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Thousands of searches. Almost no clients.
That's where Richard Reid's website was when we started working together. Richard is a psychology-led leadership coach for founders, CEOs and senior leaders, and his site was ranking. Just not for the right people.
When I sorted every search the site appeared for by intent, 60% were people researching psychology topics. Only 5% were people actually shopping for a coach.
So instead of chasing more traffic, I rebuilt the strategy around that 5%:
Mapped the private pressures each of his three audiences carries, from the 3am thought to what they're really buying
Separated his two sites so they stopped competing for the same searches
Restructured the service hubs
Rewrote the homepage and about page to lead with who he helps and what he solves, with one clear route to a consultation
The old homepage said "Elevate Your Leadership with Richard Reid". The new one tells a founder or C-suite leader, in the first line, that this is for them.
Both pages are live. Full case study on my profile.
If your site gets traffic but not enquiries, the fix usually isn't more traffic. It's knowing which visitors matter and writing for them.
This is gold. 60% wrong traffic vs 5% buyers — same problem I see with Illinois restaurants.
They rank for "how to make pizza" and get 10k views, 0 bookings. You fixed it by writing for the 5% who actually want to buy.
"Elevate Your Leadership" → "This is for you, founder at 3am"...
A collection of high-converting social media creatives for food & beauty brands. I focused on clean, product-focused visuals that stop the scroll and drive "Shop Now / Order Now" actions. Designed for Instagram, Facebook ads, and menu posters.
The pink donut tile stops the scroll, and the burger one has real appetite appeal. How do you keep a food set and a skincare set feeling consistent in one collection?
Your customers want more than just a product picture. They want information that helps them make a confident buying decision.
For a skincare product, they want to know:
✨ What's in it?
✨ What benefits does it offer?
✨ How should they use it?
✨ Is it right for their skin type?
Your content should answer these questions before customers even have to ask.
Because good product content doesn't just attract attention. It builds trust and helps turn interest into sales.
Does your content answer the questions customers have before buying?
#ContentStrategy #EcommerceContent #ProductMarketing #Shopify #ContentCreation
