I frequently hear from professionals with business websites that they just aren’t seeing the value from it. When I ask them why they feel this way the response typically is because they don’t feel they are getting enough traffic to the site or conversions to leads. These comments come from professionals across a variety of industries. The belief they have is that a website is similar to a sign on a building. It’s reminiscent of one of the most memorable lines from the 1989 movie Field of Dreams, “If you build it, he will come.” Frequently this line is misheard or repeated as “If you build it, they will come.” It’s this incorrect quoting of that line that gives terrible advice to many business owners and why your website isn’t like Field of Dreams.
Field of Dreams, TM & © Universal (1989), Movieclips, https://youtu.be/5Ay5GqJwHF8?t=25s
If you build it… doesn’t mean people will see it.
A website is not the same as a sign on a brick and mortar business. These businesses, when building or remodeling, are visible to passers-by. People are curious by nature, and just by the fact that the location is visibly changing, people will check it out. This traffic in front of these businesses is entirely different from online traffic.
The internet is a vast network of web addresses, IP addresses, and business networks. Your website is just a small blip in the internet galaxy. Think about all the stars in the universe. If you were one small star somewhere out in the vastness of space, what do you think the chances are that you would be the center of interest over all the other stars, planets, asteroids, and comets out there? It’s much the same with a website. If you aren’t shining and promoting your site for people to know you exist, you are just another speck to be overlooked. It takes more than just having your website built to see traffic and lead conversions from your investment.
Consider for a moment how many restaurants there are within 30-miles of your home or business. Do you think you know all of them? Perhaps there are new ones of which you are unaware. In much the same way, a new site or even a redesigned site might not be in the awareness of those who could use your business. You have to exist first and then promote that existence to have visitors find you on the internet. Just merely existing is not enough.
There are some simple things you can do to ensure that you are seeing the site traffic you desire and improve the conversions of visitors to it. Below are a few questions you can ask yourself and opportunities to market your website. It’s the most important step between website build and consistent visitor traffic.
CONTENT IS KING
Does the content on your website truly define your business? Will visitors take away the important thoughts you want them to remember after they have left your site? If you are unsure, use your professional network to test your message. Ask them how they might find you online if they didn’t know you. This exercise will help you to construct a message that connects with people allowing them to seek you out more easily online. Consider updating your content regularly and work with an SEO professional if you want some serious advice as to what content can get you the most return on your investment (ROI).
MARKETING IS IMPORTANT
Is your website listed on all your marketing materials? If you build it into everything from your business cards, flyers, door hangers, and even your vehicle, it can provide traffic to your site. Also, consider including it along with your physical address at the bottom of your contracts or invoices. Add it to the signature line of your outgoing email. Make it easy for people to find you without making them search through the fog of the entire internet. Your website is just another tool in your marketing strategy. Keep your marketing simple to build intrigue. Direct them to your website to feed that fire and with the call to actions on your site, convert them to leads.
Social media’s creation was intended for being just that; social. Use your business profiles to promote your business and include the link to your website. The website is the hub for your business. Online platforms should push traffic to your site, and your site should be developed and designed to convert those visitors into potential customers. Share updates on social media about your business and include a link to your site. Write a blog on your website to keep content fresh and relevant and share that on social media. You can build a pipeline of shareable content for your social strategy in this way. If you use pay-per-click (PPC) advertising, it’s important to drive that traffic to either your website or to contact you directly. Don’t forget how important your site can be to your business sales strategy.
SHARE YOUR KNOWLEDGE
You know more about your business than anyone else. Share some of this knowledge to showcase your expertise. Visit online forums and answer questions posted in your field. Remember to share a link to your website in your response. (Don’t make your answer a sales pitch for what you do. You may find yourself blocked from forums for this type of content.) Be sincere in your helpfulness of information. The more you give, the more you shall receive. Sharing your knowledge is also a great way to have others reach out to you to be the expert in panel conversations or other presentations where you can share your expertise and website with even more prospects!
Each of these suggestions is just part of a great online strategy. Your business website is just a piece of a much larger puzzle. By putting it all together you see a clear picture of what you do, what you have to offer, and why you are the person someone should hire. If you follow these steps, you will be on your way to seeing an increase in your site traffic and hopefully an increase in your business as well.
Have questions? Feel free to ask them in the comments!