029: Solving Business Problems With A Website & SEO Strategy: Is Your Website Pulling Its Weight?

In this episode, Jules dives into how focusing on your website and SEO strategy can have a significant, positive impact across different areas of your business. She explains how improving website traffic, enhancing user experience, and creating structured plans not only help with online visibility but also contribute to solving key business challenges.

Key Takeaways:

• Improving Online Visibility: Discover how a structured website strategy can boost your brand’s online presence and authority.
• Focusing on High-Impact Pages: Learn which pages you should prioritise for the biggest impact—like your homepage, about page, and most profitable product or service pages.
• Reducing Admin Time: Find out how an optimised website can cut down time spent on customer service and administrative tasks.
• Attracting the Right Audience: Understand how SEO can help you connect with potential customers who are actively searching for what you offer.
• Building a Content Hub: Explore the benefits of turning your website into a content hub, helping you organise and reuse content to maximise its impact across all platforms.

If you're looking to make your website work harder for your business, this episode is for you! 

Resources mentioned in this episode:

• 🎙️ Episode 009: Establishing Your Core Topics
• 🎙️ Episode 011: Unlock the Power of Opt-In Pages: A Webpage Walkthrough
• 📖 Free Beginner's QuickStart Guide to SEO

Don't forget to subscribe to the podcast for more valuable tips and insights on SEO and CRO!

Chapters

• 0:00 Introduction to Website and SEO Strategy
• 0:59 Enhancing Online Visibility
• 1:31 Prioritizing Key Web Pages
• 3:53 Building Brand Authority
• 6:34 Attracting the Right Audience with SEO
• 9:13 Scaling Your Business with SEO
• 10:58 Streamlining Customer Service
• 18:29 Creating a Content Hub
• 21:13 Conclusion

Transcript

AI-GENERATED TRANSCRIPT - MAY CONTAIN ERRORS

Hi, happy Friday. So today I want to talk about  how website strategy and SEO strategy can help you with other areas of your business and help you with other problems in your business. So when people start thinking about  Making their website better and increasing their traffic, increasing the sales, making the user experience better and just generally working on their website and making it work for their business.

Then it can have a positive effect on lots of different areas of your business. 

Improving Online Visibility

One of the things it can do is help to improve your online visibility. Obviously, any work that we do, With anything with our online content, whether that is posting on social media or improving our website, trying to get more traffic to it, then  that's going to help to improve our online visibility.

But we can end up doing lots of things that don't actually make a difference. We can end up spending a lot of time creating content that then just disappears into the ether and we then don't necessarily see a return on that investment.   

Focusing on Key Pages

When we're working on our website and we have a plan and we have a strategy then it means that we are Working on it in a more Structured way we're working on the things first that are going to make the biggest difference So working on those most important pages first your pages that are important Going to form the strongest impression with new users or existing users are the most important ones that usually get the most amount of Traffic to a website.

So they're the home page and the about page when I'm looking at clients website stats I usually find that those are the pages that get the most amount of traffic  of the website people normally go and check out the home page We also tend to share our home page the most as well So I think that's why we tend to see that as the page that tends to have the biggest amount of traffic coming through to it.

So trying to improve those pages. And  by doing that in a structured way, it helps us to, to focus on those pages first. So those pages that give us , the  highest likelihood of actually converting into a sale as well.  So  if I was working with a client on.

Which pages should we start with first? Then we would look at their homepage, look at their about page, so that they are actually ranking for their Brand for their own brand that is they are starting to show up for their own if people are searching for their brand online and The about page people often look at that page because they want to find out about people   when when we work with businesses whether it is A business that doesn't have sort of a face or whether it is a solopreneur or a more personal brand When we're all nosy we want to know who we're buying from who whose stuff we're checking out And so the about that's why the about page is often very visited  And also then the next page beyond that, that I would say is sort of the most important would be the pages that are most likely to lead to a sale.

So your most profitable product or service, , your best sales page, , if you're an e commerce business, then your category pages,  through your most popular category of products or whatever you're selling. So say if you were a clothing brand and , the majority of what you sell or your most profitable items are your tops, then making sure that that category page shows up.

So those pages are actually showing up in Google and they're also set up in a way that converts as well. That's sort of where  we would focus in terms of having that plan and having something set up  is in a structured way.

Enhancing User Experience

So it does actually help to raise our brand authority and becomes.

Essentially, it doesn't become, it already is our online storefront. So if we were opening a shop, we wouldn't just leave everything to chance. We wouldn't just slap a bit of paint on the walls, write a sign ourself, not bother dusting the shelves or tidying up at the end of each day, not bother restocking, not bother making sure that the displays look good.

