I was in a meeting with a brand new client and they said six of my favourite words to hear from a small business owner:
“We’re getting traffic, just not conversions.”
While this person was understandably frustrated and upset that they were spending nearly $800+ a month on Meta ads, it was music to my growth marketing ears.
Because even though they felt like “nothing was working,” technically, the ads – a top of the funnel marketing tactic – were doing what they were designed to do:
Attract new audiences and drive traffic to the website.
Check and check.
So that part is working, but the website… Well, that’s where things start to break down.
Because it’s the website’s job to help visitors discern and decide; and ultimately make a purchase. It sits in the nurture and conversion layers of your marketing sandwich.
But in this client’s case, despite the traffic they weren't seeing sales. A classic case of a leaky funnel.
That’s good news though. Because fixing a leak is a lot easier than starting from scratch.
Knowing that the ads are driving traffic as intended but the website wasn’t converting helped form a hypothesis:
💡 Improving the website will increase conversions.
Is it guaranteed to instantly triple sales? Absolutely not. There is no such thing.
But it gives us a place to start. Now we can test and experiment changes on the website.
And because we’re already starting with a foundation, chances are we’ll see results faster than just throwing more random spaghetti at the wall and hoping something sticks.
It’s too early in our experiments to share the results but I’ll report back when we have something more concrete to share.
In the meantime, I’m sharing this story because if this feels familiar, chances are you’re closer than you think.
Here’s a reflection exercise to try: