Everyone wants to increase traffic to their website, but is more traffic always a good thing?
Increasing traffic means more visibility for your business and more 'eyes' on your products and services. However, it has to be the right traffic. High levels of website traffic, by the wrong audience, that never converts is a waste of your time and your resources.
Driving more traffic and getting reaching the right audience is down to the right having elements in place. Together with the right techniques and tools for your business goals these will help you to get the right traffic
If you're serious about driving the right traffic to your website, then take notes and action the 3 elements here in this article.
These 3 essential elements will increase your website traffic, get the right kind of traffic, that converts into customers and builds your business. Enabling you to start and then continue the conversation with your website visitors with latest lead generation techniques.
(Note. Some links in this article are affiliate links)
Element 1 // Killer content
Your content is at the centre of your website. Without content, your website pages are just empty frames of HTML, CSS and PHP.
You may have discovered that planning and creating the very best content isn't easy. It's not always easy to produce the following:
• Content that is at least 10 times better than your competitors
• A logical UX (User Experience) that engages visitors and keeps them on your site (this lowers your bounce rate which is a key SEO driver)
• Useful and entertaining resources delivered on your website that add value and showcase you as the absolute leader in your field.
Stop doing this.
It's time to stop creating a website or adding content that is thin and mediocre and start creating useful, powerful and engaging words, images and resources. Every aspect of your website needs to be meticulously planned. Set out a clear content production process, right from the start of your website or new content, together with a process for continued content creation after launch - read my article "Just launched your new website? Here's what you need to do now".
Start doing this.
Put your customers at the forefront of everything. Start to gather and gain a much clearer understanding of what your audience is looking for and their problems and why you are the best company to solve them. Next, plan your content around their needs rather than your own. With clever creativity you will be able to weave in the promotion of your products and services, gently intertwining them within the content that provides the value your audience craves.
Core website content will be your foundation, with every page providing a purpose for the visitor, who are typically only interested in what's in it for them.
Formatting and design is your saviour
There was a time when content and blog posts with a few hundred words would rank well in search. In rare occasions that can be true. Now you need to be writing pages and posts with more than 2,000 words if you want them to rank the highest in search. Write for the web; people scan so write using short paragraphs, no jargon, clear subheadings, bulleted lists, pull quotes and creative Calls-to-Action.
Space is your friend, use it wisely on your pages. There is a trend for a minimal feel to web layouts, reducing on page distractions that can lead your reader away from the core message on that page.
Once you have your core website content in place (and you're tracking it - see Element 3 below) you need to focus on an ongoing content strategy. Google always favours up-to-date content, but this additional content needs to serve your business goals as well as providing value to your visitors. Types of new, regular content include:
• Blog posts
• Case studies and success stories
• Industry insight
• Podcast with transcript and show notes
• Video with transcript and show notes
• Infographics with insight and downloads
Key posts and content silos can showcase your difference, and you're 'why', building your site into a useful and logical resource for visitors.
Find out more in my article:
"Why you need to make your website content awesome."
More about business blogs in my article:
"How to start blogging for your business."
Start with why. Simon Sinek TED talk
Not sure where to start? We provide content planning workshops for you and your team, just drop us an email: [email protected]
Resources to help you create your killer content
Element 2 // Automated Promotion
If you build it, they will come. Wrong.
Creating original and engaging content is just the start of driving traffic to your website.
You have to promote it, a lot. When running a business, your time can be limited. How can you run regular promotions without it taking over the time you need to run your business?
With so many things vying for your customer's attention you need to power up your promotional activity.
The amount of times your brand needs to be in front of your audience has moved from around 3 to probably over 10 times. If you're not always 'front of mind' then you're not on their mind.
There's no better way than automating it.
Automation gives you time to work on your business and your customers, building your audience while you get on with doing what you do best, running your business. That is the benefit of automation, and there are lots of new tools out there to help you.
SaaS (software as a service) to the rescue.
SaaS is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. It is sometimes referred to as "on-demand software", typically accessed via your web browser.
