# Digital Marketing Strategy & Web Fundamentals Canonical URL: ## Overview #### Create a Successful Digital Marketing Strategy Learn how to create a successful digital marketing strategy and implement it on your business website. In this course, you'll learn proven techniques for optimizing a website, along with strategies for converting website visitors into leads and sales. By the end of the course, you'll have the practical skills you need to jump-start or grow your digital marketing initiatives. #### Identify Your Goals & Audience Before you can optimize your website to reach your target audience, you have to identify that target audience. You'll begin the course by determining who makes up your target audience, how to create customer personas, and how to research your audience. The other half of getting started is identifying what you have to offer: what sets your business apart? Once you've settled on the audience you want to reach, you'll evaluate your business to develop a value proposition. After that, you'll set goals and key performance indicators (KPIs) to measure the success of your marketing campaigns. #### Optimize Your Website to Convert Leads Translate your knowledge of digital marketing strategy by applying it to the first place people will go to learn more about your business: your website. Find out what your website needs to appeal to visitors and create leads. Begin by learning the qualities of a great homepage, then dive deeper into how to achieve them through persuasive design. You'll round out the course by learning how to make an effective product page with the formats and features necessary to turn leads into sales. ## What you'll learn - Key skills needed to increase website traffic, generate leads, and drive sales - How to develop a digital marketing strategy - Essential elements every website should have to increase conversions - How to turn leads into sales - How to analyze marketing performance to improve return on investment ## Curriculum ### Digital Marketing Strategy #### Intro to Digital Marketing - What is digital marketing? - The digital marketing landscape - A look at digital marketing channels - Establishing goals, objectives & KPIs - Leveraging social media for growth #### Target Audience Identification - How to identify your target audience - How to build customer personas - Tools for researching your targeting audience #### Developing Your Positioning in the Market Place - Identify what makes your company unique - Develop your positioning statement - Develop a value proposition #### Developing Your Digital Marketing Strategy - Identifying your top goals - Establishing a budget - Design Tactics - Tracking Key Performance Indicators (KPIs) - Measuring Results ### Website Fundamentals #### Introduction to the Hub & Spoke Model - The role of your website - Three questions every website should answer - Developing a user-friendly website structure #### Designing an Effective Homepage - The role of your website homepage - Elements of a successful homepage - Using persuasion in design #### Designing Effective Product Pages - Product page formats - Best practices for product pages - Features every product page should have ## Schedule - Jul 7, 2026 – Jul 9, 2026 — NYC - Jul 22, 2026 10:00am–5:00pm — NYC - Oct 21, 2026 10:00am–5:00pm — NYC ## Instructors ### Nicole McCullum — Instructor Nicole McCullum is the founder of Captivate Designs, a web design and internet marketing company that helps small businesses establish a professional web presence and generate leads and sales online. She has been involved in web design and internet marketing since 2004 when she founded her first business, a real estate school. Having marketed her first business via the internet with great results, Ms. McCullum decided that she can help other business owners get great results from the internet and she parlayed her experience into a web design and digital marketing company. Ms. McCullum helps her clients get exposure online and increase traffic to their websites through search engine optimization services and training. As a practitioner of SEO, Ms. McCullum has also worked as an SEO Consultant and SEO Trainer. Ms. McCullum has also trained both entrepreneurs and marketing professionals on how to execute a successful SEO strategy. ### J.J. Coleman — Instructor With over 25 years of expertise in digital marketing, J.J. is a recognized authority in the field, blending deep strategic insight with hands-on experience across a wide range of industries. His career includes impactful work with global brands such as American Express, AT&T, McGraw-Hill, Young & Rubicam Advertising, and The New York Times. Holding an MBA in Marketing from NYU’s Stern School of Business, J.J. has also served as an adjunct professor at Pace University, where he taught graduate-level marketing strategy. J.J. is currently the Managing Partner at Contagency, a digital-first agency known for its expert strategy, visionary design, analytical rigor, and results-driven brand growth. In addition to leading agency work, he is an accomplished educator, actively teaching and developing advanced digital marketing curricula for industry professionals. His courses span key areas such as performance marketing, social content marketing, analytics, brand strategy, and digital innovation—empowering the next generation of marketers with actionable skills and thought leadership. J.J. is a certified Meta and Google Ads expert and his agency, Contagency, is a Meta business partner. Passionate about value creation, problem-solving, and the intersection of marketing and technology, J.J. continues to drive meaningful change through education, innovation, and strategic execution. ## FAQ ### Do I need to bring anything to the class? No. We provide computers (Mac or PC) with the required software installed. Choose your operating system at checkout. ## Pricing **Tuition:** $325