1. Erin reveals the single most overlooked factor in website lead conversion.
2. Get a powerful productivity mindset tip - especially if you struggle with motivation.
3. Learn the difference between motivation and productivity (it's a game-changer).
4. Erin shares a free SEO checklist that professionals use on every site build.
5. You’ll hear actionable advice from a seasoned copywriter with an MFA and big-brand experience.

Erin's Valuable Free Resource (VFR):

https://erinollila.com/goalbusters

Copy coach and SEO pro Erin Ollila shares how to transform your website into a lead-converting machine. Learn how to move from reactive to strategic marketing, fix overlooked SEO issues, and rethink productivity—all in just 7 minutes!

02:27 Ideal Client - Entrepreneurs ready to move beyond DIY marketing and embrace long-term strategy.
03:50 Problem Solved - Bridging the gap between lead generation and conversion with strategic copy.
05:00 Valuable Free Action (VFA) - Use free SEO tools to audit your site and fix image size, naming, and CTA clarity.
06:40 Valuable Productive Action (VPA) - Separate motivation from productivity to avoid burnout and improve consistency.
07:55 Bonus Material
10:19 Valuable Free Resource (VFR) - Free website SEO checklist at erinollila.com/goalbusters to guide your page-by-page optimization.

(Note, this was transcribed using transcription software and may not fully reflect the exact words used in the podcast)

Welcome to the Goalbusters Expert Peak Productivity Tips podcast, where top business experts get just seven minutes to answer five rapid fire questions about what they do and how they stay productive.

Each episode is packed with actionable insights to help boost your efficiency and achieve your goals. Let's dive in and unlock the secrets to peak performance.

00:22 ROBIN

Well, hello, everyone. My name is Robin J. Emdon, and I'm the creator and author of the GetResultsology system and a dedicated accountability coach. My mission is to empower solopreneurs to unlock their true potential, boost their income, and achieve extraordinary success by maximizing productivity, streamlining their businesses, and aligning their goals with their authentic vision and purpose.

If you're ready to turn ambition into action and transform your goals into reality, you're in exactly the right place.

Now talking of being in exactly the right place, I am thrilled to welcome today Erin Ollila, who is an website copywriter and copy coach who helps entrepreneurs clarify their messaging, improve their SEO, and convert website visitors into ideal clients.

With an MFA in creative writing and nearly a decade of marketing experience, Erin blends storytelling with strategy to create standout website content. She also hosts the Talk Copy to Me podcast and has worked with both small businesses and major brands.

Erin, welcome to GoalBusters!

ERIN
Thank you so much for having me, Robin.

ROBIN
You're very welcome. Whereabouts in the world are you, Erin?

ERIN
I'm in the US in Massachusetts.

ROBIN
Oh, okay. So we've quite a few hours difference between us with me living here in England, But, apparently, your weather's not great there, but it's beautiful here. It's usually the other way around, I think.

ERIN
Well, I mean, there you go. I'll take I'll take a gloomy day. It's April here, so it makes sense for me, but I hope I hope you enjoy the sunny weather today.

ROBIN
Yes and you can always trust a Brit to talk about the weather so I've just proved that I'm a typical Brit. So shall we start the questions?

ERIN
Let's do it.

ROBIN
Okay so I'll get the clock up on the up on the screen and there it goes. Erin, let's talk about what you do, please. Who is your ideal client?

02:27 ERIN Ideal Client
My ideal clients are business owners who are really starting to feel like they've kind of come into their own in business. They've kind of moved past that startup phase where they've done either a lot of DIY or they've just had to do a lot of figuring out, let's say, about, like, who they are, what their message is, who their audience is.

And the way that I like to kind of let people figure out whether they fall into that, audience group is whether or not they're really reactive or not in their business. Because at least for me, I, you know, I wouldn't say I stayed in the startup phase for a long time, but I'd say, like, life circumstance, having babies and stuff in the early years of my business made that growth a little bit slower or, like, just the brain fog around everything that I did and who I worked with a little bit longer.

So once you kind of move past that reactive stage of business where you've just kind of been, like, taking care of things as they come and you're ready to be more strategic with your marketing, you understand a lot of marketing is a longer term game, and you have to just kind of wait for results sometimes and you feel confident in doing that, that's the great time to work with someone like me.

ROBIN
Oh, perfect. Okay. And you've kind of more or less answered question two as well. But if you want to add anything to the problems that you solve, now would be the perfect time.

03:50 ERIN – Problem Solved
Sure. You know what? I think I can, you know, talk about that a little bit more because, I'm a copywriter by trade. I as you mentioned, I have my MFA in creative writing and then came to the marketing world.

And I think that what people get wrong very often is they think about things like lead generation, which is a lot of what I do for my clients, if you want to put it in one bucket. But they think of lead generation as just getting people in the door, and they forget that second part, which is conversion. So I've always really believed that the type of copywriting I do best and the type of marketing in general that I like to work on with my clients is really the intersection of the two. So, you know, can you do really good SEO, have very strong content or copy?

But what do you do to actually get people once they get to your site, your website, or they've read your brochures or whatever type of marketing campaign you're doing, how do you actually get the them from lead into client? And that's where my biggest focus is.

ROBIN
Okay. Excellent. And that's an excellent place to focus indeed. So what is one valuable free action that our audience can implement that will help them to solve that very problem?

05:00 ERIN – Valuable Free Action (VFA)
Yeah. I mean, this is kind of a two-step thing. So the first, I would say, for a free option is use any of the free SEO tools and just have run a report on your website. It will kind of indicate what's happening that needs the most attention. If, for example, it's everything is a long time to load, that means you have heavy images or they're not sized correctly or they're not following SEO best practices.

A quick win here is to just log in to the back end of your site and fix those. You know? Give your images names. Maybe that means you have to delete them and upload some new ones that are properly sized correctly, or just adjust your website settings so that they're not showing all of your images in the largest, proportions on your website.

It could mean if you have something like WordPress getting plugins, that's step one. If you wanna be you know, if you're really extra of a go getter, look at your website and ask yourself, are you actually asking your audience to do something on every page? You know, does your homepage direct them to your services or your products? Does your contact page explain what will happen once they fill out the form?

Go page by page, and I think you'll see a lot of results and a lot of opportunities for things you can work on.

ROBIN
Yeah. Call to action, I think that's called, isn't it, in the industry?

ERIN
Yeah. Absolutely.

ROBIN
Yeah. Perfect.

It does exactly what it says on the tin. Okay. So now we have a better understanding of what you do. Let's dive into GoalBusting, which is focusing on how to maximize productive time to achieve business goals. Erin, could you share any tips or advice for someone looking to improve their productivity habits, please?

06:40 ERIN – Valuable Productive Action (VPA)
Yeah. So as someone with ADHD, I will say that, productivity is a wild road for me because I can either hyper focus and get what an average individual gets done in a month in one one day, or I can do absolutely nothing and be a sloth. So my best advice would be to learn how to separate motivation from productivity.

I think that that's something that people push together. Right? So they say if they struggle with their work one day, like, oh, I wasn't productive. Well, the problem could very well be that they weren't motivated.

So maybe they didn't like what they were working on. Unfortunately, sometimes we have to do things that we don't like. Right? We can't just stop doing the things we don't like.

But I think that there are tools and options on how to figure out where you struggle with motivation and then, you know, set yourself up for success motivation wise, and you will then just be more productive when you've got those ground foundation things set up.

ROBIN
Absolutely. And very elegantly put as well. It's a simple point you made there, but you made it very in a very elegant way, which I really appreciate. Thank you. I can tell you have a master's in creative writing.

Okay. So finally, what should I have asked you today, Erin, that I didn't? And also, what would your answer be, please?

07:55 ERIN – Bonus Material
Yeah. That that is that's a great question. I tried to kinda think of, like, how I'd respond to some of these things, and that's the one where I was a little stuck and I wanted I guess maybe a question here could be, how does SEO and copywriting intersect? Like, how to be good at the both?

Because what I talked about earlier were some technical SEO things. And I chose that specifically because they were free and things that you could do on your own as a business owner. And then the second step was kind of, like, looking for calls to action. But I think, overall, the biggest thing I see with clients is that they don't necessarily have a message that matches the ask or that matches the copy.

So what I would say in regard to doing that is read your copy. It sounds very, you know, high level and obvious, but ask yourself, like, if you were the consumer and you were reading your website, what questions would you have? You know, like, would the points that you're sharing with them really address their main concerns?

A lot of times people have, like, oh, here's a feature. Here's a feature. Here's a benefit.

But it doesn't actually clearly indicate how that relates to what that person is thinking when they come to your site and what they're worrying about or maybe what they're even excited about that you can talk more of.

ROBIN
Yeah. And would you say also it's probably a good idea when you've written something like that to give it a day or two and then read it as though you've never seen it before because it gives you a new perspective, doesn't it?

ERIN
Yes. I do this with my client work even. Sometimes I just have to just say, okay. I've written it, and it's probably junk right now.
So I'm gonna look at that two days from now and figure out, is it junk or is it gold? And..

