Most visitors who arrive at your website through organic search do not convert on their first visit. They read your content, assess whether you are credible, and leave — often to do more research or because they are not ready to act yet. Social media gives you a second chance to reach those same people with content that keeps your brand visible during their decision process.
1. Install Meta Pixel and build a custom audience
The Facebook and Instagram pixel is a small piece of code that records when people visit your website. Once enough people have visited (typically 1,000 or more in a rolling period), you can create a custom audience in Meta Ads Manager and run targeted content specifically at people who have already been to your site.
These audiences convert at significantly higher rates than cold audiences because the people in them already have some familiarity with your business. This is one of the highest-value uses of a paid social media budget for businesses with steady organic search traffic.
2. Publish content that answers follow-up questions
When someone searches for a service and visits your website, they typically have follow-up questions that your service page did not fully answer. Use your social media to publish content that addresses these: pricing expectations, the process of working with you, common concerns, before and after outcomes and real client experiences.
A visitor who Googled your service, visited your site, then saw your Instagram post answering the exact question they had is significantly more likely to reach out than one who only had the initial website visit.
3. Promote your highest-performing content pages
Use your Google Search Console or Analytics data to identify which pages receive the most organic traffic. Create social media posts that amplify this content to your followers and, with paid promotion, to people similar to your website visitors. This extends the reach of content that is already proven to attract the right audience.
4. Use social proof consistently
Someone who has found your business through search but has not yet committed is looking for social proof that others have made the same decision and been happy with it. Regular posts featuring client outcomes, reviews, testimonials and case studies provide this reassurance in a low-pressure format during the consideration phase.
5. Run retargeting ads with educational content
Not every retargeting ad needs to be a direct sale offer. For businesses with longer sales cycles, educational content — guides, checklists, videos explaining your process — can be more effective at moving prospects forward than repeated "call now" ads. Retargeting with content builds trust and positions you as the knowledgeable choice.
6. Offer social-exclusive value
Give organic search visitors a reason to follow you on social media. A free resource, a limited offer for followers, or simply a promise of content that is not available on your website can convert a one-time visitor into a long-term follower who you can continue to reach organically without ongoing paid spend.
Ela creates compelling video, photography and social content for Web Like Web clients. She specialises in visual storytelling that drives real engagement across Instagram, Facebook and YouTube. Her content strategies help local Australian businesses grow their audiences and turn followers into paying customers.
