A week has passed since the first article in our Growth Journal, where we explained why we decided to show the development of the company publicly and how we started a new stage with the local website visibilion.ee. At that point, it was more of a starting line: a new domain, first pages, first articles, first impressions in Google, first advertising campaigns and an honest admission that now I want to build Visibilion not just as a business that depends on one strong specialist, but as a system that can grow, improve and work year after year.
Now we have the first weekly snapshot after that publication, and it is already much more interesting. Spoiler: no, some huge miracle did not happen, leads did not start falling from the sky, and all graphs did not suddenly begin to look like an investor presentation. No, everything is much calmer and more realistic. But that is exactly why I like this stage: you can already see how separate parts of the mechanism are beginning to move together, like a system.
During this week, organic visibility grew, Google started showing the website in search more often, the number of keywords expanded, the first organic clicks from Estonia appeared, Google and Meta ads became more active, StoryBook.ee almost doubled the number of company profile views, email outreach started bringing the first replies from business owners, and social media stopped being something “we should start someday” and became part of the overall system.
And this is where it is important to stop for a moment. For a business owner, the first reaction is often: “Where are the leads? Where are the sales? Where is the money?” And that is a normal question. But if you look at digital marketing only through the final lead, you can miss much more important early signals. At the beginning, it is especially important to understand not only how many clients came in, but whether the whole system is starting to work correctly at all.
Because if the system is built correctly, leads will not be a coincidence. They will be the logical next stage.
What is this article about?
This is a weekly growth snapshot of Visibilion.ee: organic visibility, Google Ads, Meta Ads, social media, StoryBook, email outreach and the first signs that separate channels are starting to become a system.
First important signal: organic visibility started to grow
When we launched the new website specifically for Estonia, it practically started from zero as a local domain. Yes, Visibilion itself has existed for more than 7 years, the company has experience, cases and history, but a new website on a new domain had to be shown to search engines again, connected with the local market, filled with useful pages and gradually expanded in search visibility.
In the first article, we fixed the baseline: 313 impressions in Google Search Console, 1 organic click, a CTR of 0.3% and an average position of 66.3. These were very early numbers, almost a starting line.
Now the console already shows 1.11 thousand impressions, 4 clicks, a CTR of 0.4% and an average position of 59.8.
If you look only at clicks, the number is still small, and that is normal. A new website rarely starts receiving a lot of organic traffic immediately, especially in a competitive niche like marketing and web development, where agencies, freelancers, platforms and older websites with accumulated history all compete for queries. But at this stage, something else matters more: impressions grew more than three times, the average position improved, and the website started appearing in search much more often.
For a business, this is an important lesson. At the early stage of SEO, you cannot evaluate everything only by clicks and leads. First, Google needs to start understanding the website: what topics it covers, what pages exist, which queries it can be tested for and how well the content matches search intent. That is why the first weeks of SEO are often not a story about traffic suddenly taking off, but rather a story about expanding visibility and usefulness for users. And that is exactly what is happening now.
94% of impressions came from Estonia, and that matters more than just growth
One of the main questions for Visibilion right now is not “are we growing?”, but “are we growing where we need to grow?” After the previous mistake with the international focus through the .com domain, I deliberately decided to start this new stage with a local domain and a local market. Not because international expansion is no longer interesting to us, but rather because a strong international story should be built on a clear base. That is why it is especially important to me that out of 1114 impressions in the Google console, 1044 came from Estonia. That is approximately 93.7% purely Estonian traffic, or about 94% of all impressions in total.
For me, this is one of the strongest signals of the week. We are not just getting random impressions from different countries that look nice in the overall statistics but do not give much value to the business. The website is starting to appear specifically in Estonia, where Visibilion OÜ is registered, where we are building a local reputation and where we currently want to attract even more new clients.
This is a very important principle for any business: traffic itself is not the goal. You can get thousands of views from countries where you do not work, from queries that have nothing to do with buying, from people who will never become your clients. Such numbers can look pleasant in a report, but they may create no real value for the development of the company.
It is much better to get less traffic, but from the right market, from the right people and through the right topics. And right now, this is the direction we are moving in.
The website is already indexed for 148 keywords
Another important indicator is the number of keywords for which the website has already started appearing in Google and other search engines, such as Bing, Yahoo and others. At the time of the first article, the website ranked for around 76 keywords, and now it is already 148. That is almost double growth in one week.
