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Traffic vs. Conversions – Which Should You Prioritize?

Get The Balance Right

When people are building a business, they often get bogged down and fixated on driving traffic to a website or lead page. A consistent flow of prospective traffic is the lifeblood of any business website. Without relevant traffic, you can't convert prospects into paying clients.

It's such a nice boost to your confidence when you see growing numbers of people visiting your website or interacting positively with your social media posts. However, what ultimately earns you online revenue is conversions, not traffic.

While you need to build a steady stream of traffic, you should focus your efforts on converting that traffic into paying customers or clients.

Why Conversions Are Important

First, let's discuss what "traffic" and "conversion" mean. Traffic just means people visiting your website or lead page. Conversion means the action you want a visitor at your site to take. If you're selling something on your website, a conversion means a sale. However, a conversion can be any action whatsoever, such as signing up for your list, downloading a digital product or resource, or connecting with you on social media.

Why are conversions so important? The main reason is that converting traffic leads to money in the bank. You don't earn money directly through website traffic, although there are other benefits to generating high volumes of traffic.

Focusing on conversions is a more efficient use of your time. It's easier to double conversions than to double traffic. It takes months of building to double traffic, whereas you can make a simple change to your offer, or offer something new in a fraction of the time and see results.

The cost is also dramatically different. Traffic strategies that significantly increase your website visitors cost money. When you focus on conversions, you capitalize on the traffic you've already built.

Focusing on conversions puts the focus on quality rather than quantity. When you have high conversions, it means people are having a better experience on your website. It's valuable, relevant, and easy to use for your visitors. People are not only landing on your site and consuming content there, but taking the action you want them to take.

Why Your Website Might Not Be Converting

The main reason why a website doesn't convert is that its offer isn't relevant to its visitors. In other words, the targeting isn't right. People come to the website expecting something and don't find it there. Or, they find the content useful but the offer isn't appealing to them.

There could be other factors as well that affect conversions. These include poor content on your site, difficult navigation, a weak call-to-action, or a difficult process for taking the action you want your visitors to take.

What leads to conversions is good content, good targeting, an appropriate offer that truly helps your visitors, and an easy-to-use site.

The Best of Both Worlds

Ultimately, you want both high traffic and high conversions, especially when those conversions are on high-ticket items that bring you a great deal of revenue. Other techniques such as strategy sessions can boost conversions as well. The key to a successful sales strategy is to turn that traffic into conversions.

If you want to remove the barriers and obstacles that are preventing you from building and scaling your coaching or consulting business, please click on the button at the top of the page and register for your free Business Strategy Session.


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