We spend a lot of time, creative energy, and effort on designing compelling websites. Yet, if you’re like most other small business owners, you don’t spend nearly the same resources on driving traffic to that website. As a result, you generate very little return on your initial investment. And though it may not be a total waste, your website certainly suffers as a result of your lack of commitment.
5 Ways to Drive Traffic to Your Website
No two websites are the same. Yet, interestingly enough, the same traffic generation strategies tend to work for most sites across the board. You’ll have to make some slight adjustments to tailor each to your own unique conversion goals, but the basic principles remain the same.
Here are a few suggestions:
Invest in Content
Content is the currency of the web. A website without quality content can provide nothing of value to its visitors. And in today’s world, where thousands of blog posts are published every hour, you have to keep your content fresh and engaging.
A good content plan is at the heart of any successful traffic strategy. You don’t have to publish a brand new post every day (or even every week), but there has to be a documented approach that’s designed around specific topics and keywords. Furthermore, you have to speak directly to your target audience.
There’s way too much about this topic to cover everything right here, but you may find this resource on content marketing to be helpful as you craft a proactive strategy. Figure out the content portion of things and everything else falls into place!
Build Out Links
Armed with quality content, you can invest in a link building strategy that will leverage your best pieces of content to generate authority and prominence in the eyes of search engines like Google.
Link building is essentially the process of intentionally generating links pointing from other websites to your own website. The goal is to acquire links from websites with a high domain authority, while avoiding spammy websites that can turn search engines against you.
You can certainly try manual link building on your own, but we recommend partnering with a white hat link building service that already has pre-existing relationships and link placement opportunities for you. This will streamline the process and dramatically improve your results.
Drive Paid Traffic
While good content and a consistent link building strategy will provide long-lasting results, the climb up to that point can be long. In addition to practicing patience, you can generate short-term traffic bursts by investing in paid advertising.
Pay-per-click advertising on platforms like Google and Facebook can help you drive targeted traffic to your site. The key is to really zero in on the right audience and search terms. Furthermore, you have to drive visitors to the right pages – usually landing pages that indoctrinate people into your brand and push them through a targeted funnel process.
Use Social Influencers
Social media influencers can be hit or miss. But if you partner with the right people, you can get some pretty impressive results. The key is to choose individuals who have a highly-engaged audience that overlaps with your audience (but doesn’t directly compete with you). Most brands with smaller budgets can forget about partnering with an influencer who has one million-plus followers. Instead, look for the smaller influencers who have several thousand followers that meet your ideal target customer. That’s where you’ll get the best ROI on your spend.
Put Yourself Out There
It’s important that someone within your business – whether it’s you or one of your employees – spends time proactively promoting your website in as many places as possible. This may include guest blogging, appearing on podcasts, and/or speaking at events. And each time you appear in one of these places, there should be a direct call-to-action to visit a targeted landing page on your website.
Putting it All Together
You can’t expect traffic to find your website. You have to go out and work for it. Piecemealing random “hacks” together won’t work for you. A cohesive lead generation strategy is a must. Consider this article a very basic primer on what to do. To maximize your results, you’ll need to hire and/or partner with the right professionals to implement a sweeping strategy that turns your website into a lean, mean, lead generation machine.