Hello {{First name | there}},
After attending conference presentation, a real estate agent rushed up, excited to work with OptSus.
They wanted two things: Facebook ads and a chatbot.
They’d just attended multiple sessions about how those tools were “making agents millions.”
Before we start any project, I ask a simple question:
“How many leads did you get from your website last month?”
They paused.
Then admitted they had no idea.
That’s the first red flag in most marketing plans. If you don’t know your baseline, you can’t measure progress.
Catch up on past series
If you’re just joining us, here’s what we’ve covered so far:
Now we’re closing the loop - showing you how to measure what matters and make smart adjustments before chasing new tools or tactics.
Real-world story
We started managing that real estate agent’s website and tracking where their leads were coming from.
That’s when the real problem surfaced.
The website wasn’t set up to convert visitors into leads.
Calls-to-action were buried.
Forms weren’t working correctly.
Analytics wasn’t configured to measure conversions at all.
Before spending a dollar on ads, we fixed the basics.
No chatbot. No ad spend. Just structure, clarity, and measurement.
The result? Their leads doubled — without adding a single new marketing expense.
That’s the power of data: it shows you where to focus for real results.
Why it matters
Data tells the truth. You can’t improve what you don’t measure.
Most problems are simpler than they look. It’s usually structure, not strategy.
You save money by fixing before funding. Ads and automation only work if your foundation is solid.
Common mistakes I see
Starting campaigns without knowing the current numbers.
Measuring clicks instead of conversions.
Treating analytics as “extra” instead of essential.
This week’s action (Checklist)
Log into Google Analytics and Search Console.
Find your top 3 pages by traffic.
For each, answer:
What’s the main call-to-action?
Is it working?
Can I measure it?
If you can’t measure it, fix that before you do anything else.
How it fits into the bigger picture
This step closes the loop on everything we’ve built together:
Your website foundation
Consistent content
Measurable results
But this isn’t the end — it’s the start of smarter marketing.
Because the tools we use to track data are changing. Search engines aren’t the only ones deciding what people see anymore. AI tools like ChatGPT and Perplexity are reshaping discovery — and they’re learning from the same content and data you’re measuring today.
Next week, we’ll explore how that shift is changing the rules again — and what to do about it.
Key takeaway
You don’t need more tools. You need clarity. Measure first, adjust second, and you’ll double your results without doubling your budget.
🎁 Plan Ahead — Save Before Prices Rise
OptSus is doing Black Friday and the holidays differently this year.
Through December 31, we’re opening Priority Access for a few new clients who want to:
Lock in 2025 pricing before rates rise on January 1
Capture the tax benefit of prepayment this year
Schedule a Q1 2025 project start, with your new website ready in about 5 weeks
No hype. No countdown timers. Just a smart, sustainable way to build your marketing foundation for 2026 and beyond.
👉 Learn more and secure your spot at OptSus.com/sale
Want more support while you’re doing this?
Join the free SEO Social Club — a monthly meetup to see what’s working in SEO right now.
Explore Marketing ROI Essentials if you’re ready for deeper strategy.
Or join the premium OptSus Marketing Community for ongoing feedback and advice.
Talk soon,
Frank
P.S.
What’s one number in your analytics that doesn’t make sense to you? Hit reply and tell me — I’ll help you figure out what it really means.
🛠 Free Tools to Help You Grow Smarter
Want to revisit something you missed? Get direct help? Here's what’s available right now:
📬 Catch up on past issues: Grow with OptSus Archive
🎯 SEO Social Club – Next session: 🕛 First Tuesday each month at 12 PM ET
🛠 Need help with your site? Schedule a free WordPress Help Desk call
🎓 All upcoming events and past replays: OptSus Events
All free. All built to help you grow - without wasting time or money.