It is possible to have strong organic traffic numbers and still feel disappointed with leads. When this happens, it is helpful to step through a few questions about who is arriving, what they see, and how easy it is to take action.

Check whether the right audience is arriving

• Review which queries bring visitors to your main landing pages.
• Confirm that those queries match the services you most want to grow.
• Identify content that attracts plenty of views but very little qualified interest.

If many visitors come for topics that are adjacent but not central, you may need to steer your Information Center toward more aligned questions.

Look at calls to action and next steps

• Ensure that high intent articles have clear, modest next step options.
• Check that forms are visible on both desktop and mobile screens.
• Reduce friction by limiting fields to what you truly need at first contact.

Often, a small set of adjustments to topics and on page calls to action is enough to move organic traffic closer to the outcomes you want.