Why JLB Just Declined a New SEO Project (And Why That’s a Good Thing)

We recently had a business reach out to us in total frustration. Their complaint?

“We’ve spent thousands on SEO and barely seen any return. We heard JLB is Nashville’s go-to for SEO.”

Flattered? Absolutely. But we didn’t give them the answer they expected.

Here’s what we told them:

“You don’t need better SEO—you need a better website experience.”

The Real Issue Wasn’t SEO

On paper, their SEO wasn’t terrible. They ranked for several relevant keywords. Traffic was coming in. But none of it was converting—no phone calls, no form submissions, no customer actions.

Their instinct was to double down on SEO. More blogs. More backlinks. More keyword stuffing. But that would’ve been like pumping more water into a leaky bucket.

Yes, some of the traffic was low quality—thanks to outdated SEO practices. But even the qualified visitors weren’t turning into leads.

Where the Website Fell Short

Here’s what we found after digging into their site:

• Weak Calls-to-Action: Vague language like “Get Started” or “Learn More” with no urgency or clear benefit. Worse, CTAs were hard to spot in the first place.
  
• Zero Trust Builders: No testimonials, no case studies, no recognizable client logos—nothing to back up their credibility.
  
• Feature Overload: Their messaging was all about what they offered, with no focus on customer pain points or real-world benefits.
  

This wasn’t a visibility problem. It was a conversion problem.

What JLB Did Instead

We made it clear: we wouldn’t touch SEO until we created a site that was set up to earn conversions. So here’s what we focused on first:

• Rebuilt key landing pages to highlight outcomes, not just offerings.
  
• Added real social proof like client testimonials, recognizable brands, and specific results.
  
• Overhauled CTAs with persuasive copy that actually motivated action.
  
• Used internal feedback from their sales and support teams to align messaging with real customer challenges.
  

Guess what? We didn’t tweak a single meta title or chase new rankings. But here’s what happened:

• Time-on-site increased
  
• Conversion rates jumped
  
• Revenue improved
  

Why Your Website Matters in 2025

Too many businesses are still trapped in the mindset that more traffic equals more success. But if your site isn’t built to convert, traffic is just noise.

At JLB, we do things differently than the typical agency. We won’t sell you on SEO unless it makes sense. Our focus is on sustainable growth—and that starts with a website experience that works.

Want to Maximize the Traffic You Already Have?

Before you throw more money into SEO or ads, try these quick wins:

1. Audit your CTAs – Are they visible, actionable, and benefit-driven?
   
2. Build trust – Showcase testimonials, Google reviews, certifications, awards, or anything that gives visitors confidence.
   
3. Refocus your messaging – Shift from “what we do” to “how we help.”
   
4. Mine your data – Use insights from support tickets, sales calls, and client feedback to improve messaging.
   
5. Evaluate user experience – Is your site mobile-optimized, fast, and intuitive to navigate?
   

Need a Partner Who Puts Performance First?

If your SEO campaigns aren’t bringing results, maybe SEO isn’t the issue.

Let’s talk about what’s really going on. JLB is here to help you turn your traffic into tangible leads and long-term growth. Contact our team and let’s get started on your project!