The Simple and Smart SEO Show

SEO Strategies For Your Website to Attract "Golden Clients"

July 26, 2023 Brittany Herzberg, Crystal Waddell Season 2 Episode 62
The Simple and Smart SEO Show
SEO Strategies For Your Website to Attract "Golden Clients"
Show Notes Transcript

Today Brittany (aka B) walks us through rewriting her website and updating her SEO strategy.

B shared her two-year process of refining her website.

  • This involved understanding her ideal client, their budget, and prevalent problems. 
  • To find more information, she performed voice of customer (VOC) interviews.

B noted her increased visibility indicating her SEO expertise.

  • B updated her website messaging. 
  • She overhauled her offer suite, 
  • Performed keyword research, and 
  • Created new SEO strategies for specific pages.

B has a step by step process for creating SEO strategies.

  • B outlines each page before writing the first draft. 
  • Consider the overall flow and story for each page. 
  • B weaves SEO, storytelling, and social proof into her work.

Like this episode? Sign up for Marisa's messaging masterclass: Sept 26 @1pm, Sept 28 @ 8pm, or Sept 30 @10am.

B and Crystal shared ways of using social proof on your website:

  • Testimonials and statistics,  organized for easy reference during writing tasks.
  • B & Crystal both stressed the strategic use of customer reviews, testimonials, and statistics 
  • Crystal suggested using customer reviews and testimonials in product descriptions to increase relatability and trust (social proof).
  • Crystal also emphasized using customer quotes to enhance customer experience.
  • Brittany shared that 92% of consumers read reviews and testimonials before buying a product.

SEO services provided by B

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This transcript is machine generated and has not been fully edited for errors.

Brittany Herzberg: [00:00:00] Okay, so today I'm going to walk you. 

Brittany Herzberg: You, Crystal and you anyone listening. 

Brittany Herzberg: Through the website rewrite that I just did. 

Brittany Herzberg: Which I'm really excited to share about. 

Brittany Herzberg: I wrote down all my notes. I have things I feel organized.

Brittany Herzberg: I actually wrote I think it was on linkedin this morning. 

Brittany Herzberg: I wrote a post about. 

Brittany Herzberg: How long it took two years pretty much since the time I wrote my initial website. 

Brittany Herzberg: I was like It was always ebbing and flowing. And always evolving and. 

Brittany Herzberg: It took so long because I was like, okay. 

Brittany Herzberg: I need to get to a point where I know these things and these are the things I'm going to walk you through. 

Brittany Herzberg: But these things are updated and new and like where I really want to focus all of my energy.

Brittany Herzberg: So. 

Crystal Waddell: It's like that thing that you say. What you do, who you help, that type of thing. You,

Brittany Herzberg: yeah. Bingo.. 

Crystal Waddell: Okay. 

Crystal Waddell: Because I think. 

Crystal Waddell: Probably what you're saying is over the years, your offers have changed so much. 

Crystal Waddell: You found your niche. 

Crystal Waddell: Where you really shine helping people.

Crystal Waddell: [00:01:00] So I'm excited to hear all about it. Yeah. 

Crystal Waddell: And that was my first question. 

Crystal Waddell: My first question was gonna be like, why did it take two years? But I get it. I totally get it. 

Brittany Herzberg: Yeah. 

Brittany Herzberg: And it's that's a little bit of an exaggeration because I had website copy. It was functioning. But if you've ever talked to a business owner, you know that we're always like not happy with what's out there.

Crystal Waddell: And the other thing I know about you is that you've been so busy. 

Crystal Waddell: Our businesses are different. I'm always like tweaking e commerce stuff. 

Crystal Waddell: Adding new products. 

Crystal Waddell: Messing around with that type of thing. 

Crystal Waddell: But you're doing actual client work for other people that has deadlines.

Crystal Waddell: And so it's like people who do client work understand this. 

Crystal Waddell: That a lot of times your own website. 

Crystal Waddell: And your own stuff. Gets the attention last. 

Crystal Waddell: So I do want to say, I understand that. 

Brittany Herzberg: Yeah. 

Brittany Herzberg: And you hit the nail on the head when you were saying like, the offers are evolving. The clients are evolving. So yeah.

Brittany Herzberg: If you're in that place and you're listening to this. 

Brittany Herzberg: And you're like, Oh, I could totally resonate. You're not alone. And it doesn't [00:02:00] have to take two years. 

Crystal Waddell: I have to ask you that very important question. How do you define SEO? 

Brittany Herzberg: Oh, I think we all know this.

Brittany Herzberg: This is cute. 

Brittany Herzberg: SEO is how you show up as the answer to a Googled question. 

Brittany Herzberg: And I love that is my line.

Brittany Herzberg: And it's really funny when people listen to the show. 

Brittany Herzberg: And then they come back in in my DMs or in emails or something. 

Brittany Herzberg: And they're like, I say that now. 

