12/05/2026
More traffic doesn't equal more revenue.
I'll say it again for the founders in the back: more traffic doesn't equal more revenue.
Last month a guy on LinkedIn messaged me asking why his leads had dried up. His SEO agency had been showing him green arrows for 8 months straight. Traffic up. Keywords up. Domain rating up.
Enquiries? Down 30%.
He couldn't square it.
So I had a look at his site. Within 10 minutes I could see what happened.
His agency had been writing blog posts. Loads of them. Long, well-written, properly optimised blog posts about industry trends, "ultimate guides," and definition pages.
Ranking beautifully. Pulling in thousands of readers a month.
None of whom were ever going to buy from him this quarter.
Now, before anyone jumps in: top-of-funnel content has its place. It builds brand awareness. It feeds your remarketing audiences. It earns backlinks. It puts you in front of people who might buy in 6, 12, 18 months. It trains the algorithms to see you as an authority in your space.
That's all real. That's all valuable.
But it's a long game. And it only works if it sits alongside content that captures the people ready to buy right now.
His problem wasn't that he had informational blog posts. His problem was that he ONLY had informational blog posts. His actual service pages, the ones a buyer lands on when they're ready to spend money, hadn't been touched in over a year. No new content. No internal links pointing to them. No backlinks. They'd quietly slipped off page 1 for every commercial keyword that mattered.
The agency wasn't lying in their reports. The numbers were real. The traffic was real.
Awareness without conversion is a charity.
If you're paying someone for SEO, here's the question worth asking:
"Show me the split. How much of our effort is going into pages people search before buying, versus pages people search to learn? And how have rankings moved on both?"
If the answer is 90% education and 10% commercial, you're funding next year's pipeline while this year's quietly leaks away.
https://growthcart.co.uk