Aug 2025
We're the ones who build websites, but our own page was the worst for SEO. Here's how we started taking it seriously, and what we learned.
There's an enormous irony in our industry: we build spectacular websites for clients, but our own site was a pretty portfolio with zero indexable content. Google didn't know what we did or for whom. And I wondered why organic leads weren't coming in. Michael told me straight: "Joaco, the site looks lovely but Google doesn't understand anything about what we do".
The first change: understanding that SEO isn't just keywords. For a creative studio, SEO starts by demonstrating expertise. Case studies are pure gold. Every project that Ludmi, Michael and the team deliver and publish in detail (the problem, the approach, the result) is a page Google can index. I convinced the team to dedicate time to documenting each project, and the change was remarkable.
The second lesson was about speed. We had a hero with a 40MB video that Susi had edited and it looked incredible, yes. But it took 8 seconds to load. Google penalised it and the mobile user left before seeing anything. Michael replaced it with a 2KB CSS animation that conveys the same energy. Susi understood perfectly: "the video goes in the project portfolio, not in the home hero". Core Web Vitals went from red to green in a day.
Meta descriptions are another point we dismissed as creatives. "It's just technical text." Yes, but it's the text that appears on Google when someone searches for your service. We invest time in writing descriptions that sound human and include what the potential client is looking for. Every page has its own.
What had the most impact was this blog. We started writing about what we know: design, automation, tools, processes. Not generic content, but real experiences, with concrete data and team anecdotes. In 6 months, organic traffic tripled. And most importantly: leads that come through the blog arrive already educated about how we work.
My recommendation: dedicate 2 hours a week to your own digital marketing. Write one article per month, optimise your case studies, check your Core Web Vitals. Google rewards consistency more than perfection.