The Strategist

The website strategist

You trust yourself and your decision making, and it shows! You are on the right path and need to dedicate a little more time and energy to working "on" your business and not "in" your business. A website that grows your list for you with automated workflows and evergreen sales products/programs would help you regain time to do more of what you love.

Below are 3 action steps you can take today to begin improving your online presence and make your website work FOR you.

Step 1: Get really clear on your goals

The first step (before trying to generate more traffic) is to have a lead generating system in place THAT WORKS (this is the key!). So let’s start by thinking through your website goals. Do you want to convert traffic into subscribers on your email list? Or maybe get them to opt-in to your messenger bot list? Want them to join your Facebook group? Or maybe you want to skip all that and get them to go straight to booking a call with you?

Get really clear on what you big goal for your website is.

I know it is tempting to say “making sales” is your big goal. And yes, making sales through your website is the ultimate goal, but until your new traffic gets to know you a bit, let’s put this goal on the back burner… because the truth is that people won’t buy from you until they know you, like you, and trust you. Your new website traffic is typically finding you for the very first time when they land on your site.

squarespace strategist

Step 2: Improve + test your lead generating system

Once you know your main goal, you can start to think about how you will actually achieve this goal.

If your goal is more subscribers to your list, then you can begin to craft a freebie or lead magnet that exchanges their email address for your free information. This part is a great big numbers game!!

A good trick is to test your lead magnet out with quite a few people before relying on it for your website. You want to track the conversions of this freebie by seeing how many people see the landing page or opt-in form vs how many people actually sign up. This is your conversion rate. Most email marketing programs offer this sort of tracking now which is super convenient!

If your goal is to get people to sign up for a call, then you will have buttons that lead to an online booking system all over your website. EVERY page should have a clear call to action that leads to this booking page… they shouldn’t even be able to miss it! You can test how well this is working by viewing your user flow (in Google Analytics) and seeing how many people are actually landing on your booking page. And you know how many people have booked calls within the last week… month… 3 months, right?? Well, you can easily determine your conversion rate by dividing the number of booked calls by the total number of page views.

9 booked calls over the last month?
250 page views?
12 / 300 = .036
That’s a 3.6% conversion rate!

If your goal is booking calls, you can expect your conversion rate to be a bit lower than a standard landing page. Remember, the number itself doesn’t matter as much as how much that number changes after tracking and tweaking!!

Whatever your goal, once you launch your new lead generating system (button, form, landing page, course, membership site, etc!), then you will want to track how well it works over time. You can do this by going into your Squarespace analytics and seeing how a certain button or form is performing. You can also simply check your email marketing conversion rate. Another little trick is to go into your Google Analytics and check your user flow (you can do this by going to AUDIENCE > USER FLOW)… this allows you to see what page is being landed on the most, and where users are navigating from that page. Are they eventually landing on your desired landing page or booking page?

Squarespace expert Sandra Houseman

Step 3: Increase your organic website traffic


Check out your analytics and find out where your traffic is currently coming from. You can do this in Squarespace by going to ANALYTICS > TRAFFIC SOURCES… or you can do this in Google Analytics by checking your ACQUISITION OVERVIEW. This will tell you where your current viewers are coming from. Chances are, a lot of these are direct links. This isn’t bad, but your goals is to increase the number of viewers that you didn’t have to work for… meaning, you want more people finding Pins on Pinterest or finding you in a Google search, right? The first step is to find out your numbers.


The second step is to determine where you want to focus your time. If you have a well developed blog, podcast, youtube channel, or some sort of valuable content that permanently sits at a designated URL, then Pinterest could work for you! If you regularly blog and want to get found on Google, then increasing your SEO may be a good next step. If Instagram is your jam and you’ve got a growing number of followers, then maybe that’s a good place to focus. But bottom line, you definitely want to focus on one thing at a time. Make a plan and strategize what avenue you want to use to increase your website traffic and then get to work!


Once you start focusing on increasing your numbers by using whatever system you decided before (Pinterest, SEO, Instagram, Facebook, etc), then you will want to track your numbers to make sure it is working according to plan. Don’t expect to see a large increase overnight, but you should start to see a steady increase over the next few weeks and months.

At this point, you’ll want to make sure that your opt-in rate or number of booked calls goes up with your traffic increase! If you see your traffic increasing but your lead generation doesn’t, then you need to evaluate how well your lead magnet / freebie / or booking link is working in step 2. Good luck!

Sandra Houseman Squarespace Expert

Want me to take the guess-work out of this for you?

Let’s schedule a website audit where I will walk through your website goals, evaluate your current set-up, and make a plan for you to move forward! This is a no-fluff, strategy session where you will walk away with real action steps.

Ready to book your audit?

((And as a THANK YOU for taking this quiz, use code 50-OFF to get 50% off of your first audit today!))