As a local business owner in Colorado Springs, you know you need to be visible online. But just having a website isn’t enough. You need to show up when potential customers are actively looking for the services you provide. To do that, you first have to understand why they’re searching.
This is called search intent.
Understanding search intent is the secret to creating a marketing strategy that works. It allows you to meet your customers exactly where they are with the exact information they need. This guide will show you how to use it to attract more local business.
Step 1: Know the Four Main Types of Search
Every time someone types into Google, they have a goal in mind. Their search usually falls into one of these four categories. For a local business owner looking for marketing help, it looks like this:
- Informational Intent: They have a question and are looking for answers, tips, or how-to guides.
- Example 1: “how to get more google reviews”
- Example 2: “what is SEO?”
- Example 3: “how to improve local SEO for restaurants”
- Navigational Intent: They are trying to find a specific website or location.
- Example 1: “[Your Agency Name] Colorado Springs”
- Example 2: “Google Business Profile login”
- Example 3: “directions to the local chamber of commerce”
- Commercial Intent: They are thinking about hiring someone and are researching their options.
- Example 1: “best web design companies in Colorado Springs”
- Example 2: “local SEO pricing”
- Example 3: “reviews for local SEO agencies”
- Transactional Intent: They have made a decision and are ready to take action—to buy, hire, or contact.
- Example 1: “hire a local marketing agency”
- Example 2: “get a free website quote”
- Example 3: “contact an SEO expert now”
Your website needs content that helps people in all four of these moments, not just when they’re ready to buy.
Step 2: Find Your Client’s Specific Questions
The four basic types are a great start, but the real value is in the specific, detailed questions your potential clients have. We call these “micro-intents.”
How do you find them?
- Listen to your clients: What are the first marketing challenges they bring up in a consultation?
- Read your emails: What problems are they describing in their contact forms? Are they frustrated with a lack of leads, a bad website, or poor Google rankings?
- Use Google: Type in the services you offer and look at the “People Also Ask” box for clues.
For a local criminal defense lawyer in Colorado Springs, their specific marketing questions might be:
- Example 1: “How can my law firm show up for urgent searches like ‘lawyer near me now’?”
- Example 2: “Why are other law firms’ websites ranking higher for ‘DUI attorney Colorado Springs’?”
- Example 3: “What’s the best way to get positive client reviews without violating attorney-client privilege?”
Each of these questions is a perfect topic for a blog post or a page on your website.
Step 3: Check Your Current Website Pages
Now, look at your own website as if you were a potential client. Make a list of your most important pages (homepage, service pages, blog).
For each page, ask these simple questions:
- What specific marketing problem does this page solve?
- Which of the four intent types does it match?
- Does the “next step” on the page make sense? For example, a blog post explaining SEO basics (Informational) should lead to a page about your SEO services (Commercial), not just your generic contact page.
You might find that your site talks a lot about what you do, but doesn’t answer the urgent questions your clients have.
Step 4: Find the Gaps and Opportunities
The list you just made is your road map to a better marketing strategy. The spots where your website is silent are your biggest opportunities.
Look for these common gaps:
- Unanswered Questions: These are often the easiest wins.
- Example 1: A simple guide on “How to Set Up and Optimize Your Google Business Profile.”
- Example 2: A blog post with a list of “5 Free Ways to Market Your Local Business in Colorado Springs.”
- Example 3: An FAQ page answering common questions like “How long does it take for SEO to work?”
- Missing “Comparison” Content: Business owners need help making confident decisions.
- Example 1: A page comparing “SEO vs. Google Ads: Which is Better for a New Business?”
- Example 2: A blog post on “On-Page SEO vs. Off-Page SEO: What Your Business Needs to Know.”
- Example 3: A pricing page that clearly explains what’s included in different SEO packages.
- A Missing Bridge (or the Wrong “Next Step”): Your website should guide visitors smoothly from one step to the next.
- Example 1: Your page on web design (commercial) should link directly to a portfolio of your work and a “Get a Free Website Audit” form (transactional).
- Example 2: A blog post about the importance of backlinks (informational) should lead to a page about your link-building services (commercial).
- Example 3: Your “About Us” page should end with a clear call to “Schedule Your Free Marketing Consultation” (transactional).
Step 5: Make a Simple Content Plan
Turn what you’ve learned into an action plan. Start by creating content that answers the most pressing commercial intent questions, as these often lead to the most qualified leads.
For every new page you plan to create, define its purpose first:
- Topic: The Ultimate Checklist for a High-Converting Local Business Website.
- Why someone is searching for it (Intent): Commercial. They know their website isn’t working and are looking for solutions and providers.
- Who you’re writing for: A local business owner who is frustrated with their lack of online leads.
- What they should do next: “Request a Free, No-Obligation Website Audit.”
This approach makes your marketing helpful and client-focused, not just self-promotional.
From Searching to Solutions
An intent audit helps you stop guessing and start creating marketing that genuinely helps your ideal customers. You shift your focus from “Here’s what we sell” to “Here are the solutions you need.”
For a digital marketing agency in Colorado Springs, this is how you build trust and prove your value before a client ever signs a contract. You show them you understand their problems, and you’re the right partner to help them grow.
Ready to build a marketing strategy that meets your customers where they are? Contact us today to schedule a free consultation and find out how to turn searchers into loyal customers.