by threshold | Jul 29, 2025 | Digital Marketing, General, Marketing, Tech/Web
The Way People Search Has Changed — Has Your Website?
Search is no longer just about Google. Today’s consumers are asking ChatGPT, Perplexity, Claude, and other AI-powered tools for answers, and they’re making decisions based on what those tools recommend. If your website isn’t optimized for this new wave of AI-driven search, you could be invisible to your next prospect.
Whether you’re marketing student housing, multifamily apartments, or local banking services, this shift in search behavior has real consequences. Traditional SEO alone won’t cut it anymore. That’s why we launched AI Optimization, a new service built to upgrade your website for visibility in both classic and AI-powered search engines.
Here’s how you can future-proof your web presence and make sure you’re showing up when, and where, it matters most.
1. Reimagine Blog Content as Conversational Answers
AI tools love content that sounds natural, helpful, and human because that’s how people ask questions. To rank in AI-generated answers, your blog strategy needs to evolve:
⭕ Write with question-based headers (e.g. “How much does student housing cost in Austin?”)
⭕ Use clear, concise answers, not long-winded fluff
⭕ Prioritize usefulness over length
It’s time to stop writing blogs for algorithms and start writing for real people and the tools they’re using to find you.
2. Add Featured Snippets & FAQ Sections
Pages that clearly answer common questions are more likely to be pulled into AI summaries. You can improve your odds by:
⭕ Including a short, direct answer right after every header
⭕ Building out FAQ sections on key landing pages
⭕ Targeting voice-friendly queries like “best credit union for students” or “pet-friendly apartments near campus”
This small adjustment can make a big impact in how often your content gets cited by AI platforms.
3. Prioritize Location-Based Relevance
For industries like real estate and financial services, local context is everything. AI tools often recommend services based on geography and your site needs to make that easy.
To boost local visibility:
⭕ Use geo-specific terms naturally in your content
⭕ Keep your Google Business Profile and local metadata accurate
⭕ Add structured data that signals your location, service area, and hours
4. Build Topical Authority, Not Just Pages
AI engines look for trustworthy sources not one-off blog posts. That means your site should have depth around core topics. For example:
⭕ A credit union should have multiple pages about auto loans, mortgages, and financial literacy
⭕ A student housing site should cover amenities, leasing FAQs, moving tips, roommate advice, and more
This content clustering strategy tells AI tools: “Hey, we know this topic and you can trust us.”
5. Don’t Forget UX: Speed and Mobile Matter
It’s not just what you say. It’s how fast and cleanly users can access it. AI search tools simulate real user experience and are more likely to recommend sites that are:
⭕ Fast-loading
⭕ Mobile-friendly
⭕ Clear in structure and hierarchy
Threshold’s web design team builds AI-friendly sites with conversion-focused UX so users (and AI tools) find what they need fast.
Introducing: Threshold’s AI Optimization Service
To help brands stay ahead of the curve, we’ve developed a new service: AI Optimization: the next evolution of SEO.
Here’s what we do:
⭕ Make your content more conversational and answerable for AI tools
⭕ Implement structured data to guide how your site is interpreted, ranked, and cited
⭕ Boost visibility across modern search engines like Google, ChatGPT, Perplexity, and more
Early adopters are already seeing increased visibility and traffic. It’s not just smart. It’s future-proofing.
Ready to See How AI-Friendly Your Website Is?
AI search is here, and it’s changing the digital landscape fast. If your site isn’t built for it, you’re already a step behind.
Let’s change that.
by threshold | Jul 28, 2025 | General
Consumers Have Changed. Has Your Marketing?
The way people discover, evaluate, and engage with brands is evolving faster than ever, and your digital presence needs to keep up. Today’s consumers are savvier, more skeptical, and more selective. They’re not just comparing prices; they’re comparing experiences. They expect relevance, speed, transparency, and connection, and they’ll swipe right past anything that feels outdated or out of touch.
At Threshold, we help brands navigate this changing landscape every day. Here’s what’s driving modern consumer behavior and how to evolve your digital strategy to match. Let’s dive into consumer behavior trends 2025 together:
1. Relevance Is the New Baseline
Consumers expect content tailored to their context from personalized ad creative to dynamic landing pages that speak directly to their intent. Hyper-targeted strategies are no longer optional. Whether someone is searching for a checking account or a student apartment, they expect the message to fit their moment. That’s why we build campaigns powered by dynamic creative, AI-driven targeting, and personalized messaging that adapts to each audience segment to serve the right message at the right time and turn attention into action.
