The Traffic vs. Leads Problem
You've spent money on SEO or ads. Your website is getting visitors. But the phone isn't ringing.
Sound familiar?
The problem isn't traffic—it's conversion. Your website isn't turning visitors into leads.
Why Most Websites Don't Convert
- Unclear value proposition (visitors don't know what you do)
- Weak call-to-action ("Learn More" is not compelling)
- Too many options (decision paralysis)
- Slow loading (visitors leave before seeing content)
- Mobile-unfriendly (60% of traffic is mobile)
The CRO Framework That Works
1. Above the Fold Clarity
Within 3 seconds, visitors must understand:
- What you do
- Who you help
- What action to take
Bad: "Welcome to ABC Company. We've been serving customers since 1995..."
Good: "Emergency Plumber in Southaven. Available 24/7. Call Now: (662) 555-0123"
2. Single, Clear Call-to-Action
Don't give visitors 10 options. Give them one clear path forward:
- "Get a Free Estimate" (for service businesses)
- "Book a Consultation" (for professional services)
- "Call Now" (for emergency services)
3. Trust Signals Everywhere
People don't trust websites. Show them:
- Reviews/Testimonials (social proof)
- Years in Business (experience)
- Certifications (credibility)
- Real Photos (not stock images)
- Local Address (you're real, not a scam)
4. Mobile Optimization
60% of local searches happen on mobile. If your site doesn't work on phones, you're losing most of your traffic.
Test on actual phones, not just desktop view.
5. Speed Matters
Every second of load time costs you 7% of visitors.
- Compress images
- Minimize code
- Use fast hosting
- Enable caching
Real Results
HVAC Company:
- Before: 2% conversion rate (2 leads per 100 visitors)
- After: 8% conversion rate (8 leads per 100 visitors)
- 4x improvement with same traffic
Dental Practice:
- Before: 1.5% conversion rate
- After: 6% conversion rate
- 4x improvement
The Quick Wins (Do These First)
- Add phone number (clickable, prominent)
- Simplify navigation (fewer menu items)
- Add testimonials (above the fold)
- Make CTA button bigger (orange, contrasting color)
- Test on mobile (fix what's broken)
Ready to Convert More Visitors?
Get a free website audit and we'll show you exactly what's preventing your site from converting.