ROBIN
Yes.

ERIN
Sometimes it's one or the other. And I either fix it or just, you know, pat myself on the back and celebrate with some ice cream.

ROBIN
Yes. Or as I often do, when it's when it really works, I go, who wrote this? I don't remember writing this. Mostly like, who wrote this? This is absolute… and expletive and start again. Alright. So that's brilliant. Thank you. And we did all that in perfect seven minutes.

If I hadn't been waffling on, we even would he would even have noticed that the seven minutes had expired right on time. Thank you so much, Erin. So then the next question is it's not one of our five, but it's a very important question. How can people reach you?

And also a very cheeky question, which is, is there, like, a valuable free resource they could get from you, which, of course, is another way of saying it's a really good way for them to get familiar with what the work that you do.

10:19 ERIN – Valuable Free Resource (VFR)
Well, I mean, they'll they're listening either, you know, on YouTube or or if they like podcasts, they can come find my podcast over at Talk Copy to Me, both accessible in podcast players or on YouTube.

And, they can take a listen on my feelings on copywriting and content and marketing in general. But if they want to learn something more or have a guide that can help them about this conversation we've had today of that, like, intersection on the words and the SEO for their website.

They can just go to erinollia.com/goalbusters and they will have access to my website SEO checklist. And it's simple, kind of like the conversation we've had today. It is actually a checklist. I'm not gonna sell you a course or try to teach you everything there is to know about SEO.

It helps you understand, like, what do you do on a page? What are the key elements that you really wanna make sure you've done? You can check it off as you go. What's a post?

You know? What about your images or any other tech things? And it kind of helps people if they're not sure where to start or just if they need that, like, confidence booster of, okay. I actually did do this correctly.

And sometimes I use it myself, especially if I'm working on a large client project truly. And I'm like, there's a lot to remember for you know, you have a hundred website pages. Have you actually had your header, your, meta description?

And it's a great starting place for people.

ROBIN
Yeah. Did you see me leaning in there? Like, gosh. Yes. I so identify with that.

You do need this list because there's so many things. There's just so many things. It's not just a list for you know… if it's just one page. There are so many moving parts when you're doing marketing.

You can't remember it all you need to write it down. So that's brilliant. And I particularly enjoyed the fact that you'd already set up a page with GoalBusters as the word on it as well. It was like it was like you knew you were gonna be on today.

That's wonderful. Thank you so much for doing that. That's brilliant. Thank you.

ERIN
You're welcome, and thank you for having me on the show.

ROBIN
You're very welcome indeed. Thank you, Erin. It's been great, and I've really learned a lot and I'm very I'm quite inspired by what you've told us as well. So thank you very much for being our guest today, Erin.

ERIN
Thank you.

ROBIN
Thank you, and bye bye.

OUTRO
Thanks for tuning in to Goalbusters. If you're enjoying it, please subscribe, rate, and review it on your favourite podcast platform.
Your support is very much appreciated!

And if you're ready to boost your online profits, skyrocket your productivity, crush procrastination, and see a positive change in your bank balance all within just thirty days, this is your opportunity

Take my free five day challenge at skyrocketyourproductivitychallenge.com

Robin J. Emdon is the creator of GetResultsology®, The Science of Getting Stuff Done!, a practical system that helps self-starters overcome procrastination, build momentum and follow through on what matters.

Known as The Procrastination Slayer and The Momentum Architect, Robin supports solopreneurs, creatives and no-boss professionals across the full spectrum of productivity challenges. Whether someone is stuck at the starting line or simply wants to move faster with more focus, his work helps turn scattered effort into consistent progress.

Robin began his career in his family’s retail business before training as a life coach in California in 2001. Although he has always been based in South Devon, coaching took a back seat while he raised his two sons as a full-time single dad. The desire to help others never went away. In 2019, a personal turning point revealed just how much procrastination had been limiting his own progress. It had taken him ten years to complete a home-based degree designed to take six.

When the lockdowns began in 2020, Robin immersed himself in the best thinking in neuroscience, behavioural psychology and productivity. From that deep learning, he developed GetResultsology®, built around what he now calls his momentum formula:

Do it today – Profit tomorrow: Repeat!

The formula is easy to remember but harder to live by without the right structure. GetResultsology® helps close that gap by turning daily effort into consistent, meaningful progress that leads to profit, growth and life-changing outcomes.

Still based in South Devon, on England’s scenic southwest coast, Robin now works with clients around the world. From his quiet corner by the sea, he helps people stay focused, take action and get results that truly move the needle.

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