How to Convert More Leads Into Opportunities with these 3 Types of Traffic

By Jason Swenk on August 19, 2015

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Understanding your traffic and how to convert more leads to opportunities

I get questions all the time about how to drive more traffic to an agency website. I’ve developed a great program for generating leads but first I think it’s important to really understand the three types of traffic and how to talk to them in order to convert them from being just traffic to being an opportunity.

Here are the 3 types of site traffic and what you need to know about each.

  1. Traffic You Own – this traffic has opted in and asked for you to market to them. You have contact information such as email address, phone number, and they belong to your list.
  2. Traffic You Control – this is traffic you are steering toward your website or landing page using AdWords, PPC, Facebook ads, etc. You are in control of how they found you and what they know about you.
  3. Traffic You Don’t Control – things like search engines and PR drive this type of traffic to your site but you don’t have any control of it.

Once you understand where your traffic is and isn’t coming from, you can categorize them as cold, warm and hot leads, then determine how to talk to them.

Cold Traffic

Cold traffic has little to no idea who you are or what you have to offer. The best way to educate them further is to identify a problem they have and direct them to a landing page for solving it. Using this question and payoff as your lead magnet is a great way to turn cold traffic into traffic you control. (My example: “Are you constantly relying on word of mouth and referrals to generate leads?”)

Warm Traffic

Warm traffic has heard of you and is somewhat familiar with who you are and what you do. You can convert warm traffic to Traffic You Control by leading with a question about an outcome they desire. (My example: “Do you want to grow your agency to a 7 or 8 figures?”)

Hot Traffic

Hot traffic knows who you, understand what you do and how you can help solve their problem or deliver something they desire.You can lead off with your sales proposition because they already know, like, and trust you.

Using this information you should now be able to gauge the temperature of your different types of traffic and where they’re coming from, then move forward with speaking to them in a way that increases conversions.

You can read more about how I generate leads, including the 5 systems I use (for free) by heading over to And, if you like this advice you can watch my live broadcasts on Periscope or subscribe to my YouTube channel where I post regular videos to help you learn to grow and scale your business.


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