Why Your Website Gets Traffic But No Leads | Lindsay Carlson

Many businesses invest in websites, SEO, and marketing.


Yet their websites still fail to generate quality leads.


Why?


According to marketing strategist Lindsay Carlson, the real problem is not traffic. The real problem is clarity.


In this episode of The Website Growth Show, Lindsay explains why confusing messaging is often a symptom of deeper problems in a business and how a clear website can transform lead quality, sales conversations, and marketing performance.

With more than 20 years of experience helping companies improve their marketing, Lindsay shares practical strategies to turn your website into a relationship building and revenue generating tool.


If you want your website to attract better clients instead of just more visitors, this episode will give you a clear framework to start improving it today.


In this episode you will learn:


• Why most websites fail to convert visitors into clients
 • The difference between getting traffic and getting the right leads
 • Why clear messaging matters more than clever marketing
 • How confusing websites create sales and marketing problems
 • Why AI cannot replace real customer understanding
 • How to improve your website hero section for clarity
 • Why website navigation plays a key role in conversions
 • How to align your website with your sales process
 • A simple exercise to test whether your website message is clear 
Lindsay Podcast

Are you tired of having a business website that gets plenty of traffic but fails to generate quality leads? You're not alone. Many businesses struggle with converting website visitors into sales leads, despite having a well-designed site with a clear hero section. The key to successful lead generation lies in creating an effective sales funnel that attracts and engages potential clients, ultimately driving them to become qualified leads. In this video, we'll explore the importance of a solid messaging strategy, lead magnets, and lead funnels in capturing more leads and boosting customer acquisition. We'll also discuss the role of outbound leads, cold outreach, and prospecting in generating b2b leads and sales leads. By understanding how to optimize your website for lead capture and conversion, you can increase your chances of getting more leads and growing your business through effective service marketing and client attraction strategies. Learn how to turn your website into a lead generation machine and start driving real results for your business.


One powerful tip from the episode:


Print your website and read it to someone. If they cannot understand what you do and what problem you solve, your messaging needs work.


Your website should not just exist online. It should help build trust, answer customer questions, and guide people toward working with you.



Subscribe to The Website Growth Show for weekly insights on:
Website growth strategy
SEO and website optimization
Conversion focused website design
Marketing for service businesses
 How to turn your website into your number one business growth tool

#podcast #websitegrowth #growthshow

Transcript

Rana (00:00)
And when you work with businesses to clarify their messages, what is the biggest challenge normally you face? The biggest challenge is AI. It's great to get traffic to your site, but when that traffic is on your site, you'd better be writing for human beings because those humans are the ones considering whether your product's worth buying or your service and actually wanting to take the next step and work with you. That's not even AI doing that. That's the human being who's going to make that final check. You've been doing marketing for the last 20 years now.

How do you see AI changing the marketing world in the coming months? Or would say days maybe? Like if your website's not clear and people can't understand it, how are your sales calls going? And do you know where your next jobs are coming from? And how are you hiring people? Like does anybody actually know about your company or want to work there? There's print your website up. Like print it out on a printer, the top to the bottom of it, and read it. Like read it to your kid or read it to your friends and ask them if they understand what you sell. And if they don't understand what you sell and what problems you solve, then work on that first.

And when you start working with people, what is their number one wish from their website? Is it traffic? Is it leads? Or is it something else?

Rana (01:19)
Most business owners have a website, but very few have a website that actually grows their business. Today's guest, Lindsay Carlson has spent over 20 years helping businesses fix exactly that. With a background in journalism, she learned to listen deeply and now she uses that skill to help companies clarify their message and attract clients they love working with. In this episode, you will hear why a confusing website is actually a symptom of deeper issues in your business and how clear messaging can transform that's not just your homepage.

but your sales conversions, your lead quality and your entire marketing engine. If you want your website to become your number one relationship building and revenue driving tool, this episode is for you.

Rana (01:58)
Lindsay, welcome to the website growth show.

Lindsay Carlson (02:00)
Thank you so much, Rana. I'm really happy to be here.

