A Website Lacking a Clear Goal Serves No Purpose: Insights from Multiple Audits

I recently kicked off another “Let’s Fix Your Website” session, in partnership with the San Francisco Small Business Development Center and the San Francisco Public Library. We aim to give small business owners practical steps to boost their online presence.

For this session, I invited a powerhouse guest—my friend Danny Barrera, founder of Concrete Marketing Crew. Danny specializes in digital marketing for the construction industry, having built his agency from the ground up with hundreds on his team. He knows exactly how to drive traffic and leverage SEO effectively.

This session dives into website audits, giving an action-packed guide to improving your digital reach.

Let’s get started!

Cossi Family Coaching

Debbie Cossi has been a family coach for 28 years. However, her website, cossifamilycoaching.com, appears new and is built on Wix. The current homepage headline, “Welcome to Cossi Family Coaching,” lacks specific appeal to parents seeking help. It is cluttered, with many sections and options that may overwhelm visitors.

Currently, it ranks for no keywords within the top 100 Google search results. The site owner has attempted to use Wix’s SEO settings by adding keywords and phrases to each page, but this has not yet produced noticeable results.

I generally recommend WordPress over Wix, citing better SEO capabilities and noting that WordPress powers nearly 30% of the internet. This site aims to attract parents of children ages two through teens who face various family or behavioral challenges, from bedtime routines to broader family issues.

Recommendations

Focus on a pain point relevant to parents, such as “Are You Struggling with Parenting Challenges?” or “Find Support for Managing Your Child’s Behavior” to directly address their concerns.

Move calls-to-action (CTAs) like “Book a 15-Minute Consultation” above the fold on the homepage, as visitors often bounce if they don’t see a clear next step. Ideally, position the CTA near the top of the page for immediate visibility.

Avoid listing detailed packages (e.g., small, medium, large) on the homepage; instead, guide users through a logical flow (such as a clear CTA to book a call) before presenting package details.

Replace the current stock photos with a personalized video introduction. For, example, Debbie could introduce herself in a video, explaining her coaching approach and how she supports families with parenting challenges.

While text testimonials are currently on the site, video testimonials from real clients would be more impactful. Use the XYZ Model (Problem, Solution, Result) in testimonials, such as: “Before working with Debbie, we struggled with bedtime routines. Through her coaching program, our evenings became much more manageable, and now we have a peaceful bedtime routine.”

Instead of calling them “testimonials,” label them as “Client Stories” or “Success Stories” to make them feel more authentic and less like generic endorsements.

Follow the Dollar-a-Day Strategy on platforms like Facebook and Google to attract local parents seeking family coaching. This involves daily, low-cost ads targeting parents in the area, encouraging them to visit the site for support services.

Ray’s Cocktail Eggs

Ray’s Cocktail Eggs are hard-cooked eggs pickled in a tangy brine of vinegar and spices. However, the website https://www.rayspickledeggs.com has limited on-page SEO and poorly optimized title tags. Current meta titles and tags are outdated or misplaced (e.g., “best Bloody Mary garnishes”). The site is hosted on Wix, and the user struggles to locate and update SEO tools.

Headings (H-tags) are poorly structured, using terms like “Welcome to the,” “Cocktail Egg,” and “Our Story,” which lack relevance for SEO and fail to convey the product’s purpose to search engines. The website doesn’t communicate the product’s unique qualities effectively and lacks a clear call-to-action (CTA) for ordering. Additionally, it offers no guidance for a smooth customer journey, leaving users uncertain about ordering online.

Ray’s targets a local San Francisco audience, promoting mainly through Instagram and farmer’s markets, with no consistent keyword strategy or SEO targeting. Customer habit data is also limited, as is insight into repeat purchases.

Currently, the business sells direct-to-consumer (DTC) with no subscription model, retail partnerships, or expanded distribution channels. Social proof and customer testimonials on the website are sparse, and the logo and brand assets lack visual appeal to capture the product’s vibe. Furthermore, there’s no content showcasing the eggs in local restaurant dishes or paired with other foods.

Recommendations

Use Google Keyword Planner to identify local SEO opportunities, with keywords like “spicy pickled eggs,” “pickled eggs near me,” and “best pickled eggs in San Francisco.”

The meta title and description should better reflect the product and target audience, such as “Best Pickled Eggs in San Francisco – Order Now.”

Reorganizing the Hashtags to create a clear SEO hierarchy will help, starting with an H1 like “Premium Pickled Eggs in San Francisco” and using H2s for product details, ordering information, and story highlights.

Adding a direct CTA, such as “Order Now” or “Contact Us for Delivery,” on the homepage will better engage both local and broader audiences. Visually engaging elements or videos on the homepage can show the product in settings like brunches, Bloody Mary garnishes, or charcuterie boards.

