Simple SEO and Marketing, Business Growth, Organic Marketing, Copywriting, Online Business, Blogging, Content Creation · 2026-06-25 · 17 min
Key moments - from our scoring
Substance score
29 / 100
Five dimensions, 20 points each
Before writing another blog post, audit these five critical website pages that directly influence whether visitors hire you or buy. Faith Hannon argues that a poorly optimized homepage, services page, about page, case studies page, and inquiry/booking page cost more conversions than any additional blog content could gain. The homepage must clearly explain who you serve and what problem you solve in language so simple a five-year-old understands it, with a single primary CTA above the fold. Your services or sales page should focus on transformation and value, not just deliverables - explaining how clients move from point A to point B through your process. The about page must connect your story back to the buyer's problem and credibility concerns, not just chronicle your life history. Case studies and testimonials provide proof of results by showing the full before-and-after arc. Finally, your inquiry and booking pages need to set clear expectations about what happens next, who the offer is for, and response timelines, serving both your business and your prospect's time. Business owners, agencies, and course creators will find specific copywriting fixes and auditing questions to identify which page to fix first.
Homepage, services/sales page, about page, case studies/testimonial page, and inquiry/booking page. If these aren't dialed in, blog traffic won't convert because visitors can't decide whether to hire you.
Who you help, what problem you solve, why it matters, and where to go next - in language simple enough that a five-year-old could understand it, with one primary CTA and the offer not buried.
Focus on transformation and value, not features. Explain the problem, outcome, process in simple steps, include proof via testimonials, clarify who it's for and who it's not for, and always tell the next step rather than making visitors guess.
Sharing their entire life story disconnected from the buyer's needs. Instead, tie your personal story to the client's problem, show why your approach is different, and focus on answering whether you can solve their specific problem.
It should clearly explain the offer and who it's for, set expectations about vetting or investment level, explain what happens after submission, and make the process feel intentional rather than intimidating - respecting both your time and the prospect's time.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode delivers a handful of practical copywriting reminders (one primary CTA, case studies over raw testimonials, inquiry pages that vet prospects) but the advice is buried under heavy repetition, filler phrases, and basic platitudes. The ratio of actionable insight to throat-clearing is low for a 17-minute runtime.
Sometimes the best content strategy is not just throwing another blog up there
your sales page needs to spell it out. Spell it out
The 'fix your core pages before adding more content' framing is mildly contrarian for an SEO podcast but is a well-worn conversion-rate-optimization argument; the underlying advice (focus on transformation not features, homepage clarity, about page connecting to buyer) is textbook copywriting with no first-principles or counterintuitive angles.
just because your competitor is doing it with their homepage doesn't mean it's right. You don't actually know their conversion rates
I do not care nearly as much about the motor size as I care about, is this gonna get baby poop out of my clothes
This is a solo-host episode; Faith Hannon positions herself as an 8-year practitioner in SEO and copywriting, but the episode offers no verifiable client scale, named accounts, or evidence of results beyond generic percentages cited in the intro bumper without attribution.
Hey, I'm Faith Hannon, wife, mama, copywriter, SEO strategist, and barrel racer. And for the last eight years, I've been figuring out what works
How does 300%, 500% or even 12,000% more traffic in a year sound?
Almost entirely abstract advice with no named companies, no real client metrics, no dollar figures tied to specific outcomes, and no concrete timelines; the only 'example' is a fabricated washing machine analogy and a hypothetical $100k vs $500 buyer mismatch.
I help moms that shop at target between 2 and 3pm While their children nap. Like, we're not getting that like, specific
somebody creates a washing machine, it's like, I will get baby poop out of your clothes with zero scrubbing promise, guaranteed
This is an uninterrupted solo monologue with no guest, no probing questions, no pushback, and no follow-ups; the host's own delivery is loose and repetitive, leaning heavily on filler phrases and re-stating the same point multiple times within a single section.
Please and thank you. Please and thank you
And I know you're like, what? Yes, your about page
Computed from the transcript - who did the talking, and the words that came up most.
If your website is getting traffic but not enough leads, the answer may not be “write another blog.” The answer may be that your core website pages are not clear enough, strategic enough, or supportive enough to help someone make a buying decision. In this episode, I’m walking through the five pages I would look at before adding another piece of content to your site, especially if you want more of your traffic to turn into real inquiries and sales. We’re talking about the pages that shape trust, explain your offer, reduce risk, and make the next step feel obvious. Listen in to learn: Why more traffic will not fix a website that is already confusing buyers The page that needs to make your offer clear before anyone goes digging Where your copy may be listing “stuff” instead of selling the real value How your story can build trust without turning into your whole life history Why proof matters more when someone is already considering hiring you The often-forgotten page that can either make the next step feel easy or awkward Listen in and use this episode as a simple website audit before you create your next piece of content.
