🔹 Mobile-First Approach – Your “Mobile Face” as the First Face

Do you know where most website visits come from today? From mobile phones. Global statistics from 2024/2025 show that about 62% of total web traffic is generated by mobile devices.

So, more than half of your visitors will view your site on a small screen. If the site is not mobile-friendly, it’s like offering them a storefront through a keyhole – a bad experience is guaranteed.

Mobile-first design is no longer just a modern phrase, but the standard. Google has switched to “mobile-first” indexing, meaning the search engine primarily looks at the mobile version of your site when determining ranking. In other words, if your mobile version is lagging, the beauty of your desktop site is irrelevant – Google won’t even consider it.

What does the mobile-first approach entail practically?

 

• Responsive Design: The site must automatically adapt to various screen sizes. Whether the user views it on a phone, tablet, or laptop, the content must be readable, images properly scaled, and the menu easily usable.

 

• Loading Speed on Mobile Internet: Mobile users often don’t have fast Wi-Fi but use 4G/5G with varying signals. Therefore, optimize the site to be “light”: compressed images, minimized scripts, asynchronous content loading. No one will wait 10 seconds for your homepage to load on mobile – in fact, after just 3 seconds of waiting, a large portion of users gives up and leaves the page.

 

• UX for Touch: Design adapted for touch – buttons large enough for a finger, links spaced adequately to be easily clicked, avoiding “hover” effects that don’t work on touchscreens, etc. Navigation must be simple and intuitive to the touch.

 

• Content Tailored for the Mobile User: Short and clear messages, visible without excessive scrolling. Mobile users often “scan” content on the go, so the first section of every page is critically important (see the next chapter on how every page must work as a landing page).

Mobile-first is no longer a choice but a necessity. If your site does not provide an excellent mobile experience, you risk not only a poorer SEO rank but also losing a large number of potential clients who will simply go to a competitor’s site that works well on their phone. In an era when everyone “lives” on their phones, your site must be comfortably placed in their palm.

🔹 On-page SEO in the Age of AI – Quality Above All

SEO (Search Engine Optimization) is changing in tactics – it has never been more important. In the age of AI assistants, quality content and a technically sound site are your main assets to be found – whether by the Google bot or ChatGPT. Here is what is crucial today for on-page SEO:

 

• Quality, Relevant Content: The old SEO mantra “content is king” still holds true. AI systems are trained on vast amounts of text – the best way to “feed” and impress both AI and people is to have expert, useful content on your site. Write blog posts that solve your users’ problems, publish case studies, and answers to frequently asked questions – anything that adds value. Such content will naturally include the keywords that are important to you, and AI assistants will recognize it as a relevant source of information.

 

• Structure and Metadata: SEO today is not just a keyword in the title. It is important that your site has a clean structure – use H1, H2, H3 headings logically, add a meta title and description for every page, and alt tags for images. Using schema markup (structured data) can help search engines better understand your content and even display “rich” results (e.g., review stars, FAQ sections, and similar directly in Google).

 

• Optimization for Speed and Core Web Vitals: Google and other search engines increasingly view user experience as part of the SEO puzzle. Core Web Vitals metrics (LCP, FID, CLS) measure how quickly and stably your site loads. Thus, the speed we talked about affects not only users but also the SEO rank. WordPress gives you an advantage here too – with the right plugins and a little configuration, you can achieve excellent results in these areas.

 

• Easy Management of SEO Elements in WordPress: One of the beauties of WP is SEO plugins like Yoast SEO, Rank Math, and similar. They practically hold your hand – they help you set meta descriptions, titles, keywords, give suggestions for improving text readability, generate an XML sitemap for Google, etc.

Keep in mind: as much as 70% of web traffic still starts with a Google search. Organic traffic is free and often the highest quality – these are people actively looking for what you offer. That’s why we must not neglect SEO even in the age of AI.

Furthermore, we can expect that SEO practice will expand to include optimization for AI assistant responses (e.g., optimizing content so that AI quotes you as the source of the answer). And the basic prerequisite for AI to even “notice” you is that you have a well-optimized site full of quality information.

In short, on-page SEO today means building a site for users, not for algorithms – because algorithms (whether Google’s or ChatGPT’s) are increasingly better at recognizing true quality.

🔹 Every Page as a Homepage – The Concept of Convergence and Divergence

One of our innovative digital marketing concepts is: “Every page of your site is an entry page.” We used to focus only on the homepage as the main entry for visitors, but today users can reach you from all sides – through a blog post they found on Google, through a product page they came to from a Facebook ad, through an article suggested by an AI assistant. That’s why every page must be designed as a mini-homepage, capable of presenting itself independently to a new visitor.

How to apply the “every page as a homepage” concept in practice:

 

• Every more important page (whether product, service, or blog post) should clearly communicate who you are and what you offer, at least in the footer or through a short “About Us” section. Imagine that is the only page the visitor has seen – would they understand what you do and how you can help them?

 

• Call to action (CTA) is not reserved only for the homepage. Insert relevant CTAs on all pages: e.g., at the end of a blog post offer “Learn more about our services” or “Schedule a consultation.” On a service page, offer an inquiry form or a “Contact Us” button. You don’t know where the user will decide they are ready to contact you – enable them to do so everywhere.

 

• Design and Navigation Consistency: If someone enters your site “sideways,” well-designed navigation and visual identity will help them feel “at home” and encourage them to explore other parts of the site. Clearly highlight the menu, the logo (which leads to the homepage for those who still want to see the whole site), and possibly breadcrumb navigation so they know where they are.

