In this no-fluff digital growth training, Simon Villeneuve explains why B2B websites drive traffic but still miss the mark on leads. With over 15 years of hands-on experience, he breaks down what’s really going on beneath the surface—and how to increase website engagement. If you’re a CEO or growth leader tired of digital guesswork, this training shows you how to turn chaos into a compounding system for results.
What This Digital Growth Training Covers
- Why your website might be getting visits but not traction
- The three biggest reasons visitors bounce without taking action
- The Success Stack Framework: mindset, systems, and acceleration
- How to align digital spend with business outcomes
- What top competitors are doing that you’re not (yet)
- Common mistakes that waste budget and momentum
- A clear path to predictable lead generation
- How to build momentum that compounds over time
Increase Website Engagement: Key Points & Takeaways
- You don’t have a traffic problem. You have a traction problem.
- More traffic doesn’t guarantee more leads. Focus on the right kind of traffic.
- Most websites fail at three key areas:
- Messaging
- Customer journeys
- Calls to action
- Redesigning your site won’t fix a broken strategy.
- Mindset matters. Think like a $100M company—even if you’re not there yet.
- Build a system. Not more noise.
- Marketing is not magic—it’s methodical.
- Focus creates clarity. Clarity fuels growth.
Increase Website Engagement – Action Steps for Leaders
- Audit your messaging. Does it resonate with your ideal buyer?
- Simplify your website. One clear CTA beats 30 distractions.
- Map your customer journey using the AIDA model (Attention, Interest, Desire, Action).
- Stop doing random acts of marketing.
- Implement a flywheel system—alignment, activation, amplification, and acceleration.
- Set performance metrics: company-wide, channel-specific, and campaign-level.
- Talk to real customers. Ask them what’s working and what’s confusing.
- Invest in systems that scale, not just tools that stack.
- Don’t wait a year to fix this. Start now.
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Digital Growth Training Transcript
Welcome and Framing the Problem
Simon Villeneuve:
Hello, and welcome to this week’s training. It’s good to have you here. I’m excited to share today’s topic, which I’ve titled:
“Traffic to Traction: Why Website Visitors Leave Without Engaging.”
I’ve worked across manufacturing, transportation, and other underdigitized industries, helping CEOs and growth leaders like you turn digital friction into growth systems.
Here’s the key issue:
- You’re driving traffic.
- But leads and sales are low—or worse, not showing up at all.
- And even when you’re getting some leads, they’re not the right ones.
Sound familiar?
What You’re Probably Experiencing
- You see lots of visitors in Google Analytics.
- Your ads get impressions, but the contact forms stay empty.
- Sales and marketing are not aligned—you feel the friction.
- You’re spending money but can’t track ROI clearly.
- You ask, “What’s broken? Why aren’t we seeing results?”
Maybe you’ve tried:
- Increasing ad spend
- Redesigning your website
- Launching new campaigns
- Hiring new agencies
Still stuck?
You’re not alone.
Why Digital Feels Broken
You’re doing all the things:
- Blog posts
- Paid ads
- Email marketing
- Social media
- Sponsorships
- Networking
Yet you’re not seeing the results.
There is a gap between all this activity and actual business outcomes, and we’re here to close that gap today.
What You’ll Be Able to Do After This Training
- Build a digital marketing system that aligns spend with business goals.
- Generate qualified leads predictably.
- Create compounding momentum without wasting time or resources.
This is about alignment, leverage, and sustainability.
How I’ll Show Up For You Today
- No pitches, no fluff—just clarity.
- I’ll walk through your real challenges.
- I’ll answer common questions I’ve heard from leaders like you.
- At the end, I’ll offer a next step if you want help implementing it.
The Two Sides of the Solution
We’re going to look at this challenge from two sides:
- The Physical Side (technical, tactical stuff)
- The Psychological Side (strategic thinking and mindset)
Most agencies live in the weeds. Today, I’ll speak to you as a growth leader—because this is a leadership problem, not just a tech problem.
Who I Am and Why I Care
- I’m Simon, founder and CEO of Structure.
- I’ve spent 15+ years in digital marketing.
- I’ve helped B2B and B2C companies grow online, from startups to Fortune 500s.
- I built and sold a course company, ran content agencies, and led SaaS growth.