Brittany Herzberg: And I think it's really cool. 

Crystal Waddell: Yeah, I know.

Crystal Waddell: That's a fun little saying. It's easy to say. It's easy to understand. And it's exactly spot on. 

Brittany Herzberg: I tried really hard. I can't do a hair toss because my hair's in a bun. 

Brittany Herzberg: But okay. So I was really thinking about okay, 

Brittany Herzberg: when I started rewriting my site, where did I begin? So I gave myself this like exercise this morning. 

Brittany Herzberg: And I really started, when I was updating my voice of customer, voice of client interviews. 

Brittany Herzberg: So doing that market research, which I tell people all the time and especially when we're talking on the podcast. 

Brittany Herzberg: I'm like, talk to your people. Talk to your people. 

Brittany Herzberg: But I hadn't been talking to the right people. 

Brittany Herzberg: And that was one of the things that [00:03:00] was unfolding over the last nine months, I would say. 

Brittany Herzberg: If I like am serious about the timeline there.

Brittany Herzberg: So over the last nine months, I Was figuring out characteristics of my ideal client. 

Brittany Herzberg: And who that person was. 

Brittany Herzberg: And the budget that they had. 

Brittany Herzberg: And what their business looked like. 

Brittany Herzberg: And what their problems were. 

Brittany Herzberg: And then I did Celie's roadmaps program. 

Brittany Herzberg: And we had her on the show recently. 

Brittany Herzberg: One of the first exercises is all about voice of customer.

Brittany Herzberg: So I think I did 11 or 12 of those and I organized that. 

Brittany Herzberg: And then that allowed me to update my messaging. 

Crystal Waddell: Okay. So I definitely don't want to interrupt your train of thought. 

Crystal Waddell: I do apologize. But I was just curious. 

Crystal Waddell: You were like, I wasn't reaching the right customer. And I was wondering if there was some sort of indicator?

Crystal Waddell: How did you identify and recognize that you weren't reaching the person that you wanted to reach? 

Brittany Herzberg: That's a good question. 

Brittany Herzberg: I don't think it was necessarily that I wasn't reaching them because I was pulling in the right people. 

Brittany Herzberg: I wanted to figure out how to pull in more of those people.

Brittany Herzberg: I was very aware of some of the projects that [00:04:00] were super draining on me. 

Brittany Herzberg: Energetically and time wise. 

Brittany Herzberg: My pricing needed to change. 

Brittany Herzberg: Because there were some things that were happening and I was honestly a little bit resentful. 

Brittany Herzberg: It didn't happen often, but it was happening often enough where I was like.

Brittany Herzberg: This has got to be tweaked. 

Brittany Herzberg: So it was more about like, how do I find more of you? Like you, this golden client that I want more of. 

Brittany Herzberg: That's a good question. 

Crystal Waddell: Yeah. I like how you called it the golden client. 

Crystal Waddell: I can reflect back on e commerce, in that feeling of resentfulness. 

Crystal Waddell: That has been my measure as well. 

Crystal Waddell: When I start feeling like this.

Crystal Waddell: Effort isn't matching up with the amount that I'm actually getting compensated for it. 

Crystal Waddell: Or I'm just overwhelmed. 

Crystal Waddell: This is the time where I have to reevaluate my pricing. 

Crystal Waddell: And raise the pricing. So I definitely get that. 

Crystal Waddell: And I think a lot of people probably wonder, how do you quantify that something needs to change?

Brittany Herzberg: Oh, yeah. Yeah, I'm that is a good point.

Brittany Herzberg: I've had other people say this. So, it's weird for me to say and that's why I'm hesitating.

Brittany Herzberg: But I've had other people tell me that I'm more aware than other people are.

Brittany Herzberg: So I'm almost [00:05:00] like, too aware of myself. 

Brittany Herzberg: And what's going on. 

Brittany Herzberg: It's a blessing and a curse. 

Brittany Herzberg: So yeah, that's just it comes naturally to me. 

Brittany Herzberg: But you're totally right that it doesn't come naturally to other people. 

Brittany Herzberg: And even though I'm aware, it still takes some time. 

Brittany Herzberg: To be like, Okay, I feel weird.

Brittany Herzberg: But what is it? Where is it coming from? What do I need to change? 

Brittany Herzberg: So I like that. I like that point of clarification. 

Brittany Herzberg: So I did the voice of customer interviews. 

Brittany Herzberg: Got that information. 

Brittany Herzberg: And then I use that to update my messaging. 

Brittany Herzberg: And for me, when I think about messaging, those questions you were pointing out those three questions are what I ask everybody.

Brittany Herzberg: And I feel like they inform not only your messaging. 

Brittany Herzberg: But also your SEO. So those three questions just to repeat. 

Brittany Herzberg: It's who do you help? 

Brittany Herzberg: So that's your ideal client, those characteristics. 

Brittany Herzberg: How do you help them? 

