The 2025 Playbook for Website Customer Acquisition

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The 2025 Playbook for Website Customer Acquisition

The 2025 Playbook for Website Customer Acquisition

@2015 Flow Ninja

2025 Playbook to Website Optimization for Customer Acquisition

Table of Contents

Contents

01 Website speed optimization

02 Search engine optimization

03 A/B testing

04 Programmatic integrations (pSEO)

Website speed optimization

Why website speed matters?

01 Why website speed matters?

02 Is your website slow?

03 Roads to a fast website

Search engine optimization

Why focus on SEO?

06 Why focus on SEO?

07 How's your organic traffic?

08 The holistic approach to SEO

A/B testing

Why A/B testing matters?

12 Why A/B testing matters?

13 Will A/B testing give results in your case?

14 The marketer-led A/B testing

Programmatic integrations (pSEO)

What is pSEO and why does it matter?

17 What is pSEO and why does it matter?

18 Does it pay off to do pSEO?

19 The scalable, programmatic, and automatic SEO page creation process

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2025 Playbook to Website Optimization for Customer Acquisition

Table of Contents

Contents

05 Strategic social proof and testimonials

06 Use of cookies and remarketing

07 Utilizing lead magnets throughout the website

08 Tracking and optimizing further

Strategic social proof and testimonials

How can social proof actually help?

22 How can social proof actually help?

23 Should you add social proof and will it have impact

24 How to let others toot your horn

Use of cookies and remarketing

Is remarketing really necessary?

25 Is remarketing really necessary?

27 Should you remarket your website visitors

28 Make hay while the sun shines

Utilizing lead magnets throughout the website

What's the actual power of lead magnets?

30 What's the actual power of lead magnets?

31 Who has the problem?

32 Understanding the magnetic flux density

Tracking and optimizing further

Why is it a problem?

34 Why is it a problem?

35 Who has the problem?

36 Always Be Tracking

Conclusion

38 Make your website marketing matter

Ready to take your website marketing to the next level?

flow.ninja

2025 Playbook to Website Optimization for Customer Acquisition

Website speed optimization

Website speed is one of the primary factors affecting the website's overall performance in customer acquisition.01

2025 Playbook to Website Optimization for Customer Acquisition

Why website speed matters?

A slow website negatively impacts this by increasing the blended and paid acquisition costs. Poor performance leads to higher bounce rates, lower conversion rates, and reduced ad quality scores, driving up the costs of acquiring customers through both organic and paid channels.

In 2018, Google conducted a test on 11 million websites, claiming the average speed of loading for mobile websites is 15.3 (Google Research, Webpagetest.org, 2018.) In an ideal scenario, the site should take 1- 2 seconds to load. It follows that by achieving great website speed, you're already gaining a competitive advantage.

G The probability of bounce increases 32% as page load time goes from 1 second to 3 seconds.

Google/SOASTA Research, 2017.

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2025 Playbook to Website Optimization for Customer Acquisition

Is your website slow?

To diagnose and address this issue, you can use tools like Google Lighthouse and PageSpeed Insights.

Google Lighthouse

A browser widget that provides an in-depth audit of your website's performance, accessibility, best practices, SEO, and more. It helps you identify areas for improvement to enhance your site's overall speed and user experience.

PageSpeed Insights

Another Google tool that analyzes a web page's content and generates suggestions for making it faster. It provides a score based on your site's performance on mobile and desktop devices, along with actionable recommendations.

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2025 Playbook to Website Optimization for Customer Acquisition

Playbook strategy #1: Roads to a fast website

Building a fast website doesn't require employing a whole team of developers to continuously upgrade it. On the contrary, speed often resides in the hands of marketers.

01 Choose the right website builder

Build your site on a robust platform designed for speed and efficiency, ensuring optimal site performance.

So far, Webflow has proven most successful, as it writes clean code as you're designing using the drag-and-drop interface. It also automatically minifies code at a click of a button, and also automatically scales and optimizes images depending on device.

Development H2 Margin L

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2025 Playbook to Website Optimization for Customer Acquisition

02 Fix the core web vitals

Core Web Vitals (CWV) are a set of specific factors Google considers important in a webpage's overall user experience. They include:

First Contentful Paint (FCP): The time it takes for the first piece of content to appear on the screen.

Largest Contentful Paint (LCP): The time it takes for the largest content element to become visible of content to appear on the screen.

Cumulative Layout Shift (CLS): The measure of visual stability, tracking unexpected layout shifts.

Interaction to Next Paint (INP): The latency experienced when interacting with the page.

Time to First Byte (TTFB): The duration from the user request to the first byte of the response from the server.

	Good	Needs improvement	Poor
FCP	[0-1800 ms]	[1800-3000 ms]	over 3000ms
LCP	[0-2500 ms]	[2500-4000ms]	over 4000ms
CLS	[0-0.1]	[0.1 - 0.25]	over 0.25
INP	[0-200 ms]	[200-500 ms]	over 500ms
TTFB	[0-800 ms]	[800-1800 ms]	over 1800 ms

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2025 Playbook to Website Optimization for Customer Acquisition

03 Track speed performance

Website speed isn't set in stone. Whenever you launch a page, make sure to measure its speed, especially if it's a page important for your business that many users will land on.

