Small Business: Increasing Web Traffic?

Thousands, no millions of social media postings, web advertisements and even the spam form entries you probably get on your web site, if you have a contact form, promise to increase traffic, or visits to your company's website. Beware!

We've seen companies offering to increase visits to your website does increase visits to your website!!! Good news??? Not always. We see that most of these visits are from strange, or suspicious locations on the web. We suspect that many are generated by software rather than a real person. A few of our customers have tried them and seen no increase in sales. 

Also, consider how major search engines, like Bing, Google, Yahoo, etc, work. Search engines use data provided by the user such as past search results, their location, and other information from the terms they enter in the search to find the results best suited for the user. This is great news for us as users so when we are looking for a place to get our car tire repaired our search results will be local to us. Great news for local businesses that provide those services as much of the web traffic they receive will be from people near them. 

So what can you do? You do want to increase the number visits to your website to reach more potential customers or clients.

Ideas that cost money: 

• Google Adsense- You can choose how much you want to spend on a monthly basis. The service allows you customize the advertisement to target the users you feel will be most interested in your products or services. You may want to hire someone to assist you in setting it up as there can be a learning curve. One of our client's set up their own ad with a budget of $300 a month. They spent the entire budget in less than 24 hours and did not see a return on their investment. With a little tweaking to when and how their ads would be displayed they did see an increase in calls and ultimately sales. Using the tools provided by Google you can adjust your ad as needed.
• Advertising on websites that are related to your business - Maybe you sell consulting services. Associations related to your services are often a great place to advertise. People visiting the website looking for information will see your advertisement. So you get to reach customers from another website, as well as your own. 
• Hiring someone to help design your website - Often it is worth the investment to have a professional help you. They can design the site to display properly on mobile devices, monitor search results and trim keywords to help increase your web presence. In working with our clients we have seen that over 80% of visits to their websites are via a mobile device such as a phone or tablet. 
• "Traditional" advertising - If your budget allows, having advertising such as news ads, bulletin boards, flyers, brochures, etc, are still a reliable, proven way to increase sales. You have the costs for printing, advertising, and you can make the most of your advertising dollars by targeting those that you feel will more than likely take advantage of your goods and services. 

Ideas that don't cost money: 

• "Link-backs" - Having a link to your website on other websites is a great way to multiply your web presence. Consider associations you are a member of and include your business web address where possible. The more websites your website is posted on, for free, can help you increase your web presence for people that may be interested in your goods or services. Consider "one-off" opportunities. For example; if you are an interior designer, see if home improvement sites, or contractors will let you post your web address on their sites. Often you can barter, posting their web addresses on your web site. Again, you increase your web presence targeting those that may be interested in your goods or services. 
• Include your web address on printed materials that you print for your business- (Yes this costs money but the focus is on costs you already have:-) Printed materials include; invoices, receipts, brochures, business cards, anything you print for your business, make sure to include your company web address. Not only will you have an opportunity for repeat business from your customers, but others related to the customer may see your web address as well. 
• Word-of-mouth advertising - Still the most reliable way to advertise. Many people want to do business with a company that a friend or colleague is familiar with to reduce their chances of having a bad experience. Of course, providing great customer service, great services or products increase your chances for word-of-mouth advertising.

• Keep your website fresh - Update it on a regular schedule. This not only provides timely, relevant information that signals those visiting your website that you are alive and well, it also helps with search engines too. Make minor tweaks, update helpful information for your potential customers, while staying true to your company branding. 

It is important that we emphasize - Your web site is one part of a greater whole when it comes to advertising your company. Don't rely on having a website only. You need to incorporate additional ideas such as link-backs, printed media, and traditional advertising to create an overall marketing strategy.