The Vanity Metric Trap: Why Likes Don’t Pay the Bills

Every business owner loves seeing a post get 100 likes. It feels like progress. But at the end of the month, those likes don’t pay the salaries, and they don’t cover the rent.

In 2026, we are living in the age of “Empty Engagement.” It’s easier than ever to get followers, but harder than ever to get enquiries.

At Web Services Malta, we believe marketing should be measured by one thing: Business Growth.

1. The Difference Between “Reach” and “Revenue”

A post can go viral and reach 10,000 people, but if those people aren’t your target audience in Malta, that reach is worthless.

• Vanity Metrics: Likes, followers, and video views.

• Action Metrics: Contact form submissions, WhatsApp clicks, and phone calls.

2. Why Enquiries are the Only Metric That Matters

Enquiries represent intent. When someone reaches out to ask about your services, they have moved from a “passive scroller” to a “potential customer.” If your website looks great and has plenty of traffic but isn’t generating emails or calls, your digital strategy is broken. You have a “leaky bucket” that needs fixing.

3. How to Shift Your Focus

To move from “Likes” to “Leads,” you need three things:

• Targeting: Reaching the people who actually need your service.

• Clarity: A website that tells them exactly what to do next.

• Frictionless Contact: Making it as easy as possible (like a one-click WhatsApp button) for them to reach you.

Summary: Stop Chasing Clout, Start Chasing Conversions

Marketing is an investment, not a hobby. If you aren’t seeing a return in the form of real-world enquiries, it’s time to change your approach.

Get a Strategy That Grows Your Business:

• 🌐 Web: www.webservicesmalta.com

• 📞 WhatsApp: +356 7944 2718

• 📧 Email: info@webservicesmalta.com