A good website is one of the most valuable marketing assets your company will ever own. When set up correctly, it functions as a full-fledged salesperson for your services and products, a knowledge base for any questions your customers may have, and a virtual cocktail party to help visitors get to know you and your team better — and that’s just the tip of the iceberg.
But if you’re not regularly driving customers to it, that expensive website suddenly hurts your company more than it helps. It eats up company budget in domain and hosting fees, but doesn’t generate any revenue as a result.
So what’s a company to do?
If you’re stuck with a stagnant website and no lead flow, we can help. Below, we’ve listed the top 5 ways to get more customers to visit your website.
The way visitors find your website is changing.
In 2017, 51.3% of all website visits came from smartphones, while more than 80% of internet users visited a website from a smartphone at least once that year. So while the desktop version of your site is still important, it’s now just as important — if not even more so — to have an attractive and functional mobile version, too.
This becomes even more clear when you consider the fact that Google prioritizes mobile-friendly links in search results. Approximately 40% of people will choose a different search result if the first is not mobile friendly, while 38% of people will stop engaging with a website if the layout and/or content are unattractive — a common situation for companies who haven’t invested in a mobile web strategy.
So if you want more customers to find their way to your site, you need to start with the basics, and that means making sure that your site is easy to access regardless of what device a visitor uses.
Keywords play an important role in driving new customers to your site, yet most businesses don’t have a solid keyword strategy in place. That may be partly because the way Google views keywords has changed over the years, so your carefully planned strategy from 2010 simply isn’t good enough anymore.
The purpose of keywords is to draw in customers by appearing in their search results. So by that logic, your new keyword strategy should include keywords that are both relevant to your business and highly searched by the customers you want to attract. For instance, if you’re an Italian restaurant in Atlanta, you should use keywords like “Beltline pizzeria,” or “Italian restaurant Atlanta” — not “new iPhone,” “Kylie Jenner,” or whatever else Google’s top search terms may be.
Not sure which keywords to use? Wordstream has a free keyword tool to help you find the best keywords for your niche.
Be careful, too, not to use too many keywords on your website. Gone are the days of keyword stuffing, when you could tack a search term onto every sentence on the page and see a boost in traffic. Now, Google gives preference to web pages that are clearly written for human readers rather than the bots that crawl your content looking for search terms, so be sure that any keywords you use make sense in the context of what you’ve written.
Wondering how much is enough when it comes to keywords? Yoast recommends a keyword density of 0.5% - 2.5%, or anywhere from 3 - 12 times per 500 words.
Google loves websites that get updated regularly. But most companies don’t have a lot of changes to share, and you can only rewrite your About page so many times before Google catches on to what you’re doing.
That’s one reason so many businesses have turned to blogging as a key part of their marketing strategy. Publishing a weekly, bi-weekly, or monthly blog guarantees that their site is updated regularly and gives them a platform to include new keywords that may not have fit perfectly into their product or service pages.
In fact, featuring a blog as a key part of your website gives you a 434% better chance of ranking highly on search engines. Not surprisingly, 72% of marketers say that content creation is their most effective SEO tactic.
But it’s not just search engines who love a blog. People spend about 3X as much time reading blogs as they do checking email — a task that can eat up about 13 hours per week for the average employee.
And all that time spent on your site translates into a serious boost in revenue for your company: B2B companies that blog get about 67% more leads than non-blogging companies, while B2C companies that blog get about 88% more leads than their non-blogging counterparts.
Never underestimate the power of social media for driving traffic to your website. 30% of millennials and 32% of Gen X’ers engage with at least one brand on social media per month, and social media is fast becoming the preferred avenue for customer care.
Social media is where your customers want to find with you. If you can build a rapport with them there, funneling them over to your site is much easier.
Start by sharing your best-performing content regularly. These are the blog posts, products, or service pages that customers come back to again and again, so you already know that they resonate with your target audience. Load them into your social media manager and set them to automatically repost over a set time period.
Next, take some time to rethink your hashtag strategy. Hashtags are essentially just keywords, and social media platforms are essentially just search engines. So when it comes to finding the right hashtags for your industry, you can approach it similarly to your keyword research in section 2 — choose hashtags that are relevant to your business and that are popular enough that people actually search them regularly.
If you really want to get a leg up on your competition and tap into an audience of customers that many businesses don’t think about, start engaging in Facebook and LinkedIn groups that are relevant to your business. Focus on community, neighborhood, and special interest groups rather than industry or business groups, as this will give you access to potential customers rather than industry peers.
Here’s another thing that most small businesses don’t think about when trying to get more customers: Most marketing tactics boil down to trial and error. And while the concepts we recommend have been proven by multiple authorities, there’s really no definitive way to prove how to best execute them.
For instance, let’s say you adopt a social media strategy that includes using the top keywords in your industry. Theoretically, this should give you the best opportunity to reach new customers. But should you include those hashtags in your original post or in a comment? Or should you add some less popular hashtags that limit your reach but give you a more niche audience?
The only way to truly know what works best in your specific industry and attracts your own, unique audience is to constantly test new strategies and compare notes. This means that you need to track the results of every new strategy you implement. Look at metrics like:
If something you’ve tried doesn’t yield results, try a new tactic and measure again. Tweak your strategy as many times as you need to in order to find something that works.
Tired of losing customers over a hard-to-use website? We can help. Here at Trajectory Web Design, we work with you to identify your ideal audience and tailor your site’s look and feel toward what they want to see so that you can bring in more customers to your website. Ready to get started? Contact us and tell us about your project.
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Ready for a slick new website, increased traffic and more converting customers? Tell us a little about your business and we’ll reach out to get your project underway.