How can you get clients through Google Search / SEO?
3 Simple Steps to More Traffic and Clients
If you want to reach more people online, maybe you’ve done a bit of research into SEO (Search Engine Optimisation). SEO is the process of making your site more visible on Google and other search engines.
The idea of being found by droves of potential clients for free is very alluring and SEO is indeed a fantastic way to get clients. But it’s a vast and technical subject and a source of much frustration for people. To be perfectly honest, you can get quickly overwhelmed by all the articles and advice online. It’s hard to know what advice is reliable and relevant to your needs!
In this article, I introduce a way of getting leads and clients online with SEO without getting too bogged down.
Don’t Google it! Not yet…
When you want to optimise your site for search engines, the best place to start is OFFLINE!! Whaaaat? Yep, my advice is to start your SEO project with the human beings you wish to serve rather than technical tools and fiddly strategies.
STEP 1: Start with humans
- Who are your potential leads and clients?
- What questions do they have?
- What words do they use to search for answers to their questions?
Ask 5 people who you could describe as your “ideal client” about how they talk about and research their problem.
I specify Starting with humans because you can easily slip down the rabbit hole of hacks, tips and strategies to “trick” Google into listing you top of the search results pages. When you start with the people you wish to serve, you’ll know the words they use when they Google their questions. Keep note of this information. You’ll need it later to create content that resonates with them.
It’s not all about knowing the latest algorithm
Unless you’re becoming an SEO expert, you’re not obliged to know all the criteria and requirements for being well ranked on Google. It’s more about understanding Google’s role than trying to trick the (very smart) Google bots.
STEP 2: Understand what Google is
Google wants to provide the best and most relevant links for the terms searched. Best and most relevant… what does that mean really?
Your site should be well structured, easy to navigate and fast-loading. If your site is “good” in Google’s eyes it meets these standards. It also gives your site visitor a good experience which means they’re more likely to stick around! Win-win!
If your site is up to date with fresh content it will be seen as relevant by Google. If your site gets a lot of traffic, social shares and links from other reputable sites Google will see it as a well-respected site and is more likely to rank it higher in the search results pages.
How closely do the words match up? Is the vocabulary on your site matching the terms that people search? (See Step 1). When your site’s content matches what people are searching, you’ll be ranked higher because your content is relevant. This is the starting point of understanding keywords and phrases. Learn more in my free training here.
Showing up on search results pages is half the battle
When your site, or specific page of your site is ranked high on the Search Engine Results Pages (SERPs) you’re doing great! The next challenge is to get people to click through to your site.
STEP 3: Get the click
The top results on SERPs are usually ads and well known websites. If your site is listed among them your task is to get people to choose your listing and not the others. This is called “Click Through”. Showing up in the results is not going to get you any clients, but getting a higher click through rate means that your site is getting traffic and traffic means more eyeballs on your offering.
Write a good title and description
You can define how each page of your site shows up on SERPs. It’s a little copywriting exercise that can be made easier if you really understand what your potential site visitor is looking for.
The meta title is the bright blue text in the SERP’s listing. Use it to catch people’s attention.
The meta description is your opportunity to ‘tease’ the content of that page. Use this space to help the reader decide to click.
Add this to your website’s pages
If you’re site runs on WordPress you can use the Yoast plugin to take control of how your site’s pages and posts are listed.
If you’re using Squarespace, Wix or Weebly, each page and post has an SEO tab where you can tailor how your site appears.
Want to know more?
I've created a free, video series about SEO to help you understand the core concepts and most important tools to start working on your website's SEO.
Get instant access to my Free SEO training here:
SEO for Online Leads
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Your website's call to action - the key to more enquiries and signups
Doing less better!
A CTA or Call to Action is the action you ask people to take on your website. When your CTA is working well, you'll increase the number of leads and enquiries you get from your site.
What should your call to action be?
You have a lot of options to choose from. You can ask people to:
- join your mailing list,
- attend an online event,
- start a free trial,
- book a discovery call with you,
- connect with you on social media,
- email you.
There's no right or wrong option on this list. If you have a number of ways that people can connect with you your job is to figure out which is the most likely action your ideal client will take and make that the most prominent option.
Sometimes people prefer to ask you a question directly by email before booking an appointment. Maybe they prefer to check out your freebie to get a sense of your style.
It's tempting to show all of the options at once so that at your site visitor has options, but you want to make it easy and obvious. If you shove a load of buttons and instructions in front of people, they're not likely to take action on any of them.
How to make your CTA easy and obvious
As always, the decision comes down to who your ideal client is and basing your decisions on what suits them best. You can't know for sure what will work best, so
Does your website have a clear call to action that is easy to find and simple to use?
Your call to action can make or break the success of your website. By simply having a call to action that offers something your site visitor wants you'll generate more leads and ultimately enroll more clients.
Do you have a CTA? Do you have several?
Is it visible, attractive and actually WORKING?
What are you offering that helps a site visitor to become a lead?
KEY TAKE AWAY:
Offer something of value.
Value is soooo subjective, make sure you're offering something that connects with their pain point and is relevant to the service you offer.
Make sure you deliver it in a format that makes sense to the person consuming it. Pfffff. PDFs when most people visit your site on a mobile!
Easy and obvious
Make sure the buttons work
How many should you add to your site? Don't confuse people
Book a call
Ask a question - be aware you'll get more spam with a contact form but you just have to accept that
Email me - invite them
Make sure your contact form works or the email address that you put out there is actually reaching you
Something of value for free
Signup - a quick win
What kind of content do they consume online?
Go back to the core message that you want to be known for.
(Don't make my mistake by offering something that nobody wanted)
I created something that I believed to be really valuable but I got it all wrong --- read more about it here.
Easy and obvious
Your freebies should align with what you say
Nurture your subscribers
Offer them something they want in a format they like to consume.