How long is your website to-do list? Does it stretch on for miles and miles? You could spend years trying to check off every idea that pops into your head – but according to Google Analytics 4 expert Amy Graves, all that busywork might be slowing you down. At a recent Lioness community event, Graves, the founder of Hidden Consumers Consulting, shared her strategy for cutting through the noise and focusing on what really turns website traffic into customer engagement.
Three key takeaways: Attract, Engage, Call-to-Action
Graves laid out a simple, three-part formula that you can use right now to critically examine your website and boost conversions:
1) Attract your ideal client
Building a website isn’t about bringing in as many people as possible – it’s about bringing in the right visitors, for quality over quantity. The key to attracting your ideal customer starts with website copy that resonates with their needs. Think about how they would search for the answers to their problems. What words would they use?
For example, let’s say you’re a wellness coach specializing in stress management for busy professionals. Your ideal customer might search for ways to “reduce work stress” or “how to hit inbox zero.” Or, imagine you’re a consultant helping small businesses improve website conversions. Your perfect client might have specific questions, such as “how to improve engagement time on GA4”.
Use language that mirrors their pain points and desires. Care less about what your competitors are doing, and think about how to start an authentic conversation with your clients.
2) Engage your ideal client
Getting visitors to your site is only half the battle – now, you want to keep them there. You need to answer their top three questions:
- Who are you?
- What do you offer? What are your services, products or programs?
- Most importantly, do you understand my pain points and goals?
To create that connection, your website copy should reflect the language of your clients, articulating their challenges and aspirations. Your site should feel more like a meaningful conversation than a tired sales pitch.
As Graves says, “This is where you’re at. This is what’s making you stuck. Here’s how we get you to that desired outcome.”
By using your ideal clients’ words to describe their problems and the solutions they’re looking for, you show that you truly understand their needs. Keep it concise – three to five sentences – and guide them toward the next step.
3) Your CTA Strategy
You have their attention. Now, make it official! Create a thoughtful CTA strategy that leads visitors through your website organically, rather than pushing for an immediate sale. On the homepage, include CTAs that link to your About page and Services/Products page. Let visitors explore at their own pace (like a Choose Your Own Adventure book!).
How do I know if people are engaging with my website?
The answer lies in cold, hard data. GA4 offers insights far beyond counting your number of visitors. You can track metrics like engagement rate, returning users and key events, giving you a clear view of which parts of your site hold attention and drive action. If people are clicking on your website but leaving within 20 seconds, they’re not engaged (and they’re unlikely to become future clients).
To illustrate that point, Graves shared a few case studies:
- A jewelry concierge business saw a 1,649 percent increase in all traffic and a 1,638 percent increase in organic traffic with a targeted engagement strategy.
- A food auditing company achieved an impressive 608 percent increase in conversions by implementing a clear CTA strategy and aligning its marketing channels.
Data-informed strategies, especially when integrated with Google Analytics 4, can reshape user behavior and boost business growth. It’s essential for any business owner serious about maximizing the potential of their website.
For a deeper dive into these strategies, watch the full webinar with Amy Graves! You’ll also want to check out two handouts from the session: Ideal Client Workbook: The Language of Connection and Google Analytics 4: Secrets to Success, which offer practical tools to improve your website traffic engagement.
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