I see many websites getting traffic but zero customers. The reason is simple: they target the same content on their dedicated service pages and their blog posts.
One of my clients was a construction company that built saunas in the USA. They received almost 200 visitors every month, but they did not get any real clients. When I audited their domain in Semrush, I found the problem: most of the traffic goes to blog posts instead of the home page or service pages.
For keywords like home sauna or sauna builder, traffic is directed to a blog post. You have to remember that blog posts should be educational. You must target “money keywords” on your main pages to actually bring in customers.
Stop Using Your Money Keywords in Blog Post
Think of it this way:
- The Blog is for Education: Target keywords like How to become an SEO expert or Benefits of a home sauna. You are building trust here.
- The Service Page is for Transactions: Target keywords like Hire an SEO expert or Custom sauna builder in Florida. This is where you ask for the money.
If your blog post is ranking for your money keyword, you’ve essentially invited someone to a lecture when they were looking for a store. They’ll read your tips, say thanks, and leave.
Speak Like a Six Year Old Child Can Understand
After managing over 100 projects in the last two years, I’ve noticed a second, more annoying trend: The Corporate Therapist voice.
People are afraid to be direct. Instead of saying, I am an SEO expert who helps you rank on Google, they write things like, The Digital Architect for businesses seeking dominance in search results.
What does that even mean?
If you’re an SEO, say you’re an SEO. If you build saunas, say you build saunas. When you use a premium word, you aren’t sounding sophisticated; you’re sounding expensive and confusing.
If a kid can’t figure out what you do for a living within five seconds of landing on your site, your copy is failing.
The Fix
To turn your website into a lead machine, you need to audit your intent:
- Go through your top-performing pages.
- If a blog post is targeting your money keyword, immediately edit and rewrite the blog post using the technique I told you, and point that keyword toward your service page.
- Make your content easy to understand.
You don’t need tons of visitors. You need customers. Stop hiding your services behind educational blog posts and too decorative language. Tell them who you are, what you do, It’s that simple.
