AMA Madison’s Craft Marketing series celebrated its two-year anniversary with a dynamic program featuring the “10 Web Marketing Trends for 2020.” James Roloff and Elise Chan of Powderkeg Web Design revealed the trends and discussed their impacts and actionable advice.

For James and Elise, it’s a priority to share best practices with customers and Powderkeg website visitors. The enthusiastic attendees at Vintage Brewing on Whitney Way went home with great ideas to implement.

Check out the following trends:

1. Website Accessibility

When visitors with disabilities visit your website, do they face barriers that prevent their interaction or access? Elise encouraged the following web practices:

  • Be mobile-friendly
  • Use alternative text
  • Include video subtitles and narration
  • Use high contrast for text and graphics to improve readability

For more information, check out the Web Content Accessibility Guidelines and Powderkeg’s blog on the topic. There’s no legislation on accessibility, but there is a trend of increased lawsuits regarding the issue.

2. Privacy and Security

How secure is your site? That’s what a growing number of website visitors want to know. James recommended:

  • Using secure platforms (Hosting, SSL, Code Development)
  • Following General Data Protection Regulation (GDPR) best practices
  • Using opt-ins on forms
  • Informing visitors how data will be used

James said he believes Google will continue to penalize sites without SSL Certificates. Visitors to non-HTTPS websites may see messages that identify the site as non-secure.

3. Voice Search

BERT, Google’s latest algorithm update, values natural language for voice search. Know how to position your organization for voice search so that customers at the top of the buyer’s journey find you. At this stage, they’re typically seeking information about your product or service.

Other tips included filling out Google My Business with your name, address, and phone number. In copy, use headers and lists and avoid walls of text.

4. Platform Usage Growing

The future will see increased use of platforms such as Amazon, Facebook, Twitter, and Google. To optimize these sites, James suggests the following:

  • Learn which online platforms your customers prefer
  • Develop content with a focus on engagement
  • Treat platforms as mini-websites
  • Own email and CRM lists that you control

5. Lead Magnets

Perhaps 2020 will be the year you decide to develop engaging lead magnets! Powderkeg doubled its number of new website leads in 2019 via its New Website Planning Guide.

Lead magnet examples include checklists, reports, and trails. You’re giving something of value in exchange for an email address. Use this approach to reach prospects that are not yet ready to buy or contact your organization.

Elise outlined a lead magnet strategy:

  • Develop a specific and meaningful free resource
  • Create a landing page
  • Plan out your nurture strategy – don’t get a lead and then ignore it
  • Promote your document through social media and pay-per-click

6. Less Organic SERP Clicks

Here’s the sad news for organizations: organic search engine results are falling. When someone searches for a topic, they will first see knowledge graphs, ads, and other “featured” Google content. That reduces the organic result click-through rates.

James offered strategies to boost your visibility. Consider the following:

  • Invest effort in Google My Business, Facebook, and other platforms
  • Answer your target audience’s burning questions
  • Develop a strong content and backlink strategy
  • Optimize titles, descriptions, and metadata

7. Video

Elise believes in the value of video. She posts quick digital marketing insights through her “Tidbit Tuesday” program on LinkedIn. Her efforts align with what the marketplace desires. She reports that 85 percent of consumers want to see more video content from brands.

Consider the following ways to use video this year:

  • Promote a lead magnet
  • Set up a YouTube ad
  • Create a video library
  • Experient with a DIY video vs. hiring an expert

8. More Local SEO

If you seek local business, take advantage of your increased search authority by being local. With Google searches, the local pack follows the paid results and is located above organic search results.

To increase your visibility, James suggests the following:

  • Fully commit to Google My Business
  • Post your name, address, and photo everywhere
  • Earn local backlinks
  • Seek positive reviews

9. Guiding Your Audience

Don’t give your visitors too many choices, Elise recommends. Use white space, and don’t be afraid of offering a sequence of decisions. Users prefer a handful of options as opposed to a long list of questions, even if the process requires additional clicks. Using movement within a design also guides users to where you want them to go.

10. Good Content Still Wins

James offered a winning content strategy for 2020. First, develop customer personas so you understand your prospects. What do they value? Then write content that educates.

Select content topics that will relate to a customer’s buying journey.

Check out the Powderkeg blog post that explains this process and provides a content matrix example.


See you at AMA Madison’s February Craft Marketing event!

Many thanks to January’s event sponsors (and the cool door prizes): Winbound (founding sponsor) Spectrum Reach, and Thysse.

Meet us back at the Vintage on February 25 for “Turning Case Studies into B2B Social Proof and Top-Notch Content,” presented by Greg Mischio of Winbound, a content marketing firm specializing in manufacturing. Tickets are just $10 for AMA members and $15 for non-members, and include two drink tickets (or one drink ticket and a special Craft Marketing pint glass)!


Leslie Blaize, Certified Professional Services Marketer, is the owner of Blaize Communications. She crafts B2B content with a focus on the Architectural/Engineering/Construction industry, including web content, case studies, and articles.

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