There are a number of ways to improve organic traffic to your website and it is important to focus on those that are most relevant to your business. By creating high-quality content, making your website user-friendly, and measuring and improving your results, you can attract more visitors and convert them into customers.

Read below some of the insights from the presentation given by Max Oliveira at the New2Business Network event in May.

Max Oliveira at New2Business Networking

Happy reading! 🙂

Define clear goals

When creating a strategy for improving organic traffic to your website, it is important to first identify and then set clear goals. Doing so will help ensure that everyone involved understands what needs to be accomplished and can work together to devise a plan that is realistic and achievable.

Define which pages you want to increase the number of visitors and what are the expected actions they should take.


Know your customer

Understanding who is your ideal customer will help you determine what type of content to create that will be the most relevant and useful to them. Once you know your target audience, you can then start creating content that appeals to them and addresses their needs.

Some questions you may want to ask yourself when trying to determine your ideal customer include:

  • What problems are they trying to solve?
  • What are their demographics?
  • What are their interests?
  • What needs do they have that your product or service can address?
  • Where do they tend to spend their time online?
  • Creating buyer personas can be a helpful exercise in this process as it can help you to more clearly visualize who your target customer is.

Focus on Experience

The competition for attention online is fierce and one of the best ways to set your website apart is by ensuring that visitors have a positive experience when they interact with it. This means creating a user-friendly design, easy to navigate pages and helpful and informative content.

It is also important to ensure that your website loads quickly and is mobile-friendly as more and more people are using their smartphones and tablets to access the internet.



Define clear CTAs (Call to Action)

Make sure that it is clear what you want visitors to do when they come to your website. Do you want them to make a purchase? Subscribe to your newsletter? Download a white paper or e-book?

Whatever the goal may be, make sure that it is easy for visitors to take the desired action.

By creating a website that is enjoyable and easy to use, you’ll be more likely to keep visitors engaged and coming back for more.

Generate High-Quality Content

One of the most important aspects of improving organic traffic to your website is to generate high-quality content. This content should be well-written, informative, and relevant to your target audience.

It is also important to ensure that your website is updated regularly with fresh content to keep visitors coming back for more. A good way to do this is to create a blogging schedule and commit to publishing new articles on a regular basis.

In addition to written content, you can also create other types of content such as videos, infographics, and images to help break up the text and make your website more visually appealing.

By creating high-quality content, you’ll be more likely to attract organic traffic from search engines as well as social media users.

Measure and Improve

As with any marketing strategy, it is important to track the results of your efforts in order to determine what is working and what needs to be improved.

Some key metrics you may want to track include:

  • Number of visitors
  • Bounce rate
  • Time on site
  • Number of page views
  • Referral sources

All this information can be obtained by connecting your website to Google Analytics, Google Search Console and other solutions like Hotjat, which give you access to screen recordings and heatmaps of real interactions.

This will help you understand how people are interacting with your website and where there may be room for improvement. By constantly measuring and analyzing your results, you can make the necessary adjustments to improve your organic traffic over time.


In order to improve organic traffic to your website, it is important to focus on the techniques that are most relevant to your business. By creating high-quality content, making your website user-friendly, and measuring and improving your results, you can attract more visitors and convert them into customers.

If you would like assistance in implementing these strategies or need an SEO audit of your website, our team at ZBRA is here to help. Just e-mail us at for a FREE consultation.


How to use Instagram Stories to improve your Digital Marketing Performance

Instagram stories are best used to target followers who are in the middle of your sales funnel, rather than new users who are unfamiliar with your brand. Stories invite users who already follow you to view and engage with your content more consistently. Those who are already interested in your brand can be carried from the middle all the way to the bottom of your funnel through consistent and compelling story content.

You can post new stories daily or even multiple times per day. Because they disappear in 24 hours, stories don’t gum up your followers’ feeds the way that multiple standard social media posts shared on the same day would. It’s generally an acceptable marketing strategy for brands to post consistent and frequent stories for their followers to see throughout the day, increasing their exposure to your brand and encouraging interested prospects to swipe up and learn more.

When creating your social media stories, your content needs to be compelling enough that followers will watch to the end. Your audience will remember stories that evoke emotion or share important, easily digestible information.

You should also consider tactics that will make brief story segments valuable and memorable for your followers. Here are a few concrete ways to accomplish this.

Tips and Tricks Stories

Quick, easy-to-follow tips and tricks make great Instagram story content because they provide value to your followers. They’re also a seamless, natural opportunity for product placement, and they appeal to followers who are between the middle and bottom of your sales funnel. Customers can discover new ways to use your products or services, while prospects are presented with additional or more specific reasons to take the next step or make the purchase.

These types of stories are most effective when you use clear, simple messages and examples. Your followers are more likely to stay for quick and easy-to-digest information as opposed to text-heavy or overly-detailed story content. Understanding the concepts shared in the story shouldn’t require followers to take notes or bring in a lot of outside knowledge.

Lowe’s Home Improvement offers handy tips for their Instagram followers on many home and gardening topics. The story below introduces a new tool that people can use to help avoid under-or overwatering houseplants. Rather than focus too heavily on technical information, the story keys in on the visuals and keeps the message short and sweet. It’s not about explaining everything at this point, but rather just giving users a taste of information, letting them ultimately decide if they want to learn more.

Stories like this offer an opportunity to nurture a relationship and build trust with your followers because when executed correctly, they come across as honest and helpful.

Educational Stories

Sharing educational Instagram stories allows you to keep rewarding consumers with great content, while also providing an opportunity to keep them moving down the funnel.

