When increasing traffic to your website, keep in mind that it’s generally better to drive ‘qualified traffic’, or potential customers, rather than just ‘traffic’ which could be anyone. Try focusing on these steps to help build the right traffic to your website
Step 1: Get to the top of search engines
You can increase the chance a customer finds you by using search engine optimization (SEO) tactics. These tactics include adding relevant keywords to your content, addressing text or questions your customers may be asking, making sure headings and titles are relevant to your content, and ensuring your content covers the reasons a customer would buy from you
To help develop relevant keywords:
- List all the things your business does
- Assign common words/phrases to each product
- Use these words in the content on your website
- Check the effectiveness using Google’s Keyword Planner
- Use other online keyword search tools to find new keywords (some of these are free)
Once you have developed relevant keywords to optimize your site, consider using Google Ads to help your business appear among the top paid search results on Google. Search engines change the ways their platforms are optimized fairly regularly, so it’s worth keeping informed or getting expert help to ensure your content stays relevant
Step 2: Add searchable content to your website
Creating content that provides great advice, tools, or insights can make your website more valuable to both your customers, and in the eyes of search engines.
Examples of strong, searchable content include:
- Industry research
- Articles or case studies
- Blogs related to your business, customers, or industry
- Testimonials from satisfied customers
- Videos
- Infographics
Make sure you maintain this content by checking links to ensure they still work, and updating blogs regularly.
Step 3: Build a social media presence
Social media is another channel you can utilize to help drive new and existing customers to your website. By creating a profile, uploading relevant and engaging content, and managing your social media presence accordingly, it can become a valuable tool to drive people to your website to complete a purchase or make a sales enquiry. Once you’ve established a profile, focus on building your followers and engaging with customers by:
- Posting relevant insights inside customer communities (such as Facebook groups)
- Answering any customer concerns
- Sharing engaging content about your business, products, suppliers or staff
- Using the paid media functionality to help reach the right audience
- Optimizing your posts by discussing recent events and issues
- Reposting content from thought leaders and industry influencers
Being consistent and timely is critical to make and maintain a good impression, as customers increasingly use social media channels to keep informed.
Step 4: Optimize for mobile
While having a site that works well on mobile devices won’t necessarily drive traffic to your site, it can impact the amount of time people who land on your website decide to spend there.
Mobile accessibility and having a responsive website which can automatically display your content and information in a way that is easy to read and navigate is fundamental — particularly if you’re an ecommerce business.
Step 5: Build your personal profile
Building and maintaining your own profile can be a valuable way to drive awareness.
Some examples of how you can do this include:
- Participating in trade shows or exhibitions (physical and virtual)
- Speaking and networking at events
- Interacting with online communities or forums
- Collaborating with other businesses
Once people are exposed to your business, they will often search for you on social media or search engines to find out more about your background and experience. Give them something positive and relevant to find.
Next Steps
For many small businesses online traffic is the beginning of the customer purchase experience, so plan to respond to the traffic you get with tangible next steps to call, visit, register and interact with your business.
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This content is for general information purposes only. It is not to be relied upon as financial, tax, or investment advice or guarantees about the future, nor should it be considered a recommendation to buy or sell. You should consult your own professional advisor for specific financial, investment, and/or tax advice tailored to your needs to ensure that individual circumstances are considered properly and action is taken based on the latest available information.
