Top 5 Tactics To Get Your Website Found – Tactic 3

Putting interesting new Content online is essential to attracting new website visitors and persuading Google to rank you higher in its search results. But how do you maximise your visibility?

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Tactic 3 – Love Inbound Links

Inbound links are links on other websites that point to a page on your website. They are also known as inbound links, backlinks, and links to your site.

Inbound links are crucial to Google’s PageRank system – the more relevant websites with good reputation refer to your site, the higher your website appears in its rankings. However great your content, your website power and traction is provided by trustworthy, authoritative sources linking to you.

Whilst link-building takes time to implement and reap results, Backlinko analysed 1 million Google search results in 2016 and found that links impacted rankings more than any other factor.

Quality links are more important than the quantity, although this varies by industry. Links in the middle of the main body of text are most valuable. A diverse and natural-looking anchor text (the clickable text section of a link) distribution improves your site’s rankings.

Inbound links are different to Internal Links – links that point from one webpage of your site to another page of your site, also known as website navigation. Internal links can assist your SEO by pointing to your best resources and improving visitor experience and time spent on site, which can improve your page’s search rankings.


Short-Term Actions To Win New Inbound Links:


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1. Check Who is Already Linked To You

Use Google Search Console to learn about sites that are referring to you. Be aware it shows all websites ever linked to you, including ones that have been removed, and you can’t check what anchor texts are being used.

Use tools to look at how you rank for certain keywords in comparison to your competitors and see what your link profile currently looks like.
For example, check an indicator of a URL’s PageRank using Ahrefs or use Moz’s “Domain Authority” metric


2. Check Who Is Linked To Competitors

Continue reading Top 5 Tactics To Get Your Website Found – Tactic 3

Top 5 Tactics To Get Your Website Found – Tactic 1

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what do you need to know to maximise your visibility?

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Build 4 audience personas which accurately represent your target customers. Work out their demographic information such as gender, age, income, employment, location and education using social media profiles, customer service surveys and FAQs.

Add depth such as their interests, families, homes, pets, cars, holidays, clothes, sports, music, tech, food, news and entertainment sources.

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Look for trends, such as mostly men in their 30s or women in their 50s, specific cities or job roles, and other common factors such as marital statuses, career histories and interests.

Identify their motivator – money, recognition, achievement, comfort, independence, relationships, development or something else. What goal does your service help your personas achieve?

Discover their pain point – is it getting employees to follow safety procedures consistently or high staff turnover? What barriers to success does your service help your personas overcome?

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A good persona is a picture of who your customers are and who they want to be. It allows you to build deeper relationships by delivering personalised content where your target customers want it.

Examples of Audience Personas and Content Solutions For A Health & Safety Training Provider

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Potential Personas:

  • Emily – age 36, Human Resources Manager, graduate, career-focused, married with young children, runner
    Pain Point – wants to use a professional, credible training company
    Content Solution- website verifies credibility by displaying IOTB, NEBOSH & CITB accreditation, Mission statement, Client List plus an up-to-date Linkedin profile
  • Jack – age 24, Construction Worker, 5 GCSEs, money-focused, single, grime music
    Pain Point – perceives training as boring and trusts peers not companies
    Content Solution – website introduces mascot, interesting training methods, peer reviews plus amusing Facebook and Twitter posts
  • Mark – age 45, Supervisor, 20 years industry experience, results-focused, has a partner and grown-up kids, rugby fan
    Pain point – has to manage site safety and employees’ time off-site
    Content Solution – website promotes different options including e-learning and weekend courses, emphasises experience and Trustpilot reviews, plus Facebook gives 5 star recommendations and safety fail videos
  • Geoff – age 57, Director, 40 years experience, company-growth focused, married with kids and grandkids, golf and travel fan
    Pain Point – directors responsibilities including financial restraint and safety legislation
    Content Solution – the website reassures with accreditation, blogs, a pass promise, payment plans, discount deals and informative industry newsletters

Examples of Audience Personas and Content Solutions For A Home Cleaning Company

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Potential Personas:

  • Kirsty – age 46, doctor, married with teenage children, relationship-focused (parents, teenager’s friends, PTA, health club, dinner parties)
    Pain Point – no time to keep a clean house and needs reliable service
    Content Solution – website displaying customer testimonials, reassuring cleaning will always be delivered and all staff referenced, plus helpful Time Saving tips on Facebook
  • Jo – age 34, Finance Executive, environment-focused, single, gym bunny and charity work
    Pain Point – wants a clean but green, ethical home
    Content Solution – website introduces green credentials such as products used and recycling targets, and focuses on staff welfare, plus self-development blogs and Twitter posts
  • Mark – age 51, Company Director, divorced with grown-up kids, reputation-focused, racing and tech gadget fan
    Pain point – workaholic so wants to enjoy precious free time in nice environment
    Content Solution – website succinctly covers FAQs and has a postcode checker to quickly allow access to the local contact, plus Linkedin gives 5 star recommendations and home gadget articles
  • Ben – age 26, web designer, money-focused, living with partner, real ale, folk music, surfer
    Pain Point- building own business any time not in the day job – no time to keep house as well
    Content Solution – website reassures with minimum hours service, peer reviews, loyalty scheme and inspirational Instagram posts

The great thing about named audience personas is that when writing Content to promote your online visibility, you can check back whether it would be interesting and attractive to your Emily, Jack, Mark or Geoff. If not, change it.

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How To Use Content Marketing To Win New Training Business

If you are a training company looking to stand up and be found, Content Marketing is the way to win more business.

What Is Content Marketing?

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Content Marketing is the creation of entertaining and educational material that solves problems for your potential customers, generating interest in your business by offering solutions in a non-salesy way.

It includes blog posts, articles, podcasts, newsletters, e-books, webinars, quizzes and videos, and sets you apart from your competitors.

Consistent Great Content builds trust and loyalty with your target audience, and interprets your offering to search engines – through keywords and text (SEO) – to allow more buyers to find you online when researching answers.

Informative Content Marketing is a long-term strategy that continues reaching quality buyers by ongoing sharing of your valuable insights through blogs, forums, social media, paid and influencer channels.

Accurate and relevant Content Marketing brings people to you rather than you approaching them, bringing you website traffic, leads, customers and advocates.
How Do I Plan Content Marketing?

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People are looking for information online, so answering your target clients’ questions with valuable knowledge via blog posts, e-books, and videos will push you up search results and  highlight you as an authority in the training industry.

Research who your audience is, then use a content calendar (such as these to plan what to publish when and where.

Use timely ideas (such as holidays, industry events, seasons, awards) plus evergreen topics that stay fresh (such as ‘How To Motivate Difficult Staff’).

Choose your goal – new customer sales, increased existing customer sales, improved brand awareness, industry expert status, education of Influencers, building a long-term audience, a larger social media following, more website visitors, increased conversions to sales – and tailor content accordingly.

Choose a content marketing mission to keep you focused, such as “We provide SMEs [our audience] with staff development information [our type of content] to help them increase profitability through reduced sickness and improved safety [their business goals]”.


What Content Should I Publish To Win New Training Business?

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Blogs are the main starting point for Content Marketing. Provide, for  example:

  • Useful How-To Guides – Establishing A Safety Culture In The Workplace In 2019
  • Educational Tutorials – How To Perform A Risk Assessment
  • Industry news and Insights – Mental Health At Work – Your Obligations
  • Checklists – Comprehensive Accident Reporting, Fire Test Procedures
  • Inspirational Case studies – How Company X saved £50,000 per year on staff sickness and recruitment after Company Y Delivered the Mental Health First Aider course
  • Expert Advice – 10 Most Common Health & Safety Myths

Blogs Should Be:

  • Relevant and Recent – How Shell Could Have Avoided a £60,000 Health & Safety fine
  • Long-Form – Complete Guide To Care Home Workplace Safety
  • Targeted to a Specific Persona – How To Manage Working At Heights In The Commercial Cleaning Sector

Lead Magnets

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Lead magnets can be ebooks, webinars, resource lists, reports, free trials, quizzes, mini-courses that generate leads by solving a real problem for your customers, such as ‘How To Manage The Health & Safety Of Mobile-Workers’.

They should provide valuable insights with easy-to-implement solutions that show off your expertise.


Guest Blogs

Guest blogging is a fantastic way to improve SEO, raise your brand awareness, attract inbound links, build trust, and get new online visitors.

