More Than Just Likes: Aligning Your Social and Website Strategy
This is Post 3 of 5 in our deep-dive series based on the Connected Strategy eBook from Upper Level Development.
If you’re just joining, we’re unpacking a smarter way to connect your website, social media, and SEO so they work as a unified system—not in silos.
READ ALL POSTS Here at ‘The Connected Strategy Series‘
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You’ll get all 5 chapters plus a bonus checklist to help evaluate and align your digital marketing efforts.
Let’s get one thing clear: likes aren’t leads.
They may look good in a monthly report, but if your social content isn’t aligned with your website, they’re empty metrics. Without clear connections between what you post and what lives on your site, you’re driving attention with nowhere to go.
When your strategy is connected, your content starts pulling in the right audience. Your site starts converting. Your brand message becomes more cohesive—and more compelling—at every touchpoint.
Too many businesses churn out content in silos. A video here. A blog there. A half-hearted CTA in the middle. But nothing feels strategic. Social and website efforts are often disconnected, and the result is more effort with less return.
The shift happens when you plan with alignment in mind. That means every campaign lives across platforms—not just in a post or a page. The language in your captions? It should echo the headline on your landing page. The visuals on your site? They should feel familiar to someone who just came from Instagram. Every CTA, every hook, every headline—they need to match.
Why? Because when your message matches from feed to page, users don’t hesitate. They feel confident. They take action.
Here’s the real opportunity: use social as your testing ground. Let your top-performing posts drive the content you expand into blog articles, lead magnets, or campaign pages. When people ask the same question in your DMs, write a post or create a resource that lives on your site. When a piece of content flops, don’t scale it—move on.
Your website is your content engine. Social is your amplifier and your focus group. Together, they form a loop where everything supports everything else.
What you don’t want is a polished site that doesn’t reflect your current messaging—or a feed full of content that never links back to a purpose-built page.
Even behind the scenes, the system matters. Are your designers and social creators working from the same campaign brief? Does your blog calendar match your social schedule? Is your CTA consistent across every piece of content?
When your social and website content align, you build campaigns that convert instead of just scroll. You waste less time creating from scratch and start building on what already works. You go from likes to leads—and that’s the whole point.
Want the full playbook?
📘 Download the Connected Strategy eBook
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