And soon, we’re taking it even further with dynamic landing page solutions designed to align perfectly with the ad experience and drive stronger conversion. Because relevance doesn’t stop at the click. It continues through every touchpoint.
2. Trust and Transparency Are the New Loyalty Drivers
In both housing and financial services, consumers aren’t just choosing a product. They’re choosing a partner they can trust with their money, their future, or their home. That trust is earned through transparency, local relevance, and values that feel authentic, not performative.
In real estate marketing, think about showcasing real resident stories & testimonials, community-focused content or user-generated content (UGC), or how your community invests in and supports local culture and well-being.
For small banks and credit unions, it’s about highlighting financial education, local involvement, and a commitment to doing what’s right for members, not shareholders.
We help brands bring those values to the forefront through clear messaging, meaningful creative, and campaign strategies that reflect what modern consumers care about: honesty, community, and a sense of belonging.
3. Cutting Through the Noise Starts with Smart Creative and Smarter Experience
With audiences swiping past thousands of brand messages every day, the bar for attention isn’t just higher, it’s relentless. To break through, your digital presence needs more than great design. It needs to convert.
At Threshold, we combine bold creative with high-performing websites built to drive action. And now, we’re taking that a step further with Dynamic Landing Pages — personalized post-click experiences that match each search ad’s messaging, keywords, and intent.
Why does that matter? Because most ad clicks land on generic pages that kill conversions. These dynamic pages create a seamless experience from ad to action, and the results speak for themselves:
⭕ Cost-per-acquisition dropped from $502 to $96
⭕ 3x increase in conversions
⭕ No additional ad spend required
When your ads and your landing page work together, every click has more impact, and your digital strategy works harder without spending more.
4. Search Behavior Is Shifting — Fast
Today’s consumers aren’t just Googling. They’re asking ChatGPT, Perplexity, and other AI-powered tools for instant, intelligent recommendations. Whether you’re leasing student housing or promoting local banking services, your digital presence needs to be optimized not just for keywords, but for how people ask questions and how AI delivers answers.
That’s why we’re launching AI Search Optimization, a new service designed to future-proof your site and elevate visibility across both traditional and AI-powered search engines.
We optimize your web presence for how people actually search by making your content more conversational and answerable, so AI tools can understand and recommend it. We embed structured data to guide how your content is ranked, interpreted, and cited.
This is not a replacement for SEO, It’s the next evolution of it. And brands that embrace AI Search Optimization early are already seeing better visibility and stronger lead flow in a crowded market with the goal of making your brand the answer, not just an option.
5. Short-Form Video Still Rules
From TikTok to Reels to YouTube Shorts, short-form video continues to be where attention lives, especially for younger audiences. These platforms shape culture, influence decisions, and drive discovery. That’s why we prioritize short-form video placements in Meta, TikTok, and YouTube campaigns, helping brands show up where their audience is already scrolling.
Whether it’s showcasing amenities, highlighting promotions, or driving traffic to landing pages, short-form video ads work best when they’re native to the platform, fast-moving, and optimized for mobile.
We guide our clients on best practices and formats, then build media strategies that get their videos in front of the right viewers at the right time for views that turn into value.
Adapt or Get Left Behind
Marketing in 2025 isn’t just about clever campaigns. It’s about creating digital experiences that are relevant, responsive, and built to perform. From AI-powered search to dynamic landing pages and data-driven media strategies, staying ahead means aligning with how people actually search, scroll, and engage.
At Threshold, we don’t just keep up with consumer trends. We turn them into smart, scalable strategies that help brands convert more and waste less.
Let’s talk. Our team can help you future-proof your marketing through consumer-driven strategy, creative campaigns, and next-gen performance tools — like AI-powered media, dynamic landing pages, and search strategies built for the way people discover brands today.
by threshold | Mar 8, 2025 | All, Culture, Design, Digital Marketing, General, Marketing, Tech/Web
Ava Page-Arnold
When Holder Properties set out to develop Gateway 737, a brand-new off-campus student housing community serving the University of South Carolina, they had the location, the vision, and the team—but no brand identity. That’s where Threshold stepped in.
the challenge: no brand, no presence, no problem.
