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Hi reader,

I’ve been hearing the same question from several business owners lately: “What’s next?”

We all know by now that the world is changing and there’s so much chatter out there about what it means for your business. A lot of us recognize that something needs to change in our approach but the question is, what exactly? 

This is a loaded question, but the first thing I’m going to tell you is that you cannot get by with the same old cookie-cutter website anymore….you need a lot more than just basic business info. Let me explain.

Today’s advice to grow your business

Turn your website into an online knowledge base for your business.

AI search is changing how people find information about your business. When someone searches for you, what will they find? Google now pulls info from all over your website to give them a quick summary. If your website is just a digital business card with basic info like your address and hours, that summary isn't going to be very helpful.

Instead of a business card, think of your website as an encyclopedia of information about your business.  It needs to cover everything: who you are, what you offer, why you offer it, how customers can access your products or services, and anything else they might want to know.

Here’s how this will benefit you

Better visibility in search results.

Google is crawling through every nook and cranny of your website to piece together a complete picture of your business. When you build a knowledge base, you’re giving Google more ammunition to tell the world exactly what makes you so valuable.

Those AI summaries become more detailed and more persuasive. They highlight your unique strengths, answer potential customers' questions before they even click on your website, and make you the obvious choice.

This translates to more clicks, more inquiries, and more business. Because when Google has a clear understanding of your business, it can connect you with the right customers at the right time.

A website that can outlast algorithm updates.

The world of search is completely different from how it was even a year ago, and it’s not going to slow down. There’s no use in trying to keep up with every algorithm change or Google update. Focus on what you can control: the quality of information you put out there about your business.

When your website is packed with valuable, helpful content – the kind that answers your customers' every question and genuinely helps them – you're building a resource that will always be relevant, regardless of how search operates. You’ll win customers trust and their business, regardless of how they found you. 

Your first step

Define your ideal customer. Then, starting answering their questions. 

Before you start creating a mountain of content, you have to know exactly who you're creating it for. Dig into the specifics of who exactly your ideal customer is – what they value, what motivates them, what they’re struggling with, etc. 

From there, you can start brainstorming all the questions they might have about your business, your products, and your services. What are their biggest concerns? What information do they need to make an informed decision? What kind of content would be most helpful and valuable to them?

Of course, that’s just the beginning. This is a small part of a much bigger conversation, but for now, this is a good place to start.

I know all of these changes can feel like a lot. But remember, that’s why you have me (and Vervology) as your digital partner. Don’t hesitate to reach out if you need help.

Best,

Jono

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