From Google SEO to GEO, a 6-Step Guide to Building a Money-Making Company Website

We do have a company website... but why does no one visit, and why are there no inquiries?

Have you ever wondered about this? Many companies invest considerable time and money into creating websites, yet they often end up amounting to nothing more than "online business cards." However, in today's digital environment, a corporate website must not be merely a source of information, but must play the role of the "best salesperson" that meets and persuades potential customers 24 hours a day

Furthermore, as the search environment changes rapidly, there is now website creation methods that go beyond traditional Google SEO (Search Engine Optimization) and consider GEO (Generative Engine Optimization) suitable for the AI ​​chatbot era.

One payroll SaaS company partnered with Elifunt to completely revamp its website in 2023 and implemented a GEO strategy, resulting in a 792% growth in organic traffic, a 123% increase in lead acquisition, and an 88% reduction in Customer Acquisition Cost (CAC). Today, the 6 steps to building a company website that directly translates into business performance,, along with a detailed implementation guide.

Before creating a company website, a question you must answer first: “What is the primary purpose of our website?”You must clarify whether it will merely serve as a brochure listing corporate information, or function as a lead generation engine that actively identifies and converts potential customers.

For example, if the goal is to build corporate credibility and enhance brand awareness, content such as success stories, team introductions, and corporate vision is important. On the other hand, if the objective is to acquire leads, such as specific inquiries or demo requests, the design of service introductions, pricing information, inquiry forms, and CTA (Call-to-Action) buttons becomes crucial. The clearer the goal, the more consistent direction can be maintained during the subsequent production phase

Once you have determined the goal of the website, the next step is to specify "who the website is for." You must define in detail the ideal customers who will use your products or services—that is, the ICP (Ideal Customer Profile) or persona . It is advisable to go beyond simply defining them as "marketers at top 30 companies" and understand their specific job functions, decision-making positions, the concrete problems they face in their daily work, and even the processes they go through to solve those problems.

these defined personas search for information? Understanding their concerns and search journeys is the starting point for SEO and GEO strategies. For example, an HR professional looking for payroll SaaS is likely to search using specific keywords such as 'payroll automation,' 'year-end tax settlement program recommendations,' or 'employment contract management systems.' By identifying the customer's language and search path, you can design a more sophisticated keyword strategy for the next step.

A key strategy for creating an effective company website is to design keywords step-by-step according to the customer journey. Generally, customers go through the stages of 'Awareness (Traffic) → Consideration → Conversion,' and the types and intentions of the keywords used vary at each stage.

1️⃣ Awareness (Traffic) Stage: This is the time when customers recognize their problems and widely search for solutions. At this stage, use informative long-tail keywords, such as "What is content marketing?" or "How to generate B2B leads," to encourage potential customers' first visit.

2️⃣ Consideration Phase: Customers begin comparing and evaluating specific solutions. You must highlight the differentiators of your service by targeting comparative keywords such as 'B2B marketing agency comparison' and 'content marketing service costs'.

3️⃣ Conversion Stage: This is the stage where purchase intent increases. It drives final conversions through keywords related to the brand name or specific actions, such as "Inquiry about adopting Elifunt" or "Request organic marketing quote.".

By systematically placing keywords by funnel, you can increase the probability of moving beyond simple traffic to actual conversions.

If you find it difficult to design keywords suitable for your company, you can refer to overseas websites that offer similar services. How do you find and utilize overseas website references? We have captured Elifunt’s process of searching for overseas website references in a YouTube video (link), so please take a look

Now, we must consider exposure in search results not only on the Google search engine but also on generative AIs such as ChatGPT and Gemini . The strategy for this is GEO (Generative Engine Optimization) . The core of GEO is to enable AI to easily understand our content, determine it as reliable information, and cite it in its responses.

To create content that is easy for AI to understand, it is effective to utilize data structured in a question-and-answer (Q&A) format . For example, this involves presenting a clear answer alongside a question such as, “What should be considered when creating a company website?” Additionally, it is necessary to cite statistics or reports from credible external organizations , clearly disclose sources, and consistently demonstrate the company’s expertise and credibility (EEAT) within the content

A payroll SaaS company increased both organic traffic and lead conversion rates simultaneously by strategically publishing conversion-oriented content that presented clear solutions to customers' specific problems, even if search volume was low

🔍 Do you find it difficult to develop keyword strategies and create content that consider both SEO and GEO?
Elifunt will help you with SEO/GEO strategies that make potential customers find your website on their own.

