Early last year, I launched a nutrition site called Is It Keto. From November 2018 until March 2019, the site was my full-time focus. Every month, visitors increased by 50% to 150%, an exhilarating growth rate that far outpaced any of my previous projects.

There was only one pesky detail standing between me and tremendous profits: money. For every dollar I spent on the site, I earned back ten cents. For my non-business-savvy readers, a -90% return on investment is considered less-than-stellar. At the end of March, the site’s financial future seemed bleak, so I shelved the project.