Inbound Marketing Capabilities
321 Web Marketing provides inbound lead generation for service businesses through SEO, content marketing, paid advertising, and website optimization. The capabilities below define the full scope of services available across our engagements. Each capability may or may not be included depending on the package selected and the specific scope of work outlined in your agreement.
Monthly Reporting and Recommendations
321 Web Marketing provides monthly performance reports reviewing key performance indicators including organic traffic growth, onsite user behavior, keyword ranking movement, and a detailed log of completed deliverables. All metrics are pulled from Google Analytics, Google Search Console, and 321 Web Marketing’s proprietary analytics and reporting platform. In addition to performance data, each report includes strategic recommendations for improving website conversions and sales outcomes based on observed trends and data patterns.
Website Speed, Security, and Scalability Optimization
321 Web Marketing is responsible for the ongoing optimization of website speed, security, and scalability. This includes monitoring and improving page load times, implementing security best practices, and ensuring the site infrastructure can handle traffic growth without degradation. As part of this capability, 321 Web Marketing will migrate and host marketing-related portions of the website that do not contain personal information on 321 Web Marketing’s managed server infrastructure.
Website Design Optimization
321 Web Marketing provides data-driven and experience-driven site design recommendations aimed at improving digital marketing performance and increasing lead conversions. Recommendations may address page layout, calls to action, navigation structure, form placement, and visual hierarchy. After the client approves proposed changes, 321 Web Marketing handles all design implementation on the website.
Technical On-Page Optimization
Using industry-standard SEO tools and best practices developed over years of hands-on experience, 321 Web Marketing optimizes all technical aspects of the website’s on-page SEO. This includes text elements (header tags, title tags, meta descriptions, content formatting), image elements (alt text, file size compression, file naming conventions, title attributes), design elements (mobile responsiveness, removing inline styles in favor of external CSS), and code-level elements (schema.org structured data, HTTPS enforcement, canonical tags, and other technical markup).
Keyword and Content Topic Research
321 Web Marketing conducts ongoing keyword and content topic research to identify opportunities for increased search visibility and improved Google placement. Research takes into account keyword search volume, competitive difficulty, search intent, and the realistic likelihood of ranking improvement for the client’s domain. All keyword and content topic recommendations are presented to the client for approval before related content creation, design changes, or implementation begins.
On-Site Content Creation
321 Web Marketing collaborates with the client and works with the 321 writing department to create and implement new content and website structural changes as needed. This includes the creation of entirely new pages as well as rewriting, expanding, or restructuring content on existing pages to improve relevance, search visibility, and user experience.
Evergreen Service and Product Content
Evergreen content consists of pages in the range of 400 to 800 words that describe the client’s core goods and services. These pages are designed to remain on the website as static, long-term assets. The content team crafts each page using both conversational and technical language to maximize visibility across a broad spectrum of search terms, from the way customers naturally describe a service to the industry-specific terminology that signals expertise.
Longform Content
Longform content consists of articles of 800 words or more that target specific questions, informational searches, and broader industry topics. Formats include FAQs, how-to guides, step-by-step tutorials, listicles, and in-depth explainers. The content team focuses on providing thorough, high-value information for topics that involve longer research cycles, more complex buying decisions, and higher-intent commercial searches.
Social Media
321 Web Marketing publishes consistent short-form posts across the client’s social media channels to keep the audience engaged and growing. Posts draw on industry information, company news, and client-facing content such as blog articles and press releases. Social media activity is also used to prime the audience ahead of major announcements and to highlight client successes in order to strengthen business relationships.
Email Newsletters
321 Web Marketing produces a monthly email newsletter sent to the client’s subscriber list to reinforce brand credibility and maintain ongoing visibility. Newsletters typically incorporate recent blog posts, press releases, and company updates. They can also be used to spotlight client successes and nurture business relationships over time.
Business Directory Listing Submission and Management
321 Web Marketing assesses competitor directory listings across local and niche platforms, then acquires and manages listings for the client based on competitive research. Consistent name, address, and phone number (NAP) data across these directories provides search engines with additional trust signals that directly improve website rankings in both organic Search results and Google Map results.
Posting Client Content with SEO Best Practices
Using 321 Web Marketing’s ticketing system, the client can submit their own content for review and publication. 321 Web Marketing will review the submitted content, provide SEO-based feedback, add or optimize images, and publish the content to relevant platforms including but not limited to the website blog and social media channels. All client-submitted content is formatted and optimized to meet current SEO standards before publication.
Image Selection and Editing
321 Web Marketing selects and edits high-quality stock images to enhance user experience across the client’s website and content. All images are compressed to minimize file size and reduce page load times without sacrificing visual quality across desktop and mobile devices. Image selection is aligned with the content’s subject matter, target audience, and the client’s brand.
Backlink Analysis and Acquisition
321 Web Marketing reviews the backlink profile pointing to the client’s website domain using Google Search Console and third-party backlink analysis tools. Based on this review, 321 Web Marketing determines the appropriate next steps to maintain a healthy backlink portfolio, including disavowing harmful links where necessary. 321 Web Marketing also executes an ongoing link building campaign utilizing client resources such as business directory information, website blog content, press releases, and other available assets.
Ads Management (Google, LinkedIn, Meta)
321 Web Marketing provides proactive campaign management across search and social advertising platforms including Google Ads, LinkedIn Ads, and Meta Ads. Services include keyword research, audience targeting, bid management, ad copywriting, creative development, and ongoing performance tracking and optimization. The goal is to drive targeted traffic to the client’s website while optimizing advertising spend for maximum return. Regular reports are provided detailing campaign progress, key metrics, and recommendations for budget allocation and strategy adjustments.
YouTube Video Editing
321 Web Marketing provides video editing services for YouTube content, including cutting and assembling raw footage, adding branded intros and outros, inserting on-screen text and graphics, optimizing audio levels, and exporting in YouTube-recommended formats and resolutions. Final videos are prepared for upload with attention to pacing, clarity, and alignment with the client’s brand and content strategy.