Brittany Herzberg: Those are your offers. 

Brittany Herzberg: And then what do you want to be known for? 

Brittany Herzberg: And I love asking those three questions. 

Brittany Herzberg: Because it really does drill to just like the heart of the matter.

Brittany Herzberg: And it's okay, these are my answers. 

Brittany Herzberg: You can use that for your messaging. 

Brittany Herzberg: And then you can use that for step four.

Brittany Herzberg: Was to actually do the [00:06:00] keyword research. 

Brittany Herzberg: And create the new SEO strategies for the pages that I updated. 

Brittany Herzberg: It wasn't everything it was home about in services.

Brittany Herzberg: So I use that to, to do the new keyword research and to create those strategy pages. 

Crystal Waddell: Do you remember the day when you would ask yourself like who I help?

Crystal Waddell: And the answer was I'll help anyone! And I'll help everyone! 

Brittany Herzberg: I wasn't so much like that. I was really weird. 

Brittany Herzberg: Like, this is one of my strange awareness things.

Brittany Herzberg: And I think it was I credit it to being because I came from a world where I had a I had my massage business. 

Brittany Herzberg: I had already been in business.

Brittany Herzberg: So I knew the importance of having a niche. 

Brittany Herzberg: And not just helping everyone. 

Brittany Herzberg: And so when I became a copywriter. 

Brittany Herzberg: You can niche in different ways. 

Brittany Herzberg: But I knew that I wanted to help health and wellness providers. 

Brittany Herzberg: That's one of the things that expanded. 

Brittany Herzberg: And now I help service providers.

Brittany Herzberg: I knew who I wanted to help.

Brittany Herzberg: I didn't necessarily know how I wanted to help them though. 

Brittany Herzberg: So I was taking on any copywriting project that came my way. 

Brittany Herzberg: If I got excited about it. 

Brittany Herzberg: I was like, Ooh, let's try this out. 

Brittany Herzberg: So that's where I was a [00:07:00] little bit more open. 

Crystal Waddell: Yeah. I think that's a good thing though. 

Crystal Waddell: Saying, Hey, are you excited about it?

Crystal Waddell: That's probably a good job for you if you don't understand who exactly you want to help. 

Crystal Waddell: My cousin is starting his own lawn service.

Crystal Waddell: And that was the first question I asked him. I was like who do you want to help? 

Crystal Waddell: Who's your ideal client?

Crystal Waddell: Everybody. I was like, okay, we got to back this up. 

Crystal Waddell: And I just think that's how so many business owners start out. 

Crystal Waddell: So I think this is such a great point of clarification. 

Crystal Waddell: Instead of saying, I want to help everybody. 

Crystal Waddell: You can pick somebody, pick a golden client. Create a golden client. 

Crystal Waddell: Or identify a golden client. 

Crystal Waddell: That makes it a lot easier to build your offers.

Brittany Herzberg: I would say yes, I would say firm yes to that. 

Brittany Herzberg: And I like to, something else I like to offer people is that you're not married to that niche or that ideal client or even that product. 

Brittany Herzberg: So, you're just dating it.

Brittany Herzberg: So it's okay, I'm gonna clean this for a little while. 

Brittany Herzberg: If you're the kind of person that needs to or likes to put a time limit on it Say. 

Brittany Herzberg: Okay I'm gonna try this for I would say at least give it like three months to let it really pan out. And see if you Like it or not.

Brittany Herzberg: But yeah, you could [00:08:00] do that. 

Brittany Herzberg: You could just say i'm gonna try this for a while until it doesn't feel good or until it evolves or whatever. 

Brittany Herzberg: But i'm curious like with you. 

Brittany Herzberg: First of all, tell us like who it is that you like helping. 

Brittany Herzberg: And how did you arrive at that?

Crystal Waddell: Gosh I like helping everybody. No, I'm just kidding. 

Crystal Waddell: I like helping Shopify store owners. 

Crystal Waddell: The specific niche within that is handmade shopify store owners. 

Crystal Waddell: Any seller that's making the transition from selling on Etsy. 

Crystal Waddell: To also building their own online presence. 

Crystal Waddell: So that's my specialty.

Crystal Waddell: And the reason why I arrived there is because that's what I do. 

Crystal Waddell: And so what I realized through the process. 

Crystal Waddell: Is every question that I've had, other people also have. 

Crystal Waddell: I'm also one of those learners that, I want to know exactly how it works. 

Crystal Waddell: And why it works the way it does.

Crystal Waddell: I ask a lot of questions that some people don't even know to ask. 

Crystal Waddell: I don't know how many times I've had somebody tell me, I didn't even know what an H1 was. 

Crystal Waddell: And especially in the case of Shopify. 

Crystal Waddell: I [00:09:00] didn't even know where to find that meta description to change it. 

Crystal Waddell: Or the impact of duplicating a page. 

Crystal Waddell: And what impact that had.