Unlike established student housing communities with years of branding, reputation, and renewal leases to rely on, Gateway 737 was starting from scratch. The development needed more than just marketing; it needed an entire brand identity that would capture attention, build excitement, and drive pre-leasing momentum well before opening its doors.
our strategy: crafting a brand students couldn’t ignore.
To make Gateway 737 a standout in the highly competitive USC student housing market, we built the brand from the ground up with: → a bold, youthful identity – We created a name, logo, and vibrant color palette that resonated with USC students, reflecting their lifestyle and aspirations. → a high-converting digital presence – We launched a landing page early to capture leads and later built a dynamic website with engaging visuals, interactive elements, and conversion-driven design. → engaging marketing collateral – From brochures to banners and even transforming a construction trailer into a leasing lounge, we ensured every touchpoint reinforced the Gateway 737 brand. → a buzz-driven leasing approach – Instead of relying solely on paid advertising, we leaned into word-of-mouth marketing, on-site activations, and brand storytelling to generate organic excitement and demand.
the results: a leasing win for the record books.
The response to Gateway 737’s brand and marketing strategy was nothing short of remarkable:
→ 250+ leases signed in the first month (27.5% leased)
→ 115 leases signed in a single week
→ 90% leased within four months (Sept–Dec 2024)
→ 100% leased by first week of March 2025
Despite being a brand-new property with zero renewals, Gateway 737 quickly climbed the ranks to become one of the market leaders in pre-leasing numbers—a testament to the power of strong branding and strategic leasing execution.
why it worked: the gateway 737 formula for success.
What made Gateway 737’s brand and leasing strategy so effective? It all came down to:
→ a strong brand identity that made an instant impact
→ a digital experience designed for conversion
→ marketing that met students where they were—on campus and online
→ a leasing strategy focused on engagement over pure advertising spend
final thoughts.
The success of Gateway 737 proves that with the right branding and marketing strategy, even a brand-new student housing community can dominate the leasing game. Looking to replicate this success for your next student housing development? Let’s chat.
by threshold | Feb 24, 2025 | All, Culture, Digital Marketing, Financial Marketing, General, Marketing
Ava Page-Arnold
how financial institutions can use content to build trust and drive engagement.
In an industry built on trust and credibility, financial institutions can no longer afford to overlook content marketing. Today’s consumers don’t just want products and services—they want education, guidance, and reassurance before making financial decisions. That’s where a strong content marketing strategy comes in.
At Threshold, we specialize in financial institution marketing, helping banks, credit unions, and fintech companies create strategic, high-performing content that builds trust, strengthens customer relationships, and drives business growth. With years of experience in the industry, we understand the unique challenges financial brands face, from compliance regulations to evolving consumer expectations.
In this guide, we’ll break down the best practices for content marketing in the financial sector, ensuring your institution stands out, engages your audience, and builds long-term customer loyalty.
why content marketing is essential for financial institutions.
The days of traditional banking ads and impersonal marketing are over. Today’s consumers expect educational, relevant, and accessible financial content. A well-crafted content strategy can:
⭕️ Position your brand as a trusted financial authority
⭕️ Educate customers on complex financial topics
⭕️ Increase website traffic and improve SEO rankings
⭕️ Nurture leads and improve conversion rates
⭕️ Enhance customer retention through ongoing engagement
Simply put, content marketing bridges the gap between your expertise and your audience’s needs.
best practices for financial content marketing
focus on education, not just promotion.
Consumers don’t want a sales pitch—they want clear, actionable financial advice. The most successful financial brands prioritize education over direct selling, offering value first and building trust before ever making an offer.
⭕️ how to do it right:
- Write blog posts that break down complex financial topics (e.g., “How to Improve Your Credit Score in 6 Months”).
- Create financial planning guides, checklists, and explainer videos.
- Use real-life examples and case studies to illustrate financial principles.
example: Instead of just promoting mortgage rates, publish a guide titled “Buying Your First Home: A Step-by-Step Financial Checklist.” This positions your brand as a helpful resource rather than just a service provider.
optimize for search (SEO) to reach the right audience.
