In today's competitive market place, having a website is a no-brainer. Whether you're providing information, selling products and services, or a combination of both, it's a must-have for any brand or business, and it needs to provide a seamless experience for its users.
After setting a website up, the next logical step is to generate traffic. However, getting people to visit, and then engage with your website can be easier said than done. It's something we do for our clients on a daily basis, and it takes an individual approach when it comes to creating an exceptional web experience.
There are a number of ways we generate web traffic. Here are just four that can create a world of difference when done correctly.
1 - Create the right content
As we've mentioned in one of our previous articles, content is anything you use to help inform people of your product and the market you operate in. It can be the actual copy (text) that goes onto each page or a shareable video that can live elsewhere online.
On your website, the right content can generate traffic by providing answers to what potential users are searching for. So, for it to do its job correctly, your content needs to be created with the intent of your end-users search terms in mind. By doing this your content will be relevant to them and create a positive experience by offering something useful.
Being strategic about your content means you can focus on providing something that people are actually looking for. It also means that instead of talking about your product, you can provide something of interest or entertainment that has value beyond what your brand or business offers; giving users a) something they're looking for, and b) using that to link back to what you do best.
2 - Optimise your website
The right content strategy helps to increase your search rank, but it's not the only way to improve your local ranking on Google. Optimising your website helps search engines understand what it is about so they can index and display pages to people searching online. And as there are a number of technical aspects that need to be considered from the outset, it's important to realise that SEO is a long-term tactic that generates results overtime.
Most of these technical aspects that get employed are never seen by users. Things like the naming of your images, for example, can play a big role for websites that are predominately image-based. Search engines can't read images the way we do, so they need to have what's called 'alt text' to effectively describe what they're about so that search engines can index them correctly. The way pages are titles, and the URL structure can also increase search rank too; but it's important to ensure that any work done to the back end of your site does not compromise user experience.
3- Consider digital advertising
Creating online ads that get in front of the right audience can also bring traffic to your website, and there are a few ways you can go about creating them. Because of the different options available, considering what you want them to achieve is always a good start.
Google Search ads, for example, will create instant visibility in results for intent-driven searches. This means your website's ads will be shown above the natural search results. Social ads can generate likes and awareness, which in turn, generate traffic too. Banner ads, on the other hand, are image rather than text-based and promote your brand on websites relevant to your business and target audience. And if you want to stay front of mind with people who have visited your website in the past be sure to include remarketing.
4- Make sure your website is built to perform
Perhaps the most important piece of advice, however, is making sure your website provides users the best experience. Fast load times, easy to access information and pages optimised for mobile devices are all expected nowadays. And without taking care of the ‘basics’ first, investing in content and digital ads can put you in a position where people reach your website but leave quickly.
These four points aren’t the be-all and end-all by any means, but they’re a great place to start. If you think your website could perform better, or you need some help nailing strategy and content, feel free to contact us. We're more than happy to help make it happen.
Published: 6 Aug 2019