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Traffic to Customers, A Marketing Strategy That Converts featuring Michelle Sharritt
This Webinar
If you’ve ever searched…
“Why is my website not converting?”
“How to turn website traffic into leads”
“Best marketing strategy for small business”
“SEO vs social media ROI”
“How to improve website conversion rate”
…this webinar was built for you.
In this high-impact session, Michelle Sharritt breaks down a clear marketing strategy to turn website traffic into customers, not just clicks, likes, or empty metrics.
This SEO-optimized recap is designed to help business owners and staffing agencies understand what actually drives conversions, and where marketing dollars often get wasted.
Why Most Small Businesses Struggle With Marketing ROI
One of the most common search phrases today is:
“Why isn’t my marketing working?”
Michelle addressed this directly.
Many small business owners are:
Paying monthly SEO retainers without knowing what’s being improved
Running Google Ads without tracking real ROI
Investing heavily in social media without measurable results
Generating website traffic but no inquiries
What’s the core issue of turning website traffic into customers?
Marketing is amplifying a weak foundation.
If your messaging is unclear, your audience is undefined, or your website lacks a strong conversion path, no amount of traffic will fix that.
Marketing does not create clarity.
It amplifies what’s already there.
Website Traffic Doesn’t Equal Conversions
Turning website traffic into customers means:
Building ongoing relationships, not one-time applications
Showing caregivers who you are and how you support them
Creating systems that nurture candidates over time
Staying visible where caregivers already spend time
For home care and nanny agencies, recruiting is now a marketing and relationship strategy, not just a hiring task.
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The Strong Marketing Foundation Framework
People frequently search:
“How to build a marketing foundation”
“Marketing strategy for service businesses”
“Small business marketing plan template”
Michelle’s framework to turn website traffic into customers is simple and practical.
Step 1: Clarify Your Audience
Stop saying, “We help everyone.”
Instead, define:
Your industry
The specific problem you solve
The outcome your client wants
For example:
Instead of:
“We provide staffing services.”
Say:
“We help home care agencies reduce scheduling chaos and fill last-minute shifts fast.”
Clarity converts.
Step 2: Improve Website Messaging
Your website should focus on:
Client pain points
Outcomes
Testimonials
Case studies
Clear differentiation
People search for solutions, not features.
Instead of listing what you offer, explain:
What problem you solve
How life improves after working with you
Why someone should trust you
Trust signals matter:
Google reviews
Testimonials
Case studies
Real stories
For example, nanny agencies can increase conversions by sharing real-life stories of last-minute coverage that saved families during emergencies.
Stories sell.
Step 3: Simplify Conversion Paths
Another common search phrase:
“How to increase website conversion rate”
Michelle emphasized:
Remove redundant contact buttons
Avoid vague calls to action like “Let’s grab coffee”
Replace with direct, clear commands
Examples:
“Book a Consultation”
“Request Pricing”
“Schedule a Call”
“Apply Now”
Too many options create friction.
Simple paths turn website traffic into customers.
Best Marketing Channels Ranked by ROI
Many business owners search:
“Best marketing channels for small business”
“SEO vs social media for leads”
“Does social media actually convert?”
Michelle ranked marketing channels by effectiveness.
1. Referral Traffic, Highest ROI
Referrals convert best because trust is built in.
When someone says, “You need to talk to this company,” conversion rates skyrocket.
If you want more leads:
Ask for referrals
Build partnerships
Create client follow-up systems
Referral systems outperform most paid traffic.
2. SEO and Google Search
Search engine optimization remains one of the strongest long-term strategies to turn website traffic into customers.
People actively searching for:
“Staffing agency near me”
“Home care software”
“Nanny placement agency”
“Marketing strategy for service business”
…have intent.
SEO works when:
Content matches search intent
Keywords are strategically used
Pages are structured clearly
FAQs answer real questions
Michelle advised that once foundational SEO work is done, constant “monitoring” retainers may not be necessary if keywords remain stable.
The key is strong initial setup.
3. Google Ads
Google Ads can generate fast traffic, but only if:
Targeting is precise
Landing pages match ad messaging
Keywords are tightly controlled
Irrelevant clicks are eliminated
Poor management leads to wasted spend.
Active monitoring is critical.
4. Email Marketing
Email performs well when content is:
Relevant
Industry-specific
Timely
Educational
Generic newsletters get ignored and do not turn website traffic into customers
Michelle’s team researches trending industry topics weekly to improve engagement.
That’s how you increase click-through rates.
5. Social Media, Often Lowest ROI
This surprises many business owners.
Social media often consumes the most time but generates the least direct revenue for service businesses.
If you’re searching:
“Is social media worth it for small business?”
“Why isn’t Instagram generating leads?”
You’re not alone.
Michelle recommends:
Track actual lead generation from social.
If the ROI isn’t measurable, reallocate time toward higher-converting channels, that’s how you turn website traffic into customers.
The One-Thing Improvement Strategy
Another powerful takeaway:
Do not try to fix everything at once.
Instead, improve one area at a time:
Audience clarity
Website messaging
Conversion paths
SEO content
Landing pages
Google Ads targeting
Small improvements compound.
Steady growth beats chaotic changes.
Final Takeaway: Traffic Is Only Step One
The webinar title says it clearly:
Traffic to Customers
Traffic alone is not success.
Customers are.
And customers come from:
Clear positioning
Focused messaging
Simple conversion paths
Strategic traffic channels
Measurable ROI
Marketing should feel intentional, not chaotic to turn website traffic into customers.
If you are investing in marketing but unsure what is working, start with the foundation.
Clarity first.
Conversion second.
Traffic third.
In that order.
SEO, AI, and Search Visibility
During Q&A, attendees asked about:
“How to rank in ChatGPT results”
“Does AI change SEO?”
“How to improve Google rankings in 2025”
Michelle explained:
AI tools like ChatGPT pull information from search engines and user queries.
To improve visibility:
Create FAQ pages
Write blog posts answering customer questions
Use structured content
Include keyword variations
Test search rankings in incognito mode
AI visibility to turn website traffic into customers still starts with strong SEO.
Marketing Action Checklist
If you searched:
“Marketing checklist for small business”
“How to create a marketing plan that converts”
Start here:
Define your exact audience Clarify the specific problem you solve Improve homepage clarity Simplify calls to action Add testimonials and case studies Focus on one high-ROI channel Track real conversion metrics Eliminate low-performing efforts
Marketing should feel measurable.
If it feels confusing, something foundational is missing.
Meet Michel Sharritt
Meet Michel Sharritt
https://www.cuecamp.com/
• 20+ years in software, internet, and gaming industries • Background in behavioral psychology • Co-founder of CueCamp and Situated Research • Expert in designing intuitive, high-performing user experiences • Frequent webinar host helping teams gain clarity through user research. Michel Sharritt assists businesses to turn website traffic into customers.
