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How to Get Customers to Visit Your Small-Business Website

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Whether you sell products or services to consumers or businesses, your company needs to have its own website—it’s as simple as that.

That’s because business websites serve as an incredibly cost-effective way to advertise your company. While you might only be able to keep your brick-and-mortar retail store open for nine hours during the day, for example, your business website can always be selling, particularly if your site is configured for e-commerce—which it should be, if for no other reason than the fact that customers make 51 percent of their purchases online. What’s more, your business’s website also provides your customers with convenience; in the event they are looking for information about your company, they can easily find it after a simple search.

Unfortunately, with more than 1 billion websites currently online, it can be difficult to draw customer eyeballs to your site in the first place. But with the right approach, it’s totally doable. With that in mind, let’s take a look at five ways you can increase traffic to your business’s website.

Great content

Content marketing is all the rage these days; some say content is the most important aspect of any website.

By creating blogs, infographics, white papers, ebooks, and case studies that your customers want to read and sharing them with your audience, you increase the likelihood they’ll find your information when they begin looking for answers online.

Content marketing is a form of inbound marketing, which exists to attract customers to come to you—instead of you having to reach out to them directly. While content marketing is 62 percent cheaper than outbound marketing, it generates more than three times as many leads.

Create the content that your customers are clamoring for—things that address their pain points, inform them, or otherwise add value to their lives—and they’ll find your website.

Promote content via social media

A vast majority of your customers use social networks like Facebook, Twitter, LinkedIn, and Instagram to remain connected with their friends, families, and colleagues and to learn new things. Increasingly, people are using social media to connect with their favorite brands, too.

According to Pew Research Center, 69 percent of U.S. adults are on at least one social media site. Find out where your customers are most likely to be and set up shop on those platforms to promote the great content that’s featured on your site. For example, a restaurant may want to use Instagram to post delicious images of its specials. Similarly, a B2B company might opt to use LinkedIn to promote blog posts highlighting its products.

Great design

Having great content on your site is half the battle. You need to make sure that your website provides an enjoyable user experience, too. Otherwise, customers will abandon your site due to frustration.

Believe it or not, 47 percent of customers expect websites to load in two seconds or less; 40 percent will abandon a website if it doesn’t load within three seconds.

You can’t expect to throw any old website up and attract visitors. Invest in a modern site that’s smooth and seamless and provides an intuitive user experience. Don’t make it difficult for your customers to find the information they’re looking for. Additionally, make sure your site is optimized for mobile. That way, customers will have pleasant experiences regardless of which device they use to access your content. 

Search engine optimization

By focusing on improving your search engine optimization (SEO), you will increase your organic search rankings—which means customers will have an easier time finding you when they go to Google.

Spend some time researching the keywords that make the most sense for your company to target. For example, an ice cream shop in Richmond, Virginia, may want to use that exact phrase—“ice cream shop in Richmond, Virginia”—in a number of blog posts. A company that sells collaboration software can target keywords like “collaboration,” “real-time communication,” and “business productivity software.”

You’ll also want to make sure to use meta tags, create title pages, use pictures and tag them accordingly, and more. (Here’s a guide to get you started.)

Remember: SEO is an ongoing process. Make your site SEO-friendly and perform ongoing maintenance to ensure it stays that way.

Pay-per-click advertising

If you have a bit of money you’re willing to spend promoting your website, pay-per-click (PPC) advertising may be just what the doctor ordered. Essentially, under PPC advertising, businesses pay a bit of money whenever someone clicks on one of their ads online.

One of the major PPC advertising platforms is Google AdWords. While it may cost you some money to drive traffic to your site this way, when it’s done correctly, it’ll be a worthwhile investment that should bring in more revenue than you pay out.

If you’re having a hard time getting traffic to your website, it’s time to rethink your approach. Any efforts you put into enhancing your website’s performance will almost certainly pay off in the end. Do your due diligence. With some hard work and determination, you can turn your hardly visited website into one that’s talked about by everyone in your industry. Good luck!

Your Website Is Your Online Storefront