Or how entrepreneurs spend thousands on websites that work like digital flyers thrown into the ocean
Mike had a SaaS for restaurants. Solid product, decent interface, competitive pricing. The website looked respectable — big header with a stock photo of a smiling chef, copy about "innovative solutions," and a CTA button screaming "Get Started Now!". Everything seemed normal.
Three months later, looking at Analytics: 40 visits per month. Of which 25 were him, his mom, and a few polite friends who clicked out of friendship. Zero organic leads. Zero.
"But I have a website!" he complained. Yes, Mike. You do. Like having a hand-drawn map in a world where everyone uses Google Maps. Pretty, useless, invisible.
The bad news? Mike's situation is standard, not exceptional. Most entrepreneurs spend thousands on a "professional" website, then wonder why nobody shows up. The problem isn't the website itself. It's that Google doesn't even know it exists.
Three months later, looking at Analytics: 40 visits per month. Of which 25 were him, his mom, and a few polite friends who clicked out of friendship. Zero organic leads. Zero.
"But I have a website!" he complained. Yes, Mike. You do. Like having a hand-drawn map in a world where everyone uses Google Maps. Pretty, useless, invisible.
The bad news? Mike's situation is standard, not exceptional. Most entrepreneurs spend thousands on a "professional" website, then wonder why nobody shows up. The problem isn't the website itself. It's that Google doesn't even know it exists.
SEO isn’t optional — it’s the key to clients, traffic & growth
Let's clarify something from the start: SEO isn't a fancy marketing tactic for corporations with six-figure budgets. It's literally how people find you when they need what you're selling.
When someone searches for "accounting software for small business" or "design agency logo New York," you want to be in the top 5 results. Not on page 3. Not on page 2. In the top 5. Because let's be honest, the last time you clicked to page 2 of Google was... never.
But here's what most entrepreneurs do:
Result? Their website is like an excellent restaurant located on a street with no name, no signs, where nobody arrives by accident.
When someone searches for "accounting software for small business" or "design agency logo New York," you want to be in the top 5 results. Not on page 3. Not on page 2. In the top 5. Because let's be honest, the last time you clicked to page 2 of Google was... never.
But here's what most entrepreneurs do:
- Launch a website without thinking about keywords
- Write copy that sounds "professional" but doesn't answer any concrete questions
- Ignore site speed, URL structure, and internal linking
- Wait for miracles
Result? Their website is like an excellent restaurant located on a street with no name, no signs, where nobody arrives by accident.
4 classic SEO mistakes we see in every other client
1. Keywords chosen by gut feeling (or not at all)
What entrepreneurs think they're doing:
"I put 'software solutions' and 'digital innovation' — that's what people search for, right?"
What actually happens:
Nobody searches for "innovative software solutions." They search for "free invoicing software for freelancers" or "how to automate inventory management." The difference? The first sounds impressive in a PowerPoint presentation. The second brings traffic.
Example:
An e-learning startup called their product "Revolutionary Educational Platform." Guess what? Zero searches for "revolutionary educational platform." Thousands for "online courses with certification," "SAT prep online," "video math lessons." When they changed their content strategy, organic traffic grew 340% in 6 months.
"I put 'software solutions' and 'digital innovation' — that's what people search for, right?"
What actually happens:
Nobody searches for "innovative software solutions." They search for "free invoicing software for freelancers" or "how to automate inventory management." The difference? The first sounds impressive in a PowerPoint presentation. The second brings traffic.
Example:
An e-learning startup called their product "Revolutionary Educational Platform." Guess what? Zero searches for "revolutionary educational platform." Thousands for "online courses with certification," "SAT prep online," "video math lessons." When they changed their content strategy, organic traffic grew 340% in 6 months.
2. Content written to impress, not to help
What entrepreneurs think they're doing:
"Copy needs to sound corporate and professional. Let's use big words."
What actually happens:
Google (and people) prioritize utility, not vocabulary. If someone searches "how to choose a CRM," they want a clear answer, not a dissertation about "holistic relational management solutions in dynamic B2B ecosystems."