Many new digital services help you automate and yet still personalise your promotions. It's up to you to make the most of these new services when used correctly they will easily pay for themselves in the time you save and the business interaction they drive.
To promote your content regularly without appearing spammy, your promotions will benefit from a splash of creativity such as powerful, relevant images, a variety of clever headlines and targeted calls to action. A creative design strategy is a must when keeping your promotions fresh. Create and track a variety of promotional techniques and methods so that you can compare and test what works so that you can iterate and improve.
Being creative with your promotional activity will give you the stand-out you need to gain visibility with your promotions. There are a few creative tools out there. However, they don't replicate the creative intelligence of a solid graphic designer, who brings to the table years of expertise and training in colour, typography, layout, creative ideas - and importantly 'speed'.
Your resources for time saving automation
Element 3 // SEO and Tracking
Data is the new gold. It's time to see the bigger picture. Having a clear data-led strategy together with the essential creative aspect of marketing will help drive business growth. The data you gather will help you discover new customer insights that help guide your innovations and improve your customer's experience.
It's important to collect the data from all of the interactions on your website; every click and every link. There are many advanced tools available, but getting the basics in place is the best way to start. These include Search Engine Optimisation and Data Tracking.
Google Analytics is a must on every website. It is free and packed with tons of data. Here's a simple guide to get you started. How to set up Google Analytics. Once you have this setup make sure you then link it to Google Search Console. This was called Google Webmaster tools but is now the Search Console. It provides you with valuable insight into traffic, keywords plus any technical or crawl issues that need fixing. It's most powerful and useful are the search insights.
The next steps
You've now got Google Analytics and Search Console connected to your website, and you will start to see lots of data populating the dashboards. How do you know what data to focus on and what your data mean?
That's where you might need some expert help. A well-rounded knowledge of what this data can mean to your business takes time and expertise to interpret. That's where a good SEO consultant can help you clarify the information, provide insight into how it directly affects your website and therefore your business.
You need a way of tracking ALL of the activity on your pages, clicks on links, downloads and interactions, Search Engine Optimisation activity and conversion results.
Most of this will need to be set up for each action or link on your website (where there is an interaction you want to track). Unique link data for each element enables you to track that one interaction in detail. Providing you with deeper information about how visitors are interacting with a particular peace of content.
Deeper tracking is best achieved with the introduction of premium tracking services. We use quite a few here at Arttia Creative and they enable us to provide the deeper insight that our clients demand. These services, when used together with each other and with the tools Google provides, give you broader picture of your search visibility and your users interactions on your website.
Interpretation and insight
It's no good having all this data if you don't know what it means or what to do with it. That is where a good SEO (Search Engine Optimisation), UX (User Experience) and creative consultant will be invaluable in interpreting the 'bits' that are most relevant to you, guiding you on what it means and how to make the best use of that information to drive business.
Which Search Engine Optimisation data is most useful
There are some quick wins with certain metrics of SEO data. I recommend monitoring the following from the start:
• Referring visits
• Page visits
• Bounce rate
• Session duration
These should highlight top performing pages and where traffic is coming from.
Worth a read: Moz insight on measuring SEO
Your resources for essential tracking and SEO
You can immediately increase traffic to your website with the right content, promotional plan, SEO and tracking. These are your priority.
If you're not sure where to start then try out at least one social media channel plus a small ad words campaign. Just those two alone will get you started and provide you with a good chunk of data to start to interpret.
Making the right digital marketing decisions can be hard, so why not make those decisions with the insight that data can provide. The traditional promotional activity of print and press could never provide you with the amount of insight you can now get in the digital space.
If you're serious about driving the right kind of traffic to your website, then contact us, and we will work closely with you to take advantage data and promotions and provide you with the informed insight and decisions that you need to generate new leads and customers.
Remember the essentials.
1: Killer Content 2: Automated Promotion 3: SEO and Tracking
Here to help you.
Need help driving the right kind of traffic to your website, then converting those visitors into leads?
Note: Some external product links in this article are affiliate links.