Your competitor who just started last year is getting booked solid while you’re still having to post 5 days a week on social media and engage in strangers’ commente for hours.
You’re great at what you do, your clients get real results and they love working with you and YOU‘ve been doing this for years!
It stings, right? Why are they getting the calls and closing the deals while they’re barely active active on social media?
Here’s the thing: in today’s market, it’s not about who has more experience. It’s not necessarily about pricing either. It’s about who’s easier to find and easier to understand. And it’s your website’s job to do that.
Let’s talk about what’s really happening (and how to fix it).
- Why being excellent at what you do isn’t enough to get clients from the internet
- Google needs to show your website
- Your website needs to clearly show what you do in seconds
- Taking the next step must feel easy and obvious
- How to make your website easy to find and get you booked
- FAQ – Let’s get you ahead of your competitor on Google
TL;DR
Your less-experienced competitor is winning the internet game (for now!) because:
- Their website shows up on Google when people search
- Their message is clear and tells people exactly what they offer
- Taking the next step on their site feels obvious and simple
- They’re not relying on word-of-mouth or unpredictable social media algorithms.
Experience matters. But only if people can actually find you and understand why you’re the right choice.
Why being excellent at what you do isn’t enough to get clients from the internet
Ten years ago, being excellent at your work was enough. Word-of-mouth carried you, referrals kept your calendar full.
But not anymore in this digital era.
Now, when someone needs your service, they don’t ask their neighbor first… They ask Google. And if you’re not showing up in those search results, you won’t get calls.
Your less experienced competitor knows this. They might not have your years of experience or your results, but they’ve figured out how to be visible on search engines.
And if people can’t find you on Google, visibility beats expertise every time.
This isn’t fair (ok, it really sucks!). But it’s fixable.
Google needs to show your website (ideally before your competitor’s)
When someone in your area searches for what you do, whose website pops up on top of page one?
If your less experienced competitor is appearing, you need to improve your website as follows:
- Optimize it so it can be found, I’m explaining how to do that in this article: Why your website isn’t ranking on Google and 7 Simple SEO Fixes
- Use the words people actually type into the search bar.
- Publish content that answers the most frequently asked questions.
In other words, you need to make it easy for Google to understand what you do and who you serve. If you don’t, you can have the most beautiful website on the planet, but Google won’t fetch it, and therefore won’t show it to anyone.
You need:
- Clear page titles and descriptions that match what people search for
- Service pages (and I highly recommend blog posts) targeting the exact phrases potential clients use
- A site that loads fast, works on mobile, and has the technical setup Google likes
- A Google Business Profile (formerly known as Google My Business) that you keep up-to-date
You don’t need to become an SEO expert; you just need to make sure your website is speaking the language your clients are typing into Google, so they can find you.
Your website needs to clearly show what you do in seconds
When someone lands on your website, within 5 seconds maximum, they must be able to tell:
- What you do
- Who it’s for
- What’s in it for them
That’s what I call the 3-W Test. Your website needs to make it super obvious without any guesswork or digging through pages. And definitely without taglines that sound professional but mean nothing.
Now think about your current website. Does it pass the 5-second 3-W test?
A lot of experienced professionals struggle with this (at least 95% of the websites I’ve seen and audited).
You’ve been in the industry so long that you naturally use industry jargon or maybe vague language like ‘rewire your mindset’ or ‘providing integrated solutions for holistic growth.’
Your competitor is probably keeping it simple. They say things like:
- “I help busy parents find a therapist their teen will actually talk to”
- “I get local law firms showing up on page one of Google in 90 days”
- “Custom bookkeeping for creative freelancers who hate spreadsheets and tax season”
Clear, specific, and common human language.
If your message isn’t clear, people assume your service isn’t for them and they move on… to your competitor...
Taking the next step must feel easy and obvious
When someone lands on your site, they need to know what to do next.
On your competitor’s site, it’s obvious. There’s one clear button that says “Book your free call” or “Get a free quote” or “Schedule a consultation and get clarity on your next steps.” And it’s everywhere: top of the page, middle of the page, end of the page.
You click it, fill out a simple form, and you’re done. Easy.
On your site? Maybe there are five different calls to action. Or none. Or a vague “Learn More” or “Contact Me” button that leads to a form with 10 questions.
When people have to think too hard about what to do next, they don’t do anything.
You need to make it a no-brainer:
- One clear action they can take
- Repeated throughout the site so they can’t miss it
- Simple, short forms that don’t feel like homework
- Fast response times once they reach out
You might think offering more options is helpful but it’s not, it’s overwhelming. People make so many decisions daily, they want you to tell them exactly what to do next.
If taking the next step on your site feels confusing or complicated, they won’t take action (and visit your competitor’s site instead).
How to make your website easy to find and get you booked
Alright, so what now?
First, breathe. You’re the expert, you now understand what’s happening and know how to fix it.
Let’s recap with a simple action plan so you stop being invisible and posting on social media (because if you’re like me, I bet you find cleaning your cats’ litter box more fun and rewarding).
Make your site easy to find.
- Start with the basics: update your page titles and descriptions with the words people search for. (Check out this article: How to choose keywords for SEO with free tools)
- Claim your Google Business Profile.
- Write a few blog posts answering common questions your clients ask. You don’t need to be an SEO expert, you just need to show up.
Say what you do in plain language.
Rewrite your homepage like you’re explaining your business to a friend at a coffee shop. No jargon, no fluff, just clear and direct sentences about what you offer and who it helps. This article will help you: How to write a Homepage that brings in clients
Pick one next step and make it obvious.
What’s the one thing you want people to do when they visit your site? Book a call? Download a guide? Fill out a form? Pick one and put it where it’s relevant. Make the button clear, visually consistent, and big enough so it’s easy to click on mobile (even for uncle Bob who’s 6’3″ and has big thumbs).
All of this will help Google find you and show your website to your prospects who need an expert like YOU.
Ready to stop losing clients to your competitor?
Let’s make your website work as hard as you do by fixing your visibility and your message so the right people can actually find you and choose you.
You now know what to fix, but if you want faster results, book your Website Visibility session and we’ll do that together
Let’s get started.
Morgane
FAQ – Let’s get you ahead of your competitor on Google
How can I outrank my competitors on Google?
Start by optimizing your website with the exact words and phrases your ideal clients are searching for. Publish helpful content that answers their questions. Make sure your site is technically sound (fast loading, mobile-friendly). Claim and update your Google Business Profile. Consistency wins over time.
How do I make my website convert more visitors into clients?
Focus on one clear call to action. Don’t overwhelm people with options. Make it obvious what they should do next (book a call, download a guide, schedule a consultation). Keep forms short. Make the process feel easy, not like work.
Is it too late to compete if my competitor is already ranking higher?
Not at all. SEO isn’t a one-and-done thing. Google’s rankings shift constantly based on fresh content, user experience, and relevance. If you start optimizing now and stay consistent, you can absolutely catch up and surpass competitors over time. You can even start seeing your first results within 2 to 3 weeks. SEO is like wine, the older, the better (I don’t like wine but I love SEO…)
Ready to optimize your website and start ranking higher? I can do it for you, book your free call here and let’s get your website on top of page one!
