Billboard in the Desert: How to Increase Website Traffic


Published: January 6, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
A Billboard in the Desert: How to Increase Website Traffic the Right Way

A well-functioning website is an important asset for any company as virtually all consumers use the internet to find out and products and services, answer questions, and solve problems. It may seem like the more you increase website traffic, the better you’re doing because every visitor is a potential customer, right? Not necessarily. While there’s no direct harm from having someone visit your site and do nothing, your business will be much better off if more of those visitors turn into customers.

The real purpose of a website is to turn visitors into either customers or prospects. The goal is to get people to convert into leads, buy products, or continue exploring your website until they’re ready to take action. The primary way to accomplish that is to improve the quality of traffic to your website.

The Importance of Conversion
When a visitor to your website engages with one of your calls-to-action, whether that’s signing up for your newsletter, requesting a consultation or sample, or downloading premium content, they have converted from an anonymous visitor to a named lead. These visitors have moved a little bit along the buyer’s journey toward becoming a customer and are ready for you to engage with them and start the nurturing process.

Your website’s conversion rate measures the ratio of visitors who convert into leads to those who leave without taking further action. The higher your conversion rate, the more leads you have that can be nurtured and hopefully end up making a purchase. If you have a high number of visitors to your website, but only a very small number of conversions, your website isn’t doing its job.

Getting the Right Traffic
There are several factors that affect your conversion rate, and today we’re going to focus on getting the right traffic to your website rather than trying to simply increase your website traffic. The inbound method is an approach to building your customer base that focuses on attracting better traffic, engaging with your visitors, and then converting them into leads. Inbound has been shown to be far more effective for businesses than blasting people with advertising when they’re not looking for it.

The process of attracting traffic to your website is critical as you’ll want to focus on bringing people to your website who need, want, and can afford your products and services. It does nobody any good to bring people to your site who are uninterested in your solutions or do not have the budget for them. By taking steps to improve who you are attracting to your website, you can weed out more people who were never going to buy from you in the first place and have higher-quality visitors who turn into better-qualified leads.

Increasing Web Traffic the Right Way
You want your website to be the hub of your marketing efforts with plenty of digital services working hard to bring high-quality traffic to a busy central area. Otherwise, it’s like putting a billboard in the desert: nobody’s going to see it, and should someone happen across it, it’s unlikely they’ll be interested in what it says. Here’s how to focus on attracting targeted traffic.
  1. Define Your Audience. Who is most likely to become a customer? What job or lifestyle do they have? What is the average age range? What is their income or budget? Create a Buyer Persona, or a realistic depiction of your ideal customer, to help you get to know who to target.

  2. Create Content. Blogs, articles, downloadables, videos, images, infographics. All of these content types are where you’ll do the work of educating your audience and answer their questions. Turn to your buyer personas: what are their pain points? What solutions do they need? How can you make their lives or jobs better and easier? Remember to always focus on the needs of your audience and solving their problems rather than going for the hard sell.

  3. Get Your Content Found. Targeted content is the destination for your increased website traffic, but how do you get it found? A variety of methods should be used to get the best results and can include everything from optimizing your site and content around important keywords and other SEO considerations, social media promotion, paid search ads, email campaigns, and more.

Better Traffic Means More Conversions
Taking steps to increase your web traffic without consideration for who these new visitors are will only boost your traffic statistics, not get you more paying customers. For any company that wants to stay in business, paying customers are a must. If you want more of your website visitors to convert into leads, and have more leads who are better qualified and therefore more likely to turn into paying customers, it all starts with attracting the right people to your website from the start.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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