E52: Why Your Website Isn’t Converting and How to Fix It Without Starting Over (Part 2)
Most local business owners are overthinking their website, and it’s costing them traffic, leads, and sales.
In this episode, I break down the real answers to the questions I get asked all the time: Which website platform is actually best for SEO? How often should you update your site? And do blogs even matter anymore for local businesses?
I walk you through what Google really cares about, how to avoid redesign mistakes that can tank your rankings, and what actually makes a website stand out in competitive markets. We also dive into StoryBrand messaging, why clear structure matters for both SEO and conversions, and how to track whether your website is truly working.
If you want a website that doesn’t just look good but actually grows your business, this episode is for you.
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Sean Garner is a marketing consultant and Certified StoryBrand guide dedicated to helping small business owners grow and dominate their industries. He created the Marketing Domination podcast to teach people how to combine storytelling with strategic marketing to help businesses connect with customers and stand out online.
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MARKETING DOMINATION PODCAST
Introduction
Sean Garner [00:00]:
What website platform is best for your business—WordPress, Webflow, Wix, Squarespace? And how often should you even update your site?
What website platform is best for your business—WordPress, Webflow, Wix, Squarespace? And how often should you be making updates to your website? And do blogs even still matter for local businesses? We’re going to talk all about that and more on today’s episode of the Marketing Domination Podcast.
That’s a better take.
What Website Platform Is Best for SEO
Sean Garner [00:41]:
What website platform is best for your business—WordPress, Webflow, Wix, Squarespace? And how often should you be making updates to your website? And do blogs even really still matter for local websites? We’re going to talk about all that and more in today’s episode. Welcome to the Marketing Domination Podcast. Good. Good enough.
This is part two of the website series covering the most common questions I see local service business owners ask when it comes to marketing, and specifically websites and website design. If you didn’t watch the last episode, make sure you go back and check that one out. We answered several important questions to help local service business owners understand what they actually need so their website grows, converts, and helps them dominate their industry.
This first question is one where I see a lot of confusion. I’m going to tell you the truth here—and this truth is based on data, not just my opinion, though I’ll sprinkle some opinion in as well. The question is: what website builder is best to help my business rank? Or what website platform should I use? WordPress, Webflow, Wix, or Squarespace? Which one really helps with SEO, and is there one Google prefers?
The answer is: it doesn’t matter. Google doesn’t care what platform your website is built on. There are several other ranking factors they look for. They want to see that your site is technically sound, that you’re adding content regularly, that you’re building backlinks, and that you have a good user experience. But Google does not care what platform your website is built on.
From our experience, we have websites ranking number one on WordPress, Webflow, and Squarespace. The platform itself does not determine rankings. Some people will argue that WordPress is the only option and that it always wins. I disagree. WordPress itself does not come with built-in SEO advantages. You have to add plugins like Yoast or Rank Math to get those features, but WordPress alone does not inherently outrank other platforms.
Sean Garner [02:48]:
The real difference between these CMS platforms is how easy they make SEO to implement. For us, we build about 99% of our client websites on Squarespace. The reason is our philosophy as an agency: we never want to hold the keys to our clients’ websites. We don’t want to build something that’s too complicated for them to manage on their own.
If clients decide to keep us on retainer for SEO or consulting, we want them paying us because we’re getting results—not because they’re locked in and can’t access their own website. You wouldn’t do that with a brick-and-mortar building. You wouldn’t pay a contractor to build a building and then need their permission to walk through the front door or paint a wall. But digitally, business owners do this all the time.
We love Squarespace because it’s very user-friendly, especially for people without a background in website design. And guess what—it ranks just fine. We have dozens of clients ranking number one in highly competitive industries like home services, medical spas, and medical clinics. The platform doesn’t matter. What matters is having strong SEO foundations and showing up everywhere your customers are searching.
If you’re choosing a platform, my biggest deciding factor would be usability. In our experience, Squarespace has been the most user-friendly. There are some downsides, but when we weigh the pros and cons—especially for local service-based businesses like medical spas, clinics, home services, accounting firms, and attorneys—Squarespace has never failed us.
Sean Garner [05:06]:
The one thing I would caution you on is some of the newer AI website builders. They make it incredibly easy to spin up landing pages that look great in minutes. Often, they look better than what most people could build on their own. But many of these platforms rely heavily on JavaScript, which can make it difficult for Google and other crawlers or LLMs to properly read and index the site.
That would be my main caveat. If you stick with one of the major platforms—Squarespace, Wix, Webflow, or WordPress—you’re going to be just fine.
How Often Should You Update Your Website
Sean Garner [05:58]:
Next question is, how often should I update my website? So you’ve got a website—how often do you need to be making updates to it? There are really two parts to this.
The first is how often you should be adding content to your website. The second is how often you need to make changes to things like site structure, visuals, copy, and everything else.
The quick answer to the first part—how often should you be adding content—is at least weekly. From what we’ve seen with clients ranking number one for their keywords, a weekly cadence works really well. That content can take a lot of different forms. It could be a blog post, a service page, or a new location page you’re building out. The key is consistency. You want to be adding content to your website on a regular basis.
