Sunday Soma Brief #23: Your Website Looks Good. Why Isn’t It Showing Up on Google?
- Elita
- Aug 16
- 3 min read
The Confession:
While reviewing Soma’s recent search data, I found a number I wouldn’t let a client ignore: our homepage appeared in Google search results 331 times and received zero clicks.
Google wasn’t completely ignoring us. People were seeing the website in search results, but they weren’t choosing it.
That distinction matters.
A website can look beautiful, feel professional and work perfectly when you test it yourself. That doesn’t automatically mean a new customer can find it, understand what you offer or confidently make a purchase.
The Reality Check:
Most small business owners view their websites as visual projects.
You choose the colors, photographs, fonts and layout. Once everything looks polished and the buttons work, the website feels finished.
I understand that. Aesthetics matter. Customers absolutely use your website’s appearance to decide whether your business feels current, credible and professional.
But a beautiful website still has three jobs:
People need to find it.
They need to understand what you sell.
They need to easily contact you, book or purchase.
When one of those pieces is missing, your website becomes a very pretty digital brochure that isn’t helping you make money.
The Soma Take:
You don’t need to become an SEO expert or understand everything happening behind the scenes. That’s Soma’s job.
You do need to stop reviewing your website like the person who created it.
You already know where everything is. You understand your service names. You recognize every image. You remember what each button is supposed to do. Your brain automatically fills in information that may not be obvious to someone visiting for the first time.
Your normal Google searches can also give you a misleading view. Your signed-in account, previous searches, past clicks and location can influence the results you see.
Open an Incognito or private browsing window, stay signed out of Google and search for the service a customer needs instead of searching for your business name.
Incognito gives you a cleaner starting point, but it isn’t completely neutral. Google may still use your general location to show local results.
You also shouldn’t audit your website immediately after updating it. You’re still reading what you intended to communicate instead of what’s actually on the page.
Close it. Come back the next day. Better yet, ask someone who isn’t familiar with the business to test it without explaining anything first.
This Week’s Execution Checklist:
Search Like a Stranger
Open an Incognito or private browsing window and stay signed out.
Search your primary service followed by your city or service area. Don’t use your business name.
Ask yourself:
Does my website appear?
Does my Google Business Profile appear?
Does the wording clearly describe what I sell?
Would I click this result if I didn’t already know the business?
Wait Before You Review
After making website updates, close the page and review it again the next day.
Use your phone instead of the computer you used to build the page. A customer may experience the website very differently on a smaller screen.
Humble Yourself: Complete This Simple Website Audit
Open your website and pretend you know absolutely nothing about the business.
Can I tell what the business sells within five seconds?
Is it clear who the product or service is for?
Can I quickly find the location or service area?
Is there one clear next step?
Can I contact, book or purchase without assistance?
Does the contact form, booking link or checkout work?
Is the website easy to read and use on a phone?
Are the prices, starting prices or purchasing process explained?
Can I find reviews, examples or proof that the business is legitimate?
Did anything confuse me, slow me down or make me hesitate?
Don’t explain away something confusing because you know what the page is supposed to mean.
Your customer won’t have you sitting beside them to provide context.
It reminds me of setting up an Einnim workshop table. The display can be beautiful, but if guests can’t tell where to begin, which supplies to use or what they’re making, the setup isn’t doing its job.
Your website works the same way.
It doesn’t need to impress you. It needs to guide someone who has never heard of your business, has several other tabs open and is deciding whether you’re worth their time and money.
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