Whether you’re just starting out or have been in business for years, you’ll know that getting a business website up and running is one of the first steps you take. From B2B and B2C, product or service-based, website traffic is always a high priority. Not only does it give you a platform to share your offerings, but it also operates as the hub of your brand. It gives potential customers a space to come and find out what makes your business different from the rest – along with helping you convert sales and get new leads.
No two businesses are the same, so the best way to boost website traffic is going to be equally unique. If you’re not sure where to start or want to try something new in your marketing approach to boost the number of visitors you get, allow us to give you some inspiration and pointers:
1. Go Broad With a Multi-Channel Approach
Casting a wide net is one of the first things to consider when you’re aiming to boost website traffic. You can leverage a range of tools to help capture the attention of potential customers and clients, no matter which pocket of the internet they typically reside in.
SEO: Search engine optimisation is an essential part of building up a solid foundation for your website. From keywords and content to optimising your title tags and internal linking, it helps show Google that you mean business. Australians love shopping online, and they’re dedicated to doing their research. In fact, they use it for everything from comparing prices to ordering groceries, and the number of online shoppers has doubled since 2020. Around 52.8% of the population now regularly shop online. Making sure your website stands out with SEO can help you capture some of those 13 million plus shoppers.
Paid Ads and Social Media: You can of course go organic on social media, sharing content that your client-base will find engaging. However, the best way to boost your following, get greater traction, and increase the number of visits to your website is through paid ads. It helps new people find your social media accounts and can build interest in what you do. Paid ads work at every stage of the funnel, from brand awareness to conversion and remarketing to existing customers.
Email Marketing: When you’ve already got customers, or they’re not quite ready to convert but want to learn more, you’ll want to make sure they come back for future visits. After they’ve ordered or signed up for emails, you can share information or deals that get them coming back time after time. These keep people engaged and ensure your business is at the forefront of their minds.
2. Immediate Results vs. Long-Term Strategies
One of the key aspects of marketing is consistency. In the same way that you wouldn’t throw seeds in the garden and expect them to flourish without any care, your website is the same. Let’s look at SEO and how to keep sustainable, successful growth:
Short term: This is the stage where you look at your existing content (or lack thereof!), improve it, and make sure you have the right pages and information. You can also start to point people towards your website with ads at this stage.
On-going Maintenance: Once you’re up and running, now isn’t the time to rest—you need to keep adding fresh information to keep search engines crawling your website. That could be a number of things, whether that’s blogs, reviewing your content on a quarterly basis, or improving your product pages. This helps let search engines know you’re still up and running and ensures you’re including relevant words in your content, which helps attract new and returning visitors.
Long-term growth: Once you’ve got a great website, are taking care of it, and people are visiting, it’s time to expand. You can support your website’s authority by building both internal links and getting other websites to link to you.
3. Differentiate Your Brand and Stand Out From the Crowd
Standing out in any market can be challenging. With a world of choice, it takes a lot to set yourself apart from the competition. The best way to ensure your content and marketing strategy are consistent is to have a strong brand. Knowing who you are, what you do and who your audience is will help keep you on track.
Ensure Your Brand Messaging Is Strong
A mission statement and core unique selling points will make a world of difference here. Think of Nike’s “Just Do It.” It conjures a strong mental image of the brand, and it’s a great example to emulate. When it comes to your USPs, whether you’re unique in price, product, or service offering, or other totally unique features, make sure you’re showing them off in the right way and in the right places.
Along with backing yourself, it’s great to show how your customers have backed you too. Reviews, testimonials, and case studies of your successes are all fantastic to include on your website and email marketing, as well as at the top of your funnel in your social media and paid ads.
Find Your Niche – Even When Things Are Competitive
It can be a challenge to see where you’re meant to position yourself when you’re running a business. You know why you’re great, but do you know who wants to find a business just like yours? Do your research and find out what kind of information and unique selling points will really matter the most to your audience. From there, you know what to focus on.
4. Focus on Relevance and Intent
You could be getting thousands of visitors to your website a day, but if they’re not the right kind of visitors, you’re not going to get the conversions you’re looking for. When you’re planning anything – whether that’s new blog content or an ads campaign – make sure you’re mapping out the intent and demographics you want to reach. Measuring the success of your SEO content will help dictate what to do next and what you can cut back on.
The things that stand out might not be what you personally think makes you unique! Finding what’s relevant can stem from deeper SEO research, looking at key terms and frequently asked questions. From there, you can find the channels that’ll matter the most and take a layered approach to boost your business, get more traffic and gain loyal customers in the process. Keep it relevant, keep it succinct, and you’ll find your marketing rhythm in no time!
5. Find the Right Tools to Track Growth
There’s not much point in creating great content and pushing ads out if you aren’t sure what’s working (and what needs improving). Utilise the myriad of tools at your disposal to analyse user behaviour when they’re on your site, how long they visit, and when they leave while also learning what your top landing pages are.
Our top picks for discovering all there is to know about your website traffic include Google Search Console (GSC) and Google Analytics. Search Console is the one you want if you’re looking for the keywords you need to incorporate to drive more traffic to your website, while Analytics will show you user behaviour and how they converted. This information is invaluable in seeing just how you captured your visitor’s attention all the way through to them making their first order.
Building a Growth Strategy
Once you’ve covered your bases, learned how to grow that traffic, captured the right attention with paid ads and got email sign-ups, it’s time to make a plan for your next steps. There are a few things to consider once you have a solid foundation:
Budget: The old adage of “you need to spend money to make money” is true in business. But keep in mind that knowing what you have available to spend and where to spend is key. After you’ve analysed your conversion funnel, you’ll know what to maintain, where you reign your spending, and which new avenues to explore. Dividing up your budget will help you get the best return on your investment!
Goals: Where would you like to go next? Expand into new adjacent markets, or head overseas with an international marketing scheme? Having goals and KPIs relating to how much volume you want to aim for, what your conversion rates need to look like to reach new heights or what kind of engagement you need are all great things to consider.
Evolution: Brands rarely stay the same, so keeping on top of current trends, language, content, and product or service offerings is essential. Having both short and long-term ideas will help keep you on track and striving for more. Plan ahead, but be dynamic and ready to shift when the timing is right.
Marketing on your own can be a lot to handle, which is why partnering with an experienced agency – just like us – can take a whole lot of pressure off. From email and ads to SEO and content, we can work with you – and for you – to transform your approach and help you meet your website traffic goals. Contact our team now for a free strategy session.
