The Honest Truth About What SEO Really Does (And What Comes Next)

If you’re a print shop owner who’s paying for SEO and not seeing an uptick in print orders, you’re probably asking yourself:

“Is this even working?”

And that’s a fair question. In fact, it’s the right question. Because if you’re investing in something, you should understand what it’s supposed to do—and what it’s not supposed to do.

So, let’s talk about it.

What Does SEO Actually Do?

At its core, SEO does one thing really well:

It makes your website more visible.

Think about Google like a highway. SEO puts up more road signs for your print shop so drivers (aka your potential print customers) can find you. That means when someone searches “custom postcards near me” or “EDDM for restaurants,” your website is more likely to show up.

But here’s the kicker…

Visibility doesn’t equal sales.
It equals opportunity.

What you do with that opportunity is where most businesses—printers included—get stuck.

So… If SEO Is Working, Why Aren’t You Getting More Orders?

Because the job of SEO is to get more people to your site. The job of your website—and your overall marketing—is to convert and convince them.

If orders aren’t increasing, it’s time to zoom out and ask:

“What else could be happening that’s causing people to hesitate?”

It’s not just about what they see. It’s also about what they feel when they encounter your brand.

7 Things to Check If You’re Getting Traffic But Not Orders

When SEO is doing its job, it brings more potential print buyers to your website. But getting eyes on your site is just the beginning. If you want to turn that visibility into actual orders, two core ingredients need to work together:

1. Content & Relational Marketing: This is everything you do to build trust before a print buyer is ready to order—blogs, email, testimonials, social proof, helpful resources.

2. Online Ordering Tools: These are the tools that remove friction at the moment someone is ready—things like online quotes, instant pricing, and reorder libraries.

If either part is missing, your visitors may drop off before becoming customers. That’s why we recommend using this two-prong approach to guide your overall strategy.

Here are seven areas to evaluate through this lens if your SEO traffic isn’t yet turning into sales:

TRUST: Content & Relational Marketing (Before the Sale)

These elements nurture your leads, build familiarity, and create the confidence needed for someone to choose you before they ever hit “order.”

1. Does Your Website Clearly Say Who You Are and Why You Matter?

Before a buyer will trust you, they need to know what makes you different. A clear value proposition, engaging homepage content, and a conversational tone go a long way in humanizing your brand.

Take some time to make your website unique from your competition, so your prospects know why they should choose you.

2. Are You Providing Helpful Content to Earn Trust?

Do you answer common questions with blog posts? Do you explain your process or showcase your expertise with downloadable guides or white papers? This kind of content builds trust and makes your shop feel more approachable—especially for new or nervous buyers.

3. Are You Showing Social Proof?

Testimonials, reviews, or customer logos help reduce uncertainty. When a visitor sees that others have had a good experience, it reinforces that they can trust you, too.

4. Are You Actively Nurturing Relationships?

Are you staying in touch through email newsletters, social posts, or helpful follow-up? This is your relational marketing in action. It’s not about “closing” the sale immediately—it’s about staying top-of-mind until the buyer is ready.

CONVERT: Online Ordering Tools (At the Moment of the Sale)

Once trust is built, the second prong kicks in—making it super simple for buyers to take action the moment they’re ready.

5. Can Buyers Place an Order or Take the Next Step Without Friction?

If your site is just a landing page with a contact form or “Request a Quote” button, you’re losing buyers who want self-service. Adding options like online ordering, instant pricing, or reordering tools gives them what they’re looking for.

6. Do You Make Reordering Easy for Loyal Customers?

Frequent customers shouldn’t have to start from scratch every time. Tools like reorder libraries or account dashboards can make reordering as simple as a few clicks—and that simplicity builds loyalty.

7. Does Your Website Function as a True Ordering Experience?

Modern buyers expect more than just information—they expect action. Your site should feel like a full-service shop: helpful before the order, seamless during the order, and reassuring afterward.

The Hard Truth (And the Good News)

Here’s the truth nobody tells you when you buy SEO:

SEO can’t fix gaps in your marketing strategy.

It can only get more people to your site. But if your online presence doesn’t help them trust you, understand you, or act quickly… the order never happens.

That doesn’t mean your investment is wasted.
It means it’s working—and now it’s time to build on that visibility by strengthening the rest of your marketing foundation.

Bottom Line

If your SEO reports show your impressions are up, that’s not a red flag—it’s a green light. It means people are seeing you. But if orders haven’t followed, it’s time to ask: What happens after that first click?

Your website is your silent salesperson.
Your content is your pitch.
Your email and social presence are your follow-ups.
Are they working together—or working against you?