How to Drive Traffic to Your Website
Traffic is crucial to the success of your website and business. Your web traffic represents the top of the funnel bringing in leads to be converted into customers. So the question becomes how do we consistently drive traffic to our websites, fill the top of the funnel and get more leads?
Below are a five strategies that can help you get more traffic to your website. While SEO, social media and blogging are more long term strategies; advertising and email can direct traffic to your site in the short-term.
On-site or on-page SEO will help “pave the road” for traffic to come to your website. This includes proper HTML tagging, titles, sitemap creation, keyword utilization, optimizing page load speed, mobile friendliness and more.
There’s tons of tools available to help with on-site SEO, but for WordPress websites, Yoast is a great plugin. With Yoast you can create XML sitemaps, meta descriptions, keywords, and also create your Google search snippets. It can also connect your website to Google Search Console, which offers insights into your website’s performance.
Then there’s offsite SEO which points traffic to your site or provides the “road signs” to your website. This can include your Google My Business listing, consistent NAP (name, address, phone) info across all your listings, directory listings, reviews (yelp!, Google Local), social media, and other incoming links from reputable third-party websites (blogs, press).
The quickest way to get traffic to your site is with paid advertising. Advertising can help build awareness and reach new audiences who are searching for or are interested in what you’re offering. The two most popular platforms for online advertising today are Google Adwords and Facebook Ads.
Adwords enables businesses to advertise to people who are actively searching for information within your industry. On the other hand, Facebook is more passive. Facebook traffic will most likely include people who were not actively looking for what you’re offering, but fit your target demographics or have expressed interest in what you’re offering.
On average you will pay more for clicks on Google than you will on Facebook. Both are very powerful in terms of reach, targeting and retargeting/remarketing.
So, what makes a great Ad?
- Make it relevant. Know your customer. Your ad needs to make some connection to your target audience.
- Test a few ads for each product or service and see which one performs best.
- Provide a clear “WHY”. Have a value proposition that entices the reader to click.
A Few Words on Keywords
The first step in creating effective ads (and boosting your SEO) is keyword research. Knowing your keywords is crucial in determining your ad’s placement and costs. A couple of tools I use for keyword ideas are Google’s Keyword Planner and Google Trends.
Keyword Planner can help you generate a list of keyword ideas, see their search volume, a suggested bid for certain keywords and also get an idea of what the competition is like for that keyword.
Google Trends is great for seeing what keywords people are using when searching. For example, executive coaches who sell courses might want to know the best term to use or product to promote. Should they offer a “leadership program” or a “leadership course?” The graph below indicates more people are searching for a leadership program.
Email marketing continues to have one of the highest ROIs of any marketing channel. Email is a great way to stay top of mind with leads while reinforcing your brand and expertise in your field.
Almost everyone is familiar with Mailchimp as the go-to provider for small businesses thanks to their freemium model. It’s a great platform if you’re just starting and if you don’t mind the mailchimp logo at the bottom of your emails.
However, if you’re looking for more features such as tagging segments, contact management, and custom automations then ActiveCampaign is a powerful alternative. With plans starting at $9/mo it’s also an affordable option.
ActiveCampaign allows you to build custom automations
Email marketing works best when you’re sending to an opt-in list (people who have volunteered their email address). If you don’t have an email list or want to grow your list then check out How to Grow Your Email List.
As an expert in your field this is where you share your expertise and position yourself as a leader in your industry. Some business owners are hesitant about sharing their knowledge or giving away too much. However, if you want a successful blog, then you should strive to cosistently provide valuable content that people will care about.
Your blog can serve as a content hub for inbound marketing. From each post you can repurpose images, quotes, sound bites, video clips, infographs and more. These assets can then be distributed throughout your social media, email marketing and other content marketing efforts.
In addition to blogging on your own site you can also look into guest blogging for other websites. Writing for others enables you to introduce yourself to other influencers in your field, expose you and your company to a brand new audience, and can expand your network of readers.
Social media is a great tool for sharing and communicating with your audience, but it can also be used to drive traffic and generate leads if used strategically. One rule of thumb to keep in mind with social media is the 80/20 rule. Although, some would argue it should be more like 90 or 95/5 rule. That means more than 80 percent of what you share on social media should be educating, inspiring, or entertaining while 20 percent is promotional content.
How to get traffic from social media:
- Joining Facebook groups and participating in online communities is a great way to get your name out there and build awareness.
- Posts that use high-quality photos and graphics are far more likely to be seen and shared.
- Optimize your posts for each social platform. They are not all the same.
- Follow industry #hashtags and include relevant hashtags in your posts.
- Listen first and don’t rush to sell yourself. Look for opportunities to add value.