With an educational story, you can teach something basic and broad about your industry or one that your clients or customers work in. To illustrate, you might create a 15-second story that shows people new industry-specific software that can make their job or an everyday task easier. An educational story can also offer a surprising statistic about your industry, followed by a brief explanation or call to action.

Educational stories also give you space to share how-to’s that feature your products or demonstrate your brand’s knowledge or mastery of your industry. Introducing a new concept or discussing a new trend in the industry can educate followers and bolster your credibility.

As with stories that share tips and tricks, educational story content should be quick, clear, and helpful. Remember, people don’t want to sit through a lecture! Keep your educational content interesting, applicable, and on-brand, as Drybar does in this story about styling holiday hair.


Pet food company Royal Canin took advantage of National Take Your Dog to Work Day to provide educational and fun content about dogs in the workplace.

In the story below, they don’t shove their product in people’s faces, but rather talk about related content that’s of interest to their target audience.

Royal Canin’s marketing is typically fine-tuned with a whited-out background and the use of bold red. However, in this story, they offer a much more authentic experience with their brand (though they do use red and white throughout).

Lifestyle or Brand Stories

Instagram stories are also a great place to share more general lifestyle and brand content with your followers. You could post stories that show behind-the-scenes footage from your business or photo shoots, or content that features lifestyle models or influencers using your products in their daily lives.

The key to effective lifestyle or branded story content is entertaining viewers. While tips and tricks and educational videos offer valuable information, lifestyle content can offer entertainment value. You don’t always have to feel compelled to teach. Lifestyle content provides this alternative.

Consider using techniques like humour, aspirational appeal, fictional characters, or personal stories. You can surprise your followers with relevant memes or jokes that they’ll want to tell their friends about. Give viewers a sneak peek at what your team is doing to prepare for an upcoming holiday season, sale, or launch. Depending on your brand’s journey, your followers may even like to see a story about your founder or the company’s growth and development.

Creating lifestyle stories that make your followers laugh, feel nostalgic, or connect with your brand and its values will help guide them to the bottom of your sales funnel.

Footwear company Allbirds has always maintained a strong brand image. They share stories content that simply reinforces the look, feeling, and connection of the brand with their consumers.

Specs and Dimensions for Instagram Stories

Instagram allows you to post story content in 15-second chunks that disappear after 24 hours. Users tap through the queue of stories from accounts they follow rather than scrolling through typical analogue-style posts. This difference in format is often advantageous to brands because users will see a series of only your stories as opposed to a singular post as they quickly scroll through their timeline.

The dimensions of Instagram stories are different from traditional posts or ads. Instead of the classic Instagram square, stories usually take up the entire smartphone screen. This means your story’s content should be 1080 pixels wide by 1920 pixels high, with an aspect ratio of 9:16. Keep these dimensions in mind when creating your content so your stories blend seamlessly into your audience’s story feed.

Stories serve a different purpose than traditional Instagram posts do, so you can’t simply recycle your standard Instagram posts as stories. Because of the temporary, casual nature of stories, followers generally expect to see story content that feels unedited, spontaneous, or intimate. When producing your stories, focus on capturing videos with a more natural aesthetic, as opposed to videos that appear heavily edited and highly styled. Save that content for your posts!

In addition to its impact on public health, coronavirus disease 2019 (COVID-19) has caused a major economic shock. But it has also impacted especially small businesses in the UK. This is a short guide with some tips on how your business can adapt and overcome the main challenges of the pandemic.

1. Accept the reality and take action quickly

No one saw this pandemic coming and timing is crucial to make the best decisions. 

Emotions like anxiety and fear are completely normal, but as business owners, we cannot be paralyzed by those feelings.

Implement and update reports in order to gather all available data to support your decisions.

Map all your business expenses, review advertising campaigns and focus only on activities that directly support your business growth.

2. Connect with your customers

Clear communication is crucial to efficiently engage with your customers.

Let them know if you are still operating remotely and offer easy ways to connect with your team using shared calendars and video conference solutions like Zoom.

If you are not operating, keep your CRM updated and use your social media channels to send special offers for pre-orders using vouchers and gift cards.

[Bonus] Create remarketing campaigns to increase conversions and reduce cart abandonment.

3. Map new opportunities

Challenging times call for innovative actions.

Discover new ways to offer your products or services. The first step is to build your online presence with a professional website and using social media.

Keep your website updated and use GMB to list your business locally. Start a podcast or video series in your niche to engage with your audience, start offering online consulting or set up an eCommerce. 

[Bonus] If you are a restaurant, create experience packages delivering a special experience at home. For beauty services, sell online gift cards or consider starting your own line of self-care products.  

4. Cut costs wisely

Before you make cuts, run that through your financial projections.

Making cuts to reduce costs looks like an immediate good decision, although this could be detrimental in the long term, affecting business health.  

Every cut that you make is going to reduce your ability to generate revenue or keep your business going, which is not something you want to be doing right now. Use resources like the financial support offered by the government to help your business.

[Bonus] Traffic is cheaper than usual, use this time to invest in paid traffic to generate leads and grow your funnel.

5. Ask for help

Engage with people in online communities on LinkedIn or Facebook.

Asking for help as a small business owner or entrepreneur can sometimes make you feel vulnerable. However, it’s amazing what neighbours, friends, and strangers on social media will do when you simply and genuinely ask for help.

Don’t be afraid to share your thoughts or ask questions, either to find a new business partner or to validate an idea, there are a lot of professionals that are happy to help and to build true relationships.

If you don’t know where to start, send us a message at  and we will be happy to help.