Sometimes organic traffic grows and leads do not. That can feel discouraging, but it is also useful information. It suggests that search engines are finding and sending visitors, but your site is not yet guiding those visitors into the next step.

Check whether you are attracting the right visitors

• Review the search queries that lead to your pages.
• Confirm that the questions match your ideal client profile.
• Adjust topics if you see a pattern of visitors who are not a fit.

Healthy lead flow starts with attracting aligned traffic.

Make calls to action inside articles clearer and more helpful

• Place simple, low pressure calls to action near the end of articles.
• Offer next steps such as a related checklist, guide, or short consultation.
• Keep forms light so they do not feel like a barrier.

Your Information Center is doing part of its job by growing traffic. With a few conversion focused improvements, you can help more of that traffic turn into conversations.