Yes, most positions are not yet in the top results. Yes, for many queries the website is only starting to appear. Yes, there are still few clicks. But for a new website, this is a normal and even healthy dynamic: first semantic coverage expands, then positions gradually improve, then clicks appear, then behavioral data comes in, and then it becomes clear which pages need to be strengthened.
It is especially good that most of the queries remain Estonian, but English and Russian queries have already started appearing in the index as well. This is logical because the website is now developing in three languages, but the priority remains clear: Estonia and the local market.
There is also a practical takeaway here for business owners. If you are launching a new website or strongly rebuilding an old one, do not expect SEO to be measured by leads immediately. In the first weeks, you need to look at whether pages are being indexed, whether the number of queries is growing, whether impressions are appearing in the right geography, which pages search robots are starting to test and which topics are receiving the first signals.
Because SEO is not some magic button. It is accumulating infrastructure.
Website visitors: the growth is not only connected to organic traffic, and that is good
According to Site Kit and Google Analytics, the website started receiving noticeably more visitors. Site Kit shows 252 visitors over the last 28 days, which is effectively two full weeks, and GA4 shows 240 active users, 287 sessions, 1.5 thousand events and 1 key event.
The sharp growth in visitors in Site Kit is also connected with the launch of Meta Ads, specifically ads in the Facebook and Instagram feed and stories. At the beginning, when organic traffic is only starting to gain strength, paid and social channels help accelerate the first touchpoints with the audience, test people’s reactions, bring traffic to pages and see how the website behaves with real visitors. But the most interesting thing here is not just the number of visitors, but the distribution of channels. The diagram shows that traffic is not coming from one source, but from several. We have organic transitions from social media, paid Google search advertising, direct visits to the website, paid traffic from social media and other channels. And the shares look fairly balanced.
For me, this is one of the main conclusions of the week. We are not building our growth system around one specific channel. Not only SEO, or paid advertising, or LinkedIn with Facebook, and not only email campaigns. We are putting together a system where different traffic sources support each other.
This is exactly how normal digital marketing should develop. One channel can temporarily decline, become more expensive, take longer to learn or fail to deliver quick results. But if a business has a website, SEO, content, paid ads, social media, email outreach, external platforms and analytics, it becomes less dependent on one point of risk.
That is the system.
Which pages are getting attention
Site Kit already shows which pages are starting to attract the first visitors. The homepage remains the most visited page: 115 page views and 101 sessions. This is expected, because many people first want to understand what kind of company is in front of them. But then the picture becomes more interesting. The special offers page /eripakkumised/ received 51 views and 38 sessions, the website development service page received 43 views and 42 sessions, the blog received 21 page views, the website development landing page for advertising received 19, the case study about our client Estdoor OÜ received 17, the SEO service page and portfolio received 15 views each, the page with all company services received 14, and the article “Why Google advertising does not bring leads? 7 common reasons” received 13 page views.
This is a good signal because attention is not concentrated only around the homepage. People visit commercial pages, read articles, look at case studies, go to the portfolio, study SEO and other offers. In other words, the website is already starting to work as a trust funnel, not just as a nice website for brand prestige.
For any business, this is a very important moment. A good website should not be only a business card. It should answer different questions a person has at different moments of the decision-making process. One user wants to understand who you are, another wants to know how much a website costs, a third wants to see your cases, a fourth wants to know why Google Ads does not bring leads, and a fifth is ready to leave a contact if the offer is clear to them.
That is why a website should not be just a page. It should be a system of pages, a complete mechanism.
Want to understand where your website is losing clients?
If your website receives traffic but brings few leads or no leads at all, the problem may not be only in advertising or SEO. Often, the weak point is in the page structure, offer, contact form, speed, trust blocks, analytics or the logic of the user journey.
Visibilion helps companies analyze their website, advertising, SEO, analytics and content as one system, to understand exactly where leads are being lost and what should be improved first.
Google Ads: the first week was more about cleanup than scaling
During this week, Google Ads already collected 52 clicks, 1.63 thousand impressions, a CTR of 3.20% and an average CPC of $1.70.
At first glance, 52 clicks may seem like a small number. And yes, if we had already been running campaigns for several months, it would be too little for serious conclusions. But for the first weeks after launch, especially when the website is being built at the same time, articles are being written, landing pages are being tested and the first search queries are being collected, this is a normal volume for the initial learning of algorithms.