The “Our Story” section should be kept secondary to the product showcase to focus potential customers on ordering or learning about the eggs first.

To enhance social proof, Instagram content can be embedded directly on the site by repurposing successful posts and videos to highlight testimonials, cooking ideas, and product images. Video testimonials from local San Francisco bartenders or chefs will help build credibility.

A Dollar-a-Day strategy can boost local engagement by using Instagram or video content in San Francisco, with possible expansion to Facebook and Twitter. Partnerships with local bars or brunch spots could feature the eggs in dishes or cocktails like Bloody Marys.

Collaborating with online stores or similar businesses could also enable bundled offerings, such as pairing with cocktail garnishes or charcuterie items.

To encourage repeat customers, a subscription or membership model could offer regular deliveries, helping cover advertising costs. Discounts or loyalty programs for returning customers will drive consistent purchases.

CBD Euphora

Alex, the co-founder of CBD Euphora, specializes in CBD formulas designed for relief but faces regulatory challenges around the term “pain relief.” The business primarily sells direct-to-consumer (DTC) through a Wix-based website cbdeuphora.com but struggles to advertise effectively on platforms like Facebook and Google due to restrictions on “pain relief” claims.

However, sales thrive at pop-up markets and festivals, where sampling often leads to high repeat purchases and an estimated customer lifetime value of $50 to $100 per month. The customer base is small (around 80 people), with limited reach beyond the Bay Area and no significant referral or partnership programs.

We always recommend alternatives to Wix for greater flexibility, noting that the current site content may seem “spun” and less authentic, which could impact credibility.

Recommendations

Since regulations limit direct “pain relief” claims, emphasize storytelling by sharing real customer experiences. Record short interviews to capture specific customer stories—like one from a client who now walks a mile and a half on the Embarcadero—using these narratives in emails to increase authenticity.

To build community, offer a “tell-a-friend” referral discount, providing 20% off to both referrers and new customers. This can help expand the email list and encourage organic growth.

Initially, focus on building a strong customer base in San Francisco before expanding to regions like San Diego or Denver. Continue leveraging in-person events to raise local awareness and acquire customers.

To replicate the engagement of market sampling online, consider offering virtual product trials or sample kits to create a similar personal experience for online shoppers.

Position Alex as a brand figurehead to foster trust and authenticity. Combining Alex’s story with customer testimonials can help connect with customers without relying on external influencers.

For promotions, offer giveaways in newsletters and on social platforms, focusing on mood, sleep, and wellness benefits without explicitly mentioning CBD.

Set an acquisition goal of a 5:1 return (e.g., spending $120 to generate $600 in revenue). On social media, prioritize organic strategies on Facebook, TikTok, and Instagram due to ad restrictions.

Beauty of Art

Sajana offers a unique skincare service where clients receive unlabeled product samples. After a trial period, she conducts a consultation to reveal the product details. Her goal is to help clients choose skincare products based on effectiveness rather than brand, fostering a needs-based selection experience.

Clients fill out a form detailing their skin type, tone, and skincare needs. Based on these responses, Sajana sends three customized, unlabeled product samples. Clients then scan a QR code to book a consultation, where Sajana discusses each product’s benefits.

We have a few recommendations for her. Sajana’s business model can attract skincare clients seeking a genuine and brand-neutral solution.

Recommendations

Run a small ad campaign ($100–$200) on Instagram and TikTok using Facebook Lead Ads. This approach simplifies the sign-up process by autofilling user information, reducing friction.

Create engaging short videos to explain the benefits of trying products without brand influence, using the “mystery samples” concept to spark curiosity.

Include client testimonials or stories of improved skin conditions to build trust and showcase the effectiveness of her consultation model.

Highlight the consultation process prominently on the homepage, clarifying how the blind test empowers clients. Add a CTA like “Discover Your Perfect Skincare Routine” with options to “Get Free Samples” or “Book a Consultation.”

Introduce a blog or FAQ section to address skincare concerns, explain the science behind the blind-test method, and emphasize ingredient-based product selection.

Use dollar-a-day ad techniques on TikTok and Instagram to gauge interest and leverage lead ads on both platforms for easy client onboarding.

Share short videos with skincare tips, “behind the scenes” of the sample selection process, and other relatable content.

Collaborate with beauty influencers for authentic reviews to increase visibility and trust.

Conduct interviews with skincare professionals or mini-webinars to boost credibility and reach.

Gather client feedback after consultations to refine product selection and improve client satisfaction.

A Gentle Rest

At A Gentle Rest, they’ve created something truly special: mobile or in-home pet euthanasia that provides a peaceful, compassionate environment for pets and their families. Many pet owners don’t realize they have this option, so there’s an opportunity here to increase awareness through different platforms and let people know about the comfort it can bring during such an emotional time.

