Intro

Customer intent is fickle — so what can you do about it?

Something we’ve noticed this year in marketing is a regression toward the mean. Here’s our assumption:

With so many marketing tools adding “generate with AI” to everything — subject lines, ad headlines, descriptive text, and website copy — it’s all starting to look and feel the same.

Have you noticed this?

Do a quick audit of your own site:

• Landing pages
• Ads
• Calls to action

If they all scream “Buy Now” or “Learn More,” you’re missing a big opportunity. And in today’s climate, differentiation is the differentiator.

How to Guide Visitors Across the Finish Line

All marketing technically works — right?

• You spend money → traffic goes up
• Facebook sends 1,000 visitors to your site
• Google Search delivers high-intent users

Great! But... anyone can do that.
It’s wildly noisy out there.

We believe the place to truly differentiate is on your website itself. That’s where the real work begins.

Step 1: Commit to Real Content

We recommend you spend time on content marketing:

• Plan it
• Schedule it
• Post it

It’s hard — which is exactly why it works.
And it's how you gain an edge.

Sure, reports showing green arrows and traffic spikes are sexy. But it means nothing if qualified leads aren’t converting.

Step 2: Add an Interactive Video

Introduce yourself. Introduce your team.

In verticals like:

• Healthcare
• Higher Education
• Real Estate

Your people are your brand.

Create a short video where:

• The viewer is greeted by your team
• Then chooses the procedure, product, or program they’re interested in
• Based on that choice, they meet the specific person they’d likely talk to if they booked an appointment

This outperforms any generic “one-size-fits-all” homepage video.

Step 3: Understand the Customer’s True Pain

“You’re not selling a quarter-inch drill bit. You’re selling a quarter-inch hole.”
— Clayton Christensen

What matters is the job that needs to be done — not your credentials, building, or parking.

Example:

You're a physical therapy clinic.

Your homepage might tout:

• Certifications
• New equipment
• Convenient parking

But the visitor wants to:

“Get active again. Get pain-free. Get back to doing what they love.”

Speak to that before the parking info.

Step 4: Follow Through After the Form

We could run entire coaching clinics on this — and maybe we should.

Key takeaways:

• Act fast
• Set up proper notifications
• Our software integrates with: Slack, Trello, Asana, HubSpot, and more

When automation triggers:

• Keep the workflow simple — plain text is powerful
• No fancy templates
• Just: “Hi, quick question,” and let them know if they reply, a real person (maybe the one in the video) will respond directly

Step 5: Fix the Form Itself

We're a video lead gen company — so yes, we care a lot about forms.

One simple win:
Add a description for each form field.

For example:

• Asking for a phone number? Tell them why.

“So we can offer early access to tickets / VIP announcements / or personally follow up.”

Same goes for email or any contact info.

Clarity increases trust.

Wrap-Up

That’s our quick summary of how to capture customer intent and guide visitors across the full customer journey.

Have questions?
Reach out — we’d love to help.