Your content won’t drive results if no one can find it. SEO (Search Engine Optimization) is crucial for ensuring your financial content ranks high in search results and reaches the right audience.
⭕️ SEO strategies for financial content:
- Conduct keyword research to find high-intent search terms (e.g., “best retirement savings strategies”).
- Optimize blog titles, meta descriptions, and headings with relevant keywords.
- Use FAQ pages and schema markup to improve visibility in Google’s featured snippets.
- Regularly update older content to keep it fresh, relevant, and SEO-friendly.
example: A credit union writing about personal loans should optimize content for long-tail keywords like “best personal loan options for home renovation” instead of just “personal loans.”
build trust with customer stories and testimonials.
Financial decisions carry high stakes, and consumers need reassurance before choosing a provider. Sharing real customer experiences can add authenticity and credibility to your marketing efforts.
⭕️ how to leverage customer stories:
- Publish success stories showing how your institution helped customers reach their financial goals.
- Create video testimonials featuring real clients discussing their positive experiences.
- Showcase real data and case studies to back up your claims.
example: A small business owner sharing their journey of securing a loan through your institution can resonate more powerfully than a generic product page listing loan rates.
personalize content for different customer segments.
Not all financial customers have the same needs. A first-time homebuyer requires different advice than a retiree planning for their next chapter. Personalized content ensures your messaging is relevant and impactful for every audience segment.
⭕️ ways to personalize financial content:
- Segment email newsletters based on customer demographics and interests.
- Offer interactive tools like mortgage calculators, savings planners, or financial health assessments.
- Create industry-specific content (e.g., financial planning for small business owners vs. individual investors).
example: Instead of a generic blog about credit cards, create separate guides:
✔ “Best Credit Cards for College Students”
✔ “How to Use a Business Credit Card for Cash Flow Management”
use a multi-channel approach.
Consumers engage with financial content in multiple ways—some prefer reading blogs, others engage with social media, and some prefer watching short videos. Your content strategy should span multiple platforms to maximize reach and engagement.
⭕️ how to diversify your content:
- Blog Articles: Write in-depth, SEO-optimized content on trending financial topics.
- Short-Form Videos: Share quick financial tips on Instagram Reels, TikTok, and YouTube Shorts.
- Webinars & Podcasts: Host Q&A sessions with financial experts.
- Infographics & Carousels: Create visually engaging explainers for social media.
example: A personal finance company could write a blog on “5 Budgeting Tips for Families”, then turn the key takeaways into a 30-second Instagram Reel and a LinkedIn carousel post.
to wrap things up.
Financial institutions that embrace content marketing as a long-term strategy will gain a competitive edge, build stronger customer relationships, and establish themselves as industry leaders. By prioritizing educational content, SEO best practices, personalization, and multi-channel engagement, financial brands can create lasting connections with their audience.
Ready to elevate your content marketing strategy? Let’s get you started.
by threshold | Feb 10, 2025 | All, Culture, Digital Marketing, General, Marketing, Tech/Web
Ava Page-Arnold
You can create the most valuable, engaging content in your industry, but if no one can find it, does it really matter? That’s where SEO (Search Engine Optimization) comes in. A strong SEO strategy ensures your content reaches the right audience at the right time, increasing visibility, engagement, and conversions.
Many businesses treat SEO and content marketing as separate strategies when, in reality, they should work together. SEO helps content get discovered, while great content improves SEO rankings. In 2025, search engines continue to prioritize high-quality, user-focused content. That means a well-rounded SEO approach is no longer optional—it’s essential for long-term digital marketing success.
SEO helps your content get discovered.
One of the biggest challenges businesses face is producing content that never gains traction. Without SEO, even the most insightful blog post can get buried in search results, making it nearly impossible for potential customers to find. Search engines rely on factors like keyword relevance, content structure, and internal linking to determine rankings. If your content isn’t optimized, it simply won’t reach its intended audience.
To improve discoverability, businesses should invest in keyword research before creating content. Tools like Google Keyword Planner, SEMrush, and Ahrefs can help identify the terms and phrases potential customers are searching for. Incorporating these keywords naturally into titles, headings, and body copy increases the chances of ranking higher on search engine results pages (SERPs). Additionally, structuring content with clear headings, meta descriptions, and internal links can improve visibility and enhance user experience.