One of their competitors, Golden Gate Pet Hospice, also offers similar services in San Francisco, including both hospice and euthanasia options. Right now, the site https://www.agentlerest.com is built on Weebly and uses Square for payments, which works smoothly, though the owner is cautious about switching platforms.

Despite a couple of unsuccessful SEO services in the past, the site still ranks for around 280 keywords, mostly tied to the brand name or general terms like “mobile vet San Francisco.” Given that there’s a good search volume for related terms, optimizing for SEO could help reach more people.

Recommendations

The website itself would benefit from a cleaner structure, with clearly defined sections that are easy to navigate. Right now, most of the search terms bringing people to the site are brand-related, so focusing on high-value keywords related to mobile pet euthanasia in the San Francisco area could help attract more relevant traffic.

Adding a few more pages or blog posts that explain in-home euthanasia, its benefits, and some common PAA questions could help build trust with visitors.

Setting up a Google Business Profile for San Francisco would help with local SEO and increase visibility in Google Maps results. It’s also a great spot to gather reviews from happy clients, which can build social proof and boost search rankings.

Running targeted Google Ads in San Francisco could help generate immediate leads as well, especially if the ads focus on the top keywords and show up in the first few ad placements. A dedicated landing page designed to capture leads—featuring a phone number and a simple form for people to fill out—could increase conversions.

I’d also suggest creating a short one-minute video that explains the service in a gentle, approachable way. Covering topics like “Is it painful?” and “Why choose in-home vs. clinic-based euthanasia?” would answer common questions and help put people at ease. Using calming visuals can reinforce the peaceful experience, and for budget-friendly, high-quality editing, a Fiverr freelancer could be a good option.

While Weebly and Square offer smooth integration, moving to WordPress would unlock better SEO tools and more control over the site.

Who’z Nxt

Who’z Nxt, based in Pleasanton, is the Bay Area’s leading staffing agency for business and technology. This recent startup, launched in November 2021, is still building its online presence and operational processes. The website, https://www.whoznxt.com, was originally built on Wix by the previous owner before the current team joined.

Who’z Nxt offers business consulting, staffing, and recruiting services, working with major tech clients like Microsoft and Google. The company targets two main audiences:

1. Job-seekers, particularly engineers specializing in hardware and software
2. Clients needing tech talent, primarily in the Bay Area and Silicon Valley

Currently, the website uses stock images, such as those representing hiking and parasailing, which don’t align with the agency’s consulting and recruiting focus. Although the “About Us” page includes team information, visitors may overlook this page and miss getting to know the team.

They have an active social media presence across LinkedIn, Facebook, Instagram, and TikTok and plan to expand their efforts by hiring a social media manager. Additionally, the company recently launched a foundation to donate a percentage of revenue to global causes, demonstrating its commitment to community support.

Recommendations

Replace stock images with real photos of team members to create an authentic connection. For example, instead of using generic photos of mountain climbing, show Jackie (or other team members) hiking or hot-air ballooning, with a brief introduction like, “This is Jackie, who enjoys hot-air ballooning and leads our back-office operations.” Authentic images of team members build trust and distinguish Who’z Nxt from competitors relying on stock imagery.

Organize job categories (e.g., hardware, software) into separate pages to simplify site navigation. Each category page should list specific roles, with each role linked to its own dedicated page to optimize SEO and enhance the user experience.

Include team stories and the founder’s mission directly on the homepage rather than limiting them to the “About Us” page. Add a brief introduction to the foundation’s purpose on the homepage so visitors immediately know about Who’z Nxt’s commitment to giving back.

Add a “Our Mission and People” section on the homepage, featuring a short description of the foundation and individual team member highlights to build credibility and appeal.

Focus on LinkedIn as the primary platform for brand-building. Encourage each team member to engage actively, sharing insights and company values. Develop LinkedIn content specifically to connect with tech talent and hiring firms.

Share stories of past client projects or recruiting successes on LinkedIn rather than just job listings or general updates. Use a storytelling approach across social media to avoid standard IT-company content (like generic motivational quotes), instead featuring client success stories, recruiting journeys, and employee spotlights.

Post short videos on LinkedIn or Instagram from team members discussing recent successful placements or offering professional insights. This approach emphasizes authenticity and expertise.

Invest in long-form content that showcases the team’s industry knowledge. Consider blog articles or LinkedIn posts with tips on recruiting trends or job-seeking advice in tech. A post like, “How to Navigate the Competitive Bay Area Job Market in Tech,” could attract job-seekers and employers.

Prioritize genuine engagement over keyword-stuffing for SEO, focusing instead on quality leads through strategic LinkedIn outreach. Use cold email techniques, such as Alex Berman’s strategies, to make initial connections and build a real audience.

