You know how everyone jumps straight to “I need more eye-balls on my content 👀” the moment sales feel a little slow?

It feels like the obvious answer, and in some cases it truly is the answer.
But over the last few months inside client strategy sessions, I kept seeing the same pattern:

Traffic wasn’t the main problem.
The disconnects/leaks in their sales system were the problem.

So what exactly is a leak?

A leak is any point in your customer journey where someone should take the next step… but doesn’t.
👉🏻Pinterest pin leads to a blog post with no next step
👉🏻Too many distractions on the page
👉🏻No welcome email (or welcome sequence)
👉🏻Mobile version of your page is poorly formatted
👉🏻Slow site loading causes users to leave immediately

It’s the spot where your potential customer quietly slips away.

And one of the most common places these leaks show up is your website.

Your website is supposed to be the silent salesperson in your funnel.
It should turn a visitor into a subscriber, a reader into a buyer, and a curious clicker into someone who wants to take the next step with you.

But if it’s not optimized, then “more traffic” won’t fix it.
It just means more people landing on a page that isn’t converting.

So today’s newsletter is about making sure your website can handle the traffic you already have.

Before we dive in I want to hear from you. 👇🏻

🍭 ICYMI

• How the customer journey has changed (Newsletter Edition)
  

• Organize your client experience with HoneyBook’s Black Friday Template Sale for service providers (Templates)
  

• The Anti-Positioning Playbook, a.k.a. how to fix marketing you hate! (Substack)
  

• 7 categories of sales funnels, with examples (Newsletter Edition)

✨ Strategy of the week:

Taking 4 steps to find the leaks in your sales funnel (website edition)!

🍬 Step 1: Your website is the guide

If you imagine your website as a salesperson, they’re guiding a visitor to the next right step uniquely for them.

If you’ve been to a Sephora in Canada, they have someone at the front door to welcome you and guide you to what you’re looking for. That is the subtle art of sales → directing the visitor to the next right step for them.

Every page on your site needs to guide your visitor to the clear next step.

Examples:

• Home page → Give them a clear path (freebie, signature offer, intro offer, or main content)

• Blog post → Guide to the best Freebie or product

• Freebie landing page → Clear focus on email list sign-up

• Thank you page → Present a relevant intro offer

• Sales page → Clear checkout step

If your website is not showing people where to go next, they will leave.

Pro tip: Have a business friend you trust or business strategist (like me 👋🏻) audit your website to find things you’ve missed. You often think your website is giving a clear next step but someone that isn’t knee deep in the content daily will be able to spot any leaks or disconnects you’ve missed.

🍪 Step 2: Your website should support your sales funnel

Think of your website as the bridge between where someone first discovers you (social media perhaps) and where they buy (your checkout page).

• Pinterest (discovery) → Blog posts (website) → Freebies (website) → Email list → Product Offers (website) → Checkout page

• Google SEO (discovery) → Blog (website) → Product Offers (website) → Checkout page

• Instagram (discovery) → Freebie (website)→ Email list → Product Offers (website) → Checkout page

Do a quick audit of one discovery place and follow the journey of your buyer.

If you start with a Pinterest pin for example, click on it, and follow the journey.
Make sure the next step is clear and that your sales funnel doesn’t have any leaks.

🍫 Step 3: Keep your messaging clear

In some cases you may have a next step that you’ve added in but the messaging isn’t clear or direct.

If you’ve ever been in a rush to publish a blog post and you knew you needed to add a freebie or product offer, you may have simply popped it in there randomly so that “it’s there, at least”.

That’s great, but it’s not always in the most strategic spot or using clear messaging that relates to the content and next step.

Check your messaging to make sure it resonates by asking:

• Is this “next step” in the right spot on this page for someone on this journey?

• What problem is this “next step” solving?

• Is the transformation clearly provided?

• Is it clear where they should click next?

If those answers are not clear, make a note to edit them and test the results once edited.

🍭 Step 4: Start with One Page

You don’t have to overhaul your entire website.

Start with the page that gets the most traffic.

• Is there a clear and relevant next step on this page?

• Is the messaging and positioning of this next step clear?

• Is this page properly supporting the sales funnel it’s a part of?

Make improvements on this page, then move to the next one.
Small changes result in big conversion shifts.

If you want to improve your sales and your first thought is always, “I need more traffic”, try improving your conversion rate with your website and auditing your sales funnel first.

Once you’ve done that, then focus on increasing traffic. You’ll get better results in the long run!

👀 2 quick things to help

If optimizing your website feels a little overwhelming, these resources may help you break it down.

👉🏻 Website Build & Launch Checklist by A Pin in Time Designs
This free guide walks you through the prep, build, and launch phases of creating a website that acts as your silent salesperson. It is step-by-step, organized, and great for service providers and digital product creators.

👉🏻 If your freebie doesn’t have it’s own website page, this Showit template is focused and clear.
Have one dedicated signup page you can send visitors to that stays focused on the main next step → downloading the freebie.

*Affiliate link.

🦄 In Your Corner

What you may need to start increasing sales is a silent salesperson that points people in the right direction.
Small tweaks to your website and sales funnel now can turn into big results later.

You’ve got this.
- KM

p.s. Next week I’ll be running a 50% off Black Friday special on my courses and 30% off on the Your Next 90 Days sessions (which includes 1 month of Voxer support). So keep an eye out on next week’s email for the codes!