If you’re a small business owner trying to grow, you’ve probably tried it all—emails, ads, social media—but you’re still wondering why you’re not getting more leads.
Here’s why: all marketing falls into two categories. Either they’re looking for you, or you’re looking for them.
At our marketing agency in Lancaster, we use this concept to help small businesses stop spinning their wheels and start getting real results. Let’s break it down.
They’re Looking for You: Show Up Where People Are Already Searching
This is the ideal scenario. Someone already knows they need something—you just need to be the business they find.
That’s where SEO, Google Ads, and a strong website design come in:
- Good SEO & local SEO helps your business rank when people search for your services.
- Google Ads put you at the top of the page right when someone is ready to buy.
- A clear, professional website turns those visitors into leads.
These people are in research or buying mode. You don’t have to convince them they have a problem—you just need to show them you’re the solution. You’re not interrupting people—you’re helping them find exactly what they need.
You’re Looking for Them: Make an Impression Before They Even Realize They Need You
Sometimes, you have to be the one to start the conversation. Through tools like social media, email campaigns, and online ads, you can reach people who aren’t actively looking yet—but might be soon.
This approach builds awareness and keeps you top of mind. But here’s the thing: it only works if your foundation is already solid.
Think of your marketing like a cupcake:
- The cake is your website, your presence in search, your reputation—this is where people find you when they’re looking.
- The frosting and sprinkles are your ads, your posts, your emails—the stuff that catches attention.
You need both. But without the cake underneath, all you have is a mess of frosting on a plate. No substance. No results.
If someone clicks your ad and lands on a clunky site—or can’t find you when they look you up—you’ve just wasted that opportunity.
Start with Your Website: The Center of Your Marketing
Whether someone finds you through search or clicks on an ad, they’re landing on your website. And if your site doesn’t work, neither will your marketing.
Your website needs to:
- Load fast and look professional
- Clearly explain what you do
- Make it easy to take action (call, book, buy, etc.)
At the end of the day, your website design can either convert traffic into leads—or drive them away.
Ready to Get Started?
If your marketing isn’t working the way it should, it might be because you’re skipping the cake and going straight for the sprinkles.
As a marketing agency in Lancaster, we help small businesses build strong foundations with expert website design, proven SEO, and targeted Google Ads strategies. If you need help with your marketing, we’re happy to help you get started.