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Most marketers treat internal links like an afterthought. They publish a blog post, sprinkle in two or three links to whatever comes to mind, hit publish, and move on.
A client came to me with 47 pages ranking in the top 10 for their target keywords, over 120,000 organic visits per month, and a conversion rate of 0.3%. Not 3%. Zero-point-three. They'd spent 18 months building what they called a "content machine," and the machine was running beautifully.
Your website gets 10,000 visitors a month and produces 14 leads. I know because I audited a SaaS company's site with exactly those numbers, and the founder couldn't understand why paid campaigns weren't "working." The campaigns were fine. The site was a conversion desert.