Example:
We had a client selling medical equipment. The website was full of technical terms that not even doctors used in their searches. We rewrote everything in real language: "portable EKG machine," "fast medical office sterilizer," "how much does a professional blood pressure monitor cost." Result: organic leads increased 280% in the first quarter.
"Copy needs to sound corporate and professional. Let's use big words."
What actually happens:
Google (and people) prioritize utility, not vocabulary. If someone searches "how to choose a CRM," they want a clear answer, not a dissertation about "holistic relational management solutions in dynamic B2B ecosystems."
Example:
We had a client selling medical equipment. The website was full of technical terms that not even doctors used in their searches. We rewrote everything in real language: "portable EKG machine," "fast medical office sterilizer," "how much does a professional blood pressure monitor cost." Result: organic leads increased 280% in the first quarter.
3. Site speed treated as a boring technical detail
What entrepreneurs think they're doing:
"The design looks wow! Animations, big video on homepage, slider with 10 images... Perfect!"
What actually happens:
The site loads in 8 seconds. 53% of visitors leave after 3 seconds. Google penalizes you. You lose money every single day.
Example:
A fashion e-commerce had a spectacular homepage: 4K video, interactive photo gallery, parallax effects. But the site loaded in 9 seconds on mobile. After we optimized (compressed images, lazy loading, CDN, clean code), load time dropped to 2.1 seconds. Conversions increased 47% in the first month.
Speed isn't a "technical detail." It's user experience. It's your money.
"The design looks wow! Animations, big video on homepage, slider with 10 images... Perfect!"
What actually happens:
The site loads in 8 seconds. 53% of visitors leave after 3 seconds. Google penalizes you. You lose money every single day.
Example:
A fashion e-commerce had a spectacular homepage: 4K video, interactive photo gallery, parallax effects. But the site loaded in 9 seconds on mobile. After we optimized (compressed images, lazy loading, CDN, clean code), load time dropped to 2.1 seconds. Conversions increased 47% in the first month.
Speed isn't a "technical detail." It's user experience. It's your money.
4. Link building ignored (or done poorly, with spam)
What entrepreneurs think they're doing:
"Link building? Isn't that something agencies do? I have a website, that's enough."
What actually happens:
Google evaluates your authority through quality links from other sites. Without them, you're an unknown. And buying 500 links from sketchy sites in Pakistan doesn't help — quite the opposite.
Example:
A B2B SaaS had solid content but zero external links. We launched a strategy of guest posting on niche blogs, interviews in tech publications, partnerships with industry influencers. In 8 months, organic traffic tripled, and the site climbed to page one of Google for 12 major keywords.
"Link building? Isn't that something agencies do? I have a website, that's enough."
What actually happens:
Google evaluates your authority through quality links from other sites. Without them, you're an unknown. And buying 500 links from sketchy sites in Pakistan doesn't help — quite the opposite.
Example:
A B2B SaaS had solid content but zero external links. We launched a strategy of guest posting on niche blogs, interviews in tech publications, partnerships with industry influencers. In 8 months, organic traffic tripled, and the site climbed to page one of Google for 12 major keywords.
What you're losing when your SEO is outdated (and who profits)
Let's talk about the real cost of SEO ignorance:
Standard scenario:
Your reality:
You're invisible on Google. Organic traffic is 40 visits/month. Zero customers. Zero revenue from organic.
Who profits?
The competitor who took SEO seriously. They're taking that $30,000. Every month. For years.
The math is brutal: every month you postpone SEO = thousands of dollars left on the table.
Standard scenario:
- You have a $1,000/year product
- Your market searches relevant keywords 5,000 times/month
- If you were in the top 3 positions, you'd get ~1,500 visits/month (average 30% CTR)
- With only a 2% conversion rate, that's 30 new customers/month
- 30 × $1,000 = $30,000 monthly revenue
Your reality:
You're invisible on Google. Organic traffic is 40 visits/month. Zero customers. Zero revenue from organic.
Who profits?
The competitor who took SEO seriously. They're taking that $30,000. Every month. For years.
