As the year draws to a close, many businesses start to wind down. Competitors might ease off the throttle, content to ride out the remaining weeks. But this is precisely where the opportunity lies.

While others coast, you can make decisive moves that deliver tangible results before the year is out. Think of it as ‘Fergie time’ – that critical period where a late push can change the entire outcome. By focusing your efforts on the right areas, you can gain a significant advantage and finish the year with strong momentum. Here’s what we’d do first.

Find your ranking opportunities in search

Your website is already attracting visitors, but there’s untapped potential hidden just below the surface of search results. Your first port of call should be Google Search Console.

Dive into the data to see which search queries your site is appearing for but ranking just outside the top 10 (on the second page). A jump from position 11 to the top 10 can dramatically increase your click-through rate.

  • If you have content for the keyword: Great. Your job is to improve and optimise that page. Refresh the content, enhance its depth, and ensure it fully answers the user’s search intent.
  • If you don’t have dedicated content: Analyse why Google is showing your page for that query. Can you better answer the searcher’s question by creating a new, dedicated page? Or would it be more effective to incorporate that information into the existing page that’s already ranking?

These pages are your low-hanging fruit. A small bump in rankings can lead to a big jump in traffic and engagement.

Revitalise your email marketing

Email marketing is one of the most effective and straightforward channels available, yet it’s often underutilised. How many businesses truly do it well?

You already have a valuable list of contacts, even if you don’t think you do. It’s your current and former clients, your business contacts – anyone in your company’s address book who knows you. Ironically, these are often the people least likely to visit your website because they already have a relationship with you.

Start by putting together a simple, regular newsletter. A monthly update is a great starting point. You don’t need to reinvent the wheel; just share valuable insights, company news, or helpful tips to keep your brand top of mind. It’s a simple way to re-engage a warm audience and drive repeat business or referrals.

Dig deeper into your paid ads

Whether you have ongoing paid ad campaigns or are considering launching them, now is the time to get forensic with your data. Spend a few hours digging into what’s genuinely working.

If your campaigns seem to be performing well on the surface, go deeper. Google Ads provides a wealth of information that can help you optimise your spend for maximum impact.

  • What day of the week generates the most conversions?
  • What time of day is most effective?
  • Which ad copy is resonating most with your audience?

Use these insights to refine your targeting and budget allocation. By focusing your spend on the highest-performing windows, you can ensure every penny is working as hard as possible to bring in results before the year ends.

Set yourself up for success

While your competitors are winding down for the holidays, you can be making smart, strategic moves that deliver immediate value. By focusing on search, email, and paid ads, you can drive extra performance and enter the new year with a clear competitive edge.

If you want to finish the year strong but aren’t sure where to start, get in touch with us. We’ll help you find the opportunities to get your business found online.