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Chris McKenzie

AI Digital Transformation | Professional Services Specialist | Certified MindStudio Expert

Chris McKenzie is an accomplished Solutions Architect with a specialization in AI-driven workflow automation catering to boutique professional services firms. With a rich background spanning over a decade, Chris has played a pivotal role in enhancing operational efficiency and promoting business growth through the implementation of cutting-edge AI solutions and customized workflows. He has a proven track record of successfully executing projects that have significantly boosted digital sales in various industry sectors. Chris excels in areas such as CRM configuration, website design, and the automation of intricate workflows utilizing advanced low- and no-code AI technologies. He prioritizes a client-centric approach, emphasizing the importance of comprehending each business's distinctive requirements to deliver effective solutions. Chris is committed to enabling boutique and mid-size firms to realize their maximum potential by strategically integrating automation into their operations. Beyond his professional endeavors, Chris takes pride in his role as a father and indulges in XC mountain biking during his leisure time.

Highlights

Dec 12 · linkedin

To SEO or not-to-SEO...? Had a situation where a pretty innovative Australian workplace mental health training provider was ranking well in Australia, but struggling to gain traction in the US. 

Our brief was quite narrow - conversion optimisation of their course sales page. However during discovery, we noticed something interesting about search volumes.

US keyword research identified roughly the same search volumes as Australia, despite nearly 12 times the population. Maybe stateside they call it something different?

Primary keyword research by our US based copywriter confirmed our initial findings - low search volume for high intent keywords like ‘mental health training for managers’ and huge volumes for informational, low intent keywords like ‘mental health awareness’. 

Also, it was mainly government agencies in the US with really strong domain authority who were ranking for those low intent keywords.

Our conclusion was that the US market for MH management training is in its infancy, with government agencies educating employers on workplace mental health, but not many employers engaging training providers just yet.

Questions this raised for me:

  1. Is organic SEO the right play (or in the right few) in this situation - nod to Ben Goodey's recent post?

  2. What's the risk of ‘trying to boil the ocean’ vs waiting for the category to grow organically but not being a leading voice in it?

#keywordresearch #conversionrateoptimization

Dec 6 · linkedin

6 questions prospects want answered on the homepage of your membership offering. 

  1. What is it?
  2. Who is it for?
  3. What will it help me do?
  4. What’s in it?
  5. What does it cost?
  6. How do I get it?

Generally in that order, however if it’s something a bit unique, I might swap 2 and 3 if I thought it needed a bit more explanation.

The header is usually the hardest because it’s a blend of 3 things:

Aspirational statement about helping with the customers’ ‘job to be done’ (more on Strategyzer about this)

What the product is, so people can decide immediately if they want to know more

And written as a <15 syllable hook to engage the reader (good headlines are like poetry - pay attention to meter)

Chris McKenzie
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Location

Sunshine Coast, Queensland, Australia