Now that you’ve built a great website, you need to grow your website traffic and get people to visit it. But you don’t only want people to visit your website — you want to convert them into paying customers.
You’ve probably heard the terms SEO or PPC as strategies to drive more people to your website, and you might have found them a little bit frightening. We are here to make sense of all these overwhelming terms. And to show you that growing website traffic is actually much simpler than you thought.
What types of website visitors are there?
When approaching online traffic, it is important to make a distinction between two main types of users. The first is those who have engaged with your website by making a purchase, for example. The second is those who have just entered the website without any form of interaction — like window shoppers.
The percentage of visitors that convert (meaning they complete a desired goal, such as booking a service or making a purchase) is your conversion rate. The percentage of visitors who enter the site and then leave (“bounce”), rather than continuing to other pages in the site — that’s your bounce rate.
Here are the most commonly used strategies to make sense of your website traffic and then grow it. You don’t have to try everything at once; go slow and see what works for you. Once you’ve mastered one, go on to the next.
1. Measuring Website Traffic with Google Analytics
To drive traffic to your website, you need to know how well you’re doing in terms of visits and activities over a given period of time. Google Analytics (GA) is a great tool that allows you to go deeper into understanding your site’s performance.
What GA does is organize large amounts of data in a straightforward manner. The information this tool collects will give you useful knowledge on exactly how visitors interact with your website.
GA monitors every visit to your website. And it will break down for you the levels of engagement of each visitor. It will provide you with precise information on page views, duration of sessions, bounce rates, demography and more. This way you can track audiences and their behavior: whether they made a purchase, or were looking into one, or just bounced off your website.
How often should you check your Google Analytics?
That depends on your amount of traffic and content updates. But as a rule of thumb you should check your GA at least once a week.
Because these insights will tell you “stories” about your customers and your website. In other words: you will learn who your website visitors are, what works on your website and what needs improving. This knowledge and attention to detail will help you improve your website traffic.
Who can use GA? Anyone with a Gmail account can use GA. However, you need to link your website to your Gmail. Follow this link to learn more about how to get started with Google Analytics.
2. Driving Potential Customers from Search Engines with SEO
One of the things you need to do to grow your website traffic is rank higher in search engine results. It’s simple: when people search for your type of business in your area or for something that you’ve got to offer, you need to pop up in their Google search, ideally in the first few pages.
Ranking higher in search engine results is a process that takes time and patience. That’s exactly where SEO comes in. SEO stands for Search Engine Optimization. How do you optimize your website for search engines? By producing quality content and by optimizing for specific keywords. Keywords are commonly searched words on Google or Bing to find specific content. There are several tools that can help you find the most suitable searched keyword for your business.
Once you know what those keywords are, make sure you mention them and write content around them on your website. This way, people searching for those keywords will find your business.
For example, if you’re a carpenter building kitchens, you’d probably want to include such keywords as “kitchen building”, “carpenter who builds kitchens”, etc. That’s because your potential customers are likely to be searching these terms on Google or Bing. Here is how you can get started with SEO.
3. Getting Your Social Media Followers to Your Website
Social media plays a key role in growing your website traffic. That’s where you keep your audiences engaged and informed about your business. Plus, it’s a great way to reach new potential customers.
The most popular social media platforms today in the UK are Facebook, Instagram, Youtube, Twitter, Reddit, and LinkedIn. Each offers its own features, personality and media capabilities. Do a little research to learn which platforms are right for your business and your audience. For example, if you’re targeting younger consumers, then Instagram is probably your go-to social network. If you’re targeting businesses or career-driven customers, you could give LinkedIn a try, and so on.
By including website links in your posts, you can use social media to attract more visitors to your website. Plus, users can “like” your posts or share them with friends, thus expanding your socials posts’ reach to additional viewers. That’s how new potential customers find out about your business. And if you post a great piece of content, it can even get viral and reach many people who’ve never heard about your business in the past.
4. Increasing Website Traffic with PPC Ads
PPC means pay-per-click ads. This is a model in which you only pay a fee for the users who clicked on your online ad to get to your website. If your ad was shown to a 1000 users on Bing, for example, but none of them clicked on it – then you don’t pay for those views of your ad.
When creating a PPC campaign, you need to ask yourself who your audience is. Ask yourself about their age, gender, interests, etc. Then you can define those audiences as the audiences you’re interested in targeting in your ads.
As a result, you basically filter “dead end” clicks from unwanted audiences and focus only on users who could potentially buy from you. For example, if you own a hair salon catering to 50+ ladies, then you wouldn’t want your ads to be shown and clicked by men or by teenaged girls – because you know they’re probably not interested in what your salon has to offer.
Google Ads is among the leading platforms for managing these sort of campaigns. But you can also manage PPC campaigns on Bing, Facebook, Twitter, and Instagram, to name just a few.
Some newcomers to the world of marketing find PPC campaigns intimidating and complex to manage. This is why we’ve developed a Google Ads DIY platform, where small enterprises with limited resources can easily create a campaign to get the best results possible on their budget.