3 Things You Must Know To Turn Strangers Into Paying Clients

Getting more clients isn’t always about finding more people.

It’s about controlling where those people come from to see your website (this is called traffic) and turning that traffic into customers you can reach anytime you want.

In this short article, I’ll break down the 3 types of traffic your business can attract, how they work, and how to move people through them so you get more clients and save time.

Let’s dive in.

1 - Traffic You Don’t Control

This is the “stranger zone.”

These are people who come across your social media profile, your Google Business listing, etc, without you doing anything to bring them in directly.

You don’t know who they are, or if they’ll ever see you again.

But here’s the good news: this kind of traffic is still useful. You just need to make sure when people do stumble upon your business, they know exactly what you do and how to take the next step.

That means:

• Letting them know exactly what they need to do next (like “Book a Free Quote Today” or “Get a Free Inspection”).

• And posting content that builds trust fast (like showing results, happy customers, or quick tips).

But that’s still not enough. Your goal here is to turn “traffic you don’t control” into…

2 - Traffic You Control

Traffic you control is when you can control who sees your marketing..

This includes Facebook Ads, Google Ads, Instagram Ads, or YouTube Ads. On all of these platforms, you can control who sees your ads, and only people in your chosen audience will see your ads. No one else.

You choose your target audience, for example:

• “Homeowners in Milton Keynes” (Facebook + Instagram Ads)

• “People searching for ‘roof repair near me’” (Google Ads)

• “Business owners within 10 miles of Watford” (Facebook + Instagram Ads)

And boom. Your business gets in front of the right people.

But here’s the catch: while you can control who sees the ads, you still don’t 100% own that audience. Here’s what I mean:

If Facebook or Google decided to ban your ad account tomorrow (which happens a lot more than you’d expect, for seemingly no reason), your traffic disappears overnight.

That’s why the smartest local businesses don’t stop here. They use their ads to move customers to the final stage…

3 - Traffic You Own

Traffic you own means you can reach people directly, anytime you want, without paying for ads.

This includes:

• Email lists (like a weekly newsletter).

• Text message lists.

• Past customers’ phone numbers.

• Even a private Facebook group.

These people already know you, trust you, and are way more likely to buy again.

Think of it like this: “Traffic you don’t control” is like strangers walking by your business. 

“Traffic you control” is like paying someone to bring them in. 

“Traffic you own” is like having their phone numbers saved, so you can text them whenever you’ve got a deal or special offer.

See the difference?

When you own the traffic, you save time and money. No need to “chase” new clients every week.

How To Move Customers Up The 3 Levels

Now that you know the 3 types of traffic, here’s how to move people from one level to the next using something I call the ACN formula:

Step 1 - Attract Them: 

Post helpful content and run ads that solve real problems.

For example: “3 Signs Your Roof Needs Repair (Before It Leaks).”

Step 2 - Capture Them:

Offer something valuable in exchange for contact info.

For example:“Download our free roof inspection checklist” or “Get a free 5-minute quote.”

They give you their email or phone number, and now they’re your traffic.

Step 3 - Nurture Them:

Send helpful tips, before/after photos, and updates. Stay in touch even when they don’t need your service right now.

So when they do need your service, they already know who to call. You’re seen as THE person for your service.

What To Do After Reading This Article

If you only rely on social media or ads, you’ll always be renting your traffic.

But when you build your own list, you start owning your audience.

It’s the difference between chasing clients and having them come back to you again and again.

So here’s your action plan for this week. Just do one of these 3, and you’ll be ahead of 99% of businesses that don’t even know about the 3 levels of traffic you just read about:

1. Post something valuable on social media (to attract potential clients).

2. Run a simple ad targeting locals in your area (to control who sees your ads using targeting).

3. Offer something free in exchange for an email or phone number (to own the traffic you get).

Do that, and you’ll never have to worry about where the next client is coming from again.

If you found that helpful, check out some other articles on this page! There are over 50, so no shortage of good reading material.

Thanks for reading,

Filip Szemiczek