People don’t just wake up and instinctively know to visit your website. You have to drive them there. There are many ways to do that.
It’s always best to plan your approach. Ensure that you can measure the cost-effectiveness of each of the tactics you implement. In that way you can invest more in the things that work for you, and avoid wasting time on activities that don’t drive traffic. When you create your plan, you might want to include some of the tactics we’ve listed below.
Write great web copy
Content is king when it comes to websites. You should ensure you have readable content that contains the right keywords, and that you regularly refresh with articles or news.
Optimise for search engines (SEO)
It’s hard to believe, but some businesses still don’t help the search engines to promote their websites. You can easily improve your search ranking by adding keywords, browser titles and meta tags to your website. Using a good content management system will make it easy to do this.
You should also submit your website to the main search engines so that it’s indexed correctly. This will also improve your search rankings.
You could ask relevant partner organisations to link to your website to increase the number of ‘links in’ that you have. You can offer to reciprocate with a link to their sites.
List your business in relevant, credible directories so prospects can find your products and services.
Pay per click (PPC) campaigns
PPC advertising, such as Google AdWords, will ensure that your ads appear when someone searches for something relevant to your business, product or service. PPC works really well for some businesses, but not for others. It’s easy to spend a lot of money on PPC campaigns and not get a good return. Running a test campaign is always a good idea.
Have teaser text in your email signature that links to your website. Highlight what’s new on your site.
A regular email newsletter campaign should boost web traffic every time you send it out. Why not incentivise subscribers to forward your email newsletters to friends or colleagues?
Post news snippets on social media sites such as Twitter that link to the full article on your website. Remember to include your URL when you comment on articles, blogs and forums.
Include your URL in the ‘about us’ paragraph that you send to journalists and/or submit elsewhere.
Ensure your web address always appears on your business cards, brochures, newsletters, letterheads and other printed stationery.
Remember your URL when creating ads for magazines, billboards, radio and online banners/skyscrapers. It’s often more effective to create a custom landing page for ad campaigns, rather than sending traffic straight to your home page.
Use promotional gifts to advertise your company details. Choose items that people will keep.
Word of mouth
Encourage people to talk about you – e.g. recommend a friend and get a discount.
Of course, before you have driven people to your website, you need to have thought about what you want them to do once they are there. If you haven’t done that, it’s likely that they will bounce straight off your home page and all your hard work will have been in vain.
If you would like to drive more traffic to your website, why not contact us? We can help you to identify some techniques that are appropriate for your business.