Hello {{First name | there}},

Most small businesses say they want more traffic to their website. But what if more traffic isn’t actually what you need?

That sounds backward — but here’s the truth: if your message isn’t aligned with your offer, more traffic just means more of the wrong people finding you.

You’ll get clicks, but not customers.

Catch up on past series

If you’re new here, or want to revisit past topics, here’s what we’ve already covered:

Now we’re continuing Build a Website That Works - focusing on the piece that turns visibility into results — clear messaging and conversion.

Real-world stories

A client offering IT services came to us with a problem that, on paper, looked great. Their website had strong authority and plenty of traffic — mostly from one popular article about a DIY tech fix.

The problem?
None of those readers were ever going to hire them.

Their ideal client was an enterprise-level company looking for a fractional CIO, not small business owners or individuals searching for a quick how-to. But because that one article was pulling so much traffic, it made the rest of their marketing look successful.

They were stuck chasing a vanity metric — traffic — that had no connection to sales.

Another client, a roofing company, had the opposite problem. Their SEO provider optimized the site to rank for siding installation because “top roofing companies also talk about siding.” The result? They started getting calls for a service they didn’t offer.

Both companies were optimizing for visibility instead of relevance.

Traffic is easy to measure. Revenue is what matters.

Why it matters

  • Traffic is not the goal. Conversions are.

  • The wrong audience wastes time and money. Every call or click from someone who won’t buy is a distraction from the customers who will.

  • Quality beats quantity. Lower traffic with higher conversions is a win.

As search engines and AI tools evolve, businesses are learning this firsthand. Some are seeing less traffic — but more sales — because the audience that does arrive is genuinely interested.

Common mistakes I see

  • Chasing rankings for irrelevant keywords.

  • Publishing content for clicks instead of conversions.

  • Treating the website like a static flyer instead of a measurable system.

This week’s action (Checklist)

  1. Review your website analytics.

    • Identify your top-performing pages by traffic.

  2. Ask this question: “Are the people visiting this page potential customers — or just curious readers?”

  3. If it’s the wrong audience, revise the page to align with your offer or guide visitors toward your real services.

  4. Set up conversion tracking (even basic goals) to measure what truly matters — leads, calls, appointments, or purchases.

How it fits into the bigger picture

  • In Analytics Made Simple, we covered how to measure what matters — not just what’s easy to count.

  • In Local SEO That Works, we showed how visibility without trust gets you nowhere.

  • Here, you’re learning that even visibility with trust isn’t enough if the audience is wrong.

When OptSus manages a client’s website, we configure Google Analytics to track activity from the start. As the business grows, we layer in conversion tracking so every visit can be tied back to what matters most — revenue.

That’s part of the OptSus Website Bundle, but you can DIY this too. All the resources you need to start are already in this email series. The goal is to help you think strategically about traffic, not just celebrate the number.

🕛 Plan Ahead, Save Smart

If you know your message and offer need a stronger foundation, this is the best moment to build it.

Right now, OptSus is offering our end-of-year Priority Access — part of our “Black Friday, Done Differently” event — for businesses ready to launch in early 2025.

Apply this year to:

  • Lock in lifetime pricing before the January 1 rate increase

  • Take the 2024 tax deduction

  • Schedule your Q1 start date, guaranteed website completion in 5 weeks

No hype, just smart planning for long-term growth.

👉 Details at OptSus.com/sale

Key takeaway

Traffic is only valuable if it attracts the right audience. Align your message with your offer, track conversions, and you’ll see that less traffic can sometimes mean more business.

Want more support while you’re doing this?

Talk soon,
Frank

P.S.
What’s one page on your website that gets traffic but doesn’t convert? Hit reply and tell me — I’ll show you how to align it with your ideal customer.

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