Let me be real for a second — most business owners are doing their marketing totally BACKWARDS.

All the online gurus have you obsessed with posting on social media, right? Chasing likes, battling with algorithms, and trying to figure out how the hell to go viral (insert eye roll emoji). But here’s the deal: all that energy you’re spending on Instagram or TikTok? It’s not doing as much as it could be if your website isn’t at the center of your marketing strategy.

Instead of treating your website like a side piece, let’s give her that main character energy if you know what I’m sayin’. Your website should be your ride-or-die — the main place where your content lives and breathes. Every single piece of content you put out into the world should start with your website, then you can pull from it to fuel your social media, email, Pinterest, whatever you’re using to connect with your people.

Why? Because your website is where the magic happens. It’s where you can go deep, provide all the details, and actually convert people from casual scrollers that happened to come across your website while scrolling Pinterest into your next paying dream clients. Social media is great for catching their attention, but your website? That’s where you seal the deal.

So, let’s talk about why your website should be the core of your content marketing strategy, how to do it, and what a kickass strategy like that even looks like. I promise, once you start using your website the right way, everything else in your marketing will start to feel a lot easier (and, let’s be honest, way less stressful).

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Here’s what we’re going to touch on…

• What does it mean to put your website at the “top of your strategy”?
• How to make your website the heartbeat of your content strategy
• What a “website-first” content strategy looks like

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What does it mean to put your website at the “top of your strategy”?

Alright, let’s break this down. You might be wondering, “Why the hell should my website be the centerpiece when social media is where everyone’s hanging out?” Here’s why: your website is the one place online that you actually control. Instagram could change its algorithm tomorrow, TikTok could get banned like they’ve been talking about for YEARS. But your website? That’s yours. It’s your business’s home base, and you’re in charge of what happens there.

Plus, think about it: where do you send people when they’re ready to buy from you? Not your Instagram DMs, right? They go to your website. It’s where they learn the nitty-gritty about your offers, your brand, and most importantly, where they can hit that ‘Buy Now’ button. So, why wouldn’t you make that the FOUNDATION of your marketing?

Here’s the kicker: when your website is the core of your content strategy, you’re not just running around chasing likes and views or pumping out content constantly to stay relevant in people’s newsfeeds. You’re creating real, valuable content that lives on your site and serves your business long-term, for years and years to come. Blog posts, service pages, resources — that stuff works for you 24/7. Social media posts have a shelf life of, what, like 48 hours? But when you start with your website, you’re creating evergreen content that you can repurpose, reshare, and expand on across all your other channels.

It’s called working smarter, not harder, baby.

Long story short: if your website isn’t the core of your marketing strategy, you’re missing out on the chance to turn random scrollers into die-hard clients. And let’s be honest — that’s what we are all here for, right?

Now here is the million dollar question that I bet you’re still mulling over: “Alexa, WHY should I be doing this? What are the benefits of having my website at the center of my marketing strategy?”

Your website isn’t just another cog in the marketing machine—it is the muhfuckin’ machine, my friend. Everything should start and end with your website, and here’s why:

1. SEO and Visibility: Let Google do the work for you:
When you prioritize your website, you’re not just creating a hub for your brand; you’re putting yourself on the radar for search engines like Google. Unlike social media, where algorithms decide whether or not you’re seen, having a website optimized for SEO (search engine optimization) means people can actually find you when they’re searching for your services. Over time, this organic traffic builds, and you’re not reliant on paying for ads or crossing your fingers for your next social media post to be the one that pops off. Your website can keep working for you, even when you’re comfy in bed after putting your kids down for the night catching up on the new season of Love Is Blind. THE life.

2. Control over your platform:
Here’s the hard truth: you don’t own your Instagram or Facebook accounts. Social platforms can change their rules, bury your posts, or even shut down your account (scary, right?). But your website? That’s all yours. You get to design it, structure it, and control how people interact with your content. No one’s going to hide your blog post because it didn’t get enough “likes” in the first 30 minutes. You have the freedom to make your website work exactly how you need it to, without playing by someone else’s rules. You’re the boss here.

3. Consistency: a home for your message:
Your website is the one place where your messaging stays rock solid. While your tone might shift depending on what social platform you’re using, your website creates a centralized, consistent home for your brand’s voice, offers, and overall experience. Imagine this: someone finds you on Instagram and loves your vibe, but when they head to your website, they find outdated info or a janky design. Instant trust-killer. A cohesive website ensures that anyone coming from any platform gets the exact same experience you want them to have. It’s like creating a permanent first impression, and we all know how important those are.