Rana (02:03)
I'm excited to learn how you're helping businesses level up their marketing as well. So can we start with your why? What is your story? Why are you helping businesses level up their marketing?

Lindsay Carlson (02:15)
Yeah, well thanks for asking. Honestly, I've had a long road to get here. I started out in journalism. I did that at university. one of my early jobs was as a reporter for a business magazine, Business in Vancouver. And I began to see people in business were really actually more interesting than I thought they were.

⁓ So little by little I nudged my way into more and more business and that started to look like marketing and I helped grow businesses and I did all kinds of back-end like writing work and I learned how to build websites and I loved it all and then one day I ended up as a single parent and I had to make an income so I had to bring my smarts to the table.

And so then I went all in on creating websites and helping people grow their businesses. The other side of that is I've always loved the communications piece. ⁓ As a journalist, I was all about interviewing people, learning their stories, really understanding them well. And so that's the piece that I think has stuck with me all along. And the frameworks I use today and the methods I use today really come down to that.

Rana (03:21)
Excellent. And what is your favorite part of your day-to-day work with what you do with businesses?

Lindsay Carlson (03:28)
Yeah, I love working with the clients. I think when clients come to us, they don't actually understand what it is to get a new website, what it is to hire a good marketer. A lot of people have been burned before. They've hired people with big promises that didn't deliver. And the ones that I especially love are the ones who feel like they keep trying to tell their story and they keep trying to get their message right.

But nobody takes the time to listen to them and deeply understand them. And that's exactly what I love doing. So it's a good fit for me.

Rana (04:04)
That's a very difficult job you do to clarifying their messages to connect with their audiences. How do you define the success of your project when businesses come to you? How do you define the success of the project?

Lindsay Carlson (04:16)
Really good question, right? So success actually can look different for different people at different times, right? As we know. And I've had people recently ask me what they should measure and it's really interesting because you can measure, you know, the number of people go into your site and you can measure the number of Opens and the number of email subscribers. But what it comes down to is you want to measure the number of new interesting great

fit conversations that you're having. You want to measure how many people are referring you because they love working with you. the things to measure in that website is, it really building the business that you want to build or are you getting a bunch of other stuff? Because you can actually make changes and improve on that metric.

Rana (05:00)
Exactly. And when you start working with people, what is their number one wish from their website? Is it traffic? Is it leads? Or is it something else?

Lindsay Carlson (05:11)
lot of mine actually are getting traffic and they're not getting the greatest leads. So they may get a lot of people kind of kicking their tires, who can't afford their prices, who aren't really the kind of work that lays them up. They might take that work, they may do a good job at it, but it's not exactly what they want to be doing for the next five or 10 years, right? So to me, it's like, it's a great opportunity to lean into.

what you put out there is going to bring in the kinds of people that resonate with that. Whether it's a small business or a bigger business, like I have some companies who are across Canada, I mean Canada, and they, they're still the same principle. If you're gonna put the same stuff out there as everyone's putting out there, you're just gonna get the average leads. But if you wanna get some special leads and some great fit clients, that's when you need to work on your messaging.

Rana (06:01)
Got it. getting a lead from your website or making your website working for your business and making a number one business growth tool. There are quite a few things needs to connect, you your offer, your message, your, you know, promotions, how are you promoting those websites, how you testing your promotions. So what are your superpowers when businesses come to work with you?

How do you solve these problems from start to getting an interested leads for business?

Lindsay Carlson (06:30)
Thank you. Yeah. So the clients I work with, I find are mostly relationship driven businesses. So at some point their business grows because of the relationships that they build with customers and the trust that they are able to build with customers. And so if you have a website that doesn't build that relationship and that doesn't increase the trust that the customer feels and help them make a buying decision,

then you're not providing what you need to provide in that relationship. And oftentimes, maybe the sales team has to work really, really hard to tell a story and they're making it up and they're not sure. Or there's different people telling different stories to different customers in your organization. And so it's very confusing. So if your website holds the story and everyone can point and say, this is our story.

That just builds so much more clarity in the relationship. You can have all of the trust signals to show that you're credible, to show your work, and customers have this one reliable foundational place they can go to when they're trying to decide what to do next.