The math is brutal: every month you postpone SEO = thousands of dollars left on the table.
How an agency team solves the problem (not freelancers in pajamas)
Here's how we work at LEZART when a client comes with "I want more organic traffic":
Phase 1: Brutal audit and strategy
We don't just look at the site. We analyze competition, market demand, user behavior, technical structure. We identify 20-30 concrete opportunities: keywords, pages to create, problems to solve.
Phase 2: Information architecture and UX
SEO isn't just text. It's about how you structure the site: logical menus, clear URLs, intelligent internal linking. If the user gets lost, Google notices. If they quickly find what they're looking for, Google rewards.
Phase 3: Content written by people who know how to write (and sell)
We create content that answers real questions, uses keywords naturally, is easy to read, and guides toward action. No fluff. No jargon. No 3,000-word texts that say nothing.
Phase 4: Technical optimization (the invisible part that matters enormously)
Speed, mobile-first, schema markup, Core Web Vitals, XML sitemap, meta tags, Open Graph. Sounds boring? Maybe. But this is the difference between page 1 and page 5.
Phase 5: Strategic link building
No spam. Real partnerships, guest posts on relevant sites, digital PR, content worth sharing. We build authority, we don't buy cheap links.
Phase 6: Monitoring, iteration, growth
SEO isn't a project with a beginning and end. It's a continuous process. We monitor rankings, traffic, conversions. We test, adjust, improve.
Why a team, not a freelancer?
Because you need a strategist, copywriter, designer, developer, technical SEO specialist. One person can't be an expert in everything. At LEZART, each person does what they know best. The result? Execution without gaps.
Phase 1: Brutal audit and strategy
We don't just look at the site. We analyze competition, market demand, user behavior, technical structure. We identify 20-30 concrete opportunities: keywords, pages to create, problems to solve.
Phase 2: Information architecture and UX
SEO isn't just text. It's about how you structure the site: logical menus, clear URLs, intelligent internal linking. If the user gets lost, Google notices. If they quickly find what they're looking for, Google rewards.
Phase 3: Content written by people who know how to write (and sell)
We create content that answers real questions, uses keywords naturally, is easy to read, and guides toward action. No fluff. No jargon. No 3,000-word texts that say nothing.
Phase 4: Technical optimization (the invisible part that matters enormously)
Speed, mobile-first, schema markup, Core Web Vitals, XML sitemap, meta tags, Open Graph. Sounds boring? Maybe. But this is the difference between page 1 and page 5.
Phase 5: Strategic link building
No spam. Real partnerships, guest posts on relevant sites, digital PR, content worth sharing. We build authority, we don't buy cheap links.
Phase 6: Monitoring, iteration, growth
SEO isn't a project with a beginning and end. It's a continuous process. We monitor rankings, traffic, conversions. We test, adjust, improve.
Why a team, not a freelancer?
Because you need a strategist, copywriter, designer, developer, technical SEO specialist. One person can't be an expert in everything. At LEZART, each person does what they know best. The result? Execution without gaps.
Frequently asked questions (and unromanticized answers)
"Can't I just use a Wix/WordPress template with an SEO plugin?"
You can. Like you can use Google Translate for an important contract. Or you can hire a lawyer. Templates don't understand your strategy, your market, your competition. They give you the "possibility" of SEO, not results.
"We already have a website — do we need to redo everything?"
Not necessarily. Depends on how bad things are. Sometimes an audit, technical optimization, and content strategy are enough. Other times, yes, it needs to be rebuilt from scratch because the foundation is too poor. The only way to find out? Audit.
"How do I know what needs to be fixed first?"
You start with a professional SEO audit. Identify the top 5 problems costing you the most traffic. Fix those first. Don't start with "let's change the button color." Start with "why isn't Google properly indexing 40% of our pages."
You can. Like you can use Google Translate for an important contract. Or you can hire a lawyer. Templates don't understand your strategy, your market, your competition. They give you the "possibility" of SEO, not results.
"We already have a website — do we need to redo everything?"
