CINXE.COM
<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8" data-next-head=""/><meta name="viewport" content="width=device-width" data-next-head=""/><title data-next-head="">2022 Website Trends: Messaging with Nicholas Scalice</title><meta name="description" content="We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine." data-next-head=""/><meta property="og:title" content="2022 Website Trends: Messaging with Nicholas Scalice" data-next-head=""/><meta property="og:description" content="We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine." data-next-head=""/><meta property="og:image" content="https://cdn.sanity.io/images/8czhh5u2/production/cb42fb26bbbba6b7b45393122879c3399cd5ebb4-720x503.png?fit=max&auto=format" data-next-head=""/><meta property="og:url" content="https://www.navattic.com/blog/website-trends-nicholas-scalice" data-next-head=""/><link rel="icon" href="/favicon/favicon.ico" data-next-head=""/><link rel="apple-touch-icon" sizes="152x152" href="/favicon/apple-touch-icon.png" data-next-head=""/><link rel="icon" type="image/png" sizes="32x32" href="/favicon/favicon-32x32.png" data-next-head=""/><link rel="icon" type="image/png" sizes="16x16" href="/favicon/favicon-16x16.png" data-next-head=""/><link rel="manifest" href="/favicon/site.webmanifest" data-next-head=""/><link rel="mask-icon" href="/favicon/safari-pinned-tab.svg" color="#5bbad5" data-next-head=""/><meta name="msapplication-TileColor" content="#00aba9" data-next-head=""/><meta name="theme-color" content="#ffffff" data-next-head=""/><script id="schema-org" type="application/ld+json" data-next-head="">{"@context":"https://schema.org","@type":"Organization","name":"Navattic","url":"https://www.navattic.com","logo":"https://www.navattic.com/img/icon.png"}</script><script id="schema-org-article" type="application/ld+json" data-next-head="">{"@context":"http://schema.org","@type":"Article","author":{"@type":"Person","name":"Natalie Marcotullio"},"copyrightHolder":{"@type":"Organization","name":"Navattic"},"copyrightYear":2025,"creator":{"@type":"Organization","name":"Navattic"},"publisher":{"@type":"Organization","name":"Navattic","logo":{"@type":"ImageObject","url":"https://www.navattic.com/img/icon.png"}},"description":"We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine.","headline":"2022 Website Trends: Messaging with Nicholas Scalice","inLanguage":"en","url":"https://www.navattic.com/blog/website-trends-nicholas-scalice","name":"2022 Website Trends: Messaging with Nicholas Scalice","mainEntityOfPage":"https://www.navattic.com/blog/website-trends-nicholas-scalice"}</script><script id="schema-org-breadcrumb" type="application/ld+json" data-next-head="">{"@context":"http://schema.org","@type":"BreadcrumbList","description":"Breadcrumbs list","name":"Breadcrumbs","itemListElement":[{"@type":"ListItem","item":{"@id":"https://www.navattic.com","name":"Homepage"},"position":1},{"@type":"ListItem","item":{"@id":"https://www.navattic.com/blog","name":"Blog"},"position":2},{"@type":"ListItem","item":{"@id":"https://www.navattic.com/blog/website-trends-nicholas-scalice","name":"2022 Website Trends: Messaging with Nicholas Scalice"},"position":3}]}</script><meta property="og:url" content="https://www.navattic.com/blog/website-trends-nicholas-scalice" data-next-head=""/><meta property="og:type" content="article" data-next-head=""/><meta property="og:title" content="2022 Website Trends: Messaging with Nicholas Scalice" data-next-head=""/><meta property="og:description" content="We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine." data-next-head=""/><meta property="og:image" content="https://cdn.sanity.io/images/8czhh5u2/production/cb42fb26bbbba6b7b45393122879c3399cd5ebb4-720x503.png?fit=max&auto=format" data-next-head=""/><meta property="og:site_name" content="Navattic" data-next-head=""/><meta name="twitter:card" content="summary_large_image" data-next-head=""/><meta name="twitter:creator" content="navattic" data-next-head=""/><meta name="twitter:title" content="2022 Website Trends: Messaging with Nicholas Scalice" data-next-head=""/><meta name="twitter:description" content="We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine." data-next-head=""/><meta name="twitter:image" content="https://cdn.sanity.io/images/8czhh5u2/production/cb42fb26bbbba6b7b45393122879c3399cd5ebb4-720x503.png?fit=max&auto=format" data-next-head=""/><link rel="preload" href="/_next/static/media/b54308ec8bdab50d-s.p.woff2" as="font" type="font/woff2" crossorigin="anonymous" data-next-font="size-adjust"/><link rel="preload" href="/_next/static/media/59cd631ad8981a60-s.p.woff2" as="font" type="font/woff2" crossorigin="anonymous" data-next-font="size-adjust"/><link rel="preload" href="/_next/static/media/b774e7b62f9109dd-s.p.woff2" as="font" type="font/woff2" crossorigin="anonymous" data-next-font="size-adjust"/><link rel="preload" href="/_next/static/css/d8c7ee1017b7bb52.css" as="style"/><link rel="stylesheet" href="/_next/static/css/d8c7ee1017b7bb52.css" data-n-g=""/><link rel="preload" href="/_next/static/css/c8d29b31a21fbd50.css" as="style"/><link rel="stylesheet" href="/_next/static/css/c8d29b31a21fbd50.css" data-n-p=""/><noscript data-n-css=""></noscript><script defer="" nomodule="" src="/_next/static/chunks/polyfills-42372ed130431b0a.js"></script><script src="/_next/static/chunks/webpack-fe979eab345905eb.js" defer=""></script><script src="/_next/static/chunks/framework-4fa1e1f04909ca50.js" defer=""></script><script src="/_next/static/chunks/main-30469f3596ddce0d.js" defer=""></script><script src="/_next/static/chunks/pages/_app-2cae227e9f6e4b51.js" defer=""></script><script src="/_next/static/chunks/6937-8440bdfc6bc17353.js" defer=""></script><script src="/_next/static/chunks/6630-aea1894fc5246cb6.js" defer=""></script><script src="/_next/static/chunks/4050-bb4a261118cec5b2.js" defer=""></script><script src="/_next/static/chunks/9258-27193b111e3fc5db.js" defer=""></script><script src="/_next/static/chunks/1455-7b4e70f9a3eb8cf3.js" defer=""></script><script src="/_next/static/chunks/3253-0aa5d8b203352a02.js" defer=""></script><script src="/_next/static/chunks/3285-ccd514c330b3ac36.js" defer=""></script><script src="/_next/static/chunks/826-40e0202be1b8ff93.js" defer=""></script><script src="/_next/static/chunks/4750-cc21f3cad8335da7.js" defer=""></script><script src="/_next/static/chunks/5059-99dba371dca17d8d.js" defer=""></script><script src="/_next/static/chunks/6102-e33a78c73dcb515b.js" defer=""></script><script src="/_next/static/chunks/4886-badeb6c1d60bbe1d.js" defer=""></script><script src="/_next/static/chunks/3634-706c10c0f3b103bf.js" defer=""></script><script src="/_next/static/chunks/5311-5b12613734424615.js" defer=""></script><script src="/_next/static/chunks/pages/blog/%5Bslug%5D-56df2a7878cede12.js" defer=""></script><script src="/_next/static/jTcDSNKT_xWV0GkTMuG3d/_buildManifest.js" defer=""></script><script src="/_next/static/jTcDSNKT_xWV0GkTMuG3d/_ssgManifest.js" defer=""></script><style id="__jsx-1646043261">html{font-family:'Suisse', 'Suisse Fallback'}</style></head><body><div id="__next"><noscript><img height="1" width="1" style="display:none" alt="" src="https://dc.ads.linkedin.com/collect/?pid=6365961&fmt=gif"/></noscript><script src="https://js.navattic.com/embeds.js" async="" class="jsx-1646043261"></script><div class="min-h-screen bg-gray-50"><div class="pb-10"><header class="fixed inset-x-0 top-0 z-[60] py-2 border-b border-gray-200 dark:border-gray-700 bg-white/85 dark:bg-gray-800 backdrop-blur-md" data-headlessui-state=""><div class="px-4 lg:px-8"><div class="relative mx-auto max-w-2xl lg:max-w-[85rem]"><div class="z-10 relative flex items-center justify-between"><div class="relative flex flex-1 items-center gap-6"><a title="Home" data-headlessui-state="" href="/"><svg height="30px" viewBox="0 0 221 41" fill="currentColor" class="h-5 md:h-6"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g fill="currentColor" fill-rule="nonzero"><path d="M68.384 11.293l.148 1.971.03.77.019 1.055h.148c.296-.617.698-1.193 1.207-1.728a8.72 8.72 0 0 1 1.749-1.412A8.67 8.67 0 0 1 73.853 11a8.85 8.85 0 0 1 2.463-.341c1.511 0 2.808.252 3.892.755s1.987 1.176 2.709 2.02 1.256 1.834 1.601 2.969.517 2.353.517 3.651v14.312h-4.631V21.565a15.51 15.51 0 0 0-.222-2.677c-.148-.844-.419-1.59-.813-2.239s-.936-1.168-1.626-1.558-1.576-.584-2.66-.584c-1.839 0-3.342.69-4.508 2.069s-1.749 3.221-1.749 5.525v12.267h-4.631V16.259l-.049-2.385-.148-2.58h4.384zm37.045 8.129c0-1.72-.525-2.994-1.576-3.821s-2.447-1.241-4.187-1.241c-1.314 0-2.553.252-3.719.755s-2.143 1.144-2.931 1.923l-2.463-2.921c1.149-1.071 2.553-1.915 4.212-2.531s3.44-.925 5.345-.925c1.675 0 3.128.235 4.36.706s2.241 1.111 3.03 1.923a7.86 7.86 0 0 1 1.773 2.872c.394 1.103.591 2.288.591 3.554v10.076l.074 2.458c.049.86.14 1.566.271 2.118h-4.187a14.23 14.23 0 0 1-.394-3.31h-.148a8.93 8.93 0 0 1-3.227 2.872c-1.297.682-2.833 1.022-4.606 1.022-.92 