Crystal Waddell: That's who I serve, and I can serve the best. 

Crystal Waddell: But, I do have other people that come in. 

Crystal Waddell: Even though I'm talking to Shopify store owners. 

Crystal Waddell: Realtors have reached out to me. 

Crystal Waddell: Photographers, that's been another big source of clientele. 

Crystal Waddell: But yeah, my sweet spot is that Etsy handmade seller that's trying to build their Shopify store.

Brittany Herzberg: Yeah, and I have noticed that a lot of us.

Brittany Herzberg: Even just like working with my clients, a lot of us business owners end up helping earlier versions of us. 

Brittany Herzberg: Because we have these answers now. 

Brittany Herzberg: And we're like, somebody else needs this. 

Brittany Herzberg: Just like what you said. 

Brittany Herzberg: Yeah, I think that's pretty typical and common.

Brittany Herzberg: And if you're listening and you're starting out, it's a really easy place to start. 

Crystal Waddell: You said voice of customer. 

Crystal Waddell: Can we revisit that really quick? That to me sounds internal lingo or whatever.

Brittany Herzberg: Coach speak? 

Crystal Waddell: What is it? [00:10:00] How do you do it? How do you use it? Why is it important? 

Brittany Herzberg: So we could do a whole like spin off episode on that. 

Brittany Herzberg: That's an idea. 

Brittany Herzberg: I'll keep it a little bit higher level. 

Brittany Herzberg: So, voice of customers you're just wanting to ask your people some questions. 

Brittany Herzberg: And get answers from them.

Brittany Herzberg: You want to learn what their language is. 

Brittany Herzberg: And with, especially with SEO. 

Brittany Herzberg: We've talked about this before. 

Brittany Herzberg: You and I may say something a certain way about SEO. 

Brittany Herzberg: But the people that we want to reach and that we want to help are going to say it differently. 

Brittany Herzberg: So how are they describing it? How are they saying it?

Brittany Herzberg: Even just this morning, I made a post. 

Brittany Herzberg: One of my clients was like, with seo, we're just trying to figure out what people are looking for online, right? 

Brittany Herzberg: I was like, bingo. 

Brittany Herzberg: That is where we are starting, exactly. 

Brittany Herzberg: So when you go and talk to your clients and you can do that in a variety of ways. 

Brittany Herzberg: I have written emails to people. 

Brittany Herzberg: I have sent out surveys.

Brittany Herzberg: I have texted just like one question. 

Brittany Herzberg: Or i'll do like voxer messages. 

Brittany Herzberg: You can also get on zoom or google meet or something like that and do a quick face to face. 

Brittany Herzberg: Really you're trying to [00:11:00] get at, what were you, where were you stuck? 

Brittany Herzberg: What help did you need? 

Brittany Herzberg: Why did you decide to work with me?

Brittany Herzberg: If you catch them early enough in the process, which I like to do. 

Brittany Herzberg: I like to just weave this into natural client journey, working with them kind of thing. 

Brittany Herzberg: I want to know what they typed in. 

Brittany Herzberg: If they can remember it. 

Brittany Herzberg: And so if you catch them early enough in the process, you'll actually figure out. 

Brittany Herzberg: I typed blah, blah, blah into the Google search.

Brittany Herzberg: So yeah, you're trying to figure out all of that stuff. 

Brittany Herzberg: Along with, toward the end of the process. 

Brittany Herzberg: One of the fill in the blank questions I asked my people a lot is before working with Brittany, I didn't have, or I didn't know. 

Brittany Herzberg: Fill in the blank. 

Brittany Herzberg: And you get some really good answers that way.

Crystal Waddell: What I'm thinking and how I apply it to e commerce is, especially if you are the person that interacts with customer messages. 

Crystal Waddell: Somebody sends a message on Etsy. 

Crystal Waddell: Or somebody sends a message through chat on a website. 

Crystal Waddell: You can start incorporating voice of customer at that point. 

Crystal Waddell: Because you can just say, Hey, how did you find me?

Crystal Waddell: Remember I told you just last week? 

Crystal Waddell: There [00:12:00] was the lady that lives in Maryland. 

Crystal Waddell: But was in France and she needed wooden letters and or wooden numbers. 

Crystal Waddell: And so I said, Oh yeah, how'd you find me?

Crystal Waddell: And she said, I just Googled, wooden numbers that stand.

Crystal Waddell: And I was just like, this is great. And so I can write that down. 

Crystal Waddell: And now that's another thing that needs to go on my website. 

Crystal Waddell: So that it aligns that much better with what people are searching for. 

Crystal Waddell: But that's just a really easy way to incorporate that process. 

Crystal Waddell: Especially for people who talk to their customers early on.

Brittany Herzberg: You can even build that into if you have some kind of like auto responder thing.

Brittany Herzberg: You can even build that into it. 

Brittany Herzberg: And I have it actually as part of my yeah. 

