Just as SALES are the lifeblood of your company, TRAFFIC is the lifeblood of your web presence.
Almost every website owner wants to increase their website’s traffic and have it generate lots of qualified leads or inquiries. I say almost, because there are always exceptions to the rule.
Now, I’ve touched on this subject before, but it is REALLY important if you want a successful website that has a good online presence and generates qualified leads.
Key Factors that Drive Website Metrics
The following are some of the key things that influence the TYPE and VOLUME of visitors you are trying to attract to your website. They are the key drivers of your website’s metrics or stats:
First and foremost is your website’s overall relevance to the type of traffic you are trying to attract. So the first thing required is to know who you are trying to attract, and what they will expect and want to see if they visit your site. KNOW YOUR TARGET MARKET or AUDIENCE.
Website Design – Is it attractive, and does the design itself convey a desirable – even if subtle, message to your intended audience?
Website Functionality – Easy to navigate? User-friendly?
Quality of Page Content – How relevant and useful is the content on your pages for your target market? Obviously, this is a KEY issue – both for your users and the search engines when they decide how high your website should rank in their search engine results pages.
Page HTML Titles and Descriptions – How they are worded – still very important
Headlines Within Pages – How they are worded – always important
Search Engine Optimization – You only want “white hat” SEO, and you don’t want to be over-optimized. And you certainly do NOT want low-quality, spammy backlinks leading to your site or you will be heavily penalized by the search engines.
Longevity – How long has your site been up online?
How fresh is the content on your pages? Do you add a fresh page every so often? Do you keep pages updated and tweaked fairly routinely so the search engine “bots” can see at least some differences periodically as they crawl your site? SE’s do not like continually static web sites.
Social Media are so important today. You have to be utilizing them, there is almost no choice if you want to be visible and attract more qualified traffic.
Do you publish an online newsletter or send out emailed newsletters?
Do you post informative blogs fairly routinely? Are you utilizing the increasing power of social media? Do your business’s blogs, newsletters and social media pages contain relevant, useful information for your intended audience?
Does your website function swiftly and properly on mobile devices – smartphones and tablets. This is important, as more consumers search the web from mobile devices now than from desktops.
Do you supplement your online marketing with some pertinent offline marketing? Many very successful businesses routinely send out offline fliers, postcards, newsletters or print ads of one kind or another directed at their target market(s). These include the business’s website address as part of their content.
All of the above, and more (perhaps a good Google Adwords campaign?), help drive your website’s stats or metrics.
Now, obviously, if we know what drives our web stats, we need to monitor those stats routinely to see how well we are implementing the above “basket” of factors that drive website traffic.
If you have Google Analytics, or another good web metrics program, spend the time it takes to really understand what those analytics are telling you. And it does take time to really understand most of the more sophisticated web analytics programs. But it’s worth it.
Of course, if you don’t have the time to do all of the above or monitor your web metrics properly, and you are counting on your website to pull in leads for you, find a reputable, reliable company that will take care of all this for you. It should definitely pay for itself over the long term.
After all, what is the point of having a website, if it’s not pulling in enough traffic to generate a decent volume of qualified leads – especially for small to medium size businesses?
Written by Bob Nelson
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