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Imagine knowing exactly what’s working on your website — and what isn’t — without having to sort through endless statistics.
Today I'll walk you through the 5 best ways to measure your website's success. Not only are these metrics easy to track, but they’ll also help pinpoint where your site might be underperforming so you know exactly what to fix.
In this post, I’ll cover:
Beyond Traffic: The Real Purpose of Your Website
Think of your website like a restaurant. You’ve designed the space beautifully, you’re attracting plenty of visitors, and your service is top-notch.
But what if none of those visitors are actually placing orders?
Similarly, your website might look great and bring in traffic. But if visitors aren’t converting into leads or clients, it’s not doing it's job.
A successful website is not just about traffic — it’s about generating results.
Here are the 5 metrics I recommend focusing on to ensure your website is truly working for you.
1. Overall Traffic to Your Site
The first question is simple: is anyone visiting your site? If so, how many?
A beautifully designed website won’t deliver results if no one’s visiting it. Monitoring your website traffic can provide insights into how visible your site is online.
To track traffic, you can install Google Analytics or use a tool like Clicky, which I find more user-friendly and have relied on for over a decade.
If your traffic numbers are low or stagnant, consider investing in SEO improvements or running paid advertising campaigns to bring more visitors to your site.
2. Traffic to Your Money Pages
Not every page on your site holds the same value.
Your “money pages” — such as your lead magnet opt-in page or free consultation request page — are where the magic happens. These are the key pages where visitors convert into leads or clients. If visitors aren’t landing on these pages, your site might not be working as it should.
Again, you can track traffic to your money pages with Google Analytics or Clicky. If your money pages aren’t getting enough attention, consider promoting them more on social media, enhancing internal linking, featuring them prominently on your homepage, or even directing paid ads toward these pages.
Sometimes, simply increasing your overall site traffic can boost views on these critical pages, like turning up the volume on the whole system.
3. Conversion Rate of Your Landing Page
Just so we're on all on the same wavelength, a landing page is where you capture leads, typically by offering a lead magnet, such as a free webinar, video, or download.
A high conversion rate on your landing page means your message is resonating and visitors are taking action by opting in.
Calculating your landing page’s conversion rate is straightforward: divide the number of opt-ins by the total traffic to that page. For example, if you had 37 new email subscribers last month from 176 visitors, your conversion rate would be 21%, which is generally pretty decent.
If your conversion rate isn’t where you want it, consider adjusting key elements like the headline, offer, or form simplicity. This is also a great opportunity for A/B testing, which can reveal what really moves the needle in terms of conversions.
4. Conversion Rate of Your Free Consultation Request Page
If your free consultation page isn’t converting, it might be a sign that something’s off.
It could be the copy, layout, or even the number of questions on the form. It might also mean your service offering doesn’t fully resonate with prospective clients. A low conversion rate here suggests you could be missing out on potential clients.
To measure this conversion rate, use the same method as with your landing page: divide the number of consultation requests by the total visitors to this page.
Improving this conversion rate might involve tweaking the headline, copy, or page layout, or adding trust elements like testimonials. You might also try adjusting the questions on your consultation form or even offering a slightly different service.
5. Number of Leads Generated
Ultimately, your lead volume is what fuels your business growth. If your conversion rates are solid but your lead numbers are still low, it could mean you’re not attracting enough traffic to your site.
By “leads”, I mean anyone who’s taken a clear action on your site, such as opting into your lead magnet or requesting a consultation. These leads might be in different stages of your sales funnel, but both are valuable.
If you’re not seeing enough leads and your traffic is low, focus on driving more visitors to your site through SEO, paid ads, or social media outreach.
On the other hand, if traffic is high but leads remain low, revisit your conversion strategies on your “money” pages, as discussed above.
Conclusion
Focusing on these 5 key metrics will give you a clear picture of your website’s performance — and, more importantly, what you can do to improve it.
There are many other metrics you could track, but most end up being just noise. The key is to zero in on what really matters so you can make changes that genuinely move the needle.
By tracking overall traffic, visits to your money pages, conversion rates for landing and consultation pages, and the number of leads generated, you’ll have a solid foundation to ensure your website is truly serving your business.