- Now, my mission is to help under digitized, privately-owned companies drive real ROI through digital growth.
I’m here because I believe:
Business is personal.
The 3 Core Reasons You’re Getting Traffic But No Leads
- Your messaging doesn’t connect
- Visitors don’t resonate with your words.
- They bounce because there’s no emotional or logical connection.
- Your customer journey is confusing
- People don’t know what to do next.
- Forms are clunky. Buttons are buried. Paths are unclear.
- Your calls to action are weak or missing
- You’re either not asking for the sale or asking for too many things at once.
Lead Generation Killers
These are the knee-jerk reactions that do more harm than good:
- Blindly increasing ad spend
- Redesigning your website without a clear reason
- Offering discounts just to increase website engagement
- Jumping on marketing trends or gimmicks
- Constantly firing agencies without addressing the real issue
“If you keep changing vendors and nothing’s working… it might not be them.”
Success Stacking: The Framework
1. $100M Mindset
- Think like a scaled company—even if you’re not one yet.
- Focus on major problems, not minor metrics.
- Build systems, not chaos.
2. Digital Growth System
- Stop random acts of marketing.
- Build infrastructure that supports real growth.
3. The Acceleration Loop
- Optimize what works.
- Reinvest in results.
- Create compounding momentum.
The AIDA Model: Understanding the Buyer’s Journey
Most customers are:
- Browsing
- Learning
- Planning
- Comparing
- Budgeting
Use the AIDA framework to guide them:
- Attention – First impression
- Interest – “Tell me more” moment
- Desire – “I like this” moment
- Action – “Let’s do this” moment
The actual journey is chaotic. Your job is to build clarity into the chaos.
The Digital Growth Flywheel
A system with four key components:
- Alignment – Clarify your vision and digital roadmap
- Activation – Build your website, CRM, and tools the right way
- Amplification – Create content that compounds
- Acceleration – Analyze, optimize, reinvest, repeat
Don’t amplify chaos. Align first.
Acceleration Mindset
- Don’t ask “How can we make marketing easier?”
- Ask: “How can we make our marketing better?”
Increase Website Engagement Common Misconceptions
- More traffic = more leads = more revenue – False
- Redesign the website = solved – Nope
- All leads are good leads – Not true
- Marketing ends when the lead is captured – Wrong
Know the difference between:
- Marketing Qualified Lead (MQL)
- Sales Qualified Lead (SQL)
They require different touchpoints and timing.
Information vs. Transformation
People don’t just want information.
They want confidence. They want transformation.
Focus on creating experiences that move them forward in the journey.
Increase Website Engagement Frequently Asked Questions (In the Training)
- How can we speed this up?
- Volume. More qualified traffic to a strong system.
- Expect traction in 30–90 days. Scale in 6–12 months.
- What are successful competitors doing?
- They’ve been building systems longer than you. Start now.
- How do we know if we’re measuring the right things?
- Use three layers: Leadership metrics, Manager metrics, and Specialist metrics.
- What happens after a lead comes in?
- Guide them to the next intentional touchpoint.
- Where are we losing people in the journey?
- If you don’t know, you don’t have a system yet. Start measuring.
Your Call to Action: Reflect & Move
Ask yourself:
- What dangers, opportunities, and strengths are we facing?
- What might success look like in 90 days?
- What will it cost us to stay stuck for another year?
Increase Website Engagement: Frequently Asked Questions
- What’s the first thing I should fix on my site?
- Your message. If it doesn’t land, nothing else matters.
- How fast will we see results?
- With the right system, you’ll see traction in 30–90 days. Scale comes in 6–12 months.
- Why isn’t more traffic helping us?
- Because traffic doesn’t mean quality leads. Focus on qualified visitors, not just volume.
- How do we know where we’re losing people?
- Track the journey. Use user testing. Fix the gaps.
- What are our competitors doing better?
- They have a system—and they’ve been at it longer. You can catch up.
- Is our website broken?
- Maybe. But don’t guess. Test. Clarity and conversion matter more than design.
- How do we measure success?
- Track three levels: leadership metrics (ROI), manager metrics (channel performance), and specialist metrics (creative effectiveness).
Want to install this Digital Growth System in your business & increase website engagement?
- Join a Digital Strategy Workshop ($15k – credited toward future work.)
- Only two spots are available per month – apply today
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