Making your website part of a marketing strategy

Give each page a purpose

Informational pages explain, service pages support evaluation and contact pages start a conversation. Define the role before writing to avoid repetition and directionless content.

Use keywords as evidence, not filler

Broad and specific queries serve different intents. Choose them around actual services and search evidence. Write in customer language and connect related pages.

Connect sources to outcomes

Track where visitors arrive from, what they read and whether they enquire. Separate button clicks from received leads, then review quality and project value with sales.