The most important thing in Google Ads this week was not to get perfect efficiency, but to clean up the advertising campaigns. At the beginning, there were many irrelevant impressions and clicks in the search queries, and essentially part of the budget went into system learning, data collection and negative keywords. It is unpleasant, but it is a normal part of launching search advertising.
When a business launches Google advertising for the first time, especially in a niche with broad queries, it is impossible to perfectly predict all the wording that users will use in Google when searching for your services or products. That is why the first days often turn into cleanup: irrelevant queries are removed, negative keywords are added, ads are refined, campaigns are split, landing pages are checked, and the budget gradually starts moving toward more targeted traffic.
This is not a failure. This is called setup. A standard story.
And this is an important lesson for business owners. If you launch ads and after three days see strange queries, expensive clicks or imperfect traffic, it does not always mean that the advertising does not work. Often it means that you have entered the first setup phase. The question is not whether problems appear, but how quickly you notice and fix them. Today, you need to be flexible and fast enough.
For us, June will be exactly a month of data, analytics and corrections, without any illusions about quick results.
Meta Ads: instant traffic and the first social signals
This week, we also launched Meta Ads, advertising on Facebook and Instagram, in the feed and stories. The launch of Meta advertising noticeably affected visitor growth in the admin panel analytics, because social media can give the first reach and clicks fairly quickly, especially if your goal is to start introducing the audience to the brand, services and content.
But I do not look at social media advertising as a separate miracle channel, because at this stage the task of paid advertising is not only to bring leads immediately. The task of this channel is much broader: to bring the first people to the website, test visuals and offers, understand the audience’s reaction, support brand awareness and add another layer of traffic into the system.
If Google advertising works with already formed demand, meaning people who are searching for something right now, then Meta advertising helps work with attention, interest and first touchpoints. For B2B, this is especially important because not every business owner wakes up in the morning thinking that today they urgently need to find a marketing agency. Sometimes they first need to see an idea, get to know the company, read a couple of articles, return later and only then make a decision.
That is why Meta Ads in our system is not a replacement for SEO or Google Ads, but an additional touchpoint channel with potential clients.
Need a reliable partner for developing your business?
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If you want to understand which channels can work specifically for your company, you can start with a simple conversation and an initial review of the current situation.
Social media: we started doing it not just for the checkbox
This week, we also became more active on social media. The company LinkedIn in Estonian, my personal LinkedIn in English, the company Facebook also in Estonian, Instagram as a supporting visual channel for the company’s image, and we also added a Pinterest account.
Each channel has its own role. The company LinkedIn is needed for Visibilion Eesti’s local B2B presence. My personal LinkedIn helps tell a broader founder story from the first person and build trust through openness. The company Facebook account gives additional presence in the Meta ecosystem. Instagram helps support the visual image. Pinterest is currently an experimental channel for us, but in some client projects it has already shown good additional potential, sometimes 500–1000 views per month, so it is logical to test it for our own development as well.
The numbers on the company LinkedIn page are still small, but for a new page they are normal: 38 followers, 36 of them new in the last 30 days, 48 page views, 18 unique visitors, 227 impressions and 23 reactions.
This is not a huge result, but it is the beginning of presence, and here it is important not to mix up expectations. Company social media rarely immediately becomes a powerful lead generation channel, especially if the brand is only beginning to appear actively in the local field. First, it creates visibility, trust, repeated touchpoints and context, and only later does it start helping sales as well.
Company Facebook page: first noticeable reach
The company Facebook account is worth mentioning separately. Over the period, we can see 2,838 views, 49 interactions and 11 new followers. For the beginning, this is a good signal, especially considering that social media is only starting to be managed more actively.
It is important to clarify: this is the company profile, not my personal Facebook. My personal profile also received a good reaction, because there the audience knows me as a person, not only as the founder of Visibilion OÜ, but for the business growth system it is especially important that corporate channels are also starting to come alive.
This brings us back to the main idea again: a brand is not built with one post, one ad or one article. It is built through repetition. A person sees the company in search, then on Facebook, then on LinkedIn, then on an external resource, then reads an article, then returns to the website. And the more normal touchpoints like this there are, the higher the chance that at the right moment they will remember exactly you.
StoryBook: almost 6,000 profile views
SSB.ee has become one of the most interesting local channels in this system. We continue publishing short versions of articles and press releases there in two languages, Estonian and English, with links to full materials on the Visibilion website.