 

• SEO Consideration: Optimize every page for specific keywords and the user’s intent. Maybe someone found you because they Googled that exact blog post – they have a certain intent (informational, for example). Think about the next step you want that visitor to take (e.g., read related articles or view your service related to that topic) and make that path visible and easy.

The convergence of marketing channels brings people to your site, and the divergence of user paths means they easily navigate from the site toward the goal that suits them. Every page must play its role in convincing and converting the visitor. When you set things up this way, your site becomes a network of well-tuned “landing” pages, instead of a “brochure” where only the cover page is interesting.

🔹 Strategic Understanding of Online Business – Invest Smartly (Machine vs. Website Example)

We often encounter this in practice: a business owner has no problem investing hundreds of thousands of euros in new equipment, machinery, and renovating the premises – which is, of course, important – but considers the website an expense that should be minimized. The result? We have a company with top-notch production capacities but an outdated site from 2010 that repels customers. It’s like buying the latest car model but keeping it parked on a dark, secluded street where no one sees it, with dirty windows.

Strategic understanding of online business entails realizing that today the website is just as important an investment as any machine in production or company vehicle. The site works 24/7, represents you globally, and is often the first (if not the only) consumer touchpoint with your brand. If you fail there, all other investments lose value because the audience doesn’t reach you.

Let’s go back to the example: You invested in a cutting-edge machine that produces a fantastic product. But who will find out about that product if your online presentation is poor? A potential client searches for a solution to their problem, stumbles upon your site which is slow, uninformative, and doesn’t instill trust… They are highly likely to click “Back” and go to a competitor. Those few thousand euros saved on building a modern site suddenly seem minuscule compared to the lost sales.

Statistics support this story: we already mentioned that 62% of consumers won’t deal with a business they can’t find adequately online. Also, research shows that as many as 94% of visitors base their first impression of a company’s credibility on the website’s design. So, a poor website can sink even the best business.

The smart strategy is to view the website as an investment with a clear return (ROI), not an expense. Investing in a good website and digital marketing means more clients, more business, and greater brand recognition. A machine can increase your production, but a website can increase your sales. The ideal is to have both – powerful “machinery” in the background and a great digital face outwards.

If you have to choose where to invest your next 10 thousand euros – consider which part of your business can generate the most new revenue for that money. Very often, upgrading your online presence yields faster and greater results than another investment in equipment or space. In 2025, the website is the foundation of your sales strategy just as much as the quality of your product or service.

🔹 Multichannel Strategy – Connecting the Website with Social Media, Email, and Chat Apps

In modern marketing, presence on multiple channels (multichannel) is not a luxury but a necessity. Your customers are dispersed: some “hang out” on Facebook, others on Instagram, some will click on a newsletter in their inbox, and many prefer quick communication via WhatsApp or Viber.

Research shows that 95% of consumers use more than one channel when making a purchasing decision. That’s why it is important that your online strategy is orchestrated across all these channels, and that your website is the central point of that orchestration.

What does this look like in practice?

 

• Social Media → Website: Every one of your social media profiles should drive traffic to the website. Posted a new product on Instagram? In the description say “details are on the site, link in bio.” Share a link to a blog post on your site on Facebook. The website contains more detailed information and conversion elements (purchase, contact form) that the social network does not have.

 

• Website → Social Media: Highlight social media icons on the website – let visitors see that you are active elsewhere too. You can even embed an Instagram feed or YouTube video on the site to provide content from social media to site visitors. All this builds trust (ah, look at them, they are active and have followers).

 

• Email Marketing: Collect email addresses via the website (pop-up or a “Sign up for our newsletter and get a discount” form). Email is still one of the most effective sales channels. When you send a newsletter, lead users to relevant pages on your site (e.g., a new blog, special offer, case study). Conversely, archive some newsletter content as blog posts on the site for those who are not subscribed.

 

• Chat Apps and Messaging: In our region, Viber is extremely popular, WhatsApp as well. Consider implementing a WhatsApp or Viber chat option on the site – a visitor can initiate a conversation with you via the app they already use with one click. The same applies to the Facebook Messenger live chat plugin. The essence is to make communication easier for the user via the channel that suits them best. Someone prefers to call (highlight the phone number on the site!), and someone else would rather quickly send a message in a messaging app.

 

• Message Consistency: Multichannel does not mean telling a different story everywhere. On the contrary, branding and key messages should be harmonized. Your website will often contain details and the “full story,” while on other channels you place summaries and calls to action. Wherever a user comes into contact with you – whether on TikTok or via a flyer at a trade show – they should feel the same brand tone and values, and ultimately be directed to your website for final information or conversion.

Why is multichannel important? Because it increases the chances of reaching the audience at the place and time that suits them. One channel won’t catch everyone. For example, your site might have solid traffic, but only when you launch a regular email campaign do you realize that many former clients are reordering because you reminded them. Or vice versa – a lot of “silent” audience follows you on LinkedIn, reads what you write, and then one day directly goes to the site and sends an inquiry for cooperation. All of this is the result of the so-called omnichannel approach where channels work together, not in isolation, creating a unified experience for the user.

Finally, remember: the website is the center. Like the sun around which the planets revolve (social media, email, chat applications). Be sure to also track analytics – where people click, where they come from, how they move through the site – because that will give you insight into which channels work best for you and where you should strengthen your presence.