CEO of Huemor, a Web Design Agency that builds memorable digital experiences

Huemor builds memorable websites that sell for brands like HITT, Boston Dynamics, Spear Center Physical Therapy, Retrofete, and United Steelworkers.

Book a call with me to:
✅ Generate more qualified leads
✅ Make your website a breeze to update
✅ Become the industry leader in your niche

Don't believe me? Here's what our clients have to say 👇

“Something I found most unique about Huemor is how much they care [about] the success of the project. The site is a lot cleaner and shows a very in-depth narrative of our story.”

Jenny Lee, Creative Director at BetterCloud

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“Our project manager was always readily available to address feedback with his team, and made sure that all parties understood their deliverables and deadlines. From a technical standpoint, we have already seen our search rankings increase and overall improvements to the website's usability.”

Lisa Turnbull, Head of Global Marketing at Encompaas

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Getting the nuances of messaging, design, and technology right is no easy task.

To produce the right outcomes, you need a partner you can trust.

An expert who can guide you to the right strategy, take charge of the process, and deliver a website that your customers will love.

After a website redesign, our clients typically experience:
+ 83% monthly website visits
+ 94% increased conversions
+ 91% leads generated

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ARE YOU READY TO BE BETTER THAN "GOOD ENOUGH"?

You've built an amazing business—don't settle for a below-average website. It's time to build something better.

APPLY FOR A FREE WEBSITE ANALYSIS

With a free analysis, you'll receive 100+ personalized, actionable tips that cover:
– UI/UX Improvements
– Copywriting Improvements
– ADA Compliance Issues
– SEO Improvements
– Speed & Performance Improvements
– And dozens more helpful tips

Apply here:
👉 https://bit.ly/4bFhdrF
(or click the link in my featured section)

As we take a step back this Thanksgiving, I just want to say thank you to our amazing team, partners, 
and clients. 

This year has been full of growth and challenges, and I’m incredibly grateful for everything we’ve accomplished together.

I hope you all get some time to relax, enjoy good food, and appreciate the little things. 

Wishing everyone a wonderful Thanksgiving!

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Mike Cleary 🏳️‍🌈

I'm an Entrepreneur, Creative, Connector, Volunteer, Avid Learner, and advocate for doing what you can to help others.

I Co-found and run a Web Design Agency that helps B2B and DTC brands communicate more clearly, connect with their target audiences, generate revenue, and turn customers into brand advocates. I'm personally responsible for strategizing with brands and organizations in the business development process to ensure that we're identifying their needs/problems and are able to help solve them.

Some of the brands/organizations that we've been able to help are Revlon, Live Nation, GEICO, United Nations, Centivo, Briogeo Hair, NBC Sports, Square One Justice, HITT Contracting. 

Some of my biggest accomplishments are:
Hiring our first employee
Providing 100% Paid Healthcare to our team
Being accepted to and working on the Associate Board for BUILD NYC
Being Nominated for the Forbes 30 under 30 list

Current Goals for 2022:
Improve focus and energy

Non-profits / Causes I Support:
HeForShe
BUILD NYC
Spectrum Designs Foundation
4ocean

Most recent book reads:
Atomic Habits by James Clear
The Hard Thing About Hard Things by Ben Horowitz
The Power of Moments by Chip and Dan Heath
Talking to Strangers by Malcolm Gladwell
What You Do is Who You Are by Ben Horowitz
Virtual Selling by Jeb Blount

Ask me about (email: mike@huemor.me): 
E-commerce, Shopify Plus, Web Design, UX, Web Development, Digital Strategy, Conversion Optimization Entrepreneurship, Volunteer Opportunities, My Dog Amber =)

CEO @ Huemor ⟡ We build memorable websites for construction, engineering, manufacturing, and technology companies ⟡ [DM “Review” For A Free Website Review]

Hiding your pricing doesn’t build trust. 
It builds bounce rates.

“Let’s talk pricing.”

The phrase every B2B buyer dreads. Because too often, it’s followed by a mystery form, a three-day delay, and a “custom quote” that feels more like a negotiation.

Hiding your pricing doesn’t make you premium. It just makes you harder to trust.

