In a world where everyone’s glued to those tiny computers in their pockets, having a website is a must for any business. But that’s not enough. Your website needs to stand out – and unfortunately, that’s harder than ever before. Why? It’s simple. There’s more competition. If you think about it, your customers are only one click away from your biggest competitor. So how do you make them stay?
As with most things in life, putting in hours and hours of aimless work won’t do it. Getting your website noticed is all about working smarter, not harder. That entails a wide range of different strategies – from making the algorithm fall in love with you to creating alluring content that draws visitors.
If you’re struggling to bring in visitors, don’t despair. We’ve compiled our five favourite strategies to help you cut through the noise and boost your website traffic
1. Invest in web design
Let’s say you’re in your town’s high street looking to buy a present for a loved one. Would you go into a stuffy old shop with unfolded clothes, dusty shelves and a smelly carpet? Probably not. You’d look for a place that looked reputable, where things were tidy, and service was easily available.
Well, it’s the same with online businesses and web design. Whether we like it or not, first impressions are important. If your website looks like it’s been taken straight out of 1996, your visitors won’t stick around for long. On the other hand, a well-designed website will form a good first impression on your prospective customers. Why? To start with, it tells them that you actually care about your business.
A well-designed website will also make Google’s algorithms like you more. In fact, things like site pagination or fast loading times go a long way toward improving your website’s search rankings. But web design isn’t just about making a page look good. It’s also about providing an enticing user experience where your visitors can navigate your site with ease. This is particularly important in today’s online environment, where shoppers buy with their phones more than ever.
2. Implement an SEO strategy
For the uninitiated, SEO stands for Search Engine Optimisation. SEO is a digital marketing strategy that makes you rank higher in search engines (such as Google) through a series of processes that drive organic traffic. In our current online landscape, the importance of SEO cannot be overstated. Building a website without any SEO awareness is like opening a shop in a dark alley that doesn’t even appear on Google Maps.
Let’s put it this way. You can sit and wait for your potential customers to magically find you – or you can make yourself seen. A good SEO strategy will improve your brand awareness and bring in more visitors through organic search. Even better, it will also improve your credibility. Research shows that Internet users are more likely to trust websites that appear on the first few Google pages.
3. Publish original content
Being original has always been the first step toward standing out. This is also true when it comes to content. And don’t worry – we’re not about to bore you by telling you how important it is to differentiate yourself from the herd. There’s a more pragmatic explanation as to why publishing original content is key to improving website traffic.
It’s as simple as this. Since Google updated its algorithm back in 2014, it has prioritised original material over copy-pasted content. In fact, websites with duplicated content have been progressively weeded out of the internet. If you want your website to do well on Google, you need to stuff it with informative, helpful content that can earn high-quality backlinks. So, it’s not just about establishing authority and increasing credibility. Without original content, the algorithm will render you irrelevant.
4. Boost traffic with a PPC campaign
Even with a great SEO strategy in place, sometimes your website needs a little extra push to go with it. Enter pay-per-click (PPC) marketing – a form of online advertising that makes websites appear above organic search results in Google and other search engines. With PPC, you pay after each user clicks your ad. You can think of it as a way of paying to jump the queue and get ahead of the competition.
Unfortunately, it’s not as simple as it seems on paper. With a PPC campaign, you bid to appear in Google when users search for specific keywords. This means that your first step should be doing some exhaustive keyword research to make sure you’re filtering out words with low conversion rates. You also need to establish a clear-cut target audience to make sure that the people clicking on your ad are genuinely interested in your services or products.
Used in the right way, PPC can be a great tool to improve your website traffic. Apart from contributing to higher overall website traffic, PPC can boost your visitor-to-customer conversion rates. And paired with a solid SEO strategy, it can help you reach your target audience instantly.
5. Play the numbers game
When it comes to making your website more noticeable, hunches and gut feelings simply won’t cut it. Digital marketing is a numbers game – and to win, you’ve got to play it. That means that all the strategies you implement (from PPC to SEO) must be data-driven first and foremost. But what does that entail?
In digital marketing, being data-driven means accumulating and analysing quantitative and qualitative data to develop a strategy. This involves a wide array of different processes, from discovering keywords trending in your industry to planning for seasonal trends. It also means knowing your metrics. Structured data will help search engines to understand your content better. As a result, your website will be ranked more accurately – significantly improving your exposure.
Start driving traffic to your accountancy website today
Web traffic is the lifeblood of any website. If your accountancy is running low on it, you might need a different strategy – and Rapport Digital can help. As a full-service digital marketing agency, we know what drives traffic and what doesn’t. From mobile-friendly web design to SEO and PPC strategies, we have a wide arsenal of tools to get you to the top.
Interested? Just give us a shout today at firstname.lastname@example.org and we’ll come up with a marketing strategy that breathes new life into your company.