Building or improving a website that drives real business isn’t about luck—it’s about strategy, effort, and smart decisions. Websites aren’t just “set it and forget it.” Even if the front face of your website doesn’t change often, how you use your site makes all the difference in the world. What you do behind the scenes can make your website pop into more people’s scenes. Sites need ongoing work, a blend of both authentic and technical energy, and time spent in the right places.
In this post, we’ll walk through how blogging, SEO, design, Google tools, a digital strategy, and backlinking can make the difference between a website that sits quietly in the digital void and one that gets found, converts visitors, and creates lasting connections. When it comes to Local SEO and getting your small business found in your community, these 5 things can make all the difference in the world.
1. Blogging: Why You Need to Stop Waiting and Start Writing
Valuable content drives traffic. With the AI disruption to SEO, what’s working well is the authentic and valuable content you already are able to provide and your target customers are looking for. One of the biggest missed SEO opportunities for businesses is blogging on their site. You don’t need to be a novelist, but consistently posting valuable content is essential for SEO and for creating an authentic connection with your audience.
Why does blogging matter? Every blog post is a chance to rank for a new keyword and provide helpful insights to your audience. It also tells search engines that your site is active and relevant. More than, you’re providing content for potential customers to sample and engage with your industry. Blogging can help build your brand, sell your products, and your story. Blogging lets people get to know you. “Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis.
Businesses that invest in blogs see a 126% increase in lead growth compared to those that don’t. Blogs also generate 67% more leads than businesses without them, highlighting how high-quality content can attract more prospects by driving traffic and engagement.
The secret sauce? Don’t just post for the sake of posting. Write on topics that answer your audience’s actual questions—the things they Google when they’re stuck and ticked off. This is how Google can put you in front of others. These posts don’t have to be long, but they should be meaningful. Aim for at least 800–1,500 words and write naturally while focusing on solving real problems your target customers face. Don’t be afraid of writing longer – but make sure it’s quality content.
Tip: Blogging also improves internal linking on your website. Link new blog posts to your services or product pages to keep visitors moving through your site. This can increase dwell time (how long someone stays on your site) and boost your SEO.
2. SEO: The Basics and Beyond
Search engine optimization (SEO) is more than just keywords—it’s about making your site easy for search engines to understand and rank. Don’t get me wrong, keywords are important. However, search engines are also considering if you’re legit and how you rank with your competition. This means a lot of small decisions stack up over time to move you higher in search results.
Some of the most overlooked parts of SEO:
- Keywords: Figure out what are people searching and make sure your website has those words and answers for what they’re searching for.
- Title tags and meta descriptions: Every page needs these. They help search engines know what your site is about and influence click-through rates from search results.
- Alt text for images: Google can’t “see” images, but it reads alt text. Use it to describe your images in ways that include relevant keywords.
- Page load speed: If your site takes longer than 3 seconds to load, most visitors will bounce. Use tools like Google’s PageSpeed Insights to see where you can improve. Check your hosting or site set up if this is an issue.
- Local SEO matters: Use keywords specific to your area if your business relies on local traffic.
It’s important to remember that SEO takes time. It’s not a magic bullet—it’s a long game. But the ones who are doing well have been patiently building SEO over months and years, not just weeks.
“Good SEO is not about gaming the system. It’s about understanding and playing by the rules.” – Neil Patel
3. Design: Function and Beauty Work Together
Website design is more than just looking pretty—it’s about how your design supports usability and goals. If visitors can’t find what they’re looking for within a few clicks, you’re likely losing leads.
Start by asking: What do I want my visitors to do? (Call me? Fill out a form? Shop?) Then, make those actions easy and obvious with clear buttons, strong calls-to-action (CTAs), and a simple, mobile-friendly design.
Here’s a sobering statistic: 57% of users won’t recommend a business with a poorly designed mobile site (Sweor, 2020). With mobile traffic often making up more than half of a site’s visits, responsive design is non-negotiable.
Other design basics to nail:
- Navigation: Keep it simple—no more than 7 main menu items.
- Negative space: Don’t overcrowd your pages. Let your content breathe.
- Consistent branding: Your colors, fonts, and imagery should feel cohesive throughout the site.
4. Don’t Ignore Google: Use GMB and Search Console
Google is not just the search engine your visitors are using—it’s also providing free tools to help you grow your online presence. Two essentials are Google My Business (GMB) and Search Console.
