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Let’s keep this simple.
If your website isn’t generating leads, it’s broken.
Not in a “your website is down” kind of way. Broken in a “you’re missing out on conversations that could turn into revenue” kind of way.
And in nearly every case, it comes down to two things:
1. You’re not getting the right people to your website
2. You’re not showing them the right offer once they get there
Let’s unpack those.
1. Getting the Right People to Your Website
There’s no shortage of traffic out there. The challenge is attracting qualified traffic, people who actually want what you offer.
We see business owners pouring money into SEO, ads, blogs, social, and wondering why it’s not working. Nine times out of ten, the real issue is strategy, not execution.
You’ve got three main traffic channels:
a. Organic Search & SEO
Getting found through Google still matters. But it’s no longer about keyword stuffing. It’s about creating valuable content that solves real problems and optimising for search in a smart, localised way. If you’re a service business in Auckland, make sure Google knows that.
Using tools like ChatGPT and other LLMs can supercharge your content creation, but remember: no AI can fix a bad strategy. Write for humans first, Google second.
If you need a refresher, check out our guide on website content updates that boost Google rankings.
b. Smart Paid Ads
This is where you can really grow fast, but only if your targeting is dialled in.
Buying traffic on platforms like Facebook, Instagram, or Google Ads can be a goldmine if your offer is compelling and you’re speaking to the right audience. You don’t need 10,000 clicks. You need 100 great ones.
Surprisingly, Reddit is proving to be a low-cost, high-quality source for niche industries. Don’t sleep on it. And YouTube? Still one of the most powerful traffic engines in the world if you know how to use it.
c. Local & Referral Channels
Don’t underestimate the power of local SEO, especially if you’re service-based. Tools like Google Business Profile, local citations, and even good old-fashioned networking (hello BNI!) are worth their weight in gold.
2. Fixing the Offer – Convert More of the Visitors You Already Have
Here’s the truth: Most websites leak leads.
If you’re only converting 1 in 100 visitors into a lead, that’s a massive waste. With a few smart moves, we can bump that to 3%, 4%, even 5% and beyond.
Here’s what you need to nail:
a. Clear, Compelling Offers
What are you actually offering? Is it clear? Is it valuable? Is it obvious what happens next?
Stop saying “Contact us” and start saying “Book a Free Strategy Call” or “Get a 15-Minute Website Review.” Specificity wins. Clarity converts.
b. Landing Pages That Work
Your home page isn’t always your best sales page.
Build focused landing pages that speak directly to specific types of people. Different offers for different audiences. And test them. Always be testing.
If someone clicks on an ad or email and lands on a general page about your company, you’ve lost them. They’re gone.
c. Fix the Leaks
Your website should load in under 3 seconds. It should look amazing on mobile. It should have social proof (testimonials, logos, reviews), and make it dead simple to get in touch.
Do you have live chat? Can they book a time without emailing you? Are you following up when someone fills in your form?
And maybe most importantly, are you actually asking for the sale?
Don’t make them figure it out. Guide them.
Even small technical issues can quietly kill your sales, we break this down in our post on how slow websites impact your sales.
So What Should You Do?
Here’s what I’d suggest:
Audit your traffic – Are the right people coming to your site? Where are they coming from? What pages are they visiting?
Refine your offer – Could a total stranger land on your site and understand, in 5 seconds, what you do and why it matters?
Make it easy to act – Reduce the friction. Give them a next step that feels easy and safe. Something that starts a conversation.
If your website isn’t actively starting conversations, let’s fix that.
We offer a Free Website Scorecard Review where we’ll look at your traffic, conversion paths, and offer, and give you straight feedback on how to improve it.
Book a free review here →
Let’s turn your website into your hardest-working salesperson.
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