So, you’ve invested in your website but people just aren’t visiting? You’re not alone. In a later blog, we’ll talk about how to convert those visitors into customers. But first, you need to get them on board in the first place! Here are some fundamental methods to help drive more traffic to your site.
Run an SEO site Audit
A key part of making your website seen is effective SEO (Search Engine Optimisation). You can have the most beautiful site in the world, but if the search engines (Google, Bing etc.) cannot understand it, then you’ll really struggle to see organic traffic.
Search engines see your website differently to human visitors. They are intelligent, but they need clear structure and meaning. Gone are the days where you can just plonk a load of keywords on a page, you need good, well written body-copy. Combine that with the larger structure of the codebase, you’ll have some great foundations.
Introduce fresh & changing content
No-one likes to stand still for too long, and the same is true for websites and search engines. If your website is static, and remains the same every time a search engine comes to take a look at your site, then there’s nothing new for it to do – there’s little reason for it to keep coming to have a look. Google doesn’t want to serve stale content and it also needs to know that your site is trustworthy. So, whether it be a blog, recent news, product launches – they all help! It also links us nicely into the next step:
Don’t use duplicate content
The temptation is to use product copy from your suppliers, or to use the same write-up on your website and other sites that you publish to. But this is not going to be doing you any favours. Whilst it may be more efficient to put together, it will ultimately be a bit pointless. Google and other search engines know what they’re talking about, and they know if they’ve read something before. The problem is that Google will ignore it completely! The best way to do this is to tailor your content to each platform you’re releasing it on. So, for example, if you’re writing a product description for your website, you can use that as a basis – but if you’re going to send out a press release to an online publisher, ensure that you change your content to suit. That way, they will both be understood and indexed by Google and not be discounted.
Set up your social media
We understand time is a huge factor for businesses and there are so many social media platforms out there. The trick is to find one that works for you and do it really well. It’s great to have a presence across the board on different platforms (Facebook, Twitter, Instagram etc.), but you need to be able to dedicate the resources to do it. If you know you won’t have the time to do them all, then pick the ones that work for your industry. If your product has great visuals (lighting design, for example), then Instagram would be perfect. If you need more space for explanation, then perhaps Facebook would work best. Either way, if you’re going to do it, do it well. Make sure you’re regularly linking to your website, driving that traffic inwards.
Create an e-mail marketing campaign
This is the one that always has great success. Directly sending information and news to your customers will always ensure a great click through rate. There are some guidlines to this, though! Make sure you’re doing enough, but not too much. No-one likes to be bombarded. Try to create a mailing list with purpose and also one where you can create segments of users. This way, you’re more likely to send relevant information to your list, thus a higher click through and satisfaction rate. Just one thing to finish on here though, please be careful with the GDPR regulations – only send to those you have permission to send to. We’ll cover more on this in a later blog!
Let us know how you get on!
We’ll be covering more digital marketing topics and handy information in later blogs and if there’s anything you’d like to see covered – please tell us!