This article was originally published on Jan 23, 2017. It was updated on May 11, 2021.
A business website is more than just a static marketing piece. When managed correctly, it can help you attract more customers. Here are 8 ways you can use your website to drive traffic, both online and off:
When your website is optimized for search, you’ll have a better chance of driving potential customers there. Do some keyword research to find out which keywords people use when searching online for what you sell, and include those keywords in your tags, titles, and content. When you optimize your website with the latest SEO techniques, search engines will rank your website higher in search results and potential customers are more likely to find your business during their search. If you don’t have the know-how to do this yourself, an SEO expert can help.
Each page of your website should feature a specific call to action, such as “Shop Now,” “Call for a Consultation” or “Sign Up.” Make sure your calls to action are easy to see and click on (even on a mobile device). Use tools such as pop-ups or chat windows to grab customers who start navigating away from a page without taking action.
Some people don’t like talking on the phone. If your website enables them to make appointments, request a sales call or schedule a consultation online, they won’t have to. These features also save your business time since you don’t need an employee to handle the requests.
Buttons that link to your business’ social media accounts can get website visitors to become social followers. When they like or share your social media content, their friends will see your business name, exposing you to a whole new group of prospective customers. In our website builder, you can easily add buttons in your header or footer and link to your accounts on your website.
You’d be surprised how many websites fail to include the essential information most customers are looking for: business address, a map or directions, business phone number and hours of operation. Make sure these are prominently displayed near the top of the home page. Also, make sure that your information is also accurate on your business listings. Having inaccurate or missing information on the web can negatively impact your search rankings. Search engines, like Google will prioritize businesses with accurate business directories above those with inaccuracies online. We can help make sure you always have your correct business information online. With a professional business directory service, you are confident in knowing your customers can find you when they need to.
Photos and images are an important element of a website. For instance, if you own a restaurant, enticing photos of the interior and the menu items can “sell” prospective customers on visiting. If you own an e-commerce website, be sure your product descriptions include multiple photos so customers can get a good look at product details. But be mindful of your image file sizes. Images that are too large can slow down your site speed, impacting user experience.
A confusing website will drive customers away instead of enticing them. Your business website should feature a simple, intuitive navigation that’s easy to use. It should load quickly and display equally well on mobile devices as on a laptop or desktop computer. If you need to make some changes and aren’t sure where to start, you can use our free Website Grader tool and get a report on your website’s performance. You’ll see what’s working well and get insights into what needs improving.
If customers visit your website only to find lots of error messages, “coming soon” pages or a blog that hasn’t posted new content since 2014, they may think your business is struggling. At best, they’ll think you don’t pay much attention to your website—and that translates into not paying attention to their needs. Regularly check your site for broken links and outdated information and add new content regularly. Make sure that you redirect broken links to relevant pages on your site. It provides a poor user experience to direct customers to pages with content they weren’t searching for.
With these easy-to-follow tips, you’ll have a website that your customers will love and visit frequently. Remember to review your website on a consistent basis to ensure your content is relevant and your site is performing as it should. If you ever need assistance, our experts are a chat or phone call away and will help you with your website needs.