Before you boost that post: is your website ready?
We get it, you want results fast, and boosting posts feels like the quickest win. But if your website isn't ready to convert those visitors, you're essentially paying to send people to a dead end.
Before you boost a Facebook post or pour budget into Google Ads, ask yourself: is your website pulling its weight? Is it telling the right story, in the right way, to the right people?
That was the challenge facing Oranga Hā Tai Poutini – Stop Smoking West Coast when they approached us. Their ads were directing to a website that hadn’t been updated in some time. It was clear that, to get the most out of the site, they needed more than a visual refresh; they needed authentic storytelling that would resonate with West Coasters – genuine, practical, and personal without feeling forced.
In tight-knit communities like the West Coast, authenticity isn't a nice-to-have, it’s essential. Community members can spot fake-sounding messages immediately, and they respond to real stories from real people they trust.
Why website storytelling comes first
We rebuilt the Oranga Hā website with a strategic focus. Every story and piece of content would have a dual purpose:
Authentic messaging - it needed to resonate with real people on the Coast.
SEO - It needed to be optimised for search engines and Google Ads.
We refreshed copy across the site, including adding testimonials from local Coasters. Using these real-life stories and leaning into recognisable local imagery, we could achieve both goals, all while prepping ample content for a strong social media campaign.
When you’re writing for search engine optimisation, it’s tempting to overload your content with keywords, but our tip is not to overdo it. Instead, focus on storytelling that naturally includes a number of those keywords. It’ll read better for your audience, and the algorithm will respond better, too.
With the new website live, online advertising results took off.
The first half of 2025 delivered awesome online performance, with social media reach increasing by over 80% and clicks surging by more than 500%. Google Ads performance was also impressive – click-through rates more than tripled industry averages, while cost per click dropped by over 50%.
It’s clear that a good story works across all platforms. One testimonial from Riki, a Coaster who quit smoking after 40 years, became a top social media performer, drove significant website engagement, and provided compelling Google Ads copy. Audiences responded because Riki’s story was real, genuine and relatable.
The take home message? Digital campaigns will only reach their full potential when you have both sides of the equation: great social content paired with an optimised website that delivers fresh, authentic storytelling.
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