Rana (07:35)
Excellent. So are we saying here, ⁓ telling a right story, your story in a way that connects with your customers builds relationship?

Lindsay Carlson (07:43)
Very much so, very much so. But it's also really figuring out what is different about you, your story, or your company's story, and your customer, right? So I work with therapists. Actually, I've got a group program where I lead therapists through website marketing. And they all come in saying something clear and relevant, but it always sounds the same.

So therapists love to use safe space, trusting relationship, all of these terms, they're kind of nice, but there's 9,000 therapists in our region and they all use the same language. So how do you find the people that you want to work with when you've got this tool and you've got so many other people out there? And that is really connecting to what's different.

about your customers that you're looking to work with.

Rana (08:36)
Amazing, very important points. And how do you help therapists or your customers differentiate themselves and tell their story differently?

Lindsay Carlson (08:47)
Yeah, well, therapists are just a small part of my business, but they're one that is really a great instruction for everyone else. So essentially with them, they have an inkling about the type of client that they can sit on calls with all day long and not feel exhausted. The kinds of clients that they don't want to hide from because there are some clients that are just

not a great fit. And when you're talking about therapists, they're doing all of this work. It's a lot of like energy involved, right? In connecting with people. So they want to find the people that give them more energy and make their business more fun and exciting and where they feel like they're making a difference, right? And so the first thing we need to do is like, what is it that that customer is living right now that you want to help them change? ⁓

that really breaks your heart. And when they come to you, you know, this, this is the ideal client for me. And it's so much fun. It helps them find their niche just naturally because if they're really honest about what they're drawn to, they, they can like find the words. And so we unpack. I talk a lot about unpacking the general jargon that people use on their websites.

There are some B2B terms that people use that might mean something, but they don't really mean anything anymore, right? Like we can say, you know, customer focused, but what does customer focused really mean? So if we think about that word as like a suitcase or a ball, right? And we start to pull it apart. What are some of the stories we can tell that show customers focused or what are some of the other words we can use to say customer focused and

When we can do that, then it becomes so much more individual and different than every other company that's using the same terms everywhere.

Rana (10:38)
Very interesting. Do you have any recent example where you worked with a client who was struggling to get any traction and you did implement these changes and they experienced improved results from their website?

Lindsay Carlson (10:52)
Yeah, I do actually. So a lot of the customers I work with are already successful enough in their business. They've done well. They're a years in and they realize, you know what, this is great, but it's not exactly the work I want to be doing. Or they're a larger company and they realize, you know what, we're working so hard and it's always hard to do our marketing. It's always hard to get our message out. So

One fun example I'm working with right now is a guy, I did his website about five years ago when he left his corporate job and he struck out on his own. And he was really great in what he did in corporate, in HR, and he wanted to help people find jobs. So his initial website was all about writing a new resume and interview skills. And then over the years, people started to refer him.

for different types of work and he found that he actually loves recruiting for companies. He loves recruiting, he loves doing it for bigger organizations. There's lots of opportunity and the way he does it is really unique and special. Well, his website talked about getting jobs and his work actually didn't, they didn't connect anymore and this is really common with brands, right? We're people, the things that we do evolve over time. And so for this particular one,

I started saying, you know, what if we went through your messaging again? What if we just made your website more clear? Because he had tried to rewrite it himself and he understands one of the models I use, which is Storybrand. And he's very, very smart when it comes to using Storybrand with other projects. But when it comes to his own brand, it's a little harder to do your own stuff. So he,

He and I have worked through everything and now he has a B2B focused website that helps people grow high performing teams. And it's so clear and it has nothing about job interview skills and resume writing. And he can put those on a different website, but we got rid of everything that was off message and it's so well organized now and the offers are there that when the bigger B2B client is looking to hire a recruiter, now they'll go and they'll find it.

and it makes sense. Before it was very confusing why they would hire him. So it was all in the power of his personality and his relationship, right?

Rana (13:09)
Excellent. And did you test the results as well after doing this revamp of the website?