Now, how often should you actually update your website overall? That depends on data. You should always be reviewing performance, testing things, and using data to guide decisions. The things I think should be updated most frequently are visuals—images, videos, and similar assets. Especially if you’re a business that’s constantly taking photos or creating content, you should refresh visuals at least annually to keep the site feeling current.
If you have really good copy that’s converting, I wouldn’t touch it. I would look for small tweaks and optimizations, but once a landing page is performing well and you have enough data to prove it, don’t change things just for the sake of change.
Why Website Redesigns Can Hurt Rankings
Sean Garner [08:02]:
When it comes to changing site structure, this is where you need to be careful. If changes are made by a web designer who doesn’t understand SEO, it can actually hurt your rankings. I was just speaking with a business yesterday that reached out to us about updating their website and SEO.
They told me they had worked with an agency a couple of years ago and then decided to refresh their website. What they didn’t realize was that during the redesign, many of their existing pages were not properly migrated. As a result, their rankings completely tanked.
They went from about 3,000 visitors a month—which was really strong for their local service business—to about 30 visitors a month. That drop wasn’t because updating the website is bad. It was because the update didn’t preserve their SEO foundation.
So when you update your website, it’s not just about how it looks or changing the words. You have to make sure your technical SEO and foundational elements stay intact. Otherwise, you can accidentally hurt your rankings and your business.
Do Blogs Still Matter for Local Businesses?
Sean Garner [09:04]:
Next question is, do blogs still matter for local websites?
It used to be a huge thing back in the day, before social media was popular, where everyone had a blog and people would actually go read it. I do think blogs still matter, but not because you expect people to sit down and read your local business blog.
One of the big ranking factors for search everywhere optimization is demonstrating knowledge on the topic you cover. If you’re a plumber, how in-depth is your plumbing knowledge on your website? If you’re an IV therapy clinic, how much do you talk about different treatment types?
With SEO, we’re trying to clearly prove to Google, LLMs, and crawlers why we deserve to rank where we do. Your real-world experience doesn’t matter digitally if you haven’t put it on your website. Blogs are a great way to do that in a way that keeps good site flow and is easy to manage.
I don’t think people are regularly reading local medical spa blogs, but blogs can dramatically impact your rankings for certain keywords. They help prove your expertise, authority, and knowledge so you have the opportunity to rank. So yes, local businesses should have a blog.
Just remember, don’t use ChatGPT to spin up generic content. You need to add your own context. That’s what makes it powerful. It’s not just about having content, but having your unique expertise on your website.
Sean Garner [10:58]:
One easy way we’ve found to create blog content is by doing things like this—recording a video podcast and then taking the transcript and turning it into a blog article.
For example, we’ll take a podcast transcript like this, create a podcast page on our website, then turn that transcript into five questions small business owners are asking about their website. That becomes a blog post that’s easier to digest than a raw transcript.
If you don’t want to do a video podcast, another simple option is using a screen recording tool or the notes app on your phone to record a voice note. You can take that transcript and turn it into content based on your perspective.
That way, it’s not a generic blog post about why Botox is great. It’s your perspective, your treatments, and your expertise. That’s how you better leverage blogs for local businesses.
How to Make Your Website Stand Out
Sean Garner [12:03]:
Next question is, how do you make your website stand out from your competitors?
The short answer is images and copy. You need a really clear brand message that easily showcases what you do, how you help customers, and what they need to do next. We talked about clear calls to action in part one of this series, and that’s critical.
Visually, you can hire a local photographer for less than a thousand dollars and get dozens, if not hundreds, of photos for your website. Most local businesses don’t do this. They rely on stock images.
Real, authentic photos dramatically increase conversions because you look like the hometown hero. People see real landmarks, real people, and they can immediately tell the difference between authentic photos and stock images.
Having great photos and a clear brand message helps your website stand out dramatically.
Sean Garner [13:03]:
Another thing to consider is your competition. Most local business websites honestly look pretty bad. If you put in a little effort—professional design, real photos, and clear messaging—you’re already ahead.
I also like adding features that improve user experience, like chat widgets when they make sense, lead generator guides, and helpful resources. Going back to blogs, sharing that content on social media gives people a reason to visit your website beyond just buying a service.
If I had to pick one thing, it would be paying a local photographer to get really good photos. And as a side note, I’m not talking about stiff, awkward, posed family-style photos. I’m talking about authentic, real images that actually represent your business and your community.
Sean Garner [13:57]:
You don’t want glamour-shot-style headshots. You want candid, lifestyle-type shots of you actually doing what you do, with a photographer capturing that naturally. When I say candid, I mean avoiding overly posed images. If everyone on the website looks stiff and posed, it just feels cheesy and fake.
A good approach is to look at stock images you like and then recreate those types of shots during your photo shoot—but with real people and real locations. Pair that with a clear brand message, and it will help you stand out, because most local business websites completely miss this.
What Is StoryBrand and Does It Increase Conversions
Sean Garner [14:57]:
That leads into the next question: what is StoryBrand, and does it really help conversions?