Brittany Herzberg: Just make it easy for yourself. 

Brittany Herzberg: Two things I want to say, before I forget before they fly out of my head. 

Brittany Herzberg: But you can add that. 

Brittany Herzberg: I have it on my inquiry form. How did you find me? Or how did you hear about me? 

Brittany Herzberg: But the scenario I wanted to call attention to. 

Brittany Herzberg: I remember you had that lady in France. I also had someone, it was a hidden message on Instagram DMs.

Brittany Herzberg: And she asked me about [00:13:00] Podcast show notes. 

Brittany Herzberg: She's oh, would you write podcast show notes because i'm looking for someone to do that who has some seo skills. 

Brittany Herzberg: I was like yeah that totally fits under my umbrella and I had just had a conversation earlier in the week with somebody else. 

Brittany Herzberg: So I was already adding that in as a service and I was like, this is cool. 

Brittany Herzberg: And I asked her, I was like how did you find me?

Brittany Herzberg: And she's oh I just typed something in instagram like search in the search bar. And you showed up. 

Brittany Herzberg: And that was proof for her that I know what I'm doing. Because I showed up in her search.

Brittany Herzberg: But it was really cool. 

Brittany Herzberg: So that's neat when you have stuff like that actually happens like you with the lady in France and me with the lady on Instagram.

Brittany Herzberg: Like it was really cool. 

Crystal Waddell: Yeah. Wow. I think we know what we're talking about. That's neat. 

Brittany Herzberg: Okay. Voice of customer. 

Brittany Herzberg: Updated my messaging. 

Brittany Herzberg: I overhauled my offer suite and then I did keyword research. 

Brittany Herzberg: Updated the SEO strategy for, like I said, those three pages: home, about, and services. 

Brittany Herzberg: From there, my copywriter hat went on. 

Brittany Herzberg: More so than my SEO strategy hat. 

Brittany Herzberg: And I outlined each page. 

Brittany Herzberg: So when I do that, I want to have some idea of what's the flow of the [00:14:00] page going to be like? 

Brittany Herzberg: And I noted, what big story did I want to tell? 

Brittany Herzberg: Or did I want to weave into the page? 

Brittany Herzberg: Because for me, it's, it comes back to, and I told you this before we started recording, it comes back to SEO, storytelling, and social proof.

Brittany Herzberg: And I feel like those are my three. 

Brittany Herzberg: So I made a point to write down what big story I wanted to hint at. 

Brittany Herzberg: Or to actually uncover on each page. 

Brittany Herzberg: And then after I outlined, I wrote the first draft of each of these pages. 

Brittany Herzberg: And I took it one by one. 

Brittany Herzberg: I think I actually did home first. 

Brittany Herzberg: And then I believe I did about. 

Brittany Herzberg: And then I did services. 

Brittany Herzberg: And you can -just like, side note- You can structure your services pages in a variety of ways. 

Brittany Herzberg: .The thing that kept standing out to me was that I wanted one main services page. 

Brittany Herzberg: And then I wanted it to pop over to each of the services. 

Brittany Herzberg: Where I could describe in more detail what the process was like. 

Brittany Herzberg: What the person actually gets. 

Brittany Herzberg: The timeline, the pricing, all of that stuff.

Brittany Herzberg: Any thoughts? 

Crystal Waddell: Really neat. I like how you, created that [00:15:00] main services page. 

Crystal Waddell: And then gave it, arms to reach out. 

Crystal Waddell: It's tough to describe multiple things on one page, without 

Brittany Herzberg: feeling cluttered, right?

Crystal Waddell: And without people getting confused. 

Brittany Herzberg: So I wrote the first draft. 

Brittany Herzberg: And then I, from there, once I had written stuff. 

Brittany Herzberg: I sifted through my social proof. 

Brittany Herzberg: So testimonials, and even statistics. 

Brittany Herzberg: And I figured out where I wanted to insert those. 

Brittany Herzberg: Because I like using statistics and social proof. 

Brittany Herzberg: Which actually, statistics are a piece of social proof to support points in the copy. 

Brittany Herzberg: One of the weirdest places to put social proof is when you're introducing yourself. 

Brittany Herzberg: Because it's so weird to be like, and Brittany is amazing. 

Brittany Herzberg: And yet I found a testimonial that said that.

Brittany Herzberg: And I put it there. 

Brittany Herzberg: It helps to have your social proof and testimonials and things like that organized. 

Brittany Herzberg: So that when you're rewriting things or when you're writing a blog or when you're coming up with a social post, it's easy to just insert that stuff.

Brittany Herzberg: But yeah, I inserted all of that and I'm happy with how it turned out. 

Crystal Waddell: I totally get what you're saying. 

Crystal Waddell: How it's awkward to speak in the third person of [00:16:00] yourself.

Crystal Waddell: But that's a strategy in e commerce that is very powerful. 

Crystal Waddell: And I learned this about a year ago. 

