Why Your Website, SEO and Ads Shouldn't Be Run by Three Different People

You pay a web designer to build your site. You pay someone to handle SEO. You pay someone else, or Google directly, to run your ads. Each one sends you a report every month.

So why does it still feel like your marketing isn't adding up?

Usually it isn't that any one of those people is doing bad work. The problem is that nobody is looking at how the pieces work together. Your website, your content and your ads all affect each other. When different people run them, the connections between them get lost.

The usual setup

Most small and mid-sized businesses build their marketing one piece at a time. A website gets built a few years ago. Someone is hired for SEO when traffic stalls. Ads get added when sales need a push.

Each piece makes sense on its own. But the result often looks like this:

• A web designer who built the site, handed it off, and checks in once in a while
• An SEO person or agency who writes content and reports on rankings
• An ads manager who runs Google or social campaigns and reports on clicks
• You, trying to make sense of three different reports in three different formats

Nobody in that picture is responsible for the whole thing. That job falls to you, usually on top of running the business.

What gets missed

When your marketing is split up, the most valuable information falls through the cracks between vendors. A few common examples:

• Ads send people to a page that doesn't convert. The ads report says clicks are up. The website never changes to turn those clicks into calls or form fills. You pay for the visit and lose the customer.
• Content gets written for the wrong searches. Your ads data shows exactly which searches turn into paying customers. Your SEO writer never sees it, so they write about topics that bring traffic but not sales.
• Ads keep paying for searches you could get for free. If your site already ranks well for a search, you may not need to buy ads on it. Without one team watching both, you often pay twice.
• Reports show numbers, not decisions. Traffic, impressions, click-through rate. Each report is accurate, but none of them tells you what to do next.

None of this shows up as a single obvious problem. It shows up as a budget that keeps growing while results stay flat.

How LeadFlask connects them

At LeadFlask, we run four services as one system: website design and development, SEO and content marketing, paid search and digital advertising, and business intelligence. The same team works on all four, so what we learn in one goes straight into the others.

• Your website tracks what visitors do from day one. That shows us which pages and messages actually bring in customers.
• Your content is planned around that data. We write for the searches that lead to sales, not just the ones that bring traffic.
• Your ads use what the content and the site have learned. Budget moves toward the searches and audiences that convert, and away from searches you already win for free.
• Your reporting puts it all in one place and comes with recommendations: what's working, what isn't, and what we suggest doing next.

The people building your site are the same people running your content and reading your analytics. There are no handoff meetings and no "that's another department." When something changes in one area, the rest of the system adjusts.

That's why we say the results compound. In month one, the systems launch. By month three, they start reinforcing each other. By month six, the same budget is doing meaningfully more work than it did at the start.

A real example: LTC News

LTC News publishes news and education about long-term care insurance and the needs of seniors. It competes for attention in a field dominated by large, established healthcare publishers.

Instead of publishing more articles than the competition, we built a structure:

• Pillar pages that cover broad topics in depth and establish authority
• Focused educational pages that answer specific questions and link back to those pillars
• A national directory of healthcare organizations that gives readers something useful and creates more ways for them to find the site

Because the content, the website and the reporting were planned together, each new page strengthened the others. The results: sustained growth in organic traffic, qualified leads for LTC News's insurance partners, and a new source of revenue from corporate advertising.
Leads increased 37% in one month.

"The way businesses attract customers is evolving. Paid ads are getting more expensive, competition is increasing, and customers are more discerning than ever. The brands that win in the future will be those that invest in organic, sustainable customer acquisition." — Matt McCann, President, LTC News

What working together looks like

Every engagement follows the same three steps, and each one is scoped to your business. Nothing is a package pulled off a shelf.

1. Diagnose. We listen. Tell us your revenue goals, your competition, and what is and isn't working. No pitch, just questions.
2. Map. We research your market, audit your current website, content and ads, and find the opportunities with the biggest payoff. You see the full picture before any work starts.
3. Build. We design and launch connected systems (site, content, ads and reporting) that keep improving over time. Launch is the starting line, not the finish.

A few things stay the same for every client:

• Monthly billing, no long-term contracts. You can leave anytime, so we have to keep earning your business.
• Direct access to the team. You talk to the people doing the work, not an account manager relaying messages.
• Full visibility. You see what's being built, what it costs and what it's producing, with real numbers and no jargon.

We've worked with clients across Ohio and nationwide, and some have been with us since 2008.

Find out where your marketing isn't connected

If you're paying for a website, SEO and ads but the results don't add up, the gaps between them are the first place to look.

Our first meeting is free. You'll leave with a competitive audit and a clear picture of where you stand, whether or not you work with us. Because you shouldn't have to pay to find out if someone's competent.

Start a conversation or call us at (614) 968-9243.