If we did that, we wouldn't have a successful business. And often, that's how we can treat our websites, is just not I don't really  worrying about what that is.  Online store is doing for our business.   you know, if it was a physical business, , we would think about the journey of people walking into the business and ,  if we see people tripping over the displays and those kind of things, or people are confused, they walk into the business and they're confused about where they need to go, we would do something about it, but we don't Always we don't get that feedback from people which makes it harder with our websites And that's why having a professional pair of eyes on it can sometimes make the difference There's things that people's people's website that once you say it, it's like, oh, yeah, that's so obvious  why did I not think about that  when you're so ingrained in it?

You don't necessarily notice those things and if also if you don't ask for feedback if you don't ask your customers And you're not sat there with them when they're actually looking at your website, then you don't necessarily realize that something isn't clear or they don't know what action to take or anything like that.

  that's how you can then increase your visibility, your online presence. Basically, you're also raising your brand authority. So when people come to your website, they see that it looks like  quality website. They have a good experience. Then it gives that impression of your brand that you are a quality business to work with.

And that's not always a given with online stuff. Our website could be out there giving our potential clients the wrong impression, not helping our business, not helping to display the quality of what we do. And I think once we start thinking about that with our website, then it also makes us think about it in the rest of our business as well.

It makes us start thinking about our branding, about our messaging and how we're actually talking to our clients, what our visuals look like, and A lot of other things and we can then translate that into other areas where we're marketing online as well. So we can, we can make sure that our branding is consistent throughout our website, throughout our emails, throughout our follow up, throughout our, if we have a physical store, throughout the store and throughout our social media as well.

So I think  that's the first part is that it really does help to increase our online visibility, but in the right way. So it's increasing our brand authority online.

It also helps us to attract the right audience as well.

SEO and Audience Targeting

So if we're working on SEO, then we're actually working on the goal of SEO is to attract the people who are actually out there searching for the, what we sell, or searching for a solution to their problem, which aligns with what we sell.

And that's, key to marketing, , whenever we're doing anything to do with marketing, whether it's social media, whether it is,  physical  marketing, whether it's dropping leaflets through people's doors or advertising,  with paid ads, whatever we're doing, we're actually, we're trying to bring the right people into our business, the customers that we want coming into our business at the right time.

And. ideally get them to make a purchase, or maybe if it's, if they're coming into our world and it's the first time they've discovered us, maybe it's then we want them to join our email list, but we want them to take the action that, that aligns with them becoming a customer, whether that is directly making a purchase as I say, or joining our email list, but they're out there searching.

And if we can connect with them at that point, then that is fantastic. It also helps us to understand what people are searching for as well. So when we start thinking about SEO and start thinking about website strategy, then  it helps us to understand the things that people are actually typing into Google.

So by doing a little bit of keyword research, even if you don't go into it extensively, and you literally just spend some time on a Google search results page, typing in something that relates to what you think people should be searching for, or people would be searching for  in relation to your business, then  even if you just do that,  You're going to have a more of an understanding about the kind of questions that relate to what you sell and also the related topics as well.

So if you if I typed into a Google search SEO for podcasts, Google is going to deliver a load of results on that page and there might be things in there. Like related terms.   people also ask questions and right at the bottom of the page, you'll see related searches.

Those are all the things that Google is associating with that particular term, with the term SEO for podcasts.  And there will be things on there.  that I've not thought of, definitely. But what it essentially means is that people, Google understands that the people who've searched for SEO for podcasts have either also searched for these terms or have found content that contains these terms helpful.

They've gone over to those websites and they've not bounced straight back to Google again. So that's how that helps as well. So you're making sure you're connecting with people at the right moment. And that you're understanding your customers problems, what they're, what they're searching for, potential other, other avenues you could explore with your advertising and your marketing  could also then bring people into your world at the right moment.

Scaling Your Business with SEO

It can help you scale as well. So if you've got a business where you're not capped out at the amount of clients that you can take on or the amount of products that you can sell, then This is amazing. SEO is fantastic. And your website can be there making you money while you sleep. And it's not something that happens overnight.

It's something that, you know, you build that website traffic gradually connecting with people, but you are actually connecting with them when they're searching. And that can be infinate. So it's something that the more you can work on this, the more traffic you can get coming into your website. If you have a scalable business, then the better.

And it's, it's that right traffic coming in. So it's not going viral and social media where that might be people watching your stuff that who don't have any intention or any interest in buying what you are putting out there. Whereas with, with SEO, it's not. People are out there searching and you're connecting with them and bringing more and more of the right traffic into your website is really helpful.

