A website alone won't bring in sales. Here's what business owners need to know.
I had a frustrating and thought-provoking meeting with a client not so long ago. We made her a professional eCommerce site. The design was good, the user journey was thought of, and the backend operated as it should. After the build was done, she signed up for continuous website maintenance, which includes things like security upgrades, backups, and making sure the site works properly.
But that’s all she put into it. She didn’t choose to have any ongoing SEO help. She didn’t run advertisements on Google or Meta (Facebook and Instagram). But after a few months, she said my business stole her money and that she wasn’t getting any sales.
This isn’t the only story like this, which is why I’m writing this article.
Let’s discuss about the things a website can and can’t perform by itself.
A website is not a salesperson; it is a shopfront.
Imagine that your website is a charming store in the woods. The shelves are full, the atmosphere is nice, and the checkout works, but there is no road to get there. No signs. No fliers. No one knows it’s there.
That’s what happens when you start a website without spending money on SEO or ads. Yes, it does exist. It’s ready to do business. But if you don’t aggressively tell people about it, your store will stay silent.
eCommerce Needs SEO and Advertising
If your site isn’t optimised to show up in Google when people search for “buy handmade candles” or “best skincare for sensitive skin,” they won’t see it. SEO helps your website show up in search results when people are looking for what you offer.
Advertising works differently, but it’s just as crucial. It shows your business to the proper individuals based on what they like, how they act, and what they search for. Google and Meta are two of the best platforms for this. If you actually use them, they help small businesses compete with bigger ones.
Maintenance is like oil for the engine, not petrol
It’s crucial to keep your website up to date. It keeps your site safe and working well. But it doesn’t get people to come. It doesn’t help you get seen. It doesn’t turn visitors into paying consumers. It’s like checking to see if your car is in good shape, but it won’t go anywhere unless you fill it up and drive it.
What I Wish More Business Owners Knew
I understand. You put in time and money to build a website, therefore you expect it to work. The website is only the start. You need to maintain spending money on visibility if you want it to work for you and help your business develop.
This doesn’t mean spending hundreds on ads every month, especially at first. It means being smart. Put money on search engine optimisation. Run a few ad campaigns that are well-targeted. Keep an eye on the data. Change. Get people to listen. Be consistent.
There isn’t a magic button. There is no “build it and they will come.” Build it, keep it up, promote it, make changes to it, and keep going.
Final Thought
If your business’s website isn’t getting much traffic, the problem is probably not the website itself. You can remedy this by making sure more people see it. Just make sure you’re putting money into the elements of the process that get customers to your digital door.
Because even the best store in the world can’t sell anything if no one comes in.
FAQ's about Websites
Because having a website is only one part of the puzzle. If no one knows your site exists, they can’t buy from you. You need ongoing traffic through strategies like SEO and advertising to attract potential customers.
Maintenance ensures your website is secure, updated, and functional — but it doesn't bring in new visitors or generate sales. Think of it as upkeep, not marketing.
If you want consistent sales, especially for an eCommerce site, then yes. SEO builds organic traffic over time, while advertising brings in immediate, targeted traffic. Both play an essential role in growing your online business.
