The 90-Day Small Business Digital Marketing Plan: Website, SEO, PPC

Your marketing shouldn’t feel like guesswork. In 90 days, you can build a simple, effective system that turns website visitors into real leads—without hiring a big team or learning a new language. This plan is built for small businesses: clear steps, plain English, and measurable results.

Who this is for

• Owners and managers who need more qualified leads fast
• Teams without in‑house marketing who want a repeatable process
• Businesses with a website that “exists” but doesn’t convert

What you’ll achieve in 90 days

• A conversion‑ready website with tracking you trust
• A steady flow of qualified leads from PPC
• SEO foundations that compound month after month
• A simple dashboard showing what’s working (and what to do next)

Before You Start: Baseline and Tracking (Day 0)

• Define 1–3 primary conversions: calls, form submissions, bookings
• Set up tracking: GA4, Google Tag Manager, click‑to‑call, form submit
• Create your scorecard: Leads, Cost per Lead (CPL), Conversion Rate, Qualified Lead %
• Snapshot your current numbers (so you can prove progress later)

Phase 1 (Weeks 1–3): Fix the Foundation (Website + Offer)

Clarify your offer:

• Headline: We help [who] get [outcome] with [solution].
• Subhead: What makes you different + what happens next.
• CTA: Action + outcome (e.g., Get Your Free Assessment).

Homepage essentials:

• Hero: headline, subhead, 1 primary CTA
• Proof: logos, 1 strong testimonial, one metric
• Offer summary: 3–5 benefits + what’s included
• CTA repeat mid‑page and near footer

Service pages (one per service):

• Who it’s for, outcomes, what’s included, 3‑step process, FAQs

Conversion boosters:

• Prominent phone number on mobile, sticky CTA, short form
• Trust badges (reviews, certifications, guarantees)

QA:

• Page speed, mobile layout, accessibility focus states
• Tracking test: submit a test lead—does it show up?

Helpful internal links:

• Website builds that convert: Web Design Services
• Organic growth foundations: SEO Services

Phase 2 (Weeks 4–6): Launch PPC for Fast Wins

Account structure (Google Ads):

• 1 campaign per core service; exact/phrase match ad groups
• 3–5 tightly themed keywords per ad group

Ad copy:

• Headline 1: Service + Location
• Headline 2: Outcome/Proof (e.g., 24‑Hour Turnaround)
• Description: Who it’s for + CTA

Targeting:

• Locations you actually serve; exclude out‑of‑area traffic
• Schedule during business hours (extend once you’re responsive)

Keywords:

• Intent buckets: “near me”, “service + city”, “best/top + service”
• Add negatives weekly (DIY, jobs, free, cheap, competitor brands if needed)

Landing:

• Use your service page or a focused variant; 1 CTA; no leaks

Tracking:

• Calls and forms recorded; verify numbers in your dashboard

Optimization loop:

• Pause low‑intent terms, raise bids on converting terms, test ads weekly

Phase 3 (Weeks 7–9): Build SEO Foundations (Compounding Channel)

Technical basics:

• One H1 per page, fast core vitals, clean URLs, XML sitemap

On‑page:

• Each service page targets a primary keyword + related questions
• Add internal links from homepage and blog to key services

Local SEO:

• Google Business Profile: full setup, categories, services, photos, Q&A
• Citations: consistent Name/Address/Phone across major directories
• Reviews: simple ask system (timed after a successful job) with a direct link

Content (bottom‑funnel):

• “Service in [City]: What to Expect, Pricing Factors, Timelines”
• “Best [Service] Options in [City]: How To Choose”
• “Service Checklist: How To Prepare and What Happens Next”

Include internal links to your service pages and contact.

Phase 4 (Weeks 10–12): Scale What Works (CRO + Nurture)

Conversion Rate Optimization:

• A/B test CTA copy, social proof placement, form length
• Add an FAQ block that addresses “hesitations” right on service pages

Nurture:

• Simple 3–5 email sequence for form leads:
  • Day 0: Thanks + next steps
  • Day 2: Case or testimonial with metric
  • Day 5: “How it works” and what to expect on the call
  • Day 10: Common objections answered
  • Day 14: Soft reminder to book

Expand PPC:

• Clone top‑performing ad groups to Performance Max or a second network
• Test call‑only campaigns if your team answers quickly

Content scale:

• Add 2 “how to choose” or “best options” posts per month
• Add a case/result story with real numbers if possible

Templates You Can Copy

Homepage formula:

• Headline: We help [Homeowners in Charlotte] get [leaks fixed fast] with [same‑day roof repair].
• Subhead: Licensed, insured, and local. Most repairs completed within 24 hours.
• CTA: Get Your Free Assessment

Service page outline:

• H1: [Service] in [City]
• Who it’s for, outcomes (bullets), what’s included (bullets)
• 3‑step process, proof block (testimonial + metric), CTA, mini‑FAQ

Google Ads keyword buckets:

• [service] + [city], [service] near me, emergency [service], best [service] [city]
• Negatives: free, DIY, jobs, career, wholesale, competitors (optional)

Review request script (post‑job):

• “It was great working with you. If we earned your 5 stars, could you share a quick review here? [Link]. It helps local customers find trustworthy help.”

Benchmarks to Aim For (Guidance, Not Rules)

• Website conversion rate: 5–12% for service businesses
• Form completion rate: 25–50% on short forms
• Google Ads: 5–12% CTR, 10–25% landing conversion rate
• Calls answered: 90%+ during business hours

Common Pitfalls

• Too many CTAs or mixed goals on a page
• Slow mobile pages and untracked calls
• Broad keywords without negatives (wasted spend)
• Writing about your company instead of the customer’s outcome

How to Keep Momentum After 90 Days

• Keep the weekly cadence: review numbers, fix one bottleneck, ship one improvement
• Publish 2 helpful, bottom‑funnel pieces per month
• Revisit best ads and pages quarterly; roll winners across other services/locations

Next Step

Want help implementing this plan? Start with a quick, free assessment so we can map out your highest‑impact next steps. Visit our Contact page.