When you first built your website, what happened? Did you expect to see droves of runners racing to sign up for your events, only to hear crickets?
Your focus probably became traffic, learning how to drive people (the RIGHT people) to your race website and registration page. But then you discovered that traffic numbers don’t pay the bills. You could be driving a million visitors to your site every day, but if you’re not turning any of those visitors into paying customers, what’s the point?