Visitors Want Content: Does Your Website Deliver?

Are you a small business owner looking to take your website to the next level? You’re in the right place. Whether you’re just starting or looking to enhance your online presence, in partnership with the San Francisco Small Business Development Center (SBDC), we didn’t just talk theory—we dived into real examples of website audits and digital strategies. 

Let’s jump into the session and learn from real examples!

Wondrous Vulva Puppet by Dorrie Lane

Dorrie Lane is the owner of Wondrous Vulva Puppet. Her current website, vulvapuppet.com, is hosted on Squarespace, which isn’t ideal for e-commerce. A combination of WordPress for content and Shopify for e-commerce would be a better solution.

The site’s technical setup, including outdated plugins and slow load times, negatively affects performance, especially on mobile devices. Google’s PageSpeed Insights scores are low due to excessive plugins, large images, and inefficient coding.

It is ranking for 80 keywords. For example, it ranks number one for ‘vulva puppet,’ which gets 150 searches a month, and captures 39 of those—pretty good!

However, this site is essentially static. It has 21 pages, but a quick site search shows that most are just navigational links. So, realistically, they only have about 10 meaningful pages.

Here’s a rhetorical question: Why would you expect anyone to visit your site when it lacks substantial content?

Dorrie mentioned considering switching to Shopify. I think she should, but that’s only part of the solution. The real issue is content. 50% of her problem is a lack of content, 25% is related to ads, and 25% is a technical issue.

Product descriptions are limited and generic, lacking essential details about the vulva puppets, such as texture, design inspiration, or use cases. Missing videos, testimonials, and context (e.g., how educators or therapists use the products) reduce credibility and engagement.

Additionally, there is a lack of community-focused content and user-generated examples, which weakens the site’s appeal to its niche audience of OBGYNs, sex educators, and therapists.

The homepage does not communicate the value proposition, making it difficult for visitors to understand what the website offers at first glance. There is also a lack of optimized images. Several images could be compressed without losing quality, which would improve the site’s speed and overall performance.

The site also lacks prominent and compelling calls-to-action (CTAs), making it harder for visitors to know the next step, whether it’s contacting the business, signing up for a newsletter, or making a purchase. Moreover, there is minimal social proof—no testimonials, case studies, or client logos—further hindering trust-building with potential customers.

Lastly, while the site is mobile-responsive, some elements are misaligned on mobile devices. Ensuring smooth mobile optimization will improve conversions, as more people shop from their phones.

Recommendations

• Add detailed product descriptions, videos, and customer use cases.

• Focus on storytelling to connect with the audience, such as showcasing testimonials from educators or therapists.

• Develop a simple blog featuring interviews with professionals in the target field to build community and increase site traffic.

• Outsource technical improvements to experienced developers, balancing cost and expertise through platforms like Fiverr or Upwork.

Cayton Drumming

Jeff Cayton is a talented drumming teacher who runs the YouTube channel “Cayton Drumming.” However, he currently has only nine subscribers and hasn’t posted much content yet. While Jeff has asked some technical questions, his main focus should be on producing and sharing content, rather than getting caught up in the details.

Here’s what he should do to build his online presence:

• Set up his website: Use WordPress and Shopify to create an online platform.

• Enable payments: Set up PayPal to handle transactions.

• Focus on social media: Being active on social media is more important than having a perfect website. Jeff should make sure he’s visible on major platforms.

There is no content yet on his YouTube channel, but that’s okay. He can start by recording behind-the-scenes clips, powerful one-minute videos, or TikToks. He already has some great videos that just need to be shared.

For example, someone could ask him, “Hey Jeff, what are you about to play?” or “What instrument is that?” Jeff’s story is even more unique because he has a deaf and blind student who’s a prodigy, and he’s worked with individuals on the autism spectrum. He just needs to promote himself and get the word out!

Elika’s Dress Code

Elika’s Dress Code, http://www.elikasdresscode.com/, is a Shopify-based website that was developed about a month ago. However, Google’s spam update negatively impacted it.

The homepage lacks content above the fold, leaving a lot of white space. Visitors must scroll down to see any products.

The site features general categories instead of showcasing bestsellers, which reduces visibility and potential sales.

Product pages lack detailed dress information, such as material descriptions, customer reviews, and high-quality images. For instance, the Sweet 16 Bandage Cutout Midi Dress has limited details and a low-resolution image.

There’s no focus on making the top-performing items more accessible for users or search engines.

The website needs more SEO power, limiting its ranking potential.

The SEO team attempted to add their products to Google Merchant Center, but approval issues have hindered progress.

