The internet is a crowded place. Seemingly everybody and everything has a website. Especially businesses. I’d venture to guess if you’re reading this, you are someone who has a website for your business.

You probably feel like the market you’re in is wildly competitive and it’s nearly impossible to have a website that can compete.

I have good news for you: it’s not as competitive as you may think because the majority of business websites are either old, dysfunctional, poorly constructed, or just not leverageable in the least bit.

This drastically cuts down on how competitive the landscape really is.

A business’ website must be viewed as one of the greatest assets it can have and it must leverage it to grow the business.

Plain and simple.

There are 3 massive things your website must do to accomplish that goal and help you grow your business 24/7/365.

Let’s find out what those are now:


Optimized for Search Engines


Your website must drive organic traffic results if it is going to be leveraged to grow your business. While paid ads are a great way to drive more traffic to your website, this traffic should be considered gravy traffic on top of the organic traffic your site is driving.

If your website is search engine friendly, then you can dominate your lead gen from two angles, both emanating from your optimized website.

And yes, we’re venturing into the mysterious world of SEO here…but really, it’s not a mystery. If your website is full of relevant and useful content and provides a great user experience as laid out in Google’s WebMaster Guidelines, then you are on your way to having great SEO foundations.

One of the most effective ways to ensure your website offers high-quality content is through blogs, FAQ sections, and similar channels. When creating content, it’s crucial to provide information that users are actively seeking and present it in the manner they prefer. Many people make the mistake of creating content that interests them and presenting it in their preferred style, which is ineffective. Also note that not every website and type of business needs a blog…they can achieve their content goals through the on-page text on service pages or an FAQ page.

To identify the types of content users are actually searching for, tools like Google Analytics, Google Search Console, and Google Trends are invaluable. According to Google, providing a good user experience is straightforward, but it doesn’t necessarily mean implementing flashy or trendy features. Many website additions, such as excessive graphics and badges, offer little to no value to the user. Google offers tools like Lighthouse to help assess whether your website delivers a good user experience.


Every page has a purpose


Nearly every website I audit is full of useless junk. Things that serve no purpose and get scrolled past regularly. Think badges, client logos (‘Who We Work With’ sections), certification emblems, blocks of pointless text, etc.

People coming to your site are there to do 1 of 3 things: contact you immediately (call you), submit their info for you to call them (lead form), or check out your gallery of work/about us page (learn about you).

If you have sections of any of your pages that are distracting users from doing one of these things, you are likely to cause people to leave. In-your-face graphics, too many graphics, too much movement, or even icons that encourage people to leave your site (looking at you social media favicons) need to be curtailed. Your goal is not to cause people to leave your site!

Surely you’ve been on a website where it’s just “too busy”. There is so much clutter and disorganization that you now have a negative impression of the company, even if only subconsciously. Are you likely to do business with them, if you happen to be able to find the contact info?

I know I wouldn’t.

If you have items or content that don’t keep people engaged on your site or cause them to contact you, then it needs to be removed.


Prominent but not annoying CTA’s 


It’s shocking how many websites make it a chore to find out how to contact them. The number one thing your website must prioritize is ease of contact. These calls to action must be present and easy to find/use, but not invasive in ways that would cause someone to be put off and leave your site (such as annoying pop-ups that are impossible to get rid of).

The first major CTA that has to be present at the top of every page is your phone number.


But so many businesses don’t do this! What’s more, many don’t make their number clickable on mobile.

We want users to always be only 1 click away from taking action. If your number isn’t prominently displayed and clickable on mobile 90%+ of all searches are on mobile these days), then you’re requiring the user to take more steps to contact you which the majority aren’t likely to take.

Note that this feature needs to be coded on the site to only be clickable on mobile. Clickable on desktop only provides a poor experience as a desktop computer is not outfitted to make phone calls.

The next big CTA is the “Contact Us” button. Remember, if someone has landed on any of our pages and elected not to click to call, they very well may wish to contact us via our lead form.

This option needs to be displayed prominently on each page, just as the phone number is.

Finally, the “About Us” or the “Gallery of Work” (depending on your type of business) CTA needs to be front and center on each page as well. If they haven’t done one of those first two steps, then the only other logical thing they could want to do on your site is learn about you or see samples of your work.

See an example in the wild:

screenshot of properly formatted web page

Note the 3 CTA’s easily accessible




At the end of the day, your website must exist to grow your business. After all, a business that isn’t growing is dying.

Study these 3 simple steps and see if your website is search engine friendly, provides value at every turn, and if you’re properly utilizing your calls to action.

If your site needs a leg up in this department, the development team at Ricochet Digital can help. Contact us online or by phone today. We are a Cincinnati-based web development and digital media company that can help you build and leverage your website and make it a focal point of your growth.