Quickmail is a tool that allows you to send cold emails and have automated follow-ups.
In this post, I'll go over a few ways their team can improve their website's performance and attract more of their target audience (lead gen agencies)
1. Improving the messaging on the homepage to make it stand out from its competitors
If we compare the hero section of Quickmail to some of its competitors, there isn’t a lot of difference. Here’s what I mean:
Quickmail:
Headline: Send Automated Emails & Start More Conversations
Subhead: Get replies, not spam complaints. Our software improves deliverability & automates follow-ups so you get more replies with less effort.
Gmass:
Headline: A cold email service inside Gmail
Subhead: Get the highest open rates you've ever seen.
Mailshake:
Headline: Increase your reply rate 2x by landing in the inbox (not spam).
Subhead: /
Lemlist:
Headline: Start conversations that get replies
Subhead: Personalize cold emails, automate follow-ups, and engage with leads across all channels. Lemlist is your sales automation and cold email software in one.
Woodpecker.co:
Headline: Cold emails that start warm business conversations
Subhead: Automate emails and follow-ups with a tool tailored to your needs
If you were the CEO of a lead gen agency, head of growth at a startup, or a founder looking for an email tool, would it be clear who did what and how they are unique? Not really. All email tools try to sell two things:
- Deliverability (start conversations/get replies/land in inbox)
- Automation
An email tool promising your email will be delivered is like a chef promising the food they make will be edible. Yes, it’s extremely important. But it’s an expectation, not a selling point.
Similarly, (basic) automation like automatic follow-ups has become so widespread that it is expected as well. Is there a way you can show the benefits of automation or address a pain point? Eg: Start conversations at scale without losing the human touch.
To make it stand out, Quickmail can address pain points that are more specific to the audience they're targeting. It shows their audience that they understand them better than their competition.
One way of finding those pain points to add is to look at what people are saying about your tool. You can do this by surveying your best customers, or looking at review sites and seeing what others are saying. Some examples from Quickmail's G2 page:
The highlighted parts point to benefits or pain points that they can work with on the homepage to make it clear why people should choose Quickmail over your competitors. Some examples of pain points:
- Having to access different inboxes every time you send emails for different clients (this is mentioned multiple times in reviews and isn’t explicitly mentioned on Quickmail's home page/agency page.)
- Having to pay by user instead of by inbox
- Spotting errors after you’ve sent the email
- Being a non-technical person and having to learn complicated tools
- Getting no support when working with a new tool
These pain points can be turned into benefits for the copy:
- Send emails on behalf of your clients without needing access to their inbox
- Only pay more when your business grows
- Catch faulty emails before hitting “send”
- Easy to learn, easy to teach
- A committed team by your side
In fact, “Important bells and whistles, without being exhaustive” sounds like a good, succinct headline for a section about specific things you can do with Quickmail.
I just looked through a couple of online reviews for this. But as you can see it already gives you some useful data to work with.
If you wanted to do this properly you would:
- ask customer service/success what questions and issues they need to solve for customers
- If you have a salesperson, collaborate with them on finding the most painful problems for your best customers
- Surveying your best customers
- Do more extensive mining of reviews and mine your competitors’ reviews as well.
Especially surveying your current, best customers could give you some insight into how you could differentiate from your competitors and attract more of them. To do this, you could email them a link to a short 5-question survey that asks the following questions:
- What are the top 3 benefits that you get from Quickmail?
- Have you recommended Quickmail to anyone? If so, how did you describe it?
- How would you feel if you could no longer use Quickmail?
- What problem were you trying to solve when you initially came across Quickmail?
- What's your biggest challenge when it comes to (insert job-to-be-done. Eg: lead generation)?
This all gives you more data to put on landing pages and uncovers topics for content.
2.Turning pain points into content and ads
As someone who did SEO at Piktochart, I know the temptation of going after those juicy, juicy high-volume keywords. However, I also know that these keywords usually don’t have an amazing conversion rate and they’re hard to rank for.
Adding to that, the keywords you find in tools like Ahrefs are the exact keywords your competitors go after as well. The more generic the keyword you’re going after, the more money you need to spend on link building or ads if you want to stay in front of your competitors. And even then you’re not guaranteed to get traffic.
Looking at their top keywords, even though Quickmail is ranking #1 organically, it is overshadowed by ads.
The title of Quickmail’s post was below the fold. If you wanted to be visible for this keyword, you’d have to use ads even though they have the #1 organic spot.
By using the research methods above, Quickmail can turn those pain points into content ideas that have a better chance of ranking and converting. They have a better chance at ranking simply because they’re less obvious keywords and they have a better chance at converting because it’s more specific and relevant to your target audience.
Looking at Quickmail's Youtube channel, They're already doing this in video form. In one of their latest videos, they’re talking about how to assign prospects to a sales team. It’s great because that’s the kind of thing a sales manager is thinking about.
Using that idea, I found the keyword “How to assign sales territories”. As you can see, it has very low competition (low keyword difficulty). It’s also highly relevant to people in charge or sales teams – the people with the power to buy software.
And more importantly, none of Quickmail's direct competitors are showing up for this search term. The fact that there’s one result ranking on the first page with 0 backlinks (repsly.com) convinces me that they can easily rank for this.
Sure, It might not bring in a torrent of traffic, but that's to be expected from keywords that target experts and senior-level people. There are more beginners than there are experts. Better to have 30 visits/month of highly targeted traffic than 1000 visits/month from people who don’t care.
They don’t even have to create it from scratch, you can repurpose things from the video. This brings me to my next point.
3.Using the blog to increase Youtube views & vice versa
Google adds Youtube videos to search results for “how to” keywords. Knowing this, Quickmail can add videos to their articles and increase the chance that they’ll do well on both Youtube and the search engine itself.
People looking for the keyword in Google will see the video on the SERP, which drives traffic to the Youtube video, which in turn increases the chances of the video becoming more popular on Youtube itself.
For example: Here I just Googled “How to start a lead generation business”.
Quickmail has one of the top spots, Alex Berman has three of them. Adding videos to your articles increases both the value of the article and the likelihood your video will succeed. This worked well when we implemented this at Piktochart:
The videos that were added to articles all had thousands of views, the ones that weren't added to articles only had tens of views
A similar thing can be done using Youtube shorts. You have a lot of video content, so repurposing this content, making it more digestible, and adding it throughout the website would help both the site and the videos.