0-1.88-.122-2.882-.365s-1.913-.641-2.734-1.193-1.503-1.282-2.044-2.191-.813-2.028-.813-3.359c0-1.752.476-3.14 1.429-4.162s2.2-1.801 3.744-2.337 3.284-.884 5.222-1.047l5.862-.243v-.633zm-1.133 3.943l-3.572.146c-1.232.097-2.348.292-3.35.584s-1.831.73-2.488 1.314-.985 1.363-.985 2.337c0 .682.14 1.249.419 1.704s.649.828 1.108 1.12a4.49 4.49 0 0 0 1.527.608c.558.114 1.133.17 1.724.17 2.168 0 3.834-.641 5-1.923s1.749-2.896 1.749-4.844v-1.217h-1.133zm22.316 11.001h-5.025l-9.508-23.074h5.123l6.848 18.157h.099l6.897-18.157h4.926l-9.36 23.074zm26.405-14.944c0-1.72-.525-2.994-1.576-3.821s-2.447-1.241-4.187-1.241c-1.314 0-2.553.252-3.719.755s-2.143 1.144-2.931 1.923l-2.463-2.921c1.149-1.071 2.553-1.915 4.212-2.531s3.44-.925 5.345-.925c1.675 0 3.128.235 4.36.706s2.241 1.111 3.03 1.923a7.86 7.86 0 0 1 1.773 2.872c.394 1.103.591 2.288.591 3.554v10.076l.074 2.458c.049.86.14 1.566.271 2.118h-4.187a14.23 14.23 0 0 1-.394-3.31h-.148a8.93 8.93 0 0 1-3.227 2.872c-1.297.682-2.833 1.022-4.606 1.022-.92 0-1.88-.122-2.882-.365s-1.913-.641-2.734-1.193-1.503-1.282-2.044-2.191-.813-2.028-.813-3.359c0-1.752.476-3.14 1.429-4.162s2.2-1.801 3.744-2.337 3.284-.884 5.222-1.047l5.862-.243v-.633zm-1.133 3.943l-3.572.146c-1.232.097-2.348.292-3.35.584s-1.831.73-2.488 1.314-.985 1.363-.985 2.337c0 .682.14 1.249.419 1.704s.649.828 1.108 1.12a4.49 4.49 0 0 0 1.527.608c.558.114 1.133.17 1.724.17 2.168 0 3.834-.641 5-1.923s1.749-2.896 1.749-4.844v-1.217h-1.133zm22.267-8.324h-6.207v12.024c0 1.395.263 2.393.788 2.994s1.363.901 2.512.901c.427 0 .887-.049 1.379-.146a5.32 5.32 0 0 0 1.33-.438l.148 3.748a11.25 11.25 0 0 1-1.847.462 12.57 12.57 0 0 1-2.094.17c-2.2 0-3.884-.6-5.049-1.801s-1.749-3.002-1.749-5.403v-12.51h-4.483v-3.748h4.483v-6.62h4.581v6.62h6.207v3.748zm13.498 0h-6.207v12.024c0 1.395.263 2.393.788 2.994s1.363.901 2.512.901c.427 0 .887-.049 1.379-.146a5.32 5.32 0 0 0 1.33-.438l.148 3.748a11.25 11.25 0 0 1-1.847.462 12.57 12.57 0 0 1-2.094.17c-2.2 0-3.884-.6-5.049-1.801s-1.749-3.002-1.749-5.403v-12.51h-4.483v-3.748h4.483v-6.62h4.581v6.62h6.207v3.748zm7.488 19.325h-4.631V11.293h4.631v23.074zm.788-31.398c0 .844-.304 1.541-.911 2.093s-1.338.828-2.192.828-1.576-.284-2.168-.852a2.76 2.76 0 0 1-.887-2.069c0-.844.296-1.55.887-2.118s1.314-.85 2.168-.85 1.585.284 2.192.852a2.78 2.78 0 0 1 .911 2.118zm21.676 14.166c-.493-.746-1.232-1.371-2.217-1.874s-2.036-.755-3.153-.755c-1.215 0-2.291.227-3.227.682s-1.732 1.063-2.389 1.825-1.158 1.647-1.503 2.653a9.69 9.69 0 0 0-.517 3.164 9.69 9.69 0 0 0 .517 3.164c.345 1.006.846 1.89 1.503 2.653s1.461 1.371 2.414 1.825 2.036.682 3.251.682c1.182 0 2.258-.227 3.227-.682s1.765-1.071 2.389-1.85L221 31.398c-.985 1.136-2.217 2.02-3.695 2.653s-3.153.949-5.025.949c-1.806 0-3.473-.292-5-.876s-2.849-1.404-3.966-2.458-1.995-2.328-2.636-3.821-.961-3.164-.961-5.014c0-1.817.312-3.472.936-4.965s1.494-2.775 2.611-3.846 2.438-1.898 3.966-2.483 3.177-.876 4.951-.876c1.642 0 3.276.325 4.902.974s2.915 1.59 3.867 2.823l-3.35 2.677zM14.614 33.38l-.944 1.548a11 11 0 0 1-10.137 5.247l-1.255-.089-2.166-.235c-.078-.111.395-2.16 1.42-6.147 5.227-2.321 9.588-2.43 13.081-.325zm23.478-9.783l-1.842 7.858c.002.062-.031.12-.085.15-10.419 5.766-23.317-6.584-33.741-.992-.111.06-.213.039-.217-.088l1.797-7.296c-.002-.063.031-.12.085-.15 10.419-5.766 23.696 6.777 33.632.367.097-.063.368.024.371.152zm2.454-10.624l-1.842 7.858c.002.062-.031.12-.085.15-10.419 5.766-23.317-6.584-33.741-.992-.111.06-.213.039-.217-.088l1.797-7.296c-.002-.063.031-.12.085-.15 10.419-5.766 23.696 6.777 33.632.367.097-.063.368.024.371.152zm2.035-9.923c.087.104-.483 2.276-1.711 6.518-4.952 2.735-9.26 3.207-12.924 1.415l1.019-1.906a11 11 0 0 1 8.879-5.782l2.665-.186c1.344-.084 2.035-.104 2.072-.059z"></path></g></g></svg></a></div><div class="hidden lg:block flex-1"><nav aria-label="Main" data-orientation="horizontal" dir="ltr" class="relative z-10 flex max-w-max flex-1 items-center justify-center"><div style="position:relative"><ul data-orientation="horizontal" class="group flex flex-1 list-none items-center justify-center gap-1" dir="ltr"><li><button id="radix-:Rj6m:-trigger-radix-:Rbj6m:" data-state="closed" aria-expanded="false" aria-controls="radix-:Rj6m:-content-radix-:Rbj6m:" class="group inline-flex dark:text-white w-max items-center justify-center rounded-lg h-8 text-sm font-medium transition-colors hover:bg-gray-100 hover:text-gray-900 focus:bg-gray-100 focus:text-gray-900 focus:outline-none disabled:pointer-events-none disabled:opacity-50 data-[active]:bg-gray-100 data-[state=open]:bg-gray-100 px-4 pr-3" data-radix-collection-item=""><span class="leading-none">Product</span><svg aria-hidden="true" class="inline shrink-0 self-center size-4 ml-1.5 h-3.5 w-3.5 transition duration-300 group-data-[state=open]:rotate-180"><use href="/icons/sprite.svg#chevron-down"></use></svg></button></li><li><button id="radix-:Rj6m:-trigger-radix-:Rjj6m:" data-state="closed" aria-expanded="false" aria-controls="radix-:Rj6m:-content-radix-:Rjj6m:" class="group inline-flex dark:text-white w-max items-center justify-center rounded-lg h-8 text-sm font-medium transition-colors hover:bg-gray-100 hover:text-gray-900 focus:bg-gray-100 focus:text-gray-900 focus:outline-none disabled:pointer-events-none disabled:opacity-50 data-[active]:bg-gray-100 data-[state=open]:bg-gray-100 px-4 pr-3" data-radix-collection-item=""><span class="leading-none">Customers</span><svg aria-hidden="true" class="inline shrink-0 self-center size-4 ml-1.5 h-3.5 w-3.5 transition duration-300 group-data-[state=open]:rotate-180"><use href="/icons/sprite.svg#chevron-down"></use></svg></button></li><li><a class="group inline-flex dark:text-white w-max items-center justify-center rounded-lg h-8 text-sm font-medium transition-colors hover:bg-gray-100 hover:text-gray-900 focus:bg-gray-100 focus:text-gray-900 focus:outline-none disabled:pointer-events-none disabled:opacity-50 data-[active]:bg-gray-100 data-[state=open]:bg-gray-100 px-4" data-radix-collection-item="" data-headlessui-state="" href="/pricing">Pricing</a></li><li><button id="radix-:Rj6m:-trigger-radix-:R13j6m:" data-state="closed" aria-expanded="false" aria-controls="radix-:Rj6m:-content-radix-:R13j6m:" class="group inline-flex dark:text-white w-max items-center justify-center rounded-lg h-8 text-sm font-medium transition-colors hover:bg-gray-100 hover:text-gray-900 focus:bg-gray-100 focus:text-gray-900 focus:outline-none disabled:pointer-events-none disabled:opacity-50 data-[active]:bg-gray-100 data-[state=open]:bg-gray-100 px-4 pr-3" data-radix-collection-item=""><span class="leading-none">Resources</span><svg aria-hidden="true" class="inline shrink-0 self-center size-4 ml-1.5 h-3.5 w-3.5 transition duration-300 group-data-[state=open]:rotate-180"><use href="/icons/sprite.svg#chevron-down"></use></svg></button></li><li><button id="radix-:Rj6m:-trigger-radix-:R1bj6m:" data-state="closed" aria-expanded="false" aria-controls="radix-:Rj6m:-content-radix-:R1bj6m:" class="group inline-flex dark:text-white w-max items-center justify-center rounded-lg h-8 text-sm font-medium transition-colors hover:bg-gray-100 hover:text-gray-900 focus:bg-gray-100 focus:text-gray-900 focus:outline-none disabled:pointer-events-none disabled:opacity-50 data-[active]:bg-gray-100 data-[state=open]:bg-gray-100 px-4 pr-3" data-radix-collection-item=""><span class="leading-none">Company</span><svg aria-hidden="true" class="inline shrink-0 self-center size-4 ml-1.5 h-3.5 w-3.5 transition duration-300 group-data-[state=open]:rotate-180"><use href="/icons/sprite.svg#chevron-down"></use></svg></button></li></ul></div><div class="absolute left-0 translate-x-[var(--radix-navigation-menu-item-active-left)] top-full flex justify-center"></div></nav></div><div class="flex-1 items-center"><div class="hidden lg:block justify-self-end"><div class="items-center pl-4 space-x-3 lg:flex"><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none border-transparent bg-transparent text-gray-600 h-8 rounded-lg text-sm gap-x-1.5 px-3 hover:text-gray-900 hover:border-gray-200 hover:bg-gray-100 active:text-gray-900 data-[active=true]:text-gray-900 active:border-gray-100 data-[active=true]:border-gray-100 active:bg-gray-200 data-[active=true]:bg-gray-200 active:shadow-ghost-button-active data-[active=true]:shadow-ghost-button-active focus-visible:text-gray-900 focus-visible:shadow-gray-focus focus-visible:bg-gray-100 dark:text-white dark:hover:bg-transparent dark:hover:border-transparent" data-headlessui-state="" href="https://app.navattic.com/auth/login">Login</a><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none bg-white h-8 rounded-lg text-sm gap-x-1.5 px-3 border-gray-300 shadow-button-elevated text-gray-700 hover:bg-gray-50 hover:text-gray-900 dark:bg-white/10 dark:border-gray-600 dark:text-white active:text-gray-900 data-[active=true]:text-gray-900 active:shadow-button-shallow-inset-indented data-[active=true]:shadow-button-shallow-inset-indented focus-visible:shadow-gray-focus focus-visible:text-gray-900" data-headlessui-state="" href="https://app.navattic.com/auth/sign-up">Try