I’ve Got a Website. Why Isn’t It Doing Anything?
I’ve recently been looking at several established businesses with something important in common.
They have expertise, customers, years of experience, content, reputations and WordPress websites.
Surprisingly they all seem to have large gap between: “I have a website.”
and: “I understand how my website contributes to my business.”
That’s where things get interesting.
What does “working” actually mean?
A website can look perfectly respectable and still leave its owner thinking: What is this actually doing for me?
So perhaps the first question isn’t: How do we improve the website?
It’s: What job is the website supposed to be doing?
Getting found?
Building credibility?
Explaining something complicated?
Generating enquiries?
Selling something?
Supporting referrals?
Capturing an audience?
Until we know that, “make my website better” is almost impossible to measure.
And that’s why I’m wary of jumping straight to SEO
SEO might be the answer. Maybe AEO, content, or clearer calls to action or a better customer journey or maybe fixing something technical but we often ‘don’t know yet’.
One business may have almost no visibility.
Another might have plenty of impressions but very few clicks.
Another might get traffic but fail to convert it.
And another might have an excellent website serving a customer journey that happens almost entirely somewhere else.
Same symptom. Different problem.
Before buying anything, look at the evidence
This is where I think small businesses can regain an enormous amount of control.
What does Search Console tell us?
What does Analytics tell us?
What are people searching for?
Which pages are being found?
Where are enquiries coming from?
What happens after somebody arrives?
And crucially: What don’t we know?
You don’t need a 47-page website audit to begin answering those questions.
You need enough evidence to make the next sensible decision.
That’s become a Learning Lab
This is exactly what has happened with a few businesses I’ve been working with.
What initially looked like an SEO/AEO conversation has become a much more interesting question:
How do we make the WordPress websites they’ve already built work harder for their businesses?
So that’s what we’re going to investigate on the actual websites.
We’ll look at what’s already there, find the gaps, understand the evidence and make useful changes.
Then we’ll see what happens.
Make Your WordPress Website Work Harder
That’s now one of the first Human First Learning Labs.
It’s for established businesses that already have a WordPress website but aren’t confident it’s creating enough visibility, enquiries or traction.
We’ll start with:
What are you trying to achieve, what’s actually happening, and what’s getting in the way?
Then we’ll work from there.
If you’ve got a WordPress website and occasionally find yourself wondering what on earth it’s actually doing for your business, you’re probably exactly who I want in the room. JOIN A LEARNING LAB