Transcribed and scored by The B2B Podcast Index.
Faith Hannon: Hi, friends. So this is your friendly neighborhood business strategist who is always telling you that you need to blog. And in this episode, I'm telling you five pages on your website that are more important to fix than to write another blog post. Hmm. So if you're like, what? True. It's true. It's true. If these five pages, or at least four of these five pages, are not dialed in, then getting more traffic to your website from a great blog post post is not going to convert how you want it to. So are you ready? Let's jump in.
Co-host: Hey there, fellow entrepreneur. Welcome to simple SEO and marketing. Do you want to grow your business with sustainable traffic sources? Have you heard about the power of search engine optimization?
Faith Hannon: And you want to take advantage of it to get more traffic, more eyeballs on your business. But when it comes down to it,
Co-host: does SEO feel complicated and hard to implement? Are you tired of wondering what in
Faith Hannon: the heck to do with your website
Co-host: to get more traffic and more leads
Faith Hannon: knocking on your door?
Co-host: What if I could tell you that there was a simple, proven system for using SEO, blogging and copywriting to get leads from your website and not just any leads.
Faith Hannon: High converting leads. Hey, I'm Faith Hannon, wife, mama, copywriter,
Co-host: SEO strategist, and barrel racer. And for the last eight years, I've
Faith Hannon: been figuring out what works and what
Co-host: doesn't work in the world of online marketing to get organic traffic. Now I'm here to share all the things I'm learning in the trenches of SEO, copywriting and content marketing. How does 300%, 500% or even 12,000%
Faith Hannon: more traffic in a year sound?
Co-host: What could your business do with that kind of traffic increase? How many more people could you help? So listen in and prepare to take notes. I'm about to drop simple, actionable SEO, marketing and copywriting tips, all with a heavy dose of Jesus loving encouragement. Let's get you more traffic and more
Faith Hannon: leads so you can help more people with your God given gifts. Hello. So if you're like, what, Faith, I thought you said we need to blog. I'm not changing my tune on that. But sometimes writing another blog is, um, not the next thing on your to do list or shouldn't be. Because sometimes the best content strategy is not just throwing another blog up there. Even if it's a great blog, even if it's optimized for SEO, sometimes that is not the thing that you actually need to do next. Sometimes the best strategy for getting more sales, um, and easier leads is to fix the core website pages that actually help people decide whether or not they should hire you. Okay? And remember, I love blogging. I love SEO content, I love long form marketing, because it's like throwing fish hooks out there that are going to keep working for you for years and years. But again, sometimes another blog post is not the right move. Next. Because sometimes your homepage, your services page, your about page, your case studies, your inquiry page, they are costing you more than, um, another blog could ever fix. So page number one, page number one that I need you to fix before you go write another blog post is. And this is the most important page. So if you only fix one page, let it be this one. And it's your homepage. It is your homepage. And your homepage matters because it sets, not only sets the first impression, but it is the deciding factor. Factor in whether somebody hires you or not. Especially if you have a, um, like a higher tier offer, not a $2 offer. Okay, now I feel like I've talked about homepages until I'm blue in the face. So if you were like, I need to know more about homepages, then go back and listen to all of the episodes I have on homepages. I could list them off for you, but you can find them much faster. Your homepage should absolutely quickly explain the problem that you solve. How do you help your person? Okay, who do you help?
Co-host: Now?