for free</a><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none text-white h-8 rounded-lg text-sm gap-x-1.5 px-3 border-gray-900 bg-gray-800 shadow-solid-gray-button-default hover:bg-gray-700 dark:bg-white dark:text-gray-950 dark:border-gray-950 active:shadow-solid-button-active data-[active=true]:shadow-solid-button-active focus-visible:shadow-solid-button-gray-focus" data-headlessui-state="" href="/get-demo">Book a demo</a></div></div><div class="lg:hidden justify-self-end justify-end items-center flex gap-x-3"><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none bg-white h-8 rounded-lg text-sm gap-x-1.5 px-3 border-gray-300 shadow-button-elevated text-gray-700 hover:bg-gray-50 hover:text-gray-900 dark:bg-white/10 dark:border-gray-600 dark:text-white active:text-gray-900 data-[active=true]:text-gray-900 active:shadow-button-shallow-inset-indented data-[active=true]:shadow-button-shallow-inset-indented focus-visible:shadow-gray-focus focus-visible:text-gray-900" data-headlessui-state="" href="/get-demo">Book a demo</a><button class="flex p-1.5 items-center justify-center rounded-lg data-[hover]:bg-gray-100 border border-transparent hover:border-gray-200 lg:hidden transition" aria-label="Open navigation" id="headlessui-disclosure-button-:Rar6m:" type="button" aria-expanded="false" data-headlessui-state=""><svg class="inline shrink-0 self-center size-4"><use href="/icons/sprite.svg#menu"></use></svg></button></div></div></div></div></div></header></div><main class="overflow-x-clip relative -mt-[80px] pt-[80px]"><div class="max-w-6xl mx-auto px-4 lg:px-8"><div class="relative mx-auto max-w-2xl lg:max-w-[85rem]"><section class="mt-20 pb-5 lg:pb-2"><div class="text-sm font-medium flex items-center gap-2"><a class="text-gray-500 font-normal hover:text-gray-800" href="/blog">Article</a><span class="text-sm text-gray-500 font-normal">/</span><a href="/blog/category/undefined"><span class="text-sm font-medium text-gray-800"></span></a></div></section><h1 class="text-4xl md:leading-tight font-medium text-gray-800">2022 Website Trends: Messaging with Nicholas Scalice</h1><div class="mt-4 mb-3 flex items-center text-base"><div class="my-2 flex items-center gap-2 text-sm"><div class="hidden sm:flex items-center gap-2"><div class="flex-shrink-0 group block"><div class="flex items-center"><div class="flex gap-1"><div class="border border-gray-300 rounded-full overflow-hidden"><img alt="Natalie Marcotullio" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="block size-8" style="color:transparent;margin-bottom:0" srcSet="https://cdn.sanity.io/images/8czhh5u2/production/0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200.jpg?w=200&auto=format 1x, https://cdn.sanity.io/images/8czhh5u2/production/0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200.jpg?w=200&auto=format 2x" src="https://cdn.sanity.io/images/8czhh5u2/production/0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200.jpg?w=200&auto=format"/></div></div><div class="ml-3 text-sm font-normal text-gray-700"><span>Natalie Marcotullio</span></div></div></div><div class="bg-gray-300 w-px h-4"></div></div><div class="text-gray-600 font-normal">5<!-- --> min read</div><div class="bg-gray-300 w-px h-4"></div><span class="text-gray-600"><div class="flex font-normal"><time class="block" dateTime="2022-08-29T18:02:00.000Z">Aug 29, 2022</time></div></span></div></div><div class="mt-10 lg:flex justify-between"><div class="max-w-2xl pb-32"><div class="max-w-5xl mx-auto markdown_markdown__QQQsG"><p></p><div><div style="position:relative;margin-bottom:40px"><div style="display:block;width:100%;padding:56.25% 0 0 0;margin:0"></div><div style="position:absolute;top:0;left:0;right:0;bottom:0;padding:0;margin:0"><iframe width="100%" height="100%" loading="lazy" src="https://www.youtube.com/embed/-Q30_xAb7K4" frameBorder="0" allow="autoplay; fullscreen"></iframe></div></div></div><p></p><p><a href="https://www.linkedin.com/in/nscalice/" rel="noopener">Nicholas Scalice</a> is founder and growth marketer at <a href="https://earnworthy.com/" rel="noopener">Earnworthy</a>, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine.</p><p>Nicholas is an expert in all things growth marketing and is the author of the <a href="https://growthmarketer.co/welcome/" rel="noopener">Growth Marketer Newsletter</a>. He’s also the host of the <a href="https://growthmarketingtoolbox.com/" rel="noopener">Growth Marketing Toolbox</a> and <a href="https://landingpageschool.com/" rel="noopener">Landing Page School</a> podcasts.</p><p>In this interview, we discuss:</p><ul><li>How to improve lead generation with multi-step forms</li><li>Why pop-ups aren’t always a good idea</li><li>Chatbot software that can improve a website visitor’s experience</li></ul><a href="#To-start-give-a-high-level-introduction-of-your-background" class="!no-underline"><div class="anchor scroll-mt-20" id="To-start-give-a-high-level-introduction-of-your-background"></div><h2 class="cursor-pointer group relative text-gray-700 mt-32"><span class="absolute right-full top-[3px] -translate-y-1 opacity-0 group-hover:opacity-100 delay-300 duration-100 pr-3"><svg class="inline shrink-0 self-center size-4 text-gray-600"><use href="/icons/sprite.svg#link"></use></svg></span>To start, give a high-level introduction of your background</h2></a><p>I’ve been doing growth marketing for about seven years and I’ve worked in the marketing industry for about thirteen years. I now run a small agency called <a href="https://earnworthy.com/" rel="noopener">Earnworthy</a>, and we specialize in landing page optimization. We also do email marketing and cold email outreach for professional services companies.</p><p>And then I also run Growth Marketer, which is a podcast and newsletter. We <a href="https://growthmarketer.co/guides/" rel="noopener">publish a bunch of free resources</a> as well.</p><a href="#What-are-some-gold-standard-websites-that-you-just-love-right-now" class="!no-underline"><div class="anchor scroll-mt-20" id="What-are-some-gold-standard-websites-that-you-just-love-right-now"></div><h2 class="cursor-pointer group relative text-gray-700 mt-32"><span class="absolute right-full top-[3px] -translate-y-1 opacity-0 group-hover:opacity-100 delay-300 duration-100 pr-3"><svg class="inline shrink-0 self-center size-4 text-gray-600"><use href="/icons/sprite.svg#link"></use></svg></span>What are some gold standard websites that you just love right now?</h2></a><p>I’m going to share a site that’s doing a fantastic job in the lead generation space since we do a lot of work there.</p><h4>Website #1: Lemonade</h4><p><a href="https://www.lemonade.com/" rel="noopener">Lemonade</a> is an insurance provider, and what I love about their website is that it’s conversion-focused.</p><p>In the insurance space, it’s a long, drawn-out process to collect necessary information on your leads. But I think Lemonade does an excellent job of outlining the process. They have a simple CTA at the top, they add social proof with big logos, and they add humor to their copy.</p><p>Overall, it’s an accessible, easy-to-scan website. And they continue this theme of simplicity through to their intake process. It’s very streamlined and conversational.</p><p>Businesses trying to generate leads can learn a lot from Lemonade.</p><h4>Explore an interactive demo of Lemonade:</h4><p>See why Nicholas choose Lemonade as one of his gold standard websites.</p><p><br/></p><div class="relative"><iframe src="https://capture.navattic.com/cl7etpnra5437109l6my7p1z0y?hideMobileAlert=true&scale=800" width="120%" height="640" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen ></iframe></div><a href="#What-are-top-trends-you're-seeing-for-websites-this-year" class="!no-underline"><div class="anchor scroll-mt-20" id="What-are-top-trends-you're-seeing-for-websites-this-year"></div><h2 class="cursor-pointer group relative text-gray-700 mt-32"><span class="absolute right-full top-[3px] -translate-y-1 opacity-0 group-hover:opacity-100 delay-300 duration-100 pr-3"><svg class="inline shrink-0 self-center size-4 text-gray-600"><use href="/icons/sprite.svg#link"></use></svg></span>What are top trends you’re seeing for websites this year?</h2></a><p>It’s hard to get people to take action on a website. It’s one thing for websites to get traffic, but they should really be thinking hard about how to capitalize on that.</p><p>The first thing I’m seeing is multi-step forms – just like Lemonade is doing. That’s one of the best things you can do if you want to convert more of your website traffic into leads or consultations.</p><p>Transforming a complicated form into a shorter survey that takes people through questions one-by-one seems much more manageable to website visitors.</p><p>Another thing I’ve been seeing is conversion boosters that pop up in the corner of a website that say, “10 people subscribed today,” or “15 people just bought this product.”