Grow your business with these 5 easy website tips

Different sectors have different ways of approaching sales, they always have. While one business might thrive from word of mouth, others are habitually more proactive. This was true before the internet age and it’s still the case. It can’t be denied, though, that an organisation’s website is increasingly influential in both finding and converting sales. And you ultimately need those sales to grow your business. 

Whatever channel you traditionally use to find new customers, your website can be plugging away in the background, giving a little wave to potential customers. How much it does this is down to you and the actions that you take with regards to your website’s set up and activity. Here, we’ll identify the key things that make a website optimised to grow your business. It should be more than a digital storefront, it should be your outreach, your networking partner and your ally. 

Google search rankings and why they matter 

Have you ever wondered why some businesses dominate search results while others drift undiscovered? It doesn’t happen by accident – Google’s search rankings are based on the constant signals that your website sends out to the rest of the internet. Ranking higher on Google is good because it means your website is more likely to appear when people search for terms related to your business. These are customers and clients who are actively looking for your products or services. 

Here’s why rankings are critical to your business growth:

• Visibility drives traffic: Websites on the first page of Google results receive 91% of all search traffic. If your website isn’t there, you’re missing out on a huge chunk of potential customers.
• Credibility builds trust: People inherently trust businesses that rank higher. Being on page one signals authority and relevance in your industry.
• Increased leads and conversions: More visibility means more clicks, leading to higher conversions. It’s a simple formula but an effective one.

So clearly your website’s ranking makes a difference: how do you make it better?

Visibility and impressions

Your website will appear to potential customers online in various ways. So it’s crucial to understand the ways that this happens, and how this drives interactions.

An impression is every time your website appears in a Google search result or social media feed, regardless of whether anyone clicks on it. While impressions measure how often you’re showing up, they don’t necessarily translate to engagement.

Visibility refers to how often your website ranks prominently where potential customers are likely to see it. Think of this as the percentage of impressions in top-ranking positions (e.g., the top 10 results on Google). The higher your visibility, the better the chance of attracting quality traffic that converts into sales. Your impressions are the building blocks to build brand awareness, drive traffic and increasing opportunities for sales 

But the ultimate goal is to convert visibility into highly qualified leads to grow your business. This means that potential customers not only see links to your site, but actually click on them too.

Optimising your website for sales 

For your website to be the best sales tool it can be involves a multitude of factors. From visibility and branding to user journey and purchase experience, you’ll need to take a holistic approach to really optimise your website for sales.

1. Search Engine Optimisation (SEO)

SEO is the foundation of a successful website. It helps you rank higher on search engines, making it easier for customers to find you. Pay attention to:

• Identify targeted and insightful keywords and use them naturally in your content. Tools like SEMrush and Answer the Public can help you to learn what people are actually searching for.  
• Optimise titles, meta tags, headings, and alt text for images.
• Build links both within and around your website, preferably with high authority locations.
• Improve technical aspects of your website, like speed, mobile responsiveness, and security.

2. Engaging content

Your content sends messages to search engine algorithms in multi-layered ways. There are the words within your content, there’s the tone of your content, and there’s the frequency of your content. Then you need to think about sharing your content, where it is linked and where it links to. It’s easy to get a bit overwhelmed about the complexity of content strategy! If in doubt, keep it engaging, valuable and regular. 

• Write blog posts that answer genuine customer questions.
• Create easy to consume resources like guides or FAQs.
• Use calls to action (CTAs) to lead readers further down the sales funnel.

3. Strong branding

Your brand communicates who you are and what you stand for. Consistency in your message, tone, and visuals builds trust. Your brand should be visible, present and coherent. Consider these questions:

• Does my logo and website reflect my business’s identity?
• Are my mission, values and offering clear to visitors?
• Am I delivering a cohesive experience across all touchpoints?

4. Google ads

Organic traffic is great, but investing in Google Ads can give your visibility an immediate boost. These paid ads place your website prominently at the top of search results, ideal for driving traffic in a competitive market. Getting it correctly targeted can be more complex than you’d expect, so it’s worth chatting to a specialist.

5. User focus

Getting potential customers to click to your website is one thing – keeping them is just as important. Your website should speak directly to your target audience. The journey through your website should be seamless and intuitive. Ensure your copy and layout address your user’s needs, pain points, and desired outcomes. Use analytics tools to understand user behaviour and refine your site accordingly. This is a perpetual process!

Investing in expertise

While there are many strategies for digital marketing, hiring an SEO and Google Ads specialist can be a game-changer. You’ll benefit from:

• Expertise: Specialists have the tools and knowledge to implement advanced and industry specific strategies you may not be familiar with.
• Efficiency: They can quickly identify and fix key issues, saving you time and energy.
• ROI: Professionals understand how to maximise budgets, ensuring your campaign budget is spent effectively.

Whether it’s optimising your SEO, creating your content, or managing your Google Ads campaigns (or all 3!), these specialists can help your website’s visibility to soar. Genuine sales leads will soon follow. Your investment often pays for itself through increased sales and improved customer conversions.

We’re a friendly team of specialists who take the time to work out your bespoke strategy. So if you’re serious about taking your online presence to the next level to grow your business, just get in touch.

• About
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Becky Hinshelwood

Content Manager at Leapfrog Internet Marketing

Becky has been writing content for business websites for nearly ten years. She loves to make any topic illuminating and engaging, and can't resist a wordy challenge! In a previous life, she was an artistic decision maker for a number of UK Theatres.

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