What’s the Point of Building a Site?

by | Last updated Nov 15, 2019 | Published on Aug 31, 2019 | Search Engine Optimization, Web Design

Many people find themselves in the boat where they have built a webpage, and then nothing happens. It just sits there and struggles about while they pull out their hair in frustration. It is as though they thought that just having a webpage would be enough – some magical portal through which customers would flock and buy up all the products and services. Sadly, that is not the case nor the role of a webpage.

A webpage is a tool, and every job has a tool that does that job the best. So, the real question is what is the job that your webpage is supposed to do. For most businesses, the answer to that question is to find, engage, and convert site visitors into customers.

The flip side of this coin begins by understanding what and why online searchers are doing. What they are doing is looking for a tool so that they can solve a problem. They are asking questions such as who has the best prices for tires or how many daycare facilities are nearby. Each question that they ask is about a problem they are trying to solve. It should be your hope that your website can help them answer those questions because that is the first step in finding online customers. Here’s how that process works and why your webpage needs to rank.

The Shoppers Problem

As mentioned, online searchers are looking to solve a problem. The first stage of that process is all about asking questions, and those questions become the keywords and phrases that they enter into a search engine. The search engine then matches their queries to keywords – “best tires” or “who has the best performance tires in Calgary”- with the keywords on websites or found within a website’s content. As searchers begin to ask questions, they also start their buyer’s journey.

The buyer’s journey is the beginning of SEO and why SEO is so important. That process also defines strategic marketing for websites. Everything in marketing must be measurable so that it can become optimized, and the results improved.

Concept of Successful Business

The Buyer’s Journey


Stage I – Buyers begin their sales journey by looking for that tool that helps them solve a problem. At this step, keywords or keyword phrases may lead them to your site through an organic keyword search. Your website may also appear to them via a PPC ad that highlights the keyword or phrase for which they are searching.


Stage II – Some buyers will land on your site, look around, and leave (bounce.) Others will see something that interests them, and they will dig a little deeper, looking for more information. What has occurred at this point is that the visitor has found a possible solution (tool) to their problem, and they want to know more about that possible solution to see if it fits their needs exactly.

Stage II of the buyer’s journey is all about Call-to-Actions (CTA’s.) You’ve successfully gotten the visitor to delve deeper, and now you need to close the deal. They have not yet decided to make a purchase, but they may. They may want more even detailed information. That is why the CTAs are so important. Give us a call, subscribe to our Email. Sign up for a discount off your first purchase. Many types of CTA’s entice the visitor into action. You design the CTA’s based on your strategic marketing plan, which outlines the goals you need your webpage to meet.


Stage III – Conversion Conversion – During stage III of the buyer’s journey, the visitor to your site makes a purchase or performs an action designed to help you sell to them.

The stages of the buyer’s journey follow the psychological profile of buyers – the mental processes that a buyer goes through as they identify a problem, search for a solution, and research the potential solutions they find, purchase the solution that most fits their needs.

Why is the buyer’s journey important? The answer is directly related to Organic SEO and PPC. It is your site’s SEO or your website’s web content that ultimately guides the person searching for a solution within your site. Well, you hope it is to your site. The Search Engine Results Page – SERP – will show each internet user the pages that rank the best for those keywords or keyword phrases. If your website is not ranking on the first page, the searcher may not find your site. The ranking of webpages and content is the next essential item. Here’s why:

Why is SEO and Ranking So Important?

Where potential buyers end up after they begin to search for a solution to their problem is called a SERP – the Search Engine Result Page. The reality is that it should end in the word “pages” because there are many, possibly hundreds or thousands of page results depending on the topic. All of those pages have something in common, the keywords or keyword phrases that the searcher is using.

What this points out to us is that keyword placement is not enough; after all, all of these “pages” have keywords in common. It is also a good idea to point out here that SEO is more than just keywords and keyword phrases. SEO is the basis by which search engines rank both sites and web content.

The Website Debacle

Merely having a website is never going to be enough. The site must be equipped to function and thrive online. The process of enabling a website to thrive and function begins with both on-page SEO and off-page SEO and the amplification those processes is a product of organic content and paid ads (PPC.) Calgary SEO helps drive online and local traffic to your business, site, or content.

The Statistics

We know from various studies that websites along with their content which rank on page one of Google search receive on average about 32 percent more traffic than pages that rank on page 2 or lower. Remember that searchers are looking to solve a problem and search engines rank sites and content based on how well they appeal to searchers.

The usefulness of a webpage is measured using metrics such as bounce rates and dwell times and interaction between the searcher, the site, and the content. In short, if your website is not thriving and functioning to answer the questions that a searcher has, then it will not rank well. If it does not rank well, your odds of attracting a potential buyer diminishes the farther back your page lands in the search results. Sites on the first page of Google have 32 percent more traffic on average, then pages that do not rank on the first page. For Bing – the increase in traffic to the first page sites and content can be as much as 42 percent.

The better your site answers the questions from internet searchers, the higher your site will rank. Your website needs quality SEO that addresses both organic search and pay-per-click ads (PPC.) to land on page one. What is it worth to rank #1 in Google search? Quite a lot, even if we only measure hits to the site.

SEO Symbol  on the Keyboard

Remember that people who are using a search engine are trying to find a tool – an answer to their question – as they try to solve a problem. Will they even make it to page two? That question is important because search engines rank sites based on many aspects, one of which is how well the site interacts with new searchers. In short, those sites on page one of Google are providing answers to the questions that searchers are asking. If those sites are solving the problems for searchers, there is no need for the searcher to go deeper into the search results. That revelation is why the farther back your webpage is in the SERPs, the less traffic it receives.

Do you need to have a webpage in 2019? For most businesses, the answer to that question is yes.
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However, without a strategy that makes the webpage thrive and function, it is a waste of money to put up a webpage because its position in the SERPs will make it almost useless. So, how do you make a webpage thrive and function? Here is a roadmap of how Calgary Web Design makes a webpage function and thrive in 2019 and beyond.

Identify your Niche markets

Develop a marketing strategy that is specific to the niche; the business’ goals, is measurable, is scalable.

Develop an SEO strategy that includes both organic search goals and PPC ad goals.

Pay attention to keywords and phrases and hone those so that they fit your niche to a tee and not just vaguely. Weak keywords drive searchers away.

Develop ad campaigns that are specific to keywords and the niche, and that match the content of the site.

Make sure that content on the site addresses all three levels of the buyer’s journey and that it uses strong keyword phrases, CTAs, and contains more in-depth information, and backlinks both from your site and to others.

Measure everything so that you can compare the results to your marketing goals and make adjustments where needed.

Pay close attention to off-page SEO too.

Rank on Google 1st Page

Without a professional Calgary SEO campaign which includes technical, on-page, & off-page SEO – sites rarely rank well. Backlink Outreach is also a very healthy ranking factor when worked on correctly; If you have a webpage that is floundering, SERPs SEO can help. For a more website specific response, reach out to our team. We work with businesses of all sizes and across all markets.

What’s the Point of Building a Site?

by Stephen Gagnon

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