</p><p>Travel sites are really good at this. <a href="https://www.hotels.com/" rel="noopener">Hotels.com</a> and <a href="https://www.travelocity.com/" rel="noopener">Travelocity</a> have these conversion elements on their site to showcase social proof and increase the likelihood that you convert.</p><a href="#What-is-a-trend-you're-ready-to-see-end-this-year-for-websites" class="!no-underline"><div class="anchor scroll-mt-20" id="What-is-a-trend-you're-ready-to-see-end-this-year-for-websites"></div><h2 class="cursor-pointer group relative text-gray-700 mt-32"><span class="absolute right-full top-[3px] -translate-y-1 opacity-0 group-hover:opacity-100 delay-300 duration-100 pr-3"><svg class="inline shrink-0 self-center size-4 text-gray-600"><use href="/icons/sprite.svg#link"></use></svg></span>What is a trend you’re ready to see end this year for websites?</h2></a><p>There are so many, but one of the top ones is pop-ups that happen as soon as you land on a site.</p><p>I will say, pop-ups work – I’m not against pop-ups in general. I just think you need to add a bit of a delay so it’s not the first thing someone sees. It gives people a minute to figure out what the site is about.</p><p>Something else that’s often overlooked is button text. I see so many websites where they have a form and then the button just says, “Submit.” “Submit” isn’t usually a good call-to-action. You want to give people a sense of what will happen when they click the button.</p><p>Are they getting instant access? Are they getting a free consultation? Are they purchasing a product?</p><p>Try to think of other phrases that are more illustrative.</p><a href="#What-are-some-of-your-favorite-tools-right-now-for-website-design-or-optimization" class="!no-underline"><div class="anchor scroll-mt-20" id="What-are-some-of-your-favorite-tools-right-now-for-website-design-or-optimization"></div><h2 class="cursor-pointer group relative text-gray-700 mt-32"><span class="absolute right-full top-[3px] -translate-y-1 opacity-0 group-hover:opacity-100 delay-300 duration-100 pr-3"><svg class="inline shrink-0 self-center size-4 text-gray-600"><use href="/icons/sprite.svg#link"></use></svg></span>What are some of your favorite tools right now for website design or optimization?</h2></a><p>My favorite way to build landing pages, which is a standalone type of website, is to use a tool called <a href="https://unbounce.com/" rel="noopener">Unbounce</a>.</p><p>It’s a drag and drop landing page builder. You can easily build a landing page using one of their templates or starting from scratch, and you don’t need to be a designer.</p><p>We love building Unbounce pages for ourselves and our clients. It’s quick and they are easy to test.</p><p>Another tool I really like is called <a href="https://landbot.io/" rel="noopener">Landbot</a>. It’s a conversational chatbot tool you can use in place of forms or live chats.</p><p>It’s easy to customize the chatbot and you can embed it in a page, widget, or pop-up. I find it’s a great way to capture leads.</p><a href="#Tell-us-more-about-Earnworthy" class="!no-underline"><div class="anchor scroll-mt-20" id="Tell-us-more-about-Earnworthy"></div><h2 class="cursor-pointer group relative text-gray-700 mt-32"><span class="absolute right-full top-[3px] -translate-y-1 opacity-0 group-hover:opacity-100 delay-300 duration-100 pr-3"><svg class="inline shrink-0 self-center size-4 text-gray-600"><use href="/icons/sprite.svg#link"></use></svg></span>Tell us more about Earnworthy</h2></a><p>Earnworthy helps marketing teams looking for help with landing page optimization, marketing automation, cold email outreach or conversion audits.</p><p>If you’re interested in any of these four services, please check out <a href="https://earnworthy.com/" rel="noopener">our website</a>.</p><p>And if you want to learn more about landing pages and marketing in general, I encourage you to visit <a href="https://growthmarketer.co/welcome/" rel="noopener">growth marketer</a>. That’s where I publish my weekly newsletter and where you can find my podcast and free resources.</p></div><div class="mt-12"><div class="text-gray-600 text-sm mb-5">Share</div><div class="flex gap-x-4"><a href="https://twitter.com/intent/tweet?url=https://navattic.com/blog/website-trends-nicholas-scalice" target="_blank" aria-label="Share on X" rel="noopener noreferrer" class="text-gray-900 hover:rounded"><svg class="inline shrink-0 self-center size-4"><use href="/icons/sprite.svg#twitter-x"></use></svg></a><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://navattic.com/blog/website-trends-nicholas-scalice" target="_blank" aria-label="Share on LinkedIn" rel="noopener noreferrer" class="text-gray-900 hover:rounded"><svg class="inline shrink-0 self-center size-4"><use href="/icons/sprite.svg#linkedin"></use></svg></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://navattic.com/blog/website-trends-nicholas-scalice" target="_blank" aria-label="Share on Facebook" rel="noopener noreferrer" class="text-gray-900 hover:rounded"><svg class="inline shrink-0 self-center size-4"><use href="/icons/sprite.svg#facebook"></use></svg></a><a href="mailto:?subject=2022 Website Trends: Messaging with Nicholas Scalice&body=We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growt...%0A%0Ahttps://navattic.com/blog/website-trends-nicholas-scalice" target="_blank" aria-label="Share on Email" rel="noopener noreferrer" class="text-gray-900 hover:rounded"><svg class="inline shrink-0 self-center size-4"><use href="/icons/sprite.svg#mail"></use></svg></a></div></div><h2 class="ml-6 mt-20 mb-6 text-lg">Next Post</h2><div class="w-auto"><div class="gap-px border bg-gray-200/80 relative grid h-full border-gray-200/80 grid-rows-[repeat(var(--grid-rows),minmax(0,1fr))] sm:grid-rows-[repeat(var(--grid-rows-sm),minmax(0,1fr))] md:grid-rows-[repeat(var(--grid-rows-md),minmax(0,1fr))] lg:grid-rows-[repeat(var(--grid-rows-lg),minmax(0,1fr))] grid-cols-[repeat(var(--grid-cols),minmax(0,1fr))] sm:grid-cols-[repeat(var(--grid-cols-sm),minmax(0,1fr))] md:grid-cols-[repeat(var(--grid-cols-md),minmax(0,1fr))] lg:grid-cols-[repeat(var(--grid-cols-lg),minmax(0,1fr))]" style="--grid-rows:auto;--grid-rows-sm:auto;--grid-rows-md:auto;--grid-rows-lg:auto;--grid-cols:auto;--grid-cols-sm:auto;--grid-cols-md:auto;--grid-cols-lg:auto"><div class="group/item relative p-8 lg:p-12 row-[var(--grid-row)] sm:row-[var(--grid-row-sm)] md:row-[var(--grid-row-md)] lg:row-[var(--grid-row-lg)] col-[var(--grid-col)] sm:col-[var(--grid-col-sm)] md:col-[var(--grid-col-md)] lg:col-[var(--grid-col-lg)] bg-white" style="--grid-row:auto;--grid-row-sm:auto;--grid-row-md:auto;--grid-row-lg:auto;--grid-col:auto;--grid-col-sm:auto;--grid-col-md:auto;--grid-col-lg:auto"><a href="/blog/partnership-enablement"><div class=" w-full font-normal flex flex-col gap-4"><div class="inline-flex w-fit items-center text-center font-regular whitespace-nowrap overflow-hidden shrink-0 border-[0.5px] h-5 text-[14px] gap-1 px-2 rounded-md bg-purple-100 border-purple-200 text-purple-800 [box-shadow:0px_-1px_1px_0px_hsla(250,89%,14%,0.14)_inset,0px_1px_2px_0px_hsla(277,35%,93%,0.5)_inset]" id="7f21c3bf-7ee0-4c81-a5e7-0d4d04c6b043"><span class="flex items-center truncate">Growth + Conversions</span></div><div class="flex flex-col gap-1"><div class="text-2xl text-pretty font-medium text-primary mb-1 font-sans">8 Partnership Enablement Examples and Best Practices</div><div class="font-normal text-balance text-gray-500">What partnership enablement is and examples of it at work at eight different B2B SaaS companies.</div></div><button class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none bg-white h-8 rounded-lg text-sm gap-x-1.5 px-3 mt-2" type="button" data-headlessui-state="">Read more</button></div></a></div><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -top-2 -right-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -top-2 -left-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -bottom-2 -left-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -bottom-2 -right-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[80px] -left-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[40px] -left-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[80px] -right-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[40px] -right-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[80px] -left-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[40px] -left-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[80px] -right-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[40px] -right-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg></div></div></div><aside class="hidden lg:block space-y-10 pb-8 pt-5 lg:pt-0"><div class="pl-44 sticky top-20 grid gap-10"><div><div class="w-full pb-2 mb-4 font-medium text-sm">In this <!