Lindsay Carlson (13:14)
Yeah, actually we're in early stages right now, which is fun. So the testing looks like he's posting his messages on LinkedIn and he's seeing what kind of feedback he gets in conversations. There's a lot of ways to test that message before you go all in with it even, little tests here and there, sending it out to his email and it's landing, it makes perfect sense. And also we're using best practices for B2B, right? How do B2B buyers

decide who to hire. And so we're giving them pricing information, process information, what it looks like, answering questions, making it easy to get the answers that they need.

Rana (13:51)
Fantastic. And when you work with businesses to clarify their messages, what is the biggest challenge normally you face?

Lindsay Carlson (13:58)
These days, these days, the biggest challenge is AI. It's very different even this year than it was last year because people think that they can push a button and have a message that's going to land and it doesn't work that way. You can definitely bring AI into your process and I'm all for that. But the way to figure out like what's really different about you

And what's really needed from your customers is not just pushing a button and getting the same script that everybody else has. So that's challenging and getting people to see, you know what, let's just slow this down, do a little bit more of the hard work ourselves so that your brand is going to work so well for you for a long time.

Rana (14:38)
Got it. You've been doing marketing for the last 20 years. Now, how do you see AI changing the marketing world in the coming months, or I would say days maybe?

Lindsay Carlson (14:47)
I know, right? It's a wild ride, isn't it? Yeah. Yeah. It's really interesting. I think one of the biggest conversations is, you know, if, if our clients look at us and they say, well, how, how are, how come I have to pay you money when I could just, you know, use AI? I, I think that's a really important question for us to get really clear on as marketers, right? And so there are lots of things there, like somebody who is

Rana (14:51)
exactly.

Lindsay Carlson (15:15)
expert at what they're doing is going to get a much better result if they're using AI, for example. And we know where to use it. we can also review. Like I read so many things that AI puts out and I edit and I'm like, it's still going to take so much more work. It'd be so much faster for me to just write it myself sometimes. But I can at least look critically at something and help someone understand is this going to serve you or is this just something that we don't even

you know, doesn't even add value to your brand. So that's one of the things. So I think people need to get the average business owner consumer needs to get more skilled at reviewing the output that AI gives them and understanding, you know, is this going to make a difference in my business? Is this going to give me the big ROI I'm looking for? Or maybe should I just spend a little extra to get something?

quality in the beginning, work with someone who knows what they're doing, and then I can use AI to amplify that.

Rana (16:13)
I agree, and at the moment, this is my understanding as well, that AI can help professionals do a lot better job lot quicker. But anybody using AI can do everything. I think we will see how it turns out. Exactly. I was looking at your LinkedIn profile. There are a couple of things I noted. And you mentioned that to get curious about your clients.

Lindsay Carlson (16:21)
Yeah.

We'll see. We're all in this grand adventure, we? Yeah. ⁓

Rana (16:40)
So how does it, why is important to in marketing and connect with your prospects?

Lindsay Carlson (16:40)
Yum.

Yeah, thanks. I always think a website is kind of like taking the place of you or your salesperson, right? In a relationship. And so if you were sitting with someone that you wanted to have as a client, you would be asking them questions about themselves and being curious about them so that you could give them real time answers that actually fit what they were looking for. But then when you put a big piece of communications material up, which is what a website is,

If you haven't done the work to have that conversation with your clients first and you're just putting something out there, it doesn't make a lot of sense, right? So we really need to sit with our clients, understand our clients, do the research on them so that we can have this online conversation with them and it actually resonates.

Rana (17:27)
I could not agree more. Today morning, I asked a client, I was working on a website to improve their messaging. And I requested a question because when we had a meeting with the client, they mentioned that their clients speak greatly about their service. So I just asked the client, when your client praised your services, what do they say? And I was surprised by the response from the client. It was so clear.

Lindsay Carlson (17:34)
Yeah.

Yeah?

Rana (17:53)
and I bulleted points

Lindsay Carlson (17:53)
wonderful.

