Introduction
Whether you’re a solo operator or a growing business, there’s a sharp difference between simply having a website and having a content strategy that drives growth.
In today’s competitive online environment, your website must do more than just exist.
It needs to communicate your value proposition clearly, attract ideal customers, and convert visitors into leads.
But most business sites fall short – struggling with disorganised content, weak messaging, and technical problems that quietly sabotage performance.
So, if your website is underperforming, chances are you’re dealing with one or more of the critical publishing pain points beneath, from poor SEO visibility and unclear messaging to low conversion rates and ineffective content strategies.
Sound familiar? Let’s break down the key publishing problems and offer suggestions as to how you can overcome them.
Visibility, SEO, and Discoverability
Poor SEO Knowledge Keeps Your Website Invisible
Businesses often lack a structured SEO approach, causing them to rank poorly in Google. As a result, ideal customers never see their offers.
Fix: Perform a content audit and keyword strategy. Ensure every page targets search terms your audience actually uses.
Local and Mobile Searches Don't Find You
Inadequate mobile optimisation and missing local SEO tactics mean businesses lose out on “near me” searches – especially when users are ready to buy.
Fix: Claim and optimise your Google Business Profile, and make sure your website is mobile-friendly.
Your Website Blends Into the Noise
Without clear brand identity or unique value, many websites look and sound alike. Visitors quickly bounce in search of more memorable options.
Fix: Use clearly written messaging that differentiates your offer. Highlight your unique approach, process, or client outcomes.
Branding, Differentiation, and Messaging
You Don’t Stand Out from the Competition
A generic or overly corporate tone hides what makes your business special – so prospects default to price comparisons and competitors.
Fix: Develop a brand voice. Highlight your personality, backstory, or values to connect on a human level.
Inconsistent Branding Undermines Trust
Incoherent logos, messaging, and tone across channels confuse users and weaken credibility.
Fix: Create, or adopt, but adhere to a style guide. Align your visual and written communications across all platforms.
Visitors Can’t Understand What You Offer
If your service descriptions are unclear, people won’t engage. They may even leave assuming you’re not for them.
Fix: Use plain language. Test your homepage and service pages with fresh eyes – do they answer “What do you do?” and “Why should I care?”
Website and Content Effectiveness
Your Website Looks Outdated or Feels Broken
Slow load speeds, dated layouts, and broken links drive visitors away before your value proposition even loads.
Fix: Modernise your site design and test its speed and responsiveness on both desktop and mobile.
Visitors Don’t Know What to Do Next
Even with traffic, poor layout or weak calls to action (CTAs) lead to user frustration – and missed conversions.
Fix: Use clear CTAs. Make it obvious what you want visitors to do (book, call, download, subscribe).
Your Content Isn’t Doing Any Marketing
Many business sites lack regular, value-adding content – making them invisible to search engines and irrelevant to buyers.
Fix: Create and follow an editorial calendar. Use blog posts, FAQs, and case studies to show expertise.
Lead Generation and Conversion
You’re Attracting the Wrong Leads
Without clarity and targeting, businesses waste time with tyre-kickers rather than ideal customers.
Fix: Define your buyer personas and filter traffic using lead magnets – such as free incentives – or qualification forms.
You Can’t Reach Your Ideal Customer
Spray-and-pray marketing burns up your budget with no clear returns.
Fix: Focus on the platforms and messages that resonate with your best-fit clients. Track performance and iterate.
Your Sales Cycle Is Too Long and Disjointed
No nurturing systems mean leads go cold before they’re ready to buy.
Fix: Build an email nurture sequence or retargeting campaign to maintain contact and build trust over time. Again, apply an editorial calendar.
Customer Experience and Engagement
Visitors Don’t Feel Seen or Understood
Generic, impersonal sites feel like a corporate wall, not a conversation.
Fix: Personalise content where possible. Use testimonials, names, photos, and user-driven experiences to foster trust.
You’re Missing the Human Touch
A cold, mechanical tone kills connection – even if your product is great.
Fix: Use human language, stories, or behind-the-scenes content to show your values and people.
Your Social Media is a Ghost Town
Broadcast-only posting means no one listens – or replies.
Fix: Engage directly. Ask questions, reply to comments, and build a community around your expertise.
Strategy, Planning and Coordination
You Have No Content Strategy
Disconnected, random posts confuse users and undercut your marketing goals.
Fix: Build a simple editorial calendar that aligns content with business outcomes.
Your Teams Work in Silos
Marketing and service delivery aren’t aligned, causing duplication and mixed messages.
Fix: Hold regular strategy meetings around your calendar. Share briefs and coordinate messaging across teams.
Budget, Resources, and Time Constraints
You Don’t Have Time to Market
Everyday service delivery takes priority – so marketing never gets off the ground.
Fix: Outsource what you can. Even a few hours of professional help can save weeks of DIY flailing.
You Lack the Skills In-House
DIY marketing with little expertise leads to wasted time and effort.
Fix: Invest in training or partner with professionals who specialise in writing and publishing digital content.
You’re Stuck Choosing Between Now and Later
Many small businesses focus only on serving current clients – neglecting future growth.
Fix: Reframe marketing as part of service delivery. Good communication now builds long-term success.
Frequently Asked Questions
Q: Why isn’t my website showing up on Google?
A: It’s likely due to poor SEO fundamentals – unoptimised content, no keyword strategy, or technical issues like slow speed or poor mobile design.
Q: How do I fix confusing website content?
A: Start with clarity: rework service pages, add clear CTAs, and test messages with real users.
Q: How can I get more quality leads from my website?
A: If you make your written content appealing enough to your site’s visitors, you can begin to target specific customer profiles and implement lead capture forms with value offers.
Conclusion
Web publishing is both art and science, and you need both to win.
It is time to publish like you mean it, so let me work with you to optimise your web content, editing and SEO for both humans and machines.
Graham Lauren
graham@machinereadablelabs.com
0416 171724
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