Faith Hannon: You don't need to get all knitt gritty like I help moms that shop at target between 2 and 3pm While their children nap. Like, we're not getting that like, specific in our homepage copy. We're not describing your ideal client avatar on your homepage, but what problem do you solve for your person? Who do you help? Why does it matter? Why does this problem matter? Why does this solution matter? And your homepage should also quickly explain where to go to next. Now, so very common mistakes on homepages that I see trying to say everything or trying to not say enough. Uh, I audit homepages on opposite ends of the spectrum, if I'm being honest. Typically people don't have enough copy on their homepage. Often I see business owners, I have students and clients come to me where they're leading with very vague brand language. They may have based their homepage copy and what they see their competitors doing. Well, just because your competitor is doing it with their homepage doesn't mean it's right. You don't actually know their conversion rates, y'. All. Okay? They could be lying through their teeth about how much money they're Making, um, another common mistake I really see is hiding the actual offer. Sometimes offers or what it is the solution, the thing that you fix for your client, sometimes that is so dang buried that people have to be a stinking gold miner to find it. And spoiler alert, if they have to look that hard for it, they're not going to. Okay, um, and making them scroll too far. Okay. Very practical fix for this. Make your above the fold so ridiculously clear that my 5 year old could understand it and your grandma could understand it. Okay, Sometimes grandmas don't understand online business stuff, which is why I say that. Also practical fix for you. Your homepage needs to have one, uh, primary CTA, one paid primary CTA. We are not asking people to do 45 different things. We're asking them to do one thing for their money and one free thing that's going to bring the value. Okay? You're also going to guide somebody to the most important offer or pathway very strategically on your homepage. Okay? Your homepage should act like a front door to your business. They should know the general overarching problem that you saw solve from your homepage. Now you're like, faith, I have five different offers. Well, you might have five different offers, but they probably all can fall under the same umbrella. As far as, like the root core problem that you solve, your home page should very clearly explain that, like with the root home problem is the thing that you help them with. Not just I help you three different ways. It's I help you do this one big overarching problem. And this is honestly something that I help a lot of clients and students, um, identify is that overarch umbrella problem and put that into simple clear language. All right, number two, Number two. The number two problem or number two page, sorry, the number two page, second page that you need to fix before you need to go right into the blog is your services page or your sales page. Okay? The page that somebody goes to before they buy the thing. Okay? Your sales page should not just list the deliverables, please and thank you. Should you say that? Yes, but that should not be all you. Your services sales page, one in the same should explain the problem that you solve. Please and thank you in clear language. The outcome, how they get from point A to point B. Okay. How they're going to get there. Okay. The process of how they get there. Okay. Broken down into very simple language and very simple steps. They don't need to know that it takes five steps back and forth to get the contract signed. They don't need to know that. You also need to provide some proof, some customer testimonial, please and thank you on your sales page. And they need to know if it's a fit like it is okay to put some this is for you if and this is not for you if type of language on your sales page. And they need to know the next step. What should they do next? Don't make them guess. Don't make them guess, please and thank you. Okay, now, um, this is honestly where a lot of businesses lose people because you know your offer inside and out, but your customer doesn't necessarily. And so your sales page, your services page, whatever we're working on specifically for you, your business, right? Your sales page needs to spell it out. Spell it out. Okay. Yes, you need to explain what's included. A lot or a lot of people explain what's included, but they don't, uh, they don't always explain why it matters. Okay, so here's what I want you to do. Yes, you can talk about deliverables, but we need to talk about them as value. Not just like, here's the PDF, but like, here's the guide for all of your brand. Okay? So it helps you make all of these decisions. Right? We need to talk. And my favorite example to use for this is like a washing machine. When I'm looking for a washing machine, I do not care nearly as much about the motor size as I care about, is this gonna get baby poop out of my clothes? Like, seriously, somebody creates a washing machine, it's like, I will get baby poop out of your clothes with zero scrubbing promise, guaranteed, I will buy that sucker. Okay? And all the mamas are like, m hm, Amen. But so often we forget the really practical things that our clients customers need because we're so wrapped up in creat creating great deliverables, which I love, right? Like, we want the good deliverables. We want to do the things. We want to give the people the actual goods that they sign up for. But they're not necessarily signing up because you have a beautiful PDF. They're signing up because of the value that that PDF for this example provides. And so make sure that your sales copy is written in such a way that you focus on the value or the transformation and not just the features. Okay, now, page number three, y', all, that we need to maybe work on before you write another bl is your about page. And I know you're like, what? Yes, your about page. I have had conversations with seasoned entrepreneurs about this. They're like, I don't have an about page. I'm like, we need an about page. Like, but I want to talk. I don't want to talk about myself. I'm like, tough cookies. You have to talk about yourself as it connects back to the buyer. Now, a lot of about pages, I feel like there's like two ditches to about pages. In one ditch, people are like, giving me their entire life story, entire family history and family tree, and, you know, the timeline of their whole life, which is precious. But that does not, uh, help me decide if I'm going to buy something from you or not. Your about page is supposed to be about you as it connects back to the buyer. Yes, your story absolutely matters, but it should connect back to the buyer. Not just be like, here's my life. It should be something that connects back to the buyer and answers their number one burning question, can you solve their problem? Your about page should answer why you care, why you're credible, what shaped your approach, why the buyer can trust you. Yes, but always as it connects back to the buyer. Okay, so practical fix for you here. Keep the personal story, but tie it into the client's problem. And your method. I want you to show the heart behind the work and the reason your approach is different. Yes, you can sprinkle in some fun facts, of course, but it doesn't need to be just all about you and your whole life and your whole life story. Okay, now, page number four and this couple of these pages, the last two are ones that we are honestly working on, um, in our business. And we're trying to focus on a little bit more in this company. But this is your case studies pages or testimonial pages. And these matter deeply because it provides proof of risk reduction. Okay, Buyers want to know, has this worked for some. Somebody like me? Okay, case studies. I love case studies because they can show before you can talk about the problem, you can talk about the strategy, you can talk about the result and the transformation. They're much more in depth than just a quick, you know, two sentence testimonial blurb. Okay, yes, testimonials are good. Specific testimonials are good. But case studies are going to give you stronger proof because they show the full story loop and the full from beginning to end arc. Here's your practical fix for you. Do not just dump testimonials. Please and thank you. Please and thank you.
