Your business may be easy to find for one question and difficult to find for another. It may have useful content but little supporting evidence elsewhere. Or it may attract visitors who struggle to take the next step.
The Visibility Portfolio is STIR’s framework for reviewing those gaps and deciding where to focus.
Review the portfolio
We use four areas to organize the discussion. They help us consider different kinds of opportunity rather than treating every task as equally urgent.
Fast Visibility
Look for relatively low-effort opportunities to make useful business information easier to find and reference. A neglected profile or an unclear explanation may be a sensible place to begin. The name describes the type of opportunity, not a promised result or timeline.
Conversion Capture
Look at what happens when interested people arrive. Can they understand the offer and find a suitable next step? Improving a service page or inquiry path may help the business make better use of attention it already receives.
Authority Building
Consider work that takes more effort to establish credible expertise. Original research, documented experience, and relevant third-party coverage can give people more evidence to evaluate.
Demand Capture
Review whether the business appears when people are actively looking for a suitable provider. The priority might be a specific service, an audience, or a location where a customer is ready to make a choice.
Choose a useful balance
These areas can overlap. One service page may support discovery and inquiries. A documented project may help demonstrate expertise and answer a customer’s question.
The framework helps us ask where the biggest gap is, which work the business can support, and what evidence would help us assess progress. It doesn’t require an equal investment in every area.
Turn the review into priorities
The portfolio helps you see the gaps. The Digital Authority System describes how we connect the work needed to address them. We choose priorities around your business needs and revisit the mix as evidence develops.
Talk with STIR
Contact STIR to set up an appointment if you’d like to discuss where your visibility is strong and where it needs attention.