Blick Eyes

Top 4 tips for generating website traffic



Many small to medium businesses are disappointed with the results of their websites, social media and online marketing campaigns. They’ve spent thousands if not tens of thousands of dollars on a new website, SEO initiatives, paid search and social media campaigns, yet the level of traffic is below expectations.

There are four fundamental things you need to consider to generate significant traffic to your website and to turn that traffic into paying customers.


1. Address the needs of your visitors

Website visitors are people looking for something they specifically want, need or desire whether they are an individual or someone representing a business. A website that addresses the needs of its visitors quickly and succinctly will generate more leads and conversion to one that doesn’t.

Many websites suffer from an “it’s all about us” attitude, where the landing pages visitors are directed to talk about how great the company and its products are: “We are the leading provider of widget X”, or “We have won the latest award for being the best and greatest”. Most of your first time visitors will not care. They want to know how you will solve their issue or problem.

Providing them with content and an experience that addresses their needs encourages them to return. Google also takes not of sites that engage their audience and places them further up the search.


2. Functionality vs appearance

There’s a tendency for organisations to spend more time, for a new website, discussing its look and feel with far less time spent on discussing functionality and how a visitor is guided through the site. Its appearance is a reflection of the brand and its value but graphically intensive websites can be slow and difficult to navigate.

Ensure there is a balance between the look and function of your web site. Help visitors by ensuring that the navigation of your site remains constant throughout every page. Make it easy for them to get information or interact with you.

It’s all about mobility. These days more people have access to a smart phone than a desktop computer. For many, their smart phone is their only computing device. Ensure your website can be viewed on smart phones as well as tablets.

Don’t build the website you want. Design the website your customers want.


3. Have a digital marketing plan

Many businesses will launch a website without having a marketing plan to support it. A strong digital marketing plan will help you: 

  • Define and qualify your target audience 
  • Establish clear goals and direction
  • Identify which digital channels will reach your audience
  • Establish your online value proposition
  • Allocate budget and resources
  • Without this plan you may end up spending far more on SEO, social media, and online advertising then you need to. Your plan will help you decide the right mix of digital channels and how many resources and budget need to be allocated. 
4. SMART goals and objectives

Clearly articulate concrete business objectives for your site. These may include:

  • Generate more qualified leads
  • Raise brand awareness
  • Improve conversion rates

You can then set KPIs to track the performance of your website and understand the contribution it makes to the success of your business. There’s a range of analytical tools you can use to evaluate the performance of your website and identify ways it can be improved, in line with your objectives. Google provides a free analytics tool that is powerful.


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