  • Identify appropriate and authoritative sites that your ideal customers visit, such as business agencies, enterprise news, trade journals, management, health and finance platforms.
  • Pitch and write a great topic such as ‘ How To Protect Yourself From Personal Liability In Workplace Health & Safety Claims’.
  • Respond to comments and shares to engage individuals and build new relationships.
  • Promote content using social media and measure results.


Gated Content 

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Gated Content means hiding some content to entice visitors to subscribe, using a powerful Call To Action (CTA) in your landing page.

You can gate blog posts, news articles, white papers and research, webinars and videos, checklists and cheat sheets, downloadable resources and tools, lead magnets.

Whilst gated content can annoy visitors, and reduce the number of people you connect to, it can help you understand who your true audience is, what matters to them, build deeper relationships and create more targeted marketing.

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Video is one of the most popular content formats around, and is proven to generate leads and make sales.

You can create explainer videos, showcase your services, deliver tutorials and lots more simply using a mobile and YouTube, so it’s easy to get started.

Have a look at our guide for more ideas:


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How To Find Fulfilment


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We have so many opportunities and responsibilities these days – everybody else seems to be having such a great life on social media. So how do we avoid FOMO (Fear Of Missing Out) and become pro-active in living a meaningful and happy life?

Here’s a round-up of expert advice for you to choose from:

Know Your Self

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Spend time working out what fills you with joy, and what success means to you. It could be spending time with family, travelling the world, improving the lives of the underprivileged or putting an end to palm oil use.

Knowing who you are enables you to decide who you are going to be and why you’re here. What’s important is to find your own definition of meaning and path to fulfilment.


Find Purpose

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Your purpose is a deep belief that leads to passion and inspiration. In childhood we have many grand ideas for ourself, before life squashes them out.

To find your purpose ask “If I could do anything with my life, and I knew I couldn’t fail at it, what would I be doing?”

Connect your purpose to your activities to achieve lasting fulfilment, as opposed to temporary happiness or success. Happiness comes from what we do. Fulfilment comes from why we do it.


Be Brave

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Making the decision to do what you are passionate about takes courage, and is actually a rite of passage to reach mental, emotional, and spiritual maturity that not many adults experience.

Work out what you want and imagine yourself getting it. Many people ignore this to avoid disappointment if things don’t work out, but it is a crucial step to achievement.

Remain open to change and new ideas. Don’t give in to doubts about your abilities. Make contingency plans and strengthen yourself emotionally to be ready for new experiences.



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Society tells us we are not good enough and happiness comes from external objects. But whatever we acquire, our purchases soon lose their appeal.

Fulfilment comes from ongoing self-improvement and acknowledging your growth.

Reflecting on challenges tackled and celebrating achievements gives a sense of meaning and purpose, along with the motivation to continue striving.


Be Responsible

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You are responsible for the way you perceive situations and your own fulfilment.

Stop blaming others or the world, and you’ll discover the power to control your own life. When you change the way you look at things, the things you look at change.


Live In the Present

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Let go of your never-ending self-talk. Take a break from social media distractions. Pause, and just be present.

Lower anxiety and improve focus by connecting to the stillness of the here-and-now. Immerse yourself in the present moment and your productivity and happiness will increase.



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Stop expecting and start appreciating. Stop thinking about what “should be” and start being grateful for “what is.”

Enjoy the simple pleasures such as silly jokes, a child’s hug, a dog’s welcome, sunny days, a good meal, a winter’s frosty walk.



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Contributing to the well-being of humanity and being part of something greater than yourself tends to make us feel better about life.

Find a cause you truly care about and give your time, money or ideally both. The act of contribution reminds us how successful and fortunate we are, and how small our problems really are.

You can be rich and successful by living your purpose, but you will be fulfilled everyday by what you give to ensure the happiness of others.
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How Do I Find Time To Grow My Business?

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The most common response I’ve heard to advice on how to grow a business is:

“That sounds great, but how do I find the time to implement your suggestions?”

The harsh truth is that you somehow have to fit in regular sessions of working ON your business – as opposed to just IN your business – if you want to grow in a sustainable and profitable way.