In 2025, buyers do their homework.

They want to know what they’re getting into before the first call.

And if your competitor gives them a ballpark while you give them a form... guess who gets the meeting?

𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺 𝘸𝘪𝘯𝘴.

It builds trust. It pre-qualifies leads. And it speeds up your sales cycle.

Still hesitant? Here’s the fix:

→ Share a starting price or range.

→ Explain what impacts cost.

→ Use a pricing calculator or estimator.

→ Make pricing part of the conversation, 
not the punchline.

→ Design your pricing page like a value prop, 
not a rate sheet.

B2B buyers aren’t afraid of price.

They’re afraid of wasting time.

So stop hiding your pricing. 
And start building trust, faster.

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Start with a persona. 
Close with intent.

You built the perfect buyer persona.

→ Job title? Nailed.
→ Industry? Targeted.
→ Pain points? All mapped out.

But there’s one problem: They’re not always looking.

This week, this month, maybe not even this year.

Meanwhile, someone outside your "ideal profile" is actively Googling:

 → “Best B2B website UX”
 → “How to improve demo conversions”
 → “Website redesign agency that won’t ghost me”

Intent is just as important as personas. 

Here's how to market like it:

→ Tune into live signals
→ Swap static messaging for moment-based content
→ Route leads by behavior, not assumptions
→ Let sales catch the wave while it's building
→ Create content that answers real-time questions

Personas are useful for context.

But people with intent are the ones who convert.

If you want to show up when buyers are making decisions, follow their behavior, not just their bio.

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Target Smarter: How to Reach Buyers Based on Behavior

Follow-ups should be about support, 
Not a sales pitch.
 
It’s one of those things where a little goes a long way, but too much can turn 𝘩𝘦𝘭𝘱𝘧𝘶𝘭 into 𝘩𝘰𝘳𝘳𝘪𝘧𝘺𝘪𝘯𝘨.

Here’s the deal: follow-up is essential, but how you do it can make or break your deal. 

So, let’s talk about what works:

→ Provide Value, Not Just a Reminder
→ Set a Clear Next Step
→ Be Human
→ Create a Sense of Urgency (Without the Guilt Trip)
→ Be Patient (But Not Silent)

Sales follow-up is about 𝘤𝘰𝘯𝘴𝘪𝘴𝘵𝘦𝘯𝘤𝘺 and 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘤𝘦. When you provide value, ask for clear next steps, and show that you respect their time, you turn the “chase” into a 𝘱𝘢𝘳𝘵𝘯𝘦𝘳𝘴𝘩𝘪𝘱.

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The Art of the Sales Follow-Up: What Works 

Your content might be SEO-friendly. 
But is it LLM-ready?

With search engines shifting toward AI-powered answers, traditional keyword stuffing and robotic meta descriptions aren’t going to cut it.

If you want your website to show up, stand out, and stay relevant in the age of large language models (LLMs), your content needs to be smarter, clearer, and more structured than ever.

Here’s a quick checklist we use to optimize for both humans and the algorithms that now read like humans:

→ Write like an expert, not an echo
→ Focus on intent, not just keywords
→ Use structured content
→ Provide contextual depth
→ Build topic clusters
→ Optimize for answer boxes

The future of SEO isn’t just ranking well.

It’s being the source LLMs trust to generate 
the answers.

Your content is either feeding the algorithm or being ignored by it.

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Is Your Content LLM-Ready? Use This Checklist

If your site confuses, it loses. 
Visual hierarchy is what makes users stay.

Your website has a split second to make an impression.

What grabs the eye first?

What do users click next?

What actually makes them stay?

That’s not luck. That’s visual hierarchy doing its job.

When it’s right, users move smoothly from curiosity to clarity to conversion.

When it’s not, they get lost in a wall of content and click away wondering what you actually do.

If you’ve ever said, “𝘗𝘦𝘰𝘱𝘭𝘦 𝘫𝘶𝘴𝘵 𝘢𝘳𝘦𝘯’𝘵 𝘦𝘯𝘨𝘢𝘨𝘪𝘯𝘨 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘴𝘪𝘵𝘦 𝘵𝘩𝘦 𝘸𝘢𝘺 𝘸𝘦 𝘦𝘹𝘱𝘦𝘤𝘵𝘦𝘥.”

