E1095: Most businesses think they need more SEO traffic.

But if the page does not convert, more traffic just means more wasted visitors.

I talk with Irwin Hau, founder of Chromatix and ConversionCow, about why SEO pages, landing pages, homepages, service pages, and blog posts fail to turn visitors into leads.

Irwin has audited close to 70,000 websites over 17 years. After seeing that many pages, he has noticed the same problems show up again and again.

We talk about: - Why ranking on Google is only half the battle - What happens after someone clicks from SEO - The four questions every page needs to answer - Why people do not trust most landing pages - How weak calls to action kill conversions - The "one, two, three" CTA framework Irwin uses - Why every frame of the page should have a clear next step - How to make CTAs visible without making the page feel too aggressive - Why a phone number in the top right still matters for many businesses - Why broken forms and wrong click-to-call numbers cost businesses leads - The form fields Irwin recommends for service businesses - Why businesses should test their own forms every month - How to turn blog traffic into leads - Why tools, calculators, PDFs, videos, and quizzes can make SEO pages convert better - Why proof density matters - How testimonials, case studies, awards, certifications, and real photos build trust - Why AI-looking images can hurt trust - Why overly polished content can feel less believable - How bad SEO pages create poor user signals - Why satisfying search intent above the fold is so important - How clutter hurts conversions - Why some pages need less content, not more - How one-page UX changes can increase leads - Why mega menus can help B2C and service websites when used correctly - Why people should improve pages that already rank before chasing more traffic

We also get into the connection between SEO, user signals, trust, and conversion.

If someone lands on your page from Google and immediately goes back to the search results, that is not just a conversion problem. It can become an SEO problem too.

The goal is not just to get the click.

The goal is to make the person understand who you are, what you do, why they should trust you, and how they can take the next step.

This episode is for SEOs, business owners, agencies, SaaS companies, local businesses, and anyone getting traffic that is not turning into leads.

⭐️ Irwin Hau on LinkedIn - https://www.linkedin.com/in/irwinhau/ ⭐️ Irwin Hau's agency, Chromatix - https://www.chromatix.com.au/ ⭐️ Irwin Hau's tool, ConversionCow - https://www.conversioncow.com/ ⭐️ Irwin Hau's website - https://irwinhau.com/

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Meet Erwin the Auditor 03:22 Four Conversion Questions 05:44 Heart Head Hands Framework 07:41 Move Readers Down Funnel 09:25 Lead Magnets That Work 11:41 Popups and Chat Widgets 14:41 CTA Count and Placement 19:03 Common Conversion Mistakes 22:41 Test Your Own Website 25:47 Case Studies and Patterns 29:32 Menus and UX Clarity 35:34 Trust Signals for SEO Pages 38:19 How To Lose Trust 38:43 Above The Fold Selling 40:55 Four Writing Modes 41:47 TLDR For Search Intent 43:13 Interactive Content Tools 46:16 Update Winners Only 47:53 Mount AI User Signals 51:11 Authenticity Beats Perfect 53:36 Testimonials Timing Tips 01:00:59 H1 Versus Benefit Line 01:03:40 Above Fold By Business 01:08:00 Ecommerce Page Structure 01:14:10 Keyword Stuffing Reality 01:17:16 Post Purchase Feedback 01:18:22 Ten Minute Website Audit 01:23:34 Wrap Up And Where To Find

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

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