If you want your website to convert traffic into leads, it needs to do three things out of the gate:
- Answer their questions (Are you right for me?)
- Establish trust and credibility (Do you do good work?)
- Make it easy for them to reach out (How do I start?)
If your website doesn't do these things, it doesn't matter how much traffic you get or how much money you throw at the issue, your site will FAIL.
Think about it - If you were hiring a company, what would you need to see before you're ready to give them money? Do they offer the services you need? Do they have good reviews? Do they serve my area? Etc, etc, etc.
These are things your visitors are looking for as well.
Once you've put them in a position to buy, make it easy for them to contact your business.