Even if you have high-quality content, it is ineffective if search engines cannot read and index it properly. Therefore, when creating a company website, a technical structure that is easy for search engine crawlers (robots that collect web pages) to understand.

To achieve this, you must organize page URL addresses logically and concisely, such as [Service] or [Detailed Features] , and optimize meta tags (Title, Description) that summarize the content of each page by including keywords. Additionally, creating a sitemap that captures the entire structure of the homepage and submitting it to search engines like Google helps crawlers quickly and accurately discover and index all pages of your site.

Just as important as technical SEO the actual visitor's user experience (UX). We must ensure that customers visiting the website can easily find the information they want and naturally lead them to the next action we guide them to take.

To achieve this, you must design an intuitive and easy-to-understand menu structure and strategically connect internal links between pages to guide users to continuously explore related information. For example, this involves designing a path that allows for a natural transition from the service introduction page to success stories, and from success stories to the contact page.

Once the website structure is ready, you now need content to attract potential customers. This is the role of incoming content . You must ensure that your website appears in search results for keywords through blog posts offering solutions to customer concerns, articles containing industry insights, and useful practical guides .

For example, for customers considering 'B2B marketing automation,' you can create content such as 'Comparison of 5 Marketing Automation Tools' or 'How to Convert MQL to SQL.' This informational content focuses on securing sustainable organic traffic and increasing brand awareness rather than immediate conversions

If you have attracted visitors with incoming content, it is now time to convert them from 'potential customers' into 'actual leads.' What is needed for this is conversion-oriented content . We produce and provide valuable resources —such as e-books, success stories, webinar replays, and free templates—that customers are willing to provide their own information to obtain

The purpose of conversion content is not merely to provide information, but to acquire visitors' contact information (lead generation)and drive them into the sales pipeline. Therefore, you should always place a clear inquiry form or download button at the end of the content.

The design of a B2B website must go beyond aesthetic elements visually convey the company's expertise and credibility. It is essential to maintain a consistent brand color and tone and manner, and to use clear information structures and visual elements to make even complex services or technologies easy to understand.

Furthermore, designing responsively to ensure key content and features operate smoothly in both desktop and mobile environments is no longer an option, but a necessity. Customers must be able to experience our website without inconvenience, anytime and anywhere.

The various elements of a website ultimately exist to induce the customer's 'next action .' Therefore, Call-to-Action (CTA) buttons must be strategically designed and placed to suit the purpose of each page.

You should use clear messages tailored to the stages of the customer's purchase journey, such as 'Learn More,' 'Request Demo,' and 'Get a Free Diagnosis,' and encourage clicks through prominent placement and design. Even on a single page, separating intermediate and final CTAscan further increase conversion rates.

The final step in creating a company website that consistently delivers results is 'measuring and improving .' Launching the website is not the end. You must continuously track and analyze which keywords bring traffic through Google Search Console (GSC) , what actions visitors take through GA4 , and ultimately, how many lead conversions occur.

By building a marketing dashboard that allows you to view this data at a glance , you can clearly identify which content is effective and where customers churn, and derive directions for improvement.

Collected data is not merely numbers, but crucial feedback that helps grow your website into a better 'salesperson' . You must carry out continuous, data-driven optimization , such as reinforcing content for keywords with low traffic and modifying CTAs or content structures for pages with low conversion rates

Elifunt's clients significantly increased organic traffic through this data-driven optimization, resulting in a dramatic reduction in the budget spent on CPC (cost per click) advertising. By having their websites attract customers on their own, they reduced their dependence on advertising.

So far, we have looked at the 6 steps to building a high-performing company website. Website creation is not merely the act of building a single website, but the process of designing a sustainable content growth flywheel for our business.

From goal setting and keyword strategy to IA design, content creation, and data-driven optimization, when each stage is organically connected, our website can become the 'best salesperson' that works non-stop 24/7 to attract and convert customers

🚀 You can grow your company website right now!

If you want to check the current SEO/GEO status of your website and find practical areas for improvement, get a professional diagnosis from Elifunt.