Is Your Website Working as Hard as the Rest of Your Marketing?
Questionnaire and Guide
Many businesses invest in social media, ads, email marketing, retail partnerships, or SEO without ever stopping to ask a simple question:
Is my website actually contributing to business growth?
I’m not talking about traffic, rankings, or impressions.
When I say “business growth” I mean:
👏 Revenue.
👏 New customers.
👏 Email subscribers.
👏 Qualified leads.
This guide will walk you through a simple process for identifying whether your website is helping or holding back your marketing efforts.
Together, we will be answering 5 questions:
Where does your website revenue come from?
How profitable is each channel?
Is organic search bringing in new customers?
What pages drive organic revenue?
What other conversions are happening?
I’ll guide you through it so you know how to find and interpret the data, and at the end, you’ll use your results to determine your best next steps.
So get comfortable, pull up some data, and lets take a look together…
Step 1: Where Does Your Website Revenue Come From?
Priority number one is to know where revenue is coming from now. You’ll want to look at all of your website revenue channels. If you also generate revenue on other sales channels, you’ll need to find that data separately.
Revenue By Traffic Channel
Where to find this data…
In Shopify: Sales by referrer
In GA4: Revenue by channel
What to note…
Write down the percentage of each traffic channel and ask yourself these questions:
Which channel drives the most revenue?
Is organic search a major contributor or minor contributor?
If your ad account (or top referrer) disappeared tomorrow, what would happen?
What does this mean?
✅ If organic search contributes 20%+ of revenue and is growing, that’s generally a positive sign.
⚠️ If organic search contributes less than 15%, that may indicate a growth opportunity.
⚠️ If organic contributes 15% but most (like 40% or more) revenue comes from one paid channel, that may indicate channel dependency risk.
Step 2: How Profitable Is Each Channel?
Revenue and profit aren’t the same thing.
For example, Meta ads might be generating $10k in revenue, but after ad spend, agency fees, and creative costs, the profit may be much lower.
Where to find this data…
Take your revenue data from Step 1 and subtract all spending required for that channel this month.
What to note…
Which channels are the most expensive?
Which channels produce the highest/lowest margins?
Are you overly dependent on the channel with the tightest margins?
Step 3: Is Organic Search Bringing in New Customers?
If you have 10-15% of your revenue coming from Organic Search, you might be thinking, “hey that’s great!”
But I’m here to tell you that probably doesn’t mean what you think it means.
Most websites I see at this range, are only getting organic search traffic from brand name searches.
That means that no one is actually discovering you from organic search. They already know you exist.
And that’s not the goal.
Where to find this data…
Open up your Google Search Console.
Look at your Top Search Queries that have clicks.
Ask yourself…
Are people finding you from:
brand name searches 👉 (people already know you exist)
product type searches 👉 (people are shopping for what you sell)
problem searches 👉 (people are discovering your answers)
What does this mean?
✅ If you have clicks from all types of searches, that’s generally a healthy mix.
⚠️ If you only are getting clicks from brand name searches, that’s a huge opportunity gap.
⚠️ If you have clicks from brand name plus ONE of the other two, you have a good start and now know which gap to close
Step 4: What Pages Drive Organic Revenue?
Look at your top organic landing pages. It can tell you a lot about if your website is contributing to revenue.
Where to find this data…
Google Search Console: “Pages” tab
Google Analytics: Landing Page
Shopify: Sessions by Landing Page
What to look for…
Are people coming to your website to:
product pages 👉 (good sign and these can convert directly)
collection pages 👉 (also strong sign with high-intent searches)
blog posts 👉 (potentially good, but only if they lead people somewhere)
homepage 👉 (often from brand searches)
Ask yourself…
Which pages generate revenue?
Which pages generate organic traffic?
Are those the same pages?
What does this mean?
✅ Product and collection pages drive traffic and revenue
This is often a sign that people are finding your business while actively searching for products, categories, or solutions you offer.
✅ Blog posts and educational content drive traffic
This can be a strong sign that your website is reaching potential customers earlier in their buying journey. The key question is whether those visitors have a clear next step after they arrive, such as joining your email list, exploring products, or visiting related pages.
⚠️ Most traffic lands on your homepage
This can sometimes indicate that the majority of your organic traffic comes from branded searches, meaning people already know your business exists. Take a closer look at your search queries to determine whether you're being discovered by new customers or primarily found by existing ones.
Step 5: What Other Conversions Are Happening?
Not every visitor is ready to buy immediately.
Many customers need multiple interactions with your business before making a purchase.
That's why it's important to look beyond revenue alone.
Where to find this data…
Google Analytics: Events
(events will depend on your business and what you have set to track)
What to look for…
Look at other actions people take after finding your website:
Email signups
Consultation requests
Contact forms
Sample requests
Quiz completions
Store locator visits
Product page views
If organic search is helping generate these actions, it may be contributing more value than revenue reports alone show.
If your website doesn't provide clear next-step opportunities like these, that may be one of the biggest growth opportunities to address.
Ask yourself…
Are visitors from organic search taking these actions?
Which actions happen most often?
Do certain pages generate more conversions than others?
Are people moving deeper into the website after they arrive?
If someone isn't ready to buy today, is there another way for them to stay connected to your business?
What does this mean?
✅ Organic visitors are generating revenue
This is the clearest sign that your website is contributing directly to business growth.
✅ Organic visitors are signing up for emails, requesting information, or taking other meaningful actions
Even if revenue isn't immediate, these visitors may still be entering your sales funnel and becoming future customers.
⚠️ Organic visitors are arriving, but taking little or no action
This may indicate a gap between traffic and business results.
Take a closer look at your landing pages and whether visitors have a clear next step after arriving.
⚠️ You aren't currently tracking any conversions beyond revenue
You may be missing important insights into how your website supports customer acquisition and long-term growth.
Results: Which Statement Sounds Most Like You?
A.
I couldn't find most of this information.
You may need better reporting and measurement before making marketing decisions.
Recommended Next Step
Here is some content that could be helpful to you. 👇
B.
Organic search contributes very little to our business.
You may have a website growth opportunity.
Especially if:
Organic contributes little revenue
Organic contributes few leads
Most searches are branded
Recommended Next Step
👉 Organic Revenue Build
A 90-day growth plan and implementation project focused on turning your website into a stronger acquisition channel.
C.
We've invested in SEO, but the business results aren't there.
You may need an Organic Revenue Reset.
Especially if:
You've worked with an SEO provider
Traffic increased but revenue didn't
Rankings improved but leads didn't
You can't clearly connect SEO to business outcomes
Recommended Next Step
👉 Organic Revenue Reset
A 90-day engagement focused on identifying what’s working, what’s not, and rebuilding your SEO efforts around business outcomes.
D.
Organic search is already contributing meaningfully to growth.
Great! Keep doing what you’re doing!
You may be ready for advanced growth strategies rather than foundational improvements.
Recommended Next Step
Here is some content that might interest you. 👇
About Jessica Stegner SEO
Hi, I’m Jessica! I’m a Seattle-based SEO Strategist who helps growing businesses build predictable, sustainable revenue by attracting customers who are ready to buy through SEO strategies aligned with business goals.
Most SEOs report on traffic and rankings. I report on revenue.
After a decade as a teacher (so yes, I can definitely explain SEO like you’re five), and years of travel writing, I found my true calling in making websites work smarter, not harder. Whether it’s implementing it myself, or guiding your team, I’ve got your back. Learn more about Jessica Stegner.