Rana (17:54)
and so much for me to work with, but none of that is mentioned on their website. And AI ⁓ could never provide me these sort of real life messaging or pain points, which now I can use to implement, improve their homepage, their landing pages dramatically. So I totally agree with that.

Lindsay Carlson (17:56)
Yes.

Isn't it crazy?

Never.

Yes. Yeah, your human

intelligence in doing that is so much more powerful, isn't it? Lovely.

Rana (18:21)
Exactly

that that was my next pointer you mentioned on your LinkedIn profile be human in your marketing So is that kind of thing which I explained or something else? How do you define being human in marketing?

Lindsay Carlson (18:28)
Yeah!

Yeah. thank you. Well, I noticed personally that when I'm reading other people's marketing, I feel it. If it's AI, it's very easy and I tune out, right? There's something with the cadence, the sentence structure. It's very subtle if you're not super familiar with how language is put together. But I think you still feel it. And so even an imperfect thing that's written, but it's written from a human being to a human being.

can be so much more powerful. And I noticed this a long time ago, even with people just writing their websites for SEO and robots. It's great to get traffic to your site, but when that traffic is on your site, you'd better be writing for human beings, because those humans are the ones considering whether your product's worth buying or your service.

and actually wanting to take the next step and work with you. That's not even AI doing that. That's the human being who's going to make that final check.

Rana (19:27)
I could not agree more on these fundamental and basic stuff of before even you start marketing. So I think the more marketing or more you are involved in these sort of processes, I think we learn that when there is no genuine demand or need of any service or product, it's very hard to do marketing and connect with prospects with the sellers. So when there is a genuine need,

I think the bad marketing usually works lot better than a great marketing on a bad, bad product. That's my experience, I think. Do you want to say anything on this part?

Lindsay Carlson (20:02)
Yeah.

Yeah, I love that. That's like product fit, isn't it? It's like it. Yeah. Yeah, absolutely. And if you need to create a market for something, it's a lot different, but it's still not AI. It's like relationships. And where can you show up in your PR or influencers or different things that you can put this out in ways that people begin to see it?

Rana (20:07)
market brand food things that can.

Mm-hmm.

Lindsay Carlson (20:27)
as maybe a part of what they want, a part of their story. Like if your listeners have a chance to Google the history of the Apple Watch, for example, that's a product that nobody wanted for a really long time. And Apple worked for years with the vision that everybody would be wearing them one day and they put them in movies and they put them in sports activity. Like they just kept putting them in front of people. And eventually people

you know, on and started buying Apple watches, but it took years. So it's a fun story to look up if you have a minute.

Rana (21:00)
Yeah, excellent example. The last point I noticed on your LinkedIn profile, you mentioned that there should be some marketing foundation for growth. So what is your definition of marketing foundations for growth for businesses?

Lindsay Carlson (21:13)
Yeah, yeah, I love that. So here's what I always say. If your website isn't clear, it's only a symptom of a lot of other things that aren't working in your business probably, right? Like if your website's not clear and people can't understand it, how are your sales calls going? And do you know where your next jobs are coming from?

And how are you hiring people? Like, does anybody actually know about your company or want to work there? There's just so many things that come out of the work of getting clear for your website. So that's a really foundational piece and it can be the hub of all your marketing, but it's also like the hub of leading your company. So it's really exciting work when you see it that way.

Rana (21:53)
Wow, this is a fantastic example that when your message is not clear, it's a symptom, an actual problem. So I love that because when your website is not clear, there could be lots of fundamental things in your business are not clear. So that's why your messaging is very useful. Amazing example. In your work, is there any?

Lindsay Carlson (22:13)
Yeah. Thank you.

Rana (22:20)
and your habit or a hack you use which is, know, works for you to help businesses improve their websites, grow their businesses.