4. Lead generation- your website as a conversion machine:
Social media is great for visibility and engagement, but when it comes to lead generation? Your website wins, hands down. You can optimize it specifically to capture leads through strategically placed CTAs (calls-to-action), email sign-up forms, free downloads, and more. While Instagram might get you the likes and DMs, your website is where the magic happens—where those casual followers become leads, and leads become paying clients. It’s a well-oiled machine designed to convert, not just entertain.

5. Evergreen content- the gift that keeps on giving:
Let’s be real—social media content has the lifespan of a fucking fly. One minute your post is trending, and the next, it’s lost in a sea of new content, never to be seen again. But your website content? That’s evergreen, meaning it stays relevant over time. A blog post you write today can still bring in traffic (and leads) months or even years from now. You can optimize it for search engines, update it over time, and repurpose it for other channels. While Instagram stories vanish after 24 hours, your website content sticks around and continues to do the heavy lifting for your business long after you’ve moved on to the next big thing.

How to make your website the heartbeat of your content strategy

Alright, now that you get why your website should be front and center, let’s talk about how to actually do it. This isn’t about throwing random blog posts on your site and calling it a day. We’re building a strategy here, and it’s all about being intentional.

Here’s how you start:

1. Create core content on your website first:
Think of your website like the headquarters of your content empire. Every major piece of content — whether it’s a blog, a case study, a resource page, or even a new service announcement — starts here. Why? Because this is where you can dive deep, explain the details, and provide real value. You’re not limited to 2,200 characters or whatever social media’s current restrictions are. On your website, you can go all out.

For example, let’s say you’re a social media manager, and you write a blog post called “5 Social Media Trends That’ll Help You Double Your Engagement in 2024.” Boom, that’s a solid, meaty piece of content right there. Now, instead of just letting it sit there, gather dust, and hope someone reads it, you’re gonna milk that bad boy for all it’s worth.

2. Repurpose the hell out of it:
Once you’ve got your core content on your site, now comes the fun part: repurposing. This is where you take that blog post (or whatever core content you created – this can literally work for podcast episodes, case studies, long form YouTube videos, etc) and break it down into bite-sized pieces for all your other marketing channels.

• Instagram: Pull a couple of juicy quotes and create carousel posts or reels that drive traffic back to your site.
• Email Newsletter: Summarize the main points and drop a link to the full post to get those subscribers back to your website.
• Pinterest: Turn it into a long pin with a killer headline and link it back to the blog post.
• TikTok/Reels: Create quick 15-30 second videos sharing the highlights and, you guessed it, direct people back to your website.

See what we’re doing here? Everything stems from the main piece of content on your site, and all roads lead back to your website. You’re not constantly scrambling to come up with new ideas or exhausting yourself creating content from scratch for every single platform. Instead, you’re strategically using your website as the base, then pushing traffic and engagement back to it.

3. Track and optimize:
Now, I know “tracking” sounds boring as hell, but trust me, this part is key. Once your website’s at the core of your strategy, start tracking what’s working. Are people clicking through from your Instagram? Are your emails converting? Which blog posts are getting the most hits? This way, you know what’s hitting the mark and what you can optimize or double down on. Your website is always evolving, just like your business.

At the end of the day, this is how you turn your website into the powerhouse that fuels your entire marketing plan — without the constant hustle of churning out content 24/7. Ain’t nobody got time for that.

What a “website-first” content strategy looks like

Alright, so let’s say you’re a bad ass mama with a social media management business launching a brand new service—a monthly done-for-you package, for example. You’re super excited, but the trick is making sure your audience knows about it and that all roads lead back to your website. Here’s how you can center your entire content marketing strategy around your website and make sure everything flows from there.

Step 1: Start with your website:
First things first, we create a high-converting sales page on your website. This page will break down your new service, show testimonials, answer common questions, and most importantly, include clear calls-to-action to book a discovery call or sign up. Now that your service has a home base, every piece of content you create will direct people back to this page.

Step 2: Repurpose content for social media:
From that one sales page, you can pull multiple pieces of content for social media. Here’s how you can break it down:

• Instagram Feed Post: Share a client success story or testimonial from your sales page. Pair it with a killer image or branded graphic and end with, “Want results like this? Check out [your link] to learn more about my new service.”
• Instagram Reel: Record a short video explaining why this new service is perfect for busy business owners. Repurpose content from your website’s FAQ section to address any hesitations.
• Instagram Stories: Use Stories to give a behind-the-scenes look at your new service. You can even tease the upcoming launch by directing followers to join your email list for exclusive updates (linking to your website’s sign-up form, of course).
• Pinterest: Create a long-form infographic-style pin (you know, the kind that gets all the saves) highlighting key benefits of your service and drive users back to your sales page.

Notice how all roads lead back to that sales page on your website? That’s intentional shit right there.

