Website Optimization
For Medium To
Large Businesses

One of the most common questions I get asked in our business bootcamps is how to get more exposure online. Most businesses, no matter what industry they're in and no matter how large, can drastically increase their bottom line sales by properly growing their online exposure.

The sad part is that most businesses hire an outside SEO company who sold them on some BS about how they can get them to rank #1 on Google. Most SEO companies use Google's frequent updates to scare their clients, saying things like "Google just came out with another update and your site needs to be fixed".

I just replied to an email sent to me by a good friend who owns a large brand company that does business both online and offline. His email was asking me about the newest Google update and how that might effect his ranking. I'm going to post my reply below because for a decent size company, these three tips are worth millions of dollars in sales.

Here's what I said:

1. Content. Posting relevant, valuable content on your website on a regular basis (the more competitive your industry is - the more often you should add relevant valuable content to your website).
2. Engagement. Increasing the time people spend on your site. There's a lot of ways to do this, like: positioning graphics on pages so users need to scroll down to see the full graphic, adding videos, adding interactions like surveys, etc, etc, etc)
3. Speed. Pages that load slowly are often rated lower by Google and Bing but not just because they load slowly. As a direct ranking factor, load time is minor. But it's indirect effect is huge, especially with user engagement becoming prominent these days in Google's ranking metrics.

In business, knowing things like this is what separates those who struggle from those who experience growth year after year.

The businesses that consistently win online don't do it by spending more on ads. They do it by building a larger audience that already knows, likes, and trusts them - so that when they need to sell something, there's a massive group of people ready to buy. That distinction changes the entire approach to online growth.

Most SEO companies sell you on getting to the top of search rankings. Rankings matter, but if you rank for terms your prospects aren't searching for, or if your page content doesn't match what they're looking for when they arrive, the rankings are worthless. The online exposure that actually builds businesses reaches the right people with the right message at the moment they're looking for exactly what you offer.

A framework we use inside the companies I advise: separate your growth channels into reach channels and conversion channels. Reach channels expand your audience - social media, YouTube, podcast interviews, press mentions, email list building. Conversion channels close the sale - your website, your sales team, your email sequences. Most businesses spend 100% of their budget on conversion channels and wonder why growth is hard. When you build reach channels first, conversion becomes dramatically more effective because the audience already trusts you before they arrive.

For medium to large businesses, the biggest online opportunity is usually not a new ad platform. It's the email list that isn't being fully utilized. A business with 50,000 subscribers sending one newsletter per month is leaving enormous revenue on the table. Properly segmented, properly sequenced email marketing to a warm audience will outperform cold paid traffic almost every time - at a fraction of the cost.

Website conversion is the other underutilized lever. Most business websites are built to inform, not convert. Adding one well-placed opt-in offer, one clear call to action on every key page, and a retargeting pixel across the entire site can double your website's business impact without changing your traffic at all. Optimize what you have before you pour more into the top of the funnel.