In this day and age, more and more people are turning to the web to buy everything from holidays and homes to groceries and gardening equipment. When they’re not doing that, they’re using search engines like Google to track down services, find the best deals and get what they need faster, and cheaper, than they could through more traditional methods.
So it’s no wonder that, in order to generate sales for your business, one of your first tasks was to build a website. After all, with so many other companies enjoying all kinds of online success, shouldn’t it be a given that yours could too?
Not necessarily. Though lots of people are quick to tell you about the benefits of creating your own company website, what they don’t always tell you is that there’s actually a lot more to it than that. Sure, having the website itself is a good start, but that’s no guarantee that you’ll attract visitors.
If your business has been online for a while without seeing the kind of traffic you were hoping for, here’s a few reasons why nobody is visiting your site, and what you can do about it.
You didn’t tell anybody it was there
Let’s start with the most obvious fact first, shall we? The majority of people aren’t psychic, and they won’t know your website actually exists unless you tell them so. This goes beyond simply adding a link in your email signature or updating your Facebook profile with your new URL. In order to get people to check out your site, you have to actively encourage them to do so. Put some time and effort into marketing your site, tell friends, family, colleagues and contacts, and encourage them to tell their friends and connections too.
You haven’t thought about SEO
Search Engine Optimisation is big business these days, and there’s a good reason for it: A well-optimised site can make all the difference between hitting the first page of Google, and languishing on page 10, where all but a few die-hards will ever bother to look.
SEO can be as simple as adding a few well-placed keywords into your website content, and as complex as optimizing images, testing site speeds and minifying your HTML. As with most things in life, the more work you put in, the better the results.
There’s scores of articles out there providing helpful advice on how to improve your SEO, and if your site is based on one of the web’s leading hosting companies, you may even have access to a few free tools to help you out.
You’ve overdone it with the SEO
SEO is great, but it’s easy to get carried away, especially when it comes to keywords. If you’ve literally stuffed your website with the same keywords in every other line, that hardly makes for compelling, easy-to-read content. Not only does this turn off any visitors who do drop by, but it also means you could well be penalized by the search engines, who favour websites designed and written for human beings and rank those higher.
Your content is stale and outdated
As you’ve probably figured out by now, your website’s content plays a key role in attracting visitors to your site, but once they’ve read that article you posted several months ago, what reason do they have for ever coming back? Posting a fresh supply of regularly updated, regular content can go an awful long way to attracting a steady stream of regular visitors to your site.
This is particularly true if you combine that new content with other online marketing tools like social media. Create a blog post, send it out to your networks, and give them a reason to visit on a regular basis. The more they do so, the more you increase the possibility that they’ll actually buy from you, and isn’t that the whole reason you created your site in the first place?