The Union Between Websites and Social Media
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That’s a question we hear often—especially from business owners who’ve just gone live with a brand-new website.
Recently, one of our clients—let's call them X-Factor Bricks, a business in the concrete manufacturing space—reached out with this exact concern. Not long after launch, they noticed that their inbox wasn’t filling up with enquiries as they’d hoped.
The expectation? That a beautiful, modern website would automatically bring in leads.
The reality? Google doesn’t work like that.
We love a good metaphor at Pathfind Media, so here goes:
Launching a new website is like setting up a fresh concrete brick mould. The shape is ready, the form is perfect—but it still needs to be filled, compressed, and left to cure before it’s strong enough to be used.
Your website might be built and launched, but it takes time to gain visibility. That process—known as indexing and ranking—doesn’t happen overnight. It requires the right content, authority signals, and time.
When your website goes live, search engines begin the process of discovering it, scanning it, and deciding where it should appear in search results.
This is influenced by more than 200 factors, including:
That’s why it can take weeks (or even months) before your website starts ranking well—especially if your domain is new or hasn’t had much online traction before.
In our example, X-Factor Bricks opted for an HTML version of their website rather than a CMS (Content Management System) version. This kept the initial cost down, but also meant that updating content, adding new projects, or writing blog posts would require developer help.
Fresh content is a key part of SEO, so when you can’t update your site easily, it’s harder to build the keyword signals that search engines love.
That’s why we often recommend CMS platforms (like Webflow CMS) when clients want to take an active role in content updates.
• Set up a Google Business Profile
Essential for local businesses. It helps you show up on Maps and in local search results.
• Improve your On-page SEO
This includes:
• Create and update content regularly
Add projects, blog posts, FAQs, or service descriptions using keywords your customers might search for.
• Get backlinks
Being listed in directories, mentioned on supplier or partner sites, and having articles written about your business helps increase authority.
• Run paid campaigns
Google Ads and social media promotions can help you show up immediately while your SEO builds over time.
Digital marketing is a long-term strategy, not a short-term trick. Just like concrete needs time to set, your website needs time to gain traction.
SEO takes time, effort, and investment—but done right, it can generate quality leads for years to come.
If you're wondering why your new website hasn’t taken off just yet, know that it’s not broken. It’s just getting started.
Let’s chat about a plan that fits your goals and your budget. From business listings to content creation and SEO management, we’re here to help.