To help you carve out that essential time in your hectic week, try out these 5 expert approaches:

1. Eisenhower’s Decision Matrix

“What is important is seldom urgent and what is urgent is seldom important” – Dwight D. Eisenhower


What To Do:
– List your common daily activities

– Draw a box with 4 quarters inside it and label them: Q1 – Urgent & Important, Q2 – Non Urgent & Important, Q3 -Urgent & Not Important, Q4 – Not Urgent & Not Important

– Put each activity in one quadrant of the matrix
– Reduce time spent on Q1, Q3 & Q4 tasks, increase time on Q2 activities

For Example:
A demanding but low-profit customer may be taking up a disproportionate amount of time against their value to your business, and belongs in Q3 – Urgent & Unimportant.
A valuable customer may be left feeling ‘unloved’ and needs more attention’, and belongs in Q2 – Non-Urgent & Important.

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2. Getting Things Done

” Your mind is for having ideas, not holding them” – David Allen, founder

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What To Do:
– Capture everything that gets your attention – write down all ‘to-dos’, big and small
– Clarify what action needs to be taken – bin, file, action now, add to an action list
– Organise actions into lists, such as e-mails, phone calls, reports.
– Reflect on and update all lists regularly to clear your mind.
– Engage your systems to take actions confidently

For Example:
Create a process to precisely deal with every type of e-mail you receive, reducing anxiety around what to do with them and when. Regularly review and clean action lists. This allows your brain time for creativity and renewal.

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3. Put First Things First

“The key is not to prioritise what’s on your schedule, but to schedule your priorities” – Stephen Covey

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What To Do:
– Work out your short-term and longer-term priorities using your values, principles and goals
– Consider these the ‘big rocks’ you put in the jar first before the ‘sand’ of other tasks fills it
– Don’t be afraid to say no to requests that don’t fit with your mission and that drain energy

For Example:
Prioritise essentials that bring future value over short-term reactions to ‘trends’. If you aim to be the number one Cleaning Company in your area, focus resources on Staff Training, Planning, Relationship-Building, Quality Products and Outstanding Service, rather than chasing low-value jobs, cost-cutting projects and ‘fashionable’ contracts.

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4. Get The Hard Stuff Done First

” Eat That Frog ” – Brian Tracy

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What To Do:
– Tackle the hardest-to-do thing on your list first, to stop difficult tasks hanging over your head
– Learn self-discipline, put your head down, ignore feelings and get it done

– This approach increases productivity and performance

For Example:
Start the day by writing the bid, making the challenging call, organising rostas, dealing with the difficult employee. Getting the tough task done first boosts confidence and energy.

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5. Change A Keystone Habit

“The brain’s dependence on automatic routines can be dangerous. Habits are often as much a curse as a benefit” — Charles Duhigg


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What To Do:
– Change one ‘Keystone’ habit for far-reaching effects
– Select a physical, emotional and person cue to practise the new habit
– Design some carrots and sticks for the new habit
– Practice your new habit cycle every day for 30 days

For Example:
– Set the cue of one hour closed-door/uninterrupted planning time after lunch every Tuesday
– Work out the Emotional trigger, such as excitement for developing the business, and Who will trigger it, such as a mentor/friend by calling you
– Design some carrots and sticks for the new habit, such as treats, celebrations, tracking progress streaks and reporting to close associates
– Practise for 30 days to establish cues that create new habits, and build belief in change

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”Remind Me Why I Need Business Blogs Again?”

Sometimes it’s difficult to work out how best to use your precious time and money to attract new customers. To get found online, you need to stand out.

Here are our Top 5 reasons why business blogs are a fantastic way to grow your business:

1. Blogs Increase Your Website Traffic

darts”as you add more content to your site, more pages from your domain become indexed in search engines. This improves organic search visibility and increases website traffic”

Jayson DeMers:


2. Blogs Help Convert Website Traffic into Leads

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” each post is a new opportunity to generate new leads: Just add a lead-generating call-to-action to every blog post. Often, these calls-to-action lead to things like free ebooks, free whitepapers, free fact sheets, free webinars, free trials … basically, any content asset for which someone would be willing to exchange their information”

Corey Wainwright:

3. Blogs Demonstrate Your Expertise

”A business blog helps you cement your position as an expert by giving you a platform to provide exceptional content (news, tips, trends) for your clients, potential clients and partners”

Patricia Redsicker:

4. Blogs Educate Your Customers

” Educating is far more powerful, more trustworthy and more relevant to website visitors than pure selling or even traditional marketing content. Education means that you have thought about their situation and can anticipate the questions they may have. It also means that you understand who they are”

Christine Whittemore:

5. Blogs Give Your Business a Voice

” they give an opportunity to inform people about your latest news and business happenings. The consumer is being given information straight from the horse’s mouth. Blogging gives your business the chance to create a personality online and gives people the opportunity to learn about your company”

Jonny Ross:

If you would like high-quality, keyword-specific business blogs written to increase your online visibility, please e-mail

How To Attract New Counselling Clients Calmly

Mental Health Puzzle

You are a therapist who views your service as a vocation – yet you still need to find clients to survive as a business.

