Hand on heart: Do you sometimes have the impression that your website is like a boutique on a side street - lovingly decorated, but hardly anyone comes by? You know how much expertise, experience and personality you have to offer. The only problem is that the wider online community has obviously not yet realised it.
It doesn't have to stay that way! Because online visibility is not a game of chance, nor is it a question of having the biggest advertising budget. Often all it takes is a little strategy, the courage to create your own profile - and the willingness to share your knowledge.
In this article, you will learn how you can show yourself online as you really are: competent, credible, distinctive. Without any puffery, but with a clear message: your ideal customers will find real solutions here - and a real person behind them.
Ready to switch on the light? Then let's get started.
The be-all and end-all - high-quality content!
Be an expert, not a salesperson.
You are an expert in your field - show it!
People search the web for solutions, not advertising promises. Trust is gained by sharing knowledge, solving problems and communicating openly. So get to the heart of your expertise and give your visitors added value. This works above all with content that:
- Solve your target group's problems
- Make your unique selling point clear
- Explain the background and benefits clearly
Start with your most important performance pages. Each page should cover ONE topic comprehensively (1,000+ words won't hurt). Make it clear: This is the original - not a boring copy!
Concrete tips:
- Communicate your expertise as if you were helping a good friend - comprehensible, likeable, to the point.
- Use your service pages not as a billboard, but as a platform to show how and why you can help.
- Describe typical challenges faced by your target group - and explain how your services support them.
- Give insights into your working methods, show examples, talk about successes and case studies (anonymised, of course, if necessary).
- Avoid phrases like "We are the best", but show what you specifically do better or differently than others.
And: Don't shy away from detailed content! Pages that deal with a topic competently and comprehensively are trustworthy - also for Google.
Blog - but do it right
WordPress makes it easy: Use the integrated blog to regularly cover relevant topics.
No duplication of topics!
One topic = one article. Is there more to say? Then an overview article plus special detailed articles.
(And: The titles should already make this crystal clear, keyword: "What exactly is this about?")
A substantial contribution once a month
... is a good start. Length: 500 to 1,000 words. Better detailed and useful than thin and arbitrary.
Need an example?
Don't just write "What is tax advice?", but: "5 common tax mistakes made by small businesses (and how to avoid them)" or "Tax tips for founders: What you need to consider in the first year".
This will set you apart from the crowd and offer your target group real added value.
Newsletter: Reach your audience directly
Do you already have a newsletter? Then it's about time!
Otherwise, you will miss out on one of the most effective ways to reach your audience in the long term - without the whims of algorithms or social media platforms.
A newsletter is like your own little VIP area: anyone who signs up is really interested in what you have to say. And you have full control over who you invite, what you share and how often you seek contact.
Why a newsletter at all?
- Independence: You are not dependent on Google updates or social media reach. The direct line to your subscribers really belongs to you.
- Recognition value: Regular newsletters keep you in the minds of your contacts - no matter how much else gets lost in the daily grind.
- Building trust: Those who receive valuable content by email gradually build up a real bond with you. You become a familiar voice in their inbox.
What is important?
- Quality beats quantity: Please don't just send out random stuff like "Our new trainee introduces herself" or "We were at trade fair XY". Your newsletter should offer real added value: exclusive practical tips, industry insights, brief instructions, maybe even a little look behind the scenes - but always from the reader's perspective.
- Exclusivity: Feel free to share content in the newsletter that is not available on your website. Small pieces of advance information, special offers or a personal recommendation.
- Compact and appealing: Nobody wants to read endless emails. Better: a clear tip, a crisp impulse, a maximum of one or two topics per issue.
- Don't forget data protection! A must, especially in Germany: opt for a solution that complies with data protection regulations and keeps all your data safe. Practical recommendation: The Newsletter Plugin for WordPress - simple, powerful and everything stays on your server.
Another tip:
Make it easy for visitors to sign up: An eye-catching form on your website, a small note at the end of each blog article, maybe even a mini freebie as a thank you for new subscribers.
Conclusion:
Newsletter subscribers are your regular guests. Anyone who has subscribed once and experienced real added value will come back again and again - and may even recommend you to others.
Use the content of your website on your social media profile
Does your target group hang out on LinkedIn or Instagram? Then why not share your best blog articles there too? It's better to use two good channels than five half-heartedly.
Customise the content for the respective platform: What works on LinkedIn may be out of place on Instagram.
Examples of range boosters:
- Guest articles in specialised portals (e.g. industry magazines, blogs of colleagues)
- Podcast interviews (show your personality!)
- Online events or webinars (offer real added value)
- Comments in relevant forums/communities (please do not clumsily advertise here, but really help)
Those who are consistently visible are perceived as experts - and that is exactly what pays off in terms of reach.
Technical and content fine-tuning
SEO, loading time, user-friendliness - sounds technical, but is essential.
- Search engine optimisation: Your content must be found. This does not mean serving up keyword salad, but rather incorporating targeted search terms that your target group actually uses.
- Optimise loading times: Nobody likes to wait. Make sure that your website loads quickly - not only Google loves this, but also your visitors.
- Structure and usability: Clear navigation, comprehensible structures, mobile optimisation.
If your content disappears in a digital maze, even the best content won't help.
Mini timetable
Your to-do list for more reach
So that you are not only motivated, but also able to act immediately - here is your personal roadmap.
(Ticking off is expressly permitted.)
1. define target group
- Who do you want to reach? (age, profession, interests, problems)
- Where do these people typically get their information? (Google, forums, social media?)
2. review existing content
- Are your service pages comprehensive and up-to-date?
- Do you already have a blog? How up-to-date is it?
- Which questions do customers ask again and again? (Create FAQ section!)
3. set up an editorial plan
- Note down topics that move your target group.
- Plan one blog article per month - quality over quantity!
- Make sure you have variety: basics, trends, tips, experiences.
4. set up newsletter
- Technical: Choose a GDPR-compliant newsletter tool (tip: The Newsletter Plugin)
- Integrate a registration form prominently on your website.
- Plan your first content: Tips, exclusive insights, offers.
5. connect social media
- Decide on 1-2 channels that suit your target group.
- Recycle blog articles: Share, discuss, link to the website.
- Build a small content library (e.g. quotes, mini tips, customer feedback)
6. build up external reach
- Contact specialised portals for guest contributions.
- Offer yourself as an interview partner for podcasts.
- Get actively involved in communities - not as an advertising drummer, but as a helpful expert.
7. measure & readjust success
- Install a statistics tool. The Burst tool is simple and very data protection-friendly; simple statistical analyses, such as the number of hits on individual pages and blog articles, are often sufficient. Google Analytics or Matomo are much more comprehensive.
- See which content works (and which doesn't) on a monthly basis.
- Stay flexible and adapt your topics to the feedback.
What's the point?
With this attitude, you will be perceived as an expert - and that is the best prerequisite for turning visitors to your website into real prospects and later into customers. If you show expertise, you sell on the side - but credibly and at eye level.
I would be happy to analyse your website with you and discuss what you can do specifically on your website to increase your visibility.
Make an appointment