4 Smart Ways to Drive Traffic to Your Website
Congratulations – you have a website!
All your hard work – meetings with designers, developers, and coders – has paid off, and now you have a brand-spanking-new online presence.
But now the effort really starts. In order for your website to work for you, you need to give it constant attention. You wouldn’t build an office or a shop, and not maintain it properly, would you?
A website is the same – it requires upkeep so that it doesn’t gather dust, and so you get “more bang for your buck”.
So, here we’ve outlined 4 smart ways to drive traffic (i.e. visitors/prospects) to your website.
A quick note before we begin:
Make sure you’re measuring your stats by having Google Analytics running on your site.
This gives you insights into your website traffic (or lack of), what visitors are doing (and not doing), and best of all – it’s free!
Setting up Google Analytics is really simple. It involves placing a piece of tracking code onto your site pages, so that Google can accurately track a wealth of measurements, e.g. what pages were visited and for now long; what journey through your site did a visitor take; how they arrived there; what device they used etc.
It will take a few months to build up a picture, but it is really worth the time and effort.
Now, counting down: 4 Smart Ways to Drive Traffic to Your Website…..
#4: SEO (Search Engine Optimisation)
This is often perceived as the Holy Grail of having a website.
The theory is that visitors will find your site if they are looking for your products or service through organic content that you have inserted into your website.
But you have competition, and plenty of it! So the reality is that when people search for a product or service, they often don’t go past Page 1 of the search results, and it’s the top 3 results that get the lion’s share of the clicks.
SEO is a bit like retailing on Grafton Street – if you want the prime position there is a price to be paid. However, if you have a very different and specific service, then people will seek you out. Use this to your advantage in search engine results by using
Use this to your advantage in search engine results by using ‘long-tailed’ search terms or local search terms e.g. “female solicitor family law, Dun Laoghaire”.
To remain on Page 1 you need to be consistent in your efforts.
Carefully select your target phrases or keywords, and make sure to have a page relevant to these phrases on your site (with appropriate calls to action).
Create content (articles, blogs) specifically around these phrases, and distribute that content through all your channels. The key phrases that get enough searches will give you a real chance of getting to Page 1 with the correct strategies, and provide a return on your investment.
#3: Google AdWords
Google AdWords gets you instantly to that prime position – Page 1 of the Search Engine Results Page (and possibly in the top 3 of that page). But it is not Organic – it is paid for per click – also known as SEM (Search Engine Marketing)
Google AdWords results appear before the organic results and on average the top 3 Ads take 41.1% of the clicks.
Apart from instant access to Page 1, another great advantage of AdWords is that you can tailor your Ad line to be very specific to the search. This is an important aspect in the setting up of your AdWords campaign – ad copy that matches the search phrase will get more clicks.
Also, with AdWords, you can very quickly get to understand which search terms or phrases result in clicks, enquiries and sales; this helps you with both your SEO strategy and your AdWords spend.
Beware – it’s amazing how quickly you can go through €500 on AdWords , and that could be just in one day.
This can be controlled by you however, so in the early stages of a campaign, move cautiously, analyse, and tweak all the time, until you understand the ROI.
#2: Use your BRAND or COMPANY NAME
People will find your site if they search your BRAND or COMPANY NAME. For most established businesses, brand search is at least 50% of their traffic source. This is the true Holy Grail, as people are seeking out your company specifically.
You’ve eliminated the competition – organic rankings or Google AdWords don’t matter here; YOU own (or should own) this space.
Make sure that your Brand Name and site occupy all of the “Above the Fold” results.
You can use affiliate sites (partner sites that lead to your site) to get these listings, but ensure that a click on the affiliate site does not lead your prospect to a new area full of your competitors!
Use the free space on the right side of the page to have a compelling Google+ listing.
Add images, reviews and a Google Tour if it’s relevant.
Use every touch point with your audience as a “Brand Opportunity”:
- Your telephone greeting – does it reflect your offering? E.g. “Good Morning, McGinn’s Family Law Practice…” etc.
- Your email signature – an opportunity to mention a new service, or extend an offer etc. Use an eye-catching graphic to get attention.
- Include the same details on your invoices and statements – e.g. “Did you know that…” Use a good graphic again here to the message or service noticed.
- If you are a cash / retail business – use the payment point as an opportunity to give out some new information. For example, a restaurant or café could give out a “Recipe of the Month” flyer, with a Take-Away menu on the other side. It’s an opportunity to engage further with that customer – and give them something to take home that reinforces your Brand.
- For higher value customers – think of useful promotional products to reinforce your brand name. For example, mobile phone power packs are really popular at the moment, but even simple items like shopping trolley tokens can work well for other audiences.
- Gather testimonials from satisfied customers – ask for referrals.
Building your Brand Recognition will drive more Brand Searches – which eliminates the competition.
Use every touch point with your customer, and build your Brand.
#1: Send prospects to your website
Google Analytics calls this source of traffic “referral”.
It could be an email campaign, an SMS campaign, a Direct Mail Campaign, Facebook, Twitter, etc. It’s simple, cost-effective, and it’s easier to engage with a prospect or customer that has already come to YOU.
Firstly – Build your database of contacts.
- Capture emails, mobile numbers and addresses.
- If it makes sense, profile your database contacts, whether by age, location, position in business, etc.
- Build fan, connections, and followers on Facebook, LinkedIn, and Twitter. Choose which social media channels are relevant to your business, and focus on the ones that work best.
Secondly – Remain relevant and current.
- Always have a landing page on your website that is relevant to the message or offer.
- Think of the Next Step – if the prospect is interested in what you are saying or offering, immediately give them a ‘Next Step’ solution, i.e. a Call to Action. Don’t lose this opportunity to have them click on a button with “Call us now”; “Request more information here”; “Sign up for the offer”; “Download the report” etc. Each Call to Action helps to profile your prospect, which in turn helps you to engage more appropriately with them.
Thirdly – Engage with your audience.
Referral strategies and Brand-building go hand in hand. Use all your channels of communication to engage with your audience, delivering interesting and relevant information to them. Don’t worry if your database is small – start there and build brand awareness gradually. This will eventually lead to more organic Brand searches for your site, a higher spot in the results pages, and more traffic to your site.
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