Traffic is people arriving. A lead is someone the business can respond to. The gap is the page, the offer, and the follow-up. A popular article that never points at a service will not fill a pipeline.
Look at which pages receive visits and whether those pages ask for the right next step. Then look at whether anyone owns the reply. Fix that before you buy more visits.
Report both numbers. A chart of sessions alone will flatter a site that does not sell.