Lindsay Carlson (22:29)
Hmm. that's a good question. so many ideas. One thing is I am an entrepreneur who has ADHD and I know a lot of business owners have ADHD. So maybe I'll speak to them. for me, being productive was really, really important, like it is for all of us, but especially as a single parent, I needed to make sure I could always be productive. and so

getting to the root of that was important. And one thing that I learned was sometimes all it takes is like opening up a workspace on the first day when you feel like you can get nothing done. You've got this big amount of work to do and you can get nothing done. And sometimes you just have to take the tiniest step and say, okay, well, I'm going to open up that document and put one sentence in it today. And then tomorrow at least it's going to be sitting there when I

when I start work in the morning. And so when we feel like we just can't possibly get started on some things and our brain doesn't want to go there, how can we make it even easier is what I do.

Rana (23:25)
Great advice.

what is your best investment recently, any tool or anything you are using which is working really good for your business?

Lindsay Carlson (23:35)
that's a good question. Tool-wise, I love using a fast tool to prototype websites. If anyone out there doesn't use that, they probably do. But to me, I use Draftium. It's great. You drag and drop pieces. And over time, you just can have the fastest workflow possible because you make it yours.

The thing I'm really leaning into that's not quite a tool as much is I'm connecting and on purpose creating a group right now of other people who serve the clients that I would like to serve. They either work with them before I would work with them or work with them after I work with them. Just so that we can all, you know, share information about our businesses and get to know each other so that eventually maybe we're good referral partners for each other.

and maybe we can collaborate on things. So it's always about relationships for me. But I think that's my big growth hack for 2026 is just to double down on my community.

Rana (24:33)
Fantastic advice is we are in a people's business relationship business not in a website of business. Is that is that right?

Lindsay Carlson (24:37)
Yeah, hi.

Exactly. That's a great way to

put it. We're in a people's business, not a website business. I love it. Yes.

Rana (24:44)
Exactly.

And can you repeat that tool, the fast prototyping tool?

Lindsay Carlson (24:50)
It's not the most cutting edge, but I love it. It's called draftium. ⁓

Rana (24:53)
Hmm.

Fantastic, so I will check this out and I'll probably share in the show notes as well. ⁓ And Lindsay, imagine you have a billboard on, biggest big billboard out there. What would you write on that billboard for website owners to convert their website into their number one business growth tool?

Lindsay Carlson (25:01)
Wonderful.

Hmm, maybe something like your website can be your number one relationship building tool.

And you know, does it make sense if you're a human being? Something along those lines. Yeah.

Rana (25:29)
Why do you do that?

Lindsay Carlson (25:30)
⁓ I think a lot of people still feel that their website is something they don't want to look at. It doesn't make sense, it's hard to understand, and they just don't want to think about it. So if we think of it as a chance to build relationships and really bring the people side of our business forward and we just see what's possible, then maybe we can take a second look at those websites.

Rana (25:52)
Fantastic advice. And is there one thing business owners, people who are watching or listening to us, can implement straight away to see improved results from their website?

Lindsay Carlson (26:04)
Yeah, for sure. Definitely always. one thing I would say is print your website up, like print it out on a printer, the top to the bottom of it and read it like read it to your kid or read it to your friend and ask them if they understand what you sell and if they don't understand what you sell and what problems you solve, then work on that first. Like make it just clear what it is that you do. And it's shocking how common, how many people don't have that covered.

Rana (26:14)
in.

I love that and I know they can print their whole website, but I think normally when people land on their website, the hero section is the most important part in our Story Brand framework. So in your expertise, how important the hero section is and what should the hero section should cover.

Lindsay Carlson (26:40)
Absolutely. Yeah.

Uh-huh. That's an interesting question. And also with AI looking at websites too, here's an opportunity. So I heard you, Rana, in another podcast episode you did, and it was great, about not needing to be clever, but being clear. And I think that's the number one thing. So the header of your website needs to be clear what you offer, what problem you solve, but how it makes people's lives better.

If you don't do that and how they can get some, if you don't do that in your header, you're missing out from the beginning. Like I'm working with someone right now, they spend a lot of money on their website and there's just a picture and I don't even think there's a word on the header and it's just, it's like valuable real estate that is not being used and it's obviously not helping the business. That's why they keep looking for someone else to help.

