How to drive more traffic to your website and promote your page online
We all would like to have a website that attracts visitors like a magnet. You create your website; you fill it with valuable content, you add some beautiful pictures, optimize it for SEO and you wait.
And nothing happens.
So, you decide to spread the word about your website. You inform your family and friends, you share the link on Twitter and join a couple of LinkedIn groups. Finally, you get a couple of additional visits, but that’s all.
If there are no visitors, it might mean your website sucks
You look sadly at Google Analytics as it shows very little traffic on your website. You wonder what’s wrong. The website looks stunning; pictures are beautiful, copy is perfect! How come people don’t seem to like it?
Well, let me help you with it. Here’s a quick checklist what might be wrong:
- Your website loads very slowly and impatient visitors just quit it,
- It isn’t mobile responsive and you’re scaring off more than a third of Internet users,
- Your navigation is messy and your visitors can’t find the information they were looking for.
You might think that your website is outstanding, but your visitor, browsing through it from the other continent, might dislike it. There is only one thing to check it: you have to test your website and fix all above problems.
And I’m not talking about clicking through the website when you’re in your office, sitting comfortably in a chair. Your website visitors browse on their smartphones in places like markets, buses, parks and shopping centers. You need to make it easy for them!
(You might want to read: What Makes a Good Website)
In my opinion, it’s not possible to permanently increase the number of website visitors without proper SEO optimization.
Long story short: if you have an opportunity to gain some organic traffic from Google for free, it’s not very wise not to use it.
Long time ago, I used to think that SEO is like balancing on the edge of morality (“online morality” obviously!) by preparing short, not so valuable articles full of certain keywords just to get indexed on the first site of Google. Apparently some companies do it. But now I know what true SEO is about. And if somebody reacts negatively to SEO I think it might be because their companies don’t do it right.
For me, SEO is about preparing content that readers want to find. And if SEO is done right, it works for your business without you lifting a finger.
While preparing content on your website you have to keep in mind what keywords are related to your business and industry. I can’t go any deeper right now because it’s a vast subject. For now I’ll give you the link to the most useful article on SEO that I’ve read: Google’s 200 Ranking Factors.
The word of mouth marketing which is always worth mentioning. When you develop relationships with your customers and make them happy with your service, they will do marketing for you for free.
Word of mouth is the most powerful drive that makes people buy. I know that most conversations about all sort of services happen live but not all of them. For example, on Facebook people sometimes have a long dialog about a particular website, company or a product. Also, on their Facebook wall they often ask if people can recommend something.
Read more about creating word of mouth.
Content marketing (the king, as they say)
Content is not the king, but it’s a wise strategy helping to get acknowledged across the web.
How is content going to bring you visitors?
First of all, SEO likes content. The more informational stuff you publish, the more related keywords it contains, the higher you’ll be in Google rankings. So it’s good to create not only transactional pages but also informative ones.
If you have no idea where to start from, you can start with “About,” “Press” or “Mission” pages. But I’m not talking about simple pages with a couple of praise sentences about your company. I’m talking about high-quality content that can become your brand’s voice and attract new customers.
Customer reviews are very powerful. They can make you the market leader.
How to get them?
Well, first you need to have happy customers. Then you need to encourage them to talk about their experience using your product or service. Encouraging customers is very important. And there’s nothing wrong with that. Sometimes customers just forget or don’t have enough motivation to leave you a review they want.
I know it myself. I had the best bike adventure in Milano, and I promised the guide to write a recommendation on TripAdvisor. Even though I create articles on a daily basis, I didn’t write a few sentences recommending his service. We wrote on WhatsApp after the trip, but I finally didn’t leave him a review (Sorry Ben!). I guess I wanted the review to be perfect and once I created it in my head, I thought people won’t believe me anyway.
In my defense, I can say that I talk about this tour guide pretty often, whenever I talk to people about travels. I say about what an unforgettable day we had with this guide and I recommend it to anyone. So, note that a little poke requesting your customers to refer your business may do wonders. Because it’s not like they don’t wanna do it!
Join relevant online communities and contribute
Every industry has online communities sharing their knowledge, experience and tips. You should get involved. You can join groups of experts on LinkedIn or post in the Google+ communities.
Besides posting your content, you can contribute and answer other users questions. It’s all about networking. If you decide to do that, maybe you won’t gather as much traffic to your website, but you can become a well known member of the groups and be perceived as an expert in your field.
This way you passively promote your business by putting a link in your signature or BIO and you mention it only when the context is appropriate. It helps you build credibility among online users.
Social media presence
Many people think that having a business social media account is nothing more than hanging on Facebook every day and posting funny pictures. Well, not exactly. It’s a serious, full-time job. You have to respond promptly every time someone posts you and you have to solve people’s problems the same way you’d do by phone or email.
But at the same time, social media give us an opportunity to find our potential customers in their natural habitat, make relationships with them, build trust and gain valuable leads. That’s why if you’ve ever asked yourself if social media account is a must-have for business, the answer is one: it is.
Your business won’t fit on every social media channel. Before you set up any social media accounts, think about why you want to have them. Then come up with the right social media strategy and focus on providing great content.
Here’s how you can use your social media to promote your business online:
Sharing your expertise — post little known facts, best in a light and funny way. You can also do it in the form of questions and offer something to the first person who answers them correctly.
Ask conversation starter questions — this way you nurture relationships with your customers. You also start a discussion, which increases the chances of reaching new people who follow your customers.
Context — You don’t post a product update info on Instagram with a feature graphic. You rather put a picture of a happy team who finished some bad-ass project and the product update info goes to Twitter and Facebook. As Gary Vaynerchuk says: “Content is king but context is God.” Adjust the content to the channel you post it on.
Follow the one-in-seven rule — I wrote that you should post other people’s stuff on your social media many times already. Recently I found out about the “one-in-seven rule”. It means only one of every seven posts you publish should promote your business. The remaining six can be focused on sharing valuable content, including posts from the community. Obviously, you can promote your business in other posts, but not directly.
Once you make sure that all of the above is top-notch and you get amount of traffic you expected, you need to remember to take proper care of it. Focus on your customer service- it just has to be exceptional. Answer every phone, reply to each email, accept feedback from your clients. Try to look for new solutions in order to keep their satisfaction on the highest level (for example, add a calendar for automatic reservations or a chat tool for the quickest responses).
If you’ve ever heard that you can increase your website traffic without marketing, don’t fall for it. Increasing the traffic is choosing the right marketing strategy.
Besides remember to follow your competitors and always stay active about your strategies. It is never too late to completely switch the directions — if something doesn’t work, don’t give up and change it! As long as you’re not afraid to test new strategies and solutions, you can be sure that they will bring you plenty of new visitors and, in the end, will be extremely profitable for your business.
Content originally posted on LiveChat’s blog.