Train the social media manager to use tools like Descript for efficient video editing and repurposing. Establish a system for creating, organizing, and distributing content across channels. Set up a routine where team interviews or short clips on recent projects can be easily edited and shared on multiple platforms, maintaining consistent engagement without relying on generic posts.

Gilded Feather Studio

Gilded Feather Studio is a handmade jewelry company featuring unique pieces with modern simplicity. This new website primarily displays custom jewelry designs by creator Hardwick. While it showcases product visuals, it lacks detailed storytelling and behind-the-scenes content that could enhance its marketing appeal.

Recommendations

People purchase art, jewelry, and other unique products not only for their design but also for the creator’s story. For example, sharing the personal story behind each piece, such as the inspiration for the teardrop chandelier earrings stemming from a waterfall experience, can create an emotional connection with buyers.

Mark Twain’s quote, “The wine is 99% in the telling and 1% in the drinking,” illustrates the importance of storytelling in marketing.

Incorporate these stories directly on product pages and in a main “Inspiration” section on the homepage. Showing the jewelry creation process will add value and make it more relatable and authentic. A bag manufacturer that frequently shares behind-the-scenes views, such as working at a kitchen table, has successfully built customer trust and brand loyalty.

Post behind-the-scenes images or short videos of the jewelry-making process on Instagram Stories, Facebook, and YouTube. Use platforms like Instagram Stories and YouTube Shorts to regularly share your design process. Focus on capturing short clips that showcase both completed jewelry and the crafting process. Instagram’s visual nature aligns well with jewelry, offering a natural platform for sharing your work.

Another brand leveraged Instagram exclusively, sharing photos and videos of their jewelry-making process, which significantly boosted engagement.

Engage more deeply with customers by creating short stories that show how they can wear or style the jewelry. For example, highlight day-to-evening pieces, workout-friendly jewelry, or business-appropriate options.

Encourage loyal customers or friends who genuinely love the jewelry to create posts or stories featuring Gilded Feather Studio pieces. Authentic posts by fans create a stronger, more relatable vibe than traditional influencer marketing. A pet brand successfully drove sales by collaborating with pet influencers who shared genuine moments with their products.

These ads effectively reach a wider audience with content created by others. You can boost original posts from fans without needing full access to their accounts, targeting users who resonate with their profiles. The creator of the post simply boosts the content, allowing for targeted outreach.

A handbag brand, Rad Rev Shop, built a large audience by consistently showing the creator working on products. Simple, authentic content, often created from a kitchen table, resonated deeply with customers. Observing how similar brands connect with audiences can inspire Gilded Feather Studio to grow its reach.

Erin Carney

When we audited the new Squarespace website, https://erincarney.net/, we identified several areas needing refinement to capture visitors’ attention and increase engagement. Erin, an abstract oil artist, recently launched this site with a soft push on Facebook, making it fresh and ready for more visitors. However, with a bounce rate of around 68%, it’s clear that visitors aren’t sticking around.

The website is visually appealing, with tabs labeled “Portfolio 1” and “Portfolio 2” displaying Erin’s work. However, these portfolio names don’t communicate their content, leaving viewers uncertain about what to expect. If you were a random visitor, would you know what “Portfolio 1” offers versus “Portfolio 2”? Without intuitive labels, most visitors wouldn’t click through.

The homepage currently displays only one main piece, which doesn’t captivate or encourage exploration. The overall setup misses an opportunity to invite visitors to explore Erin’s portfolio immediately.

Recommendations

Use clear, descriptive titles like “Urban Abstracts” or “Color Series” to instantly communicate the content of each section.

Include a description under each artwork to share its inspiration, creation process, and personal significance. Consider short, one-minute videos where Erin can discuss each piece’s backstory to engage viewers on a deeper level.

Showcase multiple works on the homepage with a clickable gallery, similar to setups on YouTube or Amazon, to draw visitors in and encourage deeper exploration.

Replace portfolio tabs with a “Shop” or “Collections” section to prepare for future e-commerce, using clear call-to-actions that encourage browsing and buying.

Add images of Erin’s paintings displayed in beautiful, modern spaces, helping potential buyers visualize these pieces in their own environments. Include a mix of close-up and zoomed-out shots to highlight each painting’s mood.

Add insights from collectors or friends who own Erin’s pieces. Testimonials could describe how a piece enhances their daily life, providing extra value and connection for potential buyers.

After implementing these updates, small business owners can track engagement to see if visitors stay longer and explore more of the site. These changes aim to create a powerful, immersive experience that highlights their incredible talent while connecting potential buyers with their art on a personal level.

Ready to take your website to the next level? Join Office Hours now for expert insights and actionable tips. Fast, efficient, and game-changing—let’s get started!