-- -->article</div><ol class="grid gap-5"><li class="flex items-start text-xs font-normal cursor-pointer text-pretty group group-transition-colors text-gray-500 hover:text-gray-500 transition-colors"><span class="mt-1"></span><span class="group-hover:text-gray-700">To start, give a high-level introduction of your background</span></li><li class="flex items-start text-xs font-normal cursor-pointer text-pretty group group-transition-colors text-gray-500 hover:text-gray-500 transition-colors"><span class="mt-1"></span><span class="group-hover:text-gray-700">What are some gold standard websites that you just love right now?</span></li><li class="flex items-start text-xs font-normal cursor-pointer text-pretty group group-transition-colors text-gray-500 hover:text-gray-500 transition-colors"><span class="mt-1"></span><span class="group-hover:text-gray-700">What are top trends you’re seeing for websites this year?</span></li><li class="flex items-start text-xs font-normal cursor-pointer text-pretty group group-transition-colors text-gray-500 hover:text-gray-500 transition-colors"><span class="mt-1"></span><span class="group-hover:text-gray-700">What is a trend you’re ready to see end this year for websites?</span></li><li class="flex items-start text-xs font-normal cursor-pointer text-pretty group group-transition-colors text-gray-500 hover:text-gray-500 transition-colors"><span class="mt-1"></span><span class="group-hover:text-gray-700">What are some of your favorite tools right now for website design or optimization?</span></li><li class="flex items-start text-xs font-normal cursor-pointer text-pretty group group-transition-colors text-gray-500 hover:text-gray-500 transition-colors"><span class="mt-1"></span><span class="group-hover:text-gray-700">Tell us more about Earnworthy</span></li></ol></div><div class="bg-gray-100 rounded-lg p-6"><h2 class="text-lg font-semibold mb-3">Ready to get started with interactive demos?</h2><div class="relative"><img src="/img/screenshots/home-landing.png" class="rounded-md max-w-[280px] border"/><div class="absolute bottom-0 left-0 w-full h-32 bg-gradient-to-t from-gray-100 to-transparent rounded-md"></div></div><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none bg-white h-7 rounded-lg text-sm gap-x-1.5 px-2.5 border-gray-300 shadow-button-elevated text-gray-700 hover:bg-gray-50 hover:text-gray-900 dark:bg-white/10 dark:border-gray-600 dark:text-white active:text-gray-900 data-[active=true]:text-gray-900 active:shadow-button-shallow-inset-indented data-[active=true]:shadow-button-shallow-inset-indented focus-visible:shadow-gray-focus focus-visible:text-gray-900" data-headlessui-state="" href="https://app.navattic.com/auth/sign-up">Try for free</a></div><div class="w-auto"><div class="text-sm pb-2 mb-4 font-medium"> Related posts </div><div class="flex flex-col gap-4"><a href="/blog/se-hiring-tips"><div class="group mt-2"><div></div><div class="text-base mt-2 text-gray-700 font-medium group-hover:text-gray-800">How to Improve Your SE Hiring Process: Tips from Top SE Leaders</div></div></a><a href="/blog/website-trends-john-ozuysal"><div class="group mt-2"><div></div><div class="text-base mt-2 text-gray-700 font-medium group-hover:text-gray-800">2022 Website Trends: Messaging with John Ozuysal</div></div></a></div></div></div></aside></div></div></div><div class="relative size-full bg-gray-50"><div class="z-10 relative pb-16 pt-20 text-center sm:py-24"><div class="px-4 lg:px-8"><div class="relative mx-auto max-w-2xl lg:max-w-[85rem]"><div class="gap-px border bg-gray-200/80 relative grid h-full border-gray-200/80 grid-rows-[repeat(var(--grid-rows),minmax(0,1fr))] sm:grid-rows-[repeat(var(--grid-rows-sm),minmax(0,1fr))] md:grid-rows-[repeat(var(--grid-rows-md),minmax(0,1fr))] lg:grid-rows-[repeat(var(--grid-rows-lg),minmax(0,1fr))] grid-cols-[repeat(var(--grid-cols),minmax(0,1fr))] sm:grid-cols-[repeat(var(--grid-cols-sm),minmax(0,1fr))] md:grid-cols-[repeat(var(--grid-cols-md),minmax(0,1fr))] lg:grid-cols-[repeat(var(--grid-cols-lg),minmax(0,1fr))]" style="--grid-rows:1;--grid-rows-sm:1;--grid-rows-md:1;--grid-rows-lg:1;--grid-cols:1;--grid-cols-sm:1;--grid-cols-md:1;--grid-cols-lg:1"><div class="group/item relative p-8 lg:p-12 row-[var(--grid-row)] sm:row-[var(--grid-row-sm)] md:row-[var(--grid-row-md)] lg:row-[var(--grid-row-lg)] col-[var(--grid-col)] sm:col-[var(--grid-col-sm)] md:col-[var(--grid-col-md)] lg:col-[var(--grid-col-lg)] bg-white/90 flex flex-col items-center" style="--grid-row:auto;--grid-row-sm:auto;--grid-row-md:auto;--grid-row-lg:auto;--grid-col:auto;--grid-col-sm:auto;--grid-col-md:auto;--grid-col-lg:auto"><hgroup class="flex flex-col items-center"><h3 class="mt-6 text-gray-900 text-4xl">Build demos<br/>that<span class="text-gray-600"> delight.</span></h3></hgroup><div class="mt-8 mb-4 flex justify-center gap-3"><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none text-white h-10 rounded-[10px] text-md gap-x-2 px-3.5 border-gray-900 bg-gray-800 shadow-solid-gray-button-default hover:bg-gray-700 dark:bg-white dark:text-gray-950 dark:border-gray-950 active:shadow-solid-button-active data-[active=true]:shadow-solid-button-active focus-visible:shadow-solid-button-gray-focus" data-headlessui-state="" href="https://app.navattic.com/auth/sign-up">Try for free</a><a class="relative flex items-center justify-center whitespace-nowrap transition-all border outline-none focus-visible:outline-none group w-fit disabled:opacity-50 disabled:cursor-not-allowed font-medium leading-none bg-white h-10 rounded-[10px] text-md gap-x-2 px-3.5 border-gray-300 shadow-button-elevated text-gray-700 hover:bg-gray-50 hover:text-gray-900 dark:bg-white/10 dark:border-gray-600 dark:text-white active:text-gray-900 data-[active=true]:text-gray-900 active:shadow-button-shallow-inset-indented data-[active=true]:shadow-button-shallow-inset-indented focus-visible:shadow-gray-focus focus-visible:text-gray-900" data-headlessui-state="" href="/get-demo">Book a demo</a></div><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -top-2 -right-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -top-2 -left-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -bottom-2 -left-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg><svg viewBox="0 0 15 15" aria-hidden="true" vector-effect="non-scaling-stroke" class="absolute size-[15px] p-1 fill-gray-400 z-10 opacity-60 -bottom-2 -right-2"><path d="M8.5 0H6.5V6.5H0V8.5H6.5V15H8.5V8.5H15V6.5H8.5V0Z"></path></svg></div><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[40px] -right-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[40px] -left-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[40px] -right-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[40px] -left-[40px] rotate-90"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[80px] -right-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -top-[80px] -left-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[80px] -left-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg><svg width="1px" height="80" viewBox="0 0 1 120" class="absolute text-gray-300/80 -bottom-[80px] -right-[1px]"><path d="M0.5 0V120" stroke="currentColor" stroke-dasharray="5 5"></path></svg></div></div></div></div></div></main></div><footer><div class="px-4 lg:px-8"><div class="relative mx-auto max-w-2xl lg:max-w-[85rem]"><div class="flex items-center justify-between py-10"><svg height="30px" viewBox="0 0 221 41" fill="currentColor" class="h-5"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g fill="currentColor" fill-rule="nonzero"><path d="M68.384 11.293l.148 1.971.03.77.019 1.055h.148c.296-.617.698-1.193 1.207-1.728a8.72 8.72 0 0 1 1.749-1.412A8.67 8.67 0 0 1 73.853 11a8.85 8.85 0 0 1 2.463-.341c1.511 0 2.808.252 3.892.755s1.987 1.176 2.709 2.02 1.256 1.834 1.601 2.969.517 2.353.517 3.651v14.312h-4.631V21.565a15.51 15.51 0 0 0-.222-2.677c-.148-.844-.419-1.59-.813-2.239s-.936-1.168-1.626-1.558-1.576-.584-2.66-.584c-1.839 0-3.342.69-4.508 2.069s-1.749 3.221-1.749 5.525v12.267h-4.631V16.259l-.049-2.385-.148-2.58h4.384zm37.045 8.129c0-1.72-.525-2.994-1.576-3.821s-2.447-1.241-4.187-1.241c-1.314 0-2.553.252-3.719.755s-2.143 1.144-2.931 1.923l-2.463-2.921c1.149-1.071 2.553-1.915 4.212-2.531s3.44-.925 5.345-.925c1.675 0 3.128.235 4.36.706s2.241 1.111 3.03 1.923a7.86 7.86 0 0 1 1.773 2.872c.394 1.103.591 2.288.591 3.554v10.076l.074 2.458c.049.86.14 1.566.271 2.118h-4.187a14.23 14.23 0 0 1-.394-3.31h-.148a8.93 8.93 0 0 1-3.227 2.872c-1.297.682-2.833 1.022-4.606 1.022-.92 0-1.88-.122-2.882-.365s-1.913-.641-2.734-1.193-1.503-1.282-2.044-2.191-.813-2.028-.813-3.359c0-1.752.476-3.14 1.429-4.162s2.2-1.801 3.744-2.337 3.284-.884 5.222-1.047l5.862-.243v-.633zm-1.133 3.943l-3.572.146c-1.232.097-2.348.292-3.35.584s-1.831.73-2.488 1.314-.985 1.363-.985 2.337c0 .682.14 1.249.419 1.704s.649.828 1.108 1.12a4.49 4.49 0 0 0 1.527.608c.558.114 1.133.17 1.724.17 2.168 0 3.834-.641 5-1.923s1.749-2.896 1.749-4.844v-1.217h-1.133zm22.316 11.001h-5.025l-9.508-23.074h5.123l6.848 18.157h.099l6.897-18.157h4.926l-9.36 