Why Did We Just Turn Down A New SEO Client?
We recently had a new client come to us completely flustered with their previous SEO provider. "We're not seeing the ROI with these other guys and we heard you're the best SEO provider in Nashville."
They're right about that last part. One of the big reasons is because we don't outsource or work overseas. All of our SEO is done inhouse... BUT that's not what this post is about.
It didn't take us long to identify the problem and it wasn't what they were expecting to hear from us.
"You don't need SEO right now, you need a better website experience."
The Real Problem Wasn't Their Website Traffic
This business already had decent search rankings. People were visiting the site—but very few of them were converting (no calls, emails, or contact form submissions).
They assumed the fix was more SEO. More keywords, more blogs, more tactics. But piling new traffic onto a site that doesn’t convert is like pouring water into a bucket with holes
Yes, a decent portion of the traffic was junk due to bad SEO practices, but even the quality traffic wasn't turning in to business.
Their website had a few major issues:
- Weak CTAs: Calls to action were vague—“Learn more” or “Get started”—with no urgency or clear value. CTA's were poorly placed on the website, making them difficult for users to find and engage with.
- No social proof: Not a single testimonial, review, or trust marker to back up their claims.
- Too feature-focused: Lots of info about the services offered, but no clarity on how they benefited helped customers. No paint points addressed, no solutions offered.
This wasn’t an SEO problem. It was a conversion prompt problem.
What We Did Instead
We told them we wouldn't even consider doing SEO until we could give them a reason to increase their SEO. What we ended up doing...
- Rebuilt key pages to focus on benefits, not just features.
- Added social proof across the site—testimonials, case studies, and customer logos.
- Revamped CTAs to be clear, direct, and benefit-driven.
- Pulled internal data from their sales and support teams to highlight the real problems they solved for customers.
We didn’t touch search rankings and their daily traffic remain consistent. But we saw the results we expected:
- Visitors stayed longer
- Conversion rates improved
- Sales increased
Why This Matters
There’s a myth in digital marketing that traffic is king. But traffic only matters if your website is built to convert. At Hero Agency, we take a different approach than the big box SEO agencies. Before we chase numbers, we make sure your site is ready for results. Because what’s the point of a hundred new visitors if none of them turn into customers?
Want More Conversions from Your Existing Traffic?
Here are a few tips you can put into practice today:
- Look at your CTAs. Are they clear? Do they tell the visitor exactly what to do and why it benefits them?
- Add social proof. Reviews, testimonials, awards—anything that builds trust and shows real people get real results.
- Rewrite your messaging. Shift the focus from what your product does to how it helps your customer.
- Use your own data. Sales calls, support tickets, survey responses—these are gold mines for customer pain points and insights.
- Audit your site experience. Is it fast, mobile-friendly, and easy to navigate? First impressions matter.
Want A True Business Partner As Your Website Provider?
If you’re spending money on SEO or ads but not seeing results, let’s talk.
Hero Agency can help you figure out if your site is really ready to convert traffic—or if it’s leaking leads before they ever get a chance to contact you.
