April Wilson, president of  Digital Analytics 101, says that most company websites are online brochures that are not search-friendly. She says that five years ago, business websites had to be programmed for search engine optimization (SEO). Now SEO is more overt and is based on the content you provide to your customers. Owners need to modify their existing website copy to structure it around how search engines work. For example, you should include the name of the city or county where you provide services so that if a potential client is researching remodelers in that area, your website appears near the top of the search results list.

Also, once that potential client arrives are you site, think about the content you provide. “What does the audience see? What does your content do to solve their problems or meet their needs, or inspire them?” Wilson says.

The goal of SEO and of social media is to drive traffic to your company website. How do you create a presence on sites such as  LinkedIn, Pinterest, and Houzz, but drive those visitors to your website

Once visitors are on your site, you can measure their engagement and conversion. Engagement includes how long they spend on your site, how many pages they view, and how often they return. Conversion is an action — getting potential clients to sign up for your e-newsletter, to set an appointment, or to download one of your educational documents.

Wilson says that company owners who implement her suggestions can increase traffic 1,000%. However, she cautions, these results don’t happen overnight — it takes eight weeks or more to see the increase.  —Nina Patel is a senior editor at REMODELING. Find her on Twitter at @SilverNina or @RemodelingMag.

April Wilson taught a seminar, “Debunking the Biggest Lies About SEO and Social Media,” on Friday, May 10, at the Remodeling Leadership Conference in Washington D.C.