23.074zm26.405-14.944c0-1.72-.525-2.994-1.576-3.821s-2.447-1.241-4.187-1.241c-1.314 0-2.553.252-3.719.755s-2.143 1.144-2.931 1.923l-2.463-2.921c1.149-1.071 2.553-1.915 4.212-2.531s3.44-.925 5.345-.925c1.675 0 3.128.235 4.36.706s2.241 1.111 3.03 1.923a7.86 7.86 0 0 1 1.773 2.872c.394 1.103.591 2.288.591 3.554v10.076l.074 2.458c.049.86.14 1.566.271 2.118h-4.187a14.23 14.23 0 0 1-.394-3.31h-.148a8.93 8.93 0 0 1-3.227 2.872c-1.297.682-2.833 1.022-4.606 1.022-.92 0-1.88-.122-2.882-.365s-1.913-.641-2.734-1.193-1.503-1.282-2.044-2.191-.813-2.028-.813-3.359c0-1.752.476-3.14 1.429-4.162s2.2-1.801 3.744-2.337 3.284-.884 5.222-1.047l5.862-.243v-.633zm-1.133 3.943l-3.572.146c-1.232.097-2.348.292-3.35.584s-1.831.73-2.488 1.314-.985 1.363-.985 2.337c0 .682.14 1.249.419 1.704s.649.828 1.108 1.12a4.49 4.49 0 0 0 1.527.608c.558.114 1.133.17 1.724.17 2.168 0 3.834-.641 5-1.923s1.749-2.896 1.749-4.844v-1.217h-1.133zm22.267-8.324h-6.207v12.024c0 1.395.263 2.393.788 2.994s1.363.901 2.512.901c.427 0 .887-.049 1.379-.146a5.32 5.32 0 0 0 1.33-.438l.148 3.748a11.25 11.25 0 0 1-1.847.462 12.57 12.57 0 0 1-2.094.17c-2.2 0-3.884-.6-5.049-1.801s-1.749-3.002-1.749-5.403v-12.51h-4.483v-3.748h4.483v-6.62h4.581v6.62h6.207v3.748zm13.498 0h-6.207v12.024c0 1.395.263 2.393.788 2.994s1.363.901 2.512.901c.427 0 .887-.049 1.379-.146a5.32 5.32 0 0 0 1.33-.438l.148 3.748a11.25 11.25 0 0 1-1.847.462 12.57 12.57 0 0 1-2.094.17c-2.2 0-3.884-.6-5.049-1.801s-1.749-3.002-1.749-5.403v-12.51h-4.483v-3.748h4.483v-6.62h4.581v6.62h6.207v3.748zm7.488 19.325h-4.631V11.293h4.631v23.074zm.788-31.398c0 .844-.304 1.541-.911 2.093s-1.338.828-2.192.828-1.576-.284-2.168-.852a2.76 2.76 0 0 1-.887-2.069c0-.844.296-1.55.887-2.118s1.314-.85 2.168-.85 1.585.284 2.192.852a2.78 2.78 0 0 1 .911 2.118zm21.676 14.166c-.493-.746-1.232-1.371-2.217-1.874s-2.036-.755-3.153-.755c-1.215 0-2.291.227-3.227.682s-1.732 1.063-2.389 1.825-1.158 1.647-1.503 2.653a9.69 9.69 0 0 0-.517 3.164 9.69 9.69 0 0 0 .517 3.164c.345 1.006.846 1.89 1.503 2.653s1.461 1.371 2.414 1.825 2.036.682 3.251.682c1.182 0 2.258-.227 3.227-.682s1.765-1.071 2.389-1.85L221 31.398c-.985 1.136-2.217 2.02-3.695 2.653s-3.153.949-5.025.949c-1.806 0-3.473-.292-5-.876s-2.849-1.404-3.966-2.458-1.995-2.328-2.636-3.821-.961-3.164-.961-5.014c0-1.817.312-3.472.936-4.965s1.494-2.775 2.611-3.846 2.438-1.898 3.966-2.483 3.177-.876 4.951-.876c1.642 0 3.276.325 4.902.974s2.915 1.59 3.867 2.823l-3.35 2.677zM14.614 33.38l-.944 1.548a11 11 0 0 1-10.137 5.247l-1.255-.089-2.166-.235c-.078-.111.395-2.16 1.42-6.147 5.227-2.321 9.588-2.43 13.081-.325zm23.478-9.783l-1.842 7.858c.002.062-.031.12-.085.15-10.419 5.766-23.317-6.584-33.741-.992-.111.06-.213.039-.217-.088l1.797-7.296c-.002-.063.031-.12.085-.15 10.419-5.766 23.696 6.777 33.632.367.097-.063.368.024.371.152zm2.454-10.624l-1.842 7.858c.002.062-.031.12-.085.15-10.419 5.766-23.317-6.584-33.741-.992-.111.06-.213.039-.217-.088l1.797-7.296c-.002-.063.031-.12.085-.15 10.419-5.766 23.696 6.777 33.632.367.097-.063.368.024.371.152zm2.035-9.923c.087.104-.483 2.276-1.711 6.518-4.952 2.735-9.26 3.207-12.924 1.415l1.019-1.906a11 11 0 0 1 8.879-5.782l2.665-.186c1.344-.084 2.035-.104 2.072-.059z"></path></g></g></svg><div class="text-gray-500 text-sm hidden md:block">Make buying easier with interactive demos</div></div><div class="border-t border-gray-100 relative pb-10"><div class="grid grid-cols-2 gap-y-10 pb-6 lg:grid-cols-6 lg:gap-8"><div class="col-span-2 grid grid-cols-2 gap-x-8 gap-y-12 lg:col-span-4 lg:grid-cols-subgrid pt-6"><div><h3 class="text-xs font-medium text-gray-400 uppercase">Product</h3><ul class="mt-6 space-y-4 text-md/6"><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/product/product-demos">Product demos</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/product/playbooks">Playbooks</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/product/integrations">Integrations</a></li></ul></div><div><h3 class="text-xs font-medium text-gray-400 uppercase">Customers</h3><ul class="mt-6 space-y-4 text-md/6"><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/customer/highlights">Highlights</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/customer/showcase">Showcase</a></li></ul></div><div><h3 class="text-xs font-medium text-gray-400 uppercase">Company</h3><ul class="mt-6 space-y-4 text-md/6"><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/company/careers">Careers</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/company/contact">Contact</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/company/security">Security</a></li></ul></div><div><h3 class="text-xs font-medium text-gray-400 uppercase">Resources</h3><ul class="mt-6 space-y-4 text-md/6"><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/blog">Blog</a></li><li><a target="_blank" class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="https://listen.casted.us/public/174/Revenue-on-the-Rocks-e2c6af77">Podcast</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/offer/newsletter">Buyer First Bites Newsletter</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/demo-consultants">Demo Consultants</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="/report/state-of-the-interactive-product-demo-2024">State of Interactive Demo</a></li><li><a class="text-sm text-gray-900 hover:text-gray-700" data-headlessui-state="" href="https://docs.navattic.com">Docs</a></li></ul></div></div></div><div class="border-t border-gray-100 pt-10 mt-10 flex flex-col md:flex-row space-y-6 md:space-y-0 justify-between"><div class="text-sm text-gray-500">© <!-- -->2025<!-- --> Navattic Inc.</div><div class="flex flex-wrap gap-x-8 gap-y-4"><a target="_blank" class="text-sm text-gray-400 hover:text-gray-500" data-headlessui-state="" href="https://trust.navattic.com">Trust Center</a><a class="text-sm text-gray-400 hover:text-gray-500" data-headlessui-state="" href="/legal/terms">Terms of Use</a><a class="text-sm text-gray-400 hover:text-gray-500" data-headlessui-state="" href="/legal/privacy">Privacy Policy</a><a class="text-sm text-gray-400 hover:text-gray-500" data-headlessui-state="" href="/legal/data-processing-agreement">DPA</a></div></div></div></div></div></footer></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"preview":false,"data":{"post":{"content":[{"_type":"block","style":"normal","_key":"3e3d7eb14f96","markDefs":[],"children":[{"text":"","_key":"805a40d15d680","_type":"span","marks":[]}]},{"src":"https://youtu.be/-Q30_xAb7K4","_type":"videoEmbed","_key":"e0591bba9d85"},{"_type":"block","style":"normal","_key":"4255efe40aa2","markDefs":[],"children":[{"text":"","_key":"37f3deadb946","_type":"span","marks":[]}]},{"markDefs":[{"_type":"link","href":"https://www.linkedin.com/in/nscalice/","_key":"f9ffb9227e79"},{"_type":"link","href":"https://earnworthy.com/","_key":"bbc672b5a682"}],"children":[{"_key":"3ccd3bf54771","_type":"span","marks":["f9ffb9227e79"],"text":"Nicholas Scalice"},{"text":" is founder and growth marketer at ","_key":"805a40d15d681","_type":"span","marks":[]},{"_key":"805a40d15d682","_type":"span","marks":["bbc672b5a682"],"text":"Earnworthy"},{"_type":"span","marks":[],"text":", a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine.","_key":"805a40d15d683"}],"_type":"block","style":"normal","_key":"44f32f66d052"},{"children":[{"marks":[],"text":"Nicholas is an expert in all things growth marketing and is the author of the ","_key":"ae346f07735c0","_type":"span"},{"marks":["a2f1d88f07a2"],"text":"Growth Marketer Newsletter","_key":"ae346f07735c1","_type":"span"},{"_type":"span","marks":[],"text":". He’s also the host of the ","_key":"ae346f07735c2"},{"_type":"span","marks":["d1d7b419c852"],"text":"Growth Marketing Toolbox","_key":"ae346f07735c3"},{"marks":[],"text":" and ","_key":"ae346f07735c4","_type":"span"},{"_type":"span","marks":["f6b588852ff1"],"text":"Landing Page School","_key":"ae346f07735c5"},{"_type":"span","marks":[],"text":" podcasts.","_key":"ae346f07735c6"}],"_type":"block","style":"normal","_key":"16793be6a276","markDefs":[{"_key":"a2f1d88f07a2","_type":"link","href":"https://growthmarketer.co/welcome/"},{"_type":"link","href":"https://growthmarketingtoolbox.com/","_key":"d1d7b419c852"},{"_key":"f6b588852ff1","_type":"link","href":"https://landingpageschool.com/"}]},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"In this interview, we discuss:","_key":"d765e269df520"}],"_type":"block","style":"normal","_key":"264a2f470251"},{"level":1,"_type":"block","style":"normal","_key":"b0897b02c250","listItem":"bullet","markDefs":[],"children":[{"text":"How to improve lead generation with multi-step forms","_key":"f6d31330efd40","_type":"span","marks":[]}]},{"children":[{"text":"Why pop-ups aren’t always a good idea","_key":"e4d449eac4c80","_type":"span","marks":[]}],"level":1,"_type":"block","style":"normal","_key":"ceaf927bf6db","listItem":"bullet","markDefs":[]},{"listItem":"bullet","markDefs":[],"children":[{"marks":[],"text":"Chatbot software that can improve