Shopify’s structure doesn’t offer the same flexibility as WordPress, particularly for creating a blog section. Despite efforts, they couldn’t integrate a blog into the Shopify site.

Recommendations

• Utilize the space above the fold to feature bestsellers and promotions. For instance, add a carousel or grid layout for top products.

• Remove unused white space and reorganize content to improve usability and engagement.

• Provide detailed descriptions for each product, including material information, size options, care instructions, and styling tips.

• Upload high-quality images that showcase products from multiple angles.

• Add a review section to encourage feedback and build trust with potential buyers.

• Perform keyword research to identify high-value terms like “affordable Sweet 16 dresses,” “formal evening gowns,” and “trendy midi dresses.”

• Optimize product titles, meta descriptions, and headers with these keywords.

• Create a blog with content focused on long-tail keywords, such as “How to Choose the Perfect Dress for a Sweet 16.”

• Collaborate with fashion bloggers or influencers to review products and link back to the site.

• Submit the website to relevant online directories, like fashion and wedding vendor directories, to boost domain authority.

• Create shareable content (e.g., styling guides) to attract organic backlinks.

• Troubleshoot product approval issues by ensuring compliance with Google’s requirements for product codes, IDs, and descriptions.

• Use shopping ads once Merchant Center issues are resolved to drive traffic and conversions.

• Explore Shopify plugins to add a blog section. Publish articles on fashion trends, styling advice, and customer success stories to improve organic traffic.

• Use Shopify apps that facilitate SEO optimizations, like Schema markup for product pages and automatic meta tag generation.

People keep asking about the browser extension I use. I primarily use Ahrefs, but I also rely on SEMrush, Moz, and other tools. While some of these can be expensive, most offer free versions, and many provide free trials.

Mike Dinkle Healing Arts

Mike Dinkle’s Healing Arts website, https://mikedinkel.com/, currently faces a sitewide SSL issue, meaning visitors are not experiencing a secure connection when they come to the site. This results in the loss of important data from their analytics, especially if they’re coming from external sites.

Additionally, the website lacks key personal elements that help build trust and connection with potential clients. Mike’s site uses stock photos, and there are no personal images of him or videos to introduce himself to visitors.

Although Mike gets most of his clients through referrals and social media, the website does not seem to effectively convert online visitors or rank well on search engines. There’s only one review on Google, and the Google My Business listing is incomplete, lacking essential information such as photos. The website is built on Squarespace, which has some limitations in terms of customization and overall performance.

Recommendation

• Work with the hosting provider to get a sitewide SSL certificate. Free SSL certificates are available from many providers.

• Add personal images and a video introducing Mike, explaining his services, and showcasing client experiences.

• Add more information, including client reviews, photos, and detailed descriptions to improve local SEO.

• Turn existing social media posts into blog entries on the website for better SEO and content marketing.

• Move away from stock photos and use real, authentic content that reflects Mike’s personality and services.

Real Estate Agent: Rahul Mahra

Rahul Mahra’s website is hosted on a ReMax platform, which provides standard realtor sites. However, this type of website doesn’t have much power or flexibility for personal branding. The vanity domain is purchased, but the ReMax site still points to the default listing broker site.

This site is not optimized for SEO, and there’s little focus on Rahul’s personal brand. Additionally, no video or content showcases Rahul’s expertise or provides local, valuable information to attract potential clients.

Although Rahul is purchasing the domain, the site lacks the necessary strategies for generating leads and building an online presence.

Recommendations

• Move away from the standard ReMax platform and create a personal website to build your brand. This should highlight your unique expertise and local knowledge.

• Take inspiration from successful real estate agents, like those in Dallas, who generate leads by creating videos about different neighborhoods and real estate topics. Rahul can use the same approach for Toronto, making videos about various suburbs and real estate-related topics.

• After creating YouTube videos, repurpose them into blog posts for your website, as well as posts on social media platforms like Facebook and Twitter. This helps increase visibility and drive traffic.

• Create content targeting specific suburbs and real estate keywords in Toronto. This will help you rank higher on search engines for local searches and attract more relevant leads.

• Hire someone from platforms like Fiverr or Upwork to create eye-catching thumbnails and edit videos, saving time and ensuring professional quality.

• Start gathering client reviews and feedback to improve social proof, which will contribute to higher rankings and better trust with potential clients.

Remember, it’s not just about having a website—it’s about having a website that works for you. Content, SEO, and the right platform are the keys to driving traffic and getting the results you want. Don’t wait—let’s start fixing your website today!

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