I had an interesting conversation recently where someone asked me what makes the difference between a website that just exists and one that genuinely generates business.
I gave them a real example.
Around seven years ago, I inherited a website for a small manufacturing and restoration specialist in Darlington.
At the time, the website was pretty much dormant. It wasn’t producing leads or enquiries and wasn’t really working for the business.
Fast forward seven years…
Today, that website consistently produces the leads the company needs from all over the UK.
In fact, it works so well that we’ve reduced the amount of time spent on marketing the account by around 75% — and it still quietly ticks away in the background generating enquiries.
So, what changed?
Yes, there’s been ongoing SEO, website maintenance, security, social media activity and online reputation management.
But one of the biggest things many people overlook is website structure (taxonomy).
Most people don’t think about it.
Within WordPress, features like categories and tags are often ignored or barely used.
I use them strategically.
Done properly, they help clearly communicate what a business does — not only to people visiting the website, but more importantly to search engines and algorithms.
When your SEO, website structure, content, online reputation and social activity all start working together, something powerful happens.
You stop having a website that just sits there…
You create a lead-generating machine.
The beauty is that once the groundwork is built properly, it keeps working.
If we want to increase enquiries for a particular service or target a new area, we can — because the foundations are already there.
