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Why companies come to IMPACT for Website Optimization
You just launched a new website
You want to start optimizing immediately rather than risk letting it sit and plateau.
You have a solid website, but no process for improvement
Your website has done okay historically, but you've never had a real process for continuous optimization.
When we ask what’s holding things back, we typically hear:
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The site isn't showing up in AI search tools like ChatGPT or Google AI Overviews, and nobody on the team knows how to change that.
They are working with an agency on SEO or optimization, but they can't evaluate what's being done or connect the work to business outcomes.
Conversion problems on key pages have been sitting unaddressed because every fix requires a ticket or an agency call.
Real user data is being collected, but nobody knows how to read it or act on it.
Someone on the team has website management in their job description, but they've never had formal training on how to optimize a site or make data-informed decisions.
Website Optimization and Training with IMPACT uses structured coaching-based training that builds real capability inside your team. The site improves as the training progresses, and your team finishes the engagement knowing how to keep improving it without outside help.
A training-based model works best when…
You have a dedicated person whose role includes owning the website and has the capacity for structured learning alongside their regular responsibilities.
You want to understand your data, run your own experiments, and reduce dependence on outside vendors.
You're invested in the long-game. Skills compound, the team gets more capable, and the cost of maintaining and improving the site decreases as the engagement progresses.
A full-service agency model works best when…
Your team is stretched thin and cannot commit four to six hours per week to implementation work.
You need significant improvement in the next 60 days for a specific reason (a sales push, product launch, or rebrand).
Your organization doesn’t have a dedicated marketing resource (building in-house capability isn’t realistic until that changes).
We're a good fit for your business if...
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You just launched a new website and want to start building the optimization process immediately, rather than waiting for problems to surface
You have a dedicated person on your team whose role includes owning the website, with protected time for this work
Your site is built on HubSpot or WordPress (those are the platforms our strategists work in deeply)
You’re willing to commit to biweekly calls and doing the implementation work between sessions
You want your team to understand your data and make decisions from it, rather than receive a monthly summary
You want your site to perform in AI search tools (ChatGPT, Perplexity, Claude, Gemini, and Google AI Overviews) alongside traditional search
We're not a good fit if...
There is no dedicated internal resource available for this work
Your site is built on a platform other than HubSpot or WordPress
Your team’s bandwidth is genuinely too limited to participate consistently right now
Your site needs a significant rebuild before optimization training can be effective. In that case, a redesign project should come first
If you are in a situation where a full-service model makes more sense right now, we'll tell you that on our initial call. We'd rather point you toward a path that actually fits than take on an engagement that isn't set up to succeed.
What's included
Every engagement follows a structured monthly rhythm, designed to build real capability through doing, not just learning. That said, the format flexes based on what's needed. Some months might include two training calls in a row or two review sessions back-to-back. Your strategists adjust the cadence to match where you are in the process.
Two Strategy Calls
Alternating between training sessions (where we introduce a concept, walk through the tools and explain the reasoning) and review sessions (where we work through what your team implemented, troubleshoot issues, and move forward.
Between-Call Implementation Work
After each training call, your team applies what was covered directly to your own website. We review that work before the next call and provide detailed feedback. Progress in this program depends on doing the work between sessions. That’s where the site actually improves.
Weekly Project Management
Your strategist is available between calls for questions and to keep work moving. You won’t spend a week stuck on something that a quick conversation could resolve.
Quarterly Planning Sessions
Every quarter, we step back. We review competitive performance, identify where the site stands in both traditional and AI search, and build a clear roadmap for the next 90 days.
AI Tools Exploration
AI is changing how websites are found and evaluated faster than any other factor in the market right now. Every engagement includes dedicated time to explore how new AI tools apply to your specific site, not just to understand what’s available, but to find applications that move your performance forward.
Audit, Quick Wins, and Foundation
A full website audit covering your analytics setup, SEO health, technical performance, conversion paths, AI visibility, and competitive analysis
Identification and resolution of quick wins surfaced during the audit
Tool verification and configuration (GA4, Google Search Console, Google Tag Manager, HubSpot reporting)
Custom training plan built around your team’s specific gaps
Two strategy meetings
You’ll finish Month 1 with: A clear picture of where your site stands, a set of quick wins, and your custom training plan.
Curriculum-Based Training
The core of the program is a hands-on curriculum built around the skills that actually move website performance. Rather than following a rigid sequence, we teach your team the tools and concepts relevant to what your site needs. Audit findings drive what we focus on first.
You’ll walk away with: Full analytics running correctly, a clear picture of which pages generate leads, and a team running its first conversion experiments with confidence.
Consultative Coaching
By this point in the engagement, your team has built strong working knowledge of core tools and practices. The biweekly rhythm continues, but sessions are fully driven by what's next for your specific site and what opportunities real data is surfacing.
This phase includes ongoing AI tool exploration, quarterly competitive analysis in both traditional and AI search, and strategic thinking about the next level of website capability: self-service tools, interactive content, and conversion innovations. We build a 90-day roadmap every quarter and work through it alongside you.
You’ll walk away with: A team running experiments independently, interpreting its own data, and making confident decisions, with a strategist available to push their thinking forward.
Harold Brothers: From "I don't think I can do this" to "I can't wait to see what we build next."
Bethany Sousa joined Harold Brothers, an HVAC and plumbing company, as an IT and admin professional who had been handed marketing responsibilities without any content, SEO, or website background. When the company committed to improving their website performance, she was the one who would have to lead that work.
Through this program, Bethany learned to write content that answers real buyer questions, research what buyers in her local market are searching for, build and optimize new pages, create reporting dashboards, and build Harold Brothers' first on-site self-service tool.
She also learned to use analytics tools to understand what was working and make data-informed decisions about what to improve next.
“What started as ‘I don’t think I can do this’ has turned into ‘I can’t wait to see what we build next.’”
How to evaluate your options
Whether you're comparing this program to a full-service agency or weighing it against handling optimization internally without coaching, here are the questions worth asking any provider you're considering, including us.
Questions about who does the work
Who will actually be working on my account day to day? A senior strategist or someone more junior?
Will I be able to see and understand what's being done each month, or will I receive a summary report?
If I end this engagement after six months, what will my team know how to do that they don't know today?
Questions about results and accountability
How do you define success in this engagement, and how will we measure it together?
What happens if we're not seeing meaningful improvement after 90 days?
Can you show me clients who have genuinely reduced their dependence on outside help as a result of working with you?
Questions about long-term cost
What does year two look like financially? Will I still be paying the same rate for work my team should be capable of handling by then?
Does your model make my team more capable over time, or does it require ongoing engagement to maintain results?
Questions about AI and where search is going
How are you helping clients show up in AI search tools like ChatGPT and Google AI Overviews alongside traditional Google?
What does your team do to stay current on how AI is changing website discoverability, and how does that get applied to client work?
These questions apply to us, too. We want you to know the answers rather than sign up without a clear picture of what you're getting.
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