Crystal Waddell: I really feel like it's transformed our conversion rates. 

Crystal Waddell: Because instead of just saying, hey, this is the product. 

Crystal Waddell: The product name, red t shirt. 

Crystal Waddell: When you put somebody's quotation next to that product. 

Crystal Waddell: And they're talking about how soft it is. 

Crystal Waddell: Or, how it's their favorite shirt. 

Crystal Waddell: Or how they never want to take it off.

Crystal Waddell: I even heard somebody on an ad today, it was a man's t shirt. 

Crystal Waddell: About how his girlfriend always wanted to wear it or whatever. 

Crystal Waddell: Those are the types of things that get people's attention. 

Crystal Waddell: And they insert themselves into that story, into that quotation.

Crystal Waddell: And so it's really important. 

Crystal Waddell: So I would say, yes, absolutely. 

Crystal Waddell: If you have, particularly in the form of quotes from customers. 

Crystal Waddell: No matter what your business is. 

Crystal Waddell: Whether it's service or e commerce. 

Crystal Waddell: That's such a powerful way to invite people into the experience.

Brittany Herzberg: Yes, a hundred percent to what you said. 

Brittany Herzberg: And I thought that was such a smart way to include social proof. 

Brittany Herzberg: When you told me that, just including it in the headline. 

Brittany Herzberg: I was like, Oh my gosh, [00:17:00] that's brilliant. 

Brittany Herzberg: So that was wonderful. 

Brittany Herzberg: But the other thing I wanted to point out is that in some of the conversations that I had. 

Brittany Herzberg: Cause I had a really slow Q2. Like really incredibly slow, painfully slow. 

Brittany Herzberg: And that was largely why I had the time to go ahead and rewrite my website. 

Brittany Herzberg: So I was trying to find a silver lining and a couple of the conversations people were like. 

Brittany Herzberg: Insert those statistics. 

Brittany Herzberg: Because people are going to pay for what they need right now in this financial climate. 

Brittany Herzberg: More so than just like those nice to have things like case studies. 

Brittany Herzberg: Which is why I was like, okay. 

Brittany Herzberg: I have this massive umbrella all my offers are going to fall under that. 

Brittany Herzberg: There were a couple of really powerful statistics that I found. 

Brittany Herzberg: And I was like, I need to put this on here somewhere. 

Brittany Herzberg: So there's 3. 5 billion searches happening on Google each day. 

Brittany Herzberg: That was one thing that I was just like, whoa.

Brittany Herzberg: And then. 

Brittany Herzberg: 92% of consumers read reviews and testimonials before they buy. 

Brittany Herzberg: And I even went through to find such detailed stats as like how many reviews they need to read on average before they'll buy. 

Brittany Herzberg: So stuff [00:18:00] like that. 

Brittany Herzberg: If you have a service or if you have a product. 

Brittany Herzberg: What is the need that you help people with?

Brittany Herzberg: Not even just like the want or the nice to have. 

Brittany Herzberg: But what is that need that you help them with? 

Brittany Herzberg: That was like a game changer for me. 

Brittany Herzberg: So yeah, in short, inserted the social proof and statistics.

Brittany Herzberg: Had a couple of people read over it, just to proofread it. 

Brittany Herzberg: And give me any feedback, which I took to modify the copy. 

Brittany Herzberg: And then I uploaded and enabled the pages.

Brittany Herzberg: I wanted to share the timeline. 

Brittany Herzberg: Yes, it took me. If I'm being a little bit dramatic about it. Like two years. 

Brittany Herzberg: I've had this project on my to do list. 

Brittany Herzberg: But it took me two months to do the voice of customer, like market research. 

Brittany Herzberg: Where I was going around and honestly, intentionally, but casually asking people these questions. 

Brittany Herzberg: Which is why it took about two months.

Brittany Herzberg: And then I wrote an outline and did all of that stuff in one weekend. 

Brittany Herzberg: And then it took me about a week to have people proofread it. 

Brittany Herzberg: And actually put it on my website. 

Brittany Herzberg: If you're wondering, like, how long it might take you if you're listening. 

Brittany Herzberg: That, that was what it took for me.

Crystal Waddell: Super helpful. 

Brittany Herzberg: Yeah. I'm here to help.[00:19:00] 

Crystal Waddell: What are your new offers then? 

Crystal Waddell: Take us through what that looks like. 

Brittany Herzberg: Like I said, SEO is like the big umbrella. 

Brittany Herzberg: And all of these things fall under SEO copywriting. 

Brittany Herzberg: SEO marketing. 

Brittany Herzberg: That kind of thing. 

Brittany Herzberg: So I've got the SEO packet. 

Brittany Herzberg: Which is keyword research and SEO strategy for five website pages or five blog posts.

Brittany Herzberg: I have several different web copywriting situations I can write sales pages. 

