What to do when your website traffic is growing but leads aren't converting?

You’ve done the hard part: you’ve got visitors coming to your website. Maybe you’ve even seen your traffic spike. But there’s a problem: none of those visitors are turning into paying customers. Sound familiar? You’re not alone.

This is one of the most common issues I’ve seen in my years working with service-based businesses, and often one of the big problems clients come to me with.

So what’s going wrong? Well, traffic is only half the battle. If your website isn’t designed to guide visitors toward taking action (whether that’s booking a call, signing up for a service, or buying a product) then all the traffic in the world won’t help. Let’s talk about how to fix that and turn those visitors into clients.

1. Start with Your Landing Pages

Your landing pages are the first impression many of your visitors have. If they’re not engaging, clear, and persuasive, you’ll lose them fast. In fact, according to an UsabilityGeek study, 55% of visitors spend less than 15 seconds on a webpage if they don’t find it immediately relevant.

How to Fix It:

• Ensure your headline directly addresses what your visitor is looking for. For instance, if they’ve clicked through from an ad about dog training, your headline should say something like, “Start training your dog today: Our simple, proven methods"

• Include a clear call-to-action (CTA) above the fold. In other words, they shouldn’t have to scroll to know what to do next.

2. Streamline Your Forms

Your forms should be quick and easy to complete. Nobody wants to spend 20 minutes filling out their details. The more streamlined your forms are, the higher your chances of someone actually completing them.

How to Streamline:

• Only ask for essential information. Do you really need their address right now? Probably not.

• Use multiple-choice questions where you can. For instance, instead of asking clients to describe their needs in a paragraph, give them a checklist to choose from.

3. Add Trust Signals

Customers won’t book with someone they don’t trust. That’s why your website needs to showcase your credibility. Add trust signals like testimonials, reviews, or even partnership logos to reassure your visitors.

How to Do It:

• Add a “Testimonials” page or section to your site. Pull reviews from Google, Yelp, or Facebook.

• If you’ve worked with notable clients, show their logos (with permission).

• On Wix, you can use the Testimonials widget for an easy setup. On Squarespace, use the “Quote” block for a clean, professional look.

4. Create a Clear Path for Navigation

Confusing navigation is a major conversion killer. If your visitors can’t find what they’re looking for, they’ll leave.

How to Fix It:

• Use straightforward menu titles. “About Us,” “Services,” and “Contact” are perfect. Avoid clever but unclear labels like “The Experience” or “The Journey.”

• Include a search bar on your site for visitors to quickly locate specific information.

5. Offer a Compelling Incentive

Sometimes, people just need a little nudge to take action. Offering a compelling incentive can be just the push they need.

What to Offer:

• A limited-time discount.

• A free consultation or initial call.

• An exclusive downloadable resource.

Ready to change how your website leads aren't converting?

If you’re seeing traffic but not conversions, it’s time to make changes. By improving your landing pages, streamlining forms, adding trust signals, simplifying navigation, and offering incentives, you’ll create a website that turns visitors into customers.

Need help putting these tips into action and making your website more than just a digital storefront? I specialise in crafting websites that both attract traffic AND convert those website leads. Let’s chat about how I can help.