For example, instead of writing a broad blog post titled “How to Improve Your Website,” optimizing it for a high-intent search term like “10 Ways to Improve Website Performance in 2025” will attract a more targeted audience actively looking for solutions.
SEO enhances user experience and engagement.
Ranking high in search results is only part of the equation. Once users land on your website, their experience determines whether they stay, engage, and convert – or bounce immediately. Google factors user experience (UX) into its ranking algorithm, meaning slow, cluttered, or confusing websites are less likely to perform well in search results.
To keep visitors engaged, content should be formatted for easy readability. Short paragraphs, clear subheadings, and bullet points make information digestible, especially for mobile users. Since over 58% of global web traffic now comes from mobile devices, ensuring mobile-friendly design is crucial. A fast-loading site is equally important—pages should load in under two seconds to minimize bounce rates and improve rankings.
Beyond technical optimizations, content should also align with user intent. If someone searches for “Best SEO Strategies for Small Businesses,” they expect clear, actionable insights—not a sales pitch. Providing valuable, informative content that answers real questions builds trust and encourages visitors to explore your website further.
SEO and content build long-term authority.
Establishing authority in your industry takes time, but content marketing combined with SEO can accelerate the process. Google prioritizes high-quality, in-depth content that provides real value to users. That means businesses that consistently publish well-researched, informative content are more likely to rank higher than those pushing out low-quality or promotional material.
One of the best ways to build authority is through long-form content. Studies show that articles exceeding 2,000 words tend to rank higher because they provide comprehensive information on a topic. However, length alone isn’t enough—content must be well-structured, engaging, and supplemented with credible sources.
Another key factor in establishing authority is backlinking. When reputable websites link to your content, it signals to search engines that your site is a trusted source of information. Businesses can improve their backlink strategy by guest posting on industry blogs, producing original research, or creating shareable content like infographics and case studies.
Updating old content is another often-overlooked tactic. Google favors fresh content, so revisiting older blog posts and refreshing them with new statistics, updated insights, and additional internal links can improve rankings and maintain relevance.
SEO helps convert traffic into leads.
Driving traffic to your website is important, but without a clear conversion strategy, those visitors won’t turn into leads or customers. SEO isn’t just about bringing people to your site—it’s about guiding them toward a specific action, whether it’s signing up for a newsletter, downloading a resource, or making a purchase.
A well-optimized content strategy includes strong Calls-to-Action (CTAs) that encourage visitors to take the next step. For example, a blog titled “Best Marketing Strategies for 2025” could include a CTA offering a free downloadable marketing checklist in exchange for an email address. This approach not only provides value to the reader but also helps businesses generate leads.
Another important aspect of conversion-driven SEO is optimizing content for featured snippets. These are the answer boxes that appear at the top of Google search results, often displaying concise responses to user queries. Structuring content with clear headings, numbered lists, and concise answers increases the chances of earning a featured snippet, which can significantly boost click-through rates.
the role of local SEO in content strategy.
For businesses with physical locations or those serving specific geographic areas, local SEO plays a crucial role in content visibility. Nearly 46% of all Google searches are local, meaning businesses that fail to optimize for location-based searches miss out on potential customers.
Optimizing a Google Business Profile is one of the most effective ways to improve local search visibility. Keeping business hours, contact information, and customer reviews up to date increases credibility and helps businesses appear in Google’s Local Pack.
Location-based content is another valuable strategy. Blog posts that target region-specific keywords – such as “Best Mortgage Lenders in Austin” instead of “Best Mortgage Lenders” – help businesses rank higher for relevant local searches. Publishing content tailored to specific communities or industries can also attract a more engaged audience.
AI and voice search optimization are changing SEO.
The rise of AI-powered search and voice assistants like Siri, Alexa, and Google Assistant is changing how people find content. By 2025, nearly 50% of searches are expected to be voice-based, meaning businesses must optimize their content for conversational queries.
Traditional keyword strategies often focus on short, static phrases, but voice search queries tend to be longer and more natural. Instead of optimizing for “SEO tips,” businesses should target “What are the best SEO tips for beginners?” to better align with how people speak.
Structured data markup is another way to optimize for AI search. This coding technique helps search engines better understand website content, increasing the chances of appearing in rich results like knowledge panels and featured snippets.
to wrap things up.
