Understanding search intent and why it matters
If you're running a local business, getting more website traffic probably sounds like a good thing, right?
Well, not necessarily. In our years of helping small businesses grow online, we've learned that chasing high visitor numbers can actually be a waste of time and money. What really matters is attracting the right visitors - people who actually need your services and are ready to buy.
Why most traffic advice misses the mark
Let's be honest - there's a lot of noise out there about increasing website traffic. You've probably seen those promises: "Triple your website visitors!" or "Get thousands of new visitors overnight!" But here's the thing - if those visitors aren't looking for what you're selling, what's the point?
Think about it like this: If you're a plumber in Manchester, would you rather have 1,000 website visitors from around the world who are just browsing, or 50 local visitors who actually need a plumber right now? This is where understanding search intent becomes crucial for your business.
What is search intent (in plain English)?
Search intent is simply understanding what someone is actually trying to do when they type something into Google. Are they looking to buy something? Learn something? Find a specific website? Or are they just browsing?
When we work with local businesses, we often find they're targeting search terms that sound good but don't actually bring in customers. For example, if someone searches for "how to fix a leaking tap," they're probably trying to fix it themselves. But if they search for "emergency plumber near me," they're ready to hire someone right now. See the difference?
The four types of search intent that matter for your business
Let's break this down into what really matters for your business. There are four main types of searches people make:
Immediate need (buy now)
These are your gold-standard searches. Someone needs what you're selling, and they need it now. Think "emergency electrician London" or "24-hour plumber near me." These searches often lead to immediate enquiries because there's a urgent problem that needs solving.
Research and compare (buy soon)
These people are closer to making a decision but still comparing options. They're searching things like "best bathroom fitters in Birmingham" or "most reliable builders Manchester reviews." They're serious about buying but doing their homework first.
Information gathering (early stage)
These folks are just starting to look into something. They're searching for things like "how much does a new kitchen cost" or "types of home extensions." They might become customers eventually, but they're not ready yet.
Just browsing (not buying)
These are the tire-kickers - people who are just curious or killing time. They might be looking up "world's most expensive bathrooms" or "DIY plumbing tips." While they might be interested in your industry, they're not looking to hire anyone.
Why getting this wrong costs you money
Here's a real example we saw recently: A bathroom fitting company was spending a fortune on ads targeting people searching for "bathroom ideas." Sure, they got loads of website visitors, but hardly any leads. Why? Because most people searching for bathroom ideas are just dreaming or gathering inspiration - they're not ready to hire a bathroom fitter yet.
When we switched their focus to terms like "bathroom fitter near me" and "bathroom installation [location]," their overall traffic went down, but their leads went up. They were getting fewer visitors but making more money. That's the power of understanding search intent.
How to get local search intent right for your business
First, put yourself in your customer's shoes. What would someone type into Google if they needed your services right now? Those are the searches you want to target first.
Remember that different searches need different approaches:
For immediate need searches, make it super easy to contact you. These people don't want to read your company history - they want your phone number and to know you can help.
For research and compare searches, show why you're the best choice. Share reviews, case studies, and clear pricing information.
For information gathering searches, be helpful. Provide good information but make it clear how you can help when they're ready to take the next step.
Creating content that matches intent
Once you understand what your potential customers are actually searching for, you need to make sure your website gives them what they're looking for. If someone searches for an emergency plumber, they should land on a page that:
Makes it clear you handle emergencies
Shows your phone number prominently
Lists your service area
Demonstrates you can help right now
The role of local intent
For most small businesses, local intent is just as important as search intent. Someone searching for your services in London isn't helpful if you're based in Manchester. That's why we always combine search intent with local targeting to make sure you're not just getting the right kind of visitors, but the right kind of visitors from your service area.
Measuring what matters
Stop focusing on total visitor numbers. Instead, start tracking:
How many visitors actually contact you
Which searches lead to enquiries
How many of those enquiries turn into customers
Which parts of your service area generate the most leads
Taking action: What you can do now
Understanding search intent isn't just about getting better website traffic - it's about getting better leads and more customers. Start by looking at your current website analytics. Where are your visitors coming from? What are they searching for? Are these the kind of searches that indicate someone ready to buy?
Need help getting it right?
At Lead Builder, we specialize in helping small businesses attract the right kind of website traffic - visitors who are actually looking to buy what you're selling. Whether you need help understanding your current traffic, improving your website's performance, or developing a strategy to attract better leads, we're here to help.
Want to learn more about getting better quality traffic to your website? Sign up for our newsletter for free tips and guides, or get in touch to discuss how we can help transform your online presence into a reliable source of quality leads.
That’s all for now, thanks for reading.
Ollie
