Digital marketing that helps the right customers find you
SEO, GEO, paid media and content marketing focused on increasing your visibility, improving the customer journey and turning more of the right visitors into customers.
Digital marketing isn't just about getting more people to your website. It's about understanding who your customers are, what they're looking for and what they need at each stage of their journey.
Webbed Feet develops digital marketing strategies around your commercial goals, using the channels that make sense for your customers rather than selling you a predetermined package.
What are you trying to improve?
You may already be investing in digital marketing but aren't getting the results you need. Or you may know there's an opportunity to grow but aren't sure where to focus.
We can help if:
- More enquiries and sales - Your website isn't generating enough enquiries or sales.
- Higher search visibility - Competitors consistently appear above you in search.
- Visibility in AI search - You're not being found in AI-generated search results and recommendations.
- More effective paid clicks - You're paying for clicks that don't turn into customers.
- A clearer customer journey - Visitors struggle to find the information they need, or your website doesn't support them throughout their buying journey.
- Clearer marketing results - You aren't sure which marketing activity is actually delivering value.
We start with the problem and work backwards to determine what needs to change.
SEO & GEO: Get found in search and AI
The way people find businesses online is changing.
Traditional search engines remain hugely important, but customers are also using AI search experiences and assistants to research problems, compare options and find businesses.
Search engine optimisation (SEO)
Our Search Engine Optimisation (SEO) work helps your website become more visible in traditional organic search results.
This includes technical SEO, search-intent research, site structure, on-page optimisation and content strategy.
Generative engine optimisation (GEO)
Our Generative Engine Optimisation (GEO) work helps make your business and expertise easier for AI-powered search systems to understand, retrieve and cite when answering relevant questions.
This includes improving the authority, clarity and usefulness of your content.
The objective isn't simply to rank for more keywords. It's to make your business visible when potential customers are researching the problems you solve.
Paid media: Reach customers who are ready to act
Paid media allows you to put your business in front of relevant audiences at different stages of their customer journey.
We plan, manage and optimise campaigns across:
Google Ads
Capture existing demand from people actively searching for what you provide.
Microsoft Ads
Capture existing demand from people actively searching for what you provide.
Meta advertising
Reach and retarget relevant audiences across Facebook and Instagram.
LinkedIn advertising
Reach professional audiences based on factors such as role, industry and company.
TikTok advertising
Reach relevant audiences through creative, interest and behaviour-led campaigns.
The goal isn't to generate as many clicks as possible. It's to spend your advertising budget where it has the best opportunity to generate valuable enquiries, sales or other meaningful actions.
Content marketing that answers what customers need to know
Good content gives potential customers a reason to find you, understand you and trust you. We research what your audience is searching for, the questions they're asking and the information they need before making a decision. We then create and optimise content around those needs, including:
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Landing and service pages
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Articles and guides
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Comparison and decision-making content
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SEO and GEO-focused content
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Campaign content
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Thought leadership
Every piece of content should have a reason to exist; whether that's capturing demand, answering an important question, demonstrating expertise or helping someone take the next step.
Customer journey & content UX
Getting someone onto your website is only half the job.
What happens when they arrive matters just as much.
Does the page answer the question that brought them there?
Can they quickly understand what you offer?
Is the information they need where they expect to find it?
Does the website answer the questions that arise as they move closer to a decision?
And is the next step clear?
We look at your website from your customer's perspective.
We use search behaviour, customer intent, analytics and content UX principles to identify gaps and friction throughout the journey.
That might mean reorganising information, improving navigation, answering missing questions, strengthening landing pages or creating content for different stages of the decision-making process.
The aim is to create a website that doesn't just attract the right audience - it helps them find what they need and move naturally towards taking action.
Bringing the whole customer journey together
SEO, GEO, paid media, content and your website shouldn't operate in isolation.
A potential customer might first discover you through an article, encounter you again through an advert, compare you with competitors through Google or an AI assistant and finally return directly when they're ready to make contact.
Understanding that journey helps us make better decisions about:
Understand the intent behind their search.
Choose the channels and search experiences that fit.
Make useful, relevant information easy to find.
Make it clear how to move forward.
That gives us a much better basis for deciding where to invest than treating clicks, rankings and individual marketing channels as separate objectives.
Why Webbed Feet?
Customer-focused strategy
We identify the problem first and recommend the marketing activity that makes sense, considering the whole journey, not just how someone reaches your website.
SEO and GEO expertise
We help businesses become more discoverable across traditional and AI-powered search.
Content UX
We make sure useful information is easy to understand, easy to find and positioned where customers expect it.
Marketing backed by technical expertise
Because we're also web developers, we can investigate problems with your website, tracking, performance and technical SEO rather than stopping at the marketing campaign.
Frequently asked questions
It depends on your audience, objectives, competition and budget.
We recommend channels based on the problem you're trying to solve and where your customers are in their journey rather than assuming every business needs the same marketing mix.
SEO focuses on improving your visibility in traditional search engine results.
GEO focuses on making your business, content and expertise easier for AI-powered search systems to understand, retrieve and reference.
There is significant overlap between them, so we consider both as part of a modern organic search strategy.
They solve different problems and often work well together.
Paid search can provide immediate visibility for valuable searches, while SEO builds longer-term organic visibility. PPC data can also reveal which searches and messages are worth targeting through SEO and content.
More traffic doesn't automatically mean more customers.
The problem may be the quality or intent of the traffic. But it can also be what happens after someone arrives. For example, unclear messaging, missing information, poor content structure, weak calls to action or a customer journey that doesn't match what the visitor expected.
That's why we look at both how customers reach the website and what they experience once they're there.
Make your business easier to find and easier to choose
You don't need to be everywhere.
You need to appear in the places that influence your customers, answer the questions they have and give them the information they need to make a decision.
We'll help you understand how your customers search, what they need throughout their journey and where your marketing can have the greatest impact.
01722 346400