Rana (27:37)
Excellent advice. As you work with many businesses, I think this is one of the common mistakes we see. The hero section is not clear because people are bouncing on websites very quickly. think attention span is less than five seconds now. So it's a real battle to connect with your audience to convert better. Do you have any couple of others? Common mistakes when you review a website, you see on them which are killing their conversion or not helping them grow businesses.

Lindsay Carlson (27:49)
Yeah.

Yes.

Yeah, definitely. So one thing I think is really interesting and maybe not talked about very much is the navigation on your website. Your navigation, that menu bar at the top, actually helps people understand what's in your website. And it helps them understand what kind of business you are and what kind of offers you have. And so often it's just very generic or confusing. People have weird, even weird obtuse words up there. So if you're selling products,

have somewhere where they can go and just through your navigation menu they can see in general what you are selling. Just from that, nothing else. And don't make it hard for them to have to drill down and drill down and find things. Don't make it clever. Don't make it like weird categories with funny names. Just help people buy from you. Make your navigation simple, clear, and well structured.

Rana (28:52)
Navigation means it's like a Google Maps for your prospects. So you need to make it very easy to navigate from A to B. And should you put everything on the navigation?

Lindsay Carlson (29:03)
I know definitely you don't want to and that's where sometimes working with someone to help you figure it I've worked with clients where it's a very big messy knot that you need to sort out what needs to be up there and it sometimes takes us three or four iterations until we come to come up with something really valuable and so if you're doing this on your own don't expect to get it right the first time.

Rana (29:05)
You

Lindsay Carlson (29:23)
⁓ Do some testing, see where more traffic is going or thinking about which products are the most important, which things need to be up there. And then don't hide things. Like I've had clients hide their contact, like their link to buy from them or their link to book a call at the bottom of an about section or like don't hide the most important things that will move your business forward.

Rana (29:45)
Exactly. And navigation, looks simple, but it's a very important part of the website because you want to show the important pieces in the navigation. Keep it very simple. On the other side, it's very important for the SEO as well, for your website change and optimization. So you want to make sure that all important pages which you want Google to rank you for must include in your navigation parts. But again, it's not a

Lindsay Carlson (30:00)
Yes.

It's an art. Yeah. Yeah.

Rana (30:11)
⁓ one science fit for once. Yeah, exactly. So art and science together. Then you come

up with something working for your business to help you grow your business. ⁓ Lindsay, you answered the question very generously and very intelligently experienced your 20 years of marketing. On this topic, that how can businesses make their website their number one business growth tool?

Lindsay Carlson (30:22)
Yes, yes.

Thank you.

Rana (30:39)
tried to ask different questions and you answered excellently. Is there any question I should have asked you on this topic which I haven't?

Lindsay Carlson (30:47)
I love that.

I think one more thing that I would say is to think of your website as a member of your team, someone who is capable of building relationships but also making sales. And then if you think of how sales get made in your company, what are the steps? Is your website doing something similar? So if people are always asking certain questions,

is your website answering those questions or at least giving them somewhere to see those questions. And so a lot of companies separate marketing does something different and sales does something different. And maybe sometimes I've seen sales teams where the sales people don't even talk to each other. And so one thing that we can do as website consultants is say, hey, you your sales people have a lot of great information and they are listening to your customers all the time and they have figured out how to convert.

in their sales calls, let's bring them in and have a conversation about how the website can be part of that sales team. And I find that's a really exciting thing to do as well.

Rana (31:47)
love that. also, your website is your office, which is open 24-7. Not your physical office. It's generally open for that long. And also, the challenge there is there's no salespeople on the website. So you have to be very clear. Everything should be there, clear navigation to connect with your audience as well and convert them into leads or sales. Lindsay, thank you very much for your time. I loved your, you know.

Lindsay Carlson (31:52)
Yeah.

Mm-hmm, yay.

Thank you.

Rana (32:15)
energy and your, you know, advices. I hope this will be useful for people who will listen or watch and if they implement the things you mentioned, I have no doubt that they will see, you know, increasing leads and sales on their website. So once again, thank you very much for your time.

Lindsay Carlson (32:31)
Thank you so much, Rana It's been lovely to be here.

Rana (32:34)
Thank you.