Co-host: Obviously.
Faith Hannon: Obviously. Don't lie about your testimonials. Like, use real testimonials, but do it strategically. Okay. And in your case studies, I want you to show your strongest proof and turn it into many stories. True stories. Don't you dare lie and be a liar pants. But I want you to be able to show in your case studies what's not working, what changed and why it mattered. Okay? Step page number five. That matters. Maybe, Maybe this is a maybe more than your about page is your inquiry page or your booking page process. And I say this, um, with a grain of salt. Like, if I looked at your entire business plan, I might be like, yeah, write a blog. Leave this as it is, your inquiry. And the booking page matters because it gives your people a, uh, glimpse at what's ahead. Now, if you're somebody that you have a pretty stringent vetting process before you move into the booking page with somebody, then your booking page needs to spell that. Inquiry page, whatever you use needs to spell that out. If somebody, if you're selling a hundred thousand dollar product and people don't realize that it's, uh, that high and you're spending all of your days talking to people who only have $500 to spend, like your inquiry page. And your booking page needs to vet some of that out for you. Not just for your time, but out of respect for their time. Okay? So don't treat your booking, your inquiry page like just this forgotten thing, this generic thing. It needs to clearly explain what the offer is, who it's for. You need to set some expectations. You need to make the next step feel safe. And I really love it when people say how quickly they're going to respond because then I know when I can email them back or expect to never hear from them. Okay? Um, so really practical fix. I want you to read through your inquiry. I want you to think, ooh, is this actually serving my business well and my ideal client? I don't want to waste their time either. Okay? You can even take some, take some time and take some space to tell people what, what happens after they inquire? After they inquire? After they fill out the form. Okay? Let them know what kind of information you need. Help them to fill out. A form. Like this can all be super automated. Don't waste people's time, y'. All, okay? But I want you to make the, make it feel intentional, not just intimidating. And you can do that with writing copy that feels like you and not like a, um, machine. So here's your homework. Before you write your next blog post or your next Instagram post, or even your next podcast, I want you to audit these five pages on Your own, your homepage, services or sales page, your about page, your proof or your case study page and your inquiry. I want you to ask yourself, is it clear? Is it up to date? Is it actually what I do right or have I changed and evolved? Is this page helping somebody make a decision and is the CTA obvious? And then I want you to pick the weakest one and fix that first. So if this made you realize that your website pages need to do a better job because they are slackers and they're not supporting a sale, that is what we work through through with you inside of our SEO and website copy strategy. Because yes, your content matters, your blog content matters, your email content matters. Absolutely. Content is still king. But the pages that people use to make decisions on whether or not to hire you, whether or not to buy your offer, they matter too. So head to faith hannon.com um and book a call to see if we are a good fit to help you and serve you or click the link in the show notes because I want to serve you. I want to help get high quality leads from your website and increase up um, your take home pay from your business because you're converting higher with better copy that works for you even when you're not working. All right y', all, we'll talk to you next week.
Co-host: Bye. Thank you so much for listening in today. Hopefully this episode gave you some really tangible tips for better SEO and marketing to get more leads and more sales from your website. If it did connect, ask you a quick favor. Would you please share this episode with a friend and then uh, just take 10 seconds and go leave a written
Faith Hannon: review on Apple Podcasts.
Co-host: That is the very best way to help more Jesus loving entrepreneurs scale their businesses so that they can help more people with their gifts and make an even bigger impact for the Kingdom of God. And guess what? We now have a Facebook community where we can learn, hang out and laugh. Go join the Facebook group now. It's linked in the show notes and all the other things, courses, coaching and copywriting can be found at my website, faith hannon.com until next time. God bless and I'll talk to you soon.
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