• Google Lighthouse Provides an in-depth audit of your website's performance and offers actionable insights.
• PageSpeed Insights Analyzes your web page and offers suggestions to improve speed.
• Google Search Console Monitors your site's performance and provides reports on CWV.
• GTMetrix Offers detailed insights into your site's speed and suggestions for improvement.
• Personal Experience Regularly test and navigate your site to ensure it performs well in real-world scenarios.

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2025 Playbook to Website Optimization for Customer Acquisition

Search engine optimization

Missing out on optimizing organic traffic impacts your overall marketing ROI negatively.

Search Q06

2025 Playbook to Website Optimization for Customer Acquisition

Why focus on SEO?

According to BrightEdge, 68% of all trackable website traffic comes from search engines (15% from paid and as much as 53% from organic search). (Organic Search Improves Ability to Map to Consumer Intent: Organic Channel Share Expands to 53.3% of Traffic)

This means that approximately 1/2 of all people coming to your website will come through organic search, If SEO is implemented properly, it could cut the overall cost of your blended CPL by a half, on average.

Moreover, sites that got removed from Google lost, on average, 89% of all their traffic, according to Google. (USCO Technical Measures Inquiry - Google Final Statement of Interest 2022).

Losing SEO traffic could cost you in the long run, as you will have to attract it through paid ads.

... Sites that got removed from Google lost, on average, 89% of all their traffic.

USCO Technical Measures Inquiry - Google Final Statement of Interest 2022.

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2025 Playbook to Website Optimization for Customer Acquisition

How's your organic traffic?

Tracking your organic performance can be done in several ways. If you're looking for a number on how search engines see your website, use Ahrefs' website authority checker.

A more nuanced approach requires setting Google Search Console (for Google), Bing Webmaster Tools (for Bing), and other SEO tools for every search engine you want to focus on.

C a

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2025 Playbook to Website Optimization for Customer Acquisition

Playbook strategy #2: The holistic approach to SEO

The holistic approach to SEO means covering all aspects of it: on-page, off-page, and technical SEO to ensure maximum impact.

01 Topical authority building through E-E-A-T and content silos

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a set of guidelines Google uses to assess the quality of content. Here's how you can build E-E-A-T:

Experience

Show first-hand knowledge and real-life experiences related to your content. This could include case studies, testimonials, and personal anecdotes.

In Expertise

Demonstrate your depth of knowledge in your field. Publish high-quality, well-researched content written by experts.

w Authoritativeness

Gain recognition from other authoritative sources. Publish content that others will recognize as helpful and recognize you as an expert in your field.

Trustworthiness

Ensure your content is written by actual people by providing their author bios, contact information, and all other info that increases trust from readers.

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2025 Playbook to Website Optimization for Customer Acquisition

09

Content silos organize your website's content into distinct sections, making it easier for search engines to understand your site's structure and for users to find relevant information. This is how you can create content silos:

• Identify key topics: Determine the main topics that are relevant to your industry and business.
• Create pillar pages: Develop comprehensive, authoritative pages for each key topic. These pages should cover the topic broadly and link to sub-topic pages.
• Sub-topic pages: Write detailed articles that delve into specific aspects of the main topics. These should link back to the pillar pages and to each other where relevant.
• Interlinking: Ensure there is strategic internal linking between pillar and sub-topic pages to create a cohesive structure.

Home page Silo pages Subcategory pages Posts -

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2025 Playbook to Website Optimization for Customer Acquisition

02 Technical SEO fixes to streamline crawlability and indexability

Technical SEO involves optimizing your website so search engines can crawl and index it efficiently. While this can include a range of fixes, important ones include:

Hosting also plays a critical role in your website's performance and SEO. A little hack here is to pick a builder that already has its own hosting pre- configured in accordance with best SEO practices.

• Performance: SEO-friendly hosting ensures fast loading times, which is crucial for both user experience and search rankings.
• Security: Good hosting provides robust security features, including SSL certificates, which are essential for building trust and improving SEO.
• Uptime: Reliable hosting minimizes downtime, which can negatively affect user experience and SEO. Webflow's hosting offers high uptime guarantees.
• Scalability: As your site grows, your hosting should be able to handle increased traffic without performance degradation.

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Robots.txt file

Properly configure your robots.txt file to prevent search engines from crawling and indexing pages that shouldn't be indexed.

URL structure

Use a clean and descriptive URL structure. Avoid long, complex URLs and ensure they include relevant keywords.

XML sitemap

Ensure you have an updated XML sitemap and submit it to search engines. This helps search engines understand your site's structure and discover new pages faster.

Site speed

Technical SEO Optimize your site's loading speed by compressing images, leveraging browser caching, and minimizing JavaScript and CSS files.

Canonical tags

Use canonical tags to prevent duplicate content issues by specifying the preferred version of a page.

Mobile-friendliness

Google uses mobile-first indexing, so a mobile-optimized site is crucial.

Structured data

Implement structured data (schema markup) to help search engines understand your content and provide rich results in search.

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