I Sell Words shares four checks for websites that get traffic but few sales

I Sell Words, a Melbourne conversion optimisation, email marketing and sales copywriting business led by Tom Valcanis, has published guidance for businesses whose websites draw visitors but produce few enquiries or sales. The advice appears in the blog post The Real Cost of Poor Website Conversion Rates on isellwords.com.au and sets out four checks owners can run on their own sites.

The first check is to track conversion rates by traffic source and landing page, and to measure meaningful actions such as quote requests, booked consultations or completed purchases. As the post notes, a broad traffic figure will not show which pages earn revenue and which ones consume budget. The second is to calculate the cost of advertising, content production, website maintenance and staff follow-up for each qualified enquiry, which gives a clearer benchmark than cost per click alone. The post suggests asking your accountant to help identify the expenses tied to lead generation and administration. The third check is to test one change at a time, such as shortening a form. The fourth is to audit the value proposition.

The post points out that paid search, social advertising and search engine optimisation all carry costs. If 2,000 monthly visitors produce four enquiries, increasing traffic without changing the website sends more people into the same broken process. Costs continue after a form is submitted, because sales staff may spend hours contacting people who misunderstood the offer or cannot use the service. Weak conversion can also distort decisions, with owners blaming an advertising channel when the real issue sits on the landing page. I Sell Words won Best for Copywriting, Melbourne, at the APAC Insider Business Awards 2015.

The blog post can be read at isellwords.com.au. I Sell Words offers a free consultation with no signup required, and can be reached at tom@isellwords.com.au or on +61 417120749. Enquiries sent through the contact form receive a fixed price quote within two business days, covering re-writes, edits and changes within the original scope of work.

About I Sell Words

I Sell Words is a Melbourne copywriting and marketing business run by Tom Valcanis. It provides conversion rate optimisation, email marketing, sales copywriting, content and search engine optimisation to clients across Australia. Valcanis has worked as a freelance journalist since 2009 and as a copywriter, content author and media consultant since 2010, and has consulted for small, medium and ASX 200 listed companies. He holds a Bachelor's degree in Political Science and a Masters of Communication and Media Studies. I Sell Words is Google Conversion Optimisation Certified and holds five email platform certifications. It does not provide academic content writing services.