Step 3: Expand in your email marketing:
Now, let’s move on to your email list. You send out a newsletter to your subscribers (since your website is optimized for lead generation, you’re already capturing emails, right?). In that newsletter, you tease the new service, share a link to the sales page, and maybe even offer a special early-bird discount for your email subscribers. Bam—your email marketing is working hand-in-hand with your website to drive conversions.

Step 4: Create blog content that ties it all together:
To build even more momentum, you create a blog post that answers questions about social media management for small businesses, tying in how your service can solve those problems. This blog post not only gives value but also features direct links back to your sales page, giving readers an opportunity to learn more and sign up. You see how it all works together?

Step 5: Use evergreen content to fuel the fire:
Don’t forget, any content you create on your website (blogs, sales pages, etc.) can be repurposed and shared over and over again. Six months from now, when someone stumbles across that blog post, it’s still relevant and still driving traffic to your new service page. Social media posts come and go, but your website content? That sticks around. THIS is the power of a website-first content strategy, my friend.

The results of a website-centered content strategy

So now that you know how to place your website at the top of your content marketing strategy, let’s talk about the results you can expect from making this shift. Spoiler alert: it’s going to make your life so much easier, and your business is going to thank you for it.

1. Increased traffic (Hello, more website visits!)

When your website is the starting point for everything you create, it naturally becomes a hub for traffic. Every piece of content you put out on social media, in emails, or even on other platforms is driving people back to your website. Whether it’s a blog post, a freebie, or a sales page, you’re inviting people to come explore your business further.

And the beauty of it? The more eyes on your website, the better your chances of converting visitors into clients or customers. Plus, with all those extra eyeballs, your email list starts growing, which gives you a goldmine of potential customers you can nurture over time. And we all know email lists are where the real magic happens (hello, more sales without having to post 24/7 on social media! WE LIKE THAT).

2. Consistency in messaging (no more scrambled brand vibes)

Ever feel like your content is all over the place? Like one day you’re posting about one thing, and the next day it’s something else? With a website-centered strategy, your messaging is going to feel consistent across every single platform. Why? Because everything starts from your website. You’ll be pulling your blog posts, sales pages, or key offers, and then repurposing them to fit the platform you’re sharing on.

So instead of scrambling to figure out what to post on Instagram, you’ll have a clear path: website first, social media second. Your brand voice, your messaging, and your offers will feel cohesive no matter where someone stumbles upon you. And consistency builds trust, which is SO necessary when you’re trying to scale your business.

Time-saving (because you’re a business owner, not a content machine)

Here’s the part you’re going to love: this strategy saves you so much time. Instead of spending hours brainstorming new content ideas for every platform, you’re creating one solid piece (a blog post, a service page, a lead magnet, a podcast) and then spinning it off into bite-sized chunks for social media, email, Pinterest, LinkedIn—you name it.

Think about it: you write a blog post for your website, and then from that one post, you can create Instagram feed posts, a Reel, story slides, an email to your list, and a couple of pins for Pinterest. You’re not reinventing the wheel every time; you’re just breaking down that core piece of content into different formats. Which means you get more time to meet up with your girls for happy hour or spend an afternoon at the park with your kids without stressing about what to post next.

This website-centered strategy is truly a game changer when it comes to efficiency. You’ll be doing less but achieving way more. You’re creating smarter, not harder. And honestly, isn’t that the dream? More business growth, less hustle.

It’s time to make your website the core of your strategy

Alright, friend, let’s recap why making your website the core of your content marketing strategy is a total game-changer. First, it streamlines everything—no more scrambling for content ideas every day. You create once and then repurpose across all your platforms, saving you time and energy. Second, it ensures consistency. By starting with your website, your brand message stays cohesive no matter where people find you. And finally, it drives more traffic, leads, and conversions—your website works for you, bringing in clients and growing your email list while you focus on other parts of your business (or, you know, living your life!).

Now, the real question is, how’s your website looking right now? Is it optimized to be the content hub you need? If you’re ready to make your website the center of your strategy but aren’t sure where to start, don’t worry—that’s exactly what I’m here for.

With Website in a Week, we’ll work together to build a strategic, lead-generating, client-attracting website in just one week. Yep, one week. This isn’t just any website; we’re creating the kind of website that will be the top of your entire content marketing strategy, making sure that every piece of content you share brings people back to your digital home. I’ll design it to not only look stunning but to also capture leads, grow your email list, and make your message clear and consistent across all platforms.

If you’re ready to get your strategic AF website launched, check out Website in a Week here.

Ready to level up your marketing strategy and finally get a website that works for you? You’re just one week away from a website that will make running your business easier—and a lot more fun.

Let’s do this! 🎉