Not necessarily. Depends on how bad things are. Sometimes an audit, technical optimization, and content strategy are enough. Other times, yes, it needs to be rebuilt from scratch because the foundation is too poor. The only way to find out? Audit.
"How do I know what needs to be fixed first?"
You start with a professional SEO audit. Identify the top 5 problems costing you the most traffic. Fix those first. Don't start with "let's change the button color." Start with "why isn't Google properly indexing 40% of our pages."
Conclusion: SEO isn't magic, it's smart work (and patience)
Let's recap: SEO is like planting a tree. You don't dig today and pick apples tomorrow. But if you plant correctly, care for it consistently, and have patience, in 6-12 months you have a constant source of organic traffic bringing customers every day. Without paying Google Ads every morning.
The alternative? Stay invisible while your competitors grow, hire, expand. And you wonder why "marketing doesn't work."
It's not rocket science. It's disciplined execution over the long term.
And yes, it's more boring than a Meta campaign with a viral video. But guess what brings more money long-term?
"SEO is not about being found. It's about being chosen when people are actually looking."
— Lorenzo (yes, I just quoted myself, but it's true)
The alternative? Stay invisible while your competitors grow, hire, expand. And you wonder why "marketing doesn't work."
It's not rocket science. It's disciplined execution over the long term.
And yes, it's more boring than a Meta campaign with a viral video. But guess what brings more money long-term?
"SEO is not about being found. It's about being chosen when people are actually looking."
— Lorenzo (yes, I just quoted myself, but it's true)
Want to know if your site is invisible or just shy?
If you've made it this far and recognize at least two of the mistakes above, you're probably already feeling the anxiety building. Good. That means you're not in denial.
Let's do something concrete: send us your site link at audit@lezart.org.
It's not a long form. Nobody will call you in 5 minutes to "consult" you. We just look at what you have — like we're a client searching for you on Google, not a paid consultant who has to smile politely.
What you get back:
No technical jargon like "your canonical tags need schema optimization." We speak in plain English. If something's urgent, we tell you straight. If it's okay, same thing.
Then you decide:
Want to work together? Perfect, we'll schedule a call and see if we're a fit.
Want to apply what we told you yourself? Respectable. You have free feedback you can use immediately.
Don't resonate with what we said? Fair enough. At least you lost an email, not 3 months.
👉 Write to us at: audit@lezart.org
Put in the subject line "SEO Audit" + your site link. Add 2-3 sentences about what you sell and what you want to achieve (more traffic? more leads? not to be invisible?).
We'll respond within 48 hours. Sometimes faster. If you catch us between projects, maybe 72h. We're humans, not bots with automated responses.
Let's do something concrete: send us your site link at audit@lezart.org.
It's not a long form. Nobody will call you in 5 minutes to "consult" you. We just look at what you have — like we're a client searching for you on Google, not a paid consultant who has to smile politely.
What you get back:
- Honest analysis (not "everything's great, but...")
- Top 3 problems costing you money right now
- What we'd do if we were in your shoes (and had the time)
No technical jargon like "your canonical tags need schema optimization." We speak in plain English. If something's urgent, we tell you straight. If it's okay, same thing.
Then you decide:
Want to work together? Perfect, we'll schedule a call and see if we're a fit.
Want to apply what we told you yourself? Respectable. You have free feedback you can use immediately.
Don't resonate with what we said? Fair enough. At least you lost an email, not 3 months.
👉 Write to us at: audit@lezart.org
Put in the subject line "SEO Audit" + your site link. Add 2-3 sentences about what you sell and what you want to achieve (more traffic? more leads? not to be invisible?).
We'll respond within 48 hours. Sometimes faster. If you catch us between projects, maybe 72h. We're humans, not bots with automated responses.
Written by Lorenzo & the LEZART STUDIO team
(after seeing hundreds of "modern" sites with 8-second load times and zero structured data, we learned that real SEO starts in the code — not in pretty colors)
(after seeing hundreds of "modern" sites with 8-second load times and zero structured data, we learned that real SEO starts in the code — not in pretty colors)