I see it a lot in businesses here on the Costa del Sol. They have a nice website, they have paid for it or made it themselves, and still nobody visits it. "What's it for then," they say to me. It's normal to get frustrated because you have a business - a garage in Estepona, a clinic in Marbella - and you were hoping that just by putting up a website you would get clients. But the reality is different: it's not enough to have a website, you have to prepare it so that people who visit it want to stay or contact you. I can't promise you a faucet of clients tomorrow, this takes time, but I'm going to tell you what three specific things you can improve today to climb positions and make them really find you.
Local SEO, the first step that is often overlooked
The most typical mistake is not optimising the website with the area in mind. On the Costa del Sol it is no good to appear for generic searches such as "car repair shop". You must include cities or neighbourhoods: "car workshop Marbella", "fast car repair Estepona". This is not magic, but it improves the traffic a lot. You also have to work well on the titles and descriptions of the pages so that people and Google know what each section is about. Another common failure is not having adapted content, for example a page that talks about the services in detail and answers typical questions from local customers. If you can add a blog with news or tips from the area, even better.
Speed and user experience aren't just for techies
This is not often talked about but it is fundamental. A slow or difficult to navigate website makes the customer leave quickly, and Google penalises you. Although it may seem a technical issue, most of the websites on the Costa del Sol fail in simple things: too big images, confusing menu, bad mobile version. To give an example: a clothes shop in Fuengirola that I tested had photos that took minutes to load, no compression, and nothing designed for mobile. That kills visits. If you don't know how to measure it, use tools like PageSpeed Insights. And even if you are not an expert, investing in design that works well for the user is always a profit, not an expense.
What advertising complements the website if you want more customers now?
If you really want to be found, the website alone is not enough. Especially in areas with a lot of competition such as Marbella or the Costa del Sol, relying on Google Ads or Meta Ads campaigns can be key. What doesn't work is throwing money at ads without targeting or without a clear message. For example, a restaurant in Marbella that places ads for "food" without any other message will lose out. But one that segments, places offers for local customers or tourists and redirects to a quick website with online reservations usually pays for itself. But make sure that someone controls the campaigns, otherwise you can be left with no budget and no results.
Conclusion
What I will summarise for you is: 1) Optimise local SEO by putting city names and content adapted to your area on the website. 2) Improve the speed and user experience, you don't need to be an expert to detect basic failures. 3) Use well-designed advertising to attract visitors while working on SEO because the website alone is not enough. At SOL Marketing Agency we know how to help businesses on the Costa del Sol with this and we can give you a hand without complicating your life.
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