Building a beautiful website is the first step toward the online success of your business. However, people often forget that a website needs traffic, actual website visitors, to bring clients. It can be achieved in two ways: organic search traffic and paid ads traffic.

Paid traffic is a quick but pricy solution because you have to pay for individual clicks, which quite often don’t turn into clients. The average conversion rate, the percentage of people who call or submit a form, on landing pages for most service businesses is around 10%. This means that in order to get 1 lead, you would have to pay for 10 clicks. Depending on the industry and location, the price of each click could be anywhere between $4 and $200 dollars.

When you optimize your website for organic traffic (SEO), you get a chance to appear at the top of the search results for free. Meaning that people can click on your links as much as they want, and you won’t have to pay for it. And if you start counting the monthly ad budget you need to compete with websites with 1,000 organic monthly visitors, the choice between organic and paid strategies becomes obvious.