Most business owners think they have a traffic problem. “If only I could get 1,000 more people to visit my site a month,” they say, “I’d double my business.”

But if you look at the analytics, the real problem is almost always conversion. If your site has a 0.2% enquiry rate, sending 1,000 more visitors gets you 2 enquiries. Fixing the site so it converts at 2.0% gets you 20 enquiries from the traffic you already have.