Why Most Businesses Miss Out on Their True Sales Potential
Typically, only 2% of visitors who reach your website are ready to buy.
Out of every 100 people who land on your website, only two are ready to hit that buy button. And here’s where most people get it wrong: they focus on the 2% and overlook what’s needed for the other 98%.
I used to be one of those businesses.
We tend to believe that every visitor to our website is there to buy. We focus our energy on that moment they land in the cart. But what about those who come to you not knowing exactly what the problem is? Or those who know but aren't quite sure you are the one. What about the 98% of visitors who are still figuring out what their problem even is?
Struggling with missed opportunities.
It feels like there’s this invisible wall between you and the success your competitors seem to be having. They’re out sharing big numbers and their progress… and you’re stuck wondering why you're struggling to make the sales with the same types of answers.
It’s frustrating as hell.
You know your visitors are close—you can see the traffic, the visitor. But they’re not buying. It feels personal, like maybe there’s something wrong with you or your product. But here’s the thing: it’s not you. It’s how you’re connecting your audience.
Luck only takes you so far.
When I started my business, I got lucky. I had one client already lined up. It was that one client that pulled me from unemployed, stay-at-home teen mom to online business owner. And as it turned out, that client referred others, and before I knew it, I had a small but steady flow of work. I thought, “Great, let’s make this bigger.”
But six months in, I hit a wall. I had my initial batch of clients, but getting new sales was not happening. Nothing was working. And the more I focused on selling, the worse it got.
Here’s what I tried (and failed at):
Hyper-focusing on that 2%—I obsessed over the people who already knew me and what I brought to the table. They knew the solution and trusted the option to solve it.
Throwing things at the wall—I’d publish random content that was disjointed and really gave no value to those who were landing on my website.
Ignoring the obvious—I completely overlooked the fact that most of my visitors didn’t even know what problem they had, let alone that I could solve it.
But then, I asked myself a game-changing question: What about the others—the 98 per centers?
What if I focused on educating my audience? What if, instead of pushing my product, I started helping people understand their difficulties?
Turns out, that educating is my superpower.
Here’s what I learned:
Most advice focuses on quick wins—on closing the sale. But not old outdated advice doesn’t touch on building the long-term relationship. The time and energy it takes to build and nurture those potential clients.
That when someone shows up, they aren’t in the final stages of the journey. That most are at the beginning and just as confused as ever.
So, here’s my best advice:
1. Awareness is key.
Most people don’t even know they have a problem when they land on your site. Your job isn’t just to sell—it’s to educate. Show them why they need a solution in the first place.
2. Consideration matters.
Once they know they’ve got a problem, they need to figure out who’s going to help them solve it. This is where you come in. Keep educating, keep guiding. Show them why you’re the right choice.
3. Make the purchase seamless.
By the time they’re ready to buy, don’t make them jump through hoops. A smooth, easy buying process is key. The less friction, the better.
4. Keep the conversation going.
Once they’ve bought from you, give them more. Keep nurturing that relationship. Make them feel like more than just another sale. Stay in touch. Happy customers stick around—and they’ll keep coming back.
Focusing on long-term relationships is the best advice I can give.
Because here’s the deal: Acquiring a new customer costs five times more than retaining an existing one. And increasing customer retention by just 5%? Can boost your profits by 25% to 95%. Those numbers are hard to ignore.
What you truly want is this:
To capture your audience’s attention before they even realize they need you.
To nurture them through the ups and downs of figuring out their solution.
To build long-lasting relationships based on trust and value, not just a one-time sale.
You’ll build a business that isn’t just about quick wins but about sustainable, long-term growth. And that is where the magic happens.