And the way that that helps with your business, obviously, is it reduces that cost of getting customers.  So if you're having, you're spending less time on social media, you're spending less on paid ads. And obviously that time is money. So whether that's you creating that content or you paying for those ads, then it's reducing that for you.

So Long term, that is. I always like to add that in. Actually, we know SEO is not a quick fix. We can certainly get some quick results, especially with local SEO, if we're using Google business profiles. And even things like if we're promoting our podcasts and the changes that we make, or YouTube, the changes that we make there can show up very quickly.

But it's something that we want to think of SEO as a long term plan, a long term sustainable marketing strategy, really. So that, that big part of it.  is cutting that cost of actually acquiring customers.

Reducing Admin Time with Automation

the other thing that it can also do is it can help to cut the amount of time we spend on admin.

All of those admin and customer service type problems that can come up in our business where especially if we are then starting to grow and scale and we're finding that we're spending so much time actually answering customers questions, sending out emails, doing all those back end admin things  take up a lot of time and then prevent us from doing the other things which are our areas of expertise and our areas of the things that we actually enjoy doing in our business.

Then  the website can help with that. And this is a big thing that I think a lot of business owners and a lot of solopreneurs, especially or service providers, maybe undervalued or don't even realize, I don't even think it's undervalued. They don't realize how much of a difference this could make in their business.

So if you have things going on, automation's going on in the back end, then you can, ,  spend less time on customer service. So less time answering questions, less time answering emails, less time sending emails out. You can have that all going on in the background.

if your website is self-service, which it should be, if you, if you're able to make sales through your website, then that should, that could just be happening in the background, obviously.

Then it's all set up in a way that it makes it very, very easy for people to go through your website and make a purchase. And that's part of conversion rate optimization. So making sure that your website. helps people along that journey that it's clear what people need to do. It's clear what actions to take.

It's consistent as well. So you're not going from your sales page to a product page to a checkout page and every page looks different. Every page has a slightly different layout. Your fonts are different. Your colors are different. It's just There's not that immediately then takes away that trust I think just looking at that and making sure that those things are consistent helps people to  Well helps make it easy for people to go along that journey themselves without you having to hold their hand and there's things that you can You can kind of virtually do To hold the hand without even realize them realizing that you're doing that.

So things like  making sure there are trust signals on pages.  If it's a sales page, making sure that you've got plenty of social proof on there, you've got stats on there, you've got things on there that just help people understand why you should be trusted about  them making this purchase from you.

And you can then follow that through the different pages as well. So even just simple things like having  trust signals on your checkout page. So having something like safe and secure payments with it with some little icons of the credit cards you take or a little icon of a padlock having that somewhere very like,  it doesn't need to be big, but somewhere that's visual on your checkout page and very close to that button where they're going to click and say check out.

That can be really helpful. And just Allow people to do that in the background without you having to answer questions or without them dropping off because if they drop off Again, it's that thing of that customer acquisition cost the more clients or more potential clients that you lose at the different stages of them Actually becoming customers with you then the higher that cost becomes of people actually buying from you

the other thing is appointment booking as well so if you're if you have your appointment booking all set up very easy for people to use through your You website.

It also then sends out reminders and that will cut out, no shows or last minute cancellations, those kinds of things. If you've got that all set up as well,  that can save you a massive amount of time. And especially for solopreneur service providers, this is one of the, probably one of the first things that maybe they think about setting up.

If you can do online booking and sometimes it can feel a bit like daunting just to set that all up. So actually having some help and some guidance along the way of actually getting that set up can, can definitely reap dividends in the long run because it, , it's going to make it so much less of a headache to actually get that set up, but it will also.

allow you to free up that time as well.

And then nurture sequences as well.  So if you manage to get somebody to join your email list, so you've got your opt in page all set up in a way that  is going to encourage them to join your email list.     I've got an episode.  I can't remember which episode it is.

I'll link it in the notes of, how to actually set up your email sign up pages. So your, your freebie pages or wherever you've got it set up that you want to try and encourage people to join your email list,  how to set that up in a way that people are more likely  then to take the action that you want them to take.

But if you've got that set up as well, and then have a nurture sequence going out behind that, then that is helping people to get to know you, get to like you and get to trust you as well. And that could just be happening in the background. And  parts of that nature sequence, should also be encouraging sales as well.

And I think it's good to do that in that first email to mention something that people know you are a business. And sometimes that can be even just as simple as once they go through the sign up page that you have something on there, some, some kind of one time offer or, , that sometimes it's called a tripwire offer of actually people that can get something that immediately shows them even if they don't actually Take advantage of that.

