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Strategic Marketing Services

At Marketpath, we realize that any successful website begins by first understanding our client’s business and brand strategy, their objectives, and the market.  We do strive to create great web designs, but great design is not only about visual appearance.  Great website design is about creating business value for our clients and their customers.

3 Pillars of Digital Marketing Strategy

Client strategy determines how each of our projects is different, but at Marketpath, we rely on three principals or pillars of website marketing strategy during every project:

  • Website Visibility
  • Website Engagement
  • Website Conversion

These three foundational elements are critical, not only for every single website, but for every marketing initiative for that matter.

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3 Pillars of Digital Marketing


Whatever your website goals are, you must first find a way to get your audience to your site or your success will be limited.  This can be done in any number of ways including traditional marketing, online or Pay-Per-Click (paid search) advertising, social marketing strategies, or natural search engine optimization (SEO).  Regardless of how you drive site traffic, understanding and building for visibility will be critical to your overall digital strategy and design.

As a foundation for successful website visibility, Marketpath will develop each client’s SEO keyword strategy, beginning with keyword research to develop a list of targeted phrases for each specific organization. We’ll also perform on-page search engine optimization (SEO) services, in addition to developing a sound content marketing strategy, designed to drive long-term visibility, while also enhancing your organization’s brand credibility.

What do visitors do on your site?  What would you like your audience to do?  These simple questions relate directly to your overall website (and business) strategy.  When you have a well thought-out strategy, that is executed well, you’ll also have more engaged visitors. But how, specifically, do you get engaged visitors?  To begin with (and end with): strong content!  Design and usability are important in that they guide users to easily find what they want, but ultimately, you must have content that adds value to your audience.  The type of content will differ (case studies, videos, blogs, events, podcasts, webinars, etc.), but no matter the type, you must have a well-constructed content marketing strategy.

Though all three pillars are important, and intertwined for that matter, the most import element is the conversion. This is where you get the lead, the new advocate, or the sale. If you are not providing conversion mechanisms on your website you are wasting your money and your visitors' time. Visibility and Engagement are great, but they should ultimately be driving conversion goals that support your organization.

And we don’t mean having just a small “contact us” link.  Your site should include various calls-to-action and conversion goals (phone call, fill out form, download, etc.) connected to specific services and content.  And with our easy-to-use CMS, you can test different call-to-action, to see what works best for your business.

Website Visibility 

Whatever your website goals are, you must first find a way to get your audience to your site or your success will be limited.  This can be done in any number of ways including traditional marketing, online or Pay-Per-Click (paid search) advertising, social marketing strategies, or natural search engine optimization (SEO).  Regardless of how you drive site traffic, understanding and building for visibility will be critical to your overall digital strategy and design.

As a foundation for successful website visibility, Marketpath will develop each client’s SEO keyword strategy, beginning with keyword research to develop a list of targeted phrases for each specific organization. We’ll also perform on-page search engine optimization (SEO) services, in addition to developing a sound content marketing strategy, designed to drive long-term visibility, while also enhancing your organization’s brand credibility.

Website Engagement

What do visitors do on your site?  What would you like your audience to do?  These simple questions relate directly to your overall website (and business) strategy.  When you have a well thought-out strategy, that is executed well, you’ll also have more engaged visitors. But how, specifically, do you get engaged visitors?  To begin with (and end with): strong content!  Design and usability are important in that they guide users to easily find what they want, but ultimately, you must have content that adds value to your audience.  The type of content will differ (case studies, videos, blogs, events, podcasts, webinars, etc.), but no matter the type, you must have a well-constructed content marketing strategy.

Website Conversion

Though all three pillars are important, and intertwined for that matter, the most import element is the conversion. This is where you get the lead, the new advocate, or the sale. If you are not providing conversion mechanisms on your website you are wasting your money and your visitors' time. Visibility and Engagement are great, but they should ultimately be driving conversion goals that support your organization.

And we don’t mean having just a small “contact us” link.  Your site should include various calls-to-action and conversion goals (phone call, fill out form, download, etc.) connected to specific services and content.  And with our easy-to-use CMS, you can test different call-to-action, to see what works best for your business.

Featured Strategy Projects

digital marketing insights

Expert in Development and Construction Services Launches Website

BWI’s website was overdue for a refresh - it was an outdated site with little information about BWI’s innovative projects and leadership in community revitalization projects such as Fort Wayne's Posterity Heights Scholar House, the first energy-efficient affordable housing and transportation project in Indiana. The project included a custom website design and website development in addition to the following new features:

Graduating From Wordpress

Wordpress is a wonderful tool to kick off your website marketing efforts. But as your needs grow, how do you know when you've outgrown it and are ready for a more professional solution. This post covers just that.

Indianapolis Premier Event Venue Launches Redesigned Website

The historic Indiana Roof Ballroom has been an important part of downtown Indianapolis since 1927 when it first opened its doors. Located above the Indiana Repertory Theatre, it has hosted famous performers, big band dances, fundraisers, weddings and special events for nearly a century.