How important is the company website?  “91% of organizations say the website drives more revenue than any other marketing channel.” This data point comes from Webflow. If your accounts haven’t improved their site in a while, they may need your website optimization service.

Why Do Your Accounts Need a Website?

While most businesses have a website, not everyone is on board with the idea. Your accounts may believe that a social media presence is sufficient for selling their products and services. But many buyers consider a company website to be a major indicator of credibility. In addition, some consumers fear social shopping puts them at risk of fraud. They prefer to shop online through a trusted website.

Are Your Accounts Maintaining Their Website?

A trusted website can become stale without constant nurturing. The 2025 State of the Website survey, by Webflow, shares what marketers intend to change about their sites.

They understand that constant website monitoring is a must. This piece of technology must continue to perform for your accounts. Fixing broken links should be done on a regular schedule. Your accounts should also maintain currency with security updates.

Update Frequency

Remind your clients that the average life of a website is around two years. Marketers want to appear current to consumers. If their site looks dated, consumers may hesitate to engage with them.

ROI and Tech Stack

Around half, 50% of marketers, want to improve their ROI measurement from website activities. Nearly as many, 48%, believe they can “drive more revenue from website initiatives.”

As they experiment with website improvements, marketers will look to technology. They have invested in their tech stack, but this effort hasn’t always been successful. This year, 58% of marketers want a big “overhaul” of their tech stack to obtain to the website they want. If you have expertise in this area, sell your accounts on your website optimization service.

Part of the tech stat investment is all about personalizing the website experience, especially if the business operates an e‑commerce site. 59% of marketers believe that great personalization improves the brand’s image for the customer. And 49% believe personalization, such as remembering a previous order, increases chances of making another sale.

Mobile Optimization

A site that is not mobile optimized will put off consumers. The experts point out that mobile sites now drive nearly 60% of website traffic. You can test your account's website performance, especially in mobile environment. Run a Digital Audit on them. This tool is available with a subscription to AdMall.

Attracting Site Visitors

It’s important to frequently update the look and feel of a website. It’s even more important to be sure consumers find your account’s website. To do that, help them focus on competitive SEO and E‑E-​A‑T as another aspect of your website optimization service.

Competitive SEO

While some traffic to a site comes through direct means, your accounts likely rely on search results to draw new customers. Not long ago, focusing on keyword ranking helped marketers rise to the top of the search results list.

Experts hints that Google’s dominance is fading. But the company still controls close to 80% of the desktop search market. With their dominance clearly intact, your accounts must use the latest SEO techniques to stand apart from their competitors.

Educate them on the competitive SEO situation. An Ahrefs study reveals that 96% of pages across the web don’t get “organic traffic from Google.” That number is astonishing.

But there’s even gloomier news for marketers that don’t appear on the first page of Google results. They have very little chance of attracting interest from online searchers.

Optimization Beyond Keywords

Don’t let this happen to your clients. Ranking from the right keywords has become much harder. Small businesses are competing with larger and well-​established businesses for a high position in search results.

Another reason they fail to rank is that consumers aren’t searching on the terms your clients are using.

For nearly two decades, keyword have reigned supreme in SEO. Keywords still matter but they should be part of a larger plan. Here's where a great website optimization service makes a difference. You can develop a plan for producing high quality content that answers questions for users.

E‑E-​A‑T

Google uses a “multi-​dimensional framework” to review content. It reviews a site in the context of overall quality. Then the algorithm drills into the content on the site for quality purposes. And finally, the producer, or author, of the content comes under review.

As Google searches for the data it will present to an online user, it wants to provide quality answers to questions. The company’s E‑E-​A‑T model plays a role in the ranking. The acronym stands for how Google analyzes content:

• Experience
• Expertise
• Authority
• Trustworthy

Adam Heitzman has put together an E‑E-​A‑T checklist to help marketers manage their content they need to meet guidelines.

Experience

The people who create content on your client’s site should have experience in their field. As a content producer publishes more material, their experience rating increases. Google also looks for original thinking and insight. When a content producer shares original research, the algorithm rewards the post by ranking it higher.

Expertise

Google also considers the expertise of the person producing the content. To do that, the search engine looks for author pages linked to a post. To build their reputation as an expert, the content they have produced should link to the author page.

Authority

Google wants online searchers to see content that is provided by a credible author. For each blog post and other online content on your account’s site, an author’s name should appear.

The date of the last update should also be visible on the page. If content hasn’t been refreshed for several years, buyers will consider it to be dated.

If the content does not offer valuable “takeaway” messages, readers won’t find it helpful. And Google won’t give it a high score. To improve content, insights should be offered by either the author or a quoted expert in the field.

Trustworthy

Potential buyers want to know who they are dealing with. Your accounts should have an up-​to-​date page that lists critical information such as a phone number, email address and the location of the business offices. Without these data points, consumers may move on to another provider.

If your account is running an e‑commerce business, remind them to include a page about their returns policy. Consumers love to shop online. But they don’t want a huge hassle if they have to make a return.

Website Optimization Service — Content Management

Another part of your plan should include robust content analysis. Your accounts need to add content when it's missing. And they need to update popular pieces of content.

Gap Analysis

One way to stay current with the market changes and what competitors are doing is to invest in a content gap analysis. Review what competitor companies are writing about. Are they covering topics that your accounts haven’t covered? If so, it’s time to create posts on these topics using a slightly different angle.

Content Refresh

If your clients have pages that are drawing significant traffic, work with them to create a content calendar. This calendar should involve “prioritizing high-​traffic pages that haven’t been updated in over six months.” Refresh the data points on these pages with new information.

Summary

Without constant attention, a website will go unnoticed. If your accounts want to be visible during online searches, they'll need to work at it. With your website optimization service, they can succeed at generating more revenue.

Image by Christina Morillo on Pexels.