Start here.

Here are 6 ways to improve your visual hierarchy today:

→ Prioritize one message per screen.
→ Use contrast to guide attention.
→ Create a clear typographic scale.
→ Design around the CTA, not after it.
→ Group related content together.
→ Give breathing room.

Visual hierarchy isn’t flashy. But it’s foundational.

The difference between a website that gets skimmed and one that converts often comes down to this.

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6 Ways to Fix Your Website’s Visual Hierarchy

If your digital sales process feels clunky, your prospects probably feel it too.

In most cases, it’s not a lack of interest. It’s friction.

Small points of confusion or hesitation that add up and slow everything down.

The good news is, you don’t need a full rebuild to fix it.

You can start removing friction today.

Here are a few places to look:

→ Make your value clear, fast.
→ Reduce form fatigue.
→ Share pricing, or at least a starting point.
→ Be intentional with your CTAs.
→ Make proof easy to spot.
→ Personalize the follow-up.

Friction slows down good opportunities.

Clarity helps them move forward.

What’s one small change in your sales experience that helped remove unnecessary friction?

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Bounce rates creeping up? 
Your website might be the problem. 

You know that feeling when you land on a website, and before you even know it, you’re already hitting 
the back button?

Turns out, it only takes about 3 seconds to make a first impression, and people aren’t afraid to 𝘣𝘰𝘶𝘯𝘤𝘦 if you don’t nail it.

Here’s what’s happening behind the scenes, driving visitors straight to the exit:

→ Slow Load Times
→ Cluttered Design
→ Confusing Navigation
→ Unclear Value Proposition
→ Intrusive Pop-Ups
→ Mobile Unfriendliness
→ Bad First Impressions

If you want to keep visitors around, your site has to load fast, be clear, and make it easy for users to get to what they need. 

Otherwise, you’re risking a high bounce rate and 
missed opportunities.

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ABM isn’t just smarter targeting. 
It’s a whole different mindset.

Account-Based Marketing 𝘤𝘢𝘯 be powerful.

But when it’s rushed, over-automated, or built on assumptions, it turns into just another campaign that gets ignored.

Here are a few common ABM mistakes we see (and how to avoid them):

→ Confusing personalization with mail merge
→ Marketing and sales aren’t actually aligned
→ One-size-fits-all content
→ Focusing only on lead capture
→ Giving up too early

ABM isn’t just a tactic. It’s a mindset.

Done well, it creates better conversations with 
better-fit buyers.

Done poorly, it’s just marketing with more filters.

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B2C tactics can grab attention. 
But B2B buyers need substance to stay.

Selling valves isn’t the same as selling sneakers.

But it’s easy to see why some industrial B2B brands lean on B2C tactics.

They’re attention-grabbing. Creative. Familiar.

And sometimes, they work. Just not always in the way B2B buyers need.

Think:

 → Flashy campaigns that look great but say very little 
  
 → Catchy one-liners that don’t connect to 
real problems 
      
 → Limited-time offers on products that take six months to implement

B2B buyers, especially in technical and industrial spaces, are navigating longer sales cycles, higher stakes, and more decision-makers at the table.

What they need from your marketing is different.

Here’s what tends to work better:

→ Content that solves, not sells
→ Messaging that supports the full committee
→ Relationship-first strategy
→ Depth over dazzle
→ Proof they can take back to the team

You don’t need to mimic B2C to stand out. You just need to meet your buyers where they are with clarity, relevance, and a little less fluff.

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Most B2B deals don’t die with a no. 
They die with silence.

Here’s the uncomfortable truth:

Most B2B deals don’t die because of price.

They die in the no man’s land of 𝘶𝘯𝘤𝘦𝘳𝘵𝘢𝘪𝘯𝘵𝘺.

The buyer doesn’t say no.

They just… stop replying.

