marketing, social media posting , and ad management. This not only saves time but also ensures that campaigns run seamlessly, allowing our team to focus on strategic planning and creative execution. 4. Predictive Analytics: AI can forecast future trends and outcomes based on historical data. Predictive analytics helps us anticipate customer needs, optimize budget allocation, and improve campaign performance, ensuring that our clients stay ahead of their competition. 5. Chatbots and Customer Support: AI-driven chatbots provide instant, 24/7 customer support, enhancing customer satisfaction and engagement. These intelligent bots can handle a wide range of queries, from basic information requests to complex troubleshooting, freeing up human resources for more intricate tasks. AI-Powered Platforms: The HubSpot Example HubSpot is a prime example of a platform that effectively integrates AI to boost digital marketing efforts. As a leader in inbound marketing, HubSpot offers a suite of AI-driven tools that complement our services at L2 Digital Marketing. As a Hubspot partner, we're also able to implement their CRM for your sales and marketing efforts. - Content Strategy: HubSpot's AI analyzes top-performing content and suggests topics that are likely to resonate with your audience. This ensures that your content strategy is always aligned with current trends and audience interests. - SEO Optimization : AI tools in HubSpot help optimize content for search engines by providing insights into keyword performance, search trends, and competitor analysis. This improves organic search rankings and drives more traffic to your website. - Lead Scoring: HubSpot uses AI to score leads based on their likelihood to convert. This allows us to prioritize high-quality leads and tailor our marketing efforts to nurture them effectively. - Email Marketing: With AI, HubSpot can personalize email content, predict the best times to send emails, and optimize subject lines for higher open rates. This leads to more engaging and successful email campaigns. - CRM Integration: HubSpot's AI-powered CRM tools track and analyze customer interactions, providing valuable insights into customer journeys. This helps us tailor our marketing strategies to meet the specific needs of different customer segments. L2 Digital Marketing: Your Partner in AI-Driven Success At L2 Digital Marketing, we are committed to leveraging the full potential of AI to enhance your digital marketing efforts. Our team of experts continuously explores new AI technologies and integrates them into our services to provide cutting-edge solutions. Whether you are looking to improve customer engagement, drive more traffic, or increase conversions, our AI-driven approach ensures that you achieve your marketing goals efficiently and effectively. In conclusion, the integration of AI in digital marketing is not just a trend but a necessity in today's competitive environment. Platforms like HubSpot, with their advanced AI capabilities, offer powerful tools that drive success. At L2 Digital Marketing, we harness these tools to deliver results that exceed expectations. Embrace the future with us and experience the transformative power of AI in digital marketing.