Aug'25 edition | What Your SEO Isn’t Saying About Leads and How to Make Inbound Work
Why content teams produce pages that rank but don't convert, and the messaging fix that turns visitors into leads.
Hello, CEOs 👋
In this newsletter, you’ll discover:
● Why your inbound isn’t working ● How to make content that speaks to your buyers● The SEO trap: ranking ≠ leads● Advice from experts: Kateryna Abrosymova & Eugene Zatiychuk
🏅Wiseboard achievements
+12 new advising projects: Marketing, Business Strategy, and Delivery tracks.
+9 new advisors joined. Our pool now totals 285 expert advisors.
Let’s get to it.
🔂 Stuck in a vicious inbound cycle?
As a Growth Officer, I talk to a lot of founders. When it comes to marketing, I hear the same thing repeated over and over:
We invest in content to attract inbound leads.
But when I ask how it’s going, the answers are sad:
We invest resources and have an internal content team, but we’re still far from success; we don’t understand what’s not working.
We have SEO and our blog ranks, but it doesn't convert.
We’ve got a solid offer, but don’t know how to get it in front of the right people.
This reveals much bigger business problems.
● You’re spending money on traffic, but you’re not getting qualified leads ➡️ Your CAC stays high, ROI stays low.● Your team works hard on SEO and content, but the sales pipeline stays empty ➡️ Your revenue is unpredictable.● You keep investing more in marketing but stand still ➡️ You’re stuck in a vicious cycle.
Spot problems in how your team does marketing
Ask yourself a few questions:
● ❓ Is your team producing content without a strategy? (copying competitors)● ❓ Are you focusing on keywords over your client’s problems?● ❓ Does your content show genuine expertise or sound generic?● ❓ Does your website communicate a differentiated offer or promise the same thing that everybody else does?
What's the fix?Narrow your focus
I brought this challenge to someone who’s helped dozens of teams break free from the vicious inbound cycle.
Kateryna Abrosymova, the CEO of Zmist & Copy and our Marketing Advisor, says:
Most teams jump into SEO without trying to understand their customer and their value proposition. They end up marketing to everyone. But sell to no one. Define your ideal customer segment, nail your positioning, and value prop. Build a content strategy. Only then, invest in SEO.
Kateryna shared a great example from her work with Temy, a software development company:
We didn’t start with content. First, we helped them reposition, so every landing page and case study hit home with their ideal clients. Then we rewrote the case studies to show results, not bullshit.
You can see the difference here:
Key takeaway?
You can’t fix inbound with more content. First, you have to fix your positioning.
Marry SEO and marketing
I’ll be honest: this is the elephant in the room.
SEO and marketing often pull in opposite directions.
One side is shouting, “We need X pages optimized for Y keywords.”
The other fires back, “Okay, but does any of this content bring leads?”
That tension is where most teams get stuck. But … 👇
Prioritize your offering. Not your keywords.
Eugene Zatiychuk, our SEO Advisor, explains:
You don’t need 100500 pages with perfect SEO scores if your content isn’t speaking to your buyers.
Just because you rank high in Google doesn’t mean leads will come. Good SEO is not just keywords, it’s about content that fits your customer and your business.
Eugene helped Belkins, an outbound lead gen agency, grow their organic pipeline from 10 to over 80 monthly deals.
One key move?
They overhauled their service offerings based on customer pain points, gathered through questionnaires with the sales and account management teams.
Now, Eugene automates this process using AI and his smart method so the outcome stays the same: messaging that hits real customer pain points and drives conversions.
Key takeaway?
Good SEO brings you visitors. Great messaging turns them into customers.
📺 Wiseboard Online Talks
What we talked about
● Technical presale for AI projects: How to avoid common mistakes and increase the win rate ● How proposal creation has evolved with AI coding tools● Red flags that kill AI projects before they start● Why most companies get technical scoping completely wrong● The real cost of misaligned sales and tech teams
📚 Interesting reads
👉Pain Point LLMO: Why Product-Centric Content on Your Own Site Beats Reddit & PR: A practical strategy to get recommended by AI tools like ChatGPT and Perplexity.
👉Content Scorecard: How to evaluate which pieces of content support business goals.
👉 GTM Foundation template: Download our free checklist to fix your strategy.
💻 Just launched: Organic Growth program
It’s built to help you nail your messaging, craft a content strategy that gets you found – on Google and by LLMs – and set up a content engine that makes inbound work.
It’s a big one, let’s talk and see how we can make it work for you.
👤 Available talents for hire
● Account Manager/Client Partner/BDM● Delivery Manager/Head of Delivery/PMO● Pre-sale/Engagement Manager● SDR/Lead gen Specialist● Operations Manager
Message me if you have any of these job openings.
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