Unfortunately, the old adage ‘build it and they will come’ doesn’t apply to websites. If you want to get more visitors to your site in order to create more leads, make more sales and ‒ most importantly ‒ more profit, you’re going to have to let people know you’re there, but how? 1. Search engine optimisation (SEO) 90% of the online UK population use search engines to find their way around the web, so if you’re not already putting some effort into improving your position in search engines, you should make a start. SEO can seem daunting, but the basic tenet of good SEO is a well-written and regularly updated website that contains the keywords you want to be found for. The title of your pages (the bit that appears in the blue bar of your browser) should also contain your keywords. It’s also wise to check whether search engines might be having problems indexing your site by using Google’s free Webmaster Tools. 2. Online advertising If your website is fairly new and you want to drive a lot of initial traffic to it, it can take a while for your site to build up authority with search engines. That’s why many new sites use pay-per-click advertising on search engines (the sponsored listings you find down the right hand side of search engine results) to start off with. Or you could explore the opportunities of advertising on social networks, which can be a targeted and cost-effective way of driving traffic to your site. 3. Social media Social media sites are now visited by the UK online population as much as search engines, yet many owners of small businesses don’t see the value in social media because they say they can’t see any results. Using Google Analytics, one thing you can easily track is how many website visitors social media sites like Twitter, Facebook and LinkedIn send to your website – and you can see what those people have done once they’re on your site. Make sure that your website is linked to from each of your social media profiles and that you regularly post links to useful content on your website. 4. Directories List your business in UK online directories such as The Best Of and City Local or directories that are relevant to your industry and geographical area. These will not only provide links back to your website, which look good in the eyes of search engines, but they can send very relevant traffic to your site. 5. Pay attention to ‘offline’ This may sound obvious, but opportunities for promoting your website offline are often overlooked. Make sure that your website is on all printed materials, including your business cards, letterhead, flyers, adverts, promotional items, signage, vehicles, press releases, even packaging. If you can print on it, your website address should be there. You can see if this kind of advertising is working by checking your direct traffic statistics in Google Analytics. An increase will suggest that people are seeing your website address elsewhere than on the internet (where they could usually just click a link) and going online to check it out.
Unfortunately, the old adage ‘build it and they will come’ doesn’t apply to websites. If you want to get more visitors to your website in order to create more leads, make more sales and – most importantly – more profit, you’re going to have to let people know you’re there, but how?