Most websites we audit have decent traffic, healthy click-through rates, and reasonable time-on-site. The leads just aren’t there.
If that sounds familiar, this session is for you. Ryan Forrest, Founder and CEO of Fungi Marketing, spent 30 minutes breaking down exactly where qualified visitors drop off — and what you can start fixing this week. Watch the full replay free, or read through the key takeaways here.
The Real Problem Isn’t Traffic
When we start working with a new client who’s frustrated with their website, the story is almost always the same. Their ads have healthy click-through rates. People are spending time on the site. Engagement looks reasonable in the analytics dashboard. But the phone isn’t ringing and the contact form is collecting dust.
The problem isn’t getting people to the site. It’s what happens once they get there. A website that doesn’t convert isn’t a traffic problem — it’s a conversion problem. Conversion means one thing: someone raising their hand and giving you their contact information.
Where Qualified Visitors Actually Get Stuck
The first step is understanding your entry and exit points. Which pages are people landing on first? Where are they going from there? Where are they leaving without taking any action? This data is sitting in Google Analytics right now.
To go deeper, the tool we rely on most is Hotjar. It does two things no analytics dashboard can replicate.
Heat Maps
Hotjar generates visual maps of exactly where users click and how far they scroll. A scroll map might reveal that 64% of visitors never reach the section where your lead form lives. That one data point tells you the form needs to move up, or you need a call to action above the fold that gets people there first.
Session Recordings
Hotjar records live user sessions so you can watch how real visitors actually move through your site. You’ll see if someone starts filling out a form and abandons it halfway. You’ll see if people are clicking on something that isn’t a button, expecting it to go somewhere. You’ll catch things that internal QA would never surface — like a banner that loads over your navigation and hides your menu from mobile users.
Quick win this week: Pull up your top three traffic pages in Google Analytics and find where visitors enter and exit without converting. Install Hotjar on those pages and you’ll have real behavioral data within a few days.
Why Your CTAs Are Asking for Too Much
The most common conversion mistake on B2B websites is putting a “Book a Call” button in front of someone who found you on Google 30 seconds ago. Most visitors aren’t ready to talk to a salesperson. Asking for that commitment before they’re ready doesn’t just fail to convert — it sends them straight to a competitor who feels less pushy.
The fix is matching your call to action to where the visitor actually is in the buying cycle.
Awareness stage — They just discovered you and aren’t ready to decide. Give them something low-commitment: a short product video, a free webinar, a downloadable resource.
Consideration stage — They’re actively evaluating options and comparing providers. Offer something with more value: a free workshop, a demo request, a detailed guide.
Decision stage — They’re ready to buy or close to it. This is where “Book a Strategy Call,” “Get a Custom Quote,” and “Contact Sales” belong.
Keep the “Book a Call” button. Just don’t make it the only option. Offer a lower-commitment step earlier on the page so visitors who aren’t decision-ready still have a reason to engage with you.
The Invisible Friction Costing You Leads
Some conversion problems aren’t structural. They’re subtle — the real reasons visitors leave without knowing why. Here are the four most common:
No Social Proof
If your site doesn’t include reviews, testimonials, case study snippets, or recognizable client or partner logos, you’re asking people to trust you with no supporting evidence. Add at least one trust signal to every key page.
Unclear Value Proposition
If a visitor can’t tell what you do within five seconds of landing on your homepage, they’re gone. Your above-the-fold content needs to communicate your offer, your audience, and why you’re the right choice — immediately. If they have to scroll to figure it out, most won’t.
Slow Load Times
Every additional second of page load time costs approximately 7% of your conversions. Pages should load in one to two seconds. If yours are taking five or six, you’re losing qualified visitors before they ever see your offer. High-speed hosting isn’t a luxury — it’s a conversion requirement.
No Clear Next Step on Every Page
Every page on your site — including the thank-you page after someone submits a form — should give visitors somewhere to go next. Watch a video, read a case study, connect on LinkedIn. Keep people moving through your content even after they’ve already converted.
Pick one to fix this week: Review your top three traffic pages. Add one trust signal to the page getting the most traffic. Count how many of your CTAs are high-commitment versus low-commitment. Start with just one — don’t try to tackle everything at once.
Questions from the Live Q&A
These came in from attendees during the session. They tend to be the same questions most business owners have.
How often should a company update its website?
At minimum, weekly or bi-weekly. Updates don’t have to be sweeping — testing a new call to action, publishing a new blog post, adding a case study, or swapping out a piece of social proof all count. Search engines reward regular activity, and a stale website tells both Google and your visitors that nobody is home. Just like you’d question a company whose LinkedIn page hadn’t posted in two years, an inactive website sends the same signal.
How do you know when it’s time for a full redesign vs. small updates?
If you have decent traffic coming from multiple sources and you’re still seeing very little engagement across pages, that’s the signal to consider a more holistic redesign rather than more tweaks. A useful rule of thumb: plan for a meaningful refresh every three to five years. That tends to align with major shifts in the digital landscape — new platforms, new user expectations, and new infrastructure options.
What website metrics should business owners pay attention to most?
Start at the bottom of the funnel and work backward. First, look at conversions — phone calls and contact form fills. A healthy benchmark is roughly 5% of your traffic taking one of those actions. Then back up to page engagement time, then total page views, then ad-level metrics like click-through rate and impressions. If you can improve conversions first, you get more out of the traffic you already have before spending more to generate new visitors.
What are the first three things you look at when auditing a client’s website?
First: Is there a clear call to action? A visible phone number and a high-contrast contact button in the top right are basics that a surprising number of websites still skip. Second: Is the homepage hierarchy cohesive? Within five seconds, a visitor should understand who you are and what you do, then move logically into services and supporting content. Third: Does the site load fast and work on mobile? More than 50% of website traffic today is mobile, including in B2B. A site that overlaps or breaks on a phone is actively losing leads.
Should you use a popup to collect email addresses on your website?
People want to know they can reach you, and they want that information somewhere obvious — your header, navigation, or footer. What they don’t want is to be bombarded. If you use a popup, deploy it selectively on high-intent pages. The most defensible version is an exit-intent popup on a cart or checkout page where a last-chance offer genuinely makes sense. Applying it sitewide tends to frustrate visitors more than it converts them.
What’s the best website platform for making edits yourself without relying on an agency?
It depends on your business type. Shopify is best for e-commerce — built for non-technical users to manage products and pages without a developer. Squarespace is solid for smaller service businesses with strong built-in features and scheduling tools. For most B2B companies, WordPress with Divi is the recommendation. Divi’s front-end editor lets you click directly into any module to edit text, swap images, and adjust layouts without touching code. It works best when an agency builds the initial site and provides recorded training so you can handle day-to-day updates yourself.
