Traffic Loss Magento site, what is the reason? Review and advice only, no actual site work yet.

Hi all, before I get into the project details three things. 1 - Sorry, but I'm posting this again as an hourly project as I may want more than one person to review the situation and give some ideas to fix it. At this point I don't need you to do any of the fixes, just review and tell us what is wrong. Later we may choose to have a new project to fix things. 2 - Do you just need the website URL or do you need access to Magento? If yes, can we give you a "view only" role in Magento 2.4? At this point we don't want to give full access to any part of the site. 3 - We will give a "view only" access to google analytics, but do you need access to AWS server? if so can we give you "view only" access to AWS server? Project details: We are a custom T-shirt and promotion product company in Canada. In the last few months we had a steady drop in traffic to our site. We upgraded last year from Magento 1 to Magento 2 without loss of traffic. On January of this year 2021, we upgraded to Magento 2.4 and moved server to an AWS server and we have steadily lost traffic since. For some reason even with the economy opening up in Canada our site keeps losing traffic and this is reflected in much lower email leads coming in. We increased PPC spend to compensate. We want our site checked for the possible reason for the traffic loss beyond regular improving SEO. This may also lead to future work with us. Thank you!