The Visibilion OÜ profile on StoryBook now already shows 5,963 visits to the company profile.
In the first article, there were around 2,987 views, which means the metric almost doubled in a week. Of course, profile views are not yet leads or sales, but it is a strong indicator of local visibility. Especially for a company that is currently building awareness specifically in Estonia.
There is also a useful takeaway for businesses here: you do not always need to limit yourself only to your own website and social media. External platforms, industry directories, business media, local portals and professional platforms can become an important part of content distribution. Especially if they provide not just a link, but additional visibility within the right audience.
Content should not only be published. It should be distributed.
Email outreach: first replies matter more than volume
At the same time, we are gradually increasing the database for email campaigns and the number of emails sent per day. At the moment, 164 emails have been sent through Instantly, the reply rate is 6.8%, open rate and click rate, the metrics for tracking email opens and clicks, are disabled, and opportunities have not yet been recorded as separate deals.
But what matters to me here is something else: we are not landing in spam, we already have replies and reactions from business owners, the database is gradually growing, and sending volume is increasing carefully and consistently. At this stage, the goal is not to suddenly send thousands of emails and burn the domains completely. The task is simple: to build a safe, controlled and understandable channel.
Email outreach is often perceived too primitively: found a database, uploaded contacts, clicked send, waiting for leads. In reality, everything is more complicated. You need to think about domains, warm-up, deliverability, database quality, segmentation, email copy, follow-up scenarios, people’s reactions and sender reputation.
We are currently in the early phase of this channel: careful sending, first replies, first reactions, gradual increase in volume. And this is more correct than aggressively scaling something that has not yet passed validation.
For business owners, this is an important principle: a new channel must first become stable, and only then big.
Easyfind.ee: another external channel
This week, an article about our company was also published on the Estonian advertising platform EasyFind.ee. For us, this is another external presence channel and another point through which people can learn what we do and how we can be useful for businesses.
I do not treat such placements as a magic sales button. Rather, they are part of general visibility. When a company is only actively entering the local field, it is important to appear in different relevant places: in search, on business platforms, in social media, in advertising channels and on external platforms. Each individual placement may not bring a very fast result, but together they create a sense of presence.
And presence turns into trust over time.
Main conclusion of the week: the system is more important than one channel
If we put everything together, Visibilion.ee made an important step this week. Organic visibility grew to 1.11 thousand impressions, the website started indexing for 148 keywords, around 94% of impressions came from Estonia, the first organic clicks appeared, Google Ads collected the first 52 clicks and went through an active phase of query cleanup, Meta Ads brought additional traffic, StoryBook grew to almost 6,000 profile views, email campaigns started receiving first replies, social media became more active, and traffic started distributing between several channels.
But the main conclusion is not in separate numbers.
The main conclusion is that a complete system is starting to appear.
The website is no longer just standing somewhere on the internet. It receives impressions, accepts traffic, is connected with articles, advertising, social media, external platforms and email campaigns. Channels are starting to support each other. Data is starting to show what needs to be improved. Mistakes in advertising turn into negative keywords and cleaner campaigns. Articles turn into press releases and additional entry points. Social media turns into touchpoints. E-mails turn into first conversations.
And this is exactly how I want to build Visibilion. Not through random traffic spikes, not through one channel, not through a beautiful picture without working mechanics behind it. But through a system where every action gradually strengthens another.
Read the first part of our story here:
How I am building the company publicly: turning a 7-year-old business into a real growth system
What are we going to do next?
Next week will be about continuing the setup. Right now, there is no sense in sharply changing the strategy. We will continue writing articles and expanding the website’s semantic coverage, publishing materials on SSB.ee, managing social media, cleaning Google advertising campaigns, testing social media ads, carefully increasing email campaigns and watching which pages and channels begin to give the most useful signals.
Special attention will be given to traffic quality. Not just how many people came, but where they came from, what they opened, how much time they spent on the website, whether they reached services, cases, portfolio or contacts. This is more important than simply being happy about visitor growth.
For us, June is a month of data, analytics and corrections. A month when we do not pretend that everything is already perfect, but carefully collect information, clean channels, improve pages and gradually turn separate marketing actions into a working mechanism. Patience, friends, patience and persistence are the key to success.
A week ago, I wrote that I want to build Visibilion not only with my own hands, but as a system.
Now there are first signs that this system is really starting to move.
Small steps, but in the right direction, step by step.
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