Business owners are often focused on the dotted line, trying everything they can to increase the number of customers that turn to them for products and services. In 2020, an increased number of customers is often synonymous with increased web traffic.
A business’s website is often the first thing new customers will discover while trying to find solutions for a need or desire. It’s also the primary way they will get to know you. So, of course, part of your focus here should be to drive traffic to your website. But how do you do that?
Read on to find out how to drive traffic to your website.
Why Do You Want Web Traffic?
The web traffic reflects the number of people that go on your website. While not everyone who’s part of your audience will turn into a customer (other criteria will make that happen – or not), it doesn’t mean you should ignore the data.
Web traffic is the number of opportunities you have, to convert a visitor into a customer. The more visitors you have, the more buying customers you get because you increase your odds at conversion.
Of course, web traffic is only part of the marketing funnel. You can have 1,000 weekly visitors with only three conversions while your competition may have just 50 weekly visitors, but manage to convert ten of them. There are a lot of things that go into a person’s buying decision. For now, let’s focus on the main traffic sources that could help you boost your business.
What Is SEO?
SEO stands for Search Engine Optimization and is a process through which you pretty much make your website more “readable” for search engines like Google or Bing.
Search Engines don’t read websites as people do. They check for some specific things such as:
- Relevant keywords;
- Mobile optimization;
- Fast loading speed;
- High-quality content, etc.
By making your website SEO-friendly, you are hitting two birds with one stone. First, you increase your chances of going up the result page rank organically. That means that if a user types in keywords relevant to you in the search bar, you are likely to be placed higher-up the results thanks to your SEO efforts.
Secondly, customers like SEO-friendly websites too? These are the ones that load fast, work perfectly on mobile, have a good user experience, and may even look good. These are some of the elements that go into their buying decision as well. You would probably think twice too before placing an order on a website that looks like it’s stuck in the 90s
What Are the Sources of Traffic?
Web traffic can come from more sources than you think. If you go right now to your web analytics page, you’ll see a rundown of all your sources of traffic:
- Direct traffic: these are the loyal customers who visit your website directly by typing your address in a browser;
- Referring URLs: traffic coming from other websites that link to you:
- Search engine traffic: this type of traffic can be either organic or paid;
- Social media traffic;
- Other sources: email marketing, other campaigns.
Traffic sources can be diverse. If you’re looking now to boost yours, it’s best to focus just on a few key aspects and branch out from there.
Here’s how to drive traffic to your website and get more customers:
Organic traffic can only take you so far. At one point, you should start considering some paid advertising that can drive traffic to your website, such as PPC (pay per click) campaigns or social media ads.
These are great methods to get your link in front of people that don’t know your brand yet. Thanks to the targeting features many of these platforms offer, you can reach the audience most likely to be interested in your business, and therefore most likely to convert.
Be Active on Social Media
Social media completely changed the landscaping of marketing and proved to businesses and brands that some people want to interact with them on the same playing field.
Social media is a great way to drive more web traffic, as these platforms usually allow you to link a specific page right in your post. Instagram is the only exception. There you only have one link on your main profile, unfortunately.
Social media traffic is nothing to ignore because it allows you to engage with your audience in a more direct way. Social media is a two-way communication channel so be sure to respond to your customers promptly. Responsiveness is high on the list of reasons that make people follow a brand on social media.
Include Terms that People search for
Remember that short lesson on SEO? Well, the way a Search engine knows what pages to deliver when a user types in a query is keywords, so it makes sense to think of a list of keywords that are:
- Relevant to your business
- Likely to be used by a user looking for products or services similar to yours.
The web crawler has other criteria it uses for ranking, but don’t underestimate the power of a good keyword, especially if you’re running paid ads as well.
Add Meta Descriptions
Meta descriptions are those pieces of text that appear right under the main link on a SERP or a preview. There’s only so much people can understand from the website name or header, so the meta description tells them a bit more about what your page is about. Use this as a way to hook prospects. Use an active voice and include a call to action, such as “Learn more.” Include your primary keyword too if you can do it naturally.
If a website has a link to yours, it means you have a backlink from the other website. Search engines consider these backlinks, as votes. The more you have, the more your website becomes relevant. Why else would a lot of people link to it?
There are a lot of ways to get these backlinks, but here are two that matter most:
- Make content so compelling that everyone in your industry turns to you for info;
- Simply partner up with other websites to create backlinks.
Over to You
Web traffic is an important metric that business owners need to focus on, but it’s far from the only one. It’s essential that after you drive more traffic to the website, you also think about what all these new people will do on it:
- Will they buy?
- Will they sign up?
- Will they download?
The intent of increasing web traffic will help you shape a better strategy in the long-run.