StoryBrand is a messaging framework created by Donald Miller. At its core, you create seven talking points about your business—but really about your customer. It follows a hero’s journey where the customer encounters a problem, meets a guide, receives a plan, is called to action, and then either avoids failure or experiences success. These talking points invite your customer into a story.
Does it help conversions? Absolutely. I think it’s one of the biggest things you can do to increase conversions. A clear brand message is critical. There are three major parts of the StoryBrand framework that most local businesses are missing.
First is a clear, direct call to action. Most sites say things like “Contact Us” or “Learn More,” and many don’t even have a button in the top-right corner.
Second is a clear three-step plan. This shows customers how easy it is to do business with you. When we write StoryBrand copy, clients often say, “This feels too simple.” And that’s exactly the point. You want customers to feel like working with you is easy and stress-free.
Third is clearly articulating what your customers actually want. Too many businesses sell their products and services instead of the outcome the customer is really after.
For example, customers don’t want an accountant—they want to save money on taxes and stay compliant. They don’t want a personal trainer—they want to lose weight and feel confident. They don’t want a medical provider—they want better health. When you communicate what customers actually want in your messaging, conversions go up.
Should You Have Separate Service and Location Pages
Sean Garner [17:31]:
Next question: should I have separate pages for each service and each location? Absolutely.
If you’re just starting out, here’s the basic website structure I recommend—five core pages.
First, a homepage. This should be built to convert and collect leads. Think of it as your main sales page.
Second, an About page. This is where you list your trophy content—awards, credentials, stats, years in business—so Google and LLMs can easily scrape that information.
Third, a Services page. This is your main service hub that lists everything you offer.
Fourth, a Blog. This is one of the easiest ways for business owners to add content regularly, especially on platforms like Squarespace. Everyone should have a blog.
Fifth, a Contact, Booking, or Schedule page.
After that, the next set of pillar pages should be location or service-area pages. This page lists all the areas you serve.
As you get more advanced with SEO, we then create individual sub-service pages. For example, an IV therapy clinic would have separate pages for IV therapy, IM injections, peptides, and so on. These pages all link back to the main service page and the homepage.
The goal is to make it as easy as possible for customers—and Google—to find information with as few clicks as possible, while clearly showcasing every service you provide.
Sean Garner [19:41]:
Then we want to provide really good internal linking, which just means making sure all the pages connect to each other. This makes it easy for users and search engines to click through and understand what you actually do.
The next part is locations. Depending on how competitive your market is and how large your service area is, you may also need to build out a similar structure for locations. That could mean having a standalone location page that showcases everything, or pages like Dallas IV Therapy, New York City IV Therapy, or Miami IV Therapy that talk specifically about that service in that location.
I usually only see this level of detail needed for very large brands or extremely competitive markets. In most cases, we’ll build out strong service pages and a main location or service-area page that links back to those core pillar pages. That structure typically gives you everything you need to compete and rank in your market.
How to Track If Your Website Is Actually Working
Sean Garner [20:49]:
All right, and the last question is: how do I track if my website is actually working? How do we even know?
We did an episode a few weeks ago—maybe about a month back—where we talked all about step three of the Marketing Domination framework, which is optimizing and automating your sales funnel. The framework we use is simple: number one, build a sales funnel; number two, fill it; and number three, optimize it.
We talked a lot about data metrics in that episode, and I wish more businesses paid attention to this. Too many decisions are made based on gut feelings, like “it just feels slow right now,” instead of actual data.
What you need is baseline data. At a minimum, you should have Google Analytics set up, which is a free tool, and Google Search Console, which is also free. Google Analytics shows what’s happening on your website and what users are doing. Google Search Console shows how Google is ranking your website and how your pages are performing in search.
It won’t show things like ChatGPT, AI overviews, or other LLM data, but at the time of this recording, Google is still the primary platform local businesses should focus on. Having this data gives you a baseline so you can actually see what’s working.
Sean Garner [22:57]:
Once you have that baseline, you can start making informed decisions. The worst thing you can do is track data and then do nothing with it. Things don’t just magically improve on their own.
When you have baseline data, you can start adding content consistently over three to six months, building links, creating citations, and getting listed in directories, then measure how those actions impact performance over time. That’s how you make smart decisions instead of guessing.
It’s difficult to get truly accurate data from competitors. There are third-party tools like Search Atlas, SEMrush, and others that can give you estimates, but those aren’t fully accurate because they’re not connected to competitors’ Google Analytics or Search Console accounts. They’re useful for benchmarks, but not exact numbers.
What matters most is that you have your own baseline data. That way, you know what’s working, what needs to change, and what’s actually moving the needle.
Need More Help?
I hope this helped you today. If you want help putting these strategies in place, I’d love the opportunity to talk with you. Go to SeanGarner.co and book a call with me. My team and I will do a deep-dive audit of your website and marketing to identify issues, fix what’s holding you back, and help you grow, dominate online, and serve the people you’re called to serve.
Have an awesome day. We’ll talk soon.
