Driving Traffic – Essentials and Tactics

web trafficAs I have mentioned in previous posts, if your company does not have a website or any sniff  of an online presence, then for a large percentage of the population, your company and the great services or solutions it sells, simply does not exist.

So let’s assume you have decided to develop that website. You sit back and you think ‘great, my work is done’. Sadly, with websites it isn’t really a case of ‘if we build it they will come’. You have to commit to your website. It can’t just sit there on the peripheral of your business. It has to work for you – on a daily basis.

The success of any website is based on two things

  • The traffic it gets
  • The conversion rate

The challenge is you cannot test the conversion rate if you are not getting the traffic to begin with. So here are some quick tips to point you in the right direction.

Step 1: Create good content
If you want traffic then you are not only going to want the search engines to rank our content but you are going to want people to click on the links. Good content will do this. Another valuable tip is to update that content on a regular basis – daily if possible.

Step 2: Go where your target audience is

This may seem like marketing 101 but you’d be surprised how many companies don’t realise the basic fundamentals of marketing also apply to their website.

Step 3: Use multiple forms of communication
To increase traffic you need to not only use other digital channels and not just text but use video too. You will need to develop promotional strategies for videos too (for example).


Considerations that will drive traffic

Keywords: What keywords should you be using? What phrases does your audience use when they search for your services?

SEO content/Metadata/alt tags: Must be done and must be up-to-date. If you don’t know what these are please feel free to send me an email.

Bounce rate: If your bounce rate is high you need to understand why your visitors leave your website. Is it because of bad content? Is it because they are not getting what they want? You need to not only use text but use video too so you need to create promoting strategies for videos too.


What do you want visitors to do?

  • Is there a Call to Action (on every page)?
  • Do we want them to Buy?
  • Do we want them all us?
  • Do we want them to subscribe to our blog?
  • Do we want them Download our papers
  • (giving us their contact details)

Are you using all tools available to feed into the website? Are you using these tools right?

  • YouTube – is your name hitting the mark and describing what you do?
  • Corporate Blog
  • Videos
  • Text
  • Twitter
  • LinkedIn
  • Pinterest
  • Email campaigns
  • Facebook

Of course there is not enough space in a blog post to talk website strategy and tactics, and one size does not fit all, though there are core principles. If you would like our company to help you with website strategy for driving traffic to your website please email info@eviemcrae.com for more information.

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