Web traffic is a funny thing. People always want more of it. I agree more is usually better. However, few business owners pay attention to the web traffic they already have. Lets say your website gets 500 visitors a month. That is a small amount of web traffic compared to the web world. If your average client pays you $3,000 a month and you convert one visitor each month into a client, then you have a great website. That means you will have gained 12 clients or $36,000 per month at the end of only 12 months. Suppose with the same 500 visitors, your website was better optimized for a call to action or lead generation and you could close just one more account.