Brittany Herzberg: A one page website, an opt in page. I've got the case study copywriting. 

Brittany Herzberg: Which, it's pretty self explanatory. 

Brittany Herzberg: But usually my clients come to me with a video or audio interview already done. 

Brittany Herzberg: And then I just turn that into a story that has SEO in it. 

Brittany Herzberg: So it's findable. 

Brittany Herzberg: It's a marketing piece that has legs. 

Brittany Herzberg: And you can repurpose it and you can use it for launches. 

Brittany Herzberg: Or you can use it for push periods. 

Brittany Herzberg: Or you can just have it on your website as a door that people can come in.

Brittany Herzberg: It's pretty magical. 

Brittany Herzberg: And then the last two things I've got are... 

Brittany Herzberg: I used to have power hours and I [00:20:00] realized that it's never just the hour that I spend with people. 

Brittany Herzberg: It's more like a week long process. 

Brittany Herzberg: So I've started calling them copy and content intensives. 

Brittany Herzberg: And then the last one, like I said, was the podcast show notes, which I'm really excited.

Brittany Herzberg: I'm doing trial ones. 

Brittany Herzberg: I started doing trial ones last week. 

Brittany Herzberg: So I've got a couple of those on deck. 

Brittany Herzberg: You had such a neat way to organize your offers that you just shared with me. 

Brittany Herzberg: And I want to talk through that a little bit. 

Brittany Herzberg: So you said everybody comes in through the same door. 

Crystal Waddell: Yes. Okay.

Crystal Waddell: Because I remember that one episode where you're like. 

Crystal Waddell: Yeah, SEO is the way that people come through the doors and windows of your house.

Crystal Waddell: And I really felt like in this world, I'm like looking behind me going, dude, how'd you get here? 

Crystal Waddell: Yeah. So I was like, okay, I got to lock some windows. 

Crystal Waddell: And, funnel people through the front door. 

Crystal Waddell: And part of the reason behind this is because I'm still an e commerce seller. 

Crystal Waddell: My e commerce business ebbs and flows with the quarters.

Crystal Waddell: Sometimes it's just insanely busy. So I cannot [00:21:00] commit super long term to people at certain times of the year. 

Crystal Waddell: And so I thought, okay. 

Crystal Waddell: How can I best serve them so that they are, getting like max value in the shortest period of time. 

Crystal Waddell: As we started offering those technical audits, here through the podcast. 

Crystal Waddell: I realized, this is just such a powerful way to assess someone's business. 

Crystal Waddell: Not just for SEO. 

Crystal Waddell: But also the other elements. 

Crystal Waddell: Your technical SEO is the foundation of your website. 

Crystal Waddell: Once you get that fixed, it's not like you have to go back and rebuild the foundation over and over again.

Crystal Waddell: It's solid. You just have to check on it. Make sure that you're maintaining it. 

Crystal Waddell: But after that. 

Crystal Waddell: There are things that you can do to improve your presence on the internet. 

Crystal Waddell: And I think it's just so important that people are aware that you're constantly brand building.

Crystal Waddell: And so the ways that you can do that are through content. 

Crystal Waddell: Through email. 

Crystal Waddell: Through really understanding your keywords. 

Crystal Waddell: Through having a strategy. 

Crystal Waddell: Like [00:22:00] understanding your strengths and your weaknesses and your opportunities and your threats. 

Crystal Waddell: Understanding if you're profitable. 

Crystal Waddell: That's something that I think most businesses who are not profitable. 

Crystal Waddell: They just don't even know what's wrong.

Crystal Waddell: They're like, ah. 

Crystal Waddell: How am I struggling? 

Crystal Waddell: But. I know for me, I got to give a shout out to Jamie Trull. 

Crystal Waddell: She really helped me understand the difference between breaking even in a business. 

Crystal Waddell: And profiting in a business. 

Crystal Waddell: I can apply that to an e commerce perspective. Help people with that.

Crystal Waddell: And then the whole idea of off page SEO. 

Crystal Waddell: Dominating search results. 

Crystal Waddell: To tie this all back up? 

Crystal Waddell: Okay, the front door is an SEO technical audit.

Crystal Waddell: We can't start building on something that's not strong in its foundation. 

Crystal Waddell: And that gives me a chance to understand the business. 

Crystal Waddell: And also gives us a chance as business owners to decide. 

Crystal Waddell: Hey, are we a good fit to work together? 

Crystal Waddell: And so it's, you know what? 

Crystal Waddell: I think that this is probably not the best for me [00:23:00] personally, but I know someone who's great. 

Crystal Waddell: Or I can say, B handles copy. 

Crystal Waddell: Let me send you over to B and she can take care of that or whatever.

Crystal Waddell: So the SEO technical audit is really straightforward. 

Crystal Waddell: It's super simple. It's super cheap. 

Crystal Waddell: And the link is in the show notes. 

Crystal Waddell: So that's the way in. 

