e-dreaming

Okay, maybe it's not really a "conspiracy" but there are certainly a lot of folks who would like you to believe that the most important key to building a successful website is to drive/increase traffic.  Those who are the most adamant about the importance of driving traffic often have a lot to gain from this emphasis, e.g. Google, SEO/SEA firms, etc.  If these companies can convince you that the best way to profit from your website is to increase traffic, they profit, i.e. paying for Google advertising or agency fees to improve SEO, whether you profit or not.

Now on the surface, it is obvious that the more customers you can drive to your website, the more profitable your website will be.  However, if your website design and content organization is such that you only convert a small portion of those visiting your website into paying customers, then driving additional traffic may be the most expensive way to increase the business generated by your website.  What if you focused your time, attention and money on giving those that are already coming to your website a superior experience, and made it easy for them to do business with you?