We’ve seen it over and over, and here’s what’s 𝘳𝘦𝘢𝘭𝘭𝘺 slowing things down:

→ Too Many Decision-Makers
→ Risk > Reward Perception
→ Lack of Internal Alignment
→ Overwhelming Options
→ Unclear Next Steps

If you’re noticing deals dragging longer than they should, it might not be your pricing.

It might be the 𝘪𝘯𝘷𝘪𝘴𝘪𝘣𝘭𝘦 𝘧𝘳𝘪𝘤𝘵𝘪𝘰𝘯 you haven’t addressed.

Great websites and messaging don’t just 
attract interest.

They reduce doubt. They align teams. They speed up decisions.

And in B2B, speed is leverage.

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The Hidden Friction Slowing Down Your Sales Funnel

Colors should guide users, not distract them. 
Here’s how to use them effectively on your website. 

Color isn’t just about looking pretty. When used thoughtfully, it can guide users, reinforce your brand, and boost engagement without ever feeling like a sensory overload.

Here’s how the right colors can take your website from "meh" to "wow," all while keeping things user-friendly:

→ Colors That Guide, Not Distract
→ Create a Clear Visual Hierarchy
→ Evoke the Right Emotion
→ Consistency is Key
→ Contrast for Readability, Not Just Aesthetics
→ Subtle Accents Over Bold Statements

Colors are a powerful tool in web design, but they should work for you, not against you. 

When done right, color can enhance the user experience, boost engagement, and elevate your brand all while keeping things simple and intuitive.

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Color Strategies for a Better User Experience

Design hides problems. 
Crawlers expose them.

No flashy dashboard. No buzzwords.

Just cold, hard truths about why your site isn’t converting or ranking.

Screaming Frog doesn’t pitch you “insights.” It gives you receipts.

Here’s what it finds (and why you should care):

𝗕𝗿𝗼𝗸𝗲𝗻 𝗟𝗶𝗻𝗸𝘀
Dead ends frustrate users and hurt SEO.

Frog finds them all so you can fix them before Google notices, and before a prospect gives up.

𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗼𝗿 𝗗𝘂𝗽𝗹𝗶𝗰𝗮𝘁𝗲𝗱 𝗠𝗲𝘁𝗮 𝗗𝗮𝘁𝗮
Title tags and meta descriptions still matter.

Screaming Frog helps you clean them up so search engines know what you’re about and why 
you’re relevant.

𝗗𝘂𝗽𝗹𝗶𝗰𝗮𝘁𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁
Google hates it. Users ignore it.

Frog flags the repetition so you can tighten your message and avoid cannibalizing your own rankings.

𝗦𝗹𝗼𝘄 𝗣𝗮𝗴𝗲𝘀 𝗮𝗻𝗱 𝗢𝘃𝗲𝗿𝘀𝗶𝘇𝗲𝗱 𝗔𝘀𝘀𝗲𝘁𝘀
Speed is everything. If your site crawls, users bounce.

Frog shows where performance is dragging so you can streamline before it costs you leads.

𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗛𝟭𝘀 𝗮𝗻𝗱 𝗕𝗮𝗱 𝗛𝗶𝗲𝗿𝗮𝗿𝗰𝗵𝘆
No structure = confused crawlers and confused users.

Screaming Frog surfaces structural issues that tank SEO and usability.

𝗥𝗲𝗱𝗶𝗿𝗲𝗰𝘁 𝗖𝗵𝗮𝗶𝗻𝘀 𝗮𝗻𝗱 𝗟𝗼𝗼𝗽𝘀
One too many hops and users drop off.

Screaming Frog traces the path so you can simplify 
the journey.

In short: it’s the SEO and UX audit your site 
𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 needs.

We use Screaming Frog at the start of almost every redesign and audit. Because no amount of pretty design can save a site that’s technically broken under the hood.

Looks like a spreadsheet. Works like a scalpel.

If you haven’t run your site through it lately, you might be missing the most fixable reasons your site isn’t ranking or converting.

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If your ROI metric stops at "form fills," you're not measuring return. 
You're just counting clicks.

In industrial B2B, sales cycles are longer.

Buying committees are larger.

And decision-makers are doing way more research before they ever talk to your team.