Crystal Waddell: If you want to talk to me about your website. 

Crystal Waddell: And then after that, I can make some recommendations. 

Crystal Waddell: My belief is that you will grow the fastest with your SEO efforts through content.

Crystal Waddell: But the content is strategic and if you don't know your keywords. 

Crystal Waddell: You're going to have a hard time being strategic.

Crystal Waddell: Offsite SEO, that's also important. 

Crystal Waddell: You want to dominate the search engine results pages. 

Crystal Waddell: But when you talk about all this stuff at one time. 

Crystal Waddell: It's just overwhelming.

Crystal Waddell: So I'm like, let's do the technical audit first. 

Crystal Waddell: Let's see which of these next steps would be the most beneficial to your business. 

Crystal Waddell: And let's sprint that thing. 

Crystal Waddell: So, say Pinterest would be a good fit for your business. 

Crystal Waddell: Let's do a sprint [00:24:00] with Pinterest. 

Crystal Waddell: And knock that out.

Brittany Herzberg: What do you mean by sprints? 

Crystal Waddell: That just means that, we're going to, set up your Pinterest account. 

Crystal Waddell: Optimize your Pinterest account for search. 

Crystal Waddell: Which just means that, you've got keywords in there for what people are searching for on Pinterest. 

Crystal Waddell: That you are driving traffic back to your site. 

Crystal Waddell: You're going to have one of two things probably happening here. 

Crystal Waddell: You either want to drive people to your website to sign up for your email list. 

Crystal Waddell: Or you want them to buy something. 

Crystal Waddell: So from an e commerce perspective, especially if you have a Shopify store. 

Crystal Waddell: Pinterest marketing is a no brainer.

Crystal Waddell: And it's not something that you have to continually do. It is literally a sprint. 

Crystal Waddell: You just, put all your content out there and schedule it for as long as you can. 

Crystal Waddell: And then revisit it in six months.

Crystal Waddell: So once you've got that working for you offsite. 

Crystal Waddell: Then you can go on to the next priority.

Crystal Waddell: And that's what I call sprints. 

Crystal Waddell: They're essentially like priority sprints. 

Crystal Waddell: Like what is the next big, lever puller in your business to make it move forward? 

Brittany Herzberg: So sprints are like, would it be fair to say that they're [00:25:00] condensed work times where you're just being really strategic. 

Brittany Herzberg: And checking some big thing off the to do list?

Crystal Waddell: Exactly. 

Crystal Waddell: Big things off the to do list that have major impact for your business. 

Crystal Waddell: To get more visibility online. 

Crystal Waddell: That's going to help your offsite SEO. 

Crystal Waddell: That's going to help potentially your domain authority.

Crystal Waddell: That's going to drive traffic. 

Crystal Waddell: That should drive sales. 

Brittany Herzberg: I love that. I'm so excited. Yeah. So, this was really good.

Brittany Herzberg: And I do want to share too. 

Brittany Herzberg: ,If anybody would find it helpful. 

Brittany Herzberg: I talk about this checklist a lot. 

Brittany Herzberg: But I'm going to make sure that it's In the link in our show notes. 

Brittany Herzberg: Where you can download the SEO basic checklist. 

Brittany Herzberg: That walks you through- Crystal was mentioning like off page seo and technical seo. 

Brittany Herzberg: This is on page seo. 

Brittany Herzberg: So this is what I actually use to walk through and create the seo strategy for each of these pages that I rewrote on my website. 

Brittany Herzberg: And then we'll make sure that the technical audit is linked in the show notes as well. 

Brittany Herzberg: I also wrote a blog all about this too. 

Brittany Herzberg: Which I'll link as well in case people want to have something to reference. Yeah. 

Crystal Waddell: And [00:26:00] I love this too. 

Crystal Waddell: People are always like, how can you help me? What do you do? 

Crystal Waddell: For a while, people knew me for Pinterest. 

Crystal Waddell: For a while, people knew me for like content, or SEO led content.

Crystal Waddell: But the most important thing is those windows have been closed. 

Crystal Waddell: We have to start from a frame of reference that we can both understand. 

Crystal Waddell: Getting to know somebody's website and their business and their services through a technical audience. Audit. A technical audit. Good job. There you go.

Crystal Waddell: Yeah, it has been the most effective, in building the best strategy. 

Brittany Herzberg: Yeah. If you think, first of all, thanks for joining us with this episode and if you found it helpful at all. Be sure to share it and tag us. 

Brittany Herzberg: We have our Instagram handles linked below. 

Brittany Herzberg: We really love hearing from you guys and knowing what resonates and knowing what questions you have that come up. 

Brittany Herzberg: So yeah. Any final words? 

Crystal Waddell: I would just say, send us all your questions. 

Crystal Waddell: Send us how we can help.

Crystal Waddell: That's what we're here for. And I love sharing. 

Brittany Herzberg: Yeah. We'll catch you next time.