If you run a business with an online presence, your success is likely limited by the traffic your website generates and the leads you acquire. And while driving traffic to your web pages isn’t always easy, there are a number of tools and resources available to you. You simply need to know how and when to use them for optimal results.
While there used to be a time when you could separate yourself from the competition by simply paying a little extra to develop an aesthetically pleasing website, that’s no longer the case. Having a sleek, well-designed website is pretty much the norm for competitive small businesses these days. It takes much more than good-looking pages; you have to attract the right traffic to them. You have to be capable of weeding through irrelevant traffic to find potential customers that will actually be interested in what you have to offer. Typically, you can accomplish this by focusing on five important areas:
Produce relevant content
The backbone of any successful traffic building strategy is good, relevant content. You can’t skimp here and it’s important to take time developing the right articles, blog posts, and site copy from the start. Your content is your voice on the internet and there needs to be a consistent tone that’s true to your brand identity. While it’s certainly a viable option to outsource your writing efforts, don’t take a totally hands-off approach. Work closely with whoever is writing your content to ensure the tone is consistent with the message you’re trying to portray.
Invest in targeted SEO
There is some overlap when it comes to SEO and content marketing, but don’t assume that they’re the same thing. SEO is more than keyword stuffing; it’s an art form that deals with strategically structuring titles, linking to appropriate sites, using the correct anchor text, optimizing images, and more. When you’re looking to drive highly-relevant traffic to your website, your best option is to invest in long-tail keywords that your niche market would search for. For example, if you’re a restaurant in Colorado, you may want to use the keyword “best vegan restaurant in Colorado Springs,” as opposed to “best vegan restaurant.” The latter will end up acquiring people from all over the country – driving down your conversion rate.
Master the art of landing pages
While it takes a little time, it’s important to master the art of creating compelling, high-converting landing pages that persuade visitors to take a specific action on your website. The good news is, you don’t need to spend thousands on a web developer to get quality landing pages. There are lots of DIY website builders that can help you do this. These streamline the process and save you time. But if there’s one thing you keep in mind when building landing pages, it should be to always narrow your aim and focus on a specific niche, as opposed to casting a wide net. These pages will be linked from content that specifically relates to them – they should have far less information than your full website.
Utilize social media
While social media platforms are great for building isolated communities, they’re useless unless you take action. You should include your website information in all social profiles, as well as providing direct calls-to-action to visit your site or landing pages in around 10 percent of your posts. Paid social advertisements can also be a great way to drive targeted traffic to your site and generally reaches users that aren’t already following or participating in your social media groups.
Participate in discussions
If you have the patience to try an extremely organic method of traffic acquisition, you can participate in regular discussions on industry blogs, forums, and social media groups. This not only allows you to establish yourself as an active thought leader, but also gives you an opportunity to link back to your website in your profile or signature. Over time, you’ll begin to develop a reputation among regular users and may become respected enough to be asked to write guest blogs or participate in podcasts where you can include a plug for your site.
Are you effectively driving the right traffic to your website with the items above? If not, you’re probably missing out on some major opportunities. Take some time to reassess your acquisitions strategies and see what a difference these traffic drivers can make!