SEO and content marketing aren’t separate strategies—they are two sides of the same coin. Without SEO, content remains undiscovered. Without high-quality content, SEO efforts fall flat. Integrating SEO best practices into your content strategy ensures that your website not only ranks higher but also provides meaningful, valuable experiences for users.
By prioritizing keyword research, optimizing for user experience, and creating authoritative content, businesses can attract the right audience, build long-term credibility, and drive real business results.
Want to ensure your content strategy is SEO-optimized for 2025? Let Threshold help you create a roadmap for success – schedule a consultation to craft a strategy tailored to your business today.
by threshold | Feb 1, 2025 | All, Culture, Digital Marketing, General, Marketing
Ava Page-Arnold
avoid these common content pitfalls & build a strategy that works.
Content marketing is one of the most powerful tools in digital strategy, but simply creating content isn’t enough – it needs to be strategic, consistent, and optimized for results. Many businesses invest in content marketing yet fail to see real returns because they unknowingly fall into common content strategy traps.
If your content isn’t driving traffic, engagement, or conversions, don’t worry – you’re not alone. Here are the top five content strategy mistakes businesses make (and how to fix them in 2025).
inconsistent messaging across platforms.
Your website says one thing, your social media posts say another, and your emails sound completely different. This inconsistency confuses your audience and weakens your brand identity.
the fix
- Develop brand voice guidelines to ensure a consistent tone, style, and messaging across all platforms.
- Align your website, blogs, emails, and social content to tell a cohesive story about your brand.
- Ensure visual consistency by using the same logos, fonts, and color schemes throughout your content.
Example: A brand with a fun and casual tone shouldn’t have dry, corporate-sounding website copy. Keep your brand voice uniform, whether you’re posting on LinkedIn or sending a promotional email.
ignoring keyword research & SEO.
Many businesses write content without considering SEO, which means they’re not targeting the right audience or ranking in search engines. Without keyword research, your content may never reach the people searching for it.
the fix
- Use SEO tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-ranking, relevant keywords.
- Focus on long-tail keywords that match user intent (e.g., “best social media strategy for small businesses” instead of just “social media strategy”).
- Naturally incorporate keywords into titles, meta descriptions, headers, and body content to improve search visibility.
Example: If you’re a marketing agency, writing about “content marketing strategies” is too broad. Instead, target “content marketing strategies for real estate” to capture a more specific audience.
creating content without a clear goal.
Many businesses produce blogs, social media posts, and videos just for the sake of posting without a clear goal. Without purpose, your content lacks direction and measurable success.
the fix
- Set a clear objective for every piece of content: Is it meant to educate, generate leads, or convert?
- Use analytics to track key performance indicators (KPIs) like traffic, engagement, and conversions.
- Align your content strategy with the buyer’s journey, ensuring you have content for awareness, consideration, and decision-making stages.
Example: A blog post should be optimized for SEO and drive organic traffic, while an email campaign should nurture leads toward a purchase.
not repurposing & maximizing content.
Many businesses publish content once and forget about it instead of repurposing it across multiple platforms for maximum reach.
the fix
Turn a single blog post into:
- A LinkedIn article
- A Twitter thread
- A short-form video for Instagram Reels or TikTok
- A lead magnet in an email campaign
- Refresh and update older content with new data, keywords, and insights instead of creating everything from scratch.
Example: If you publish a blog about “Top Marketing Trends for 2025,” create an infographic summarizing key takeaways and share it across LinkedIn, Instagram, and Pinterest.
forgetting to optimize for user experience (UX).
A great piece of content won’t perform well if it’s hard to read, poorly structured, or slow to load.
the fix
- Use short paragraphs, headers, bullet points, and bold text to improve readability.
- Optimize images and compress files to improve site speed (Google prioritizes fast-loading pages).
- Ensure content is mobile-friendly, as over 58% of web traffic comes from mobile users.
Example: If your blog is a wall of text, visitors will bounce quickly. Break up content with engaging subheadings, graphics, and clear CTAs (Calls-to-Action).
to wrap things up.
Content marketing isn’t just about producing content – it’s about producing the right content with a clear strategy.
By fixing these five common mistakes, you can create consistent, engaging, and SEO-friendly content that drives real business results.