a website visitor’s experience","_key":"b4345a74e2a90","_type":"span"}],"level":1,"_type":"block","style":"normal","_key":"4ba4ee6c7a3f"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"To start, give a high-level introduction of your background","_key":"861adb2b51280"}],"_type":"block","style":"h2","_key":"0c866480d657"},{"style":"normal","_key":"b11e5e48ba7c","markDefs":[{"_type":"link","href":"https://earnworthy.com/","_key":"3f0b5bb675f5"}],"children":[{"_type":"span","marks":[],"text":"I’ve been doing growth marketing for about seven years and I’ve worked in the marketing industry for about thirteen years. I now run a small agency called ","_key":"b567d8a28a880"},{"marks":["3f0b5bb675f5"],"text":"Earnworthy","_key":"b567d8a28a881","_type":"span"},{"_type":"span","marks":[],"text":", and we specialize in landing page optimization. We also do email marketing and cold email outreach for professional services companies.","_key":"b567d8a28a882"}],"_type":"block"},{"style":"normal","_key":"25ac24582d6d","markDefs":[{"href":"https://growthmarketer.co/guides/","_key":"58890a25f0f8","_type":"link"}],"children":[{"text":"And then I also run Growth Marketer, which is a podcast and newsletter. We ","_key":"c4bcbd4e3ae10","_type":"span","marks":[]},{"_key":"c4bcbd4e3ae11","_type":"span","marks":["58890a25f0f8"],"text":"publish a bunch of free resources"},{"text":" as well.","_key":"c4bcbd4e3ae12","_type":"span","marks":[]}],"_type":"block"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"What are some gold standard websites that you just love right now?","_key":"00ce6bba6cc10"}],"_type":"block","style":"h2","_key":"0fab3bae622c"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"I’m going to share a site that’s doing a fantastic job in the lead generation space since we do a lot of work there.","_key":"3ef516ae0b410"}],"_type":"block","style":"normal","_key":"e709f17f43f8"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"Website #1: Lemonade","_key":"ac16467e30a00"}],"_type":"block","style":"h4","_key":"09cb8b610445"},{"children":[{"_type":"span","marks":["cdb021ed8a00"],"text":"Lemonade","_key":"4fde370136190"},{"marks":[],"text":" is an insurance provider, and what I love about their website is that it’s conversion-focused.","_key":"4fde370136191","_type":"span"}],"_type":"block","style":"normal","_key":"6de5710d3165","markDefs":[{"_type":"link","href":"https://www.lemonade.com/","_key":"cdb021ed8a00"}]},{"markDefs":[],"children":[{"marks":[],"text":"In the insurance space, it’s a long, drawn-out process to collect necessary information on your leads. But I think Lemonade does an excellent job of outlining the process. They have a simple CTA at the top, they add social proof with big logos, and they add humor to their copy.","_key":"fa37d65ce73c0","_type":"span"}],"_type":"block","style":"normal","_key":"c2d594149677"},{"markDefs":[],"children":[{"_key":"0d5a2a6df2910","_type":"span","marks":[],"text":"Overall, it’s an accessible, easy-to-scan website. And they continue this theme of simplicity through to their intake process. It’s very streamlined and conversational."}],"_type":"block","style":"normal","_key":"b601256868ce"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"Businesses trying to generate leads can learn a lot from Lemonade.","_key":"b151705eedb50"}],"_type":"block","style":"normal","_key":"6ea681a25bbe"},{"markDefs":[],"children":[{"text":"Explore an interactive demo of Lemonade:","_key":"7117c4b89dc50","_type":"span","marks":[]}],"_type":"block","style":"h4","_key":"ac8ee7f32aa2"},{"_type":"block","style":"normal","_key":"5736dc02aa92","markDefs":[],"children":[{"_key":"fa9d0116f9930","_type":"span","marks":[],"text":"See why Nicholas choose Lemonade as one of his gold standard websites."}]},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"\n","_key":"3a59ab9d2043"}],"_type":"block","style":"normal","_key":"84b9e6bcf4dd"},{"_key":"326408038b40","_type":"embedHTML","html":"\u003ciframe src=\"https://capture.navattic.com/cl7etpnra5437109l6my7p1z0y?hideMobileAlert=true\u0026scale=800\" width=\"120%\" height=\"640\" frameborder=\"0\" webkitallowfullscreen mozallowfullscreen allowfullscreen \u003e\u003c/iframe\u003e"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"What are top trends you’re seeing for websites this year?","_key":"d12c28e293090"}],"_type":"block","style":"h2","_key":"83d30e8daa5b"},{"_type":"block","style":"normal","_key":"5b98db4228e7","markDefs":[],"children":[{"_type":"span","marks":[],"text":"It’s hard to get people to take action on a website. It’s one thing for websites to get traffic, but they should really be thinking hard about how to capitalize on that.","_key":"68f9ff8f96ae0"}]},{"children":[{"_type":"span","marks":[],"text":"The first thing I’m seeing is multi-step forms – just like Lemonade is doing. That’s one of the best things you can do if you want to convert more of your website traffic into leads or consultations.","_key":"82266fc31b780"}],"_type":"block","style":"normal","_key":"65cb2dc8cad7","markDefs":[]},{"_key":"7aaa0f83fc0f","markDefs":[],"children":[{"marks":[],"text":"Transforming a complicated form into a shorter survey that takes people through questions one-by-one seems much more manageable to website visitors.","_key":"c86b35f5d1b40","_type":"span"}],"_type":"block","style":"normal"},{"children":[{"marks":[],"text":"Another thing I’ve been seeing is conversion boosters that pop up in the corner of a website that say, “10 people subscribed today,” or “15 people just bought this product.”","_key":"de94298d24000","_type":"span"}],"_type":"block","style":"normal","_key":"2b7cdbe8b404","markDefs":[]},{"markDefs":[{"_type":"link","href":"https://www.hotels.com/","_key":"2a7beab9b9aa"},{"href":"https://www.travelocity.com/","_key":"131367c1c11c","_type":"link"}],"children":[{"_type":"span","marks":[],"text":"Travel sites are really good at this. ","_key":"55d5f4eea31f0"},{"_type":"span","marks":["2a7beab9b9aa"],"text":"Hotels.com","_key":"55d5f4eea31f1"},{"_key":"55d5f4eea31f2","_type":"span","marks":[],"text":" and "},{"_type":"span","marks":["131367c1c11c"],"text":"Travelocity","_key":"55d5f4eea31f3"},{"_type":"span","marks":[],"text":" have these conversion elements on their site to showcase social proof and increase the likelihood that you convert.","_key":"55d5f4eea31f4"}],"_type":"block","style":"normal","_key":"988226fa4799"},{"_key":"ce542dd8e903","markDefs":[],"children":[{"_type":"span","marks":[],"text":"What is a trend you’re ready to see end this year for websites?","_key":"faf2145438390"}],"_type":"block","style":"h2"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"There are so many, but one of the top ones is pop-ups that happen as soon as you land on a site.","_key":"0d14c74e3e830"}],"_type":"block","style":"normal","_key":"fd42ce6465f7"},{"_key":"10a254fba1e6","markDefs":[],"children":[{"_type":"span","marks":[],"text":"I will say, pop-ups work – I’m not against pop-ups in general. I just think you need to add a bit of a delay so it’s not the first thing someone sees. It gives people a minute to figure out what the site is about.","_key":"5caf9842e5450"}],"_type":"block","style":"normal"},{"children":[{"_type":"span","marks":[],"text":"Something else that’s often overlooked is button text. I see so many websites where they have a form and then the button just says, “Submit.” “Submit” isn’t usually a good call-to-action. You want to give people a sense of what will happen when they click the button.","_key":"2dbb1409ce040"}],"_type":"block","style":"normal","_key":"758f791b55a9","markDefs":[]},{"children":[{"text":"Are they getting instant access? Are they getting a free consultation? Are they purchasing a product?","_key":"4dacea296ce70","_type":"span","marks":[]}],"_type":"block","style":"normal","_key":"5b66b70077ab","markDefs":[]},{"_type":"block","style":"normal","_key":"29de22872c0c","markDefs":[],"children":[{"marks":[],"text":"Try to think of other phrases that are more illustrative.","_key":"89a66aeb9b2e0","_type":"span"}]},{"style":"h2","_key":"04cef287597f","markDefs":[],"children":[{"_type":"span","marks":[],"text":"What are some of your favorite tools right now for website design or optimization?","_key":"55f7880445f40"}],"_type":"block"},{"markDefs":[{"_type":"link","href":"https://unbounce.com/","_key":"98edfcf5febd"}],"children":[{"_type":"span","marks":[],"text":"My favorite way to build landing pages, which is a standalone type of website, is to use a tool called ","_key":"4b400f71a1790"},{"_type":"span","marks":["98edfcf5febd"],"text":"Unbounce","_key":"4b400f71a1791"},{"_type":"span","marks":[],"text":".","_key":"4b400f71a1792"}],"_type":"block","style":"normal","_key":"bc00cdbfe32e"},{"style":"normal","_key":"1de2bd285484","markDefs":[],"children":[{"_type":"span","marks":[],"text":"It’s a drag and drop landing page builder. You can easily build a landing page using one of their