They can see that you are a business. They immediately instills that thing of you are actually a business. You've got things to sell and you're going to be talking to them about that. And it doesn't have to be a real hard sale or anything. But just having that throughout that to sequence just helps people to understand how buying from you can help them as well.

Also frequently asked questions are another thing that can be really helpful in terms of cutting that customer service time. So making sure whenever you get lots of questions asked, and probably every time if you get asked a question from a customer, you can guarantee there'll be at least one other customer somewhere down the line that will want to know that as well.

So keeping a list of those and then adding those into your website and you can then use that to Create social content about that as well. So if there's a question you get, get asked all the time, making sure that you've got something on your site, some frequently asked question part of your site that answers that question.

And it answers it in a very specific way and a very concise way is probably the best way to put it  and keeps it in the context as well. So if somebody asks me,  how quickly does SEO for podcasts work and I put on my website, how quickly does it work? Google isn't going to be able to take that question and use it out of context.

somewhere else. Whereas if I actually , have that question laid out as how quickly does SEO for podcasts work? Google may take that and use that within those people also ask sections within a Google search results page.  So that's where actually just thinking a little bit more strategically about that.

And those frequently asked questions and even things like having the frequently asked questions on your checkout page or maybe not your checkout pages, but on your product pages. So if you've got something you're selling and people often ask questions, maybe about sizing or about refund policies or about how to use this product or something like that.

Having that information there on those pages. Can just remove that friction. It just allows people to understand more about the product, which then makes them hopefully more likely to check out if they are the right person for that product as well. So that can also then reduce the need for refunds as well.

If somebody buys something and actually a frequently asked question could have meant that they didn't buy something that wasn't right for them, then  also helps with that customer service part of it as well.

And then the last thing is also , once you've got a strategy for your website

Creating a Content Hub

and this is probably the biggest time saver, the biggest headache saver, the biggest way of feeling like you're actually making progress in your business is that your website can then become a content hub. So if you create content with your own domain in mind first and thinking about can I create content that I own first and foremost.

So whether that is creating podcasts or creating blog articles or creating things like  services, pages.  Frequently asked questions, those kind of things. Think about it first and foremost, of  how can I bring this back to my own domain first?  If you start doing that and start having a plan around that of, okay, these are the topics I need to talk about and I talked about core topics.

I think it was episode nine where I talked about core topics. I'll link that below as well, how establishing your core topics and those things that you really need to talk about. So three to five main subjects that you need to talk about creating a content plan around that. And then  your whole website can be a hub of content and you can create little buckets of content around that.

And what that will then do is every time you're thinking about, okay, I need to create some new content for social media, or I want to create a new podcast episode, or I want to do something to try and improve my website. You can think about , that content hub and look for areas where You're missing  something, or , you want to expand on something, or you want to go really granular on one particular part of it, or you want to do a high level overview of something, then, actually having that content there on your website with a plan, with a strategy, with a database that keeps all that content organized.

So  I understand if I'm talking about SEO for podcasts, I also have talked about , that and talked about that related things on , this content that I've created before. So whether that is social media posts or content on my website, I understand where I've already talked about that and how I can then link between that as well.

that's  the five main areas where. 

Conclusion and Next Steps

actually having that website plan and just starting to think about a website can massively help your business. So improving your online visibility, improving your brand authority, attracting the right audience at the moment that they're searching for your type of business, scaling and allowing you to make sales when you are sleeping,  cutting time spent on customer service so that you can Help people to  move along their journey to buying from you without you needing to be there holding their hand and then acting as that content hub.

So making sure that everything's coming back to your own domain. It all links together. Your content is linked well and  and people can understand. The best way to move through your content and the best way to use your content so that you get the most value out of it. So I hope that's really helpful.

It's one of those things that I think there's so many areas that our websites can help us with And until you start exploring it until you start thinking about those problems that you have in the business and How can I solve it? How can my website help me with this? Then I think we're just massively underusing what we can with our online presence, and I think it's, it's a bit of a, I want to say game changer, that AI phrase of game changer.

Once you start thinking about this and thinking about how can I use my website to make my whole business better? And I think, yeah, there's so much potential there. If you want some help with this, if you feel like actually, yes, I would like to start exploring website strategy, then. Please do reach out, book a discovery call and we can have a chat about the problems that you have in your business and how your website can help solve that , let me know if you've got any questions or any comments or anything else that I can help you with and I'll see you soon.

Bye.