Thousands of searches. Almost no clients.

That's where Richard Reid's website was when we started working together. Richard is a psychology-led leadership coach for founders, CEOs and senior leaders, and his site was ranking. Just not for the right people.

When I sorted every search the site appeared for by intent, 60% were people researching psychology topics. Only 5% were people actually shopping for a coach.

So instead of chasing more traffic, I rebuilt the strategy around that 5%:

Mapped the private pressures each of his three audiences carries, from the 3am thought to what they're really buying

Separated his two sites so they stopped competing for the same searches

Restructured the service hubs

Rewrote the homepage and about page to lead with who he helps and what he solves, with one clear route to a consultation

The old homepage said "Elevate Your Leadership with Richard Reid". The new one tells a founder or C-suite leader, in the first line, that this is for them.

Both pages are live. Full case study on my profile.

If your site gets traffic but not enquiries, the fix usually isn't more traffic. It's knowing which visitors matter and writing for them.

So cool! It’s a great reminder that more traffic doesn’t always mean better results. Understanding search intent and speaking directly to the right audience really can make all the difference. I especially like how the strategy focused on turning the existing traffic into...

Great copywriting isn’t just about writing beautiful words; it’s about creating connections, building trust, and turning interest into action.

So true. Good copy doesn't just capture attention, it gives people a reason to care and take the next step. That balance between connection and conversion is what makes copywriting so powerful.