So why are so many companies measuring ROI like it’s still 2012?

Here’s what often gets overlooked:

→ Attribution is rarely linear
→ Leads aren’t the same as revenue
→ Top-of-funnel content still has value
→ Sales enablement matters too
→ The real metric is progress

The most successful industrial marketers don’t just track results.

 They understand how results happen and optimize the full journey, not just the endpoints.

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5 Things Industrial Marketers Miss When Measuring ROI

Want better B2B marketing? 
It’s time to prioritize SEO. 

As a B2B marketer, if you’re not prioritizing it, you’re missing out on huge opportunities. 

But it doesn’t have to be complicated. With a few smart moves, you can build a solid SEO foundation that works over time. 

Here’s what you should be doing:

→ Create Content That Solves Problems
→ Optimize for Both Search Engines and Humans
→ Focus on Long-Tail Keywords
→ Leverage Your Existing Content
→ Build Quality Backlinks

SEO is a long-term game.

By focusing on value, consistency, and smart optimizations, you’ll boost your visibility and drive more qualified traffic.

Don’t wait for Google to notice. Make them take notice.

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5 Key Steps Every B2B Marketer Should Take to Boost SEO

Most testimonials live where no one’s looking. 
That’s a lost opportunity.

If your testimonials are buried on one page with a few nice quotes and a headshot, you’re missing out.

In industrial B2B, trust isn’t just helpful. It’s essential. And your current customers are sitting on the most persuasive marketing assets you have.

The trick is knowing how and where to use them.

Here are a few underrated ways to put your testimonials to work:

→ Layer them into product and service pages

→ Include them in sales enablement materials

→ Break them into social snippets

→ Use them in nurture emails

→ Highlight them in blog posts and 
educational content

Testimonials don’t need to stay in one section of 
your site.

Sprinkle them where they matter most, throughout the buyer journey.

Because when the right person says the right thing at the right time, your marketing doesn’t have to work nearly as hard.

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5 Smart Ways to Use Testimonials in B2B Marketing

B2B is getting more human. 
And honestly? It’s about time.

For years, B2B brands competed on complexity.

The more jargon, the more serious you sounded.

The more serious you sounded, the more “enterprise-ready” you were.

But something’s shifted, and fast-growing brands are paying attention.

Today’s buyers aren’t just evaluating features. They’re evaluating how it feels to work with you.

 They’re asking:

→ Do you get my challenges?
→ Do you talk like a real person?
→ Do you make it easy to say yes?

At Huemor, we’ve seen it firsthand.

Last quarter, we helped a client overhaul 
their messaging.

Same product, same pricing, but we cut the filler, told a clearer story, and made the site sound like actual people worked there.

The result?

Shorter sales cycles, more qualified leads, and the best feedback of all:

“We finally sound like us.”

So if you’re wondering how to make your B2B brand more effective, here’s the playbook we keep seeing win:

→ Ditch the buzzwords. 

→ Speak to real pain, not just product features.

→ Show your people.

→ Make your content skimmable.

→ Align your brand voice across marketing, sales,
and product.

B2B doesn't mean boring to boring.

The most human brand usually wins. Not because they’re louder, but because they’re clearer.

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Google’s moody again. 
Good thing your links don’t have to be.

Search volatility is back. Keywords are all over the place.

And while you can’t control algorithm mood swings, you 𝘤𝘢𝘯 control your internal linking structure.

That’s exactly why we treat it as one of our go-to growth levers.

It's fast. It's controllable. And it works harder than most people give it credit for.

Done right, internal linking can:

→ Push authority to your most valuable pages
→ Strengthen topic clusters and relevance
→ Improve crawlability
→ Keep users moving deeper into the funnel

It’s not flashy. But it’s effective.

Here are a few of our internal linking rules of thumb:

→ Link like you're guiding a conversation.
→ Send traffic to the money pages often.
→ Anchor text should feel natural.
→ Don’t bury the good stuff.
→ Never let a blog be a dead end.
→ Clean up orphan pages.

Internal linking won’t win awards.

But it will win rankings.

And when SEO starts shaking, this is the foundation that keeps you standing.

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