The easiest, most effective, and cost effective way to increase your website traffic is to publish content on your website-lots of it. You can describe what you do as writing blogs or publishing posts and/or pages. The purpose and effect is the same-more traffic.
And the more you publish, the more traffic you will get. This is not a sexy strategy. It does not involve Twitter, Pinterest, Facebook, media buys, Adwords, social media marketing, marketing channels, demographics, metrics or any other buzz words.
It simply involves publishing information that I know my target market for this website will search for and appreciate.
Set out below you will find the phrases and words that searchers have typed into the search box in whatever web browser being used, generally Google, which has brougth these searchers to a solicitor’s website that I own and control.
Search phrases 1st July 2012 to 27th July 2012
auctioneers license ireland 2012
judgement in the us enforceable in ireland
section 68 letter sample
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cost for solicitor to represent you at dublin district court
can i study law if i have road traffic offences
does ireland recognize u.s. judgments
stepstone mortgage funding limited v fitzell
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example letter from solicitor for court summons
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how to register a trademark in dublin
irish laws for damages and trade mark infringement by isps
can a civil summons be served at work in ireland
john brennan sean dunne d4 hotels domain
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ireland redundancy legislation
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dublin solicitors that deal with bank debt
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rainford –v- newell-roberts
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stepstone mortgage funding ltd v. fitzell
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mortgage protection payment if unfair dismissal
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franchise ireland law
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how to defend a civil summons in the district court
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summary of unfair dismissal law in ireland 2012
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collective and non collective redundancies
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business partnership in ireland
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terminating a franchise agreement when the agreement has expired
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solicitors copyright infringement
non collective redundancy
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children guardianship act 1964
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Each of these searchers is a potential new client. Clearly this is the purpose of this website and is the purpose of most small business websites.
The strategy at work here can be utilized in virtually all industries and businesses. And a critical point about all of these searchers above is that they are actively looking or searching for something-generally a solution to a problem they have. (You may also be interested in lead generation for solicitors)
Contrast this with spending large amounts of money on advertising which “targets” people indiscriminately-those who may need a solicitor and those who have no interest or need for what you have to offer- in a scattergun approach.
So, you have paid big money to a web design company for a website for your business but you are now wondering..where is the traffic?
Where are the much needed website visitors that you need to justify your investment of scarce cash resources?
Perhaps you are seeing little or no return on your investment and you now have a beautiful looking but useless website which is doing nothing for your business with no traffic, no leads, no sales.
Increasing website traffic
There are really only two ways to get traffic to your website:
- paid traffic through programmes like Google Adwords advertising programme
- free traffic through the search engines results pages (serps) and ranking well on the SERPS for keywords and phrases relevant to your business.
Buying traffic through advertising with Google Adwords has it’s uses..but not as a long term, sustainable marketing model for your business.
It is simply too expensive and will leave you open to the vagaries of fluctuating cost per click with every single visitor to your site being paid for.
It does not take too long for this to really add up and burn a very large hole in your marketing budget.
The smartest, most cost effective way to get a real return on your website is to generate lots of free, organic traffic from the search engines.
This route is sustainable, very cost effective and will lead to incrementally larger returns from the small investment required to generate this traffic.
The investment required is simply in great, relevant, unique content on your site. You can do this yourself or you can outsource it.
But Google, the largest search engine by a long way, makes the vast bulk of it’s revenue from advertising sales. And to continue to grow this revenue Google has a huge vested interest in bringing the most relevant, targeted search results for it’s searchers.
When Google does this it allows the advertisers to get good, “hot” leads for their goods and services.
And this in turn sees the advertisers continuing to spend with Google Adwords.
Most relevant search results
Given the commitment of the search engines to bring what they consider to be the best results for their searchers this is where your site can step in and be one of the most relevant results returned for searchers.
But only if you have good, relevant content for the searchers query (search).
Your task as a website owner therefore is to give your site the best possible chance of ranking well for a whole range of search terms relevant to your business and relevant to your target market.
This is not rocket science.
But if your site looks great with great design but is content poor or has little or no content it simply will not rank well in the search engines..and consequently won’t attract any traffic or visitors.
Structuring your website
To ensure that your website becomes a real, revenue producing asset for your business you will need to plan as to
- what topics you are going to cover on your site
- how to categorise them
- how to lay out your site to make it easy for both human visitors and search engine robots to find their way around and find what they are looking for.
The starting point for this plan should be carrying out good keyword research with a tool like the Google Adwords keyword tool or the tool (Keyword Suggest) provided by SEOBook.com.
Both of these tools are free.
Good keyword research allows you to create content that you know people are searching for-this removes speculation, conjecture and guesswork from what you should be spending your time writing content about.
The language of search is “keywords and keyphrases” (they are called “search engines” after all) because keywords and phrases actually tell you what people are searching for.
To increase your website traffic you need to understand how content marketing can help grow your business and convert your existing site from a pretty but ineffectual distraction to a real lead generator for your small business.
If you are a small business owner trying to take advantage of the internet to promote your offline business, you are in danger of getting screwed.
Web design mistake
A web designer is essentially a graphic designer who may well be very talented at graphic design. They can create great looking graphics, drop dead headers, pictures/slideshows on autopilot and lots of other gimmicks.
And a web designer can cost you a lot of money..money that you could be spending in a much smarter way for your business.
I have nothing whatsoever against web design “artists”. They probably do a great job in designing stuff.
I just don’t want them designing my small business site. Because I don’t want fancy design or graphics, I want traffic.
As a small business owner you need an online presence-no controversy there.
But a good website for a small business owner who wants to get a great return on his investment should be concerned with two things (and one only follows after the other).
A site that delivers traffic to your business-lots of it and targeted traffic-can be a significant asset to you and your business.
A site that looks great but does not deliver traffic is simply useless.
You should not be concerned with
- fancy graphics or
- complex web design features or
- the latest social media buttons
- Or any other fancy, trendy gadgets or wheezes.
Picasso or Bauhaus?
As a small business owner your choice is between art or traffic..between Picasso and Bauhaus.
Or put simply between ineffectiveness and functionality.
Art and traffic are not mutually exclusive-sure you can have both.
But your primary focus in promoting your business on the internet should be in generating targeted traffic leading to leads to clients to sales.
Art or traffic? You choose.