I hear it all the time.  People want us to help them get more website traffic.  That seems logical.  More traffic equals more sales.  Right?

Wrong.

It doesn’t mean more sales if your website can’t convert those people into customers.  For example, let’s say your site looks like it was designed by an amateur–your nephew, for instance.  You know what I’m talking about.  Everyone has a relative who just finished a website design class at the local community college.  He needs the experience so why not let him have a crack at it?  Because your businesses’ reputation is at stake here.

If your site doesn’t line up with the quality of service that you work so hard to deliver day in and day out, people will question the integrity of your company and will hit the back button and head for the competition.

Or how about this one?  Your site has a problem with the shopping cart.  It might be broken but it’s more likely that it’s just too complicated and scares people away.

Are you starting to see why more traffic may not be the answer to all of your problems?  Sometimes it’s better to first worry about your low conversions and then tackle the traffic issue.  Otherwise, you just might be ruining your reputation.

I hope that helps.

Chadd Bryant