Attention is not revenue (ask Twitter… I mean “X”)
Last year, I worked with a small-batch coffee shop that taught me one of the most important lessons I now share with every founder:
More website traffic can’t save a broken sales funnel.
The brand? A beautiful third-wave café helmed by a bubbly husband and wife duo. We’ll call them Mr. & Mrs. Brew.
Their team had just launched a direct-to-consumer coffee subscription:
- Locally roasted beans delivered monthly
- Branded packaging and a gorgeous photoshoot
- A feature in the local alt-weekly
Launch week looked like a success on the surface. Hundreds hit the site. Dozens of DMs rolled in saying, “This is such a good idea!”
But two weeks later?
Only 12 people had subscribed.
The problem wasn’t driving traffic to their site. It was converting visitors into paid subscriptions.
When we dug in, we found eight critical gaps.
Fixing those became the system Mr. & Mrs. Brew used to turn things around. It’s now the system I walk every…