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What to do if your website doesn't rank AND it's not converting

Low traffic and lacklustre sales can send any website owner into a pit of despair. But there are changes you can make today that should reap dividends tomorrow.


This website, dear reader, has probably gobbled up well over a thousand hours of my time.


The site started way back in 2010 (I think – it could have been earlier), and it's undergone at least four complete overhauls since then.


If I paid myself to work on my own website, I'd be earning a fortune.


But does it bring in endless deep-pocketed clients who are so overawed by my content that I have to beat them off with a spade?


Well... no. I can thank my underdeveloped backlink profile (yawn) and some healthy competition from other freelance copywriters for that.


But my website does work. It brings in a steady stream of traffic, and it converts enough of these visitors into clients to keep me afloat.


Luckily, I love websites – and I love working on my own. I also love the way websites give literally anyone a chance to compete in any sector.


Making websites work is at the heart of what I do. Whether it's a website launch or rejigging an existing homepage, I jump through a number of hoops to make sure that ranking and conversion potential are optimised.


So if you, too, want to rank and convert... keep reading.



SEO Tip 1: rank well with great content


Not too long ago, you could "game" Google's algorithm by inserting lots of keywords.


If you ran a florist in Leeds, you might have got to page 1 with a paragraph like, "If you're looking for flowers in Leeds, we're the Leeds florist you need, offering Leeds flower delivery across Batley, Keighley, Castleford (etc.)"


Horrible, but it worked. However – not any more.


Google now rewards helpful content. But what the hell is helpful content? And does being helpful mean giving away all your secrets for free?


In simple terms, helpful content provides readers with useful information.


Even if you're just selling flowers.


When a potential customer is looking to buy something – your flowers – they often want to know something, such as the best ways to make cut flowers last longer.


Or which flowers are appropriate for a funeral.


As you, the website owner, are (theoretically) an expert in your field, you're in the perfect position to share your wisdom.


In other words, provide helpful content.


An obvious benefit of providing helpful content is that it encourages people to linger on your website for longer. That's a good sign to Google that your visitors like your site. They don't "bounce" straight to another site.


Providing helpful content has additional benefits. In order for content to be helpful, it generally follows that you know what you're talking about. And displaying authority and expertise are two other strong indicators to Google that they should rank your site.


The more in-depth (and genuinely helpful) your web content, the easier it is to display experience and trust. These are two more things Google wants to see.


So instead of seeing your website's function as being solely to sell stuff, make it helpful. If that means giving away advice for free, go for it – even if you're selling an advice-based service.


Just make sure you hold back enough of the valuable stuff that people will want to pay for.


The longer people stay on your site, the more they'll start to believe in you – and the more they'll consider you when thinking of making a purchase.



SEO Tip 2: choose keywords that sound natural


If you're a brand new florist in Leeds, you'll be fighting for Google real estate with dozens of well-established brands whose sites have been up and running for years.


Many will already have authority, trust, experience and expertise. And their sites will cover a whole boatload of keywords, too.


So "florist Leeds" won't be easy to rank for.


The answer is to think laterally. This is especially pertinent as we move into AI search and voice search. Phrases like "florist in Leeds with free delivery" and "florist in Leeds who does weddings" are just the kind of things a potential customer might say into their phone or Alexa.


Known as long-tail keywords, phrases like these have less traffic than core terms like "florist Leeds", but there's also less competition for them.


Use a tool like Ubersuggest to check they have at least some search volume, and then find ways to insert them naturally into your web content.


Long-tail keywords also enable you to take a more targeted approach when trying to catch some traffic. If you're the only florist in Leeds who sells a specific flower, say so.



Conversion Tip 1: Put yourself into the shoes of a first-time visitor


One of the biggest mistakes I see on websites is poor flow. Readers are often hit with a barrage of information and instantly lose sight of what to do next.


So, take a step back. Imagine you're a first-time visitor who has clicked on your website. What do you see? What's the vibe people are likely to get?


In most cases, you'll want to be perceived as:


  • Professional – so make sure your website looks like a modern 2025 website and reads well. If it looks cheap and yesteryear, why would anyone linger?

  • Experienced – which is why testimonials and client logos are often good to feature early on your homepage.

  • Credible – think Trustpilot and Google reviews, security guarantees like SSL certificates, and secure payment icons.

  • Established – which is where a well of helpful, authoritative blogs can come in. If you're launching a new site, investing in 20 or 30 blogs can be a great way to imply a certain longevity.


Above all, though, is a careful appraisal of how a visitor actually moves around the site.


If you are able to, ask a few friends if you can hover over their shoulders as they navigate your website. You'll quickly get an idea of what draws their eye, what actions they take, and what they find confusing.


In order for any website to work (and convert), the user journey has to be enjoyable and friction-free. No matter how awesome your CTAs (calls to action), conversions will die if the experience is bad.



Conversion Tip 2: Steer the reader towards a desired action


Websites aren't just for fun. They're designed to make visitors do something.


That could be:


  • Book a call

  • Sign up for a newsletter

  • Download a free ebook

  • Buy something


In order to make them do whatever it is you'd like them to do, you need to guide them during their journey. Your website should nudge them towards a very specific end-point.


Getting people to complete that action is at the heart of conversion copywriting, and it's a bit like an auctioneer's hammer falling to seal the deal.


Good content builds interest and desire among your visitors, and then conversion-focused copy compels them to take a specific course of action.


If your number 1 goal is to have someone book a call, you should focus your CTAs (those clickable buttons you see on every website) on that one thing.


A common mistake is to offer multiple choices, such as "Book a call!", "Explore solutions", "See the benefits" and so on. This can lead to what's known as decision paralysis.


If you really want that call, stick to "Book a call!" as your CTA whenever it makes sense to do so.



Summing up: why your website journey never ends


Every time you wander into a high street store, it probably looks a little different to the last time you went in. Sure, it feels familiar, but new products, new staff and ever-changing displays keep things feeling fresh.


The same should be true of your website.


Your digital storefront is a living, breathing entity that requires constant nurturing, noodling, and sometimes a complete metamorphosis.


Accepting that your website work is never done will hopefully encourage you to put aside some time to keep optimising it for SEO, conversion, the user journey – the whole nine yards.


I know that it's easy to fall into a pit of despair if you're not ranking or converting. But everything can be improved.


And who knows? With a bit of persistence and a dash of creativity, you might just find yourself needing that spade to fend off those deep-pocketed clients after all.


Written by Mike Peake, UK freelance copywriter and website content writer.

T: +44 (0)208 133 4306


Need help with your website? Get in touch for a friendly chat or a free quote.

















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