It can seem distasteful to ‘win’ clients, as therapeutic relationships are trust-based and so incompatible with ‘selling’ your service to potentially vulnerable individuals.

So how do you maintain your values and also run a sustainable practice?

1. Plan Your Business Goals

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Working towards pre-defined goals is a powerful way to grow your business on your terms. Lynn Grodzki notes that as therapists often have not trained in developing business plans, so make do with whatever comes their way.

However, if you have calculated the number of client sessions needed per month to cover outgoings, and the number of enquiries needed to convert to client sessions, you can work out what activities are needed to generate this work pipeline and be pro-active.

Mental Health Niches

2. Define Your Niche
Being pro-active also has the great advantage that you can define a specific niche you are passionate about working in, and work to attract these types of clients to you.

There is information overload everywhere, so it is crucial you are known for something specific, for example, PTSD in children, OCD in professional women, post-natal depression, pain management in retirement, anxiety in male teenagers.

This is both for your ideal clients to find you and for your referral network to introduce you with confidence as the expert.


3. Value Yourself
Mark Redwood reflects that understanding what kind of person you are is vital, as this underlying philosophy powers everything else you do in the business, including your mission statement and marketing activities.

Once you value what and how you individually offer support, confidence you can make a significant improvement to clients’ lives follows.

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4. Charge the Right Fees
Many Counsellors under-charge. Lynn Grodzki explains ” it’s very common for therapists to have negative belief systems about money. Profit means financial gain, and service means being of assistance. When you are in private practice, you’re doing both. You have to have a way to reconcile this inside yourself and in your practice.”

”Learn to be comfortable charging a fee that reflects your worth and your area’s market”, practitioner Randy J. Paterson, author of the 2011 book “Private Practice Made Simple” advises

”Remember your hourly rate encompasses business costs including your phone, computer, materials, utilities, rent, professional costs and time spent outside therapy working on a client’s case”.

”Charging a healthy rate for your services can actually promote good therapy as it encourages both therapist and client to focus and work harder”, Dave Verhaagen, managing partner at Southeast Psych, adds.

The Zur Institute advocates liberating yourself from the notion that profit and care are incompatible

Another idea is to offer a set number of ‘pro-bono’ sessions per month to satisfy your social values – offsetting usual fees against those for economically-challenged clients.

5. Market YourselfMarket Yourself

“You need to get over the idea that your clinical competence alone will sell your practice,” says Paterson. “Ultimately it will, but not at the start”.  Think about marketing as necessary to ensure your business stays around to continue assisting people with your skills.

Once you have identified your ideal client, work out where to interact with them – such as giving talks to dedicated support groups, joining relevant online forums to contribute your expertise, and writing regular blogs to demonstrate your niche expertise and credibility (and improve your SEO).

These activities – along with a social media presence – make potential clients aware of you and provide a chance to assess if they could work with you.

A photo is crucial, as is at least a basic website, giving details of your qualifications and experience. A variety of professional directory listings (especially Google My Business) with a stand-out tag line will also help people find you online.

6. Build An Introducer Network


Meet and build relationships with people who could refer clients to you, such as physicians, allied health professionals, educators, community organisers.

Counselling is about trust. If clients trust the introducer, and the introducer trusts you, this helps build trust in the counselling relationship.

Zur Institute recommends approaching potential referrers as a professional-helper who has valuable information and services to offer, such as:

  • assisting with burnout among police staff
  • supporting teachers in coping with disruptive children
  • relieving overwhelmed doctors in taking chronically depressed people out of their waiting rooms
  • helping local newspaper editors fill their newspaper with intelligent commentary on local/world events
  • the creative opportunities are endless once you are confident of your value and your chosen niche.


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