Website traffic can be an important way to measure your business’ growth. However, not all website traffic is created equal. The best website traffic consists of people interested in purchasing a product or service who are ready to engage with your business.
Healthy, growing website traffic can help:
Generate more leads and gain more customers
Improve your search engine rankings, making it easier for potential customers to find your business
Give insight into what types of people are interested in your company
Gauge how well your marketing efforts are working
What is quality website traffic?
More people visiting your website is a good thing. Increased web traffic helps improve your search engine ranking, which in turn generates more traffic, which should lead to more leads and customers.
However, if your web traffic is increasing but your conversion rate (the ability to turn that traffic into customers) is decreasing, then that’s an indicator that you aren’t bringing in the right people to your website.
Quality web traffic is made up of website visitors who spend time on your site and ideally look at multiple pages. These are visitors who have a high probability of converting into customers.
Quality website traffic consists of visitors who will be motivated to take the next step toward a purchase, like:
Calling your business
Clicking to send an email inquiry
Registering for a class or scheduling a service
Providing you with their contact information
How To Increase Your Website’s Traffic
There are many ways you can increase the amount of traffic on your website. If you type that search into Google, you’ll get thousands of ideas that can be overwhelming even to seasoned marketers.
Every business is different, but there are several “best practices” we like to recommend that generally apply to any business looking to increase traffic to their website.
1. Consistently Produce Interesting Content
As long as you regularly write and publish content that interests your ideal customer or target audience, you’ll generate consistent website traffic. The better your content is, the more engaged your website visitors will be.
A simple way to regularly add new, interesting content to your website is by including a blog. At 1Eighty Digital, we generally recommend our clients update their blogs with fresh content at least twice a month.
If you aren’t sure what SEO is, or why it’s important to your business growth, there is an entire blog post that breaks it down here. Optimizing the content on your website for search engines is one of the most important things you can do to increase traffic.
Are you including keywords appropriately in the alt text of your images? Are you linking to both internal site pages and external resources within your content? What about optimizing meta descriptions to include keywords?
Optimizing your website using best practices for on-page SEO can seem daunting, but you can easily tackle it one page at a time and it will boost your organic traffic.
3. Use Email Marketing
Email marketing can be one of the most effective ways to increase traffic to your website. The primary reason most businesses send emails is to convince prospective customers to buy their products and convert them into customers. This is done by directing prospective customers to your website.
However, you don’t want to start sending emails out to your prospective customers or existing clients without first creating a strategy. Every company is unique, which makes every email strategy unique, but there are a few best practices every business should follow when using email to increase their website traffic.
Share New Content
Use a monthly e-newsletter to share your website’s most recent content, inviting your potential customers to read new blogs or learn about new products. Most people don’t regularly visit websites without being prompted, so this can be the perfect way to remind the people on your list that they’re still interested in your company.
Test To See What Works
If you’ve never launched an email marketing campaign, then testing can be your best friend. Most email marketing platforms (like MailChimp or Constant Contact) allow you to set up split tests. You can try different subject lines to see which ones improve your email’s open rate and different calls to action to see what motivates your audience to click a link.
Think About Your Subject Line
The whole point of your email is for someone to open it so they can read what you wrote. If your subject line isn’t enticing, then sending emails becomes a waste of time.
When you’re creating a subject line for your email, try the following:
Never repeat a subject line you’ve used in a previous email
Keep it short: 50 characters is the ideal length or 6-8 words
Communicate value – what is the benefit the reader will receive by opening this email?
Don’t use ALL CAPS – this may get someone’s attention but it is the digital equivalent of screaming at someone.
Let The Data Tell You What Works
At 1Eighty Digital we believe in data-led marketing. This simply means we analyze marketing methods to see what works and what doesn’t. If there isn’t a clear “winner” in a test, then we continue testing until the data tells us what works.
No matter what marketing methods you use to increase your website traffic, make sure you’re regularly tracking your results to see if they’re having the impact you need. Don’t be afraid to stop using any method that doesn’t seem to be getting results. Try something new for a month or two and see what happens!
Want to make sure your website is helping you attract and keep new customers?
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Em Rohrer earned her Bachelor’s Degree in Journalism and English at Grace College in 2005. As a published author and content marketing specialist, she worked in non-profit and corporate business environments before bringing her 15+ years of digital marketing expertise to 1Eighty Digital.