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Website traffic – why you’re (probably) not converting | Bitlab

Website traffic – why you’re (probably) not converting

by Esther Tyreman / Website Design

So, you’ve designed a beautiful website, invested in the creation and content, ensuring that every aspect of your site is meticulous, just to discover that you are receiving very little traffic and visitors aren’t buying your products. It is a more common problem then you may think and there are some simple steps that you can take to improve your sites performance.

A simple rule of thumb is the higher your site ranks in the search engine results, the more traffic you will see coming to your site, this type of traffic is known as organic traffic. To improve your rankings, you need to perform search engine optimisation (SEO). SEO covers a range of things, the way your content is written, the speed of your website and the keywords used on your site. It is beneficial to have quality links to your site from other high-quality websites.

Besides organic traffic, you can also get direct traffic (people who type in your web address) and referral traffic (this comes from adverts and links on other websites and social media). You need a mix of traffic to build an awareness of your website and to be successful. Promotion of your website and services is vital; you can do this through online directories like Yell or Google My Business or through social media platforms and paid advertising. Don’t restrict yourself to digital advertising; ensure that your website address is on every piece of offline marketing too.

You should understand your audience and their behaviours, both on and offline. If you are a B2C business then advertising on Facebook instead of LinkedIn will be more effective, whereas if you are a B2B business then LinkedIn might be a better option. Research your audience to make sure that you are targeting your adverts in the right place.

Even though you are online, traditional reasons for why your visitors aren’t buying from you can still apply. Are your prices too high, have you got bad reviews or are your competitors offering something better? Ensure that your website is providing your customers with everything that they need to make a purchase or have a positive experience. Make sure that your site loads quickly and that it is easy to navigate. If a site loads slowly or is too busy and disorganised then customers will leave. Make the checkout process simple, no one wants to complete a lengthy form to make a purchase. It is important for your site to appear trustworthy, make your terms and conditions easily available and list your registration and VAT number if applicable. Provide your customer with all contact details, people are more likely to trust you if you have a landline and a physical address.

At Bitlab we offer a range of services that can bring the right traffic to your website. We can optimise your site for search engines and carry out effective marketing campaigns on social media. If you want to find out how we can help you then contact our team on 0191 4350 030, use our contact form or email info@bitlab.co.uk.

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