templates or starting from scratch, and you don’t need to be a designer.","_key":"5669aa2189df0"}],"_type":"block"},{"children":[{"_type":"span","marks":[],"text":"We love building Unbounce pages for ourselves and our clients. It’s quick and they are easy to test.","_key":"9e2f514997220"}],"_type":"block","style":"normal","_key":"c0a3e12f92cd","markDefs":[]},{"_type":"block","style":"normal","_key":"c2fe7fef00a0","markDefs":[{"_type":"link","href":"https://landbot.io/","_key":"a44f8927c144"}],"children":[{"text":"Another tool I really like is called ","_key":"0cdf59b532080","_type":"span","marks":[]},{"_type":"span","marks":["a44f8927c144"],"text":"Landbot","_key":"0cdf59b532081"},{"_type":"span","marks":[],"text":". It’s a conversational chatbot tool you can use in place of forms or live chats.","_key":"0cdf59b532082"}]},{"style":"normal","_key":"75ea943001e6","markDefs":[],"children":[{"_type":"span","marks":[],"text":"It’s easy to customize the chatbot and you can embed it in a page, widget, or pop-up. I find it’s a great way to capture leads.","_key":"6c1d99a5b5980"}],"_type":"block"},{"markDefs":[],"children":[{"marks":[],"text":"Tell us more about Earnworthy","_key":"58249f5a04240","_type":"span"}],"_type":"block","style":"h2","_key":"b2ef94037131"},{"style":"normal","_key":"74e443b39a78","markDefs":[],"children":[{"text":"Earnworthy helps marketing teams looking for help with landing page optimization, marketing automation, cold email outreach or conversion audits.","_key":"bfaef81ce0750","_type":"span","marks":[]}],"_type":"block"},{"markDefs":[{"_type":"link","href":"https://earnworthy.com/","_key":"0062ab44aca6"}],"children":[{"text":"If you’re interested in any of these four services, please check out ","_key":"48bc24e7bd5d0","_type":"span","marks":[]},{"_type":"span","marks":["0062ab44aca6"],"text":"our website","_key":"48bc24e7bd5d1"},{"_type":"span","marks":[],"text":".","_key":"48bc24e7bd5d2"}],"_type":"block","style":"normal","_key":"055cb5f7d9df"},{"markDefs":[{"_key":"11c8a17df5d8","_type":"link","href":"https://growthmarketer.co/welcome/"}],"children":[{"_type":"span","marks":[],"text":"And if you want to learn more about landing pages and marketing in general, I encourage you to visit ","_key":"5fccd887a5e50"},{"_type":"span","marks":["11c8a17df5d8"],"text":"growth marketer","_key":"5fccd887a5e51"},{"_type":"span","marks":[],"text":". That’s where I publish my weekly newsletter and where you can find my podcast and free resources.","_key":"5fccd887a5e52"}],"_type":"block","style":"normal","_key":"9d4f12fb2b01"}],"date":"2022-08-29T18:02:00.000Z","ogDark":null,"defaultOgImage":null,"estimatedReadingTime":5,"ogImage":null,"slug":"website-trends-nicholas-scalice","updatedDate":null,"_id":"08741751-0e3c-46c8-9130-d4b0ac41556b","_type":"blogPost","title":"2022 Website Trends: Messaging with Nicholas Scalice","category":null,"authors":[{"_id":"4b7fa911-8888-4a48-8808-d782a72a07b6","name":"Natalie Marcotullio","picture":{"_type":"image","asset":{"_ref":"image-0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200-jpg","_type":"reference"}}}],"headings":[{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"To start, give a high-level introduction of your background","_key":"861adb2b51280"}],"_type":"block","style":"h2","_key":"0c866480d657"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"What are some gold standard websites that you just love right now?","_key":"00ce6bba6cc10"}],"_type":"block","style":"h2","_key":"0fab3bae622c"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"Website #1: Lemonade","_key":"ac16467e30a00"}],"_type":"block","style":"h4","_key":"09cb8b610445"},{"_type":"block","style":"h4","_key":"ac8ee7f32aa2","markDefs":[],"children":[{"text":"Explore an interactive demo of Lemonade:","_key":"7117c4b89dc50","_type":"span","marks":[]}]},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"What are top trends you’re seeing for websites this year?","_key":"d12c28e293090"}],"_type":"block","style":"h2","_key":"83d30e8daa5b"},{"_key":"ce542dd8e903","markDefs":[],"children":[{"_type":"span","marks":[],"text":"What is a trend you’re ready to see end this year for websites?","_key":"faf2145438390"}],"_type":"block","style":"h2"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"What are some of your favorite tools right now for website design or optimization?","_key":"55f7880445f40"}],"_type":"block","style":"h2","_key":"04cef287597f"},{"_type":"block","style":"h2","_key":"b2ef94037131","markDefs":[],"children":[{"marks":[],"text":"Tell us more about Earnworthy","_key":"58249f5a04240","_type":"span"}]}],"name":null,"excerpt":"We spoke with Nicolas Scalice, founder and growth marketer at Earnworthy, a conversion-focused growth marketing agency that turns your funnels into a lead-generation sales machine.","coverImage":{"_type":"image","asset":{"_ref":"image-cb42fb26bbbba6b7b45393122879c3399cd5ebb4-720x503-png","_type":"reference"}},"publishedDate":null},"nextPost":{"ogDark":true,"publishedDate":null,"_type":"blogPost","date":"2025-02-12T02:52:00.000Z","estimatedReadingTime":8,"_id":"185c746a-26ce-42d0-b7d9-46815a5a2711","excerpt":"Learn how Eric Holland at Klue built a multi-use case demo center to address the varied needs of buyers with Navattic.","ogImage":null,"category":{"_id":"5e86cfe8-e844-4fef-a86d-798ddbe2d154","name":"Customer Interviews ","slug":{"_type":"slug","current":"customers"},"color":"orange"},"slug":"customer-show-and-tell-multi-use-case-demo-center","name":null,"defaultOgImage":true,"updatedDate":null,"authors":[{"_id":"4b7fa911-8888-4a48-8808-d782a72a07b6","name":"Natalie Marcotullio","picture":{"_type":"image","asset":{"_ref":"image-0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200-jpg","_type":"reference"}}}],"title":"Customer Show \u0026 Tell: Eric Holland: Building a Multi-Use Case Demo Center","coverImage":null},"prevPost":{"title":"8 Partnership Enablement Examples and Best Practices","ogImage":{"asset":{"_ref":"image-2c634ed940c4de91b82beb8d1f6f9a9c420730cf-720x496-png","_type":"reference"},"_type":"ogImage"},"publishedDate":null,"estimatedReadingTime":8,"category":{"_id":"7f21c3bf-7ee0-4c81-a5e7-0d4d04c6b043","name":"Growth + Conversions","slug":{"current":"growth-marketing","_type":"slug"},"color":"purple"},"updatedDate":null,"_type":"blogPost","name":null,"excerpt":"What partnership enablement is and examples of it at work at eight different B2B SaaS companies.","ogDark":null,"coverImage":null,"_id":"1c363fbe-ecd0-40ea-9541-80aa8557d890","date":"2022-08-23T01:45:00.000Z","defaultOgImage":null,"slug":"partnership-enablement","authors":[{"_id":"4b7fa911-8888-4a48-8808-d782a72a07b6","name":"Natalie Marcotullio","picture":{"_type":"image","asset":{"_ref":"image-0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200-jpg","_type":"reference"}}}]},"relatedPosts":[{"slug":"se-hiring-tips","_type":"blogPost","date":"2022-08-17T01:43:00.000Z","ogDark":null,"estimatedReadingTime":13,"authors":[{"_id":"454a05d7-3e5c-4166-a526-d8f4ea67b5e8","name":"Neil Mclean","picture":{"_type":"image","asset":{"_ref":"image-5d0dfd42a06c381dbb48835ffe477ef503580414-200x200-png","_type":"reference"}}}],"_id":"e53584ee-f586-403c-9d48-5c879370507e","defaultOgImage":null,"category":null,"updatedDate":null,"name":null,"excerpt":"The market for top sales engineering talent is tight - a wide array of companies are competing for a limited pool of presales talent. ","publishedDate":null,"title":"How to Improve Your SE Hiring Process: Tips from Top SE Leaders","coverImage":{"_type":"image","asset":{"_ref":"image-adff6294e1fde90fd83fca88de0f4618d12bd0b7-1330x916-png","_type":"reference"}},"ogImage":null},{"name":null,"title":"2022 Website Trends: Messaging with John Ozuysal","defaultOgImage":null,"ogImage":null,"estimatedReadingTime":5,"updatedDate":null,"_type":"blogPost","date":"2022-08-07T18:05:00.000Z","category":null,"_id":"e25dbbd4-db98-4149-bb42-6c533fe2f9de","coverImage":{"_type":"image","asset":{"_ref":"image-51fe16f7bc236194aee6d43598ec5c0ff2b97264-720x503-png","_type":"reference"}},"authors":[{"_id":"4b7fa911-8888-4a48-8808-d782a72a07b6","name":"Natalie Marcotullio","picture":{"_type":"image","asset":{"_ref":"image-0e445e944594aad8fa3b4b8464103ca69b137ef6-200x200-jpg","_type":"reference"}}}],"excerpt":"We spoke with John Ozuysal cofounder and CMO of Datapad, a collective metrics library for your team where you can have instant access to your metrics.","slug":"website-trends-john-ozuysal","publishedDate":null,"ogDark":null}]}},"__N_SSG":true},"page":"/blog/[slug]","query":{"slug":"website-trends-nicholas-scalice"},"buildId":"jTcDSNKT_xWV0GkTMuG3d","isFallback":false,"isExperimentalCompile":false,"gsp":true,"scriptLoader":[]}</script><script id="mutiny-init">(function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})();</script><script id="mutiny" data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/1a3054bd309da90d.js"></script></body></html>