What? How can your website kill traffic? Well, it’s easy, unfortunately, and too many business owners are killing their traffic, sending them away with their website. Your website is likely your main resource place for information about your website and for many, it may be the first impression. But first, let’s look at the type of traffic that you may get – huge potential reach.
Where does your traffic come from?
There are a multitude of forms of traffic that you can get to your website, so let’s take a look at a few of them here:
- Organic traffic (SEO) – traffic coming from all search engines – Google, Yahoo!, Bing, Ask, Aol, etc
- Paid search traffic (PPC) – traffic coming from the search engines, but via paid ads on the search engine results with Google and/or Yahoo!/Bing
- Email marketing – you send out email blasts and hopefully you are driving
- Social media – sure you post about other folks information and post pictures and motivation, but you hopefully post links back to your website frequently. This could be about your products/services, blogs you write or even specials that you offer
- Business citations/listings – these are directories that you are listed on which can range from places like Angies, Yahoo!, Superpages, Yelp, networking groups, chambers, etc. Usually your information is listed, which includes a link to your website
- Guest posting – you may be asked to post on other websites, blogs, etc and usually are given the opportunity to link back to your website
- Other referrals – this could be anything from commenting on other people’s pages/posts, websites you are listed on, clients you work with whom give you credit on their page and etc
Why your traffic is important
Well, this one is easy…..your website is like your house for your business. This is the main resource of information about your business and products/services to the consumer, especially if you don’t have a storefront. If folks can’t speak with you directly or want to research your business, this is where they go. Oftentimes, this may be the first stop folks make before contacting you and if you are lucky to get a lot of organic (achieved with search engine optimization) traffic, folks may not even know who you are and may stumble across your website from the search results. So, you hope they stay
Why folks may abandon your website
There are a number of reasons why you may be losing traffic that you worked so hard to get. Don’t throw away your money by spending valuable time and resources working on your citations, guest blogs, blogging, social media, SEO and PPC if you don’t have a website that is welcoming. So, how do you know if your website is killing your traffic and making folks bounce the minute they get to your site?
- Do you follow the website standards? – Think about this and ask for help if you don’t know but there is a natural way with websites, a template of “where things go”. Be sure you are following those.
- Navigation should be along the left or the top with pages for your services, home, contact, about. While clever titles are okay for these tabs, remember, the idea is to get folks to look around, not confuse them.
- Do you have a search bar – tends to be helpful for larger sites
- Are your social media icons easy to find?
- Is your contact information in the header? Do you really want your consumers to have to work to contact you? BTW, quick note, they probably won’t, so don’t make them work.
- Visuals – we hear all the time how important visuals are so be sure to include visuals to help tell the story – plus it gives an idea about your product or service that could be explained quicker with a picture.
- Content – this is more for explaining your products or services and again, not making the consumer guess. They will read as much or as little as they want.. .but by putting nothing there, they won’t have the option. Plus, Content is still King and it helps the search engines find you, which means the consumers can find you. (as long as your content is keyword rich)
- Keep it pretty though.. paragraphs and paragraphs of text with no visuals, no white space, no headings will surely send them packing.
- Headers tell the reader what that next paragraph or section are about.
- Folks these days are busy, they will scan the text more than reading the whole thing, so use some colors (consistency, uniform and not excessive), bolding, bullet points or numbers to help break it out.
- Links – links give the reader the opportunity to learn more. Hopefully your website is organized well and they can find what they need easily, but if they find links to more information on the page they are reading, they may be more likely to read more and stick around. Score!
- MAKE IT EASY FOR THE CONSUMER – the more you make them work to find what they want, the more likely they are to abandon your site, and potentially not come back.
Bottom Line –You spend time and money on your website to get traffic, don’t ruin it with a messy site. Click To Tweet
What is your pet peeve when you look at a website? What things do you look for on a website? Feel free to share those thoughts in the comments below.
Should you have any questions about your website readability, search engines optimization or maybe want to schedule a marketing consultation, contact me and let me know how I can help you and your business grow.