Solving Business Problems With A Website & SEO Strategy
By Jules White | Published: September 18th 2024 | reading time: 5 minutes
🎙️Listen to the podcast version of this article🎙️
Is Your Website Pulling Its Weight?
Your website is more than just an online presence—it's a tool that can significantly impact your entire business when used strategically.
By focusing on improving your website's traffic, boosting sales, enhancing user experience, and reducing time spent on admin tasks, a well-optimised website and SEO strategy can help solve many of the challenges that arise in business.
In this post, I’ll explore how refining your website can positively affect various aspects of your business and why having a structured SEO plan is essential for long-term growth.
Table of Contents:
Boosting Online Visibility
Improving your online visibility is one of the main benefits of working on your website. Every update you make - whether it’s adjusting content, improving user experience, or adding new pages - helps make your business more visible to potential customers.
Without a clear plan, it’s easy to waste time on activities that don’t drive results. Having a strategy means focusing on the areas that matter most. In many businesses, the pages that get the most attention are the homepage and about page. These pages are often the first contact for visitors, so optimising them is crucial for making a strong impression and converting visitors into customers.
Prioritising Key Pages: Homepage and About Page
When building a website strategy, it’s important to prioritise the pages that deliver the most value. For most businesses, the homepage and about page are key because they receive the most traffic. These pages help visitors learn about your brand and set the tone for their experience.
In addition, consider the pages that lead to conversions. Whether it's a product category page in an e-commerce shop or a service landing page, these should be optimised for both SEO and user experience to increase sales. For example, if you run a clothing brand and your most profitable category is tops, ensuring that the tops category page is optimised for conversions will help drive more sales.
Treat Your Website Like a Storefront
Think of your website as a virtual storefront. If you owned a physical shop, you’d keep it tidy, welcoming, and easy to navigate. The same goes for your website. It should be well-maintained, easy to use, and regularly updated.
Unlike a physical shop, where you can immediately see customer reactions, a website doesn’t give direct feedback. This makes it harder to spot problems, but it also makes having a professional review crucial. Fresh eyes can identify issues you may not notice, such as poor navigation or unclear content, and help ensure your website is working for you, not against you.
Building Brand Authority
A well-structured, professional-looking website helps build trust and authority for your brand. When people land on your site and find it easy to navigate, informative, and user-friendly, they’re more likely to view your business as credible and worth engaging with.
Your website is a direct reflection of your business. If it’s difficult to use or lacks clarity, it can leave potential customers with a poor impression. But a clear, well-designed website builds confidence and encourages visitors to take the next step, whether that’s making a purchase or getting in touch.
Attracting the Right Audience
One of the most powerful aspects of SEO is its ability to connect you with the right audience. The goal of SEO is to bring in people who are already searching for the products or services you offer. It’s not just about increasing traffic - it’s about bringing in the right kind of traffic.
Even basic keyword research can provide insights into what potential customers are searching for and the types of questions they have. This allows you to create content that meets their needs and ensures your website becomes a valuable resource.
For example, if you're offering a product or service for natural wrinkle reduction, a simple search for "reduce wrinkles" or "natural anti-ageing" can reveal related terms and questions that can help expand your content strategy.
This helps you build content that meets their needs while addressing common queries - solving both marketing and customer service challenges in your business.
🌱 Seed Keywords: These are broad terms with high search volume but also lots of competition, like “reduce wrinkles.” They’re useful for understanding the overarching topic but may be too competitive to rank for directly.
🧜♀️Related Searches: When you enter a search term into Google, you’ll often see “related searches” at the bottom of the results page. These are searches that people commonly use alongside your keyword. For instance, if you search for “natural wrinkle reduction,” you might find related searches like “best natural anti-ageing creams” or “reduce wrinkles with essential oils.” These can guide your content strategy by revealing additional topics your audience is interested in.
❓People Also Ask: This section appears directly in Google search results and includes commonly asked questions related to your keyword. For example, searching “reduce wrinkles” might show “What is the best natural treatment for wrinkles?” or “How can I prevent wrinkles naturally?” Answering these questions directly on your website not only improves your SEO but also positions your content as a helpful resource.
🔑 Long-Tail Keywords: These are more specific phrases that have lower search volume but are highly targeted, such as “natural anti-ageing creams for sensitive skin.” By incorporating long-tail keywords, you can attract visitors who are further along in the buying journey and more likely to convert.
These elements—seed keywords, related searches, "People Also Ask," and long-tail keywords - can help you craft a content strategy that covers a wide range of user needs.
By aligning your content with what people are actively searching for, you’ll attract the right audience at the right time and know the problems they are looking to solve.
Scaling Your Business with SEO
SEO is one of the most scalable marketing strategies. Once your website is optimised, it continues working for you around the clock, helping you reach potential customers even while you’re offline. This is particularly beneficial for businesses that aren’t limited by the number of clients they can take on or the amount of products they can sell.
As your website traffic grows, so do your opportunities for conversions. SEO-driven traffic is different from social media virality - while a viral post may bring in a lot of viewers, they may not be interested in buying.
SEO, on the other hand, connects you with people who are actively looking for what you offer.
Reducing Admin Time with Website Automation
Your website can do more than just drive sales—it can also reduce the amount of time you spend on administrative tasks. By automating certain processes, such as answering common customer questions or booking appointments, you can free up time to focus on more important tasks.
For instance, having an FAQ section on your website can answer many customer queries without them needing to contact you directly. If you provide services, an online booking system can allow clients to schedule appointments themselves, complete with automated reminders, reducing no-shows and making the process seamless.
Optimising for Conversions
Getting people to visit your website is one thing, but converting them into customers is another. Conversion rate optimisation (CRO) is about ensuring your website guides visitors smoothly from browsing to making a purchase or booking a service.
Consistency is key. Make sure the design, messaging, and navigation are uniform across your site to build trust. Simple elements like trust badges on your checkout page or clear calls to action can make a big difference in guiding customers towards completing a purchase.
Your Website as a Content Hub
Lastly, your website should be the central hub for all of your content. Whether it’s blog posts, service pages, or product descriptions, having everything organised and accessible on your website allows you to build a cohesive content strategy.
Creating a content plan around a few core topics helps ensure your website remains informative and valuable to visitors. This content can then be shared across social media, email campaigns, and other platforms, driving traffic back to your site and reinforcing your brand.
Final Thoughts
A well-planned website strategy and SEO can do wonders for your business. From increasing visibility and building brand authority to reducing admin time and optimising for conversions, your website can become a powerful tool for growth.
If you’re ready to take your website to the next level and need some guidance, book a free discovery call. I’d love to explore how we can make your website a stronger asset for your business.
Or alternatively Get your free Website SEO report here to find out how your website is doing right now and understand key areas for improvement!
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