- Google My Business (GMB): If you’re a local business, having a GMB profile is crucial. This is what pops up when people search for businesses “near me.” Even if you’re not a local business, it’s worth seeing if it’s right for you. Keep it updated with your hours, photos, and posts, and ask happy customers to leave reviews.
- Google Search Console: This tool gives you insight into how Google sees your site. You can submit your sitemap and check indexing issues. It’ll tell you what keywords you’re ranking for, identify any technical issues that could hurt SEO, and help you submit new pages to be indexed. It’s a simple thing that’s worth doing.
- Google Reviews: Reviews influence both SEO rankings and customer trust. Businesses with more positive reviews are more likely to appear in top local search results. Ask satisfied customers to leave reviews, respond to all feedback (positive or negative), and include a review link in follow-up emails to make the process easy. Regular engagement with reviews signals to Google that your business is active and trustworthy.
Being intentional with these tools helps Google trust your business more, which improves your site’s visibility in search results.
5. Digital Strategy: Putting It All Together
Having a website is just one piece of the puzzle. To really boost your online presence, you need a digital strategy that ties everything together—from social media to email marketing to SEO. Companies with a well-defined digital strategy generate up to 2.8 times more revenue growth than those without one. The same kind of truth is seen for leads.
Here are some key elements for a well-rounded strategy:
- Email Marketing: Build a list and send out newsletters regularly. Email is still one of the most effective ways to drive traffic back to your site.
- Social Media: Post links to new blog posts, share updates, and engage with your audience. Social media isn’t just about brand awareness—it’s also a traffic driver.
- Analytics: Use tools like Google Analytics to track where your traffic is coming from, how visitors behave on your site, and what content resonates the most. Pay atte This data will help you refine your strategy over time.
Think of your website as part of a larger ecosystem. Everything should work together, from your website to your social media posts to your emails. This is how the businesses that are doing well stay ahead—by investing in a complete, interconnected online strategy.
6. Backlinks: Be Active Everywhere with Your Link
Backlinks help, but what works better is being active online with a link to your site attached to everything. The more places your site shows up—especially in relevant spaces—the more visibility and authority you build. Backlinks are still essential for SEO, but you need to focus on quality and relevance. Here’s how:
Local Directories and Listings
Make sure your business is listed on Google My Business (GMB), Yelp, Chamber of Commerce directories, and local industry-specific platforms. These listings not only improve local SEO but also give potential customers easy access to your services.
Partners, Certifications, and Associations
Tap into partners, vendors, and industry boards. Many of them list their collaborators online—ask for a link to your site. Also, leverage any certifications or associations you belong to, such as the Better Business Bureau (BBB) or trade organizations, to enhance both your SEO and trustworthiness.
Social Media and Review Platforms
While links from Facebook, LinkedIn, Yelp, or Pinterest don’t carry a lot of SEO weight, they still boost traffic and visibility. Be consistent in adding links to every relevant social media bio, post, or review platform—people can’t visit your site if they don’t know it exists.
Guest Posting and Blogging
If you blog, network with other bloggers in your industry. Guest posting on relevant sites brings in valuable traffic and backlinks. Example: A salon could share tips on beauty blogs, or a contractor could write for home renovation sites. In return, you’ll typically get a link back to your site.
Pro tip: Build relationships by engaging with blogs before pitching guest posts—comment, share their content, and connect genuinely.
A Final Thought: The Work Others Won’t Do
Bonus tip: put your website on a business card and network non-stop. Do not be shy to point people to your website.
The biggest difference between a website that succeeds and one that doesn’t is the time spent on the right things. There are no shortcuts. The ones who are doing well are working at things others aren’t—like maintaining a blog, refining SEO, or being intentional about design and digital strategy. Do what other people won’t do.
If you’re frustrated because your website isn’t performing yet, you’re not alone, and you’re not failing—you’re just in the middle of the process. Keep going. Don’t let web problems be the reason you’re not on the web.
“Success usually comes to those who are too busy to be looking for it.” – Henry David Thoreau
It’s not about gimmicks or quick hacks. It’s about showing up, building connections through meaningful content, and optimizing over time. When you’re intentional about your strategy and put in the work where it matters, your website will stop being a digital ghost and start becoming a tool that drives real, lasting business growth.