Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

Welcome back to do this, not that.

Yes, here we are.

We're going to have some fun today, talk about all sorts of stuff.

You know, something was on my mind this week because it was my wife's birthday.

So I was online buying some stuff. And simultaneously,

I was signing up for some different newsletters. And something dawned on me, something

dawned on me that I think marketers really are not paying attention to. And that is,

what is the most valuable real estate on our websites, whether

you're a consumer marketer or a business marketer. And I say real estate. I mean, what are the

areas of your site that are really the most important? And you might think, oh, it's the homepage.

That's where everybody goes. Or it's the contact us page because

maybe they'll want to work with us and all of that. But no, that's really not it. That's not the

most valuable real estate on your website. The most valuable real estate on your website is the

after they do the thing page. What do I mean by that? After somebody subscribes to a newsletter on your

site, where do you take them? After somebody buys something on your site, where do you take them?

After somebody registers for a webinar, what do you do with that traffic? What are you doing with people after they do the thing you ask them to do?

After they buy, subscribe, or register, the real estate on your website,

...